Elements Of Visual Merchandising
Visual merchandising
involves six distinct elements that work in conjunction to help retailers
create a unique experience for shoppers. They are –
Store Layout
It is the organised
arrangement of retail space that helps customers find what they’re looking for
quickly. It includes store greeter, entry point, focal point, shopping flow,
signage, and display fixtures.
- Store design: It
is the physical look of the store that can be seen by anybody walking into
it. It includes vinyl graphics, store fixtures, paint colour themes,
lighting sources, and display fixtures.
- Interior design: The
interior layout of the retail store that customers cannot see from the
outside – it involves showroom floor covers, countertops colours,
merchandising fixtures.
- Merchandise presentation: Product
categories that are displayed together (by size or type), linear vs
non-linear displays (merchandise arranged in a way that they have a path).
It also includes decisions about which type of merchandise is suitable for
the location and how to use the space effectively.
- Focal Point: A
display is incomplete without a focal point where the attention is
directed. This can be displays like mannequins, art pieces, themed
decorations (like Christmas), lighting fixtures, etc.
- Empty Space: There
is always a certain amount of empty space in the store to improve the
visual appearance, the flow of foot
traffic, and breathing room. It is used as
an additional display area for merchandise.
- Display fixtures: A
store fixture is anything installed within the retail space to display
items, such as rotating racks, shelves, or tables.
- Signage: Store
signage helps customers navigate to the right area, locate a product,
special offers, and wayfinding. It can be in-store signs at entrances and
exits, backroom information boards, shelf edge panels, window
decals/signage.
- Marketing
collaterals/POP displays: Store
brochures, price tags, product cards, table-top visuals, floor decals and
aisle signs are used to spread the store’s message.
- Promotional space: It
includes backdrops for events and samples, popcorn
machines etc.
They can be used to entice customers into the store or encourage them to
try something new.
- Mannequins: Mannequins
are full-scale, detailed figures that are used as life-sized models to
display clothing. Besides clothing, they can also be used to display props
like jewellery and scarves.
- Brand elements: It
includes any unique aspect that customers identify with a brand. This can
be packaging, logos, or mascot figure that promote the brand and its visual
identity.
