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Display Merchandiser

Visual Merchandising As A Silent Salesman

Visual merchandising, also known as the 'silent salesman', suggests selling by display and presentation. Visual merchandising focal points are located strategically to circulate the customer in the store, and communicate the features and benefits of the merchandise. This is done by converting a passerby to a browser with an effective window display, a browser to a spender through the process of 'conversion', a spender to a big spender by increasing the 'ticket size' assisted by the process of cross-merchandising.

Retailers also use the space in the non-trading common areas in addition to the merchandise presentation space for brand promotions paid for by companies owning the brands. Dealer signboards, windows and in-store space of outlets like chemists and grocers are used as point of purchase promotional areas.

Shopping Experience Visual merchandising enhances the shopping experience by providing the right ambience, besides creating an image of the store in the minds of the customers through a combination of colours, display presentations, graphics, lighting, forms and fixtures. If done in an exciting and dynamic fashion, the shopping experience would be pleasurable for the consumer and make him come repeatedly.

Communication Tool Visual merchandising communicates to customers the right message about the merchandise by projecting the latest trends, colors and fashion in apparel retailing. Visual displays are the perfect communication vehicle, provides an opportunity for retailers to sell a variety of merchandise.

VM Presentation

Elegantly presented in a well-defined area and with the right fixtures, provides an environment silently extends an invitation to customer to see and touch the goods.

Theme displays based on a season or an event is used to promote an appropriate product range.

Lifestyle displays are more subtle, not necessarily aimed at selling a particular product, but an image, which has a corresponding activity.

Coordinated displays contain items that are normally used together, increasing multiple purchases besides educating or informing the customer. Classification dominant displays contain all varieties of one product, are used to convey the impression of a wide selection.

Buying Decisions The buying process initiated by visual merchandising starts with the act of grabbing the attention of the customer. Then the presentation creates in them the interest to buy. The story-telling in visual merchandising generates the desire in the customers. The final action of buying is triggered by the visual merchandising and displays communicating one message — the merchandise is 'for you'.

Store Atmospherics Store atmospherics include the exteriors and interiors of the store and the manner in which they are designed to create the ambience for a fashion boutique or a store.

Exteriors refer to the architecture which comprises aspects such as building materials, architectural style, colors and textures.

Signage is a vital element of the storefront, attracting the customer's attention.

Interiors withfree-­flow format with a great deal of aisle space to enable the free movement of customers within the store and also to create a more specific atmosphere and image

Fashion Retailing uses a variety of visual merchandising and display techniques. The retail visual merchandising theme is usually lifestyle-based. They create a more modern image than the traditional use of mannequins, and save on valuable sales space, without an overcrowded look.

A store's exterior or glass storefront provides an additional opportunity to reach out and grab the passing customer. Windows are integral in creating a positive impression before the customer enters the store, and many retailers use them effectively.

The Role of VM in Retailing

Visual merchandisers play a major role in enhancing sales and the customer experience. It includes

-Planning the VM theme and creating displays.

-Arranging props for displays.

-Arranging display fixtures and lighting.

-Setting up stores before openings.

-Working with floor plans and store requirements.

-Training personnel on the sales floor to create displays.

-Organizing merchandising units such as racks and shelves.

Shop Displays

Displaying merchandise in the store allows customers to make quick decisions on purchases. Shop displays are done both in the exterior and in the interior of the store.

Window Displays attracts the attention of passers-by. They are of two types:

ü  Exclusive Windows have an absolutely closed backdrop. The store's show window is a separate area and displays are organized in the windows following the theme.

ü  Open Windows do not have any backdrop, and the passing customer can see the interior of the store through the displays. A wide facade with a glazed frontage automatically serves as an open window to entice eyeballs.

Live Displays are used sometimes for product displays at the entrance of the store to demonstrate the use of products. Children's stores often use people dressed as cartoon characters to attract kids' attention.

Marquee Displays are done under a marquee panel erected in the front of the store. Marquee panels have a canopied or an extended roof, which are sometimes used in spacious stores.

Island Displays are displays of merchandise found generally at the entrance of stores to announce new arrivals, special offers, etc. A display podium is erected and decorated suitably.

Counter Displays using counters that have glazed display shelves. Categories like jewellery and watches have counter displays lit from within to highlight the merchandise.

Brand Corners are displays of exclusive brands and are common in supermarkets and convenience stores. A devoted space in shelves carries the exclusive displays of the brand.

End Cap Displays are done at the terminal sides of the gondolas on both sides, used in supermarkets, convenience stores and book stores.

Waterfall Displays are found commonly in garment stores, done on the linear walls with the help of stooping rods. They are used for blazers, jackets etc.

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