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AFM Unit 4
Visual Merchandising
| Term | Definition |
|---|---|
| visual merchandising | the physical display of goods in the most attractive and appealing ways |
| storefront | the exterior of a business that projects a brand identity and helps distinguish itself from competition and surrounding stores |
| marquee | canopy over the top of the entrance |
| store layout | refers to the ways that stores use interior arrangement of the retail space to facilitate and promote sales and serve customers |
| selling space | where merchandise is displayed and customers interact with sales personnel. usually 75-80% of the store. |
| customer services | includes rest rooms, cashiers - returns or exchanges, gift wrapping, |
| storage space | inventory storage space |
| planogram | is the overall top view of the department or entire store showing the physical space |
| fixtures | a permanent or movable store furnishings that hold and display merchandise. display cases, tables, counters, floor and wall shelving units, racks, bins, and stands |
| grid layout | has one or more primary (main) aisles running through the store, with secondary (smaller) aisles intersecting them at right angles. Better use of space |
| maze layout | free-flowing arrangement. fixtures are informal or unbalanced placements. Paths of shoppers are based upon positioning of fixtures. can be more interesting, but not as good use of space |
| entrance | Most Valuable area of the store |
| displays | individual and notable physical presentations of products as attention getting focal points |
| atmospherics | features intended to create a particular emotional mood or attitude - sound, smell with decor color, lighting, graphics, and paint used to create a theme or image for the store |
| props | usually decorative or functional background scenery such as rakes, leaves, and wheelbarrow for a fall theme. |
| signage | can tell a story about products, guide customer through store, and do silent selling. Examples - counter signs, posters, hanging signs, banners, flags, easels, etc |
| architectural displays | consist of model rooms that allow customers to see how merchandise might look in their homes |
| decor' | the style and appearance of interior furnishings - theme carried out throughout the store |
| open displays | allow customers to handle and examine merchandise without the help of a salesperson. Tables, shelves, and countertop displays are examples |
| point of purchase displays | designed to promote impulse purchases. usually for new or small speciality items located near cash register. |
| kiosks | uses technology to allow consumers to select products they wish to buy. Example could include digital camera prints uploaded and printed in the store, ATMs. Red Box, gift registry, wedding registry, etc. |
| merchandise presentation | includes the ways that goods are hung, placed on shelves, or otherwise made available for sale on fixtures inside the store |
| shoulder out | most garments are hung in home closets - with only one side showing from shoulder to bottom |
| face forward | hanging with front fully facing the viewer |
| waterfalls | are slant arm fixtures intended to hold one or a few items per knob |
| capacity features | hold large amounts of merchandise. often positioned to the rear or interior of the store or department |
| window display | the first contact with the store that can stimulate customer curiosity and bring them into the store |
Created by:
janice ritchey
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