UNIT 1 INTRODUCTION TO VISUAL MERCHANDISING
* TOPICS IN THIS CHAPTER :-
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1.1 Introduction
1.2 Concept of Visual Merchandising
1.3 Trends in Visual Merchandising
1.4 Importance of Visual Merchandising
1.5 Objectives of Visual Merchandising
1.6 Elements of Visual Merchandising
1.7 Effective Visual Merchandising
1.8 Essential Features of Visual Merchandising
1.9 Planning for Visual Merchandising
1.10 Summary of this Chapter
1.11 Very Very Important Questions
1.1 INTRODUCTION:-
- Today visual merchandising plays an important role in retail-industry.
- It is the art of presentation whereby Visual merchandiser conceptualizes designs and implements window and in-store displays for retail stores.
- Visual Merchandisers are the professionals who are responsible for granting any brand a face.
- This exercise educates the customers, creates desire and finally adds to the selling process.
- In this unit, you will learn about the concept, trends, objectives, elements and essentials of visual merchandising.
- You will further learn how to make visual merchandising more effective to attract the customers and pre-requisites to be kept in mind while planning for visual merchandising.
1.2 CONCEPT OF VISUAL MERCHANDISING:-
- Merchandising involves acquiring the required goods and placing them with due prominence on the designated shelf.
- It also involves setting price for the goods that helps the retailer in reaching the goal that has been set.
- In large stores thousands of items are kept for sale.
- Retailers often try to keep complimentary products that assist in each other’s sales like, TV sets, DVD players.
- Merchandising becomes a vital part of stores operation as the success of store depends mainly on the products sold there.
- Today’s successful retailers make the most profitable use of every square foot of space in the store.
- Since the space is very expensive, one must take a strategic approach to use the space.
- Mishandling of space can be as harmful to your success as poor buying.
- It is very important for every store to create a suitable atmosphere and appealing presentations in order to trigger the consumer’s buying decisions.
- In a competitive world where you can find identical merchandise in more than one store, layout and presentation become key differentiating factors.
- Look at figure 1.1 which shows how effectively space is used to display the goods in retail store.
- Visual merchandising is concerned with presenting products to customers within the retail space.
- It refers to the efforts undertaken to make a retail outlet attractive to the prospective customers through the art of presentation, with the ultimate aim of selling the merchandise offered.
- VM aims at selling the image of the retail store and goods and services offered by it.
- It is a term sometime used as an alternative to merchandise display, but these days visual merchandising is generally understood to have a wider definition encompassing all activities concerned with the presentation of the product within the retail outlet.
- It includes the choice of store layout, the method of product presentation, the choice of fixture and fittings, the construction of displays, and the use of point-of-sale material.
- Gini Frings had defined it as the means to communicate a store’s fashion, value, products, and quality message to prospective customers so as to entice them to buy from the store on a sustainable basis.
- The main objective of visual merchandising is to make the customer experience memorable along with satisfying his/ her needs.
- It helps in increasing sale and customer satisfaction by creating the right ambience through good visual presentation and store planning.
- Visual merchandising is more important in some retail sectors than others.
- For example, fashion and home furnishing retailers have always devoted considerable resources to display their products in an appealing way.
- The grocery retailers are much more concerned with space efficiency.
- Visual Merchandisers must combine their artistic flair and creativity with technical know-how to set up displays that maximize the space of the store while effectively catching the eye and appealing to the senses of their target customers to serve their purposes.
- Visual merchandising educates the customers about the benefits of products and services in the following way.
● It establishes a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value.
● It sets the company apart in an exclusive position.
● It establishes linkage between fashion, product design and marketing by keeping the product in prime focus.
● It combines the creative, technical and operational aspects of a product and the business.
● It draws the attention of the customer to enable him to take purchase decision within shortest possible time, and thus augmenting the selling process. It makes easier for the customer to locate the desired category and merchandise.
● It makes easier for the customer to self-select.
● It makes possible for the shopper to co-ordinate and accessorize.
● It helps to highlight and demonstrate particular products at strategic locations.
1.3 TRENDS IN VISUAL MERCHANDISING:-
- Needless to say, today the retailers have realized the importance and power of an attractive window display.
- Merchandise presentation encourages the buyers not only to enter the store, but also to purchase the merchandise.
- Today window display is not only an expression of art but a strong selling tool.
- Display should sell it the mantra to be applied.
- Window displays and merchandise presentation are now calculative and they are based on the psychoanalysis of consumer behavior.
- Visual merchandising trends are constantly fluctuating because retail is always changing.
- The challenge for retailers is to react to the evolving needs and wants of their customers.
- Visual elements in a retail store have always been very important in attracting and keeping consumers.
- But in the past, visual merchandising trends dictated that featured merchandising is used primarily to promote sale prices.
- End caps were and still are, used for this purpose.
- However, twenty years ago the visual merchandising trend was to bulk stack end caps promoting prices on single items.
- Today retailers often use end caps to promote new items and to inform customers of those items’ specific purposes or benefits.
- End caps today are also more attractive.
- The visual merchandising trends of today find retailers using end cap fixtures, lighting and color to highlight featured products.
- Visual merchandising trends have also influenced the way store aisles are merchandised.
- Focal points are often developed in the middle of categories or aisle runs.
- This is referred to as micro-merchandising.
- Sections of particular groups or products are featured by changing the type or color of fixture on which those products reside.
- Visual merchandising trends have also led retailers to sometimes include radius shelving in their product sets.
- Radii shelving are shelves with rounded front edges.
- When used as feature elements, they extend past the straight front of neighboring shelf sections.
- Product visuals are improved and the items featured have a distinct advantage over products that are adjacent and not featured.
- Current visual merchandising trends have seen overall fixture heights drop in many stores.
- By dropping fixture heights customers can be enticed visually to explore other areas of the store.
- Look at figure 1.2, which shows that retailers use visual cues to guide customers through their stores for the purpose of increasing unplanned purchases.
- New store layouts not only use visuals to plan fixture placement, they also use visual merchandising techniques to design store décor.
- Visual merchandising trends have definitely influenced store signage.
- Retail store signs have gone from Styrofoam letters glued to a wall to colorful high impact three dimensional graphics.
- Even now we are seeing a shift in visual décor.
- Visual merchandising in stores is going digital.
- Flat screen TV’s are being utilized everywhere, not only presenting products in full color, but also communicating and in a very literal sense, selling.
- These digital signs are like having another salesperson on the floor.
- Visual merchandising trends have led to merchandising that improves profitability and exposes shoppers to more key elements within a store.
- Visual merchandising is just one of the essential elements of the discovery process.
- Online shopping has become important that the store put in extra effort in attracting customers in the store and providing a pleasurable shopping experience, to make sure that the customer returns to the store for repetitive purchase.
- Encouraging and helping the customer to cross merchandise will not only increase sales but also facilitate customer convenience.
1.4 IMPORTANCE OF VISUAL MERCHANDISING:-
- In the present scenario competition is increasing and becoming more complex.
- Therefore, keeping in view the nature of competition, it is necessary to display the products in such a manner that they look attractive and appealing to the minds of customers.
- It can be understood with the help of an example.
- If you have two cakes in front of you - both chocolate, but one with yummy frosting and the other without it - just a plain chocolate cake.
- Which one do you choose? Both are cakes, and chocolate flavoured as well. More often, we choose the option which is more visually appealing.
- Such is the human mind, we immediately feel that the better looking one will be the tastier one as well.
- The task of visual merchandising is similar.
- It is the art of displaying merchandise in a store, in a manner that is appealing to the eyes of the customer.
- This helps in presenting the products/services in a way that would convert the window shoppers into prospective customers and ultimately buyers of the product.
- Visual merchandising includes store layout, window displays, signs, cosmetic promotions and any other sales promotions taking place in the store.
- The Retail business is booming these days, however, along with this, it also invites a lot of competition.
- With the large amount of options that customers have these days, it is very difficult for business to attract customers and increase customer loyalty. One way to do so is through effective visual merchandising.
- More and more retail businesses have started putting focus on the art of visual merchandising to increase footfalls and ultimately enhances the sales.
Understand the importance of visual merchandising:
- The first step to good visual merchandising is to understand how it is important.
- It will definitely be an asset to your store and business.
- With good visual merchandising, you will be able to accomplish your store’s objectives easily.
Tell your store’s story through visual merchandising:
- Visual Merchandising gives you the chance to convey to your customers what your store is about and how you can satisfy their needs without being too intrusive.
- If you are running a high end fashion store your, VM strategy will be different than other economical fashion stores.
- For example, if the store has a new fall collection, the visual merchandising should portray that to the customers.
Attract customers by being different:
- Just using visual merchandising is not enough.
- You have to invest time and effort on it.
- The same old tricks do not work any more, so attract your customers by being different.
- For example, Instead of hanging garments on hangers or keeping them in racks, hang some of them on hooks from the ceilings.
Tailor your displays to correspond with the kind of customers you attract:
- A good visual merchandising is the one that has been done keeping in mind the objective of the store along with the needs of the customers.
- You should keep in mind that your VM strategy should give your customers ample opportunity to browse through your products and convert them into sales.
- For example, a toy store which gives a chance to the kids to touch and feel the products/ play with them, will always do better than a store which keeps it products in closed boxes, out of the kid’s reach.
Keep your visual merchandising dynamic:
- The human mind gets bored easily, hence, if the display of the store is constant without any novelty, it will not attract enough customers.
- Keep changing your displays daily or at least once in 3 days - the more dynamic your visual merchandising, the more it attracts the customer.
- It also increases the awareness of your products by giving you the chance to display more products.
Use it to fulfill the stores objectives:
- It is important to understand the power of visual merchandising.
- You can use it to your advantage in achieving the store’s objectives.
- For example, if your objective is just to get more footfalls other than coveting sales, make use of displays.
- Put up eye catching displays which say ‘Walk in to get free vouchers, etc.
- These are just a few of the various elements that you can use to increase your store’s awareness and sales through visual merchandising.
- Passion for creativity and design along with coming up with new ideas, are essential to ensure a good VM strategy.
1.5 OBJECTIVES OF VISUAL MERCHANDISING:-
- Any retail organization conducts its business with an objective of earning profit by selling its merchandise and services.
- To do so, it has to make sure that its prospective customers are aware about the merchandise and services that are available.
- The main objectives of visual merchandising are to support selling and to coordinate marketing activities.
- Let us learn them in detail
i) Support Selling
- Visual merchandising facilitates sales by:
1. Communicating and reinforcing the store brand image.
- Visual merchandising displays and designs should be designed keeping in mind the target customers (their lifestyle, values, educational background, income group, etc.)
2. Informing the prospective customers about the various merchandise available instore
3. Generating excitement through window displays and in-store ambience to encourage more customers to enter the store especially during special events (like SALE, festive season, new product launch, etc.)
4. Cleverly place merchandise category adjacencies and strategic merchandise presentations and displays, not only help make sale in one category but also help cross merchandise.
5. Well planned fixture Planograms help save staff time while stacking and rearranging merchandise, which they can use to attend to a prospective customer.
ii) Co-ordination
- Just like all the departments in a retail organization work towards the advancement of sale so does the visual merchandising department.
- VM department does not work in isolation and has to be in synchronization with the company policies, retail merchandise to be sold (e.g. merchandise introduce/discontinued), special offers (e.g. discount sales), marketing policies, etc.
- A Visual merchandiser should hence co ordinate his activities and time line with the other departments in the organizations.
Merchandising department:
- The visual merchandiser must be aware and understand the merchandising department’s selling strategy, including which merchandise is availed at which store, the date on which they will be made available, etc.
- This will help the VM to design VM plans/designs that will reinforce the sale strategy.
Advertising/ Marketing department:
- It is fruitless if the marketing department advertises some merchandise, and customer cannot locate them in the store.
- Hence the VM should work in coordination with the marketing team.
- Further more to create greater sales impact and greater recall value the Visual Merchandiser should try and repeat any special characters or symbols used by the marketing department.
Operations department:
- Coordination with the operations team is key when it comes to the execution of the VM plans.
- Centrally manufactured props may need to be transported to the individual store as well as maintains of the shop floor and the display props need to be looked after.
Floor Staff:
- Store floor staff is one of the best sources to know about the customer behavior at the store.
- They can give a visual merchandiser valuable information about which product are the hot sellers and which ones are the slow movers.
1.6 ELEMENTS OF VISUAL MERCHANDISING:-
- A visual merchandiser has to work with various elements of VM to bring about the desired action (purchase) and reaction (satisfaction, to return for another purchase at a future date) from the customers.
- These elements are as follow:
a) Store front
b) Store layout
c) Store interior
d) Interior display
- Let us learn them in detail.
a) Store Front: The exterior of a business comprises the following:
i) Marquee: It is a sign that is used to display the store name
ii) Entrances: These are designed with customer convenience and store security in mind.
- There are several types of entrances each portraying a certain image
Revolving – up scale stores
Push-Pull – full service stores often with fancy handles
Electronic – Self-serve stores, with carts such as Wal-Mart, Kroger etc.
Climate Controlled – shopping malls.
iii) Window Display: Window displays acts as an introduction of what will be found inside the store.
- Given the fact that a pedestrian takes only a few seconds to consider a store window, a window display should be well planned to make the most impact.
- Main intension should be to capture the attention of the passersby.
- It begins with the selling process even before the customer enters the store and suggests the type of merchandise carried in the store.
b) Store Layout: Store layout describes the overall look and feel of the interior of a retail store, including the placement of fixtures and products within the store.
- It is an important part of implementing retail store strategy.
- Effective layouts are designed to expose customers to the most products possible given the amount of floor space available.
- It refers to the way the floor space is allocated.
- It is of four types.
● Selling Space: It includes: Interior displays, Sales demonstration areas, Sales transaction areas (wrap desk)
● Merchandise Space: It is allocated to items that are kept in inventory, Selling floor, and Stock room area.
● Personnel Space: It refers to space for employees, break rooms, lockers and restrooms.
● Customer Space: It refers the space meant for comfort and convenience of customers.
- It includes: Restaurants, Dressing rooms, Lounges, Restrooms, and Recreation area for children.
c) Store Interior: In-store displays should be in line with the window display in terms of theme and props.
- In-store displays can be further categorized into:
i) High points:
- When a display is placed above the eye level to be viewed from a distance is called a high point.
- They are usually on the top shelf of the walls fixtures featuring the merchandise stacked/hung on that wall.
- They are used to demonstrate the use of this merchandise and inspire the fashion trends.
- They can also be used to cross merchandise.
ii)Focal points: Focal points are dedicated areas within the store for displays.
- They display the merchandise stacked around that area which may be from different departments.
- They are good source to encourage cross merchandising.
- It affects the store’s image and includes the items such as: Floor & wall coverings, Lighting, Colors, and Fixtures.
- It is important to create a relaxing, comfortable place for customers to shop.
d)Interior Display:
- These are the part of general store interior.
- It helps the customer to make a selection without personal assistance.
- Interior displays use fixtures and props to showcase merchandise.
- Props are generally classified as decorative or functional.
- Functional Props refers to practical items for holding merchandise such as mannequins and shirt forms whereas the purpose of Decorative Props is to enhance merchandise items such as trees, tables, cars.
- Interior display may be of different types.
● Closed display: Examples are Look but don’t touch, require sales person assistance, Expensive or fragile merchandise, and Jewelry cases.
● Open Display: Examples are to handle merchandise without a salesperson, Selfservice, etc.
● Architectural Display: Examples are: Actual room setting and Furniture.
● Store Decorations: It refers to decorations for holidays such as Christmas, Halloween and Valentine’s Day.
1.7 EFFECTIVE VISUAL MERCHANDISING:-
- You have already learnt about trends, objectives, importance and elements of visual merchandising.
- Let us now discuss different ways through which one can make visual merchandising more effective.
- Visual impact is a huge component of retail merchandising.
- Customers entering a store are greatly influenced by the visual information they gather in the first split of second.
- One simple visual element, such as color, can catch a shopper’s attention and also greatly affect their mood.
- In today’s ultra competitive market place it is of paramount importance that retailers understand the basics of visual merchandising.
- Here are some steps that help you to maximize the positive results of your efforts.
Display products in a creative way:
- When building a product display look for products that are natural add-ons to the main product featured.
- A great visual merchandising tip for a grocery store: Build an end cap special on tomato soup, but don’t just stop with the soup, get creative.
- Merchandise the entire end cap with tomato soup then place a shelf at eye level displaying brightly colored soup bowls as an add-on sale item.
- Visually the display would have a repeating label accented by one ribbon shelf of bowls.
- This is good visual merchandising practice and great way to increase margin.
Use accent lighting to feature products:
- Customers are drawn to light.
- Lighting can make products shine and bring colors to life.
- Using this visual merchandising tip to wash a display wall with light will enhance any product.
- Accent lighting creates visual interest for shoppers, and magically puts products in their sight.
- Once a product has captured a customer’s attention the odds are increased that a purchase is at hand.
- This visual merchandising tip will impact your customers’ impression of their shopping experience and your profits.
Change displays weekly:
- This visual merchandising tip reminds us that customers want to see new and different products.
- There is an aspect of entertainment and education that customers appreciate when stores change their displays.
- Stores that don’t change their displays weekly will have customers simply walking past displays that are no longer fresh.
- If the customers have seen the same end cap for the last six weeks, the displays are no longer new or relevant to them.
- These stores will not reap the potential rewards of incremental or add-on sales and can lose out to their competition.
- If the competitor down the street is constantly and creatively changing their visuals, there is a good chance shoppers will gravitate to that store.
Colour matters:
- Colour can demand a shopper’s attention, evoke emotion and influence decisions.
- Your merchandising plan should include bright colours not only for displays or end caps, but also for the middle of aisle runs.
- Visually painting your store with colourful focal points will help draw shoppers to those key areas.
Merchandising themes:
- Theme merchandising is a fun way to communicate seasonal activities or other information.
- If your store is a hardware store, use garden gloves, flower bulbs, decorative pots, hand gardening tools, and potting soil to get your sales started for spring.
- Outdoor grilling displays are great themes for grocery stores and home centers.
- Backyard chefs will be attracted to every item in your display.
- Themes connect customers to projects or activities, and as a result, connect their spending to your profits.
1.8 ESSENTIAL FEATURES OF VISUAL MERCHANDISING:-
- There are certain things which a retailer needs to take care while proceeding with the process of displaying his products.
- These components when combined together in a proper ratio will make a successful outcome.
- The essential features of visual merchandising are as follow:
Make merchandise the focal point:
- The main goal of display is to showcase the products within the overall display area.
- Customers give three to five seconds of their attention to window display.
- The retailers visual message should be conveyed to the customer in that short period of time.
- It should not be like an unsuccessful TV advertisement, where the product is forgotten altogether and only the concept of the commercial remains in the mind of the viewer.
- The arrangement of window display should go with the product and should not suppress them to make it discernable to the eye.
Appropriate colours:
- Color is one of the most powerful tools in the Visual Merchandising segment.
- It is a visual perceptual property.
- Colors can be associated with emotions, special occasions and gender.
- It attracts attention and pulls more customers into the store.
- A retailer has to focus on the right choice of color that would match with the theme of display.
- It is not possible to satisfy everyone all the time, but it is possible to cultivate the taste of customers gradually and purposefully.
- A right choice of colors in the display items can turn walkers into stoppers and significantly convert them into customers.
- It is therefore mandatory to choose the right color for the right theme of display.
- A Halloween display would require black color in the display theme.
- Valentines theme should be ruled by red color supplemented with pink and white.
- A display of baby’s accessories should reflect light shades of pink and blue colors.
- A Christmas display should contain colors of red, green, gold and silver.
Supportive theme:
- A theme is a display of sale items of similar categories e.g. a display of kitchen accessories.
- It is essential to have themes for all retail displays.
- They can be romantic, wild, or capricious.
- A good theme will lure the customer with a shopping mood into the store.
- Themes mainly depend upon the retailers’ imagination and creativity.
- Focusing on the right theme rather than creating a display with expensive raw materials is the key to successful window display.
- A shoe store theme can be a group of elves buying shoes.
- A theme for display of casual wears can be a group of mannequins sitting casually at a get together in different poses.
- Related themes will tug the heartstring of the customers and will pay off.
Display should complement other strategies of the retailer:
- The content of the display should complement the in store environment and other marketing strategies of the retailer.
- If the retailer has a specific logo, the colors of the display can reflect the same color of the logo.
- For e.g. MacDonalds display, the clown is of the same color, red and yellow as in their logo.
Cleanliness:
- Neat and clean arrangement is the foundation of a successful visual display.
- A beautiful display can be ruined by a cracked sign holder or an unclean display environment.
- Effective cleaning schedule of showcases and display fixtures is required.
Change the display settings in frequent intervals:
- Changing the arrangement of the displays in regular intervals will initiate new interest about the products in the minds of the customer.
- By designing a Plano gram and activating changes frequently one can be a proactive retailer.
- With globalization and the retail boom, visual merchandising is growing in leaps and bounds.
- It is not simply concerned about decorating a store beautifully; but must also symbolize the brand keeping the target audience in mind.
1.9 PLANNING FOR VISUAL MERCHANDISING:-
- Visual appeal is an important component in the success of any retail store.
- Successful business owners understand that the impact of visual appeal cannot be overstated in retailing.
- Every visual detail can greatly influence a customer’s decision to remain in the store and ultimately make a purchase.
- Even the simplest elements, such as the general color scheme, can affect a customer’s disposition and determine a purchase decision, as well as repeat business.
- The planning for visual merchandising involves following activities.
Evaluate overall color schemes:
- Create a color plan that visually paints the retail space by accenting focal points that draw customers to specific areas.
- Coordinate featured items to provide a core structure for a visual merchandising plan.
- Match store color schemes to products.
- Use dominant store product colors in strategic areas, such as the entryway and exit.
- Find and use flattering colors that could evoke emotion.
- Include bright colors in aisles as well as in product displays.
Develop merchandising themes:
- Consider the themes of the products, incorporating holidays and special occasions into item groupings.
- Send visual messages through seasonal activity communication.
- For example, for spring, use floral arrangements with products as appropriate.
- Offer information for activities like outdoor parties for summer and fall, displaying product use.
- Floral shops and hardware stores could feature flower bulbs, seeds, pots, gardening tools and information on how to use them.
- Use themes to give customers incentives for projects and activities that relate to the products in the store.
Feature sale products creatively:
- Build product displays that showcase sale products with accents.
- Use vibrant colors that flow naturally with the color scheme of the store.
- Use product add-ons for main products featured.
- For example, place every item that a customer would need to create the effect of the display within the grouping.
- Build on each item with merchandise to display suitable brightly colored items as add-on sale products.
- Use accent lights for featured products, since light attracts attention.
- Study and examine other retail stores.
- Consider how to effectively adapt and create new themes to help design displays.
- This type of strategy can enhance visual merchandising plans for increased sales margins.
Keep a fresh perspective:
- Change all displays on a weekly basis.
- Use advertisements to guide display creation.
- Customers need to experience new products that serve to update old standards.
- Regular display changes can also entice customers to return regularly.
- Use aspects of entertainment to educate customers who can appreciate learning how to use products effectively.
- New displays are more relevant and interesting.
- Offer special display-only incentives and indicate them as such.
- This strategy may appeal to a customer‘s sense of the potential associated reward for frequent and regular store visits.
1.10 SUMMARY OF THIS CHAPTER:-
- Today visual merchandising plays an important role in retail-industry.
- Visual Merchandising (VM) is the art of presentation whereby Visual merchandiser conceptualizes designs and implements window and in-store displays for retail stores.
- This exercise educates the customers, creates desire and finally adds to the selling process.
- Needless to say, today the retailers have realized the importance and power of an attractive window display and merchandise presentation not only to encourage the buyers to enter the store, but also to purchase the merchandise.
- Today window display is not only an expression of art but a strong selling tool.
- Visual merchandising trends are constantly fluctuating because retail is always changing.
- The challenge for retailers is to react to the evolving needs and wants of their customers.
- The visual merchandising trends of today find retailers using end cap fixtures, lighting and color to highlight featured products.
- Visual merchandising trends have also influenced the way store aisles are merchandised.
- In the present scenario competition is increasing and becoming more complex, therefore keeping in view the nature of competition, it is necessary to display the products in such a manner that they look attractive and appeal to the minds of customers.
- A visual merchandiser has to work with various elements of VM to bring about the desired action (purchase) and reaction from the customers.
- These elements are: Store front, Store layout, Store interior, and Interior display.
- Visual impact is a huge component of retail merchandising.
- Customers entering a store are greatly influenced by the visual information they gather in the first split of second.
- There are certain steps which help a merchandiser in order to attract the shoppers’ attention.
- These steps are: Display sale products in a creative way, Use accent lighting to feature products, Change displays weekly.
- There are certain essentials, which a retailer needs to take care while proceeding with the process of displaying his products.
- These components when combined together in a proper ratio will make a successful outcome.
- These are: Make merchandise the focal point, appropriate colours, supportive theme, Display should complement the retailers other strategies, Change the display settings in frequent intervals, and cleanliness.
1.11 VERY VERY IMPORTANT QUESTIONS:-
1. Define the concept of visual merchandising.
2. Explain the trends in visual merchandising.
3. Describe the importance of visual merchandising.
4. Discuss the objectives of visual merchandising.
5. Identify the elements of visual merchandising.
6. Discuss the steps to be followed in effective visual merchandising.
7. Describe the essentials required for visual merchandising.
8. What is visual merchandising? Explain the objectives of visual merchandising in India.
9. What is the importance of visual merchandising in retail sector? Describe in detail the trends in visual merchandising in India.
10. What are the elements of visual merchandising? Discuss the steps to be followed in effective visual merchandising.
11. Discuss the essential features of visual merchandising. Also explain the pre-requisites while planning for visual merchandising.
