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Store Design (Subject) / Visual Merchandise (Lesson)

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• Visual merchandising the art & science of presenting products in the most appealing way
• Why is visual merchandising important? Direct attention. Store branding. Unplanned purchases. Customers buy what they see. --> Good vis merch equals 15%-30% price cut.
• 3 Keys of visual merchandise - Visible (OoS/hidden --> bad) ///// Seeing is believing - Tangible (emotional connection) Advantage against online! //// Touching is feeling. - Good choices (Shoppers want freedom of choice, but no overload!)
• Choice -          Is a good feeling -          Great selection --> great attention -          Fewer selection --> higher sales
• How can you overcome this choice overload effect? 1.       Reduce selection 2.       Visually structure the assortment of goods. Visually highlight a few preselected and recommended products.
• Bundled presentation -          Products used together (usage context) -          Occasion (Halloween) o   Customers get a feeling what the product is used for o   Crossselling o   Good for atmosphere o   Bundle presentation will be remembered o   Bundled products are better evaluated
• Taxanomic traditional presentation -          Tables, chairs,… -          Size -          Luxury goods, every day goods -          Producer -          Brands -          …
• Creating attention by visual magnets: -          Novelty (not too much à disorientation à too much arousal) -          Position (Placement, size) -          Contrast (light, color, movement, isolation,…)
• Pictures or instore graphics: -          Emotionally charge the store -          Archetypes à understandable for all o   Create attention o   Evoke feelings

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