Interior and Exterior Concepts of Visual Merchandising
Visual merchandising is the art of implementing effective design ideas to increase store traffic and sales volume. Visual merchandising is known to be silent selling, in the sense that the product should sell itself. It is all about delivering good customer service to enhance the experience in store. There are many tactics and techniques for visual merchandising which are all linked to the physiological ways of the consumer are buying behaviours. Visual merchandising is very important to retailers because it shows how well they know the consumer, it will increase their foot flow in store and their sales if they get it right. It is important because it’s about creating the right experience to make them want to come back and buy things when in store. I will be looking at visual merchandising of three stores. The three stores I have chosen are Bank, JD sports and Farm and Pet place. Bank: Bank has a target market of 15-25, they provide the latest branded fashion and the competitors are arcadia group. JD Sports: JD sells the latest sportswear for their target market of sports enthusiasts. Their competitors are JJB sports and Sports direct. Farm and Pet Place: Farm and Pet place provide farm and get goods to its target market of farmers and pet owners. Its main competitors are pets at home and wynnstays. Findings
Location & Visual Merchandising
There are three types of locations for retailers these are:
As the primary location is the main, they are town or city, it is important the retailer makes the store stand out compared to its competitors. Retailers in a primary location usually have standard visual merchandising. The secondary location is the quieter area of the towns and cities far away from main facilities and amenities; this is why there is less foot flow than a primary location. There is normally not a lot of space for retailers to experiment with their visual merchandise and the retailers located in the secondary location usually have poor visual merchandising as they follow procedure instead of being creative as they don’t have a big budget. An anchor store is a store within a precinct or on a high street with large overheads it attracts well known retailers who have the pulling factor to bring other retailers to the area. An anchor store retailer will have a very large budget to be able to become creative with their visual merchandising this why they usually have very food visual merchandising. Bank store in Llandudno is in a secondary location, so is Farm and Pet place and JD sports. Bank and JD are both in outlet centres therefore they have a lot of foot flow even though it’s just a secondary location. I think that Farm and Pet place are situated in a place where there isn’t much foot flow; you’d go there because you knew about it. Purpose Built or Interior Buildings
Whether a retailer has decided to buy a previously owned building or buy a purpose built building, it affects the visual merchandising as every building has a different shape. If retailers buy a purpose built building they will have an advantage as they’re much better for visual merchandising because of the shape and the height, it is more suited. The purpose built buildings have considered the needs of the visual merchandising. For the inherited buildings it is not as easy as some of them are listed therefore the shop front cannot be changed, so if a retailer wanted to have a fancy shop front they could not because the building cannot be changed. Also they are really narrow and long therefor it is really cramped spacing to visual merchandise; it limits how much you are able to do. Even though purpose built buildings are more costly they are more cost effective in the long run. Bank has a purpose built building, however they haven’t taken full advantage of it because they have a false ceiling which could be potential selling space...
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