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Visual Merchandising

• Visual merchandise is the presentation of a

store and its merchandise in such a manner
that will attract the attention of potential
• It involves decorating the store keeping the
interior presentation the same as what is
promised on the outside.
• Visual merchandise requires a combination of
skills including creativity, artistic knowledge
and understanding of store design.
• Colour is a big attraction point in converting
potential shoppers into customers.
Interior Displays
• In-store visual merchandising can be used to
capture the attention of consumers which is
essential in the buying decision-making process.
– Store Layout
– Mannequins
– Point of purchase Display
– Light
– Music
– Scent
Exterior Display(Eye-catching)
Exterior window displays can be used to sell product
and entice customers into the store.
An eye-catching, innovative window display can
promote the brand image
– Window Display
– Colour
– Graphics
– Lighting
– Seasonal displays
• Planogram, also known as Plano-grams, plan-o-
grams, POGs, are visual representations of a
store's products or services.
• They are considered a tool for visual
• According to the Oxford Dictionary, "It is a
diagram or model that indicates the placement of
retail products on shelves in order to maximize
sales." Planogram therefore help dictate a retail
store's layout.
• A planogram is a diagram that shows how and
where specific retail products should be
placed on retail shelves or displays in order to
increase customer purchases.
• Planogramming is a skill used in
merchandising and retail space planning.
How to Create a Planogram
• Creating a planogram is a delicate balance of logical
organization such as grouping items in the same category
and taking advantage of consumer behaviour and
psychology to expose them to new or highly profitable
products, and increasing sales by using cross-selling
techniques and triggering impulse buy behaviours.

• For example, stores will first group all bread-like products

in the same aisle and then will often place peanut butter,
jelly and other condiments in the same place to help
remind shoppers to stock up on those items at the same
• Products placed at eye-level may sell better
than products placed on the bottom shelf.

• However, products on the bottom shelf may

be eye-level for children. Their lower level
placement may even make it easier for
children to grab products to add to their
parents' carts.
Planogram can help grow your retail
• Grabbing a consumer's attention using a pleasing
• Creating incentives to trade-up to higher margin
• Emphasizing best sellers using placement
• Tracking success and failures to offer future
• Monitor inventory and reduce both overstocked
and out-of-stock products
Store layout/design
Store layout/design
• Store layout is the design of a store's floor
space and the placement of items within
that store.

• Store layout helps influence a customer's

behaviour, which means when done right, it's
a key strategy to a store's prosperity
Store Design Objectives
• Consistent with retailers image and strategy

• Positive influence on customer satisfaction and

purchase behaviour

• Cost effective

• Flexible

• Meet needs of disabled

Types of Store Layouts
– • Grid Layout

– • Racetrack / Loop Layout

– • Free Form Layout

• Grid layout
The counters and fixtures are placed in long rows or
‘‘runs,’’ usually at right angles, throughout the store.
• Loop layout
A major customer aisle begins at the entrance, loops
through the store—usually in the shape of a circle,
square, or rectangle—and then returns the customer
to the front of the store.
• Free-flow layout
Fixtures and merchandise are grouped into free-
flowing patterns on the sales floor.
Grid Layout
Long gondolas in repetitive pattern.
• Easy to locate merchandise
• Does not encourage customers to explore
• Limited site lines to merchandise
• Allows more merchandise to be displayed
• Cost efficient
• Used in grocery and drug stores
Grid Layout
Grid Layout
Racetrack Layout (Loop)
• Loop with a major aisle that has access to
• Draws customers around the store
• Provide different viewing angles and
encourage exploration, impulse buying
• Used in department stores
Racetrack Layout (Loop)
Free-Form (Boutique) Layout
• Fixtures and aisles arranged asymmetrically
• Provides an intimate, relaxing environment that
facilitates shopping and browsing
• Pleasant relaxing ambiance doesn’t come cheap –
small store experience
• Inefficient use of space
• More susceptible to shoplifting – salespeople can
not view adjacent spaces.
• Used in specialty stores and upscale department
Free-Form (Boutique) Layout
Free-Form (Boutique) Layout