Best Prac­tice – Visual Mer­chan­dis­ing Guide­lines for prac­ti­cal im­ple­men­ta­tion

VM&RD - - RESOURCE RECO -

Count­less fac­tors come into play from the first glimpse of a prod­uct through to its pur­chase. They nat­u­rally in­clude a neat, ap­peal­ing store lay­out and a wellordered as­sort­ment of goods for the re­spec­tive tar­get group. Im­pres­sions and sen­sory per­cep­tions, be­yond visual mer­chan­dis­ing, also con­trib­ute to a con­sumer’s pur­chase de­ci­sion e.g. a pleas­ant room tem­per­a­ture, at­trac­tive gen­eral lighting, a nice fra­grance and suit­able back­ground mu­sic. We want to ad­dress the tech­ni­cal pos­si­bil­i­ties of mer­chan­dise dis­plays, which form the ba­sis for per­fect visual mer­chan­dis­ing with an ex­cit­ing store de­sign us­ing at­trac­tive prod­uct dis­plays and dis­play high­lights. Vis­play of­fers an ex­tremely wide range of mod­u­lar sys­tems based on ar­chi­tec­tural prin­ci­ples with in­no­va­tive ideas and so­lu­tions for ev­ery sales in­te­rior. They can be flex­i­bly adapted to phys­i­cal fea­tures and to many dif­fer­ent prod­uct as­sort­ments. Thanks to in­ge­nious tech­nol­ogy, they are quickly as­sem­bled and par­tic­u­larly easy to han­dle. All types of visual mer­chan­dis­ing can be achieved with Vis­play sys­tems. The fo­cus is al­ways on the mer­chan­dise, and the sys­tems re­main vir­tu­ally “in­vis­i­ble“to the con­sumers. The sys­tems high­light the mer­chan­dise and en­able the great­est pos­si­ble free­dom of de­sign for both the re­tail in­te­rior and cor­po­rate de­sign. To­day and in fu­tures is­sues, we will be il­lus­trat­ing nu­mer­ous visual mer­chan­dis­ing guide­lines based on 12 dif­fer­ent top­ics, with prac­ti­cal ex­am­ples and im­ple­men­ta­tion pos­si­bil­i­ties. Ob­serv­ing these guide­lines will lead to an in­crease in sales and re­duce per­son­nel costs on a long-term ba­sis, in ad­di­tion to many other pos­i­tive ef­fects: 1. Store lay­out 2. Arena prin­ci­ple 3. Wall dis­play struc­ture 4. Mid-floor 5. De­sign prin­ci­ples for ar­chi­tec­ture (hor­i­zon­tal, ver­ti­cal, se­lec­tive points, flat …) 6. Dis­play modes (front/side­ways dis­play, folded dis­plays, or­ga­ni­za­tion ac­cord­ing to colours and sizes etc.) 7. Dec­o­ra­tive dis­plays at PoS/cross mer­chan­dis­ing 8. Points of in­ter­est 9. Shop win­dows 10. Lighting on mer­chan­dise sup­ports 11. Brand­ing/emo­tional at­tach­ment 12. La­bel­ing

1. Store lay­out

The clearer the store lay­out ap­pears to the cus­tomer, the less sales staff are nec­es­sary, as the cus­tomer will find what he is look­ing for or is in­cited to make a pur­chase by spe­cial dis­plays. Mer­chan­dise which should ap­peal to a large num­ber of cus­tomers is po­si­tioned in the cen­tre or front of the re­tail space and is clearly vis­i­ble. Stairs and lifts present a bar­rier, so topselling mer­chan­dise (of­fers, new col­lec­tions) should be dis­played on the ground floor. The busiest ar­eas are the store en­trance, path­ways and ar­eas to the cus­tomer’s right. Less fre­quented ar­eas are mid­dle aisles, ar­eas to the cus­tomer’s left and up­per and lower floors. En­trance zones and POS zones should be gen­er­ously sized, to avoid con­stric­tion. The main path­ways should be ap­prox. 1.5 – 2 m wide, side aisles at least 0.8 m (be­tween the mer­chan­dise). A cus­tomer guid­ance sys­tem en­ables the cus­tomer to eas­ily find his way round the store. De­pend­ing on the size/lay­out of the store, the path­way should ide­ally be de­signed as a loop or a suc­ces­sion of loops. Cus­tomers can thus dis­cover all the ar­eas of the store. When fur­nish­ing the store – par­tic­u­larly the right-hand side of the path­way and the rear wall – it is im­por­tant that the cus­tomer is pro­vided with a good over­all view of the re­tail space by an ap­pro­pri­ate lay­out of dis­play units ( -> arena prin­ci­ple) and is con­tin­u­ously at­tracted to ap­peal­ing dis­plays, of­fers and fo­cal points (-> points of in­ter­est), that will sur­prise him and in­spire a pur­chase. Ap­peal­ing dis­play ar­eas and dec­o­ra­tive dis­plays along the path­way us­ing Vis­play sys­tems, which have both dec­o­ra­tive and dis­play func­tions.

Vis­play’s Beam is a ver­ti­cal sup­port sys­tem en­tirely with­out slots, but with a high level of flex­i­bil­ity for mer­chan­dise dis­plays.”

Vis­play’s But­ton is a but­ton-shaped sin­gle point sup­port sys­tem which pro­vides an eco­nomic so­lu­tion for many small, light-weight items.”

Vis­play’s Area – a sin­gle point sup­port sys­tem. Area sock­ets are avail­able in a va­ri­ety of sizes with cor­re­spond­ing mer­chan­dise sup­ports.”

The path­way is de­signed as a loop or a se­ries of loops de­pend­ing on the size of the store

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