Best prac­tice – Vis­ual mer­chan­dis­ing guide­lines for prac­ti­cal im­ple­men­ta­tion

In a fol­low-up to the top­ics "Store lay­out" and "Arena prin­ci­ple" car­ried in ear­lier is­sues of VM&RD, this ar­ti­cle deals with per­fect "Wall dis­play struc­ture"

VM&RD - - RESOURCE RECO - Wall dis­play struc­ture

Walls in com­mer­cial in­te­ri­ors are one of the most im­por­tant dis­play ar­eas for the sale of mer­chan­dise. They play a de­ci­sive role in a store’s/ brand’s im­age. Walls are gen­er­ally used in­ten­sively for dis­play pur­poses. Only in the pre­mium seg­ment is a small quan­tity of mer­chan­dise used to ex­press ex­clu­siv­ity. Back walls should be di­vided into zones with in­di­vid­ual themes. This cre­ates an over­view and fa­cil­i­tates cus­tomer nav­i­ga­tion. Shelves and hang­ing rails at iden­ti­cal heights ex­press seren­ity and or­der­li­ness, whist off­set heights cre­ate ex­cite­ment.

The back wall can be di­vided into three func­tional zones:

The top zone is used for in­for­ma­tion pur­poses. As this zone is vis­i­ble above mid-floor ele­ments, the con­sumer can see what can be found on the wall or in this depart­ment area. The area should there­fore be used for depart­ment/brand la­belling, for im­age/brand pho­tos or dec­o­ra­tive pur­poses. At­trac­tive pic­tures and in­ter­est­ing dec­o­ra­tive ele­ments have a mag­netic ef­fect, draw­ing cus­tomers to the dis­tant back wall. Good light­ing in this wall sec­tion is, there­fore, also par­tic­u­larly im­por­tant. The mid­dle zone shows the mer­chan­dise theme. The mer­chan­dise dis­play is al­ready iden­ti­fi­able as the con­sumer ap­proaches – this is de­ci­sive when it comes to in­cit­ing con­sumers to look and linger. The type, shape, colour and ma­te­rial of the item must be vis­i­ble. With tex­tiles, front dis­plays and folded items have a stronger and more ap­peal­ing ef­fect that side hang­ing dis­plays; items are more eas­ily iden­ti­fi­able and dis­tin­guish­able in this man­ner. Iden­ti­cal items (in dif­fer­ent sizes) should be hung one be­hind the other or placed on top of each other. It is also es­sen­tial that items in the mid­dle zone are hung at an ac­ces­si­ble height to guar­an­tee self-ser­vice. Large quan­ti­ties of mer­chan­dise can be dis­played in the bot­tom zone. This zone is of­ten only vis­i­ble di­rectly in front of the wall when in­ten­sive use is made of the sur­face. Here the con­sumer can choose from dif­fer­ent mod­els, ver­sions, sizes and prices. Side hang­ing dis­plays are a space-sav­ing op­tion in the tex­tile sec­tor, en­abling the dis­play of a large quan­tity of mer­chan­dise and con­vey­ing the im­pres­sion of an ex­ten­sive choice. Var­ied mer­chan­dis­ing tech­niques should how­ever be used. Al­ter­nat­ing be­tween front and side hang­ing dis­plays, be­tween dif­fer­ent items and colours demon­strates choice and va­ri­ety, in­cit­ing cu­rios­ity and avoid­ing bore­dom

A back wall dis­play with the Vis­play sys­tem Steel. The dis­play has a cen­tral fo­cus, in­de­pen­dent of axis. In­di­vid­ual dec­o­ra­tive ele­ments and dis­plays can be found in the top zone. Front, side and folded dis­plays are used in turn and cre­ate an in­ter­est­ing com­po­si­tion with a “black/white“theme.

A back wall dis­play with the Vis­play sys­tem Steel. The dis­play has a cen­tral fo­cus, in­de­pen­dent of axis. In­di­vid­ual dec­o­ra­tive ele­ments and dis­plays can be found in the top zone. Front, side and folded dis­plays are used in turn and cre­ate an in­ter­est­ing com­po­si­tion with a “black/white“theme.

An asym­met­ric dis­play with off­set lev­els. This ex­cit­ing dis­play on a glass back panel is ideal in front of pil­lars or stairs as it does not iso­late the ar­eas be­hind. This is pos­si­ble with the Vis­play sys­tem Beam. Its dis­creet ver­ti­cal pro­files are vir­tu­ally in­vis­i­ble and the ex­ten­sive range of mer­chan­dise sup­ports of­fers nu­mer­ous ver­sions in dif­fer­ent shapes for all types of mer­chan­dise.

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