Professional visual Merchandizing

Why we thought of remodeling?

Competition.
Branding.
Quality & excellence.
Fingerprint & image.
Visual Merchandising is a new technique.
Our pharmacies will be beauty stores.

Highway of Success for our project.

Accept the new idea.

Try, think and give feedback.
A new project is a matter of trials and errors.
Your thoughts and feedback are our
strategies.
Adjust a fixed model to measure your work.

What is Visual Merchandising?

It is the art and science of presenting products
in the most visually appealing way.
Visual merchandising is the language of a
store and the over-all view of the place.
Visual merchandising is also called the SILENT
SELLER.
It is how a retailer communicates with his
customers through the products image and
presentation.
Customer???....................Shopper???

Visual merchandising
Visual Merchandising

Our Mission
Creating an attractive and selling
in-store environment that
strengthens the consumers
shopping experience

PROFESSIONALS

Always treat your customer

as if he is a new customer
and dont depend upon his
experience.

Visual Merchandising
However with a good and characteristic visual
merchandising, products will almost sell themselves.
Researches and analysis estimates that a good visual
merchandising will increase the sales of a store from
15% to 30%.
Visual merchandising isnt just across sales process
but it is a case of creating and arousal of needs.
Aim of visual merchandising is to increase the time of
customer inside the store by having a second and
deep look, which will create needs and for sure will
increase the sales and profit.

Benefits Of visual merchandising

Benefits to Retailer
Improves store appearance
Facilitates re-merchandising
Encourages impulse sales

Maintains Plano gram

Helps identify out-of-stocks

Benefits to Customer
Clear and attractive presentation
Price and product always match
Products are easily recognised

When does the visual merchandising begin?

Visual merchandising doesnt begin by
arranging your goods on shelves, racks, stands
and hooks. But it starts from the early
beginning!!!
Choosing your location, exterior and interior
design, display and whole stores outlook and
atmosphere are steps of the visual
merchandising process.

PROFESSIONALS

Location and Exterior

design will be discussed
in details.

STORE ENTERANCE.
Well-designed.
Make it clear and free from psychological and physical
barriers.
Welcome the shopper from the first moment they enter store
with a good smile or a good sign, and the same sign at the
exit.
Provide an overview of the store by using low shelves and
stands after the entrance.
If you have more than one entrance they should considered
being all as the main entrance.
They are 3 designs to set your store entrance:
1-Standared front entrance. 2-Open front entrance.
3-Recessed front entrance.

First directly after the entrance offer the shopper a shopping

basket or a car, which are unlikely to remain empty.

Always clarify your

entrance

Interior design.
Transition zone: Customers need a short time
To orient themselves in the new environment. So it
Isnt a great place to display high-margin products.
Orientation zone

Transition zone used for

communication & inspiring graphics that
puts customers in a better mood

Walking pattern
(SHOPPER MOVEMENT).

Moving
Anti-clock wise

If you know how

customer
navigate the store so
you will know easily know
how to layout .

FLOOR COVERING.
There are many interior store design factors, which will attract the
customers attention inside the store. However the first contact
customer will have in the store is usually with their feet.
Customers will move slowly on smooth and soft floor and on the
other hand they will move quickly on hard floor or carpets.
So to increase the time that shoppers spend inside the store or mall
in contact with your merchandise you have a soft smooth floor.
On the contrary, transition areas and the checkout area should be
hard floor to avoid overcrowding.
Wood floors are very elegant and will give a characteristic image
and more comforting footing but unfortunately they are very
expensive.

DISPLAYUNSEEN OFTEN
STAYSUNSOLD

DISPLAYUNSEEN OFTEN STAYSUNSOLD

You cant make marketing to some thing shoppers cant see or touch.
Showing your goods in a professional way will help them to sell
themselves.
Shelves, racks and hocks are an old tradition. However we are still using
them in our stores.
Point-Of-Purchase POP or Point-Of-Sales which are flexible units are the
new option to catch the shopper attention.
The POP function is to create demands for certain products.
POP helps during promotions to enhance shopping convenience, where
shoppers will appreciate finding the products they are seeking displayed
in a clear vision spots.
POP helps in controlling the in-store traffic movement, as shoppers
attention can be directed to the less frequently visited areas by locating
eye-catching POP displays.

What does the POP should contain?

Merchandise: depending on the store type and overall store
image, either product with the highest profit margin, latest
arrival, or impulse purchase products can be promoted by
POP display.
Props and colors: props such as mannequins, while different
colors will support the effectiveness of the POP display. In
general strong colors like red or yellow will attract more
attention than other colors.
Lighting: a special lighting source should support POP
display.
Show cards: use price tags if the POP display is used to
promote special offers, and use benefit signs if the product is
not price reduced but offers special benefits to shoppers.

POP displays
They are two kinds of display:
Content displays: which are used to provide shoppers with information
and specific message (e.g., about the latest promotions) and in most
cases doesnt use goods.
Product displays: Those are mainly used for dual placement. A dual
placement refers to a products second location in the store, away from
its regular placement in the shelf.

Content displays

Product displays

Storefront display

Dump displays

Freestanding floor graphics Related-item displays

Elevator signs

Formal displays

New-media displays

Freestanding displays
End caps
POP counter displays

CONTENT DISPLAYS.
Storefront displays: located in the store window
or in front of the store to enhance a stores image,
as windows boards and flags.
Freestanding floor graphics: as sign display and
poster frames.
Elevator signs: as calendars to inform consumers
about planned events and special promotions.
New-media displays: as digital touch screens,
that enhance customers comfort and enhance
understanding of products and actual point of
sale?

PRODUCT DISPLAYS.
Dump displays: as bins filled with products, it is easy to move and
effective for low-cost and frequently purchased items.
Related-item displays: as tooth brushes beside tooth pasts, it
encourages sales for unplanned or impulse purchases.
Formal displays: as product pyramids, that acts as eye-catchers?
Freestanding displays: as mannequins or fixtures, located on aisles
or near entrance to attract customers and used for the latest or
most exciting merchandise.
End caps displays: as an end cap used to display snacks and
chocolates at the end of the soft drink aisle, they are flexible
shelving units located at the end of aisles to increase unplanned and
impulse purchases, used alone or consecutively to create rows as in
pharmacies.
POP counter displays: as those used for gum and candy, they are
located near the checkout counter, and also called multi-item
displays.

LING

enhances the overall image of the store.

CEILING:
Some factors should be considered with ceiling:

Design: This will affect the type and height of

ceiling.
Performance: ceiling should be in good and
matching color, durable and absorbing noise.
Ceiling height: high ceiling gives a feel of high
energy a free display and create a positive mood
of shopping. But however some stores as jewelry
and mobile stores use lower ceiling heights to
make shoppers focus more on the specifics of the
products.

MIRRORS:

MIRRORS.
Flattering mirrors are used to enlarge the store and
make the shoppers look slimmer.
Vertical mirrors when used the customers see
themselves making YES movement with their heads
when looking up and down that will make them in
positive mood.
Horizontal mirrors on the opposite the customers will
see them selves making NO movement, which
makes them feel, irritated.

mosphere has an
mmediate effect on
opper behavior

Store Atmosphere

Store atmosphere
Music influence price
quality & perception

Music influence
perception of
merchandise quality
With classical music
.service quality will
be highly evaluated ,
in addition to it
conveys exclusive high
priced image

The sweet smell of success

The Olfactory sense
One of the 5 senses that has a large
influence in emotion and can affect
mood
Olfactory Bulb ( the nerve ending
that connect the nose to the brain )

There is a difference between the

odor of perfumes & fragrance used
for entire retail store
What I used for the store is called
ambient scent that makes your
store unique and differentiated

Scent

Response

Lavender , Basil ,
Cinnamon

Relaxing , result in
soothing energy
levels , calming

Peppermint , thyme
, rose , Mary ,
grapefruit ,
eucalyptus

Increase arousal
level , energizing &
stimulating ,
increase
productivity

Orange , Lavender

Reduce anxiety

Ginger , chocolate ,
cardamom , licorice

Evokes feeling of
romance

Floral scent

Increase time spent

in the mall

Vanilla

Comfort , give warm

sense of home

Black pepper

Sexually stimulating

Store atmosphere
Putting your store in right light

Color Up your store

A bright light setting increase impulse purchase

Color affect consumer behavior

Bright light increase individual arousal

Note : avoidance behavior will occur if bright is

exceeding to high arousal level
Using lower light level.induce relaxation

What color ?
What effect ?

To know how colors affect consumer behavior , we need to

know which color we want to use / & which behavior we
want to achieve .

Color

Response

White

Purity , cleanliness , refinement , coldness , positive association

Black

Elegance , high quality , power , negative emotion like un-happiness

Yellow

Warm , comfortable atmosphere , cheer , freshness

green

Nature , hope , freshness , health , freedom , relaxation , calmness

Blue

Calmness , security , pretties , harmony , friendship , helpfulness comfort , authority

Red

Excitement , stimulation , either positive ( love , passion ) or negative ( anger ) , vitality , novelty , aggression
, strength

Orange

Power , affordability , informality

Brown

Stability , security , domestic , wood , earth (Family life color)

Cold

Elegance , exclusiveness , power , wealth

Silver

Feminist , coldness , inaccessibility , ceremony , simplicity , distance

Store atmosphere
Enhance overall store
evaluation

How can we use colors to

impact shopper behavior
Generally : blue stores are
evaluated more positively than
red
Red is the least preferred color
in store & leads to worst
evaluation

Effect of blue Vs red store environment

Blue retail environment

Red retail environment

More favorable store

evaluation

Less favorable store evaluation

Greater shopping intension

Lower excitement & perceived

price fairness

Greater purchase intension

Lower patronage & purchase

intension
More impulse purchase

Red-colored store environment

enhance impulse buying it is
the most activating color (used
in combination with the yellow
during sales & promotions)
Cool

Customer prefer blue (will

evoke pleasurable feelings in
your customers)

Long

Short

Violet

Blue

Green

Wavelength
Yellow

Orange

Red

ECKOUT-COUNTERS:
s time to pay for purchases, and the checkout
your last chance to leave a good impression,
dont miss it.

CHECKOUT-COUNTERS.
You should pay a lot of attention to the design of your
checkout counters and ask yourself:

1-How many checkout counters will you provide?

2-How much space you will need for the waiting lines?
3-How can you keep your customers happy during waiting time?
When customers expect that they will have to wait, they will evaluate the
store negatively and this can cost many lost sales.
Space for checkout and number of cashiers depends upon the kind of store
and the expected number of customers, which can be remodeled by time.

Try to attract the customers attention by new-media advertise or by

frequently bought products near by (e.g., candy, razors, cables,
computer mice, mouse pads and magazines). These products not
only turn the customers attention but also increase the impulse
purchases.

However there are several other possibilities you must consider to

make the checkout as comfortable as possible:
1- Ten-items-or-less lines
They are fast checkout lines that will increase the convenience of a
shopping trip an also let shoppers buying only a few items get faster
service.
2- Self-scanning checkouts
Research has found that control, reliability, ease of use, and enjoyment
are important factors that lead customers to use self-scanning options.
But some shoppers simply dont feel comfortable with this technology, or
they think that they have the right to be served.

3-No-candy checkouts
Although some shoppers appreciate buying candy during waiting
time, for families with little children, sweets at the checkout
counter can make shopping very stressful, so providing one or two
lines with out candy will help them.
In the end, a friendly cashier with a good smile will do the rest and
encourage the shoppers to come back again.

Store layout.

Store layouts.

Plano grams

Plano gram is a schematic drawing of shelves that help to make

optimal use of available shelf space in a retail store:
It is a useful tool to facilitate a clear arrangement &
replenishment of the merchandise.
It creates a uniform picture for a branch chain.
It enables sales staff to keep a record of the number of items
displayed related to the store inventory.
It helps to avoid the out of stock problems.
It determines the ratio of different categories, size & colors.

If you know how

customer
navigate the store so
you will know easily know
how to layout .

Store layout.
The right store layout can lead customers through the store, provide them
with information, entertain them and even sell to them the products.
Before discussing the types of store layout, some general rules should be
considered:

1- Transition Zone.
2- Customers Walk Counterclockwise.
3- Customers Avoid Narrow Aisles.
4- Shoppers Avoid Upper and Lower Floors.

Customers Avoid Narrow Aisles.

He / She will feel that their

personal spaces will be
invaded by other shoppers

Shoppers feel

uncomfortable while
walking in narrow areas
especially when you have
other wide parts of the store .

They may be worried that

another shopper will bump
into them This called
BUTT-BRUSH effect

Shoppers Avoid Upper and Lower Floors.

shoppers prefer to stay

on the floor where they
entered the store

some customers like disables ,

obese , elder moving to
another floor can be down
right difficult

Store layouts.
Layout types :

Counter store .
Forced path layout.
Grid layout .
Free form layout .
Boutique layout .
Star layout .
Combined layout .

Store layouts.
Counter service layout
Today few stores left that employ counter
..as this layout is incompatible with idea of
self service
Counter layout products are hidden or
locked
Nevertheless . Some areas of retailing
still counter service make sense :
Pharmacies sell prescription drugs &
Jewelry ( for safety )

Store layouts.
Forced path layout

Once the customer is in the store

he/she follows single pass all the way to
check out .
Shoppers take a certain route throughout
the store since this path is predetermined the layout allows retailers
to plan the shopping experience like a
movie script .
This contact increase the chance for
unplanned purchase .
Since shopper pass through every aisle in
the store .product contact can be
maximized .

Store layouts.
Forced path layout
Disadvantages

Forced path layout may cause

shopper irritation think how would
you like to be enforced take one route
inside the store.

Forced path layout with short cuts.

Store layouts.
Forced path layout
IKEA shows a successful forced path
layout ,..most parts of the huge store
are well designed.
IKEA well positioned its products in
the store in the exact order as what
shoppers want to discover.

IKEA deals with quick shopper who

may be irritated using psychological
principle of selective perception .
IKEA places shortcuts at various spots
in the store which allow customers to
skip parts of the store thereby .

Store layouts.
Grid Layout
Aisles are arranged in repetitive
rectangle pattern.
Grid layout is traditionally favored by
supermarket /Drug store .

Store layouts.
Grid Layout
disadvantage
Not attractive & unsurprising
Not help for easy orientation
Store looks sterile

Advantage:
Allow customers to shop
quickly .
Efficient floor space
utilization.
Grid out use standard
fixtures .
Disadvantage:
Not attractive &
unsurprising
Not help for easy
orientation
Customer could feel lost
with out a good signage
system.

Store layouts.
Free form layout .
Aisles /displays are placed in
a free flowing pattern.
Advantage:
Enhance store
atmosphere & shopping
experience.
Store is less sterile & more
interesting.
Shoppers encouraged to
browse the merchandise
Customer feels more.
rushed and thus are more
likely to make un-planned
purchase.

Store layouts.
Free form layout .
Where it mostly used ?
Used to separate merchandise groups
Each merchandise group is displayed in
an individual semi separate area .

Boutique layout.
Star Layout.
Combined layout.

Store layouts.
Free form layout .
Boutique layout.
In each area appropriate store fixtures
are used to accentuate the theme to the
area.

Free form Boutique layout.

Store layouts.
Free form layout .
Star layout .

Aisles are arranged in star like , like

fashion stories , perfumeries & jewelry
stores.

Store layouts.
Free form layout .
Combined layout .

In supermarket they may have a

combined layout like classical grid
with free form.

Right Brain-left brain theory

Our brain consists of 2 hemispheres, left
side seems to be more involved in linear
reasoning, whereas the right side appears
to play an important role in creativity.
The Supermarket type consists of 2
hemispheres the left side of the store
which is boring , contain items such as
frozen food.
The right side of the store employees free
form layout this part looks like a luscious
market place where is beauty , home ,
deli are available.

Place merchandise .

Place merchandise .
Where to place merchandise &
how shoppers search for
products?

While you are shopping , you may see shopper

wearing device attached to cap , in fact this is
research participant who is helping to study
where shoppers looks while

The device he is wearing is an eye

tracker ..records eye movement
of the shopper these eye
movement are superimposed on
a video of the store

Place merchandise .

Of shopper

Eye Of shopper
Eye shopper movement called Saccades
or wander.
Eye shopper stop called fixation.

Shopper eye moves rapidly constantly

scanning our environment for new visual
information ,..

Place merchandise .

Eye Of shopper

How Customers search

products on the shelf ?

Horizontally or Vertically?

Place merchandise .
Shopper Navigation

While customer walking

They see & search horizontal ,
scanning aisles left-to-right .. the
majority of eye muscles made for
horizontal movement.

Place merchandise .
Shopper Navigation
1

While Staying in
front of shelf
4

They looks to bays / blocks

vertically , The scan from top
to down

Place merchandise .
Stretch level
(above 6 ft )
Eye Level
( 4-5 ft)
Touch level
(3-4 ft )

Stoop level ( below 3

ft. )

At the retail
Experts divide shelf
space into 4 vertical
shelf zones.

Place merchandise .

EyeOf shopper
Eye
level

Is

Buy
level

Shoppers can buy only what they can see & what in their field of vision, they
scan shelves horizontally first so similar products should be arranged in vertical
blocks .

Place merchandise .
Eye level zone
differ according
to the kind of
store and
customer (e.g.,
toys store the
eye level is down
as we are
targeting kids).

Product placed at the shopper eye

level tend

to sell significantly
better than products at other
heights .

Products at eye level receive

or below

more attention , more eye staying time than products placed above

Place merchandise .

Eye Of shopper
Stretch level
(above 6 ft )

Attention

receive little attention by

the shopper so non
potential items.

Value

Less valuable shelf zones ,..

Weight
Size

only light weight products

can be placed to prevent
possible injuries.
Only big size items as small
size items will not be
recognized in higher position

Place merchandise .

Eye Of shopper
Eye Level
( 4-5 ft)

Products displayed at the eye

level sell best , supported by
research studies using eye
tracking technology.
One study had shown that
product displayed at the eye
level received 35% higher
attention than lower shelves.
Eye level shelving is an ideal
place to present products I
would like to sell more ( High
margin / high volume etc )

Place merchandise .

Eye Of shopper
Touch level (3-4 ft )

Person peripheral vision extends

30 from the central focus point in
all directions ..in the same time if
consumer stand away from the
shelf the eye level zone will
extend .
The touch level is located
approximately at the shopper waist
height ..
products located in this zone
receive more attention than
products at stretch level & stoop
level .

Place merchandise .

Eye Of shopper
Stoop level
( below 3 ft. )

Stoop zone is away of shopper

vision while walking through the
store .
Shoppers dont like to bend
down, especially women and
elderly and disabled
customers.
Retailers usually fit stoop
zone with low margin
merchandise high weight
items.

Place merchandise .

Eye Of shopper
Shoppers
attention to
mid of the shelf

This may depend on where

is the shelf location , ,
from which direction
customer approach the
shelf, so if a long aisle the
customer will enter from
an end to take what he
needs and leave so in this
situation the products
near the entrance will be
better than those at the
other end regardless its
level.

Place merchandise .
1st
She scans the gondola
horizontally

2nd
Her mind recognize in
sequences ..light bulb
, extension cords ,
chargers .ah batteries

3rd
After she finds
the battery
section ..she will
start scanning
same section
bays

5th
she gets the type of
battery she is looking
for

4th
she looks at
certain shelf &
scan it from left
to right, then
from up to down

Place merchandise .
How merchandise
should be
arranged on the
shelf?

Horizontal blocking
is confusing
Horizontal Blocking
confusing & shoppers will
have a problem in finding
what they are looking for

The Vertical Blocking is more reasonable

and there are 2 types of designs

Vertical Blocking

1. Product
Blocking

2-Brand blocking

Merchandise is grouped by
product category ..ex vertical
Blocking contain Soap
whereas another one contains
shampoo

Brand Blocking
merchandise grouped by
brands ex one vertical
Vichy , one vertical L'Oreal

Horizontal Blocking

Store layouts
Notice
Shopper avoid
Narrow aisles
&Dead ends

Place merchandise
End caps at 1st position of front store

Area in front of the check out where

customers have to wait

Display Bins blocking shopper path

Store layouts

Buying Decision

Shopper
Research
Research studies has shown that shoppers
make up to 80% of their purchase decision
inside the store many of them have no
clear idea about what they want to buy
before entering the store
Others
Have decided on a particular brand but
they aren't sure about the specific brand or
style

Where

Helping Shopper Orientation in your store

am I ?

Helping Shopper Orientation in your store

Where am I ?
Helping Shopper orientation
inside your store

Today shoppers stores are overwhelmed with

merchandise in large floor space , customers feels
confused & disoriented while shopping.

Helping Shopper Orientation in your store

Where am I ?
Helping Shopper orientation
inside your store

When shopper feels that they are no longer controlling the

environment ..
Show sever dissatisfaction towards the store
Spend less time

Become more critical in their evaluation to the

merchandise
Less likely to make un-planned purchase
Store loyalty is negatively impacted

Helping Shopper Orientation in your store

Where am I ?
Helping Shopper orientation
inside your store

Cognitive map
Consumer store shop environment on
heads & start to retrieve the
environmental maps mentally this
called cognitive maps.it is like the
city map on driver head
People habitually store information
needed to find the way of selecting an
issue

Cognitive map
Studying cognitive maps can improve consumer
orientation ,

Helping Shopper Orientation in

your store

Where am I ?

Cognitive maps
Mental map

Paths
Main arteries that leads shopper to an easy navigation
pattern , paths are main paths & secondary etc

1.Paths
2.Nodes
3.Districts
4.Edges

Nodes
Places where shoppers congregate where paths intersect
at aisles ends
District
Unique feel area distinguished from other parts ( different
decorated area like kids area in big stores )
Edges
Barriers in the store , semi walls for certain section , pillars ,
private rooms that separate different areas

Helping Shopper Orientation in

your store

Where am I ?

Cognitive maps
Mental map

Visible path
There should be a clear visible path leads throughout the store
Remove Clutters
Remove any clutters from the aisles
Grouping
Group merchandise in category , this makes consumer feels that each category
or division is a unique district

Signage system
Guiding
shopper

Key
message

Ease of shopper orientation inside

the store
Tell , inform & educate shopper with
more knowledge
Building shopper loyalty by
emotional influence of store
graphics
Helping shopper to take a
purchasing decision

Signage system
Signage system
Guide shoppers throughout the store

Signs
will be useful only

1.
2.
3.
4.

Visibility
Quantity
Legibility
Intelligibility

When
it is clearly & easily
seen

Placing
Best Signage
features

signs too high is one of

the common mistakes

Most of purchase decisions

are made or influenced on
the sales floor

Signage system
Signage system
Guide shoppers throughout the store

Visibility
Stand out ,
visible ,
harmonized
with the store
environment ,
in appropriate
height

Most of purchase decisions

are made or influenced on
the sales floor

Signage system
Signage system
Guide shoppers throughout the store

Quantity
Less better than more .( to many signs
seen at one time is confusing )
many signage leads to information
overload ,

limit # of messages per signage , many

message affects consumer info
processing system in the brain

Magic # 7 .
How many items we
are able to keep in
short term memory
at any one time
Based on that
TELEPHONE #
started at b7 digits

Signage system
Signage system
Guide shoppers throughout the store

Legibility
Internal message should be
easy to read
Message , clarity depend on
the distance between the
signage and the eye of the
shopper , illumination of
environment
& font
used

Signage system
Signage system
Guide shoppers throughout the store

Intelligibility
Signs will not be helpful if customers will not
understand ,.
Lack of understanding may be due to language

Verbal & Pictorial

When you design a signage you should consider
illiterate so it is advisable to use picture &
illustration

Color Coding
Used to make signs intelligible & helps for easy
identification of each section
Color coding is suitable only in big store spaces ..

Cost Vs flexibility
Signage system should be flexible enough to
move forward with frequent dynamic change in
the merchandise

Signage system
Merchandising communication
Curve strip for
segmentation and
as front riser

Aisle signage for

segmentation

Flags to highlight
and segment

Slim line for price

and product
information

Signage system
Price signage
Curved design with large
communication area

Hinge function on all labels

and accessories

Signage system
Price signage
Discrete profile ideal for glass
shelving

Signage system
Price signage
Combined segmentation strip
and front riser
Exists in three different heights

Compatible with Optimal

Merchandising System

Signage system
Shelf talkers
Ideal for segmentation or to just highlight a product
Fixtures for Slim line, dividers or for direct fixing to shelf
Can be designed in any shape and size

Signage system
Aisle signage
Ideal to create an
overview and
orient customer

Store layouts.

Place merchandise

Store layouts.

Place merchandise

Store layouts.

Place merchandise

Store layouts.

Place merchandise

Store layouts.

Place merchandise

Store layouts.

Place merchandise

Store layouts.

Place merchandise