VISUALMERCHANDISINGTIPS

Founded in 2007 based in Dundee

Owned and managed by Lynda Murray and Phill Hill

Specialists in Visual Merchandising , displays and store environments

One Stop Shop Design, implementation, consultancy and training

Variety of clients from High Street brands to small independents both UK and abroad
Our Clients

High Street Stores Non High Street International

Marks and Spencers Rochdale Council Sarah Lawrence - Greece

John Lewis V&A Hertie - Germany
Boots Hopetoun House Estates Alganhim Industries - Kuwait
Thomas Pink Cairnie Fruit Farm Hilco Vienna
Allied Carpets Tayside Aviation Bogazzi Training Company - Istanbul
LOreal Shackleton Technologies
Emporio Home Tony G design
Charles Tyrwhitt YMCA
L K Bennett Scottish Antiques Centre
G Star
Top Shop
Pringle
New Look
Fat Face
Variety of independents
Introductions
WhatisVisualMerchandising?

SuccessfulVisualMerchandising
involves;

GoodStoreLayouts

UsingtheRightMerchandisingstyle
fortheproducttype

Incorporatingappropriateprops
anddisplaystosupporttheproduct

Addingthecorrectsignageand
graphicstocommunicatetothe
customer
 KeyComponents

Layouts Merchandising Display Graphics

SpacePlanning Choosingthe AddingInterest Addinterest

Segmentation rightstylefor AddingCharacter AddCharacter
FixtureLayout yourproducts Supportingthebrand Supportthebrand
Drawaplan Communicate
CreateLayout Sell
 Layouts
North 1. Drawaplanofyourstore
2. Markonallthefixeditems
doors,fixtures/fittingsetc
3. Lookforthemostvisual
pointsinthestore these

East
arewhereyoupositionyour
West

keystatements/pointsof
interest.Thiscouldbea
South brandedfixture,adisplayor
agraphic/sign
Werecommendusingthe
North,South,EastWest
principletogetinterest
throughoutthestore
 LayoutsContd
3.Decidewhereyourmain
CategoryC categoriesofproductsare
goingensuringthesizeof
thespacegivenisrelativeto
thesales.i.eIfyouexpectto
CategoryA take50%ofyoursalesfrom
categoryAyoushouldplan
CategoryB togiveit50%ofthespace
andsoon.
Alsocheckthatthefixed
fittingsinthatareaare
appropriatefortheproduct
type.
Layoutcontd
4.Thendrawonthefixtures
tryingtomaintainabalanced,
symmetricalplanasfaras
possible
5.Usewallstogetvolumeof
productoutwithshelvingorrails.
Keepfloorslighterensuringthere
issufficientwalkwayspace.
Minimumof1metreeveninthe
smallestshopbutideally
1200mm.
6.Keeplowerfixturestothefront
andworkupinheightasyougo
backwards toaidvisibility
throughthestore
 Layoutcontd
North Yourlayoutplanning
CategoryC stageisnowcomplete
andhasallthe
componentsmarkedon
theplan.Youcannow

East
physicallybegintocreate
West

yourlayout
South

CategoryA CategoryB
Onceyouhavepositionedallyourfixturesyouarereadytovisuallymerchandisetheshop.
Thisrequiresanunderstandingofyourbrand,yourcustomer,yourproductrangeandhowto
segmentitandpresentittoitsbestadvantagetodrivesalesfromyourcustomers
 MerchandisingPrinciples

STOCKHOLDING

Menswear Womenswear Kids

Thebasicprinciplesofmerchandisingstartwithproductsegmentation.Product
segmentationbringsorderandsimplicitybothtothewaystockisboughtandthewayyou
presentit.Inourexampleweareusingafashionstorebutthemethodworksforallproduct
types.Startbybreakingyourstockholdingintothebigcategories.
MerchandisingPrinciples
Onceyouhavedividedyourproductsintocategory,thensubdivideintotypesofproducts.This
couldbebybrand,bygarmenttype,bycustomerprofile[ageforkids]etc

STOCKHOLDING

Mens Womens Kids

Shirts Brand1 Baby

Knitwear Brand2 Toddler
Trousers Outerwear Kids
Jackets Accessories Accessories
Accessories
MerchandisingPrinciples
Lastly,foreachproducttypedecidewhetheritisbestforyourstoreandyourcustomerto
presenttheproductbybrand,byprice,bycolour,bysizeorbyfinish/fabricetc.Makeyour
decisionfortherightreasons.Willitsellmore?Makeiteasiertoshop?

Womenswear

Brand1 Brand2 Outerwear Accessories

Incoordinatedstories Instylesbecauseitisa Bytype/style.E.G. Bycolourascustomers

asitisboughttolook jeansbrandand Allraincoats selecttheiraccessoriesto
thatwayand customersliketoshop togetherinstyle matchoutfitsandsome
encourageaddon bystyle bootleg,slim [short,longetc] willbemerchandisedwith
sales etcthenby thenbycolour thefashionrangeto
colour/fabric encourageaddonsales
MerchandisingPrinciples
Brand1 Branding Nowyoucangobackto
Graphic yourlayoutandplot
whereeachofthese
CashDesk rangeswillfitbestand
lookbest.
Outerwear

Brand2

Seasonal
Display

Accessories
Merchandising Techniques
There are several techniques used to deliver great merchandising solutions;

Creating themes/stories

Co-ordination

Blocking by style/type

Using colour [complementary or contrasting]

Symmetry and balance

Repetition

Triangular grouping

Over the next set of slides we will show great examples of each method
Co-ordinated Colour Story

Note how the hard and soft

products are alternated across
the shelves

Also note how each shelf has

been sub divided into 3 smaller
blocks to create interest to the
display. This is a valuable visual
technique

Dark shades mix with

complementary light shades

The whole theme works

because customers can buy a
co-ordinated look
Co-ordinated Colour Story

This is a strong story using

red,white dining products with
clear glass

The fixtures have multiple

layers/heights using a table,
cubes and risers. This helps
to create a strong statement
as the product fills the space
well on all levels

The patterned product is well

dispersed and the white and
red evenly distributed to give
a balanced look
Co-ordinated Colour Story

In this story the patterned china is

interspersed with co-ordinating plain
glass

The setting/fixture in this instance is a

dining table and bench. The top of the
table has simple cubes set on top to
give a variety of heights.

Note how the tallest cube is in the

centre, working down to lower cubes
towards the front and side. This is called
a triangular grouping which always
works well.

Also note how the table and bench are

sub divided into small sections to house
each product type. i.e the bench has 5
individual squares of product neatly
occupying its own square of space. This
is called blocking.
Product Story

This time the theme/story is

based on eggs.

The fixtures are a mixture of

old/vintage tables and farm
crates. Note how the
configuration of fixtures is in
a tiered formation high at
the back, tumbling to low at
the front.

Products are blocked within

their own squares or rows on
the tables/crates
Fresh eggs mix with egg/hen
accessories to create a
theme. Straw is added to
support the look
 Table displays work well for fashion too. This display makes a great statement.
Tables used in two heights with further surfaces created with vintage suitcases. A
dressed mannequin promotes the products on sale on the table.
Blocked Denim

Jeans are blocked by style in

piles on shelves. Each pile is in
size order. One of each style
hung from butchers hooks on a
rail above the shelves to ease
selection

Adjacent to this we used denim

jackets and jeans in a co-
ordinated story. The hanger
display on the end of the fixture
showing how to pull the look
together. This aids multiple sales

Final touches accessories are

added. Belts hang on a stainless
steel t-bar on one fixture and
scarves are folded in a tray on
the base of another all
encouraging linked sales.
Only merchandise up to a height that customers can reach. The area above that should
be treated as display. This is a good example of how you can use that space for
supporting displays. Use products from the same area together with appropriate props.
 In fashion shops we recommend using mannequins inside the store as well as in your
windows. They sell the product as they bring it to life. Sitting mannequins are a good option
for table groups.
 Repetition display

When using piles of folded knitwear in

your displays ensure you use
cardboard or tissue paper to achieve
neat folded edges as shown here.

Note how jewellery is then added to

the piles in a uniform fashion. This is
called the repetition technique

Tip to get all the garments the same

width use a clipboard as a template to
fold around.
Supporting display props should
reflect the lifestyle of the customer
the store wants to attract. They
must support not detract from the
product on sale
Mix props with products to evoke
the right look. Note how the
frames provide a backdrop to the
display and set the scene then
products are displayed in a
triangular grouping on the
shelves
Product blocking
In this example the vases have been blocked together as a
department. They are sub divided by colour. Most are neutral but in
each bay one highlight colour is used to provide a bit of interest.
 Mirror Imaging & Triangular Formation

Here you can see how mirror imaging of products can create a very effective display. Look at
the top of the table grouping and you will see that each product is mirror imaged i.e the same
product are on the left and right sides of the table. They are also ranged in height highest in
the centre and lowest to the outside edge in a triangular formation
Co-ordination

This is a co-ordinated story using

white kitchenware, glass storage
and woodware. The effect is
superb.

It often pays to keep things simple

 Blocking

Sometimes it pays to block items by type and show the customer the full
range/choice on offer. In this case the offer is dining chairs simply rowed up in
cubes. The display is given a Mondrian look by adding coloured card behind
the cubes this strengthens the look and supports the colours on offer
Colour Blocking

Bedlinen looks great

blocked by colour.
Customers tend to choose
bedlinen by colour and like
to see a co-ordinated look.

Have as many display beds

as you can because they
sell the merchandise!
The segmentation rules
apply to all types of
product even
magazines. Seen here in
a small holiday resort
store sub divided into
mens titles, womens
titles and then kids.
 Co-ordination

A BBQ story made up of charcoal, instant BBQs, tongs etc together with
camping seats, rugs and flasks. This is a standard table made to look more
rustic with the addition of crates and baskets as props
 Central focal point

Try to create a feature point on each wall. When you have a ,long run of the same
fixture it pays to break it up by creating a strong central feature. In this example a
section of crates is used to house red wine and beers. It looks amazing!
Triangular Formation

Before you begin to merchandise, ensure

your fixtures provide an interesting
platform for your product.

The fixture should support, not over

power the product. The product is KING.

If you want to create interesting displays

that requires a variety of surfaces. [Flat
displays generally look dull and boring]

Use triangular grouping techniques to

gain height and tumble the display
towards the customer.

This example shows crates creating the

differing heights. A more modern
alternative are MDF cubes or acrylic
boxes. Opt for a style to suit your store
design/customer profile
Blocking

Sometimes it is better to
block items rather than co-
ordinate them as it helps
the customer select.

Denim is a good example.

Customers want to shop by
style and finish so you
should merchandise that
way.
Focal Points

When creating a focal point you

need to consider the look you
need to achieve to attract the
customer you want.

If it bis fashion ideally you need to

include mannequins or bust
forms. Then support the display
with appropriate props.

In this instance the props are oil

drums pretty clean ones as this
product is not distressed denim.

If you have key brands, make

sure their signage is prominent
these brands help sell the product
.
 Focal Points

A focal point attracts customers to an area, supports the product on offer and sells the outfit/s.
Ideally position centrally on the wall. In this example we used a couple of strips of wallpaper in
the centre of the wall to create a backdrop for the display and positioned a mannequin in front
of it. We also used framed car prints at high level. All the supporting material/props
supporting the streamlined, suiting look.
Branding/Signage

The signage in this store was

created cheaply by painting a
simple grey band at the top of
the wall and then sticking on a
vinyl decal [sticker] of the
brand logo. The effect is very
professional
VISUALMERCHANDISINGTIPS