The use of graphics and photography in window displays is an effective way of communicating information to the consumer. These figures are given to the Indeed users for the purpose of generalized comparison only.
Some are employed by agencies that provide contract services to various clients who do not have an in-house team. Other employers include promotions and event management companies. Our jobs board has a list of visual merchandiser jobs at a number of companies. Sometimes you may be responsible for actively setting up the displays, but other times you will simply be supervising the staff tasked with turning your creative designs into a reality. Throughout all these processes, you will frequently be liaising with other retail professionals, such as buyers, marketing executives and retail merchandisers, to make sure each and every store has the right visual impact.
Senior-level managers employed by large, national and international retailers tend to earn salaries at the higher end of this scale. Although design, conceptualisation and planning work is completed during regular working hours, the actual installation of displays is carried out after stores have closed to the public. Consequently, late evening work is common. Visual merchandisers responsible for more than one store may need to travel across their assigned areas to plan and install the latest displays, or supervise contractors hired for this purpose.
The typical entry requirement for a career in visual merchandising is a degree or diploma in a subject such as graphic design , fine art , spatial design , interior design , business studies or retail management.
Structured graduate training programmes are common in the retail sector, usually covering functions such as buying, merchandising, store management and sales and marketing. There may not be a specific programme directed towards visual merchandising, but you can move into this area once the general training programme is complete and you have the necessary skills and qualifications for the job.
However, this can irritate customers. Customers may feel that they are being forced to follow a certain path, and can be frustrating when trying to make a quick purchase. This type of layout is more relaxed in its structure, which leaves the customer feeling less rushed. The term "transition zone" was first coined by retail anthropologist Paco Underhill.
This is an area where all shoppers pass on entry into store, and is significant as this zone is where consumers can observe the stimuli and sense the general vibe of the store. Therefore, thoughts and representations a consumer has about the store and the brand depend on this area.
When customers enter the transition zone they need time to adjust to the new environment including the lighting, the temperature and other sights and sounds. Colour can be considered as one of the most important variables when it comes to ambiance in retail.
Certain colours that can be considered as highly arousing can encourage customers to make purchases out of impulse. Warm colors such and orange, red, and yellow give consumers a sense of excitement but also provide a sense of anxiety and create a distraction.
Recreational shoppers that enjoy a sense of excitement may prefer these high arousal colors. Van Rompay et al. In general, people prefer cool colours such as green and blue and associate these colours with a sense of calmness and security.
Shoppers that are more task oriented are more likely to prefer these cool colours as they bring this calming effect and are also less likely to distract them from the task at hand.
The way the furniture such as shelves and racks and seating are set up is a tangible element is store design. A store layout with a higher regard for space can increase customer pleasure, and a store filled with clutter can have the opposite effect. When It comes to a simple well-spaced layout in a store, task oriented customers find this type of layout to be the most effective, as they can easily locate the items they want without the unnecessary clutter and obstacles in their way.
These simple factors can encourage customers to stay in the store longer and in turn spend more. Mannequins are used by apparel retailers to display their products in-store and in the window display. The mannequins will commonly be styled to match trends as well display the latest products available.
This is used to further reinforce the characteristics of their target market. However, consumers found the size of mannequins to be unrealistic but would give a favorable response to the mannequins when they were headless. This was because the participants in the study found the faces of the mannequins unrealistic and could not relate to them.
Merchandise must be visible, easy to access, and there must be a range of merchandise to choose from. Having visible merchandise is essential for retailers as consumers not only "buy what they see"  but are also able to tangibly engage with the physical product. This creates an emotional connection, which can drive the customer to purchase the product.
The physical positioning of the product also increases visibility. Products at eye level also get more attention. Although having a wide variety of stock and product options is important for consumers, it is also important not to overwhelm the consumer. Over-crowded stores can create a sense of stress and anxiety, which does not encourage the consumer to shop the entire store.
A limited product selection can make the purchasing decision easier. Bundling is promoting objects that work together as a set. It inspires people how to use the products in their lives and also makes complimentary product suggestions. The store has already done work in envisioning the look the items can used to achieve. Bundling also directs attention to specific products thereby limiting the product selection presented. The atmospherics also have a large influence on the store environment.
Atmospherics should all coordinate with each other to create a consistent ambiance and positively influence the consumer's shopping experience and buying decision-making process. Light can be used in many ways in retail stores, from highlighting an object or area of a store to simply illuminate the entire store. Lighting can also be used to highlight the store layout and urge customers to flow through the store, exposing them to more merchandise.
Customers become more stimulated when the lighting in the room is considered to be very bright and speeds up the pace at which customers purchase products. Markin recommended that in order to slow the pace customers shop at, the merchandiser should adopt a softer lighting technique which will increase the amount of time customers spend in the store. The result of this is a possible increase in the amount of merchandise the stores customer's purchase. This shows us that the differing levels of in store lighting can directly affect the amount of time consumers spend in the store.
The lighting inside a retail store can be used strategically to highlight products on display or to create a comfortable environment for consumers.
It is an important element used alongside music, temperature, fragrance, and layout in retail to create an atmosphere that matches with the brand's personality. A retail store with a soft ambiance and bright lights highlighting certain products will drive the customer towards these products and motivate them to make a purchase.
The music played within a store can promote a brand's image, and can also aid consumers into making purchase decisions. Music that suits the style of the store and the target audience is an important factor to consider. This leads to more contact with merchandise and increased purchasing.
For example, a store with a teenage target market should consider playing pop music, as this is a genre that a younger audience commonly enjoys. Playing this genre will make their shopping experience more enjoyable, which can result in them staying longer in the store, exposing them to more merchandise, and influencing possible purchasing decisions.
Having a unique scent in a store can differentiate the brand from others. When customers smell that scent outside of the store, this will trigger their senses and remind them of that brand and its products. Distributing scents throughout the store such as vanilla, lavender, thyme, rosemary, grapefruit, and eucalyptus can be advantageous for the retailer. These scents calm, soothe, and comfort, therefore, stimulating the consumer to loiter in the store, leading to increased merchandise awareness and increased impulse purchasing.
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.
It can be used to advertise. Windows can give consumers and by-passers understanding as to what goods are sold in store  They are also an effective way of promoting fashion trends and providing useful information to the target audience. Visual merchandising is a multi-sensory tool used by retailers to catch the attention of customers and attract them into a store to make a purchase.
Window displays are used as an initial attraction to bring customers into a store and are also used as a marketing tool to communicate the brand's image to the consumers as well as to distinguish itself from its competitors. The importance of the window display is that it is a touch point consumers have with the brand. By generating interest or curiosity with the window display, a brand can leave an impression on the consumer and furthermore the consumer can figure out the quality and character of the products the brand has to offer.
An appealing window display can create desire of products from that brand and therefore help with generating sales. A study in Nottingham, England of the pharmacy and beauty retailer Boots, has found that products introduced in a window display increases the sales of those products and even help with increasing the sales of products which have low sales.
Overall, stores who had a window display had a positive increase in sales compared to those who did not. Colour is a powerful tool in exterior displays. It can aid creativity for exterior window displays and can have a unique effect on the consumer. The use of color can create atmosphere, grab the attention of by-passers, and attract them to the store. For example, blue can trigger a calm response, green and brown can promote restfulness, warm colours such as red, orange and yellow can initiate exciting, cheerful, friendly, vibrant, simulating reactions, purple can give the impression of elegance and sophistication, while grey colours can give off a depressing, dull feel.
For example, using neutral colors such as green and brown when promoting environmentally friendly products is favorable, as they give off an earthy, relaxing effect; therefore, the consumer perceives those products as environmentally friendly. Colour is a significant tool used in visual merchandising. It can be used to influence the behavior of consumers and evoke different reactions. For example, red is seen as a color of luck and good fortune in many Asian countries while it represents danger and excitement in Western countries.
The use of graphics and photography in window displays is an effective way of communicating information to the consumer. The most common form of communication in window displays is through text and signage, especially when advertising a sale or a special. Colorful, bold text and graphics are used to grasp the attention of these consumers.
Visually, signage should be appealing to the eye and easy to read. One effective way of using signage in windows is using a self-adhesive vinyl cutout to the window; small signs in the window can also be used to communicate the price of a good or the discount.
Visual merchandising is comprised of many moving parts and can be confusing but it has a huge impact on customer experience in your retail store. The appliance giant wanted a showcase for its only Experience Store in Canada. It got a prime Toronto location, a curving and undulating space, and it’s all lit up. The Visual Merchandising and Display Show takes place April at the Business Design Centre in London. Free to enter.