Textbook Notes (280,000)
CA (170,000)
Ryerson (10,000)
RMG (100)
Chapter 2

RMG 452 Chapter 2: WEEK 1


Department
Retail Management
Course Code
RMG 452
Professor
Vladimira Steffek
Chapter
2

This preview shows page 1. to view the full 5 pages of the document.
RMG452 WEEK 1 READING
CHAPTER 2: WHAT IS VISUAL MERCHANDISING?
VISUAL MERCHANDISING SUPPORTS SALES
VM was once called display
Current status is a sales supportive entity that impacts
o Store design
o Store signage
o Departmental merchandise place/display
o Store atmospherics
o Brand image (store)
Change from making things pretty to making sales
Large corporate retail
o Part of retail advertising and in store marketing
Mom and pop
o Sales staff or freelance visual merchandisers
Visual merchandising a process of promoting the sale of products by producing mental images that
urge potential customers to make purchases
Effective visual merchandising techniques establish and maintain the stores physical and mental image
in the customers mind
o Providing support for the rest of the stores selling effort
Merchandise should be displayed and signed so effectively that it can sell itself without
a sales associates assistance
VISUAL MERCHANDISING SUPPORTS RETAIL STRATEGIES
Retailers challenge is letting their target customer know who they are, what they stand for and what
they plan to do
Promotional mix is a combination of communication tools
o Advertising
o In store marketing
o Special events
o Personal selling
o Visual merchandising
All of this plans to tell potential customers about merchandise
If executed correctly potential customers will be drawn to the store for a closer look
The visual merchandisers job is to make the advertised promise of a pleasant and productive shopping
experience come true
Visual merchandisers physically carry out a stores promotional selling strategies by
o Designing and executing window and interior displays that support advertising goals
o Installing promotional signage for in store selling
o Producing workable departmental layouts and interior décor
o Devising merchandise fixture layouts for day to day operations
o Placing and presenting merchandise on walls/fixtures
o Working as team members with the stores promotional staff
VISUAL MERCHANDISING COMMUNICATES WITH CUSTOMERS
Communication has 3 basic elements
o Sender
You're Reading a Preview

Unlock to view full version

Only page 1 are available for preview. Some parts have been intentionally blurred.

o Message
o Receiver
All 3 elements need to be present for communication to occur
The retailer message sender
Retailers store, interior design/selling floor layout, atmospherics, merchandise presentation + stores
selling services unique merchandising message
Retailer has chosen a specific person to send this message to in hopes of attracting that targeted
individual to shop in the store
If the person is open to receiving the message and responds by coming to the store and making
purchases then communication is complete and can be judged successful
Retailers communication goal
o Attracting customers
o Making sales
Every tangible aspect of a store sends a message to shoppers
o The stores exterior physical appearance must identify to its intended market segment and
differentiate it from its neighbours
Again need effective communication
COMMUNICATING RETAIL BRAND IMAGE
Retail brand image a combination of tangible and intangible factors that describe what a shopper
thinks about his or her relationship with a store
Brand image describes not only how store looks but also how it acts towards customers
THE MISSION STATEMENT COMMUNICATES BRAND IMAGE
A stores brand image is generally driven by the retailers mission statement a formal expression of the
retailers purpose for operating the business
o Sometimes posted in the store and incorporated into its print advertising as a slogan or
identifying phrase
Mission statement summarizes when the company and its products/services are all about
o Whom it hopes to serve
o How it hopes to do it
Other retail companies may have shorter statements with philosophies of doing business stated in3-4
words
o The number of words in the statement is not as important as how effectively the retailer is able
to get that message across to the customer
SALES ASSOCIATES’ RELATIONSHIPS WITH CUSTOMERS COMMUNICATE BRAND IMAGE
Brand image is also portrayed by customer relationship management
The idea that retail operations are interested in creating relationships with their customers says much
about the value of brand image
Intangible factors by which customers measure retail brand image
o Concern for reputation
o Responsiveness to customer needs/wants
o Brand service/reliability
STORE INTERIORS COMMUNICATE BRAND IMAGE
Smart retailers choose their target customers and build stores and advertising strategies that match
their customers values and self-images
You're Reading a Preview

Unlock to view full version