Visual Merchandising Chapter 2 Flashcards
define visual merchandising-
the process of promoting the sale of products through mental images that urge customers to make purchases
what is a “mom and pop” store?
a small, independent retailer
what is a total promotional mix?
a combination of communication tools such as... advertising in-store marketing special events personal selling visual merchandising
what are the 3 basic elements of communication?
the sender (retailer) the message (store/merchandising) the receiver (target market)
define brand image
a combination of tangible and intangible factors that describe what a shopper thinks about their relationship with the store
does a store’s location communicate brand image?
yes (it’s all about reputation)
list a few “intangible factors”
- concern for reputation
- responding to customer needs and wants
- easy to manage credit arrangements
- convenient locations/hours
- brand and service reliability
- fashion leadership
- technological leadership
how and why are stores now attempting to stretch brand image?
to pique shopper’s interest and appeal to a broader customer base
ex.
-breaking the “cookie-cutter mold”
-expanding store offering
list the stages in consumer information processing
HINT- there’s 8
- exposure
- attention
- comprehension
- agreement
- retention
- retrieval
- decision making
- action is taken
what do merchandisers do when an item becomes a trend?
draw attention to the item and make it easy to locate (like those chunky ass fila shoes)
list atmospheric elements that appeal to the 5 senses
- lighting
- sound levels
- aromas
- traffic patterns
- signing
- attractive fixtures
define “target market”
people that serve to be a good fit for a retailer’s products/services
list 5 retailing trends
The trend toward
- emphasizing interiors
- consumer interaction with merchandise
- open-air lifestyle centers
- smaller stores
- non-store selling
