What Is Visual Merchandising?

　　 Visual merchandising Three levels

Level 1:

- the establishment of sales points. The sales point may be set up in the center or ring road, with or without parking lot, far away from the target group residence, large or small, close to or away from the transfer station. Based on these parameters, the attractiveness index of sales points is very sensitive, and the change is obvious.

Level two:

The role of visual merchandising skills is to determine store layout, service provision and service operation, with the aim of increasing the amount of consumer purchases and making it a loyal customer. Here we are talking about the design of the sales point.

Level three:

The display of brands and products in venues and shops is obviously different from the display of exclusive stores and supermarkets in a downtown area. Usually, in order to ensure a good display of their products, manufacturers will set up special duties: Mr. Chen Li.

　　 vision Marketing plan The whole includes

Establishment of sales points (Level 1)

Sales point design (level two) store product management

(level three) details of visual merchandising plan

　　 Establishment of sales points (Level 1)

Usually, a very important thing is to define the concept of "regional attractiveness":

The study of regional attractiveness mainly involves the following aspects:

The residential population in this area.

The floating population in this region

The characteristics of this area.

Competition situation

Local special preferences

The relative position between existing places.

To investigate the crowd around the site and examine their views on the place.

In addition, this problem has aroused widespread controversy in academic circles, and various theories have been published one after another. Each theory is based on a special rule of consumer behavior.

Here's just one example: Christaller mode, or "central location theory":

In an ideal, flat and unified environment, consumers can disperse and move freely, and the physical location of stores should be regular.

　　 Design of sales point (level two)

There is no doubt that the attraction of a store is not just from its venue, but also other factors that need to be considered.

Store image

Store layout inside and outside

Sales mode and service provision

- atmosphere

The problem of shop image is still debated. Anyway, we can pay close attention to Mazursky&Jacoby. They put forward the definition of store image through a lot of research summaries.

Store image is:

- a cognitive and / or a feeling (or a combination of cognition and / or feeling).

The above cognition and feeling is a conclusion.

This conclusion is derived from the concentration of feelings at a certain time and / or the memory input associated with a phenomenon.

The above cognition and feeling represent what this phenomenon means to an individual.

This definition incorporates two characteristics of the image. First, an image can be the result of a cognitive or an emotional process, and emotional factors are often ignored.

Second, the process of image formation should be included in the definition of store image.

Mazursky&Jacoby two people are well aware of the difference between "objective reality" and "subjective reality". Consumers attach great importance to certain information that shops convey to them. This information is interpreted, evaluated and synthesized, and then some initial inferences are formed, and then further deepened. Finally, the overall impression of shops is formed.

A researcher named Lusch has put forward the theory of product selection to adapt to the point of sale. He believes that what kind of sales point the customer chooses determines what product he will choose. The following researchers have added on this basis that the choice of brand and logo is a decisive reflection of the choice of sales point.

Store layout

Nowadays, a word we often use to represent shop layout is environmental design.

The first job of store design is to determine the physical size of the store:

How to arrange the environment

How to allocate sales area, confirm passages and place shelves.

There is no doubt that store design is becoming more and more important (although architectural design has always helped to communicate), the design of shops is equally important from outside to inside, whether for large commercial centers or exclusive stores.

Based on this, a necessary bridge between marketers and architects is needed.

Environmental design, in some cases, is done by large design companies. Graphic design, product design and packaging design are also involved in environmental design.

In fact, one of the functions of these material factors (products, shops, etc.) is aesthetic feeling, which is precisely the medium of product value system communication.

As far as shop atmosphere is concerned, there are:

Music

- crowd

Color

Smell

The sense of irritation of the system has become a trend. At the same time, we also say that there is drama in sales: the use of facets has become the mainstream.

　　 Store product management (level three)

The management of product depth and breadth, brand, product category, product price, product sample quantity and so on.

The product's linear management, different presentation methods and different collocation methods bring different customers' feelings and customers' attitudes are quite different.