Question

Discuss and differentiate between atmosphere and visual merchandising.  Then provide personal examples of each that you have seen effectively implemented.

Answer 1

Visual merchandising is a popular retail strategy that focuses on maximizing the aesthetics of a product with the intent to increase sales. Dealing primarily with the visual aspects of a store, it plays a big role in the look, feel and culture of the brand. If done well, it can create awareness while simultaneously increasing brand loyalty.

Visual merchandizing refers to anything that can be seen by the customer inside and outside of a store, including displays , decorations, signs, and layout of the space. Visual merchandizing starts from the store’s exterior presentation and carries on to its interior presentation. It may involve the ability to create window displays in fashionable colours and patterns to entice the customers, and make them think that the store has what they have been looking for. This retail strategy also includes other type of displays such as dressing mannequins. Staying updated with the trends and fashions in the design industry can be useful for these purposes.

Atmospherics is a part of visual merchandizing that refers to the mood or atmosphere that is deliberately created in-store. It is an attempt to influence shoppers to not only spend more time in the store but also add products to the basket while staying in-store. Unlike visual merchandising which deals primarily with the visual appeal of a store, atmospherics deals with all the elements pertaining to one’s senses: sight, sound, smell, touch and taste.

For sight, it includes the colours used in displays and décor. For sound, it is the music that is played in the background. For smell, it includes those scents that draw shoppers into the store. For touch and taste, it could include interactive product demonstrations.

Examples of successful implementation of:

Atmospherics – The design of Starbucks store is such that it is meant to enhance its coffee-centric atmosphere. The wonderful aroma of Starbucks has become one of its great selling and branding tools. Moreover, Starbucks has decided to quit serving breakfast and most of its outlets are non-smoking indoors for the sole reason that it doesn’t interfere with the coffee aroma.

Visual Branding – Airbnb is an online market place that strives to enhance its customers’ tourism experiences. Just like their service, Airbnb’s branding is all about living an active life. Through their people-heavy imagery and bold pink logo, they encourage people to make the most of life, and use Airbnb to do it.