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R E TA I L D E S I G N : C R E AT I N G V M G U I D E L I N E S G E T A H E A D I N R E TA I L
T H I S P R E S E N TAT I O N
The purpose of this presentation is to show the value of creating VM standards and communicating them through merchandising guidelines or playbooks and how photorealistic visualizations/renders can help you to be successful in a fast paced, global environment with many stakeholders and challenges.
We all agree that good Visual Merchandising is paramount to being successful in retail. Visual Merchandising involves the use and manipulation of attractive sales displays and retail floor plans to engage customers and boost sales activity.
Visual Merchandising is the study of consumer behavior and creating an exceptional customer experience through merchandise presentation. As a visual merchandiser it is your job to be the voice of the customer; ensuring logic, organization and creativity is integrated in all visual merchandising set-ups.
S O , A S A V I S U A L M E R C H A N D I S E R , H O W D O Y O U S U C C E E D ?By communicating your vision, your idea and concepts in the most effective way…
V I S U A L LY
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Today, the most successful retail brands understand the advantage and value of having a consistent visual merchandising standard for their stores.
Some of the advantages of VM standards include: 1) A consistent branded experience. When shopping your brand, consumers feel great and inspired, no matter which store location they are in.
2) All merchandise is presented in a planned, well thought out and in a positive manner across stores.
3) Makes it easier for customers to shop and engages and motivates them to purchase.
4) Showcases products in attractive ways that targets specific consumers. Tell seasonal, product and brand stories, visually.
5) Drives sales of merchandise that are strategic to the brand or that need to be moved.
Whether your brand has several stores, or several thousand, it is important to have consistent VM standards so that you can tell your product, brand and seasonal stories to your shoppers.
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• Messy
• Inconsistent and unpredictable sales
• Not focusing the right product to the right consumer
• A marginal shopping experience
• Sales are unpredictable and merchandise is difficult to shop and find
• Browsing, not buying
S T O R E S W I T H O U T V M G U I D E L I N E S
• Clean, well planned and consistent
• A great shopping experience
• Corporate HQ is able to focus consumers to specific merchandise and highlight specific products
• Seasonal and campaign driven initiatives are easily implemented
• All the stores implement the plans and guidelines exactly how they should, driving consistency so that the consumer gets the same great experience wherever they shop. Making the store feel inspirational and forward focused
• Better sales results!
S T O R E S W I T H V M G U I D E L I N E S
Creating standards for stores is the best way to provide product presentation direction There are several methods to create these standards and I’ve included some examples and best known methods (BKMs) of how to create and roll out VM standards.
C R E AT I N G V I S U A L M E R C H A N D I S I N G A N D P R O D U C T P R E S E N TAT I O N S TA N D A R D S F O R R E TA I L E R S
G U I D E L I N E S
• Guidelines are also called Presentation Guides or Retail Playbooks.
• As seen in these examples, they have large visual examples with merchandising direction for each setup.
• They provide very specific guidance for each type of fixture and direction on how to fold, how to stack, what colors to use, even where each specific SKUs should go.
The content of Presentation Guides and Playbooks is up to you. They all provide standards and direction, but they can vary widely. Typically, you’ll see: • Folding and hanging standards • Do’s and don’ts • Key stories • Fixture overviews • How to style mannequins • Windows • References for different sizes of shops • Store Flow
V I S U A L I Z E E A C H S T E P
Create a set of guidelines with rich visual examples. You will have a choice when creating each shot. You can setup each scene and take pictures, or you can create computer generated visuals. The most flexible method is to create computer generated renders.
This example is a render from PixelPool
Store associates that are merchandising the floors prefer to see clean, photorealistic visuals of exactly how each section of the store should look.
Inspire them by creating rich, colorful, photorealistic visualizations. The following are real examples from PixelPool
I N S P I R E Y O U R S T O R E W I T H G R E AT V I S U A L S
W I N D O W S
Here is an example of a design visualization of a window. This is not a photo. This was created before the window was constructed as a way to visualize the design.
TA B L E S
Here is an example of a PixelPool render of a table with apparel that is used for visual merchandising and presentation guidelines. This goes out to the stores and is exactly how a table should be setup.
M A N N E Q U I N S
Mannequins are a great way to show off the latest styles and this PixelPool render for a jeans brand is used as a guide for their stores.
W A L L S
Here is an example of a design visualization of an apparel wall. This render is used to show stores how to merchandise this specific wall setup.
P R O D U C T F I X T U R E S
This is a PixelPool render of a cosmetics fixture. Use this in a product presentation guide to show your stores how to display the merchandise in the most effective way.
Remember that the goal of a visual merchandiser is to display the products in a manner that compels the consumer to buy more.
Many retail renders show apparel or products that are cardboard looking and fake. Make sure that the products are photorealistic. This is a render of a leather jacket and sequined dress that PixelPool recently created for a large apparel brand.
T H E P R O D U C T I S T H E H E R O
P L A N O G R A M S
Many VM Guidelines include store layouts and floorpans which act as maps or instructions for where to specifically place merchandise.
Some tips for creating product presentation or visual merchandising guidelines or retail playbooks:
1. Be prepared to work with many stakeholders in your company, including seasonal buyers, visual merchandisers, store designers, brand designers and retail planners.
2. Include brand and VM guidelines in the document. This would include the rules on how your company displays its brand and products. This might include pictures of “do’s” and “don’ts”.
3. Authoring and creating the actual booklet will require a graphic designer or agency that has skills to layout an easy to read document.
4. BE VISUAL! Use accurate and updated imagery for all examples. The most successful visual merchandisers in the world use photorealistic renders from PixelPool.
C R E AT I N G G U I D E L I N E S F O R S T O R E S A N D S H O P I N S H O P S
R E A L P H O T O V S P I X E L P O O L R E N D E R
Look at the next slide. Which images are renders and which are photos of the store?
More and more Visual Merchandise professionals are using photorealistic renders for the imagery in their VM guidelines for several reasons:
• Renders offer flexibility - things can be changed quickly without a photoshoot
• Renders look clean and perfect (this image to the right is a render)
• Good renders cannot be distinguished from photos
P H O T O G R A P H Y V S R E N D E R S
We know you need it to be perfect. We’re committed to capturing the most minute design detail through the latest in 3D and visual technology, honing in with remarkably true-to-life renderings that show product exactly as intended: tucked in, wrapped, face out or face in, six to a stack or seven.
Precisely detailed renderings, right down to the last product stack, make it easy for retail staff to understand and implement your vision. Making your product – and your brand – look its best.
P H O T O G R A P H Y V S R E N D E R S
G E T S TA R T E D !
Whether you are starting from scratch or just want to improve your existing visual playbook, feel free to reach out to us and we’ll give you advice to be successful!
We Produce Success“Just wanted to send you guys a note a say thank you for cranking through this beast under a crazy timeline. Everything looks great and really helps tell our story for the project. Thanks again.” -T. Perks / Sr Director Retail Design
“The visualizations looked amazing! I had high expectations from the onset but you and your team still managed to blow me away. The team here was all very
impressed. Thanks to everyone for the fast work… ” - Steve M / VP Store Design at Express
“Many many thanks, the renders look fantastic! The hard work was well worth it. The presentation went really well - everything is a go exactly as designed…” - Sean Pearson / Retail Design Director RUF Project
PixelPool is a Design Visualization Agency.
We help creatives, designers and retailers by making their ideas, concepts, dreams and projects come to life visually.
We make you and your retail brand experience look incredible.
