No room for interpretation

Abstract

The strong influence of visual merchandising in maximising customer impact entails considerable time and effort in the creation of the right product image. Often companies are now marketing a lifestyle package rather than a single item. It is possible to test complete product-concept ideas to ensure that the desired impact will be achieved in the shops. A virtual retail outlet can be created with the exploration of different layouts without the time and cost involved in presenting physical models or drawings. When a final layout is agreed, the plans can quickly be communicated to every store, giving precise details on a proposed layout and ensuring consistency for the brand image throughout the retail chain. Several software packages are then reviewed from Adobe Illustrator and Corel Designer to specific visual merchandising software such as TEX-STORE (Koppermann), Visual Merchant (Lectra) and smart VM (Guided Image - Compass Software). Gerber Technology's Designer, part of its Artworks package, is described. Virtual shops can be created for the customer on-line, and more could be done to present the product in a simulated retail environment rather than an inventory. Other benefits of visual merchandising software are noted.