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    Visual Merchandise Display
    Visual Merchandise Display
    Visual Merchandise Display
    Ebook132 pages1 hour

    Visual Merchandise Display

    By Romeo Richards

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    About this ebook

    Visual Merchandise Display: How to create a beautiful yet profitable display

    - Have you ever wondered why some retail stores are constantly jam pack while others remain empty even in a crammed shopping mall?
    - Why do shoppers choose one retail store over the other?
    - What can you do to make your store the shoppers’ choice?
    ***You might be wondering if this book is so good why I am selling it for such ridiculous amount. In the spirit of openness, it’s because I need some reviews. The price will surely be increase later.

    Dear Friend,

    Why should you read this book when there are literally thousands ofvisual merchandise display books on the market?

    Let me use a story to answer you...

    During my research for this book, I visited Harrods.

    Harrods attracts royalties, A-list Hollywood stars, heads of states and the “who is who” from around the world.

    So you can now imagine my anticipation at visiting one of the most famous retail stores in the world.

    I was hoping I will catch a glimpse of some Russian oligarch or Saudi prince.

    However, instead of Russian oligarchs or Middle Eastern Sheikhs, what caught my attention was a bus.

    I had bought the identical bus for my son from ASDA. It was the same bus in the same packaging.

    An odd question popped into my mind when I noticed the bus...

    Why is it that the same bus...

    In the same packaging...

    Probably made in the same factory in China...

    By the same people...sold in Harrods for almost three times the price it was sold for in ASDA?

    At first it seemed a mystery to me...

    But as I walked around Harrods the answer came to me.

    ASDA sells toy bus. Harrods sells classy toy bus even if it is made in the same factory in China.

    There is a difference and that difference is what this book is about.

    The price of a product is not determined by the cost of bringing that product to the marketplace as we are taught in business school...

    The price of a product is determined by:

    - Who is buying
    - How much they are willing to pay
    - How the product is sold to them

    The reason the same bus, made in the same factory in China was sold in Harrods for almost three times the price it was sold for in ASDA, comes down to who shop at Harrods and how the bus was sold to them.

    Cheapskate like me is not Harrods target market. Harrods know their target market is oil Sheikhs and Russian oligarchs whose focus is not on the products but on the manner in which the product is sold to them.

    This is a very important point I will like you to take away from this book.

    Most retailers fail because they ignore this simple but fundamental business success principle.

    The majority of retailers do not even know their target market.

    They open their stores, stock them with goods and hope that customers will show up simply because they are open for business.

    This is a big mistake!

    You must first decide who you want to sell to and then create a selling environment to attract those types of people.

    Your visual merchandise display has to speak to your target market as they walk pass your store. In the Visual Merchandise Display, I teach you how to create attractive visual merchandise displays that attract your ideal customers.

    The aim of a good visual merchandise display is to:

    - Attract shoppers as they pass by a retail store
    - Entice them to enter the store
    - Retain them for long in the store
    - Persuade them to buy

    At the end of this book, you will learn how to create a visual display that attracts your desired customers.

    Download or order your copy now!

    This book comes with 100% money back guarantee. If after reading it you feel that the information was unhelpful, just request a refund and you will be refunded 100% of your money no questions asked.

    Your friend

    Romeo

    P.S. The price w

    LanguageEnglish
    PublisherRomeo Richards
    Release dateOct 20, 2013
    ISBN9781301416301
    Visual Merchandise Display
    Author

    Romeo Richards

    I am the founder of The Business Education Center, an entrepreneur and business training firm that provides business growth information to professional entrepreneurs such as medical doctors, lawyers, accountants, consultants, coaches, retail executives, dentists, corporate trainers and private security entrepreneurs. The Business Education Center, is the business intelligence hub for professional businesses such as businesses consulting firms, business development firms, dental practice, private medical practices, law firms, accounting firms, businesses coaching firms, corporate training firms, private security firms and retail organisations. The Business Education Center aims to offer access to valuable business development information to entrepreneur professionals: medical doctors, lawyers, accountants, consultants, business coaches, dentist, retail executive, private security firm owners and corporate trainers through the creation of information products such as books, eBooks, audio books, DVDs, home study courses, workshops and seminars. I conceived The Business Education Center after undergoing a traumatic business failure and recovering through the help of valuable business development information. In late 2004, I established my private security firm. By 2006, my revenue had grown to a million dollars and I was able to count the likes of Nike, BskyB, BMW, Renault, BT and Target Express amongst my clients. However, in 2008 when the financial crisis hit, my business went into a tailspin. Like most entrepreneurs, I blamed the financial crisis for the failure of my business. But the reality is, I was in a recession proof business. When there is financial crisis, the rate of crime increases simultaneously increasing the need for private security. If I was in a recession proof business, how can the recession be responsible for the demise of my business? The fact of the matter is this: I broke every good business practice during my formative years. After providing services for most of my initial clients, I did not even bother to follow up with them to solicit additional work. The way security work is: the private security firm receives a call from a company that require security for their premises or event. The private security send their officers to the designated location and when the work is complete, the firm sends an invoice to the client's accounts department. Representatives from the security firms never get to know or even meet the person who made the call or sent the mail. Therefore, never get to form relationship with them. However, in hindsight, I now know that there were ways that I could have forged relationship with those companies. In 2008, we have a single big client that we provided services for nationwide. The fact that we provided services for them nationwide, appeared to us as if we had multiple clients. When the big client got caught up in the flames of the financial crisis, they pulled us down with them. Literally placing all my eggs in one basket was my first deadly mistake. My second fatal mistake was not developing along with my business. This is the biggest sins of most entrepreneurs. We establish our businesses, as the business grows, we fail to grow along with the business. Kind of like parents who remain kids themselves. The same skill sets that I had when I started the business from practically zero stayed with me even when I was making a million dollar. I never developed myself and my thinking process in confirmative with my new status. I still worked as a security officer. I still conducted mobile patrol, alarm response and site visits. I could have easily employed a supervisor or manager to do all those while I concentrated on developing the business. This was the key to my business failure. However, instead of facing the facts and accepting my short comings, I blamed the financial crisis. I was very fortunate to have received an email of a business growth program called the 7 Figure Code. When I bought this program and watched it, it completely revolutionise my thinking. I came to the conclusion that business success does not depend on the type of business one is in, the environment or luck, but on the type of actions one took. Like the chemistry formula hydrogen two plus oxygen equals water, which has never changed since it was discovered, there are certain actions that lead to business success and certain actions that result in business failure. After the 7 Figure Code, I attended or acquired several different business development training by the best business coaches in the world. Business development training programs such as: Eben Pagan - Get Altitude Eben Pagan - Learning Technology Frank kern - Mass Control Frank Kern & Brendon Burchard - Millionaire Marketing Formula Brendon Burchard - Expert Academy Dan Kennedy - Magnetic Marketing Jeff Walker - Product Launch Formula Don Crowther - Social Profit Formula Rich Schefren - Business Growth 2.0 John Carlton - Simple Writing System and Kickass Copywriting Secrets The likes of Dan Kennedy, Rich Schefren and Eben Pagan are responsible for billions of dollars' worth of business development strategies. Dan Kennedy is considered one of the smartest business coaches in the world and Rich Schefren is the business coach to many of the internet millionaires in Silicon Valley. Frank Kern is the marketing genius who sold twenty-three million dollars' worth of information products in a single day. Learning from these guys completely revolutionise my business and my own thinking process, moving me from the brink to a business success story. But here is the caveat: their trainings are not particularly cheap. Many of their training cost a minimum of $10,000. Despite the cost, their trainings are worth every single penny. For example I have just completed nine books. Think about that for a moment... Nine books! In a few months! When many people struggle to complete even a single book. I was I able to realise such achievement? It was the result of my product development training from Brendon Burchard - Expert Academy and Eben Pagan - Guru Blueprint Product development formula. However, because not a lot of entrepreneurs are capable of spending $10,000 for business development training, The business Education Center, was established to help budding entrepreneurs gain access to these valuable $10,000 business development training even if they cannot afford them. Romeo Richards' new sets of books: How To Market And Manage A Professional Firm How To Market And Manage A Private Security Firm How To Market and Manage A Corporate Training Firm How to Market And Manage A Dental Practice How To Market And Manage A Private Medical Practice How To Market And Manage A Consulting Firm How To Market And Manage An Accounting Firm How To Market And Manage A Law Firm How To Market And Manage A Coaching Firm Contain the over $100,000 business development trainings I received from those business growth experts and experience of applying them to my business and those of my clients. Every successful business, whether it is the HSBC Bank in the City of London or a cleaning business in a New Delhi ghetto, has five things I common, you will learn those five things in these books. Markets are becoming saturated. The tyranny of choice brought about by the internet is making it increasingly difficult for businesses to find new customers for their businesses. How can your business benefit instead of be a victim of this new business reality? The answers are in these books. Change is the only constant. The business environment is changing. Businesses practices that were acceptable yesterday can no longer be effective in this new business environment. What are the new business practices that will be effective in the new business environment, and how can you implement them in your business? You will find the answers in these set of books. My desire is to help businesses understand how to navigate the new business environment. I also co-authored the following books: 84% Most Effective Strategies For Increasing Retail Profit 14.3% The Most Effective Shoplifting Reduction Strategies 43.5% The Most Effective Retail Profit Protection Strategies 12.24% The Most Effective Retail Employee Error Reduction Strategies 24.5% The Most Effective Perishable And Non-Perishable Shrinkage Reduction 27.9% The Most Effective Retail Shrinkage Reduction Technologies 27.8% The Most Effective Retail Employee Theft Reduction Strategies 48.8%: The Most Effective Strategies For Reducing Retail Receiving Shrinkage Romeo Richards books slated to be published October 2012: Store Design Blueprint: How to design an attractive but profitable store Visual Merchandising Display: How to create a beautiful yet profitable display How to Increase Retail Sales How to Make Profit in Retail How to Attract Customers to Your Retail Store How to Increase Retail Sales with Store Design and Visual Merchandise Display Romeo Richards submitted book proposal for the following books: How To Manage and Market A Business Development Firm How To Manage And Market An Architectural Firm How To Manage And Market A Recruitment Firm How To Manage And Market A Private Psychology Practice How To Manage And Market A Plastic Surgery How To Manage And Market A Physiotherapy Practice How To Manage And Market A Construction Company How To Manage And Market An Engineering Firm How To Manage and Market A NGO How To Run An Effective Government

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      Book preview

      Visual Merchandise Display - Romeo Richards

      Acknowledgements

      My sincere gratitude to Mr. White, John and Michael for editing the book.

      Thanks Jen for formatting it and Joseph for managing the entire project.

      Why You Should Read This Book

      Why should you read this book when there are literally thousands of visual merchandise display books on the market?

      For a start, it is the only book on visual merchandise display that talks about the only thing you are interested in: Profit.

      How can you make profit in your retail store?

      You make profit by:

      • Increasing sales

      • Increasing customer satisfaction

      • Increasing staff productivity

      • Decreasing shrinkage

      In this book, we teach you how to achieve the above objectives through the use of beautiful yet secure visual merchandise display.

      No other book on visual merchandise display has ever connected visual merchandise display to those four critical success factors and profit.

      There are fundamental principles which underpin good visual merchandise display:

      • Customer attraction

      • Persuasion to buy

      • Shrinkage management

      Your ability to effectively embed these elements into your visual merchandise display strategy will determine your level of success. This book outlines the process for embedding those three elements into your visual merchandise display and sales strategy.

      It outlines the best visual merchandise display strategies used by the most successful retailers in the world…Strategies, when effectively applied will propel you to unbelievable success.

      And here is the icing on the cake; your competitors do not even know most of these strategies. So what you have in your hand is the missing piece of the retail success secret…The ultimate visual merchandise display blueprint secret.

      Introduction – Visual Merchandise Display

      If you are a horror film Junkie you always know when a horror film is about to reach its climax.

      If the scene is set in a house, you will notice the camera moving up and down the stairs…then the window flings open…and the moon starts shinning directly into the room…wind begins to blow…the light starts blinking on and off…on and off…and you hear the clock tick…tick…tick…then there is the sound of footsteps in the corridor…then the shadow of the antagonist appears…and then zoom!…without warning the antagonist attacks.

      In horror film after horror film, this identical scene plays out all the time. Whether the film is being shot in a house, in the night or day or out in the woods, the costume design and the choreography is always the same.

      Why is this always the case with horror and the more successful films?

      Answer: The directors of horror films understand that the intrigue of the film is not just about the killing or the plot. It is also about the costume design, the sound, the lights, and the background.

      When someone goes to watch a horror film, they already know someone is going to die. Therefore the directors understand that the killings no longer scare the audience, it is the events leading to the killing that are intriguing.

      What does horror film have to do with visual merchandise display and what lesson can the retail industry learn from horror films?

      The lesson the retail industry can learn from horror films is this: It is not about the merchandise; it is the presentation of the merchandise that matters to the customer.

      A good visual merchandise display captures the imagination of its targeted audiences just like a good film does. The store is a theatre where customers come to watch spectacular displays of merchandises. If they like the display they will buy; if they don’t like the display, they will leave.

      The success of great films stems from their ability to cleverly manipulate people’s psychology through the brilliant use of words and costume design.

      Retailers can do well to emulate the cleverness of the film industry in the presentation of their merchandise if they intent on achieving similar success.

      This books aims to show retailers how to choreograph their visual merchandise display process to achieve similar success.

      The first half of the book deals with the psychology of visual merchandise display. It addresses questions for understanding your target market and the various strategies for thinking through your visual merchandise display strategy.

      Part two deals with the implementation of visual merchandise display. It outlines the best strategies for implementing an effective visual merchandise display strategy.

      Your success as a retailer rests on your ability to create the type of shopping environment that will entice shoppers to visit your store.

      The retail environment is changing. These days you are not only competing against other retailers, you are also up against some guy sat in his room selling stuff on the internet.

      Consequently, you need to understand that the strategies that worked a few years ago will not work in the new retail environment.

      You need a new strategy.

      This book contains the new strategies you need to succeed.

      Chapter One

      The Psychology Of Visual Merchandising Display

      Visual merchandising is basically a truncation for marketing in retail. Selling takes place when customers and shoppers show interest in a product and the intention to buy a product on display.

      However, before arriving at that conclusion; the individual needs to be sold which is why merchandising is very critical for a retail store. Most people do not buy because they are uninterested in a product or service been sold to them. And it is very difficult to sell to an unmotivated person.

      So how do you motivate a person?

      You do that by selling them what they want.

      This brings us to the next question.

      What does everyone want?

      In marketing we are taught to believe that everyone wants a different thing.

      This statement is true to an extent but it’s not quite true. Human psychology has not changed since the dawn of time. The same desires we harboured when we lived in caves, we still hold dear today.

      Every shopper, client or customer wants basically the following three things:

      •  Result

      •  Solution

      •  Relief from something

      These three things manifest themselves in the form of the products and services we choose to buy. However, in the final analysis when someone takes out his credit card to buy a product or service no matter what that product or service is, they are doing so to satisfy all or at least one of the above.

      Being aware of that, as you prepare to display your merchandise, the questions that need to be going through your mind are the following:

      • Which one of the above three are you marketing to satisfy in a particular display?

      • When someone passes your shop window, and they take a glimpse of your display, what emotion are you aiming to trigger?

      • What result should they imagine the display is going to produce for them?

      • What solution should they think your display would provide?

      • Finally what pain is the display going to relieve?

      This is classic marketing 101.

      Your merchandise does not necessarily have to produce those results for the shopper; it just needs to produce the perception of the result in the shoppers’ mind.

      But there is a catch: the person creating the display needs to know the benefit behind the benefit (the solution the shopper is seeking).

      It is only when your visual merchandiser know the benefit behind the benefit will they be able to create a beautiful attractive display that captivates their targeted audience.

      I will use

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