VM Overview

Visual Merchandising

I VM

Overview

Contact Information: Visual Merchandiser | Chris Keegan chris.keegan@cincinnatilibrary.org

Cincinnati & Hamilton County Public Library

| VM Overview

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Last Revised 2/4/22

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Introduction Visual Merchandising

vis•u•al mer•chan•dis•ing / viZH(oo)el merCHen,dizING / verb : the practice in the retail industry of optimizing the presentation of products and services to better highlight their features and benefits. The purpose of such visual merchandising is to attract, engage, and motivate the customer towards making a purchase.

Cincinnati & Hamilton County Public Library

| VM Overview

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Last Revised 2/4/22

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Introduction

Visual Merchandising in Libraries

The Similarities

Much like the retail industry, visual merchandising refers to anything that can be seen by the customer inside or outside our libraries. This includes displays, signs, decorations, and overall use of space and layout. Successful VM practices aid in creating an attractive atmosphere that encourages customer discovery of new titles, authors, and interests.

Exterior

Atmosphere Created By Branch

Visual merchandising should be aspirational, inspirational, and/ or informational. It should also attract, engage, and motivate customers, thus increasing circulation.

This deck will aid in highlighting and outlining successful VM techniques that are proven to work because they are grounded in both design and science.

Cincinnati & Hamilton County Public Library

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General Interior

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Branch Layout

Last Revised 2/4/22

Interior Displays

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Importance Visual Merchandising

Library service has changed and evolved drastically over the last decade, just like retail. Convenience is paramount in order to stay relevant.

In turn, customer perceptions of the shopping experience and their expectations have changed.

Both of these things have changed how customers interact with libraries. Together, they establish the foundations for impactful and effective modern-day visual merchandising.

According to research from Allison Fiscus, a national speaker and trainer on the importance of VM in libraries, at Toledo Lucas County Public Library: > 94% of customers prefer to “shop” at places where VM is present. > 88% of customers say VM played a role in their choice to “buy”. > Effective VM makes customers more likely to check-out, stay longer, and RETURN--which is very crucial. > Poorly designed and unattractive displays were just as important, if not more, in customer’s minds when creating lasting impressions than great ones. > Great visual merchandising isn’t always blatantly apparent to the customer. It can create a smooth and appealing experience without them even knowing, which is preferred over a bad experience due to visual or spatial variables that affect the branch atmosphere.

Cincinnati & Hamilton County Public Library

| VM Overview

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Last Revised 2/4/22

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Foundations Visual Merchandising

The basic foundations of visual merchandising can be broken down into four categories.

Successful visual merchandising involves all of these foundations working together.

C - Customer Mindset H - Harmonious Details P - Purposeful & Prominent Displays L - Less is More

Cincinnati & Hamilton County Public Library

| VM Overview

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Last Revised 2/4/22

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Foundations Visual Merchandising

C H

Cincinnati & Hamilton County Public Library

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Customer Mindset refers to looking at anything through the

customer’s perspective. Whether that’s a display, signage, or fixture composition, stepping back and evaluating experiences as a customer is crucial.

Harmonious Details emphasizes the seven principles of design

(balance, emphasis, proportion, rhythm, color, lighting, harmony), in addition to the science of eye movement and how customer’s shop.

Within this are the basic principles of VM (pyramiding, face-out/frontup, straight lines, repetition, balance, symmetry).

P

Purposeful & Prominent Displays refers to the focus and intent of

L

Less is More will be the largest adjustment for our organization.

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our displays, which should be impactful, inspirational, aspirational, and/or informational. The materials in a display should tell a story and have a clear message. We should not be relying on a sign or props to do that, a sign is meant to enhance a display, and props are not necessary.

The greatest challenge for most library systems is decluttering the atmosphere. This refers to props, decor, tablecloths, or anything handmade. The beautiful thing about our new brand is the array of elements we have to experiment with, and anything else is extra noise that distracts customers and creates an unnecessary barrier. Book covers are beautiful enough.

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Opportunities Visual Merchandising

System-wide Promotional Merchandising

Streamlined displays coming from SLT, Marketing, or Lifelong Learning like National Awareness Months, Holidays, Winter Checkout Challenge, Discover Summer, etc... These will have primary real-estate within ALL branches.

Branch-Specific Promotional Merchandising

Displays focused on communities at multiple or single branches like branch activities, local artist, book club picks, community picks, BM’s choice displays, etc...

Everyday Merchandising

Daily maintenance of keeping our materials neatly arranged and filled in. This is the most basic version of merchandising, but also the most time-consuming because it requires constant attention throughout the day from everyone at the branch.

Cincinnati & Hamilton County Public Library

| VM Overview

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Last Revised 2/4/22

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Display Types Visual Merchandising

Table Displays

Key focuses: Straight lines, pyramiding, repetition

In-Shelf Displays

Key focuses: Face-out, spine-out, balance, repetition, straight lines

Endcap Displays

Key focuses: Straight lines, balance, story-telling

Top-of-Shelf (TOS) Displays

Key focuses: Less is more, repetition, consistency, balance

Slat Wall/ “Powerwall”

Key Focuses: Straight lines, balance, repetition

Display Cases

Key Focuses: Less is more, story-telling, curated

Cincinnati & Hamilton County Public Library

| VM Overview

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Last Revised 2/4/22

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Daily Orientation & Maintenance Visual Merchandising

Daily Orientation

As more and more of our library environments are given over to merchandising and it becomes more of a focus, it is important for staff to take a few minutes each day to browse displays.

Successful merchandising at libraries requires daily orienting of the display areas, and it helps inform staff about current promotions and where things are, which contributes to better customer service.

For example, a quick “stand-up” meeting with all staff or as they come in for the day.

Maintenance

Library staff are involved with merchandising at their branch in numerous ways. All staff should share in the responsibility of keeping merchandise looking fresh and “fluffed” when on the floor.

Filling in gaps on displays, keeping books fronted-up on shelves, and tidying endcaps. Staff should take pride in keeping their library environment and atmosphere looking neat and well-stocked.

Cincinnati & Hamilton County Public Library

| VM Overview

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Last Revised 2/4/22

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Best Practices Visual Merchandising

> Use provided templates instead of branch-made signs.

Need something you don’t see? Reach out to Visual Merchandiser, Chris Keegan, in Marketing for questions.

> Keep crafts contained to designated space in Children’s. > Only approved props and decor can be added to displays. > Use permanent fixtures instead of 6-foot/temporary tables and tablecloths.

> Only use approved sign holders and evaluate quantities often. > Utilize and evaluate the need of plexi holders on walls or

surfaces instead of tape. Avoid taping to windows, doors, and columns.

> Avoid over-signing entrances and service points, instead prioritize what’s important or necessary for customers to see.

What can be absorbed in a 3 second read walking up to the door? If it’s too much, chances are they will ignore what’s there.

These best practices are intended to highlight what we should strive for and where we need to get to as an organization. Every branch is in a different place and has different opportunities when it comes to adopting them. It will take time, training, and isn’t expected to change overnight.

Cincinnati & Hamilton County Public Library

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> Nothing should be hanging from the ceiling or attached to columns other than approved wayfinding. This includes decor.

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I VM Questions or Ideas?

Feel free to reach out!

chris.keegan@cincinnatilibrary.org

Cincinnati & Hamilton County Public Library

| VM Overview

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Last Revised 2/4/22

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