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The picture below portrays the interior of a shop. Notice the pastel colours and minimalistic display of products. Have you seen the dry flowers at the top of the photograph? Would you agree with the statement that we buy with our eyes and not with our minds? You are going to familiarise yourself with a text which explains what elements are relevant in contemporary store design.
Poniższe zdjęcie przedstawia wnętrze sklepu. Zwróć uwagę na pastelowe kolory i minimalistyczną ekspozycję produktów. Czy zauważyłeś /zauważyłaś suszone kwiaty u góry fotografii? Czy zgodzisz się ze stwierdzeniem, że kupujemy oczami, a nie rozumem? Zapoznaj się z tekstem który wyjaśnia, jakie elementy są istotne we współczesnym projektowaniu sklepów.
Match the words and expressions to their definitions.
Study the text and do the exercises below.
Visual Merchandising: The Architecture of Purchasing1. _____
displayVisual merchandisingVisual merchandising applies to the displaydisplay and layout of both traditional and online shops. Its aim is to encourage passers‑bypassers‑by to enter the store or a website and make a purchasemake a purchase. According to current research, contemporarycontemporary clients are mainly attracted to the visual communication channelvisual communication channel and they tend to remember the messages that they actually see. This explains why the main focus is the way products are presented, located, and litlit. The stakestake is a potential purchase or its lack, so there is no place for an error.
2. _____
Store displays ought to be interesting enough to encourage the customers to explore the store on their own. The narrativenarrative or story that the shop layoutshop layout tells is important because it attracts customers and allows for creating their future brand loyaltybrand loyalty. Such an effect can be achieved by building a positive and memorablememorable shopping experience, because only then will customers return to the shop. If clients find themselves in a space they identify with and they take a snapshot oftake a snapshot of an inspiring display and post it on their social media, it will create interest of future purchaserspurchasers. However, only the successful implementationimplementation of visual merchandising maximises salesmaximises sales and serves as a meaningful marketing toolmarketing tool.
3. _____
The layout of shops is never a random choice. There are experts hired precisely to decide on what the customer’s experience is going to be like. Visual merchandisersVisual merchandisers plan the display of products and decide on the colours, lighting and ambienceambience. Their activities improve store trafficstore traffic and sales. Chain storesChain stores employ teams of experts who ensureensure that the shopping experience at almost each and every shop of a given brand is identical. The shops must look, sound, and feel the same, or as similar as possible. It is the job of visual merchandisers to decide on everything regardingregarding the display of products, which is applied in all stores. People employed as visual merchandisers ought to be fluent at using graphic design applications to plan both the in‑store and outside layout, the décordécor, shopping windows, changing rooms, counterscounters, and checkoutscheckouts.
4. _____
Visual merchandising is a complex concept. However, there are certain elements that constituteconstitute its success. What matters in the presentation of items is also the presence of a focal pointfocal point, which can be achieved in a number of ways. Customers’ attention can be drawn by presenting a set of similar or identical products in a repetitive way. The significantsignificant technique is also a creation of harmony which is achieved by using slight asymmetry while displaying products. What's also important is a themetheme. ThemedThemed displays, changed regularly, connect with the customer’s current needs and increase chances they will buy what they see.
5. _____
Visual merchandising will continue to grow by employing the newest technologies in displays. The future focus is going to be on the visual merchandising of e‑commercee‑commerce: site navigationsite navigation, showcasingshowcasing the items, and creating eye‑catchingeye‑catching and interactive content. It's important to know the value of this field of marketing so that we enjoy it without being trapped in the shopping crazeshopping craze.
Źródło: Katarzyna Piotrowska, licencja: CC BY-SA 3.0.
Choose the correct headings and drag them into the text. There are 2 extra headings you do not need to use.
2. 1. The functional know-how, 2. Part and parcel of visual merchandising, 3. The gloomy past and the risky future, 4. The customer, the store, and the tale, 5. The whys and the wherefores of virtual merchandising, 6. Visual merchandising, the need to drop it, 7. What the future holds in store
3. 1. The functional know-how, 2. Part and parcel of visual merchandising, 3. The gloomy past and the risky future, 4. The customer, the store, and the tale, 5. The whys and the wherefores of virtual merchandising, 6. Visual merchandising, the need to drop it, 7. What the future holds in store
4. 1. The functional know-how, 2. Part and parcel of visual merchandising, 3. The gloomy past and the risky future, 4. The customer, the store, and the tale, 5. The whys and the wherefores of virtual merchandising, 6. Visual merchandising, the need to drop it, 7. What the future holds in store
5. 1. The functional know-how, 2. Part and parcel of visual merchandising, 3. The gloomy past and the risky future, 4. The customer, the store, and the tale, 5. The whys and the wherefores of virtual merchandising, 6. Visual merchandising, the need to drop it, 7. What the future holds in store
Study the sentences and choose the correct answer or answers.
Pair the sentence halves to create correct sentences. There are 3 extra halves you do not need to use.
Answer the following questions. Write 3‑4 sentences to each question.
What is visual merchandising?
What do visual merchandisers do?
Why is visual merchandising employed in shops?
Słownik
/ ˈæmbiəns /
nastrój, atmosfera (the atmosphere or the character of a place)
/ ˌbrænd ˈlɔɪəlti /
lojalność wobec marki (customer’s dedication to buying products from a particular company)
/ ˈtʃeɪn stɔ:z / / ˈtʃeɪn stɔ:r /
sieciówki, sklepy należące do sieci [sieciówka, sklep należący do sieci] (shops that belong to a group that sell the same types of products and have the same owner)
/ ˈtʃekaʊts / / ˈtʃekaʊt /
kasy [kasa] (places in shops where you pay for goods)
/ ˈkɒnstɪtjuːt /
stanowić, składać się na coś (to be parts that form something together)
/ kənˈtemprəri /
współczesny/współczesna (living now)
/ ˈkaʊntəz / / ˈkaʊntə /
lady [lada] (a table in a shop at which people are served)
/ ˈdeɪkɔː /
wystrój wnętrza, dekoracje (the decoration and furnishing of a shop)
/ dɪˈspleɪ /
wystawa (a collection of objects arranged for people to look at)
/ ˈi: ˈkɒmɜːs /
handel elektroniczny (the business of buying and selling on the internet)
/ ɪnˈʃʊə /
zapewniać (to make something certain to happen)
/ ˈaɪ kætʃɪŋ /
przyciągający/przyciągająca wzrok (noticeable and attractive)
/ ˈfəʊkl̩ pɔɪnt /
główny punkt (the centre of interest or attention)
/ ˌɪmplɪmenˈteɪʃn̩ /
wykonanie (putting a plan, service or system into action)
/ ˈnəʊ haʊ /
wiedza i umiejętności fachowe (practical knowledge of ability)
/ lɪt / / laɪt /
oświetlony/oświetlona [oświetlać] (to produce light in order to make objects visible)
/ ˈmeɪk ə ˈpɜːtʃəs /
dokonać zakupu (to buy something)
/ ˈmɑːkɪtɪŋ tuːl /
narzędzie marketingowe (a technique used to promote products and boost sales)
/ ˈmæksɪmaɪzɪz seɪlz / / ˈmæksɪmaɪz seɪlz /
maksymalizuje sprzedaż [maksymalizować sprzedaż] ) (to make sales as high as possible
/ ˈmemərəbl̩ /
zapadający/zapadająca w pamięć (likely to be remembered)
/ ˈnærətɪv /
narracja (the way of explaining something to show certain ideas)
/ ˌpɑ:səz ˈbaɪ / / ˌpɑ:sə ˈbaɪ /
przechodnie [przechodzień] (someone who is going past a place)
/ ˈpɜːtʃəsəz / / ˈpɜːtʃəsə /
nabywcy [nabywca/nabywczyni] (buyers [buyer])
/ rɪˈɡɑːdɪŋ /
odnośnie (about)
/ sent /
woń, zapach (a distinctive smell)
/ ʃɒp ˈleɪaʊt /
układ sklepu (a floor plan of a shop which shows where all the items and furniture are placed)
/ ˈʃɒpɪŋ kreɪz /
szaleństwo zakupowe (obsessive shopping activity)
/ ˈʃəʊkeɪsɪŋ / / ˈʃəʊkeɪs /
prezentowanie [prezentować] (exhibiting or displaying)
/ ˈsaɪnɪdʒ /
oznakowanie (a system of signs in a shop that helps customers navigate its space)
/ sɪɡˈnɪfɪkənt /
znaczący/znacząca (important and noticeable)
/ saɪt ˌnævɪˈɡeɪʃn̩ /
nawigacja strony internetowej (elements of the website that allow visitors to move from one site to another)
/ steɪk /
stawka (something important that might be lost)
/ stɔː ˈtræfɪk /
ruch w sklepie (the number of customers who visit the store)
/ ˈteɪk ə ˈsnæpʃɒt əv ˈsʌmthetaɪŋ /
zrobić zdjęcie czemuś (to take a photo of something)
/ ðə waɪz ənd ðə ˈweəfɔːz /
powody, przyczyny (the reason for something)
/ thetaiːm /
motyw (the main subject)
/ ðəmd /
o określonej tematyce (created to show a particular subject)
/ ˈvɪʒuəl kəˌmjuːnɪˈkeɪʃn̩ ˈtʃænl̩ /
kanał komunikacji wizualnej (a way of communicating with people through the sense of sight)
/ ˈvɪʒuəl ˈmɜːtʃənˌdaɪzərz / / ˈvɪʒuəl ˈmɜːtʃənˌdaɪzə /
osoby odpowiedzialne za kreowanie przestrzeni i ekspozycji w sklepie (people whose job is to design the presentation of products to better show their features and make customers buy them)
/ ˈvɪʒuəl ˈmɜːtʃəndaɪzɪŋ /
sprzedaż za pomocą ekspozycji sklepu i jego towaru (the presentation of products to better show their features and make customers buy them)
/ wɒt ðə ˈfjuːtʃə həʊldz /
co przyniesie przyszłość (phrase used to say that you wonder what will happen in the future)
Źródło: GroMar Sp. z o.o., licencja: CC BY‑SA 3.0