TARGETING THE STAGING OF THE PRODUCT "Story value" is the added value of the 21st century. When customers go shopping they want to have experiences - but those exist only on the theatre stages. Customers look for the sense – which only could be created by telling a story. Prof. Dr. Norbert Bolz
Since 1900 the European Association for visual Marketing and Merchandising, short VMM, takes care of the relevance of the optical presentation of products and services. The VMM developed from the German Association of the window dressers and the interest group of employees, trainees and self-employed in the visual marketing an merchandising industry.
Since 2007 VMM is European-wide active VMM represents the professional group of visual marketing designers and merchandisers VMM is partner and service provider of visual merchandisers VMM is international partner of the industry, the authorities, the stationary retail, the associations and schools. FROM DESIGN TO COMMUNIACTION The Association understands its main function in bundling and defining future-oriented interests of the members to a profitable package. Promotional window design and shops mark the roots and the history. In the era of internet trading the Association appears more as a warrantor for target- oriented visual communication.
During the last century the job profile of the window dresser changed first into a stylistically confident display designer who also takes care and develops the visual appearance of the company. Today the visual merchandiser are in charge of:
Design of the salesrooms, presentation rooms and showrooms Presentation of goods, products and services Activities for sales promotion Events Computers replace more and more traditional techniques because the experience during shopping which appeals all senses is now a necessary strategy which visual merchandisers need to implement with all their skills in the marketing strategy, which includes as well social media. Visual merchandisers are specialists for the development and realisation of success-oriented design concepts.