Visual Merchandising

1. Visual Merchandising Unit 30 Lesson 1

2. Task: Comparison Shopping • Collect ads from two different stores that sell similar or identical items • Create an image of the advertised items as you think they would be featured in each store’s presentation • Is this similar to how they are arranged in store? • What improvements have you/could you make to the store’s appearance?

3. Purpose The purpose of this unit is to give you an understanding of how visual merchandising is used to promote the sale of goods, through a variety of techniques and making the best use of selling space in store.

4. Learning Aim 1 Know the visual merchandising and display techniques used in different retail outlets

5. Assessment P1 Describe how visual merchandising techniques are applied to goods in different types of retail outlets. You will describe how visual merchandising is applied to the three selected retail outlets to an identified range of goods.

6. Range You should consider selecting a diverse range of retail outlets such as smaller independent retailers offering specialised products and services, for example, pet shops, art and craft shops, bakers, butchers and other retail outlets not located in the traditional ‘high street’.

7. Using Images You should use illustrative evidence such as photographs and drawings to apply the unit content to specific named retailers and, where appropriate, to the relevant techniques used.

8. The purpose of visual merchandising • To make merchandising desirable • To make merchandise easy to locate in the store • To introduce and explain new products • To promote store image • To cajole customers into the store • To show merchandise assortment

9. Visual merchandising helps in... • Educating the customers about the product/service in an effective and creative way • Establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value. • Setting the company apart in an exclusive position • Establishing linkage between fashion, product design and marketing by keeping the product in prime focus • Combining the creative, technical and operational aspects of a product and the business • Drawing attention of the customer to enable them to take purchase decision within shortest possible time, and thus augmenting the selling process.

11. Types of retail outlet • List down 10 shops/retail outlets • What category of retail store do they fit into • Find images of how they display their goods inside and outside the store • What is good or bad about the way they display their goods?

12. Type of retail outlets • Department stores • Discount stores • Supermarkets • Convenience • Wholesaling/cash and carry • Factory outlets • Non-profit organisations • Farm shops • Outdoor and indoor markets

13. Merchandising Techniques • Pick a retailer from each type of outlet • Find images to show how they display their goods • Describe the techniques they use • Which are the most effective and why? • Which are the least effective and why?

14. Merchandising techniques • Shelf layout • Positioning • Stock facings • Horizontal and vertical blocking • Price marking legislation • Use of point of sale material • Themes/Special Events • Promotions

15. Use of fixtures and fittings • Hardline fixtures, eg gondolas, tables, bins, containers • Softline fixtures, eg round rails and four-ways • Wall fixtures, eg shelves, hooks, hanger bars

16. Different kinds of goods • Impulse goods • Convenience goods • Speciality goods • Complementary merchandise placement • Seasonal goods • Brown and white goods

17. Task : Fixtures and fittings For each of the fixtures and fittings listed give examples of how they are used effectively in different types of outlet

18. Task: Style comparison Customers respond differently to various types of information offered in the displays and merchandise presentations they see. This exercise is about reaching a target customer through visual presentations of merchandise.

19. Task: Style comparison • Interview five different people and find out what information they expect from a visual merchandising presentation in a store. • Try to vary ages, genders and occupations. • Be sure to include descriptive information about the person you are interviewing (e.g., the person’s gender, age, interests, occupation).

20. Task: Sample questions 1. Do you notice merchandise displays when you shop? 2. How do you use merchandise displays to help you make buying decisions? 3. When you shop, what type of information do you look for in displays? 4. How would you feel if retailers didn’t present their merchandise in any other way than storing it on shelves and hangers? 5. What other non decorative approach affects your decision to buy? 6. Do you have any “pet peeves” about merchandise presentation methods currently used in stores?

21. Useful links http://www.merchandisefood.com/ http://retail100objects.com/#Market

22. Task In pairs or threes turn your handout into a visual presentation using images only. You will then explain the content of your handout to the group.

23. bizzler.weebly.com