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/

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