What is visual merchandising?
Let’s find out about VM
Barbara Cardoso
Introduction In this assignment I will be explaining about types of merchandising, the types of goods, and explain which one of them. Also, I will be choosing three different types of outlets and explaining how they have used visual merchandising. what is visual merchandising? Visual merchandising is a way of how the store display the products and services. Also, visual merchandising Is way of giving a customer more detailed imagination about certain products, in visual merchandising you will find different types of techniques that are used by retailers in order to make a good experience to their customers. This technique that retailers use can also increase sales and gain more customer in to the organisation. Here you will be looking at the visual merchandising and the techniques they use.
Types of visual merchandising Colouring merchandising This technique of merchandising is to display the products by colours which that will attract customer attention. This is an image of colour merchandising Vertical merchandising is where the store displays all the items in the store from top to bottom and this type of merchandising makes everything very easy for customer to find what they are looking for. As you can see in this picture
Horizontal merchandising This is when the products are displayed in a horizontal Patten this technique makes customers more around in order to keep in track of every single detail of the display.
This would be an example of a horizontal merchandising
Pyramid merchandising This is when a single item is displayed on the top of the other items while the other one is displayed one level down, so the display can look like a pyramid shape, however they use this technique to make sure the customers pay attention to the product they want to sell the most. For example, in this picture Consistency and reputation This technique is used when items are displayed knowing to the shop products. For example, when they display the items more than three times, so it registers in the customers mind for example in this picture they used the reputation technique. Stacking This is when the business gets more product in the display by order, so all the customers can have more options to choose for what they are looking for.
Storytelling This can be more of a strategy that most of the retailers use, they use technology to advertise their products, for example they can use TV around the stores to advertise what they have in store and their upcoming products.
Lighting merchandising This technique is mostly used to enhance the look of the products in order to make what they want to stand out and grabbing customers attentions, furthermore this technique also make the items look like they are better quality. In this picture we will be able to see how the lightening visual merchandising technique is being used.
Fragrance of store This technique is used to entice customers behaviour into buying the product that is displayed because some of the consumers might like the smell of the store and that could attract them to the products. This is a picture of what they use to attract people to their stores
There are six different types of retails outlets such as: department stores discounted stores, supermarkets, malls, warehouse stores and specialist stores.
Department store They are store with a big range of variation of products from food to clothing, jewellery, houseware in one shop.
Discounted stores They are also part of the retail stores however they also have a big range of products but in theirs case the products that are sold in the discounted store are less quality and cheaper compare to the department stores.
Supermarkets Is another retail store that specifically sells food products and most of the times household appliances and items? All the supermarket products are all displayed and organised in each of their department and different visual merchandising technique as well. We can also say the supermarkets is a cutting-edge form of a small store that sells food products, one big example we could use of supermarket is Tesco as is the world thirst largest retailers.
Malls
They are well knowing of having different shops inside a big complex, and different types of variety of products, having different types of stores can be complex of diverse shops representing merchandising, though it makes the customers to walk through a different area to another, for example Westfield is well-defined example of a mall in this day of age.
Speciality stores Speciality store is a store that focus only in one product for example, Clinton card is a store that specialise in card for all occasion, moreover the speciality stores they do not tend to incorporate other products in their department.
Warehouse They are normally department that usually deals with bulk items in a big quantity of products, however in a warehouse store you can find more variety of larger item and you can get them as a discounted price.
Different types of goods
Impulse goods – Goods are placed by the check out, is not a really a necessary item that customer need but they will still buy by impulse.
Convenience goods- is products that is basically located anywhere in the store, they are bought regularly without any stress, for example newspapers, bread milk
Search and compare lines- is when customer will look in different places and access the quality and prices for the product.
Speciality goods- these are exclusive products that consumers make efforts to get, such as luxurious clothes, glamorous perfumes and limited products.
Complementary merchandise placement- is when the business put relative the same or it could go with something else the customer is buying, for example dresses and shoes or jackets and scarf.
seasonal goods- they are types of products are purchased only in particular time such us Easter eggs.
I will explain about three different types of outlets and how they use the visual merchandising technique and three outlets I will be explain about will be Poundland, Asda and boots
The Poundland shop is a retail shop that offers a large range of products to their customers, as you can see in this picture on the side, the store have displayed few of their products on the widow and by doing that they are captivating customers attention and also using the vertical merchandising technique, this is very good because displaying the item where customer can walk pass and see besides is more likely for the customers to walk inside the store and buy the displayed product. At Poundland shop they also use the end cup technique, which is when they display the items in the middle of the store or at the end of the aisle, however the items that is being displayed at the end of aisle cab be found discounted. Also, at Poundland, at the end of the aisle of home appliance and tools, they have a prop there holding a drill and wearing a kitchen cooking cloth however that will bring excitement to all the customers and will also be a better working environment. Thus, at the store they use a lot of reputation technique, so customer will be able to real item from the display faster and they can easy make up their minds. Impulse goods at poundland, this technique will make customer purchase the items that are displayed the tills close to the check outs, and the reason for this is because, appealing to the eyes of different customers and also displayed for kids as well.
Asda - is using the mannequins to stand out the customers so they will not miss what the store is trying to advertise to them, they used mannequins to show to their consumers the different Diversity of clothes they have ,Asda is using the mannequins to stand out to the customers so they will not miss what the store is trying to advertise to them, they used mannequins to show to their consumers the different Diversity of clothes they have, and make the customers to look at the clothes they are advertising and hopefully will persuade them to buy. Also, the visual mechanising technique that Asda have used was the pyramid technique which that helps the customers to focus in the middle item. The taller mannequin is the one that stands out more because that is the mannequin they want customer to have their eyes on. The visual merchandising also has a big space where that allows the customer to have a closer look on the products and tell the difference of the products, and hopefully that can help them make up their mind and make them to purchase it. Moreover, they also use the horizontal merchandising which is the way they have displayed the mannequin all crossed, which that will have an impact on the public as is structured in an organized way.
Boots - is a retail store that specialize on beauty and health products and they do not sell anything out of their department. When you walk in to the store you will see they display the products vertically this is when the products are places from top to bottom, and the reason for this is when the products are displayed from top to bottom. The reason for this is so boots consider the height of some customer, so using this technique will make easier for consumers, see what they are looking for also when you walk into the store they make sure their customers will be able to read and find their products without any difficulties.
Seasonal goods at boots, boost might think seasonal good can a way of attracting customers and make profit at the same time, for example Christmas period they can decide to change the store theme and make people enjoy the Christmas decoration, they could also try to sell extra item related to the Christmas season such as Christmas keys or Santa hats.
Conclusion In this assignment I explained in detail six different types of outlets, I gave a brief explained for each one and used few picture to be easier to define which one is which, also explained about all the different types of good, in addition I chose three different types of outlets and explained what they do and what kind of visual merchandising they used to display their products. Bibliography En.wikipedia.org. (2018). Speciality goods. [online] Available at: https://en.wikipedia.org/wiki/Speciality_goods [Accessed 28 Sep. 2018].
En.wikipedia.org. (2018). Visual merchandising. [online] Available at: https://en.wikipedia.org/wiki/Visual_merchandising [Accessed 28 Sep. 2018].
Slideshare.net. (2018). Visual merchandising. [online] Available at: https://www.slideshare.net/preetibhan/visual-merchandising-15354470 [Accessed 28 Sep. 2018].