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Unit 33- Visual Merchandising and Window Display

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P1- Describe the visual merchandising and display techniques used by three different types of retail outlets

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Unit 33- Visual Merchandising and Window Display

CONTENTS  Introduction to visual merchandising  Purpose of visual merchandising  Types of retailers  Types of techniques  John Lewis (Department store)  Apple (Specialty store)  Waitrose (Supermarket)  Bibliography

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Unit 33- Visual Merchandising and Window Display

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Introduction into visual merchandising

What is visual merchandising?

Visual marketing is how products are displayed using techniques in order to intrigue a customer.

There are various techniques and methods used to display products which can be in a shop window, in an aisle or in certain section of the store.

Visual merchandising can be used in all stores, no matter what the product or brand might be.

Purpose of visual merchandising The purpose of visual merchandising is to catch a customer’s attention to a products so they can be persuaded to purchase an item. Goods and services are normally placed in specific areas so they be highlighted to show their benefits and features which can lead to the possibility of a sale. This then helps the store in terms of profits.

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Unit 33- Visual Merchandising and Window Display

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Types of retail outlets Department stores- Are stores which have been built that have a vast of different products and services. Customers can shop for all products they can think of which range from clothing, beauty, homeware and from many other departments that is within the store. An example of a department store is John Lewis. They have a variety of different departments and are one of the UK’s top leading department store.

Malls- Consists of a range of different retail outlets in one specific place and retailers sell their own merchandise. Malls are usually packed with many customer’s day to day. An example of a mall would be Westfield in Stratford City.

Specialty store- Are stores which specialise in a specific product or service. Only what they specialise in is what they sell within their specific range. Speciality stores focus on delivering customer satisfaction to the highest level. Apple is an example of a specialty store.

Supermarket- Are general stores which sell food and groceries but also satisfy the needs of other demands customers have. Those include, household items and other products. Customers can purchase essentials such as milk, bread and juices. An example of a supermarket is Waitrose.

Hypermarket- Is a very large store, bigger than a supermarket. Hypermarkets are usually diverse with the range of products and goods they sell. They are usually equipped with big car parks and self-service machines. An example of a Hypermarket is Carrefour.

Franchises- A franchise is when owners of the organisation give the right to a third party to open up a business under the same name of the business using the same logos, corporate colours and slogan. An example of a franchise is McDonalds.

Discount stores- Offer a vast range of products at a discounted rate to customers.

However, some discounts store only offers a specific amount of quality and their products may not match those products that would be in supermarkets. Poundland is an example of a discount store.

Warehouse store- Is a store which offers a greater discount than a supermarket.

Warehouse stores are a food and grocery outlet however; they are more direct with their sales because they are sold more in bulks. An example of a warehouse store is Costco.

Factory outlets- Are outlets that sells goods in bulks also but are sold from the manufacturer directly at a discounted price. Nike factory outlet is an example.

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Unit 33- Visual Merchandising and Window Display

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Cash and carry- Is a wholesale and goods are paid for, loaded then taken away by the customer. At cash and carry’s, customers are normally business owners and are looking to purchase their stock.

Types of techniques There are many techniques used by organisations to increase the chance of a sale. For example: Micro-merchandising- Enables products to receive the attention from customers. They are usually placed within the middle of the aisle and consist of variations of shelves and different colour schemes. This enhances the potential of a sale and allows the customer to at least have a browse at the product which could lead to a purchase.

End cap- Is when a product is placed at the end of an aisle. Products that are end capped at the end of the aisle usually have no similarity with the products within that specific aisle. This increases the chances of a sale and grabs the customer’s attention.

Placing of dummies- Organisations use this technique to show customers how a certain product looks when worn. For example, JD Sports can fit their dummies with Nike merchandise to increase the chance of a sale because the customer may be intrigued by the clothes it has on it.

Cross merchandising- The purpose of this technique is to increase the generation of revenue. Organisations do this by putting products from different categories into one display. This technique can be used by most retailers.

Lighting- This technique enables a product to show off its qualities by being placed under lighting. This will draw the attention from customers and can have a positive outcome by increasing sales.

Theme display- An example of a theme display is when Tesco uses Halloween to create displays for the first few aisles at the front of the store. They are usually colourful and have loads of decorations. The purpose of this is to attract as many customers as they can.

Technology- Uses of TV’s in stores display instore advert’s and offers. This technique allows customers to receive information about deals that organisations have and this can lead them to purchasing their products.

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Unit 33- Visual Merchandising and Window Display

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Fragrance of the store- Stores can add scents into the air of the shop floor. Having a unique scent can separate the brands and products of an organisation to others.

Customers can remember this scent through their senses and may want to go into the store to purchase goods.

Types of furniture- Different levels and platforms can be used to advertise products.

For example, a table or a block can have merchandise on them to make it stand out from standard shelves which have many other products on them. Furniture makes single products stand out more and they are usually placed around the shop floor’s.

Colours of the walls/other props- Colour is a powerful way to attract customers. Walls and displays that are coloured can create different impressions and atmospheres on by-passers. Colours really enhance the image of a brand or product therefore, a customer may be interested in a purchase because of the way the colour grabbed their attention. Other props that can include with things such as graphics, images and vibrant pictures can also improve the look of the product.

John Lewis John Lewis is a department store which was founded in 1864 by Mr John Lewis. He opened his first store in London, Oxford Street. John Lewis sells a range of different products to cosmetics, clothing, beauty, homeware and many more.

What techniques do John Lewis use?  Placing of dummies, John Lewis use these dummies to show their customers what the outfit may look like on them. In this case, John Lewis have used a dress on the dummy which is placed in an area where it can be clearly seen by customers.  Use of furniture, the organisation uses furniture to put some of the merchandise they sell on the tables. The heels and the bag next to it is on top of the table instead of being surrounded by other products.

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Unit 33- Visual Merchandising and Window Display

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 Theme display, John Lewis use this technique in their shop windows to attract customers into their stores for the seasonal events. For example, for Halloween, they dressed up dummies and decorated their shop window with spiders and skeletons and other creatures to try and lure customers in to the store.

Apple Apple is a specialty store which specialises in technology. Apple was founded in 1976 by Steve Jobs in California. Apple is known for its products; IPhone, IPad, IPod, Mac etc.

What techniques do apple use?  Cross merchandising, IPad, IPhone are all horizontally placed on tables, next to each other and in rows across the floor of the store. This gives opportunity to all customers to access the products and not have to wait to use the product.  Use of furniture, Apple uses tables to place their products. For example, Macs, Beats headphones and IPod are all placed on the tables. This allows customers to use the products and test them.  Technology, Apple use technology to advertise their products within their stores and out of their stores. They display the latest phone or tablet.

Also, they use images and power points to show more detail and information about their products and services.

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Unit 33- Visual Merchandising and Window Display

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Waitrose Waitrose is a supermarket that was founded in 1904 by Wallace Waite in West London. Waitrose sells food and groceries and is known for having quality products.

What techniques do Waitrose use?  End cap, Waitrose use this technique by placing products at the end of the aisle on offer. These products are in a different category to those products displayed in the aisle.  Theme display, the use of Christmas decorations around the tills and overhead displays enhance sales and allow customers to come into the stores and look for seasonal products.

 Cross merchandising, the company use this by stacking up their products in horizontal and vertical rows. They also are surrounded by other products from different categories.

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Unit 33- Visual Merchandising and Window Display

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Bibliography https://www.google.co.uk/search?q=cross+merchandising+apple+store&biw=1525&bih =674&source=lnms&tbm=isch&sa=X&ved=0ahUKEwim9rv38KjPAhXL2xoKHTMTDZEQ_A UIBigB&dpr=0.9#tbm=isch&q=cross+merchandising+at+waitrose&imgrc=uGRJDn4z1ph YwM%3A https://en.wikipedia.org/wiki/Apple_Inc. https://en.wikipedia.org/wiki/Waitrose https://en.wikipedia.org/wiki/John_Lewis

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Unit 33- Visual Merchandising and Window Display

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P2- Describe how visual merchandising techniques are applied to a range of goods in three different retail outlets.

Different kinds of goods:  Impulsive goods- Are products that are placed near the tills and checkout counters, they’re normally products that are easy to pick up such as chewing gum, chocolate bars, snacks etc. They are usually unplanned purchases by customers and are placed there to persuade the customer to buy the products.  Convenience goods- Are products easily obtained by customers, they are usually inexpensive enough for most customers. Examples of convenience goods are, soap, toothbrush and toothpaste.  Search and compare lines- Customers search the web for a product directly from the retailer or can use different search engines to find a product and to see if it’s in stock or if its listed at the same price.  Specialty goods- Products that make customers go out of their way get it. The product may have a unique aspect and this can motivate consumers to make a major effort to purchase it. These products can be very rare cars and collector items.  Seasonal goods- These are products that are not available during certain seasons of the year. However, they can be made available but with limited stock and the prices may fluctuate due to seasonal changes. An example of seasonal goods are fruit and vegetables.  Complementary merchandise placement- Are goods that must be used with other goods, for example bread and butter.

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Unit 33- Visual Merchandising and Window Display

John Lewis How do John Lewis use these different kinds of goods?  Convenience goods- John Lewis sell goods such as body washes and shower gels online and in their stores. This is under bath and body section on their website.  Specialty goods- They also sell goods such as perfumes from their expensive designer brands like Chanel and Armani.  Seasonal goods- At Christmas, John Lewis sell decorations and other props to do with Christmas. For example, stockings, candles, trees, reindeers etc.

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Unit 33- Visual Merchandising and Window Display

Apple What different kinds of goods do Apple use?  Impulse goods, Apple do not actually have tills or cashiers. Employees around the store carry technology around with them that can accept cards from customers. However, Apple’s impulse goods are a section near the front of the store where they have a numerous amount of protective cases for their products.

They also have accessories and other items such as screen protectors.  Search and compare lines, Customers can type any of Apple’s products on Google and there will be a list of many different providers. Customers do not have to just shop with Apple to obtain its products. They can receive their products from other organisations such as Tesco, Currys and other retailers.  Complimentary merchandise placement, Apple use this with the new Airpods they have released. They are headphones which come at a separate price from the IPhone 7.

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Unit 33- Visual Merchandising and Window Display

Waitrose What different kinds of goods do Waitrose use?  Impulse goods, Waitrose have magazines and newspapers next to their tills. Customers can easily grab one to read the news or to read for entertainment after their shopping. They also have other items such as energy bars and nut mixes. Finally, chewing gum and water can also be found near the cashier.  Convenience goods, bath and shower products are sold within their stores. From shower gels to soaps can all be found within their stores.  Seasonal goods, Waitrose supply their customers with fruit. However, because oranges are a fruit which grow in winter, therefore prices can raise during the winter on fruit and vegetables.  Complimentary Merchandise placement, Waitrose sell their spreads in one aisle. Peanut butter and jelly/jam are in the same aisle because they go together.

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