Cesur Ahsak 20261967
The power of
1
Cesur Ahsak 20261967 Nikki P1 In this assignment I’m going to be describing the merchandising and display techniques which are being carried out and used by three different retail outlets which I have selected. The definition of Visual merchandising is what I believe how a business distinguishes between the different products they are selling by the use of their presentation that they’ve laid out. Furthermore the design used for the outside windows design of the business or store is used to give the customers a visual aid image on what they expect to see inside the store. In addition the environment and the space in which the merchandise is being shown it’ll give off a picture to the viewers who will be looking at those products and be able to pick off the different elements, thanks to the different techniques that have been carried out. There are many different types of outlets that carry out the use of visual merchandising and they are as follows: • • • • • • • • • •
Department stores Supermarket Hypermarket Franchises Discount stores Malls Specialty stores Warehouse store Factory outlets Cash and carry.
I’m going to define each area of these different outlets and what they are; •
Department stores: A department store is usually a very large organisation or business retailer, which has a large range and variety of goods that has been organised specifically for the type of product, it is which enables consumers to navigate through the store easily as well as finding all the different product they need.
•
Supermarket: A supermarket is a store that is increased in size and the business sells a range of products that are mainly found in the areas of foods and household products to their consumers.
•
Hypermarket: Hypermarkets are stores that are the combination of supermarket and department stores. It has a very larger overview of the selected area which enables thousands of customers to enter their store and find a very large range of items they can buy just at one place which allows the business to make even more income.
•
Franchises: A franchise is a business or organisation that has its business name and products being sold by a different owner which has paid the original owners a amount of money to open their store in a different location and every annual the person must pay a certain percentage to the franchise owner.
2
Cesur Ahsak 20261967
•
Discount store: This type of store is another type of department store but the products they sell are at much cheaper prices and this is due to the rate of the distribution of the products which the business is selling and the different methods they use such as reducing the prices on different products which customers need more than others which increased their income.
•
Malls/ shopping centre: a shopping centre is a very large shopping area which customers are able to access a wide range stores which come into customers common interests such as clothing, restaurants and electronics e.g. pc world.
•
Specialty stores: Specialty stores are retail stores that only focus on a specific product and that what they have decided to sell. For instance a specialty store will mainly just sell sports equipment, office equipment or just shoes e.g. footlocker.
•
Warehouse stores: Warehouse stores is a retailer which works by providing grocery based products at more discounted prices compared to the ones which are being sold in other supermarket retailers, furthermore the products that are bought from these locations are bought in larger chunks then normal.
•
Factory outlets: This is a retail store that sells its products at low prices if customers were to buy their products from the factory itself. This is due to a large range of the product being produced or out-dated but the factory outlets may sell their products to near by business to sell their products for them.
•
Cash and carry: Whole goods are sold to business or organisation and when the purchase is being made the goods are paid in full when the products are being purchased from the sellers.
There are many different techniques that are carried out by different business organisations with the use of visual merchandising because its not just one technique being used to gain the attention of customers and enable them to enter the store and to spend money, here is a list of the different techniques which may be used by a selected business and they are as follows: •
Micro-merchandising: Micro merchandising is when the business retailer changes the structure of the design and layout of the products that will be on window display and usually what micro merchandising does it enables the customers or the people from the outside who are viewing the shop will give all their focus to one only product.
•
End- cap techniques – cross merchandising: How end-caps and cross merchandising benefit the retailer store, the store or business will have one section towards the end of an aisle which holds products on their for customers to see before they head to another aisle and the cross-
3
Cesur Ahsak 20261967 merchandising allows the combination of different products which gives out the image to customers that they will be able to purchase multiple products which benefit one and another and this leads to income for the business. •
Technology: The use of technology for visual merchandising it enables the business / retailer to use the different technology related items to their advantage. For instance a business may use large screens in busy areas like Trafalgar square they can put their products and brands onto large screens, which allows thousands of people to see those products thus allowing them to gain a lot of attention for their store.
•
Use of space, Theme display and Special events: This is how a retail store uses the area they have to their advantage because the more space a business is given they are more able to produce different designs and looks with the space given. And the timing of special events gives the business a better opportunity to show off popular products by giving them more brightly designed colours which gets more attraction for the retailers products.
•
Use of fixtures and fittings wall fixtures, soft line fixtures and hard-line fixtures: These are used to stick the different signs such as discount marks as well as the lights which are being hanged from the ceiling to show off the designs or the store itself has created as an attraction for customers.
•
Placing dummies: The use of dummies gives the customers and people outside a visual representation on how the clothes for instance on the dummies are foreseen on them men and women can see the look it’ll give themselves if they wore it. This technique allows them to peek the consumer’s interest and thus get them to correspond with their work.
•
Fragrance of the store: The scent which is being given off within the store can be used of a source of attraction to the different customers because the smell of a retail store plays the difference between people wanting to stay there and carry on shopping or leaving quickly because their interests have gone or the smell of the store isn’t nice and very off putting.
•
Types of furniture: The furniture being used should be working with the retailer stores environment it self, for instance if the walls are bright with the addition of bright lighting the use of plain coloured furniture will give the look of pureness and a sense of freshness to the store and make people feel more comfortable and more attracted to the area.
4
Cesur Ahsak 20261967
Department store: House of Fraser
House of Fraser uses many different types of visual merchandising techniques, one of which his the use of dummies. Dummies allow the people from outside to witness the quality of the products within the store, furthermore they represent a various number of designs to show off the detail of each product which people can get a better visualisation of once they enter the store.
Here we can see the lay out House of Fraser has decided to use, this type of visual merchandising is referred to as a pyramid and the whole point of the lay is to get the customers from outside to follow on from the product which stands at the top to the products at the bottom. What makes this technique so great is that it causes the viewer to follow on a unseen arrow which makes them analyse each and every product and this gives House of Fraser a better opportunity for them to catch attention.
5
Cesur Ahsak 20261967 House of Fraser just doesn’t rely on its artistic designs for their windows displays, they also provide good techniques of visual merchandising on the store its self by following on with the different holidays and using the holiday itself to theme themselves for the occasion.
Here House of Fraser is using the space, its theme display and the space it has to use. These three essential aspects enable the business to show off its superiority to the near by stores. This design was created on the behalf of the Christmas holiday and when someone takes a look at this store from the outside they are taken by the wide scale and range of glowing lights which the brightness catches a persons eye at first they’ll say look at those lights and straight after they’ll see that it belongs to the store itself and this is a technique used to gain the attention of the people and get them to enter the store itself.
6
Cesur Ahsak 20261967 Franchises: Burger King
Unlike House of Fraser burger king is a well-known globally active franchise that specialises in the creation of fast foods especially burgers. Burger King also uses many different types of visual merchandising and one of which is the scent that is given off from the creation of the burgers that they are creating, the scent from the creation of the burgers and it leaves the store from little vents which is used to get the attention of customers walking close by from the store or near to the store and this technique is good at peeking the customers hunger and getting them to enter the restaurant.
7
Cesur Ahsak 20261967
Types of furniture and interior design used by burger king, this is another type of visual merchandise used by burger king. The furniture is based on so people who enter the building because the colour and design of the furniture it contrasts with the colouring of the walls and floors given its wooden texture, also the frame around the restaurant is made out of glass this allows people outside to see the food being prepared and eaten. It is a technique which is used to attract customers.
8
Cesur Ahsak 20261967
Mall/ shopping centre: Trafford Centre
Trafford centre is a large shopping centre/ mall which has a number of great stores within the shopping itself and many different types of visual merchandising techniques are being used within the mall itself and on the outside the attractions are strong as well.
One of the Visual Merchandising techniques which are used by Trafford Centre is the use of the technology which they put out to attract people within the store and the large screen within the store itself is used as a means to get the attraction of the customers to a full and change their shopping to a much more enjoyable scene.
The large screen seen in the image above is used as a means of entertainment for the customers in the store who are found in the lunch hall area where food can be bought and eaten in a designated area, during their meal the mall may play music and show different images or shows which gains the attention of their customers, in a sense is a little show put on by the mall so people can embrace all the great high quality items around them and as well as advertising the different products within the store.
9
Cesur Ahsak 20261967
Here we can see that the Trafford Centre mall/ shopping centre has made an amazing design within the store to gain the attraction of its customers. They have used fixtures and wall fixtures with the different lights they have hanged the lights. It was created for the purpose of the Christmas season, the design itself is used to make people who are attending the centre feel a great welcoming into the season and feel the gist of the season itself. Seeing all these different presents beneath the tree will cause people to buy more products as presents which means more income. Furthermore the way the designs have been laid out are laid together using the pyramid scheme, customers are looking at the great images and lights hanging from the roofs to the final at the bottom which is the Christmas tree with all the great lights and presents around it.
10
Cesur Ahsak 20261967 P2 In this section I’ll be explaining how the different businesses lay out there different goods for their customers and how they have been laid out to get the attention of their customers, for instance the use of impulse goods, seasonal goods and specialty goods.
House of Fraser release products for the seasons which they’ll be perfect in, these products are released especially for the season itself and the reason for this is that the business won’t be able to sell summer clothing or products during the winter period this is because people don’t have much need or interest for it plus the design and products won’t be the best.
House of Fraser have used different techniques in the design they have created for the autumn season, as you can see they have used props in which to recreate the falling leaves during the autumn period as well as the symmetric of the placements of the props which are fallen around the products they are releasing. Furthermore with the products which can be found on the right side that are being put together are a technique referred to as cross merchandising, it enables the business to put together a group of products to attract customers with their different combinations.
11
Cesur Ahsak 20261967 Here in the image as well we can see that House of Fraser has also carried out the technique of complementary merchandising placement, this is where the business places products together which complete each other. For instance they have placed the hats and shoes which are a good combination together and go well which customers can’t resist and buy as well as the scarfs and the different jackets which are being combined together.
House of Fraser have laid out their stands and products in different sections around the checkouts and the doors because these stands open a gateway to the impulse buying of their goods because people plan on what to buy before entering but the store has laid out different products such as make up and fragrance products to attract their customers. The use of their fragrances within the store which reaches customers and gain the attention and allow them to buy the product on an impulse.
12
Cesur Ahsak 20261967
Burger king is another restaurant which uses many different techniques to gain customer attention and more income, such as the use of impulse goods. At the checkout of burger king customers who are here to buy one burger for instance can see the different products which are on the stand which are on sale as well, such as the casing which holds muffins, cookies, freshly baked pies or the ice cream that is given to customers from a machine. This is also referred to as a Vertical stature as a Visual merchandise because it has the different layers of the products which customers can see from their view thus giving a better range of products.
In addition Burger King uses VM technique such as complementary merchandise placement, when a customer buys a meal they are given fries as well as drink and they are both paid for because one product completes the other. These products are usually offered together as meal because the use of this is that the businesses can make a lot more income by the combinations of these different products. In this we can see that burger king is accessing the rule of three, and the whole purpose of this is so that the meal which is being put together or the products combined is used to sell more products because each one profiles the other and allows more products to be sold.
13
Cesur Ahsak 20261967
Trafford Centre
Trafford Centre is a great way to buy all the different Essentials from one shopping centre, the shopping centre/Mall has a wide variety of products from jewellery, clothing, toys and games as well as cinemas restaurants. It’s a massive gate way and access to a number of areas for them to get the things they need.
Here you can see the different stores next to each other which complement one and another, for instance G-Star is next to a store which sells watches and accessories, the combination of these stores next to each other is a reason why this mall allows and gives the different essentials. Furthermore Trafford centre is found in the seasonal areas as well because the mall always follows the different seasons which comes under proper space and theme display and the stores within the centre follow with the themes which allows the combinations of the different stores to combine them together making a perfect attraction area for the different customers.
14
Cesur Ahsak 20261967
Finally Trafford Centre sells specialty goods, the mall sells very high end products such as Gucci, Armani and G- Star .etc. these stores are found in this mall due to the amount they are going to spend and that customers come here to spend money so they founding of these stores within the mall is important.
There are many stores like this within the mall these high-end products is a use of attraction for the people in the mall, they use different visual merchandising techniques such as micromerchandising this is where the stores place their high-end products in their own sections due to their pricings of their products plus the high prices as the addition of the lightings gives of the look of price and expense.
15
Cesur Ahsak 20261967 Bibliography: http://www.merriam-webster.com/dictionary/hypermarket http://www.businessdictionary.com/definition/hypermarket.html Issuu: https://issuu.com/cesur8/docs/vm_p1_cesur
16