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P1 describe the visual merchandising and display techniques used by three different types of retail outlets In this assessment I will be describing visual merchandising and display techniques used by different type of retail outlet which are supermarket, discount store and speciality stores the three company I will be working throughout this assessment are Sainsbury, poundland and Toys R US Visual merchandising this is a technique that all business use in other for them to present and attract more customers by using colour and other display to create eye catching product presentation which also encourage, engage and also motivate them to purchase their product.

Purpose of merchandising       

The purpose of merchandising to highlight the features and benefit of a product To attract customers and create awareness on the brand To create a first impression to customers To increase sales To give customers options To grab customers’ attention It also helps to differentiate your product

Type of visual merchandising techniques there are different VM techniques that businesses use in other to attract new customers and old customers to repeat shopping for example:   

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Micro merchandising this were retail arrange it various product in their shelves in a way that suit their customers’ needs.

Cross merchandising this is the combination of different product from different categories put together in other to help increase sales.

Placing of dummies this by putting a dummies of the product in the store for customers to see how the product look like example of this when you work into a phone store like Carphone warehouse and EE stores dummies of the phones on the tables.

Horizontal merchandising when a product is place from left to right this display technique present the product near the customer and also to make the customer move from left to right.

Fragrance of the store this when customer use the fragrance of the store to find it location and also using it to attract customers.

Colouration this help to create a maximum impact and also it easy to spot like when the colour red is use it create an emergence in the customer’s mind it also creates a first impression of the product.

Balance this is when a retailer stacks it product in a nice orderly manner in other for them to create a nice balance between the product and the graphic to give it a nice attractive structure.

Pyramid merchandising this help make the customers to focus on the product and the message that you product is trying to display and also bring the customer attention to the ground, it also help to make the product display to look more interesting.

Lighting this when a company use light to attract customers like using colour bulb to make the store more attractive. Looking at the photo it shows how toys R us use the orange colour to make the store more attractive to their customers.

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Technology this is when a business use TV in front of their store in other to engage and its shows the type of promotion and the quality of their brand or product this also help to sometime entertain the customers and make it more interesting.

Vertical merchandising this when a company place it product from top to bottom it also make it more visible to customers

Type of retail Outlet    

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Department stores this is a store that offer their customers all most everything that they want to purchase by providing them a wider range of different product.

Malls this a specific place that you can find different shop and outlet combine together to make a shopping mall with each retail store selling their own brand product.

Speciality stores this is a store that focus on one product and not selling any other product, just their own brand.

Supermarket this is a retailer that sell food and household equipment, this product is also placed in an orderly manner they are also placed in department is also an advance shop of a grocery stores.

Discount stores this is a retail store that offer a huge range of product at a lesser price then it usually price Warehouse stores this are stores that sell their product in large quantity to either individual or small corner shops.

Supermarket Sainsbury uses Horizontal merchandising techniques on the fruit product looking at the photo shows how they use this technique and how effective it is make it easier for customer to spot the type of fruit that they want and also easier for them to choose from. By looking at the photo you can also identify that they have also use colorization to make it more attractive to their customers Looking at the photo you can also spot a balance in the mix and give it an attractive structure between the product and the graphic this has also help to maximise the potential of the product and also the consistence of that structure, as you can see on the photo the design and structure is well applying the graphic attract the customer attention the moment they walk into the store.

Discount store Poundland they also use colorization the creams have been placed in colourfully order and also looking at the stock you can also see that they are placed in a vertical order from top to bottom with the same product and different brands which is easier to shop.

They also use Horizontal merchandising which is also an easier way for customers to spot product but this technique sometime takes lot of space this also allow the shopper to walk closer to see more.

Which also have an eye catching visibility for their customers. This also differentia between product and brand as you know poundland sell different type of brand this a great opportunity for them to do that. As you know when customers find their shopping experience satisfying them they will repeat shopping which will help increase their sales and their income.

Speciality stores Toy R US they use technology merchandising technique looking at the photo you can see that they use technology in other to merchandising the product it looks more modernise and also more attractive as you know it a toy store they need to make sure that it bright they use the orange colour which makes it more attractive to their target audience which are little kids it also stands out. They also use stacking which is a great way to bring out more product to the sales floor.

The photo shows how they have use Horizontal merchandising on the Barbie’s doll in other for them to create a maximum impact and increase their potential with this technique it is easier for customers to choose the product that they want. The photo also shows that they have also use pyramid merchandising to make each product to be spotted quickly or focused on the product and the intention of the display and it also help to bring the customers eyes to the sides.

P2 describe how visual merchandising techniques are applied to a range of product in three different retail outlet In this second part I will be describing how visual merchandising techniques are applied to a range of goods in my three outlet but first what is impulse goods, convenience goods, search and compare goods, speciality good, seasonal goods and complementary goods Impulse goods this are the goods that are placed next to the counter this is because some of this retail product do not need to be planned before you purchase them from store for example: candy snakes magazines and chocolate.

Convenience goods this are product that are regularly purchase this is because they are easier to buy from any store some of this product are gasoline, newspaper and grocery.

Search and compare goods this when a customer want to buy a product but find the same product in other store so they will have to compare the prices from each store or website in other for the to find the best value for money or lowest prices Speciality good this is when a product is amazing and it is difficult to find and also customers have to try really hard to get this product.

Seasonal goods this are product that are available only on season or in a period of time in the year some of this product are available but in small quantity.

Complementary goods this is a product that go well with other product this is like pairing two or different together in other to create an amazing look or tasty. impulse goods are in front of the counter at Sainsbury they are easy to be spotted by customers so they will buy it this technique is call point of sales, example of this product are gift cards, insurance, magazine ,sweet and chewing gum, they use horizontal merchandising to display this product. They also have convenience goods which are grocery, newspaper and petrol this is because customer need this product so they have to buy them. Furthermore, Sainsbury mainly sell convenience goods they use micro merchandising in other for them to display this product. They also sell complementary goods like breads and peanut butter and jam which cross merchandising in other to match two or three things together which make customers to spend more money. they also sell seasonal goods this product is usually placed near the entrance door of the store so that when their customer’s coms in they will notice it straight away period like Christmas they sell Christmas card, chocolate that bring in the Christmas atmosphere in other to attract customers. they use lighting and colorations to make the store more attractive and bright which will bring in more customer and increase their sales.

Poundland also use impulse goods technique to make customers to buy more goods where they put their impulse goods is next to the counter entrance they have different product at that point some of this are chewing gum and chocolate. Thing is that poundland only sell impulse good that are located around the store and also at the point of selling like scratch cards and kids toys. They also sell seasonal goods inside the store also on the window display and end caps for example as you know Halloween is around the corner they will soon going to change the feature of the store using colorization method to make the store more like the celebration putting scare dolls and mask inside and outside the store.

Toys r us also sell impulse goods like gift cards, small car toys and sweet. they also use seasonal goods more than any other stores because with each season like Christmas they will have lot of Santa’s toy in the store. As a speciality company they sell specific product because they know that the product itself can motivate customer to buy them these products include toys like movie action figures and similar product toy r us use micro merchandising because they may have a discount on this product which will attract customers furthermore, they use this if they have a new product in the store to tell the customer that they are offering a new toy.