Kevin Meneses
Unit 33
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Kevin Meneses
Unit 33
CONTEXT PAGE Page 1. BOOK COVER 2. CONTEXT PAGE 3. VISUAL MERCHANDISING & ITS PURPOSE 4. TYPES OF TECHNIQUES 5. TYPES OF TECHNIQUES PART 2 6. TYPES OF RETAIL OUTLETS 7. DEPARTMENT STORE (SELFRIDGES) 8. DEPARTMENT STORE PART 2 9. SPECALITY STORE (APPLE) 10. SUPERMARKET (ASDA) 11.EXPLAIN MERCHANDISING TECHNIQUES & GOODS 12.EXPLAIN MERCHANDISING TECHNIQUES & GOODS PART 2
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Kevin Meneses
Unit 33
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In this assignment I will be describing the visual merchandising and display techniques used by Selfridges, Apple & Asda. Visual Merchandising This is how a company presents their brand and markets their merchandise to the consumers, it is done via the creating of a brand story and engaging customers using different techniques. Visual merchandising is also the presentation of a store but also the stores merchandise in a way that attracts potential consumers, it can be done in a way where the interior of a store is the same image giving from the outside and allows a business to increase sales, build a reputation of the brand, and give details on a product of the brand. Goods and services are both involved in visual merchandising, and visual merchandising aids to give the goods and services a purpose for a consumer outlining what they feature and the benefits they may bring. Purpose of visual merchandising The purpose is to encourage a consumer to make a purchase but to also draw them into the product. Visual merchandising allows for the easy identification of [products and services, it also allows for customer to keep up with latest fashions and trends, it allows for a consumer to personally shop without requiring any assistance as everything is layout for them. Visual merchandising increases sales for businesses as it is what attracts customers but also gives the business and its store a unique base.
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Type of techniques
Colour – Colours, can influence consumer on how the colour makes them feel, businesses use this in their stores, when they want to promote discounts etc. red is a really bright colour so it catches attention of customer and is normally why red banners are used when promoting sales. Types of Furniture – Furniture is used to allow customers access to the products easily. Fragrance of the store – Used normally in retailers who sell only one brand, e.g. Gucci would have their fragrance in their own store so it either smells nice as this will keep a customer within the store and make them come back but also markets their Gucci perfumes at the same time. Technology – The use of electronics, normally TVs to showcase the advertisement in store, or to advertise a message. Proper Space & Theme Display – Used by retailers for seasonal items, this can be when Christmas comes, there would theme displays of Christmas based stuff but also the entrance of the store may have Christmas items and decorations, a big space is used to make the certain product standout. Lighting – This gives attention to a specific product. End caps – When products are put at the end of aisles, this is normally done in supermarkets were they want to either get rid of certain product at a fast rate, or there are offers on the products. Cross merchandising/Story Telling – This the displaying of goods that are unrelated or opposite together to give the store a higher rate of revenue, this is done so customer can build a relationship between the items and pick them up together. 4
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Placing of dummies – This is done to showcase clothing items within store so the customer has a brief imagination of what the clothes look like put on, but also the dummies only normally have on clothes that follow the season. Micro Merchandising – This draws attention to a specific product which is located in the middle section of a store or in the aisle by focusing on it using the different colour schemes or the shelving of products to focus on one specific product. Horizontal Merchandising – This is when products are displayed in a horizontal way so from left to right or vice versa, this also presents items in a customer line of sight but also makes the customer have to move from side to side to actually see the whole display. Symmetry and Balance – This is the display technique that attracts customers because of how organised and equal the products are shown it makes it an easy shop for customers. Consistency & Reputation – When a certain product is repeated in a shelf. Vertical Merchandising – This is when items are displayed in a vertical alignment – from top to bottom or vice versa, this is to give popular products a higher sense of value as they are more visual to customers as they are place at a customer line of sight. Details Propping Power of three – This is the placing of the same items at different angles three times this allows for the consumer to examine the product quicker and more effectively. Pyramiding – This is when items are stacked up in a pyramid shape, the item at the top will be your focal point as is normally the item you want customers to target the most.
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Kevin Meneses
Unit 33
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Types of Retail Outlets Department stores – This is retail outlet which offers a range of different products to consumer all under one building, consumers are able to shop for products they want all at the same location and this means they meet customers shopping necessities. Discount Stores – Similar to department stores but discount stores offer the same range of products but at a lower cost rate, but also their products may not all be at the same quality as the department stores. Supermarkets – A retailer which sells products, food, and at times household goods, the items are normally alighted in aisle were products are categorised. Malls – This is where there are numerous retail stores operating at one location. Speciality Stores - These are retailers which specialise in selling a specific type of product, or of the same range. Warehouse Stores – Retailer which sells products in bulk but at a discounted rate, their products are never really displayed correctly as they do not worry so much about the visual marketing of products.
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Department Store (Selfridges) Selfridges is part of a chain of high end department stores within the UK, it has its flagship store located in London Oxford Street it is the second largest store in the UK right behind Harrods. They sell a range of products to give customer satisfaction like clothing, accessories, cosmetics, home and technology and jewellery. Selfridges has large clear windows around the exterior of the store this allows them to put up mannequins so consumers can see the specific product they may be prompting. The mannequins are dressed in the specific clothing as seen in the image, as Selfridges is advertising a denim look all the mannequins are dressed in denim. The mannequins are set in a horizontal technique this is vertical merchandising as it makes the consumer focus on all the products on the mannequins from left to right as they are in the consumer’s line of sight. The background of the display is very colourful and has a range of colour this makes it stand out to the general public, there is also a lighting technique as above the mannequins, and this focuses on the actually clothing only and makes everything else in the display a prop. Selfridges is very popular for their extravagant display especially when it comes to Christmas season were most their windows will have a display which will have some relation to Christmas which attracts more customer, even if it’s not to shop the colours draw the customer in and the display keeps them interest and draws them in which may make them go into the store and buy something because of the simple interest in display. There is also cross merchandising when Selfridges does its display with its mannequins and other objects/products in does this to tell a story to the consumer and draw them in, different products are brought all into one image to create the story. Selfridges has different floors were they separate their products, make up, cosmetics and accessories are on the first ground, men’s wear and shoes on the first floor, second floor consist of food places then third floor women’s clothing and shoes and fourth floor kids. Selfridges uses the technique symmetry and balance to enable it to be easier to shop for consumers, it helps customer shop more effectively and quicker and also keeps customers interesting as everything is in sectors based on brands which makes it all look organised. Selfridges has different departments but are all organised very well the reason it is easy to shop is because everything is separated in a brand specific. Within Selfridges a variety of skills are used, they use vertical and horizontal merchandising. Horizontal merchandising is used with colour coding of products, normally products which are exactly the same, e.g. a shirt but in a variety of colours, in a vertical layout, makes it easier for the customer to find a different colour of a shirt they may like. All the departments of Selfridge’s intact visual merchandising and use vertical and horizontal merchandising techniques, jeans are place in a vertical technique putting the jeans in the order of size, but use horizontal techniques to display them in colour form – black, navy, blue and light blue, this makes it easier for customer to pick out the colour 7
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they want and size. When paying at Selfridges you pay at the department you are buying from, when buying there are accessories relating to that store of other products, in the case of Diesel they may have their perfume by the tills so it would cross merchandising as this product isn’t part of clothing, but relates to the business, and could lead to impulse buying. Lighting is used in every sector to keep the store lit but to also bring focus to certain products and also it focuses on seasonal products that are normally worn by the mannequins, which informs buyers of the product.
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Speciality Store (Apple) Apple is a multinational technology business which sells electronics, online services and phones to the general public they are a Speciality Store. Apples stores are all the same as they all have large clear windows at the front of the store, this allows customer to see the store from the outside they are very simple as they only display their brand logo from the outside, and use a silver background with their logo glowing and standing out to the general public, this attracts customer to enter the store.
Apple uses the power of three in most their visual merchandising this is seen within the store as they display each of their products on the tables to customers, odd numbers are more attractive to customer than even and the power of three reinforces the product to the customer which could persuade them to buy it more. Reputation of products are also used as the products aren’t only put on one stand but 2-3 this technique for Apple allows the customer to try the product, in case another is already onto but also allows the customer to be able to look at it themselves because there is more than one. Symmetry and balance is one of the most used technique used by Apple as all the products are the same with every side you go to, and they have a symmetric store layout, this makes customers feel like they are equal within the store as they would be viewing the same product and someone else and would have the same surroundings but also allows for easy access to products which creates an easy shopping experience for customers. Apple also do micro merchandising once a new product is released, the product is put right in the centre of the entrance of the store on a higher stand than the other products so it is the main focal point as it is the newest product of the business.
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Unit 33
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Supermarket (Asda) Asda is a British supermarket which retails in the selling of groceries electronics and clothing. Asda use a range of visual merchandising techniques, their items are separated by aisles, on each aisle have their products on shelves and all the aisle have the same spacing and left between them, this symmetry and balance as they are likely to all look the same. They also use vertical and horizontal merchandising in their shelves, vertical merchandising is used to group items which are the completed different brands but that are in the same category, aisles that are filled with sweets have all similar techniques put under them vertical merchandising is used to sort sweets which are of different brands and are different in general – this could be sweets and the top, chocolate at the bottom and biscuits in between, this allows for the consumer to hae a easier shopping experience as it allows the focus to be set on the level they are looking so if they drift away from the sweets and go look at chocolate it focuses it on what they want to buy which may be chocolate while, horizontal merchandising in asda allows for the the grouping of the same brand of sweets just of different flavours, this means the customer has a easy time looking for the flavour they want of the certain branded sweet but can also compare as they would all be in his line of sight, the same happens with video games, vertical they’re grouped by platform, but also the same game would be vertically seen in every platform, so you could see Fifa 17 from PC, PS4, XBOX , WII all put in a vertical position so the focus is the actual title of the game but it’s easier to pick your platform of the game. Horizontally the games are grouped by the same console but in different categories so all PS4 games but different genres. End capping is also a visual merchandising technique done within Asda, this is done when a supermarket either wants to get rid of items as soon as possible, which could be due to the item becoming out of date at a near date so they want to make the most profit, but also to group a bunch of items that are on sale, they are put at the end of aisle which will also trigger a customer to impulse buy because of the offers which are displayed in big red backgrounds within Asda. Asda also uses the pyramiding technique when it comes around to Christmas or other celebrated holidays or events where they stack items which are normally sold in the store and then put the Christmas based item at the top to give the item the focal point which will bring consumer to focus on that item. They also use micro merchandising with pumpkins for the Halloween season, as soon as you enter the store there is a huge stand of pumpkins this is the first item the consumer sees but also, there is huge spacing just for this specific item, which persuades consumer to want to buy it even more.
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Kevin Meneses
Unit 33
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P2 In this assignment I will be describing how visual merchandising techniques are applied in a range of different retail outlets. Impulse goods – Merchandise which is likely bought with an impulse in the moment., normally placed at tills which makes them a must see good for the customer which in fold leads them to buying without the intention in the first place. Convenience goods – Products which are purchased on a regular basis easily obtained but are also inexpensive enough for customer to buy them. Search and compare lines – Products of interest to customer which are found via the retailer’s websites or by using ‘a shopping engine’ which shows the same product at a different price at a different retailer. Speciality goods – Product that is unique which motivates consumer to make unusual means to obtain it. Complementary merchandise placement – Goods that have to be bought with one another to be consumed. Seasonal goods - Products that are not available on the market at a certain season or that are available for purchase throughout the year with different levels of stock, which have different prices depending on time of year or season. Department Store (Selfridges) They sell a range of products to give customer satisfaction like clothing, accessories, cosmetics, home and technology and jewellery. They use Impulse goods which are place at every till around the departments, within the clothes section it would normally be socks, they would be in vertical and horizontal placement so they are in the buyers sight and easy to observe at a quick paste as the queue is always moving so it has to be an impulse buy from the consumer. Seasonal goods are used in Selfridges in a certain season normally displayed on mannequins so they are visually seen by the consumer but also in a good lighting for micro merchandising focus of the clothing the mannequin is wearing, this may attract a consumer to go out of their way to look for the product the mannequin has on and buy it, also these products are only around for that certain season or sometimes the year but at smaller rates of stock of it as it is not in high demand as much – could be a high demand jacket in winter, may still be around in string but not as much stock of it is available. Speciality store (Apple) Apples sell laptops, computers, phones, tablets and accessories which apply to these products like headphones, earphones and cases. Impulse goods these are bought b the impulse of the consumer once they are paying for an Apple product, the headphones/earphones or cases for the product are bought when the customer sees while paying it or waiting to pay which impulses them to want to buy an item which goes with their product thus leads to the impulse buying of the good. Speciality goods is seen with most apple products with their software as no other company has the software which their products have, which makes the brand unique thus makes consumer want to buy their product due to the uniqueness. Search and compare lines also applies to Apple as their products can be found via the Apple website, but can also be found at other retailers e.g. Macs can be bought at PC worlds or Curry’s.
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Supermarket (Asda) Asda sells clothing, cosmetics, groceries, and accessories. Impulse goods in a supermarket are what you see when you’re paying this is normally sweets and chewing gum around the checkout area where they place the items in a vertical and horizontal technique so they are visual to the consumer which persuades them to pay it even though they never planned on doing so. Convenience goods they are normally place in the same aisle at the back of the store, so it’s the final place the consumer goes to pick up products but also they are aware of the location, consumer will also go to buy convenience as they are essential to everyday living, this is items like toothpaste, deodorants, shampoos, toothbrushes etc. Toothbrushes would be put next to toothpaste as they are items which go well together and apply to each which makes life easier for the costumer as it improves their shopping experience.
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