Visual merchandising In this assignment I was researching how three stores use visual merchandising and display techniques to promote their brand. The following organisations use different types of techniques as they are in different categories. Boots, Harrods and 'Poundland' What is visual merchandising? Visual merchandising is the way in which an organisation visually sells their products/ services. The use and manipulation of attractive sales displays and retail floor plans to engage customers and boost sales activity. The main purposes of visual merchandising are to:
Attract customers Create an image/ impression of the business. Raise the public’s awareness of the brand Grab attention Differentiate and increase sells Opinion of customers Types of Visual merchandising techniques: Micro merchandising is when an organisation structures specific items within their store to attract the attention of customers. For example, this could be by placing items which have grown in popularity to the front of the store. Cross merchandising – this is when items which tend to be together are placed together. For example in a clothing store this may be a hat and a scarf. End cap- End cap merchandising is when items on promotion or sale are placed at the end of an aisle to gain the attention of customers Point of sale- This is when products are placed at the check out to make it easy and convenient for customers to pick up. Pyramid- Items are stacked in pyramid shape to help draw customers into the products. This will mean a smaller product is placed on top and the rest of the products are spread out at the bottom. Technology- Technology is used within stores to make sure much more attractive and modern. This may also allow customers interact. Propping- This is when something which isn’t sold in the store is brought in for decoration and to go with the theme. Horizontal and vertical – This creates a good impact on customers, products are clear to see. Symmetrical and Balance- This makes it easy for shoppers to see the products and it is nice on the eye. Consistency and repetition- Consistency is through the use of one display being made and the repetition is when this is repeated. This visually makes the display much more exciting.
There is a wide range of techniques used by each of these stores in order for them to attract customers. Each of these techniques including display techniques can be used to gain the attention of customers and they are often used by most shops.
The retail outlets I have been looking into are three different types of stores, I have looked into a department store. Harrods is a very large store consisting of different goods which are sold in separate departments.
Boots is a specialist store, meaning that this is one specific market and aim to meet customer’s needs.
a store which caters to
Lastly I looked into the growing amount of discount stores. Discount stores sell goods at a lower price. Significantly lower than normal retail stores.
There are other types of retails outlets such as a mall, in a mall there is a number of shops in a large enclosed area. For example, Brent cross and Westfield.
A supermarket is a self-service store which allows customers to buy groceries and household products. Supermarkets include stores such as Asda, Tesco and Sainsbury’s. Warehouse stores include stores such as Costco. This is a store which provides goods such as foods and common groceries. They aim to sell these products at a discounted price; they may also sell more products in bulk.
Boots I have decided to research Boots; boots have been around for many years resulting in a number of styles and themes which would have been displayed through their visual merchandising and their display techniques. As boots is a specialist store they mainly sell health products. Micro merchandising is the method in which a store purposely arranges products in a shelf or a table to attract customers and help fulfil their needs. This also links to cross merchandising, cross merchandising is when certain products of a similar nature/ category are placed together to increase the sales of the store. Boots may group items which relate together for example, they may sell general vitamins for men and women in the middle of the shelf. They may also cross merchandise by having the men's vitamins to one side and the women's to the other. Technology plays a very large part in people’s lives these days. It is important that a large organisation like boots stays onto of technology. For example, boots may have television displaying the products and services that they sell. This makes the store exciting for customers and this may lead to them interacting. For example boots use technology to do foundation colour testing, this shows how they are advancing.
Boots seem to have a common theme throughout their stores. They have chosen to decorate their stores in a simplistic ways with the prominent colour being white who may have the connotation of cleanliness and simplicity. As they specialise in health it seems to be making their stores very simple and open is wise as they will have to remain clean. Customers would not want to buy from a store which is dirty especially when they sell health care products. I have attracted a number of images which show the common theme of their stores. Their stores are very open and have good lighting so all products are clearly displayed. Boots have also showed that they use horizontal vertical merchandising so customers can clearly see the wide range of products that they have to offer.
Harrods: Harrods is department store which is based in central London; they have a number of departments which range from clothes and make up to food. Within Harrods there are a number of visual merchandising and display techniques which have been used to gain the interest of their customers.
It is apparent that Harrods is a sore which has been around for a number of years, the way in which the store is decorated fits the old fashion style of the store. This is displayed through themes.
Also from the image you can see that they have arrange the products vertically, this makes it clear for customers to see what there is to offer in this section of the department. There have also dummies which have be put in this section to show off a dress. This may appeal to customers. Secondly Harrods have used the display technique of micro merchandising to help attract customers in. This has been displayed through them playing the Burberry stand within the middle and their products around the stand. This will draw customers in and allow them to view the products. They have also used the display technique of pyramiding. This draws the eye to the product and the focus grows.
During the Christmas period there are a number of display techniques which are used. This has proven to be popular attracting customers to Harrods. There seems to be a theme of green and red which are very festive colours. These colours have the connotations of warmth and happiness due to the Christmas period. The design technique of propping is used to attract customers and visually promote the store.
Poundland
Display techniques are important when helping a business to build their reputation, discount stores will have to make sure they are doing their best to attract customers as their products are not very expensive therefore they must be able to gain the attention of many customers. From my research I have found that Poundland has used vertical and horizontal merchandising to make all of their products clear for the eye to see. They have also done this by adding colour.
End cap merchandising draws customers to products, especially when they are on promotion this is by Poundland adding products to the end of aisles. From the image it is also apparent that there is micro merchandising being carried out, there are a number of products which have been placed at the beginning of the store to draw customers into the store.
There seems to be good lighting throughout most of their stores, this makes each product clear to see, here is minimal furniture meaning that customers can see right through their stores and the products which are sold. Bibliography http://www.businessdictionary.com/definition/visual-merchandising.html https://www.google.co.uk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=what %20is%20a%20department%20store https://www.google.co.uk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF8#q=what+is+a+specialist+store
https://www.google.co.uk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF8#q=what+is+a+discount+store https://padlet.com/nikkiechezona/visualtechniques/wish/122382679 http://www.boots.com/en/Electrical/
P2- Describe how visual merchandising techniques are applied to a range of goods in three different retail store outlets. Continuing from P1 I will now be explaining how visual merchandising techniques are used by Boots, Harrods and Poundland. I will be explaining how Impulse goods, convenience good, search and compare lines, speciality goods, complementary merchandise placement and seasonal goods.
Impulse goods are products which are bought without any serious thought behind it. Customers may be in Tesco and they may pick up a packet of sweets, these products are not usually expensive. Another example of this could be when waiting in line in the petrol station a chocolate bar may be purchased. Convenience goods are of a similar nature to impulse goods, these are products which are also next expensive and this may include things such newspapers and certain foods. Search and compare lines consist of products which will be researched before purchased. For example, in an organisation like Carphone warehouse people are likely to research the product they are due to purchase. Speciality goods are items which is special and unique enough to make people want to go out and buy it. This could be something which is of a high demand and worth a lot such as designer products and limited edition products Complementary merchandise and placement is when items are paired together. For example, shampoo and conditioner. Seasonal goods are usually products which sell well during that specific season. For example, there may be a lot more summer clothing sold in a clothing store and Christmas trees, chocolate and advent calendars during the Christmas season. Boots is an organisation which will have impulse good displayed towards the beginning of their store. This is their way of helping to boost their sales. Boots is a store which specialises in health care products; boots are likely to place miniature traveling items which will attract customers who will impulse bu. These products will not be expensive and easy for them to pick up. These items are usually bought without thought. Boots are an organisation which has spread their product range, from health care to electricals. Customers may feel as if they would like to research someone of their products online and look into depth about their products. This is when boots sell different types of goods and search and compare lines are used. This will allow customers to compare prices and read reviews.
Complementary merchandise placement This is used all around each boots store, this is when items which go as a pair are place together, this will also help boots o increase their sales. This could be products such as Shampoo and conditioner placed together. This would lead customers to buy more as they will feel as if there have only bought one half of something. This may lead to them impulsively purchasing the conditioner to accompany the shampoo. Harrods is an organisation which sells high quality goods at a high price; their customers are likely to spend large amounts of money on their products. Harrods have speciality goods, these are good which are of a very high demand and they lead to these customers making more of an effort to buy these products. These items are not necessarily essentials or impulse goods. Some examples of this include designer clothing and famous paintings. Complementary merchandising placement is used in the bag departments in Harrods, when bags are purchased it are rather likely that a purse is placed close to the main product. This is Harrods way of cross merchandising the product. This helps customers to visualise what the product will look like on them and this may urge them to buy the product. Manikins may be used in this instance. Due to Harrods selling a wide range of products they may think about seasonal goods, these are good which have been specially brought out due to the season. This may include summer clothing being brought out by the brands which are within Harrods. This may also include winter jackets being sold during the Christmas period.
Discount stores seem to be growing in numbers as people are less willing to spend money on products. They’re likely to focus on seasonal goods, this may include items such as advent calendars, and this product sells well during the Christmas period. Leading to customers impulsively buying. As products are now of cheaper price and part of the Christmas theme.
Impulse goods are place around the whole of Poundland store, they have made it very convenient for people to purchased goods which they do not want to pay a high price for. They have tragically vertically and horizontally placed all of their items in aisles to make it clear to see. This makes it easy for the eye to scan all of the products which have been placed on the shelf. This includes refreshments they have been arrange in colour to attract customers with the price displayed on top.
Convenience goods are also sold within Poundland this really pushes customers to buy from them. They have made it even easier for customers as they have a discounted price in comparison to other stores meaning that they have found a way to attract customers.