Unit 30: Visual Merchandising in
Retail
Starter Activity – 10 mins
In groups:
For the type of retail outlet your group has been provided with, list 6 key
points about the environment which would encourage you to buy. For
example, promotions they have on, displays they use, and layout of display
units
Then rank them as a potential customer, 1 being the most important, 6
being the least.
Group A – Mobile phone shop
Group B – A large clothes store
Group C – A travel company
Unit 30 – Hand in for first three outcomes –
28/11/14
Learning Outcomes:
On completion of this unit a learner should:
1. Know the visual merchandising and display techniques used in
different retail outlets
2. Know how space is used for merchandising and displaying
goods
3. Understand the psychology used in visual merchandising to
influence customers to purchase goods
4. Be able to plan and assemble a safe visual merchandising
display for a range of goods (this task will be completed when
you run a business event in Unit 18 in a future term this year)
Lesson Objectives
By the end of this session, you will have:
• Identify what merchandising is
• Begin to analyse different marketing techniques
used by retailers
• Relate case studies
What is merchandising?
• “The activity of promoting the sale of goods at retail.”
• “Merchandising activities may include, display techniques,
free samples, on-the-spot demonstration, pricing, shelf
information, special offers, and other point-of-sale methods”.
• www.businessdictionary.com/definition/merchandising
• “Merchandising is the arrangement of products in a physical
or online store to maximize sales”
• Unit = 5 passes, 3 merits, 2 distinctions
Question open to the group
• Why are well thought out and dynamic
merchandising techniques so important to
retailers?
Task 1 • Describe how visual merchandising techniques are applied to
goods in different types of retail outlets. – Pass 1
• Analyse the visual merchandising and display techniques
used to present goods in retail outlets. – Merit 1
• To complete this task, you need to access three very
contrasting retail outlets who sell different goods and
displayed them very differently.
• They may also differ in size, ownership (national chains have
more money to spend on displays than independently owned
high street retailer), the size and nature of the goods, and the
value of the goods.
Case studies – how would you describe the layout of
each retailer outlined?
Ikea:
Room sets with a number of items that can be
purchased within the outlet. Beds/sofas e.t.c can
be ‘trialled’ by the customer and measured/visually
assessed.
Flat pack furniture (not built) – numbered on the
displays around the store corresponding with aisle
and bay stock numbers
Standard ‘shop’ layout whereby goods are
displayed in colour blocks where possible and
available to touch/feel/measure/try .
Second case study- Car show dealership:
•
Bright lights, large forecourts with cars line
up in some kind of pattern. Cars accessible
inside and out.
Spacious and clean environment inside. All
cars are cleaned and polished regularly. Lots
of glass in the buildings so passing
customers can see the cars and light
streams in bouncing off gleaming cars.
Cheaper cars are generally priced. Luxury
cars tend not to be. If somebody is
considering buying one they will have the
money and have dreamt about their ‘dream’
car beforehand
Individual activity – research – Pass 1, and also helps
to complete 2 and 3. (Homework)
• You now need to begin researching three very different retail
outlets and start taking photos of merchandising techniques
used by your chosen retailers.
• You will also need to sketch the layout of the outlet which will
then be reproduced neatly in the classroom.
• Also make as many notes in the outlet as you can noticing the
detail used in order to attempt to sell as many products as
they can. Identify ranges, where they are and ask yourself why
they are there.
• A template on Moodle has been provided to help you make
notes
Types of retailers – lots of choices – our find
others with your tutors permission
Independent outlet
– normally on high
street i.e. butchers
Multi-range
supermarkets
Medium size
discount stores
Concessions – i.e.
make-up and
beauty stands in
department stores
DIY/Garden
Centres
Department Store
i.e. Debenhams
Market Stalls
Car dealership
Franchises ie.
Subway
References to help with
homework
Further reading to help with this assignment:
http://smallbusiness.chron.com/definition-merchandisingtechniques-18341.html
www.thegrocer.co.uk
www.marketingweek.co.uk
Any home interior magazines
On line magazines and back
issues in your classroom