UNIT 30: BTEC NATIONAL IN BUSINESS

UNIT 30: Visual Merchandising in Retail Visual merchandising, until recently just called ‘merchandising’, is the activity of promoting the sale of goods in retail outlets. This includes combining product, environment, and space into a stimulating and engaging display to encourage the sale of a product or service. Visual merchandisers can use many elements in creating displays, including colour, lighting, space, product information, sensory inputs such as smell, touch and sound, as well as technologies such as digital displays and interactive installations. Visual merchandising is one of the final stages in trying to set out a store in a way that customers will find attractive and appealing and it should follow and reflect the principles that underpin the store’s image. Visual merchandising is the art of implementing effective design ideas to increase store traffic and sales volume. The significance of window and internal displays, product positioning and effective promotional techniques are all important aspects of visual merchandising. This unit gives learners the opportunity to investigate and experience the techniques different retailers use, to entice customers into retail outlets and then focus their minds on what is available. Visual merchandising techniques vary according to the type and size of a retail business and the goods on sale. The retailer has to consider many additional issues such as stock management, customer profiles, finance and legislation, as well as creative and psychological factors.

HANDOUT DATE:

5th March 2012

SUBMISSION DATE: 1st June 2012

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UNIT 30: BTEC NATIONAL IN BUSINESS

Throughout this unit you are encouraged to use photos, diagrams, plans etc to provide the necessary evidence PASS (P1) Describe how visual merchandising techniques are applied to goods in different types of retail outlets P1/a

Describe the 3 chosen retail outlets. Include: the name, type of retail outlet, location, types of goods and services (impulse goods, convenience goods, speciality goods, seasonal goods)

P1/b

Define visual merchandising

P1/c

Describe the visual merchandising techniques that the 3 retail outlets use. For example point of sale (POS), stock facing, promotions, fixtures (hardline, softline, wall)

MERIT 1 (M1) Analyse the visual merchandising and display techniques used to present goods in retail outlets M1/a

Discuss the strengths and weaknesses of the visual merchandising techniques used by the 3 retail outlets described in P1/c

M1/b

Discuss how the retail outlets would know if the techniques were successful in attracting consumers

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UNIT 30: BTEC NATIONAL IN BUSINESS

PASS 2 (P2)

Describe how space is used to display goods in three retail outlets

P2

For each retail outlet describe the following: - What type of layout does it have? (Grid, open, boutique, spine) - How does the customer traffic flow through the outlet? (entrance design, doors, access, multi-level, aisles) - How does the outlet decide how to use the space? (sales per square metre, positioning of departments, preparation areas) - How does the outlet display goods? (window display, internal displays, ticketing)

PASS 3 (P3) Explain how retail outlets use psychology in their visual merchandising and display techniques to encourage customers to purchase goods

P3/a

How does each outlet use tangible psychological techniques to encourage customers to purchase goods (window displays, signage, pricing)

P3/b

How does each outlet use intangible psychological techniques to encourage customers to purchase goods (smell, hearing, demonstrations, atmosphere)

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UNIT 30: BTEC NATIONAL IN BUSINESS

MERIT 2 (M2) and DISTINCTION 1 (D1) Compare how three retail businesses use space and psychology to influence customers to purchase goods Evaluate how retail businesses use psychological visual merchandising and display techniques to influence customers to purchase goods

M2/D1 a

Discuss the strengths and weaknesses of the techniques used by the 3 retail outlets that were discussed in P2 and P3.

M2/D1 b

Which techniques are best? Why?

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UNIT 30: BTEC NATIONAL IN BUSINESS

PASS 4 (P4) and PASS 5 (P5)

Plan a safe visual merchandising display using a range of goods within a retail context Assemble a safe visual merchandising display using a range of goods within a retail context

P4

You must plan a safe visual display in the Courtyard café In your plan you must cover: - Type of goods (convenience etc.) - Type of outlet - Relation to business objectives

P5

You must assemble a safe visual display in the Courtyard Café You must include: - Location in outlet - Space utilisation - Psychological influences - Price ticketing

You are encouraged to provide evidence in the form of photos, diagrams, plans, witness statements (use standard format) MERIT 3 (M3) Analyse the techniques you used in your visual display

M3

Discuss the strengths and weaknesses of the display

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UNIT 30: BTEC NATIONAL IN BUSINESS

DISTINCTION 2 (D2) Evaluate the planning and assembling of your display, making recommendations for improvements D2

Evaluate the display by making recommendations on how to improve it. You must justify why and how your recommendations would improve the display

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