This essay covers Unit 16 Visual Merchandising – Assignment 1. It examines the visual merchandising techniques used by Primark and Curry’s PC World, by considering the effectiveness of the visual merchandising in each. It explores how to promote the sale of products and services by the way they are presented in retail outlets; combining product, environment and space into a stimulating and engaging display to encourage the sale of a product or service; the physical display of goods in the most attractive manner possible. Then it evaluates the extent to which visual merchandising contribute to the success of those two businesses. At the end there is a balanced conclusion, which look both at the positive and negative aspects of VM. This work covers all of the criteria required to achieve distinction as well as the correct structure and layout needed to reach those high grades. Just follow the content, it will save you time and help you effortlessly achieve distinctions. Content covered: P1 Investigate the visual merchandising and display techniques that can be used in retail outlets. P2 Explain how visual merchandising is affected by legal and safety regulations. P3 Explain how psychological techniques are used by two contrasting retail outlets. P4 Explain how technological techniques are used by two contrasting retail outlets. M1 Analyse the different approaches to visual merchandising used by contrasting businesses, supported by independent research. M2 Analyse how psychological and technological techniques are used to increase business success. D1 D2 Evaluate the extent to which different visual merchandising and display techniques contribute to the success of two contrasting businesses. Evaluate how psychological and technological techniques are used to increase business success.
HOW SHOULD WE SET OUT
THE SHOP AND WHY?
Unit 16 Visual Merchandising
Name:
Student No:
Lecturer:
1
What is the purpose of visual merchandising?
Retailers use visual merchandising to develop floor plans and to decide how to deliver and
present their products to maximise sales, increase profit and meet their customers need. It
is a creative and artistic process but also there is science behind, with different visual
merchandising techniques which helps to present the business’s product to be presented in
the most attractive way possible.
The two contrasting businesses I have chosen for this unit are Curry’s and Primark. On is a
technology retail store while the other is clothing store.
Curry’s is owned by Dixons Carphone and is the biggest
electrical retailer in Britain. The company has 295
superstores in UK and even a few abroad. Every single
Curry’s store have similar layout so customers navigate
easier no matter in which store they are. As superstores
there are huge amount of display products in every
store and a variety of visual merchandising techniques
used to maximise sales and therefore profit. Below I
look in detail at those techniques
Primark is an Irish company which is focused on selling
clothing and accessories. The company owned 350
stores across the UK some of which are huge. As a clothing retailer Primark uses visual
merchandising heavily as the company realises that how they present their products to their
customers has huge impact on the sales. They have a specially trained team of designers
who design their windows displays and the shop layouts. Those professionals use a lot of
visual merchandising techniques and below I have looked at them.
In this booklet I research in detail the visual merchandising role and the display techniques
as well as the safety considerations used by both of the companies.
A – Explore how retail outlets apply visual
merchandising and display techniques in line with
legislation and safety considerations
2
Windows Display – are often on the outside
facing wall of the shop so people can see it
when waling by. This is the face of the shop and
the brand therefor is designed to capture the
spirit of the brand. This is why display windows
are one of the most important and creative
aspects of visual merchandising as if the
window display attracts the attention and
interest of more people they are more likely to
go in the store and make a purchase.
Primark as clothing retailers pays extra
attention to their windows displays because
they realise the importance of attractive
windows display and how it positively effects
sales. As you can see from the picture below.
To have the most effective windows displays
Primark applies product segmentation
techniques. The clothes displayed are
appropriate to the current season and they are
changed regularly to reflect the lattes trends.
They also are sort by team and the colour
combinations used are carefully chosen to
appeal to the vast market. Studies show that
widows displays are crucial for clothing shops
and that’s why every clothing shop has one.
Date taken 27/01/2018
On the other hand Curry’s doesn’t have windows displays, the company have chosen to use their big
logo and purple colours to create brand image. This have helped the customers to easily recognise
their stores and also to actually go inside and have a look at the products rather than looking from
the outside. This have shown to increase sales because customers are more likely to buy something
if they come in store.
Investigating the visual merchandising and display
techniques that are used by the two contrasting
businesses and evaluating the extent to which they
contribute to the success of those businesses
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