Page 232 - DMGT550_RETAIL_MANAGEMENT

Unit 13: Store Design and Visual Merchandising

of promotional items, it can be ‘dumped’. The second way is to hang the product; either directly Notes
onto a hanger, or onto a prong, using some kind of specially designed packaging. Having
decided on the type of presentation to be used, it may then be necessary to use a specific method
of organizing the product presentation in order to provide logic in the offering, or to enhance
the visual appeal of merchandise.

Example: Clothes are often presented according to colour themes, and greetings cards
are presented according to end use. Other techniques include grouping according to price,
technical features and size.

Space Management Objectives

1. Use space effectively whether floor, page or virtual

2. Optimise short- and long-term returns on investment into retail space
3. Provide a logical, convenient and inspiring product-customer interface
4. Make right selection of products available
5. Communication of retailer’s brand identity

13.2.2 Fixturing

Fixturing is necessary to display merchandise to customers, whilst making best use of the retail
space. Fixtures can be obtained from a shopfitting wholesaler, or they may be custom-built to tie
into a specific retail design. The following fixtures are commonly found in retail stores: shelving,
gondolas railings, four-ways, round fixtures, bins, baskets and tables. The type of Fixturing used
will depend on the product and its presentation method.
Gondola Shelving Unit

Gondola shelving units have been around for a very long time. The versatility makes gondolas
easy to install and change on a frequent basis. The pegboard backing and shelving comes in
several heights and depths. It is also available in a variety of colors, but the most common is
almond. Gondola shelving can be used to create end caps, wall units or center aisles.
Figure 13.6: Gondola Shelving Unit

Source: http://retail.about.com/od/storefixturesdisplays/ig/Store-Fixture-Photo-Gallery/Gondola-
Shelving-Unit.htm

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