Page 178 - DMGT552_VISUAL_MERCHANDISING

Unit 9: Merchandise Presentation

In the large retail store, we find a dizzying array of goods to clothe our bodies, decorate our Notes
homes and entertain our families. All of this merchandise comes in a variety of sizes, colours,
makes and models. Bringing it all together requires the successful coordination of numerous
individuals and divisions, including buyers, warehouse employees, financial staff, store
operations, etc.
Yet, merchandising takes top priority. It doesn’t matter how efficiently the other departments
are operating. If merchandising is not firing on all cylinders, the company merchandising is not
firing on all cylinders, the company cannot succeed.
In this unit, we will focus on concept of merchandise presentation, principles of merchandise
presentation and categories in merchandise presentation.

9.1 Concept of Merchandise Presentation

Merchandise presentation is the basic ways to present merchandise in an orderly, undesirable,
easy to shop and find the product format. Merchandise refers to the goods bought and sold in
business. Merchandising refers to the activities aimed at quick retail sale of goods using bundling,
display techniques, free samples, on-the-spot demonstration, pricing, shelf talkers, special offers,
and other point-of-sale methods. According to American Marketing Association, merchandising
encompasses “planning involved in marketing the right merchandise or service at the right
place, at the right time, in the right quantities, and at the right price.”

Did u know? Merchandise Presentation is the science of arranging merchandise in order to
enhance the viewer’s perception and create a sense of added value.

Organisations adopt an intelligent approach to fixture placement and merchandise presentation
that will effectively help move your merchandise off the shelves and provide a greater level of
customer service.
Methods of merchandise presentation include:
1. Shelving
2. Hanging

3. Pegging
4. Folding Stacking
5. Dumping
Psychological factors to be considers when merchandising stores: Value/Fashion image, Angles
and Sightlines and Vertical colour blocking.

!
Caution View the merchandise presentation from a customer’s perspective. This can be
difficult, because of the hard work that one puts into creating the presentation.
Consider a few points:

 Do the merchandise groupings make sense? Are the products related?
 Does the presentation enable you to view each item? Do you know exactly what each
presentation is offering? Does each set include product details?

 Are the merchandise presentations attractive, logical, and themed?

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