Page 180 - DMGT552_VISUAL_MERCHANDISING

Unit 9: Merchandise Presentation

Aside from assisting customers to make a buying decision, a successful stock arrangement Notes
should also do as many as possible of the following functions:

 Publicise the business
 Promote the business’s image

 Keep up with the relevant trends/fashions
 Attract attention
 Create desire

 Educate the public
 Show how to use the displayed product/service

Meeting Company Expectations

When considering the presentation of the merchandise, consider if there is a standard display
appearance in the store, and between stores in a chain.
This is an important factor for companies that want their stores to look similar to each other.
This can be useful for customers who shop at different branches of the same company as they can
more easily locate merchandise in different stores. It can also assist with staff training and staff
transfers between stores.
An organisation may have predetermined standards for merchandise presentation. These company
standards are developed to ensure that stores meet predetermined benchmarks including:

 Professional presentation
 Safe and secure stock
 Allowing customers to logically find merchandise within any branch

 Profitable layout for maximum return
 Encouraging the preferred traffic flow through the store
It is part of the manager’s role to ensure that all areas/departments in the store are meeting
company requirements.

Self Assessment

Fill in the blanks:
1. ............................... refers to the goods bought and sold in business.

2. ............................... 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.

3. Merchandise ............................... is the science of arranging merchandise in order to enhance
the viewer’s perception and create a sense of added value.
4. It is better to view the merchandise presentation from a ............................... perspective.

5. An organisations may have ............................... standards for merchandise presentation.

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