Page 186 - DMGT552_VISUAL_MERCHANDISING

Unit 9: Merchandise Presentation

14. Merchandise displays can sometimes be utilised to ............................. customers. Notes
15. Do not ............................. crowd a display.

9.4 Merchandise Presentation Techniques

There are essentially two ways of presenting merchandise in a store. The first is to place or stack
a product on some kind of fixture; stacked merchandise can be neatly arranged or, as in the case
of promotional items, it can be ‘dumped’. The second way is to hang the product; either directly
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 organising the product presentation in order to provide logic in the offering, or to enhance
the visual appeal of merchandise. For 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.
Following are some of the well known techniques of merchandise presentation.

9.4.1 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.
In order to create a consistent look within the outlet, it is sensible to choose fixturing that is
coordinated in terms of the type of material and style. An array of different types of fixturing
may provide flexibility, but it can make a store appear cluttered and untidy. It is generally the
merchandise rather than the fixturing that should be noticed, although some fashion stores do
use unique designs for fixtures that help to reinforce the retail brand image.

9.4.2 Displays

Presentation also applies to the type of display that could be used to promote the product.
Various forms of display include:

 Window display
 Wall display
 Table display
 Showcase display

 Floor display
 Shelf display

Types of Display

As fixturing is generally concerned with the housing of merchandise in what is sometimes
termed ‘on-shelf’ displays. This is the routine display of goods from which customers are expected
to make their selection. ‘Off-shelf’ or feature displays are used to create a visual impact with the
merchandise, or to show how the product might be used. They might also be used to introduce
and promote new products or to support supplier promotions or trade initiatives (such as Fair
Trade). As they are not intended to be used in the routine selling of the products they can be

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