Page 189 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes  Time management: Consider any time constraints to dismantle the display or
merchandised area.

 Customer service: Ensure that customer service levels are not affected during the
dismantling, due to:
 Disruption of traffic to other areas of the store

 Staff being occupied with other tasks
 Safety: Stock and other items must be removed safely so there is minimal risk to staff
and customer safety.
2. Evaluating the merchandise: Managers must be able to evaluate the success of
merchandising and displays. While this evaluation includes the improvement to the decor
of the store, it eventually involves deciding how the merchandising/display has
contributed to sales and therefore profit.
Businesses normally do this by considering a number of factors including:
 Overall sales increases in a category/department that is a merchandising focus at
that time.
 Comparing the sales rate of an item when it is in a prime position or is part of a
promotional display, as opposed to the same merchandise when it is located
elsewhere in the store.

 Comparing the sales rate of an item that is a display focus, as opposed to similar
items that are not currently a merchandising focus.
The preparation for the evaluation of the merchandising presentation needs be conducted at the
same time as the planning stage. This allows you to gather evidence and information to use for
comparison after the merchandise presentation.
This evidence would include sales reports, turnover figures and profit statements.

Self Assessment

State whether the following statements are true or false:

16. There are essentially two ways of presenting merchandise in a store.
17. 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.

18. An array of different types of fixturing may provide flexibility.
19. Off-shelf display is the promotional display which is used in grocery stores.
20. For many retailers, the most important display space is their windows.

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Case Study Merchandise Presentation for Agricultural Businesses

s consumers enter your retail outlet, walk down aisles and through various sections
they will be seeking goods that meet their needs and wants. Many consumers
Amay only walk through a portion of your retail space or may not notice all that
Contd...

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