Page 190 - DMGT552_VISUAL_MERCHANDISING

Unit 9: Merchandise Presentation

you stock and sell. Though a majority of U.S. consumers are familiar with the uniform Notes
layout of goods sold in grocery stores and supermarkets, merchandise placement varies
greatly among most smaller agricultural retailers. Concepts commonly used within the
retail industry, including elements that draw attention to displays and categories of
merchandise, increase the chance that consumers will shop more of the store and notice
items they might not otherwise expect.
Transition Zone

Within a store there are many 'zones' to be aware of that are universal in retail design.
After a consumer passes through the front doors of a retail outlet they enter a space called
the 'transition' or 'decompression' zone. This area is the first 10 to 15 feet, or six to 10 feet
in smaller stores, of the store. Here, consumers adjust to the interior environment by:
removing coats or changing their eyeglasses, preparing children for the shopping trip,
organizing lists, or grabbing carts. It is strongly suggested that merchandise is kept to a
minimum within this area for two reasons:
 It is likely that the customer will not notice items placed here because their attention
will be on making adjustments.

 Ample space is needed for consumer adjustments and goods placed here would be
in the way or could get damaged.
Prime Selling Zone

Just past the transition zone is the prime selling zone, which is the first one-third of the
retail space. The space on the right hand side of this zone should be used to display key
items of interest and items that correspond to an upcoming holiday or non-holiday
occasion.
Displays in this area should be changed frequently. A good rule to follow is that they
should be changed at intervals that correspond with the frequency at which more loyal
customers visit. For example, if loyal or frequent customers visit an average of every two
to three weeks, displays should be changed based on this schedule. At a minimum, this
area should be changed once a month. Most agricultural retailers offer some selection of
edible and non-edible goods that correspond to holiday and non-holiday celebrations or
events. As product is rotated, remove associated merchandise from this area and incorporate
it in with goods displayed in the remainder of the retail outlet. Then introduce merchandise
appropriate for the next holiday into this prime selling zone. Use of colour becomes even
more important past the prime selling area. Accent colours, signage, and visual displays
should be used to draw customers down aisles and encourage them to walk throughout
the remainder of the sales floor.
Anchor Goods
Another strategy to encourage consumers to walk throughout the retail space is to identify
the goods that attract the most consumer attention and are purchased frequently. These
goods are referred to as 'anchor goods.' After anchor goods are identified, they should be
dispersed throughout the retail outlet, just as milk and bread are placed in the back,
corners, or sides of the grocery store. 'Anchor goods' may change throughout the seasons,
so it is necessary to analyse sales and use this data to decide what six to 12 goods are
'anchor goods' and how to best place and manage them within the retail space.

Cross Merchandising
Often more than one item needs to be purchased to complete a garden or prepare a table
for a celebration.
Contd...

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