Page 191 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Hence, if customers purchase all that is needed to create a final product in one location it
provides one-stop shopping for the customer and increases sales for the retailer. One way
to encourage customers to purchase all that is needed to recreate a display is to cross
merchandise goods and place them together within one space.
For example, sales associates who work in a winery tasting room could encourage
consumers to purchase picnic accessories. By placing a bottle of one of their more popular
varieties on a prominent surface and surrounding it with a corkscrew, picnic basket and
accessories, blanket, wine glasses, and insulated cooler for the wine bottle, the retailer
has created a scene that requires much more than a bottle of wine. In some instances cross
merchandising can occur between stores. For example, if a small specialty food store is
designing a display to focus attention on food items and accessories appropriate for
birthdays, weddings, or other occasions where a cake may be the centrepiece, it is quite
possible that they would incorporate items from a local bakery. In addition to building a
cross merchandising display, it would be appropriate to include a list of items needed to
recreate the exhibit. In addition, include a list of items available from other local merchants
and their contact information. Asking these retailers to do the same for your business can
certainly help to increase your customer base and sales.

Importance of Height
There are some general rules when displaying goods in a retail outlet. Goods placed at
eye level will garner more attention while goods placed below waist level will often be
overlooked. Using benches, shelves, and other display materials is important so that
items are moved from the floor to waist level or higher. Not only does moving items
from the floor to a table top make the item more noticeable but this approach also prevents
customers, especially those who might have physical limitations, from bending over to
pick up items.
Similarly, goods placed too high can be an annoyance for consumers and a liability for the
retailer should items fall. Though it is reasonable for retailers to use this space to store
excess goods or to display products, it is necessary to have additional quantities nearby so
that customers can see and select from them rather than reach above their head. If necessary,
small signs can be placed around these elevated displays indicating where customers can
find the items for purchase.
Merchandising Niche Goods
There may also be situations when retailers offer merchandise that are considered niche
goods or are not normally stocked and sold in the outlet. There are several reasons that
retailers might want to offer niche goods since they can increase retail sales per customer.
As consumers make selections from traditional stock they may also find a need or want
for items not normally included in the assortment. Niche goods can also encourage impulse
purchase as consumers might not otherwise expect to find the item at a particular retailer
and they either become intrigued with it or find that it complements another good they
selected.
Examples of niche goods that agricultural retailers offer vary. In order to attract consumers
on a frequent basis, florists and garden centres have sold goods that need to be replenished
on a regular basis such as dog food and birding supplies.
Attention has been given to the brand offered with selection made based primarily on
quality and brand recognition.
 Others have studied trends and offered coffee sold in their coffee bars and cafes.
Contd...

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