Page 192 - DMGT552_VISUAL_MERCHANDISING

Unit 9: Merchandise Presentation

 Florists sell flowers and a niche good that could work within this primary product Notes
line could be chocolates with a floral theme, either the look of flowers or chocolates
with a hint of a floral flavour.
 Retailers who primarily sell cheese might also consider offering cheese plates and
knives, as well as napkins and other items that correspond to some extent to the
primary product line.
In some instances it will be necessary to develop a vignette or place goods on furniture or
fixtures that correspond with the use of the good. For example, garden centres or florists
that sell specialty jams, jellies, or other unique items may want to plan a display area that
looks like a kitchen. This display then helps convey the use of the product to those walking
through the store. Specialty food stores may wish to design a display area that looks like
a bath or spa to stock the lotions, bath gels, and related goods that they offer. If the retailer
feels that niche goods are meeting resistance, they should provide opportunities for
consumers to sample the good prior to the purchase.
Being Strategic
Providing shoppers with an area where they can sit and rest is necessary; however, do
surround the seating area with goods for sale and make sure that these items are in easy
view. If seating is traditionally sold in the retail outlet, be sure to use this as seating
throughout the space. Some larger agricultural retailers may have a café on the premises,
if so then the seating area should be decorated with accessories and merchandise sold in
the store.
Conclusion
Though the Internet is becoming a resource for on-line shoppers, many consumers still
prefer to purchase from an actual retail store. Certain consumer segments truly desire a
retail experience that is much more than just a store with shelving and goods for sale.
Elements and strategies described in this fact sheet should be considered, implemented,
and resulting sales should be analysed. Minor changes may still need to be made in order
to increase sales further. Keep the following in mind when considering additions or
subtractions to your product line: If retailing is a play, then the outlet is the stage and
goods stocked are the props. As with any production it is necessary to consider all elements
and ensure that they correspond with the overall theme and are presented in the best way.
The final effect should communicate to the audience, the customer, that the effort was well
executed.
Question

1. What is the importance of presentation in visual merchandising?
2. Discuss the importance of height as referred in the case.
Source: http://www.agrisk.umn.edu/uploads/ARL04707.pdf

9.5 Summary

 Merchandise refers to the goods bought and sold in business.

 Merchandising 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.

 Merchandise Presentation is the science of arranging merchandise in order to enhance the
viewer’s perception and create a sense of added value.

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