Page 201 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes  Lighting fixtures should be placed out of the customers’ reach. Unprotected floor spotlights
should not be used in interior installations where someone could get burned by touching
one.
 Extreme caution should be exercised when using hot glue guns, spray paint, or any other
tool that could cause damage or injury.

 Electrical wiring should be examined regularly to make certain there is no damaged wire
that could start a fire. Suspending wire that is strong enough for its task should be used.
Although nylon filament and number 30 (invisible) wires are common choices, they do
have limitations. The supports should be tested before the display is completed.

Task Put together a portfolio of work for use in securing a visual merchandising position.
Make certain that all samples of your work (photos of displays, lettering, layouts, etc.) are
carefully mounted on presentation board or in a binder.

Self Assessment

Fill in the blanks:
11. Safety is an important consideration on the job, for the ............................... of the visual
merchandising staff as well as the customers.
12. The potential ............................... for someone to be burned by hot lights, shocked by faulty
electrical equipment, or tripped by poorly placed wires.

13. In order to prevent various accidents, the sufficient ............................... should be taken
when working on an installation.
14. When signs or graphics are ............................... from the ceiling, a sufficient amount of space
must be left for shoppers to walk under them.
15. If there is any doubt about the holding ability of screws, then ............................... bolts
should be used for plaster or plasterboard ceilings.
10.4 Cross Merchandising

Each retailer wants to boost his sales. The increase in sales can be either through the main line of
products which he is stocking or complimentary goods which may arouse interest in the customer.
Maintaining stocks of complimentary goods along the main line is known as Cross
Merchandising.

In today’s era, where every retailer is trying to increase the footfalls in his outlet it is very
essential that he adopts the cross merchandising in strategic manner. It makes it relatively easy
for the retailer to convince the customer with a wider range of same utility products for the
ultimate purchase.
Cross merchandising is simply grouping related products together. There are a few methods
that can be used to accomplish this technique in an online setting. Let’s take a look at the
possibilities.

 Create gift baskets or sets that include multiple related items, such as a skincare basket
with a moisturiser, cleanser, toner, and an eye cream. Maybe you sell books. You can
create a Reader’s Dream set that includes a few bestsellers, a bookmark, and any other
related items in your inventory selection. A Writer’s Dream set could include a hardbound

196 LOVELY PROFESSIONAL UNIVERSITY