Page 202 - DMGT552_VISUAL_MERCHANDISING

Unit 10: Dominance Factor in Merchandise Presentation

journal, notebooks for everyday use, stationery with matching envelopes, a selection of Notes
note cards, and a nice pen. Whether you sell DVDs, game consoles, fragrances, lingerie, or
toys, you can build gift baskets or sets. Customers love sets like these for the holidays.
It saves them time and money, because they don’t have to shop around for ideas or each
piece to make a set. You did the work for them. Dress packages up nicely for the holidays
and watch them fly out the door!

 Group similar items on the same web page. A customer who plans to purchase a game
console would be a prime candidate for buying games as well. This approach is similar to
the gift basket idea, yet products are sold individually. Present related products near each
other to suggestive sell additional merchandise. A build your own set or deal works
wonders to increase sales by discounting the sale for each additional item purchased in the
same transaction.
 Another popular method used by many stores, such as Victoria Secret, offers a related
product once an item has been added to the customer’s cart.

Example: When a customer adds a pair of pyjamas to their cart, an offer for matching
slippers appears – either on the shopping cart page or through a pop-up.
Nowadays, many Internet users block pop-ups, so an ad placed on the actual web page may be
a better option.

Notes Careers in Visual Merchandising

Whether you will be employed by a major department store, starting as an apprentice and
rising through the ranks, work for a chain to trim the windows of several units, or go into
business as a freelancer, a career in visual merchandising will require particular skills and
abilities. Some people have a natural colour sense; others might be sufficiently talented to
construct backgrounds that generate excitement. The challenge is to develop both what
comes naturally and what can be learned from books and experience.
In order to prepare for a career in visual merchandising, several practical courses are
beneficial. Courses in colour, design, lighting, lettering, photography, advertising layout,
prop construction, and general display techniques can give the prospective visual
merchandiser the background necessary for success. Schools, colleges, and technical
institutes across the country offer such courses either in degree programs or on a course-
by-course basis.
Once the preliminary tasks have been mastered, you should prepare a resume. It should
be about one page in length and should briefly describe professional training, educational
accomplishments, and related experiences. A good resume is always needed to compete
with all of the others that companies receive from candidates.
An appropriate cover letter should accompany the resume, outlining your interest in the
position you are seeking. In addition to the resume, you should develop a portfolio of
your visual merchandising projects. It should include samples of any work created either
in class or on the job.
Once a prospective employer shows interest by granting you an interview, it is important
to appear with a prepared portfolio of work and to present a professional and enthusiastic
manner. Proper attention to the details of a job search will ultimately match you with a
suitable employer. Once you are hired, an exciting world filled with opportunity awaits
you.

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