outline of unit

Outline of Unit

By the end of this session, you will gain the knowledge and skills to:

• Prepare to produce visual merchandise display

• Display merchandise

• Maintain display

Assessment Information

• Written Questions

• Case Study

• Role Play

• Demonstration /Observation

• Third Party

IntroductionVisual merchandising sets the image and the value of the retail products. The visual impact of a retail store, the store’s website and the way the products are presented are critical to the success of the store.

Visual merchandising includes:

• Store layout

• Product displays

• Lighting

• Volume of product on display

• Window displays

• Shelving

• Point of sale areas

• Signs, price tags

• Music and smell of a store

Store LayoutGrid layout:

• This is where the shelves and aisles are laid out in a grid pattern based upon rectangles such as the aisles of a supermarket

Racetrack layout:

• A racetrack layout guides the customer through a single predetermined course

Transition zone:

• The transition zone is where the customer enters the store, all customers pass through this zone and it can set the tone for the store

Space:

• An open space layout can create a more pleasurable experience and be suited to products that are enjoyable such as electronic goods and fashion items

Free form layout:

• A free form layout encourages browsing with a relaxed, less rushed atmosphere to the store. Goods are displayed in zones rather than aisles

Lighting

• Bright light attracts attention but soft light portrays a calm and soothing atmosphere

• Bright lights are used for attracting attention to products such as entertainment systems and

sports products

• Soft lighting are used to reinforce the calmness of relaxing products such as bath soaps and

massage oils

Music

• Many stores use music to set the mood in the store.

• Music that is played reflects the image of the store and the type of customers the store is

seeking to attract.

• A store that plays music in the store should seek a music licence from Australian Performing

Rights Association (APRA) to play music without breaching the copyright of the owners of the

music.

Lack of Price Tags

Lack of price tags gives the customer the message that:

• Price is not the most important aspect of the product

• The product may be expensive

• The retailer is emphasising the quality and brand not the price

Smell

Some stores deliberately use a certain smell to attract customers to the store and put them in the

mood to buy their products.

Food shops such as bakeries and cafes use smell to stimulate the appetite of customers and

attract them to the store.

Colour

• Cool colours such as blues and greens are used to give a natural and calming feeling

• Warm colours such as reds and yellows can attract and excite the customer

• Bright colours such as lime and orange can be used to create a fun carefree image

Product Displays

• Some retail stores have a large amount of products on display

• Other stores have a very small amount of product on display

• Stores with a small amount of product on display is using visual merchandising to add value to

their products by making them appear exclusive

Purpose of a Display

• To create interest in the store

• To introduce a new product to the store

• To reinforce an existing product

• To offer a sample of the product

• To advise customers the product has changed in some way

• To compete with other retailers

• To promote: Sale items, Seasonal items, Advertised items

• To create more space

Window Displays

A window display:

• Is often the first contact a store has with a potential customer

• Attracts the customer’s attention and draws them in the store

• Sets the image and tone of the store before the customer even enters the store.

Planning a Window Display

What are the messages the window display is trying to get across?

• Does the display highlight the chosen product / products?

• Does the display highlight the competitive advantage of the store?

• Does the display make appropriate use of shape and colour?

• What mood does the display give?

Important Factors for a Window Display

• Story or theme

• Create a focal point

• Eye catching

• Simple

• Balance

• Lighting

• Walk by

Group Discussion- 1

• Discuss the visual merchandising in the store below

• What is the message they are trying to get across to the customer?

Creative Thinking Techniques

• When you see ideas - write them down immediately before you forget and /or take a photo

• Sketch your ideas down on paper, this helps you to visualise the display

• Talk to other people such as your intended audience - they may have a better idea of what they

are looking for rather than you thinking for them

• Brainstorm with colleagues, - they may have some ideas you never thought of

• Ask someone for their opinion, they may have an idea to make the idea better

• Concentrate on the product - what does it say to you?

• Think about what materials are related to the product

• What resources are available – these may help you to think about what the display can look like

Testing Ideas

Testing display ideas are effective because you get to:

• Have a trial of the setting up the display

• Determine if the display works

• Receive constructive feedback from a wide range of people including colleagues, customers,

suppliers and management.

You need to evaluate the feedback and consider how it impacts the display idea. It is all about

experience and learning.

It is all about experience and learning.

Discuss Display OptionsYou may need to source one of these experts in order to help you with:

• Communication strategies

• Position strategies

• Promotional planning

• Brand creation

• Profiling of customers

• Market identification

• Visual merchandising

• The layout

• Photography

• Lighting and multimedia

• Design

Identifying Products

When creating a display:

• Identify the product which need to be displayed

• Display the identified product according to store policy and procedures

• Display the product in an acceptable way

• Remember you are not only trying to promote the product- you are also trying to promote the

store

Resources Needed

• Mannequins

• Lights

• Furniture items, shelves

• Floral arrangements

• Aisles and store layout

• Artwork, banners, posters and signs

• Sample products

Resources Needed

• A DVD or TV running

• Brochures and pamphlets

• Fishing line to hang things

• Balloons and streamers

• Podiums

• Theme props

• Mirrors

• Other

Timeframes

Store and window displays are usually planned well ahead.

You may have a timeframe of a month, when seasonal changes are coming up.

However, here may be an urgent display to fill in a blank space that is making the store look empty

and untidy.

Displays are usually designed and planned for a specific period to match a:

• Promotional period

• Season

• Holiday

• Special event

• Time period such as weekly or monthly

Possible Audiences

• Children

• Busy people

• Business people

• Current customers

• New customers

• An upcoming event

• People from diverse cultural backgrounds

• People with varying physical and mental abilities

• Teenagers

• Mothers

• Sports lovers

Operational Information

Information which needs to be determined are:

• Budget

• Prices

• Timeframes

• Staff

• Consumables

• Stock

• Big picture

• Design

• Other?

Following Regulations

Regulations can be applied to the following:

• Working times

• Vehicle access

• Materials

• Respect

• Fixtures and fittings

• Promotional regulations

• Environmental

• Work Health & Safety

• Removing the display

• Security

• Insurance

• Noise levels

Identifying Constraints

Common constraints may be:

• Availability of materials

• Costs involved

• Staff availability

• Time to create the display

• Space within the store

• Product you are promoting

• Regulations may change

• Changes to the intended audience

Modifying Display Ideas

After you have discussed the display plan and ideas with the relevant people and received

feedback, the plans need to be modified accordingly.

If the changes which need to be made affect the entire display they still need to be made – even

though it is inconvenient to you!

Changes like these could be amendments to the:

• Theme

• Display props

• Product itself.

Display Plans

A display plan includes information such as:

• Display location

• Staff involvement

• Timeframes

• Display theme, colours

• Sketch of the display

• Aim of the display

• The possible audience

• Requirements for the display

• Budgets

• Materials and resources

• Other?

Creating Display Plans v

• Know the main product you are trying to promote

• Why do you want to promote this product?

• Identify where the display will be located

• How large will the display be?

• What does the display look like?

• Does the display have a theme or colour scheme?

• What resources are required?

• Do you need any display props?

• Sketch down a rough plan

• Show the plan to management or a colleague for feedback

Sourcing Resources

When selecting resources for your display you need to ensure that they are:

• Not damaged

• In good condition

You need to seek permission from:

• Management or your supervisor to use resources for the display.

• Other staff members such as a different department in your store to use their resources /stock in your display.

There may have a reason for you not using a particular resource.

Group Discussion 2

What resources would you need to create this display at a wine shop?

Unpacking Goods

• Food items need to be handled in a safe and hygienic manner that prevents contamination of the food. The food may need to be held under temperature control such as refrigeration or freezer conditions.

• Delicate items that are easily breakable need to be handled with great care.

• Dangerous goods must not be handled unless you have received training to do and are aware of the safety procedures to follow.

• Chemicals may be labelled with signs indicating that they are dangerous goods and have a hazard or danger attached to handling them.

Handle and Move Stock

When moving around a warehouse to handle and move stock to display, the equipment you use

will depend on :

• The type of stock

• The volume of stock you need

• How big the warehouse is.

Signs and Symbols

• This side up

• Fragile

• Keep dry

• Use no hooks

• Keep out of sunlight

• Dangerous goods symbols

• No blades

• Heavy

• Urgent

• Bar codes/ QR codes

Check for Stock Faults

• Physically damaged stock

• Water damaged stock

• Temperature damaged goods

• Leakage

• Vermin damage

• Wrong product

• Wrong amount

• Wrong size, colour or model

Price Labels, Swing Tickets and Tags

Most items of stock will need either:

• A price label

• A bar code or a price label with a bar code for retail staff to identify the item's code.

• Product details and to make it easier for customers and staff to identify the product

• The price of the product

Price labels and stickers are still used, but as well as the price the sticker or label now also contain

a bar code that can be scanned at a terminal or register.

Price Labels, Swing Tickets and Tags

Some labelling equipment may require:

• Plastic ties

• Sensor devices,

• Hooks

• Loops or barbs

Stock Keeping Unit (SKU)

A Stock Keeping Unit (SKU) (pronounced ‘skew’) is a unique identification number or code to

identify a specific product or service.

It is also called a ‘Part Number’ or ‘Product Identifier’.

Every product you buy in a supermarket has a unique code that is read at the register in the bar

code scanner.

The item and price in the shop’s database are matched to this code (the SKU).

Visual Merchandising Price Signs

Stores that sell products where price is an important factor to the customer will use visual

merchandising signs around the store and in their displays to draw attention to the:

• Price of their products

• Special promotions

• Special sale prices that may only be available for a short period of time.

Organising Displays

When organising a display, it is necessary to

keep in mind:

• The store budget

• The promotion itself

• The demographic of the customers

• The type of store

• The type of product

• What is happening in other similar stores

• Knowing what is occurring in the industry

• Researching for ideas on the internet and in

magazines

• To read marketing reports

• Speak to the visual merchandising personnel

Creating a Display

• Keeping the display at eye level

• Have the display at different heights

• Have the display well stocked

• Symmetrical display

• Repetitious displays

• Making the product accessible for customers

to handle or access

• Attract attention to the display

• Present the price

• Have an eye-catching statement on a poster

• Customers love sales

• The display should be close together and

easy to understand at a glance

• Keep all display resources tidy

• Ensure display is supervised

Work Health and Safety

Common accidents which can occur in relation to creating displays include:

• Knives accidents

• Box cutters accidents

• Nail or staple gun accidents

• Ladder falls

• Manual handling injuries

• Lifting injuries

Employer Responsibilities and Duty of Care

• An employer MUST provide a safe workplace for workers and visitors

• Employers MUST train workers how to use equipment and work in a safe manner

• Employers MUST know and abide by the laws including Acts, regulations and codes of practice

• An employer may be required to set up a Work Health and Safety Committee – this is

particularly for larger workplaces

• An employer MUST consult and discuss safety issues with the workers

• Employers MUST also maintain an injury register

Employer Responsibilities and Duty of Care

• An employer MUST provide safety equipment

• Work in a manner that is safe for fellow workers

• An employee cannot refuse to follow safe work practices that have been set up in the workplace

• Report any injury or illness as soon as possible to the supervisor or manager

• Use all safety equipment provided correctly for the jobs

• Report all faulty equipment

• Work in a manner that is safe for fellow workers

Employer Responsibilities and Duty of Care

• An employee cannot refuse to follow safe work practices that have been set up in the workplace

• Report any injury or illness as soon as possible to the supervisor or manager

• Use all safety equipment provided correctly for the jobs it is supplied for

• Report all faulty equipment

• Refrain from damaging or removing safety guards, or interfering with the safe operation of any

machinery or equipment used at work

• Refrain from interfering with or getting in the way of someone who is trying to assist any person

who may be hurt or in danger

What is Manual Handling?

Manual handling covers a wide range of activities including:

• Lifting

• Pushing

• Pulling

• Holding

• Throwing

• Carrying

Back Injuries

Incorrect manual handling techniques can and do cause very serious lifelong pain and suffering.

Lifting techniques:

Weight Limits

In the Manual Handling Code of Practice, there are no weight limits for lifting.

This is because the effort required to lift, lower or carry an object depend on a number of things

not just the weight.

For example:

• The posture of the person

• The size of the object

• The frequency an item needs to be lifted

• The duration of the task

Reducing Manual Handling Injuries

• Follow your store policy on lifting and manual handling

• Have a staff training program to ensure all staff are trained in manual handling techniques and

hazards

• Have workbenches at the correct height for the task

• Have signs around the workplace to remind staff about manual handling hazards

• Don’t lift items that are too heavy or awkward

• Use trolleys instead of carrying a load

• Use forklifts to unload trucks

• Avoid long periods doing the same task

• Get help from other staff members

Work Health and Safety Information

New South Wales: www.safework.nsw.gov.au

Seeking Assistance

You can seek assistance from managers, suppliers, colleagues, trainers, industry experts, store

owner and supervisors.

Reviewing the display

Reviews will have to be continuously completed during the process of creating a display.

While completing the display reviews need to be conducted to monitor stock levels, security of the

display, customer reactions, safety conditions as well as the condition of the display.

Maintain the Display

• No rubbish is in the area

• No stock is on the floor

• Dusting the display

• Spot clean the display

• Items which are not meant for the display are removed

• Stock is full

• Stock is neat and straightened forward

Maintain the Display

• The display stand should be clean

• Graffiti is removed

• Signs are current

• Display is safe for customers

• Remove damaged and out of date stock

• The display is stable

• No rails are sticking out or hanging low

First In, First Out (FIFO)

First in, first out ( FIFO) is to use or pack the oldest stock first.

The new stock is added behind existing stock so that the older stock is sold first.

This rotates the stock and ensures that stock does not get lost and deteriorate behind all the new

stock that keeps coming in.

FIFO is especially important for stock, such as food that have use by dates.

Remove Damaged or Out of Date Stock

All retail stores will have some procedures in place for staff to systemically :

• Manage the stock on display

• Remove damaged stock

• Remove out of date stock

• Put the stock back into its correct location

• Keep the store neat and tidy

Write Offs

Items which are no longer available for sale within the store or had to be removed from display are:

• Recorded as written off

• Removed from the stock control system

Items that may need to be written off include items that have been:

• Damaged

• Recalled

• Removed for another reason

Changes to the Display

Changes may have to be made due to:

• Safety issues

• Location of the display

• Customer feedback

• Accidents

• Success - expanding the display

• Lack of success

• Your observation

• Management orders

• Change in product

You Should now Have the Skills and Knowledge to:

• Prepare to produce visual merchandise display

• Display merchandise

• Maintain display