Unit 2 - Visual Display & Merchandising



Unit 3 - Merchandising & Display for Retail Sales

|Learning Outcomes |Topics |Suggested Resources |Activities |

|1.Know the techniques |.Merchandising and display techniques: organisational policies, |Publications: Catalogues from a variety of merchandising companies ( See | |

|retail outlets use to |business objectives, planograms, shelf layout, positioning, stock |resources list ) |3.1.1 - Windows of opportunity |

|merchandise and display |facings, horizontal and vertical blocking, price marking legislation,|Web Sites: shelfhelp.co.uk/planograms |3.1.2- Planograms in Food Sector |

|their products |use of Point-of-Sale material, location, corporate policy and |focalpop.co.uk - |3.1.3 -Investigating Display Techniques |

| |procedures, different products, themes, promotions, special events, |popbuyer.co.uk- } All these contain |3.1.4 Display Techniques |

| |balance, sales appeal, link with merchandise on sale, ‘open-sell’ |retail-vision.co.uk/ } information on techiques |3.1.12 – Examples of merchandising techniques |

| |display, ticketing; correct temperature, substitute food, containers,|displaywizard.co.uk/ } and specific equipment | |

| |enhancing of store image,, use of props, lighting, colour |popai.co.uk | |

| | | | |

| | |Visits/speakers: Supermarkets & other stores. Contact your local Education | |

| | |Business Link organisation | |

| |.Different kinds of products: impulse goods, convenience goods, | | |

| |search and compare lines, speciality goods, complementary merchandise|Publications: GNVQ Intermediate Retail Distribution – Lewis & Trevitt - |3.1.5 Food Shops |

| |placement, seasonal goods |available from Amazon |3.1.6 Product pictures |

| | |BTEC Introduction to Business, Retail & Administration Heinemann - H Seliet- |3.1.7 What type of product |

| | |Good for students | |

| | |Websites: trade - Sample product planograms | |

| | |Visits: Street surveys looking at/ identifying different types of products in | |

| | |different stores | |

| |Size and nature of retail outlets: small, independent, multiple, | | |

| |variety chain, factory outlet, specialist, franchise, department |Publications: The Business of Retailing  - Gillian Dale Introduction to Retail |3.1.8 Special Report |

| |store, hypermarket, superstore, wholesaler/cash and carry, CTN, |Management - Cox R and Brittain P |3.1.9 – Different size of Retail outlets |

| |discount stores, supermarket |BTEC Introduction to Business, Retail & Administration Heinemann - H Seliet | |

| | |Visits/speakers – Local Chamber of commerce/ Education Business Partnership | |

|Learning Outcomes |Topics |Suggested Resources |Activities |

|1.Know the techniques |Location: ‘high street’, out-of-town, village, retail park, |Web Sites: |3.1.10 Techniques for different locations |

|retail outlets use to |leisure/tourism attraction | - Psychology of | |

|merchandise and display | |shopping | |

|their products | |Case Studies: rural-shops-alliance.co.uk/images/layout.pdf & | |

| | |rural-shops-alliance.co.uk/images/mechandising.pdf | |

| |Business objectives: sales generation, profit generation, corporate | Web Sites: |3.1.11 - Techniques used for different purposes |

| |image, expansion, survival | |

| | |ives2_map.htm | |

| | |Visits/speakers – Local business organisations | |

|Learning Outcomes |Topics |Suggested Resources |Activities |

|2. Understand the methods |Tangibles: windows — transition zone, use of company/brand name, |Information sheets: IS- 3.1- Display Props |3.2.1 Attracting the customers |

|used by retailers to |fixture positioning, use of mirrors, signage, promotions, odd vs. |Publications: Catalogues from merchandising companies |Examples of “good “windows and those with “room |

|encourage customers to buy |even pricing, price lining, using price premiums; fitting rooms, |Retail Desire: Design, Display and the Art of the Visual Merchandiser – J. Tucker |for improvement”. (These could be created for a |

| |packaging design |Smart Retail – Richard Hammond |Powerpoint presentation . Digital images could |

| | |Retail Week Magazine retail- |also be collected by students. |

| | |Web Sites: taylorassociates.demon.co.uk - Case studies | |

| | | - POP – Award | |

| | |winning displays | |

| | |Case studies: CS 2 - Rare Basics | |

| | |Visits: Supermarkets & other stores | |

| |Intangibles: using senses — sight, touch, smell, taste, hearing; use |Publications: Art of Retail Display – M Portas | |

| |of ‘open-sell’ display, sales staff use, trials/sampling, add-ons, |In Store Magazine – a variety of case studies |3.2.2 Colour Combinations |

| |tidiness, colour, light |Retail Desire: Design, Display and the Art of the Visual Merchandiser Johnny | |

| | |Tucker - RotoVision | |

| | |Web Sites: - Merchandising directory | |

| | |2-whispering-windows.htm - Case study | |

| | | | |

| | |Visits: Visit to Rare Basics/ Shopping Malls | |

|Learning Outcomes |Topics |Suggested Resources |Activities |

|2. Understand the methods |Organisational influences on display: Plans, relation to business |Information sheets: |3.2.3 – Display Plans |

|used by retailers to |objectives; marketing strategy; seasonal trends; historical sales |Publications: Shop Display reports e.g Mary Portas – Saturday Telegraph | |

|encourage customers to buy |data; new stock ranges; expand market; frequency of changes |Web Sites: retailtechnology.co.uk | |

| |Display : location, corporate policy and procedures, different |Information sheets: IS 3.2 – Point of Purchase , |Harrods Case Study Use of Digital Media |

| |products, themes, promotions, special events, balance, sales appeal, |IS 3.3 Supermarket strategies |remotemedia.co.uk/ |

| |link with merchandise on sale, ‘open-sell’ display, ticketing; |Web Sites: bodyline.ltd.uk |See other web sites for examples of good |

| |enhance store image, use of props, lighting, colour, how to calculate|fashioncapital.co.uk/content/view/27/50/ |windows/ displays |

| |and select the correct type, quantity & quality of stock required for|- Information on window displays | |

| |display. | rarebasics.co.uk | |

| | | contain a variety of | |

| | |excellent case studies | |

| | | CS 3- Harrods | |

| | |Visits/speakers – Local visual merchandisers | |

| |Layouts: Grid iron, open/ free flow , boutique. | |3.2.4 Store Layouts |

| | |Web Sites: retail-vision.co.uk | |

| | | | |

| |Space management: Storage v selling; shelf space for groceries, |Publications: View Retail CD House of Fraser See |3.2.5 – Space Management ppt |

| |toiletries; fridges & freezers; hanging; folded garments; slow |Web Sites: dalziel-pow.co.uk/ thejuice.co.uk | |

| |sellers, fast sellers, new ranges, old stock. |Case Studies Total Retail Magazine | |

| | | | |

| | |A series of case studies showing how space is used | |

| | |Visits/speakers - Mind your own business – BBC B’ham | |

| | |A series of business programmes | |

| |Customer traffic flow: entrance design – flat, recess, open: access |Information sheets : IS 3.4 – Monitoring customers & footfall presentation | |

| |e.g automatic doors; multilevel outlets. |Web Sites: : - Short video clips showing how footfall | |

| | |counted - A range of case studies that can| |

| | |be downloaded e.g Hobbs/ Slater Menswear | |

| | | | |

|Learning Outcomes |Topics |Suggested Resources |Activities |

| |Display Plan : Products & goods to be displayed; location; space |Publications: Retail Desire: Design, Display and the Art of the Visual | |

|3. Be able to use display |availability; link with other activities & events; appropriate |Merchandiser Johnny Tucker - RotoVision |3.3.1 Window Display task |

|skills to plan, assemble |season; preparation of props & equipment, tools , materials, point of| - Training CD Rom on Visual merchandising Approx £16 |3.3.2 – Products at their best |

|and dismantle a display |sale POS; pricing methods; plan with time allocated, contingencies; |from retaildetail@ | |

| |colour scheme; duration for setting up display; planogram; |Web Sites: retail-vision.co.uk - Examples of planograms | |

| |positioning of stock to minimise risk; The Trade description Act 1968|retailcert/whatis.asp - Information on courses | |

| |and amendments; Sale of Goods ( amendment ) Act 1995 | - Point of Sale | |

| | |awards | |

| |Assembling and dismantling:, lifting and handling techniques, support|Publications: – Manual handling |

| |merchandise, safety and security of merchandise, safety of |ochrome.pdf – Pack available with DVD on Health & Safety . |3.3.4 – Creating a display |

| |merchandise, cleanliness, mannequin or prop handling and dressing, |Visits/speakers - Shopping Malls – Talks from visual merchandisers | |

| |equipment, balance, symmetry, asymmetry; effect of different |Training courses | |

| |lighting, background, ceiling and wall coverings; Point of Sale |lcc.arts.ac.uk/courses/retail_display/retail_displaydesign.htm | |

| |positioning; pricing/ ticketing; Trades description Act 1968; Stock | | |

| |recording; security of stock; accessibility for staff | | |

| |Dismantling : lifting & handling techniques; switching off |Information sheets: |3.3.5 – Dismantling a display |

| |appropriate electric systems; stock checking for resale/ use; |Publications: Manual Handling- Solutions You Can Handle (HSG115 – from ROSPA plus| |

| |relocation of stock; cleanliness; use of appropriate tools and |others | |

| |equipment; storage of Point of Sale, props tools and equipment | - | |

| | |Retail Safety booklet | |

| | |Web Sites: | |

| | | | |

| | |Visits/speakers : Local visual merchandisers/ Occupational health officers | |

|Learning Outcomes |Topics |Suggested Resources |Activities |

|Understand the health |Risk assessment preparation: factors to be assessed, permission, |Publications: - Manual Lifting Assessment Charts |3.3.6 - Risk Assessments |

|safety & security |types of outlet, types of |/ Retail Health & Safety | |

|risks |display, time constraints. Health & Safety at Work Act 1974 – |Web Sites: | |

|related to |HASAWA | - Booklet | |

|merchandising and | |containing a range of activities .Can also be viewed online. | |

|displays in retail | | - booklets/posters | |

|outlets. | | | |

| | | | |

| |Health Risks: potential, actual, action to control, training, | | |

| |legislation, referrals, documentation, Costs; sell by/ use by dates;|Publications: - COSHH booklet | |

| |temperature control; Control of Substances Hazardous to Health ( |for businesses | |

| |COSHH ); cross contamination, vermin , leakage; The Dangerous Goods |Web Sites: .uk | |

| |Emergency Action Code; Reporting of Injuries, Diseases and Dangerous| | |

| |Occurrences Regulations 1995 RIDDOR | | |

| | | | |

| |Safety Risks: damaged stock, danger to customers and staff, leakage,|Publications: Manual handling leaflet |3.3.7 – Health, Safety & Security |

| |appropriate height, weight, width; lifting & handling techniques, |Web Sites: | |

| |loose cables, imbalance, location, condition of containers & |- Booklet containing a range of activities .Can be viewed online | |

| |packaging, use of tools and equipment. |.uk manual handling leaflet. | |

| | |Visits/speakers Health & Safety officers from retail outlets | |

| |Security Risks: blind spots, dead end locations, lifts & escalators,| | |

| |doors, high value goods on display; pilferage, protection of stock |Publications: - Small Business Support tools- Training CD Rom on | |

| |through CCTV, electronic tags, other security equipment, stock |Retail Security- £16 | |

| |positioning and recording. |Web Sites: | |

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