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Instructor :

Dr. Mayo De Juan Vigaray

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PART 4.b

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MERCHANDISING

Physical environment

M.4.

Atmospherics

Interior displaysINTERIOR DISPLAYS

Fi t hi h ldFixturesGondolaStraight rack E d

Things to hold and display merchandise

Straight rackRounderFour-way, feature fixture

End capsPromotional aisles or areaFreestanding fixture andCases

Wall decorations

M h di t ti

Freestanding fixture and mannequinsPoint of sale areas

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Merchandise presentationShelving Folding Price liningStacking Hanging Vertical

Assortment displayTheme-settingId i t d t ti

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Dumping Pegging TonnageFrontage Color By size styleP h i ibilit

Idea-oriented presentationEnsemble display

Ma Purchase visibility curve

MERCHANDISING

Physical environment

M.4.

FIXTURES EQUIPMENT & AtmosphericsFIXTURES EQUIPMENT & FURNISHINGS Interior displays

UTILITY &Purposes: AESTHETICS

Efficiently hold and display merchandise

Must help define areas of a store

Must encourage traffic flow

Must be in concert with the other physical aspects of

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MERCHANDISINGPhysical

environmentM.4.

Atmospherics

Interior displaysFIXTURE: GONDOLA

Type of self-service counter with tiers of shelves, bins, or pegs

Extremely versatile

shelves, bins, or pegs

Grocery & discount store Everything

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y y gDepartment store Towels, sheets, housewares

Boutiques Folded apparel

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Careful: harder for i lM

a customer to view apparel

MERCHANDISING

Physical environment

M.4.

Atmospherics

Interior displaysFIXTURE: STRAIGHT RACK

Long pipe suspended with supports going to the floor or attached to a wall

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MERCHANDISING

Physical environment

M.4.

Atmospherics

Interior displaysFIXTURE: STRAIGHT RACK

Can hold a lot of apparel

Hard to feature specific colors and styles

…. Which is the key to selling more

Hard to feature specific colors and styles….

…. But only see the sleeves or a pant leg

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MERCHANDISING

Physical environment

M.4.

Atmospherics

Interior displaysFIXTURE: ROUNDER

Round fixture that sits on pedestal

Found in most types of apparel stores

Rounder = Bulk = Capacity fixture

Is intended to hold the bulk of merchandise without

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Is intended to hold the bulk of merchandise without looking as heavy as a long straight rack

Easy to move

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Customers can not get a frontal view of the merchandise

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MERCHANDISING

Physical environment

M.4.

Atmospherics

Interior displaysFIXTURE: FOUR-WAY FEATURE*

* Also known as feature fixture

2 cross bars that sit

di l perpendicular to each other on a pedestal

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MERCHANDISING

Physical environment

M.4.

Atmospherics

Interior displaysFIXTURE: FOUR-WAY FEATURE*

Holds a large amount of merchandise and allows the t t i th ti tcustomer to view the entire garment

All merchandise on an arm must be similar style or color

Careful, if not .... confusion

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MERCHANDISING

Physical environment

M.4.

Atmospherics

Interior displaysFIXTURE: CASES

Cut case: inexpensive display in which merchandise is left in the original cartonleft in the original cartonDump bin: case that houses piles of sale clothing, marked-down books

Reduced display costs

Low-price image

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Grocery & Discounts

Low-price image

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MERCHANDISINGPhysical

environmentM.4.

FIXTURE: WALL “DECORATIONS”Atmospherics

Interior displays

Since retail space is often scarce and expensive retailers have successfully increased their ability to:

• store extra stock, • display merchandise• creatively present a message• creatively present a message

by utilizing wall space

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Designed to be hung on the wall

Merchandise can be stored on shelving and racks

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Coordination of products with displays, photos or graphics featuring the merchandiseM

a featuring the merchandise

MERCHANDISING

Physical environment

M.4.

MERCHANDISE PRESENTATION: Atmospherics

Interior displays

MERCHANDISE PRESENTATION: BY SIZE, COLOR & STYLE

Since the customer usually knows the desired size, color it’s easiest to locate items organized in thiscolor, it’s easiest to locate items organized in thismanner

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Similar items are found in the same location

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MERCHANDISING

Physical environment

M.4.

MERCHANDISE PRESENTATION: Atmospherics

Interior displays

MERCHANDISE PRESENTATION: PRICE LINING

When retailers offer a limited number of predetermined price points within a classification

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MERCHANDISE PRESENTATION:MERCHANDISE PRESENTATION:VERTICAL vs HORIZONTAL

Merchandise is presented vertically using walls and high gondolasOrganize merchandise to follow the eye’s natural Organize merchandise to follow the eye s natural movementLeft to right, top to bottom as we read

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Head level

32 centimetresHead level Pantene

Head levelL’oreal & Fructis

32 centimetres

32 centimetres32 centimetres

32 centimetres

Eye & Hand levelDeliplus = private label

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Feet level Revlon

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32 centimetres

10 centimetres

Feet level Revlon

© Mayo De Juan Vigaray 2006 16

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MERCHANDISINGPhysical

environmentM.4.

MERCHANDISE PRESENTATION: Atmospherics

Interior displays

Display

MERCHANDISE PRESENTATION:TONNAGE

Display technique in which large quantities of quantities of merchandise are displayed

htogether

Use to enhance and reinforce

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and reinforce store’s price image

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The merchandise itself is the display

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MERCHANDISE PRESENTATION:MERCHANDISE PRESENTATION:FRONTAL

Method of displaying merchandise in which the retailer exposes as much of the product as possible to catch the customer’s eye: FACINGSy

Books & magazinesg

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MERCHANDISE PRESENTATION:MERCHANDISE PRESENTATION:PURCHASE VISIBILITY CURVE

Retailer tilts lower shelves so shelves so more merchandise is in direct

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is in direct view

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MERCHANDISING

Physical environment

M.4.

MERCHANDISE PRESENTATION: Atmospherics

Interior displays

MERCHANDISE PRESENTATION:STACKING

Large hardline merchandise can be stacked on shelves, the base decks of gondolas, or “flats”“flats”Is easily maintained and gives an image of high volume and low price

Platforms placed directly

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on the floor

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MERCHANDISING

Physical environment

M.4.

MERCHANDISE PRESENTATION: Atmospherics

Interior displays

MERCHANDISE PRESENTATION:HANGING

Apparel on hangers can be hung from softlines fixtures,Such as:

RacksFour wayFour way

Bars installed on gondolasWall systems

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MERCHANDISING

Physical environment

M.4.

MERCHANDISE PRESENTATION: Atmospherics

Interior displays

MERCHANDISE PRESENTATION:DUMPING

Large quantities of small merchandise can be dumped in bins or baskets inserted into gondolas or wall systemsbins or baskets inserted into gondolas or wall systemsHighly effective promotional method for:

Softlines (socks)

Hardlines (batteries, grocery products, candy)

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Creates a high-volume, low-cost image

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MERCHANDISING

Physical environment

M.4.

MERCHANDISE PRESENTATION: Atmospherics

Interior displays

MERCHANDISE PRESENTATION:PEGGING

Small merchandise can be hung from peghooksUsed in:

S ll d i t d i t

peghooks

Softlines (socks)

Small rods inserted intogondolas or wall systems

Hardlines

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Gives a neat, orderly appearanceCan be labor intensive to display and maintainM

a Can be labor intensive to display and maintain

MERCHANDISE PRESENTATION:MERCHANDISE PRESENTATION:SHELVING & TABLES

The majority of merchandise is placed on shelves that are inserted into gondolas or wall systems

Flexible & easy to maintain

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MERCHANDISING

Physical environment

M.4.

FREESTANDIG FIXTURE AND Atmospherics

Interior displays

FREESTANDIG FIXTURE AND MANNEQUINS

Design to get customer’sattention

Display the newest

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MERCHANDISING

Physical environment

M.4.

MANNEQUINSAtmospherics

Interior displays

Customers express approval at being able to:able to:

see designgentire outfitssee what the clothes will look like on

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influence multiple purpose

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Morganstein, M. and Strongin, H. (1992) “Modern Retailing: Management Principles and Practices” 3rd Edition, Prentice Hall.

MERCHANDISING

Physical environment

M.4.

MANNEQUINSAtmospherics

Interior displays

Very visual(*)

Stimulate browsing(**) … However….

… the only mannequins that generated and adverse reaction were those used in the “Miss Sixty” concession –these were non-traditional clear torso

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(*) Morganstein, M. and Strongin, H. (1992) “Modern Retailing: Management Principles and Practices” 3rd Edition, Prentice Hall.

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(**) Lea-Greenwood, G. (1998) “Visual Merchandising: a Neglected Area in UK Fashion Retailing?” International Journal of Retailing and Distribution Management, Vol. 18, N. 4, pp. 21-31.

MERCHANDISE PRESENTATION:MERCHANDISE PRESENTATION:POINT OF SALE AREAS

Customer Customer is almost held

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MERCHANDISING

Physical environment

M.4.

END CAPS & PROMOTIONAL Atmospherics

Interior displays

END CAPS & PROMOTIONAL AISLES OR AREA

End of an aisle. High visibility

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ASSORTMENT DISPLAY

One in which retailer exhibits a wide range of merchandise

Greeting cardsBooks & magazines

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Books & magazines

Fruit & vegetables

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MERCHANDISING

Physical environment

M.4.

THEME-SETTING & Atmospherics

Interior displays

THEME SETTING & IDEA-ORIENTED PRESENTATION

Depicts a product in a thematic manner

Special events: Employees dressedSpecial events: Valentine’s Day Book’s Day magazines

dressed

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MERCHANDISING

Physical environment

M.4.

Atmospherics

Interior displaysENSEMBLE DISPLAY

Instead of grouping and showing merchandise in separate categories ease of purchase and posible to envision an entire outfit or combination of productsp

Products are “g o ped”

Merchandise

“grouped”

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Merchandise show complementary

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MERCHANDISING

Physical environment

M.4.

MERCHANDISINGAtmospherics

Interior displays

M.1. Communication methods

Retail imageM.2.

Design of a storeM.3.

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M.4. Physical environment AtmosphericsExterior

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Store layoutI t i di lM

a Interior displaysINTERIOR DISPLAYS. End