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Describe how visual merchandising techniques are applied to goods in different types of retail outlets.

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Introduction

´╗┐Unit 4 Visual Merchandising In Retail P1: Describe how visual merchandising techniques are applied to goods in different types of retail outlets. Introduction In order to complete this task I will be identifying the visual merchandising and display techniques used for three retail outlets. The three organisations that I will be working on throughout this assignment are: 1. Hollister 2. Hamleys 3. The Body Shop Visual Merchandising - This could be defined as the way in which retailers present and deliver their products to customers, in order to meet their needs, expectations and increase the profit and sales of the organisation. Visual Merchandising is the art and creativity of promoting the products a business sells in the most attractive way possible, with the intention of creating interest. 1. Hollister Brief history of the company: Hollister Co., sometimes advertised as Hollister or HCo, is an American lifestyle brand by Abercrombie & Fitch Co. It was created in 2000 with its first store opening in July 2000 at the Easton Town Center in Columbus, Ohio. The concept was originally designed to attract consumers aged 14?18 through its SoCal inspired image and casual wear. Goods are available in store and through the company's online store. The stores are designed to simulate the feeling of being in a surf shop by having the exterior and interior based on a life guard house. ...read more.

Middle

The largest toy shop uses the front displays to set the mood of a particular event or sale they have. This mood often matches the season, for example during Christmas periods; they set the mood of Boxing Day, New Year, etc. 1. Price ? The location of the shop is meant to attract middle class families, international shoppers and many tourists. As a result the prices of some products and services they provide might not be affordable to everyone. In this case higher prices stand for better quality of the products as well as the location of Hamleys allows them to have a bit higher prices on some toys. 2. Sales and Promotion ? Hamleys frequently promotes their products in store, as they have point of sale advertisement, or usually the toys that are on sale are put next to the cashiers, so it is easily for shoppers to see it. As well as that they advertise on their original website, other internet sites, on TV around Christmas and Easter and some other special events, e.g. when they celebrated the 250th anniversary of the store. Hamleys mainly promote the new toys and games in store, by using sales representatives, for example doing puppet shows, staff dressed as super heroes, or demonstrating how to play with the toys. 3. Environment ? The environment of Hamleys is very welcoming, there are people from the staff that entertain the customers once they enter the store and everyone can join in and have fun, play around and shop at the same time. ...read more.

Conclusion

Another thing that benefits Body Shop is that they utilise all the space within the shop, making it as profitable as possible. 1. Online service ? The high quality body, skin and beauty retailer also provides wide range of products on their online website. The website informs the consumers of latest offers and promotions. Customers will need to create an account in order to start using the services that it provides. Then they can start using The Body Shop website daily to get deals discount codes, free delivery, etc. and the purchase are always delivered straight to customers door. Window display shown is in Oxford Street, London. From the pictures we can see how The Body Shop has used its store window to display a campaign they are supporting. The campaign is to raise money to build a school in Cabra, Kosovo. This shows that their company is ethically responsible and when customers shop they raise money for charity and help someone in need. The picture below shows how Body Shops products are put down in the store. Everything is clear to the viewer, easy to find and there is a price and description underneath each product. The Body Shop also carries a theme throughout the display. Every seasonal promotion such as the Valentine?s Day, the poster conveys a message of what are the best products for that specific occasion. The window table at the bottom of the poster carries the products with A6 cards announcing discounts and promotions. ...read more.

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