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Unit 30: Visual Merchandising in Retail

P3: Explain how three retail outlets use psychology in their visual merchandising and display
techniques to encourage customers to purchase goods
In this task, I am going to explain how three companies use psychology and different
techniques in both merchandising and display, to convince customers to purchase goods
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Tangible techniques are something you can touch, see, hear or smell such as packaging,
displays, promotions, etc, whereas intangible techniques evoke certain emotions from the
customer in order to convince them to buy products ie
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The three companies I am going to evaluate are Tesco, Marks & Spencer and River Island
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Marks and Spencer
Firstly in terms of tangibles, Marks and Spencer are well known for their window displays, as
they want to show what different products they have in store, as some people may not be
aware of the current ranges they have out, so therefore by showing these clothes when
customers walk past, so therefore the clothing can catch the persons eye, and as a result,
the customer may be interested, and may want to see what else they have, so by going
through this effort to showcase the clothes they have in season, they will be able to drive
customers through the door by their window displays
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With packaging designs, M&S uses eye catching imagery on their and M&S food packaging,
as they use great photographs of the food to convince people to buy their ready meals, as
they know that if the food looks good, the food will more likely taste good, so with this they
use creative imagery to make the food look as good as possible, so that more people buy it
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One final point regarding the design is the information

given on the packaging, as the ingredients and health information will all be given, so
therefore with this level of transparency, the customer will be more comfortable with buying
the product, and they will be more likely to purchase
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The main positive with this point is that by having a more open space with smaller
displays, it then gives the impression that the store is more spacious than it really is, and
with this the customer is then able to see more of the store, and as a result, they will be able
to look at other products across the store, meaning this will be able to maximise the
spending potential of the customer
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In terms of the intangibles techniques, which evoke certain thoughts and emotions from the
customer, one technique that may be used is having visible and accessible products
throughout the store
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With this, if the customer believes that the store has
more variety by being able to see more throughout the store, they will be more likely to come
back in the long run
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M&S will attempt to activate different
senses throughout the customers time in the store
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For example, during the Christmas season will put up displays
to evoke the christmas mood, so therefore customers are more interested in the displays
and are more likely to come back due to the presentation, They may also hear Christmas
music throughout their time at the store, so they may get a feeling of nostalgia throughout
the store, and through this, the customer will get a positive feeling in the store, and they may
link this feeling to M&S and they may come back as they may want this feeling again
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One example of how this is used is through their everyday
value brand, as they have the more popular brands in the store, however, in order to push
their own brand, but having their everyday value be cheaper than these brands, in order to

incentivize these sales, and due to this, the Tesco brand is more heavily emphasised, so
therefore the customer will think about the brand more, With this branding, if the customer
buy these everyday value brand, at home, they will constantly see the Tesco brand at home,
and subconsciously, they will be thinking about Tesco much more and they will be more
likely to come back
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A similar point to the previous paragraph is the use of signage, as Tesco will use different
types of signs throughout their store, in order to emphasise different points
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This logo is used
effectively, as when people are driving past or walking past the store, the first thing they see
is the giant sign outside, which will draw people to the store, as people will see the logo, and
think about what they need at home, so this method of signage is usually every effective in
terms of getting people to the store
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With the promotions, Tesco may have several different methods in order to entice their
customers to purchase different products
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Another practice they may carry out is selling
seasonal products in conjunction with an event that may be happening, such as Easter or
Christmas, in order to maximise spending potential
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They may also use TV advertising in order to spread the message further if necessary, as if
they have a BOGOF with seasonal products, Tesco knows that their customers would be
greatly interested in this, so they would want as many people to know about this, in order to
make as many sales as possible
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Similar to M&S, Tesco will attempt to activate different feelings and emotions to the
customers through their time in the store
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By having seasonal products which relate to spring such as
easter eggs, it may give a feeling of nostalgia throughout the store, and through this, the
customer will get a positive feeling in the store, and as a result as they have seen all these
products, and the general ambience of the store relates more to Easter, they will be more
likely to come back here for their Easter shop, as they have seen what Tesco has, and due
to their general positive experience of the store
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River Island also uses of mirrors effectively as throughout the store, they would have mirrors,
so the customers can see what things look like on them, to see if the clothes suit them, s o
they are given more incentive to buy the clothes there and then, as if they know the clothes
suit them, they will buy them there and then, whereas if you can’t see what they may look
like on you, you may delay buying it, and this will impact the store negatively in terms of
sales
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In terms of the intangible techniques that River Island offers in their stores, they use
traditional techniques to brighten up their stores and make them more interesting
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By contrast
different colours, customers are more interested in the displays, and are more likely to stay
in the store for longer, because if the store was very drab and dull, they would only stay for a
couple of minutes, are the store may be attractive to the eye, whereas if they have bright

colours throughout, the customers are more likely to stay and browse, meaning they are
more likely to buy more from the store
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This is similar to the previous point, as if the store has upbeat and fun
music, which is popular, the customers are more likely to stay in the store for longer,
whereas if the store has boring music or no music at all, they would only stay for a couple of
minutes, as the store would be less interesting, and the customers would leave
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The final technique is the use of furniture throughout River Island, as near the changing
areas and the shoe area, they usually have seats for people to try things on, in order to
make things easier for them
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