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Unit 30: Visual Merchandising in Retail

M2a: Compare how three retail businesses use space (and psychology) to influence
customers to purchase goods
In this task I am going to compare three different stores to find similarities and differences
regarding how they use different methods to influence customers to purchase goods
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Firstly, in terms of the store layout (with the planograms provided), we can see that there are
both similarities and differences which apply
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Space is used effectively
in this planogram, as we can see that the grocery aisles
are located in the centre, and have the most space
allocated, as this is what the majority of customers come
in for, and these aisles would have the most variety, so
therefore they would put the stock here for the customer to
locate
...
We
can see that space is used effectively in this
planogram, as we can see that there has been a lot of
space allocated to make sure the customers can view
freely, as people mainly come into clothes shops to
view what they have, as the customers wouldn’t have
come in to buy one thing, so there has to be sufficient
space for the customers to move around easily
...


Marks and Spencer:
This is an example of M&S’ planogram which
resembles a loop layout, which can be applied to
M&S
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We can from this that M&S uses open
space effectively, which may be used for displays
and the rest of the space is rather consistent, which
would be used for shelving, and product displays for
clothing and food
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The similarities between the layouts provided is that they all use space effectively when you
contextualise the type of store they are
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With River Islands’ general layout, they will have lots of space for people to roam and
browse the clothing, and as they won’t have the amount of stock that Tesco would have,
they can afford to use the space and not make the area cramped
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However, as I indicated before, the layouts are different in terms of the way the space is
used, as Tesco uses a basic layout with the aisles being straight, and space at the front for
the checkouts, also with some of the stock being located on the walls
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Finally, M&S differs to both as
they have a complex design, as they want to have enough space for their customers to
roam, as well as stocking their various products within the store, so they use a loop design to
use the space more effectively
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The entrance design could also have a link to

shopping psychology, as when you walk past the automatic doors, the open, and if people
walking past the door see that the door is open, they may be more drawn to go into the store
and browse as the door is open and they may see what is inside, and they may be more
intrigued to see what is in the store
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I believe that River
Island differs from both Tesco and Marks & Spencer in terms of storage, as River Island will
only stock a limited amount of stock, as they want to give the impression that a certain item
of clothing is running out, so that the customers buy the clothes there and then, whereas
with the other two, they are trying to convey a different methods, as they (Tesco and Marks
& Spencer) are both superstores (Tesco moreso, Marks & Spencer known more as a
department store), known for stocking large amounts of product throughout the store, which
means the shelves have to be constantly have to be full, to give the constant impression that
they have everything the customer will want all the time, so therefore this use of space will
give the impression that the store has everything they need
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In conclusion, I have evaluated how the three stores use both space and psychology in order
to appeal to customers leading to them purchasing goods
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alamy
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