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Unit 30: Visual Merchandising in Retail

D1: Evaluate how retail outlets use psychology in their visual merchandising and display
techniques to encourage customers to purchase goods
In this task, I am going to evaluate how three companies use psychology and different
techniques in both merchandising and display, to convince customers to purchase goods
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As all three of these companies differ in terms of what they sell and how they are presented,
it means they will also differ in terms of how they use psychology to encourage customers to
purchase goods
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This can also interlink with
psychology, as window displays may also evoke certain thoughts from customers depending
on the season, as if there are certain props that may accentuate certain themes, so for
example if M&S brings out a new clothing range in conjunction with the christmas season,
some customers may be more likely to come in and see what they have, as that christmas
feeling has been captured
...
The first is that it can
increase interest in the store, as customers may be impressed by the quality of the window
display and as a result they may come in
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With this, if the widow display is very impressive, it may also get some social
media interaction, as depending on the season, mostly in christmas, window displays are
very popular, so therefore if the display is very popular, the specific branch may be very
popular, as people may want to see the display in person, therefore increasing overall
traction of the store and the customers who come into the store
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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 first is that it can inform
the customer on what they are getting, so therefore, they can see the health benefits and
also allergen information, so therefore the purchase issae, and the customer is comfortable
buying the product
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In terms of negatives relating to this technique, I can’t find any that packaging can cause due
to the positives it adds to merchandising and benefitting the product and customer
experience
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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 positives for this specific technique, I can see that it benefits the store greatly, as
it improves the aesthetics of the store by making it look far more spacious and as a result,
customers may be more likely to come back, as the store looks large, and therefore it may
look like there are more products in the store than there are, so therefore due to this, they
may feel this store is superior to others, due to an effective use of space
...
This point is similar to the previous paragraph, as will be able to see
other products across the store, meaning the customer is more likely to browse for longer,
and will put more things in their trolley
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Similar to the previous positive, I can see that it benefits the store greatly, as it improves the
aesthetics of the store by making it look far more spacious and the store looks larger, and
therefore it may look like there are more products in the store than there are, so therefore
due to this, they may feel this store is superior to others, due to an effective use of space
...
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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Tesco
Firstly, in terms of tangibles and what the customer can see, Tesco will put their different
brand names throughout the store, to emphasise the brand in order to make the customer
constantly think about them
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This theory also works with the other methods they carry out through
name throughout store, as they will also but their main Tesco logo as well as the website link
throughout the store again to subconsciously emphasise this branding, so that the customer
thinks about it, and is more likely to act in the future, by coming back, going to the website,
etc
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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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The main positive with this point is the communication between Tesco and the customers, as
the promotions are being advertised very well, so therefore, the customer will be able to see
the range of different promotions that Tesco has available and from this they will both
benefit, as the customer will be able to save money , and the store will be able to shift the
stock and increase revenues as a result
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For example, if they want to shift certain products
that haven’t been selling as well, as they may start a “Buy One Get One Free” deal, as they
may have bought far too much of a product that hasn’t sold as well as expected, so
therefore, buy using this traditional marketing technique they will be able to convince the
customers to buy more of the product
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They method they may use to advertise
these promotions would be signage through stores, at the relevant aisles, in order to inform
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This technique has the same positive as the previous technique, as the main positive with
this point is that the promotions are being advertised very well, so therefore, the customer

will be able to see the range of different promotions that Tesco has available and from this
they will both benefit, as the customer will be able to save money , and the store will be able
to shift the stock and increase revenues as a result
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The positive of this technique is that the customer will be more likely to buy the products if
they try it, as they know the product they are getting, and therefore there will be more sales
towards this product
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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

Firstly, in terms of tangibles, the fixture positioning is very important in terms of the store, as
in River Island, as they have their fixtures positioned around the store, in open spaces,
meaning that the customers have more space to roam and browse other products, which
means the customer is more likely to browse for longer, and be able to view all the clothes
that are suitable for them, so therefore, i the customer browses more they will be more likely
to buy more, meaning spending potential is maximised
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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, so
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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The main positive regarding this technique is general convenience, as it makes the customer
experience easier, as they may take less time going to the dressing room, and they can see
how things match up on them there and then, and by making this service much more
convenient, the customer is more likely to come back in there long term
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The first is the use of coloured displays, as in their stores, River island usually have white
walls, with some displays in pink, green, etc, in order to emphasise the colour through the
store in order to brighten it up and make the store look more visually interesting
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The main positive regarding this technique is that the store looks better as a whole, as in the
paragraph i said that the store was very drab and dull, they would only stay for a couple of
minutes, so therefore due to the store being visually interesting, the customer may browse
for longer, and as a result, they may find more clothes, maximising their spending potential
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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 main positive of this is that his is similar to the point in the paragraph, 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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The main positive is that it gives a convenient place for people to sit down and chill, an also
for people to get together in the dstore, so due to this, it may make some people's
experience of the store better, so this will only benefit the customer experience, making them
want to come back in the future

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