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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
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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
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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
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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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