P1: Investigate the visual merchandising and display techniques that can be used in retail outlets.
By Ayshe Osman
Visual merchandising is promoting the sale of products and services by the way they are presented
in retail outlets; combining product, environment and space into a stimulating and engaging display
to encourage the sale of a product or service; the physical display of goods in the most attractive
manner possible. Retailers use visual merchandising to develop floor plans and decide how to deliver
and present their products to maximise sales, increase profit and meet their customers need.
The two contrasting businesses I have chosen for this unit are Topshop and Tesco. One is a clothing
store while the other is a supermarket. In this assignment I have researched in detail the visual
merchandising and display techniques used by both of the companies.
Topshop is a dynamic retailer that connects its global audience with the
new and next in fashion, style, and culture. It has around 510 shops
worldwide – of which some 300 are in the UK – plus online operations
in a number of its markets.
Tesco is a famous British multinational supermarket chain that
currently operates in 11 countries and is one of the world's largest
general merchandise retailers. Tesco was founded in 1919 by Jack
Cohen as a group of market stalls in Hackney, London. It operates in the
UK grocery market and most of its annual revenue is generated from its
key market: The United Kingdom. Additionally, the company sells
products in stores located in other European and Asian countries.
Based on market share, Tesco's largest rivals in the grocery store
business are Asda and Sainsbury's.
Topshop
As part of my investigation, I went to Topshop. This retailer sells clothing, jewellery, makeup, bags
and shoes. The techniques used by Topshop are product placement, wall fixtures and blocking.
One of Topshop’s main visual merchandising techniques is
product placement. This is where retailers display and place
products where they are most likely to attract the customer’s
attention. This ensures that customers travel around the whole
store. For example, the most commonly sold products will be at
the back and the pathways through the store will be in and out of
clothes racks so that customers cannot get directly to the back;
they have to walk through all the products.
Topshop also uses wall fixtures as a visual merchandising
technique. They are designed in a clever way that is appealing
, to their target audience. Topshop use wall fixtures to display the different shoes that they have.
Topshop uses blocking as a visual merchandising technique. The aim of
this is to drive shoppers' attention to a particular brand or item on the
shelf. It is appealing and draws customers in by making individual
products stand out. When products are presented using this technique
customers are influenced to buy products that would not necessarily
stand out otherwise.
Topshop uses mannequins. They are placed around the store to advertise and
highlight the unique collections of the store. They display the latest trends in
fashion and influence the customers to buy the particular merchandise.
Tesco
As part of my investigation, I went to Tesco. This retailer sells food, books, clothing, electronics,
furniture and toys. The techniques used by Tesco are complementary colours, shelf layout and stock
Facing.
One of Tesco’s main visual merchandising techniques used is
complementary colours. Colours that are opposite each other on
the colour wheel are considered to be complementary colours, for
example, red and green. The advantage of using complementary
colours is that the high contrast creates a vibrant look especially
when used at full saturation. The colour scheme must be managed
well so it is not irritating.
Tesco uses shelf layout as a visual merchandising technique. Best selling
products are placed at eye level to entice shoppers; children’s products are
placed on lower shelves at their eye level so they can see the products and
pester their parents to buy them.
Tesco use product demonstration, this is a promotion where a
product is demonstrated to potential customers. The goal of the
demonstration is to introduce customers to the product in hopes
of getting them to purchase that item. This is an effective way to
By Ayshe Osman
Visual merchandising is promoting the sale of products and services by the way they are presented
in retail outlets; combining product, environment and space into a stimulating and engaging display
to encourage the sale of a product or service; the physical display of goods in the most attractive
manner possible. Retailers use visual merchandising to develop floor plans and decide how to deliver
and present their products to maximise sales, increase profit and meet their customers need.
The two contrasting businesses I have chosen for this unit are Topshop and Tesco. One is a clothing
store while the other is a supermarket. In this assignment I have researched in detail the visual
merchandising and display techniques used by both of the companies.
Topshop is a dynamic retailer that connects its global audience with the
new and next in fashion, style, and culture. It has around 510 shops
worldwide – of which some 300 are in the UK – plus online operations
in a number of its markets.
Tesco is a famous British multinational supermarket chain that
currently operates in 11 countries and is one of the world's largest
general merchandise retailers. Tesco was founded in 1919 by Jack
Cohen as a group of market stalls in Hackney, London. It operates in the
UK grocery market and most of its annual revenue is generated from its
key market: The United Kingdom. Additionally, the company sells
products in stores located in other European and Asian countries.
Based on market share, Tesco's largest rivals in the grocery store
business are Asda and Sainsbury's.
Topshop
As part of my investigation, I went to Topshop. This retailer sells clothing, jewellery, makeup, bags
and shoes. The techniques used by Topshop are product placement, wall fixtures and blocking.
One of Topshop’s main visual merchandising techniques is
product placement. This is where retailers display and place
products where they are most likely to attract the customer’s
attention. This ensures that customers travel around the whole
store. For example, the most commonly sold products will be at
the back and the pathways through the store will be in and out of
clothes racks so that customers cannot get directly to the back;
they have to walk through all the products.
Topshop also uses wall fixtures as a visual merchandising
technique. They are designed in a clever way that is appealing
, to their target audience. Topshop use wall fixtures to display the different shoes that they have.
Topshop uses blocking as a visual merchandising technique. The aim of
this is to drive shoppers' attention to a particular brand or item on the
shelf. It is appealing and draws customers in by making individual
products stand out. When products are presented using this technique
customers are influenced to buy products that would not necessarily
stand out otherwise.
Topshop uses mannequins. They are placed around the store to advertise and
highlight the unique collections of the store. They display the latest trends in
fashion and influence the customers to buy the particular merchandise.
Tesco
As part of my investigation, I went to Tesco. This retailer sells food, books, clothing, electronics,
furniture and toys. The techniques used by Tesco are complementary colours, shelf layout and stock
Facing.
One of Tesco’s main visual merchandising techniques used is
complementary colours. Colours that are opposite each other on
the colour wheel are considered to be complementary colours, for
example, red and green. The advantage of using complementary
colours is that the high contrast creates a vibrant look especially
when used at full saturation. The colour scheme must be managed
well so it is not irritating.
Tesco uses shelf layout as a visual merchandising technique. Best selling
products are placed at eye level to entice shoppers; children’s products are
placed on lower shelves at their eye level so they can see the products and
pester their parents to buy them.
Tesco use product demonstration, this is a promotion where a
product is demonstrated to potential customers. The goal of the
demonstration is to introduce customers to the product in hopes
of getting them to purchase that item. This is an effective way to
