Essay

Unit 16 Final submission- Distinction* (everything for unit 16 is included in this document)

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Module
Unit 16 - Visual Merchandising

Institution
PEARSON (PEARSON)

This document will act as a bundle! In here you will find the improved versions of: Display techniques, Psychological and Technological display techniques, visual merchandising, how visual merchandising is affected by legal and safety regulations, evaluation of the display techniques used by Tesco ...

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Uploaded on October 2, 2021
Number of pages 56
Written in 2020/2021
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Unit 16 (Part A, B and C) distinction* level.

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1. Presentation - Unit 16 aim c-planogram, create a display (aim c)
2. Essay - Unit 16 final submission- distinction* (everything for unit 16 is included in this do...
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16.1 Final Submission

i)Investigate the Display techniques used by the two businesses and explain how and why
they use them
Your first submission for this is here:
https://classroom.google.com/c/MTYyOTYyNDc4MjYz/a/MjgyNTcxNDQ1OTA2/details

A2- Display techniques used in both Tesco and Topshop.

Product Placement.

Product placement is a crucial display technique which all stores need to have nailed in
order to drive sales and attract customers to the most profitable products. Product
placement quit simply refers to where stores such as Tesco and Topshop place/display their
products.

Tesco

Window product placement isn't very popular amongst supermarkets such as Tesco.
Products which can be seen through windows are mainly used amongst clothing retailers
e.g. Topshop. However, Tesco does display wallpapers around their store which have
sentences written on them such as ‘join our award winning network’. This display can be
specifically seen at the big Hove Tescos.

,Front/end aisles, also known as endcap aisles is a technique which can be seen used by
Tesco. On some products Tesco will display a big yellow sign at the top with products which
are for sale/extremely cheap e.g. £1 These products usually are snacks e.g. chocolate, and
are very affordable for all customers. Tesco(can be seen using this technique many times
throughout their store). As mentioned before, one way in which Tesco uses these
techniques is by using big yellow sale tags on certain products.This yellow signs provide
many benefits, one of them being that the sign is very easy for customers to see, and
especially with the promotion of cheap products, customers are more than likely to be
influenced by them. This technique plays a huge advantage in costs, a cardboard yellow sign
won't cost Tesco much, and can also be very easy to move around the store. However, I
have seen these yellow boxes fall, as a result this technique plays a hazard role, and it could
potentially fall on a child's head and injure them.

In some Tesco stores a near stair display can also be seen. Many Tesco stores have a second
floor which is mainly associated with clothing. Access to the second floor is usually taken via
escalator and Tesco will often display products on sale. In the image below Tesco use sweets
in this instance and display a yellow sale sign on the side of the box. Tesco will often display
many products around the escalator and make the most use of the space around them.
However, a heavy display in this instance would only be used if the escalators are broken
down and it wont get in the way of customers wanting to get upstairs. Moreover, customers
who don't know that the escalator is broken, will most likely go towards it if they are looking
to get upstairs, and therefore will come across these sweets which are on sale.

,An entrance display is something that Tesco takes advantage of during the season. In many
Tesco stores you will see Tesco display flowers on seasons such as valentine day. This is a
very smart strategy since it's the first thing which the customers see, and especially during a
season when flowers are the most popular, it will incentivize them to purchase the flowers.
Another reason why Tesco displays flowers at the entrance is because they need fresh air,
and if Tesco was to display them in the store, the flowers would rot. Other than flowers, a
daily product which Tesco displays all the time at the entrance is daily free magazines.
However, this does not generate the company any money. The advantage of this display is
psychological. Any product placed at the entrance-especially if its seasonal- will attract the
customer's attention, leading to potential buys. Furthermore, using in the entrance is an
efficient way for Tesco to use its spare space, as opposed to if they were to create room in
the store which would result in having to take certain products away, or make the store
more compact, giving the customers less room. Although these advantages seem really
greate, the biggest con is that these products are an eye opener for thieves. Especially with
the fact that not all Tesco stores have security guards at the main entrance, it incentivises
these products to be stolen and ‘gotten’ away with.

, As i mentioned before, similarly to near stair displays, Tesco dont use near escalators/lifts
displays since the majority of stores operate on one floor, like Tesco Hove Metro.

High traffic aisling is one of the very-if not the most important area which display techniques
are focused around. High traffic aisles is ‘heart of the store. It's where the most profitable
and key categorical products are placed, this is why these areas are called ‘high-traffic
aisles’, as they attract a large flow of customers. Tesco uses a large amount of display
techniques in aisles which are heavily packed with customers. Horizontal displays can be just
as effective. You often see customers leave their trolley at the start of the aisle, walk
towards the end and come back to their trolley with many new products. Horizontal displays
force the customer to move down the aisle since the items are placed in that ‘out of sight’
way. However the issue with this is that it can cause customers barging into each other and
not satisfy the customers experience during shopping. Despite the potential disadvantage of
customer barging into each other, it's safe to say that the greatest advantage which the
aisles hold is the constant flow which drives sales to go up. Tesco can take advantage of this
and place their most profitable products in these isles.

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Essay

Unit 16 Final submission- Distinction* (everything for unit 16 is included in this document)

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