Visual Merchandising, L.A.A, P1:
Investigate the visual merchandising and display techniques that can
be used in retail outlets
Visual merchandising
Visual merchandising is a marketing strategy or practice that entails using a combination of
ways to attract customers' attention. It’s a method of procedures of presenting or displaying
products in a way that makes them visually appealing and desirable to ultimately grab
consumers into the business. These can include things such as adding floor plans, colour,
lighting, displays, technology, props, mannequins and other things. A business must ensure the
physical display of goods in the most attractive manner possible. Businesses do this because of
a stimulating and engaging display to encourage and increase the sale of a product or service.
The aim and purpose of visual merchandising is to entice people to enter a store. By enhancing
the visual image of the store, a business can sell products through creating a beautiful place.
This helps customers have a better shopping experience, as it serves as a powerful marketing
tool for the company to gain more publicity and exposure through making the place look lively,
premium and appealing in the eyes of a consumer which enhances customer loyalty, as well as
attracts potential customers into the store/business which can increase sales and overall lead
the business to have higher customer retention. Ultimately, the point here is visual
merchandising is all about using creative ways to display things (products, light bars, shelfs) to
grab and capture the attention of a potential consumer into the business.
Brief introduction into my four firms
Samsung:
Samsung is a high end multinational manufacturing enterprise that
produces electronic devices. They first began their company in 2005.
Where they originated their business in South Korea and have ever since grown immensely
through which they have now wildly expanded their customer reach since their massive growth
in the late 1970s. Samsung is now one of the world’s largest producers of electronic devices.
They specialise in the production of a wide variety of consumer and industry electronics,
including appliances, digital media devices. Samsung has become one of the most-recognizable
names in the smartphone industry as well as in the TV industry, and seen as a very high end and
quality offering firm. Samsung's major competitors include, prominently, Apple, Xiaomi, Sony,
LG and many more. These companies have caused Samsung to innovate and keep pushing itself
in attracting and retaining consumers.
,Louis Vuitton
Louis Vuitton is a luxurious fashion designer company from France in which
they first began their first production line in 1894. The company has ever
since grown by their highly quality products and is now one of the most
valuable premium brands in the fashion industry. Its product ranges include
leather goods, handbags, trunks, shoes, watches, jewellery and accessories. Louis Vuitton is a
very visually appealing brand, especially their stores who are very eye-catching and attention
grabbing to consumers. The reason why Louis Vuitton is an established luxurious brand is
because the French brand has a rich heritage, it's a luxury brand, provides status and
exclusivity, and has considerable consumer demand due to its offering of high quality products
McDonald
McDonald is an American multinational fast food corporation, founded in 1940
and since has seen growth rapidly worldwide, becoming one of the largest fast
food chain suppliers in the world. The company is well known for its
hamburgers, especially its Big Macs.Through its massive success in the Restaurants industry, it
has gained over serving 69 million consumers daily in over 100 countries across 37.855 outlets
by the end of 2018. McDonald’s also has the largest share in the fast food restaurant industry of
17% in the U.S. In 2021 McDonald had achieved 21% of the market share in the restaurant
industry while its major competitor Starbucks had barely achieved 8.2% of the market share in
the restaurant industry.
Sony
Sony is a multinational Japanese firm that manufactures electronic devices
such as headphones, game consoles, televisions, cameras, Smartphones,
and many more. They are well-known for their high-quality gaming consoles, cameras, and
headphones, and they have a strong brand identification in their respective markets. In 2020,
the company's total yearly sales was more than 84 billion US dollars. Among their main
competitors are Xbox, Microsoft, LG, Amassing, Qualcomm, and many more. Sony is the market
leader in the gaming console business, with 43 % of the industry market share, followed by
Xbox with 25 percent of the game console market share and Nintendo with 37 percent of the
game console market share.
Displaying techniques for businesses
, Product placement
Product placement is a marketing technique in which retailers will display and place their
products where they are most likely to attract the customer's attention, ultimately customers
will be more likely to purchase from the business. The window is an obvious place for display
but other areas can be just as effective. Businesses use this marketing strategy for promotional
intent, to reach their targeted audience. An example of a business that uses this marketing
strategy is Rolex. Roles is a company that is well known for their premium, high end and
luxurious watches that they offer to their customers, the way they appeal, reach out and grab a
potential customer attention is by placing their products (watches) on stand that is curled up
and is displayed behind a very proactive glass which makes the product look luxurious in a way
that makes it appealing and aesthetically pleasing.
Product segmentation
Product segmentation is another very important aspect for retailers (businesses) to consider
when aiming to attract consumers to come into the business. This is where a company modifies
its product into several different products in order to attract different kinds of customers or
target different markets. Such as in fashion outlets, products are segmented by categories such
as outdoor, casual, work wear or sportswear clothing etc…These products are segmented
across the business in order to influence higher sales. Product segmentation enables a business
to reach a wider customer base, create a way for the businesses products to be aimed at
different consumers, in so enabling the business to identify its consumers and enhance the
business understanding of its targeted demographics and ideal consumers. (Target market
segmentation).
Product segmentation can occur through:
➔ Theme -
➔ Promotion
➔ Event Across the Business
➔ Season
Theme - Products that belong to the same category and can be bought together, which could
include displays themed around holidays such as Halloween, the start of the school year,
Valentine's Day, or even colour themes as well as for instance, casual clothes; work clothes; ski
equipment etc.)
