Mayo De e Juan Vigaray y Esta obra se e publica bajo una Licencia Creative Com mmons Reconoc cimiento No Comercial

l C Compartir Igu ual 3.0, Spain

Instructor :

RETAIL MARKETING

y De Juan Vigaray g y Dr. Mayo

Power points: conceptual framework

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PART 4.b

MERCHANDISING M.4. Physical environment

INTERIOR DISPLAYS
Fi t Fixtures Gondola Straight rack Rounder Four-way, feature fixture Cases Wall decorations M Merchandise h di presentation t ti Shelving Folding Price lining Stacking Hanging Vertical Dumping Pegging Tonnage Frontage Color By size style P h Purchase visibility i ibilit curve
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Atmospherics Interior displays

Things hi to h hold ld and display merchandise

End E d caps Promotional aisles or area Freestanding fixture and mannequins Point of sale areas Assortment display Theme-setting Id Idea-oriented i t d presentation t ti Ensemble display

MERCHANDISING M.4. Physical environment

FIXTURES EQUIPMENT & FURNISHINGS

Purposes:
UTILITY &

Atmospherics Interior displays

AESTHETICS

Efficiently hold and display merchandise Must help define areas of a store Must encourage traffic flow physical y aspects p of Must be in concert with the other p the store (i.e. floor coverings & lighting)
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MERCHANDISING M.4. Physical environment

FIXTURE: GONDOLA

Atmospherics Interior displays

Type of self-service counter with tiers of shelves, bins, or pegs

Extremely versatile

Grocery y & discount store Department store

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Everything y g Towels, sheets, housewares Folded apparel

Boutiques

Careful: harder for customer to view i apparel l

MERCHANDISING M.4. Physical environment

FIXTURE: STRAIGHT RACK

Atmospherics Interior displays

Long pipe suspended with supports going to the floor or attached to a wall

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MERCHANDISING M.4. Physical environment

FIXTURE: STRAIGHT RACK Can hold a lot of apparel

Atmospherics Interior displays

Hard to feature specific colors and styles. styles

. Which is the key to selling more . But only see the sleeves or a pant leg

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MERCHANDISING M.4. Physical environment

FIXTURE: ROUNDER
Round fixture that sits on pedestal

Atmospherics Interior displays

Found in most types of apparel stores

Rounder = Bulk = Capacity fixture Is intended to hold the bulk of merchandise without looking as heavy as a long straight rack
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Easy to move Customers can not get a frontal view of the merchandise

MERCHANDISING M.4. Physical environment

FIXTURE: FOUR-WAY FEATURE*

* Also known as feature fixture 2 cross bars that sit perpendicular di l to each other on a pedestal p
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Atmospherics Interior displays

MERCHANDISING M.4. Physical environment

FIXTURE: FOUR-WAY FEATURE*

Atmospherics Interior displays

Holds a large amount of merchandise and allows the customer t t to view i the th entire ti garment t All merchandise on an arm must be similar style or color
Careful, if not .... confusion

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MERCHANDISING M.4. Physical environment

FIXTURE: CASES

Atmospherics Interior displays

Cut case: inexpensive display in which merchandise is left in the original carton Dump bin: case that houses piles of sale clothing, marked-down books

Reduced display costs Low-price image

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Grocery & Discounts

MERCHANDISING
M.4. Physical environment

FIXTURE: WALL DECORATIONS

Atmospherics Interior displays

Since retail space is often scarce and expensive retailers have successfully increased their ability to:

store extra stock, display merchandise creatively present a message

by utilizing wall space

Designed to be hung on the wall
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Merchandise can be stored on shelving and racks Coordination of products with displays, photos or graphics featuring the merchandise

MERCHANDISING M.4. Physical environment

MERCHANDISE PRESENTATION: BY SIZE, COLOR & STYLE

Atmospherics Interior displays

Since the customer usually knows the desired size, color its easiest to locate items organized in this color, manner

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Similar items are found in the same location

MERCHANDISING M.4. Physical environment

MERCHANDISE PRESENTATION: PRICE LINING

Atmospherics Interior displays

When retailers offer a limited number of predetermined price points within a classification

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MERCHANDISE PRESENTATION: VERTICAL vs HORIZONTAL

Merchandise is presented vertically using walls and high gondolas Organize merchandise to follow the eyes eye s natural movement Left to right, top to bottom as we read

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Head level Pantene Head level Loreal & Fructis

32 centimetres 32 centimetres

32 centimetres

Eye & Hand level Deliplus = private label

32 centimetres

32 centimetres
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Feet level Revlon

32 centimetres 10 centimetres

Mayo De Juan Vigaray 2006

16

MERCHANDISING
M.4.

MERCHANDISE PRESENTATION: TONNAGE

Display technique in which large quantities of merchandise are displayed together h
Use to enhance and reinforce stores price image

Physical environment

Atmospherics Interior displays

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The merchandise itself is the display

MERCHANDISE PRESENTATION: FRONTAL

Method of displaying merchandise in which the retailer exposes as much of the product as possible to catch the customers eye: y FACINGS
Books & magazines g

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MERCHANDISE PRESENTATION: PURCHASE VISIBILITY CURVE

Retailer tilts lower shelves so more merchandise is in direct view

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MERCHANDISING

M.4.

MERCHANDISE PRESENTATION: STACKING

Physical environment

Atmospherics Interior displays

Large hardline merchandise can be stacked on shelves, the base decks of gondolas, or flats flats Is easily maintained and gives an image of high volume and low price

Platforms placed directly on the h floor fl

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MERCHANDISING

M.4.

MERCHANDISE PRESENTATION: HANGING

Physical environment

Atmospherics Interior displays

Apparel on hangers can be hung from softlines fixtures, Such as:

Racks Four way Bars installed on gondolas Wall systems

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MERCHANDISING

M.4.

MERCHANDISE PRESENTATION: DUMPING

Physical environment

Atmospherics Interior displays

Large quantities of small merchandise can be dumped in bins or baskets inserted into gondolas or wall systems Highly effective promotional method for:
Softlines (socks) Hardlines (batteries, grocery products, candy)

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Creates a high-volume, g low-cost image g

MERCHANDISING

M.4.

MERCHANDISE PRESENTATION: PEGGING

Physical environment

Atmospherics Interior displays

Small merchandise can be hung from peghooks peghooks Used in:

Softlines (socks) Hardlines

Small S ll rods d inserted i t di into t gondolas or wall systems

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Gives a neat, orderly appearance Can be labor intensive to display and maintain

MERCHANDISE PRESENTATION: SHELVING & TABLES

The majority of merchandise is placed on shelves that are inserted into gondolas or wall systems Flexible & easy to maintain

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MERCHANDISING

M.4.

FREESTANDIG FIXTURE AND MANNEQUINS

Design to get customers attention Display the newest

Physical environment

Atmospherics Interior displays

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MERCHANDISING

M.4.

Physical environment

MANNEQUINS
Customers express approval at being able to: see design g entire outfits see what the clothes will look like on
Influence the suggestion that influence multiple p p purpose p

Atmospherics Interior displays

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Morganstein, M. and Strongin, H. (1992) Modern Retailing: Management Principles and Practices 3rd Edition, Prentice Hall.

MERCHANDISING

M.4.

Physical environment

MANNEQUINS
Very visual(*) Stimulate browsing(**) However.

Atmospherics Interior displays

the only mannequins that generated and adverse reaction were those used in the Miss Sixty concession these were non-traditional clear torso mannequins
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(*) Morganstein, M. and Strongin, H. (1992) Modern Retailing: Management Principles and Practices 3rd Edition, Prentice Hall. (**) Lea-Greenwood, G. (1998) Visual Merchandising: a Neglected Area in UK Fashion Retailing? International Journal of Retailing and Distribution Management, Vol. 18, N. 4, pp. 21-31.

MERCHANDISE PRESENTATION: POINT OF SALE AREAS

Customer is almost held captive i there

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MERCHANDISING

M.4.

END CAPS & PROMOTIONAL AISLES OR AREA

End of an aisle. High visibility

Physical environment

Atmospherics Interior displays

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ASSORTMENT DISPLAY
One in which retailer exhibits a wide range of merchandise

Greeting cards Books & magazines Fruit & vegetables

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MERCHANDISING

THEME SETTING & THEME-SETTING IDEA-ORIENTED PRESENTATION

M.4.

Physical environment

Atmospherics Interior displays

Depicts a product in a thematic manner

Employees Special events: dressed Valentines Day Books Day magazines

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MERCHANDISING

M.4.

Physical environment

ENSEMBLE DISPLAY

Atmospherics Interior displays

Instead of grouping and showing merchandise in separate categories ease of purchase and posible to envision an entire outfit or combination of products p

Products are g o ped grouped Merchandise show complementary products d t next t to the main one

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MERCHANDISING M.4. Physical environment

MERCHANDISING
M.1.

Atmospherics Interior displays

Communication methods Retail image Design of a store Physical environment Customer service Atmospherics Exterior General interior Store layout I t i Interior displays di l INTERIOR DISPLAYS. End

M.2.

M.3.

M.4.
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M.5.