Textbook Notes (368,276)
Canada (161,758)
RMG 200 (57)
Brent Barr (19)
Chapter

MERCHANDISE PRESENTATION TECHNIQUES

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Department
Retail Management
Course
RMG 200
Professor
Brent Barr
Semester
Winter

Description
MERCHANDISE PRESENTATION TECHNIQUES Idea-Oriented  Based on a specific idea or the image of the store Presentation  Eg. Furniture is combined in room setting to give customers idea of how it look in their homes Style/Item  Most common technique of organizing stock is by style or item  Eg. Discount stores, grocery stores, hardware stores, and drugstores employ this method for Presentation nearly every category of merchandise  Arranging items by size is common method of organizing many types of merchandise Colour  Colour blocking Presentation  Red is most noticeable colour and has ability to grab attention Price Lining  When retailers offer a limited number or predetermined price points within a classification  Eg. Moore’s Clothing has an effective program of price lining, good, better, best Vertical  A method whereby merchandise is organized to follow the eyes natural up and down movement Merchandising  Retailers take advantage of this tendency in several ways o Grocery stores put national brands at eye level and store brands on lower shelves because customers scan from eye level down o By presenting merchandise vertically, store show more merchandise per square metre – making better use of floor space by increasing it selling capacity and getting a better return for their money Tonnage  Display technique in which large quantities of merchandise are displayed together Merchandising  Used to enhance and reinforce a store’s price image  Eg. Before many holidays, grocery stores use an entire end of a gondola to display six packs of pop Frontal  Method of displaying merchandise in which the retailer exposes as much of the product as Presentation possible to catch the customer’s eye  Eg. Bookstores usually display books exposing only the spine and sometimes face the cover of the book like a billboard Fixtures  Efficiently hold and display merchandise but at the same time help define areas of a store and encourage traffic flow  For apparel, retailers utilize the straight rack, rounder, and four way and most other the gondola Signage and Graphics – Visual Communications Seven issues to consider when designing visual communication strategies:  Coordinate signs and graphics with the store’s image – eg. Athlete’s foot, sliding graphic panels highlight the lifestyles of the target market while at the same time displaying product and concealing inventory  Inform the customer – eg. Athlete’s Foot uses a series of freestanding prints to explain its five step fitting process  Use signs and graphics as props – great way to unify a theme and merchandise for an appealing overall presentation  Keep signs and graphics fresh – faded, water spots do not use. In addition, new signs imply new merchandise  Limit the copy of signs – signs with too much text won’t be read  Use appropriate typefaces on signs – implies different messages and moods  Create theatrical effects – eg. Bold poster
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