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Chapter

RMG 200 Chapter Notes -Popping, Accent Lighting


Department
Retail Management
Course Code
RMG 200
Professor
Brent Barr

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MERCHANDISE PRESENTATION TECHNIQUES
Idea-Oriented
Presentation
Based on a specific idea or the image of the store
Eg. Furniture is combined in room setting to give customers idea of how it look in their
homes
Style/Item
Presentation
Most common technique of organizing stock is by style or item
Eg. Discount stores, grocery stores, hardware stores, and drugstores employ this method for
nearly every category of merchandise
Arranging items by size is common method of organizing many types of merchandise
Colour
Presentation
Colour blocking
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
Merchandising
A method whereby merchandise is organized to follow the eyes natural up and down
movement
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
Merchandising
Display technique in which large quantities of merchandise are displayed together
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
Presentation
Method of displaying merchandise in which the retailer exposes as much of the product as
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 posters, photographs or fabrics can be hung to decorate, provide
information or camouflage less aesthetic areas
Atmospherics
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