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Unit 3 - Merchandising & Display for Retail Sales Learning OutcomesTopicsSuggested ResourcesActivities1.Know the techniques retail outlets use to merchandise and display their products.Merchandising and display techniques: organisational policies, business objectives, planograms, shelf layout, positioning, stock facings, horizontal and vertical blocking, price marking legislation, use of Point-of-Sale material, location, corporate policy and procedures, different products, themes, promotions, special events, balance, sales appeal, link with merchandise on sale, open-sell display, ticketing; correct temperature, substitute food, containers, enhancing of store image,, use of props, lighting, colourPublications: Catalogues from a variety of merchandising companies ( See resources list ) Web Sites:  HYPERLINK "http://www.shelfhelp.co.uk/planograms" www.shelfhelp.co.uk/planograms  HYPERLINK "http://www.focalpop.co.uk" www.focalpop.co.uk -  HYPERLINK "http://www.popbuyer.co.uk-" www.popbuyer.co.uk- } All these contain  HYPERLINK "http://www.retail-vision.co.uk/" www.retail-vision.co.uk/ } information on techiques  HYPERLINK "http://www.displaywizard.co.uk/" www.displaywizard.co.uk/ } and specific equipment  HYPERLINK "http://www.popai.co.uk" www.popai.co.uk  HYPERLINK "http://www.shopkit.com" www.shopkit.com Visits/speakers: Supermarkets & other stores. Contact your local Education Business Link organisation 3.1.1 - Windows of opportunity 3.1.2- Planograms in Food Sector 3.1.3 -Investigating Display Techniques 3.1.4 Display Techniques 3.1.12 Examples of merchandising techniques.Different kinds of products: impulse goods, convenience goods, search and compare lines, speciality goods, complementary merchandise placement, seasonal goods Publications: GNVQ Intermediate Retail Distribution Lewis & Trevitt - available from Amazon BTEC Introduction to Business, Retail & Administration Heinemann - H Seliet- Good for students Websites:  HYPERLINK "http://www.sharwoods.com/trade" www.sharwoods.com/trade - Sample product planograms Visits: Street surveys looking at/ identifying different types of products in different stores  3.1.5 Food Shops 3.1.6 Product pictures 3.1.7 What type of productSize and nature of retail outlets: small, independent, multiple, variety chain, factory outlet, specialist, franchise, department store, hypermarket, superstore, wholesaler/cash and carry, CTN, discount stores, supermarket Publications: The Business of Retailing-  HYPERLINK "http://www.amazon.co.uk/exec/obidos/search-handle-url/index=books-uk&field-author=Dale%2C%20Gillian/202-7132419-1523846" Gillian Dale Introduction to Retail Management - Cox R and Brittain P BTEC Introduction to Business, Retail & Administration Heinemann - H Seliet Visits/speakers Local Chamber of commerce/ Education Business Partnership  3.1.8 Special Report 3.1.9 Different size of Retail outlets Learning OutcomesTopicsSuggested ResourcesActivities1.Know the techniques retail outlets use to merchandise and display their productsLocation: high street, out-of-town, village, retail park, leisure/tourism attractionWeb Sites:  HYPERLINK "http://www.dalziel-pow.co.uk/" http://www.dalziel-pow.co.uk/  HYPERLINK "http://www.bized.ac.uk/current/leisure/2004_5/140305.htm" http://www.bized.ac.uk/current/leisure/2004_5/140305.htm - Psychology of shopping Case Studies:  HYPERLINK "http://www.rural-shops-alliance.co.uk/images/layout.pdf" www.rural-shops-alliance.co.uk/images/layout.pdf &  HYPERLINK "http://www.rural-shops-alliance.co.uk/images/mechandising.pdf" www.rural-shops-alliance.co.uk/images/mechandising.pdf 3.1.10 Techniques for different locations Business objectives: sales generation, profit generation, corporate image, expansion, survival  Web Sites:  HYPERLINK "http://www.bized.ac.uk/educators/16-19/business/strategy/presentation/busobjectives2_map.htm" http://www.bized.ac.uk/educators/16-19/business/strategy/presentation/busobjectives2_map.htm Visits/speakers Local business organisations3.1.11 - Techniques used for different purposes  Learning OutcomesTopicsSuggested ResourcesActivities2. Understand the methods used by retailers to encourage customers to buyTangibles: windows transition zone, use of company/brand name, fixture positioning, use of mirrors, signage, promotions, odd vs. even pricing, price lining, using price premiums; fitting rooms, packaging designInformation sheets: IS- 3.1- Display Props Publications: Catalogues from merchandising companies Retail Desire: Design, Display and the Art of the Visual Merchandiser J. Tucker Smart Retail Richard Hammond Retail Week Magazine  HYPERLINK "http://www.retail-week.com" www.retail-week.com Web Sites:  HYPERLINK "http://www.taylorassociates.demon.co.uk" www.taylorassociates.demon.co.uk - Case studies  HYPERLINK "http://www2.mad.co.uk/publications/ism/pop2006/shortlist.html" http://www2.mad.co.uk/publications/ism/pop2006/shortlist.html - POP Award winning displays Case studies: CS 2 - Rare Basics Visits: Supermarkets & other stores3.2.1 Attracting the customers Examples of good windows and those with room for improvement. (These could be created for a Powerpoint presentation . Digital images could also be collected by students.Intangibles: using senses sight, touch, smell, taste, hearing; use of open-sell display, sales staff use, trials/sampling, add-ons, tidiness, colour, lightPublications: Art of Retail Display M Portas In Store Magazine a variety of case studies  HYPERLINK "http://www.amazon.co.uk/exec/obidos/ASIN/2880467292/qid=1120675724/sr=1-6/ref=sr_1_10_6/202-7132419-1523846" Retail Desire: Design, Display and the Art of the Visual Merchandiser  Johnny Tucker - RotoVision Web Sites:  HYPERLINK "http://www.rvmww.com" www.rvmww.com - Merchandising directory  HYPERLINK "http://www.mediazest.com/2-whispering-windows.htm" www.mediazest.com/2-whispering-windows.htm - Case study http://www.sonybiz.net/retail Visits: Visit to Rare Basics/ Shopping Malls 3.2.2 Colour CombinationsLearning OutcomesTopicsSuggested ResourcesActivities2. Understand the methods used by retailers to encourage customers to buyOrganisational influences on display: Plans, relation to business objectives; marketing strategy; seasonal trends; historical sales data; new stock ranges; expand market; frequency of changesInformation sheets: Publications: Shop Display reports e.g Mary Portas Saturday Telegraph Web Sites:  HYPERLINK "http://www.retailtechnology.co.uk" www.retailtechnology.co.uk 3.2.3 Display PlansDisplay : location, corporate policy and procedures, different products, themes, promotions, special events, balance, sales appeal, link with merchandise on sale, open-sell display, ticketing; enhance store image, use of props, lighting, colour, how to calculate and select the correct type, quantity & quality of stock required for display.Information sheets: IS 3.2 Point of Purchase , IS 3.3 Supermarket strategies Web Sites:  HYPERLINK "http://www.bodyline.ltd.uk" www.bodyline.ltd.uk  HYPERLINK "http://www.fashioncapital.co.uk/content/view/27/50/" www.fashioncapital.co.uk/content/view/27/50/ - Information on window displays  HYPERLINK "http://www.minkibalinki.com/" www.minkibalinki.com/ www.rarebasics.co.uk  HYPERLINK "http://propsstudios.co.uk/" http://propsstudios.co.uk/ HYPERLINK "http://www.millingtonassociates.com" www.millingtonassociates.com contain a variety of excellent case studies  HYPERLINK "http://www.remotemedia.co.uk/" http://www.remotemedia.co.uk/ CS 3- Harrods Visits/speakers Local visual merchandisersHarrods Case Study Use of Digital Media  HYPERLINK "http://www.remotemedia.co.uk/" www.remotemedia.co.uk/ See other web sites for examples of good windows/ displays Layouts: Grid iron, open/ free flow , boutique. Web Sites:  HYPERLINK "http://www.retail-vision.co.uk" www.retail-vision.co.uk  HYPERLINK "http://www.thejuice.co.uk/client_success.html" http://www.thejuice.co.uk/client_success.html3.2.4 Store LayoutsSpace management: Storage v selling; shelf space for groceries, toiletries; fridges & freezers; hanging; folded garments; slow sellers, fast sellers, new ranges, old stock.Publications: View Retail CD House of Fraser See  HYPERLINK "http://www.skillsmartretail.com" www.skillsmartretail.com Web Sites:  HYPERLINK "http://www.dalziel-pow.co.uk/" www.dalziel-pow.co.uk/  HYPERLINK "http://www.thejuice.co.uk" www.thejuice.co.uk Case Studies Total Retail Magazine  HYPERLINK "http://www.visual-technology.co.uk/casestudies.htm" http://www.visual-technology.co.uk/casestudies.htm A series of case studies showing how space is used Visits/speakers - Mind your own business BBC Bham A series of business programmes3.2.5 Space Management pptCustomer traffic flow: entrance design flat, recess, open: access e.g automatic doors; multilevel outlets.Information sheets : IS 3.4 Monitoring customers & footfall presentation Web Sites: :  HYPERLINK "http://www.videoturnstile.com" www.videoturnstile.com - Short video clips showing how footfall counted  HYPERLINK "http://www.customercounting.com" www.customercounting.com - A range of case studies that can be downloaded e.g Hobbs/ Slater Menswear  HYPERLINK "http://www.footfall.com" www.footfall.com  Learning OutcomesTopicsSuggested ResourcesActivities 3. Be able to use display skills to plan, assemble and dismantle a display Display Plan : Products & goods to be displayed; location; space availability; link with other activities & events; appropriate season; preparation of props & equipment, tools , materials, point of sale POS; pricing methods; plan with time allocated, contingencies; colour scheme; duration for setting up display; planogram; positioning of stock to minimise risk; The Trade description Act 1968 and amendments; Sale of Goods ( amendment ) Act 1995Publications:  HYPERLINK "http://www.amazon.co.uk/exec/obidos/ASIN/2880467292/qid=1120675724/sr=1-6/ref=sr_1_10_6/202-7132419-1523846" Retail Desire: Design, Display and the Art of the Visual Merchandiser  Johnny Tucker - RotoVision  HYPERLINK "http://www.skillsmartretail.com" www.skillsmartretail.com - Training CD Rom on Visual merchandising Approx 16 from retaildetail@skillsmartretail.com Web Sites:  HYPERLINK "http://www.retail-vision.co.uk" www.retail-vision.co.uk - Examples of planograms  HYPERLINK "http://www.retailacademy.org/retailcert/whatis.asp" www.retailacademy.org/retailcert/whatis.asp - Information on courses  HYPERLINK "http://www2.mad.co.uk/publications/ism/pop2006/shortlist.html" http://www2.mad.co.uk/publications/ism/pop2006/shortlist.html - Point of Sale awards 3.3.1 Window Display task 3.3.2 Products at their bestAssembling and dismantling:, lifting and handling techniques, support merchandise, safety and security of merchandise, safety of merchandise, cleanliness, mannequin or prop handling and dressing, equipment, balance, symmetry, asymmetry; effect of different lighting, background, ceiling and wall coverings; Point of Sale positioning; pricing/ ticketing; Trades description Act 1968; Stock recording; security of stock; accessibility for staffPublications: HYPERLINK "http://www.dfes.gov.uk/readwriteplus/learning_material/portal/HS_monochrome.pdf" http://www.dfes.gov.uk/readwriteplus/learning_material/portal/HS_monochrome.pdf Pack available with DVD on Health & Safety . Visits/speakers - Shopping Malls Talks from visual merchandisers Training courses www.lcc.arts.ac.uk/courses/retail_display/retail_displaydesign.htm3.3.3 Manual handling 3.3.4 Creating a displayDismantling : lifting & handling techniques; switching off appropriate electric systems; stock checking for resale/ use; relocation of stock; cleanliness; use of appropriate tools and equipment; storage of Point of Sale, props tools and equipmentInformation sheets: Publications: Manual Handling- Solutions You Can Handle (HSG115 from ROSPA plus others  HYPERLINK "http://www.iosh.co.uk/files/specialist/articles/RDInductionToolCW051107%2Epdf" http://www.iosh.co.uk/files/specialist/articles/RDInductionToolCW051107%2Epdf - Retail Safety booklet Web Sites:  HYPERLINK "http://www.hse.gov.uk/statistics/industry/retail.htm" http://www.hse.gov.uk/statistics/industry/retail.htm  HYPERLINK "http://www.rospa.org.uk" http://www.rospa.org.uk Visits/speakers : Local visual merchandisers/ Occupational health officers 3.3.5 Dismantling a display Learning OutcomesTopicsSuggested ResourcesActivitiesUnderstand the health safety & security risks related to merchandising and displays in retail outlets. Risk assessment preparation: factors to be assessed, permission, types of outlet, types of display, time constraints. Health & Safety at Work Act 1974 HASAWA Publications:  HYPERLINK "http://www.hse.gov.uk/pubns/indg383.pdf" http://www.hse.gov.uk/pubns/indg383.pdf - Manual Lifting Assessment Charts / Retail Health & Safety Web Sites:  HYPERLINK "http://www.hse.gov.uk/statistics/industry/retail.htm" http://www.hse.gov.uk/statistics/industry/retail.htm  HYPERLINK "http://www.wiseup2work.co.uk/office2.html" http://www.wiseup2work.co.uk/office2.html - Booklet containing a range of activities .Can also be viewed online.  HYPERLINK "http://www.britishsafetycouncil.co.uk/shop" http://www.britishsafetycouncil.co.uk/shop - booklets/posters3.3.6 - Risk Assessments Health Risks: potential, actual, action to control, training, legislation, referrals, documentation, Costs; sell by/ use by dates; temperature control; Control of Substances Hazardous to Health ( COSHH ); cross contamination, vermin , leakage; The Dangerous Goods Emergency Action Code; Reporting of Injuries, Diseases and Dangerous Occurrences Regulations 1995 RIDDOR Publications:  HYPERLINK "http://www.coshh-essentials.org.uk/assets/live/indg136.pdf" http://www.coshh-essentials.org.uk/assets/live/indg136.pdf - COSHH booklet for businesses Web Sites: www.riddor.gov.uk  HYPERLINK "http://www.the-ncec.com/hazchem/" http://www.the-ncec.com/hazchem/  HYPERLINK "http://www.hse.gov.uk/coshh/" http://www.hse.gov.uk/coshh/  HYPERLINK "http://www.staylegal.net/healthsafetyvideos/index.php" http://www.staylegal.net/healthsafetyvideos/index.php Safety Risks: damaged stock, danger to customers and staff, leakage, appropriate height, weight, width; lifting & handling techniques, loose cables, imbalance, location, condition of containers & packaging, use of tools and equipment.Publications: Manual handling leaflet Web Sites:  HYPERLINK "http://www.wiseup2work.co.uk/office2.html" http://www.wiseup2work.co.uk/office2.html - Booklet containing a range of activities .Can be viewed online  HYPERLINK "http://www.charityshops.org.uk" www.charityshops.org.uk manual handling leaflet. Visits/speakers Health & Safety officers from retail outlets3.3.7 Health, Safety & SecuritySecurity Risks: blind spots, dead end locations, lifts & escalators, doors, high value goods on display; pilferage, protection of stock through CCTV, electronic tags, other security equipment, stock positioning and recording. Publications:  HYPERLINK "http://www.skillsmartretail.com" www.skillsmartretail.com - Small Business Support tools- Training CD Rom on Retail Security- 16 Web Sites:  HYPERLINK "http://www.retailacademy.org/retailcert/sec.asp" http://www.retailacademy.org/retailcert/sec.asp  HYPERLINK "http://www.netactics.co.uk/retail_theft_prevention.html" http://www.netactics.co.uk/retail_theft_prevention.html  HYPERLINK "http://www.sonybiz.net/retail/security" http://www.sonybiz.net/retail/security     PAGE  PAGE 1 ( Retail Caf Tutor2u Limited 2006-7 All Rights Reserved  HYPERLINK "www.tutor2u.net" www.tutor2u.net ny ' 1 3 4 5 h i j оzj_zzO_zzj"CJOJQJUaJ0JCJOJQJaJj#CJOJQJUaJCJOJQJaJjCJOJQJUaJ CJOJQJ>*CJOJQJCJOJQJ^JaJnH tH >*CJOJQJ^JaJnH tH ">*CJOJQJ]^JaJnH tH 5CJOJQJ"5CJOJQJ\^JaJnH tH CJOJQJ^JaJnH tH  5OJQJ45GNbm$IfF(Gmn ( :44' $4&@#$/If$Ifkd$$IflZ\Ph.;tH (04 lap(( & + c 5N| $4&@#$/If $7$8$H$If$If  & ' T U V n o    ( ) + , P Q R a b c u ξήΞΎΆwjCJOJQJaJmH sH 5CJOJQJ CJOJQJ>*CJOJQJj[CJOJQJUaJjCJOJQJUaJjCJOJQJUaJjCJOJQJUaJCJOJQJaJ0JCJOJQJaJjCJOJQJUaJjCJOJQJUaJ% {|~-U}./MUξਠxo`ξB*OJQJ]^JaJph0JCJOJQJjCJOJQJUjCJOJQJU>*CJCJ5CJOJQJ>*CJOJQJ CJOJQJCJOJQJ^JaJnH tH >*CJOJQJ^JaJnH tH ">*CJOJQJ]^JaJnH tH  5OJQJCJOJQJaJ B*CJOJQJ]^JaJph#|}~}MiccVcPcVc$If $4&@#$/If$Ifkd $$Ifl4\Ph.;`tH 04 laf4 [kd$$Ifl4Y \Ph.; tH 04 laf4$If$If /klm89ABʰإp^N>*CJOJQJ^JaJnH tH ">*CJOJQJ]^JaJnH tH "5CJOJQJ\^JaJnH tH CJOJQJ^JaJnH tH  5OJQJ OJQJ\5CJOJQJ5>*CJOJQJ\0J5B*CJOJQJ\ph5CJOJQJ\j5CJOJQJU\CJOJQJ\ CJOJQJ>*CJOJQJ B*CJOJQJ]^JaJphklm]kd $$Ifl4\Ph.; tH 04 laf4$If$If 93kdp $$Ifl4\Ph.;tH (04 laf4p($IfB/01ij  abcѺܬѺ㏟ܟ{sa">*CJOJQJ]^JaJnH tH 5CJOJQJ5>*j">*CJOJQJUj >*CJOJQJUj>*CJOJQJUj CJOJQJU0JCJOJQJj CJOJQJUjCJOJQJU CJOJQJ>*CJOJQJ 5OJQJCJOJQJ^JaJnH tH %()[PP $7$8$H$Ifkd$$Ifl4\Ph.;`tH 04 laf4$If$If )*+46712bcdeӲӡ}kY#>*B*CJOJQJ]^JaJph">*CJOJQJ]^JaJnH tH "5CJOJQJ\^JaJnH tH "5CJOJQJ\^JaJnH tH 5CJOJQJ0JCJOJQJjNCJOJQJUjCJOJQJU>*CJOJQJ CJOJQJ 5OJQJCJOJQJ^JaJnH tH >*CJOJQJ^JaJnH tH  )*2bcdeCAkd7$$Ifl4\Ph.; tH 04 laf4$If $4&@#$/If$If $7$8$H$Ifew~/kd$$IflZ\P/;tH (04 lap($If r\ -Rq  9r $If $4&@#$/If$If  ()*JK\]  -6QRͶ筠wͶme5CJOJQJ>*CJOJQJaJjCJOJQJU0JCJOJQJaJjCJOJQJUaJjCJOJQJUaJCJOJQJaJ0JCJOJQJj'CJOJQJUjCJOJQJUCJOJQJ\ CJOJQJ>*CJOJQJ B*CJOJQJ]^JaJph"Rq !,- !  /01>Ƿ٠uk`RH0J>*CJOJQJj;CJOJQJU56CJOJQJ]0JCJOJQJ\0J>*B*CJOJQJ\phjCJOJQJUCJOJQJaJ CJOJQJ>*CJOJQJCJOJQJ^JaJnH tH >*CJOJQJ^JaJnH tH ">*CJOJQJ]^JaJnH tH  5OJQJCJOJQJ\CJOJQJ\nH tH CJOJQJ\nH tH  ! 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