Retail Merchandising Essay

Retail Merchandising Essay

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Retail Merchandising

Retail merchandising is a management system of strategic planning and
tactical control, directed toward the financial enhancement of an
inventory and the profitable distribution of that inventory to the
retail consumer. Merchandising enables retailers to make the best use
of space and layout. It creates part of the communication process with
consumers and focuses on layout, design, traffic flow and display
advantage points. It links in with the overall development of a
company’s corporate image and strategies, and fits with the
organisation’s objectives to enhance and promote image. The primary
goal of retail merchandising is to influence the potential customers
to purchase a particular merchandise product at a particular retail
store. The techniques are used to focus customers’ minds on what is
available and enable the customers to move freely from one area to
another and to make the purchasing decisions easier. Visual
merchandising techniques are logical, practical and can be taught to
all of a store's employees. But first the retailer must instill in
employees a sense of ownership of the merchandise.

Body shop was founded by Anita Roddick in 1976, started from one small
shop in Brighton. Today, the Body Shop boasts over 1,900 stores in 50
countries, crossing 12 time zones and selling over 1,000 hair and
skincare products. The body shop plc is famous for creating a niche
market sector hi quality nature inspired skin and hair care products.
It is estimated that The Body Shop sells a product every 0.4 seconds
with over 77 million customer transactions through stores worldwide,
with customers sampling the cur...


... middle of paper ...


...nother key to understand merchandising
is to realise that a store is not two-dimensional. It should be
treated as is a piece of three-dimensional sculpture. Vertical
merchandising is more effective than horizontal merchandising because
the focus of horizontal images fades out to the sides. By contrast,
the eyes can take in an entire vertical image with one glance. Another
powerful visual merchandising technique is the law of interrupted
patterns. In any situation where there is a disruption of a prevailing
pattern, the eyes move immediately to the break in that pattern.
Another behavior pattern that retailers can capitalise on through
proper merchandising is the tendency that most people have to
automatically turn to the right. Putting fixtures at a 45 degrees
angle to the main traffic pattern ensures total visibility.

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