Unit 30 LO2

Topics: Retailing, Retail design, Commerce Pages: 11 (1207 words) Published: March 1, 2015
Unit 30 - Visual Merchandising
in Retail
AO2 – Using Space and Access

LO2 - Know how space is used for merchandising and displaying goods

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Scenario

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Assessment

Assessment Scenario
You have been chosen by a local business enterprise group to write a case study on three different businesses to demonstrate your understanding on the different techniques used by different retailers, to entice customers into retail outlets and then focus their minds on what is available.

For this section, you have been asked to:


investigate the use of sales floor space - consider the floor plans and plannograms that show the retail space usage of appropriate goods



explain how retail outlets use psychology through their visual merchandising and display techniques to encourage customers to purchase
analyse how the use of space and psychology to influence customers to buy evaluate how psychological visual merchandising and display techniques influence customers to purchase a range of goods.
USE THE CORRECT TERMINOLOGY WHEN PRODUCING YOUR WORK




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Assessment Criteria


P2 – Describe how space is used to display goods in three retail outlets



M2 – Compare how three retail businesses use space and psychology to influence customers to purchase goods



D1 - Evaluate how retail businesses use psychological visual merchandising and display techniques to influence customers to purchase goods

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Areas to Cover
Focusing on THREE different types of businesses, you need to provide evidence of how space is used for merchandising and displaying goods with the 6 tasks assigned within this case study:

ICT Dept

1.

Store Layouts

2.

Customer Traffic Flows

3.

Space Usage

4.

Displaying Goods

5.

Ticketing Legislation

6.

How Businesses Analyse the Success of Retail Merchandising

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Assessment Tasks
Assessment Outcome – P2
Task 1 (P2.1) – Explain what the different forms of store layouts are, with examples Task 2 (P2.2) – Identify and Explain the store layouts used by your three businesses and explain the psychology used

Task 4 (P2.3) - Explain what the different forms of customer traffic flows are, with examples Task 5 (P2.4) - Identify and Explain the customer traffic flow used by your three businesses and explain the psychology used

Task 7 (P2.5) - Explain what the different forms of space usages are, with examples Task 8 (P2.6) - Identify the and Explain form of space used by your three businesses and explain the psychology used

Task 10 (P2.7) - Explain what the different forms of displaying goods are, with examples of them used
Task 11 (P2.8) - Identify and Explain the form of display used by your three businesses and explain the psychology used
Task 13 (P2.9) - Explain how the legislations apply to the retail industry when displaying and pricing their products

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Scenario

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1 – Store Layouts

Retail store layouts generally indicate the size and location of each department, any permanent structures, fixture locations and customer traffic patterns. Each floor plan and retail store layout will depend on the type of products sold, the building location and how much the business can afford to put into the overall store design. Below are some floor plans to consider: (Click on links below for additional information)

Traditional

Open

Boutique

Grid Iron

Spine

------------------------------------------------------------------------------------------Task 1 (P2.1) – Explain what the different forms of store layouts are, with examples 
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