Unit 30 LO3 1 1

Topics: Incandescent light bulb, Retailing, Light Pages: 20 (2050 words) Published: March 1, 2015
Unit 30 - Visual Merchandising
in Retail

LO3 - Understand the psychology used in visual merchandising to influence customers to purchase goods
ICT Dept

Scenario

Criteria

Tasks

1

2

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:


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
ICT Dept

Scenario

Criteria

Tasks

1

2

Assessment

Assessment Criteria


P3 - Explain how retail outlets use psychology in their visual merchandising and display techniques to encourage customers to purchase goods



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

ICT Dept

Scenario

Criteria

Tasks

1

2

Assessment

Areas to Cover
Focusing on THREE different types of businesses, you need to provide evidence of techniques used to influence customer purchases within the 2 tasks assigned within this case study:

ICT Dept

1.

Tangible Techniques

2.

Intangible Techniques

Scenario

Criteria

Tasks

1

2

Assessment

Assessment Tasks
Assessment Outcome – P3
Task 1 (P3.1) - Explain what the different forms of tangible techniques are, with examples of them used
Task 2 (P3.2) - Identify and Explain the tangible technique(s) used by your three businesses and explain the psychology used
Task 5 (P3.3) - Explain what the different forms of intangible techniques are, with examples of them used
Task 6 (P3.4) - Identify and Explain the intangible technique(s) used by your three businesses and explain the psychology used

ICT Dept

Scenario

Criteria

Tasks

1

2

Assessment

1 - Tangible Techniques
Businesses use various different techniques to influence the awareness and sale of products/services offered, through the use of the following tangible (visual) forms: Window Displays

Transition Zone

Use of Company /
Brand Name

Fixture Positioning

Use of Mirrors

Signage

Promotions

Odd vs. Even Pricing

Use of Point of Sale
(POS) Materials

Price Lining (Price
Premiums / Single Price
for All Items or Similar
Items)

Packaging Design

Angles and Sight-lines,
Vertical and Horizontal
Colour-Blocking

------------------------------------------------------------------------------------------Task 1 (P3.1) - Explain what the different forms of tangible techniques are, with examples of them used Task 2 (P3.2) - Identify and Explain the tangible technique(s) used by your three businesses and explain the psychology used

Task 3 (M2.5) - Analyse how the three businesses use the tangible technique(s) to influence customers purchases
Task 4 (D1.4) - Evaluate with, photographic evidence, how your three businesses use tangible techniques to influence customers to purchase


ICT Dept

Judge the techniques used to display and present goods

ICT Dept

Scenario

Criteria

Tasks

1

2

Assessment

2 - Intangible Techniques
Businesses use various different techniques to influence the awareness and sale of products/services offered, through the use of the following tangible (visual) forms: Senses - Sight, Touch, Smell,

Taste, Hearing

Light,...
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