35. The Principles of Retail Visual Merchandising, Shop Display and Sales Promotion ( 1 day )
WHO FOR :-
Shop Managers and staff charged with visually promoting their stock in a way that will Stop passers-by passing by using the silent impulse selling salesman of Visual Merchandising, Visual Display and Sales Promotion.
N.B. The course is usually customised for the management and staff of whichever retail organisation is being worked for e.g. fashion multiples, supermarket chains, department stores, etc. 100s of photographs from many different retailers will be used to illustrate best practice.
AIMS OF THE PROGRAMME
- To create an understanding of the factors which influence customer buying decisions and capitalise on them.
- To help delegates gain a full understanding of the principles of Visual Merchandising, Visual Display and Sales Promotion.
- To equip delegates with the knowledge and know-how to effectively and profitably Visual Merchandise their store environment.
- To give delegates the basic knowledge of the skills involved in Visual Display.
CONTENTS AND METHODS
The course style will involve delegates gaining an understanding of the principles of Visual Merchandising, Visual Display and Sales Promotion by using practical exercises, group work and structured discussion. Ideally, the course venue will be split 75 25 between the training room and shop floor.
THE WILL FOLLOW THESE MAIN THEMES:-
- Factors within a shop which influence a buying decision.
- Buyer behaviour and psychology.
- Defining Visual Merchandising, Visual Display and Sales Promotion.
- The key principles of Visual Merchandising (a. supermarkets and or b. fashion multiples)
- The 80 20 rule and Merchandise categories (a. supermarkets b. fashion multiples)
- Shop layout Merchandising Principles and checklists (a. supermarkets b. fashion multiples c. department stores)
- Use of wall and floor fixtures in Merchandising.
- Fashion 'Looks', 'Grouping' and 'Stories'.
- Merchandising with Sales Promotion, Sell Through and Security in mind.
- 8 common Display methods (fashion).
- 6 common Display methods (supermarkets).
- Preparing and building window displays (individual stores or company-wide).
- 8 key Display principles for window dressing.
- 15 Display building skills to learn.
- Using colour and lighting in Visual Merchandising, Display and Sales Promotion to create impact and harmony.
- Sales Promotion on a daily, event or seasonal basis and why.
Delegates will have a comprehensive customised visual reference manual to take away and practise their Visual Merchandising, Visual Display and Sales Promotion techniques. By the end of the course, delegates will thoroughly understand the skills, techniques and principles and be ready to put them into action in either their own shop environment or a follow-up training day.