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AM 270 Week 10 notes

by: luke koppa

AM 270 Week 10 notes AM 270

Marketplace > Colorado State University > General > AM 270 > AM 270 Week 10 notes
luke koppa
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About this Document

notes covering Line Presentation
Merchandising processes
Ruoh-Nan Yan
Class Notes
AM 270, merchandising, line presentation
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This 3 page Class Notes was uploaded by luke koppa on Friday March 25, 2016. The Class Notes belongs to AM 270 at Colorado State University taught by Ruoh-Nan Yan in Winter 2016. Since its upload, it has received 28 views. For similar materials see Merchandising processes in General at Colorado State University.


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Date Created: 03/25/16
AM 270 Week 10 Chapter 10 Presenting Product Lines  Concepts of line presentation o To enhance sales by offering products for consideration in a consciously designed environment that positively affects attitudes and behaviors toward products and  presenters  o Offering products for consideration  Line evaluation  Internally to executive management, marketing, etc… o Line adoption phase  At wholesale to retail buyers  o At markets/trade shows  At retail level to ultimate consumers o Store layout and visual merchandisers  o Consciously designed environments  To enhance the aesthetic and hedonic experience through participants’  perceptions of products   Through 5 senses   Fashion shows­ considered the most effective in providing  aesthetic benefits   To convey utilitarian benefits of the products   More rational than emotional  Example: water repellant outerwear­ you can pour water on it to  show functionality   Example: EMAMI makes multi­function garments and uses  diagrams, videos to showcase different uses o Sales Enhancement   Fundamental purpose of line presentation  Over 40% of sales may be attributed to visual merchandising   Line Presentation at Retail  o Functions of line presentation at retail level  Store formats  Store vs. catalog vs. online website  o Lose/gain the engagement of some of the senses for each  format  Visual merchandising   Store layout  Signage  Lighting  Windows  o Store layout   Maximize the exposure of merchandise to customers   Impacts the time and money spent by consumers   3 types of layouts  Grid o Parallel aisles o Not visually exciting  o Focus on efficiency  o Easy to browse  o Used primarily for utilitarian goods (grocery store,  pharmacy)  Racetrack (loop) o Popular with department stores  o Guides customer traffic  o Encourages impulse buying   Free­form (boutique) o Asymmetric pattern  o Inefficient use of space, but more interesting   Location of merchandise categories  Impulse vs. demand merchandise  o Impulse buys near the Point of Sale  Fashion goods vs. basic items  o Basic items can be anywhere­ people will go to them if  they need them o Fashion­ display them in heavy traffic areas  Adjacency  o Cluster complementary products together to facilitate  multiple purchases  o “add­ons”  Cross merchandising o Expose merchandise in more than one location  o For department stores – place products in multiple  departments   Lighting  Level of illumination in an area is important  General/primary o Illuminates the entire store area, typically with overhead  fixtures  o May create a dull selling floor  o Fluorescent   Cost effective  o Incandescent   Warmer lighting  Better selling environment  o High­Intensity Discharge (HID)  Very energy efficient   Super bright­ used with ceilings > 15 ft  Walmart, target, Costco, etc…   Secondary/accent  o Accent or focal lighting  o Directs viewer’s attention to the featured merchandise   Signage  Store image component   Permanent signage  o No intent to change frequently  o Durable materials o Help identify selling areas   Temporary signage  o Disposable materials o Intended for frequent change  Example: seasonal displays  o Reinforce advertising/stimulate impulse purchases   Windows  Factors to consider o Where, when, what, how o Size and locations of the window o No longer than a month o A theme or an idea o Featured products, materials, props, and fixtures   Work closely with buyers, merchandisers, and marketing people  Ideally have both a hedonic and functional benefit 


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