AM 270 Week 10 notes
AM 270 Week 10 notes AM 270
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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