Essay about Unit 30 LO3 1 1

2050 Words Mar 1st, 2015 21 Pages
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
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at 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
Task 7 (M2.6) - Analyse how the three businesses use the intangible technique(s) to influence customers purchases
Task 8 (D1.5) - Evaluate with, photographic evidence, how your three businesses use intangible techniques to influence customers to purchase


Judge the techniques used to display and present goods

ICT Dept

Scenario

Criteria

Tasks

1

2

Assessment

2 - Intangible Techniques – Senses
How customers are influenced by senses (sight, touch, smell, taste, hearing)
Sensory perception within a store sets an atmosphere, psychologically spurs on the customer and encourages the feeling of being looked after


Take a trip into boots the chemist, the appeal of the warmth, the smell of the powders and perfumes, has made it the most popular cosmetics shop in Britain for a generation 

Smell of fresh bread in Supermarkets spurs on sales because it is a reminder of a happier time



Aroma of cooking chicken even though cold sales far outweigh heated ones



People like old bookshops more than new, not because of the bargains or the chance of finding something rare but the musty smell



Similarly the colour, glow, sound etc in shops encourages shoppers



Music shops play the songs because it inspires a happy feeling, shops with goods out of the wrappers to feel

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