{"id":2231,"date":"2018-03-28T16:39:08","date_gmt":"2018-03-28T16:39:08","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/?post_type=chapter&#038;p=2231"},"modified":"2024-04-25T03:08:17","modified_gmt":"2024-04-25T03:08:17","slug":"presentation-techniques","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/chapter\/presentation-techniques\/","title":{"raw":"Presentation Techniques","rendered":"Presentation Techniques"},"content":{"raw":"<div class=\"textbox learning-objectives\">\r\n<h3>Learning Objectives<\/h3>\r\n<ul>\r\n \t<li>List the benefits and drawbacks of each presentation technique<\/li>\r\n<\/ul>\r\n<\/div>\r\nEvery display method a retailer uses for his merchandise has its benefits and drawbacks. When choosing a type of display, one should consider if the display works for the type of store layout and the kind of environment you\u2019ve created for the shopping experience.\r\n\r\nLet\u2019s look at each type now and determine where it will succeed and where it might fail.\r\n<h2>End Caps<\/h2>\r\nEnd caps are very successful in grid layouts. Grocery stores and big box retailers use end caps to promote brands and celebrate seasons in their stores. They\u2019re eye catching, and the space is easily \u201cleased\u201d to manufacturers that want to promote their brand.\r\n\r\nThe drawback of an end cap is its ability to be seen. If aisles end too close to a wall, the end cap may make walking space too narrow. And depending on where the aisle ends, the shopper may not even turn toward it as she follows her traffic flow path through the store.\r\n<h2>Window Displays<\/h2>\r\nProbably the most fun a merchandiser will have is creating a window display\u2014it\u2019s artistic and expressive and fun, and retailers can leverage your window space to tell outsiders what they can expect in their stores. Funky and hip? Serious and elegant? Your store window starts telling the story of the shopper\u2019s experience before she\u2019s even inside.\r\n\r\nThe drawback is that your window display, while taking up quite a bit of square footage at times, doesn\u2019t always move product. The mannequin that wears a pink sweater might attract the shopper to come in the door, but because the product can\u2019t be displayed adjacent to the mannequin in the window (and shoppers can\u2019t go in there and browse), it\u2019s not always going to sell your merchandise directly.\r\n<h2>Promotional Aisles<\/h2>\r\nThis is the space you trip over when you walk into Target or Meijer, that little cove of space they didn\u2019t know what else to do with. They filled it with junky stuff and put a bunch of bright colored signs up so the customer can shop it and get excited over the big values he\u2019s finding. People often come just to shop these areas\u2014they need trinkets for an event or they want to buy the kids something fun. They can be a draw for a shopper all by themselves.\r\n\r\nThe drawback of the promotional aisle is that it doesn\u2019t really work for every kind of retailer. Target can use it well, but a Chanel store isn\u2019t going to have one of these types of displays. And not every retailer wants to convey \u201ccheap fun\u201d as a part of their brand statement.\r\n<h2>In-aisle Promotions<\/h2>\r\nA store with a grid layout will almost always use an in-aisle promotion. Why is that? Well, grid layouts are for stores that carry a lot of product, so if a retailer is doing a sale they\u2019re not going to be able to give every sale item its own display. Shelf tags and shelf talkers are a great alternative, drawing attention as the shopper browses.\r\n\r\nThe drawback of this display is that it\u2019s not really a display, and therefore not as visible as the other types we\u2019re talking about here. And, of course, if the store isn\u2019t a grid (or at least a mixed) layout, it\u2019s a bit harder to execute\u2014but not entirely impossible.\r\n<h2>Shippers<\/h2>\r\nShippers are great little attention getters in a wide aisle, as they\u2019re usually colorful and eye-catching, and stocked full of something the shopper didn\u2019t know he wanted. Because you can put them right in a common traffic flow path, they\u2019re always going to act like a \u201cspeed bump\u201d and slow shoppers down to take a look.\r\n\r\nThe drawback of this kind of display is that it\u2019s cheap. Shippers are usually made of cardboard and shipped flat, and, after a team member struggles for an hour or two trying to get it all put together, they sit out where they\u2019re touched, bumped, and abused by customers. You\u2019ll never see these in a higher-end store (unless it\u2019s a high-end shipper!) On top of that, they take up valuable aisle space, which a small retailer might not have to give.\r\n<h2>Dump Bins<\/h2>\r\nDump bins scream \u201cfind deeply discounted items here!\u201d The shopper understands that some amount of effort will need to be spent to find the right size, the right color, the right title, but she dives in willingly, because it\u2019s part of the game. We are reminded again and again that shopping is an experience, and the dump bin is a discount experience all its own.\r\n\r\nThe drawback is that this type of display implies discount .\u00a0.\u00a0. and not necessarily quality. Higher-end stores may not want to move in that direction because they don\u2019t want to send that kind of message to their shoppers \u2013 even if they have a product that would work in a dump bin. Also, dump bins take up a lot of aisle space too, so, like shippers, they may not work for a smaller store.\r\n<h2>Point of Sale\/Point of Purchase Displays<\/h2>\r\nPoint of sale displays get shoppers with that last little item they didn\u2019t know they wanted or needed. Whether it\u2019s a pack of gum or a cooking magazine, retailers get one more opportunity to add to the final ticket.\r\n\r\nEven in its drawbacks there are pluses. Moms have forever complained about candy in the checkout aisles at the grocery store, but that gave grocery stores the opportunity to offer something to Moms by having a couple of \u201ccandy free\u201d check out aisles. Few retailers miss the opportunity to do this. Those that do .\u00a0.\u00a0. and Apple comes to mind .\u00a0.\u00a0. are offering a different kind of check-out experience.\r\n<div class=\"textbox tryit\">\r\n<h3>Practice Questions<\/h3>\r\nhttps:\/\/assess.lumenlearning.com\/practice\/9f6794f2-b36c-4c12-a35a-72bdb5cebb58\r\n<\/div>","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning Objectives<\/h3>\n<ul>\n<li>List the benefits and drawbacks of each presentation technique<\/li>\n<\/ul>\n<\/div>\n<p>Every display method a retailer uses for his merchandise has its benefits and drawbacks. When choosing a type of display, one should consider if the display works for the type of store layout and the kind of environment you\u2019ve created for the shopping experience.<\/p>\n<p>Let\u2019s look at each type now and determine where it will succeed and where it might fail.<\/p>\n<h2>End Caps<\/h2>\n<p>End caps are very successful in grid layouts. Grocery stores and big box retailers use end caps to promote brands and celebrate seasons in their stores. They\u2019re eye catching, and the space is easily \u201cleased\u201d to manufacturers that want to promote their brand.<\/p>\n<p>The drawback of an end cap is its ability to be seen. If aisles end too close to a wall, the end cap may make walking space too narrow. And depending on where the aisle ends, the shopper may not even turn toward it as she follows her traffic flow path through the store.<\/p>\n<h2>Window Displays<\/h2>\n<p>Probably the most fun a merchandiser will have is creating a window display\u2014it\u2019s artistic and expressive and fun, and retailers can leverage your window space to tell outsiders what they can expect in their stores. Funky and hip? Serious and elegant? Your store window starts telling the story of the shopper\u2019s experience before she\u2019s even inside.<\/p>\n<p>The drawback is that your window display, while taking up quite a bit of square footage at times, doesn\u2019t always move product. The mannequin that wears a pink sweater might attract the shopper to come in the door, but because the product can\u2019t be displayed adjacent to the mannequin in the window (and shoppers can\u2019t go in there and browse), it\u2019s not always going to sell your merchandise directly.<\/p>\n<h2>Promotional Aisles<\/h2>\n<p>This is the space you trip over when you walk into Target or Meijer, that little cove of space they didn\u2019t know what else to do with. They filled it with junky stuff and put a bunch of bright colored signs up so the customer can shop it and get excited over the big values he\u2019s finding. People often come just to shop these areas\u2014they need trinkets for an event or they want to buy the kids something fun. They can be a draw for a shopper all by themselves.<\/p>\n<p>The drawback of the promotional aisle is that it doesn\u2019t really work for every kind of retailer. Target can use it well, but a Chanel store isn\u2019t going to have one of these types of displays. And not every retailer wants to convey \u201ccheap fun\u201d as a part of their brand statement.<\/p>\n<h2>In-aisle Promotions<\/h2>\n<p>A store with a grid layout will almost always use an in-aisle promotion. Why is that? Well, grid layouts are for stores that carry a lot of product, so if a retailer is doing a sale they\u2019re not going to be able to give every sale item its own display. Shelf tags and shelf talkers are a great alternative, drawing attention as the shopper browses.<\/p>\n<p>The drawback of this display is that it\u2019s not really a display, and therefore not as visible as the other types we\u2019re talking about here. And, of course, if the store isn\u2019t a grid (or at least a mixed) layout, it\u2019s a bit harder to execute\u2014but not entirely impossible.<\/p>\n<h2>Shippers<\/h2>\n<p>Shippers are great little attention getters in a wide aisle, as they\u2019re usually colorful and eye-catching, and stocked full of something the shopper didn\u2019t know he wanted. Because you can put them right in a common traffic flow path, they\u2019re always going to act like a \u201cspeed bump\u201d and slow shoppers down to take a look.<\/p>\n<p>The drawback of this kind of display is that it\u2019s cheap. Shippers are usually made of cardboard and shipped flat, and, after a team member struggles for an hour or two trying to get it all put together, they sit out where they\u2019re touched, bumped, and abused by customers. You\u2019ll never see these in a higher-end store (unless it\u2019s a high-end shipper!) On top of that, they take up valuable aisle space, which a small retailer might not have to give.<\/p>\n<h2>Dump Bins<\/h2>\n<p>Dump bins scream \u201cfind deeply discounted items here!\u201d The shopper understands that some amount of effort will need to be spent to find the right size, the right color, the right title, but she dives in willingly, because it\u2019s part of the game. We are reminded again and again that shopping is an experience, and the dump bin is a discount experience all its own.<\/p>\n<p>The drawback is that this type of display implies discount .\u00a0.\u00a0. and not necessarily quality. Higher-end stores may not want to move in that direction because they don\u2019t want to send that kind of message to their shoppers \u2013 even if they have a product that would work in a dump bin. Also, dump bins take up a lot of aisle space too, so, like shippers, they may not work for a smaller store.<\/p>\n<h2>Point of Sale\/Point of Purchase Displays<\/h2>\n<p>Point of sale displays get shoppers with that last little item they didn\u2019t know they wanted or needed. Whether it\u2019s a pack of gum or a cooking magazine, retailers get one more opportunity to add to the final ticket.<\/p>\n<p>Even in its drawbacks there are pluses. Moms have forever complained about candy in the checkout aisles at the grocery store, but that gave grocery stores the opportunity to offer something to Moms by having a couple of \u201ccandy free\u201d check out aisles. Few retailers miss the opportunity to do this. Those that do .\u00a0.\u00a0. and Apple comes to mind .\u00a0.\u00a0. are offering a different kind of check-out experience.<\/p>\n<div class=\"textbox tryit\">\n<h3>Practice Questions<\/h3>\n<p>\t<iframe id=\"assessment_practice_9f6794f2-b36c-4c12-a35a-72bdb5cebb58\" class=\"resizable\" src=\"https:\/\/assess.lumenlearning.com\/practice\/9f6794f2-b36c-4c12-a35a-72bdb5cebb58?iframe_resize_id=assessment_practice_id_9f6794f2-b36c-4c12-a35a-72bdb5cebb58\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:300px;\"><br \/>\n\t<\/iframe>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-2231\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Presentation Techniques. <strong>Authored by<\/strong>: Freedom Learning Group. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":62559,"menu_order":13,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Presentation Techniques\",\"author\":\"Freedom Learning Group\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"b6c65b80-f085-4fad-a841-92b746360539, d90f50df-aa52-4de9-b4a7-06d16fd46a5a","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-2231","chapter","type-chapter","status-publish","hentry"],"part":2203,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters\/2231","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/users\/62559"}],"version-history":[{"count":9,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters\/2231\/revisions"}],"predecessor-version":[{"id":6530,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters\/2231\/revisions\/6530"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/parts\/2203"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters\/2231\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/media?parent=2231"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapter-type?post=2231"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/contributor?post=2231"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/license?post=2231"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}