Display

Retail
Certificate 1, 2 & 3
SIR10107, 20207, 30207
Displaying and Merchandising

Products
Self Paced Learning Materials
Copyright 2008
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DISPLAYING AND MERCHANDISING PRODUCTS 3
MAPPING GUIDE
Guide
This module addresses the following units:
Mapping Guide SIRXMER001A
SIRXMER005A
Merchandise products
Create a display
SIRXMER002A Coordinate merchandise presentation
SIRXICT001A Operate retail technology
Mapping
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REFERENCES
INSIDE RETAILING MAGAZINE
HOW TO RUN YOUR OWN STORE - BY ANGIE TANG & SARAH LIM
NEW RETAIL - BY RAUL A. BARRENECHE - PUBLISHED BY PHAIDON PRESS
WHAT GREAT RETAILERS DO - BY DAVID JENKIN

References
MANAGEMENT OF RETAIL BUYING BY R. PATRICK CASH, CHRIS THOMAS, JOHN W. WINGATE , JOSEPH S.
FRIEDLANDER
101 WAYS TO REALLY SATISFY YOUR CUSTOMERS - ANDREW GRIFFITHS ALLEN & UNWIN
WHAT'S IN STORE? - A HISTORY OF AUSTRALIAN RETAILING - BY KIMBERLEY WEBBER & IAN HOSKINS
PLUGGING IN TO PROFITS: IN-STORE TECHNOLOGY BY WALTER E. JOHNSON (AUTHOR), ADAM KING
THE SPECIALTY SHOP - HOW TO CREATE YOUR OWN UNIQUE AND PROFITABLE RETAIL BUSINESS - BY DOROTHY
FINNELL
ERGONOMIC LIVING : HOW TO CREATE A USER-FRIENDLY HOME & OFFICE BY GORDON INKELES
RETAIL SUCCESS! BY GEORGE WHALIN
1001 IDEAS TO CREATE RETAIL EXCITEMENT, REVISED EDITION (2003) - BY EDGAR A. FALK
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s
Reference
CUSTOMER SERVICE GUIDELINES – DEPARTMENT OF FAIR TRADING HTTP://WWW.CONSUMER.GOV.AU
References SUPER SERVICE: SEVEN KEYS TO DELIVERING GREAT CUSTOMER SERVICE - BY JEFF GEE, VALERIE GEE – 1999
Continued ACHIEVING EXCELLENCE THROUGH CUSTOMER SERVICE – JOHN TSCHOHL – BEST SELLERS PUBLISHING 2007
OFFICE SAFETY - BY GRAHAM ROBERTS-PHELPS
CUSTOMER SERVICE - BY STECK-VAUGHN COMPANY – 1997
PERFECT PHRASES FOR CUSTOMER SERVICE: HUNDREDS OF TOOLS, TECHNIQUES, AND SCRIPTS
INTRODUCTION TO STOCK CONTROL - BY ANTHONY J. GAMBALE
FOR HANDLING ANY SITUATION - BY ROBERT BACAL - 2005
SERVING THE DISABLED - BY KEITH C. WRIGHT, JUDITH F. DAVIE - NEAL-SCHUMAN PUBLISHERS - 1991
THE OFFICE SAFETY HANDBOOK -BY ROGER SAUNDERS
WINDOWS ON THE WORKPLACE: TECHNOLOGY, JOBS, AND THE ORGANISATION OF OFFICE WORK
- BY JOAN GREENBAUM
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LEARNING ACTIVITIES
This Unit will require you to undertake various learning activities.
An activity section is indicated with an Activity Icon. The activity could comprise of a series of questions, tasks, research projects,
homework or combinations.
?
Introduction
To do:
Question Task Research
A Research activity will request you to gather information from various sources to support what you have learnt through this unit.
A Task is an activity that would require you to create, develop or report on certain subjects, processes or procedures related to the
subject matter being taught.
A Question activity will ask you to answer a series of questions to test your knowledge of what was presented in the course materials.
REQUIREMENTS
For this course you will need a access to a computer and access to the internet.
You will also need folders and files to store your written reports, information gathered during your research and any notes you may
create. There are several times you are requested to present your folders and materials to your teacher/trainer for review and
comment.
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Introduction SELF ASSESSMENT

Continued At the end of each section you, the student, will be asked a series of YES and NO questions. If any question is unclear our you have
answered NO, then you are encouraged to review the materials in that section again.
The Self Assessment section is indicated with an icon.
Self Assessment
?
UNIT SUMMARY ACTIVITIES

At the end of this module there are a series of questions, research projects, tasks and activities relating to the entire module. The
activities in this section are designed to reinforce your knowledge gain from these materials.
The Unit Summary Activities section is indicated with an icon as below.
Unit Summary
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Activities
DISPLAYING AND MERCHANDISING

Table of Contents PRODUCTS
SECTION ONE – PLACING AND ARRANGING MERCHANDISE
Section Learning Objectives Page 12

Section Introduction Page 12
Store Image Page 13
Merchandising Page 14
Store Layout Page 16
Traffic Flows Page 17
Store Layout Issues Page 17
Fixture and Display Placements Page 18
Traffic Flow Issues Page 21
Types of Display Fixtures Page 24
Preparing Merchandise for Display Page 28
Unpacking Merchandise for Display Page 29
Display Principals Page 30
Arranging Merchandise Page 32
Section Summary Page 35
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Table SECTION TWO – PREPARING DISPLAY LABELS AND TICKETS

of Section Learning Objectives Page 39
Contents Section Introduction Page 39
Price and Barcode Tickets Page 40
Continued Display Tickets and Labels Types Page 40
Components of a Display Price Ticket Page 43
Creating Promotional Display Tickets Page 44
Creating Price Tickets and Barcodes Page 49
Using and Maintaining Electronic Equipment Page 50
SECTION THREE – PLACE, ARRANGE AND DISPLAY PRICE TICKETS

Placement of Price Tickets Page 56
Creating Price Tickets Page 58
Laws & Codes of Practice Page 59
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Table SECTION FOUR – MAINTAINING A DISPLAY

of Section Learning Objectives Page 66
Contents Section Introduction Page 66
Reasons for Displays Page 67
Continued Display Effectiveness Page 68
Triangular Balance Page 69
Creating Display Balance Page 71
Focal Point Page 73
Window Displays Page 76
Backdrops in Window Displays Page 80
Lighting Page 82
Risers and Props Page 84
Re-set and Dismantling Displays Page 86
Work Safety Page 86
Timing of Re-setting and Dismantling Displays Page 87
Selecting Merchandise to Display Page 88
Analysing Displays Page 91
Replenishing Stock in Displays Page 93
Display Housekeeping Routines Page 93
Removal of Packaging Materials Page 94
SECTION FIVE – PROTECTING MERCHANDISE
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Types of Products & Handling Recommendations Page 101
Work Safety Page 104
Section Contents SECTION ONE
PLACING AND ARRANGING MERCHANDISE

SECTION LEARNING OBJECTIVES
SECTION INTRODUCTION
STORE IMAGE
MERCHANDISING
STORE LAYOUT
TRAFFIC FLOWS
STORE LAYOUT ISSUES
FIXTURE AND DISPLAY PLACEMENTS
TRAFFIC FLOW ISSUES
TYPES OF DISPLAY FIXTURES
PREPARING MERCHANDISE FOR DISPLAY
UNPACKING MERCHANDISE FOR DISPLAY
DISPLAY PRINCIPALS
ARRANGING MERCHANDISE
SECTION SUMMARY
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Course
Materials
SECTION 1 – PLACING AND ARRANGING MERCHANDISE

WHAT OUTCOME CAN YOU EXPECT FROM THIS SECTION?
This section will show you how to place and arrange merchandise in a store according to the policies of the business.

On completion of this Section you will learn about:
♦ The store image

♦ Why the store layout is important
♦ What fixtures are used to display merchandise
♦ How to unpack merchandise for display
♦ Techniques used to display merchandise
♦ What to do with damaged, soiled or out of date stock
♦ Work safety issues
Businesses spend a substantial amount of time and effort in the way their merchandise is displayed within their store. Merchandise,
and the way it is displayed, has a major impact on the store’s image and an equally serious effect on sales.
In this section, we will look at the way a store creates an image, how products and the way they are displayed support and promote
that image, and other factors that contribute to the image of a store.
We will also learn about ‘merchandising’, what it means, and the different methods used by businesses to display products.
In this module we refer to merchandising in various types of retail stores. Many tourism and hospitality business have products that
require to be sold using merchandising techniques as outlined in the following sections. Some examples include:
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Wineries Restaurants
Travel agencies Souvenir shops
Tourist attractions Cruise ships
Duty free shops Airports
Museums Art Galleries
Markets Festival/fairs
STORE IMAGE
The main objective of a developing a strong and appealing image is to attract current and prospective customers into the store and
sell merchandise. It is critical to the success of the store.
Smaller businesses who are specific in what products they offer try to create an image that will attract customers who would be
interested in such products. These customers are likely from a specific target market, for example, sportswear retailers, music
retailers, or children’s clothing retailers.
However, larger businesses (Eg: department stores) may project several departmental images. These department stores usually
have departments ranging from home furnishing to men’s clothing to electronic goods, all under the same business, and tend to
attract a much wider customer target base.
There are many factors that influence the image of a store, including location, type of product, price and quality of product.
In this section, we are going to look at how they way in which products are placed and displayed in the store contribute to the store’s
image.
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MERCHANDISING
In the textbook called the Fundamentals of Marketing by W.J Stanton (McGawHill pg 170) merchandising is defined as:
“A term primarily used in the retail trade. Merchandising is ‘product planning’. That is, it
includes all company (business) planning activities designed to prepare an assortment of
products to meet a market demand.”
What are some of those activities?
Choosing the right product(s) – You need to know your market, your customer and their needs.
Location – Where the store is and where the product is situated within the store.
Product availability – Whether products are available to meet demands, taking into account seasonal changes and trends.
Quantities – This involves ordering, stocking and re-ordering activities, to ensure the store has enough stock to sell at all times.
Price – This should be attractive to the customer, while still maintaining profitability.
Many major businesses employ professional merchandising managers. These managers develop policies and procedures to support
their activities, some of which relate to the stocking and display of products within the store environment.
In a smaller operation, especially an owner operator type, all the activities are usually shared among several supervisors or senior
employees. You will need to know the store’s merchandising activities or policies and how your duties may require you to perform
some of these activities in your area.
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? ACTIVITY ONE
What is store image? Why is store image important?
Question
What are the five activities in merchandising or product planning?
1)____________________________
2)____________________________
3)____________________________
4)____________________________
5)____________________________
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STORE LAYOUT
Although initially you may not have too much influence in how the store is laid out, it is good to understand the various layouts used
and the advantages and disadvantages with each type. Eventually, as you gain more experience, you may well be asked to
contribute some ideas that may assist in increasing sales.
Businesses spend a substantial amount of effort in planning the store layout. Research proves that the way a product is placed in the
store can affect the rate of sales for that product.
A layout includes the location of:
♦ Product departments
♦ Each product and type of fixtures
♦ Types of displays to be used
♦ Lighting
♦ Store furnishings
♦ Signage
Once a layout has been designed, a business can predict the traffic flow while customers are in the store (the way customers will
move around the store).
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TRAFFIC FLOW
The objective in creating the ideal traffic flow is to have a customer enter into the store and shop or browse throughout the whole
store. The more of the store a customer sees, the longer they will stay, and ideally they will see more products that they will wish to
purchase.
STORE LAYOUT ISSUES

The designing of store layouts is a science and is constantly being refined to maximise the image and the sales potential of the store.
When designing a layout, you will need to take into account a few issues:
♦ The type of product you are dealing with
♦ The quality and price of the product
♦ The type of service being offered (self-service/assisted service)
♦ The target market’s shopping behaviour
Examples
♦ A discount multi product store will have a completely different layout to a high quality women’s fashion store.
♦ A large appliance retail outlet will have a different layout to a bookstore.
♦ A specialty food store will have a different layout to a large supermarket.
There are also image issues to take into account. The layout of a high quality women’s fashion store will have a different layout to a
discount women’s fashion store.
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FIXTURE AND DISPLAY PLACEMENTS

Generally, when businesses are designing their store layout, there are two ways in which they place
their fixtures and displays; 1) In a grid pattern, or 2) In a free flow pattern. Each term relates to the
way the customer will move through the fixtures and displays – traffic flow.
GRID PATTERN
Grid patterns are common in stores that a large range of products, large quantities of products, or
both. Most self-service type businesses use grid patterns, for example:
♦ Supermarkets
♦ Bookstores
♦ Hardware stores
♦ Music stores
The grid system has customers viewing products up and down aisles with signage at the end of each
aisle, stating the products available within that area.
The advantages of a grid pattern are:
♦ Products can be separated into logical product groups

♦ Customers can get used to finding products each time they visit
♦ It is easy to predict traffic flow
♦ Maximum product exposure occurs
♦ It is easier to control shoplifting (better vision down aisles)
♦ Better utilisation of floor space occurs
The disadvantages are:
♦ The store does not exude a personal atmosphere
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♦ Generally customers will not browse the whole store
♦ There tends to be little contact with staff
FREE FLOWING PATTERN

Fixtures in a free flowing pattern are placed randomly around the store. Most assisted service type
stores use this type of layout. The product is usually specific in type (clothes or fashion
accessories).
The fixtures are usually of different types and sizes will contain displays of a type of product. For
example, a display in a surfing clothes shop may have board shorts, while a separate display may
contain men's T- shirts.
Fashion stores, homewares, smaller sports stores, and so on generally use this type of layout.
The advantages of this type of pattern are:
♦ They encourage browsing around the store

♦ Displays can be themed and/or highlighted (Eg: a big, fun display that looks like an
umbrella could be selling umbrellas)
♦ Individual products can be promoted more easily with sale signs or new releases
♦ Groups of products can be themed and promoted as a group (Eg: a big tennis racket
display could sell tennis rackets, tennis balls, racket cases and towels all in one
display, therefore encouraging the customer to purchase add-on products)
The disadvantages are:
♦ It is more difficult to predict traffic flow

♦ The customer may see not all of the merchandise
♦ The store will require more staff to service customers
♦ It may be harder to control shoplifting (lots of hidden/blind spots occur in a free flow
pattern)
COMBINATION OF BOTH
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Major department stores, or businesses with larger floors and mixed products, often utilise both
patterns. One department or area could be selling books or CDs, and for this they will use the grid
pattern, while the next department, fashion, may use a free-flow pattern.
? ACTIVITY TWO
Name three retailers that use the ‘grid pattern’ in their store layout.
1)________________________________________
Question
2)________________________________________
3)________________________________________
Name three retailers that use the ‘free flow pattern’ in their store layout.
1)________________________________________
2)________________________________________
3)________________________________________
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TRAFFIC FLOW ISSUES

How the customer traffic flows through a store has a lot of bearing on how and where the merchandise is displayed.
Basically, if the merchandise is seen, then it will be sold. This relates to the ‘visibility’ of the products. The higher the visibility, the
faster the products will be sold.
Where the products are most visible to customers is called the ‘prime selling location’. The locations less visible are called ‘warm
locations’, and the locations with the least visibility are called ‘dead locations’.
PRIME
Prime locations are where the customers see the product first (or very regularly) while in the store. Prime locations include:
♦ Entry of store or department

♦ Ends of aisles
♦ At the point of sale
♦ Main walkways
♦ Waiting areas
Prime locations are used to sell fast moving and/or high price margin (profitable) products.
WARM
Warm locations are generally the balance of the store floor area, have staggered/irregular traffic flow, and are not as visible as the
prime locations. The majority of products being sold by the store are located in these areas.
DEAD
These areas have the least amount of traffic and product visibility, and are generally locations where slow moving products are
displayed. Dead locations include:
♦ Behind counters
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♦ Rear of store
♦ Poorly lit areas/sections
♦ Around corners
♦ Behind columns or pillars
Whether it is prime, warm or dead, each type of location within itself has a ‘prime position’.
POSITIONING
The best spot to put merchandise, no matter what type of location, is at ‘eye level’.
Research studies and merchandising expertise over the years has proven that products displayed on shelves or cabinets sell faster if
they are displayed at eye level.
Large supermarket chains and other major retailers charge suppliers fees to place their products in prime locations and prime
positioning. In effect, they are renting this area to be assured that their product has the highest exposure possible.
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To do: ACTIVITY THREE

Go to your favourite store and tell us what products you believe are being displayed in a ‘prime’ location, what products are being
displayed in the ‘warm’ areas and what products are being displayed in the ‘dead’ locations.
Task
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TYPES OF DISPLAYS
Once a store has determined a layout, it will then need fixtures that will hold the displayed products/merchandise in place.
There is a whole separate industry that designs, manufactures and installs fixtures and display concepts.
The term fixture refers to a unit or assembly that is permanently or semi-permanently attached to the floor or walls of a store, in which
‘display fittings’ are attached to hold merchandise.
There is an enormous variety of fixtures and fittings available, and more concepts are being introduced regularly. The clever use of
display fixtures and fittings is a major factor in establishing a store image, creating an efficient, effective store layout and increasing
sales.
Here are some examples of common fixtures:
Frame assemblies - Allow display framework to be assembled in varying sizes, lengths widths and heights. Often used in a grid
pattern to create aisles.
Gondolas – Are commonly used at the end of aisles or placed in high traffic areas. They are simple frameworks assembled in a size
to match the available space.
Stands – Come in predetermined sizes and are used as gondolas, are freestanding or are attached to a wall.
Wall Displays – Are assembled using a metal rail, onto which shelves and other fittings are attached.
Cabinets – Are used to display items that are expensive and need to be locked up.
Table displays – Are usually mobile and are used to display new or sale items in high traffic areas. Supermarkets use fixed tables to
display fresh fruit and vegetables.
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Racks – Are usually freestanding so that they can be moved around the store and used for smaller items such as books, CDs or
printed materials. Racks can also be ‘spinning’, do that the rack can be turned around by the customer to view the products.
Counters – Are used at the point of sale area, enquiry desk and/or other sections of the store where staff require a working area.
The bottom of the counter is sometimes a display cabinet, which is common in places (Eg: jewellery stores, surfing clothes shops).
Stores use the counters to place small, fast moving ‘impulse’ items.
Bins – Are used in stores to place clearance items, sale items, small slow moving items or promotional stock. They are extremely
mobile and can therefore be placed in highly visible and high traffic locations.
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FITTINGS
Fittings are used to complete the fixture so that the complete fixture/fittings assembly can display products. Fittings can also be used
to develop a display theme.
Types of fittings include:
♦ Shelves and shelf ends

♦ Shelf and cabinet dividers (to divide products)
♦ Pegs, hooks and arms (to hang products)
♦ Baskets for certain types of products
♦ Signage and promotional items
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To do: ACTIVITY FOUR

Go to your favourite store. Now, name as many types of fixtures used in the store as you can. What style of layout is used by the
store?
Task
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Let’s review what you have learnt so far.
♦ Stores need to project an image

♦ Stores need a layout plan
♦ Stores need fixtures and fittings
The next step is to actually display the product.
This requires an understanding on how to:
♦ Unpack the merchandise when received into the store

♦ Arrange the products in the displays
♦ Abide by some simple display principles
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In Section 1 of Stock Control, you would have learned the correct methods of receiving stock into the store – the first step in
preparing stock for display.
As a review, receiving stock requires:
1) Shipping documents compared with order documents to ensure correct quantities, and correct type of product
2) Unpack goods and visually check products for correct type, correct quantities and possible damage
3) Update stock reports – input incoming stock into the appropriate system used by the store
4) Safely place goods into the stockroom
Whenever handling stock, ensure you are conscious of all the safety issues, including:
♦ Correct lifting procedures

♦ Correct and safe use of handling equipment
♦ Correct and safe use of tools
♦ Correct and safe use of ladders and/or steps
It is advisable to move boxes and/or cartons to the area in which they will be unpacked, instead of moving loose items. This will
lessen the chance of items being damaged, lost or stolen while moving the items from the storeroom to the displays.
Remember, never leave any opened (or unopened) boxes unattended while they are sitting in the aisles or near displays to be
unpacked. Customers or other staff members can stumble over the stock and cause legal problems for the store, while others may
decide to attempt to steal the goods. If using tools such as razors or knives to open boxes/cartons, use care so as not to damage
contents.
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DISPLAY PRINCIPLES
The first principle in displaying products, is that the products must be clean, presentable and undamaged.
When placing stock on shelves or in cabinets, it is recommended that items are not stacked on top of each other. This prevents items
falling off the shelf or onto customers, and makes the products easier to reach and easier to count when necessary.
Along with prime locations, products get higher exposure and higher sales if they have a number of ‘facings’.
Facings refers to the amount of times an individual product is display in a line on a shelf. The more facings, the better the visibility,
and the greater the sales rate. Suppliers will often pay fees to increase their facings, along with paying for location and positioning.
Businesses, as part of maintaining their image, like to keep their stores looking as if they are full of stock.
A housekeeping technique is commonly used to maintain the full look of the store. This is called ‘facing up’. This can be
accomplished in one of two ways.
One method of facing up shelves is to fill any gaps in the displays with more stock. The other popular way of facing up is done by
pulling stock to the front of the shelf or hanger to give the customer the impression that the shelf/hanger is full of stock. Ask your
manager whether or not your store has this routine in place.
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? ACTIVITY FIVE
What does the term ‘facing’ mean?
Question
What does the term ‘facing up’ mean?
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Arranging merchandise will be governed by store policies and procedures. Some commonly used rules are:
♦ Items must be arranged by product category (Eg: dog food should be in a separate section from cat food)
♦ Items should then arranged by brands (Eg: Pal in one section, Chum in another)
♦ Items should then be arranged by product type (Eg: canned food in one section, dry food in another)
♦ The items themselves should be easy to see, easy to reach and easy to touch
♦ Arrange smaller items higher and heavier items lower (Eg: big cans of dog food on the bottom shelf, with the size of the
cans getting smaller as they move up)
♦ Arrange individual items horizontally (you can display more of a range than when displayed vertically)
♦ Prices should be clearly visible so that the customer is able to make brand and type comparisons
♦ Higher priced/quality merchandise should be placed at the left of the display with price/quality lowering as the customer
moves to the right of the display
Some products lend themselves to hanging displays. This is common with clothing and products in plastic packaging, which allows
hanging, and this way the customer can see the complete item.
Do not have items sticking out or protruding from shelves. This increases the chances of product being knocked off the shelves by a
passing shopper, and being damaged or falling on customers and causing injury.
Ensure that the displays/shelves are not being overloaded, and that the displays are in good condition and firmly fixed to a wall or
floor (or if a freestanding display, ensure it is stable).
Where signs, pricing and barcodes are part of the display, it is important that the product is arranged to match the information on the
signs, displayed prices, or barcode information. Remember, if for some reason a customer is charged more than the displayed price,
then that customer is legally entitled to receive the item for free.
Remember that the customer needs to be considered when arranging products/items on a display. Care in arranging products will
increase sales and reduce the loss of profits and customer complaints.
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STOCK ROTATION
In previous training materials it was shown how to rotate stock and the importance of rotating stock was illustrated.
In summary, old stock needs to be sold first. If new stock is being placed on shelves or in displays it should be placed behind old
stock. Some stock becomes unsaleable or is slow moving.
UNSALEABLE MERCHANDISE
Unsaleable stock refers to stock that has been damaged, out of season, out of date (the used by date has expired) or is old, soiled or
dirty looking.
This stock, especially if in prime selling locations, should be removed and replaced with saleable stock. The store’s policies will
include the methods or procedures in disposing of unsaleable stock. It may be placed on sale, returned to the supplier or destroyed.
SLOW MOVING STOCK

Products can become slow moving for a variety of reasons:
♦ The stock may be out of date or out of fashion

♦ The stock does not match the customer or target market
♦ The stock may be displayed in the wrong location
♦ The pricing may be incorrect
♦ Customers may not be able to see the items
♦ Customers may not be able to reach the items
Slow moving stock can be:
♦ Replaced with current items

♦ Replaced with items that match the target market
♦ Re-priced
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♦ Re-located
♦ Re-positioned
If remedies are attempted and the stock still remains slow moving, it is likely that the store policy would require you to clear out the
slow moving stock through pricing cuts and clearance sales.
HOUSEKEEPING
When re-stocking or checking displays remember some basic housekeeping routines:
♦ The products look presentable at all times

♦ The products are brought forward on the display/shelf (facing up)
♦ Damaged goods replaced with saleable items
♦ The general appearance of display is attended to – items should always look straight and tidy
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SECTION SUMMARY
In this section, you will have learnt the importance of how merchandise is displayed and the methods used to do so, including store
layouts, types of fixtures and the ways in which products are arranged within the displays.
It is important that you learn the store policies and procedures relating to displaying merchandise, and also to become familiar with
the role you play in this area.
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DID YOU LEARN?
Self Assessment
?
THE FOLLOWING QUESTIONS ARE YES AND NO QUESTIONS.
IF YOU CANNOT ANSWER YES TO EACH QUESTION IT IS SUGGESTED YOU REVIEW THE MATERIAL AGAIN.
SECTION ONE
STORE IMAGE
Do you understand the many factors that influence the stores’ image?
Do you know why the stores main objective of acquiring an appealing image, is critical to its success?
MERCHANDISING
“Product Planning” is a term used in the retail trade. Have you learnt the meaning of this term?
Do you understand some of the different activities used in stocking products, to meet market demand?
STORE LAYOUT
Are you aware of how the sales rate can be affected by store layout?
Located in the store must be six general locations. Do you know what these are?
TRAFFIC FLOW
Do you know what the stores’ main objective is in creating traffic flow?
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STORE LAYOUT ISSUES
Do you know what issues to take into account when designing a store’s layout?
A high-quality women’s store layout will be different to a discount women’s fashion store, are you why this is?
FIXTURE & DISPLAY PLACEMENTS
Self Assessment
?
Do you know what the two ways are in which a store’s fixtures can be placed?
There are definite advantages to each of these patterns, are you aware of some of these?
TRAFFIC FLOW ISSUES

In terms of visibility to the customer, do you know the names of these three locations of products within the store?
Within each of these three locations is the “prime position”. Do you know where on the shelf/cabinet this would be?
TYPES OF DISPLAY FIXTURES
Do you know some of the common fixtures used in a store’s layout, and advantages of them?
Fittings are used to complete fixtures, are you aware of what some of these are?

To display the product, do you know what to do?

Do you know what steps there are to preparing stock for display?
Do you remember why it is advised to move boxes that are sitting in aisles that are waiting to be unpacked?
DISPLAY PRINCIPLES
Items should not be stacked upon each other. Are you aware of the reasons for this?
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Do you know what the term “facing up” means?
Are you familiar with some of the commonly used rules regarding the arrangement of merchandise?
Do you understand the reasons to ensure correct pricing on displayed items?

Section Contents SECTION TWO
PREPARING DISPLAY LABELS AND TICKETS

PRICE AND BARCODE TICKETS
DISPLAY TICKETS AND LABELSTYPES
COMPONENTS OF A DISPLAY PRICE TICKET
CREATING PROMOTIONAL DISPLAY TICKETS
CREATING PRICE TICKETS AND BARCODES
USING AND MAINTAINING ELECTRONIC EQUIPMENT
SECTION SUMMARY
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Course
Materials
SECTION 2 – PREPARING DISPLAY LABELS AND TICKETS

In this section, you will learn how to prepare and place tickets on merchandise displays and perform this function according to store
policies and procedures.

On completion of this Section you will learn:
♦ What types of tickets/labels are used in stores

♦ How to design and produce tickets/labels by hand or by electronic means
♦ How tickets/labels are used in a store
♦ How to replace old, irrelevant and damaged display tickets
♦ How to maintain electronic and hand-held equipment (and their proper storage)
In many stores, information about the product such as the basic descriptions, prices and other useful and important information is all
contained on labels or tickets attached to the display (or attached to the actual merchandise). Labels and/or tickets are an important
component of a merchandise display and can have an effect on the sale rate of the item.
There are basically two types tickets or labels.
♦ Price or barcode tickets
♦ Display tickets or labels
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On a display the price/barcode tickets are found immediately below the merchandise that the information on the ticket is related to.
Some price or barcode tickets are attached to the product or item itself. The ticket will contain information that would often include:
♦ A brief description of the product

♦ Price
♦ Weight/Volume/Size
♦ Use–by-date
♦ Price per weight/volume (if relevant)
♦ Barcode/APN (stock or product number)
As you can see, a ticket provides important information that the customer will require to help them make a purchase decision. These
tickets are usually produced with an electronic scanner printing machine at head office or by a price ticketing machine.
DISPLAY TICKETS/LABELS
These are used more for promotional or advertising purposes and are often used in conjunction with price and barcode tickets.
These types of tickets or labels come in various sizes and are unlimited in the ways that they can be used. They come in many
different forms, from small labels to large signs or banners. The main purpose of display price tickets or labels is to attract the
attention of customers to a particular area, shelf or product.
They are used to highlight specific features or benefits of a product that may not be readily apparent to the average shopper. Some
suppliers will supply promotional display tickets relating to their product to the business, preventing them from having to make the
ticket themselves.
They can be sporadically used for special promotions, sales, seasons and then removed. These are usually based on a theme or an
event, for example:
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“The Manager’s Specials” “Fathers Day Sale” “Stocktake Sale” “Summer Deals” “Yearend Runout”
The tickets/labels are designed to enhance the store’s image and create an exciting atmosphere, especially during special events.
TYPES
All display tickets or labels are designed for specific product groups or individual items.
Feature Tickets describe the features or benefits of the product, and are attached to the display or the product itself.
Shelf Talkers protrude, hang or are prominently attached to the shelf, and describe the features and benefits of the product as well
as the price.
Labels are designed to be attached to the product, shelf, fixtures or windows and can vary in size and in shape depending on the
objective of the label and information contained within the label.
Fold Overs are used as a ‘tent’ type of sign to sit on counters, products or shelves, or are folded in half and inserted into holders that
can be viewed from both directions.
Swinging Tickets are used primarily with clothing, and are attached to the merchandise with string. They generally contain only
simple, vital information, such as product contents and price.
Price Boards are boards containing products and their prices. They can be temporary or attached to fixtures, placed in windows,
erected in walkways or sat on counters.
Header Boards are signs or banners at the end of aisles (gondolas), attached to the walls, or hung from the ceiling.
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To do: ACTIVITY ONE

Go to two different stores and from each, compile a list of all the different types of display tickets/labels you can recognise.
STORE ONE
Task
STORE ONE
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A display ticket generally has five components. Some stores may design a display ticket slightly
differently depending on the product, event or the theme, but generally contain these components:
LEAD IN
The statement or wording to attract attention by highlighting a product, highlighting a benefit or
highlighting a theme (Eg: ‘Look!’ - ‘Christmas Bargains’ - ‘Stocktake Sale’)
HEADLINE
Specifically identifies the product being promoted (Eg: ‘Children's Clothing’ - ‘Second Hand Books’
SURF
- ‘Asst. Ladies Underwear’)
Descriptive Body
WEAR Where the details of the product are described in further detail and may include features/benefit
statements (Eg: ‘High quality children’s t-shirts, shorts and pants. Made from 100% cotton to keep
little ones cool on hot summer days.’ - ‘Good-as-new second hand novels. Why pay full price?’ -
‘Last season’s women’s bras and underwear, limited sizes left!’)
PRICE
Tells the customer the price and may show the savings or old price/new price comparison (Eg: ‘T-
shirts $15, Shorts $20, Pants $30, or one of each for $55, a saving of $10!’ - ‘All novels down to $9
each, were $15’ - ‘Bras $30, Undies $20, or $45 per set’)
CLOSE
Usually contains any conditions to the sale such as when it ends, no lay-bys, cash only etc (Eg:
‘Hurry! Ends 31st December’ - ‘No returns, no lay-bys, ends 5th June’ - ‘No returns, so be sure of
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the size’)

`
The majority of stores today will, at regular intervals, create promotional display tickets/labels. You may be asked to assist or be
given the responsibility to create promotional tickets.
There are two methods of producing promotional tickets – either by hand or using a computer.
Here are some suggested guidelines to help you create high quality promotional display tickets:
♦ Remember- the store image is at stake, so the ticket must look professional.
♦ Design the ticket to attract attention and to be informative.
♦ Use promotional tickets to further reinforce events or themes.
♦ Prices must be clear. Cents should be in smaller lettering than the dollars.
♦ Do not clutter the ticket with too much information. It must be readable at a glance.
♦ Think about the colours you use. Keep in mind the colour scheme of the store and the store’s image.
♦ Sell benefits. Sell only the most important one or two. You have limited space.
♦ Be conscious of the size of the ticket/label or sign/banner. It should be attracting the customers to the merchandise,
and not be so overwhelming in size that the actual merchandise (what you are trying to promote!) is hidden from view.
When several tickets, labels, signs or banners are needed, some stores create a design and use an outside supplier, such as a sign
writer or printer to produce the materials. In this case you may be asked to manage or supervise the process from creation to
delivery. Therefore, the same guidelines would apply.
PRODUCING DISPLAY TICKETS BY HAND
It is important you have good handwriting skills when producing a display ticket. If your handwriting is not the best, it is advisable to
ask your manager to have someone else hand write the ticket, or, if possible, use a computer and printer to produce the display
tickets.
You can still participate in the design of the tickets, even if you do not actually produce the ticket.
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With any hand written promotional display tickets, the finished product must be professionally laid out and easy to read. Design the
ticket using pencil first, then fill in the pencil lines with pens, markers, or paint.
PRODUCING DISPLAY TICKETS BY A COMPUTER
There are several types of desktop publishing software that are easy to use and produce excellent results. If your store has a
computer, enquire about any desktop publishing software installed.
This software, or simple text document software, (Eg: Microsoft Word, Microsoft Publisher) can be used to lay out and print display
tickets. The same guidelines apply.
If using a computer, it is important that you a familiar with its operation and safe use and you know how to maintain the equipment
while using it.\
TICKET LAYOUT
Care taken in the layout of the information is important when designing and producing a promotional display ticket. Here are some
hints:
♦ Be consistent in letter styles. Too many different styles create a confusing, cluttered look.
♦ Do not use too many colours, as this could distract away from the message.
♦ Maintain consistent borders around the sides and top with a little extra at the bottom.
♦ Use heavier, bolder and deeper colours towards the bottom of the ticket so that the eye of the viewer is drawn down the
sign.
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COLOUR USE
The use of colours can reinforce the message of the ticket/label. Again, avoid using too many colours in the one ticket.
Certain colours create certain moods:
Red is lively/fun/urgent
Yellow is warm/sunny/bright/exciting
Blue and Green is calm/cool/fresh/relaxing
Pink is feminine/youthful/fun
Burgundy is rich/royal/lavish
Purple is mysterious/intriguing/vivid
Black is formal/strong/serious
White is clean/innocent/cool/youthful
Determine your target audience (who you want to read the ticket), the message you are trying to deliver, and then choose your
colours.
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LETTERING LAYOUT
Care should be taken in the spacing of the lettering on display tickets. The space between the letters needs to be visually appealing.
The letters being too close means poor visibility and will be harder to read.
There are three types of spacing, Close, Normal and Wide.
♦ Close is where the word(s) are to occupy a small area and give that condensed, urgent look.
♦ Normal is where there is no restriction on area, and tends to look relaxed and confident.
♦ Wide, when words are spread over a large area, looks bold and important.
Sale
Sale
Sale
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? ACTIVITY TWO
What are the five different components used when creating a promotional display ticket?
1
Question
2
5
When designing a promotional display ticket what should you avoid when choosing colours and why?
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Create 5 different promotional display tickets. Make each one different, with different information, products, etc. Make the display
tickets to actual size. A4 is a good basic size, but be creative. Write on the back of each why you chose certain fonts, sizes, colours,
etc. Be creative! Present to your teacher/trainers for review and comment.
CREATING PRICE TICKETS/BARCODES

Most stores now use price-ticketing machines, which eliminate the need for hand writing price tickets. These machines either create
a full barcoded ticket or a simple price ticket.
Other stores, especially in meat/butcher shops, fish shops, supermarket deli’s or specialty delicatessens, have weight scales that
print out barcoded price tickets. These work by entering the product number or code and price per kilo, and the scale calculates the
rest and prints a ticket that is attached to the product. The ticket is scanned at the check out counter
Previous units of this course stressed the need to never leave a price-ticketing machine unattended (as someone could use the
machine to alter prices on merchandise). Always store the price-ticketing machine in a secure place when not in use.
The advantage of hand writing price tickets is that they can be done immediately to take advantage of a special short-term promotion
without the need to wait for the head office to print them or set-up equipment. The disadvantage is that they may not look as
professional and there is a chance of inaccurate information being written on the ticket.
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If are requested to hand write tickets, ensure that the information written on the ticket is accurate and legible.

Whenever using electronic equipment to produce display tickets, follow the instructions provided by the manufacturer and only use
the equipment for the use it was designed to perform. You can also ask experienced colleagues or your supervisor for assistance
when using any electronic equipment.
If you required to perform any maintenance procedures on electronic equipment, do so with safety in mind. Make sure the equipment
is turned off and the power cord is unplugged from the electrical socket.
Manuals
If cleaning the equipment with special cleaning solutions or chemicals, ensure you know the safe use of these. Wear protective
equipment if required.
Ticket Replacement
The previous section discussed housekeeping routines. One important routine to remember is to watch for damaged or inaccurate
price tickets or display tickets/labels.
Watch for and replace tickets that:
♦ Are worn, torn, illegible or missing

♦ Display an incorrect price or the price has since been changed
♦ Display incorrect information
♦ Should be revived or designed better
♦ Are from a past season or sale
Any tickets that show wrong or misleading information are illegal and must be rectified immediately.
Wrong, old, dirty or damaged price tickets do not give the store a good image.
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SECTION SUMMARY
You have now learnt the reasons that businesses use various types and styles of tickets/labels and how to create and produce
promotional display tickets. You have also learnt various techniques and guidelines to use when designing and producing display
tickets.
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DID YOU LEARN?
Self Assessment
?
SECTION TWO
Do you know what type of information would be contained on a price/barcode ticket?
DISPLAY TICKETS AND LABELS

Do you know what the main purpose of a display ticket is?
Can you give some examples of special event or promotion display tickets?
TYPES
Are you aware of how many different types of display tickets or labels there are?
Do you know which type of ticket or label can be temporary or attached to fixtures, placed on windows, erected on walkways or sat
on counters?

Can you give the numbers of components a display ticket generally has?
Are you aware of which component type of display ticket contains feature/benefit information?
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Do you know the two methods of creating promotional display tickets?
Can you explain several of the different moods that can be created by certain colours of ticket/labels?
Are you aware of the three types of spacing in the lettering layout of a display ticket/label?
CREATING PRICE TICKETS AND BARCODES
Self Assessment
?
Do you know the advantages of hand-written price tickets?
Can you explain why most stores do not need to use hand written price tickets?

Are you aware of the two things that you must do first, before you proceed to perform any maintenance procedures on electronic
equipment?
TICKET REPLACEMENT
Do you know what important things you should watch for regarding display tickets/labels?
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Section Contents
SECTION THREE
PLACE, ARRANGE AND DISPLAY PRICE TICKETS

PLACEMENT OF PRICE TICKETS
CREATING PRICE TICKETS
LAWS & CODES OF PRACTICE
SECTION SUMMARY
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Course
Materials
SECTION 3 – PLACE, ARRANGE AND DISPLAY PRICE TICKETS

You will learn in this section how to arrange and place price tickets on merchandise and displays and perform this function according
to store policies and procedures.

♦ How to place tickets on merchandise according to store policy

♦ The importance of accuracy and care
♦ Laws and codes of practice relating to pricing tickets
Price tickets provide essential information to the customer, so they have to be placed where the customer can clearly see and read
them without distracting from the merchandise being sold.
Price tickets can be placed on the display, attached to the merchandise, or both. As with any other information provided to the
customer, price tickets must be accurate. There are laws and industry codes that apply to information contained on price tickets and
these are to protect the consumer from false and misleading information being provided by businesses.
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Store policy dictates how price tickets should be displayed or attached to fixtures and merchandise.
General rules are:
♦ Standard price tickets (price, barcode and basic product descriptions) should be placed directly
beneath the merchandise it relates to.
♦ If a standard price ticket is being attached directly onto the merchandise, the general rule of
thumb is that it is placed on the top right hand corner of the item (except with books – it goes on
the back). (show an example)
♦ When pricing several items that are the same, make sure the ticket is placed in the exact same
spot on each.
♦ On marked down items or re-priced items the new price ticket should be placed beside the old
price to show the savings. Do not place on top of the old ticket.
♦ For timed promotions (promotions lasting only a certain period of time) the old price ticket must
be completely removed and the new discounted price ticket attached.
♦ When the promotion is over the promotional price ticket must be complete removed and the
replaced with a new price ticket.
♦ The law states that if an item has two prices on it, the customer must be charged the lower price
or the product is withdrawn from sale.
♦ Where stores use a scanning system the price must be displayed on the shelf directly below the
merchandise.
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♦ If the price is changed in the scanning system or computer, then the shelf label must be changed
as well.
♦ Any discrepancies between the shelf price and the scanned price allow the customer the right to
the lower price or in some cases the right to receive the item for free.
Other guidelines that should be followed are:
♦ Price tickets should not be placed over the top of safety instructions, product warnings, dangerous goods, ingredients
or use by dates on the product.
♦ Never put price tickets on removable caps, lids or loose parts of a product as dishonest customers can switch them
around.
There are items on which an adhesive price ticket would not stick. It is suggested you use a swing tag (a price ticket attached with
plastic cord or string) to secure the ticket to the merchandise.
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There are only two ways of creating price tickets – by hand or by a price ticketing machine.
Most stores now use some electronic method of producing price tickets, which eliminates the need for hand writing price tickets.
If are requested to handwrite tickets, ensure that the information written on the ticket is accurate and legible.
Previous units of this course stressed the need to never leave a hand price-ticketing machine unattended, as someone could use the
machine to alter prices on merchandise. Always store the hand price-ticketing machine in a secure place when not in use.
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LAWS AND CODES OF PRACTISE RELATING TO PRICING TICKETS

There are laws and codes of conduct relating to the provision of information about products and services to customers that
businesses must abide by. Consumer protection laws prevent any business providing false and misleading information, and this
applies to pricing.
It is therefore very important that pricing tickets are regularly checked for accuracy and immediately replaced when inaccurate.
CODES OF PRACTICE
Codes of Practice are specific sets of laws and rules to be followed by those in an industry – in our case, the retail industry. They are
established by industry associations, institutes and in some cases by law makers or the government.
Codes of Practice (sometimes a Code of Ethics) are developed to protect the rights of the customer/consumer. Some are law and
can attract fines handed out by the judiciary system. Some are voluntary and are policed by association committees or government
departments such as The Australian Competition and Consumer Commission (ACCC).
The ACCC also administers laws specifically developed under the “Consumer Protection Act” on behalf of the Treasury Department
of the Australian Federal Government.
The ACCC states that the main features of the Act are,
‘The consumer protection provisions prohibit unfair practices such as:

misleading and deceptive conduct; false representations; misleading
statements; harassment and coercion; bait advertising; referral selling; and
pyramid selling. There are also provisions relating to unsolicited goods and
credit cards.’
‘Consumer (and many business) transactions are automatically given warranty
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protection by the law, whether or not suppliers give their own warranties or
guarantees. This protection includes the right to refund if goods are defective,
not fit for the purpose, do not match the sample shown or are not of
merchantable quality.’
(Taken from the website www.accc.gov.au)
Lets look at some of the codes relating to the retail industry.
JEWELLERY AND TIMEPIECES INDUSTRY CODE

This code of practice is a voluntary code developed by the Jewellers Association of Australia and the Australian Retailers Association
and local State Associations with the assistance of the Australian Competition and Consumer Commission and state and Territory
Fair Trading Agencies.
It is to protect the consumer from false and misleading products, pricing, quality, information and advertising. It is to provide
customers purchasing jewellery and timepieces the assurance of integrity and confidence, especially in the areas of special offers
and pricing issues.
ADVERTISING AND DISPLAY PRICE TICKETING CODES

This code prevents customers from buying merchandise advertised as being at a special or sale price when in fact the price is
considered the regular retail price.
It also prevents advertising Recommended Retail Price along with a Sale Price if the pricing is giving the customer the wrong
impression of what he/she may pay elsewhere.
This Code of Practice requires the business to offer a reasonable amount of product for a reasonable amount of time before putting
the product on sale at a lower price.
If the merchandise pricing is advertised as being a special introductory offer, the business must not have sold the same product in
the store before at any time.
Where there are special prices or discounted prices offered, the business must have a reasonable amount of stock. These specials
should have time limits and not go on indefinitely.
Liquidation sales or closing down sales must be exactly that and not falsely giving the impression that the stock must be liquidated or
the store is closing down when in fact it is not.
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SCANNING CODE OF PRACTICE

The Australian Supermarket Institute and the ACCC originally developed this code for the supermarkets. Other retail associations
such as the Australian Retailers Association now support the code and expect all their members to comply with the code. Ask if your
store is a member of any association.
The code was designed to protect the customer from scanning errors that would amount to being charged a different amount to that
which is displayed on the shelf or on the price ticket attached to the product. The customer must receive a legible receipt that shows
the prices as scanned and this could be used to compare prices with those displayed, advertised or attached to the product.
The code prevents the customer to be charged any price higher than what is displayed, advertised or attached to the product. Fines
can be levied against the store that knowingly are charging more for products through the scanning process.
At the point of sale the terminal or cash register must display the scanned price so the customer can see what is being charged.
Customer rights include receiving refunds or receiving the product free (depending on the circumstances) and those rights carry on
even if the customer has paid for the product and left the store.
For detailed information on the Scanning Code of Practice go to the website of the Retailers Association at www.ara.com .au and
look for the “Codes” in the search function.
CONSUMER RIGHTS
Remember, customers are protected against being given false and/or misleading information about products or services in the
attempt to entice them to buy. There are serious penalties for those persons or businesses that are found guilty of breaching the
Consumers Protection laws.
Take the time and learn more about consumer rights by contacting the Consumer Protection Agency (or Fair Trading) in your state
for printed information.
Contact details can be found in the telephone book or on the Internet at
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www.consumer.gov.au/html/contacts.htm
To do: ACTIVITY ONE

Circle the correct answer.
Price tickets on display should be placed directly above / below the merchandise they relate to.
Task Price tickets being attached directly to merchandise should be placed on the bottom / top right hand corner.
When a promotion with special prices is over, the old price ticket should / should not be removed and replaced with the new price
ticket.
It is OK / it is not OK to place a price ticket over top of product warnings on the item being priced.
There are no / there are laws that relate to pricing issues including the placement of price tickets and information contained on them.
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SECTION SUMMARY
This section has taught you about the proper placement of pricing tickets and the importance of accuracy when creating pricing
tickets, and the need for care when attaching pricing tickets to displays or merchandise.
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DID YOU LEARN?
Self Assessment
?
SECTION THREE

There are general rules regarding how price tickets are displayed or attached to fixtures. Can you remember several of them?
Do you know why you should never put price tickets on removable caps, lids or loose parts of a product?

Are you aware of the reasons why you should never leave a price-ticketing machine unattended?
LAWS & CODES OF PRACTICE

The business is prevented by the “Consumer Protection Laws” from doing a particular thing to the customer. Do you know what this
is?
Can you recall some of the unfair practices prohibited by the ACC?
Do you know of the name of the voluntary code developed by the Jewellers Association?
The Australian Supermarket and the ACCC developed a code to protect customer re: pricing. Do you know the name of this code?
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SECTION FOUR
Section Contents
MAINTAINING A DISPLAY
REASONS FOR DISPLAYS
DISPLAY EFFECTIVENESS
TRIANGULAR BALANCE
CREATING DISPLAY BALANCE
FOCAL POINT
WINDOW DISPLAYS
BACKDROPS IN WINDOW DISPLAYS
LIGHTING
RISERS AND PROPS
RE-SET AND DISMANTLING DISPLAYS
WORK SAFETY
TIMING OF RE-SETTING AND DISMANTLING DISPLAYS
SELECTING MERCHANDISE TO DISPLAY
ANALYSING DISPLAYS
REPLENISHING STOCK IN DISPLAYS
DISPLAY HOUSEKEEPING ROUTINES
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Course
REMOVAL OF PACKAGING MATERIALS Materials
SECTION SUMMARY
SECTION 4 – MAINTAINING A DISPLAY

After completion of this section, you will be able to analyse displays, stock displays to enhance the appeal of the merchandise, and
set-up/dismantle displays.

♦ How displays are to be re-set or dismantled

♦ How to select merchandise for display
♦ How to arrange and place of merchandise according to design and capacity of the display
♦ How to analyse displays for suitability
♦ How to remove ineffective displays
♦ What optimum display stock levels are
♦ How to maintain displays
♦ How to store and remove packaging
The purpose of displays is to encourage the customer to purchase the items that are on display. In order to achieve this goal, the
display must be correctly positioned, stock in the displays must be arranged and labelled properly, and the displays should be fully
stocked at all times.
In this section, we will look through the various techniques of the creation of displays, taking into account visual appeal and
effectiveness.
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The reasons for displays are wide and varied. The more evident reasons that businesses set them up, are because displays:
♦ Create a store atmosphere or image
♦ Encourage customers to enter the store (entry and window displays)
♦ Promote a product, group of products or category of products
♦ Encourage the customer to buy those products
♦ Are a form of promotion or advertising
♦ Create a seasonal theme or event theme (Christmas or Father’s Day)
♦ Demonstrate products
♦ Provide information
♦ Often work as a type of store directory
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There are four major factors that often have a massive impact on the effectiveness of a display. These factors can be summed up in
four words:
Position
Triangle
Balance
Focus
POSITION
The most effective display will be in a high traffic area very visible to customers, otherwise known as the prime selling location.
Remember the saying used to determine the tree factors that affect a house’s worth in the market: ‘Location, location, location.’
TRIANGLE
An ancient shape that promotes order, stability and harmony. Widely used as a guide when arranging items in a confined or
designated area to achieve visual harmony.
BALANCE
The look and visual aesthetics are balanced using proper fittings and promotional props, and the merchandise is arranged in a
harmonious manner.
Focus
The manner in which the display attracts the visual attention of a customer and holds their interest. The focus strategy in a display
may be to have the customer focus on one item, a group of products, or to draw their focus from one area to another.
These factors should be always in the back of your mind when setting up and maintaining a display. We shall look at the triangle, the
balance and the focus in more detail.
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TRIANGULAR BALANCE
There are numerous geometric shapes you can use when arranging merchandise on or in a display. The most popular are circles,
rectangles, squares and, of course, triangles.
Triangles are one of the more common geometric shapes used as a guideline in arranging merchandise in a display.
There are various triangular shapes that merchandise can conform to, such as equilateral (all three sides the same shape), isosceles
(two equal sides), right angles (two sides 90 degrees to each other) or a scalene arrangement (three totally unequally sides).
When using triangular placements, the product placements relate to the height of each. The taller items are often placed in the
centre/back, while the smaller products are placed toward the front/sides.
Using this method, a display can have many items arranged, with a main item being supported by associated items and promotion
materials (Eg: display or price tickets).
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? ACTIVITY ONE
What are the terms used to identify each of these shapes?
Question
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Balance can be achieved in product arrangements by concentrating on the symmetry of the display.
Symmetrical balance occurs when the merchandise within the triangle is equal on the left and the right hand side.
Asymmetrical balance occurs when the merchandise within the triangle on the left is not equal with the products on the right.
A Combination of both requires the use of both of the above, while still maintaining the balance.
Lets look at some examples of each with products being used as the arrangement.
It is important that the gaps between the products/items are kept to a minimum. Too large of gaps creates the feeling of separation,
the items will not create that balanced look, and the store will not look full of stock.
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? ACTIVITY TWO
What is the term used for each of these arrangements?
Question
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FOCAL POINT
This is the part of the display towards which the customer’s visual attention is attracted or focused.
Businesses want the customers to focus on the most important merchandise, so the display must be able to create a focal point,
drawing attention to particular products.
Reverting again to the triangular arrangement technique, the eye is generally drawn to the point of the triangle. Therefore, the point of
the triangular arrangement would be the focal point.
This is the effect that a collection of merchandise has, because the layout forms a triangular frame for the eye.
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The focal point can be enhanced with other techniques that often include:
Lighting – a person’s attention is always attracted to the brightest spot. Lighting techniques can be used to enhance or create the
focal point in a display.
Colour – the type of colour and shading is also very effective. Lighter and brighter colours attract attention, or contrast can lead the
eye to the focal point.
Circles – strangely enough, an eye is always drawn to a circle or a dot. People use balloons to draw attention to a garage sale sign
on a road, car dealers will use balloons to highlight a car, while signs will often have a big dot in the middle with information inside the
dot.
Size – an important rule is that the size of the product should be in direct proportion to the size of the display. If the display is large, it
will look silly to have numerous small items displayed within it. A good balance of sizes enhances the display. A few large items
surrounded by smaller ones create stronger attention. A large display of small items looks cluttered and confusing. If this is not
avoidable, the display itself needs to create the attention.
Space – the space around the product can be used to enhance the display, attract attention and establish a strong focal point.
Frames, curtains, background textures or materials, borders, etc are all examples of what one can do with space.
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? ACTIVITY THREE
What is wrong with this display?
Question
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WINDOW DISPLAYS
Lets look at some of the different types of window displays created by businesses.
Window displays mirror the image and the products that the store is trying to project or promote.
There are four main types of display styles; traditional; mass/volume style; trendy, and; contemporary.
TRADITIONAL
The display is conservative in its look and feel, and is usually designed to appeal to a broad audience. Traditional displays usually
have groups of products with associated types of items in each group. Everyday type props are used, for example a desk with a
collection of books on it, or kitchen table laid out with dishes and cutlery. Book stores and homeware stores are examples of
businesses using traditional window displays.
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MASS/VOLUME
Discount stores and supermarkets are examples of stores that use the mass/volume type of window displays. Their success is driven
by price and sales volume. They fill up the whole window space with products, generally to give the feeling of bulk buying power
relating into better prices for the customer, or massive stock clearances, again translating into a sense of better prices. Props are not
used. Focus is on merchandise and price.
TRENDY
The window displays are very creative and unusual in their design and presentation, targeting the younger market (15-25 year olds).
They look fun, exciting and often have a dramatic feel. The props they use often have no relevance to the product (Eg: old car tyres
to display jeans, or a toolbox to display sunglasses). Surf shops, clothing stores and other businesses targeting the younger market
use the trendy style display.
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CONTEMPORARY
These displays are to give the sophisticated feeling. The window display space used is minimal, leaving large open space around the
products. Props used are likely to be ‘different’ or ‘unusual’, such as a mannequin wearing only brand name sunglasses, or a bottle of
perfume lying in a pile of sand and shells. Quality department stores use contemporary window displays.
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? ACTIVITY FOUR
What type of window display is this?
Question
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There are three types of backdrops used in window displays – Open, Partial and Full.
OPEN
In an open backdrop, the customer can see through the display through into the store. These are used in stores where the window
has not been turned into a display cabinet (so to speak).
PARTIAL
This is when an open backdrop is partially blocked with partitions, drapes or panels. It creates greater focus on the window display
while still allowing some view into the store.
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FULL
This is when the window display is an enclosed area or is fully closed, using panels or drapes/curtains.
The backdrop defines the area where the merchandise will be displayed, and, to an extent, a customer can see into the store. Using
backdrops effectively can increase the effectiveness of a window display.
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LIGHTING
Light can provide a focal point for a display and help create a mood or atmosphere. Today, businesses have a wide choice of lighting
and light fittings. These can be grouped into five types:
♦ Track Lighting
♦ Pin Spots
♦ Parabolic
♦ Fluorescent
♦ Coloured
TRACK LIGHTING
A track carrying the electrical current is mounted on a wall or ceiling and light modules are slid on the track into the ideal position.
The modules can also be swivelled for optimum directional lighting. Relatively flexible and are usually used when displays are moved
or changed frequently.
PIN SPOTS
These lights shine a tight, narrow and bright beam of light. Pin spots are generally used when specific products need to be lit without
illuminating the surrounding area. They can be used on their own or fitted to track systems.
PARABOLIC
These project a wider and brighter beam, and are used when a larger area is to be lit (Eg: a display cabinet or a section of a wall).
Parabolic lights are sometimes known as spotlights.
FLORESCENT
These tubes are used to light large areas (Eg: the whole store). Widely used, however, do not do much for products on display.
Florescent tubes tend to make the displays look lifeless.
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COLOURED
These should only be used in backdrops. They tend to change the colour of the actual merchandise, so are not recommended for
illuminating products.
To do: ACTIVITY FIVE

Name the each type of the following lighting.
Task A B
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RISERS AND PROPS

Risers and props are used within a display to assist in highlighting or more effectively promoting the product.
Risers can include hangers, rods, mannequins, shelves, display boxes, pillars, fabric to pin things on, and so on. As the term
indicates, it is to lift the displayed products up for better viewing
Props are items used to create a theme, create a mood, complement the products or draw attention to the merchandise by clever use
of props. The types of props used are only limited by the creator’s imagination.
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? ACTIVITY SIX
Which display is using a prop and which is using a riser?
Question A B
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RE-SETTING AND DISMANTLING DISPLAYS

Some displays are erected for a short period of time, such as those being used for a special promotion or
being used for an event or a season. The store may be doing a quick make-over and will want to re-position
displays. Some displays are old and need to be removed altogether. Stores may have policies that have
displays re-positioned on a schedule, so that customers do not get tired of seeing the same thing over and
over, and the store always looks fresh and active.
Whatever the reason, you may be involved in re-setting or dismantling displays.
WORK SAFETY
Basic work safety will apply when re-setting or dismantling displays.
The key safety guidelines are:
♦ You must be conscious of the safety needs of yourself and others.
♦ You must be fully competent to operate any equipment or tools when working with displays.
♦ You must use ladders, steps and other items safely (when necessary) and know their limitations
of use.
♦ You must use correct techniques when lifting and carrying display items and merchandise.
Other issues that need to be addressed when re-setting or dismantling a display are:
♦ The timing of the project. It would be a time where the customer is not inconvenienced and their
safety can be assured.
♦ The merchandise being removed is placed in a secure location while the display is being
dismantled and moved.
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♦ The display, once re-positioned and ready for merchandise, is checked for stability and the
merchandise is safely replaced on or in the display.

There is a certain amount of planning required when deciding to re-set and dismantle a display.
If your store has a policy of re-positioning displays on a schedule, for instance every two weeks, then planning and preparation can
take place to make the project as smooth and efficient as possible.
Your store may have a promotional calendar outlining what promotions are taking place in the store for which product and what the
display needs are. Again, if you plan for these special promotions, the process of re-setting or dismantling displays will be smooth
and efficient.
Discuss with your supervisor or manager what display movements may be planned and how you can assist in the projects.
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Without merchandise there is no need for displays. Displays are for merchandise, so the initial focus when creating and setting up a
display is what merchandise is to be displayed and how.
Choosing the right merchandise is an important issue for the store, because it can affect the level of sales. The right merchandise in
the right place and displayed well will increase sales.
So what merchandise should be chosen? The merchandise being chosen for prime locations should have the following qualities:
♦ New and exciting

♦ In demand
♦ Fits a season or event
♦ Been advertised
♦ Exclusive to the store
♦ High sales margin/profit
EXAMPLE
John’s Hardware store is gearing up for Father’s Day. The store decides to set up a display for Father’s Day to encourage customers
to purchase Father’s Day gifts early. The display created in the Father’s day theme will be displaying some recently released
cordless hand tools. With the display will be toolboxes, drill bits, and clever accessories for the cordless hand tools.
Also on the display will be books and magazines relating to home renovation and ‘Do-it-yourself’ home projects.
So when you analyse the display John’ Hardware are planning you see that it:
♦ Has a theme based on Father’s day

♦ Has new products to display
♦ Contains some accessories and associated product to complement the major product
♦ Has some relevant impulse product items as well
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It is important that the store has enough stock to satisfy the demand, unless the display clearly states ‘Until Stocks Last’.
Some displays will be set up for product clearances or sale items. This will be the decision of the store management when these
would take place. Most product clearances or sales happen when there is no peak selling times such as Christmas or other themed
shopping events. As they are low margin sales (low profit) they are likely only to occur once or twice a year.
Merchandise chosen for those displays would be:
♦ Old products
♦ Damaged items
♦ Slow moving/out of fashion
♦ Marked down
♦ Low quality
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To do: ACTIVITY SEVEN

A confectionary store is setting up a window display for Easter and it is going to be Traditional style.
Name six products and/or props that should be chosen for the display.
Task
1
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ANALYSING DISPLAYS
Successful businesses make it a regular event to analyse the store’s performance, and that
includes analysing their displays.
How is a display analysed? It is done by asking yourself if the display:
♦ Is in the right position in the store
♦ Matches the store’s image
♦ Has the proper theme
♦ Displays the right merchandise
♦ Contains merchandise that is arranged and placed properly (balance, focal point,
gaps, etc)
♦ Is visually appealing
♦ Has sufficient and effective lighting
♦ Has correct and effective signs and display ticketing
♦ Can be improved with different props, re-arrangement of merchandise, or lighting
Any displays that are finished with a theme or special promotion event should be dismantled or
replaced immediately. Old, tired and ineffective displays should be either removed or re-set.
The housekeeping routines will pick up any price ticket problems or merchandise that needs to
be dusted, tied up or re-arranged.
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Check with your supervisor or manager about what policies are in place to do with analysing
displays.
? ACTIVITY EIGHT
Name four reasons why a display should be dismantled and removed.
1
Question
2
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Displays need to remain stocked to be effective, as low or no stock means no sales. There is an optimum stock level that is
established for displays. The store management will determine what the optimum stock level is, and this is based on past
performance of the product, promotional requirements (increase in demand based on an advertised special) and supplier issues
(lead time etc).
The calculation is simple if the optimum level for a display is 20 and there are 15 in the display. The display needs 5 units to be at its
optimum stock level.
Some displays need to be replenished several times a day. Stock to replenish displays should come from the stock held on the store
shelves unless it is a new product or a one off item.

A display needs TLC (Tender Loving Care). A display needs to be fresh, tidy and look visually appealing, so some housekeeping
routines should ensure your display maintains its desired effectiveness.
♦ Remove any old, damaged or soiled merchandise.
♦ Dust the display, fittings, props and product on a regular basis.
♦ Keep the area around the display clean and tidy. Pick up rubbish and vacuum the area when convenient.
♦ Fix any lighting problems (Eg: burnt out globes).
♦ If it is a window display or a glass cabinet, clean the glass regularly. Fingerprints, grime and dust distract from the
merchandise being displayed.
♦ If there are moving parts to the display or videos, make sure they are all in working order.
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♦ Check for items that may have fallen off the display.
♦ Straighten up any props.
♦ Check display tickets are intact and are correct.
♦ Replenish stock regularly.

REMOVAL OF PACKAGING MATERIALS
When a display is erected, some products being displayed are removed from their packaging and placed on the display. This allows
the customer to see the items more clearly, and if possible, handle them.
There is probably a store policy with regards the treatment of the remaining packaging.
Some stores require the packaging be stored, and when the display is dismantled, then the merchandise is repackaged and sent
back to the selling floor.
Others dispose of the packaging and when the display is dismantled the product is marked down in price and sold as a second hand
item.
It is recommended that you check with your manager or supervisor as to what the policy of the store is, relating to packaging from
items being displayed.
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SECTION SUMMARY
You now know the importance of displays and how effective they can be to the store image and sales volume. You would have learnt
the principles behind creating a display and the methods of arranging merchandise. You also know the way to analyse the
effectiveness of a display, and how to maintain a display.
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DID YOU LEARN?
Self Assessment
?
SECTION FOUR
Can you give six or more reasons that a store sets up a display?
Do you know the four major factors that influence the effect of a display?
Can you name which factor in particular that attracts and holds interest to the customer?
TRIANGULAR BALANCE
Are you aware of the four triangular shapes that merchandise can conform to?
Do you know where taller items and smaller products are placed in a triangular placements?

Do you recall the three ways of providing balance in a product arrangement?
Can you remember the reasons that large gaps between products/items should be avoided?
FOCAL POINT
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The eye is generally attracted to one place of the triangle. Can you name that area?
Do you remember five techniques that can enhance the focal point of a display?
WINDOW DISPLAYS
Self Assessment
?
Can you recall the four main types of display styles?
Do you know which display style is used by stores that focus on sales volume and price?

Are you aware of the three types of backdrops for window displays and why they are effective?
LIGHTING
Do you remember the five types of lighting and light fixtures?
Can you recall which type of lighting is not recommended for illuminating products?
RISERS AND PROPS
Can you recall how the riser is used in a window display?
Do you recall the reasons a prop is used in a window display?
RE-SET AND DISMANTLING DISPLAYS

Store displays are frequently re-set or dismantled, do you know some of the reasons for this?
WORK SAFETY
Do you recall the four key safety guidelines to apply when re-setting or dismantling displays?
Can you remember why the timing of the project is important?
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Do you know how to ensure that the project of re-setting and dismantling displays run smoothly?
Self Assessment
?
Do you know why it is important to choose the right merchandise for the stores’ display?
Can you recall six qualities the merchandise chosen should have?
ANALYSING DISPLAYS
Stores analyse their displays regularly. Are you able to recall several questions that you would ask about your display?

Do you know how the store management decides on an optimum stock level for a particular product?

Can you name a few housekeeping routines to ensure a display remains effective?
REMOVAL OF PACKAGING MATERIALS

Do you know two of the possible policies of a store relating to the packaging from displayed products?
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Section Contents
SECTION FIVE
PROTECTING MERCHANDISE
TYPES OF PRODUCTS & HANDLING RECOMMENDATIONS
WORK SAFETY
SECTION SUMMARY
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Course
Materials
SECTION 5 – PROTECTING MERCHANDISE

You will learn how to correctly handle, store and display certain types of products according to the manufacturers recommendations
and legislative requirements.

♦ Correct handling procedures of various product types

♦ Correct storage of various products
♦ Safe work practices while handling various product types
Merchandise handling is important. It must remain at all times in a saleable condition. Handling merchandise also refers to the safe
storage and display of products. Each type of product will require different handling procedures.
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TYPES OF PRODUCTS AND HANDLING RECOMMENDATIONS

Here are some guidelines when handling the following types of products.
FOOD
Some food needs to be refrigerated, so it must not be left out of a refrigerator for too long. Food usually has a use by date and these
must be checked on a regular basis. Whenever possible, food should be protected with plastic wrap or handled in protective contain-
ers. Wear proper clothing when handling food. The store will have procedures regarding the handling of food products. There is legis-
lation related to the proper handling and storage of food, especially fresh foods, meat and dairy products.
GLASS ITEMS
Store glass items in bubble wrap, tissue paper or other protective materials to prevent cracking or breakage. Glass items on a display
should be out of reach from children and the display must be stable to prevent glass items from falling over or falling off the display. It
is advisable that you wear gloves when handling glass.
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KNIVES AND OTHER SHARP OBJECTS
Knives and other sharp objects should be kept in their holders or packaging for as long as possible and remain out of reach of chil-
dren while on display. Any sharp item should not protrude from displays and should not be able to fall from a display.
DANGEROUS AND HAZARDOUS GOODS
These should be stored and handled according to the manufacturers’ instructions. Ensure anyone handling chemicals and other haz-
ardous or dangerous goods is wearing appropriate safety equipment and clothing. Storage areas need to be secure and well venti-
lated. Displays should be stable to prevent any falls and be able to contain any leaks or spills. Displays need to have warning signs
posted and items should be well out of reach of children.
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PAPER PRODUCTS/BOOKS
Paper products, including books, require dry areas for storage and display. Paper goods should be wrapped in plastic materials while
being stored to prevent damage from moisture.
ELECTRICAL GOODS
These items need to be kept dry and stored in packaging that prevents damage. If the products are being demonstrated as part of a
display, then ensure that the electrical leads cannot be tripped over and the sockets are safe from customers and children. Turn off
power sockets and unplug electrical items before locking up the store at night.
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WORK SAFETY
In the Unit – ‘Applying Safe Work Practices’ you were taught the basics on work safety and those will apply when handling the vari-
ous types of products.
The key safety guidelines are:
♦ You must be conscious of the safety needs of yourself and others.
♦ You must handle dangerous and hazardous products as per manufacturer’s instructions.
♦ You must be fully competent to operate any equipment when moving products.
♦ You must use ladders, steps and other items safely (when necessary) and know their limitations of use.
♦ You must use correct techniques when lifting and carrying display items and merchandise.
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SECTION SUMMARY
You have learned that different products have different storage, handling and display needs. These need to be taken into account
while performing your duties. Be guided by safe work practices.
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DID YOU LEARN?
Self Assessment
?
SECTION FIVE
TYPES OF PRODUCTS & HANDLING RECOMMENDATIONS
Can you recall some of the guidelines in relation to handling of Food products?
Do you remember some of the important guidelines when it comes to the safe handling of Dangerous and Hazardous Goods?
WORK SAFETY
There are five key safety guidelines that are the basis of handling various types of products. Are you able to recall all of them?
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Unit Summary DISPLAYING AND MERCHANDISING PRODUCTS

UNIT SUMMARY ACTIVITIES
SECTION ONE – PLACING AND ARRANGING MERCHANDISE

Go to three retail stores and tell us what image you think the store is trying to project. Each store you choose should be selling quite
Activities different products and have very different images.
Draw a store layout that is a free flow layout and list the benefits and disadvantages of a free flow layout.
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Unit Summary Draw a store layout that is a grid layout and list the benefits and disadvantages of a grid layout.
Activities
There are three types of locations (depending on the traffic flow) within a store. What are those three locations called?
On a shelf, what is the prime position for products?
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Unit Summary There are several types of store display fixtures. Below are a few of the types. Place the right description under each picture.
Activities
A B
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C
D
Unit Summary Draw a simple illustration to encourage correct technique when lifting heavy boxes.
Activities
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Unit Summary What are the common rules of arranging merchandise?
3
Activities
4
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Unit Summary SECTION TWO – PREPARING DISPLAY LABELS AND TICKETS

Below are pictures of various types of display tickets. Beside each one put the proper description.
Activities
A B
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D
Unit Summary What colours you use can have a strong reinforcing effect on the message of the display ticket. Tell us one or more of the moods that
each of the following colours create:
Activities
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Unit Summary When should you change price and/or display tickets?
Activities
SECTION THREE – PLACE, ARRANGE AND DISPLAY PRICE TICKETS

If a customer is charged more than the price on the display or shelf, what rights does her/she have?
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Unit Summary SECTION FOUR – MAINTAINING A DISPLAY

What are the six major reasons stores create displays?
2
Activities
3
There are four major factors that influence the effectiveness of a display. One of them is the focal point. Draw your own display on a
separate piece of paper with an example of a focal point.
Show your trainer/teacher for comment and review.
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Unit Summary Here are three triangular displays and below are a possible four terms that would describe each correctly. Put the correct term under
the correct triangular arrangement.
A
Activities
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Unit Summary Below are two window displays. What type of display is each one called?
Activities
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B
Unit Summary What are the three types of backdrops used in window displays?
3
Activities
You are asked to design a window display for a surf and beach clothing and accessories store. You have a choice between trendy
and contemporary styles. Tell us what style you would use, what products you would display, what accessories you would display
and what props you may use.
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Unit Summary Why do retailers analyse displays on a regular basis? What are they looking for when they analyse displays?
Activities
What are the two possible policies related to packaging materials left over after unpacking merchandise for display?
2
SECTION FIVE – PROTECTING MERCHANDISE
Why is there the need to understand the safe and proper handling procedures of various products when storing and displaying them?
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NOTES
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Displaying and Merchandising

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All rights reserved. No part of this document may be reproduced, stored in a

NEW RETAIL - BY RAUL A. BARRENECHE - PUBLISHED BY PHAIDON PRESS

WHAT GREAT RETAILERS DO - BY DAVID JENKIN

PLUGGING IN TO PROFITS: IN-STORE TECHNOLOGY BY WALTER E. JOHNSON (AUTHOR), ADAM KING

RETAIL SUCCESS! BY GEORGE WHALIN

CUSTOMER SERVICE GUIDELINES – DEPARTMENT OF FAIR TRADING HTTP://WWW.CONSUMER.GOV.AU

OFFICE SAFETY - BY GRAHAM ROBERTS-PHELPS

CUSTOMER SERVICE - BY STECK-VAUGHN COMPANY – 1997

INTRODUCTION TO STOCK CONTROL - BY ANTHONY J. GAMBALE

FOR HANDLING ANY SITUATION - BY ROBERT BACAL - 2005

THE OFFICE SAFETY HANDBOOK -BY ROGER SAUNDERS

This Unit will require you to undertake various learning activities.

Question Task Research

Introduction SELF ASSESSMENT

The Self Assessment section is indicated with an icon.

UNIT SUMMARY ACTIVITIES

The Unit Summary Activities section is indicated with an icon as below.

DISPLAYING AND MERCHANDISING

Section Learning Objectives Page 12

Table SECTION TWO – PREPARING DISPLAY LABELS AND TICKETS

SECTION THREE – PLACE, ARRANGE AND DISPLAY PRICE TICKETS

Section Learning Objectives Page 55

Table SECTION FOUR – MAINTAINING A DISPLAY

SECTION FIVE – PROTECTING MERCHANDISE

Section Learning Objectives Page 100

Section Contents SECTION ONE

PLACING AND ARRANGING MERCHANDISE

SECTION 1 – PLACING AND ARRANGING MERCHANDISE

SECTION LEARNING OBJECTIVES

♦ The store image

What are some of those activities?

What are the five activities in merchandising or product planning?

STORE LAYOUT ISSUES

♦ The type of product you are dealing with

♦ The quality and price of the product

♦ The type of service being offered (self-service/assisted service)

♦ The target market’s shopping behaviour

♦ A large appliance retail outlet will have a different layout to a bookstore.

♦ A specialty food store will have a different layout to a large supermarket.

FIXTURE AND DISPLAY PLACEMENTS

The advantages of a grid pattern are:

♦ Products can be separated into logical product groups

The disadvantages are:

♦ The store does not exude a personal atmosphere

FREE FLOWING PATTERN

The advantages of this type of pattern are:

♦ They encourage browsing around the store

The disadvantages are:

♦ It is more difficult to predict traffic flow

TRAFFIC FLOW ISSUES

♦ Entry of store or department

To do: ACTIVITY THREE

Here are some examples of common fixtures:

Types of fittings include:

♦ Shelves and shelf ends

To do: ACTIVITY FOUR

PREPARING MERCHANDISE FOR DISPLAY

♦ Stores need to project an image

The next step is to actually display the product.

This requires an understanding on how to: