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Atmospherics
Sensual Environment
Visual Effects

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Window Display
Transaction Zone
Use of Company name
Display position
Packaging design

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How does Waterstones use Technological Techniques

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How does Waterstones use Technological Techniques

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Waterstones is a very simplistic store which hasn't changed as most retailers have to keep up with the times. There are no electronic displays, no use of demonstrating a new product through a new technology. Waterstones does not have interactive touch screens you have to pay at a till as there is no self service checkout. Waterstones do offer Waterstones cards that have QR codes scans on them which is also usable with the app on mobile phones. They have photographs of books and posters of them, but they show no videos and have no audio playing.

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Electronic displays
Demonstrating a new product with new technology
Interactive touch screens
QR codes
Digital media- Audio, video, photographic

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How does HMV use Technological Techniques

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How does HMV use Technological Techniques

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HMV has A television above the checkout displaying music videos and film trailers and deals, designed for the customer to see as they are purchasing products to try convince them to buy more. They have a display with the newest sound systems and headphones which you can test as they are interactive. however They do not have any self service checkout interactive touch screens. There are a lot of photographic items in the store with CDs, DVDs, vinyls and posters on display.

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How Does Waterstones use psychological techniques

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How Does Waterstones use psychological techniques

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Waterstones have all genres of the books they sell clearly labelled above each bookshelf and have notices labelling the subgenre and A-Z by Author below on the shelves. They have the latest most in demand books in the window displayed in pyramid formations with warm colour temperature lights above them spotlighting the selling products.
The signage above the shelves contrast well as some are black signs, some are bright blue and some are bright red. Waterstones almost has a library vibe to it as it is usually quiet and they play no music. The scent of Waterstones is of books. The scent of the shop differs quite a bit to the town outside it.

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How Does HMV use psychological techniques

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How Does HMV use psychological techniques

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HMV use bright signage to catch the customers eye, the signs are positioned above all the displays and are easily visible. They use white lighting to make the brighter colours stand out more, but do not have anything particularly shone upon to highlight any products. They use colour blocking very effectively with their store front being black with bright pink phraseology to make it stand out. The signs are pink and blue which are at opposing ends of the colour wheel and contrast well. Music, the music that is played in HMV is the current chart music most likely to attract the youth into the store as it is the music that resonates with them more than older customers. HMV don't have any particular scent to the store.

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Colour Coordination using opposing ends of the colour wheel to add contrast in a display.

Colour style blocking is using colour to help products on a display.

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The psychological techniques used in visual merchandising are;
Visual communications- signage
Lighting- spotlights, white light
Colour- colour blocks
Music
Scent

Emotion - Visual merchandising that aims for success goes for the intangible technique of emotion, if something connects with how a customer is currently feeling it could persuade customers to buy something, make your store look welcoming and clean and work for your target audience and smell clean and it will attract more customers and help them decide to buy something.

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Food Safety- If someone ate some food from and had an allergic reaction, they could bring up issues with the business which wouldn't be good. So businesses must list all the ingredients that go into their products.

Trade description Acts 1968 and 1972- This act prohibits false/misleading statements about products. It ensures that the quantity of size of an item is correctly labelled including how they were made, what it is made of and where they were made.

Price Marking Order 2004-  Retailers must put the correct pricing on their products and items, as customers could sue for being mislead, so it is very important that everything is priced correctly.

Health and Safety Act 1974-  This acts main objectives are to keep employees are other persons protected, to prevent health and safety risks from arising due to workers errors. This links to display safety as if a mannequin isn't secured properly and it falls on a customer, the retailer is liable as they did not secure it well enough and to have signage secured properly so it doesn't fall from the ceiling on a customer.

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Price Marking Order 2004- There is an obligation to indicate the selling price of all products in pounds sterling and it must be easy for the customer to see. Other information that must be displayed on the ticket includes quantity (such as items in a packet), size, competition and origin.

Trade Descriptions Acts 1968 and 1972- Under this act, retailers must not mislead customers in the way the describe their products for sale. All information given on a product must be accurate and up to date.

Food Safety Act of 2013- The law provides protection to consumers so they will have access to local foods and food products that have undergone thorough and rigid inspection.

Health and Safety Act 1974- This Act places a legal duty on employers to ensure, so far as reasonably practicable, the health, safety, and welfare of employees, and to ensure that employees and others are kept safe.

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Look at the sales made each week and switch up the displays. This is useful because if you analyse the sales of the last week and they are low you should change the display so the customer sees new products and items that may catch their interest and keep it from becoming boring.

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Each member of the sales team needs to have solid knowledge of the products in the displays, if they are able to answer all the customer's questions then the customer will be impressed and more likely to purchase something.

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Window displays are great for attracting people into the store. It's a first impression of a store that makes the customers want to enter it. Keep the window displays clean, well-lit or use spotlight lighting to highlight certain products that are on display, if you are using displays to tell story have the window display connected to the story/theme of the displays.

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Even if the display has all the products set out to look perfect the display can be let down by a failure of signage. Don't use loads of words as it would be ignored by the customers. Signs should be able to be read in 5 seconds or less, making it easy to read and make it help towards the storyboard of the displays.

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A display that tells a story makes it easier to design the display and helps the customer to connect with the items. It could be a story that is specifically for one display or a story that goes around the entire store by using a theme that journeys from display to display.
Keep it to a simple story, using similar colours and signs to keep it flowing.

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Too much going on can overwhelm customers. Too many products or colours that clash can result in a messy looking display, which would not attract customers to it. Cluttered displays should also be avoided. A single item or a few products that are related should be displayed to create a story/theme.

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Having the correct tone set for the target customers, is a key element in getting their interest, if you know the target customers you can design the displays to appeal to their lifestyle choices.

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This is mostly popular with food products and make up. Customers receive a small amount of a product to help them to know how much they like the product. The placement of add-on products like mobile phones, usually will have phone cases placed nearby. This would tempt customers into making extra purchases.

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This is where a customer can try something before they buy it, it helps persuade them to buy item such as computers and cameras.

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Having some space in the store where the staff can display products that are being used, can help customers to understand how more complex goods such as tools work. This is also used in toy stores and with home goods in department stores.

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Visual merchandising when products are displayed in a shop window and it includes the layout of the shop floor.