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The retail industry is extremely competitive and even if a companies products are unique, they must still somehow differentiate themselves from competitors in order to stay successful in the market. Some businesses see visual merchandising as merely cosmetic and do not understand how to use things such as window displays to impact brand loyalty and sales.
Visual merchandising is an area in which companies should invest in because there are many different options available to consumers and your brand is constantly being compared with another so using eye catching window displays reminds consumers that your business is doing well and considering it's customers.
The best will be eye catching and will catch attention and translate to increase sales. Successful visual merchandising displays take into account what will motivate the customer most. They must also tap into human emotion as consumers purchase generally depending on their state of mind. People may visit your shop to enjoy a mind changing experience. Visual merchandising benefits from the front of the store. Windows should be organised, clean and colourful. For example, Louis Vuitton have a very spacious organised and sophisticated window display which matches the characteristics of their target consumers. Inside the store, then treat customers to calm, relaxing scents and music to go with it to enhance their visit. It will attract consumers more as they will enjoy the relaxation of shopping in your store after a hefty, busy day at work which means increasing your customer base and gaining your annual profit. and reputation. Customers like to see how the product works and is being used helping them towards a decision of purchase as it makes it easier for themselves to see themselves using it.
Technology has advance massively over the recent years which is a big advantage to businesses when it comes to visually advertising. Companies now have electronic display screens which are set up to display information and messages to consumers these are very effective as they can change and show different images and messages meaning nothing is too boring and held on there for song long and neither is any information out of date. This is done without any staff having to do anything, it is all on a timed lapse. This way businesses save jobs, time and most importantly money, so companies avoid hiring new people in and going through recruitment processes which costs time and money. These displays are a good way to promote your business as consumers will view you as more ethical as you are not using up loads of paper on posters and signage, but instead you are helping the environment by keeping everything online and staying environmentally friendly, this will help to diversify your business as the people who are involved in maybe community projects like litter picking etc will be drawn to your company too. Another way of technologically advertising is by having interactive touch screens which allow customers to gain a lot more information than they originally would. These displays are good as it allows the customer to see the product they were looking for, however in a new advanced, larger way, this avoids hard copies which get damaged just by everyday usage of the shop.
Another technological way of visual merchandising is by quick response codes in digital media. These are put in place to also speed up the process of a companies day to day work whether with employees, customers or internally working together.
Overall, companies using technological techniques to attract customers is because this is a highly advanced new way of merchandising that consumers will have rarely seen before and using these moving motion images helps the product to stay in the customers head as this is such an unusual way to advertise they remember your advert for a good reason. Similarly, with the screens, the customer may think they have done something to be privileged of being able to gather their information in this way.

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Evaluate how psychological and technological techniques are used to increase business success.

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Here is a voice recording of myself, Rachel, Jamie and Nialls evaluating how visual merchandising contributes to businesss success.

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Tresham Institute of Further & Higher Education (1)

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Evaluate the extent to which different visual merchandising and display techniques contribute to the success of two contrasting businesses.

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Interactive videos. These are a type of advanced technology which is the fastest growing. For example, at some River Island stores now has a virtual try-on mirror that has caused waves in the industry as it allows a customer to test different outfits on them without having to go into the changing rooms and try them on. This allows for research, testing and even customization of products in store. Mac also offers a similar service.
Another technique is mobile integration with in-store, visual merchandising can increase revenue. This factor includes two types; either customer facing or merchandiser facing. Customer-facing mobile integration sends notifications to a mobile phone and has the potential to transform customer experience to a different level which not many customer will have experienced as of yet. Visual merchandising and mobile integration trends is sending coupons and discount codes via notifications. Mobile visual merchandising software provides notification, analyses data and software tracks in order to be advanced with these software's.
Endless Aisles. Endless aisles allow customers to purchase an item which is not in stock and order this directly from the supplier. This means by creating a website to sell your merchandise on allows customers, from home, to view the products that are the exact same in your shop, sometimes more and browse through and order some for delivery if they look the look of something.
Interactive touch kiosks. Much like Asda, Tesco and many other supermarkets to date now have the 'self serve' counters. This allows customers to serve themselves and put through a transaction of their products without going to see a customer assistant. It allows consumers to be independent, and to skip long ques when in a hurry between lunch breaks. Helping cut out the unhappy customers who are stressing out over having to wait in the long ques when they have a time limit to be back to work, or an appointment in which they cannot be late for. It is more convenient for its target audience.
Digital glass. These are a great alternative to video walls and projectors. Offering better value and a better solution, digital glass gets rid of any un-neat join lines and creases for up to 8x3m. These displays can also be combined with infrared multi touch capability, creating and impressively large touch screen wall which will be sure to leave customers wowed. It will also give them a 3D insight into the product you are focusing on, and hopefully encourage them to buy it by doing so. This technique is not being used vastly at the moment and is only being introduced into a few shops like chain hairdressers and salons.
Interactive point of sale (POS). POS is the point where a transaction is put through your store. Companies must understand it's cash flow needs and preserve precious resources such as physical space and time. Warehouse technologies allow business owners to manage the storage costs of holding a product. This involves your customer assistants who must deliver great customer service in order to make consumers feel comfortable in making their sale with you and putting their trust in you to charge them at the correct price.  It's important to provide good customer service to all customers including new, existing, and potential customers. Although, it may take extra resources, time and money, good customer service often leads to greater customer satisfaction.

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Technology affects a firm's ability to communicate to customers. Shipment offers allow businesses to move to more geographical areas. When customers use technology to communicate with the business, the business benefits because of more efficient communication which creates a stronger public image. Technological infrastructure affects the culture, efficiency and relationships of a business.

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Competition is the first factor of how a business succeeds. If a businesses aim's are to thrive to beat their competitors then it is most likely with this vision they will succeed. This includes great customer service, price beating products and great visual merchandising displays. If a company is located where many of it's other competitors are situated, for example, a busy town center; this can be a disadvantage. This is because consumers tend to go into one shop look at the price of a product and then go to a different shop and check the price of the same product. Therefor, companies are constantly being compared and slated for their prices if they're at a more expensive rate, creating a name for themselves. In an environment like this, there is less chance of making profit, especially for a small business. However being based where your competitors are can come at an advantage too. It allows organisations to research on the competitor's price ranges, what type of products they're selling, they can constantly check their displays and think how they could make theirs better i.e. using more bright colours than they have and also just making it completely different in order for the companies display to stand out among competitors, and they can also report on how many sales they're getting and how much their shop is making every year. These are tactics which will help the business see what opportunities they have available and think of ways they can approach these, this leads to the company becoming more competitive and a threat to new entrants and to their other competition. Doing this will aid customers to be willing to know why the business is doing so well and is so popular.
The store location. Location is key it terms of business success and is one of the most important things to consider when opening a new shop/leisure center; this is because it can affect the way the business works and strives in many different ways. Factors such as sales are affected and if the business locates in an appropriate place where there is little competition however populated very well will increase the annual sales and revenue. Profit is what makes a business want to expand and move to different countries and become international this all means business success. An example of a company failing to locate their store effectively was Tesco. Being such a huge business in the UK and maintaining 28.2% of the UK grocery market share and an amazing customer base they came to the decision of becoming international in America. However there was not enough market research done and they struggled to understand the type of food that the community was interested in which then resulted in them loosing alot of time and money which could've been spent elsewhere in countries similar to the UK. On the other hand a business like Nike did research into the market and the most popular products in that region and they knew exactly how to meet the needs of the customers there and what clothes and shoes they thought was trendy.
Finally, store windows are used as an indicator to business accomplishment. When a potential buyer passes by the shop the first thing that catches their eye is the window display. If it is appealing they look at the precision and the different products on display. Having a display with an attractive theme and appropriate colours that looks inviting will turn potential customers into regular customers to bring in profit ans sales for the business. If the customer enjoys the product and the customer service was great, they will come back regularly, which increases loyalty, respect and a stronger customer base for the business to rely on. Companies such as Louis Vuitton take their displays very seriously and ensure they do not drop in standards and live up to their sophisticated expectations. They have an easily accessible website for the customers who do not want to come into the store for any reason like social anxiety, and they allow them to do their shopping online, including diversity and making sure everyone has an opportunity to shop in the store whether physically or online. The online websites show's the different ways that Louis Vuitton display their products across their stores and makes this web access available for them across the world increasing as much popularity as possible.

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Gaining sales results means mastering and understanding all the intricacies of relationships. When companies learn to apply psychological techniques like persuasion and influence, you become experts at communicating the compelling nature to what you offer to the world.
Using effective business psychology strategies in your marketing and sales creates satisfied, happy, loyal consumers. It is vital you consider these feeling right from when you begin the new prospect relationship to the moment you know you've just gained another customer.

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Businesses using psychological and technological techniques will help attract consumers to buy their merchandise.

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Analyse how psychological and technological techniques are used to increase business success.

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Here I have attached a snippet of the eBook I found during my independent research of two different approaches to visual merchandising by two retailers on different ends of the scale, one high end and one at everyday value.

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One approach to visual merchandising that the two different businesses I am analysing consider, is how the range of products/goods are to be used in their displays. Merchandisers must consider whether to display one or more products. Louis Vuitton have displayed very little of their own products and have not made these the main product. This is because they want to put across a statement as though they can afford to not have their products the main focus of their window display. It is almost like they're slating the everyday retailers like Topshop and River Island for 'cramming' their window displays full of their products because they are desperate to make their sales revenue.
Louis Vuitton also take the distraction away from their products to help hold their reputation of the 'classy, sophisticated' focus. When customers go into Louis Vuitton they tend to only purchase one item, this is because the prices are very high end compared to River Island. This reflects on the display, they have only put 3 of their products to resemble the amount of purchases that customers make. They are not overwhelming passer byres by filling their windows with products exclaiming they must buy loads, however they are keeping it very calm and monotone only flaunting a few as they have took into consideration that they are expensive and people can really only afford one piece when they go in.
Secondly, the type of props that will enhance products. Stores can decide on including many or very little props depending on their target audience and the budget they have. River Island's main focus is to sell their products to gain more revenue, this is why they tend to fill their displays only with product and use very little or no props to support this display. In River Island the prices are very low compared to Louis Vuitton therefor, they cannot afford to spend money on props to go with their display. The enhancement of their products looks very poor compared as they do not have the time nor money to waste on making their displays look more professional by adding props to this.
On the other hand, Louis Vuitton spend much more time and care on their window displays. This is because they're a luxury shop, when people go in the shop to buy things, they will more than likely only purchase one thing as the prices are very high, so they're getting more revenue than high street brands are therefor they can afford to put money into making their shop look inviting.
Themes, activities, events, seasons. Displays and layouts encourage customers to buy when there is such atmosphere relating to the time/celebration of the year such as Christmas, many shops often bring out the Christmas music to create a happy, upbeat, festive atmosphere in their shop, however this can be taken the wrong way by people such as Jehovah Witnesses who do not believe in celebrating this event. As seen in River Islands display, they have implemented the season into their display. To compliment the summer outfits they are advertising, they have placed some fake grass along the floor of the display. This helps to tie in the display and makes it look more professional without a big budget. The shop tends to focus on the basic summer needs, for example. shorts, hats and t-shirts, whereas, Louis Vuitton, promote and display bags, shoes and belts no matter what season. They do this because they have a different target market to River Island and they like to focus on their regular customers and their needs, this way they will perform the best financially.
Finally, signage, colour, styling and composition must be valued. Businesses must make sure they take into consideration the little details, for example, colours should be bold and stand out, this is because the shop should not be dull as customers come in for pleasure and should not feel undervalued by the lack of effort put in to make the shop representable. Colour co-ordination will attract customers into your shop, especially for Louis Vuitton's target audience who are very sophisticated middle aged people with high incomes who tend to like neat and tidiness like many of their own homes. It will make them feel relaxed and as though they fit just right in. It is easier for Louis Vuitton to spend money on things such as electronic displays and redecorating often as they have the income to hire professional artists to design their shop just how customers would like it, or when a new product comes out, a display to inform people of this brand new product.
River Island however do not have the same budget as Louis Vuitton do to spend making sure every customers needs are met. There is a lack of signage around the shop as there is no space, the shop floor is covered with products as they cannot afford to not put products out and make space to put signs. River Island do not have the chance to hire a professional so they tend to hire only teens as their employees, this is because this is a benefit for them. Employees at River Island must use their creativity and knowledge to create their displays, and having people within the same range as their target audience helps as they will be up to date with the new in trend and will be able to put together a display which would attract them in and at the same time attract consumers in as the fashion trends are the same. The young employees will know whats coming into fashion and when to put these things in display and when things are going out of fashion and so when the displays must change. This will help to maximise their sales buy incising customers in as the shop is always on trend.

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Visual merchandising is a key term in retail. It is vital to discover a great visual merchandising strategy. Visual merchandising is an approach to attracting, motivating an engaging customers towards making a purchase. It is not story architecture but its actual physical storytelling boasting a strong brand-identity in store.

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Analyse the different approaches to visual merchandising used by contrasting businesses, supported by independent research.

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Touch-screen web kiosks or tablets (with security wiring) allow customers to look at your online website to find out more information about products and even order them online whilst in store (for example if you’re out of stock or you only stock a limited selection of the product range). Providing software that allows customers to compare products side-by-side is a valuable use of these systems. In River Island they have one of these which customers can easily access and check if a piece of clothing they have tried on but are unable to get in their size in-store is available for them to order online on the website.

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Point of sale (POS) is the physical location at which products are sold to customers. POS is generally more specific than the whole store where something is sold. Interactive point of sale is different from just the usual POS sign indicating below a stand of products you want to sell. Interactive POS offers a great range of opportunities to enhance customers in-store experience.

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When a new product or service comes out it gives a good impression if there is demonstrations whether this be little TV screens at the end of aisles above the product showing a short video of how to use the product or service. This helps the customer to make up their mind as to whether to product is suitable to them. Product demonstrations also stimulates interest and provides visual support to enhance the quality of the sales presentation. The ability to see, feel and sometimes smell your product is generally more appealing to prospects than simply listening to your sales pitch. This especially relates to the consumers who are more hands-on learners and like to visually see things being used.

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These electronic displays are used to broadcast in-store advertising messages and information on products. Such as if there was a new product which had just launched in Louis Vuitton you could have a tannoy, nothing too loud which gives people a headache and makes them want to leave, saying about your new product, why it's convenient and good and how much it is. Electronic displays can also create initial interest for everyone, whilst search advertising only reaches an audience with potential to buy. However a disadvantage of these technique could be that it is expensive having screens that are being run on electricity everyday, and people can sometimes miss them as they do not have time to watch the video.

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Explain how technological techniques are used by two contrasting retail outlets.

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Customers are more attracted to the product if they can see themselves using it. An example of this would be, rather than briefly displaying a bag in Louis Vuitton on a shelf, why not add a display of them decorated with, colourful table cloth and an array of key rings and necessities to put into the bags like hand sanitizes and travel size mirrors to help complete a place setting. This way the customers gets to visualise themselves in this scene holding their new cooking bag. Even  a simple sign with a catchy line on it could draw the customers attention to the products, "A world of handbag delights" with an easily accessible shelf of products below. Displays like these encourages the customers to insert themselves into the picture and foments, it's a desire to acquire the elements of such a great picture.

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In order to visually merchandise your products effectively you must take into account of what interests people in this day and age. With all new high-tech computers and TV's which you can now voice command to, 90% of people will not be amused nor intrigued to your shop if there are out of date 1980's computers in your window display.  Create interest that makes your products stand out from the same products sold by your competitors. For example, come away from the plain safe backgrounds of having all walls painted the same colour, invest in a feature wall which will compliment the products you choose to display in front of it. Wow your customers interest by cohesive merchandising by, for example, in River Island they have used fake grass as the floor of their display and then placed their mannequins on your display demonstrating how good your product is. If your main display product is expensive, place some substitute more budgeted items near by to help your revenue.
You must capture your customers attention and interest whilst persuading them to buy.

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Successful visual merchandising affects humans emotions. Beyond making their necessary purchases, customers may make other purchases for the sake of it depending on their state of mind. For example, someone may visit River Island for a mood-changing experience, they will become happy when shopping around your store. Visual merchandising can aid this need beginning with the front of the store and how the shop window has been displayed. Window displays need to be colorful, organised and clean. From my Louis Vuitton example, you can see that they have used color by each planet they have put on being a different colour standing out from the background and they have then made the products the center of the display however not drawing all attention away from the planets around them. Then, inside the store treat your consumers to pleasing scents and music to enhance their visit creating a pleasant atmosphere. This would cover your intangible technique.

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The psychology of visual merchandising focuses on the target market. Before any business can start on their merchandising display, they must discover as to who they are targeting at and ask indicating questions like; are they mature? are their lifestyles upper or middle class?. The more accurately you evaluate your consumers, the more success you will achieve in enticing them to buy. An example would be like Louis Vuitton, shoppers are generally middle aged workers due to the prices of the products who live in prosperous neighborhoods, then apply psychology by to your visual marketing by employing organisation and cleanliness so in-between breaks at work its easy for them to pop in quickly and grab what they want to buy without being interfered with dusty clutter.

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Most of the time consumers are influenced to buy expensive products purely because of the name, and the famous logo or design that people instantly recognise. With a little time and knowledge business' can become experts of in the psychology of visual merchandising and put into practice the components which will eagerly attract customers. Physiological techniques include two parts, tangible techniques such as, store windows, location, design, packaging design and point of sale (POS), and intangible techniques such as, sensual environment (sight, touch, smell, sound, taste) and visual effects (light).

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Explain how visual merchandising is affected by legal and safety regulations.

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Below is a word document of an analysis i completed comparing luxury displays to everyday functionality displays. I considered the 3 main elements; environment, product and space and explained how each retailer has used these differently.

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In this assignment i will be  displaying some training materials to retail outlets to explain the impact of different visual display techniques. I will also be attaching a short report which significantly evaluates the legal and safety regulations that have an affect on visual merchandising.
Visual merchandising is a way of displaying products or services in a way that is going to attract consumers.

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Investigate the visual merchandising and display techniques that can be used in retail outlets.

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1.Create displays for target customers
2. Less can be more- A visual assault on the senses overwhelms the customer. When overwhelmed, customers tend to walk away.
Avoid clutter and chaos in displays
3. Tell a story
4. Be specific with signage
5. Sales team knowledge
6. Analyse weekly sales and change displays
7. Window display to attract foot traffic

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This is where a company will pay a TV channel or programme to include its products or brands into its show.

As seen below the boy has been paid by 'THIBRE' to promote the companies shirt in his dance video.

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In retail, fixtures refer to any piece of equipment or furniture used to display products.
For example, shelves, mannequins, display racks, display cases, stall walls, signage holders.

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A flexible way of grouping products. In a similar fashion to a target audience, a product segment contains all products that possess' a particular combination of product attributes.

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Explain how psychological techniques are used by two contrasting retail outlets.

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Free-standing displays, structure which products can be presented so they are separate from other shelf products.