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Unit 16 Visual Merchandising Assignment 1 (Distinction Level)
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This visual merchandising assignment is the first one of the Visual Merchandising section. It was marked at distinction level.
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Unit 16: Visual MerchandisingHow should we set out the shop and why?
In this report, I shall be analysing the different approaches used by JD and Sainsbury’s in visual
merchandising and evaluating the extent to which different visual merchandising and display
techniques contribute to the success of the JD Sports and Sainsbury’s. I will also be seeing how
Sainsbury’s and JD Sports keep in line with the legal and safety regulations and how it affects both
brands.
Sainsbury’s
Introduction
Sainsbury’s which can also be known as J.Sainsbury’s was founded in 1869 in Holborn by John James
Sainsbury. Currently they are the second biggest chain of supermarkets in the United Kingdom and
they also have a 16.9% share of the supermarket sector in the UK. The company in 1922 actually
became the biggest seller of groceries and very early in the business, they adopted self-service
retailing in the UK. The company is split into three different groups which are Sainsbury’s Argos,
Sainsbury’s Bank and Sainsbury’s Supermarkets LTD.
Display Techniques
Window Displays
Sainsbury’s window displays are never set to
the same thing. But this isn’t their most focused
part of advertising. They focus more on the
inside of the store but Window displays are still
important. They are very basic, normally just a
price, offers or products in the window suitable
for the season/any upcoming major events, so
for example a few weeks before Easter, Easter
Eggs and offers for Easter Eggs will be in the
front window to draw people in. Window
displays can be used as a talking point so
people may wait for Sainsbury’s Christmas
window displays and it might persuade them to
go in there and purchase a product. They
always make the prices very visible and big to see so the public are clear of the price they are going to
pay. This makes the customer trust the company as there will be no extra costs and they can clearly
see what their purchasing. Sainsbury’s use a variety of shapes to appeal to customers in their window
displays as well, as the price is mostly in a circle surrounded by a square so the price is the vocal point
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