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Unit 16 - Visual Merchandising assignment 1
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Unit 16 - Visual Merchandising assignment 1
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Aeryn NewmanToday we are going to look at how Waitrose, John Lewis and Game use Visual Merchandising
in their stores. The topics we will go through are How the business sets out its stores, what
goods it sells and how they utilize space and how all of the parts are effective. Waitrose is a
supermarket, John Lewis is a department store and Game is a game store.
How does Waitrose set out its stores?
Waitrose shelves are set out horizontally. This is because the brand takes up one shelf each, as
seen in the photo below.
Waitrose also set out their stores putting fresh produce at the start of the store along with the
flowers. They then have the fridge items followed by the freezer items working away from the
door. They then have the bread aisle and the free-from aisle together, then they have crisps and
snack items in the next. Next to that, they have a cleaning isle then a homeware aisle and then
the last isle is a hygiene isle. At the back of the store, they usually have a fish counter, meat &
deli counter, bakery & a rotisserie chicken counter. Some stores put the alcohol section in the
back corner or front end of the store depending on the size and shape of the store. The cafe is
located at the front of the shop as you walk in (or in any other space available). All of the
stations could vary from store to store too, but this is a common theme around the majority of
their stores. Waitrose has over 500 stores across the UK and Ireland.
The stock room is usually located at the back in the centre. All prices are usually put on the
shelf the product is sitting on. The majority of Waitrose’s stock face forward yet the tea towels
will be folded.
Waitrose will usually upsell items by having magazines at the ends of the tills and also have a
big reduced section. Waitrose offers different brands of meat, fish, homeware, hygiene, bakery
items and so on. With this, they do many themes including Valentine’s Day, Christmas, Easter,
St. Patrick's Day and St. George’s day.
Waitrose promotions can include buying one get one-half price and reduced to clear products.
They also promote their products by giving different tasters out to the customers.
Waitrose uses shelving for products like wine and seasonal products whilst they use gondolas
for nearly everything else. They use a little bucket island to hold the flowers in
Overall, this is effective for Waitrose as it gives their customers an easy view of the products
and easy access around the shop. It helps Waitrose as it strategically makes customers spend
more money in-store. They could improve this by putting relevant items at the end of the isles
related to both sides.
, Aeryn Newman
What goods do they sell?
All of the Waitrose essential products are organic or organic and free-range or use products that
are free-range and or organic in the other Essential products. The Waitrose Essential also
comes in non-organic and non-free-range, however, this isn't an option for most products.
Waitrose also sells a range of branded wines and alcoholic beverages including Jacobs creek,
BrewDog IPA and Kopparberg. They also sell a range of branded items across their sections.
Waitrose also sells a range of Free-from and decaffeinated items in their supermarkets.
Waitrose also considers making themed products for special occasions like Easter and
Christmas. Waitrose is known for being the customers favourite at Christmas with their wide
variety of Christmas foods and quick to process you turkey order for Christmas. As well they
always put out any seasonal products on top of their fridges. This is accessible as the fridges
and freezers aren't that high up.
Overall, they do this to make sure they can increase their potential customers and widen their
target market. This helps Waitrose as it allows them to bring in profit from new areas and when
they develop these areas it can bring in even more profit if they improve it well. The way they
can improve this is by acknowledging customers wants and needs change constantly.
How Waitrose utilizes space
Waitrose’s layout is straight, this is because all isles go in a straight line and are in with the tills,
giving the store a smart and easy way to get through the store. The store has flat surfaces
across the store to help the customers get through the store as quickly as possible. Waitrose
also has automatic doors which contribute to the quickness of the customers. All Waitrose
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