PSYCHOLOGICAL AND

TECHNOLOGICAL TECHNIQUES IN
VISUAL MERCHANDISING
Mara Birsa
 INTRODUCTION

Psychological Techniques Technological Techniques

success

Tesco is a British multinational chain of supermarkets Flannels is a department store that sells clothes, accessories
with more than 7000 stores in 5 countries (United and footwear from a large number of luxury brands (e.g.
Kingdom, Slovakia, Hungary, Czech Republic and Balenciaga, Louis Vuitton, Gucci etc.)
Ireland).
 PSYCHOLOGICAL TECHNIQUES
Intangible techniques
Tangible techniques • Atmosphere (mirrors, lighting, music)

• Visual Effects (colour, texture, shape,

light)
• Store location • Fitting rooms • Transition zones
• Brand names • Pricing • Sight-lines • Sensual Environment (sound, scent
• Design • Promotions • Composition
and taste, temperature, sight and
• Displays • Packaging • In-store
• Signage • Fixture announcements touch).
positioning
 PSYCHOLOGICAL TECHNIQUES IN
Tangible techniques
FLANNELS
• Store location – in shopping centres. Intangible techniques
• Design – inspires luxury. • Atmosphere – music, mirrors, lighting.
• Visual effects – light, colour, shape, texture.
• Brand names – well-known brands attract more
customers. • Sensual Environment – sight and touch,
scent, sound, temperature.
• Fitting rooms
• Sight-lines – for best-selling products or latest
products.
• Displays – mannequins, focal points, fixture
positioning
• Signage – highlight certain products/help
customers to find products/services.
 PSYCHOLOGICAL TECHNIQUES IN
TESCO
Tangible techniques Intangible techniques
 Promotions – e.g. exclusive promotions for  Atmosphere – lighting
customers who have a club card.  Visual Effects – light, colour, shape, texture.
 Pricing - e.g. displaying £3.99 instead of £4.00.  Sensual Environment – sight and touch,
scent and taste, temperature
 In-store announcements – for new
products/promotions.
 Store location – Retailer Park, on the outskirts
of the town.
 Brand names – A well-known brand has the
trust of customers.
 Sight-lines, fixture positioning
 Signage
 TECHNOLOGICAL TECHNIQUES
Demonstrations
Digital media

QR codes

Electronic
Touchscreens displays
 TECHNOLOGICAL TECHNIQUES IN
TESCO AND FLANNELS
Tesco Flannels
• Demonstrations – promote new products;
persuade customers to buy them. • Electronic Displays – key messages
• QR Codes – easy, modern way to find more and advertising new products; attract
information about products; attractive for the customers’ attention and increase
young people. sales.
 HOW THE PSYCHOLOGICAL AND
TECHNOLOGICAL TECHNIQUES CONTRIBUTE TO
THE SUCCESS OF FLANNELS AND TESCO
Tangible FLANNELS TESCO Advantages Disadvantages
psychological
technique

Store Location Accessible Accessible; parking spaces - Increases the number of - A wrong location leads to
- in a crowded area - a retail park customers, sales, profit. losses, even bankruptcy.
(a shopping centre),

Design Suitable for the Simpler, enough space - Attracts customers’ - An unattractive design
type of store – idea between shelves, attention. has as effect decreasing
of luxury. customers and sales.

Brand names It is a retailer based Customers are looking for - Customers are willing to - Fashion trends change
on the sale of products from certain pay more for the product and a brand may not be so
products belonging brands to which they are from a famous brand famous after a while and
to luxury brands loyal and considering their the store will stay with
around the world. good quality. unsold products, having
losses.
Tangible FLANNELS TESCO Advantages Disadvantages
psychological
technique
Promotions Not effective - Promotions, discounts - stimulate sales force enthusiasm for a They could affect profit
for Flannels - Club cards offered by new, improved or mature product margins.
Tesco give customers - invigorate sales of a mature product
special discounts that - facilitate the introduction of new
make them to buy more products on the market
products, increasing the
profit of the company.
Sight-lines - For new - For new products or - The customer attention is drawn to the Without these tangible
Displays products at special offer latest products or products on special psychological
Fixture - Eye level - Eye level offer. techniques, it would be
positioning - Displays – - Displays – front end, - They make customers want to buy more difficult for them
Signage windows, aisle end, at entrance, more and their positioning at eye level to attract customers and
focal near escalators increases the chances of being make sales.
points, at noticed.
entrance - Signage highlights different products
in order to persuade customers to buy
them
Intangible FLANNELS TESCO Advantages Disadvantages
psychological
technique

Music Flannels combines pop Being a - to make customers buy more The lack of music could make
music presents in the supermarket, products and pay more customers spend less time in
music charts (for young the music is not money, also to spend more the store, also the lack of
people) with a slow as important as time in the store music has the same effect.
music (for adults) for Flannels.

Mirrors They create the illusion No mirrors - They reflect light and create a - Too many mirrors can be
that the store is more pleasant atmosphere for confusing.
spacious customers,

Light Warm, bright White - A good light increases the - Less customers
chances that a product to be - The product are not noticed.
bought.

Colours Golden, silver, black Blue, red, - They attract customers and - wrong colour combinations
yellow lead to more sales, much profit will make customers confused
and it is possible that they will
avoid the store
Technologi FLANNELS TESCO Advantages Disadvantages
cal
technique
Demonstrat Inefficient samples in order to - rapid product promotion They can lead to losses (if
ions promote new - increasing sales the product is not a quality
products and to one)
make them to buy
them
QR Codes They did not use, but it would They facilitates the - easy, useful, fast - Old people do not know
be recommended, because they customers’ - They persuade customers how to use it
will provide a lot of information experience, giving to buy products through - Some people does not
about the brands. them important the information they offer have smartphones.
information. - Lack of time
Electronic advertising the latest products Less efficient than - visible, reach a wider target - Some people ignore them
Displays and to attract a bigger number in Flannels due to market, offer information
of customers in store. the location
Touchscree Recommended Recommended -involve customers, help them - Quite expensive
ns with info
Digital Recommended Recommended - Reaches a wider target - The costs involved
Media market
 The psychological and technological techniques

Creating a better
Attracting more
experience for
customers
Flannels as a customers
department store
Increasing sales
Persuading them to
and profit of the
buy products
businesses
Tesco as a
supermarket Increasing their
reputation on the
market
 BIBLIOGRAPHY

Store Design and Visual Merchandising - Google Books

The Psychology of Colour in Branding and Visual Merchandising: Get to Know the Basics |
Infopos
Experiments in Visual Merchandising (azcentral.com)
Advantages of QR code | disadvantages of QR code (rfwireless-world.com)