Witness statement

Learner name

Dominic Dom Clark

Qualification

BTEC Level 3 National, Diploma Business Studies

Unit number and title

30 Visual Merchandising

Description of activity undertaken (please be as specific as possible)

1)

Describe the contributions to the display & the reasons behind their choices of visual merchandising techniques (refer to
your notes in the observation record and record your audio conversation for submission).

Witness, make notes to summarise conversation in here

To maximise product sales using psychological methods and factors, using free flow layout for the encouragement of impulse
buying as well as the aesthetic appearance.
The area in which the place was set up was seen as very open, it was very easy to look at the items due to the fact that there
was a lot of space used with the variety of items that were given. Using techniques used by Apple as being minimalistic, being
that there were not a lot of products on display, yet showing that there was a diversity in the range of products. Sampling was
done in a way that was similar to Apple, this included the items that were the travel kit and umbrella.
The use of the blue table cloth with the SPCA was important because of its colour, enforcing the charity image as well as the
reinforcement of trust (colour psychology) and gives the customer the knowledge their money is going to somewhere good.
Items were blocked differently to create a wider range of looks. The front featured the travel kit due to its uniqueness and eye
catching qualities, the calendars were in a fanned layout due to its more aesthetically pleasing look instead of the stacked
position. The stuffed toys were at the back with only one of each unique type being on display so that it has been shown to the
customer as well as stopping from over cluttering and messing the display. In alternating order, the cat and dog folders were
placed out horizontally so that customers are able to see it all.
Due to the rainy day, the umbrella was opened and on display at the front of the table so that members were able to sample the
item.
2)

Evaluate the success of your visual merchandising (strengths, weaknesses and opportunities to improve the display in the
future)

Witness, make notes to summarise conversation in here

The success was that it was aesthetically pleasing and minimalistic, easy to be seen by the customers.
Some items however were not able to be seen, and that meant that customers had little idea on what the items were about.
Using labels and more obvious indications on the products will allow the customers to know what they are buying.

Assessment and grading criteria

For P4 You must plan a safe and stimulating visual merchandising display.
For P5 Once approval on your idea has been given, you can now start work on assembling your display. It is entirely up to you what you create
but you may need to justify your choices later. To gather evidence, take photographs of your display in the construction process as well as when
it is finished.

M3 Teachers, visitors and fellow students will visit your display. You must explain the reasons behind the key choices in your display.

For D2 After you have received feedback from your display from your visitors, you must now submit a full evaluation of the success of your
display.

How the activity meets the requirements of the assessment and grading criteria,
including how and where the activity took place

Witness, make notes to summarise this answer here.

Witness name

Anthony Alastair Amaki-Furner

Job role

Student

Witness signature

Date

21/01/16

Learner signature

Date

21/01/16

Date

21/01/16

Assessor name

Mr G J Cornes

Assessor signature

Mr G J Cornes