VISUAL MERCHANDISING & DISPLAY TECHNIQUES REPORT

In this report, I will be evaluating the psychological visual merchandising techniques and
display techniques for my two chosen organisations, Apple and Gap. I will include
techniques for the use of space, tangible techniques, and intangible techniques.
Use Of Space
Apple pays a great amount of detail towards planning for the use of space in their retail
stores. The space plays a vital part in how their products are sold and how people same
them. Apple present a very minimalistic and simple look in their stores to aim to match
their values and their products.
Gap adopt a fun and trendy look in their stores to aim their products to their
demographics. Their stores consist of unique displays and interesting colour
combinations.
Layout
In Apples retail stores, they utilise a grid layout with numbers of benches ranging from
6-10 tables. The layout helps to differentiate and organise the products and product
ranges. There is always a great deal of space between each of the benches, allowing
potential customers to browse the products that Apple have to offer. As a result of this,
they can give each product a respected amount of space to display the quality and
value. This an effective technique as it allows customers to browse each product
individually and allows for sampling of products which is one of Apples primary forms
of generating sales. The only issue of this layout style is that a great deal of space is
wasted and there is more of the shop not displaying more products than there is
displaying products. With a smaller product range it could mean that in busy times
customers may be left to wait even though there is available space for more products.
Overall Apples layout is very effective and has a substantial effect on the sales of Apple
products.
In Gaps stores a boutique layout is employed to display their clothing products. There is
a large selection of table displays that vary in height and shelves. This is done to
showcase products in different ways to increase interest and desire, and potentially lead
to sales. The advantage of this layout is by far the aesthetics of the displays. However,
the problem with Gaps layout is the clutter that is generated with many clothes being
displayed in the same areas of the shop. This can lead to a mess, and put customers off
buying their products. Overall, Gaps boutique layout works with the supplementation
with staff that continuously clean up the shop floor, however if more space is allocated
to each product, the amount of mess could be decreased.
Traffic Flow

Apple has a recess entrance design as you are able to see inside the store with all of the
transparent exterior windows with there being corridor to enter the store at multiple
points in the store. Apple often have access points on each level of their store for most
stores. This allows customers to enter the store from every floor to create more attention
and interest. This is very effective as it allows for more impulse buys as numerous people
would walk into Apple as a result of having an inviting entrance, and potentially buying a
product. The issue with this is that the traffic flow within the store may be cluttered due
to people entering from different doors and levels.
Many Apple stores are multi-level, meaning that their store comprises of more than a
single story. The benefit of this is that different product items can be placed on different
stores and not everything will have to be crammed on a single level. The disadvantage
of this is customers may have to walk a long way to find a specific product. However,
many Apple stores have implemented lifts and wheelchair lifts for disabled customers.
Apple have wide aisle sizes to accommodate the large number of people that visit their
stores. Also, the wide aisles are to not make the store look to crammed, which is
standardised vision that apple applies for their retail stores. Most of their products are
easily accessible to try out on the benches, as apple is a store that sells many expensive
goods, they do not have immediate stock facings for many of there products so their
products are not directly accessible but with a quick talk to one of their store
salespeople, you can make a purchase in a matter of minutes. This is an effective way to
allow customers to get an in-depth look at Apples products prior to purchasing them.
The disadvantage of this is that the number of display units is usually far fewer than the
number of potential customers in a store at any given time leaving many waiting. Apple
could have salespeople speak to some of the potential customers prior to their
sampling to save time and possibly create more desire.
Also at the far ends of the stores, there are some products that are high up, but apple
make sure that they are also available on the lower shelves, catering to customers of all
heights. They do not have stock placed in the middle of the stores to keep the flow of
traffic going. This is effective as each product has its own space and traffic is kept to the
sides, keeping the main products in the middle free of clutter. The disadvantage of this
is that additional impulse buys could be lost for customers who are purchasing products
situated in the middle of the store.
Gap is also a multi-level outlet, with a small set of steps separating the two levels. As
mentioned above, this is beneficial because they can categorise their items based on
the levels in their store. Disadvantages are that customers must walk through the entire
store to find a product, if their desired product type is positioned at the back of the
shop. This can make it vary chaotic and difficult to find desired products.
Their entrance design is an open design, as the entrance covers the entire width of the
store front. This is beneficial because you are able to see many of the products that they
have on offer from the entrance of the store. However if stores only has one entrance/

exit meaning that customers have only one way in and out of the store could be
problematic.

Storage Versus Selling

At Apple, they have a large amount of storage space, as they do not have immediate
stocks for any of their primary products. They allow customers to browse products in the
store before they contact a member of staff to make a purchase. As they do not have
immediate stock, and with the vast amount of sales apple have, they surely have a very
large storage unit in each of their stores. The benefit of this means that the show area is
not cluttered with stock. The problem with this can be that purchases can take longer to
make as customers need to wait some time to receive their product to make the
purchase.
For gap, as a clothes shop, they must have a rather large storage unit. Although they
have a large amount of stock facings and immediate stock, they make sales quickly and
need rapid replenishment. What this means is that they must dedicate a significant
amount of their store to a storage unit for their replacement stock. The benefit of this is
firstly to minimise clutter, secondly to more easily identify stock and lastly to reduce
mess (from customer browsing). Gap seem to have a lot of stock present in the store
and it doesnt look like all of the items are being sold, what this means is that it creates a
lot of mess resulting in more work for the employees. To fix this, what they should do is
exhibit less stock and only provide a couple units of each size to allow less clutter in the
store. They should dedicate more of the space towards the storage in the store.
Value of Space per Square Meter
For apple, as they have a large amount of space without products and do not have
immediate stock, much of the space in their store would show a no revenue as it is just
empty space. This measurement of sales may not be too effective to them as most of
their immediate stock, if available, are available on shelves, therefore Sales Per Linear
Meter Used For Shelf Space may be more effective.
Gap provide immediate stock and stock facings for all of their products, this is an
effective sales measurement and reporting tool. The have stock in probably almost every
square meter in the store so this can be used, especially. Again, the only disadvantage is
clutter. This is the more effective tool for GAP.
Sales Per Linear Metre Used For Shelf Space
At Apple, this would be effective for their third party product sales at the back of their
stores as they are all positioned on large shelves. This is effective because they can
monitor exactly which sections of the shelves sell better and move around products

based on that. Although this is the better option for Apple, it still does not satisfy their
sales monitoring completely as not all of their displays are linear.

At Gap, they can use this for their shelf displays, much like apple, although they also
would use a significant amount of sales per square meter. Although this is useful for
numerous displays, this measurement may be less effective as a main form of
measurement for this store type as they have a range of display types.
Departments Space
At Apple they would split up their stores based on the product types for instance; an
allocated amount of benches for iPhones, MacBooks, iPads and so fourth. However
there is no clear separation of product range as Apple wish to keep their look simple
and minimalistic. This style is effective for allowing potential customers to have a look at
the entire product range rather than just a handful of products. The disadvantage is it
can be more of a challenge for customers to locate products in the stores.
At Gap, they have departments based on genders. In this floor, the two floors split up
the male section from the female section. This is so that customers that come in know
exactly what clothes are for their gender, and exactly where to find them. This is effective
as it saves customers time and generates sales faster. This can be ineffective as some
people will aim to only buy one product and not be exposed to the entire product range
to increase impulse purchases.
In addition, it lets the store choose which gender has a larger market and more potential
sales. The female department typically makes more sales than a male department in a
clothing shop, therefore the female section is usually more accessible, in this case, on
the first level by the entrance. This allows the store to make more sales and generate
more revenue. The disadvantage is that it may drive some potential male customers
away and not develop any interest for them.
Allocation of Space For Fitting Rooms
At Gap they allocate their fitting rooms at the two far corners at the back of their store.
This is effective because it is firstly the easiest place to position a fitting room, away from
the displays and direct sight of the customer. Also, what this means is that customers
must walk through the entire store, looking at all the merchandise before reaching the
fitting rooms. This means they might find other products that may interest them,
potentially making more sales. This can lead to a traffic flow problem however with
scores of people walking back and fourth through the stores.

Sampling
At Apple, almost their entire store is dedicated to sampling. They allow their customers
to try out all of the products that they sell in-store, excluding some of their third party
products (although some are also displayed for sampling). This is effective because that
means that they can increase the interest and desire of their products, just by allocating
space for sampling to market and potentially sell their products. This may effect how
many sales they could make. On the other hand, this creates a huge amount of store
traffic, and can increase clutter. Also it means there are large amounts of people that just
go to the store to use products.
At Gap, their whole store is dedicated to sampling as their products are clothes and
should be sampled by the customer to see if it fits them. This is effective as it means
customers can choose the products that are a good fit for them. On the contrary, this
leads to a huge mess as clothes need to be refolded. If a clothes shop fails to allow
sampling, the customer may be unwilling to purchase the products as they are unsure if
they would fit them.
Window Displays
At Apple, they do not have any window displays as such. Typically Apple use huge glass
panes to allow people passing by apple shops to see inside and to draw them into the
store. This means that the entire store is a window display as everything can be seen
from the outside. They do not allocate at any additional displays on the external side of
their store as they believe the entire vision of the store can bring in customers, and it is
evident. However, some Apple shops display items just inside these glass panes,
especially during product launches which is effective as it notifies people that there is a
new product and to show that specific store is showcasing them.
At Gap, they have a large display which covers the entire outside width of their store,
excluding the entrance. Here they place different displays at different points in the year
which often associates with events happening around that time. What this does, is it
allows customers to relate to those displays, possibly luring them inside the store to
browse the merchandise or even better, potentially make a purchase. The disadvantage
of this is it cannot appeal to everyone and may drive a few people away.
Internal Display Locations
At Apple, on numerous walls in the shop, there are large wall displays which showcase
specific products or large images of people using their products. They place this high
up on the wall meaning that everywhere a customer looks in their store, they can see a
product being showcased, leading to a significant amount of awareness. This is effective
because customers will have the products in their face for the entire duration they are in
the store and they can gain interest, which could possibly lead to further sales.

For Gap, they have many internal display locations all over their store. On these displays,
they are usually labeled with SALE,30% OFF, etc. These are to signify that their is a
sale going on, and that products are cheaper now that it is a promotional period. This is
effective because customers are reminded to look at the price labels and may think that
if they make a purchase then, it is a better value for money.
Symmetry / Asymmetry
Apple clearly use symmetry in their store as all of their stations are placed equally apart
and all of the products on each display are symmetrical to the other side and have the
same distance between each product. This is because they have a minimalist style and
they want to show their customers that each product should look tidy. Although it may
not always appeal to older audiences, this is effective because in todays society, a
minimalist look is very appealing and may assist in the process of marketing a product
for sales.
Gap use asymmetry because they have such a large range of products, that need
different types of display units and cannot really keep a minimalist style. It is not really
too effective for the management to make their store look symmetrical as their
demographic caters the middle-end market meaning that their will be a large amount of
customers that go into their stores to sample their products. This would result in a mess
and will be too much of a hassle to keep clearing up. However, they can increase the
amount of symmetry in some areas of the store rather than the whole store to develop a
more minimalist and trendy look to match modern demands.
Props & Mannequins
Apple do not use any additional props or mannequins to display their products as this
would not be effective for their type of store. For their store, the closest thing to a prop
would be the name labels which are positioned on each of the display benches. This is
an effective technique to maximise minimalism and simplicity.
At Gap, they use many different props and mannequins to display their products. They
use mannequins to show a good mixture of their products in the form of an outfit which
is dressed up on the mannequin to try and encourage companion sales. It is effective to
showcase how the products can be worn and increase desire.

Tangible Psychology
Use Of Brand Name/Logo
As apple is such a world-renowned brand with masses of brand awareness, they do not
need to show their brand name too much. In their store the word apple is not even
clearly signed, it is just their brand logo. The second that customers see their unique
apple logo, they know associate all of the products and services that apple provide.
They position their logo at the front of the store as a big sign, on their employee
uniforms and on their internal displays, but where customers can see the logo the most
is on each and every product that they have on display (not third party). This is very
effective to maintain their global brand perception and brand awareness of simplicity.
The issue may only persist for individuals who are unaware of the brand and what it has
to offer.
At Gap, their logo is their brand name, making their logo easily identifiable. Their logo is
placed at the front of the store which is clearly lit up in bright letters. Throughout the
store on much of their signage, is their brand logo on all. In addition to this, their logo is
on each and every product that they sell, keeping the awareness high. The only issue
with this is they often dont have branding on their products decreasing the potential
brand awareness.
Use Of Mirrors
At Gap, there are mirrors positioned all over the store to ensure that customers can
envision themselves wearing their products. This may help to get the potential
customers to take action and make a purchase. This is effective for generating sales as
people can try on clothes and see what they look like in them, to further create desire.
The issue with mirrors is it can cause people to stand in front of them for long amounts
of time leading to a slower traffic flow.
Apple do not use any mirrors as they do not have any use with their products. For Apple
this would contradict with their minimalist and symmetrical style.
Signage
Apple have large signs all over their stores of their products in large print or of people
using their products. This make increase the interest or desire of that respected product,
making them walk up to that product. It is effective for their brand awareness and
perceptions.
At Gap, there is much signage but primarily to showcase sales and discounts. This is to
let customers know that the price of the current products are cheaper than the normal
selling periods and may trigger sales as customers believe that it is better value. The

issue with this is customers dont have many visual aids to help identify what type of
products match.
Odd vs Even Pricing
At Apple. they use odd pricing because it seems to make the products look cheaper
than they are. Most of their products end in 88 such as $12,388. Although this is not
much cheaper than $12,400, it definitely looks more worth it to the customer. This is
effective for increasing sales and making customers interested.
They do the same at gap, but with smaller figures such as $199 or $299. The issue with
this is customers can identify that this is similar to the even pricing and in todays society
doesnt make a huge difference.
Packaging Design
Out of the three stores, apple is the only store that has their own packaging as they are
the only store that sell their own packaged goods (unlike Jasons, which sell all third
party goods). All of apples packaging has the same style and look which is consistent
and minimalist. This is effective for getting return sales by knowing that products are well
packaged and safe during transportation.
Open/Closed Sight Lines
Apple definitely has an open sight line as you can see the entire floor of the store from
the entrance of that floor. You an see easily where each product is, making it very easy to
locate.
Gap has closed sight lines as you can only see a small area of the store at anytime due to
tall shelving or walls. This is ineffective when looking to generate impulse sales as
customers can only see a fraction of the store at any given time.
Intangible Psychology
How Customers are Influenced By Senses
At Apple, other than sight and touch, there are not really any senses. It is primarily how
aesthetically pleasing their products and displays are. This is because they want to keep
their entire experience simple and minimalist, reflecting their brand. This is effective for
displaying the vision and values of the company.
At Gap, the same goes except that they have music in the store to create interest and
may even keep customers in the store for a longer period of time. This is effective for
creating more time for customers to impulse buy. The problem with this is it can lead to
increased store traffic.

Tidiness
Apple have a very tidy store with no clutter whatsoever. This is because they wish to
have a valued brand perception and be associated with high value and a minimalist
style. There is nothing that gets in the way of Apple products and waste is always taken
right out of public view. This is effective for showing how luxurious the items are and to
treat customers with respect by giving them a clean space. Customers would be much
more incentivised to buy Apple products from an official store than a messy third party
retailer.
Gap has clutter at times of the day where there is a large flock of people visiting their
store. This clutter is often cleared, but some customers may be able to see it in its
cluttered state. This is ineffective as it could drive people away and create less desire of
products.
Atmospherics
At apple, the atmosphere for the customer is rather comfortable due to the vast array of
sampling that is allowed and every staff member is welcoming in their store. This is
effective as it makes their potential customers comfortable with staying in the store to
browse their products and gain interest or may even make a purchase. On the other
hand it leads to many people just walking into the stores to relax and play with their
products.
At Gap, outside the store you can hear their loud, pumping music that may lure people
passing by into the store. This inviting music may keep individuals browsing their items,
to stay comfortable and continue their browsing. This is effective for generating sales
and impulse buys. On the other hand, it may lead to people walking into the store to
make a mess without purchasing any items.