Does the lighting highlight merchandise, structure space, capture a mood, or downplay
unwanted features?
Go to a store of your choice and evaluate the store layout, design and visual merchandising techniques
employed. Be sure to reference the concepts you have learned in your chapters. If a manager begins to
question you because of your suspicious note taking, just explain that you are a student at SOU and if they have
Questions, they should contact me. If you feel more comfortable having my business card, please ask me for it.
Explain your answers to the following questions:
I. Appearance
A. Is the store layout, design and visual merchandising techniques used consistent with the
exterior of the store and the location? What does it say about the type of store this is and
the market it is trying to attract?
B. Is the store’s ambiance consistent with the merchandise presented And the your
expectations as a customer?
C. Does the store need a face lift, update, remodel or renovation? What improvements
would you suggest?
II. Fixtures
A. Does the lighting highlight merchandise, structure space, capture a mood, or downplay
unwanted features?
B. Are the fixtures consistent with the merchandise and the overall ambiance of the store?
C. What type of image do the fixtures portray?
III. Promotion
A. Evaluate the store’s signage. Does it effectively sell merchandise?
B. Has the retailer used any theatrical effects to help sell merchandise?
C. Does the store make creative use of wall space to sell product?
D. Does the sales staff use suggestive selling?
E. Is the sales staff friendly and helpful?
F. Is the image of the staff consistent with the image of the store?