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Observation Record Spca

The document summarizes Dominic Clark's work on a visual merchandising project for the SPCA charity in Hong Kong. Dominic planned and assembled a sales display, received feedback, and evaluated the success of the display. The display was set up to maximize sales using psychological techniques like a free flow layout. Dominic took a leadership role and believes the display was visually appealing, though suggests indicating products better through sampling in the future.

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380 views

Observation Record Spca

The document summarizes Dominic Clark's work on a visual merchandising project for the SPCA charity in Hong Kong. Dominic planned and assembled a sales display, received feedback, and evaluated the success of the display. The display was set up to maximize sales using psychological techniques like a free flow layout. Dominic took a leadership role and believes the display was visually appealing, though suggests indicating products better through sampling in the future.

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Copyright
© © All Rights Reserved
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Project Qualifications

Observation Record/Witness Statement


Learner Name

Dominic Clark

Centre Name

South Island School

Unit Name

Project Title

Learner
number

Centre Number

Visual Merchandising in
Business

30

Unit number

Plan & Assemble a Safe Visual Merchandising Display

This form should be included in the candidates work which is submitted for moderation
What task/activity are you assessing?
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 has the task/activity met the requirements of the Specification?

Edexcel Project Qualifications Observation Record/Witness Statement

Issue 1 September 2008

Project Qualifications
Pupils created a street sales stall for Hong Kong based charity SPCA. Pupils visited SPCA Head Office in the morning and
planned a safe and stimulating VM display that was approved by the business to be taken into one of the busiest areas in
HK and replicated/improved upon.Because of the adverse weather the students also produced a plan of their table display
and did some sales in the SPCA head office just in case this had to contribute as their P5 assessment. On arrival in
Causeway Bay the weather was terrible and SPCA were hesitant to allow us to contribute too much to the display for fear
of stock getting wet. Photos were taken throughout the production process, suggestions were made to the SPCA team but
final decisions were made by SPCA and not the students. I was delighted with the final display which demonstrated
application of knowledge gained in theory lessons and the experience of the SPCA employees.
Pupils were able to explain the reasons behind their display with reference to some of these theories such as the
tangible / intangible techniques. Pupils also able to answer questions to justify their decisions.
Feedback was given by both the teacher and a group of learners from which strengths and areas for improvement were
presented back to the group. Below I will detail some of the pupils evaluations.
Dominic: In the morning, using a planogram to guide us we set up a charity merchandise stall at the SPCA headquarters.
We aimed to set this up in the best way possible in order to maximise product sales using phycological methods and
factors. For this display, we set up a free-flow layout, which was effective because it allowed the people passing by to
freely browse the available merchandise, increase the chances of impulse purchases and increases the overall visual
appeal of the display. The opening of the location was also very open, allowing people to see inside and have a look at the
product range. This was possible due to the fact that we were given a large amount to table and floor space to work with,
and a large range of products. We decided that putting the right amount of stock (not all the products, yet enough to show
product range). We followed some of the techniques used by Apple in the sense that we wished to keep the stall
minimalistic. Also, like Apple, we allowed sampling with a handful of our products such as the travel kit and umbrella. A
blue tablecloth was placed over the table to brand the charity but also to reinforce trust to the customers that their
money is going to a good cause. The products that we had on the display were blocked differently to add interest and
variety. At the front of the display, we placed the travel kit due to the range of interesting products that were part of the
kit. This took up the majority of the centre-front section. This was a very eye-catching product. The cat and dog calendars
were placed near the edge at the front of both sides. These were laid out in a fanned layout to show the products from
different angles but also to create a more interesting stock layout than vertically stacking. On either end at the back of
the display, we had the stuffed toys on display. We set it up in the way that we only displayed one item of each variety
just to show the product, whilst keeping the stock away from the display. This was to avoid causing a mess on the display
and taking away the sense of minimalism. At the back, we placed a range of folders in alternating order of dog and cat
plastic folders (with a total of three folders). This was blocked horizontally to show a small amount of each folder and
allow the potential customers to see the product range. Also at the back, we horizontally placed blue and white cat
calendars to add a range of colours to catch the eyes of the potential customers. We elevated this so that customers can
still take notice of these products although they are placed at the back of the display. Finally, as it was a rainy day, we
opened and placed an umbrella below our primary display to allow for sampling and for it to be easily seen to increase the
chances of impulse buying.
My contribution to the set up of the stand was predominantly to lay out the entire rear section by placing the stuff toys,
cat calendars and folders. I believe I took up a leadership role in making sure the display was visually appealing and made
changes where necessary.
My suggestions for the future, if I were to do it again would be to better indicate exactly what each product was through
more sampling and placing the product on the display as its intended purpose (placing paper in the folders, opening up a
calendar for it to be viewed,etc.).

Assessors Details
Name

Mr G J Cornes

Position/role

Signature

Mr G J Cornes

Date

Qualitee Nominee
15/01/16

Confirmed by
Name

Dominic Clark

Position/role

Signature

Dominic Clark

Date

Edexcel Project Qualifications Observation Record/Witness Statement

15/01/16

Issue 1 September 2008

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