In-store Environment Assessment Brief
Overview
Assessment Brief:
Ensure that you make appropriate use of the relevant theory and industry sources to underpin your analysis. You should choose a retailer that you can access as store visits are a requirement of this task. Please note, for the purposes of this assessment, your retailer of choice MUST have a physical and multi-channel presence. It is strongly recommended that you include images to support your review of your retailer and / or of key trends.
Assessment Criteria:
There are four key dimensions to this assessment; you are expected to address all of these. They are as follows:
| Focus Dimensions | Notional Value | |
| a) | Provide a critical review of the current store design and visual merchandising activities for your chosen brand.
You may wish to consider the following elements: · Consumer journey from windows to till · Ease of orientation / navigation · Quality of VM · Intensity of VM · Appropriateness of environment and VM to brand · Appropriateness of environment and VM to level · Materials usage · Layout and adjacencies · Product handling · Store evolution · Across store consistency |
40% |
| b) | Review the relationship between the in-store environment and the other channel retail activities (consider for example digital, catalogue, direct mail).
You may wish to consider the following elements: · Brand consistency · Experience · Augmentation · Integration · Synchronicity · Distinctiveness |
20% |
| c) | Identify trends in-store design and visual merchandising.
You may wish to consider: · Aspirational trends – looking upwards for ideas · Horizontal trends – looking across for ideas · Beyond the sector trends – looking outside of the sector for ideas (e.g. food retailing, automotive retailing, recreation such as pubs, clubs and restaurants) · Technological trends – digitalisation · Trends can be sources from your own observations and / or relevant reading. Evidence must be provided in all cases. |
20% |
| d) | Explain how these could be used to shape and enhance the current presentation / experience of your chosen retailer. You must consider brand appropriateness. | 20% |
This assessment is presented in a manner that requires you to format your own structure; marking therefore takes an holistic view and considers the work in its totality. The weightings above are provided as a notional guide with respect to where you should place your general emphasis. You must, however, attend to each of the components. The suggested issues for consideration are not exhaustive but are simply a prompt to trigger appropriate and relevant thinking. You are, however, encouraged to approach this work with in a way that demonstrates originality and personality.
With respect to structure, there is a natural and progressive flow to the outline above. You are, however free to develop and evolve the submission in a manner that best suits your personal approach, your way of thinking / communicating and one which allows you to present the best possible consideration of your chosen brand.
Some points to note:
Most previous students found the word count challenging (it is based upon a standard 10 credit unit), you are therefore encouraged to develop strategies that enable you present the greatest amount of information in the fewest words. Consider, for example, using tables to provide or summarise information, appendices (although use with cautions as these support of the main text not substitutes for the main text), models instead of narrative, images, floor or mat plans, timelines that map out changes in store.
You are expected to provide an introduction to the brand for context purposes; this will NOT be included in the word count. In line with the normal conventions, cover page, references (Harvard style), appendices, tables, etc., ARE NOT included in the word count.
Marking Overview
- Access – this assessment involves fieldwork, you must be able to visit your chosen retailer
- Familiarity – access your chosen retailer over time, digitally and physically
- Clarity – you should be able to state with some confidence the positioning of the retailer
To achieve above 70% = Pass – First Class
Demonstrates very high levels of critical evaluation and analysis. In addition, demonstrates exceptional independent and creative thinking, with original perspectives or insights relating to the subject matter. Demonstrates exceptional understanding of the brand and its in-store environment that is fully supported by relevant theory. Demonstrates an exceptional applied approach. High quality of overall submission in respect of content and presentation. Excellent use of relevant visual references to support and justify analysis. Adopts a longitudinal approach evidencing early and continued engagement with the brand. Is able to propose creative and valid enhancement and shows a level of forward thinking.
To achieve 60-69% = Pass – 2.1
Addresses relevant issues in a critically evaluative manner. Demonstrates good levels of critical evaluation and analysis. In addition, demonstrates independent and creative thinking, with original perspectives or insights relating to the subject matter. Shows an advanced level of visual literacy and awareness, but may be limited in the range of visual reference points. Has a very good grasp of the appropriate theory and applied dimensions, but may not have fully supported the discussion through the use of references (be they theoretical, applied or visual). May have benefitted from a higher level of direct store engagement. Recommendations presented.
