Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

SIRXSRM807 Mapping and Delivery Guide
Lead the development of a visual merchandising strategy

Version 1.0
Issue Date: April 2024


Qualification -
Unit of Competency SIRXSRM807 - Lead the development of a visual merchandising strategy
Description This unit describes the performance outcomes, skills and knowledge required to develop a visual merchandising strategy, from concept development to the specification of detailed implementation requirements.This covers the creative, management and retailing skills and knowledge required to consult, develop and implement an effective visual merchandising strategy that will deliver increased sales performance.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application This unit of competency supports the needs of senior visual merchandisers, visual merchandising directors and business owners responsible for developing and managing the organisation’s visual merchandising strategy.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites Nil
Competency Field
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Analyse visual merchandising trends.
  • Consult with buyers to identify emerging seasonal trends and new product ranges.
  • Research visual merchandising trends in local and overseas markets.
  • Critique the visual merchandising strategies of competitors, identifying their creativity, strengths and weaknesses.
  • Consult with colleagues and conduct research to identify macro community trends that may influence customer perceptions and preferences.
       
Element: Develop the visual merchandising concept and strategy.
  • Audit current visual merchandising performance in all stores to identify capacities of stores to implement new concepts and strategies.
  • Work with internal or external designers to interpret the emerging visual merchandising trends and new season product ranges to create an overarching concept for the strategy.
  • Share and test concepts with relevant stakeholders to gain input to finalise concept.
  • Identify, cost and budget the resources required to support the implementation of the visual merchandising strategy.
  • Develop and document a detailed visual merchandising strategy to deliver the agreed concept.
  • Gain authorisation as required for the visual merchandising strategy in line with standard organisational policies and procedures.
       
Element: Develop and manage implementation of visual merchandising strategy.
  • Document and communicate the visual merchandising strategy and its detailed implementation requirements to store managers and appropriate staff.
  • Ensure strategies are tailored to respond to customer demographics and preferences of individual stores, while maintaining overall consistency of the concept and strategy.
  • Ensure work health and safety (WHS) and public safety issues have been addressed in the design, implementation and operation of the strategy.
  • Specify, cost and commission the development of props and store fittings and fixtures.
  • Liaise with marketing experts to ensure congruence between marketing, promotional and visual merchandising strategies.
  • Establish and undertake a schedule of visits to stores to oversee and support implementation of strategy.
  • Establish and maintain effective communication and feedback mechanisms to manage the roll-out of strategy and inform adjustments to it based on changing circumstances.
  • Provide effective and actionable advice to store staff to ensure high quality and consistent merchandising of stock.
       
Element: Evaluate outcomes of visual merchandising strategy.
  • Establish and analyse the regular collection of data to enable monitoring of store and regional performance during operation of the visual merchandising strategy.
  • Use performance data to identify departments, stores or regions that have under-performed during the roll-out of strategy.
  • Canvass options and solutions to address under-performance by departments, stores or regions during the roll-out of strategy.
  • Report to management regarding the outcomes achieved by strategy.
       


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

develops broad understanding through research and analysis of the trends and directions in visual merchandising and community expectations

undertakes consultation and planning to develop and document effective visual merchandising concept and strategy

shows management skills in using resources effectively and plans for the implementation of the visual merchandising strategy

analyses outcomes of the visual merchandising plan.

Context of and specific resources for assessment

Assessment must ensure access to:

a retail work environment

a current range of text and online information sources on:

community trends impacting on particular brands and ranges

seasonal trends

local and overseas visual merchandising directions

store staff

a visual merchandising budget

sales performance data.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

observation of performance in the workplace

a role play

answers to questions about specific skills and knowledge

review of portfolios of evidence and third-party workplace reports of on-the-job performance.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

Required skills

analytical and problem-solving skills to analyse visual merchandising trends and store capacity to implement strategies

communication and interpersonal skills to:

negotiate the implementation of selected visual merchandising concepts

prepare complex business reports

decision-making skills to select strategies and resources

numeracy skills to:

conduct financial analyses

set budgets

lateral and creative thinking skills to conceptualise visual merchandising strategies to provide a competitive edge for the organisation

initiative and enterprise skills to support:

performance management

project management

project planning

staff development

strategic analysis

literacy and numeracy skills to report on strategy outcomes

technology skills to use computer applications

time-management skills to plan and prioritise work

technical skills to apply visual merchandising techniques

Required knowledge

contemporary retail concepts, models and techniques, including product placement, grouping and branding

financial analytical techniques

work health and safety requirements

organisational strategy, policy and procedures relating to visual merchandising strategies

product knowledge

sales techniques

staff management principles

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the individual, accessibility of the item, and local industry and regional contexts) may also be included.

Seasonal trendsmay include:

colours

fabrics

sizes

styles

themes and concepts.

Community trendsmay include:

fair trade factors

economic factors influencing move towards luxury or austerity goods

green or sustainability factors

new media, such as social networking media

product country of origin and ‘buy local’ factors

social phenomena that influence fashion, such as films, music and sport.

Relevant stakeholdersmay include:

buyers

store managers

visual merchandising team.

Visual merchandising strategymay include specification of:

colours and styles

lighting and staging

positioning of products, stands and fittings

products to be promoted

start and completion dates for the strategy

ticketing.

Performance may be measured by:

customer satisfaction ratings

financial analysis using techniques, including:

balance sheet analysis

break even analysis

cash flow analysis

cost-benefit analysis

daily sales and trend analysis

gross profit

profit and loss analysis

return of assets analysis

return on investment (ROI) analysis

sales per employee

sales per square metre of floor space

sales to inventory ratio

stock turnover rate

mystery shopping reports

number of business referrals

performance in industry benchmarking studies

staff feedback received

volume of repeat business.

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Consult with buyers to identify emerging seasonal trends and new product ranges. 
Research visual merchandising trends in local and overseas markets. 
Critique the visual merchandising strategies of competitors, identifying their creativity, strengths and weaknesses. 
Consult with colleagues and conduct research to identify macro community trends that may influence customer perceptions and preferences. 
Audit current visual merchandising performance in all stores to identify capacities of stores to implement new concepts and strategies. 
Work with internal or external designers to interpret the emerging visual merchandising trends and new season product ranges to create an overarching concept for the strategy. 
Share and test concepts with relevant stakeholders to gain input to finalise concept. 
Identify, cost and budget the resources required to support the implementation of the visual merchandising strategy. 
Develop and document a detailed visual merchandising strategy to deliver the agreed concept. 
Gain authorisation as required for the visual merchandising strategy in line with standard organisational policies and procedures. 
Document and communicate the visual merchandising strategy and its detailed implementation requirements to store managers and appropriate staff. 
Ensure strategies are tailored to respond to customer demographics and preferences of individual stores, while maintaining overall consistency of the concept and strategy. 
Ensure work health and safety (WHS) and public safety issues have been addressed in the design, implementation and operation of the strategy. 
Specify, cost and commission the development of props and store fittings and fixtures. 
Liaise with marketing experts to ensure congruence between marketing, promotional and visual merchandising strategies. 
Establish and undertake a schedule of visits to stores to oversee and support implementation of strategy. 
Establish and maintain effective communication and feedback mechanisms to manage the roll-out of strategy and inform adjustments to it based on changing circumstances. 
Provide effective and actionable advice to store staff to ensure high quality and consistent merchandising of stock. 
Establish and analyse the regular collection of data to enable monitoring of store and regional performance during operation of the visual merchandising strategy. 
Use performance data to identify departments, stores or regions that have under-performed during the roll-out of strategy. 
Canvass options and solutions to address under-performance by departments, stores or regions during the roll-out of strategy. 
Report to management regarding the outcomes achieved by strategy. 

Forms

Assessment Cover Sheet

SIRXSRM807 - Lead the development of a visual merchandising strategy
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Assessment Record Sheet

SIRXSRM807 - Lead the development of a visual merchandising strategy

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