Element

Performance Criteria

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

1. Produce a range of visual presentations.

1.1.Produce and install visual presentations to meet project briefs in a wide range of locations.

1.2.Maintain a digital photographic folio of presentations for evaluation and planning purposes.

2. Produce and install merchandise for a major promotion.

2.1.Design a series of promotional elements, according to industry standard and to match a project brief.

2.2.Develop a rendered concept visual of the installation.

2.3.Confirm promotional elements and installation concept visual with the client.

2.4.Outline projected implementation process in an action plan.

2.5.Manufacture materials to match the designed elements.

2.6.Install and dismantle the promotion to industry standard and client satisfaction.

3. Produce merchandising and promotional plans.

3.1.Determine profit margin by reading, analysing and summarising merchandise inventories and sales reports.

3.2.Analyse information to identify basic lines, slow sellers and fast sellers.

3.3.Produce merchandising plans using sales information that will strategically target consumer buying habits.

3.4.Develop industry standard proposals for seasonal promotion campaigns.

3.5.Develop illustrated visual seasonal promotion merchandising plans to complement advertising promotional campaigns.

4. Produce merchandising promotional planning manuals.

4.1.Negotiate and identify promotional briefs with industry clients.

4.2.Collate comprehensive corporate product and outlet data for specific promotional displays or exhibitions.

4.3.Present clear, concise analyses of stock, expectations, specific stories for visual presentation and target turnover and profit margins.

4.4.Determine specific cost, manufacturing and dispatch details.

4.5.Incorporate analysed data into corporate manuals that comply with particular retail organisation standards and image.

4.6.Recommend suitable future directions and procedures for corporate manuals.

Required skills

communication and interpersonal skills to:

negotiate briefs with clients

present ideas to clients

creative thinking skills to apply design principles to the preparation of visual presentations

planning and organising skills to develop comprehensive corporate manuals and action plans

technology skills to:

maintain digital photographic folio

prepare visual presentations

produce manuals

Required knowledge

contemporary retail design issues

copyright and intellectual property issues and legislation, and their impact on design practice

corporate image and merchandising policy of the organisation

current merchandise inventories and sales reports

data used in the existing promotional plan

demographics of the target market identified in client briefs and the implications for merchandising choices

psychological and marketable characteristics of colour in visual merchandising

relevant promotional data in relation to goals and specific target market

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:

produces visual installations for a wide range of themes and locations

negotiates with a client; and plans, installs and removes a major promotion

collaborates with clients to develop merchandising plans to industry requirements and to address the specific needs of the retail outlet

collaboratively develops effective merchandising promotional planning manuals.

Context of and specific resources for assessment

Assessment must ensure access to:

a real or simulated retail visual merchandising work environment

relevant documentation, such as:

legislation and statutory requirements

work health and safety (WHS) requirements

industry codes of practice

information and performance data on existing sales and merchandise

information on existing corporate merchandising and promotional plans

information on:

client requirements (project brief)

store image

products and services

retail design trends

materials.

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

simulated merchandising and corporate planning projects

a folio of personally developed designs

client feedback

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.

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.

Visual presentations may include:

bulk merchandising

carnival theme

different product ranges:

fashion

music

pharmacy

sports

harmony and contrast of colour

sales promotions

specified space

specific target demographic.

Promotional elements may include:

display point props

interior and exterior design elements

invitations and brochures

merchandising manual

news and magazine advertisements

point-of-sale units

posters and banners.

Industry standardmay include:

corporate image

merchandising policy

store plan and design.