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EXECUTIVE SUMMARY
The scope of this essay is to analyse the visual merchandising at Darrell Lea Shops. To do this a typical Darrell Lea shop was visited and analysed. For 70 years Darrell Lea has provided the Australian public with fresh quality confectionary and developed excellent brand awareness. ... Darrell Lea uses a variety of visual merchandising principles to increase sales, for instance a typical Darrell Lea shop creates continuity throughout the store with the use of colour and props. ...
VISUAL MERCHANDISING:
DARRELL LEA CHOCOLATE SHOP
INTRODUCTION
Founder Harry Lea mastered the art of confectionery making in Perth, Western Australia with his first creation being the Bulgarian Rock. Lea moved his family to Sydney to open a fruit and vegetable shop in Manly’s Corso. ‘As the Great Depression approached and business dwindled, Harry and his family started to cook Bulgarian Rock at night to make a few extra pennies’ (Darrell Lea: Family History 2003). Harry Lea believed ‘If you can make a big stack of apples look good, you can do it with candy’ (Magee 1999, pp. ...
The first real Darrell Lea shop was opened in 1927 in Sydney’s Haymarket. ... (To this day the basic shirt racking format is still used in Darrell Lea Chocolate Shops and window displays)’ (Darrell Lea: Family History 2003). ... Ten years later Maurice Lea opened five shops in the Brisbane area and personally delivered fresh products on a daily basis until the age of 90. ... The fact that Darrell Lea distributes within their own stores, makes them very unique in the Australian market. ...
‘Darrell Lea has been a part of Australian life for over 70 years, as goes the highly publicised corporate theme’ with an average of 14 million customers per day (Magee 1999, pp. ... Chocoholics alike can find the same purple Darrell Lea Chocolate Shop logos and displays in almost every major city and smaller town in Australia.
‘The company has grown over the years to be the largest privately owned confectionery manufacturer in Australia with around 1,000 employees at peak times’ (Darrell Lea: Company History). Darrell Lea operates 75 of its own outlets and a further 320 outlets are run by independent operators. ...
‘The product range comprises over 500 products with an additional 60 or so products being added for seasonal events such as Easter and Christmas’ (Darrell Lea: Company History). ... ‘With $A58 million in sales, Darrell Lea has a significant marketshare of the $A120 million box chocolates market in Australia’ (Magee 1999, pp. ...
VISUAL MERCHANDISING
Visual merchandising is used to highlight products to customers and draw their attention to merchandise. ... Visual merchandising is a way of communicating the business image to potential customers. ...
Visual merchandising is a growing area within the retail sector. ‘An indication of this trend is the increasing number of recruitment advertisements placed by major retailers in national newspapers, recently, for visual merchandisers’ (Varghese 1999, pp. ... The average consumer has become very choosy in consideration to where he or she shops; therefore visual merchandising is a way of standing out from the crowd. Consequently, the importance of visual merchandisers is being felt by companies (Varghese 1999, pp. ...
Visual Merchandising is used to allure customer to the store whether it is for a systematic purchase or for a browse. ...
Visual Merchandising is used as a tool to create impact or effect conversion at the point of purchase.
Approximate Word count = 2780
Approximate Pages = 11.1
(250 words per page double spaced)
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