1 UBT207M Display stock to promote beauty sales Unit reference number: M/615/0733 Level: 2 Guided Learning (GL) hours: 30 Overview This unit will enable learners to create eye catching displays using promotional materials, equipment and stock from the account or salon. Through careful planning, preparation and maintenance of the display, learners will develop the knowledge and skills to promote the concession or salon and increase sales of services and retail products. Learning outcomes On completion of this unit, learners will: LO1 Know how to prepare a display area LO2 Be able to prepare a display area LO3 Be able to maintain and dismantle the display area Version 4
Transcript
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UBT207M Display stock to promote beauty sales
Unit reference number: M/615/0733
Level: 2
Guided Learning (GL) hours: 30
Overview
This unit will enable learners to create eye catching displays using promotional materials, equipment and stock from the account or salon. Through careful planning, preparation and maintenance of the display, learners will develop the knowledge and skills to promote the concession or salon and increase sales of services and retail products.
Learning outcomes
On completion of this unit, learners will: LO1 Know how to prepare a display area
LO2 Be able to prepare a display area
LO3 Be able to maintain and dismantle the display area
Version 4
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Assessment requirements
Learners must complete all four assessment requirements related to this unit:
Learners must produce a portfolio of evidence which contains assessed evidence covering all the assessment criteria.
The portfolio must be completed prior to learners undertaking the graded practical skills test. Whilst portfolios will not be graded, they may be sampled by the VTCT External Quality Assurer (EQA). Evidence from the graded practical assessment must also be presented in the portfolio.
2. Graded practical assessment
Learners must assemble a complete display to promote beauty products and services which will be observed, marked and graded by centre assessors. The grade achieved in the graded practical assessment will be the grade awarded for the unit. The graded practical assessment must take place in a real or realistic working environment assembling a displaying promoting relevant beauty products and treatments or services. At a minimum the graded practical assessment for this unit must cover:
Displaying a minimum of three products
OR
Promoting a minimum of two treatments or services Recorded professional discussion can also be used as an assessment method attached to the graded practical assessment and is particularly useful for gathering evidence for criteria related to evaluation and reflection. Professional discussions should be planned and recorded.
2. External examination
Whilst the theory content of LO1 may be naturally assessed in the graded practical assessment, they will be tested by an external examination towards the end of the period of learning. External examinations will test knowledge and understanding from across the whole vocational area (mandatory units). Learners should use the unit content section of this unit to aid revision since exam questions will test the full breadth of this section. External examinations will be set and marked by VTCT and will contribute to the overall qualification grade.
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4. Graded synoptic assessment
In the last term or final third of their qualification, learners will be required to undertake a graded synoptic assessment. This will require learners to carry out a range of services from across the whole vocational area (mandatory units). Assessment coverage will vary year on year, although all services will be covered over time. VTCT will set a brief for centres which will detail the services to be covered in the graded synoptic assessment. Grading descriptors for the synoptic assessment will also be provided by VTCT. The graded synoptic assessment will be marked and graded by centre staff and externally verified by VTCT. The graded synoptic assessment will contribute to the overall qualification grade.
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Unit content
LO1 Know how to prepare a display area
Learners must know the purpose of creating a display:
A creative merchandising display is a silent selling technique employed to maximise per square feet retail turns
- Enhanced customer service, introduce existing customer to new product/services or new customers to existing product or services
- Is the display designed to just be looked at and create a thought or conversation or will the display have products that need to be accessible to touch, smell, try and test
- Creating a buzz. Customers share the experience (rule of 3)
- Enhances retail opportunities
- Used to help gain a competitive advantage in the marketplace
- Peaks interest of consumers
- Adds value to a brand by utilising sensory stimuli other than verbal to project a concept, image or brand, such as – lighting, music, aromas and television screens
- Can lead to increased profitability – more sales more often
Learners must know the type of information required in order to plan the display effectively:
Purpose of the display – is the design set to a brief given by a product house/company, or is the display free formed. Designed to make you stop and look, eye-catching, colourful, shocking, breath-taking, thought provoking, promotion of service/product
Is the display pack to be provided by a product company, does it have a specific target audience – existing customers, new customers, passers-by? Understand the demographic the display is designed to appeal to
Members of staff involved – colleagues, account manager, salon/store owner, line manager, senior stylist, technician, sales representatives
Meetings to decide – the area and size available to use and general positioning for the display the general plan, designs, mood board, quantity being displayed, timescale for stock orders, knowledge of promotional items, length of time of the display – short/long term, lighting, likely implications (cost, time, stock, resources, space, possibilities of theft). Available time to set up and if necessary maintain the display. Relevant health and safety concerns. Is it a seasonal display?
Promotional materials – posters, leaflets, samples, photos, gift boxes, vouchers, DVDs, special offers. Products and visual aids available (including budget) furniture/ equipment/props available to use
Learners must know how the location and design of a display can attract attention and increase sales:
Understand how a prominent view/position can impact on the success of the display and the possible detrimental consequences of restricted view/position
Does it need to be eye level or is the concept bigger/requiring more space, will its location cause an inconvenience to staff/customers. Have an understanding of health and safety implications of the location of the display
Needs to be attractive to look at and give a good first impression but act as a constant view reminding clients/customers of the goods on offer
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In a department store – is the layout of the store designed in a ‘race track’ principle, designed to herd the consumer in one direction or is the layout designed to encourage browsing
In a salon is there sufficient room to display product throughout the establishment or is the space too limited to encourage this
Key points for display purposes, window displays, general design displays scattered throughout the space and payment point displays
Learners must be able to describe how the location and design of related promotional materials can influence the effectiveness of a display:
Purpose of promotional materials - Take away, read, clarify, outline features and benefits, supplied by
company/wholesaler, look professional, how promotional materials are used to boost salon/company image
Promotional materials designed - Effective only if relevant to the services/products on sale. Understand the
importance of using up to date/current information. Understand the range of promotional materials for use to communicating with customers, utilising a combination of lighting, colours, props, text and graphic design to display goods, attract the attention of the customer and sustain a brand image. Other methods available include light boxes for product display, posters, back cards, pamphlets/leaflets, cabinet glass clingers, shelf talkers or designed to hang from the ceilings, music/electronic display, audio and visual
Promotional location - In-store design used to enhance the atmosphere of the store and the overall
store environment. Having a visually appealing store design simulates the representation of the brand promoting the purchase of an ‘idea or lifestyle’ designed to attract customers into a friendly, efficient environment making shopping easier for consumers which encourages buying and most importantly, reassures repeat purchasing. Effective positioning will ensure it is near the location of the heaviest footfall in the salon/store, near a payment or till point to draw the eye while customers are waiting
- The window design technique is a way of communicating with customers, which uses a combination of lighting, colours, props, text and graphic design to display goods, attract the attention of the customer and sustain a brand image. The overall goal of the window display for the retailer is to persuade the customer into the store and motivate purchasing
Learners must know the safety considerations when assembling a display:
Consideration for clients, customers and colleagues. Height of display, design – shape such as sharp corners, are all necessary materials to hand to assemble the display. Is the area safe and restricted while the display is assembled?
Material and props used – are all necessary materials to hand? Are they safe and securely displayed?
Posture is appropriate and it is easy to observe manual handling legislation and ensure effective posture to protect from person injury whilst assembling the display
Are COSHH regulations being followed Learners must know the maintenance needs of a promotional display:
Following establishment rules and guidelines and in line with any relevant health and safety legislation, understand the methods of effectively cleaning various surfaces and mediums, how to clean and replace stock, how to check, audit and rotate stock, how to clean and polish display, how to replace products as necessary
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Learners must be able to outline the safety considerations when dismantling a display, disposing of materials and returning stock to storage:
Legal responsibilities – ensure health and safety requirements are followed, ensuring limited disruption to services, checking stock is returned to its correct location and stock control and auditing measures are adhered to
Props and equipment are disposed of in an appropriate, ecologically friendly manner in line with establishment rules and guidelines
Learners must know the key legal requirements affecting a display and the sale of goods:
Sale of goods – legislation that deals with the contract between a retailer and the consumer, relating to products and equipment
The retailer – has a responsibility to sell best quality goods that are not defective in any way, refund the money for a purchase if it is found to be defective (offer an exchange of goods if there is no receipt), make a complaint to the supplier
The three main points – goods must be in a saleable condition, fit for purpose and not faulty, and as described
The supply of goods and services – legislation that deals with traders’ obligations towards the consumer and their legal rights
Refund for goods bought – this allows the consumer to claim some, or all of the money paid for goods
Services – the person or trader providing a service must charge a reasonable price, provide the service within a reasonable time, with care and skill
Learners must know how to label the displayed products clearly, accurately and in a manner consistent with legal requirements:
Why labelling should be – clear, accurate, neat, state name/nature of product, price, special offers, discount, and suitability, do not exaggerate features/benefits, and only use manufacturer’s instructions
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LO2 Be able to prepare a display area
Select the materials, equipment, and stock to use:
Select appropriate materials for the display for example – paper, card, tissue paper, ribbon, cotton/string, display stand, material, textiles, objects, props, accessories, literature (posters, leaflets), decorations
Select appropriate equipment for the display for example – products, cleansers, toners, moisturisers, select appropriate equipment – make-up brushes, tweezers, eyelash curlers
Select the appropriate stock and products, for example – selection of make-up (eye shadows, mascaras, blushers and face powders), make-up brushes, beauty accessories, range of beauty creams/oils, range of nail varnish, treatment packages, gift sets
Determine the location of the display to maximise its impact:
Create a display demonstrating understanding of effective location selection to create the most impact
Determine a theme for the display:
Theme for your display – new product, time of year (Christmas, Easter, summer holiday), public occasion, money-off promotion
Assemble the display carefully and safely:
Display compliance with a relevant health and safety requirements when creating a display. Maintaining a safe salon – clean, tidy, safe standards of working, remove spillages or excess display support material, ensuring it does not cause an obstruction of hazard, report slippery surfaces. Know how to remove/report obstacles
Label the displayed products clearly, accurately and in a manner consistent with legal requirements:
Labelling should be – clear, accurate, neat, state name/nature of product, price, special offers, discount, and suitability; do not exaggerate features/benefits, and only use manufacturer’s instructions
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LO3 Be able to maintain and dismantle a display area
Maintain the display area:
Maintain the display area by observing relevant Health and Safety regulations and salon/store procedures, learner will demonstrate how to
- Clean surfaces
- Clean and replace stock
- Check/audit and replace stock as required
- Rotate stock
- Clean and polish display
- Replace products as necessary
Dismantle the display area, restore the area and return stock to storage:
Dismantle the display area observing relevant Health and Safety regulations and salon/store procedures, learner will demonstrate how to
- Dismantle display – removing products and returning to safe storage
- Check resources for tampering
- Clean packaging
- Return resources to stock – update stock sheets
- Return materials/equipment to relevant people/department – store for re-use, recycle if possible
- Ensure limited disruption to services, observing stock control procedures
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Assessment criteria
Assessment criteria will be applied to the graded practical assessment. In order to pass this unit, learners must at a minimum achieve all pass criteria. The pass criteria relate to the proficient demonstration of skills and knowledge. All criteria within a given grade must be achieved to be awarded that grade.
Learning outcome
The learner must:
Pass
The learner can:
Merit
To achieve a merit grade, in addition to achievement of the pass criteria, the learner can:
Distinction
To achieve a distinction grade, in addition to achievement of the pass and merit criteria, the learner can:
LO2 Be able to prepare a display area
P1 Select the materials, equipment, and stock to use
M1 Display organisation
skills by using tidy, efficient
working methods
M2 Use a variety of techniques to produce a creative, visual impact
D1 Review the
effectiveness of the
finished display
D2 Create an inspiring display which is likely to promote product sales
P2 Determine the location of the display to maximise its impact
P3 Determine a theme for the display
P4 Assemble the display carefully and safely
P5 Label the displayed products clearly, accurately and in a manner consistent with legal requirements
LO3 Be able to maintain and dismantle a display area
P6 Maintain the display area
P7 Dismantle the display area, restore the area and return stock to storage
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Assessment guidance
Assessors must use the amplified assessment guidance in this section to judge whether assessment criteria have been achieved in the graded practical assessment.
P1 Select the materials, equipment, and stock to use
Learners must demonstrate effective planning and an aptitude to read a design brief. All relevant materials for the display will be readily to hand and the display will be completed within the given time frame with minimum disruption to customers or colleagues. Learners must demonstrate the ability to select relevant material, equipment and props to set up an eye catching display.
P2 Determine the location of the display to maximise its impact
Learners must demonstrate they have given consideration to the positioning of the display. For example have they sited it near the payment point or close to the salon/store’s busiest footfall location? Or the point of access and egress for the salon/store. The learner can demonstrate due care and attention has be paid to health and safety when deciding where to site the display. The learner will ensure the size of the display suits its location. Has attention been paid to positioning the display so it receives effective lighting to do it justice? The learner will ensure the display is clear and uncluttered.
P3 Determine a theme for the display
Learners must ensure the display they create clearly and obviously interprets the given brief, utilises relevant products or services, such as a summer display that includes products with a high SPF factor in them or services such as waxing. Learners will be creative with the props they include for the display but be mindful of health and safety requirements for producing a display.
P4 Assemble the display carefully and safely
Learners must demonstrate they have planned the assembly of the display and carried it out with consideration for clients, customers and colleagues. The height, shape, size and location of the display have all be considered for the processes of careful and safe assembly and are compliant with all relevant legislation requirements such as Health and Safety at Work Act, Manual Handling and COSHH.
P5 Label the displayed products clearly, accurately and in a manner consistent with legal requirements
Learners must ensure all items in the display have clearly legible, professionally produced labels that accurately identify the cost of each product displayed. Any information of a product benefits or features will be clear to read and accurate in the information given.
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P6 Maintain the display area
Learners must demonstrate they are able to observe relevant Health and Safety regulations and salon/store procedures when maintaining the display. Learners will demonstrate how to: clean all display surfaces, clean and replace stock and replace the stock back in the display as it had previously been, check/audit and replace stock as required, rotate the stock to ensure the products first into the store are the first to be sold (or sell by dates are adhered to – if relevant). Learners will also replace any signage or
written information if its condition deteriorates.
P7 Dismantle the display area, restore the area and return stock to storage
Learners must demonstrate they have adhered to legal responsibilities and all salon/store procedures when dismantling a display. Making sure all health and safety requirements are followed, ensuring limited disruption to services, customers and colleagues. As a minimum, learners will remove products and return to safe storage, check all resources for
tampering, clean all packaging, return resources to stock – update stock sheets, return
materials/equipment used in the display to relevant people/department – store for re-use,
recycle if possible. At all times learners will follow establishment stock control procedures.
M1 Display organisation skills by using tidy, efficient working methods
Learners must demonstrate that throughout the creation of the display, their working area reflects an organised, tidy approach by the learner to the task, for the duration of the process. The final display is achieved within the time allowed and competence has been reflected at each stage of the task, being mindful of cost effectiveness, demonstrating efficient use of the products and tools.
M2 Use a variety of techniques to produce a creative, visual impact
Learners must demonstrate that throughout the task they have utilised a wide variety of techniques for displaying product or services that culminate in an eye-catching professional looking display. Learners will be able to demonstrate they have researched a variety of display techniques to inform their display and have utilised the most effective techniques to meet the outcomes of the task.
D1 Review the effectiveness of the finished display
Learners must demonstrate evaluation of the display created – e.g. did they use all communication skills effectively to achieve the desired outcome? Can they identify what improvements/adaptations could have been made to improve the display? Learners must demonstrate clear evaluation of their personal performance when creating a display and identify any areas for improvement and methods to effect improvement changes.
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D2 Create an inspiring display which is likely to promote product sales
Learners must demonstrate they have planned and designed a professional looking display that is executed in an original, skilled, imaginative manner. The learner’s work will reflect an inspired and artistic flair carried out with proficiency with a polished, finished outcome. The finished result should be eye-catching, with an optimum display of products, the display should promote conversation and inspire questions to assist in the promotion of product sales. The key features and benefits of the products displayed will be conveyed in the display design with all display components projecting a cohesive message.
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Resources
The special resources required for this unit are access to a real or realistic working environment which supports the provision of displaying stock to promote sales.
Delivery guidance
Teachers are encouraged to use innovative, practical and engaging delivery methods to enhance the learning experience. Learners may benefit from:
Meaningful employer engagement so they relate what is being learned to the real world of work and understand commercial competency and the effective promotion and encouragement of customers to purchase beauty products or services by effectively displaying stock
Work experience within a commercial salon for the exposure to retail opportunities so they can practise their skills in a real environment
Links with other units
This unit is closely linked with the following units:
UCO34M Health, safety and hygiene
The health and safety unit will provide knowledge and understanding of the responsibilities for health and safety as defined by any specific legislation covering the role of a professional therapist. This unit greatly underpins all practical unit delivery.
UBT205M Consultation and record keeping
Client consultation is an effective and necessary tool for the beauty consultant to help establish the unique needs and requirements of the customer so they can recommend the most appropriate products and provide the best advice. Effective record keeping will allow the consultant to keep the customer informed of any offers or promotions and will inform any future campaigns as to the specific needs and requirements of the customer, making marketing more effective. The consultation and record keeping unit underpins all technical units within this qualification and should be delivered prior to any technical beauty therapy unit.
UBT193M Consultation techniques and client care
Client consultation before all nail services is a legal requirement and failure to consult properly with clients prior to treatment could invalidate therapy insurance. It is essential that therapists elicit information from their clients about their medical history, including any allergies as well as checking for contra-indications. The client consultation unit underpins all technical units within this qualification and should be delivered prior to the delivery of any technical beauty therapy unit.
UBT208X Process payment for beauty purchases
This unit is closely linked with promoting and encouraging beauty retail sales and will enable learners to provide a full retail services for customer. Learners will develop the knowledge and communication skills to enable them to take payments for beauty purchases in a polite, friendly manner.
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UBT212M Principles of the retail sales of make-up, cosmetics and perfumery products
This unit closely underpins promote and encourage retail sales as it provides the learners with the required product knowledge to enable them to enter confidently into retail negotiations with customers. This unit will explore the techniques for identifying customer needs as well as the factors which influence whether a product or fragrance is right for a customer.
UBT204M Principles of effective customer service skills
The customer service skills unit will help develop the key skills and knowledge required to organise and deliver customer service, resolve customer problems, understand the needs of customers and customer retention strategies which are all integral components of effective customer service strategies. This unit will provide the opportunity to demonstrate excellent customer service, to respond to customer issues, to analyse problems and improve the way in which customer service is delivered in an organisation.
UBT203M Promote and encourage beauty retail sales
Knowledge of how to identify products and inform the customer of the features and benefits of the products, to ensure that they meet their needs. Improving customer service and gaining commitment from the customer to use professional products as well as maintaining the results from the recommended products. It will enable learners to make clear, informed selections and recommendations for product use.
Graded synoptic assessment
At the end of the qualification of which this unit forms part, there will be a graded synoptic assessment which will assess the learner’s ability to identify and use effectively in an integrated way an appropriate selection of skills, techniques, concepts, theories, and knowledge from a number of units from within the qualification. It is therefore necessary and important that units are delivered and assessed together and synoptically to prepare learners suitably for their final graded assessment.
