funeral service merchandising final pt 5
the well merchandised selection room will contain between
12 and 30 caskets
the average adult casket typically occupies about:
18 sq feet
casket manufacturer/distributer showroom is also called
3rd party showroom
the recommended space to leave between caskets is
40 to 60 square feet per casket
historically recommended standard of illumination for casket selection rooms
90 to 100 foot candles measured at the level of the casket pillow
casket manufacturer/distributer showroom is more common in:
Urban areas where floor space commands a premium and where manufacturers already have a distribution center/warehouse
advantage 3 of the catalog based display model
a particularly useful tool for arranging/pre-arranging services off site
disadvantage 2 of the catalog based display model
additional pressure placed on the funeral director's presentation
in selection room, casket is usually displayed on a stand resulting in the bottom of the casket sitting at:
between 26 and 30 in above the floor, this provides ideal viewing hight
the casket stand is also called the
bier or casket standard
a device upon which caskets are placed, one on top of another, for display or storage
casket rack
in an effort to increase the # of caskets on display/warehoused in a limited space, many firms utilize the:
casket rack
a stand or support on which the casket rests
casket stand (bier)
disadvantage 3 of the catalog based display model
catalogs of less proffesional display may reflect poorly on director/firm
unless the tubes are of a daylight or color corrected spectrum,the blue green light they submit can seem:
cold, objects appear flat and lifeless
items of funeral merch, especially caskets, are best illuminated with a
combination of direct and indirect lighting
in essence, a computerized version of the paper catalog, with greatly enhanced utility
computer based display model
placing caskets for display in their order of increasing or decreasing value (in a sort of stair step approach)
consecutive display method
advantage 2 of the traditional on-site selection room
consumer experiences minimum inconvenience, no travel
2 things remain constant in effective presentations:
consumer receives info needed to make decision, info is given in a manner that gently/patiently educates consumer
most firms use a ________ selection room contained:
dedicated, within the funeral home building, or at least on the property
disadvantage 4 of the catalog based display model
delivery and availability may present a problem
3 or 4 caskets utilized to educate the selecting party regarding elements of casket construction
demonstration group (educational group)
advantage 4 of computer based display
depending on software, inventory checks/product ordering may be performed instantly
2 forms of artificial lighting:
direct and indirect
incandescent lamps are a form of:
direct lighting
refers to illumination directly shining on an object
direct lighting
director provides info about each casket, as the consumer examines the firm's offerings
direct selection room procedure
the method of selling merchandise whereby the funeral director remains in the selection room throughout the selection process
direct selection room procedure
disadvantage 4 of the computer based display
director must give thorough product presentation
many funeral homes use a combination of different:
display models
a demonstration group is also called an:
educational group
advantage 1 of the traditional on-site selection room:
firm has greater control over merch offered and how its displayed, products available immediately for use
disadvantage 3 of 3rd party showroom
firm may have little say in establishing exact types of product offerings
disadvantage 2 of 3rd party showroom
firm must wait for casket delivery or arrange to pick up from showroom
disadvantage 1 of the traditional on-site selection room
firm's overhead expenses increase due to display stock, inventory, and facilities
basic light fixture varieties include
florescent and incandescent lighting
the illumination produced by a tubular electronic discharge lamp or the florescence of phosphors coating the inside of a tube
florescent lighting
very cost effective form of lightning in terms of hardware and operating cost
florescent lighting
items such as small statues or flower arrangements that visually break up and soften the selection room
focal points
the amount of illumination produced by a source of one candle at a distance of one foot
foot candle
the brightness of a light, or illumination is measured in:
foot candles
one particularly innovative method of casket merchandising is the:
fractional display
the use of portions of caskets (1/2, 1/4, 1/8} in the selection room vs full size caskets
fractional display
when caskets are displayed in groups according to their relative positions within the value/price progression
good-better-best approach
commonly used to illuminate jewelery display cases
halogen lighting
produces a very clean, bright, white light that closely approximates natural daylight
halogen lighting
the initial investment for _______ _______ can be costly. but operating costs are slightly lower than incandescent
halogen lighting
a relatively new form of incandescent (direct) lighting is
high intensity halogen lighting
has a warm quality and slightly yellow color temperature that allows more accurate color interpretation
incandescent lighting
the illumination resulting from the glowing of a heated element
incandescent lighting
disadvantage 2 of the traditional on-site selection room
increased overhead is reflected in consumer's final cost
florescent lighting is an:
indirect form of lighting
refers to the reflected illumination of an object
indirect lighting
_________ ________ provides a general feeling of illumination, where _________ _______ is best used to accent color, form, and shadow
indirect lighting, direct lighting
method of selling merchandise whereby the funeral director does not stay in the selection room during the selection process
indirect selection room procedure
disadvantage 2 of the computer based display
initial investment in hardware and software may be substantial (still not as much as traditional selection room)
it is considered best of the selection room is located in the funeral home, on the:
main level
advantage 4 of the catalog based display model
may allow firm to offer greater range of merch than in a confined traditional showroom
advantage 3 of the traditional on-site selection room
merchandise is tangibly displayed to customer
every presentation will share a few key elements: basic info regarding ________ (materials, etc), how many ______ ____ on _______, and:
merchandise, caskets seen, display, range of prices to be encountered
incandescent lights have varying degrees of
operating efficiency
during presentation the consumer should also be informed about the:
other types of funeral merch he will see on display
catalog based displays can reduce:
overhead expenses (no expensive selection room facilities or inventory)
advantage 1 of the catalog based display model
overhead expenses reduced
advantage 1 of 3rd party showroom
overhead is reduced, no need tp invest supply stock/inventory/facilities
catalog based merchandising experienced a boom in the 1980s with the rise of
pre-need sales
a period of pre-selection room education where the buyer is given the opportunity to learn about funeral merchandise
presentation
the process by which the consumer is informed about the products about to be purchased
presentation
one of the most effective merchandising aids is a __________ _______ containing professionally designed graphics
presentation binder
disadvantage 3 of the computer based display
product display/availability may be an issue
regardless of how the merchandise is displayed, the key to putting a family at ease is to empower them with:
product knowledge
funeral directors are more concerned with the_____ than _____ of light
quality, type
advantage 2 of computer based display
reduced overhead (if computer is only method of display)
advantage 2 of 3rd party showroom
reduced overhead translates to reduced customer cost, or increased profit
the good-better-best approach is seen almost on a daily basis by consumers in
retail sales environments
disadvantage 3 of the traditional on-site selection room
room occupies floor space that could be otherwise utilized
advantage 1 of the computer based display
selecting from computer screen seems less threatening to some consumers
advantage 2 of the catalog based display model
some consumers find it easier to select from a catalog
disadvantage 1 of catalog based display
some consumers prefer tangible merch to select from
disadvantage 1 of computer based display
some consumers, especially elderly, may not be comfortable with it
disadvantage 4 of 3rd party showroom
some more busy showrooms may require an appointment, increasing inconvenience
other selection room design/display elements to consider are
square footage, merchandise arrangement, display equipment, lighting, and aesthetics
Aurora casket company makes a selection room display system called the TSR, which stands for
total solution room
has long been the preference of most funeral homes
traditional on-site selection room
disadvantage 1 of 3rd party showroom
trip to showroom may be inconvenient to consumer
the types of lighting, in addition to differing in terms of hardware, both provide different:
types and qualities of light
florescent tubes produce large amounts of _______ _____ per watt of electricity consumed, and generate:
visible light, little heat
types of merchandising aids include:
visual aids, informative videos, wood/metal samples, presentation binders
demonstration groups and merchandising aids are:
visual reinforcement of the spoken word
most firms find it is better to have caskets displayed:
within a single, larger room, rather than a series of smaller rooms
some firms prefer to group caskets on the basis of materials, this is sometimes called the:
world approach
