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Conclusion:
Visual merchandising is a perfect communication vehicle of retailer,
communicating the right message about the merchandise by projecting the
latest trends, colors and fashion, latest arrivals through three dimensional
window displays.
5. It is observed that most of the Visual Merchandisers think that
Visual merchandising is not just for elite outlet but important for all
types retail outlets
Table – 6.102 -Value added by importance of Visual Merchandising –
Applicability – Visual Merchandisers response
Q18.Do you think Visual Merchandising is only for elite outlet & elite target customers? Frequency Percent
Yes 12 24.0
No 38 76.0
Total 50 100.0
Graphical presentation- 6.75 – Value added by importance of Visual Merchandising –
Applicability – Visual Merchandisers response
Out of 50 respondents 38(76%) states that visual merchandising is not just for elite outlets
and for elite target customers. This response states that visual merchandising is practically
needed for all types of retail outlets and retail customers. The remaining 12(24%) visual
merchandisers who feel that visual merchandising is only for elite outlets generally think so
because most of the retailers spend more money and keep a good budget for lifestyle products
than value products. But as more number states that it is for all type of set up it is proved that
visual merchandising is not just for elite outlet but also important to all types of retail outlets.
24%
76%
Visual Merchandisers view
Yes Visual Merchandising is
only for elite outlets and elite
target customers
Visual merchandising is required
for all types of retail outlets
343
Key findings:
76% visual merchandisers agree that visual merchandising is not just for elite outlets
and elite customers but is important for all types of outlets, products and customers.
Conclusion:
Visual merchandising is bringing in lifestyle retail throughout
6. It is observed that Mumbai retailers are trying to touch international
standards in Visual Merchandising.
To know the scenario of visual merchandising the retailers and dealers were asked the
following question
Table - 6.103 -Value added by Visual Merchandising - Outlooks towards
attaining international standards by visual merchandising in India and
especially in Mumbai. – Retailer and Dealers response
Q.4.What as per you is the most important element of current visual merchandising scenario in India and especially in Mumbai? Retailers response
Dealers response
Cases Col
Response % Cases Col
Response %
Attracting Young Generation 15 60.0% 11 44.0%
Creating right and stress free ambience 18 72.0% 17 68.0%
Creating Visual Clutter 0 0 0 0
Attaining International Standards 17 68.0% 21 84.0%
Helps or Simplifies consumer buying process 22 88.0% 18 72.0%
More creative than International features 0 0 4 16.0%
Total 25 25
Graphical presentation –76 (A) - Value added by Visual Merchandising - Outlooks
towards attaining international standards by Visual Merchandising in India and especially
in Mumbai.
0
5
10
15
20
25
Attaining international
standards is the most
important element of
current visual
merchandising scenario in
Mumbai
Attaining international
standards is not very
important element of
current visual
mercchandising scenario in
Mumbai
Retailers view
Dealers View
344
Graphical presentations - 6.76 (B) – Value added by Visual Merchandising -
Response towards important elements of current visual merchandising
scenario in India especially in Mumbai –Retailers and Dealers Response
A good no. of respondent that is 17 (68%) of retailers and 21(84%) dealers out of 25 agreed
that visual merchandising in Mumbai is attaining international standards. But at the same
time not a single retailer agreed that we are more creative than international features and only
4(16%) of dealers agreed that we are more creative than international features, which indicate
that we have to grow a lot in this field to touch the international standards 68% retailers and
84% dealer respondent are agreeing to the fact that retailers are making every effort to match
their standards with the international features. Another interesting thing was not a single
retailer agreed that we are creating visual clutter, which is generally a problem with those
who do not understand the principles of display and bring in visual clutter. Visual clutter
which is also seen in advertising field. But fortunately all respondent think that the scenario
in India is not of visual clutter
0 5 10 15 20 25
Attracting Young generation
Creating right and stress free ambience
Creating visual clutter
Attaining international standards
Helps or simplifies consumer buyingprocess
More creative than internationalfeatures
Dealers
Retailers
345
A similar type of question was asked to the visual merchandiser to know the current status of
visual merchandising and their response towards attaining international standards are;
Table - 6.104 - Value added by Visual Merchandising - Outlooks towards
attaining international standards by Visual Merchandising in India and
especially in Mumbai. – Visual Merchandisers response
Q6.What do you think about Current Visual Merchandizing scenario in India/Mumbai Cases
Col Response %
Attracting Young Generation 27 55.1%
Creating stress free ambience 39 79.6%
Creating Visual Clutter 14 28.6%
Attaining International Standards 27 55.1%
Helps or Simplifies consumer buying process 40 81.6%
More creative than International features 1 2.0%
Total 50
Graphical presentation – 6.77 (a) – Value added by Visual Merchandising -
Outlooks towards attaining international standards by Visual Merchandising
in India and especially in Mumbai.
54%
46%
Visual merchandisers view
Attaining internationalstandardsis the currentvisual merchandisingscenario in Mumbai
Attaining internationalstandards is the currentvisual merchandisingscenario in Mumbai
346
Graphical presentation– 6.77(B) Value added by Visual Merchandising -Outlook towards
current Visual Merchandising scenario in Mumbai
27(54%) visual merchandisers think that our Indian features of visual merchandising are
attaining international standards and 1(2%) even think that we are more creative than
international features. But at the same time 14(28%) think that we are creating visual clutter,
the reason why visual merchandisers think a little differently from the retailers here is that
most of the visual merchandisers must have come across the work which may be creating
visual clutter and many a times the visual merchandiser had to follow a principal format of its
head co. which may be located outside India where there is lot of space given to bring
creativity in the visual merchandising activities and when the same principles are applied
here in India it leads to visual clutter. With a response of 55% it is observed that Indian
retailers are trying to attain International standards.
To make the above observation crystal clear a yes and no type of question was asked the
response is as follows;
Table -6.105-Value added by standard achieved by VM in Mumbai – Retailer
and Dealers response
Visual Merchandising in Mumbai is touching the international standards.
Retailers response- Q.26 Dealers response-Q.27
Frequency Percent Frequency Percent
Valid Yes 17 68.0 20 80.0
No 8 32.0 5 20.0
Total 25 100.0 25 100.0
Attracting young generation
Creating stress free ambience
Creating Visual Clutter
Attaining International Standards
Helps or simplifies consumers
buying process
More creative than international
features
0 10 20 30 40 50
Visual Merchandisers view
Visual merchandisers view
347
Graphical presentation –6.78 – Value added by Visual Merchandising -Outlook towards
Indian retailers trying to achieve international standards in Mumbai – Retailers and
Dealers response.
The response in both these question was similar same 17(68%) retail respondent and 20
(80%) dealer respondents agreed that Mumbai retailers are touching international standards in
visual merchandising.
To clarify this further a question asked to visual merchandiser was – What must be the
objective while creating visual merchandising strategy and the response towards giving
international look and feel to customer is as follows
Table - 6.106 - Value added by Visual Merchandising - Standard achieved by
Visual Merchandising in Mumbai – Visual Merchandisers response
Q9.What must be the objective while creating Visual Merchandising strategy? Cases Col Response
%
Attracting More Customers 35 70.0%
Attracting young generations 28 56.0%
Simplifying Customers buying process 39 78.0%
Creating stress relieving ambience 39 78.0%
Increasing sales per Square foot 38 76.0%
Increasing footfalls 40 80.0%
Making product accessible to customers 28 56.0%
Giving an International look and feel to customer 28 56.0%
Total 50
02468
101214161820
Yes, visual
merchandising in
Mumbai is touching the
international standards
No, Visual
merchandising in
Mumbai is not touching
the international
standards.
Retailers response
Dealers response
348
Graphical presentation- 6.79 – Value added by Visual Merchandising -Objectives to be
achieved while creating Visual Merchandising strategy
As we can see from the responses that increasing foot falls and relieving the stress of the
customer and simplifying the buying process are the objectives which most of the visual
merchandisers wants to achieve but along with this today to give the customer a feel of a
global customer 28(56%) visual merchandisers felt that along with the other objectives of
VM, giving an international look and feel to customer is also important. This objective
practically makes the customer feel similarly when he walks in a specific brand of retail store
whether then the store is in India or any other country of the world. The customer has the
same feeling, loyalty and liking towards the store. This also calls in for standardization along
with localization,
Attracting more customers
Attracting young genrations
Simplifying Customers
buying process
Creating stress relieving
ambience
Increasing sales per square
foot.
Increasing footfalls
Making products accesible to
customers
Giving an international look
and feel to customers
0 10 20 30 40 50
Visual merchandisers view
visual merchandisers view
349
Table - 6.107 - Value added by Visual Merchandising -Standard achieved by
Visual Merchandising in Mumbai – Retailers and Dealers response
Descriptive Statistics (Rank analysis)
Key findings: -
68% retailers, 84% dealers and 54% visual merchandisers agree that retailers are
making every effort to match their standards with the international features. 68% retail
respondent and 80% dealer respondents agreed that Mumbai retailers are touching
international standards in visual merchandising. 56% visual merchandisers felt that
along with the other objectives of visual merchandising giving an international look and
feel to customer is also important. The retailers has given an average rank of 5.44 and
the dealers had given an average rank of 5.48 to the objective of visual merchandising
which makes an effort of giving an international look and feel to customer.
Conclusion:
Indian retailers are trying to reach international standards; Visual
merchandising is bringing in standardization along with localization.
What must be the objective of a good visual merchandising strategy? (Rank them) Retailers response Dealers response
N Mean Std.
Deviation N Mean Std.
Deviation
Simplifying Customers buying process 25 2.40 1.633 25 2.88 2.048
Attracting More Customers 25 3.20 1.936 25 3.24 2.127
Creating stress relieving ambience 25 3.92 2.235 25 4.56 1.828
Increasing footfalls 25 4.36 1.729 25 3.28 1.646
Making product accessible to customers
25 4.52 2.124 25 5.12 1.509
Increasing sales per Square foot 25 4.92 1.847 25 4.44 2.043
Giving an International look and feel to customer
25 5.44 2.256 25 5.48 2.293
Attracting young generations 25 6.52 2.143 25 6.52 2.293
350
7. It is observed that Visual Merchandising provides a stress free
ambience to the customer
Table - 6.108- Value added by Visual Merchandising - Provides stress free
Ambience – Retailers, Dealers and Visual Merchandisers response
Q.4.What as per you is the most
important element of current visual
merchandising scenario in India and
especially in Mumbai?
Retailers response-
Q.4
Dealers response-Q.4
Q6.What do you think about
Current Visual Merchandizing
scenario in India/Mumbai-
Visual merchandisers response
Cases
Col
Response
% Cases
Col
Response % Cases
Col Response
%
Attracting Young Generation 15 60.0% 11 44.0% 27 54.0%
Creating right and stress free
ambience 18 72.0% 17 68.0% 39 78.0%
Creating Visual Clutter 0 0 0 0 14 28.0%
Attaining International Standards 17 68.0% 21 84.0% 27 54.0%
Helps or Simplifies consumer buying
process 22 88.0% 18 72.0% 40 80.0%
More creative than International
features 0 0 4 16.0% 1 2.0%
Total 25 25 50
Graphical presentation – 6.80 - Value added by Visual Merchandising - Provides stress
free Ambience – Retailers, Dealers and Visual Merchandisers response
72% retailers, 68% dealers and 78% visual merchandisers agree that the current visual
merchandising strategy in Mumbai is basically to create right and stress free ambience. Retail
must be a place of excitement for consumers. It should be a place of experiencing life little
0
5
10
15
20
25
30
35
40
Creating right and stress-free
ambience is the most important
element of current visual
merchandising in Mumbai
Creating right and stress-free
ambience is not an most important
element of current visual
merchandising in Mumbai
18
7
17
8
39
11
Retailers view Dealers view Visual merchandisers view
351
pleasures, feeling great and important and leaving the day to day stress behind and enjoying
the shopping experience.
Table - 6.109- Value added by Visual Merchandising objective – To Provide
stress free Ambience – Visual Merchandisers response
Q9.What must be the objective while creating Visual Merchandising strategy? Cases Col Response
%
Attracting More Customers 35 70.0%
Attracting young generations 28 56.0%
Simplifying Customers buying process 39 78.0%
Creating stress relieving ambience 39 78.0%
Increasing sales per Square foot 38 76.0%
Increasing footfalls 40 80.0%
Making product accessible to customers 28 56.0%
Giving an International look and feel to customer 28 56.0%
Total 50
Graphical presentation – 6.81- Value added by Visual Merchandising objective – To
Provide stress free Ambience – Visual Merchandisers response
78% visual merchandisers agree that along with other important objective creating a stress
relieving ambience should be an important agenda for the retailers and visual merchandisers.
Table – 6.110 -Value added by Visual Merchandising - provides stress free
ambience – Retailers and Dealers response
Visual Merchandising makes the customers feel happy and stress free and it also helps in increasing sales per square foot.
Retailers response-Q.28 Dealers response-Q.31
Frequency Percent Frequency Percent
Valid Yes 18 72.0 24 96.0
No 7 28.0 1 4.0
Total 25 100.0 25 100.0
352
Graphical presentation – 6.82 - Value added by Visual Merchandising - provides stress free
ambience – Retailers and Dealers response
72% retailers and 96% dealers agree that when the customers are feeling happy and stress
free they tend to buy more.
Table - 6.111 - Value added by Visual Merchandising - Provides stress free
ambience – Retailers and Dealers response - Descriptive Statistics (Rank analysis)
The average ranking for creating a stress relieving ambience as an important objective of
visual merchandising is 3.92 as per retailers and 4.56 as per dealers out of 8 variables.
Key findings:
72% retailers, 68% dealers and 78% visual merchandisers agree that the current visual
merchandising strategy in Mumbai is basically to create right and stress free ambience.
78% visual merchandisers agree that along with other important objective creating a
stress relieving ambience should be an important agenda for the retailers and visual
merchandisers. 100% retailers and 96% dealers agree that when the customers are
feeling happy and are stress free they tend to buy more. The average ranking for
0
5
10
15
20
25
Yes, Visual
merchandising techniques
make the customer feel
happy and stress free
No, visual merchandising
techniques do not make
the customers feel happy
and stress free
Retailers view
Dealers view
What must be the objective of a good
visual merchandising strategy? (Rank
them) Retailers response Dealers response
N Mean
Std.
Deviation N Mean
Std.
Deviation
Simplifying Customers buying process 25 2.40 1.633 25 2.88 2.048
Attracting More Customers 25 3.20 1.936 25 3.24 2.127
Creating stress relieving ambience 25 3.92 2.235 25 4.56 1.828
Increasing footfalls 25 4.36 1.729 25 3.28 1.646
Making product accessible to customers 25 4.52 2.124 25 5.12 1.509
Increasing sales per Square foot 25 4.92 1.847 25 4.44 2.043
Giving an International look and feel to
customer 25 5.44 2.256 25 5.48 2.293
Attracting young generations 25 6.52 2.143 25 6.52 2.293
353
creating a stress relieving ambience as an important objective of visual merchandising is
3.92 as per retailers and 4.56 as per dealers out of 8 variables.
Conclusion:
Visual merchandising is an attempt to create simulation for consumers and
provides a stress free ambience.
8. It is observed that Most of the retailers and visual merchandisers and
dealers think that Visual Merchandising helps in buying process by
attracting the attention of customer towards the product of their
interest.
Table – 6.112 - Value added by impact of Visual Merchandising - Attracts
customer – Retailers, Dealers and Visual merchandiser’s response
Q.1. As a Retailer/dealer how
would you explain Visual
Merchandising as? Retailers response
Dealers response
Q3. To you what Visual
Merchandising is about?
Visual merchandisers response
Cases
Col Response
% Cases
Col Response
% Cases
Col Response
%
Displaying Merchandize 10 40.0% 14 56.0% 30 60.0%
Attracting Customer 18 72.0% 21 84.0% 37 74.0%
Planning & Displaying 12 48.0% 18 72.0% 33 66.0%
Creating Magic to Increase
Footfalls 19 76.0% 21 84.0% 35 70.0%
Total 25 25 50
Graphical presentation- 6.83 – Value added by impact of Visual
Merchandising - Attracts customer – Retailers, Dealers and Visual
merchandiser’s response
0
5
10
15
20
25
30
35
40
Visual merchandising is all
about attracting customers
Visual merchandising is not
about attracting customers
18
7
21
4
37
13
Retailers view Dealers view Visual merchandisers
354
18(72%) retailer, 21(84%) dealer and 37(74%) visual merchandiser respondent explains
visual merchandising as a tool for attracting customer. A retailer roughly has few seconds to
attract the attention of the passer by. The visual merchandisers use the tools of window
display, Beautiful exterior presentation attractive entrance etc.
Table - 6.113 -Value added by Impact of Visual Merchandising - Attracting
Young customers – Visual Merchandisers response
Q6.What do you think about Current Visual Merchandizing scenario in India/Mumbai Cases Col Response %
Attracting Young Generation 27 54.0%
Creating stress free ambience 39 78.0%
Creating Visual Clutter 14 28%
Attaining International Standards 27 54.0%
Helps or Simplifies consumer buying process 40 80.0%
More creative than International features 1 2.0%
Total 50
Graphical presentation – 6.84 - Value added by Impact of Visual Merchandising -
Attracting Young customers – Visual Merchandisers response
27(54%) visual merchandiser agree that the current visual merchandising scenario in Mumbai
is basically attracting and impressing the three generations specially the young. Today
retailers use all the strategies to attract the young generation by bringing in theme displays,
by changing window displays as per seasons and festivals, by highlighting merchandise with
bright colors, by using graphics and design to display the latest trend, by playing popular
music in the store etc.
54%
46%
Visual merchandisers view
The current visual
merchandising scenario in
Mumbai is to attract young
generation
The current visual
merchandising scenario in
Mumbai is not to attract young
generation
355
Table - 6.114 - Value added by Impact of Visual Merchandising – Aid to
attract customers – Retailers and Dealers response
Q.15. What is Visual Merchandising for you
as a retailer/dealer? Retailers response
Dealers response
Cases Col Response % Cases Col Response %
Additional Cost
6
24.0
5
20.0
Compulsion 6 24.0 5 20.0
Aid to Business 19 76.0% 20 80.0%
Aid to increase sales 19 76.0% 20 80.0%
Aid to attract customers 22 88.0% 23 92.0%
Total 25 25
Graphical presentation- 6.85 - Value added by Impact of Visual Merchandising – Aid to
attract customers – Retailers and Dealers response
22(88%) retailers and 23 (92%) dealers agree that visual merchandising is an aid to attract
customers. The job of the retailer starts right from the street outside the store of attracting the
customers , visual merchandising with the help of creative and interesting display which
conveys a story catch the eye of the passer buy and attract them towards the store. Visual
merchandising helps the retailer to achieve “pull him in “objective.
05
10152025
Visual merchandsing isan aid to attract
customers
Visual merchandsing isnot an aid to attract
customers
Retailers view 22 3
Dealers view 23 2
No
. of
resp
on
de
nts
Value added by -aid to attract customers
356
Graphical presentation – 6.86 – Value added by Impact of visual merchandising -
Attracting customers in cosmetics and perfumes retail –Retailers and Dealers response
Q.17.Cosmetics and Perfumes are the products which need good backup of
lighting and fixtures to attract the customers.
22(88%) retailers and 23(92%) dealers agree that good lighting and fixtures helps to attract
the customers towards the cosmetics and perfumes counter or store.
Table - 6.115 - Value added by Objective of Visual Merchandising - Attracting
customers – Visual Merchandisers response
Q9.What must be the objective while creating Visual Merchandising strategy? Cases Col Response %
Attracting More Customers 35 70.0%
Attracting young generations 28 56.0%
Simplifying Customers buying process 39 78.0%
Creating stress relieving ambience 39 78.0%
Increasing sales per Square foot 38 76.0%
Increasing footfalls 40 80.0%
Making product accessible to customers 28 56.0%
Giving an International look and feel to customer 28 56.0%
Total 50
05
10152025
Cosmetics and perfumecategory needs goodbackup of lighting to
attract customers
Cosmetics and perfumecategory do not needsgood backup of lighting
to attract customers
Retailers view 22 3
Dealers view 23 2
No
. of
res[
on
de
nts
Value added by attracting customers
357
Graphical presentation – 6.87 - Value added by Objective of Visual Merchandising -
Attracting young customers – Visual Merchandisers response
35 (70%) visual merchandiser agree that the major objective of visual merchandising is to
attract more customers. 28(56%) visual merchandising agree that while attracting more
customers and fascinating all the generations attracting young generation is become an
important objective today of the retailers. As today’s young generation are the type of
customers who spend more and are high potential customers to many products in the market
especially the fashion products,
Table - 6.116 - Value added by Objective of Visual Merchandising - Attracting
customer – Retailers and Dealers response
Descriptive Statistics (Rank analysis)
What must be the objective of a good
visual merchandising strategy? (Rank
them) Retailers response Dealers response
N Mean
Std.
Deviation N Mean
Std.
Deviation
Simplifying Customers buying process 25 2.40 1.633 25 2.88 2.048
Attracting More Customers 25 3.20 1.936 25 3.24 2.127
Creating stress relieving ambience 25 3.92 2.235 25 4.56 1.828
Increasing footfalls 25 4.36 1.729 25 3.28 1.646
Making product accessible to customers 25 4.52 2.124 25 5.12 1.509
Increasing sales per Square foot 25 4.92 1.847 25 4.44 2.043
Giving an International look and feel to
customer 25 5.44 2.256 25 5.48 2.293
Attracting young generations 25 6.52 2.143 25 6.52 2.293
35
28
15
22
Attracting more customers Attacting young generation
Value added by attracting customers as objective of visual
merchandising
Yes No
358
Key findings:
18(72%) retailer, 21(84%) dealer and 37(74%) visual merchandiser respondent explains
visual merchandising as a tool for attracting customer. 27(54%) visual merchandiser
agree that the current visual merchandising scenario in Mumbai is basically attracting
and impressing the three generations specially the young. 22(88%) retailers and 23
(92%) dealers agree that visual merchandising is an aid to attract customers. 22(88%)
retailers and 23(92%) dealers agree that good lighting and fixtures helps to attract the
customers towards the cosmetics and perfumes counter or store. 35 (70%) visual
merchandiser agree that the major objective of visual merchandising is to attract more
customers. The retailers have given an average rank of 3.20 that is almost a 3rd
rank
and the dealers have also given an average rank of 3.24 that is almost a 3rd
rank to the
objective of visual merchandising of attracting customers.
Conclusion:
Visual merchandising creates a welcoming environment which grabs the
customer’s attention and makes a positive impression on the customers in
few seconds.
359
9. It is observed that most of the retailers, dealers and visual
merchandisers think that Visual merchandising has excellent future.
The open ended question asked to retailers, dealers and visual merchandiser was:
Q. What do you think is the future of visual merchandising in India?
Some responses:
As per Dhruti Trivedi, Sr. visual merchandiser , Hypercity retail India “The
concept of visual merchandising is in a state of infancy in India but its future outlook
is excellent, with increase in the number of shopping malls and retail outlet the
demand of VM is certainly going to take a big leap”
As per Sheetal Kapoor, Manager VM, Lifestyle Int.Pvt.Ltd. “The future is very
bright as we are getting serious about it and retailers are understanding importance of
VM”
As per Daniel Juric,VM-Design manager,Liganova India Brand Retailer Pvt.
Ltd. “The future of Visual Merchandising in India will be very much influenced by
the standards of the international brands but supplemented with the flavour of the
Indian perspective. So it will be a mix of themes from Indian point of view (in regards
to themes for Diwali, Wedding, etc.) and a high end quality of window display
setups.”
As per Vishuraj –Sr.Executive VM-Future group “It’s quite bright and developing
more and more every year with the international brand coming in the market.
Competition is increasing and so are the standards of VM.”
As per Gopal Asthana, Business Head , Shopper stop ltd.”VM requires thrust in
creative minds getting into this field. Retailers need to allow Visual Merchandisers to
use their creative strengths to create best ambience in their stores that help them to get
better footfalls”.
As per Abhishek Mitra –Head key account-Fruit of the loom India Pvt.
Ltd.”Visual Merchandising in India needs to marry the merchandise presentation with
the target audience and the theme of the display. It needs to create a distinct image of
the store as well as ensure that the conversions (No, of customers who buy as a
percentage of footfalls) go up. It also needs to create moments of magic for the
customer’s through subtle elements distinctly different from International replicas
which are nowadays copied as it is.”
As per Tinu Golsalves ,Sr. Manager,Gitangali Lifestyle, “With more of
international brands coming into the country the VM aspect is being taken up to a
different level there is much more excitement and buzz.”.
As per Ajay Nihalani, President, Gitangali Lifestyle “Very bright. VM will help in
selling more products with lesser density. VM also helps in converting ‘Window
Shopping’ into actual sales”
As per Anurag Gawde, Category manager, Pantaloon retail India Ltd. “Future for
Visual Merchandising in India is fast emerging as a professional, lucrative and much
sought after business and profession”.
360
As per Shaheen shaik, Sales and marketing Manager,Baccarose (Intercraft)
“Visual Merchandising spend has indeed doubled in recent years. Indian consumers
now demands state of the art service, global standard of the products and international
level of shopping experience. The retailers are on the improving mode. I can perceive
a very bright future for visual merchandising in India and is fast emerging as a
professional business”.
Conclusion:
Most of the retailers, dealers and visual merchandisers think that Visual
merchandising has excellent future with a lot of new exploration in the
market with creativity, displays, presentation. Visual merchandising in the
future will surely be a strong platform for customers and retailers and
enhance the buying process. It is an immensely growing professional field
10. It is observe Visual merchandisers are socially and ethically
responsible.
The open ended question asked to retailers and visual merchandiser was:
Q. What according to you is the social and ethical responsibility of a visual merchandiser
towards the consumers, customers, shoppers and general public?
Summary of response: Most of the visual merchandisers and retailers think that visual
merchandiser is socially and ethically responsible towards customers, shoppers and general
public. According to them a visual merchandiser is highly concern about the responsibility
which he shoulders while creating a display. Whatever displays a Visual merchandiser or a
retailer plans for they make sure that the customers are feeling happy and satisfied about it
and at the same time it is socially and ethically accepted by the society. A retailer and a
dealer also make sure that the display or any technique of visual merchandising do not hurt
any religious sentiments or is not biased with any section of the society. Retailers and visual
merchandisers always make an attempt to bring out positive ideas which are socially
accepted. Visual merchandisers and retailers need to take care of every minute detail which
might affect the young generation or the kids in a negative manner. They need to avoid
nudity and violence in their displays for e.g. Simple thing like while dressing up a female
mannequin which is so similar to a human body the display designer needs to make sure that
before wearing the garments on it an inner wear is put up on it just as similar to how a Indian
women dress up decently
Apart from the social front most of the visual merchandisers, dealers and retailer also agree
that the displays should be made out of eco-friendly materials and there needs to be
reusability of the visual merchandising displays.
361
Most of the retailers, dealers and visual merchandisers agree that the visual displays and the
information signages should be ethical by giving the right information and not misleading the
shoppers.
Most of the visual merchandisers and retailers believe that there needs to be eco-
consciousness in the materials they use for displays plus the display material should protect
the consumers from health adversities and save the consumers from pungent odor and reduce
health risk such as headaches, nausea, respiratory disorders, burning sensation in the eyes,
nose and throat etc. by avoiding chemicals in their paints while using different colors paints
in the store. Also most companies are deciphering ways to make graphic prints safe and
environmental friendly for instance using the Bio-Vu ink (solvent ink made completely from
renewable sources where the solvent is derived from corn. The retailers and visual
merchandisers are trying to use materials which are also cost effective and yet ‘green’ in
nature.
Most of the retailers, dealers and visual merchandisers agree that they all need to join the
green movement.
Conclusion:
Visual merchandising as a profession is trying to display with a sense of
social responsibility by not putting a bad impact in the minds of young
generation, not hurting any ones religious and national sentiments, not
violating the cultural norms and trying to be more and more eco-friendly.
11. It is observed that Most of the retailers, dealers and visual
merchandisers think that Visual merchandiser is cost effective.
The open ended question asked to retailers was:
How far do you think that visual merchandising is cost -effective?
Summary of the response: Most of the retailers agree that the expenditure incurred on visual
merchandising activities is cost-effective. As most of the visual merchandising activities and
techniques lead to good sales per square foot. Generally most the retailers do not keep a
budget more than 5% of sales for visual merchandising as rightly said by Mr. Anthony R. –
Inter-craft that a visual merchandising budget should be fair enough just like salt in our food
or sugar in tea. And the results of visual merchandising are increased footfalls; customer
loyalty, increased sales per square foot etc. and so most of them believe that visual
merchandising is cost-effective.
Conclusion:
Visual merchandising is all about selling and so it is cost effective.
362
12. It is observed that most of the retailers, dealers and visual
merchandisers think that there are some common flaws and
problems of visual merchandising which the Indian retailers and
visual merchandisers needs to overcome.
Table – 6.117 – Common flaws in Visual Merchandising Strategies in India -
Retailers, Dealers and Visual merchandiser’s response
Graphical presentation – 6.88- Common flaws seen in Visual Merchandising of some
Indian Retail Outlets -Retailers, Dealers and Visual merchandiser’s response
Observations - (A)
Most of the retailers, dealers and visual merchandisers agree that the fixtures used by
the Indian retail outlets are not properly planned and so there is a need of bringing and
using advanced fixtures by the Indian retailers. As fixtures are useful for a logical and
planned display at the same time it helps in more convenient shopping for the
customers.
0 5 10 15 20 25 30
Complicated presentations
Excessive use of props
Cramped up windpws
Use of too loud colors
Unplanned fixtures
Unscientific lighting
Visual merchandisers view
Dealers view
Retailers view
Q.5. What are the common flaws you
see in visual merchandising in the
Indian retail outlet? Retailers response-Q.5
Dealers response –Q.5
Visual merchandisers
response-Q.7
Cases
Col
Response % Cases
Col
Response % Cases
Col Response
%
Complicated presentations 11 44.0% 7 28.0% 16 32.0%
Excessive use of props 10 40.0% 15 60.0% 18 36.0%
Cramped up windows 5 20.0% 7 28.0% 12 24.05
Use of too loud colors 2 8.0% 6 24.0% 6 12.0%
Unplanned fixtures 15 60.0% 14 56.0% 26 52.0%
Unscientific lighting 6 24.0% 9 36.0% 23 46.0%
Total 25 25 50
363
Most of the dealers agree that the use of props is not very scientifically and logical
done and so there needs to be a deep thinking in the use of props as an aid of selling
plus there needs to be creativity in their use.
Most of the visual merchandisers agree that the retail outlets use very unscientific
lighting and there they need to be thoughtful related to the types of lights they
approve for their store.
Most of the retailers agree that there needs to be improvement in the quality and
creativity of window display as they need to avoid confusion and complications in the
window displays.
Table –6.118 –Challenges and pressures of Visual Merchandisers while
completing projects -Visual merchandiser’s response
Q11.What is the challenges & pressures Visual Merchandising face in planning and
Delivering projects? Cases Col Response %
Small Budget 36 72.0%
Less space 25 50.0%
Less time 28 56.0%
Competitors strategy 10 20.0%
Competing International features 15 30.0%
Dealing with private labels 5 10.0%
Malls rules, limitations & procedure 15 30.0%
Social ethics 2 4.0%
Political Constrains 2 4.0%
Increasing pressure to lower cost per Sq.ft. 20 40.0%
Total 50
Graphical presentation- 6.89 – Challenges and pressures of Visual Merchandisers while
completing projects -Visual merchandiser’s response
36
25
28
10
15
5
15
2
2
20
Small budget
Less space
Less time
Competitors strategy
Competing the international…
Dealing with private labels
Malls rules, limitations and…
Social ethics
Political constrains
Increasing pressure to lower…
0 5 10 15 20 25 30 35 40
Visual merchandisers view
Visual merchandisers view
364
Observations: (B)
Most of the visual merchandisers face the problem of small budget to execute their
projects and bring in their creativity.
Most of the visual merchandisers face the problem of less space and less time to
execute their projects to get the fullest benefit of their plans.
Most of the visual merchandisers agree that there is no problems related to the
political constrains, malls rules and regulation while dealing in implementation of
their projects.
Table -6.119 –Effect of Recession on the Visual Merchandising Projects -
Visual Merchandiser’s response
Q12.What has been the effect of the recession in past on V.M. projects? Cases Col Response %
Small Budget 34 68.0%
Decrease in sales 9 18.0%
Increase in Cost 8 16.0%
High Discount and schemes cost 14 28.0%
Less importance to Retail Design 14 28.0%
Early Markdowns 8 16.0%
Total 50
Graphical presentation – 6.90- Effect of Recession on the Visual Merchandising Projects -
Visual Merchandiser’s response
34
9
8
14
14
8
small budget
Decrease in sales
Increase in cost
High discount and schemes
cost
Less importance to retail
design
Early markdowns
0 10 20 30 40
Visual merchandisers view
Visual merchandisers view
365
Observations (C)
Most of the visual merchandisers had faced a problem of small budget during the
recessionary period to implement their ideas.
Table 6.120 – Changes needed in Cosmetics and Perfumes Visual
Merchandising Projects in India - Visual merchandiser’s response
Q20.What changes would you like to see in way projects for cosmetics & perfumes
category are rolled out in India? Cases
Col Response
%
. Better window display 18 36.0%
Use of advance fixtures 33 66.0%
Better counters 18 36.0%
Use of larger than life windows 10 20.0%
More trail counter & demonstration 21 42.0%
Use of better lighting 26 52.0%
Total 50
Graphical presentation- 6.91- Changes required in for the visual merchandising project of
cosmetics and perfumes retail in India especially in Mumbai –Visual Merchandisers
Response
18
33
18
10
21
26
0 5 10 15 20 25 30 35
Better window display
Use of advance fixtures
Better counters
Use of larger than life windows
More trail counters and
demonstration
Use of better lighting
Visual merchandisers view
Visual merchandisers view
366
Table – 6.121– Changes required in for the visual merchandising project of
cosmetics and perfumes retail in India especially in Mumbai - Retailers and
dealers response
Descriptive Statistics
What changes you would like to see
in way projects for cosmetics and
perfumes category are rolled out in
India/ Rank them Retailers response
Dealers response
N Mean
Std.
Deviation N Mean
Std.
Deviation
Use of better lighting 25 2.68 1.600 25 3.64 1.630
Use of advance fixtures 25 2.76 1.715 25 2.56 1.417
More trail counter & demonstration 25 3.12 1.563 25 2.68 1.651
Better Window Display 25 3.48 1.418 25 4.40 1.555
Better counters 25 3.68 1.464 25 3.36 1.440
Use of larger than life windows 25 5.28 1.173 25 4.36 1.753
Table –6.122 –Need of Creative Fixtures for Cosmetics and Perfumes Retail
in Mumbai -Retailers and Dealers response
Q.18.There is a need of bringing in creativity in the fixtures used for Cosmetics and Perfume in Mumbai
retail outlets.
Retailers response Dealers response
Frequency Percent Frequency Percent
Valid Yes 24 96.0 22 88.0
No 1 4.0 3 12.0
Total 25 100.0 25 100.0
Graphical presentation- 6.92- Need of Creative Fixtures for Cosmetics and Perfumes
Retail in Mumbai -Retailers and Dealers response
05
10152025
Cosmetics and perfume
retail in Mumbai needs to
bring creativity in the
fixtures used
Cosmetics and perfume
retail in Mumbai does not
nees to bring creativity in
the fixtures used
24
1
22
3
retailers view Dealers view
367
Observation and suggestions for cosmetics and perfumes category related to
response of table D, E and F.
Most of the visual merchandiser, retailers and dealers agree that and think that there is
a need of bringing in creativity in the fixtures used for cosmetics and perfumes in
Mumbai retail outlets.
Most of the visual merchandisers agree that there is a need for better trial counters and
demonstrations for the cosmetics and perfumes category.
Most of the visual merchandisers agree that there needs to be an improvement and
advancement in the type of lighting been used for the cosmetics and perfumes stores
and counters
The retailers and dealers had ranked the urgency of the need for changes for the
cosmetics and perfumes category in which the retailers had given priority to use of
better lighting as the most important required change and the dealers had given first
priority to use of advance fixtures which is the next priority of retailers .Both agree
that the need of trial and demonstration counters and better counters is the next most
important priority.
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