Visual Merchandising in Retail Outlets

Visual Merchandising (VM)• VM is the presentation of a store and its merchandise in ways that

will attract the attention of potential customers.Or

• VM is the activity and profession of developing the floor plans and three-dimensional displays in order to maximize sales. From: The Job Guide. Department of Education, Employment and Workplace Relations.

Purpose of VM• The purpose is to attract, engage, motivate the customers towards

making a purchase.• Both goods and services can be displayed to highlight their features

and benefits.

Fixtures• The primary purpose of fixture is to effectively hold and display

merchandise.• Fixtures work in concert with other design elements, such as floor

coverings and lightings, as well as overall image of the store.

Types of Fixtures• The straight rack: It consists of a long pipe balanced between

supports in floor or attached to a wall.

Types of Fixtures• Rounders: Circular racks on which garments are hung around the

entire circumference

Types of Fixtures• A four-way fixture: It has two cross-bars that sit perpendicular on a

pedestal.

Types of Fixtures• Gondolas: The most versatile fixture which can be used to display

almost any kind of product. They are used extensively, but not exclusively in discount stores to display everything from canned food to basketball.

Presentation Techniques• Idea – Oriented Presentation: Individual items are grouped to show

consumers how the items could be used and combined. This approach encourages purchase of complementary purchases.

Presentation Techniques• Item and Size Presentation: One of the most commonly used

techniques, where stock is maintained according to size or style.

Presentation Techniques• Color Presentation: A bold merchandising techniques where stock is

organized in colors. The colors selected may depend on the brand image of store or some special occasions, like all ‘white’ colored outfits to showcase destination for winter shopping.

Presentation Techniques• Price Lining: In this technique retailers offer a limited number of

predetermined price points within other classifications. Helps customers in easily navigating and selecting in price range they want to buy.

Presentation Techniques• Vertical Merchandising: In this approach, merchandise is presented

vertically using walls and high gondolas. Stores can effectively organize merchandise to follow eye’s natural movements.

Presentation Techniques• Tonnage Merchandising: As name implies, large quantities of

merchandise are displayed together to create an impression of cheaper price.

Pantaloons: Alpha One

• Layout – Grid• Signage & Graphics• Category Signage• Promotional Signage• Point-of-Sale Signage• Digital Signage

• Feature Areas• Windows• Entrance• Free Standing Displays• Promotional Aisle• Walls / Floor• Dressing Rooms• Cash Wraps

• Fixtures• Straight rack• Rounder• Four way• Gondolas

• Presentation Techniques• Idea oriented• Item & size• Color• Price Lining• Vertical Merchandising• Frontal

• Appealing Store Atmosphere• Lighting

• Highlighting Merchandise• Energy Efficient Lighting

• Color – Mostly Warm Colors• Music – Central Radio• Scent – Mogra/Sandal

Brand Factory : Acropolis Mall

• Layout – Grid + Race Track (Loop)• Signage & Graphics• Category Signage• Promotional Signage• Point-of-Sale Signage

• Feature Areas• Windows• Entrance• Free Standing Displays• Promotional Aisle• Walls• Dressing Rooms

• Fixtures• Straight rack• Rounder• Four way• Gondolas

• Presentation Techniques• Idea oriented• Item & size• Color• Price Lining• Vertical Merchandising• Frontal• Tonnage

• Appealing Store Atmosphere• Lighting

• Highlighting Merchandise• Energy Efficient Lighting

• Color – RED Color• Music – Central Radio• Scent – Local Brand

Jassi De Parathe : Vastrapur

• Layout – Can be called as Grid• Signage & Graphics• Point-of-Sale Signage

• Feature Areas• Entrance• Walls

• Presentation Techniques• Idea oriented – ‘Pind’• Item & size• Color – Brown Mud Color

• Appealing Store Atmosphere• Lighting

• Mood Creation• Energy Efficient Lighting

• Music – Soft Music/Gazal/Old Songs/Punjabi Folk Songs• Scent – Food Aroma

@Home : Alpha One

LAYOUTRACETRACK (LOOP) LAYOUT : to guide customer traffic around different departments within the store

SIGNAGE AND GRAPHICSCATEGORY SIGNAGE : category signs in black and white hanging from the ceiling identifying the product below it

FEATURE AREAS• WINDOWS- glass front view visible to S.G. highway• ENTRANCES- art gallery and home decor sculptures to attract and

engage customers• PROMOTIONAL AREAS- all stacked with private labels• WALLS- all branded products• CASH WRAPS- photo frames and fragrances

SPACE ALLOCATION• STORE HAD TWO FLOORS • THE GROUND ONE HAD HOME DECOR, CROCKERY AND A ART

GALLERY, MOSTLY PRIVATE LABEL• FIRST FLOOR WAS DEDICATED TO FURNITURE WHICH IS THERE

DEMAND MERCHANDISE

LOCATION OF MERCHANDISE• IMPULSE MERCHANDISE- FRAGRANCES AND CROCKERY• DEMAND MERCHANDISE- FURNITURE• SPECIAL MERCHANDISE- ART GALLERY AND SCULPTURES• CATEGORY MERCHANDISE- BATH SETS AND TOWELS

VISUAL MERCHANDISING• FIXTURES • STRAIGHT RACKS• FOUR WAY FIXTURE• GONDOLAS

PRESENTATION TECHNIQUES• IDEA-ORIENTED PRESENTATION• ITEM AND SIZE PRESENTATION• VERTICAL MERCHANDISING

STORE ATMOSPHERE• LIGHTING : light yellow lighting with focus lights on the merchandise

as well as home like soothing lights in furniture department• MUSIC : online radio set by the company• SCENT : different scent at different departments, also decided by

the company

Titan Eye +

Layout : Wall Displays

Productivity of Space:• 100% use of wall space.• A table at the center of the store.

Display Consideration:• A price tag attached with each

product.

Store Atmosphere• Lighting:

• Cost Efficient Lighting• Use of white focus lights on the wall

displays

• Color:• Emphasis on white crystal white color

• Music:• Company Chosen Instrumental Songs

• Scent:• Ambipure

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