Reliance fresh store turnaround

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This is fantastic Buisness Project done of Visual Merchandizing and creating sharo Visual sizzle to drive buisness in Reliance fresh store , across 1000 stores across the country approx 3000 x 1000 = 3 million sqft

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Reliance fresh store turnaround

  1. 1. Marketing, VM & Consumer Experience1
  2. 2. PositioningA one-stop,VFM, neighborhood store for the house-wife; providing a bright, clean andself service shopping environment, close to her home for her daily/weekly/monthlyshopping; services her needs for kitchen, dining, bath, clothing and all householdneeds; with a promise of the most competitive prices, widest assortment of productsacross categories, matchless freshness and the best offers and promotions on its corecategories; making it the most preferred and convenient destination for valueshopping.2
  3. 3. Category Mix Top Bricks •  Fruits & Vegetables •  Edible Oil •  Staples •  Biscuits •  Processed Foods •  Laundry Detergents •  Beverages •  Flour •  Dairy •  Basmati Rice •  Bakery •  Chocolates •  Laundry Detergents •  Tea •  Dish Wash •  Ice Creams •  Toilet/Floor Cleaners •  Soaps •  Repellants •  Personal Care •  Soaps •  Pharma OTC •  Cosmetics •  Fragrances •  House Ware •  Home Appliances •  Stationery •  Furnishings & Décor •  Books & Magazines •  Music & Movies •  Apparel •  Footwear •  Toys3
  4. 4. Top Vendors/Brands BEVERAGES CONFECTIONARY & SNACKS • Glaxo SmithKline [Horlicks] • Pepsico India Ltd [Lays] • Pepsico India Ltd [Tropicana, Pepsi, Mirinda] • Cadbury India Ltd [Cadbury’s Chocolates] • Cadbury India Ltd [Bournvita] • Dabur Foods Ltd [Real] DAIRY • Hindustan Unilever Ltd [Red Label] • Amul [Amul Butter, Cheese, Ghee] • Nestle India Ltd [Nescafe] • Reliance Dairy Foods [Dairy Pure] • BNZF Pvt. Ltd [Britannia] PROCESSED FOOD • Nestle India Ltd [Nestle] • BNZF Pvt Ltd [Britannia] • Hindustan Unilever Ltd [Kwality Walls] • Nestle [Maggi] • Parle [Assorted] HOME CARE • Kelloggs India Ltd [Kelloggs] • Hindustan Unilever Ltd [Surf, Rin, Vim] • Hindustan Unilever Ltd [Kissan] • Procter & Gambel [Tide, Areal] • ITC Ltd [Sunfeast] • Reliance Wellness [Expelz, Sudz] STAPLES PERSONAL CARE • Adani Willmar Ltd [Fortune] • Hindustan Unilever Ltd [Dove, Lux, • Agro Tech Foods Ltd [Sundrop] Pepsodent, Pears] • ITC Ltd [Aashirwad] • Colgate Palmolive India [Colgate] • MK Agrotech Pvt. Ltd [SunPure] • Gillette India Ltd [Gillette] • Marico Ltd [Saffola] • Reckitt & Benckiser [Dettol]4
  5. 5. SBU/Segment wise break-upProduct SBU % ShareFMCG Food 35.34%Staples 25.26%F&V 19.99%NFMCG 14.34%Houseware 1.56%App.& Lug. 0.95% Netsales % Share FMCG FoodLifestyle 0.82% Lifest yle 0.82% Auto 0.04%F&D 0.63% Wellness 0.19% Staples Hardl ines 0.32%CDIT 0.52% F&D 0.63% Furniture 0.00% F&VHardlines 0.32% CDIT 0.52% Footwear 0.05% NFMCG 14.34% Hous eware 1.5Wellness 0.19% 6% NFMCG App.& Lug. 0.95%Footwear 0.05% Houseware FMCG Food 35.34%Auto 0.04% F&V 19.99%Furniture 0.00% App.& Lug.Overall 100% Lifestyle F&D CDIT Hardlines Staples 25.26% Wellness Footwear Auto 5
  6. 6. ZONE wise break-upZone Netsales % ShareSOUTH 2 3,847,806,843 25.41%NORTH 3,764,550,466 24.86%NORTH WEST 2,803,428,219 18.51%WEST 2,053,309,491 13.56%SOUTH 1 1,694,197,491 11.19%EAST 982,004,514 6.48%Overall Result ############ 100.00% Netsales % Share EAST SOUTH 2 SOUTH 1 6.48% SOUTH 2 11.19% 25.41% NORTH WEST 13.56% NORTH WEST WEST NORTH WEST NORTH SOUTH 1 24.86% 18.51% EAST 6
  7. 7. Signage & Instore Communication Plan, as conceptualized7
  8. 8. External|Façade branding, Signages & Illumination8
  9. 9. External|Flag Poles9
  10. 10. Instore|Signage Plan10
  11. 11. Instore|Column Graphics11
  12. 12. Instore|Perimeter Signages12
  13. 13. Merchandise Bays, Gondola End CapsDefined Merchandise Display and Communication. Single Communication POP13
  14. 14. MerchandiseSpacious aisles for ease of navigation.Primary Categories to be carried in most visible shelves,always-in-stock, pristine conditions, and farm-fresh.14
  15. 15. Store Staff No clutter at Cash-tillsStore Staff ~ Suitably skilled, trained, service-oriented,disciplined, self-motivated.15
  16. 16. Competition Benchmarking •  More – Aditya Birla Group •  Spinach- Wadhwan Group •  Spencer- RPG Group16
  17. 17. Competition Benchmarking|SpinachFacade Price & Promotions Communication F&V Merchandising: Gondola End Caps & Bays17
  18. 18. Competition Benchmarking|More Facade Price & Promotions Communication: 10 Best Promo’s outside the store.18
  19. 19. Competition Benchmarking|More End Cap Displays Price & Promotions Communication19
  20. 20. Competition Benchmarking|Spencers No Vendor POP20
  21. 21. Competition VM Analysis Store Vm Price Over all Learning communicati Look & Feel on Entrance Banner A4/A5- pops No consistent The Signages helped in Spinach Signage present- brick Vendor Promos End Cap VM or Price navigating. level communication. Communication Leaflet distribution at the entrance. Entrance Banners Wobblers Very Cluttered, no clear If the price More 10 best sku standee. Shelf talkers brand identity or price communication is Visuals at the façade. End Cap Signages communication. standardized it becomes Danglers / vendor Too many colors used in clear to the customer. funded data strips, End pop’s. The VM colours used at cap visuals .Leaflet a time in the store distribution at the should not be very entrance. contrasting. No Promo POPs and Price Clean ,No vendor POP, Vendor POP should be Spencers communication on the cassettes used unclutter avoided entrance,21
  22. 22. Reliance Fresh Stores |Scenario Today External Elements -Permanent -Variable/Periodical Internal Elements -Permanent -Variable/Periodical22
  23. 23. VM Elements|External Store External Branding Drop & downs lighting Store details Permanent Elements Flag Poles + External Standee Variable Elements Gate Glass Door decals Glazing23
  24. 24. VM Elements|Variable Elements Variable VM External Elements Internal Elements SOH VM Gate Danglers POP Standees Ext Dropdown Save/Free Danglers Door Glazing Hot Offer Door Glazing Standee Buy-One-Get-One POS wobblers Super Saver End cap Branding Super Price Instore kiosks POS Wobblers Internal Dropdown Posters Shelf Edgers Badges CSA Uniform/Apron Caps Posters Tent Cards End Cap Branding Focal point display Data strips POS SAV24
  25. 25. VM ElementsA total of 47 VM elements sitting in stores today.AS OF TODAY outdoor instore external dropdown gate standee External Banner Glazing ower aisle bannner 1 p category bannner 2 dangler Graphic floor focal point display Cap VMata strip insert badge spl dress VMspecial display poster Wraps End D csa csa POS A3 BinTheme/Festival      MKM       RSV      Sku/Brand VM    Eg: AlivaCategory promo        eg: juice melaCategory VMEg: promotinghome as a category  through vmevents/activations    new product launcheg: amara soap    total 1 1 2 5 12 4 6 1 1 5 1 1 2 3 2Total vm elements in 47 elementsthe store at a time25
  26. 26. Scenario Today •  Inadequate illuminated Store façade & branding due to cost saving. •  POP communication guidelines not followed-POPs of assorted shapes ,sizes, without price cassettes, hand written ,vendor POP,POP without fixture, POPs @ wrong locations. •  Merchandising Fixture height not consistent…. Tall Fixtures can block the store lighting & line of sight……. •  Over communication at entrance… •  Poor lighting and callous placement of a Signage inside the store •  Danglers with different communication coexist in-store at same time •  Co-branding guidelines missing on the creative . •  POP Located far away from the Merchandise. •  POPs/VM go to store directly without NHQ marketing alignments26
  27. 27. Scenario TodayInadequate illuminated Store façade & branding due to cost saving.27
  28. 28. Scenario TodayPOPs’ of assorted shapes and sizes in the stores28
  29. 29. Scenario TodayPrice Communication on Fruits & Vegetables, in absenceof standardization.29
  30. 30. Scenario Today More variety in Communication30
  31. 31. Scenario TodayPOPs’ struggle to attract attention.31
  32. 32. Scenario Today Hand written POP32
  33. 33. Scenario TodayCommunication Galore. POP scream from shopping baskets!33
  34. 34. Scenario Today Price rules Product. Non standardized fixtures result into all kinds of shapes and colors [and B&W] POPs’, sometimes over- shadowing the product.34
  35. 35. Scenario TodayThis Price signage is brought to you by Pepsi. Can’t be.35
  36. 36. Scenario Today Tall Fixtures & over ambitious VM can block the store lighting & line of sight.36
  37. 37. Scenario TodayTall fixtures with taller stacking affect the line of sight,besides the store lighting.37
  38. 38. Scenario Today Enter the Chaos! A hodgepodge of communication right at the entrance of the store can tell a lot about the inside.38
  39. 39. Scenario TodayPoor lighting and callous placement of a Signage can mar its verypurpose.39
  40. 40. Scenario Today Danglers Dungeon. 1. Mangalwar Mandi extended to Wed, Thursday & Friday? 2. Fortune drop- 3 4 down. 3. Live For Free - the 1 2 ongoing big event. 4. Old theme, NOT pulled out. 5 5. ALIVA: Vendor brand launch. 6. And to add to the madness, the aisle is blocked with cartons 640
  41. 41. Scenario Today 2 Visual Clutter 1 • ‘Sparkling Celebration’ dangler. • ‘Aircel’ branding • Private label poster 4 5 3 • Bike branding • Soup POP • Vendor branding • Display of unrelated 7 6 merchandise adding to the chaos. 841
  42. 42. Scenario TodayCosmetic Clutter. Messy, insensitive display of Personal Caremerchandise can ruin the Business/Category.42
  43. 43. Scenario TodayCartons Sale at Reliance Fresh? This is NOT the rear, it’s themain entrance to the Store.43
  44. 44. Scenario Today Outdated VM. Go find the Bread. Will give 50% Off. Namaste. I am an Open Carton. If you find me here, drop your coupon, and LIVE FOR FREE.Stationery, Accounts & Shaving Creams, Moisturizing lotions onHomework books. HOT OFFERS, but under lock & key.44
  45. 45. Scenario Today The image part with relationship ID rId1 was not found in the file.45
  46. 46. Scenario Today The image part with relationship ID rId1 was not found in the file.FMCG PL visual [ENDRUF Anti-dandruff Shampoo]- Co-branding guidelines missing.- Located far away from the Merchandise.-  Blocks/hinders store lighting.-  No NHQ Marketing alignment.46
  47. 47. [Zonal Ops/Marketing] [NHQ Categories] We know our requirements best. MY Brands, MY Vendors... they fund events; We know our stores best. We they pay for the VM; they support me in my have a Marketing budget. We’ll top line n bottom line .. Without them, we spend, we’ll clutter. cease to exist. Stores MUST put up everything they send. [RIL, Others] We’ll put signage, gain [Vendors/Brands] mileage. [Store] I have my buddies at Congested, Cluttered the Store, who will Ambience, Visual Crowd, not refuse a few [Store Unfocussed. posters n danglers Manager] here n there. If I don’t get a Pomo template on time, I’ll scribble my own [NHQ Digital/SOH] signage. WHOEVER PAYS gets a place in [Store] You dump, you push, you shove all the stores… be it a brand sitting those damn signages, posters, dobblers, or in the store, or a New Movie whatever they are called [I don’t care]. Will release poster, or a Tour put/hang/paste. Operator placard…47
  48. 48. 48
  49. 49. Different types of variable VM …….49
  50. 50. Visual Merchandising What are the different sources of VM In the store?50
  51. 51. Visual Merchandising| Sources responsible Sources of VM in a Fresh Store • NHQ Marketing • NHQ Category • State Marketing • State Category • Other Business Verticals in RIL • Other Income or SOH Team. • Store Initiatives • Vendors • Old campaigns • Reliance private label teams51
  52. 52. Various Sources of VM reaching the Store. NHQ VM material NHQ-Mkt Vendor vm Creatives / State Local events Marketing Stores Artworks POP’s NHQ Categories State CE Vendor Vendor Approvals/ Funded Funded reporting VM/ local VM. events Group Cos VM from sending SOH State Vendors Branding category and collaterals and VM operations52
  53. 53. Visual Merchandising| Sources responsible STATE MARKETING/NHQ CATEGORY NHQ MARKETING OLD CAMPAIGN NOT REMOVED NHQ CATEGORY53
  54. 54. Visual Merchandising| Sources responsible NHQ CATEGORY/ STATE CATEGORY54
  55. 55. Visual Merchandising| Sources responsible STORE55
  56. 56. Visual Merchandising| Sources responsible STATE CATEGORY/ NHQ CATEGORY56
  57. 57. Visual Merchandising| Sources responsible VENDOR57
  58. 58. Visual Merchandising| Sources responsible RELIANCE INDUSTRIES SOLAR LANTERN VM58
  59. 59. Visual Merchandising| Sources responsible PRIVATE LABEL59
  60. 60. Visual Merchandising| Sources responsible OTHER INCOME/ SOH60
  61. 61. Visual Merchandising| Sources responsible STATE MARKETING61
  62. 62. Visual Merchandising| Sources responsible NHQ CATEGORY62
  63. 63. Visual Merchandising| Sources responsible THEME VM NHQ SOH/OTHER INCOME PERMANENT VM CO-CREATION PROMO NHQ CATEGORY/ MARKETING STATE MARKETING63
  64. 64. Visual Merchandising| Sources responsible Kesari travels Jail movie NHQ MARKETING NHQ CATEGORY NHQ/STATE CATEGORY SOH SOH64
  65. 65. Visual Merchandising|VM Elements What are the various elements of Visual Merchandising currently used?65
  66. 66. Visual Merchandising|VM Elements The list of Visual Merchandising Elements used as of today are mostly Instore Communication. 2D representation mostly. To understand it better we will look at Exterior & Interior elements separately. EXTERIOR VM ELEMENTS • Façade Branding (Reliance Fresh Glow sign)--permanent • Glass decals (the leafy prints on the glass façade)—permanent • Flag poles with line art/vector –permanent • Entrance & Exit Signages--permanent • Welcome message board with directory--permanent66
  67. 67. Visual Merchandising|VM Elements EXTERIOR VM ELEMENTS Gate-- variable • Glazing poster--variable • Pricing strategy banner • Thematic banner-variable • Standee-variable • External dropdown-variable These are just the types of VM elements .. Quantities of these vary as there are many Sources of VM material which reach the store.67
  68. 68. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Internal dropdown/banner Standee Endcap Branding Danglers Poster Tent Card Data Strip Inserts Product Displays Data strips SEL’s POS SAV branding POS wobblers POP- save,hotoffer,B1G1,Free, Super Price, Super Choice CSA Badge CSA Caps CSA apron68
  69. 69. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Internal dropdown/banner Size: 2’ x 3’ Location : Entrance/power aisle.69
  70. 70. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Standee Size: 6’x3’ Location : Entrance/near promo or offer/prominent store location.70
  71. 71. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS End Cap Branding Size: 3’ x 2 ‘ Location : on the top shelf of the endcap.71
  72. 72. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Dangler Size: 3’ x 2 ‘ Location : on the top shelf of the endcap.72
  73. 73. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS poster Size: A3 Location : inside the A3 frame/ Any location which has adjacency to promo or for providing promo information at cash till.73
  74. 74. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Tent Card Size:A4 Location : At POS/CSD74
  75. 75. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Data Strip Insert Size: Location : inserted on the data strips where the merchandise on promotion is displayed75
  76. 76. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Data Strip Size: Location : A product Presentation with a backdrop highlighting the theme/promo76
  77. 77. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Data Strip Size: Location : Inserted in the data strip hardware.77
  78. 78. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS SEL Size: Location : Inserted in the data strip hardware to communicate Price.78
  79. 79. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS POS SAV branding Size: Location : Pasted at the POS79
  80. 80. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS POP- save,hotoffer,B1G1,Free, Super Price, Super Choice Location :Supposed to be in the marketing fixtures80
  81. 81. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS CSA Badge CSA Caps CSA apron81
  82. 82. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS-Permanent Column Branding Location : Line art/vector graphics of Green leaves, blueberries , chilies are pasted on the columns.82
  83. 83. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS-Permanent Internal Signages/customer information Location :Perimeters83
  84. 84. Solution? DE–CLUTTER84
  85. 85. Visual Clutter Visual Sizzle85
  86. 86. How ?86
  87. 87. Visual Merchandising|The Solution •  The excess VM in the store causes confusion, clutter & caos. •  The POP in the stores can be classified as follows: Hardware & Software Hardware To be ordered by state Marketing PVC jackets POP Frames Data Strips Mini track (for hanging banners) End Cap Banner Clip to hold VM In absence of the VM Hardware The VM & Instore Communication Material Is pasted with cello tapes/double sided tapes/ Foam tapes etc. Also there is no fixed size of the POP due to Absence of hardware.87
  88. 88. Storewise BOQ for Yellow Paper No of stores   60 A5 Paper     Store Area 2000 Quantities No of bays-A5 100 200 End caps-A5 15 30     230 30%Replacement prints and changes   70 A5 Requirement /store/month   300 Hot Offer (35%of yellow paper requirement for the store)   105 Free (20%of yellow paper requirement for the store)   60 Buy1 get 1 free (10 %)   30 Save (35%)   105 Exchange (10%)   0 Transperant without any subject (10%)   30     330 Total A5 Paper required   1980088
  89. 89. Storewise BOQ for Yellow Paper….Cont A4 Paper 2000 Quantities End caps-A4 15 30 POS-A4 2 4 Floor Display-A4 10 20 Staples-A4 10 20 Bins-A4 5 10 Total   84 30%Replacement prints and changes   25.2 Per month/store   109 Hot Offer 35%   38 Free 20 %   22 Buy1 get 1 free 10%   11 Save 35%   38 Exchange 10 %   - Transperant without any subject 10%   11     120 Total A4 Landscape Paper required   7,20789
  90. 90. Store wise BOQ for Marketing Fixtures   Area 2000 (60) 3000 (206) 4000 (172) 5000(81) Metal graphic 1 600 3090 3440 2,025 holder Long Telescopic Tube with 2 Matal base-Sum 1080 4532 4472 2,430 of floor display staples and bins 3 Price Cassette- 3000 10300 8600 4,050 4 Mini Track Set 600 2060 1720 810 A4 Yellow paper 5 (Per Month) 7,200 28,634 24,252 12,312 A5 Yellow paper 6 (Per Month) 19,800 100940 107844 63018 7 A5 Pvc jacket plain 13,800 70,452 75,336 44,06490
  91. 91. Design Principle for Marketing Fixtures Rice and Plinth/Display on Gondola Dump Gondola Metal Timber Browser oil ground &Floor top 7ft Lounger F&V Bins top 5 ft shelf Barrels stand stacking stacks endcap fixture A5 PVC Description Shelf talkers Metallic photo frame 1 holder - - A4L A4L - - - - Long Telescopic Tube with 3 metal base and T head A4L A4L - - - - A4L - - A4L Pre - 4 Price Cassette - - - - - Preprinted - printed - 5 Minitracks To be installed in main power asiles and at cash tills91
  92. 92. Communication copy sent to State Mktg92
  93. 93. Visual MerchandisingVarious sources of Creatives with varied guidelines.93
  94. 94. Visual MerchandisingVarious sources of Creatives with varied guidelines.94
  95. 95. Visual Merchandising|The Solution The Look and Feel of the store depends on the following Factors: 1.  Hardware availability which contains the VM elements. 2.  Number of VM elements used 3.  Size of the VM elements 4.  Quantity in which the VM elements are used 5.  Location where the VM elements are used 6.  Creatives 7.  Sources of VM material. 8.  Implementation at Store Level 9.  Removal of Old VM material95
  96. 96. Visual Merchandising|The Solution How will we address this?96
  97. 97. Visual Merchandising|The Solution-Category VMMatrics What does Visual Merchandising Do for the business? Or How do we evaluate the VM requirements and allocate the elements accordingly? • Sales Increase by 2x/ 3x • Foot Fall Generation /Increase in Footfalls • Other Income • Customer Awareness( of category/product/new) • Customer Loyalty • Overall Customer Experience97
  98. 98. Evaluation Chart Sales Customer Experience 10% footfalls Customer Sales Awareness 30% 10% loyalty other income 15% other income loyalty footfalls Customer 15% 20% Awareness Customer Experience Any massive Campaign which requires Visibility in the store Through various VM elements should qualify for more than98 80 % of the above evaluation.
  99. 99. Visual Merchandising|The Solution Typical Example of VM evaluation vs Business Goals Promo level as per Name of merchandising business campaign hierarchy What is the promo Elements of VM objective Inform the customers the Footfall, Loyalty, health benefits of Awareness, Egg VM SKU eggs through VM banner Sale99
  100. 100. Visual Merchandising|The Solution •  In this case Egg is an SKU level promotion. The customer will mostly make the decision of buying where there is a co-relation with the Merchandise and Visual Merchandise. •  If the Banner was at the entrance the customer wouldn’t have remembered or read.100
  101. 101. Visual Merchandising|The Solution Name of Promo level as per campaig merchandising business n hierarchy What is the promo Elements of VM objective VM elements (ideal) end cap branding, dangler, Launch of Private data strip Awareness,Amara Soap Label soap insert, end Loyalty & End Cap Branding with launch SKU through VM cap visual Sales price comparison101
  102. 102. Retail Empirical Understanding “On average, a customer can only ‘see’/remember 3 “Free standing units can messages at 1 time (5 if they increase sales by 12%” are cut through) so focus on 1 message per zone” “A sign communicating a brand message can increase sales by 2 – 6%” “Posters behind sales “Shelf-edge POS can people / cashier are read increase sales by 6%” by 14% customers for 5.4 seconds” “Hanging signs are read “Wall posters are read by 14% for 1.5 seconds - purely customers for 4.4 seconds” ambience” Need to understand how each piece works102
  103. 103. Visual Merchandising|Message Chronology &Communication PlanningEach piece of Communication has a role dependent of its ability tohold attention and its position in-store – 100 ft, 10 ft, 5 ft. CLOSE (DRIVE) REVIEW (ENGAGE) ARREST (DISRUPT) Brick/SKU level Promo SBU Level Promo Co-Creation/Festive103 Theme [SPARKLING CELEBRATION]
  104. 104. Visual Merchandising|Message hierarchy &Communication Planning ARREST (DISRUPT) REVIEW (ENGAGE) CLOSE (DRIVE) Image zone Image zone Image zone Typo zone Typo zone Typo zone104
  105. 105. Visual Merchandising|Message hierarchy &Communication Planning ARREST (DISRUPT) REVIEW (ENGAGE) CLOSE (DRIVE)105
  106. 106. Visual Merchandising|Way Forward-Category VM matricsIt May be very difficult to define the usage of VM elements however it can be doneBroadly as per the past experience. Level of promotions Elements comments     SKU data strip/data strip insert/End Cap Display with Banner only one promo at a time in each SBU.Brick data strip/data strip insert/End Cap Display with Banner only one promo at a time in each SBUsegment Standee, Internal banner, data strip insert Only one of such type at a time in the store.Festive Danglers Only one theme/festival at a time. Gate, focal point display, internal banner,POP,tentStore card,pos wobbler,danglers Limited quantity to be proposed.Pricing POP Pricing to be communicated only through POP. If other income is not related to any merchandise or instore activity it should have a Standee at the The SOH should have some co-relation toother income entrance. Eg : The JAIL movie VM. merchandise.The following two concerns are addressed here:Number of VM elements usedQuantity in which the VM elements are used106
  107. 107. Various Levels of Communication External Vm V.M P.O.P Internal Vm S.E.L merchandise customer107 a b c d
  108. 108. A typical Fresh store 900 sqft Consumables Stocking Area. VM for this type of store. Processed food Fruits & & Beverages Veg • Per SBU Endcap VM (Vendor/Category Promo) Staples The Endcap will be in the same vicinity of the Category which is hosting the promo. Eg: Noodles Promo VM shall be in the Processed Food area only and not at the entrance. • Internal Banner 18” x 12” for thematic/Store Level/festive VM. • Standee 1 nos for SOH, at store Entrance108
  109. 109. A typical Fresh store 3000 sqft Consumables VM for this type of store. Stocking Area. • Per SBU Endcap VM (Vendor/Category Promo) The Endcap will be in the same vicinity of the Category which is hosting the promo. Houseware Non-food FMCG Eg: Noodles Promo VM shall be in the Processed Lifestyle Food area only and not at Staples Process Food the entrance. & Beverages • Internal Banner 18” x 12” for thematic/Store F&V Level/festive VM. • Gate & External Banner Dangler for thematic/Store Level/festive VM. • Standee 1 nos for SOH, at109 store Entrance
  110. 110. VM for this type of store. Fresh Store Bubble Diagram • Per SBU Endcap VM (Vendor/Category Promo) The Endcap will be in the same vicinity of the Category which is hosting the promo. • Internal Banner 18” x 12” for thematic/Store Level/festive VM. • Dangler for thematic/Store Level/festive VM. • Standee 1 nos for SOH, at store Entrance • Gate for Thematic and Store level promo/ co-creation.110
  111. 111. Visual Merchandising Way Forward-Design Principles Promo Type Medium VM element quantity Location Comments SKU/Brick/Category FMCG Food End Cap Display 1 In the category area End cap Display SKU/Brick/Category Staples End Cap Display includes Endcap 1 In the category area Banner/Data SKU/Brick/Category F&V End Cap Display 1 In the category area Strips/Data Strip SKU/Brick/Category NFMCG End Cap Display 1 In the category area inserts. SKU/Brick/Category Houseware POP 1 With the Merchandise SKU/Brick/Category App.& Lug. POP 1 With the Merchandise To be used either A5 SKU/Brick/Category Lifestyle POP 1 With the Merchandise or A4 in the SKU/Brick/Category Hardlines POP 1 With the Merchandise appropriate SKU/Brick/Category Wellness POP 1 With the Merchandise Hardware and placed along with SKU/Brick/Category Footwear POP 1 With the Merchandise the Merchandise.In either Save/Hot Offer /B1G1/ Free templates as per the SKU/Brick/Category Auto POP 1 With the Merchandise promo. dangler/banner/G ate, Tent Store Level card/Dropbox/post Promo/theme Entire Store er 1 As per NHQ guidelines to be placed in such location that it does not block façade view & customer SOH Store Standee 1 Entrance of Store flow111
  112. 112. Visual Merchandising|VM Design Principles Location where the VM elements are used… External Façade Dropdown Gate Internal Focal Point Standees Internal dropdown Danglers Glazing Data strip insert Tent Card112
  113. 113. Visual Merchandising|VM Design Principles Design Principles : Facade Drop Down •  The external dropdown to be hung near or on the side of the entrance. •  It has to be in a visible location from the roadside. ( trees/ other obstructions to be avoided while choosing the location) •  The external dropdown should not have any flex crease or warping on the sides.113
  114. 114. Visual Merchandising|VM Design Principles Facade Drop Down114
  115. 115. Visual Merchandising|VM Design Principles Design Principles : Gate •  The Gate should be properly installed at the entrance of the store. •  It should not bend or warp. •  The Gate should be clearly visible without any banner or external element overlapping it.115
  116. 116. Visual Merchandising|VM Design Principles Gate116
  117. 117. Visual Merchandising|VM Design Principles Design Principles : Focal point •  The focal point should have the display of the best promos with a tent card display explaining the scheme. •  The fountain display should have red colour (reliance red) base. •  The focal point can be at the entrance, staircase landings, or in any high traffic zones inside the store with maximum visibility. •  This should have a backdrop of the scheme logo , imagery and selling line as shown.117
  118. 118. Visual Merchandising|VM Design Principles Focal Point118
  119. 119. Visual Merchandising|VM Design Principles Design Principles: Standees •  The standees should be placed near the offers. •  The location of the standees should be such that it does not obstruct customer flow. •  They can also be placed at the entrance, staircase landing, or any other high visibility zone in the store.119
  120. 120. Visual Merchandising|VM Design Principles Standee120
  121. 121. Visual Merchandising|VM Design Principles Design Principles: Danglers •  Danglers to be hung at distance of 10 feet between them. •  Danglers should not warp or bend. •  If more than two designs of danglers are coexisting at the same time they should be placed alternately.121
  122. 122. Visual Merchandising|VM Design Principles Dangler122
  123. 123. Visual Merchandising|VM Design Principles Design Principles: Glazing •  Glazing to be pasted on the Glass at eye level. •  If glazing has peeled off then it has to be replaced with a new glazing not leaving it partially peeled.123
  124. 124. Visual Merchandising|VM Design Principles Glazing124
  125. 125. Visual Merchandising|VM Design Principles Design Principles: Data Strip Insert •  Data Strip insert to be placed where best offers for the scheme are available. •  On a 4 feet bay there should be three (one in centre and two at the ends)125
  126. 126. Visual Merchandising|VM Design Principles Data Strip Insert126
  127. 127. Visual Merchandising|VM Design Principles Design Principles: Tent Card •  The tent card should be placed at the Customer service desk , pos. •  They can also be placed on end caps at the eye level i.e at max 5’.127
  128. 128. Visual Merchandising|VM Design Principles Tent Card128
  129. 129. Visual Merchandising l Elements design principle No. Elements Qty/Str When to use Where and how to use Image To be hung near or on the side of the entrance. It has to be in a visible location from the store level promos/ Marketing theme roadside. ( trees/ other obstructions to be only in absence of avoided while choosing the location) to be 1 External dropdown 1 Gate displayed without crease It should be properly installed at the entrance of the store. It should not bend or warp. store level promos/ It should be clearly visible without any 2 External gate 1 Marketing theme banner or external element overlapping it store level promos/ 3 Door Glazing 1 Marketing theme To be placed on the glass door @ eye level129
  130. 130. Visual Merchandising|Self Regulation No. Elements Qty/Str When to use Where and how to use Image 4 Focal Point display 1 store level promos/ Marketing theme It should have the display of the best promos with a tent card display explaining the scheme. The fountain display should have red colour (reliance red) base. The focal point can be at the entrance, staircase landings, or in any high traffic zones inside the store with maximum visibility. This should have a backdrop of the scheme logo , imagery and selling line as shown. 5 End Cap Display 4 Brick level The End Cap shall have a Sunboard Banner on the top shelf. (Endcap Banner/ promos, each Along with the data strips or data strip inserts. Merchandise SBU to have one Presentation/data such display per strip inserts/Data month. strips)130
  131. 131. Visual Merchandising|Self Regulation No. Elements Qty/Str When to use Where and how to use Image 6 Standees 1 SOH The location of the standees should be such that it does not obstruct customer flow at the entrance. 7 Danglers 10/2000sqft For festive ambience creation Danglers to be hung at distance of 10 feet between them. Danglers should not warp or bend. 8 Tent cards 5 /2000 sqft Store level promos Displayed @ csd and cash tills facing the customer 9 Data strip 4 per bay to be used to highlight special sku in the data strip and brick level promos 10 Data strip Insert 4 per bay to be used to highlight special sku in the data strip and brick level promos131
  132. 132. Visual Merchandising|VM Design Principles &Pricing Strategy VM Primary VM Position Display In store Secondary VM for Display Description 1 Super Saver Outside store, 10 x 5 flex One sku on Pallet stack banner from roof of building in the landing area. Min 1.  Super Saver- from roof or front of store 8 cases cut cases each over hanging the Display stack 4 high of the same of the cut cases. SKU on the banner outside the store. 2.  A3 on the case front itself 2 Super Price Left or Right of entrance, Left or Right of Entrance 1.  4 High Cut Cases on the Wall- “ Super Price” – Top 9 skus a flex 6 x 3ft, 5 ft off the 2.  A3 Print on Cut Cases to ground.( limitation where Staples :2 communicate the price wall space is not available FMCG Food : 4 3.  Super Price Banner on then only use a3 stuck on NFFMCG :2 Top. cut case. Houseware :1 4.  Data Strips and POP End Caps to Have these Products 3 All SKUs displayed on Shelf On bays, which will only be 1.  SELs that show MRP cross Everything 5 ft high, with 2 shelves- 1 in Cut Cases. RRP Boldly- use Fresh SELs Below MRP shelf is the base plate, itself. second- is one more shelf. Continuous Shelf Strip There will be mass display on Continuous Shelf Strip these 2 shelves. Where necessary one more shelf may be used, but not more than that. This will be decided by the132 planogramming team.
  133. 133. Different types of POPs used currently in stores Different types of POP SAVE HOT OFFER FREE B1G1 Super Saver Super price Price off. Percentage off/ Product free Deep Discount Exclusive offer Upto 5 % off on MRP Upto 15% off on MRP133
  134. 134. Design Principles for Promotional Communication When do we use these messages for promotions? Only to be used when the offer is only available at Reliance stores Can be used to display price benefit to the customer • Type 1.a - Buy product A get % off on MRP When you have to represent a range of products having different price offs. When the product in offer have marginal difference in price. For eg. Buy any steam iron get 10 % off on MRP • Types 1.b – Buy product A get Rs X off on MRP When the product in offer has a significant difference in price When you want to highlight the amount of money which can be saved in the offer For eg. Buy double bed sheets get Rs. 99 off on MRP • Type 1.c – Buy product A for Rs. X When you want to introduce the product When you have a bundle offer When you have some kind of seasonal products on display For eg. Buy hand towels (pack of 3) for Rs. 49 Buy Mangoes for Rs. 120 • Type 1.d – Buy product A for Rs. X (own price) which was for Rs.Y (MRP) When you want to highlight the difference between your price offer and MRP. For eg. Buy Sugar(1kg) for Rs. 20 which was for Rs. 23134
  135. 135. Design Principles for Promotional Communication HOT OFFER •  To be used when the offer is a national offer i.e. available in all other stores also. •  Can be used to display price benefit to the customer. •  Refer to examples type 1.a – type 1.d135
  136. 136. Design Principles for Promotional Communication SAVE •  To be used to highlight maximum Price benefit •  These promotions can also be fixed in type 1.d. •  Therefore, selection of this template should be done only if the price difference is considerably high. •  Should be used irrespective of whether the promotion has a national presence or available only at Reliance stores. •  When the highlight of the offer is the price difference. •  Save Rs. 5,000 when you buy LG air conditioner worth Rs. 15,000.136
  137. 137. Design Principles for Promotional Communication FREE •  To be used to highlight anything Free •  Should be used irrespective of whether the promotion has a national presence or available only at Reliance stores. •  Type 2.a - Buy product A get product B free •  When there are two products involved. •  For eg. Buy Tata tea (1kg) get Cadbury’s perk worth •  Rs.10 free. •  Type 2.b - Buy for Rs. get product B free •  When you buy for certain amount and get a •  product free. •  For eg. Buy for Rs. 1000 and get Kohinoor rice (1 kg) free.137
  138. 138. Signages "   Shelf, Ø  Pvc jacket A5 transparent shelf talker • End cap Promo Metallic graphic holder • Floor Display,/Rice drums Telescopic tube • Mini Track for hanging Banner138
  139. 139. USES OF POP FIXTURES •  Telescopic tube Used for eye level communication of promo. products displayed on floor plinths (pallets), bins & special merchandising fixture, and Rice drums.139
  140. 140. USES OF POP FIXTURES •  A5 landscape shelf talkers Used to communicate promotions on product merchandised on shelves140
  141. 141. USES OF POP FIXTURES •  Price cassette Used for price communication in F&V section due to constant price change141
  142. 142. USES OF POP FIXTURES •  Mini track •  Used to communicate promotions/festivals using dropdowns142
  143. 143. Different types of merchandise display solution143
  144. 144. value aisles (stacking)144
  145. 145. value aisles (stacking)  145
  146. 146. Merchandise Presentation "   Hotspots & Focal Points – gondola ends Ø  Enticing presentation of promos and new products to sponsor customer walking and to encourage long sight lines that show store size and scale146
  147. 147. SINGLE SKU ENDCAP DISPLAY147  
  148. 148. END CAP DISPLAY 2 SKU148  
  149. 149. END CAP DISPLAY 3 SKU149
  150. 150. The solution… 1.  Hardware availability which contains the VM elements. 2.  Number of VM elements used 3.  Size of the VM elements– As per the BOQ 4.  Quantity in which the VM elements are used 5.  Location where the VM elements are used 6.  Creatives 7.  Sources of VM material. 8.  Implementation at Store Level 9.  Removal of Old VM material150
  151. 151. The solution… Creatives •  Branding Guidelines have been circulated. •  However many VM materials that reach the store do not have co-branding.151
  152. 152. The solution… Sources of VM material. •  The VM material reaches the store through various different sources. •  This causes a lot of conflict with the VM sent across by NHQ marketing. To resolve this a certain process has to be set. Kesari travels Jail movie SOH NHQ MARKETING NHQ CATEGORY NHQ/STATE CATEGORY SOH152
  153. 153. 153
  154. 154. To address the following four concerns .. 1.  Creatives 2.  Sources of VM material. 3.  Implementation at Store Level 4.  Removal of Old VM material154
  155. 155. Visual Merchandising way forward:|Proposed Steps155
  156. 156. Implementation AgencyNHQ category VM Implementation Local VM zone wise StoreZONE category Creative NSO Team studio BOQ & Costs Zonal Briefing NHQ Marketing Vendor Process/ MARKETING Raise Requirement PO Creation ofOther Income Artworks & S.O.H VM concepts Operations Store PO approvals by NHQ marketing & Commercial Other Implementation Pictures & Data Basing Verticals 156
  157. 157. Visual Merchandising|Proposed Steps •  NHQ + SPAR •  All PO’s for VM to be approved by NHQ •  Vendor funded VM creatives to be approved by NHQ marketing. •  Store/State VM requirements to be routed through NHQ marketing.157
  158. 158. Visual Merchandising|Proposed Step 2 •  Every state to have 1 VM person functionally reporting to NHQ marketing. •  All PO’s for VM to be approved by NHQ •  Vendor funded VM creatives to be approved by NHQ marketing. •  Store/State VM requirements to be routed through NHQ marketing.158
  159. 159. Visual Merchandising|Proposed Solution With the new Design Principles we can execute into a few Pilot stores. Sai Palace, Greater MU-SM- Sector - Near Hotel Milan Sai Palace, Plot No. 35, Sector 10A, 1 Fresh West 1 Mumbai Mumbai GMU-009 10Vashi 2181 2800 17-Oct-07 Vashi Navi Mumbai.400703 Roop Darshan Near Bridge to Palm Beach Rd Shop Nos. 3 to 12, Roop Greater MU-SM- Society, Darshan CHS, Sector 11, Kopar Khairane, Navi Mumbai- 2 Fresh West 1 Mumbai Mumbai GMU-025 Sec 11 2187 2450 17-Oct-07 400709 Neelkanth Greater MU-SM- ,sec42,Ne 3 Fresh West 1 Mumbai Mumbai GMU-053 rul 2275 5600 8-Nov-07 Neelkanth, Sector 42, Seawood, Nerul-400706 Sanghavi Greater MU-SM- ply,Tarde Sanghavi Plywood, Jaywant Apts, Opp Film Center, 4 Fresh West 1 Mumbai Mumbai GMU-026 o 2267 7606 16-Nov-07 Tardeo,Mumbaai-400007 Mangala Greater MU-SM- Tower, 5 Fresh West 1 Mumbai Mumbai GMU-034 Belapur 2277 7282 17-Nov-07 Mangala Tower, Plot 84, Sec 19, Belapur-400703 Malleshw "EMAMI NEST", Shop Unit No. 001, Municipal No. 36/2, KR-SM- aram, 8th 16th Cross, 8th Main, Malleshwaram, BMP Ward No. 7, 6 Fresh South 2 Karnataka Bangalore BAN-002 Main 2128 3150 23-Mar-07 Bangalore-560 003 KR-SM- Basavesh Municipal No. MIG-15/28, 1st Cross, 1st Stage, KHB 7 Fresh South 2 Karnataka Bangalore BAN-003 waranagar 2124 2100 23-Mar-07 Colony, Bangalore-560 079. Ideal Homes Municipal No. 289/A, 12th Loop Road, 17th Cross, KR-SM- Society, Halage Vaderahalli, Ideal Homes Scoiety,Rajarajeshwari 8 Fresh South 2 Karnataka Bangalore BAN-004 RR Nagar 2133 3340 23-Mar-07 Nagar, Bangalore-560 098. Municipal No. 11 & 12, PID No. 54-365-11 & 12, Srinivas KR-SM- Srinivasa Nagar, Banashankari, 2nd Phase, 3rd Stage, Bangalore- 9 Fresh South 2 Karnataka Bangalore BAN-006 Nagar 2126 2012 23-Mar-07 560 050. KR-SM- Frazer Municipal No. 25, Coles Road, Pulakeshi Nagar, BMP 10 Fresh South 2 Karnataka Bangalore BAN-010 Town 2123 3500 23-Mar-07 Ward No. 91, Frazer Town, Bangalore-560 005159
  160. 160. Visual Merchandising …other ingredients toaddress for creating visual sizzle What are the ingredients of a great store experience?160
  161. 161. Key Elements of visual look and feel of stores Ambience Lighting Product presentation Instore & Commu Planograming Instore Store layout VM Brand & Commu Designs Merchandising Price Display commu161
  162. 162. Visual Merchandising| What is VM? The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.162
  163. 163. Factors contributing to visual look of storesVisual Merchandising is NOT just about Signages andPrice POPs’.Visual Merchandising includes effective MerchandisingDisplays + Instore Communication + Ambience +Lighting + Store Layout & Design + Merchandising +Brand Communication + Price Communication.163
  164. 164. Visual Merchandising|The Inseparable Quadruplets The aesthetics of the Store depends on many other factors which influence Visual Merchandising. These factors also contribute to customer experience in the Store. Merchandising Fixtures, Lighting & Electricals Visual Merchandising & Customer Experience Planogram Adjacency Planning & Store Layout164
  165. 165. The Inseparable Quadruplets|MerchandisingMERCHANDISING. Reliance Fresh, the name itself suggests it is about FRESHofferings. The Customer Experience can seriously affect IF we fail to deliver onthis primary premise and promise. If finding FRESH onions at a Fresh Store becomes a challenge for the Customer, Visual Merchandising & Instore Communication will have an extremely limited bandwidth.165
  166. 166. The Inseparable Quadruplets|Merchandising Soft Drinks Men’s Shirts Toys Tooth Brush Bed Sheets Hand towels166
  167. 167. The Inseparable Quadruplets|Fixtures & Lighting.Fixtures. Tall Fixtures with Top Stacking of Merchandise Blocks the customer viewof the store.Lighting. Insufficient and weak lighting makes the Merchandise as well as the VMlook dull.167
  168. 168. The Inseparable Quadruplets|Fixtures & Lighting. Customers Cone of VisionAbnormally tall fixtures, or over-stacking of Merchandise upsetsthe ‘line of sight’. These block the light as well the VM.168
  169. 169. The Inseparable Quadruplets|Fixtures & Lighting. Insufficient lighting, or lack of it can cause dark spots in the store making it look drab and uninteresting.169
  170. 170. The Inseparable Quadruplets|Adjacency Planning& Store layout.Aisle spacing if not appropriately designed for customermovement with shopping-baskets and shopping trolleys, it canblock store traffic and lead to clutter and unpleasant ConsumerExperience. The Aisle here measures 2’ 6”, which ideally, and ergonomically, should be over 4’ for ease of customer navigation with trolley/basket. Lack of Space Planning can lead to utmost clutter & congestion in the store No clear line of sight in the Power Aisle.170
  171. 171. The Inseparable Quadruplets|Adjacency Planning& Store layout.The Aisle here measures 2’ 6”, which ideally, and ergonomically, should be over 4’for ease of customer navigation with trolley/basket. Lack of Space Planning can leadto utmost clutter & congestion in the store.171
  172. 172. The Inseparable Quadruplets|Adjacency Planning& Store layout.Customer Circulation Plan. Unlike western countries, India has very complicatedneighborhood customer profile. Besides, demographic and population shifts are high.Stores have to be designed to facilitate clear customer circulation & navigation plan.172
  173. 173. The Inseparable Quadruplets|Adjacency Planning& Store layout. No clear line of sight in the Power Aisle.173
  174. 174. The Inseparable Quadruplets|Adjacency Planning& Store layout. Customers struggling to move from a micro aisle.174
  175. 175. The Inseparable Quadruplets|PlanogramPlanograms: Planogram is the catalyst between Merchandising and VM.13 SKUs’ on one END CAP175
  176. 176. Retail Consumer Experience & Visual Merchndising Audit , Check and Regrowth …..call Peshwa Acharya +91 9867641038 Peshwa.expert@gmail.com176

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