Retail Stores Design Elements Merchandise Presentation Store Atmosphere

1. Pranav Kishor Choudhary
Visual Merchandising

2. Content
 Objectives
 Design Elements
 Merchandise Presentation
 Store Atmosphere

3. Objectives
 Implement the Retail strategy
 Build Loyalty
 Increase sales on visit
 Control Cost and Increase Profit
 Legal Consideration
 Improving Campaign reach and effectiveness
 Creating more up to date image and feel of the store

4. Implement the Retail strategy

5. Build Loyalty
 Utilitarian Benefits
 Hedonic Benefits
 Customer should feel at home
Role of Layout
Color Scheme
Staffs Uniform

6. Increase Sales on Visit
 Digital Displays doubles the customer attention
 Digital signs can increase sales up to 5%
 Merchandise placed at certain location witnesses increased sale

7. Control Cost and Increase Profit
 Labor Cost
 Inventory Shrinkage
 Energy Efficient Lighting
 Space allocation Flexibility
 Fixtures

8. Legal Consideration
 Pathway width in main aisle
 Lower checkout station
 Basic amenities
 Safety

9. Store Design Elements
 Layouts
 Signage and Graphics
 Feature Areas

10. Signage and Graphics
 Graphics reinforces store’s image
 Signages provide information
 Sign are usually hung form ceiling
 Use of Icon rather than words
Call to action signage
Category Signage
Promotional Signage
Point-of-sale signage
 Digital Signage

11. Feature Areas
 Window Displays
 Entrances
Decompression Zone
 Free standing displays
 Mannequins
 End Caps
 Promotion Area
 Walls
 Dressing Rooms
Virtual Dressing Rooms
 Cash Wraps
Impulse Purchase

12. Merchandise Presentation
 Fixture
 Presentation Techniques

13. Fixture
 Straight Rack
 Rounder
 Four Way
 Gondola

14. Presentation Technique
 Idea Oriented Presentation
 Item and Size Presentation
 Color Presentation
 Price Lining
 Vertical Merchandising
 Tonnage Merchandising
 Frontal Presentation

15. Store Atmosphere
 Lighting
Highlighting Merchandise
Mood Creation
Energy Efficient Lighting
 Color
 Music
 Scent
 Taste

18. Conclusion
Impact of store environment on customer
loyalty depends on customer's shopping goals
(Task completion or recreation).
Retailer must consider shopping goals of their
customer while designing store environment.

19. Thank You