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Visual Merchandising in Retail Outlets

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Visual merchandising is the activity and profession of developing the floor plans and three-dimensional displays in order to maximize sales. Both goods or services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage, and motivate the customer towards making a purchase.
Visual merchandising commonly occurs in retail spaces such as retail stores and trade shows.

Published in: Retail
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Visual Merchandising in Retail Outlets

  1. 1. 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.
  2. 2. 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.
  3. 3. 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.
  4. 4. Types of Fixtures • The straight rack: It consists of a long pipe balanced between supports in floor or attached to a wall.
  5. 5. Types of Fixtures • Rounders: Circular racks on which garments are hung around the entire circumference
  6. 6. Types of Fixtures • A four-way fixture: It has two cross-bars that sit perpendicular on a pedestal.
  7. 7. 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.
  8. 8. 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.
  9. 9. Presentation Techniques • Item and Size Presentation: One of the most commonly used techniques, where stock is maintained according to size or style.
  10. 10. 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.
  11. 11. 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.
  12. 12. 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.
  13. 13. Presentation Techniques • Tonnage Merchandising: As name implies, large quantities of merchandise are displayed together to create an impression of cheaper price.
  14. 14. Pantaloons: Alpha One
  15. 15. • Layout – Grid • Signage & Graphics • Category Signage • Promotional Signage • Point-of-Sale Signage • Digital Signage
  16. 16. • Feature Areas • Windows • Entrance • Free Standing Displays • Promotional Aisle • Walls / Floor • Dressing Rooms • Cash Wraps
  17. 17. • Fixtures • Straight rack • Rounder • Four way • Gondolas
  18. 18. • Presentation Techniques • Idea oriented • Item & size • Color • Price Lining • Vertical Merchandising • Frontal
  19. 19. • Appealing Store Atmosphere • Lighting • Highlighting Merchandise • Energy Efficient Lighting • Color – Mostly Warm Colors • Music – Central Radio • Scent – Mogra/Sandal
  20. 20. Brand Factory : Acropolis Mall
  21. 21. • Layout – Grid + Race Track (Loop) • Signage & Graphics • Category Signage • Promotional Signage • Point-of-Sale Signage
  22. 22. • Feature Areas • Windows • Entrance • Free Standing Displays • Promotional Aisle • Walls • Dressing Rooms
  23. 23. • Fixtures • Straight rack • Rounder • Four way • Gondolas
  24. 24. • Presentation Techniques • Idea oriented • Item & size • Color • Price Lining • Vertical Merchandising • Frontal • Tonnage
  25. 25. • Appealing Store Atmosphere • Lighting • Highlighting Merchandise • Energy Efficient Lighting • Color – RED Color • Music – Central Radio • Scent – Local Brand
  26. 26. Jassi De Parathe : Vastrapur
  27. 27. • Layout – Can be called as Grid • Signage & Graphics • Point-of-Sale Signage
  28. 28. • Feature Areas • Entrance • Walls
  29. 29. • Presentation Techniques • Idea oriented – ‘Pind’ • Item & size • Color – Brown Mud Color
  30. 30. • Appealing Store Atmosphere • Lighting • Mood Creation • Energy Efficient Lighting • Music – Soft Music/Gazal/Old Songs/Punjabi Folk Songs • Scent – Food Aroma
  31. 31. @Home : Alpha One
  32. 32. LAYOUT RACETRACK (LOOP) LAYOUT : to guide customer traffic around different departments within the store SIGNAGE AND GRAPHICS CATEGORY SIGNAGE : category signs in black and white hanging from the ceiling identifying the product below it
  33. 33. 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
  34. 34. 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
  35. 35. LOCATION OF MERCHANDISE • IMPULSE MERCHANDISE- FRAGRANCES AND CROCKERY • DEMAND MERCHANDISE- FURNITURE • SPECIAL MERCHANDISE- ART GALLERY AND SCULPTURES • CATEGORY MERCHANDISE- BATH SETS AND TOWELS
  36. 36. VISUAL MERCHANDISING • FIXTURES • STRAIGHT RACKS • FOUR WAY FIXTURE • GONDOLAS
  37. 37. PRESENTATION TECHNIQUES • IDEA-ORIENTED PRESENTATION • ITEM AND SIZE PRESENTATION • VERTICAL MERCHANDISING
  38. 38. 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
  39. 39. Titan Eye +
  40. 40. Layout : Wall Displays
  41. 41. 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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