Readying the Store and Store Signages

1. Readying the Store & Store
Signage
-Prof. Rohita Dwivedi
07-11-20171

2. Procedure
 Opening checklist is followed
 House-keeping begins work as per their checklist
 CCTV cameras and other devices are switched
on
 Head cashier/Asst. begins work as per SOD
 Asst. Store Head/Store Head updates the notice
board
 Floor heads take the morning briefings
 CSD gets ready
 Trial rooms and wash rooms are cleaned
 Sales members get ready
 Merchandise replenishment/display is done07-11-20172

3. Merchandise Display
 Just before the store opening time, the
department manager should check the stacking
of the section
 The shelves should be clean and stacked as per
the norm
 Display should follow the visual merchandising
norms
 The older stock should be kept upfront
 The new arrivals should be displayed and
highlighted
 Any out of stock product should be informed to
the DM 07-11-20173

4. Expiry Dates and Handling of Such
Merchandise
 Near expiry items to be liquidated as soon as
possible with prior approvals
 Display the near expiry stocks at a central
promotional space
 Keep marking down till one week before the
expiry date
 Once expired, the stock is either disposed or sold
at scrap-the list of the same is maintained for
inventory evaluation
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5. Sale Area
 Dedicated sales associates handle this area as it
needs constant attention- display, presentation
and replenishment
 Pile them high and sell them cheap
 Attractive signage
 Frequent announcements to be made
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6. Managing Promotions
 Promotions are communicated in advance
 EDP will update the promotional register
 Stocks are either received or retrieved
 POP management
 Information and delegation in daily briefing
 DM/FM checks all displays/POPs
 SH ensures adequate stock, awareness among
the sales team
 Once the promotion is over, the stock and POPs
are removed, communicate details to the RO/HO
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7. Visual Merchandising
 An art of presentation which puts the
merchandise in focus
 Its objective is to create desire and finally
augment the selling process
 If any scheme is there, VM should support it
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10. 07-11-201710

11. Impact of Visual Merchandising
 Store windows
 Sections
 Store layout design
 Mannequin displays
 Cross promotional displays
 Developing floor plans
 Point of purchase displays
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12. Signage’s
 Signage’s are
Best way to communicate with the customers
Educating, informing & instructing the customers
For retail chains, standardizing signage will make
customer feel at home in any store
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13. Who is responsible for maintaining
signages?
13
DMs / ADMs
VM – In-charge of the store
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14. Different types of signages
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15. Different types of signages
15
Departmental
Directional
Informational
Instructional
Corporate Branding
Supplier Signage
(Space on Hire)
Point of Sale
Promotional
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16. Types of Signages & Their Usage
16
DepartmentalDirectional
Informational Instructional
Corporate Branding
During Initial Store Development While Opening a New
Store
These are standard signages across all stores
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17. 07-11-201717
 Directional Signage’s
 Used to guide customers
to the store facilities such
as drinking water,
restrooms etc.
 Informational Signage’s
 Used to provide
information to the
customers to help them
buy merchandise from our
stores
 E.g. shoe sizes, sizes for
kids clothes

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 Departmental Signages
 Used for identification of
different departments in
the store
 Should be clearly visible
for every department
 Instructional Signages
 Carries instruction
regarding store policies
such as
 No smoking
 Pets not allowed
 Returns & exchange
policies

19.  Corporate Branding Signages
 Used for sharing corporate values with customers
 E.g. Signages like :Saste Dam Ka Vaada” etc.
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20. Types of Signages & Their Usage
20
Based On Promotional Themes Currently On At Store
Art Work Being sent to the Store VM
OR
VM material would be supplied
By HO
Promotional
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21.  Promotional Signages
 Used during special promotions initiated by HO or
store
 Communicates theme of the promotions
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22. Types of Signages & Their Usage
22
Sent by Suppliers as Support to their Product In Store
Arrangement for the location and time of display would be
decided by HO or by Store
VM In charge would be communicated in advance
Supplier Signage
(Space on Hire)
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23. 07-11-201723
 Supplier Signages
 Are used by suppliers to
help improve the sale of
their product
 Display space is
negotiated by the HO or
store
 For Gandola the
dimensions are
 Width: 3’
 Depth: 1’
 Height: 5’
 If the concept docket is
sent from corporate VM
then the store VM
should adhere to
guidelines

24. Types of Signages & Their Usage
24
To invoke buying instinct in customer
(e.g. special promotions, current offers, etc.)
Stores have different fixtures for promotional merchandise
Point of Sale
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25.  Point of Sale Signage’s are used for
 Highlighting
 Price
 Special Feature
 Promotional Merchandise
 Informing customers on measurements or
specifications
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26.  Promotional Signages
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27. Standardisation of POS Signage
Type of POS signages to be used on
various display units in the store has been
standardised only these signages to be
used
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28. Standardisation of POS Signage
 Standard signage formats are available at all
stores
 Only these formats should be used
 The formats are available in various sizes
 A5
 A4
 A3
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29. POS Signage – Small Shelf
Talkers
 To be used for
 Usual promotion offers in the respective sections
 To be placed on the shelves
 Dimensions of the strip
 6” x 2.498”
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30. Price Talkers
 These are vinyl prints for staples
 Price information should be written using white
board marker
 Can be re-used
 Erase the earlier price completely
 Re-write the new price
 No stickers or papers should be pasted on price
talker
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31. Special Promotional Signages
 Signage format would be provided to the store
during special central themes initiated from HO
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32. Product Talkers for electronics
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A 5 Po r t r a i t
A 5 L a n d s c a p e
( P r i va t e L a b e l )
S m a l l ( 3 . 5 ” x 2 . 5 ” )
S h e l f T a l k e r s
A5
Landscape
07-11-2017