This document discusses visual merchandising tasks for the Reliance Digital store in Shipra Mall, Ghaziabad. It identifies several areas needing improvement including loose wires, inappropriate lighting, lack of product information, and bare walls. Tasks that have been completed include bundling loose wires and lowering shelves. Tasks still in progress include installing a new modular frame in the atrium windows, developing show window themes and displays, addressing flooring and lighting issues, implementing signage and templates, utilizing blank spaces, and conducting a fixtures audit. The resolution aims to standardize displays and improve the overall customer experience through effective visual merchandising.

1. Visual Merchandising for
Reliance Digital Store
Shipra Mall - Ghaziabad

2. Show Windows
Display Concerns
Theme
Theme – Need a theme for the show windows based on the promotions / merchandise offers.
Flooring – Need to rectify the flooring pattern in the show windows.
Logo backlit fixtures –
Visual Merchandising for Reliance Digital
The fabricated structure is not up to mark whereas it peeling off from various ends. Moreover the red vinyl
graphics has scratched surface and it has cracked on various locations.

3. Displays – Loose wires / Plug points, Inappropriate lighting, Absence of information on the
products displays, fixtures are not designed not as per the merchandise.
Lighting –Fixtures – (Type - Focus Lights) – Concern - Lack of Uniformity in the
projection of lights on the visuals or on logo unit. The current fixtures projects the lights on
certain areas thus leaving the other areas quite flat and dark.
Sideways Brims – Stains in certain areas on the end brims of the glasses
.
Pedestals – Not customized as per the merchandise requirements & displays.
Signage’s – Product Information signages to be installed along with the products.

4. Atrium Show windows
Visual Installations Vinyl suspended from the ceiling level thus
leaving room for lot of curves developing on
the visual.
* Required metal framing and welding as it
would be permanent fixture.
Fixture Installations – Merchandise fixtures
( plasma ) are placed without merchandise.
Decision to be taken on the nature of the
fixture in the atrium windows whether it will be
a temporary or fixed structure. If it’s a fixed
structure then we do not have any scope for
atrium window change for quite sometime
which we will lead to very monotonous look
and feel for the brand.
Lighting – Would recommend use of wall
washers lighting as the current lighting is not
evenly spread and focus is only on certain
part of the visual & logo unit.
Visual Merchandising Digital Logo Unit)
for Reliance Digital
Branding–(Reliance
should be implemented on the both the
visuals as the current mood visual is
somehow not relating to the digital imagery of
the store.
Atrium Show windows

5. Store directory informing about the
range of products available within
the store.
Store Entrance
Visual Merchandising for Reliance Digital
Reliance Digital Branding

6. Vignette
The vinyl strip at the bottom is loosely fixed.

7. The blue sun board placed between the flat
panel television gives the area very shabby
look although it is temporary stop-gap
arrangement, as no permanent structure can
be placed and also CSA needs an access to
the back wall area for wiring and other
installations.
A modular stand to be designed to fit the
blank space which will also serve as a
branding panel.
FLAT PANEL TELEVISION AREA

8. Brochure Stands
Status - Inadequate
Identifying the position for the
brochure stands within the stores as
they may not eat up into the spaces
allocated for SOH Area. Also
guidelines to be provided as what
should go into brochure stands and
their positioning with respect to
merchandise and ensure all brand
brochures are available at any given
point of time.

9. The Mood Visual – Photographs / Visual lacks the WOW factor and also does not go with the brand
imagery – which targets slightly up market and high end consumers. More scope for slightly high end
visuals.

10. Signage’s fixtures- Clustering of A4 standee signage’s within the IT Accessories areas. Also lot of
display material to be customized as per the categories. Standardization of signage is missing within
most of the areas.

11. Concern – The floor
surface & uneven light
projection.
The ceiling lights
yellow film have been
peeled off and lot of
scratch marks
visible…

12. Concern
Lack of standardization in
positioning of signage holder
across the stores.

13. Concern –
Promo communication not
visible due to merchandise
displays.

14. Concern –
FAB creative & signage Media
used is not as per the guidelines.

15. Cartons placed in audio video
room.

16. Gaps between the fixtures.

17. No Information on the products displayed.

18. Resq - Blank walls – No information about Resq services / No visuals.

19. Bare Columns – Can used for
Space on Hire / Brand Visuals.

20. Communication not as per the Brand Guidelines Templates

21. Bare Walls near the staff entry can be used for SOH / Reliance Digital
Brand communications.

22. The light fixtures – blue acrylic
shades being transparent
makes in the inner light
fixtures visible.
The side walls of the
experience column
can be used for
branding / mood visual or
any other communication
form.

23. Summary – Visual Merchandising Resolution
Task Undertaken & resolved
•Loose wires in the show windows have been bundled up with the help of Resq team. – 16 th May
•Endcaps Shelves have been lowered, so that the endcaps communication is visible.- 17 th May
•Vignette vinyl panel have been pasted – 15 th May
Task in progress
•Atrium Windows – Installing a modular frame and stretching the flex on to the frame – Process Initiated- 25th May
•Develop show windows theme and displays as per marketing & promotions calendar for the month of June
•Flooring / Lighting / Ceiling/Logo Back Lit fixtures – Will discuss with the design team and provide a solution
•Feature cards / signage's will be implemented across the stores – 1 st June 07
•Develop store VM guidelines / Marketing Fixtures Guidelines / VM Manuals implementation. 15 th June 07
•In store communication templates will be implemented. – 25 th May 07
•Developing Space on Rent for available blank spaces within the store. – 1 st June 07
•Implement special themes/ displays for offers by using appropriate props & fixtures within the store.- June
•Taking audit of marketing fixtures.- 25 th May
•Creating an image bank of all the brand products.- June 07
•Vendor creation & management process. – June - 07
•Implementing vendor brochure reordering process to ensure adequate stock of brochures in the stores – 25 th May
•Store Directory – creative work in progress – 1 st June
•VM Checklist implemented will get the weekly reports from store vm