The document discusses visual merchandising and its role in retail. It defines visual merchandising as using visual displays and product arrangements to attract customers and increase sales. The document then outlines techniques of visual merchandising including themes, lighting, mannequins and signage. It provides examples of visual merchandising campaigns by Puma and Biba. It also summarizes IKEA's strategy of using model rooms and coordinated displays. Challenges and emerging trends in visual merchandising in India are discussed.

1. Submitted to:
Dr. Gargi
Sharma
Presentation on -
CONTEMPORARY MANAGEMENT ISSUES
Topic-
Submitted by:
Anusha Agarwal

2. • INTRODUCTION TO VISUAL MERCHNDISING
• ROLE OF VISUAL MERCHNADISING
• TECHNIQUES OF VM
• STATUS OF VM IN INDIA
• CASE STUDY OF IKEA
• CHALLENGES ASSOCIATED WITH VM
• EMERGING TRENDS IN VM
• LEARNINNG OUTCOMES
• RECOMMENDATION
• BIBLIOGRAPHY

3. Visual merchandising is the art of creating visual
displays and arranging merchandize assortments within
a store to improve the layout and presentation and to
increase growth, sales and profitability.
VM helps to attract the customers, towards the
displayed products and also improves the shopping
experience for customer by sending the right message
about the merchandize and presenting it in a unique
manner.

4. Puma launched their
motorsport merchandise
campaign with the official
licensed products from the
brands like Ferrari, BMW,
Mercedes Benz, etc.
At the window, a feel of the
circuit and the race was
brought in by installing a
speedometer that was created
in 3D with lED lights to draw
the attention on the window.

5.  VM is a desire to attract customers to a place of
business.
 It helps the shopper to locate the desired category
and merchandise.
 It put long lasting impact and recall values on
customer mind.
 It helps the customer to take purchase decision
within shortest time.
 It creates brand identity. Window display of travelling luggage

6. MANNE
QUINS
FIXTUR
ES
COLOURS
LIGHTING PROPS
SIGNAGEMUSIC
BANNERS
GRAPHIC
S
WINDO
W
DISPLAY
FRAGNANCE

7. • Visual merchandising in India is growing with
rapidly changing retail scenario.
• As more and more brands come into the country, the
fight for consumer’s mind space is going to be like
never before in retail industry.
• Eventually, it is the visual merchandising who is
going to help win this battle.
• As brands learn to add value through product
differentiation and thrive to give customer the
perfect shopping experience, VM in India too, shall
have its due.

8. THEME BASED WINDOW DISPLAY
» Biba one of the India’s leading ethnic wear
brands has its windows decked out in the theme
of its spring summer collection with the
marketing campaign “ flowers of the world”.
» Here elements of display include:
• A closed back window display.
• Floral swings are suspended from ceilings.
• Artificial grass mats covering the floor.

9. IKEA is a Swedish-founded multinational group that designs
and sells ready-to-assemble furniture, kitchen appliances
and home accessories at an affordable prices.
VISUAL MERCHANDISING STRATEGY:
• The store showcase a complete furnished model rooms for
each section of the house.
• A lot of colour coordination is used in product placement to
enhance the entire shopping experience.
• The soothing lightings are used focusing on the main
products.
• Light and enjoyable music is played.
• The store interior and the product placement is often
changed by the retailers.

10.  It is an expensive process.
 The inadequacy of retailers of what and how to
display.
 It lacks personalization as it target some particular
segment only.
 It requires a lot of maintenance.
 It cover more floor area of the store then required.

11. 1. Visual merchandising
is going digital by
employing some
techniques such as:
• flat LCD screens
showings videos and
product details.
• Tablets.
• QR codes on products.

12. 2. Usage of designer
and colourful LED
lights that consume
less electricity and
give more
brightness.

13. 3. Eco-friendly designs
are been acknowledged
for their long term
positive effect by using
waste materials as
props and décor.
The picture shows
visual display of
sunglasses and googels
on broom.

14. 4. Focus on Visual
merchandising that
appeals to five senses of
human beings such as
hearing, smell, taste,
sight, touch.
The picture display
perfume store with a big
nose.

15.  Visual merchandising is a marketing strategy that
attracts the customer and increase footfalls.
 It shows how to present the goods in unique and
saleable manner.
 Appreciate how the history of art and design
influence current display practices in India.
 Effective Visual merchandising can beat the
competition prevaling in offline retail store.
FOOD BAZAAR

16.  Emphasize should be given to theme or campaign in
visual display to show good values of the
organization.
 The retailers should make optimum utilization of the
floor space.
 Some best out of waste concept should be used to be
more attractive.
 Usage of lighting must be minimal so as to save
electricity.
 Retailers should frequently change the store display
according to time and customer requirement.
The Nike store.

17.  www.study.com
 www.slidshare.net
 www.indiaretaling.com
 www.wikipedia.com
 Pinterest application