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Research Article

Research Article

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Published by Tarang Mathur
Changing Scenario of Visual Merchandising in Indian Retail
Changing Scenario of Visual Merchandising in Indian Retail

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Published by: Tarang Mathur on Nov 19, 2011
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Research ArticleTopic
Changing Scenario of Visual Merchandising in Indian Retail Industry
Author -
Mrs. Preeti Mathur , Reader , Garden City College , Bangalore
Chapter
1 IntroductionVisual Merchandising (VM)
is the art of presentation, which puts the merchandise in focus. Iteducates the customers, creates desire and finally augments the selling process.This is an area where the Indian textile and clothing retail industry, lacked adequate knowledgeand expertise. This inadequacy was best reflected in poor presentation/display and communicationin various national and international exhibitions and on shop floors couple of years back.With the advent of latest technology with globalisation more and more people are travelling toforeign countries , shopping is a natural extension during these tours or business visits. The smellof affluence, beautifully displayed products, easy access and many visual treats bring untoldpleasure and fond memories of foreign travels to these shoppers.Due to availability of many prestigious, common, national and international brands visualmerchandising has become an essential element for promotion and sale of these big and smallbrand items in shopping malls, hyper markets and even in local retail outlets now.
Chapter -2 Review of LiteratureA)
 
Understanding what is visual merchandising and its impact on customers andretail industry.
Visual merchandising is the activity and profession of developing floor plans and three-dimensionaldisplays in order to maximize sales. The products or services both can be displayed to highlighttheir features and benefits. The main purpose of such visual merchandising is to attract, engageand motivate the customer towards making a purchase.Visual Merchandising is the most useful creative art as far as retail business is concerned be it adepartment store, specialty store, hotels or even petrol pumps. Though it has emerged on theinternational scene as one of the most important aims of retailing, it is slowly establishing anidentity in India.The store derives as much of its identity, character and gravity from its physical contours, as fromthe products it houses and the individuals who manage the transactions there in. It includes notonly the products on sale but also the decor, the shop floor and ceiling, restrooms and trial rooms,staff uniforms, lipstick color of female personnel and tie knots of male personnel. It is alsoinclusive of the attitude of personnel who interact with customers. Hence everything that makesan impact on the perspective customer is part of visual merchandising.Visual merchandising commonly occurs in retail spaces such as stores andtrade shows.Thedisplay windows, props (stage properties), mannequins, interior walls, counter displays, floor plansand vignettes, all comprise
the retailer‟s
visual merchandising efforts. It helps in:-
 
Educating the customers about the product/service in an effective and creative way.
 
Establishing a creative medium to present merchandise in 3D environment, therebyenabling long lasting impact and recall value.
 
Setting the company apart in an exclusive position.
 
 
Establishing linkage between fashion, product design and marketing by keeping theproduct in prime focus.
 
Combining the creative, technical and operational aspects of a product and the business.
 
Drawing the attention of the customer to enable him to take purchase decision withinshortest possible time, and thus augmenting the selling process.
 
Make it easier for the customer to locate the desired category and merchandise.
 
Make it easier for the customer to self-select.
 
Make it possible for the shopper to co-ordinate and accessorize.
 
Recommend, highlight and demonstrate particular products at strategic locations.
B)
 
Tools and Techniques used for visual merchandising
Visual merchandising builds upon or augments theretail designof a store. It is one of the finalstages in setting out a store in a way customers find attractive and appealing.Many elements can be used by visual merchandisers in creating displays including color, lighting,space, product information, sensory inputs (such as smell, touch, and sound), as well astechnologies such as digital displays and interactive installations.1)
 - These guidelines are based on a Visual Plan .The visual plan is an actualphotograph, a hand drawn illustration or graphic presentation of a display. It is also known as aplan-o-gram. A plan-o-gram is nothing more than a picture of how various fixtures, shelves andwalls will present your merchandise. It is a simple but a very powerful concept because it takesinto consideration research on buying habits of consumers. Creating a plan-o-gram forces theretailer to carefully evaluate which products go where and how many will be displayed. Of course,it also includes building and designing a store space that understands the theme, functionality andcommercial viability of the fashion retailer. An effective store design can in many cases bringabout much more sales than a substantial expenditure on an advertisement campaign.It allowsvisual merchandisers to plan the arrangement of merchandise by style, type, size, price or someother category. It also enables a chain of stores to have the same merchandise displayed in acoherent and similar manner across the chain.2)
Window displays
- Window displays can communicate style, content, and price. Displaywindows may also be used to advertise seasonal sales or inform passers-by of other currentpromotions.The main goal of display is to showcase the products within the overall display area.Customers give three to five seconds of their attention to window display. The retailer
‟ 
s visualmessage should be conveyed to the customer in that short period of time. The arrangement of window display should go with the product and should not suppress them to make it discernable tothe eye. Props are items used for display purposes like mannequins, theme based products andaccessories. Highly specialized props fabricated from a variety of materials are available/ createdby experts for VM. Mannequins are the most widely used props for Visual Merchandising in fashion.Today, one can choose from various types like abstract, articulated, custom, ethnic, headless or junior, to name just a few.3
) Colours
-Color is one of the most powerful tools in the Visual Merchandising segment. It is avisual perceptual property. Colours can be associated with emotions, special occasions and gender.It attracts attention and pulls more customers into the store. A retailer has to focus on the rightchoice of color that would match with the theme of display. It is not possible to satisfy everyone allthe time, but it is possible to cultivate the taste of customers gradually and purposefully. A rightchoice of colours in the display items can turn walkers into stoppers and significantly convert theminto customers. It is therefore mandatory to choose the right color for the right theme of display. AHalloween display would require black color in the display theme.Valentines theme should be ruled by red color supplemented withpink and white. A display of baby accessories should reflect lightshades of pink and blue colours. A Christmas display shouldcontain colours of red, green, gold and silver.4)
Display themes to support the product-
A theme is adisplay of sale items of similar categories e.g. a display of kitchenaccessories. It is essential to have themes for all retail displays.They can be romantic, wild, or capricious, and capture people
‟ 
s
 
imaginations. A good theme will lure the customer with a shopping mood into the store. Themesmainly depend upon the retailer
‟ 
s imagination and creativity. Focusing on the right theme ratherthan creating a display with expensive raw materials is the key to successful window display. Ashoe store theme can be a group of elves buying shoes. A theme for display of casual wears canbe a group of mannequins sitting casually at a get together in different poses. Related themes willtug the heartstring of the customers and will pay off.
 5) Store Layout or Floor Plan-
Clear passages are provided for products, which require touchand feel. All impulse purchase driven products are also clearly displayed so that the customers canreach them without any hindrance. Also, it has been observed that when a person enters a room,the human eye moves in a Z pattern, i.e. from rear left of the room to right rear, followed by frontleft of the room to front right. Care should be taken to do up the rear left end of the room in anappealing manner so as to guide the direction of vision and keep a shopper visually interested.
6) Illumination and lighting
- A great deal of research has been undertaken on the impact of 
lighting on a customer‟s purchase behaviour. Results clearly indicat
e that in general, stores thatare brightly lit, with the lights cleverly blending with the interiors lead to higher customer comfort,and as such, more sales. Different types of lighting and interiors are used on different floors, thechange reflecting the various products that are on display on a particular floor, the proposed targetaudience and the time of the year. The ladies floor, for instance, is most often subtly lit with softlights or then again, in summers, cool bluish lights are used to impact an impression of coolnessand comfort. The careful use of spotlights helps add to the appeal of products such as crystal and jewellery. Studies show that proper lighting can increase merchandise sales by up to 20%.Effective lighting is a key in the sale of merchandise in helping to create that favourable firstimpression of the merchandise and its surroundings. Good lighting can guide the customer's eyes,reveal the color and cut of the merchandise, show the styling and tailoring details and emphasizethe good qualities of the outfit, helping the merchandise to be pre-sold to customer.
7) Signage
Signage related to various product sections are put up clearly to demarcate areas,allowing customers a clear understanding of what is stocked where. With various brands havingtheir own pull, brand signage are also put up within the product sections so that customers canfind their favourite brands easily. Additionally, within the product sections, signage help topublicise the various promotional schemes that might be running in the store. Stores also make
use of signage‟s to indicate the facilities/services available at the store, such as washrooms, cafe
etc. Proper signage has been shown to increase the sale of an item by over 40%. As much as 80%of all sales are generated at the point of purchase (POP) by signage, displays and events withinthe store. Signage is the "silent salesperson" for the retailer and must reflect the correct brandimage. There are various types of signage. For example:
 
Promotional
signage which informs the customer about off price events or schemes;
 
Location
signage which directs the buyer to specific departments or merchandise;
 
Institutional
signage which gives information on store policies, charitable events etc.,and
 
Informational
signage provides product related information like special features,benefits, sizes, price etc.
8) Human resources
- Most stores have an in-house team of visual merchandisers whocoordinate with the marketing team as well as the in-house merchandisers and suppliers. Eachtime any major changes in decor are contemplated, they present the visual display concepts to thegroup for analysis and selection. Subsequently, the same is executed. The visual merchandisingteam also makes projections vis-a-vis returns per sq. ft. for each section and each brand stocked.On promotions related visual merchandising, the inputs of the advertising agency are also soughtso that the in-shop communication is in line with the tactical promotions advertising. With cost of visual merchandising generally amounting to 1% of sales, this is one communication tool thatclearly has an edge over others in terms of drawing in shoppers, increasing flow of traffic andincreasing sales.

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