Visual Merchandising

Signage
Signs, labels, shelf tags and other identification signs to provide directions, prices or information on merchandise or policies is referred to as a Signage.

Visual Merchandising
Signage:
Signages norms should be standardized for a brand/store to maintain uniformity:
Font and font size Language e.g. Rs. 1599/- only or Just for Rs. 1599 Colour of the signage paper/base Size of the ticket/signage

An effective signage focuses on the customer.

Visual Merchandising
Types of Signage:
Directional Signage Departmental Signage Category Signage Point-of-Sale (POS) Signage/Product Signage/Ticketing

Directional Signage

They provide convenience to shopper

Informative metallic/aluminium signage

MALL DIRECTORY OF SOUTH CITY MALL

STORE DIRECTORY OF PANTALOONS AT SOUTH CITY MALL

Category signage

Category of books

Point of sale signage

Promo Offer at POS

Highlights Significant Aspects

WALL MOUNTED

SMALLER SIGNS WITH PRODUCT DETAILS

ROLL-UP BANNER

IN-STORE SIGNAGE ARE DISPLAYED EFFECTIVELY BY USE OF THE FOLLOWING: Display Systems

Freestanding Sign Systems

Wall Mounted Sign Systems

Suspended Projected Sign Systems

4x6 STAND UP SIGN

Acrylic Sign Holder With Chrome Base

WET FLOOR- FOLD-UP SIGN

ROLL-UP BANNER

STAND-UP BANNERS

VINYL BANNER

Visual Merchandising
POS, Product Signage, Tickets:
Its relatively small signage that is placed very close to the merchandise and is intended to give details about specific items.
Signages include: 1.Headers (on top of fixtures) 2.Price tickets 3.Descriptive tickets (They have information like brand, price, fabric and other details) 4.Information tickets (give some special extra information like wash care instructions, security warnings etc.) 5.Offer tickets (are for special promotions)

Vinyl Lettering on Glass

Day View

Night View

Store Exteriors and Interiors: Elements of Display

Store Exteriors:
The exterior appearance of a store silently announces what to expect inside, and, if done desirably, invites the customers in.
The store exterior: Reflects on the positioning and personality of the retail brand Differentiates from competition

Store Exteriors and Interiors: Elements of Display

Store Exteriors:
Some important aspects to be considered while designing the store front are as follows:
How will the customers locate the store from a distance? Are the sidewalks, leading to the store, clear and accessible? Are the exterior signs clear and clean? Is the window glass clean? and presentable?

Store Exteriors and Interiors: Elements of Display

Store Exteriors:
The exterior of a store is discussed under the following headings:
Store signs and the Faade Banners, planters and awnings

Store Exteriors and Interiors: Elements of Display

Store Exteriors:
Store Signs and the Faade:
Highlights the name of the store Adds visual beauty to the street and streetscape First impression Sets the look and image of the store Store faade is the face or front of a building

David Jones Elizabeth Street Australia 70th Birthday Celebration

SOUTH CITY MALL

Store Exteriors and Interiors: Elements of Display

Store Exteriors:
Banners, Planters and Awnings/Canopies:
Banner is an inexpensive way of promotion Awnings cut down the glare on the window glass/protect/integral

Borrow your customers eyes!

Store Exteriors and Interiors: Elements of Display

Store Interiors:
A store interior is usually divided into two sections:
1. The Selling area where the merchandise is presented to the customer/shelves/racks holding merchandise/displays/cash registers. 2. Sales support area contains amenities for customers/restrooms/lounges/cafes/staff area/space for merchandise receiving and storage.

Store Exteriors and Interiors: Elements of Display

Store Interiors:
Display Points: Where all can We Display? 1. Windows 2. Highpoints 3. Focal points 4. Nesting tables 5. Staircase Landings 6. Step Raisers 7. Lift Area 8. Pennants/Danglers 9. Cash Counters 10. Pillars 11. Entrances

Store Exteriors and Interiors: Elements of Display

Store Interiors:
Windows - Like a visiting card/promotes the stores image/provides vital information. Keep it simple. Keep it clean. Change displays frequently to keep the look fresh. Lighting is crucial. Use lights to highlight individual items or signs. Use repetition of shapes and colours to attract attention

Store Exteriors and Interiors: Elements of Display

Store Interiors:
Windows: Cluster items in groups of three or five. Odd numbers are most pleasing to the eye. Vary height and depth of items to carry the eye throughout the display. Use motion to catch the customers eye. Use light, bright colours. Continue the theme of the window display with other displays inside the store.

Store Exteriors and Interiors: Elements of Display

Store Interiors:
Highpoints: A high point refers to that space in the store which is provided for a display on the wall. It also breaks the monotony of a wall.

Focal points: Similar to a highpoint, a focal point is also meant to add interest to the floor. It also acts as a cue.
Nesting tables: Comprises a set of 3-4 tables placed at different levels (height) to create a cluster. Mostly used to highlight new arrivals. Can display a range of new merchandise. Can be used effectively for cross-merchandising

Focal Point Display SOUTH CITY MALL

CONTD.

Store Exteriors and Interiors: Elements of Display

Store Interiors:
Staircase Landings: Refer to the space between two flights of stairs. Can be used to communicate what can be expected on the next floor, offers, events, discounts or festival specific merchandise.

Step Raisers: The space between two steps.

Lift Area: Area inside and outside lifts. Can communicate offers, promotions, store directory etc. Pennants/Danglers: Communication (printed material) which is suspended from the ceiling of the store. Visibility from a minimum distance of about 7 to 8 to be ensured.

DANGLERS AND DROP DOWNS AT SOUTH CITY MALL

Store Exteriors and Interiors: Elements of Display

Store Interiors:
Cash Counters: Give information regarding upcoming events, exchange policy and loyalty programmes. SOH (Space on Hire): Space let out to brands (for a rental) to be used for promotions (visual only). It does not include retail space. An SOH is a non-retail area. Pillars Entrances

Cash Counters

Visual Merchandising
How to do up a Wall (Ready-to-wear):
1.Never mix categories like full sleeves and half sleeves; formals and casuals, stripes, checks and solids. Use a disciplined way of grouping merchandise mix a.Division (apparel or non-apparel) b.Department (ladies, mens, kids etc.) c.Category (ladies formals, ladies casuals etc.) d.Sub-category (ladies formal suits, ladies formal trousers etc.) e.Brand (Allen Solly, Park Avenue etc.) f.Style (Suits: Single button etc.) g.Options (Colours, sizes etc.)

Visual Merchandising
How to do up a Wall (Ready-to-wear):
2. Always keep merchandise as per size sets. The last row has least visibility (below eye level) and thus is meant for cut sizes/broken sizes. 3. Not all colours will be available at a given point of time. A Visual Merchandiser tries his best to put the given colours as per the VIBGYOR. 4. Vertical colour blocking: The typical starting point is the right side of the wall, top end corner. All colours should be kept dark to light from top to bottom, and starting with cool colours, ending with warm colours. 5. Follow the VIBGYOR. This way colours will fit in as per the warm colours and cool colours.

Visual Merchandising
How to do up the Floor Fixtures:
1.Never mix categories like full sleeves and half sleeve; formals and casuals, stripes, checks and solids. 2.Within a category, sub-divide them as per brands. 3.Light colours come in front, dark ones go behind. 4.Keep merchandise as per size sets, always! 5.Make a separate browser for cut/broken sizes. 6.Merchandise can be put as coordinates as well. 7.The front of a section is meant for new arrivals.

FIXTURES AT SOUTH CITY MALL

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Circulation Plan
A good circulation plan delivers the customers to the merchandise. Traffic flow or circulation is vital to the shopping comfort. It also gives ease of finding items. Shoppers should not have to think about how to move within the store, but be led through its expanse.

Circulation Plan
Rules of circulation:
Visibility means access people like to know where they are going and where they have been. Good signage is reassuring to the customers. Landmarks can create points of reference. Circulation, especially in larger stores, needs to be clear and easily accessible. Walkways should let customers penetrate the depth of the store. Walkways should not continue in straight lines, so as not to appear never-ending and tiring. Dead-ends and bottlenecks should be avoided. Product areas should not look too large and overwhelming as this can make a customer feel trapped. Points of relaxation need to be created.

Circulation Plan
Types of Circulation Plans:
Free Flow Grid Race track Herringbone Spin

Circulation Plan
Free Flow Circulation:
Used in stores where the merchandise and fixtures are grouped in clusters. Fixtures are grouped in patterns that allow an unstructured flow of customer traffic e.g. boutiques. Advantages: 1.Allows more scope to browse and wander freely. 2.Increases propensity for impulse purchase. 3.Adds to visual appeal. Disadvantages: 1.Encourages loitering, perhaps even shoplifting 2.Increases confusion, as customers do not understand where to move next. 3.Causes wastage of floor space, thus increasing cost per square foot.

Circulation Plan
Grid Circulation:
Aisles and fixtures at right angles to each other e.g. supermarkets. Merchandise is displayed in straight, parallel lines, with secondary aisles at right angles to these. Spencers, Food Bazaar etc. Advantages: 1.Low cost: Space being used to its optimum 2.Customer familiarity: Repeat customers know where to find what 3.Merchandise exposure: Depth of merchandise is clearly visible 4.Simplified security 5.Self-service Disadvantages: 1.Plain and uninteresting: Limited creativity in dcor 2.Limited browsing 3.Stimulation of rushed shopping behaviour

Circulation Plan
Racetrack/Loop Circulation:
Used in larger or wider stores where customers are encouraged to circle around the floor (s) and to return where they started from usually the lift or lobby area to then move to the next level in the store. E.g. Shoppers Stop, Lifestyle etc. Advantages: 1.Customer familiarity 2.Merchandise exposure 3.Simplified security

Disadvantages: 1.Plain and uninteresting 2.Limited browsing

Circulation Plan
Herringbone Circulation:
Followed in narrow stores (maximum 40 ft. width), wherein there is a single highway bisecting the store along its length with side roads leading to the walls from it. E.g. Shops at airports, hotels etc. Advantages: 1.Allowance for browsing and wandering freely 2.Added visual appeal 3.Effective use of space Disadvantages: 1.Loitering encouraged 2.Limited scope for browsing

Circulation Plan
Spine Circulation:
A spine layout is like a herringbone layout but without the side roads. E.g. Boutique etc. Advantages: 1.Very good scope for over-the-counter selling 2.Effective use of space, especially for a small store 3.Low cost: Optimum use of space Disadvantages: 1.Plain and uninteresting 2.Possibly confusing Most stores combine various circulation plans to maximize the returns per square feet!

Circulation Plan
Store:
Start by taking the pulse of the merchandise

Windows set the tone, communicate image and invite

At the entrance, introductory displays welcome and educate the customer. The entry area is often referred to as the decompression zone, where customers adjust to the new environment Once the customers pass through the entrance area, they look at the prices of the first lot of items, generally to their right. Also called the strike zone/first impression of the stores prices After the strike-zone, the right wall of the store is usually the most valuable

Circulation Plan
Aisles:
Store aisles should be wide enough for customers to use

3 gap between two fixtures

Well-lit aisles

Customers tend to view products from a 45-degree angle and at eye level

Circulation Plan
Departments:
Departments can be allocated next

Decide on the space each section requires (for optimum returns)

What merchandise goes on which level of the store (e.g. nonapparels on the ground floor, menswear on first floor, ladies and kids wear on second floor etc.) Ask: Does the section need a perimeter wall for high-level display, or an island position (as done for counters selling cosmetics)? Generally, customers walk about each floor in what is probably the most natural sequence also referred to as the adjacencies. Formal suits to formal shirts to casual wear.

Circulation Plan
Cash Counter Area:
Place them to the left of the entry area

Display impulse products around it

Most captive audiences

Circulation Plan
Rear Area:
High-demand products placed here

Add-on merchandise and impulse products placed near/around the demand merchandise

Make a Store Map/Layout

Window Dispalys
Window Display Designing Process:
It is the visiting card of a store.

1.Choose a theme/tell a story

2.Pick appropriately sized items

3.Use space interestingly

4.Create good lighting

Window Dispalys
Window Display Categories:
1.Closed back window 2.Open back window

Window Dispalys
Window Display vis--vis Merchandise:
1.Single-item Display 2.Range-of-goods/line-of-goods Display 3.Associated (Related) Merchandise Display 4.A Variety/Assortment Display

Types of displays
Window Displays: One-item Display

Types of displays
Window Displays: One-item Display

Types of displays
Window Displays: Line-of-Goods Display

Types of displays
Window Displays: Line-of-Goods Display

Types of displays
Window Displays: Line-of-Goods Display

Window Displays: Line-of-Goods Display PANTALOONS

Window Displays: Line-of-Goods Display

LITTLE SHOP AT SOUTH CITY MALL

Types of displays
Window Displays: Related Merchandise Display

Types of displays
Window Displays: Related Merchandise Display

Window Displays: Related Merchandise Display

Window Dispalys
How to get the Shoppers Attention:
1.Scale 2.Colour or Contrast 3.Repetition 4.Humour 5.Mirrors 6.Nostalgia 7.Motion 8.Surprise or Shock 9.Props 10.Lighting

Window Dispalys
Types of Setting:
1.Real Setting/closed back window 2.Atmospheric setting

3.Semi-real setting/vignette
4.Whimsical/fantasy setting 5.Abstract setting