1

BLACK BOOK PORJECT

Student Name: Amit Kumar Choudhary

Topic: Measuring the Effectiveness of Display system in Retail

Roll No: 42

Under the Guidance: Prof. Bhavin Shah

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INDEX

S.N. CHAPTER PAGE NO.

1 INTRODUCTION

1.1 History / Overview 05

1.2 Meaning / Definition / Explanation 08

1.3 Research Problem 10

1.4 Research Question 13

1.5 Aims & Objectives 14

1.6 Scope of Research 18

2 RESEARCH METHODOLOGY 18

3 REVIEW OF LITERATURE 41

4 MAIN STUDY OF PROJECT 61

4.1 IMPULSIVE BUYING

4.2 VISUAL MERCHANDISING AND RETAIL

COMMUNICATIONS

4.3 VISUAL MERCHANDISING

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PROMOTIONAL MANAGEMENT

4.4 VISUAL MERCHANDISING --- RETAIL

BRANDING AND STORE IMAGE

4.5 VISUAL MERCHANDISING - PRINCIPLES

OF VISUAL MERCHANDISING

4.6 VISUAL MERCHANDISING ---PHYSICAL

INSTORE ENVIRONMENT AND STORE

DESIGN.

5 COMPARATIVE STUDY 77

5.1 BigBazar & Aditya Birla Retail

6 DATA ANALYSIS & INTERPRETATIONS 81

7 CONCLUSION 83

8 BIBILOGRAPHY 84
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SR.N CHAPT FIGU FIGURE SOURCE PAGE

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of Sale log/consumer-

goods/effective-

merchandising-displays

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1. INTRODUCTION

1.1 History / Overview

Visual Merchandising or display in retail management is

widely used to highlight the products or services.

Its highlight the feature and benefits of the products or

service.

The Purpose of the Display or visual merchandising is to

attract, motivate and engage the consumer to purchase

or buy the products or services offered by the retailers.

Display or Visual Merchandising traditionally occurs in

Brick and mortar stores using various types of blend

lightening, color combination and various other articles

to décor the retail store. It’s been used to generate

interest by the observer.

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In 21th century it has very vital used in E-commerce

industry as well.

Some of the E-commerce giants who used display or

visual merchandising as a very aggressive tool to sell

their products to the consumer are followings:

1. Amazon

2. FlipKart

3. Myntra

4. Wal-Mart …. And various others company use the

strategy of display in order to attract the consumer

and sell the products to them.

In the 19th century organization like Marshall Field and Company

who used to deal in wholesale shifted to retail, the display of

products or services became necessary in order to attract the

consumer. Initially the store window used to display the store

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merchandise but over the period of time a lot has changed in the

display of products or services in the retail management.

In the 20th century well known artist such as Salvador Dali and Andi

Warhol created window display to attract consumer and increase

the sale of the retail outlets.

In the 21st century display has very vital role in retail outlet and as

well as in online retails store. It’s been used extensively in 21th

century to attract the target consumer and maximize the profit of

the organization or intuition. Display or Visual merchandising with

the help of science creates a huge impact on customer behavior and

manipulate them to buy the products or services.

Display or Visual Merchandising is used to build the personality and

characteristics of the associated brands.

The design of the store reflects the organization retail brand

strategy. It contains in-store environment and brand

communication used such as images displayed in sore or signage.

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This display strategy of the organization creates a different image in

the mind of consumer as compare to the competitor.

Display or visual merchandising helps the brand to create brand

loyalty, brand awareness and allows the brand to put premium

pricing on their products. Display helps the retailers or organization

to understand the consumer behavior and helps to create the brand

promotion strategy using display or visual merchandising.

1.2 Meaning / Definition / Explanation

A Retail Display is anything in a store that houses or promotes the

retail products. A visual merchandising strategy focuses heavily on

the appearance of retail displays, as they are often the first point of

contact between your product and the shopper. Any brand that

sells at retail will use retail displays.

Retail displays are a strategic aspect of your business that can help

attract customers, retain their interest, and increase sales. Visual

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merchandising helps to set you apart from your competition by

creating a look and feel that is unique to your business.

Effective retail displays attract potential customers to your store.

When you're designing displays, choose engaging colors, décor and

stock arrangements. Good displays appeal to both the head and the

heart of your customers.

Once you've attracted potential customers, you can arrange your

stock to keep them in your store and direct them towards specific

products. Improve your chances of making a sale by doing your

research to see what works in other retail spaces, and keeping an

eye on how customer traffic flows through your own store.

This guide outlines how to display and arrange your stock in a way

that commands your customers' attention.

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1.3 Research Problem

Often arising problems in the area of visual

merchandising are either of the below:

 Too much quantity on display

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Too much quantity on display reduces the comfort levels

of consumers and reduces his delight in the store. It also

does not help him functionally purchase goods for most

seem to him not relevant. Also here time taken to sample

goes up exponentially and hence total purchase is often

reduced.

 Inadequate display

Inadequate display is just as adversely affecting as too

much of display. If the best is not shown, why should the

customer feel drawn? Also if display is not enough it does

not tempt the consumer to sample and finally purchase.

 Confusing display

Confusing display where classification of products and

product categories is not respected, often leads to

incoherence at the end of the consumer and takes away

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his moods of decisiveness for purchase. It also gives

competition a greater score.

 One product category overshadowing the other

In departmental or life style stores when one product

category overshadows another, the shadowed category

naturally not only suffers lesser sales and profits but also

a loss of image which later reflects in the long run

 Color distortion in the store leading to

consumer grievances

Color distortion often leads to sharp complaints from

consumers of being cheated and being passed off,

products, which they did not intend to buy. It reduces the

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re-purchase on the part of the consumer and hence

affects the store image and sales

 Lack of brand congruence of the visual look and

feel created

It leads not to immediate reduction in sale but in long

term dilution of brand equity of product brands

displayed through a confusion created in the design

graphics and conceptual associations conveyed at the

point of purchase. Visual coherence and conceptual

coherence are hence important to observe while

designing visual merchandising specifics.

1.4 Research Question

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I. What are the most effective display strategies for

increasing the sale in the retail outlet?

II. How the Meaning of Display changed from offline to

online marketplace?

III. How big E-commerce Retail-Marketplace is providing the

display service to the consumer?

IV.

1.5 Aims & Objectives

1. Increase sales
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Like all aspects of a business, one of the primary goals of visual

merchandising is to increase sales. It might sound common

knowledge but, as a visual merchandiser, your ultimate goal is to

make a sale. It will validate your efforts and creativity.

Increase in sales measures the effectiveness of your visual

merchandising displays. It is not enough to make it look attractive. It

needs to be engaging and innovative enough to impact a customer’s

purchase decision. It should be powerful enough to drive more sales

that will contribute to the success of your business.

At the end of the day, business is business. Visual merchandising is

an investment. A high return on investment defines your visual

merchandising’s performance.

2. Express your brand identity

Visual merchandising is not just a powerful marketing tool. It has

the power to express your brand identity. As a retailer, you must

utilize all the tools you have to communicate your identity as a

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brand. Knowing how to do branding on all types of visual

merchandising helps you to stand out from your competitors, attract

customers, and expand your success.

The secret to building a strong branding is in the detail. Think of

Apple. From packaging to store display to the product, they manage

every detail with consistency and innovation. And visual

merchandising is a detail you should never miss.

Think of visual merchandising as an important interaction with your

customers or a platform to express your brand attributes that can

have a powerful impact on the overall success of your brand.

3. Create a recall value

It is not enough you do all visual merchandising techniques that you

can find in the rule book. You need to know how to break them to

create a long-lasting impact and recall value.

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Have you ever saw visual merchandising displays that made you

stop, look, and then you entered the shop? Or a window display that

you once saw and until now you can still remember what brand it is?

That’s the goal. You want your visual merchandising displays to

make an emotional impact. And the best way to do it is by

challenging the rules and your creativity. Then only, you can reap all

the benefits of visual merchandising.

4. Give your products a story

Visual merchandising is not simply about assorting your products to

be visually recognizable. Like any visual marketing, it is storytelling.

Stories shape how we think; it affects our decisions. Hence, your

products should be displayed with stories to have an emotional

impact on your customers that will affect their purchase decisions.

Compare a window display that simply has a mannequin with

clothes on or the famous holiday windows of Bergdorf Goodman.

The later gives their products a story that compels passersby to

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stop, look, and enter their department store. Your visual

merchandising techniques shouldn’t be as grand as Bergdorf

Goodman’s to tell a story. Simply think outside the box and ask

yourself: how you can tell a story with this product and what I have?

1.6 Scope of Research

 Product Selection

 Identify Target Consumer

 Select Location of Store

 Design of Layout

 Plant for Promotional Activities

 Creative Visualization

 Attract Customers

 Induce to Buy

 Sell the Product

 Satisfy the Customer

2. RESEARCH METHODOLOGY
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Techniques

Visual promoting underpins retail deals by establishing an engaging

and tempting climate for the client that will additionally augment

organization development and benefit by teaching the client with

key item position that will feature and effectively stretch the brand

picture. Detail is retail.

With the goal for retailers to acquire a significant upper hand in the

commercial center, visual marketing is a significant factor and a

viable method of enhancing their image. Visual promoting speaks

with clients through components that invigorate their faculties like

lighting, music, smells, and TV screens.The climate in which a

purchaser is in can impact the buying choices they make.

Examination shows that stores that don't discuss well with their

clients, for example, the retail location having a helpless design can

make clients cause clairvoyant expenses, and may prompt clients

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being dissuaded from shopping again as generally speaking

shopping delight has been diminished. The actual climate is an

essential target in speaking with clients in retail. Exploration from

Thaler shows that shoppers are more able to address a greater

expense for an item if the item is bought in a more ideal climate.

This causes clients to turn out to be more tolerating of the greater

cost, as opposed to if it somehow happened to be sold in an old

overview store. Clients can shape a significant inclination of the

product quality dependent on the retail location plan climate, and

even factors, for example, worker's relational abilities and how they

are dealt with.

Visual marketing expands upon or increases the retail plan of a

store. It is one of the last stages in setting out a store in a way clients

find alluring and engaging.

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Numerous components can be utilized by visual merchandisers in

making shows including shading, lighting, space, item data, tactile

sources of info (like smell, contact, and sound), just as

advancements like computerized shows and intuitive

establishments.

Store configuration comprises of primarily two procedures; inside

and outside showcases, otherwise called in-store plan and window

plan. The objective of these two strategies is to pull in the

consideration of buyers, captivate them into the store, to keep them

in the store to the extent that this would be possible, and impact

buying choices. A new report has discovered that these two

procedures have the best impact without really thinking purchasing;

in this manner, they are significant viewpoints for the retailer. In-

store plan and window show strategies can be utilized to upgrade

the store climate, impacting buyer conduct and buying choices.

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In-store configuration is a strategy, which can be utilized to improve

the air of the store and the general store climate. Having an

outwardly engaging store configuration can reenact the portrayal of

the brand and draw in clients. Proficient, client cordial climate

makes shopping simpler for buyers, which supports purchasing and,

above all, consoles rehash buying. The window plan strategy is a

method of speaking with clients, which utilizes a blend of lighting,

colors, props, text, and visual communication to show products,

draw in the consideration of the client, and support a brand picture.

The general objective of the window show for the retailer is to

convince the into the client store and persuade buying.

Interior displays

In-store visual marketing can be utilized to catch the consideration

of shoppers while they are in the store, a fundamental segment in

the purchasing dynamic cycle. To catch the consideration of the

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client, the retailer should consider the client's necessities during this

process. Factors that add to the generally speaking in-store

configuration incorporate the store format, store configuration,

purpose of buys shows, thing show, arrangement show, and signage.

When applied effectively to a store, these variables can address the

issues of the customer and give a positive in-store buying climate.

Store layout

The design of a store is a huge factor for the support of a flourishing

business, which can help advance deals and productivity. A powerful

store format urges purchasers to shop the whole store and view a

broad grouping of product. The most well-known types of store

designs incorporate network format, course design and free

structure layout.Choosing a store design relies upon the sort of store

and the idea of the item sold A matrix design is by and large

coordinated in a rectangular shape, which permits clients to shop

rapidly and amplify shop floor space, ideal for a store or equipment

store.A circuit design guarantees that the shopper possibly follows

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one way when perusing the store. This is valuable as in the customer

will come into contact with each item on the rack. Nonetheless, this

can bother clients. Clients may feel that they are being compelled to

follow a specific way, and can be disappointing when attempting to

make a snappy purchase.Free structure format is a reasonable

design for a store that empowers perusing. This sort of format is

more loose in its construction, which leaves the client feeling less

rushed.The passageway of the store, also called the progress zone, is

a significant zone in the store. The expression "progress zone" was

first instituted by retail anthropologist Paco Underhill. This is a

region where all customers pass on section into store, and is huge as

this zone is the place where buyers can notice the boosts and sense

the overall vibe of the store. Accordingly, musings and portrayals a

buyer has about the store and the brand rely upon this zone. At the

point when clients enter the change zone they need time to conform

to the new climate including the lighting, the temperature and

different sights and sounds. Higher overall revenue things aren't

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prescribed to be put around there on the grounds that clients don't

see it while they are distracted with acclimating to the new

ecological stimuli.Spatial plan of a retail location is a key angle with

regards to making an agreeable encounter, and is likewise a

successful method of speaking with clients. Shading can be

considered as quite possibly the main factors with regards to feel in

retail. (Van Rom pay, Tania-Dijkstra, Verhoeven, and van Es, 2011).

Certain tones that can be considered as profoundly stimulating can

urge clients to make buys out of motivation. Warm tones such and

orange, red, and yellow give customers a feeling of fervor yet

additionally give a feeling of nervousness and make an interruption.

Sporting customers that appreciate a feeling of fervor may favor

these high excitement tones. (Van Rompay et al.,. 2011). As a rule,

individuals favor cool tones like green and blue and partner these

tones with a feeling of smoothness and security. Customers that are

more assignment situated are bound to lean toward these cool tones

as they bring this quieting impact and are likewise less inclined to
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occupy them from the main job. The way the furniture, for example,

retires and racks and seating are set up is an unmistakable

component is store plan. A store design with a higher respect for

space can build client delight, and a store loaded up with mess can

have the contrary impact. (Van Rompay et al.,. 2011). With regards

to a basic very much dispersed design in a store, task arranged

clients discover this kind of format to be the best, as they can

undoubtedly find the things they need without the superfluous mess

and obstructions in their manner. These basic elements can urge

clients to remain in the store longer and thusly spend more. (Van

Rompay et al.,. 2011).

Mannequins

Life sized models are utilized by attire retailers to show their items

available and in the window display.they are a device used to show

buyers what their items resemble on an individual. The life sized

models will usually be styled to coordinate patterns too show the

most recent items available.A study found that retailers extended an

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ideal picture to shoppers with the size and extents of the life sized

models. This is utilized to additionally strengthen the qualities of

their objective market. Not with standing, shoppers discovered the

size of life sized models to be unreasonable yet would give a positive

reaction to the life sized models when they were headless. This was

on the grounds that the members in the examination found the

essences of the life sized models unreasonable and couldn't identify

with them. Therefore, it is significant for retailers to comprehend

the musings and assessments of purchasers on visual

improvements, for example, life sized models so they can establish a

more attractive shopping climate for the customers.

Point of purchase display

Merchandise must be visible, easy to access, and there must be a

range of merchandise to choose from. Having visible merchandise is

essential for retailers as consumers not only "buy what they see" but

are also able to tangibly engage with the physical product. This

creates an emotional connection, which can drive the customer to

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purchase the product. The physical positioning of the product also

increases visibility. Products at eye level also get more attention.

“Eye level is buy level”. Considering these elements when

merchandising gives the customer a sense of freedom of choice.

"Less is more" is a key principle in visual merchandising. Although

having a wide variety of stock and product options is important for

consumers, it is also important not to overwhelm the consumer.

Having too many choices can be confusing to consumers and that

phenomenon is referred to as the “tyranny of choice”. Arranging

stock so it is not overcrowded, and limiting the amount of

merchandise on the shop floor, are important aspects of

merchandising. Over-crowded stores can create a sense of stress

and anxiety, which does not encourage the consumer to shop the

entire store. A limited product selection can make the purchasing

decision easier. In a study done at a high end supermarket in

California by psychologist Shenne Iyengar and Mark Lepper, there

were two tables of jam samples, one with 24 flavors and the other
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with 6 flavors. More shoppers were attracted to the booth with the

larger selection, 60%, as opposed to 40% being attracted to the

smaller selection, but the sales that resulted from that were

surprising. Only 3% bought from the larger selection and 30% from

the smaller suggestion.

Bundling

Packaging is advancing articles that cooperate as a set. It motivates

individuals how to utilize the items in their lives and furthermore

makes reciprocal item recommendations. In a style retail location,

complete outfits on a life sized model or the position of tops

adjacent to coats and sacks by different adornments, for example,

scarves and gems are an illustration of packaging. The store has just

taken care of job in imagining the look the things can used to

accomplish. Packaging likewise focuses on explicit items in this

manner restricting the item choice introduced.

Atmospherics
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The atmospherics also have a large influence on the store

environment. Atmospherics should all coordinate with each other to

create a consistent ambience and positively influence the

consumer's shopping experience and buying decision-making

process. Visuals such as light and display are not always enough to

enhance the overall ambience of the store, and retain customer

attention; therefore, other elements such as music and scents can be

used.

Light

Light can be utilized from multiple points of view in retail locations,

from featuring an article or region of a store to just enlighten the

whole store.Bright light can make a feeling of trustworthiness,

inspiration, and can advance drive buying. Lighting can likewise be

utilized to feature the store format and urge clients to course

through the store, presenting them to more merchandise.The level

of splendor in the store is a vital factor in customer conduct and the

retail climate, as rooms that have faint lighting are less stimulating
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than all the more splendidly lit spaces. (Areni, 1994).Lighting can

impact the client's dynamic, conduct, and furthermore the by and

large spatial climate as lighting and vibe are associated. Clients

become more animated when the lighting in the room is viewed as

extremely brilliant and speeds up the speed at which clients buy

items. Markin prescribed that to moderate the speed clients shop at,

the merchandiser ought to receive a gentler lighting procedure

which will expand the measure of time clients spend in the store.

(Areni, 1994). The consequence of this is a potential expansion in

the measure of product the stores client's buy. This shows us that

the contrasting degrees of in store lighting can straightforwardly

influence the measure of time customers spend in the store. (Areni,

1994).

The lighting inside a retail location can be utilized deliberately to

feature items in plain view or to establish an agreeable climate for

shoppers. It is a significant component utilized (close by music,

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temperature, aroma, and design) in retail to make an environment

that matches with the brand's personality.Atmosphere of a retail

location is critical as it was discovered that the mind-set of a client

will influence their purchasing behavior.A retailer can utilize

delicate lighting to make a quiet and serene climate for the client or

splendid lighting to address a fun and dynamic inclination related

with the brand.The vital utilization of light can change the

disposition of a purchaser and influence their psyche mind during

their shopping experience inside a retail location. A retail location

with a delicate feeling and splendid lights featuring certain items

will drive the client towards these items and inspire them to make a

buy.

Music

The music played inside a store can advance a brand's picture, and

can likewise help customers into settling on buy choices. Music that

suits the style of the store and the intended interest group is a

significant factor to consider. Music with a sluggish beat can make

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the buyer unwind; thusly, they invest more energy in the store. This

prompts more contact with stock and expanded purchasing. Having

music, which is famous inside the objective market, can likewise

urge customers to wait in the store longer. For instance, a store with

a teen objective market ought to think about playing popular music,

as this is a kind that a more youthful crowd regularly appreciates.

Playing this sort will make their shopping experience more

charming, which can bring about them remaining longer in the

store, presenting them to more product, and affecting conceivable

buying choices.

Scent

Having a novel aroma in a store can separate the brand from others.

At the point when clients smell that fragrance outside of the store,

this will trigger their detects and help them to remember that brand

and its products.Scents can likewise trigger passionate reactions for

instance,
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Lavender, basil, cinnamon orange–unwinding, mitigating, quieting,

and lessens nervousness

Peppermint, thyme, rosemary, grapefruit, eucalyptus – ambitious,

animating, builds excitement and efficiency

Ginger, chocolate, cardamom, liquorice – sentiment

Vanilla – ameliorating and quieting

Dark pepper – explicitly animating

Dispersing fragrances all through the store like vanilla, lavender,

thyme, rosemary, grapefruit, and eucalyptus can be worthwhile for

the retailer. These fragrances quiet, mitigate, and comfort, in this

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way, invigorating the purchaser to linger in the store, prompting

expanded product mindfulness and expanded motivation buying.

Exterior displays

Outside window showcases can be utilized to sell item and tempt

clients into the store. An eye-getting, inventive window show can

advance the brand picture. It very well may be utilized to promote.

Windows can give buyers and by-passers understanding concerning

what merchandise are sold in store. They are additionally a

successful method of advancing design drifts and giving helpful data

to the intended interest group.

Window display

Visual promoting is a multi-tactile device utilized by retailers to grab

the eye of clients and draw in them into a store to make a purchase.

The first piece of visual marketing clients experience with a brand is

the window show. Window shows are utilized as an underlying

appreciation for bring clients into a store and are likewise utilized as

an advertising apparatus to convey the brand's picture to the

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shoppers just as to separate itself from its competitors. The

significance of the window show is that it is a touch point customers

have with the brand. By creating interest or interest with the

window show, a brand can have an impact on the customer and

moreover the shopper can sort out the quality and character of the

items the brand has to bring to the table. An engaging window show

can make want of items from that brand and along these lines assist

with creating sales. A concentrate in Nottingham, England of the

drug store and excellence retailer Boots, has discovered that items

presented in a window show expands the deals of those items and

even assistance with expanding the deals of items which have low

deals. In general, stores who had a window show had a positive

expansion in deals contrasted with the individuals who didn't

Colour

Shading is an integral asset in outside showcases. It can help

inventiveness for outside window shows and can uniquely affect the

shopper. The utilization of shading can make climate, command the

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notice of by-passers, and pull in them to the store.Different tones

can trigger distinctive enthusiastic reactions. For instance, blue can

trigger a quiet reaction, green and earthy colored can advance

peacefulness, warm tones, for example, red, orange and yellow can

start energizing, happy, agreeable, dynamic, reproducing responses,

purple can give the impression of style and refinement, while dim

tones can emit a discouraging, dull feel.Using colors that partner

with a specific item or brand portrayal is additionally a helpful

procedure when arranging window shows. For instance, utilizing

unbiased tones, for example, green and earthy colored while

advancing harmless to the ecosystem items is ideal, as they radiate a

hearty, loosening up impact; accordingly, the purchaser sees those

items as ecologically friendly.Colour is a critical device utilized in

visual marketing. It very well may be utilized to impact the conduct

of buyers and bring out various reactions.Each tone can cause

customers to feel an alternate feeling, and thusly, retailers will

utilize colors specifically to help buyers make relationship about

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their items on display.Bright and warm shadings, for example, red

and yellow can be utilized to stand out just as energize the

viewer.Cooler tones a particularly blue and green gives a quiet and

serene reaction to the watcher while purple gives the sensation of

refinement and elegance.A combination of tones to make a

differentiating foundation to the items in plain view can have a high

review rate by consumers.International retailers should be shrewd

on their selection of tones utilized in visual promoting as tones take

an alternate importance in various nations. For instance, red is

viewed as a shade of karma and favorable luck in numerous Asian

nations while it addresses risk and energy in Western

countries.Therefore, worldwide retailers can't utilize one bunch of

shadings for their visual marketing across the entirety of their

stores around the globe.

Graphics, photography and signage

The utilization of illustrations and photography in window shows is

a successful method of conveying data to the customer. The most

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well-known type of correspondence in window shows is through

content and signage, particularly when promoting a deal or a

special.This procedure is regularly coordinated towards cost driven

clients who are continually watching out for deals. Beautiful,

striking content and designs are utilized to get a handle on the

consideration of these consumers.Signage ought to impart a short,

clear message, which is predictable with the brand's advertising

interchanges model. Outwardly, signage ought to be interesting to

the eye and simple to peruse. One powerful method of utilizing

signage in windows is utilizing a self-cement vinyl pattern to the

window; little signs in the window can likewise be utilized to convey

the cost of a decent or the rebate. Photography can be utilized in a

window show to upgrade the subject of window or fortify the

brand's promoting efforts.

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Lighting

Lighting is another technique, which can be used to enhance

window displays. Lighting can be used to highlight certain products,

and create dimension and set the mood for the window display.

It is a successful tool as it can not only be used to highlight product

during the day, but at night also. The brightness and colours of

lighting can be adjusted to suit the mood of the display. Once again,

different colours trigger different emotions and therefore create

different moods.

Seasonal displays

Adjusting window displays based on seasonal events, calendar

dates, and consumerism-based holidays such as Christmas,

Valentine's Day, and Father's Day can be a useful approach to

encourage consumer purchasing. Choosing products that suit the

season to display in the window can remind consumers to purchase

gifts and provide gift ideas for the particular holiday.

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Fashion trends

Window displays can be used to set trends; therefore, window

display designers must always be one step ahead of trends and

predict future fashion movements. The merchandise must be able to

direct these trends to the target audience, and be able to

communicate them in a way so the audience is able to understand.

clothing must be styled on mannequins appropriately with popular

clothing to draw consumer attention to the store.

Planogram

A floor map helps visual merchandisers to find the best place for

garments, according to the color stories of clothes and footwear in

the shop. It is a kind of4 floor plan with merchandise marked.

Another valuable tool is a planogram, to determine the visual look of

your store's flow.

3. REVIEW OF LITERATURE

1. Introduction
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Even after such countless long periods of development of refined

retail scene, buy choices of clients are driven by their requirements.

Regardless of that, presentation of new plans of action and

progression of innovation has contributed altogether in making an

alternate shopping experience for the clients. Accordingly, it is

imperative to assemble a comprehension of those territories in

retailing where developments are changing the game. This will

likewise result in understanding the patterns and territories where

retailing will develop in future. In present occasions,

acknowledgment of the idea of Omni channel retailing among clients

have expand their perspective for various merchandise and

enterprises. Likewise, they are presented to more profound data

about assortment of merchandise and enterprises. This has given

retailers opportunity to interface with their clients by giving focused

on data to make profound client contribution. Innovation here

assumes an extraordinary part as it is valuable to retailers just as

clients. Retailers can focus on the proper clients and clients can
 43

settle on a savvy choice by keeping themselves refreshed about

various merchandise and ventures. In any case, the ground the truth

is that each choice by the client don't include a particularly point by

point choice interaction. Now and again, clients chooses rapidly and

their choices are affected by the product grouping furthermore,

visual marketing. This holds great both if there should be an

occurrence of on the web and disconnected stores. At the point

when a client purchases from a retailer his total arrangement of

information including conditional, buyer and ecological information

is gotten by the retailer. This encourages them to foresee the

purchaser conduct shaping better procedures that are positive for

them and gives their clients an engaging offers. Along these lines,

consequently retailers can expand their productivity.

2. Review

In this audit paper, we address points from five regions to be

specific, standards for choice of store area, visual promoting,

 44

mechanical headways, part of large information and shopper

commitment.

3. Visual Merchandising

In present period customer is presented to uncountable assortment

of merchandise and various proposals on them. It is a test before the

retailers to give best proposals to its clients and at the same time

hang out in current serious climate. Thusly, settling on the best way

to plan these offers is an interesting assignment looked by the

retailers. This will help the retailers to choose how, when and where

to exhibit their product and related offers, remembering the kind of

channel design (inside the store or on their sites). This remains

constant in the event of makers just as they have additionally

understood the significance of client consideration towards their

product and offers.

 45

Kahn (2017) recommended systems for making arrangements

simpler for buyers to measure.

They remember decrease for combinations and data force, ensuring

every thing relates

to the arrangement setting and cautiously considering the spatial

situating of product.

Additionally, significance of spatial situating of product was before

concentrated by Nordfalt et al. (2014) in their work wherein the

creators examined the meaning of various kinds of direction of

product. They found that vertical direction of product tends to

increment the buy recurrence by the clients when contrasted with

when product is

shown evenly. They further added that in excess of 90% item buy

expanded in the event of towels when they are vertically shown

when contrasted with when they are askew showed. Aside from the

showcase of items on the rack or on the site, bundling of the item

 46

too assumes a critical part in the visual promoting of the store.

Bundling by and large includes the plan or state of the of the item

bundle (Kahn, 2017). This view was further expounded by Krishna

et al. (2017) in which they attempted to investigate the impact of

bundling on the purchaser commitment with the item. Each layer of

bundling (internal, center and external layer) influences purchasers'

tactile experience and helps them to look at the practical and actual

element of the item. It is significant for retailers to think about the

spatial area of their product and its deals advancement while

choosing for visual marketing in the store too on the sites. This will

significantly affect the general benefit of the store. If there should be

an occurrence of low inclusion items the deal is probably going to

increment when the deal cost of the item is shown on right half of

Bundle rather than left side (Suri et al., 2017).

3. Technological Advancement
 47

Technological headways in the field of retailing is gainful to retailers

and buyers. It turns out to be simple for retailers to arrive at its

intended interest group with ease (eg. Through web) and at a

similar time purchaser can take more educated choices, useful offers

and generally quicker administrations than previously. Ongoing

exploration done by Inman and Nikolova (2017) featured the

advantages of innovation for retailers just as shoppers which thusly

will expand the benefit of the firm. They discussed the versatile

applications, self-check outs, filter and go innovations, Que Vision

and savvy rack innovation. For example, with the assistance of self-

checkout innovation, client can peruse, take and pay for his chose

stock without the need of the business staff or the clerk. This will

offer client the chance to completely control the exchange cycle and

simultaneously retailers can save money on the work costs as least

number of clerk or the business work force will be required. Cell

phones go about as a surprisingly beneficial turn of events for the

 48

retailers. They have reformed the whole shopping experience in

present time. Simple web access, portable applications and other

progressions in this space has changed the shopper assumptions.

This has likewise made simpler for retailers to associate with its

focused on crowd. Like for instance filter and-go advancements

empower clients to peruse the items offered by the retailers, select

them as per their requirements and pay through the retailers

applications. Amazon Go took this advancement to another

level by contracting an opportunity to examine the items on the

web. What client should simply to filter their cell phones while

entering the store, take the item and leave the store. The innovation

monitor the items purchased or returned and consequently measure

the exchange. When the client leaves the store, sum is deducted

from his record furthermore, a receipt is created and shipped off the

client. For this whole cycle to effectively complete, a cell phone,

amazon record and amazon go application is needed by the client

 49

(Amazon, 2016).

Considering the above survey of writing on mechanical headways

following

 Perceptions can be utilized for additional examinations in

future

 Will these innovative progression be useful for a wide range of

retailers and purchasers?

 Most likely retailers' applications are able for those clients who

search for various arrangements for shopping.

 Will these aps be embraced by the little retailers or little

retailers should fill in as pickup and Conveyance focuses for

online retailers to endure?

 50

5. Customer Engagement

A few examinations on shopper experience and commitment levels

have been done in past

(Grewal, demand and Kumar, 2009; Puccinelli et al., 2009;

Accenture, 2015; advertising science establishment, 2016) yet no

examination have researched the approaches to expand client

feeling of commitment. Client commitment can be upgraded by

including cognizance (Grewal et al., 2017). Hierarchal model of

customer commitment was created by Grewal et al. (2017) in view

of the guideline of cognizant free enterprise (Mackey and Sisodia,

2017). The model proposed three level methodology for upgrading

client commitment for example client experience, passionate

association and shared character. Thusly, by affecting the reason

 51

and estimations of the clients, cognizant retailers can create

passionate associations with them. Another examination by

Wansink (2017) distinguished three key segments in the field of

food retailing viz. part of signage, store plan and worker

administration. These parts help with choosing which item is

generally advantageous to purchase and is viewed as normalized

item. The creator further suggested inventive apparatuses and

methods signage and administration segment. Similarly retailers

ought to likewise contemplate visual thoughts which are contained

into their visual promoting to connect with clients in physical just as

online stores. This will createemotional association towards the

store coming about into decline in cost affectability and increasein

utilization (Roggeveen et al. 2015).Since a ton of examination has

been done on client experience (Grewal, Levy and Kumar,

2009;Puccinelli et al., 2009; Accenture, 2015; advertising science

foundation, 2016) subsequently future exploration should focus on

 52

representative commitment with respect to retailer worker

commitment would result into client commitment.

5. Role of Big Data

Retail associations have consistently been overwhelmed with the

information however because of absence of appropriate

administration of information they couldn't utilize it in an effective

way. As of late, because of technological upgradation retailers have

begun taking help of the alternatives for getting sorted out data,

computational and scientific frameworks for the venture. Huge

information alongside logical frameworks assisted retailers with

dealing with their issues. Brad low et al. (2017) represented

proportions of large information regarding client, item, area, time

and channel and proposed approaches to deliberately utilize these

information to enhance deal and boost cost. They have likewise

coordinated the information gotten from various sources like

dependability cards, sites, portable applications, undertaking

 53

system. Thus, large information isn't just aiding the retailers yet in

addition specialists to more readily comprehend the clients.

Presentation of large information have incited scientists to attempt

field investigates and analyzes that give appraisal of premise

between free (value, display, assortment and so forth) and ward

factors (deals volume, productivity and so on)

6. Criteria for store selection

Store execution, socioeconomics, store highlights and rivalry are the

fundamental classifications that are considered for area

investigation. In the accompanying area writing survey for every

class has been finished with the goal to assist the future analysts

with directing the investigation dependent on store execution.

7. Store Performance
 54

Execution is perhaps the main rules while choosing the area of the

store. It is similarly essential to consider the components that

influences the exhibition of the store. Nature of standards for

picking the model for store area relies upon the possibility to gauge

the presentation objectives. These objectives are frequently made as

benefits of the store (Walter and McKenzie, 1988), piece of the

overall industry (Igene &Lusch, 1980; Durvasula et al., 1992),

request (Igene and Lusch, 1980; Berman and Evans, 2010; Li and

Liu, 2012)) and versatility of value (Hoch et al.,1995). Thusly, the

previously mentioned measures for picking the store area are

significant for stores entering the zone to get the biggest utility.

8. Demographics

Population attributes are vital while choosing the area of the store.

Demographics helps the retailers in choosing whether the populace

living in that particular location is in consonance with the objective

market (Hasty and Reardon, 1997; Berman and Evan,2010). At

 55

times it is hard to modify the utilization example of the clients on

account of their monetary circumstances or their since a long time

ago settled propensities (Redinbaugh, 1987).Therefore, it is seen

that while picking the area for store, thought for buying propensities

for individuals living there is vital for retailers while portraying

their clients.

Consequently, for retail supervisors segment construction of the

market is the main component while choosing the potential store

area (Hasty and Reardon, 1997).

9. Store Features

Competitiveness of the retail store is closely related to the

characteristics of the store. Retailers should focus on these

characteristics to build an edge in the market. Store location

selection decision depends upon accessibility (finding a store

easily), store image variables (merchandise assortments,

 56

atmospherics etc.) and costs associated with it. Lot of studies have

discussed about the accessibility while deciding the store locations.

As many customers commute with their own vehicles, it is essential

to pay attention towards roads and parking facilities so that

customers can easily access the store for shopping. The sales

potential of the store is affected by the ease of access to the store,

positively or negatively (Redinbaugh, 1987). Also, before

incorporating any change for improving the image of the store,

retailers should analyse its impact on store profits. Improvement in

merchandise assortments or store atmospherics with the help of

new and improved layout and allocation techniques does not only

affect the flow of revenues but also affects the expenses (Igene &

Lusch, 1980). In the end the retailers should also consider the effect

of costs on the store performance while selecting the store location.

Cost associated with the building, rent, renovation of the store etc. is

included in the cost that is considered in decision making (Irwingh,

1986).
 57

10. Competition

It is important for retailers to build the understanding of their

competitive environment while searching for an appropriate

locations for the potential store (Reinartz & Kumar, 1999). It is

observed that disparity in price elasticity across stores is due to the

competitive factors (Hoch et. al., 1995). Competition could be direct

or indirect. In case of direct competition, new store will try to

compete with the available stores offering the same products for

increasing their market share (Durvasula et al., 1992) whereas those

with indirect competition (stores offering dissimilar products),

every retailer will try to compete against each other in order to gain

the bigger portion in customers’ expenditure (Redinbaugh, 1987).

Therefore, while choosing the store location evaluation of the

competition is essential. Also, distance from the competitor’s store,

number of available competitors, competitive strength etc. should

also be considered in store location selection. Above factors gives an

 58

insight to retailers about the success of a store at a particular

location. Therefore, mangers should be aware of factors that are

related to the location of the store while evaluating the store

performance. But preferences for retail store locations changes over

time. The location which seems profitable initially might become

unattractive because of future competitive encroachment. Adding to

this Ingene & Lusch (1980) opined that changes in demographics

will encourage uncertainty in meeting customer needs and wants. It

is important for retailers to consider the changing competitive

landscape and for this, awareness about factors that influence the

store performance is required (Ghosh & Craig, 1983). Thus, in order

to position the retail stores in changing consumption environment,

retailers are advised to carry out timely research on factors

influencing the retail store performance.

11. Future Trends in Retailing

 59

Retail is progressing at a faster rate because of advancement in

technology and changes in consumer behavior. Now-a-days the

concept of Omni channel retailing and big data are very essential to

handle the competitiveness. Future of retailing depends on even the

newer technologies like Smart devices, mediated or virtual reality,

artificial intelligence (Deloitte, 2016). Further research in future

needs to address the concept of “internet of things” in order to build

clarity on how shopping behavior will get influenced and also to

understand the role of frontline managers. For example smart

homes or smart cars are being designed to get relevant information

or data as to when should we reorder the basic products kept in

refrigerators (or any other appliance) or when should the car be

serviced next? Therefore, it is important to explore whether it will

increase customer engagement with the store owners or retailers or

it will decrease the customer engagement and a new phase of

machine to machine interaction will start? Artificial intelligence (AI)

based applications are also on high demand and can have a

 60

favourable impact on consumer shopping from both virtual as well

as physical stores. AI based responses will be helpful in getting the

information regarding the products, their location in the store, their

features and will also suggests other items that would go well with

the purchased items. As a result customer will be better informed

and more engaged than before but the job of service employees have

to be reorganized in order to facilitate them with the high level of

information than stored in AI application. Companies are trying

their hand on driverless vehicles controlled by AI based technology.

Many retailers and manufacturers are trying to reap the

opportunities of advancement in technology for robotics and drones

(Van Doorn et al., 2016). Recently, Amazon have come up with its

plan to incorporate drone delivery option in order to strengthen its

current delivery system. Such applications open doors for

researches in this field to find out the advantages and aftereffects of

these delivery options.

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MAIN STUDY OF PROJECT

IMPULSIVE BUYING

Impulse buying has been viewed as an inescapable and particular

phenomenon and has been accepting expanding consideration from

purchaser analysts and theorists. Regardless of the negative parts of

the drive purchasing conduct from past research, characterizing

incautious conduct as a nonsensical conduct, resulting from an

absence of social control motivation buys represent substantial

sales across a wide scope of item classifications. An investigation

found that impulse purchases addressed between27% and 62% of

all office store purchases. Other exploration discoveries uphold this

affirmation uncovering almost90% of respondents have made staple

buys without really thinking occasionally, and somewhere in the

range of 30% and half, all things considered, can be grouped by the

buyersthemselves as motivation purchases. Early concentrates

without really thinking purchasing were more worried about the

definitional issues recognizing drive purchasing from non-drive

 62

purchasing and attempted to arrange the sorts of drive getting tied

up with one of a few sub-categories, rather than to comprehend

motivation purchasing as a quality of purchaser buying behavior.

Thusly, this methodology created a hypothesis that disregards the

behavioral inspirations of drive purchasing for a huge assortment of

items and, instead, centers on few generally cheap products.

However, this sort of approach didn't give adequate clarifications as

to why such countless customers seem to follow up on their

purchasing drive so frequently. Therefore, analysts started to re-

center consideration around motivation purchasing behavior and to

examine the conduct inspirations of motivation purchasing. The

inescapability of motivation purchasing, in any event, for generally

expensive products, drove scientists to see drive purchasing as an

inalienable individual trait, instead of a reaction to economical item

contributions. Recently, researchers seem to concur that drive

purchasing includes a libertine or 14

2. VISUAL MERCHANDISING AND RETAIL COMMUNICATIONS

 63

Visual communication have long been considered important aspect

of retailing by practitioners and academic alike (McGoldrick,

1990,2002).Visual merchandising is an activity, which coordinates

effective merchandising selection with effective merchandising

display (Wolters and White, 1987). In this context, it will be

affecting to a positive psychological or behavioral outcome,

ultimately leading to purchase. B) According to Andrew J Newman

and Peter Cullen50 in their book Retail Environment and

operations, Visual merchandising refers to display to increase

consumer interest in and desire for the products offered for sale. It

includes the use of fixtures, decorations, signs and samples for the

merchandise to create window and floor displays. The items used in

visual merchandising are not normally for sale, although they may

include items similar to those on sale. However the items on sale

may also contribute to the visual image of the store. Visual

merchandising may help divide the store into recognizably different

areas, such as men and women’s clothing and create different moods
 64

in each according to the target customer. C) Kerfoot, shone; Davies,

Barry; Ward, Philippa51 (2003) in their journal of retail and

distribution management (Visual merchandising and the creation of

discernible retail brands) highlight on the integration between

visual merchandising and retail communication. It states that Visual

stimulation and communication have been considered important

aspects of retailing by practioners and academic like Mc Goldrick,

1990, 2002. According to him visual merchandising is concerned

with how the products or brand is visually communicated.

3. VISUAL MERCHANDISING PROMOTIONAL MANAGEMENT

Lea- Greenwood, Gaynor 57“(1998) in his international journal of

‘Retail and Distribution management’ integrates visual

merchandising with promotional management. According to him

visual merchandising was reinforced with stills from the television,

cinema and magazine advertising campaign within window and

internal displays, thereby supporting the featured merchandise.

Store personnel were fully briefed on the merchandise featured in

 65

the campaign and, for the company, the success was "measurable"

by sales of the featured merchandise and a more "positive" view of

the brand, according to the marketing manager. The buyer's role

was to ensure that there was enough merchandise to support the

demand that would be created. Layouts reflected the merchandise

that was to be featured. All personnel at store level were informed

not only of what was to be featured but also where, e.g. television

and region, and when, e.g. in the break of a popular soap. This

ensured a cohesive campaign with integrated effort and clear

objectives.

Martin M. Pegler while introducing his book ‘Visual Merchandising

and Display’sixth edition (Fairchild books new York) specifies that

during a recession , depression or in a financial crunch , Store owner

may take money out of the display budget and put more money into

media , advertising However, television, radio and print ads are

worthless unless there is a follow-through the store. Here, at the

 66

point of purchase, is where display or merchandise presentation

becomes absolutely necessary.

4. VISUAL MERCHANDISING --- RETAIL BRANDING AND STORE

IMAGE

According to Vikas Bagga,(2009)58 VP, marketing and corporate

affairs, M&B Footwear, Visual merchandising is the reflection of the

brand identity and imagery which is created at the store level to

attract the customers and communicate the propositions of the

offering. B) Young ha kwon wi-suk; lenon sharron j59. (2007),

volume 11, issue 4, while dealing with online visual merchandising

in his journal “journal of fashion marketing and management’ states

that Visual merchandising is a strategic tool in fashion marketing

and can attract consumers and communicate brand image. (Lea –

greenwood 1998) In-store visual merchandising includes floor

layout, interior design, signage, in-store promotion and product mix

that attracts customers(Harris 1998) Visual merchandising is a very

important because aspects of visual merchandising that are

 67

incompatible with consumers’ expectations harm store image,

therefore the above states how important is it to study about visual

merchandising

K.Santoshkumar (2009) in the article ‘Fashion retailing-the link

between manufacturing and consuming’, describes the concept of

Fashion retailing. He mentioned that Indian brands are quite

complicated to compete with international brands. He further states

that retailers need to gear themselves up and widen the range of

products and improve the quality and make everything available on

demand. He concluded by stating that the buying trends of the

consumers has changed drastically as besides quality, pricing and

time management, less stressful shopping with good space and

other amenities are needed by the consumers

5. VISUAL MERCHANDISING - PRINCIPLES OF VISUAL

MERCHANDISING

There are 5 principles of VM

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1. Clarity

 The company’s image

 The structure of store

 The offering

 Merchandise

2. Authority: To display with authority is to show and tell the

customer that the company believes in the merchandise that is

being sold, this is attained by ensuring that the shop floor looks neat,

clean, adequately stocked, well- coordinated.

3. Discipline: Ensuring presentation norms are being followed for.

e.g. Merchandise should not touch the floor; there is a minimum of

4ft of circulation space for each fixture.

4. Diversity: The ability of merchandising various products in the

same area, for e.g. coordinating top wear/ bottom wear/ accessories

in focal point/ high point or on a wall and yet the display is

harmonious
 69

5. Flexibility: Mixing merchandise and having different display

configurations. It is worth mentioning here about how some authors

have specified about the problem of Visual clutter author such as

Linda cahan in her article ‘Five dedly display sins’ and Sharon Loeff

in her article ‘Clear the clutter’ talks about how the visual

merchandisers needs to be careful while creating a display to avoid

visual clutter.

6. VISUAL MERCHANDISING ---PHYSICAL INSTORE ENVIRONMENT

AND STORE DESIGN.

Kerfoot,shone; Davies, Barry; Ward, Philippa64 in their journal of

retail and distribution management ( Visual merchandising and the

creation of discernible retail brands) mentions that there are three

types of interior display- Merchandise display, point of sale display

and architectural displays . He further writes about merchandise

display in context to physical instore environment. He state that

 70

It has frequently been suggested that "good" interior design within a

store can maintain customer interest, encourage customers to lower

their psychological defenses and make a purchase (e.g. Kotler, 1974;

Walters and White, 1987; Bitner, 1992; Omar, 1999; Davies and

Ward, 2002). In examining this potential, the physical in-store

environment has been examined in relation to various elements, for

example: orienting factors (Davies and Ward, 2002); signage

(Bitner, 1992); spatial factors (Davies and Ward, 2002; Bitner,

1992); and ambient conditions (Bitner, 1992), which Kotler (1974)

termed "atmospherics". These elements are in many ways redolent

of the facets of merchandise display identified above. The work

regarding the physicality of the in-store environment focuses on the

"communication" of elements through cues and stimuli that the

customer digests through a number of sensory modalities (visual,

aural, olfactory, haptic and taste). Within the research on in-store

environments it has been suggested that some people are better at

"digesting" environmental stimuli than others (Bitner, 1992) and

 71

therefore the onus is on the retailer to make the physical

environment as digestible or "legible" as possible (Davies and Ward,

2002). Given that up to 90 per cent of the cues provided by an

environment are digested through sight (Edwards and Shackley,

1992) it follows that many environmental cues in the retail context

are visually communicated. The twin threads of visual

communication and legibility highlighted in the environmental

literature echo the sentiments raised in the definition of visual

merchandising above. This then further strengthens the links

between the visual merchandising and considerations of the

physicality of the in-store environment. Therefore, from either

perspective, understanding how to communicate product and brand

images to customers through individual visual stimuli is vital. The

term "visual merchandising" also suggests a degree of holistic

communication and this totality of consideration is also reflected in

the literature on the built environment. The author had

concentrated on the visual aspects of totality of merchandising

 72

within the store. In doing so he focuses on the retail built

environment and focuses on issues concerning: colour, lighting,

shape and space. However, consideration is also given to issues of

layout and fixturing as well as merchandise and presentation. The

approach focuses on consumers' responses to the various retail

environments and "reasons" for these responses. It centers on the

development of "approach or avoidance" behavior as the result of

"pleasure, arousal and dominance” was being generated by the

environmental stimuli (Mehrabian and Russell, 1974; Donovan and

Rossiter, 1982; Donovan et al., 1994). Some attention is also paid to

haptic sensing. The use of a single departmental store would enable

sound to be kept constant. B) Anonymous (2010) 65 described in his

article ‘How retail store shelving provides extra organization’ about

the retail store display which maximize sales. He mentioned that

retail displays should be visually appealing and easily accessible and

should be inspected for potential cross selling opportunities. Retail

store shelving uses less floor space, more retail store supplies can be
 73

exhibited. He concluded by mentioning that ideal retail store

displays properly layout the retail store supplies to maximize

purchasing potential and it is an effective means to present and

organize merchandise and can increase purchases without

consuming valuable floor space. C) Maier R. 66 (2010) in his article

‘Know the ins and outs of your store’ had described that store image

and sales are generally affected by the method of merchandise

displays, as window displays, create traffic while in-store displays

really sell the products. If a manager or owner of a store has to feel

the pulse of the market he should examine demographics, conduct

price comparisons, record customer reactions to promotions,

research about the clientele. He should also ask questions such as,

what does the store stand for? And what kind of image is the store

exemplifying through the type of products, pricing and quality. Once

this is understood tackling display design will take business to a

new level. The writer further states that to increase the sales, every

inch of the store should be considered a potential display space. He

 74

further explained that, external and window displays are most

valuable assets for a retailer and play a huge role in creating traffic

for the store and they should be changed a dozen of times during the

year. It should have props, background, signs, product positions,

lighting, humor and drama. He finally concluded by stating that the

decisions on interior and exterior displays, should reflect the

knowledge of customers, products and the store’s desired image. D)

Kleinman, Rebecca (2002)67 in both the articles ‘Interiors as stylish

as the clothes women wear daily’ and ‘Sleek Surroundings: Design

gurus are being enlisted to create retail environments that are just

as cool as the clothes women’s wear daily’ had stated the

importance of store design to entice shoppers and reinforcing brand

identity. The writer explains that as stores continue to fill sales

floors with merchandise similar to that of their competitors -- and

while a sluggish economy forces many consumers to tighten their

purse strings -- designers who have retail units, as well as specialty

retailers, are seeking out ways to differentiate themselves from each

 75

other in order to increase foot traffic. One sure way to entice

shoppers, while reinforcing brand identity and providing a unique

sensory experience, is through sleek and savvy store design. The

writer throughout the articles had put down the views of different

renowned designers. For .e.g. Paco Underhill, managing director of

New York-based Envirosell, a retail and consumer research and

consulting firm, states that "Decor is at least one-third of the

shopping experience [in addition to goods and service], to seal the

purchase, retailers must go beyond by making the experience fun

and accountable." Underhill further state that “the ideal store is one

that appeals to a cross section of the public and that "pulls the

customer all the way through," not only to make a purchase, but to

understand what the store sells. Most importantly, he added, store

design should make a sales transaction as painless as possible and

plant the seed for the next visit. Although a distinct store design is

important, Underhill said function should triumph over form.

Designer like Underhill is not impressed with someone who spends

 76

millions on a store as the major drawbacks Underhill sees in

expensive "wow" stores are that their novelty wears off with time,

sometimes even in a few trips, and that too many of these aesthetic

wonders evolve into personal art projects for big-name architects,

rather than stick with their primary purpose of selling a designer's

line. The writer explains the importance of simplicity with the views

of Glenn Pushelberg, a partner at Yabu Pushelberg, a design firm

with offices in Toronto and New York, As per him instead of

gimmicks, shoppers prefer simplicity, familiarity and an enjoyable

experience. It's important to combine modernity and the quality and

detail associated with heritage. To stress further on the point of

simplicity in design the writer also had included views of

Pushelberg as per him "Design doesn't have to be something tricky,

trite or gimmicky to create a better experience, People are usually

happier with the simple things." The writer rejects decor that is too

contrived, comparing it to an outfit that looks too put together and it

also overwhelms or intimidates the consumer so the writer

 77

concludes with the views of Phil Otto, principal of Otto Design

Group, a Philadelphia-based company with offices in New York and

Los Angeles, who agrees that gimmicks, including theme and

entertainment-driven decor, are no longer in style. As per him

younger generations want freshness and honesty.

5.COMPARATIVE STUDY

5.1BigBazar Vs Aditya Birla Retail

Organized Retail in India is still in its nascent stages and like any

other burgeoning industry, this industry too has its own grave

challenges but it still is very promising With few big organized

retailers deciding to exit the industry, others who have still

managed to sustain have to remain highly competitive in order to

survive Each of the retail companies has their own unique strategies

and offerings in order to sustain and grow their business. The retail

outlets to be compared in this report are: Big Bazaar (Future Group)

and More (Aditya Birla Retail). The retail chains would be compared
 78

on a number of factors, as described in the rest of the presentation

The Indian retail industry has experienced high growth over the last

decade with a noticeable shift towards organized retailing formats.

The industry is moving towards a modern concept of retailing The

Indian retail market, currently estimated at USD 490 billion, is

projected to grow at a CAGR of 6% to reach USD 865 billion by 2023

The opportunities in food and grocery retail in India are immense,

given that it constitutes about 69% of India’s total retail market

Consumers shopping at modern trade have grown from 54% in

2012 to the current 68% (2013), driven by increasing consumption,

comfortable shopping experience, new categories, wide variety of

brands under a single roof and attractive prices A whopping 55% of

the modern trade shoppers actively seek promotional deals, 35% of

them make bulk purchases, of which 30% are male customers Mass

media has a big role in bringing the rural market to the center-stage,

which is setting the actual consumer aspiration. The key element to

be focused on is the supply chain and infrastructure in the Tier-II

 79

cities The country is moving at a fairly fast pace and consumers are

creating their own opportunities and are becoming exposed to

information There is a huge aspiration level among the people in

Tier-II and Tier-III cities which the retailer has yet to tap.

Product Positioning
 80

RETAIL FORMATS

Advertising and Brand Building Activities

 81

6.DATA ANALYSIS & INTERPRETATIONS

A) Abstract of Interpretations for the data collected from

secondary sources:  Approximately 200 to 250 regular

customers maintained by most of small retailers from

developed & crowded areas & approximately 100 to 120

regular customers maintained by small retailers from

undeveloped & uncrowded areas.  Approximately 100 to 150

daily footfalls of customers at most of the small retail stores

from developed & crowded areas & approximately 50 to 60

daily footfalls of customers at small retail stores from

undeveloped & uncrowded areas.  Daily average sales of small

retailers vary from Rs. 5,000/- to Rs. 50,000/- depends upon

location of stores, type of stores & variety of products offering.

Daily averages sale of small retailers were got decreased

before past few years due to boom in mall culture.  According

 82

to most of small retailers, change in the scenario of retailing is

mostly due to change in the lifestyle of Indian consumer &

increase in purchase power of customers.  According to

survey most of small retailers started using retail management

techniques recently i. e. from last 2-3 years, previously some

value added facilities like credits to regular customers & free

home delivery were provided by them.  Store layout, Window

display, Visual merchandising, Variety of products &

availability of various brands in the stores, Discount on bulk

purchase, Discount for the referrals, advertising through local

channels were the retail management or retail marketing

strategies adapted by most of small retailers. Mall versus

Small: A Comparative Study of Effectiveness of Retail

Management Strategies adopted by www.ijbmi.org 26 | Page B)

Abstract of Interpretations for the data collected from mall

retailers  Approximately 400 to 500 daily footfalls of

customers at most of the mall retail stores & in some of mall

 83

retail stores approximately 1000 daily footfall of customers,

this footfall of customers varies for different mall retail stores

depends on location, variety of products offered in the stores &

special discount schemes offered.  Daily average sales of most

of the mall retailers were approximately from Rs. 25,000/- to

Rs. 1,50,000/-, some of the mall retailers daily average sale get

exceeds Rs. 2,00,000/-.  Store layout, Window display, Visual

merchandising, Pleasant atmosphere, Variety of products &

product range & availability of variety of brands in the stores,

Discount on bulk purchase, Various loyalty programs were the

retail management or retail marketing strategies adapted by

most of mall retailers.

7. Conclusion

This project is intended to study the effectiveness of display in

retail management strategies of retail stores & mall retailers &

the significance of retail management strategies for the

retailers. After conducting this research it has been observed

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that retailers have started adapting retail management

strategies recently i. e. from last 2-3 years, also by providing

value added services like free home delivery of products &

credits on purchases to their regular customers, retailers are

able to increase the sales volume again and also able to

maintain loyalty of their regular customers. Retail

management strategies adapted by small retailers are

somewhat similar to the retail management strategies already

carried out by mall retailers, but the scale of these strategies by

the small retailers are less than the mall retailers.

8. BIBILOGRAPHY

IJAIEM-2016-05-08-8.pdf

Big Bazaar and Aditya Birla Retail More: A Comparative Study (slideshare.net)

IJRRBPV2N3.pdf (pezzottaitejournals.net)

a17v38n51p26.pdf (revistaespacios.com)

C0607022128.pdf (ijbmi.org)

Microsoft Word - 20.doc (ijhssnet.com) Chapter_2_LITERATURE_REVIEW_ON_VISUAL_ME.pdf

Visual merchandising - Wikipedia

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