Visual retailing

An overview

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 Introduction to visual retailing

Visual merchandising /visual retailing is the art of implementing e ective design

ideas to increase store tra c and sales volume.

Creating an attractive product display can draw the customer in, promote a slow-
moving item, announce a sale, or welcome a season.

It helps to establish linkage between product design and marketing keeping the
product in focus.

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 Visual Retailing is everything a customer sees, both exterior and interior, that creates a positive image of
the business and that results in Attention, Interest, Desire, Convincing and Sale.

A tool to achieve sales and targets.

- A tool to enhance merchandise on the oor.

- A mechanism to communicate to a customer & in uence his decision to buy

- To increase conversions through a planned and systematic approach by displaying stocks

available.



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 Responsibility for Brand positioning

A successful retailing business requires that a distinct and consistent image be created in the customers mind that
covers all product and service offerings.

VM can help create that positive customer image that leads to successful sales through the 6 elements

 The 6 elements

1 Employees ( type and density)

2 Merchandise (type and density, density determines the exclusivity )
3 Fixture Type ( type and density, type of xture should complement the merchandise )
4 Sound ( type, has positive or negative effect)
5 Odour (type, has positive or negative effect )
6 Visual ( overall presentation includes sound, light, display , exterior and interior of store,
layout, xture , signage)
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 Store exterior

Are the side walks clear and accessible?

Are the exterior signs clear, clean, does it need painting or a touch up?
Is the window glass clean?
Is the window presentable?

 Store exterior

A store front is a major determinant for customers particularly a new customer, and should
not be underestimated.

The exterior appearance of a store silently announces what to expect inside.

A store’s sign sets the look and the image of the store .

The store sign is it’s signature – personal, original and recognizable

 Store exterior : Facade of store

The lettering should be large enough to be read form a distance of 200 ft at least. 8”
letters can be read from about 250’ and 12” lettering can be read from bout 400’.

Approximately 75% of rst time customers can recall the stores entrance, which
provides the rst and last view of the stores interiors.

There is a lot that can be done to a store’s façade. At night, extra lighting could be
used to highlight the store. The very design of the façade may be such as to
emphasize the image of the store.
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Store Interior
 Example - loor plan / layout

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 Wall display and xtures

Half bust

Branding

LED for photoshoot collection display

Z arm

2 feet shelf

Straight arm

4 feet shelf
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Pillar promotion , SOH

Core signage stand

Table
Cross selling T bar

Cross selling

Cross selling
Floor ixtures

Promo table

Storage space for extra inventory

Gandola

Both arms and shelves can be used in gondolas as per display requirement
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Floor Fixtures

Promo table

C browser
Theme wall display
NEELA DHAGA

Props
DESI RHYTHM

Cross selling
Tribal Tales
PASTEL RAGA

Paper folding

New arrival communication

Planograms
Planograms
 A Plano gram allows planning of the arrangement of merchandise on a given
xture con guration to support sales through proper placement of
merchandise by Style, Option, Size, Price points, etc...

The main purpose is to support ease of selection & enhance the Merchandise in
a neat, organized manner.
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Focal Point
Focal Point
 Types of effective visual Display

• mass-merchandising displays and

• feature displays

 Mass merchandising

• The objective of the mass-merchandising display is to bring the buyer into a specific
area .This technique utilizes several shelves for a large number of products.
This creates horizontal lines the eye will follow easily.

• Use product size to establish vertical lines that further lead the eye. On each shelf,
position the largest sizes at the far right.

• Place large items, such as oversized products on the bottom shelves. This creates optical
weight, which breaks the visual pattern.

• Place the best-selling items at eye-level and the slowest movers on the shelf just below,
to generate carry-over interest to the next shelf.

 Feature displays

• Feature displays, on the other hand, differ from mass merchandising displays
in that they create visual variety, therefore, they offer more design flexibility.

• The best feature displays are centered around a product category.

• The important thing to remember is that the product always should be the
focal point of the display.

• Lighting, props, colors and signage should complement, not overpower the
product.

 Window displays

• Window displays are the first thing people notice about a store, other than the front
of the building, and can be a very powerful advertising vehicle.
• In addition to spotlighting specific products, windows can reflect a specific
atmosphere, ambience and business philosophy.
• Props, an integral component of window displays, can create a theme, add impact,
demonstrate usage and allow products to be displayed in a cohesive, well-blended
manner.
• For example, a retailer who sells hand-woven sweaters and shawls might place an
authentic weaver's loom in the middle of the sales area as a focal point.
• Likewise, a store selling dolls could use baby doll furniture as props.

 Window displays

• In addition to incorporating a logo or company name to reinforce your identity, focus

should also be on the sizes of your signs and lettering - this aspect will determine how easy
the signs are to read.

• Three-inch lettering can be read from 70 to 80 feet away; one-inch lettering from 10 to 30
feet.

• In addition, colors and styles should be coordinated with the decor and overall image.

• Are the signs bright and stylized, or subdued and unobtrusive?

• The former may be appropriate for a candy store, while the latter is a better choice for a law
firm.

Window
Displays
Window
Displays
 Lighting

• Lighting can be used to both create a certain atmosphere and highlight

merchandise.

• Because lighting fixtures can be expensive, however, determine how

essential lighting is to your overall product presentation.

• For example, retailers selling fine art or intricate items may decide they
need spotlights to illuminate their work and help customers appreciate
the quality of their craftsmanship or artistry.