ReRepublic of the Philippines

University of Antique
COLLEGE OF BUSINESS AND ACCOUNTANCY
Major in Marketing Management
Sibalom, Antique

MKTG 8 – RETAIL MANAGEMENT

Mrs. Marievic Adarga

Jalipa Sari-sari Store

Romark S. Jalipa
 ReRepublic of the Philippines
University of Antique
COLLEGE OF BUSINESS AND ACCOUNTANCY
Major in Marketing Management
Sibalom, Antique

INTRODUCTION ON VISUAL MERCHANDISING

Visual merchandising is essentially the retail practice of displaying stock in such a way
that will attract customers into the store. Everything that we see, from window displays to in-
store signage, is a form of visual merchandising and can be used as an effective marketing tool to
showcase products, highlighting their features and benefits. If done successfully, it will help to
establish a brand’s identify and stand apart from competition, along with creating a seamless and
pleasurable shopping experience for the customers. All of which has the result of maximizing
sales.

Visual merchandising is a retail strategy that is important in marketing because it can

maximize the aesthetics of a product with the intent to increase sales. Visual merchandising can
also play a role in the look, feel and culture of a brand. Within all existing marketing elements
available you need to convey the look, feel and completeness of your brand. Visual
merchandising must be consistent across all platforms such as, in-stores displays, websites and
on any other third party websites and advertisements. This ensures customer brand loyalty and
will also ensure the brands is going to deliver and the emotional connection a customer has with
your brand is strengthened.

Visual merchandising pertains in designing and displaying of merchandise to engage

shoppers and boost sales. Visual merchandising is important in business in a way that it can draw
customers through visual presentation. By presenting something alluring and eye-catching, they
would draw near due to their growing curiosity. This soon becomes a desire to buy what is on
display.
 ReRepublic of the Philippines
University of Antique
COLLEGE OF BUSINESS AND ACCOUNTANCY
Major in Marketing Management
Sibalom, Antique

BACKGROUND OF THE STORE

Sari-sari stores is one of the most businesses in the community. Sari-sari stores are small
retail outlets that can be found in almost all neighborhoods, sometimes even in every street
corner in the Philippines. Most sari-sari stores are privately owned shops and are operated inside
the store owner’s house. Each of us can see a lot of sari-sari store everywhere but we should also
be aware that some places or barangays has a few sari-sari-stores in their community including
ours. Businesses in the barangay of Lacayon, Bugasong, Antique are quickly arising specially a
sari-sari store business. Different varieties of products and services are been offered inside a
stores.

This is one of the existing sari-sari store that provides the people. The store named Jalipa
Sari-sari Store, owned by the Jalipa Family, Mr. Rolando D. Jalipa and his wife Mrs. Mary Ann
S. Jalipa, located at Purok 1 Lacayon, Bugasong, Antique. Jalipa Sari-sari Store offers daily need
food products in the community. It is the biggest Sari-sari store in the community and provides
all needs of the people in the community. The store mostly offered different product line,
including school supplies, groceries and household items.

The business is just new in the community. The business started because they knew that
the place of their one friend has only few sari-sari stores and that’s why they decided to build a
sari-sari store in their place. Building a business like this is considered an experience for the
Jalipa family and they know that they can learn many things from this business. They believe
that everything should start from the bottom to the top because they have a goal that their sari-
sari store will become a grocery store someday, that why they are going to do their best to be
successful.
 ReRepublic of the Philippines
University of Antique
COLLEGE OF BUSINESS AND ACCOUNTANCY
Major in Marketing Management
Sibalom, Antique

GAPS

After the confirmation in allowing me to improve the store in term of Visual

Merchandising, I came up deciding to improve some aspects of the store including the
arrangement, the color theme, and the display or some visual designs.

[Pictures of the store]

Deciding to improve the arrangement, especially the arrangement of different product

line. For some reason, I found out that it was disorderly arrange and wasn’t arrange according to
its product line. It’s quite difficult for the customers or even to the owner to identify where to
find some items and which are still available in the store. Then, the improvement of the color
theme. It is too plain, painted with white color. It is effortful to notice the store building. And
lastly, the display or the visual display. Simplicity is good but too much simplicity is boring.
 ReRepublic of the Philippines
University of Antique
COLLEGE OF BUSINESS AND ACCOUNTANCY
Major in Marketing Management
Sibalom, Antique

SOLUTION

Enable to succeed in achieving improvements, there’s need some plans and actions to be
done and work on. As I choose to improve some aspects, my suggestions are listed according to
the gap or to the aspect of visual merchandising that needs improvement.

For the Arrangement:

 Arrange the products accordingly

Arranging the products or items according to its product line, color,
feature, and variety. Placing them accordingly in one room of the display
cabinet.
For the Color Theme:

 Give life to the wall

Painting the wall with aesthetic color, not too colorful that could distract
customer visually.
 The aesthetic color
I will choose to paint aesthetic color or the vintage color, somewhat shade
of yellow.
For the Display or some Visual designs

 Adding some display items

Adding some display items such as pot of flowers, some inspirational
sayings about the business and the customers.

[Picture of before and after with you, picture of the owner, and other evidences]
 ReRepublic of the Philippines
University of Antique
COLLEGE OF BUSINESS AND ACCOUNTANCY
Major in Marketing Management
Sibalom, Antique

INSIGHTS
In doing this activity I realize that visual merchandising is very important because the
first impression of the product or store on the customer is by visualizing. If the impression is
positive then the customers attract to the store. a store must have the inviting appearance to the
customers. The objective of this activity is to train us students to gain information and visualize
ourselves in conducting visual merchandise in order to attract the customers to the business that
we choose in order to sell the merchandise. The activity gives us the idea to make the customers
feel comfortable and eager to buy.

The outlook of a store is a major determinant for a customer. Good exterior presentation
attracts attention, creates interest and invites the customer into the business. While in the aspects
of interior display that effectively show merchandise to the customers. The purpose of doing this
is to develop interest for the merchandise. It involves color theme and images, lighting, props
and features that are present in the store.

In conducting the activity, in terms of arranging the product and designing the layout of
the store struck me the most because planning the layout of the store is both an art and a science
in the reason that it requires creativity, knowledge and the eagerness to pursue this activity.