UNIT-4

STORE MANAGEMENT
AND
VISUAL MERCHANDISING
 Merchandise Management

What is merchandise?
• Products that come is variety of sizes, shapes,
colors, makes and models
What is merchandise management?
• Planning involved in marketing in the right
merchandise at the right place, at the right
timer in the right quantities and at the right
price
The 7 Rights of Merchandising
Right
Right product
service
Right place

Right
appeal

Right time
Right
quantity
Right price
 Store Layout and Design
• A customer who is familiar with the store layout is likely
to buy more than those unfamiliar with it.
• Elements of Store Layout
– Planning and circulation
• Straight plan, Race Track Walkway Plan, Diagonal path, Curved path
– Storefronts and entrance
• Facades, Entrances, Windows
– Merchandising materials and finishes
• Fixtures, Positioning of merchandise, Floor, Interior Walls, Ceilings
– Lighting and music
– Graphics and signage
 Store Exteriors
• Exteriors convey various store images
– Conservative
– Trendy
– Rich
• Elements for store exteriors
– Marquee
• Carries store name, trademark etc.
– Entrances
• Number of entrances, their designs
– Door types
• Regular, revolving, electric, self-opening, push-pull, climate controlled
– Walkways
• Wide and rich vs narrow and constrained
– Display windows
• Creates moods, contemporariness, price displays, catchy display of goods, concern for society
– Colors and materials
– Theft prevention
• Control on employees and customers, theft-prevention systems at eth entrance, exit and
inventory receiving doors
 Store Interiors
• Should provide comfort and motivate to buy
– Managing Space
• Value of space
– Groceries, cosmetics – sales per sq ft
– Refrigerant items– sales per cubic ft
• Utilizing or allocating space
– Calculated based on returns on each category
– Five types of space – backroom, office, aisles, service areas and non-selling areas of sales floor, wall space and floor
space
– Merchandise presentation techniques (Store layout)
• Grid layout
• Race track layout
• Free-form layout (boutique layout)
– Visual merchandising
• Creates visually appealing shopping environment
– Atmospherics
• An environment that stimulates emotional responses through
– Visual communication
– Lighting
– Colors
– Music and
– fragrance
 Visual Merchandising
• Creates visually appealing shopping environment which increases sales
• Point-of-Purchase (POP) display
• Three main roles
– Informing about products
– Adding value to store’s atmosphere
– Acting as a significant promotional tool
• Various techniques
– Idea-oriented presentation
• Visualize the use of the product at homes
– Style or item oriented presentation
• Finds all product in that category at one place
– Color presentation
• Appropriate color combination (Ex, apparel store)
– Price lining
• Arranged s per the price points
– Vertical merchandising
• Displaying on walls and high gondolas
• Buying patters – left-right, top-bottom
– Tonnage merchandising
• Displaying huge quantity of merchandise at a time
– Frontal presentation
• Exhibiting as much of merchandise as it would require to draw attention
– Fixtures
• Straight rack, rounder, four-way stands and gondolas