AYESHA

AASTHA
 INTODUCTION
The first Royal Enfield motorcycle was built in 1901. The
Enfield Cycle Company is responsible for the design and original
production of the Royal Enfield Bullet, the longest-lived
motorcycle design in history.

Along with bikes (evaloution of motorcycle), Royal Enfield also

sell apparel products like,

Under the segment, the company sells protective gear such as

helmets, riding jackets, gloves, trousers, shoes, besides products
like shirts, t-shirts, key chain, mugs, belts and wallets
 Visual
LIGHTING :

Arguably the most crucial factor in visual

merchandising, lights can be compared to a
double-edged sword

BIKE AND APPAREL :

The arrangement of products plays a big role in

visual experince of customer
LAYOUT :
By the layout The customer is likely to
purchase certain products.
The store window is one of the ideal
areas to exhibit a store’s newest and
best-selling items.

COLORS :

As far as visual is concerned, color

definitely plays a vital role. A suitable color
for a store can attract attention and urge
potential customers to quickly enter the
store.
 AUDITORY/ OLFACTORY
RADIO :
Music can have a mild hypnotic or meditative effect on a person’s mind. 

SMELL :

Scents can affect customers outside their conscious awareness and thus
change their perception and behaviour
 TACTILE
Softness - Smoothness - Temperature
Sense of touch is one of the most active senses in addition to vision. It is essential
for people’s physical and mental interaction with other people as well as products. It
also supports visual sense by informing the brain of the firmness, shape, and texture
of the product
 SOCIAL
The dealer believes in the brands approach of establishing long
lasting relationship with its clients.
 The showroom can be spotted with ease and it enjoys a
prime location with potential buyers surrounding te place in
commercial and residential establishments
Visual Merchandising as a brand identity
• Today it is very important for a brand to
have itself identity. Visual merchandising
helps in creating a one repo with the
customer and helps them in segregating
the brand amongst the market clutter. By
adding a certain colour scheme and style
to the store appearance visual
merchandising helps the customer in
identifying with the store. The store also
relates to one’s personality for example a
bright dynamic display would attract the
youth whereas a monochrome static
display would appeal to a more mature
group.
VISUAL MERCHANDISINFG PROMOTE SALE
• While most brands are busy
acquiring new customers,
Royal Enfield is busy taking
care of their existing
consumers and right so. The
bike rides and other events
are only conducted for
existing bike owners .Building
this community enhances the
passion consumers have for
the brand .
Customer perception of store VM
• Each of the store across the country are built on a similar construction in order to give
familiarity to the customer.
• The structure of the store is very straightforward to allow the customer to make their choices
easily.
• From customer feedback says the bike display outside the store attracts them.
• So they made outside display informative .
• the main counter is made of wood which allows casual setting to customer to be relaxed and
discuss whatever they thought.
 “ Store as a brand ”

• The store keeps a very vintage and adventure based outlook.

• The flooring anf fixtures are mainly of metal with the use of metal
mesh.
• In terms of design the store is very modernistic and follow trends
like use of bulb down lighters which resembles the club od 60s-
70s.
• The bike elements are also placed inside the store to show the
perfect harmony between the rider ,his accessories and his bike.
Fixture Placements
• Due to smaller floor space,most fixtures are placed on the wall leaving in the middle
for the customer to go around.also space is required because multiple times bikes
are displayed inside the store as well.But since the fixtures are all make –shift they
can moved.
Product Zones
• The stores are divided into
two spaces majorly according
to products one is for the bike
display and second one is for
clothing and bike accessories
display.
• Clothes are displayed on
shelves and hanger.
• Other accessories such as
helmets,gloves ets are placed
all around .
Cone of vision
• All stores focus on wide
spacing to help with moving
and integrating the bike with
the display
Signages
• The store doesn’t showcase any
signages.
• The managers says only standee are
put for new product launches.
• Informative boards are placed around
the bikes outside to give out more
knowledge to the customers .
• Inside there is a wall poster explaining
the jouney of Royal Enfield.
• The fixtures are not labeled to keep
the casual outlook.
 “Product/store experience as a brand”
Merchandise Presentation
• All products are placed in a very adventurous yet casual
manner keeping in mind the brand identity. With minimalism
being the latest trend,the clothing display also kept minimal
and stylist.
• The main display of the store is the bike , which are displayed
outside the physical store.
• There were well arranged with small information panels
placed next to themlike an exihibition.
Store Ambience
• The color palette of the store
is mainly in shades of grey
and brown for keeping the
adventurous spirit alive.
• The brown give a very is and
hand crafted feel which goes
well with the brand identity.
• The yellow light gives a very
bold look to the store. The
color scheme is in shades of
green and grey.
 “Entrance of the store”
Most stores are placed in the busiest locations allowing good window space for the brand.
Product handling

• Since each bike is very expensive

and specifically customized for
each customer ,the staff make sure
that it is hndle with outmost care.
Each staff member is equipped to
handle each and every part of the
bike and has enough knowledge to
advice customers.rest of the
accessory merchandise is carefully
placed on the hangers with its
stock in store room.
Checklist for VM
Dos and Don’t for Displays

• The store should be n cahoots with the brand personality

• The bike should always be given more priority than the
merchandise.
• The store should save space and allow good circulation space
to the customers and also for the entry of the entry of the bike
into the store.
• The display should be innovative and give out the feeling of
adventure.
THANK YOU