Module Overview

Hi! How are you today?

Let’s begin your lessons by discussing
presentation and marketing design of Retail
store.
Welcome to module 3, The retail mix is the
combination of business attributes in several key
areas, including location, product mix, store
layout, and design, communication and
customer service.
 In general, companies operate in standalone
stores or in enclosed malls. Store layout and
design includes setup of your stores, the
visual presentation and product placement.
 Each retail store needs to address basic
strategy concepts, monitor customer response
to any strategies used, and make changes that
improve sales.
 Let’s have fun, learning this module!
 Module Objectives/Outcomes

At the end of the modules the student will be

able to:
Discuss the presentation of retail store;
Explain the strategy for creating attractive retail
display.
Analyse the retail design and shop fitting.
 Lessons in the module

Lessons contained in a module no. 3 includes the

following:
Lesson 1: Presentation of retail store
Lesson 2: Retail design and shop fitting
Lesson 3: Online Retailing
 Learning Outcome

At the end of the lesson, you should be able to:

discuss the presentation of retail store;
 explain the strategy for creating attractive
retail display.
 analyse the need of visual merchandising in
retailing.
 Introduction
 Retailing is a major business format in which
you sell goods and services directly to end
consumers.
 While the types of retail providers are virtually
limitless, several common principles
contribute to successful development of a
profitable retail business.
 The approach a retailer takes in applying
these core principles impacts the nature of
the operation.
ABSTRACTION
 Presentation of retail store
 The presentation will cover topics such as
merchandise presentation, creating effective
retail display and need of visual
merchandising.
 Merchandising is a major business process for
retailers, it includes buying, inventory
planning and management, and visual
presentation in stores.
 Merchandise Presentation in retail store
 Today’s successful retailer is the one making
the most profitable use of every square foot
of available space in the store.
 Because space is costly, you need to have a
strategy for its use.
 Strategic floor patterns, location of
merchandise, amounts of merchandise and
appropriate displays are all key factors to
consider.
 Layout generally consists of three areas:
 The Store arrangement
 Classification of particular products; and
 The allocation of space

 For most retailers, the allocation of space to a

particular product is usually based on how
profitable the product is.
 Presenting the Merchandise
 In basic terms, merchandising presentation is
a design strategy that involves placing
merchandise in a neat and organized manner
to make it easy for the customer shop.
 While merchandising presentation is not
meant to be boring, it is also not designed to
be main attraction in the store.
Its main purpose is to enhance the shopping experience by
making wanted products easy to locate.
These are as follows:
Housekeeping
 Somebody said that “cleanliness is next to godliness”. A
dirty, haphazard store convey the message that the store
has lost interest and is not serious about its future and
customers.
 The cleaner the store, the more pleasant the shopping
experience will be for the customer.
 Remember this cleanliness drive should be on regular
basis.
Lightning
Lightning attracts maximum attention and highlights items
for display. Researches prove that proper lighting can
increase retail sales by up to twenty percent.
Music
 Music these days is n essential element in store.
 Be it food retailing, grocery or luxury retailing, the
importance of music cannot be ignored.
 But while playing music in stores, be careful to play the
kind of music that reflects both the products you sell and
the type of clientele that you hope to attract.
Signage
 It is the silent salesperson for your business.
 It costs little but has innumerable benefits.
 Researches have shown that as much as
seventy five percent of all the retail sales are
generated at the point of purchase by signage,
displays and events within the store.
Windows
 Widow in each store is not only desirable but is
of utmost importance.
 Being a retailer, you must think of your windows
as an idyllic way to attract new and existing
customer. You can use them for: sales
promotions, image building, seasonal changes,
new arrivals latest trends and to showcase high
demand items.
 Window displays should be changed frequently
so as to avoid becoming stale and easy to ignore.
Shelving and Displays
 High margin and profit items get the best
space.
 Research show that eye level and just slightly
below is the best shelves to sell from.
 Creating Effective retail displays
 Retail displays are a strategic aspect of your
business that can help attract customers, retain
interest, and increase sales.
 Effective retail displays attract potential
customers to your store.
 When you’re designing display’s choose
engaging colors, décor and stock
managements.
 Good displays appeal to both the head and the
heart of your customer.
Need of visual merchandising
 Visual merchandising, on the other hand, is more on
grabbing attention.
 The goal of visual merchandising is to show customers
why they need a certain product, how to use product,
or how multiple pieces of merchandise can be used
together.
 Examples include window displays, mannequin displays
and feature end display.
 The end result is to draw the attention to specific
merchandise a customer may have otherwise
overlooked, and entice them to make one or multiple
purchases.