Readying the Store & Store

Signage
-Prof. Rohita Dwivedi

1 07-11-2017
 Procedure
 Opening checklist is followed
 House-keeping begins work as per their checklist
 CCTV cameras and other devices are switched
on
 Head cashier/Asst. begins work as per SOD
 Asst. Store Head/Store Head updates the notice
board
 Floor heads take the morning briefings
 CSD gets ready
 Trial rooms and wash rooms are cleaned
 Sales members get ready
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 Merchandise replenishment/display is done 07-11-2017
 Merchandise Display
 Just before the store opening time, the
department manager should check the stacking
of the section
 The shelves should be clean and stacked as per
the norm
 Display should follow the visual merchandising
norms
 The older stock should be kept upfront
 The new arrivals should be displayed and
highlighted
 Any out of stock product should be informed to
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 Expiry Dates and Handling of Such
Merchandise
 Near expiry items to be liquidated as soon as
possible with prior approvals
 Display the near expiry stocks at a central
promotional space
 Keep marking down till one week before the
expiry date
 Once expired, the stock is either disposed or sold
at scrap-the list of the same is maintained for
inventory evaluation

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 Sale Area
 Dedicated sales associates handle this area as it
needs constant attention- display, presentation
and replenishment
 Pile them high and sell them cheap
 Attractive signage
 Frequent announcements to be made

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 Managing Promotions
 Promotions are communicated in advance
 EDP will update the promotional register
 Stocks are either received or retrieved
 POP management
 Information and delegation in daily briefing
 DM/FM checks all displays/POPs
 SH ensures adequate stock, awareness among
the sales team
 Once the promotion is over, the stock and POPs
are removed, communicate details to the RO/HO
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 Visual Merchandising
 An art of presentation which puts the
merchandise in focus
 Its objective is to create desire and finally
augment the selling process
 If any scheme is there, VM should support it

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 Impact of Visual Merchandising
 Store windows
 Sections
 Store layout design
 Mannequin displays
 Cross promotional displays
 Developing floor plans
 Point of purchase displays

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 Signage’s
 Signage’s are

Best way to communicate with the customers

Educating, informing & instructing the customers

For retail chains, standardizing signage will make

customer feel at home in any store

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 Who is responsible for maintaining
signages?

DMs / ADMs

VM – In-charge of the store

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 Different types of signages

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 Different types of signages
Departmental Corporate Branding

Supplier Signage
Directional
(Space on Hire)

Informational Point of Sale

Instructional Promotional

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 Types of Signages & Their Usage
Directional Departmental

Informational Instructional

Corporate Branding

During Initial Store Development While Opening a New

Store

These are standard signages across all stores

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  Directional Signage’s
 Used to guide customers
to the store facilities such
as drinking water,
restrooms etc.

 Informational Signage’s
 Used to provide
information to the
customers to help them
buy merchandise from our
stores
 E.g. shoe sizes, sizes for
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  Departmental Signages
 Used for identification of
different departments in
the store
 Should be clearly visible
for every department

 Instructional Signages
 Carries instruction
regarding store policies
such as
 No smoking
 Pets not allowed
 Returns & exchange
policies
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  Corporate Branding Signages
 Used for sharing corporate values with customers
 E.g. Signages like :Saste Dam Ka Vaada” etc.

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 Types of Signages & Their Usage
Promotional

Based On Promotional Themes Currently On At Store

Art Work Being sent to the Store VM

OR
VM material would be supplied
By HO

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  Promotional Signages
 Used during special promotions initiated by HO or
store
 Communicates theme of the promotions

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 Types of Signages & Their Usage
Supplier Signage
(Space on Hire)

Sent by Suppliers as Support to their Product In Store

Arrangement for the location and time of display would be

decided by HO or by Store

VM In charge would be communicated in advance

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  Supplier Signages
 Are used by suppliers to
help improve the sale of
their product
 Display space is
negotiated by the HO or
store
 For Gandola the
dimensions are
 Width: 3’
 Depth: 1’
 Height: 5’
 If the concept docket is
sent from corporate VM
then the store VM
should adhere to
guidelines
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 Types of Signages & Their Usage
Point of Sale

To invoke buying instinct in customer

(e.g. special promotions, current offers, etc.)

Stores have different fixtures for promotional merchandise

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  Point of Sale Signage’s are used for
 Highlighting
 Price
 Special Feature
 Promotional Merchandise
 Informing customers on measurements or
specifications

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  Promotional Signages

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 Standardisation of POS Signage

Type of POS signages to be used on

various display units in the store has been
standardised only these signages to be
used

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 Standardisation of POS Signage
 Standard signage formats are available at all
stores
 Only these formats should be used
 The formats are available in various sizes
 A5
 A4
 A3

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 POS Signage – Small Shelf
Talkers
 To be used for
 Usual promotion offers in the respective sections
 To be placed on the shelves
 Dimensions of the strip
 6” x 2.498”

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 Price Talkers
 These are vinyl prints for staples
 Price information should be written using white
board marker
 Can be re-used
 Erase the earlier price completely
 Re-write the new price

 No stickers or papers should be pasted on price

talker

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 Special Promotional Signages
 Signage format would be provided to the store
during special central themes initiated from HO

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 Product Talkers for electronics
A5 Por trait
A5
Landscape
Small (3.5” x 2.5”)

A5 Landscape
S h e l f T a l k e r s
(Private Label)

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