Visual Merchandising and Presentation

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Research Says….

It has long been recognized that consumers respond to more than just
the core product or service being offered when making purchase
decisions; they respond to the total product.

One of the most important features of the total product can be the place
where it is bought or consumed. In some instances, the place, or to be
more specific, the atmosphere of the place, is more influential than the
product itself in the purchase decision (Kotler 1973).

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Definition: Definition:
Acquire (something) by paying Obtain (something), especially
for it; buy with care or effort.
Technically… Technically…
Purchasing is the process of how Procurement deals with the sourcing
goods and services are ordered. activities, negotiation and strategic
selection of goods and services that are
usually of importance to an organization.
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Role of VM for turning Purchasing into Procurement
By communicating a store's fashion message to a prospective customer.
By helping to build long term brand loyalty
By emphasising on
Kind of store layout,
Store building, fixtures,
Equipment
Color displays,
Silent communication tools
Window display
Opinion building through
In-store displays

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Where to Start

Merchandise planning:
The first function of merchandising planning is making a strategic plan, which
is normally for five years or more and is used to set the critical success factors
for merchandising in terms of sales, margins and stocks.

In other words, merchandising planning

is a systematic approach and aiming at
maximizing return on investment,
through planning sales and inventory in
order to increase profitability.

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Range planning: Begin with assortment plan.

In assortment plan, the goal of merchandise plan are divided into specific lines in
such a way that the division results in the increase of overall marginal mix.

Then a distributions planning

is done. The link between
available physical space
and ranging done here
is a key determinant of
merchandising performance.

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Space management:
Most displays concentrate on the floor management of space.
In order to create a complete desired ambience the ceiling space should also be given
enough attention.

Walls are not elastic space should be allocated to the available products as per the
expectation of the customers to deliver best results.

The major issues of space management are:

°How do we want our ranges to look?
°Hanging/stocked/customers etc.
°What stock density do you want to achieve?

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Trends and mood boards.
The brand sources and mood boards convey the source of product story
A good trend story board display can exhibit a thought
process nursing for the inspirations (research, to swatch
development of the final usage of the product.

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Graphics and signage:

Attention grabbing yet clear graphics by way to

visually communicate the brand

These graphics when compiled with the right

signage become the stalls complete instruction manual.

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Numeric and visuals:

Numeric planning system simply allows

users to account of space available and to
calculate the ratios like returns on space.

Visual systems allow users to create three

dimensional walk through models of the
stores and to preview the look of a store
once ranging decisions have been made.

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Dress forms and mannequins:
The dress forms communicate the 3 dimensional form of the product.
Along with the fit a good mannequin can also be customized to
communicate characters,

for example, special kids wear mannequins with caricatured

faces convey the playful mood of the collections.

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Synergy among the different stalls:

A stall look should complement

the mood of the whole fair too;

Be it a color scheme or some

material used should also be
incorporated in the stall.

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Out of the box thinking:

With so many stalls around, it

sometimes focus some stock value
to grab the attention of the buyers.

Innovative ideas in displaying the

mannequins, swatches etc can
invite many more people to the
stall.

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THE MEHRABIAN-RUSSELL MODEL
Environmental psychology focuses on two major topics:

(1) The emotional impact of physical stimuli

(2) The effect of physical stimuli on a variety of behaviours.

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Science Behind VM
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Markin,., propose that,

Via design features, attitudes and images are created; that is,
store personalities are created and shaped, and these
personalities friendly, upper-class, aloof, high quality, low
priced, convenient, warm, inviting, cool, haughty, etc. - are in
turn meant to affect customer attitudes and images and hence
to shape behaviour these attitudes and images affect questions
of store choice and store loyalty (p. 51).

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Model developed
by Harmeet Kaur
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Bhasin
Evaluate your historical results

Understand your objectives.

Prepare an outside list recommendation.

. Develop the circulation plan.

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Types of Retail Outlets
There are 7 main types of retailers which can be defined by the
size of their business and the way they in which they sell their
products.

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Department Store – This type of retailer is often the most complex offering a wide range
of products and can appear as a collection of smaller retail stores managed by one
company. The department store retailers offer products at various pricing levels. This
type of retailer adds high levels of customer service by adding convenience enabling a
large variety of products to be purchased from one retailer.

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Supermarkets – Generally this type of retailer concentrates in supplying a range of food and
beverage products. However many have now diversified and supply products from the home,
fashion and electrical products markets too. Supermarkets have significant buying power and
therefore often retail goods at low prices.

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Warehouse retailers – This type of retailer is usually situated in retail or Business Park and
where premises rents are lower. This enables this type of retailer to stock, display and retail a
large variety of good at very competitive prices.

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Speciality Retailers – Specialising in specific industries or products, this type of retailer is able to
offer the customer expert knowledge and a high level of service. They also add value by offering
accessories and additional related products at the same outlet.

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E-tailer – This type of retailer enables customers to shop on-line via the internet and buy
products which are then delivered. This type of retailer is highly convenient and is able to supply
a wider geographic customer base. E-tailers often have lower rent and overheads so offer very
competitive pricing.

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Convenience Retailer – Usually located in residential areas this type of retailer offers a limited
range of products at premium prices due to the added value of convenience.

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Discount Retailer – This type of retailer offers a variety of discounted products. They offer low
prices on less fashionable branded products from a range of suppliers by reselling end of line
and returned goods at discounted prices.

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TYPES OF LAYOUTS

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Loop Store Layout

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Straight Store Layout

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Mixed Store Layout

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