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Displays: - Displays: Individual and Notable Physical Presentation of Merchandise. - Displays Are Intended To
Displays: - Displays: Individual and Notable Physical Presentation of Merchandise. - Displays Are Intended To
Displays: individual and notable physical presentation of merchandise. Displays are intended to:
Stimulate product interest Provide information Suggest merchandise coordination Generate traffic flow Remind customers of planned purchases Create additional sales of impulse items Enhance the stores visual image
INTERIOR DISPLAYS
Locations for interior displays:
Just in the entrance Entrance to department Near cash/wrap Next to related items Across from elevators and escalators Ends of aisles
COMPONENTS OF DISPLAYS
Merchandise Lighting Props Signage
MERCHANDISE
More interesting if in odd numbers
Groups:
One-category, or line-of-goods Related groupings: go together or reinforce each other Theme groupings: event, holiday, etc. Variety or assortment groupings: collection of unrelated items all sold at the same store.
LIGHTING
Used to direct customers attention to the display
Use more light for dark colors, less light for light colors Beamspread; the diameter of the circle of light Beamspread techniques:
Floodlighting: recessed ceiling lights to direct light over an entire wide display area Spotlighting: focuses attention on specific areas or targeted items of merchandise Pinpointing: focuses a narrow beam of light on a specific item
PROPS
Objects added that support the theme of the display.
Functional Props: used to physically support the merchandise. (mannequins, stands, panels, screens, etc) Decorative Props: used to establish a mood or an attractive setting for the merchandise being featured (ex: mirrors, flowers, seashells, surfboards, etc) Structural Props: used to support functional and decorative props and change the physical makeup of displays. (boxes, rods, stands, stairways, etc)
SIGNAGE
Includes individual letters and complete signs. Often on some kind of holder. Can tell a story about the goods. Should try to answer customers questions. Should be informative and concise. Can include prices, sizes, department location.
WINDOW DISPLAYS
Seen from outside of the store. First contact with the customer. Can have a series of windows. Advantages of Window Displays:
Establish and maintain an image Arouse curiosity Expensive to design and maintain Requires space Merchandise can get ruined (sun ,etc) Glare
Interior Displays:
They are part of the general store interior.
Displays generate 1 out of 4 sales. They enable the customer to make a selection without personal assistance
Closed Displays:
Look but dont touch
Require sales person assistance Expensive or fragile merchandise Jewelry cases
Open Display:
Handle merchandise without a salesperson Self-service
Used for most clothing
Architectural Display:
Actual room setting
Furniture
Point-of-Purchase:
Promote impulse buying
Items at the register
Batteries Candy Magazines
Store Decorations:
Decorations for holidays such as Christmas, Halloween and Valentines Day
Store Location
Define Store: A store is place , real or virtual , where the shoppers comes to buy goods & services. The sales transaction occurs at this junction. The location of retail store has for along time been considered the most important P in retailing. Locating the retail store in the right place was considered to be adequate for success.
Location becomes a critical decision for a retailer for several reasons. As like; Location is generally one of the most important factors customers consider while choosing a store. A bad location may cause a retailer to fail even if its strategic mix is excellent.. On the other hand , a good location may help a retailer succeed even if its strategic mix is mediocre. Store location is least flexible element of retailers strategic mix due to its fixed nature, the amount of investment, and the length of lease agreements
Typically a store location may be: 1. Freestanding /Isolated store. 2. Part of Business District/Centers (unplanned Business Districts). 3. Part of a Shopping Center (Planned Shopping Centers)
Business Associated Location: These are location where a group of retail outlets offering a variety of merchandise work together to attract customers to their retail area, but also compete against each other for the same customers. two types includes in ; 1. Part of Business District/Centers (unplanned Business Districts). 2. Part of a Shopping Center (Planned Shopping Centers)
A Central business District CBD is the main center of commerce and trade in the city. (high land rates , intense development)
A CBD is the hub of retailing activity in a city. CBD served different sections of population for Examples of Cannaught place in Delhi, Colaba in Mumbai, Commercial Street and in Bangalore are up market CBDs. CBDs serving the upper and upper middle class customers across these cities like, chandani chowk in Delhi, KalbadeviBhuleswar in Mumbai, Chickpet in Bangalore.
Secondary Business District are composed of unplanned cluster of store often located on a major intersection of city they a customers from a large part of the city
In India we can planned shopping centre can categorize in two category Regional shopping centers or Mall: Regional shopping centers or mall are the largest planned shopping centers.. Often they are anchored by two or more major department stores have enclosed mall serve a large trading area and have high rents. (ansal plaza,spencers plaza crossroads, DLF city in Gurgaon) Neighborhood/community/shopping centers: Neighborhood /community centers usually have a balanced mix of stores including a few grocery stores , a chemist, a verity store and a few other stores selling convenience goods to the residents of the neighborhood.
Salesmanship
Merchandise knowledge Needs clarification Active selling Suggestion selling