Retail Management Module 2

Retail Communication Mix

• Communication : The means adopted by the companies to

convey messages about the products and the brands they sell,
either directly or indirectly to the customers with the intention to
persuade them to purchase.

Components of Retail Communication Mix

• Advertising
• Public relations
• Sales promotion
• Personal selling
• Direct marketing
• Events & sponsorship
 Merchandise management 
• Merchandise management is the process through which each
retailer decides what items to carry, how much to have on
hand to meet the needs of customers, where they should be
displayed in the store to maximize sales, and how they should
be priced to sell the best and maximize profits.
• Merchandising is the sequence of various activities
performed by the retailer such as planning, buying, and selling
of products to the customers for their use. It is an integral part
of handling store operations and e-commerce of retailing.
 Factors Influencing Merchandising

• Size of the Retail Operations

• Shopping Options
• Separation of Portfolios
 Visual merchandising
• Visual merchandising is what used to be called
"display" or "window dressing", it is the posing
and arranging of products using props and
backdrops, etc. to make a visual statement.
 Elements of Visual Merchandizing
• Interior display
1. Store design
2. Lighting
3. Fixtures & Fittings
4. Point of purchase display
5. Mannequins
6. Music
7. Scent
8. Color & Texture

• Exterior display
1. Window display
2. Seasonal display
3. Color
4. Mannequins
 Store Design

• Retail store design factors into window displays,

furnishings, lighting, flooring, music and store
layout to create a brand or specific appeal.

Types of store design

• Grid
• Herringbone
• Loop (Racetrack)
• Free flow
Racetrack/Loop Layout
Herringbone/Spine Layout
 Lighting of the store
Accent lighting : for focusing attention
• The “accent” part of the lighting means that these LED
lamps should provide subtle, quiet illumination, possible
in different shades for effect.
• It emphasizes objects by focusing light directly on them
 Ambient Lighting : for creating broad, bright light
Ambient lighting refers to the store's main lighting. You
need to ensure your customers have enough light to feel
comfortable in the store.
 Decorative Lighting : for crafting a brand
aesthetic
• Decorative lighting is a way to enhance the beauty
of your home or any living space indoors and
outdoors
• It is all about creating a mood and adding interest to
a room
Decorative Lighting
 The Impact of Store Lighting

• 1. Helps define overall store image

• 2. Highlights products and helps make them visible
• 3. Encourages purchases by visual enhancement
• 4. Helps lead customers into store
• 5. Allows for more enjoyable shopping experiences
 Fixtures & Fittings
• Body forms
 Mannequins
 Dress forms

• Racks
 Spiral Racks
 Round and Half-Round Clothing Racks
 Spinner Merchandising Racks
 Shelf Racks
 Single-Rail Clothing Racks
 Multi-Rail Clothing Racks
 Rolling Garment Racks
 Garment Bag Racks
 4-Way Garment Racks
 Corner Racks
 Towers & Gondolas
 Tables
Mannequin Display
Dress Form Display
Base & Neck Block
Spiral Racks
Round and Half-Round Clothing Racks
Spinner Merchandising Racks
Shelf/Gondola Rack
Single-Rail Clothing Racks
Multi-Rail Clothing Racks
Rolling Garment Racks
4-Way Garment Racks
Table
Point of Purchase Display
 Music
• Music is another way to increase the power of your
visual merchandising. Music helps to solidify the
visuals of your brand and create the right atmosphere
in your store. Choosing the right tempo and volume
will help to dictate the perception of your products.
As a result, retailers need to make sure the music
matches the visual elements of their store.
 Scent

Smell is the most powerful of all five senses. It

evokes a response that is unlike any of the other
senses, making it a powerful tool to use in visual
merchandising. In fact, a study done by Nike found
that scent marketing in retail stores “increased intent
to purchase” by 80%.
 Color & Texture
Different colors tend to evoke different feelings in people,
which can affect how they perceive products. For instance,
green and blue tend to call to mind feelings of calm, while
bright colors such as red and yellow can evoke feelings of
excitement. If a business wants customer to associate its
products with relaxation, using soothing colors such as
blue or green in product displays can be more effective
than using bright colors. The color of the background in
product displays can have a powerful affect on visual
merchandising. If a background color is too strong, it can
clash with main colors on the display or the product itself.
Unobtrusive colors such as beige, white and light shades
of cool colors can help keep consumer attention focused
on the main color and products used in a display.
 Exterior Display
• Exterior displays may also consist of
mannequins displaying garments, accessories
and other products sold by the store.
Window Display/Mannequin
Seasonal Display
Signage