Download - Visual Merchandising - Purnima Valiathan
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The next phase of consolidation in the retailing sector will see stores trying to excel in terms of delighting – and pampering – the consumer, by offering not just quality products and competitive prices, but also a visual shopping experience.
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Designing Stores – Annamma Oomen
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Session Objectives
• What is visual merchandising? • What is the purpose of store design? • How does store design & visual merchandising
address a retail strategy? • How have Indian retailers addressed the
concept of store design?
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• What? – Enhancing the presentation of goods in retail outlets with the
objective of promoting sales
• Why? – Promote the sale of goods
• How?
– Combining products, environments, and spaces into a stimulating and engaging display
– By a team of people, such as senior management, architects, merchandising managers, buyers, the visual merchandising director, industrial designers etc.
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Visual Merchandising
Exercise: Reflect!
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Complete Exercise 1.
Objectives of Store Design
1. Implement Strategy 2. Influence Purchases 3. Ensure Flexibility 4. Control Costs 5. Address Legal Issues
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Objectives of Store Design
1. Implement Strategy 2. Influence Purchases 3. Ensure Flexibility 4. Control Costs 5. Address Legal Issues
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1. Implement Strategy
– Primary objective of store design – Design must be consistent with retailer’s objective – Design must reinforce the retailer’ strategy – All aspects - ceiling, flooring, shelving must reflect
this
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7/26/2017 Training Material - Do not circulate - Cpyright ID Mentors 2015 9
We just don't sell items. We tell inspirational stories of successful sportsmen to our customers, who very often are looking to be these achievers.
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Sanjay Mehra, - General Manager , Nike India.
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Objectives of Store Design
1. Implement Strategy 2. Influence Purchases 3. Ensure Flexibility 4. Control Costs 5. Address Legal Issues
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2. Influence Purchases
– Attract customers – Easily locate merchandise of interest – Keep them in the store for a long time – Make unplanned purchases – Provide a satisfying shopping experience
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Did You Know?
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Nike store redesign in the High Street Phoenix mall in Mumbai saw the average customer bill size jump from $52.60 to over $64, post redesign.
Objectives of Store Design
1. Implement Strategy 2. Influence Purchases 3. Ensure Flexibility 4. Control Costs 5. Address Legal Issues
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3. Ensure Flexibility
– Accommodate merchandise changes – Ability to physically move and change components – Ease with which components can be modified
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Objectives of Store Design
1. Implement Strategy 2. Influence Purchases 3. Ensure Flexibility 4. Control Costs 5. Address Legal Issues
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4. Control Costs
• This includes: – Cost of implementing store design – Cost of maintaining the store’s appearance
• Layout, lighting, department location etc. all impact costs
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Objectives of Store Design
1. Implement Strategy 2. Influence Purchases 3. Ensure Flexibility 4. Control Costs 5. Address Legal Issues
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5. Address Legal Issues
– Ensure that the design and layout comply with the nation’s laws
– Does the store design ensure accessibility to all? • For example: Are there ramps for the disabled?
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Design Trade Off PROs
• Is the store design exciting?
• Does the store design promote impulse purchases?
• Does the store design allow exploration?
• Does the store design provide adequate space to the customer?
CONs • Will the ambience
increase costs? • Will placement
inconvenience the customer?
• Can items be easily located?
• Is space within the store being productively utilized?
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Exercise: Read & Discuss
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Complete Exercise 2.
Case Study
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Read the following cases: Big Bazaar Westside
Summary
• Design should: – be consistent with image and strategy – positively influence consumer behavior – consider costs versus value – be flexible – comply with the laws of the nation
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