visual merchandising - purnima valiathan

Visual Merchandising

Session: Store Design Objectives

7/26/2017 Training Material - Do not circulate - Cpyright ID Mentors 2015 2

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.

“

Designing Stores – Annamma Oomen

”

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?


• 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.


Visual Merchandising

Exercise: Reflect!


Complete Exercise 1.

Objectives of Store Design

1. Implement Strategy 2. Influence Purchases 3. Ensure Flexibility 4. Control Costs 5. Address Legal Issues


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



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.

“

Sanjay Mehra, - General Manager , Nike India.

”

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


Did You Know?


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.

3. Ensure Flexibility

– Accommodate merchandise changes – Ability to physically move and change components – Ease with which components can be modified


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


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?


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?


Exercise: Read & Discuss


Complete Exercise 2.

Case Study


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


Questions?

visual merchandising - purnima valiathan

Documents