Store Design & Visual Merchandising

8/7/2019 Store Design & Visual Merchandising

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STORE DESIGN & VISUAL MERCHANDISING


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Retail today, is much more than pure merchandise. In this competitive

world, retail is fast emerging as theatre. It is like building a multi

dimensional shopping experience for the customer which reflects withcolours, textures & environment which leaves a lasting impression on the

minds of the customers.

THE CONCEPT OF STORE DESIGN

In this world of aware consumer, who is particular not only in terms of

what he wants, but also from where he would like to purchase, the

expectations from a retail store have changed.

Customers no longer go to a store to merely buy a product or


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avail of a service. Consequently, retail has moved to the arena of

experience. This is particularly more relevant and visible in case of retailerswho operate within the high end segment and cater to luxury or fashion

brands.

Let us take the example of two coffee retail chains in the country- Barista

and Caf Coffee Day.

Both primarily sell the same product, however the type of customer visiting

each store is different . Barista focuses heavily on the experience that is

created in the store and will, as a consequence, have a different clientele

which would be comfortable in the store. Caf Coffee Day on the other day,

focuses more on youth. The entire store experience here is different ;consequently, the customer set is different.


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Thus while the product remains the same, it is retailed

differently. Thus while the product remains the same, it isretailed differently, to different target audiences and with a

different consumer experience.

THE PRINCIPALS OF STORE DESIGN.

Given that the ultimate aim of the retailer is to bring the

customer to the store and creating an environment which

makes the customer come back, it is necessary to keep

certain basic principals in mind while creating the store

environment. These may be termed as the Principals of

Store Design.


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1. The first principal of store design is Totality. The entire

store has to be conceived as one unit which draws upon

the retailers very reason for existence.

2. The second principal is Focus wherein , while aspiring to

create beautiful places for the consumer to shop in, theretailer should not forget that the primary focus within the

store has to be product or the merchandise.

3. The third principle is ofEase of Shopping. The store has

been created for the customer, it has to be easy for himto navigate & simple to understand.

No one wants to visit a store where shopping is

cumbersome and tedious.


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4. The last Principal is of Change and Flexibility. Store

designs increasingly, have to be adaptable to theenvironment that they are a part of. This means that retailers

have to keep on thinking how the short & long term future

demand of there business and the wants of there consumers.

ELEMENTS OF STORE DESIGN

The store design and layout tells a customer what the store is all

about. It is a very strong tool in the hands of the retailer for

communicating and creating the image of the store in theminds of the customers.


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EXTERIOR STORE DESIGN

Many a times, it is the exterior look of the store that draws a

customer to the store- it is the first impression that a customer

has of the store. Interestingly window displays, an impressive

building and an inviting entrance- all work together to invite the

customer to enter the store. Simple thing like the manner inwhich the store name is written, also play a part in attracting the

customers attention. All these form a part of the exterior look to

the store. Retailers today, are well aware of the impact that a

stores exterior has on the image of the store and are ensuringthat it works in their favour.


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INTERIOR STORE DESIGN

The interior store design is a function within the store, the

merchandise sold within and the space used for the same

and the overall layout of the store.

> Space Planning-helps the retailer determine the amount ofspace available for selling and for storages.

Atmospherics- is the design of an environment with the help

of visual communications, lighting, colour, music and ordorwhich influences the buying behaviour

i) Flooring & ceiling- Flooring, ceiling and the walls work

together in creating an image. The right lightening is necessary

for the merchandise to be seen in its true colour and form.


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For example, a high priced jewellery showroom may use

carpets, while a supermarket would use flooring which iseasy to maintain.

ii) Lighting- is a key factor of retail design . The lighting of the

store has to be done keeping in mind the kind of products being

sold in the store and the target audience.

iii) Graphics and signages- Graphics and signages inform the

customers about the products, merchandise, price & special offe

to the customers. Signages and graphics when used in the storewindow, can compel customers to enter the store.

Graphics can be classified into :-

a) Theme Graphics.

b) Campaign Graphics.


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VISUAL MERCHANDISING :-

The concept of Visual Merchandising perhaps, dates back to the

time when human beings started selling products. Each vendor

or trader wanted to make his goods appear more attractive to

the customers to enable a quick purchase. Examples of VM can

also be seen in the traditional sectors, with even the vegetablevendor arranging the vegetables in a manner in which all are not

only visible, but the best ones receive the maximum visibility.

Various theories have been defined VisualM

erchandising. Buttlehas described VM as the silent salesman. Alternatively , visual

merchandising can be defined as the orderly, systematic, logical

and intelligent way of putting stocks on the floor. It has several

aspects that involves store windows and floor displays, space

design, fixtures and hardware, props and mannequins. As


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retailing becomes increasing complex, creating the right atmosphere in thestore and presenting the merchandise in the right manner becomeseven more important.

Visual Merchandising (VM) technically, can be defined as the art ofpersuasion through presentation, which puts the merchandise in focus. Iteducates the customers, creates desire and finally augments the sellingprocess.

ROLE OF VISUAL MERCHANDISING

1) The primary purpose is to enable sales of the product/ services sold by the store.2) To inform and educate the consumer about the product./ services in the store.3) To enable ease of shopping for the consumer, by informing about colors, sizes,

price of the product.

4) Creating & enhancing store image.


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TOOLS USED FOR VISUAL MERCHADISING.

1) Colours & Textures.2) Fixtures & merchandise presentation.3) Signage's.4) Windows.5) Props.6) Lighting.7) Mannequins.

Two of the main tools i.e. colours & mannequins have been discribed asunder.

Colours & Textures:-

Colour increases brand recognition by up to 80 percent. Colour increasesreadership as much as 40%. Colours advertisements are read upto to 42percent more as compared to b/white. Colours can be up to 85% of thereason people decide to buy.


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MANNEQUINS:-Mannequins are typically used in a retail store environment to dispay the

merchandise. The concept of mannequin is that they are the same as of

real person and have arms, legs, hands feet and a head. Mannequin canlook like males, females or children. Now a days there is a newconcept of Mannequin of without head which are being used by lot ofMNCs brands.

METHODS OF DISPLAY.

Retailers, while dispaying their products, may adopt various methods. Themain among them are :-

1. Colour Dominance- This is the simplest and the most direct methodof presenting merchandise. In such a display, merchandise is primarilydisplayed by colour. Within the colour display, the product may bedisplayed by size and style.

2. Co-ordinated Presentation- Many a times, it is effective to presentmerchandise in a co-ordinated manner. Presentation by co-ordinationmay be done for garments, and it can also be done for home fashions,bed and bath lines and even kitchen requisites.


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PRESENTATION BY PRICE- In such a display, the inexpensive, bargain or salemerchandise is displayed first. The volume of the product and the saving is dominant.

COMMON ERRORS IN CREATING THE DISPLAY:-

Some of the most common errors include the following-

A) Clutter- Too much of merchandise in one place always creates a cluttered look and ma

actually turn a person away from the merchandise rather than attract him.

B) Lack of an underlying Theme- The display created is often not linked to the message

that a retailer wants to convey to the customer. The consumer should be able to

understand the concept presented by looking at the display in a few seconds.

C) TOO MANY PROPS- There is no specific rule that stipulates the number of props

appearing in a display. However the error of over propping a display can be more

serious than using too few props.


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D) DIRTY FLOORS- Unclean floors reflect the attitude on the part of thestore management and implies a basic disregard for the customers.

E) POOR LIGHTING :- The over use or under use of lighting can take away from the

overall look look of the the store and the merchandise.

Store Design & Visual Merchandising

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