Paper presentation on

VISUAL RETAIL MERCHANDISING

BY

Kamlesh Vijayvergiya: - Mobile No. 9887796465

Email ID: - kkvijay_25ksm@yahoo.co.in

&

Mayank Vaishnav: - Mobile No. 9001009884

Email ID: - mayankchar@in.com
 VISUAL RETAIL MERCHANDISING

The ultimate aim of any marketer is to enhance sales volume and thus the profit it is one
promotional strategy that helps the marketers to successfully increase the sales volume of this
product.
Visual merchandising is all about organizing the retail store such that the visual impact thus
created is capable of attracting customers an making their shopping experience a real
pleasure it prompts the buyers to go for quick comparative analysis of products and make
immediate decision regarding their purchases. Visual Merchandising plays a vital role in
attracting customers to the store.

THE CONCEPT:-
Visual Merchandising is the art of displaying merchandising in a store.
In environment of the retail store is made conducive to enhance sales. Visual Merchandising
is aimed at making the shopping experience a happier and a comfortable one. It makes the
sto0re look attractive and appealing to customers it also helps in routing the store traffic. The
sole objective of visual merchandising is to make shopping experience a pleasure by
inculcating the feeling of self accomplishment in the buyers.
Visual Merchandising also eases the marketing pressure of the seller by making the
communication with the customers more effective.

PURPOSE OF VM:-
1. Sales Promotion
2. Convenient Buying
3. Effective Display
4. Attract customers
 5. Create Awareness
6. Better Management.
7. Making it easier for the shopper to locate the desired category and merchandise.
8. Making it easier for the shopper to self-select.
9. Making it possible for the shopper to co-ordinate & accessorize.
10. Providing information on sizes, colors & prices.

Visual Merchandising facilitates instant display of latest trends. Since most of the items are
stacked in the selling area of the store itself and there are fewer inventories, new arrivals are
instantly displayed on the racks. The display is easy to understand as it is effectively
classified and categorized.
Since all the goods are displayed the buyers has ample opportunity to comparatively analysis
various products and brands. The ease of comparative analysis leads to effective selection
and thus, to better decision making from the view point of buyers. There is minimum
interference and influence of sales person in the decision making process.
All these things play an important role in enhancing the customer satisfaction level.

A retailer’s image depends heavily on the atmosphere, It is consisting of

following things:-

GENERAL
INTERIOR

EXTERIOR
VM STORE
LAYOUT

POINT OF
PURCHASE
INTERIOR
Exterior:-
A store’s exterior characteristics have a powerful impact on its image.
Storefront: - A store front is the total physical exterior of the store itself. It includes the
Marquee, Entrances, Windows, Lighting and construction materials. With its store front a
retailer can present a conservative, trendy, lavish, discount or other image to the customers.

Marquee: - A marquee is a sign used to display the stores

Name it can be painted or neon light, printed, or script and alone or mixed with slogan
(Trademark) and other information.

General Interior:-
Once customers are inside a store there are numerous elements that affect their perceptions.
Colors and lighting affect a store’s image. Bright, vibrant colors contribute to a different
atmosphere than lights pastels or plain white walls. Lighting can be direct or indirect, white
or colors, constant or flashing.
Flooring can be cement, wood, linoleum, carpet, and so on.
Scents and sounds influence the customer’s mood and contribute to the atmosphere. A
restaurant can use food scents to increase people’s appetites. A cosmetics store can use an
array of perfume scents to attract shoppers.
Wall texture can enhance or diminish atmospherics. Prestigious stores often use fancy, raised
wallpaper. Department stores are more apt to use flat wallpaper, while discount stores may
have barren walls. Chic stores might have elaborate chandeliers, while discount stores have
simple lighting fixtures.
Stores Layout
Allocation of floor space: - Each store has a total square footage of floor space available and
must allot it among selling, merchandise, personnel, and customers without that allocation,
the firm would have no conception of the space available for displays, signs, rest rooms, and
so on:
Selling Space: - Area for displays of merchandise, interaction between salespeople and
customers, demonstration and so on.
Merchandise Space: - The area non displayed items are stocked.
Personnel Space: - Required for employees to change clothes and to take lunch and coffee
breaks, and for rest rooms.
Customers Space: - It contributes towards the shopping mood. It can include a lounge,
benches and / or chairs, dressing rooms, rest rooms, a restaurant, vertical transportation, a
nursery, parking, and wide aisles.

Point of purchase Interior:-

Once stores layout is fully retailed, a retailer devices its interior displays. Each point of
purchase [POP] display provides shoppers with information, adds to store atmosphere, and
serves a substantial promotional role.

BENEFITS OF VISUAL MERCHANDISING:

1. More Customer
2. Comfortable purchases
3. Effective selection
4. Effective buying decision
5. Orderly/neat & clean.
 6. Better categorization
7. Ease in shopping
8. Instant display of latest trends.
9. Easily understandable.
10. Ease of locating goods.
11. Comparative analysis.

LIMITATION OF VISUAL MERCHANDISING:-

1. Space requirement
2. Initial investment
3. Regular monitoring
4. Operational problem
5. Damage
6. Dust/moisture
7. Theft
8. Pilferage(it is the activity of stealing things of little value or in small quantities from
the work place)
CONCLUSION:-

Visual Merchandising provides more satisfaction to the buyers it also provides abundant
opportunity to buyers to carry comparative analysis for various products and make their own
judgmental purchase decision.
Visual Merchandising leaves the buyers with a feeling of the content and pleasure.
It endows the buyers with a great feeling of satisfaction acquired from self decision making
regarding the purchases.
Visual Merchandising helps enhance the overall image of the store.

Reference: - 1.Barry Berman and Joel R Evans (2001).Retail management Page-602-615

2. Visual merchandising. An article in december2008 issue of advertising
express.