Your Retail Solutions Partner

VISUAL MERCHANDISE
Key Learning’s

● Store design

● Merchandise presentation techniques

● Exterior store design
● Interior store design

● The planogram

● Common errors

VISUAL MERCHANDISE

Presentation technique that has benefited retailers immensely all around the world.

While planning a retail store, the retailer must always look at the store from the eyes of
the customers to come as close as possible to fulfilling the customers requirement

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Store Design

● The basic principle of store design require that the image being created is in tune with
● The merchandise
● The advertising
● The service offered at the store

● All this has be presented in an attractive & profitable manner

● The concept retail store design covers all concepts of a store

● Store frontage
● Fascia & Signage
● Furniture
● Merchandising
● Display
● Lighting
● Graphics
● Decoration

● Principles of store design:

● Totality
● Focus
● Ease of shopping
● Change and flexibility

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Merchandise Presentation Techniques

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Exterior Store Design

Motivates Potential Customers to Come inside

● Store Theme: • Parking
Includes all aspects of the Front/Exterior of a Store: Location
• Access
1) Entrances and Signs
2) Marquees
3) Store Front
4) Windows
5) Banners Building • Merchandise Mix
Architecture • Target Customer

• Ext. Display Space

Store Theme
• Frontage &
Entrance
• Health & Safety
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1) Entrances and Signs

• Sign is a Silent Seller

• Informative: Tells What the Business is and What it

has to sell

• Draw Customers inside the Store through Visual

Appeal

• The Number and Type of Entrance used depends

on Location, Density or Traffic, and Security
considerations

• Doors may be Revolving, Electric, or Regular Push

Pull

• Sign makes the First Impression

• Sign should be the Store’s Signature- Personal,

Original and Recognizable

• Should make a Statement

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2) Marquees

● An Integral part of the Building Façade

● It is often cantilevered over the Street, in front of the main entrance to the store

● An exciting place to start the display of a Storewide Event or Promotion

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 3) Store Front

● Types:
A
 Arcade: R
More spacious, relaxing to the C
Shopper, take highly surrealistic A
shapes, with concave or slanted D
panes of glass and beautifully E
decorated windows
S
T
 Straight: R
A
This Front parallels the sidewalk, with
I
its monotony broken only by entrances G
H
 Angled: T

Much like the Straight Front, that it A

follows a True line, but the monotony N
is relieved by angles away from the G
sidewalk contour L
E
D

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 4) Windows

● Types:
 Angled Windows

 Parallel to Sidewalk Windows

 Corner Windows

 Open Back Windows

 Islands

 Shadow Box Windows

 Interactive or Through Glass Windows

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Types of Windows
Images

Angled Windows Islands

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Types of Windows
Images

Corner Windows Interactive Windows

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Types of Windows
Images

Open Back Windows Parallel to Side walk Windows

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Types of Windows
Images

Shadow Box Windows

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Window Lighting

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VISUAL MERCHANDISING
Rules

● Rules for Display Planning

● Easily Visible to the eye

● Give a Dominant Theme
● Use Contrast and Rhythm to add life to the Colours and proportion
● Select suitable Display Props
● Do not mix the styles
● Keep it attractive
● Use Merchandise appropriate to the season

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Purpose and Benefits of Visual Display

● Purpose:
● Sell by Show
● Encourage the Shopper to enter the Store
● Enhance Store’s Visual Image
● Enhance Customer’s Shopping Experience
● Introduce and Explain New Products

● Functions and Benefits

● Maximize Space and Visibility to the Customers
● Allows Effective Interaction
● Enhance Visual Appeal to encourage Customer’s interest and sale

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 Interior Store Design

Space Planning Space

Planni
● The location of various departments ng
● The location of various products within
the department- the creation of
planogram
Aesthe Interior Store Atmos
● The pros/cons of tics Design pherics
● Specific locations
● Impulse products
● Destination areas
● Seasonal products
● Products with specific merchandising
needs
● Adjacent departments (complementary Layout
good)

● The relationship of space to profitability

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Interiors Store Planning

Atmospherics & Aesthetics

● Fixtures
● Used for storing & displaying store merchandise
● Tables, racks, stands, shelves, gondolas, bins, etc
● Should be flexible

● Flooring & Ceilings

● Apt placing of lighting and air conditioners
● Use of carpeting, wooden flooring, marble or easy to maintain floor like in supermarkets

● Lightening
● Done in sync with the kind of product to be sold, target audience
● Helps creating a favourable first impression of the merchandise and its surroundings
● Highlighting merchandise
● Mood creation
• Warm cozy ambience
• Bright light on windows and entrance to call attention
• Energy efficient lightening
● Colour
● Create mood
• Red, golden & yellow- emotional, vibrant, hot & active response
• White, blue & green- peaceful, gentle & calming effect
• Colours have a different impact depending on different cultures

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Interiors Store Planning

Atmospherics & Aesthetics

● Music

● Fragrance

● How exciting should a store

● Graphics
● Theme graphics
● Campaign graphics
● Promotional graphics

● Signage's
● Merchandise related
● Directional signs
● Instructional signs
● Courtesy signs
● Store directory

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Merchandising Presentation Techniques

● Category- wise presentation

● Tonnage merchandising
● Exclusive displays
● Specially fabricated displays
● Impulse purchase
● Live setting presentations
● Shop – in shop displays
● Promotional areas
● Fresh produce at the entrance

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Common errors in creating the display

● Clutter
● Lack of an underlying theme
● Too many props
● Dirty floors
● Poor lightening

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VM Tips

S .No. Rule Description

1 Feature your newest and your best products Not necessarily might be the same product
every time

2 Identify areas for shoppers convenience Where to see, try, roam etc

3 Simplify selection by dominance, colour, brand, end use,

etc

4 Show your best at eye level above eye level only for sign Give 2 photos to see and compare
board and display

5 Arrange products in a logical orderly manner

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VM Tips

S. No. Rule Description

6 Fixtures should be adaptable, moveable, and
flexible. Avoid being nailed down

7 Light up- What’s new, What’s special, what’s Light intensity to grab intention
different

8 Change frequently Change fixture placement, featured

merchandise, graphics and displays

9 Add some C’s Customer, Comfort, convenience, Culture,

community and cross merchandising. Be ready
to change and grow

10 Be unique In your look, brand, VM, encourage in your

sales staff also, add it to your packaging and
advertising

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