Page 230 - DMGT550_RETAIL_MANAGEMENT

Unit 13: Store Design and Visual Merchandising

3. The trial rooms should have mirrors and must be kept clean. Do not dump unnecessary Notes
boxes or hangers in the dressing room.
4. The retailer must choose the right colour for the walls to set the mood of the customers.
Prefer light and subtle shades.
5. The fixtures or furniture should not act as an object of obstacle. Don’t unnecessary add too
many types of furniture at your store.
6. The merchandise should be well arranged and organized on the racks assigned for them.
The shelves must carry necessary labels for the customers to easily locate the products
they need. Make sure the products do not fall off the shelves.
7. Never play loud music at the store.
8. The store should be adequately lit so that the products are easily visible to the customers.
Replace burned out lights immediately.
9. The floor tiles, ceilings, carpet and the racks should be kept clean and stain free.
10. There should be no bad odour at the store as it irritates the customers.

11. Do not stock anything at the entrance or exit of the store to block the way of the customers.
The customers should be able to move freely in the store.
12. The retailer must plan his store in a way which minimizes theft or shop lifting.

(a) Merchandise should never be displayed at the entrance or exit of the store.
(b) Expensive products like watches, jewellery, precious stones, mobile handsets and so
on must be kept in locked cabinets.

(c) Install cameras, CCTVs to have a closed look on the customers.
(d) Instruct the store manager or the sales representatives to try and assist all the
customers who come for shopping.

(e) Ask the customers to deposit their carry bags at the entrance itself.
(f) Do not allow the customers to carry more than three dresses at one time to the trial
room.

Atmospherics and Aesthetics

1. The important element of the store interiors is termed as atmospherics and aesthetics.
Atmospherics is the design of an environment with the help of visual communications,
lighting, color, music, and scent to stimulate customer’s perceptual and emotional
responses and thereby influence their buying behavior. Philip Kotler first introduced the
concept of atmosphere. Retailers in India are fast learning the effects of various elements
of atmospherics on customers.
2. Aesthetics on the other hand takes into consideration factors like the actual size of the
store, the colors, textures, etc., used within the store to create a particular look and feel for
the store. Texture deals with the look and feel of materials. Every material item possesses
a texture. Visual texture is the result of light refracted form any surface. Balance on the
other hand, is the distribution of weight in a display. Three types of balance exist:
symmetrical, asymmetrical and open.
3. Store Interiors are a function of the fixtures, flooring, ceiling, lighting and signage used
within the store to create a particular look.

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