Page 245 - DMGT550_RETAIL_MANAGEMENT

Retail Management

Notes Sound and Aroma

Sound is an important design tool because of its ability to affect buying behavior. Music in
particular helps create a retail environment in which sensory satisfaction brings relaxation and
a willingness to purchase, Programming can be used thematically to reinforce the merchandise
or it can be used to attract the target customer group.
Music may also be used strategically to obscure other sounds or enliven an oppressively silent
atmosphere. In price-positioned discount stores or supermarkets, promotional and informational
announcements to help spur sales frequently interrupt background music.

Even aroma is a potential component, Pleasurable scents add to a store’s atmosphere, stimulating
customers’ appetites and encouraging them to buy. The aromas of breads, pastries, chocolates,
and coffee can be an extremely effective selling tool. Other products that may be enhanced
through aroma are leather clothing and luggage, flowers and houseplants, tobacco, and cosmetics.
And, of course, the primary method of marketing fragrances is in-store demonstrations of the
scents.

Task Suppose you are going to set up a departmental store. Prepare a design of your
store focusing on layout, fixtures and displays.
Self Assessment

State whether the following statements are true or false:
11. It is very important to have an eye catching exterior design as it captures the attention of
the onlookers.

12. The retailers inside a mall are free to design their exteriors in whichever way they want.
13. The display inside the store should be different from the display in outside window as
customers have already seen the items on window display.

14. Shelves are necessary but should not be visible to the customers, therefore should be
hidden.
15. Colour of the walls and fixtures can be instrumental in enhancing the beauty of
merchandise on display.

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Case Study The Art of Visual Merchandising

isual Merchandising is the art of displaying merchandise in a manner that is
appealing to the eyes of the customer. It sets the context of the merchandise in an
Vaesthetically pleasing fashion, presenting them in a way that would convert the
window shoppers into prospects and ultimately buyers of the product. A creative and
talented retailer can use this upcoming art to breathe in new life into his store products.
Passion for design and creativity are essential to be a good visual merchandiser. A perfect
design process and the ability to create ideas that are different are required. Awareness of
happenings in fashion world is needed so as to keep up-to-date with the dynamics of the
market constantly.
Contd....

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