Page 247 - DMGT550_RETAIL_MANAGEMENT

Retail Management

Notes Change the Display Settings in Frequent Intervals
Changing the arrangement of the displays in regular intervals will initiate new interest
about the products in the minds of the customer. By designing a planogram and activating
changes frequently one can thus be a proactive retailer.
With globalization and the retail boom, visual merchandising is growing in leaps and
bounds. It is not simply concerned about decorating a store beautifully; but must also
symbolize the brand keeping the target audience in mind.
Questions:

1. What is visual merchandising?
2. What are the important components of visual merchandising?
Source: http://www.fibre2fashion.com/industry-article/6/547/the-art-of-visual-merchandising2.asp

13.4 Summary

 Good store design creates the vital difference in today’s competitive marketplace.
 The exterior of most stores includes the fascia, mentioned above, the store entrance, the
architectural features of the building and windows.

 The contribution of these parts of a store’s exterior to an overall design can vary in
importance according to the type of store format and the products on offer.
 There are a number of different types of layouts commonly found in retail stores. The
layout used will be dependent on the width and depth of the product range, the nature of
the product categories sold, the type of fixturing used and the constraints of the outlet in
terms of size and shape.
 Store design has always been used to reinforce other elements of a retail strategy.
 Although non-store retail formats place some significant restrictions on the use of design
in the selling environment, innovative approaches have often paid off as a source of
competitive advantage.

 There are essentially two ways of presenting merchandise in a store. The first is to place or
stack a product on some kind of fixture; stacked merchandise can be neatly arranged or, as
in the case of promotional items, it can be ‘dumped’.

 The second way is to hang the product; either directly onto a hanger, or onto a prong,
using some kind of specially designed packaging.
 The interior of a store can be viewed in a similar way to living space.

 It comprises ceiling, walls, flooring and lighting, but instead of furniture a retail outlet
houses fixtures for the presentation of merchandise, and fittings for equipment such as
tills.

13.5 Keywords

Ledges: A horizontal projection forming a narrow shelf on a wall.
Off-shelf Displays: They are used to create a visual impact on customers, their place is not fixed.

On-shelf Displays: They are put up to display merchandise to customer, in a retail space.
Planogram: Schematic drawing of shelves and fixtures that helps in making the optimal use of
available space.

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