Page 125 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Computer-Aided Fixture Planning (CAFP) aims to determine fixture configurations and assembly
for modular fixtures and dedicated fixtures with the aid of computer techniques. Existing CAFP
methods rarely consider integrating environmental factors into fixture planning, which may
have a large impact on fixture feasibility.
In this unit, we will study store planning, the purpose of planning fixtures and further we will
study different types of fixtures.

6.1 Store Planning

Retail store displays can be used to get people interested in coming into your store, and then
they can be used to get people interested in buying your products. There are some tried and
tested rules of retail display that you should consider when you are setting up your store.
However, it may also be a good idea to experiment with some newer ideas that may be effective
at getting people to shop in your retail store.
The mission of a store is identifying the goods and services that will be offered to customers.
It also deals with the issue of how the resources and capabilities of a store will be used to provide
satisfaction to customers and how the store can compete in the target market vis-à-vis its
competitors.
The mission also involves the way of the store’s functioning. How a store will work and
accomplish its day-to-day operations. What is the emergency planning? All these questions are
answered in the store’s mission statement.

Example: Big Bazaar
Big bazaar they have philosophy of customer satisfaction through ‘manufacturing retailing’.
This reflect not only the way it tends to treat its customers but discuss secret of its competitive
advantage, i.e. the profit saved from absence of intermediaries like agents and brokers, the
profit saved is thus, distributed to the customers by way of low price items.
Once the organisation mission has been determined, its objectives the desired future positions
that it wishes to reach, should be identified. A store’s objectives are defined as ends that the store
seeks to achieve by its USP and operations.

Did u know? The store’s objectives may be classified into two parts:
1. External store objectives: are those objectives that define the impact of store on its
environment, e.g., to develop high degree of customer confidence by providing
quality goods at affordable price.
2. Internal store objectives: are those objectives that define how much is expected to be
achieved with the available resources, e.g., to raise the store turnover by 20% in the
coming year.

6.1.1 Different Types of Analysis

Different types of analysis during store planning are discussed hereunder:
Situational Analysis: The objective of doing store’s situation analysis is to determine where the
store is at present and to forecast where it will be if the formulated strategies are implemented.
The difference between current and future position is known as planning. And the objective of

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