Page 13 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes
Example: In India an example of this is Metro, the Germany-based C&C, which has
outlets in Bangalore and Hyderabad.
Department Store: Department stores generally have a large layout with a wide range of
merchandise mix, usually in cohesive categories, such as fashion accessories, gifts and home
furnishings, but skewed towards garments. These stores are focused towards a wider consumer
audience catchment, with in-store services as a primary differentiator. The department stores
usually have 10,000 - 60,000 sq. ft. of retail space.

Example: Various examples include:
(i) Shoppers’ Stop, controlled by the K. Raheja Group, a pioneering chain in the country’s
organised retail;

(ii) Pantaloons, a family chain store, which is another major player in the segment;
(iii) Westside, the department store chain from Tata Group’s Trent Ltd;
(iv) Ebony, a department store chain from another real estate developer, the DS Group;

(v) Lifestyle, part of the Dubai-based retail chain, Landmark Group;
(vi) The Globus department and superstore chain.
Supermarket: Supermarkets, generally large in size and typical in layouts, offer not only household
products but also food as an integral part of their services. The family is their target customer
and typical examples of this retailing format in India are Apna Bazaar, Sabka Bazaar, Haiko,
Nilgiri’s, Spencer’s from the RPG Group, Food Bazaar from Pantaloon Retail, etc.

Shop-in-Shop: There is a proliferation of large shopping malls across major cities. Since they
are becoming a major shopping destination for customers, more and more retail brands are
devising strategies to scale their store size in order to gain presence within the large
format, department or supermarket, within these malls. For example, Infinity, a retail brand
selling international jewellery and crystal ware from Kolkata’s Magma Group, has already
established presence in over 36 department chains and exclusive brand stores in less than five
years. Shop-in-shops have to rely heavily on a very 95 efficiently managed supply chain
system so as to ensure that stock replenishment is done fast, as there is limited space for buffer
stocks.
Specialty Store: Specialty stores are single-category, focusing on individuals and group clusters
of the same class, with high product loyalty. Typical examples of such retail format are: footwear
stores, music stores, electronic and household stores, gift stores, food and beverages retailers,
and even focused apparel chain or brand stores. Besides all these formats, the Indian market is
flooded with formats labelled as multi-brand outlets (MBOs), exclusive brand outlets (EBOs),
kiosks and corners, and shop-in-shops.

Category Killers: Large Specialty Retailers. Category killers focus on a particular segment and
are able to provide a wide range of choice to the consumer, usually at affordable prices due to
the scale they achieve.
Examples of category killers in the West include Office Mart in the US. In the Indian context, the
experiment in the sector has been led by “The Loft”, a footwear store in Powai, Mumbai measuring
18,000 sq. ft.
Discount Store: A discount store is a retail store offering a wide range of products, mostly
branded, at discounted prices. The average size of such stores is 1,000 sq. ft. Typical examples of
such stores in India are: food and grocery stores offering discounts, like Subhiksha, Margin Free,

8 LOVELY PROFESSIONAL UNIVERSITY