Page 15 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Before choosing store location, a retailer has to ensure that whether the store profile matches
with the no. of targeted audience for the ease of retailer. A retailer has to fully understand the
demographics (i.e. age, Income, gender etc.) and also other psychographic (values, attitudes,
lifestyles etc.) relating to its customers.
This is crucial not only to know which customer buy what but also to comprehend why they buy
and how the product fit into their overall lifestyle. Being successful in meeting customer needs
means maximum lend of retail struggle is done.

While selecting a store location, irrespective of selecting beautifully looked building is not only
enough but customer oriented location keeping the other aspects of competitions is also an
essence.
View the merchandise presentation from a customer’s perspective. This can be difficult, because
of the hard work that one puts into creating the presentation. Consider a few points:

 Do the merchandise groupings make sense? Are the products related?
 Does the presentation enable you to view each item? Do you know exactly what each
presentation is offering? Does each set include product details?

 Are the merchandise presentations attractive, logical, and themed?
Use the answers to each of the questions above to determine if your merchandise presentation
is both logical and attractive. The presentation should grab your attention and hold it; it should
make you want to know more about the products. How well did you do? Don’t worry; you can
always change you presentations. In fact, change is necessary as product inventory fluctuates,
seasons change, and promotional events rotate. Change is great, because it keeps the customer
excited about your products.

Self Assessment

State whether the following statements are true or false:

13. Through the centuries, Indians have purchased goods from small local vendors, entrenching
this style throughout the country.
14. Even though it is small, traditionalists understand their customer base and only stock
goods suitable for them.
15. While choosing store location, a retailer has no need to take care of matching store profile
with the no. of targeted audience.
16. A retailer has to fully understand the demographics (i.e. age, Income, gender, etc.) and
also other psychographic (values, attitudes, lifestyles, etc.) relating to its customers.
1.5 The Indian Retail Industry

The India Retail Industry is the largest among all the industries, accounting for over 10 per cent
of the country’s GDP and around 8 per cent of the employment. The Retail Industry in India has
come forth as one of the most dynamic and fast paced industries with several players entering
the market. But all of them have not yet tasted success because of the heavy initial investments
that are required to break even with other companies and compete with them. The India Retail
Industry is gradually inching its way towards becoming the next boom industry.

The total concept and idea of shopping has undergone an attention drawing change in terms of
format and consumer buying behaviour, ushering in a revolution in shopping in India. Modern
retailing has entered into the Retail market in India as is observed in the form of bustling

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