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Anand Thakur, Lovely Professional University Unit 13: Quality and Process in Visual Merchandising

Unit 13: Quality and Process in Visual Merchandising Notes

CONTENTS
Objectives
Introduction

13.1 Quality and Process
13.1.1 Service Quality Delivery and Maintenance
13.2 SERVQUAL Methodology

13.3 Standard Operating Procedures (SOPs)
13.3.1 Purpose of SOP
13.4 Summary
13.5 Keywords
13.6 Review Questions

13.7 Further Readings

Objectives

After studying this unit, you will be able to:

 Discuss the Essence of Quality
 Describe the Service Quality Process in Visual Merchandising
 Identify the Seven Major Gaps in the Service Quality Concept
 Describe the Servqual Methodology
 Explain the Concept of Standard Operating Procedures (SOPs)

Introduction

Standard Operating Procedures are an essential part of a quality system. The term standard
operating procedure, or SOP, is used in a variety of different contexts, including healthcare,
aviation, education, industry and military.
Visual merchandising is the idiom of smart retailers. Like humans use languages to communicate,
retailers use Visual Merchandising techniques to communicate with customers. The comparison
to languages doesn’t stop there. Like languages have their own grammar & logic of object, verb
and subject, visual merchandising has its own rules and guiding principles. Within these set of
rules you can still use creativity to write poetry using the same language a visual merchandiser
too can use his creativity to create visual effects in the store to communicate in an innovative
manner with the customer.
Your retail outlet is an investment made to generate maximum sales and henceforth profits to
your organisation. A retail outlet is usually the focus point which attracts customers. Any sales
and promotion activity you do is an add-on to the core process of attracting customers to your
store. In this scenario it is very important that your outlet is handled professionally, like an
investment. Visual Merchandiser is that professional.

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