Page 264 - DMGT552_VISUAL_MERCHANDISING

Unit 13: Quality and Process in Visual Merchandising

 Part of the marketing process – content integrated into current merchandising/ Notes
marketing processes

 Educate & inform the store associate – supporting the message
Questions
1. Analyse the case and interpret it.
2. What do you infer from the given case?
3. Write down the case facts.

Source: http://si.mt.com/dam/Retail/WhitePaper_Visual_Merchandising_EN.pdf

13.4 Summary

 Only the largest retailers with huge economies of scale are winning this game.
 There are opportunities to succeed other than offering the best deal.
 Retailers are having trouble exploiting them because they are unable to differentiate their
businesses, respond to changing demographics, or contain contact centre costs without
negatively impacting customer service and sales.
 Pricing is another important issue.

 India is a very price sensitive market.
 A SOP is a compulsory instruction.
 The name “SOP” may not always be appropriate.
 Standard operating procedures (SOP) are a detailed explanation of how a policy is to be
implemented.
 The SOP may appear on the same form as a policy or it may appear in a separate document.
 An effective SOP communicates who will perform the task, what materials are necessary,
where the task will take place, when the task shall be performed, and how the person will
execute the task.

13.5 Keywords

Assurance: Knowledge and courtesy of employees and their ability to inspire trust and confidence.
Empathy: Caring and individualised attention that the firm provides to its customers.
Quality: Meeting to some specified standards.
Reliability: Ability to perform the promised service dependably and accurately.
Responsiveness: Willingness to help customers and provide prompt service.

Servqual: It is the most often used approach for measuring service quality has been to compare
customers’ expectations before a service encounter and their perceptions of the actual service
delivered.
Standard Operating Procedures (SOPs): Standard operating procedures (SOPs) means
establishing procedure to be followed in carrying out a given operation or in a given situation.
Tangibles: Physical facilities, equipment and appearance of personnel.

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