Page 84 - DMGT552_VISUAL_MERCHANDISING

Unit 4: Store Exteriors and Interiors

Analysis and Results Notes
Targeting the lower middle class cost cutting being its basic dharma not much attention is
paid towards the VM part, cartons are used to display the products at the entrance the
schemes and offers are mentioned less attention is paid towards the marketing but still the
store is doing very well sales wise but in near future how can the VM be done as well as
cost cutting dharma can be practiced thus contributing to increment in sales.
The entrance of the store is messy because of lack storage space because of which the store
keeps the stock outside but results into messy display to avoid this, the certain can occupy
limited space and keep the rest of the space clean thus attracting the customers to enter the
store thus adding to the sale.
Change in Display
The window display is not used as this may block the stores view of the customers the
store can actually use the detachable transparent case (window display-2) to display the
general merchandise stuff as this may make customers know about the stock available
and this may also add to the sales as customers may come in to buy the stock and gm has
a major margin it will also increase the profit margin and also not block the view of the
store.
Signages
The signages here include MRP and fair price so that the customers can compare the price
and understand the value of the product but customers fail to do so as the customers can’t
understand the difference between the price and they need help of the staff so the signages
if changed will make a difference as the customers will understand thus increasing the
sales.
Conclusion

VM as said adds to the cost but its a wrong assumption it on the contrary increases sale as
consumers gets attracted to the display of the merchandise.
Visual merchandise is what the customer sees in the exterior and interior that creates a
positive image of a business and results in a attention creating interest, desire, action on
the part of the customer. A story can be commuted to the prospective customers what the
store is all about ,it includes dramatic presentation of the merchandise of the store as well
as other important subtle features that creates the stores overall atmosphere Eighty percent
of the customers create the impression therefore rightly said
“One Picture Is worth Thousand Words” Visual merchandising today has become an
indispensable and integral component of the fashion business. It is the tool or language
that retailers use to communicate with the targeted customer. Visual merchandising is the
passion and the pizzazz of retailing. Visual merchandising is a part of our popular culture.
It adds to a pleasurable environment and has a welcome usefulness as a constant, constructive
stimulus to better living that promotes the products of a healthy industrial economy In
other words we can discuss visual, merchandising as the presentation of a store and its
merchandise to the customers through the teamwork of the store’s advertising, display,
special events, fashion coordination and merchandising departments in order to sell the
goods and services offered by the store. Drawing the attention of the customer to enable
him to take purchase decision within shortest possible time, and thus augmenting the
selling process is visual merchandising.
Source: http://www.indianwineacademy.com/dm_153_item_1.asp

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