Store Design and Visual Merchandising

6615 Words Mar 11th, 2011 27 Pages
STORE DESIGN AND VISUAL MERCHANDISING

BY
TULIKA ANAND (Retail roll no 1)
RADHIKA BIYANI (Retail roll no 4)

1. INTRODUCTION For many years, businesses have tried to sell their products to buyers with limited merchandise options. It did not matter how the merchandise was displayed, how the store looked, or whether the sellers were polite. Just having merchandise available very often guaranteed a sale. Not any more though. Nowadays with an increase in the number of manufacturers and retailers, a buyer has many options available in terms of style and functionality. Hence it has become an exercise for sellers to entice the audience via the art and science of Visual Merchandising (VM) and store designing.
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Consumer behaviour studies have confirmed that the lure of a beautifully done up show window and a tastefully decorated facade, more often than not, prove irresistible as they walk in to check out what is on offer. It also ensures exclusivity since no two stores should look alike. Besides, when the mood and theme of such displays change at regular intervals, it makes certain that the store remains top of mind. Loyal customers have often been known to anxiously wait for the next display. ‘Stickiness’ in retail formats is also ensured by the imaginative use of colours, lighting, space, furniture and visual elements with regard to in-store displays. Once customers walk in, it is but imperative to ensure that they enjoy their first encounter with the store. After all, repeat visits will only happen if a customer’s first visit is a memorable one. The logical arrangement of counters, with clear passageways allows for easy access to merchandise rather than getting lost in the maze that most large stores are, the customer feels more in control. Space is allocated to various product categories taking into account the number of SKUs stocked and shelves/counter space requirements are worked out accordingly. Clear passages are provided for
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