2. Objective :
Individual in this position will able to display
Merchandise and interact with customers to
Understand their need to service them with
sales of relevant
Product offerings whilst cordially within the
team and Retail organization.
7/2/14 Chandan Rout 2
3. Merchandise
Goods to be bought and sold
Merchandising
The activity of promoting the sale of goods at retail.
Visual Merchandising
Visual merchandise is the presentation of a store
and its merchandise in such a manner that will
attract the attention of potential customers.
Silent Sales
man
Art of suggestive selling by display and presentation
7/2/14 Chandan Rout 3
4. Merchandising refers to the variety of
products available
for sale and the display of those
products in such a way that it
stimulates
interest and entices customers to
make a purchase.
Merchandising
7/2/14 Chandan Rout 4
5. Activity: A
Write your mother plans to purchase the house
Hold requirement of groceries.
7/2/14 Chandan Rout 5
7. LET’S START WITH
GROUP DISCUSSION
What is the importance of
dressing professionally at work
The need for it
The benefits and the value of it
o To create good impression
o To dress as per the occasion
o To maintain a professional look
7/2/14 Chandan Rout 7
8. The Purpose Of Display
The display reflects the
professional image of the store
Plays a vital role
in delivering sales
Attract customers,
Retain their interest
and increase sale
To highlights the key benefits
of the product
so as to create needs in
buyers mind7/2/14 Chandan Rout 8
9. Vm helps the customers to easily find out what they are looking
for.
It helps the customers to know about the latest trends in fashion.
Customer without any help can actually decide what he intends to
buy.
It increases the sales of the store and results in increased level of
customer satisfaction.
The customers can quickly decide what all they need and thus visual
merchandising makes shopping a pleasant experience.
Visual merchandising gives the store its unique image and makes it
distinct from others.
Why Visual Merchandising
7/2/14 Chandan Rout 9
10. Factors that influence the VM
Types of Business:
Based on the nature
of business, the
display
Pattern and style is
decided. Ex – Food,
Apparel, General
Merchandise
Type of store plan :
Based on the store
layout/plan the
display pattern and
style
Are decided, Ex –
Bigger store, Smaller
store, Store in mall.
Customer profile and
location : Based on
the profile HIGH
CLASS
MIDDLE CLASS,
BELOW MIDDLE
CLASS.
Location – heart of the
city, residential areas.
7/2/14 Chandan Rout 10
11. Other Factors
Signage : Communication tools to attract customer towards
the store and particular product e.g. outdoor signage,
banners.
Promo Materials: attractive promotional materials like
Danglers, talkers etc.
Colours: one of the most powerful tolls in Vm segment
It is a virtual perceptual property,
Music:
Lights:
Theme:
Props:
7/2/14 Chandan Rout 11
12. Group discussion
Discuss the arrangemt of goods/products
In a store Diwali and valentine’s day.
7/2/14 Chandan Rout 12
13. Features of good Display
Neat & tidy
Attract customer
Space is utilized
economically
Creative
Easy for customer to
select the products.
7/2/14 Chandan Rout 13
14. Display Area and Goods In Retail
The physical display of goods in the most attractive
and appealing ways.
Store Layout:
the interior
arrangement of
retail facilities.
Selling Areas:
where merchandise
is displayed
and customers
interact
with sales
personnel. (75-
80% of the total
space)
Sale Support
Areas:
devoted to customer
services,
merchandise
receiving and
distribution,
management offices
and staff activities.
7/2/14 Chandan Rout 14
15. Features Areas
The areas within a store designed
to get the customer’s attention
which include:
End caps – displays
located at the end of the
aisles
Promotional aisle/area
Freestanding fixtures
Windows
Walls
Point-of-sale (POS)
displays/areas.7/2/14 Chandan Rout 15
16. Fixture
Gondola
Straight Rack
Rounder
Four Way Rack
Cases
Wall Decoration
Merchandise Presentation
Shelving Folding Price Lining
Stacking Hanging Dumping Pegging
Things To Hold
And Display
Merchandise
End cap
Promotional Aisles or area
Freestanding Fixture
And Mannequins
Point of sale areas
Assortment display
Theme Setting
Idea Oriented presentation
Ensemble Display
I
N
T
E
R
I
O
R
D
I
S
P
L
A
Y
7/2/14 Chandan Rout 16
17. Fixture Types
Straight Rack – long pipe suspended
with supports to the floor or attached
to a wall
Gondola – large base with a vertical
spine or wall fitted with sockets or
notches into which a variety of
shelves, peg hooks, bins, baskets and
other hardware can be inserted.
Four-way Fixture – two crossbars
that sit perpendicular to each other on
a pedestal
Round Rack – round fixture that sits
on pedestal
Other common fixtures: tables, large
bins, flat-based decks7/2/14 Chandan Rout 17
18. Why Visual Merchandising
Vm helps the customers to easily find out what they are looking for.
It helps the customers to know about the latest trends in fashion. Customer
without any help can actually decide what he intends to buy.
It increases the sales of the store and results in increased level of customer
satisfaction.
The customers can quickly decide what all they need and thus visual
merchandising makes shopping a pleasant experience.
Visual merchandising gives the store its unique image and makes it distinct from
others.
7/2/14 Chandan Rout 18
20. Merchandise
• More interesting if in odd numbers Groups:
• One-category, or line-of-goods
• Related groupings: go together or reinforce each
other
• Theme groupings: event, holiday, etc.
• Variety or assortment groupings: collection of
unrelated items all sold at the same store.
7/2/14 Chandan Rout 20
21. Lighting
• Used to direct customer’s attention to the display
– Use more light for dark colors, less light for light colors
– Beam spread; the diameter of the circle of light
– Beam spread techniques:
• Floodlighting: recessed ceiling lights to direct light over an
entire wide display area
• Spotlighting: focuses attention on specific areas or targeted
items of merchandise
• Pinpointing: focuses a narrow beam of light on a specific item
7/2/14 Chandan Rout 21
23. PROPS
• Objects added that support the theme of the display.
– Functional Props: used to physically support the
merchandise. (mannequins, stands, panels, screens, etc.)
– Decorative Props: used to establish a mood or an
attractive setting for the merchandise being featured (ex:
mirrors, flowers, seashells, surfboards, etc.)
– Structural Props: used to support functional and
decorative props and change the physical makeup of
displays. (boxes, rods, stands, stairways, etc.)
7/2/14 Chandan Rout 23
25. Signage
• Includes individual letters and complete signs. Often
on some kind of holder.
• Can tell a story about the goods.
• Should try to answer customers questions.
• Should be informative and concise.
• Can include prices, sizes, department location.
7/2/14 Chandan Rout 25
26. Window Displays
• Seen from outside of the store.
• First contact with the customer.
• Can have a series of windows.
• Advantages of Window Displays:
– Establish and maintain an image
– Arouse curiosity
• Disadvantages of Window Displays:
– Expensive to design and maintain
– Requires space
– Merchandise can get ruined (sun ,etc.)
7/2/14 Chandan Rout 26
27. Responsibilities of a staff in “ Product display”
Understand what products are to be displayed and how to display
Arrange products as per display policy
Arrange promo talkers, signage and Areas.
Create good theme to attract the customer
Maintain the Vm tools neatly
Dust the products kept for display
Monitor the display on a regular basis.
7/2/14 Chandan Rout 27
