Unit 2 Elements of Visual Merchandising- I

Visual Merchandising and Store Management UNIT 2 ELEMENTS OF VISUAL MERCHANDISING- I Structure 2.0 Objectives 2.1 Introduction 2.2 Brand Imagery 2.3 Store Façade 2.4 In-store Signage 2.5 Store Ambience 2.6 Lighting 2.6.1 Types of Sources of Light 2.6.2 Types of Lighting Fixtures Setting 2.7 Store Layout 2.8 Let Us Sum Up 2.9 Key Words 2.10 Answers to Check Your Progress 2.11 Terminal Questions 2.0 OBJECTIVES After studying this unit, you should be able to: ● define the concept of brand imagery; ● explain about store façade; ● discuss the importance of in-store signage; ● develop an insight about store ambience; ● identify the types and source of lighting; ● describe the necessity of store layout. 2.1 INTRODUCTION Visual merchandising is the activity and profession of developing floor plans and three- dimensional displays in order to maximize sales. Both goods and services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage and motivate the customer towards making a purchase. Visual merchandising commonly occurs in retail spaces such as retail stores and trade shows. A visual merchandiser has to work with various elements of VM to bring about the desired action (purchase) and reaction (satisfaction, to return for another purchase at a future date) from the customers. In this unit, you will learn about different elements of visual merchandising such as brand imagery, store façade, in-store signage, store ambience, lighting, and store layout. 20 Elements of Visual 2.2 BRAND IMAGERY Merchandising- I Every retailer has a set of predefined vision of how it should be viewed by its customers and by the society at large. The organizational vision and its mission statement underlines how does it want to project itself to the public. An organization strives to create the required brand images through various efforts like advertising, endorsements, sponsorship, drive, charity, etc. One of the best brand imagery building exercises is done by Kingfisher airlines from the courteous porters to the chairman’s personal message stating his instruction to the crew- “They have been instructed to treat you in the same way as if you were a guest in my own home.” One of the most important jobs of a visual merchandiser is to uphold this brand image. A store is the point of contact of the customers with the brand. Therefore, an effort should be made to reinforce this brand image. Everything at the store, all fixture, graphic, signage, window displays, and in-store displays should talk the brand image. The color combination used in the store, store layout, fitting room design all should be in synchronization with the brand image. Store lighting and atmospherics play a very crucial role in the image building process at the store. Figure 2.1: Raymond brand imagery- Advertisement, store images (http://www.raymondindia.com/trs/store.html) 21 Visual Merchandising and Look at figure 2.1, which shows about brand imagery. A vast majority of brands prefer Store Management to keep a standard format and guidelines for all its stores located at different locations. All Shoppers Stop or Central etc. stores have a set format in the way their zone o gram flow. Developing brand imagery is equally important to a Mall or a Shopping center. Crossroads mall opened in Tardeo, Mumbai was one of the first Malls to create a luxury identity for itself. Now we have malls like DLF Emporia in Delhi (http:// www.dlfemporio.com) and Palladium Mall in Mumbai, etc. take their brand image seriously. Shoppers Stop- Vision (http://corporate.shoppersstop.com/corporate/vision.aspx) Titan Industries Limited- Vision and mission statement (http://titan.co.in/corporate/vision-mission) 22 Elements of Visual 2.3 STORE FAÇADE Merchandising- I The 1st point of contact that a retail outlet has with its customers is outside its store at the store entrance. A façade is the store front (face) of the retail store. It comprises the store name and the area around it including the door and side walls. As it is the 1st point of contact with the customer, it should reflect the brand identity and what they should expect to find inside the store. The design and materials used at the façade should be similar to the ones used in the store interior. Façade signage: The façade signage is the most crucial part of the façade for the store identity. The logo used the proportions, the font, font size and signage positioning should be carefully considered. The signage should attract attention as well as make an identity statement. Care should be taken that the signage is well maintained. Broken sign, pealing letters, broken/missing lights spoils the face of the store. The materials and finishing used at the façade of the store should be carried forward inside the store. If it is not done properly there will be a disconnect between the interior and the façade which is not beneficial to the store image. Continuity is very important for the brand identity and brand association. Surrounding space: Area around the store entrance also needs to be well maintained as the customer will be passing by the area to enter the store. It is important that it is kept clean. If there are any plants or trees that are used as ambience enhancers within the compound or near the façade, then they need to be trimmed and well groomed. Figure 2.2 expresses about the store façade, façade signage and surrounding space. Figure 2.2: Gurgaon Central Tashi Store, Mumbai http://www.indiaretailing.com/retail-glimpses.asp http://www.coroflot.com/jimsam/ Tashi-Store-Mumbai/8 2.4 IN-STORE SIGNAGE In the retail industry, signage has become one of the most effective ways to impart the message to the customers. All the store activities like sales promotion, pricing policy, information about the product and even the name of the store is conveyed by the use of the signage. When the customer comes to the store, he first sees the signage that tells what items are sold here. It saves customers’ time .Signage also provides information regarding a store’s policy in respect of returned goods, timing to return, prevailing discounts, etc. Thus the proper signage provides the right information to the customers about the products. While unprofessional signage confuses the customers about the displayed goods and spoil the store’s image. The 1st signage that a customer reads is the store name, followed by department category signage and then price/offer signage. All the signages used outside and inside the store should be in synchronization with the brand image and policies of the retail organization. Look at figure 2.3, which reflects how façade signage and the in-store signage are well coordinated. 23 Visual Merchandising and Store Management Figure 2.3: Men and boys, at Mantri Square mall, Bangalore Category signage: Category signage is used within the particular department or sector of the store. They are usually smaller than directional signs. Their purpose is to identify type of products on offer and they are usually located near to the goods they refer to. However, they can often be promotional of one or more categories of product. A well planned store layout deserves a well-designed and bold category signage. An individual category area needs to be clearly defined. Offer signage: These may be displayed in windows to entice the customer into the store. For instance, value fashion stores for the younger woman may display large posters in their windows of model wearing the items on special offer. This draws attention to the products and does not get in the way of the customer pecking through windows. Signages are integral in price communications. They are the signages that give the information about the selling price of the merchandise, any offer on the merchandise like discount or buy one get one free, etc. Store directory: A well designed and easy to understand store directory is a must for large department stores and retail formats. A directory is meant to easy the traffic flow and helps the customers shop as well. Store directories are usually located near the lift and near the steps within the store. They should simple and may or may not have a floor layout for better understanding. Just like a store directory a mall directory is of equal importance for the convenience of the shoppers. Directional signage on the other hand direct the way to a particular area or category. Examples are: kids wear straight, woman’s wear left etc. Figure 2.4 shows the importance of store directory, which helps the customer while buying goods of different brands. Figure 2.4 Korum Mall Directory central in-store signage 24 Elements of Visual Check your Progress A Merchandising- I 1. What is meant by brand imagery? ................................................................................................................... ................................................................................................................... ................................................................................................................... ................................................................................................................... 2. What do you mean by facade signage? ................................................................................................................... ................................................................................................................... ..................................................................................................................

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