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? ...... 3. Define category signage...... 4. What do you understand by offer signage? ...... 5. What is the importance of store directory? ......

2.5 STORE AMBIENCE

Along with window displays and in-store merchandise presentation, the store ambience plays an equally important part in the overall appeal of the store. The ambience should have a distinct stamp of the brand identity. To create the right kind of ambience that suits the brand image, merchandise and the customer profile, a visual merchandiser has certain elements at its disposal. Visual communication: Visual communication or graphics refer to any kind of visual signage used in the store. Each poster, banner or signage used in the store, communicates about the brand, hence should be carefully decided upon to suit the brand image. Lighting: Lighting is a vital element of the store’s interior and exterior design and creates a favourable first impression of the merchandise and its surroundings. Although a significant design features in its own right, lighting is an integral part of the merchandising 25 Visual Merchandising and display. Lighting plays a very important part setting the right mood to highlight and sell Store Management the merchandise. A dim or yellow lighting suit a restaurant or a luxury store. Yellow lights make merchandise look richer hence more expensive. Bright lights suit a low value store. Colours: Colours affect mood and physical movement. Warm colours (red, orange, yellow) tend to energize and increase the level of activity were as cool colours (blue. Green, violet) are more relaxed. The choice of colours for the store interior, fixtures, graphic etc. can create a very strong impact. Black, white, blue creates a sophisticated and mature look; pink creates a feminine look, orange and yellow look more playful and young. Hence the mix of colors should be carefully though over. Music: Music is played in many stores from the local discount hardware store to the supermarket. Relaxing music or even something different from what customers normally experience tends to encourage people to stay and linger near display, thus increasing exposure and sales. Different kind of music appeal to different type of people. Hence it should be selected after studying the customer profile. An upbeat music may entice a young shoppers shopping of denim but the same music might turn off a middle aged woman shopping for furniture. It has been studied that slow music can increase sales by creating a relaxed atmosphere to browse through the collection. Similarly fast music during the evening peak hours of sale will help move or circulate the customers by energizing them to browse faster. Scent: Scent is perhaps one of the subtler and more surreptitious methods used by retailers to manage customers. The smell of freshly baked bread is one that attracts most people. Aroma has influence on our emotional state whether we consciously know it or not. Study shows that a pleasant smell puts us in a good mood which affects the way we perceive things. Smell of vanilla or cookies reminds us about our childhood. Smell of bread makes us feel that a product is fresh. Smell of lily is relaxing. A bad odder in the store can turn off a customer, which is a loss of sale. Care should be taken that the store smell good and clean at all times, especially the area of fresh foods where there is a chance that the food can get spoiled and create bad odor. Retails have been now to use artificial scent dispensers, to create a mood depending on the nature of the merchandise to promote sales. Textures: The textures used or materials used in the store interior and fixtures affects the way we perceive a brand to a large extent. A store that uses all wooden furniture or fixtures gives a feel of luxury. Stores that use metal fixtures feel cool and cheap. A brick or stone textured wall can give a store old and rugged feel. Fur looks and feels expensive. Textures and materials used in every area from the store entrance to the changing rooms should match the brand image.

2.6 LIGHTING

For centuries drama performances and stage shows have used lighting as a communication tool to convey emotions and to highlight the main character in a dram screen. Different colored lights are used to emote different feelings and project different ambience. Similar techniques were and are been used in feature films. Retail industry borrowing inspirations from these art forms have started using light to create the right kind of atmosphere to persuade their customers to purchase their products. Lighting is no longer an equipment just to eliminate the space. It has now become a selling tool as important as display itself. Proper lighting is vital to selling.

26 Importance of proper lighting: Elements of Visual Merchandising- I 1. Directing the eyes of the customers towards the customers 2. Highlighting the features of the merchandise to make it look even more alternative (this is especially true for jewelry and other accessory displays) 3. Directing the customers through the store 4. Creating the right ambience to suite the merchandise category and brand profile. Lighting in retail can be loosely divided into ambience lighting and accent lighting. Ambience lighting supplies the basic illumination required to a store. It is very important that there is adequate light in the store to show the merchandise at its best. The merchandise color should be seen as it would appear in the natural light. This is called color rendering. It does not emphasize the details in merchandise or add drama to the display. Different shades and different intensity of light affect the way a color appears, which should be taken into considerations while deciding the lighting. Likewise the height ceiling, the angle of the light fixture, the material and color of the surrounding area, (including carpet or floor, fixtures etc.) will affect the ambience lighting.

Effect of Coloured Ughts on Various Coloured Materials

Original Colour of Light Falling on item Colour of Item Red Orange Yellow Green Blue Violet Black Violet Black Deep maroon Olive Green brown Blue black Viotet black White Red Orange Light Yellow Green Blue Viotet black Red Intense red Red orange Orange Brown Blue violet Red Violet (Scarlet) Orange Orange red Intense orange Yellow orange Green yellow Brown Brown Yellow Orange Yellow orange Yellow Yellow green Green Brown (reddish) Light green Green (reddish) Yellow green Green yellow Intense green Blue Light brown green Deep green Black (reddish) Rusty green Yellow green Intense green Green blue Dark brown green Light blue Violet Gray (slightly Yellow green Green blue Bright blue Light blue violet orange) Deep blue Intense violet Gray (slightly Green Blue green Intense blue Bright blue orange) violet Indigo blue Violet black Maroon (slightly Dull green Dull green Dark blue Deep blue orenge) blue violet Violet Red violet Maroon Maroon Brown (slightly Deep violet Deep violet (reddish) (slightly yellow) blue-green) blue

Accent lighting on the other hand focuses on specific area in a display and merchandise presentations to attract attention to that area or product detail. It is not a substitute to the ambience lighting but a selling force to persuade the customer to buy the item. It is important to understand the ambience lighting and accent lighting together can create the perfect atmosphere required to suit the brand image. Hence should be thought over in detail and be well planned. Equally important is to know which lighting suits what kind of merchandise and what is the brand image of the retailer. 2.6.1 Types of Sources of Light 1. Fluorescent light: They also called cool lighting. Light is produced by passing electricity through mercury vapors which then causes phosphors to produce a fluorescent glow. They are the best source for general/ambience lighting. They do not cast a shadow which caused the object to look flat; hence they are not suitable for highlighting details in merchandise or to add drama in a display. They produce very less heat making them safe for small enclosed areas and consume very less 27 Visual Merchandising and electricity in comparison to other light bulbs, to produce the same amount of light. Store Management they come in a variety of shades ranging from stack white to warm white, to pink through black 2. Incandescent light: Electricity is passed through a thin wire or filament, which causes it to heat up causing it glow. They have a sharp defined beam and hence can be used to highlight specific area. The beam depends on the lamp used; flood lights cover a larger area whereas shot lights through light on a narrow area. They are better suited to draw attention to details as they enhance the color and texture of the merchandise. 3. Halogen light: It is a type of incandescent light. Usually used in accent lighting but is now used in ambience lighting as well. The color rendering provided by these type of lights is the closest to the daylight. Halogens have a much longer life than the other lighting sources. However they emit immense amount of heat and hence are unsuitable for small closed areas. Caution must be taken that no merchandise, display material or any flammable material is kept near the halogen. 4. Neon light: Commonly used in the facades signage, neon lights are almost maintenance free. They come in various different vivid colors and can be shaped into any form to suit the design requirement. However they are more suited for special display effect to create a mood setting. 5. LED: When comparing the cost to produce the same amount of light to eliminate a room, LED (Light-emitting diode) light are very expensive compare to other form of lighting, However they consume very little energy, have a long life and are smaller in size.

Fluorescent light Incandescent light Halogen light

Neon Lights LED light bulb

28 Figures 2.5 Different sources of light 2.6.2 Types of Lighting Fixtures Setting Elements of Visual Merchandising- I 1. Recessed lighting: It is one of the most common forms used, in retail stores as well in residential settings. The light fixture is set into a hollow opening in the ceiling with the light focusing downwards. The fixture mechanism is not visible from the floor as it stays hidden in the ceiling hence gives a well finished look. 2. Shelf/Cabinet lighting: When a retail fixture has multi-shelves, the upper shelf will cast a shadow on the lower shelf. This can be handled by illuminating the each shelf from the bottom. 3. Track Lights: When light fixtures are mounted on a strip of track is called track light. This track is them fixed on the celling or on the walls. The light bulbs are adjustable in their angle as well as their position and can be used in in-store lighting as well as window lighting. They are preferred by many retailers as they give the flexibility in adjusting the focus on the merchandise depending on the display placement. 4. Clove lighting: Clove lighting is indirect form of lighting where the lights are hidden in ledges in the ceiling or the walls. They are mostly used as decoration lighting but can also be used as ambience lighting to create a luxury setting.

Recessed lighting Shelf/Cabinet lighting

Track lighting Clove lighting

2.7 STORE LAYOUT

A store layout need to be carefully thought of and decided as it can make or break a store sale. It is one of the crucial factors determining the success of the store. A store layout is supposed to silently guide the customer to where they want to go within the store and expose them to the merchandise on offer throughout the store. General store layouts used in stores are given below: 29 Visual Merchandising and Grid layout: As the name suggests, the fixtures are arranged in row and columns Store Management forming a grid pattern. There are parallel, horizontal and vertical aisles running through the shop. It is the most simplest of the store layouts. It is easy to create, maintain and replenish. It creates a natural direction of flow, without restricting the moments of the customers. However it tends to be boring, and can be overbearing if in large stores. The customer can feel lost and confused as all the aisles look the same. A good signage system is extremely important in stores with a grid layout. The fixtures used are standard in size and material through the store. The grid layout is majorly used in the supermarkets, hypermarkets and discount stores as it is cost effective and can carry a large quantity of merchandise. Look at figure 2.6 which shows grid layout.

Figure 2.6 Grid layout

30 Elements of Visual Merchandising- I

Ruci & Idoni, Hyderabad, http://www.indiaretailing.com/ruci.asp Free flow layout: In this layout the fixtures are loosely grouped together unlike in the grid layout where the layout is rigid. It encourages free movement of the customers from one fixture to another, similarly from one department to another, thus exposing the customer to a wider range of products. Since the space is not restricted it can be utilized creatively to make a visual impact. This type of layout is usually seen in high end stores and boutiques. However it tends to increase wastage of space and hence results to be expensive.

Figure 2.7 Free flow layout

Free flow layout used in exhibitions 31 Visual Merchandising and Race track /loop layout: In race track or loop layout a customer enters from the Store Management entrance moves through the path or track defined with the fixtures that leads them through the store then out of the store. The customer has to go through the path to exit the store. This way the layout exposes the customer to all the merchandise on offer at the store. However this can be a disadvantage, if the customer has to buy only one merchandise, but is still forced to walk through the entire store, causing frustration. This layout is usually used in discount store and is best suited for art galleries and art exhibition

Figure 2.8 Loop layout

Below: Terminal, Lajpat Nagar, New Delhi Right: Art exhibition

Spine layout: In spine layout, a main customer aisle runs through the store, then branching into smaller aisles. There is a wide aisle starting at the front of the stores and going through the store. The departments and merchandise fixtures are categorized along the sides of this main aisle. This layout is mostly used in large department stores. It is comfortable and convenient to shop form.

32 Elements of Visual Merchandising- I

Figure2.9: Spine layout

‘Editions’ at Express Avenue mall, Chennai

No matter what the layout selected, the ergonomics of retail space should be adhered to, to make the customer comfortable. Example: 1. The aisles should be wide enough to allow the customers to pass each other without discomfort. It is very important that they do not brush each other or their trollies don’t touch while passing. 2. The fixtures used should be safe in terms that there should no shape edges that might heart the customers while moving about in the stores. 3. The safety standards should be maintained.

33 Visual Merchandising and Store Management Check Your Progress B 1. What do you understand by store ambience? ...... 2. What is meant by visual communication? ...... 3. Name the different types of source of light...... 4. Differentiate between free flow layout and grid layout......

5. State whether the following statements are true or false. i) Spine layout is mostly used in large department stores and is convenient to shop form. ii) In loop layout the customer need not to go through the path to exit the store iii) The grid layout is mostly used in the supermarkets, hypermarkets and discount stores as it is cost effective and can carry a large quantity of merchandise. iv) Clove lighting is direct form of lighting where the lights are hidden in ledges in the ceiling or the walls v) Store layout describes the overall look and feel of the interior of a retail store, including the placement of fixtures and products within the store.

2.8 LET US SUM UP Visual merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets. It is a merchandising technique which effectively uses the design of an environment via visual communications, lighting, colors, music and scent to stimulate customers’ perceptual and emotional response and ultimately to affect their purchase behavior. Visual Merchandising is a practice that supports retailers in presenting their retail space in the best possible way to maximize sales. Visual Merchandising does not stop at great looking window displays, it is more than this. From your in-store layout and product merchandising, to housekeeping, lighting, music, price tickets, posters and graphics, window display and props, right through to the colour you paint your walls and the fixtures you sell from, all of these elements and how you visually organise these elements and how often you rotate these elements within your retail space is Visual Merchandising. It has various elements such as: brand imagery, store façade, in store 34 signage, store ambience, lighting and store layout etc. Elements of Visual 2.9 KEY WORDS Merchandising- I Brand Image : The perception of your product or your brand by the consumer and is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers’ direct experience. Grid layout : The aisles of the store are arranged parallel to one another and lead to the checkout lanes located at the front of the store where customers enter and exit. Most people have seen this type of layout used in grocery or drug stores. Offer signage : These 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. Visual communication : It refers to communication through visual aid and is described as the conveyance of ideas and information in forms that can be read or looked upon.

2.10 ANSWERS TO CHECK YOUR PROGRESS (i) True (ii) False (iii) True (iv) False (v) True

2.11 TERMINAL QUESTIONS 1. Define and discuss about brand imagery with the help of an example. 2. Write short note on the following: ● Façade Signage ● Surrounding space ● Store Directory 3. Distinguish in detail between offer signage and category signage. 4. What is meant by store ambience? Explain in detail the elements to be taken care while finalizing a store ambience. 5. What is the use of lighting for a retail store? Describe the main types of source of lighting. 6. Explain the following: i) Recessed lighting ii) Cabinet lighting iii) Track Lighting iv) Clove lighting 7. What do you mean by store layout? Discuss in detail the different types of store layout.

Activity: Visit a Mall in your near by area and list out different types of lighting fixtures setting being used by the retail store.

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