VISUAL MERCHANDISING

INDEPENDENT RESEARCH

SUBMITTED TO: AR. TULIKA ROHATGI

MUBEENA MOHAMMED KAVUNGAL

M.Sc. INTERIOR DESIGN

A2110612008

AMITY SCHOOL OF DESIGN

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ACKNOWLEDGEMENT

We take immense pleasure in thanking our Director Mr. V.K. Mathur director of Amity School of Design for permitting me to carry out my Independent Research and for the successful completion of INDEPENDENT RESEARCH report on VISUAL MERCHADISING. I would like to acknowledge my faculty guide Ar. Tulika Rohatgi who had helped me throughout this project, guided me at every step and had always inspired me to do even better and this is the reason the end result has come out so fine. I would also like to thank my friends who indirectly helped me with different ideas and given moral support always for the project to come out well and good. I thank everyone involved with this project report of mine deeply.

AR. TULIKA ROHATGI Mr. V.K.MATHUR MUBEENA M. KAVUNGAL

(INTERNAL GUIDE) (PROFESSOR & ADVISOR)

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CONTENTS

Sl. NO. TOPICS Page No.

1. PREAMBLE RESEARCH INTRODUCTION HISTORY AIM & OBJECTIVE SCOPE

2. RESEARCH METHODOLOGY

3. RESEARCH DESIGN LITERATURE STUDY

Anthropometry Displays Materials Signage System Lighting Planogram Window Display Universal Design

CASE STUDY Kazo Bossini

4. COMPARISON TABLE

5. USER REQUIREMENT CONCLUSION INNOVATION AND RECOMMENDATION

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PREAMBLE

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Research

A systematic way of investigating into a study of materials and sources to obtain facts and knowledge and to reach new conclusions is called as research. It is the investigation of a particular topic using a variety of reliable and scholarly resources. Research is a formal work undertaken systematically to increase the stock of knowledge. The three major goals of research are establishing facts, analyzing information and reaching new conclusions. The three main acts of doing research and the purpose of research are for searching, reviewing and evaluating information.

Research has been defined in a number of different ways:

Martyn Shuttleworth defines research as – “In the broadest sense of the word, the definition of research includes any gathering of data, information and fact for the advancement of knowledge”.

Creswell defines research as – “Research is a process of steps used to collect and analyze information to increase our understanding of a topic or issue”.

Merriam-Webster Online Dictionary defines research as – “a studious inquiry or examination; especially  : investigation or experimentation aimed at the discovery and interpretation of facts, revision of accepted theories or laws in the light of new facts, or practical application of such new or revised theories or laws”.

The main goal of a research process is to produce new knowledge or deepen the understanding and understand a topic or an issue more. It takes three main forms. They are:-

Exploratory research – it helps to identify and define a problem or question. Constructive research – it tests theories and proposes solutions to a problem or

question. Empirical research – it tests the feasibility of a solution using empirical evidence.

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VISUAL MERCHANDISING

Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product. A creative and talented retailer can use this upcoming art to breathe in new life into his store products. Passion for design and creativity are essential to be a good visual merchandiser. A perfect design process and the ability to create ideas that are different are required. Awareness of happenings in fashion world is needed so as to keep up-to-date with the dynamics of the market constantly.

 Visual merchandising includes window displays, signs, interior displays, cosmetic promotions and any other special sales promotions taking place.

IMPORTANCE OF VISUAL MERCHANDISINGVisual merchandising is a critical element in retailing. The facades and windows which are done with an objective to attract the passer bys and walk-ins of the corridor, there are in store decors too that are enhanced for the customers comfort and convenience while shopping and to offer a superior shopping experience.

Consumer behavior studies has confirmed that a beautifully done up show window and decorated facades prove irresistible as they walk into check out what is an offer. When no two stores look alike it ensures exclusivity. Besides, when the mood and theme of displays change at regular intervals it makes certain that the store remains top of mind. ‘Stickiness’ in retail formats is ensured by the imaginative use of colours, lighting, space, furniture and visual elements with regard to in-store displays.

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When customers walk in, it is to ensure that they enjoy their first encounter with the store. Repeat visit will only happen if a customer’s first visit is a memorable one and was satisfied with the purchase. The logical arrangement of counters, with clear passageways allows for easy ace to merchandise rather than getting lost in the mazo which happens with most of the large stores. This system of arrangement makes the customers feel more in control too. Clear passages are provided for products which need touch and feel. All the impulse purchase driven products should be clearly displayed so that its easy to reach them without any hindrance. Also, it has been observed that, when a person enters a room or a store, the human eye moves in a Z pattern, i.e. from rear left of the room to right rear then from front left of the room to front right. Care should be taken while we design the store; it should be in an appealing manner so that it guides the direction of vision and keeps the shopper visually interested.

COMPONENTS OF VISUAL MERCHANDISING:There are certain components which a retailer needs to take care while displaying their products. All these components when combined together in a proper ratio will give a successful outcome in the displays of a showroom.

MAKE MECHANDISE THE FOCAL POINTThe main aim of displays is to showcase the product within the display area even enhancing the display area. Customers normally gives three to five seconds of their attention to the window display at first. In this short period of time, the retailers visual message should be conveyed to the customer. The arrangement of the window display should go with the products and should not be discernible to the eye.

RIGHT CHOICE OF COLOURS IS VITAL:Colour is one of the most powerful tools in the visual merchandising segment. It’s a visual perceptual property. Colours are associated with emotions, special occasions and gender. It gives attention and pulls more customers to the store. A retailer has to choose a right colour that would match with the theme of the display. Its not always possible to satisfy everyone but its possible to cultivate the taste of customers gradually and purposefully. A right choice of colours in the displays can make a walker into the shop and lowly convert them into a customer. Its there for mandatory to choose the right colour in the display theme.Ex: A Halloween display have a black colour, Christmas display as a colour of red, green, gold and silver etc.

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DISPLAY SHOULD COMPLEMENT THE RETAILERS OTHER STRATEGIES:The content of the display should complement the in store environment and other marketing strategies of the retailer. If the retailer has a specific logo, the colors of the display can reflect the same color of the logo. For e.g. MacDonald’s display, the clown is of the same color, red and yellow as in their logo.

CLEANLINESS:Neat and clean arrangement is the foundation of an inviting a successful visual display. A beautiful display can be ruined by a cracked sign holder or an unclean display environment. Effective cleaning schedule of showcases and display fixtures is required.

CHANGE THE DISPLAY SETTINGS INFREQUENT INTERVALS:Changing the arrangement of the displays in regular intervals will initiate new interest about the products in the minds of the customer. By designing a plan-o-gram and activating changes frequently one can thus be a proactive retailer. With globalization and the retail boom, visual merchandising is growing in leaps and bounds. It is not simply concerned about decorating a store beautifully; but must also symbolize the brand keeping the target audience in mind.

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HISTORY

In the present culture, generation and era people do not shop to obtain the items they want or to satisfy their needs. These days window shopping has become a pastime for people. In such world and generation the visual merchandisers would a create a “miniature worlds” among their store showing of their product through different displays and settings which will help to attract the customers, make them purchase the products and give them a good feeling and experience which will make them come back to the store again and again. Visual merchandising is not a new concept of art. It has started in the early 18th century in interesting and unique arrangements to attract consumer.

THE EARLY STORE

Prior to the late 18th century, the store owners and managers did not care for the presentation and the appearance of the store or of the merchandise. Little goods were displayed in the store. A customer had to enter into the store and had to speak and ask for merchandise to the retailer, which then he presents it which was kept in the back room. Sales talk and the ability to persuade were an important factor for convincing the customer about the quality of the product and to make a sale. The coming up of store design brought a new process of shopping. It was not a verbal engagement anymore between the retailer and the customer but became a sensory experience. The first step of the store design began when small stores displayed their merchandise openly to the public instead of keeping stored in back rooms. Gradually, displaying goods became an important tool for the retailers. Hence, the unattractive stores slowly became exciting shopping venues for the people.

THE DEVELOPMENT OF ARCADES

The second step in the evolution of the store design occurred in Europe in the beginning of 19th century with the developments of arcades. Arcades or also called as passages,

were covered streets which were constructed using iron and glass. Historically, we can call them as the bazaar of Arabian Peninsula and Asia Minor. The experimentation with the new materials had improved the aesthetic qualities of the shops that were situated in the arcades. The features of the arcades were the glass skylight stretching the entire passageway length wise. The

skylights gave an enclosed, visually stimulating shopping environment. Unfortunately,

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the skylight caused many technical difficulties and was extremely expensive. Also, the visual shopping area created outside did not extend inside the shops leading the arcades to mainly associate with people who were out to walk around and not of those who came really for shopping.

THE ESTABLISHMENT OF THE GRAND EXPOSITIONS

The next advanced evolution in the store design is the establishment of the Grand Exposition. Grand Exposition began in London in 1851. The first exposition was the Crystal Palace Exposition which was done to present and demonstrate new technology. It soon became huge, crowded fairs were the merchandise was displayed in exotic and elaborate settings. The retailers understood and learned that there sale would be more successful if they display their merchandise openly and in a strategic manner to the public. They also learned that it is better to place the merchandise on a platform or pedestals raising the merchandise close to eye level rather than placing them directly on floor. This emphasized on displaying merchandise in a manner which would be pleasing the customer gave an important innovation in the development of visual merchandising. The displays were often themed which would create an atmosphere of a distant and exotic land. For ex. in 1899 there held a Paris Exposition which included a replica of a street in Cairo, Egypt with belly dancers. The retailers wanted the customer to feel as if they had stepped into another world or country. Maurice Talmeyr, a social critic and journalist said that, “The Grand Exposition contained Hindu temple, savage huts, pagodas, souks, Algerian alleys, Chinese, Japanese, Sudanese, Sengalese, Siamese, and Cambodian quarters - a bazaar of climates, architectural styles, smells, colours, cuisine, and music."

THE RISE OF THE DEPARTMENATAL STORE

The rise of departmental store in the 19th century brought many changes in store design and visual display. The early departmental stores continued with the idea of displaying merchandise in elaborate and luxurious settings. Techniques which were used in small dry goods stores, expositions and arcades were experimented and either used or rejected. The department stores of the 19th century transformed the concept of visual merchandising. In transforming so, merchandise display was one of the most important aspects of the shopping experience.

The World expositions only occurred in a very few years in a few large cities throughout Europe and in United States. Department stores became open every day with exceptions of religious holidays. The first department store made in regard to the

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concept of visual merchandising had the display techniques which were used in the world expositions. They retailers not only was able to bring these techniques into the shops but also the sense of the experience the people enjoyed in attending the expositions.

The second transformations made by the early departmental stores were the luxurious store interiors which surpassed the most lavish arcades. They used the same technique

and materials of the arcades to bring the outside to the inside. While describing Paris’ Bon Marché (first department store) Michael Miller said that “The iron column and expanse of glass provide a sense of space and light”. Like Bon Marché, many other stores too used a gallery design with an open interior which allowed the customers of the first floor to see the other floors and giving a chance to explore other areas.

These early department stores strived to give a sense of luxury even if it was just an impression. There were huge chandeliers, stained glass, marble, oriental carpets, polished wood, artwork, and balconies. By displaying ordinary commodities such as bolt of inexpensive cloth in a luxurious setting way gave these ordinary pieces of merchandise a sign of affluence and wealth. The newly derived value came from staging the product in a luxurious environment. Even not selling, this method of display led customers to believe that average products could by symbols of wealth and luxury.

Ext, to convey the consumer that the supply of merchandise was endless they displayed the products in excessive and chaotic manner. It was displayed in large and unorganized piles and strewn across fixture. It is said that Aristide Boucicaut (owner of Bon Marché) used to frequently hide merchandise which the customers purchased on a regular basis, therefore encouraging them to search the entire shop and to come across merchandise that they did not intend to buy. By displaying in large quantities, retailers found that the desires of the consumers were never fulfilled and it made them come back in the future. At this time, shortage and scarcity were threats to majority of the population. The endless supplies in the departmental stores created a symbolic meaning of surplus.

Lastly, the 19th century stores continued and perfected the use of themes which were used in the World Expositions, like they were often presented in exotic themed displays.

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In 19th century possession of exotic items from places such as Orient, Africa and Near East became “fashionable”. However, these exotic artifacts were very expensive. By displaying in this arrangement, the symbolic qualities of the exotic were rendered on average items, thus giving a once unattainable desire for the consumers. Also, the merchandise became displayed in real scenes such as, rather than displaying a lamp on a shelf it was displayed in a space replicating living room which included a mannequin family.

Reference: http://sarahmarie1.hubpages.com/hub/A-History-of-Visual-Merchandising-in-Retail-Stores#

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AIM & OBJECTIVE

To explore and gain more knowledge on visual merchandising. To implement it in my future designs and help serve my future clients with the

best possible displays in an aesthetic manner and pleasing visual merchandising. To make it easier for the customer to locate the desired category and

merchandise. To make it easier for the customer to self select. To make it possible for the shopper to coordinate and accessorize. To recommend, highlight and demonstrate particular products at strategic

locations. To educate the customer about the product in an effective and creative way. To make proper arrangements in such a way to increase the sale of unsought

goods. To provide more safety and security in the store with well innovative displays.

SCOPE

To meet the future needs of the availability in visual merchandising.

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RESEARCH METHODOLOGY

RESEARCH

VISUAL MERCHADISING

HISTORY

AIM, OBJECTIVE & SCOPELITERATURE STUDY

CASE STUDY

CONCLUSION

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RESEARCH DESIGN

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LITERATURE STUDY

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ANTHROPOMETRY

The essential function of retail spaces is to display and sell merchandise. The design of these spaces involves the manipulation and coordination of architectural, interior design, and merchandising elements as necessary to meet the programmatic needs of the client. It is critical that the space in which the customer and store personnel function is of the highest quality. Ensuring this quality requires knowledge of the planning and design of the various interior components that constitute the building blocks of retail spaces.

Figure 1 shows the clearances involved for a 42-in, or 106 .7-cm, high counter to service a seated user. By filling the recess with an additional display, however, the counter can also be used exclusively as a typical sales counter. It should be noted, however, that although sometimes used for special display situations, such a counter height is not recommended. Both the customer and the sales clerk of smaller body size would find coping with such a height uncomfortable anthropometrically, particularly when one considers that the counter would be higher than the elbow height of slightly over 5 percent of the population. From a merchandising viewpoint, where customer convenience is of paramount importance, it would be unwise to exceed 39 to 40 in, or 99 to 101 .6 cm, as a counter height. In addition, the smaller sales clerk forced to tend such a counter for extended periods of time could be subjected to severe backaches

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and pains. Getting on and off a high stool for elderly and disabled people or those of smaller body size can be not only difficult, but hazardous. Figure 2 illustrates the clearances for a typical sales counter.

Figure 3 shows the clearances required for a medium height display counter. The suggested seat height of 21 to 22 in, or 53 .3 to 55 .8 cm, requires a footrest for the seated customer. The counter height shown will allow the display to be viewed by both the seated customer and the standing sales clerk. The customer activity zone allows adequate space for the chair. Knee height, buttock-knee length, popliteal height, and eye height sitting are all significant human dimensions to consider in the design of

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counters to be used by a seated customer. Figure 4 shows a low 30-in, or 76 .2-cm, display counter also for use by a seated customer. The anthropometric considerations are the same. Although the counter height is responsive to the anthropometric requirements of the seated customer, it is less than ideal for the standing clerk. For the standing user's optimum comfort, the counter height should be about 2 or 3 in, or 5 to 7.6cm, below elbow height. This will allow a person to handle objects comfortably on the counter surface or use the counter as support for his or her arms. The 30-in height is too low to permit such use

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Shelving is probably used more than any other single interior component for the storage and/or display of merchandise. Not only must the merchandise be within reach anthropometrically, but it must be fairly visible as well. The heights established must therefore be responsive to vertical grip reach dimensions as well as to eye height. In establishing height limits, the body size data of the smaller person should be used. Since in retail spaces, departments may cater exclusively to members of one sex or the other, two sets of data are presented. One is based on the body size of the smaller

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female and the other on the body size of the smaller male. The suggested heights reflect a compromise between reach requirements and visibility requirements.

Figure 6 illustrates the clearances involved in hanging-type merchandise cases. Rod heights should be related not only to human reach limitations, but in certain cases to the sizes of the merchandise displayed. There is usually no conflict in respect to garments.

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Reference: Time Savers standard for Interior Design.

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DISPLAY

Displays are a necessary store fixture for all types of retail stores. Displays help us to sell merchandising, neatly lay out our products.

BENEFITS OF DISPLAY:Displays have many beneficial effects if we understand the principals of modern store designs. We would know which type of display we should use and at which place should we position them.

Retail fixtures such as the displays have a huge impact on consumer decisions. Shoppers always get attracted to a well displayed ad presented product and will be willing to accept the price for a higher value they perceive.

A retail display not only increase the products’ sales potential and stimulate impulse purchasing, it will also secure the bottom line profits.

Maintenance of a uniform brand is good. Displays allow and help us to keep a consistent brand image around a broad range of categories and formats. If we market our brand in many different stores, then it’s unavoidable to create great a unified display design for your product.

Understanding the special taste and expectations of the customers demographic, we can effectively use custom display designs to attract a targeted customer base and influence the way they perceive our brand.

Use carefully printed graphics and signs to accentuate the items features. Explain the customer about the exclusive benefits the products offer. We can even sell by teaching.

USE RETAIL FIXTURES TO ENHANCE YOUR STORE IMAGE:Depending upon the product we want to showcase in our retail space, many possible store design solutions can be applied to project our desired image for the store.

Decide the right displays We should find an appropriate retail display design that can optimally accentuate our products’ features. Eye-catching custom retail displays usually grab the attention of people walking by. The more exclusively we present a product it will persuade people to accept it in a higher price, since they perceive in a higher value. We can choose to display our products on a floor standing display if we need flexibility in size and maximum durability.

Create an Inviting Atmosphere A positive buying experience is an important aspect if we want people to feel comfortable in shopping in our store while shopping. They should feel a positive mood before deciding to purchase anything. We should plan for a proper lighting, should use a harmonious mixture of materials and colours for our store theme which can only provide the customers a positive feel.

Choose a known brand as attention magnet

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A way to reinforce our store image is to present only well established brand products on attractive retail display racks. The recognition of a trusted brand will bring great effects on how customers perceive the overall quality of our store. This will affect our own store image and decide whether people like to spend time shopping here.

Communicate Brand Message on Graphics and Signs It is always an added advantage if our retail display combines with the eye-catching graphic and retail signs to provide additional information, a sticking company slogan or to highlight a special advantage of our product.

Feature your display on prime location In a competitive floor every square foot counts. Place the best brands at spots where they get easily recognized. The right positioning of retail display helps us to comfortably guide customers through the store without difficulty to find what they need.

THREE MAIN RETAIL SHOP DISPLAY TYPESRetail Displays are in-store visual displays to show off our inventory or to accentuate a high-margin product. We distinguish between three main types of retail displays:

Floor Stand DisplayFloor stand displays can be placed anywhere in the retail floor and can host a variety of products. It is the most often deployed display type because it can withstand a huge amount of products weight for a very long time.

COUNTER TOP DISPLAY

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These displays are put on tables and counters where space is really limited. They often tempt impulsive shoppers to buy items while waiting to check out, without previously having the need for it.

RETAIL SIGNSRetail signs have a high impact on product branding and are often combined with retail displays to emphasize a products feature. Some of very simple but highly effective merchandising solutions can be little more than an eye-catching well-placed retail sign.

HOW TO GET YOUR PERFECT RETAIL DISPLAY DESIGN ?A lot of display solutions are available in the market. We can choose depending upon the product we want to display, our available retail space and the existing store designs. Our investment in a retail display is well planned then it will help our company sell more products with higher margins. Here are tips to consider before making the decision to buy a desired fixture:

1. Analyze the product’s features.

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Consider the size, weight, shape and colour of the product we would like to display. The special about the product and how can we bet accentuate its features.

2. Consider the theme of the store. Think and choose a material which is best for the design of the store. Emphasize the displayed product but don’t risk and destroy the overall look of the store by choosing wrong material and colours for the display.

3. Understand the customer demographic. We have to plan and showcase that who is most likely interested in the product we are planning to showcase.

4. Choose an appropriate retail display type. Depending upon the placement of the display in the retail space, there are many ways to design the fixture.

5. Communicate your brand message. Use special feature, information or brand slogan to communicate to customers and utilize graphics, banner and signs to make the product informative and to give a stand out look.

6. Get some design inspiration. By browsing web ad books we can find some display designs which gives a similar touch of our need. We can take this as our starting point for the custom retail display.

7. Find a trustworthy source for your retail display. Check the industry specific expertise and compare some of the projects with other manufacturers. See if they can show proven track records, enough projects and credible testimonials. We should ask about the working process, discuss the program and demand a quote and compare again.

TYPES OF DISPLAYS

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WATER FALL WALL FACE OUT WALL DISPLAY SYSTEM DISPLAY SYSTEM

WATER FALL & FACE OUT WALL DISPLAY ELEVATION

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POST FACE OUT WITH STRAIGHT WITH HANGRAIL STRAIGHT HANGING FACE OUT

STRAIGHT HANGING & FACE OUT WALL DISPLAY ELEVATION

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FACE OUT WITH DISPLAY ROD DISPLAY

FACE OUT WITH DIPLAY & ROD DISPLAY ELEVATION

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A DISPLAY WITH BASKET & SHELVES WOOD OR GLASS SHELVE DISPLAY

TWO ARM CUSTOMER DISPLAY

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FOUR WAY RACKS DISPLAY

CIRCULAR RACK DISPLAY

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SPECIALITY RACKS DIPLAY

OUTRIGGERS WALL FINS DISPLAY

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REGULAR RACKS DISPLAY

ROLLING RACKS DISPLAY

ISLAND DISPLAY

Island display is a display which stands alone on the floor without any side supports. They are used for the physical presentation of the merchandise and can be accessed from any side of the display. Island displays are usually situated in an open area of a retail store such as near the entry of the store or in the larger aisles. Merchants take advantage of the island display for calling attention to the items those are new arrivals or the items which are currently on sale.

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An island display when it is carefully designed can be an effective selling tool other than as a structure showing goods in the best possible position. Unlike other types of displays, which provide views from one to three sides, the merchandise displayed using the island displays must be visually appealing from all directions. When it is executed properly, the consumers gets attracted to the displays and more likely longer than the shelf display. Since eye catching and holding the attention of consumers is more important and essential for making sale, the island displays increase the chances of selling merchandise that go unnoticed in the store shelves.

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SHADOW BOXES

A shadow box is glass-front case which is enclosed; it contains an object which are presented in a thematic grouping with artistic or personal significance. The grouping of the objects and the depth effect created by the relative heights from the backing creates a dramatic visual result.

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ENCLOSED DISPLAYS

Enclosed displays are the displays which are covered from all sides but are transparently visible from all the four sides as well as from top. These types of displays are used in stores where they want to keep up and protect the value as well as the beauty of their products. There are different types of enclosed displays, ranging from tall tower and trophy cases to enclosed cabinets and glass pedestals. These kinds of displays provide great purposes like in protecting items from dust, moisture and humidity, and constant handling. In retail stores these helps prevent theft and also helps to engage customers into conversation about the product.

TYPES OF ENCLOSED DISPLAYS

1) Tower/trophy cases – Tower type cases can be made out of metal, wood and glasses. It is covered with glasses on all four sides to get maximum visibility. An additional advantage with the tower/trophy case is that, safety features like locking mechanism and alarm systems is available with it. They can be also installed with lights to highlight the merchandise more.

2) Pedestal cases – These are often found in galleries and museums, sometimes in personal studios and homes. They can be fully enclosed or open. It is often used and found at the focal point of a room where an important item needs to be displayed.

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LEDGES

Ledges are the rack which are attached to the walls without any support from the floor and is completely relied on the wall. Ledges are available in different materials like wood, ceramic, Korean stone, glass etc. These are not widely used in retail store, they are very rarely used in retail store.

DISPLAY MATERIALS

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A variety of materials are used in the displays in retail stores in this era to make catchy and beautiful displays and to promote the business along. Materials which are visually appealing should be used. Dull appeared materials are usually not preferred until and unless it’s a part of the design or the concept. Some of the materials commonly used in the markets these days for the displays to make a good visual merchandise are:-

1) Metal such as mainly stainless steel etc.

2) Plastic

3) Glass

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4) Marble

5) Acrylic

6) Wood

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7) Bamboo

8) Korean Stone

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SIGNAGE SYSTEM

A visual representation which delivers information to the customers about the happenings in a store, office, building, street, parks etc. is called as signage. It is visually orientated information system consisting of signs, maps, arrows, colour coding system, pictures and different elements. They are typically used to guide people’s passage. It helps the customers to easily get into the desired destination and the product they want to look for and purchase. It grabs the attention of any customer in selling items and thus helps the businessmen too. Signages are called as “silent salesmen”. They are the effective medium of communication between the retailer and customer. It gives the store its unique identity and helps in furthering its brand image.

Signs helps to sell our products, guide the shoppers through the tore and to promote special offers and discounts too. They come in all shapes, size and colours to fit the store décor. They are used to attract customers

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Signage is divided into two categories. They are:1) Indoor Signs2) Outdoor Signs

Both of the signs have their own particular uses.

1) Indoor signs: They are used to guide and enhance the customer’s shopping experience.

2) Outdoor signs: They are used to get customers into the store. They promote in store events, specific products, services or sale that are going on inside. Outdoor banners are preferred for this type of advertisings. Banners which are of large size and colourful banners get more attention from vehicles on road as it passes by. Banners are great for promoting sales, grand openings and services. They are user friendly. Most banners come preinstalled with grommets and tie downs hence; it can be easily attached to buildings, window, wall or any attention required places. Freestanding sidewalk signs are another type of outdoor signages.

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Signages will change the store communication with its customers. We can sell the best widget in the town at the best price, but if we do not use an outdoor banner or sign conveying everyone the message, we wont be able to sell. After getting the customers inside the store they would not be able to find the product if there are no points of purchase signs pointing in the right direction and advertising the great price. This is why retail tore signage is called as the “Silent Salesman” because they communicate with customer in efficient and direct ways and never ask for a coffee break.

MATERIALS USED IN SIGNAGES:These days signages are made up of several types of materials according to the design of the interior. Almost any material can be used for interior signage because it does not have to resist temperature extremes, weathering, moisture, snow loading and other factors that exterior sign are subject to. The materials used are:

1) Plastic- Acrylic- Polycarbonate- Butyrate- Fiber Reinforced Polyester- Polyvinylchloride (PVC)

2) Metals- Aluminum- Stainless Steel- Brass- Bronze

3) Adhesive Films4) Photographic Films5) Electronic Signage

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LIGHTING

Stunning and effective lighting in the displays and window displays are key trick to get customers inside the store. It’s a way to attract customers like the displays, colour and theme plays. Lighting in a window display is probably a great visual merchandising problem of all the small businesses. The lighting and layout of a window display and a retails store along with other merchandising elements and techniques plays a major role in the business of it to reach the target of the market.

SOME OF THE TECHNIQUES OF LIGHTING ARE:

In an open back window, lighting up the front must be very strong enough and should keep the shopper’s eye going from the display to the interior of the store.

A series of focused spots and track lights on the ceilings gives a bright light down on the products displayed. The back panel is movable and seperates the display area from the rest of the store and from the store lighting which reduces its effect on the display.

In a closed back window, we can use a range of lighting effects and coloured lights and filters which will help to create more theatrical display.

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The focusable spotlights are located on a track above the window. The lamps can be targeted over the mannequins. Since, the windows are fairly deep backlighting can be done along with illuminated objects

The most effective source for window displays are by using incandescent lights. Incandescent spotlights are high voltage lights and called as Parabolic Aluminized Reflector (PAR) bulbs. They can be used as primary source but usually used as a secondary source. An alternative to PAR Bulb is the reflector bulb with a clear glass, but does not burn as long. Floodlights are also incandescent bulb, they usually have frosted glass envelopes or enclosure. They are less concentrated and have a wider beam spread than spotlights.

In this women’s shop, row of round bulb are lined up in the middle. Some recessed floodlights are cut out the circle of the dropped ceiling panel, It serves as the primary light source. The spotlights on the track which runs from the front to the rear of the store highlights, and accentuate the merchandise display on or off on the wall.

A variety of light source and lamps can be used while planning a store’s interior lighting. These can be used to create a particular lighting palette and bring the customers attention to various area of the store.

General or primary lighting includes the all over lighting in the ceiling of a selling area. It does not include the accent or decorative lights.

Secondary lighting includes the accent and decorative lighting. They are: chandeliers, sconce, wall washers, indirect lighting, spotlights and lights under shelves, in cases and in counters.

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Fluorescent lights are efficient and inexpensive to install and maintain. They are available in a wide range of colors from cool bluish to warm deluxe having a peach tone. Smaller tubes can be used in showcases, under shelves and behind baffles as wall washers.

Fluorescent tubes are cased in a long frosted glass fronted fixtures which makes a strong pattern against the blacked out ceiling, providing general, primary lighting for this store. Pencil fluorescent tubes in red plastic sleeves give a visual excitement and a hectic tempo of the shop.

Incandescent bulbs mostly produce warmer and more flattering lights than the fluorescent but emit more heat. These lamps do not burn long or are not efficient as the fluorescents. They are available I wide ranges of size, shapes, and wattages. They can be decorative too.

High Intensity Discharge (HID) lamps is efficient and inexpensive light source which has its colour improved for its use inside the store.

Light Emitting Diode (LED) are solid-state devices that do not require any heating of filaments. They are cost efficient, energy efficient and green material too.

Different light sources together on the same selling floor can also be used. It is possible to highlight an accent and fluorescent primary light scheme with incandescent secondary lighting.

Reference: http://www.google.co.in/url?sa=t&rct=j&q=visual%20merchandising&source=web&cd=9&cad=rja&sqi=2&ved=0CFkQFjAI&url=http%3A%2F%2Fwww.schools.utah.gov%2Fcte%2Fdocuments%2Fmarketing%2Fresources%2Ffashion%2FAdvS9Visual.ppt&ei=vAohUaW1FYuSrgeWl4HQDg&usg=AFQjCNEqMi2XR7OAU7QCVHMgLZz3g5tZLg

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PLANOGRAM

Planogram is a visual representation of a store’s products and services. It is a diagram of fixtures and products that shows how and where the products should be displayed on a store shelf to increase customer purchase. It is also called as Plano-grams, plan-o-grams, schematics and POGs.

Planogram is considered as a tool for visual merchandising. It helps to dictate a retail store’s layout of planning. Effectiveness of the planogram can be measured by the sales volume. Planogram defines which product and were the product has to be displayed in a retail store in the type of shelving unit and the quantity to be displayed. This is useful if we want many numbers of displays giving the same look and feel for the displayed products. Manufactures prepare the planograms and send them to the stores ahead of the new product arriving in the stores. Usually for consumer-packaged goods, the manufacturers would give or suggest the planogram with their new products to show the relation of the products to the existing products in the market.

PLANOGRAM PLACEMENT METHODS

Visual:Visual product placement is done by different theories of horizontal placement, vertical placement and block type placement. Displaying products horizontally increases the concentration of a certain products to the customers. A research study says in

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horizontal display the spacing between minimum placement should range from 15cm – 30cm is required to receive customer attention. It also depends on how far is the customer viewing the unit and the products. Vertical displays displays products on shelf level one top of the other. The distance between each product should have a minimum placement of 15cm – 30cm.

Derivative Target: It says how to set and show the merchandise It ensures enough levels on the shelves and displays. It helps to use the space effectively (eg. Floor, walls) It communicates retailer’s brand identity. It helps in mapping a store.

BENEFITS OF PLANOGRAMMING It improves the sales presentations and closure results. It gives a better grasp on relative product performance. It provides a better brand awareness through consistency. It provides an improved retail placement. It provides an increased consumer appeal of product displays. It improves the shelf’s space allocations. It gives a much better marketing through targeted displays. The awareness of visual merchandising improves.

Reference: Wikipedia.org

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WINDOW DISPLAY

Window display is also called as store window or shop window. A window in a shop which will display the items of the store for sale and merchandise or if it’s designed to attract customers into the store and shop is called as window display. Usually, the large windows in the front façade of the shops facing the corridors of the malls or the streets in case of an independent retail stores are referred to as window displays.

Ex: In boutiques the window displays have mannequins dressed up displaying the clothes of the boutique.

Placing merchandise in a store’s window is called a “window dressing”. It also refers to something which can be done to make a better impression and even give a look of dishonest or deceptive.

This window display displays the sports dress been sold in the store. It is displayed in by the use of mannequins in the motion of different sports and exercise which

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will speak to the customers bout the flexibility and the use of the merchandise and grab them into the store.

TYPES OF WINDOW DISPLAY

Window displays play a major role in visual merchandising. They have the ability to pull the customer into the tore by attracting them. There are different types of window displays in the retail field. They are:-

1) Closed window display

Closed window displays are like small rooms which only face towards the exterior of the retail store. They are light up and dressed up well there for the purpose of visual merchandising.

2) Open – Back window display

Open – back window displays does not have back walls and they sometimes have side walls depending upon the design and layout of the store. Since, they do not have back walls it’s called as Open-back window display.

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3) Corner Window display

Corner window displays are the displays which are wrapped in the corners. They are usually seen with curve corners but depend upon the layout of the retail store.

4) Showcase Window display

Showcase window displays are small showcases placed at the eye level facing the exterior of the retail shop. They will b well lit and bright. This type of display is most commonly seen in watch and jewelry stores.

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SETTINGS OF WINDOW DISPLAY

Settings of window display, here we mean the different themes these days used to set up the displays. Different kinds of themes can be used depending upon the designers and the clients thoughts and wish in their design palette. Here are some types of themes described which are used in fashion industry.

1) Realism

In realism theme based window displays they display everything exactly as they appear in life. They use dummies; mockups are used instead of models. This is common and widely used even in home furnishing shops and furniture showrooms.

2) Surrealism

Surrealism theme based window displays are usually depending on dream and fantasy. The materials used are filled with familiar objects which are used to decorate to strange and mysterious things. The intention of making this type of window display is to make people

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look at the display and the products in a different way and to create a dreamy feeling feeling in the minds of people.

3) Abstract and Geometric

In abstract and geometrical theme based window displays we use geometrical and unrecognizable materials. Here, the visual merchandiser does not try to show people, animal or other things exactly as they appear in the real world. They show them in geometrical and abstract shape of the original ones.

Here is an example showing the abstract form of a lamp made with the geometrical lines using wooden strips to highlight

footwear in the display

4) Pop Art and Retro

This window display is inspired by comic trips, advertising, popular entertainment and culturally outdated mode. The theme can be anything in an everyday life which is et up in a beautiful colourful way or even can be something which is 15 to 20 yrs back or even prehistoric.

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5) Futuristic

This is a theme for the windows displays which can relate to the designs, technology and situation which are expected in the coming future times. Metallic colours and objects in the outer space are usually used here.

6) Nativism

This theme for window display uses indigenous materials and potrays the ethnic culture which the designer and the retail owner would like to depict in the store. More often, cheap materials are used for this type of themes. Apart from capturing attention of the native people, this theme of window display aims in contributing in renewing and maintaining the original and native culture.

Here is an example of an African tribal culture in a window display of garment store.

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Reference: Wikipedia.org

http://the-creativity-window.com/2012/01/top-6-types-of-window-display/

http://vstories.wordpress.com/2011/03/25/types-of-display-windows/

UNIVERSAL DESIGN

Universal design is referred to the designs which are made and accessible easily for both people with disability and people without disability. This term of “universal design” was coined by the architect Ronald L. Mace to describe the concept of designing products and built environment which are aesthetically pleasing as well as it can be used to the greatest possible extent without considering age, ability or disability. But, it was Selwyn Goldsmith who firstly had the csoncept of free access for the disabled people.

PRINCIPLES OF UNIVERSAL DESIGN:

North Carolina State University is a center for Universal Design. They present the following principles.

Equitable use: The design is useful and can be used by any group of people. Flexibility in use: The design considers almost every range of individual’s

preferences and abilities. Simple and intuitive: Use designs which are easy to understand. Perceptible information: The design will communicate necessary information well

and effectively to the user. Tolerance of error: The design minimizes hazards and accidents as well as its

adverse consequence including unintentional actions. Size and space for approach and use: Enough of size and space should be

provided for the comfortable approach and use.

SOME EXAMPLES WHICH CAN BE INCORPORATED IN RETAIL DESIGN AND VISUAL MERCHANDISING ARE:

Smooth ground levels and ramps provided along with the stairs to the entrance of the store.

Bright and appropriate lighting provided, it can be task lighting given for a particular.

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Use meaningful icons and signage with text labels. Signs should be light with dark visual contrast colours. Instructions which present the materials should be in both orally and visually. Labels on equipment showing the price should be in large print.

Reference: Wikipedia.org

CASE STUDY

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KAZO

Store: KAZO (Western outfit store)

Area: 23’ x 36’ = 720 sqft

Location: GIP, Noida

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KAZO PLAN

Displays: Different types of displays like wall displays, four ways rack displays, hangers, and independent display are used in the store to showcase its products to the customers.

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Lighting: Focus lights are used in the store which are directly focusssed on the products to enlighten them.

Ceiling: There is no false ceiling provided. It is an exposed ceiling were the HVAC ducts and the lighting ducts are all exposed. 2’ x 2’ grid I provided through that all the

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service ducts are seen. The ceiling is all painted black to coordinate with the store interior and to the merchandise.

Pleasing of the customers: The slight gothic ambience of the store takes the customers into a gothic world with majority of the merchandise in red and black colour. The store is completely of black, grey and a slight of grey colour. The window display with mannequins and green plants used as props gives the look of nature and says that the outfit is for summer and spring wear. This is a way of speaking to the customer with the displayed products. Focus lights directing on the mannequins makes thee cloths more catchy and attracts thee customer view from the passage outside of the store.

Display: Different types of displays such as hangers are attached to the walls, four way rack displays, hangers on the mirrors and independent displays are provided for the different viewing of the merchandise which will help the customer. The wooden

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independent display is placed I the middle and in the beginning of the store. It displays merchandise which are folded up and one with a mannequin too.

The hanging display of the accessories at the back of the store has a mirror and it’s a face out wall display system. This system of hanging display with mirror reflecting the accessories helps in catching the more beauty to the merchandise as well as an imagination of more number of merchandise too.

The wall displays with hangers and as well as with mannequins is a good idea of displaying merchandise as its easy for the customer to understand the merchandise well without picking them out and checking. Placing picture of the clothes between the displays gives another view to the customers on how the merchandise appears. This is a method of visual merchandising.

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Visualizing Exterior: The store gives a good visual to the exterior. The exterior view has a good window display and since the exterior is glazed completely it give a full view of the store from outside till the last end of the store. The window display is an open window display.

Analysis: The store is well done with the display system and lighting to create the required ambience. The modes and methods of display with hangers a well as with the mannequin is a good way of displaying merchandise.

The window display is not much pleasing enough to attract the customers in. Some more number of mannequins could have been added up which would complete the window display.

The window display had too many props which were not much useful, it could have been better if less number of prop would have been used.

WALL DISPLAYS

FOUR WAY DISPLAY

WALL DISPLAYS

ISLAND DISPLAY

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BOSSINI

Store: Bossini (Branded Store)

Area: 23’ x 36’ = 720 sqft

Location: GIP, Noida

BOSSINI PLAN

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Display: Different types of displays are provided in the store. Displays like wall displays, independent display racks, hangers, racks. The hanging displays have face out display system and folded system and hanger system too.

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Ceiling: The store has wooden ceiling on the RCC roof. Recessed spotlights are fixed on them. The store even has gypsum ceiling in an area. On this gypsum ceiling the AC grills and the smoke detectors are provided. The ceiling goes well with the green logo of the bossini brand.

Lighting: Lights such as spotlights are provided as general lighting throughout the store. These are lit up well right on top of the merchandise so that it gets highlighted and is noticed by the customers. Overall of the store is lit well with white lights to gve a bright and pleasing shopping.

The light fixtures used in the window display are focus lights. These lights are placed in such a position that it is directed on the mannequins and the pictures which are displayed.

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Some of the wall displays have cove lights directing below to enhance the merchandise which are hung and which are folded.

Overall the store has a well lighting to give a pleasing atmosphere for the shopping

Pleasing of the Customer: The store has a very pleasing atmosphere which helps in giving a good feel for a shopping. The display system is a well convenient, client friendly display system with different types of displays. The folding and the hanging system is good for the better viewing of the merchandise without putting much effort. The uniform lighting throughout the store in the form spotlights provides a good lighting and a pleasing atmosphere within the store. The window display having one side with mannequins and the other side with posters hanging gives another way of displaying the types and designs of merchandise. The mannequins give a model look of the merchandise originally in the eyes of the customer, while the posters hung gives an idea of how the merchandise looks and say about the fittings. This too helps to attract the customers.

Visualizing Exterior: The exterior of the store is fully glazed. It has mannequins as well poster of the merchandise with the models hung too in the window display. The entire store cannot be visualized from the out. Most of the store can be visualized from the

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entry. Since the window display is majority of poster it blocks the entire view of the store from out through the window display.

Analysis: The store is a well planned store with a proper planogram. The lighting gives a good visual appeal and atmosphere for the customer to shop well and give a feeling of coming back to shop again. The displays are all a user friendly display which makes it easy for the customer to shop and view things. Adding more of mannequins in the window display instead of the posters were good as it would display the merchandise in reality as well give a good view of the from outside through the window display.

COMPARISON TABLE

KAZO BOSSINI

DISPLAY SYSTEM Good, Accessible & Convenient

Good, Accessible & Convenient

WINDOW DISPLAY Good & Impressive Good but more of pictures.

LIGHTING Good dim lights creating a mood and matching with the theme.

Good bright light, lighting the whole showroom.

VISUALIZING EXTERIOR The whole store can be seen from out through the window display as it is completely of glass and less of mannequins displayed.

The whole store cannot be seen from out because the window consists of mannequins displaying products as well as large postures of the products are hung which blocks the view through the glass.

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PLEASING CUSTOMERS Yes, its visually pleasing as well as it pleases the customers by providing the well form of display which is easily accessible and displays the product well for the customer to understand them.

Yes, its visually pleasing as well as it pleases the customers by providing the well form of display which is easily accessible and displays the product well for the customer to understand them. The bright white light provided in the store is of great advantage for the customers of poor vision. This advantage would please them more.

USER REQUIREMENT

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CONCLUSION

Visual Merchandising is an important feature in today’s retail design sector. A store which does not display its merchandise well and does not speak well about it shows that, it does not have a good visual merchandising in the store. These days the sale of merchandise is only based on how much the store keepers visualize the products and gather the attention of the customers. Factors such as colours, lighting, theme, displays, mannequins, signage’s and window displays are responsible for visual appealing of the merchandise to the customers and to drag them into the store for the sale of merchandise.

Signage’s speaks in the form of words, pictorials, arrows etc. hence they are called as “silent salesmen”. They play a major role in every retail store passing a message to the customer about the merchandise, directing the customer to the desired location according to their need and hence helping in visual merchandising too. The different forms of display systems display the merchandise in the particular way it needs to be displayed so that it catches the customer’s eye and brings a sale for the store. Different types of merchandise require the particular type of display system for it to display the products. Hence, the use of the particular type of displays relevant to the products plays a great role in the visual merchandising. The lighting, colour and theme of the entire store will give a good relaxing feel for the customer that they would prefer to come back for shopping in the same store. Window displays displaying the merchandise with

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mannequins, props and the proper lighting which goes with it helps to drag the passer buys from the passages and corridors of the malls and streets. Creating themes in the store and window displays during festive seasons is also a good method of visual merchandising. By the themes the customers get to know about the festival items and offers given out in the stores hence, it helps to cling people into the store during festivals and increase the sale too.

Visual merchandising is hence a very important aspect in the current era for the best display and sale of products in a best way to achieve maximum profit. The store even looses attention from the passer buys and it won’t be able to grab clients and hence, may end up in loss too. Hence, visual merchandising is a very important factor in the business of a retail store and even in the design of the store too.

INNOVATION & RECOMMENDATION

Provide a system for the customers to purchase the clothes without giving a trial from the store. This can be done by displaying the clothes of different sizes on different mannequins of different sizes so that the clients can just check out their size matching to that of the mannequin’s and even see the fitting of how it looks and then do their purchase.

A safety security for the window displays can be provided by the use of clear tempered fiber glass, so that it does not breaks with any external effects like theft and does not get affected during fire and heat.

A safety security as alarm system for theft can be provided in a tricky way. The alarm should only ring when the robber touches the products, it should not ring when the robber enters into the store. The system of alarm ringing only when the robber touches the product is an artificial intelligence system.

Designing the entire retail store in a universal design can cling old age people more and more. When the various heights and differences becomes very suitable

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and convenient for them to shop and to check out items will make them have a relaxed shopping and can makes them come back again and again.

REFERENCES

Time Savers standard for Interior Design

Wikipedia.org

http://sarahmarie1.hubpages.com/hub/A-History-of-Visual-Merchandising-in-Retail-Stores#

https://www.google.co.in/search?q=enclosed+display&hl=en&biw=1517&bih=693&tbm=isch&tbo=u&source=univ&sa=X&ei=DxZUUdvrE8TWrQeXvIHoCA&ved=0CEEQsAQ

http://www.tecnodisplay.com/news/?p=743

http://www.thefind.com/furniture/info-display-ledges

https://www.google.co.in/search?q=shadow+boxes&hl=en&tbm=isch&tbo=u&source=univ&sa=X&ei=ohZUUbi1D4vOrQff1oDICQ&ved=0CEMQsAQ&biw=1517&bih=693

http://www.google.co.in/url?sa=t&rct=j&q=visual%20merchandising&source=web&cd=9&cad=rja&sqi=2&ved=0CFkQFjAI&url=http%3A%2F%2Fwww.schools.utah.gov%2Fcte%2Fdocuments%2Fmarketing%2Fresources

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%2Ffashion%2FAdvS9Visual.ppt&ei=vAohUaW1FYuSrgeWl4HQDg&usg=AFQjCNEqMi2XR7OAU7QCVHMgLZz3g5tZLg

http://the-creativity-window.com/2012/01/top-6-types-of-window-display/

http://vstories.wordpress.com/2011/03/25/types-of-display-windows/