EFFECTIVE STORE LAYOUT &

MERCHANDISE MANAGEMENT

GROUP MEMBERS
ASHOK KUMAR PANDA(07)
DIBYATEJA SENAPATI(16)
KAMAL KIRAN BEHERA(21)
 OUTLINE
• Store Atmosphere Management
• Definition & Importance of S.L & V.M
• Big Bazaar
• Store Layout & Visual Merchandising
at Big Bazaar
• Other elements of Internal Store
Atmosphere
•
•
 STORE ATMOSPHERE
MANAGEMENT
Ø Atmospheric management means
physical environmental factors that
influence the perception of
shopping, shopping hours and
evaluation of merchandise.
Ø It also represents the image of the
store.
Ø A store has two atmosphere
§ External
§ Internal
 External
Internal
• Store Front • Store Layout
• Entrance • Visual
• Display Window Merchandising
• Adjoining Stores • Flooring
• Parking • Lighting
• Accessibility • Color
 • Sound
• Temperature

 Definition
• Store Layout
 - A plan or manner according to which
products or merchandise are arranged
in a retail outlet.


• Visual Merchandising
– The artistic display of merchandise or
art of persuasion through
presentation, which puts the
merchandise in focus.

 Why V.M & S.L are
Important?
• Ensure optimum utilization of retail
space
• Enhances image of the store &
attracts new customer
• Creates definite USP
• Facilitates easy movement in the
store
• Influences service quality experience
• Informs & Educate Customers
• Evokes Customer emotions
Big Bazaar
• Retail initiative by Mr. Kishore Biyani
which is under Future Group


• Caters around 2 mn customers

every week


• Over 1 mn loyalty card members



• More than 1,60,000 products are

sold


• Big Bazaar stores cover nearly 4 mn

sq.feet of space


• Has 120 centers across India

Big Bazar @ Cuttack
• Located in the
heart of the city


• Housed in Netaji
Subash
Chandra Bose
Arcade
•
• Has also a Food
Bazar near
Badambadi
Store Layout & Visual
Merchandising
at
Big Bazaar
Cuttack
 Layout
• Big Bazaar follows the
pattern of Grid Layout
– It is efficient in terms
of space use
– Helps shoppers see a
great number of
items easily
– Is simple & predictable
to navigate
– Efficient to maintain
• Has different Entry & Exit
points
• Have spacious gap
between aisles i.e
around 5 ft.

Composition
• 3 floors @ Big Bazaar, Ctc


ü Ground Floor
§ Men’s Apparel, Specialty Items, Footwear, FMCG


ü First Floor
§ W o m e n ’ s A p p a re l, K id s Ite m s, To ys, O rn a m e n ts,
U te n sils


ü Second Floor
§ Furniture, Luggage, Electronic Appliances, Stationery
Items
Ground Floor
• Men’s Apparel
– High Variety (Western & Indian)
– Brand
• DJ & C
• Levi’s
• Others
– Jeans (Stacked)
– T-shirts (Hanged)
– Stand Hangers
– Aisles (Shirts)
– Stockpile (Socks & Underwears)
 Specialty Items
• Mobile Phones
– Nokia, Sony Ericson, Samsung, Spice
• Watch
– Timex, Titan, Sonata
• Spectacles
– Himalaya, Fastrack, DJ & C
• Footwear
– Own Brand(DJ & C), Lotto

 FMCG
• Necessary Items of all leading
 brands e.g- P & G, HUL
• Groceries (Branded & Local)
• Cold Beverages (Freezer)
•
• All items displayed in aisles in
 sufficient quantity
• Similar products displayed side
 by side
• Complete Basket of Goods
• Customer convenience considered

First Floor
 Women’s & Kids Apparels
• All types of Dress material of latest
fashion
• Sarees & Inners
• Sanitary Napkins
• Kids Wears
• Baby Care Product


• Glamourized background to attract kids

• Use of stand hangers & dummies for
display of sarees, dresses etc.
• Toys
• Bicycles/Baby Trolleys
• Ornaments
– Necklace
– Rings
– Ear studs
• Utensil
– Glass
– Fibre
– Steel
• Fragile Items were kept at upper racks
of aisles, so that children cannot
reach it.

Second Floor
 Second Floor Consisted of
• Luggage
– Aristocrat, VIP, American Tourister,
Samsonite
• Electronic Appliances
– Washing Machine, Refrigerators,
Televisions, Fans,
 Music Systems, Ovens, Iron etc.
• Brands
– Whirlpool, Philips, LG, Samsung,
Videocon
– Koryo, Sanyo, Fujitech
–
 Cont.
• Stationery Items
– Books, CDs, CD case, Globes & Maps,
Pen, Pencils, Sketches


• Interior Decorators
– Wall hangings, Paintings, Wind
chimes, Masks


• Furniture
– Dining Tables, Computer Tables, Beds,
Dressing tables

Other Elements
of
Internal Store
Atmosphere
 Design of the environment
Ø Visual communication
• Name,logo,identity
• Institutional identity
• Departmental & category signage
• Point of sale signage
• Lifestyle graphics

Ø Lighting
• Highlight merchandise
• Capture a mood(soothing and attractive)
• Makes difference in fashion departments
•
•
 Cont.
Ø Color(can influence behavior)
• Cool colors( relaxing, peaceful ,calm,
pleasant causing products)


Ø Sound
• Soothing music-valuable marketing tool
• Customized to customer demographics
• Tool for crowd control-volume & tempo
•
Ø
 Elements
• Lighting (All White CFL)
• Ceiling (White)
• Flooring (Granite)
• Temperature (Central A/C)
• Color (Warm)
• Music (Slow-Fast)
• Signage (Appropriate)
• Advertisements & Promotion Banners
Enhance Impulse Buying

• Positioning of Impulse
 products at right places


• Encourage Unplanned Buying



• Placed near Bill Counters &

 Staircase


• Involves low price products

 Thank
You !!!!