Visual Merchandising (VM)

• VM is the presentation of a store and its merchandise in ways that

will attract the attention of potential customers.
Or
• VM is the activity and profession of developing the floor plans and
three-dimensional displays in order to maximize sales. From: The Job Guide.
Department of Education, Employment and Workplace Relations.
Purpose of VM
• The purpose is to attract, engage, motivate the customers towards
making a purchase.
• Both goods and services can be displayed to highlight their features
and benefits.
Fixtures
• The primary purpose of fixture is to effectively hold and display
merchandise.
• Fixtures work in concert with other design elements, such as floor
coverings and lightings, as well as overall image of the store.
Types of Fixtures
• The straight rack: It consists of a long pipe balanced between
supports in floor or attached to a wall.
Types of Fixtures
• Rounders: Circular racks on which garments are hung around the
entire circumference
Types of Fixtures
• A four-way fixture: It has two cross-bars that sit perpendicular on a
pedestal.
Types of Fixtures
• Gondolas: The most versatile fixture which can be used to display
almost any kind of product. They are used extensively, but not
exclusively in discount stores to display everything from canned food
to basketball.
Presentation Techniques
• Idea – Oriented Presentation: Individual items are grouped to show
consumers how the items could be used and combined. This
approach encourages purchase of complementary purchases.
Presentation Techniques
• Item and Size Presentation: One of the most commonly used
techniques, where stock is maintained according to size or style.
Presentation Techniques
• Color Presentation: A bold merchandising techniques where stock is
organized in colors. The colors selected may depend on the brand
image of store or some special occasions, like all ‘white’ colored
outfits to showcase destination for winter shopping.
Presentation Techniques
• Price Lining: In this technique retailers offer a limited number of
predetermined price points within other classifications. Helps
customers in easily navigating and selecting in price range they want
to buy.
Presentation Techniques
• Vertical Merchandising: In this approach, merchandise is presented
vertically using walls and high gondolas. Stores can effectively
organize merchandise to follow eye’s natural movements.
Presentation Techniques
• Tonnage Merchandising: As name implies, large quantities of
merchandise are displayed together to create an impression of
cheaper price.
Pantaloons: Alpha One
• Layout – Grid
• Signage & Graphics
• Category Signage
• Promotional Signage
• Point-of-Sale Signage
• Digital Signage
• Feature Areas
• Windows
• Entrance
• Free Standing Displays
• Promotional Aisle
• Walls / Floor
• Dressing Rooms
• Cash Wraps
• Fixtures
• Straight rack
• Rounder
• Four way
• Gondolas
• Presentation Techniques
• Idea oriented
• Item & size
• Color
• Price Lining
• Vertical Merchandising
• Frontal
• Appealing Store Atmosphere
• Lighting
• Highlighting Merchandise
• Energy Efficient Lighting
• Color – Mostly Warm Colors
• Music – Central Radio
• Scent – Mogra/Sandal
Brand Factory : Acropolis Mall
• Layout – Grid + Race Track (Loop)
• Signage & Graphics
• Category Signage
• Promotional Signage
• Point-of-Sale Signage
• Feature Areas
• Windows
• Entrance
• Free Standing Displays
• Promotional Aisle
• Walls
• Dressing Rooms
• Fixtures
• Straight rack
• Rounder
• Four way
• Gondolas
• Presentation Techniques
• Idea oriented
• Item & size
• Color
• Price Lining
• Vertical Merchandising
• Frontal
• Tonnage
• Appealing Store Atmosphere
• Lighting
• Highlighting Merchandise
• Energy Efficient Lighting
• Color – RED Color
• Music – Central Radio
• Scent – Local Brand
Jassi De Parathe : Vastrapur
• Layout – Can be called as Grid
• Signage & Graphics
• Point-of-Sale Signage
• Feature Areas
• Entrance
• Walls
• Presentation Techniques
• Idea oriented – ‘Pind’
• Item & size
• Color – Brown Mud Color
• Appealing Store Atmosphere
• Lighting
• Mood Creation
• Energy Efficient Lighting
• Music – Soft Music/Gazal/Old
Songs/Punjabi Folk Songs
• Scent – Food Aroma
@Home : Alpha One
LAYOUT
RACETRACK (LOOP) LAYOUT : to guide customer traffic around
different departments within the store

SIGNAGE AND GRAPHICS

CATEGORY SIGNAGE : category signs in black and white
hanging from the ceiling identifying the product below
it
FEATURE AREAS
• WINDOWS- glass front view visible to S.G. highway
• ENTRANCES- art gallery and home decor sculptures to attract and
engage customers
• PROMOTIONAL AREAS- all stacked with private labels
• WALLS- all branded products
• CASH WRAPS- photo frames and fragrances
SPACE ALLOCATION
• STORE HAD TWO FLOORS
• THE GROUND ONE HAD HOME DECOR, CROCKERY AND A ART
GALLERY, MOSTLY PRIVATE LABEL
• FIRST FLOOR WAS DEDICATED TO FURNITURE WHICH IS THERE
DEMAND MERCHANDISE
LOCATION OF MERCHANDISE
• IMPULSE MERCHANDISE- FRAGRANCES AND CROCKERY
• DEMAND MERCHANDISE- FURNITURE
• SPECIAL MERCHANDISE- ART GALLERY AND SCULPTURES
• CATEGORY MERCHANDISE- BATH SETS AND TOWELS
VISUAL MERCHANDISING
• FIXTURES
• STRAIGHT RACKS
• FOUR WAY FIXTURE
• GONDOLAS
PRESENTATION TECHNIQUES
• IDEA-ORIENTED PRESENTATION
• ITEM AND SIZE PRESENTATION
• VERTICAL MERCHANDISING
STORE ATMOSPHERE
• LIGHTING : light yellow lighting with focus lights on the
merchandise as well as home like soothing lights in furniture
department
• MUSIC : online radio set by the company
• SCENT : different scent at different departments, also decided by
the company
Titan Eye +
Layout : Wall Displays
Productivity of Space: Store Atmosphere
• 100% use of wall space. • Lighting:
• A table at the center of the store. • Cost Efficient Lighting
• Use of white focus lights on the wall
displays
Display Consideration: • Color:
• A price tag attached with each • Emphasis on white crystal white color
product. • Music:
• Company Chosen Instrumental Songs
• Scent:
• Ambipure