PRINCIPLES - DISPLAY MANAGEMENT - FUNCTIONING

1. VISUAL MERCHANDISING
THEORY
PRINCIPLES - DISPLAY MANAGEMENT - FUNCTIONING

2. Visual Merchandising Theory
PART – A
1. Understanding of Visual Merchandising
2. Visual Merchandising principles
a. Store Layout & Patterns
b. Display Parameters & Architecture
3. Retail & Visual Merchandising in a Theme Park
4. 10 Ways a store can turn-off customer
PART – B
5. Retail Stores
a. Site Layouts
b. Store Designs
c. Store Planogram
6. Fixtures
a. Types & Utility
b. Dimension
7. Display Management
a. Display Approach
b. Placement

3. PART – A
Understanding of Visual Merchandising
Visual Merchandising Theory

4.  First impression… on your potential consumer thru window, shelf,
aisle; helps them to spend more time!
 Sales Maximizer... once they spend more time, chances to spend
money too is high!
 Building unique identity… strategically presenting your products in
your retail space
 Accessibility… Making your retail space warm, friendly and
approachable
What's Visual Merchandising

5.  First impression is formed within the 1st 5 seconds!
 Research says 85% of consumers decide their buying at floor level!
 Present your retail space in a way that pulls consumers in & make consumer
to spend maximum time!
 Allow maximum LOV & channelize to relevant section!
 Product positioning (on shelf) to create unique identity for the
brand/category… make it appealing to consumers!
VISUAL MERCHANDISING –
Ground Facts & Principles

6.  Is a daily routine.
 Maintenance is much more difficult & critical than anything else
 Routine change is must to achieve freshness
 Make your product noticeable for consumer
VISUAL MERCHANDISING - Belief

7. VM THEORY – critical aspects

8. Best used in
super/hypermark
et retail
environment
Wall fixtures &
Gondolas are
placed in long
rows OR ‘runs’
usually at right
angles, throughout
the store
Easy to
merchandise, cost
efficient, easy
accessible
Store Floor Space… GRID TYPE
STORE LAYOUT

9. Heavily used by
big-sized
fashion/departme
ntal stores
ranging from
3,000 – 7,000 sft.
Exposes shoppers
to the greatest
possible amount of
merchandise by
encouraging
browsing and
cross-shopping
Store Floor Space… LOOP TYPE
STORE LAYOUT

10. Store Floor Space… LOOP TYPE… Example
Heavily used by
big-sized
fashion/departmen
tal stores ranging
from 3,000 – 7,000
sft.
Exposes shoppers to
the greatest
possible amount of
merchandise by
encouraging
browsing and cross-
shopping
STORE LAYOUT

11. Used by small-
sized specialty
stores ranging
from 500 – 1,500
sft.
Aesthetically
pleasing, Relaxing
& invites browsing
Bulk of stock –
straight racks,
gondolas & other
rounders
Feature areas –
windows, walls &
POS areas
Store Floor Space… FREE-FLOW TYPE
STORE LAYOUT

12. Store Floor Space… FREE-FLOW TYPE… Example
STORE LAYOUT
Used by small-
sized specialty
stores ranging
from 500 – 1,500
sft.
Aesthetically
pleasing, Relaxing
& invites browsing
Bulk of stock –
straight racks,
gondolas & other
rounders
Feature areas –
windows, walls &
POS areas

13. Heavily used by medium-
sized specialty stores
ranging from 2,000 – 7,000
sft.
Based on single main aisle
running from the front to the
back of the store
(transporting customers in
both directions)
In fashion stores the spine is
subtly as a change in floor
coloring or surface and is not
perceived as an aisle
Store Floor Space… SPINE TYPE
STORE LAYOUT

14. Heavily used by medium-
sized specialty stores
ranging from 2,000 – 7,000
sft.
Based on single main aisle
running from the front to the
back of the store
(transporting customers in
both directions)
In fashion stores the spine is
subtly as a change in floor
coloring or surface and is not
perceived as an aisle
Store Floor Space… SPINE TYPE… Example
STORE LAYOUT

15. Display Criteria– CRITICAL ASPECTS
IN-STORE DISPLAY
Parameters & Architecture
Good
Design
Story/Theme
Simple
Presentation
communication &
graphics
Integration
Color Usage
Color Blocking
Creating Band
Color Flow
Elements
usage
Props to Enhance
Grouping
Balance
Product
Placement
Composition
within style
groups
Start with a
center feature
Best sellers/hot
items in
prominence
Evaluation
QUESTIONNAIR
E for self
evaluation
Up-Keep
Overall Hygiene
Aesthetics
Line of Visibility
Fixtures
Approvals for
placement
Approvals for
Make-Overs
Vacant Units

16. Display Criteria – Parameters & Architecture

17. DISPLAY SALIENT FEATURES – Good Design
Shall embrace
story or a theme
Merchandise
simple & yet
scientific
Integrate ‘point of
communication’
with graphics
GOOD DESIGN

18. GOOD DESIGN – Simple Merchandise yet appealing…
• Story
• Simple
• Communication

19. GOOD DESIGN – Simple Merchandise yet appealing…
Merchandise … Vertical, Horizontal OR Balancing way...
• Story
• Simple
• Communication

20. DISPLAY SALIENT FEATURES – Color Usage
GOOD DESIGN
COLOR BLOCKS
(natural
tendency)
CREATE BANDS
(aisle walk)
FLOW from L-D
or D-L
(within group)
COLOR
DIFFERENTIATES
(choose carefully)
COLOR USAGE

21. COLOR USAGE – Color blocking & Vertical bands…
COLOR USAGE
COLOR USAGE
• Color Blocking
• Brand wise
• Color flow
• Differentiation thru Color

22. COLOR USAGE – Color blocking & Vertical bands… COLOR USAGECOLOR USAGE
• Color Blocking
• Brand wise
• Color flow
• Differentiation thru Color

23. COLOR USAGE – Color as a differentiator…
• Color Blocking
• Brand wise
• Color flow
• Differentiation thru Color

24. COLOR USAGE – color flow… D – L or L - D
COLOR USAGE

25. DISPLAY SALIENT FEATURES – Display Elements
GOOD DESIGNCOLOR USAGE
PROPS ENHANCE
(elevate product
perceived value)
GROUPING
(complimentary
categories &
Balancing)
COLOR BALANCE
is the KEY
DISPLAY ELEMENTS

26. DISPLAY ELEMENTS
Props
Enhance
• Props
• Grouping
• Color Balance

27. PLACEMENT… Most IMPORTANT Technique
BRANDS…
Present brand-
wise, never mix-
up
SEGMENTS…
Group by Age,
by Segment
FACINGS….
Present Products
facing the
Consumer
KEY BUYING
Shelves…
Use center piece
units/shelves for
showcasing key
drivers
TACTICS….
Tactical
order…!
PLACEMENT – Critical Aspects

28. Majorly 2
ways go for
in-store
display
By
Brand
By
Categor
y
By
Season
al
Tactics
PLACEMENT… Most IMPORTANT Technique

29. Horizontal Placement:
Situation:
 SKUs/assortments low on qty.;
horizontal placement (side by
side) of that product range is
applied
Situation:
 SKUs/assortments are high on
qty.; it has to be the vertical
placement.
PLACEMENT… Way to go..
Remember consumer walks fast through the aisle…
it’s vertical blocks which get quickly registered.
Vertical Placement:

30. Horizontal Placement
 High on SKUs//Option/s
 Low on SKU count

31. Horizontal Placement
 High on SKUs//Option/s
 Low on SKU count

32. Vertical Placement
 High on SKUs
 High on SKU count

33. Vertical Placement
 High on SKUs
 High on SKU count

34. PLACEMENT … Going Vertical with Price flow
Big Boxes
Big Boxes
Big Boxes
Shoppers slide down the aisle too FAST
Pegging

35. PLACEMENT… segmentation within brand
SEGMENTS
… Group by
Age, by
Segment

36. PLACEMENT… Facings are basics
FACINGS….
Present Products
facing the
Consumer

37. PLACEMENT… key drivers on key shelves
KEY BUYING
Shelves…
Use center
piece
units/shelves
for showcasing
key drivers

38. SHELF MERCHANDISING… Optimizing shelf placement
Moving product from Ankle level to Eye Level shelf….
Increase sales by 85%
Sales decreases by 15% when moving heavy
items from lower to the higher shelf… difficulty in
lifting
Left side of a unit generates Most Sales
70% of Sales occur between waist & eye level
shelves
‘Z Philosophy’… Movement of Human eyes follow
Z Pattern. People will more likely compare
products horizontally
• Think safety first for these shelves
• Light products & High ticket option
• For display only
• Products on demand from consumers
• Small items
• Less important for consumers [increase
visibility]
• Large items
• Important products [products consumer
will look for]
TOP LEVEL
EYE LEVEL
WAIST LEVEL
ANKLE LEVEL
WHAT PRODUCT ON WHICH SHELF

39. PART – A
Retail & Visual Merchandising in a Theme Park
Visual Merchandising Theory

40. STORE STANDARDS
 Fit-Outs
 Hygiene
 Pricing
 Promotions
Retail & Visual Merchandising… inside Theme Park
Promotion/Offer is on &
Communication isn't noticeable

41. Store planning:
 Routing: Clear walkways must be in use to direct the guests to see as much products as possible &
that leads to high chance to sell.
 Hot spots: While customers are usually surrounded by merchandise; a visual break is created for
creating interest towards certain goods. This also helps in creating visual impact.
 Fixture placements: Spinners - most favorite fixture among rest of the floor units. Since this unit
accommodates high capacity of small goods & those mostly are impulse ones. At times, these units
also help in routing customers.
Retail & Visual Merchandising… inside Theme Park

42. Store planning: contd.
 Zoning: Create category segregation.
 Why those peggable plush at top level…
 If TG of the range is for kids, can kid grab it…
 If shelves OR pegs appear empty; are products out of stock OR Over…
 Why even stock issues…
 Lighting - There cant be a dark
corners in store…
Or multiple bulbs illuminating the
same product…
Retail & Visual Merchandising… inside Theme Park

43. Top Ways which can Turn-Off Customer
1. Burned-out or Poor Lighting
2. Offensive Odors
3. Crowded Aisles
4. Messy Merchandise space
5. Disorganized Checkout Counters
6. Lack of Shopping Bags/Baskets
7. Messy Dressing Rooms
8. Loud Music
9. Handwritten Communication/Signs
10. Stained Floor or Ceiling Tiles
11. Stinking Washrooms

44. Retail Store Planning – CRITICAL ASPECTSPLANOGRAMING
 Provides complete visual guide to every fixture in a
virtual environment/store
 Shows how shop floors fixtures can be laid out
 Plugs merchandise on shop fixtures
 Provides shelf capacity to merchandise a particular
product
 Gives a foolproof instructions to shop floor staff for
merchandise placement

45. RETAIL VM GUIDELINE – PLANOGRAM
Copyright 2016 Sanjeev Kaboo

46. RETAIL VM GUIDELINE – PLANOGRAM

47. RETAIL VM GUIDELINE – PLANOGRAM

48. RETAIL VM GUIDELINE – PLANOGRAM

49. MID FLOOR – Fixtures & Types
FLOOR DISPLAY
SOLUTIONS –
GONDOLAS
• Using 4 Kinds
of Gondolas
• 6 Way, 4 Way
3 Way &
Rotating
Gondola
• Provisioned
with uprights &
Shelves
• Adaptable to
Pegging fit outs
GONDOLA. Has 2 main sides & 2
end-caps; provisioned with
adjustable shelves & has option of
Pegs & Waterfall
4 Way-GONDOLA. Has 4 sides;
provisioned with adjustable
shelves
3 Way-GONDOLA. Has 3 sides;
provisioned with adjustable
shelves
Round-GONDOLA. Has 2 main
sections; provisioned with shelves

50. FIXTURE – POSM & Accessories
DIMENSION
and UTILITY
POSM &
Utility.pptx

51. PART – B
DISPLAY MANAGEMENT
Visual Merchandising Theory
a. Display Approach
b. Placement