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VISUAL MERCHANDISING (An Artistic Tool to Ignite Sales)

M.K.Tirumalesh

K.S.Anupama

Bapuji Institute of Engineering

And Technology.

Davangere. 577005

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VISUAL MERCHANDISING – (An Artistic Tool to Ignite Sales)

Abstract

In this article an effort made to know about visual merchandising and its influence on the

customer behavior. Due to increasing competition and the similarity of merchandise, retailers

utilize visual merchandising to differentiate their offerings from others’ as well as to improve the

desirability of products. The purpose of this article is to examine the relationship between buying

behaviors and visual merchandising. The study shows that there is a pivotal relationship between

buying behaviors and type of visual merchandising practices. This study provides information as

to why visual merchandising should be considered an important component of a strategic

marketing plan in support of sales increase and positive store image. This study also provides

insights to retailers about types of visual merchandising that can influence consumers buying

behaviors. This is an area where the Indian textile and clothing industry, particularly, the small

scale entrepreneurs’ lack adequate knowledge and expertise. This is best reflected in poor

presentation/display and communication in various national and international exhibitions.

Therefore this paper has been conceived to fill this gap.

Introduction

Merchandising is planning development and presentation of product lines for identified target

markets with regard to prices assortments, styling and timing. Though the role of merchandising

came into existence a little later in this upcoming market, it has captured the market and changed

the whole scenario of the sales and marketing. In the recent years, merchandising that to visual

merchandising which is one among the three types of merchandising is regarded as the back

bone for the retailers and the marketing people. Earlier in 18th century, retail owners and

managers cared little for the appearance of their stores and the presentation of merchandise, later

a new process of shopping came in, where it was no longer a verbal engagement between

retailers and customers, but a "sensory experience” .Where as in late 19th century the complete

scenario of the merchandising changed. Now the retailers started to give much importance to

visual merchandising and the concept of themed displays came into exist. Visual Merchandising

presentation refers to most basic ways of presenting merchandise in an orderly, understandable,

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‘easy to shop’ and ‘find the product’ format. Visual presentation has an advantage over broadcast

and print advertisements. Over 60% of all women get their clothing ideas from store displays.

Is visual merchandising the changing scenario?

Visual merchandising is the art of implementing effective design ideas to increase store

traffic and sales volume. Visual merchandising is an art and science of displaying merchandise to

enable maximum sale. It is not only a tool to enhance merchandise influence on customer

decision to buy, but also plays an important role in educating the customers, creating a desire to

buy and finally improves the selling process. Visual merchandising is the placement of

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.

This includes disciplines in pricing and discounting, physical presentation of products and

displays, and the decisions about which products should be presented to which customers at what

time. The retailer’s visual message should be conveyed to the customer in a short period of time.

The arrangement of window display should go with the product and should not suppress them to

make it discernable to the eye.

Goals of Visual Merchandising:

Visual merchandising can metaphorically be considered your “silent salesperson,” achieving

the following goals:

• Improving service

• Educating the customer

• Increasing productivity levels

• Reinforcing store image

Is visual merchandising necessary tool?

The main objective of visual merchandising is to create a fashionable, trend creating

customer friendly atmosphere for shopping. That can increase market share and profit to higher

level along with loyal customers.

In the present day competitive market it is very much essential to know the market potential

and to tap the upcoming markets thus igniting the sales which in turn leads to both internal and

external growth of the firm.Developing countries such as India, China are trying to increase their

sales through different marketing strategies so that their production capacity can be increased.

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In India, organized retailing is contributing 3% of total retail sector and is still evolving, and

is expected to increase up to 5%, by 2010. Retail sector forms 10-11% of GDP. India is currently

the ninth largest retail market in the world.

Visual merchandising,

• Creates an emotional relation between the customer and the display.

• Encourage the shoppers to enter the store.

• Helps the customer to “stop and shop”.

• Establish, promote, and enhance the store’s visual image.

• Entertain customers and enhance their shopping experience.

• Introduce and explain new products effectively.

This table relates to the American women’s wear consumer and her attitudes and behavior

regarding clothing, appearance, fashion, fiber selection and many other timely relevant subjects.

PRIMARY SOURCES FOR FASHION IDEAS

Ranking Percent Mentioning

#1 Store Displays 62%

#2 Friends and Peers 51%

#3 Catalogs 30%

#4 Commercials & Ads 26%

#5 Family Members 24%

#6 Fashion Magazines 23%

#7 Salespeople 14%

#8 Celebrities 10%

Key For Successful visual merchandising:

It is the displaying of the merchandise

• In the right place

• At the right time

• At the right price

• In the right quantity

• With the right information

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Visual merchandising creates a Focus on...

Visual merchandising not only focus on the displaying of the product but also includes

interior displays, cosmetic promotions, customer flow in your premise, signage, lighting, sales

and promotional events, branding, smell, touch, and sound as well as technologies such as digital

displays, interactive installations and much more Such as changing competitive positions of

various firms, varying consumer behavior as well as their expectations.

Elements of visual merchandising:

1. Display categories:

It’s the arrangement of the merchandise and the outlet concentrating on the arrangement

of the displays in regular intervals will initiate new interest about the products in the minds of the

customer.

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1.1 Window display:

It is regarded as the eyes to the interior of the store, there are various types of windows

which can improve the appearance of the product.

Types of Windows

• Straight front

• Angled front

• Corner

• Shadow Box

• Windowless

1.2 Exterior display:

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It is the external appearance of the store Used to strengthen store image, with the aid of

Signs, Decorative elements, Lights, etc.

1.3 Interior display:

An interior display is the arrangement of merchandise inside the store. They are strategically

placed to catch a customer’s eye and to generate traffic flow within the store. Interior displays

often provide information, such as how to wear new styles or coordinate accessories. It plays an

important role in finding the attention of the customers i.e. by creating Fixtures, Flouring, Lights,

Mirror, Interior signs, Banners, counter top, posters and Floor plans.

1.4 Remote display:

Physical presentation of merchandise in another locations such as hotel lobbies, public

transportation terminals. So as the display should drag the attention of the customers while

traveling or talking on phone.

2. Display Components:

2.1 Merchandise:

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Primary purpose for creating the display is to make the merchandise to come in contact

with the customer vision, merchandise will determine other elements of the display.

2.2 Props:

These are the Functional structures which gives the Physical support to the customer,

using of props is one of the effective methods of visual merchandising. Ex: Mannequins,

furniture. Mannequins personalize items for consumers. It gives them a much better environment

of how an article of clothing will look when they put it on.

2.3 Lighting:

It helps in drawing attention towards the merchandise and directs the customer through

the store and it creates a mood in the store. Display light should be 2-5 time stronger. Care

should be taken to avoid bright light directly on mannequin face, shoes and to hide the electrical

wiring, where as if lighting is found to be expensive then timers can be used.

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2.4 Signage:

It is the best tool to convey information about merchandise and to emphasize a theme

here details with regard to designers name manufacturer, price and the offers related to discount,

seasonal sale etc can be displayed.

Display Maintenance:

• To maintain a good image, a display must be kept clean and orderly.

• Dirty, messy displays can ruin a store’s image.

• Some guidelines for good display maintenance are to check display at least once a day,

clean regularly, replaces damaged goods, replace moved items, and replace lights as

necessary.

Display Evaluation:

• The purpose of displays is to promote store image and sell products.

• Visual merchandisers usually evaluate each display to determine whether it is meeting

these goals.

o Does the display fit our store image?

o Does it grab customers’ attention?

o Is focus on merchandise?

o Are signs clear and easy to read?

o Is there enough light?

o Is the display neat and clean?

3. Design Elements:

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3.1Color:

Color is one of the most powerful tools in the Visual Merchandising segment. Colors can

be associated with emotions, it can immediately create a mood, color attracts attention and pulls

more customers into the store. A retailer has to focus on the right choice of color that would

match with the theme of display, a right choice of colors in the display items can turn walkers

into stoppers and significantly convert them into customers.

– Warm Colors: Red, yellow, orange are suited for aggressive spirited customers.

– Cool Colors: Blue, green, purple.

– Neutrals: White, black, brown these can be both warm and cool.

3.2 Texture:

It refers to the surface quality of materials, such as smooth surfaces appear lighter where

as textured surfaces appear darker and this should be contrasted with the tints or shades of the

merchandise.

3.3 Lines:

– Vertical (Strength, height, pride, dignity).

– Horizontal (Easy going and restful).

– Curved (Grace, charm, feminine).

– Diagonal (Action, force, strong).

3.4 Proportion:

– It’s the relationship between sizes, scale, and weight.

– Attracts attention of the customers

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4. Themed display:

A good theme will lure the customer with a shopping mood into the store. Themes mainly

depend upon the retailer’s imagination and creativity. Focusing on the right theme rather than

creating a display with expensive raw materials is the key to successful window display.

Ex: A theme for display of casual wears can be a group of mannequins sitting casually at a get

together in different poses.

5. Music and Aroma:

A relaxing music and a pleasing aroma is the combination which makes the customer

more comfortable inside the outlet and allowing him to relax and shop, which in turn provocates

the consumer to spend more time inside the shop and buy more and more.

Attributes for shopping places:

• Pleasant atmosphere.

• Frequent special price offer.

• Friendly sales people.

• Broad assortment.

• No stress factors.

• Sufficient parking areas.

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Advantages:

• Supports sales – The silent sales person

• Customer satisfaction.

• Customer freedom.

• Selection of the required merchandise becomes easy for the customer.

• Reduced shopping time.

• Visual presentation has an advantage over broadcast and print advertisements.

• Enhance costume knowledge, fashion details and trend information.

• Announcing new arrivals in merchandise collection becomes easier.

Disadvantages:

• Initial investment is high.

• Requires more floor area.

• Maintaince is costly.

Scope for career development:

Retail business analysts feel that the average spending on POS(point of sale) and

merchandising displays is RS. 1000 per square foot .In the organized retailing whole size is Rs.

14,000 crore of the total (both organized and unorganized is Rs. 11,00,000 crore). Further

analysis reveal that the multi brand retail formats (hypermarket) are storing 35% growth rate per

annum which is the storing indicator for the bright and huge scope. For the visual merchandising

professionals who have experience in designing effective store layouts, color displays, the use of

creative silent communication skill tools, creative window display, and in store displays.

The curriculum of visual merchandising includes generally the following fields:

a). Creative art.

b). Specific application to retail.

c). Techno commercial planning and execution.

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Challenges:

• Competence of sales persons.

• To handle flood of available single items in context of limited space.

• Customer oriented product placement and presentation.

Conclusion:

• “Visual Merchandising isn’t only about sales productivity, but about branding, creating

separate, distinct personalities.”

• It is important to understand that visual merchandiser is there, not to impose ideas but to

help clients articulate their own personal style.

• Visual merchandising helps all brands to directly explain its unique selling proposition

(USP) to the customers.

• A creative & talented retailer can use this upcoming art to breathe in new life into his

store precuts.

• Passion for design & creativity are essential to be a good visual merchandiser.

• It is a quick & cost effective way to revamp retail stores.

This phenomenon of transformation of visual presentations and displays of merchandise

accompanied by relevant thematic props, is still very new in India, there is a need for the proper

education so that both the retailer and consumer are benefited.

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References

1. Shona Kerfoot, Barry Davies, Philippa Ward “Visual merchandising and creation of

discernible retail brands” ,International Journal of Retail and Distribution Management

2003 Volume:31 Issue:3 Page: 143-152.

2. P Vyas, A Sharma “Indian Organised Apparel Retail Sector and DSS (Decision Support Systems)” IIMA Research and Publication, 2007.

3. TA Summers, PR Hebert, “Shedding some light on store atmospherics: influence of

illumination on consumer behavior”.Journal of Business Research, 2001 – Elsevier.

.c

4. NF Stanforth, SJ Lennon, “The effects of customer expectations and store policies on retail salesperson service”, Clothing and Textiles Research Journal, 1997

ctr.sagepub.com

5. Young Ha, M.S. the influence of online visual merchandising on consumer emotions:

moderating role of consumer involvement, 2006.( ohiolink.edu).

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