Visual Merchandising Of Pantaloons By-- Priya Sharan

VISUAL MERCHANDISING

Presented by ROCKERS Ø Amit Mishra Ø Ambit Ghosh Ø Anuj Singh Ø Ameyo Chakraborty Ø Dilip Kumar Swain Ø Krishna Kinkar Ø Mainak Ghosh Ø Priya Sharan Ø Sumita Saha Ø Souvik Sarkar Ø Souvik Paul. Ø Sabyasachi Bakshi

CONCEPT OF VISUAL MERCHANDISING 

Activity of promoting the sale of goods, especially by their presentation in retail outlets.

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This includes combining product, environment, and space into a stimulating and engaging display to encourage the sale of a product or service.

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Visual merchandising is the art of implementing effective design ideas to increase store traffic and sales volume.

Objectives of visual merchandising 

A desire to attract customers to a place of business in order to sell the merchandise.

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It is offered to the customer through interior and exterior presentation.

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It helps create positive customer image.

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It helps to increase sales.

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It encourages impulse buying .

STORE EXTERIORS .

Ø The exterior appearance of a store silently announces what customers can expect inside. Ø Good exterior visual merchandising attracts attention,creates interest,and invites the customer into the business.

Types of exterior presentations q Exterior signs:Ø A sign is a silent salesperson , a part of a shopper’s first impression of a store. Ø An effective sign must communicate what type of business is being conducted.

q Marquees :Ø

A special type of sign is used to display the name of the store.

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An effective marquee must stand out from the other businesses to attract customers.

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It can be used to announce a change in season, sale, a special event or a promotion.

qBanners:Ø These are used increasingly as an inexpensive but colorful , eye-catching means of promotion. Ø Banners can be hung from flagpoles , projected from the building or hung flat against the exteriors. Ø Where many signs compete for customer’s attention , design and logo become more important . They should be unique, noticeable and readable.

qWalk Ways And Entries:-

Walk ways

Ø Approximately 75 % of first time customers remember a store’s entrance , which provides the first and last view of the store’s interior. Ø A cluttered entryway causes shopper’s to indefinitely postpone entering a store, while an attractive ,well designed entrance is inviting to the customers.

Store interiors q Store interior is an important element of a store concept. q The industry, product selection, price segment, customer group and company vision form the foundation of the concept.

Element of store interiors qAtmospheric:ØLights ØMusic ØColor ØFragrance

qSpace Allocation and Utilization:Ø Furniture and fixtures---Goods can be effectively displayed on a variety of fixtures such as gondolas , tables, cubes, mannequins, waterfalls and other racks, display cases and manufacturer point- of -purchase display.

Ø Interior Signage:Signage is a critical part of interior display and point – of-purchase promotion. Store signage that communicates a sales message can make up for a lack of sales personnel. A good sign provides the most information in the fewest possible words.

qLayout Planning :Planning of the internal arrangement of selling and sales supporting departments, and deciding on the amount of space for each department.

ØFlooring:-

ØCeilings:-

Product depth Ø The number of each item or particular style of a product. Ø Under one product how many sub-products company provides or how many varieties company have for that product. Ø Examples: To keep our inventory costs down, we have a shallow product depth. This means we only stock 3-6 SKUs of each product we carry.

Managing cold spots 

In the cold spot (3rd floor) the camac st. store has a coffee shop.

It reflects the proper utilization of space.  Here customer & retailer both are benefited. 

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It helps to relax the customers & make more money to the retailer.

Pantaloons grocery department called food bazaar

Ø In the grocery segment the store has good product mix. Ø Here each racks are placed in such a way so that consumers can easily take their wanted products.

Private labels qPantaloons have their own in house brands in Apparel as well as different sections some of them are:Ø Honey Ø Annabelle Ø Bare

Difference between visual merchandising of pantaloons South city mall 

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This store has basically grid layout in 1st floor & freeform layout in 2nd floor. It manages the cold spot by providing the drinking water & sitting arrangement for relaxing tired customers. Small area

Camac Street 

It has a well combination of freeform & grid layout.

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It manages the cold spot by opening coffee shop which is very unique.

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Huge area.

Some other observations

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PANTALOONS Ø Pantaloons visual merchandising is creative, innovative and outstanding which can be seen from its own inhouse private brands such as John Miller. Ø All the merchandise are placed at both 360 degree and 180 degrees. Ø The new launched products are showed by prominent color back ground. Ø Window display are highly interactive for impulsive buyer. Ø Price range is above average.

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