INSTITUTE - USB
DEPARTMENT - BBA
Bachelor of Business Administration
Retail Management
21BAT-374
Retail store layout DISCOVER . LEARN .
EMPOWER 1
Introduction to Retail
Management
CO1 To describe the concepts, functions, types and importance of Retail
Industry in India.
CO2 To interpret and analyze the requirements of Store Design and Visual
Merchandising in Retail Stores.
CO3 To classify the factors influencing the Retail consumer, consumer behavior
and decision making process
CO4 To evaluate Merchandise Management through retail operation and pricing
http://p2plogistics.co.uk/
CO5 To formulate Customer Relationship strategies by Personalization, Special
Treatment Benefits, Communication Benefits, Rewards and Loyalty
Programs
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Visual merchandising
• Visual merchandising is the practice in the retail industry of developing floor plans and
three-dimensional displays in order to maximize sales.
• Both goods and services can be displayed to highlight their features and benefits. The
purpose of such visual merchandising is to attract, engage, and motivate the customer
towards making a purchase. Visual merchandising commonly occurs in retail spaces such
as stores.
• Elements of Visual Merchandizing:
• Remember That Color Is King
• Create a Focal Point
• Tell a Story
• Expose Customers to the Maximum Amount of Merchandise
• Use Empty Space Wisely
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Importance of Visual
Merchandising
• enhances the shopping experience by providing the
right ambience
• creates an image of the store in the midst of customers
• communicates to customers the right message about
the merchandise
• encourage the customers to enter the store
• help customers make buying decisions
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Tools of Visual Merchandising
• Color Is King: Color is powerful, and it can make or break your visual
displays. A retailer might create an erratic display, but if the colors
coordinate well, the display can still be a success. Consider using
contrasting colors, like black and white, and monochromatic colors--
both create intriguing, eye-catching displays.
• Create a Visual Marketing Focal Point: Examine your display from the
customer’s point of view: the top, the floor, both sides. Often the
focal point is positioned too high for the customer to see. Always
check your displays to ensure customers can easily view the hotspots
and merchandise.
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• Merchandising Tells a Story: Use powerful, sales-enabling signage to
display the advantages of buying the product. Present three bullet
points that tell customers why they need the product or how their life
will become easier because of the product. For example, lifestyle
graphics are very popular in telling the story. No words, but the image
speaks volumes.
• Expose Customers to the Maximum Amount of Merchandise: A well-
designed, impactful display exposes the customer to as much
merchandise as possible while avoiding a sloppy mess. The more
products customers see, the more they buy.
• Use Empty Space Wisely: There’s a space in all retail stores that is the
most underutilized. It’s the section between the displayed
merchandise and the ceiling. If this space in your store is empty, you
need to start using it. Like, signage of the brand or product, reviews
from the customers along with their names etc.
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Elements of Visual Merchandising
Effective visual merchandising uses a range of physical components to
reflect a brand's image and aesthetic, including:
• Color: Different colors reflect different moods and tones. Choose a
color scheme that matches your company's image.
• Lighting: Lighting can help set a mood in your space and draw
attention to specific products or areas of your store.
• Space: The layout and spacing of your store dictates how customers
move through your space, where they spend more of their time and
what they see.
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Elements of Visual Merchandising
• Sound: Sounds, like ambient nature sounds or loud rock music, can
add to the overall atmosphere in your space.
• Smell: Certain smells may promote distinct feelings, such as calm or
excitement. Smells can also trigger memories and positive
associations, such as the smell of evergreen during the holidays.
• Technology: Technology, such as digital displays and interactive
installations, can enhance customers' engagement with your brand.
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Benefits of Visual Merchandising
• Reflects your brand – A good visual merchandising display stays in-line with the
company’s overall brand. For example, a franchise business might want all its
franchisees to have the same promotional displays. It gives a business a sense of
identity and brand consistency.
• Engages the shoppers – An attractive and welcoming store creates a positive first
impression. It encourages people to come into the store, and can help guide them in
finding the right product for their needs. Visual merchandising helps create a positive
shopping experience for customers so that they will be more likely to return for future
visits.
• Grow sales – When done effectively, visual merchandising can increase sales by
directing people to the products they want or need. It can also help them discover
new products and solutions. A nicely dressed mannequin can encourage a person to
seek out an outfit and accessories that they may not have originally been looking for.
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Types of visual merchandising
Visual merchandising includes the following elements:
• Interior displays: Interior displays are displays arranged inside the
store that can include products and decor.
• Store layout: Visual merchandising includes how a store is laid out,
including where certain products are placed, the flow of products
from front to back of store, where points of sale are and where
dressing rooms are.
• Mannequins: The type, styling and positioning of mannequins can
communicate messages to your customers.
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Types of visual merchandising
• Point of purchase display: The signage, decor and physical structure
of points of purchase are part of visual merchandising.
• Bundling: Bundling refers to displaying products together to show
customers how they might use multiple products.
• Store environment: The atmosphere of your brick and mortar or
digital space can create a tone for your brand, such as loud and fun or
serene.
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Types of visual merchandising
• Window displays: Window displays are an important part of visual
merchandising that can catch the attention of people passing your
store, which can lead to more customers.
• Outdoor signage: Outdoor signs communicate what your business is
and set the tone for your space.
• Exterior fixtures: Exterior fixtures, such as marquees, banners and
awnings, provide the customer's first impression of your store.
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Types of visual merchandising
• Seasonal displays: Seasonal displays can show off new merchandise,
encourage add-on purchases and create interest.
• Product information: Where and how you communicate product
details, including size of labels and signs, typeface and tone of
content, can reflect on your company's brand.
• Design decisions: Design decisions, like flooring, textiles and other
materials can create a physical representation of your brand's
aesthetic.
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Display fixtures
• In retail, fixtures refer to any piece of equipment or
furniture used to display products. The most common
type of fixture are shelves, but there are countless types
of fixtures like mannequins, display racks, display cases,
stall walls, signage holders, and more.
• Retailers have the most say in the choice of fixtures, but
they will sometimes collaborate with brands to create
unique displays with special fixtures.
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Job of Visual Merchandiser
• Window installations
• In-store displays
• Interactive displays
• Shelving
• Point-of-sale displays
• Posters
• Price tickets
• Promotional / seasonal displays
• Mannequin styling
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ASSESSMENT PATTERN
Theory
Components Continuous Internal Assessment (CAE) Semester End Examination (SEE)
Marks 40 60
Total Marks 100
Sr. No. Type of Assessment Weightage of actual conduct
1 Assignment 10 per assignment
2 Exam 20 per MST
3 Quiz/Test 4 each quiz
4 Surprise Test 12 each test
5 Attendance and class performance 2
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APPLICATIONS
• Concept of Retail Management
• Concept and importance of retail layouts and retail design
• Importance and scope of retailing
• Understanding of various formats of retail management
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References
1. Levy and Weitz, Retailing Management, 6th Edition Tata McGraw Hill
2. Bajaj, Tuli, Srivastava “Retail Management” 2nd Edition Oxford University Press
3. Gibson “Retail Management “4th Edition Jaico Publication House
4. Dunne Patrick M, Lusch Robert F, Griffith David A, Retailing, (5th Ed.), Thomson
South Western.
5. https://www.creativedisplaysnow.com/types-retail-store-layouts/#what-is-retail-
layout
6.https://www.indeed.com/career-advice/finding-a-job/what-is-visual-
merchandising
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THANK YOU
