VM is a process, it is a science and it is an
art.
Application of VM
Though VM might be one of the final stages in setting out a
store that customers will find attractive and appealing, it follows and
reflects the principles that underpin the stores image. Hence involvement of
VM is critical right from the store planning stages.
A store is designed keeping in mind the target user, the
merchandise to be displayed, the fixtures used for display, the adjacency of
various departments in a store, the floor plans and wall elevations.
VM as a function needs to understand and be present during
the entire process of store planning. The colour and texture applied in the
store, the fixtures that are used in different departments, the colours of the
merchandise, the display areas, the position of the focal points is greatly
important while planning the merchandise presentation and display.
Understanding the movement of the customer in the store, the
shadow areas, the highpoints which need to be in focus and the navigational and
information signage for the consumer is as vital as the design of the windows,
their size shape and visibility.
Scientific planning, in depth understanding and application
of design in all the above mentioned areas gives us a well planned, effectively
displayed, logically formal and ease in movement kind of store.
Making it magical
The consumer is not a robot, besides being a thinking person
he/ she is also a feeling person. We are emotional and sensitive.
An Indian consumer has a strong cultural and religious
connect. Colour is an integral part of our life. Festivals, celebrations and
holidays are still major family occasions.
Window displays with identifiable products, innovate ideas
and events draw us to the store. Price points that meet our expectations,
products that fit our palette make us feel good about ourselves and aspire for
more. Colour, light and display trigger in us a response, a emotional connect
Collectively this gives us a sense of belonging. This is
what draws us again and again to the store. This is what generates footfall and
this is what translates into sales.
So though we should apply all the logical realities of
scientific store design, application and customisation to our end consumer is
very important. Displays appealing to our sensibilities, colours triggering
emotions and lighting and products creating drama or high points is what
ensures a consumers attraction, enthusiasm and happiness at the store.
If a retailer manages to create this he subtly transcends
the perceived value of the store.
He creates the magic....
and the sales multiply.
Thereby retail becomes
magic through logic!!!!!!!!!!!!!
About the Author:
The author is associated with FatfreeDesign Inc
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