Beginning


Two years ago, I was sitting through a talk by Mr. JosephWeishar- an eminent and accomplished personality in the field of visualmerchandising, I remember thinking -wow thats a lot of years.


Mr. Weishar has been successfully working in the retailindustry for over 50 years.


Last fifty years---- now thats a really long time. Its atime when I wasnt even born, a time when India was fighting its battle forfreedom.


As a country organised retail was nowhere in the picture.


Internationally though organised retail was established wayback in the late 1800s. Early 20th century saw a boom in the retail business inthe USA and Europe. All retail needs operations, production, supply chain,display, architecture, planning & visual merchandising were studied,understood, re worked and developed. These were customised to the consumerneeds.


Retailing had now existed globally for about 100 years. In India though, we saw traces of organised retail only in the early 1990s. We had 50 +yearsof lag time, as compared to the rest of the world. We had to move at a breakneck speed and get to the world standards soon. Though it was quite a challengethe path had already been paved for us. The mistakes had been made. The rightcourses chalked out, researches done and a lot of patient understanding hadalready been achieved.


We were at an advantage. We had to draw from theirexperiences and customise it to suit our environment. The emphasis on designwas apparent and display and visual merchandising played a key role.


But unfortunately unlike the western countries, where visualmerchandising received highest priority in commercial planning of a product,the Indian industry did not understand or practice the concept of visualmerchandising in its entirety. As time rolls on and the retail industry isgrowing in India, and the Indian consumer being extremely fastidious theindustry will need to compete purely on the competitive edge of the product.Visual merchandising will be a very helpful tool in that. Visual merchandisinghelps project the uniqueness of the product thereby increasing the marketaccess and sales.


It is time the Indian retailer understands and adopts thescientific and professional system of VM than the traditional practices ofdisplay of products.


What is visual merchandising then?


VM (as is the industry short form for visual merchandising)is an art and science of displaying merchandise to enable maximum sale. It is atool to achieve sales and targets, a tool to enhance merchandise on the floor,and a mechanism to communicate to a customer and influence his decision to buy.


It is one of the key stages in setting out a store thatcustomers will find attractive and appealing.


VM is a creative and effective way of

  • educating the customer- about the product/ service
  • establishing a medium to present in a 3D environment, enabling long lasting impact and recall value
  • setting the company apart in an exclusive position
  • keeping the product in focus, thus establishing linkage between styling, design and marketing.
  • combining the creative, technical and operational aspects of a product and business
  • drawing a customers attention to enable him/her to make a purchase decision within the shortest possible time and thus augmenting the selling process.

 

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


-------------------------x-----------------------------