Mannequins[ edit ] Mannequins are used by apparel retailers to display their products in-store and in the window display. The goal of these two techniques is to attract the attention of consumers, entice them into the store, to keep them in the store as long as possible, and influence purchasing decisions.
This is an area where all shoppers pass on entry into store, and is significant as this zone is where consumers can observe the stimuli and sense the general vibe of the store. Markin recommended that in order to slow the pace customers shop at, the merchandiser should adopt a softer lighting technique which will increase the amount of time customers spend in the store.
Although having a wide variety of stock and product options is important for consumers, it is also important not to overwhelm the consumer. However, consumers found the size of mannequins to be unrealistic but would give a favorable response to the mannequins when they were headless.
Efficient, customer friendly environment makes shopping easier for consumers, which encourages buying and, most importantly, reassures repeat purchasing.
Lighting can be used to highlight certain products, and create dimension and set the mood for the window display. One effective way of using signage in windows is using a self-adhesive vinyl cutout to the window; small signs in the window can also be used to communicate the price of a good or the discount.
Customers may feel that they are being forced to follow a certain path, and can be frustrating when trying to make a quick purchase. The most common form of communication in window displays is through text and signage, especially when advertising a sale or a special.
The way the furniture such as shelves and racks and seating are set up Project report on visual merchandising on retail stores a tangible element is store design. Colorful, bold text and graphics are used to grasp the attention of these consumers.
Music that suits the style of the store and the target audience is an important factor to consider. Atmospherics[ edit ] The atmospherics also have a large influence on the store environment.
When customers smell that scent outside of the store, this will trigger their senses and remind them of that brand and its products. Light[ edit ] Light can be used in many ways in retail stores, from highlighting an object or area of a store to simply illuminate the entire store.
Certain colours that can be considered as highly arousing can encourage customers to make purchases out of impulse. For example, a store with a teenage target market should consider playing pop music, as this is a genre that a younger audience commonly enjoys.
An eye-catching, innovative window display can promote the brand image. The physical positioning of the product also increases visibility. Visual merchandising consists of mainly two techniques; interior and exterior displays, also known as in-store design and window displays.
This shows us that the differing levels of in store lighting can directly affect the amount of time consumers spend in the store.
In-store design and window display techniques can be used to enhance the store environment, influencing consumer behaviour and purchasing decisions. Lighting can also be used to highlight the store layout and urge customers to flow through the store, exposing them to more merchandise.
This information can allow the retailer to cater the design of a store and their advertising to match their consumers.
These scents calm, soothe, and comfort, therefore, stimulating the consumer to loiter in the store, leading to increased merchandise awareness and increased impulse purchasing.
Visual merchandising communicates with customers through elements that stimulate their senses such as lighting, music, aromas, and television screens. The store has already done work in envisioning the look the items can used to achieve. The brightness and colours of lighting can be adjusted to suit the mood of the display.
This was because the participants in the study found the faces of the mannequins unrealistic and could not relate to them.
Van Rompay et al. This makes customers become more accepting of the higher price, rather than if it were to be sold in an old rundown store. Shoppers that are more task oriented are more likely to prefer these cool colours as they bring this calming effect and are also less likely to distract them from the task at hand.
The overall goal of the window display for the retailer is to persuade the customer into the store and motivate purchasing. Over-crowded stores can create a sense of stress and anxiety, which does not encourage the consumer to shop the entire store. Therefore, thoughts and representations a consumer has about the store and the brand depend on this area.
Point of purchase display[ edit ] Endcap at the end of a retail aisle Merchandise must be visible, easy to access, and there must be a range of merchandise to choose from.
It can be used to advertise. For example, using neutral colors such as green and brown when promoting environmentally friendly products is favorable, as they give off an earthy, relaxing effect; therefore, the consumer perceives those products as environmentally friendly.
In order for retailers to gain an important competitive advantage in the marketplace, visual merchandising is an important factor and an effective way of adding value to their brand.
In general, people prefer cool colours such as green and blue and associate these colours with a sense of calmness and security. Once again, different colours trigger different emotions and therefore create different moods.
A store layout with a higher regard for space can increase customer pleasure, and a store filled with clutter can have the opposite effect. It can aid creativity for exterior window displays and can have a unique effect on the consumer.Visual merchandising builds upon or augments the retail design of a store.
It is one of the final stages in setting out a store in a way customers find attractive and appealing. It is one of the final stages in setting out a store in a way customers find attractive and appealing. Project Greenwich DN Report This project is new and refreshing for me in a way because as visual merchandising student, my project had always been about going to boutiques and clothing retails to check out the Visual Merchandising.
Impact of Store Design,Visual Merchandising& Point of Purchase Communication on Consumer Buying Behavior.
STUDY ON IMPACT OF VISUAL MERCHANDSING IN RETAIL MARKETING [PROJECT REPORT] Submitted by: SURENDHAR.D, II yr. MBA, Rai Business school Chennai.
STUDY ON IMPACT OF VISUAL MERCHANDISING PROJECT REPORT Page /5(1). PROJECT REPORT ON VISUAL MERCHANDISING OPERATIONS AT “ADITYA BIRLA RETAIL LIMITED” In optimal retail environments such as the Apple Retail Stores.
lighting. the visual merchandising. environment. products store is going to sell. which is not the case with a "real" art. Documents Similar To Project Report 6th Sem.
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