Submitted By: Hiral Jain

M.Sc Final RMDA

ASSIGNMENT
Aim: To conduct a survey of a selected store in terms of the four elements of
visual merchandising.
Methodology:
 Identify a store near to your residence.
 Make a list of products being sold.
 Observe the 4 elements of visual merchandising i.e. store exterior, store
interior, interior display and store layout.
Theory:
Visual merchandising is the practice in the retail industry of optimizing the
presentation of products and services to better highlight their features and
benefits. The purpose of such visual merchandising is to attract, engage, and
motivate the customer towards making a purchase.
There are 4 key elements of visual merchandising:
 Store exterior.
 Store layout.
 Store interior.
 Interior display.

Advantages of visual merchandising

 Increased customers – Visual merchandising can increase the amount of
customers who notice and enter the retail business. Merchandising should start
outside where customers first see the premises (eg signage). If they like what they
see and enjoy the experience created inside, this should encourage them to
return to the store.
 Increased sales – Effective visual merchandising can have a clear and positive
effect on retail sales. Clear pricing, well-stocked shelves, simple displays and
prominent sale signs can help drive profits while improving the shopping
experience for your customers.
 Maximizing the potential of the retail space – A creative approach to
merchandising can help to get more out of space without the need for expansion
or renovations. The layout should flow easily and direct customers to important
items and displays you want to highlight. Your customers will begin to associate
your clear and attractive merchandising with a positive shopping experience. This
should encourage them to return.
 Getting the most value out of products – If you have products that are difficult to
sell, clever visual merchandising could help you to market them without having to
reduce their price. Similarly, you can place low-priced items in less prominent
spots to encourage the sale of high-margin items

Disadvantages of visual merchandising

 Changing layout and space – It may be required to spend time rearranging aisles,
shelves, display fixtures and the general layout of the interior retail space.
 Increased demands on staff – The success of the visual merchandising techniques
may mean you have to handle more daily customers, more sales and more
deliveries. There may also be more customer service issues, longer hours and the
need for more staff.
 Expense – If you install new fixtures, create new signage or improve the
appearance of your retail space, costs can quickly add up. However, overcoming
the challenges of planning and managing visual marketing can lead to profitability
and increase customer loyalty.
 EVALUATION:
Store Name: SATYAWATI DRUGS AND DEPARTMENTAL STORE- Roop Nagar, Delhi

1. List of products being sold:

 Medicines
 Toys
 Games
 Snacks like wafers, bhujia’s, biscuits etc.
 Cosmetics
 Skin Care Products
 Staple Food Products like pulses, rice etc.
 Beverages like Soda’s, juices etc.
 Toiletries
 Perfumes and deodorants
2. Store Exterior:
Entrance  There is a glass gate which is
used for both entry and exit.
 A shed is placed just outside the
store where a small stall is
placed just on the left side of
the entrance where idli and
dosa batters are sold.
 Promotional posters like of
Gulab Foods etc. are hanged
near the entrance
Window Display  Products are displayed to attract
the customers.
 A discount banner is also
hanged.

Marquee  SATYAWATI DRUG AND

DEPARTMENTAL STORE is
written in blue and white color
above the shed.
Parking  There is no parking space as it is
situated on the main road.
3. Store Layout:

 This store is walk in.

 There is a payment counter just on the left side of the entrance gate
when you enter the store.
 And on the right side of the entrance gate there is a delivery counter
from where you collect the products which you purchased.
 Then there are different counters for different products like for
medicines and skin care there are two different counters.
 Behind each counter various products are displayed on the glass
shelves.
 Moreover there is a fridge at the end of the store where sodas and
chocolates are sold.
 And, there is a proper walking space between each counters.
 Also, at the end of the store there is a small store room.
Floor Plan:
4. Store Interior:

Walls  Walls are painted in white color giving it a

simple look.
Flooring  Marbles are used
Lighting  Cove lights are used to make it look
aesthetic.
False Ceiling  It is also used.
Store room  It has a store room.
Signage  Proper signage’s are mentioned for ease of
customers.
Fixtures  There are glass shelves placed on the wall.
 There are wooden counters with a glass top.
5. Interior Display:

 The products are displayed on different glass shelves which are placed
one above the other behind the counter for making it eye catchy.
 The products like big baskets filled with products are kept on the floors at
the end of the counters.
 Colorful toys are hanged from the ceilings to attract attention from kids.
Even the mithai boxes and chocolate boxes are kept in the middle of two
counters to grasp attention.
 The products are even displayed on the below the counters and on the
counters.

Conclusion:
Visual Merchandising is really very important be it any kind of store. The store has
done an amazing job in displaying its products. There is no chaos as there is a lot
of walking space in between the counters. But having no parking is a major
drawback for this store. This store can also place racks outside the store to attract
more customers. The only main drawback is that one can’t select the products on
their own as all the products are displayed behind the counters.