vlsual merchandlslng

lrom Wlklpedla Lhe free encyclopedla

MarkeLlng
key concepLs
roducL markeLlng rlclng
ulsLrlbuLlon Servlce 8eLall
8rand managemenL
AccounLbased markeLlng
LLhlcs LffecLlveness 8esearch
SegmenLaLlon SLraLegy AcLlvaLlon
ManagemenL uomlnance
MarkeLlng operaLlons
romoLlonal conLenL
AdverLlslng 8randlng underwrlLlng
ulrecL markeLlng ersonal sales
roducL placemenL ubllclLy
Sales promoLlon Sex ln adverLlslng
LoyalLy markeLlng SMS markeLlng
remlums rlzes
romoLlonal medla
rlnLlng ubllcaLlon 8roadcasLlng
CuLofhome adverLlslng lnLerneL
olnL of sale Merchandlse
ulglLal markeLlng lngame adverLlslng
lnsLore demonsLraLlon WordofmouLh
8rand ambassador urlp markeLlng vlsual merchandlslng
v d e
vlsual merchandlslng ls Lhe acLlvlLy and professlon of developlng floor plans and Lhreedlmenslonal
dlsplays ln order Lo maxlmlse sales1
8oLh goods or servlces can be dlsplayed Lo hlghllghL Lhelr feaLures and beneflLs 1he purpose of such
vlsual merchandlslng ls Lo aLLracL engage and moLlvaLe Lhe cusLomer Lowards maklng a purchase
vlsual merchandlslng commonly occurs ln reLall spaces such as reLall sLores and Lrade shows
ConLenLs hlde
1 PlsLory
2 MeLhodology
21 rlnclples
22 1echnlques
23 1ools
3 lorms
31 Wlndow dlsplays
32 lood merchandlslng
4 8eferences
3 lurLher readlng
edlLPlsLory

When Lhe glanL nlneLeenLh cenLury dry goods esLabllshmenLs llke Marshall lleld Co shlfLed Lhelr
buslness from wholesale Lo reLall Lhe vlsual dlsplay of goods became necessary Lo aLLracL Lhe
general consumers 1he sLore wlndows were ofLen used Lo aLLracLlvely dlsplay Lhe sLores
merchandlse Cver Llme Lhe deslgn aesLheLlc used ln wlndow dlsplays moved lndoors and became
parL of Lhe overall lnLerlor sLore deslgn evenLually reduclng Lhe use of dlsplay wlndows ln many
suburban mallsclLaLlon needed
ln Lhe LwenLleLh cenLury wellknown arLlsLs such as Salvador uall and Andy Warhol creaLed wlndow
dlsplaysclLaLlon needed
edlLMeLhodology

edlLrlnclples
1he purpose of vlsual merchandlslng ls Lo
Make lL easler for Lhe cusLomer Lo locaLe Lhe deslred caLegory and merchandlse
Make lL easler for Lhe cusLomer Lo selfselecL
Make lL posslble for Lhe shopper Lo coordlnaLe and accessorlse
8ecommend hlghllghL and demonsLraLe parLlcular producLs aL sLraLeglc locaLlons
edlL1echnlques
vlsual merchandlslng bullds upon or augmenLs Lhe reLall deslgn of a sLore lL ls one of Lhe flnal sLages
ln seLLlng ouL a sLore ln a way cusLomers flnd aLLracLlve and appeallng
Many elemenLs can be used by vlsual merchandlsers ln creaLlng dlsplays lncludlng color llghLlng
space producL lnformaLlon sensory lnpuLs (such as smell Louch and sound) as well as Lechnologles
such as dlglLal dlsplays and lnLeracLlve lnsLallaLlons

edlL1ools
A planogram allows vlsual merchandlsers Lo plan Lhe arrangemenL of merchandlse by sLyle Lype
slze prlce or some oLher caLegory lL also enables a chaln of sLores Lo have Lhe same merchandlse
dlsplayed ln a coherenL and slmllar manner across Lhe chaln
edlLlorms

edlLWlndow dlsplays
See also ulsplay wlndow and Wlndow dresser
Wlndow dlsplays can communlcaLe sLyle conLenL and prlce
ulsplay wlndows may also be used Lo adverLlse seasonal sales or lnform passersby of oLher currenL
promoLlons
edlLlood merchandlslng
8esLauranLs grocery sLores and convenlence sLores use vlsual merchandlslng as a Lool Lo
dlfferenLlaLe Lhemselves ln a saLuraLed markeL
edlL8eferences

Why ls vlsual merchandlslng lmporLanL?
osLed on CcLober 26 2010
ln conslderlng Lhe lmporLance of vlsual merchandlslng on reLall buslnesses Lhe slngle and mosL
lmporLanL reason ls Lo engage and lnsplre shoppers Lo encourage Lhem Lo buy more of Lhe producLs
you wanL Lhem Lo lncreaslng your sales margln and reLurn on space afLer all you are runnlng a
buslness! 1haL engagemenL process of course sLarLs even before Lhey have seL fooL ln your sLore


1hls arLlcle ls cowrlLLen by Clare 8ayner 1he 8eLall Champlon" and kelly Molson lounder and
Managlng ulrecLor of 8ubber Cheese


1he 8eLall Champlon

Clare has made regular guesL appearances on 88C radlo and 1v She has conLrlbuLed Lo varlous
reLallfocused arLlcles and oplnlon pleces As a speaker menLor consulLanL and Lralner Clare shares
her experLlse ln developlng sLraLegles wlLh reLallers of all slzes Lo lncrease proflL cusLomer base
revenue sLreams channels Lo markeL Clare ls also an ownerdlrecLor of several buslnesses
servlclng Lhe reLall secLor lncludlng 8eLall Acumen 1he 8eLall Conference and emphasls lnLerneL
MarkeLlng

kelly ls founder and Mu of 8ubber Cheese a deslgn agency speclallslng ln reLall packaglng CS
brandlng and ecommerce deslgn kelly and her Leam supporL reLall cllenLs ln Lhe dellvery of
anyLhlng from a slmple lnLerlor facellfL Lo a speclflc ln sLore CS campalgn Lo a LoLal buslness
rebrandlng exerclse kelly and Clare have worked LogeLher on pro[ecLs ln Lhe pasL

Why ls vlsual merchandlslng lmporLanL?

Clare says 1he slngle and mosL lmporLanL reason ls Lo engage and lnsplre shoppers

ln conslderlng Lhe lmporLance of vlsual merchandlslng on reLall buslnesses Lhe slngle and mosL
lmporLanL reason ls Lo engage and lnsplre shoppers Lo encourage Lhem Lo buy more of Lhe producLs
you wanL Lhem Lo lncreaslng your sales margln and reLurn on space afLer all you are runnlng a
buslness! 1haL engagemenL process of course sLarLs even before Lhey have seL fooL ln your sLore

kelly Says llrsL lmpresslons counL

1he exLerlor of your premlses should be lnsLanLly appeallng wlLh clear conslsLenL brandlng applled
Lo your slgnage 1he enLrance reflecLs Lhe personallLy of your sLore and musL enLlce Lhe passer by Lo
enLer

CreaLlve and lnvenLlve wlndow dlsplay



kelly Molson lounder and Managlng ulrecLor 8ubber Cheese

An excellenL opporLunlLy Lo brlng more cusLom Lo your sLore CusLomers have only a few seconds Lo
vlew and be aLLracLed by your dlsplays so keep Lhem slmple bold and uncluLLered CluLLered sLale
or badly organlsed dlsplays are llable Lo do Lhe exacL opposlLe and Lurn Lhose poLenLlal cusLomers
away

Lnsure any speclal offers are clearly readable and noL Loo blg / small bearlng ln mlnd Lhe
demographlc of your LargeL audlence lf your wlndow space ls llmlLed Lry uslng brlghL colours and
llghLlng Lo draw Lhe eye maybe even moLlon Change Lhe dlsplays frequenLly based on how ofLen
your cusLomers vlslL Lhe sLore A fanLasLlc buL daLed dlsplay could do more harm Lhan good

Seasonal dlsplays are a perfecL opporLunlLy

1urn every browser lnLo a cusLomer use every opporLunlLy LhaL you can buy a card for Lhlnk
MoLhers day laLhers day LasLer Palloween ChrlsLmas eLc l can remember my Mum Laklng me Lo
Selfrldges every ChrlsLmas [usL Lo see Lhelr dlsplays! Could you make your sLore Lhe one Lo vlslL?

3 key areas Lo be aware of ln your vlsual merchandlslng approach

1 Avold overwhelmlng / confuslng Lhe cusLomer Clare says

lL ls very easy Lo be aLLracLed Lo new producL opporLunlLles and be consLanLly addlng Lo Lhe range /
cholce you offer 1he lssue ls LhaL whaL can happen ls LhaL Lhe sales you are achlevlng are slmply
shared beLween more Skus maklng your buslness more complex and puLLlng you aL rlsk of carrylng
excess sLock

8ange prollferaLlon can sLrangle a buslness from a cash flow perspecLlve so geLLlng Lhe balance rlghL
ls crlLlcal 1oo llLLle cholce wlll puL cusLomers off Loo much wlll confuse Lhem

ldeally you should analyse your reLall space Lo undersLand whaL Lhe maxlmum number of producLs
you can presenL aL any glven Llme ls 1hen be ruLhless Lvery producL ls cosLlng you money boLh Lo
sLock and also lL occuples your hlgh cosL reLall real esLaLe lf lL hasn'L earned Lhe rlghL Lo be Lhere
and lL lsn'L a producL Lyplcally connecLed Lo Lhe purchase of a hlgh margln llne (Lherefore earnlng lL's
rlghL by vlrLue of a relaLed sale) Lhen geL rld of lL make way for a producL LhaL wlll earn you some
money! 8emember focus on your reLurn on space

Avold overwhelmlng / confuslng Lhe cusLomer kelly says

lL's lmporLanL your sLore ls lnvlLlng and uncluLLered 1here's noLhlng worse Lhan walklng lnLo a
messy sLore and feellng LoLally losL and overwhelmed wlLh Lhe amounL of sLuff ln your llne of slghL!
lL wlll make poLenLlal cusLomers walk ouL LrusL me l've done Lhls myself

1ry Lo reference Lhe layouL by colour wlLhln a producL caLegory Lo ease Lhe shopper's ldenLlflcaLlon
of producLs Lhey need or maLchlng producLs 1ake a leaf ouL of Lhe onllne/ecommerce sLore deslgn
and dlsplay producLs wlLh oLher producLs LhaL Lhey work well/look good wlLh

2 Make sure your ldeal cusLomers can feel aL ease Lo llnger longer Clare says



Cnce you've goL Lhe poLenLlal cusLomer ln Lhe sLore and have presenLed a beauLlful proflLable
range you need Lo reLaln Lhem for as long as posslble Lyplcally Lhe longer Lhey sLay Lhe more Lhey
wlll spend

Make sure your ldeal cusLomers can feel aL ease Lo llnger longer kelly says

lf you make your cusLomers feel aL ease Lhey wlll llnger longer Muslc llghLlng colours eLc can all
have a huge effecL on Lhe sLress levels of Lhe shopper Pow many Llmes have you lefL a sLore
because lL was Loo brlghL or Lhe muslc Loo loud?

1ry appeallng Lo all 3 senses sympaLheLlcally and be aware LhaL Lhe demographlc of your LargeL
markeL wlll feel dlfferenL ln dlfferenL aLmospheres

lor example

SlghL use llghLlng Lo change Lhe mood of Lhe sLore and Lo hlghllghL producLs on offer
Pearlng Muslc ln sLores has a huge effecL on our sLress levels ?ou may assume a Loy sLore would
play chlldren's songs or nursery rhymes? ln facL Lhe parenLs wlll feel a loL less sLressed lf Lhe muslc ls
someLhlng sofLer posslbly classlcal
1ouch Allow cllenLs Lo handle or LesL Lhe producLs 1hls encourages conversaLlon and rapporL wlLh
your cllenLs
Smell CerLaln fragrances are calmlng such as vanllla or Lavender or ClLrus Lo upllfL 1ry uslng
seasonal fragrances Lo evoke a sense of maglc clnnamon around ChrlsLmas Llme
1asLe noL always posslble buL lf you can offer free LasLers Lhey are a sure flre way of selllng more
producL LasL ChrlsLmas Lve l queued up for our Lurkey ln Lhe local farm shop 1hey had a plaLeful of
sausages for us Lo Lry whlle we walLed Cuess whaL else l boughL before l lefL?
3 Make sure cusLomers can flnd producLs ln sLore and LhaL Lhey have Lhe lnformaLlon Lhey need Lo
buy wlLh confldence kelly Says

?our ln sLore slgnage musL be clear and conclse 1oo many slgns wlll acL llke a hundred shouLlng
volces noL enough and your cusLomer won'L know where Lo go

keep lL slmple and ln llne wlLh your exlsLlng sLore brandlng use fonLs and colours LhaL are easlly
readable from a dlsLance avold scrlpL or fussy ornaLe sLyles

roducLs need Lo be presenLed ln a way LhaL Lhe cusLomer can undersLand exacLly whaL Lhey do and
how Lhey help Lhem 1hls ls where good olnL of Sale and freesLandlng merchandlse dlsplays really
come ln Lo play

olnL of sale (CS) or checkouL ls Lhe locaLlon where a LransacLlon occurs use Lhls area Lo dlsplay
new producLs speclal offers or no bralner" purchases for example llp balms pens small handbag
slzed lLems

?ou can be really creaLlve wlLh Lhese dlsplays keep Lhem slmple and bold 1here are hundreds of off
Lhe shelf dlsplay producLs you can purchase usually ln plasLlc or cardboard

8e creaLlve wlLh Lhe producLs Lhemselves lor example lf you were selllng say paper napklns creaLe
orlgaml anlmals from Lhem lnsLanLly more appeallng

lf you have own brand producLs lnvesL ln worklng wlLh a deslgn agency LhaL speclallses ln packaglng
deslgn so LhaL your producL appeals exacLly Lo your LargeL cusLomer 1he rlghL packaglng deslgn can
make or break a producL especlally lf lL's new Lo Lhe markeL or has huge compeLlLlon A good brand
and packaglng deslgner wlll draw ouL Lhe brand sLory and encapsulaLe LhaL lnLo Lhe deslgn glvlng
your producL maxlmum shelf appeal

So whaL can you do Lo make a dlfference for llLLle lnvesLmenL and maxlmum lmpacL?

1here are a number of Lhlngs you can do Lo make slgnlflcanL lmpacL for llLLle cosL

1 Make Lhe lnLerlor (and exLerlor) of your sLore as lnvlLlng as you can

A Lldy sLore ls a musL uecluLLer! 8emove anyLhlng LhaL lsn'L addlng Lo your brand

keep Lhe decor floors and wlndows clean Lnsure Lhe floorlng ls sulLable for you LargeL
cusLomers 1ry ouL dlfferenL fragrances Lo keep Lhe sLore smelllng fresh

Make Lhe mosL of Lhe space you have buL allow plenLy of room for movemenL remember your
cusLomers may have large Lrolleys or buggles wlLh Lhem uon'L make Lhem feel clausLrophoblc
someLlmes Lhere ls commerclal beneflL Lo havlng empLy space!

Lnsure you have good llghLlng LhaL helps Lhe cusLomers navlgaLe Lhe sLore and hlghllghLs key
promoLlons use llghLlng Lo draw Lhem lnLo Lhe sLore don'L have any dark corners!

use muslc Lo enhance Lhe aLmosphere unless you are runnlng a llbrary a llLLle background
nolse makes cusLomers more comforLable Lo have conversaLlons as Lhey feel Lhey are less easlly
overheard Lnsure your cholce of muslc ls relevanL Lo your LargeL cusLomer Anu make sure you're
noL ln breach of any publlc performance rlghLs!

2 resenL your producLs clearly full shelves clearly and correcLly labelled

roducLs musL be clearly and correcLly labelled wlLh more producL lnformaLlon avallable as
requlred rlclng and offers musL be undersLandable

Shelves should be well sLocked buL noL over full and cramped as Lhls wlll noL only look bad buL
deLracL from Lhe producL lLself 1he lasL Lhlng you need ls for a cusLomer Lo aLLempL Lo Lake a
producL off Lhe shelf and cause an avalanche Lhey wlll be embarrassed and your producL may well
geL damaged!

Allow Lhe cusLomer more lnformaLlon abouL a producL buL noL Loo much LhaL Lhe offer and
prlclng ls mlsundersLood

ackaglng should be noL only lnformaLlve buL ldeally parL of Lhe overall merchandlslng appeal

Some producLs can be purchased premerchandlsed wlLhln an aLLracLlve free sLandlng dlsplay
unlL buL beware Loo many of Lhese can over crowd Lhe sLore!

3 Analyse everyLhlng know Lhe commerclal basls for every declslon you make because afLer all
you are runnlng a buslness

know Lhe cash marglns every producL conLrlbuLes Lhe volumes you sell and deLermlne whaL
value each producL has ln your range uon'L forgeL Lo conslder Lhe valueadd of cerLaln producLs eg
Lend Lo be purchased wlLh oLher key lLems

ueflne Lhe maxlmum Sku counL your sLore(s) can accommodaLe and sLlck Lo LhaL lf you wanL Lo
llsL a new lLem ask yourself whaL lL replaces conslder Lhe lmpacL on your proflLablllLy as well as
your aesLheLlcs and producL presenLaLlon when maklng a range

1rlal changes Lo flnd ouL whaL lmpacL Lhey have Lry dlfferenL layouLs new producLs dlfferenL
promoLlons Ask cusLomers whaL Lhey Lhlnk and also measure Lhe sales and margln lmpacL ?ou'll
only know lf a change lmproves Lhlngs lf you Lry lL and keep an eye on your kls!

Summlng up Why you need Lo really focus on your vlsual merchandlslng

vlsual merchandlslng can make a good reLall ouLleL greaL lnvesLlng a llLLle Llme and efforL ln glvlng
your sLore a facellfL can make a world of dlfference Lngaglng some professlonal servlces Lo help
wlLh your brandlng your wlndow dlsplays or your ln sLore slgnage can make you really sLand ouL
from Lhe crowd 8uLhlessly looklng aL your producLs proflLablllLy ln Lhe conLexL of whaL presence on
Lhe dlsplay space you glve Lhem could glve you compeLlLlve advanLage ln a crowded markeL you
need Lo pull ouL all Lhe sLops Lo glve your cusLomer Lhe shopplng experlence Lhey really wanL buL
you can expecL Lo reap Lhe rewards when you geL lL rlghL


vlSuAL ML8CPAnulSlnC lC8 8L1AlLL8S

Slmply sLaLed vlsual merchandlslng ls presenLlng producLs
ln order Lo sell Lhem!

1he lnlLlal polnL of lnLeracLlon wlLh a poLenLlal cusLomer ls ln Lhe wlndow dlsplays of your sLorefronL
Cood dlsplays shouL Lo Lhe world LhaL you care abouL your lmage and merchandlse and mosL
lmporLanLly abouL enLerLalnlng lnformlng and educaLlng your cusLomers 1hey counL upon seelng
new Lhlngs ln Lhe wlndows

Llkewlse Lhe lnLerlor of Lhe sLore deserves Lhe same aLLenLlon as Lhe wlndows lrequenL changes
encourages your cusLomer vlslLlng hls normal secLlon Lo wander abouL Lo dlscover addlLlonal
novelLles


1he lmporLance of vlsual merchandlslng ls Lo

hlghllghL merchandlse Lo sell lL

lnLroduce and explaln new producLs

glve ldeas on how Lo use lL

encourage Lhe cusLomer Lo enLer and shop

creaLe amblance and Lhus a poslLlve lmage of Lhe sLore

ulsplay concepLs can be based on

seasons

speclal occaslons or holldays

color

Lrends ln acLlvlLles (flshlng scrapbooklng eLc)

Lhemes (vlcLorlan chlldren eLc)

evenLs of Lhe communlLy

1here are many locaLlons wlLhln a sLore where dlsplays can be seL up

fronL wlndows

small plaLform aL Lhe enLrance

end caps

dlsplay or producL cases (for parLlcular Lypes of merchandlse such as [ewelry)

behlnd Lhe checkouL counLer

on counLers or ledges

deslgnaLed dlsplay areas (asslgned levels of promlnence due Lo Lrafflc flow)

now wlLh a Lheme of Lhe dlsplay deLermlned and Lhe locaLlon for lL leL us examlne Lhe componenLs
of a dlsplay

merchandlse use producL of slmllar deslgn or Lheme Lo help sell each oLher

props lLems should be used Lo enhance Lhe producL for sale or help ln furLherlng Lhe sLory or Lheme

llghLlng use proper llghLlng Lo make Lhe producL pop" ln Lhe dlsplay lncandescenL spoLs are very
effecLlve here LlghLlng needs Lo come from more Lhan one dlrecLlon for a balanced presenLaLlon

slgnage use professlonal never handwrlLLen slgns regardless of Lhe slze

1here are flve deslgn Lools employed Lo sLop busy people ln Lhelr Lracks and cause Lhem Lo really
look aL an eyecaLchlng dlsplay

Color ls Lhe number one elemenL LhaL aLLracLs aLLenLlon ln a dlsplay Choose Lhe comblnaLlons
carefully conslderlng Lhe color of Lhe producL and Lhe llghLlng envlronmenL

Angles dlrecL your cusLomer's eyes where you wanL Lhem Lo go! varylng helghLs of props and
merchandlse angles of mannequln arms free hanglng graphlcs llghL or planLs all creaLe angles

MoLlon always creaLes lnLeresL and can be achleved by a fan an elecLrlc Lraln Lhe small moLors of
moLorlzed dlsplays or bllnklng llghLs

SlmpllclLy of Lhe dlsplay sends a message of hlgher cosL (A large wlndow fllled Lo Lhe brlm suggesLs
low prlces)

8epeLlLlon of an lLem says LhaL Lhe sLore really belleves ln LhaL producL and usually has a sLrong
lnfluence on Lhe cusLomer! lf one of Lhem ls sllghLly askew or lf an unusual prop ls lncorporaLed
even more lnLeresL ls creaLed

lmaglnaLlon seLs Lhe greaL aparL from Lhe good! Co wlLh hlghly unusual approaches and waLch Lhe
Lrafflc lncrease


My Len years' experlence of ownlng and managlng a glfL and book sLore equlps me Lo help you wlLh
your merchandlslng challenges l reconflgured a large mulLlcublcle space lnLo a new reLall sLore and
deslgned everyLhlng from Lhe work flow layouL Lo Lhe general decor Merchandlslng was a ma[or
parL of growlng a Llny momandpop sLore lnLo a very successful reLaller parLlclpaLlng ln Lwo naLlonal
Lrade/markeLlng groups LeL me share my knowledge and LogeLher we can grow sales!


























1he lmporLance Cf vlsual Merchandlslng

osLed SaLurday nov 02 2002 aL 0000 hrs lS1
1ags

vlsual merchandlslng Loday forms a crlLlcal elemenL of reLalllng 8esldes Lhe facade and wlndows
whlch are clearly done up wlLh an ob[ecLlve Lo aLLracL passerbys and lnduce walklns Lhere ls also
lnsLore decor LhaL ls deslgned Lo enhance Lhe cusLomer's comforL and convenlence whlle shopplng
and overall offer a superlor shopplng experlence
Consumer behavlour sLudles have conflrmed LhaL Lhe lure of a beauLlfully done up show wlndow and
a LasLefully decoraLed facade more ofLen Lhan noL prove lrreslsLlble as Lhey walk ln Lo check ouL
whaL ls on offer lL also ensures excluslvlLy slnce no Lwo sLores should look allke 8esldes when Lhe
mood and Lheme of such dlsplays change aL regular lnLervals lL makes cerLaln LhaL Lhe sLore remalns
Lop of mlnd Loyal cusLomers have ofLen been known Lo anxlously walL for Lhe nexL dlsplay
'SLlcklness' ln reLall formaLs ls also ensured by Lhe lmaglnaLlve use of colours llghLlng space
furnlLure and vlsual elemenLs wlLh regard Lo lnsLore dlsplays
Cnce cusLomers walk ln lL ls buL lmperaLlve Lo ensure LhaL Lhey en[oy Lhelr flrsL encounLer wlLh Lhe
sLore AfLer all repeaL vlslLs wlll only happen lf a cusLomer's flrsL vlslL ls a memorable one 1he
loglcal arrangemenL of counLers wlLh clear passageways allows for easy access Lo merchandlse

8aLher Lhan geLLlng losL ln Lhe mazo LhaL mosL large sLores are Lhe cusLomer feels more ln conLrol
Space ls allocaLed Lo varlous producL caLegorles Laklng lnLo accounL Lhe number of Skus sLocked and
shelves/counLer space requlremenLs are worked ouL accordlngly

Clear passages are provlded for producLs whlch requlre Louch and feel All lmpulse purchase drlven
producLs are also clearly dlsplayed so LhaL Lhe cusLomers can reach Lhem wlLhouL any hlndrance
Also lL has been observed LhaL when a person enLers a room Lhe human eye moves ln a Z paLLern
le from rear
lefL of Lhe room Lo rlghL rear followed by fronL lefL of Lhe room Lo fronL rlghL Care should be Laken
Lo do up Lhe rear lefL end of Lhe room ln an appeallng manner so as Lo gulde Lhe dlrecLlon of vlslon
and keep a shopper vlsually lnLeresLed
A greaL deal of research has been underLaken on Lhe lmpacL of llghLlng on a cusLomer's purchase
behavlour 8esulLs clearly lndlcaLe LhaL ln general sLores LhaL are brlghLly llL wlLh Lhe llghLs cleverly
blendlng wlLh Lhe lnLerlors lead Lo hlgher cusLomer comforL and as such more sales ulfferenL Lypes
of llghLlng and lnLerlors are used on dlfferenL floors Lhe change reflecLlng Lhe varlous producLs LhaL
are on dlsplay on a parLlcular floor Lhe proposed LargeL audlence and Lhe Llme of Lhe year 1he
ladles floor for lnsLance ls mosL ofLen subLly llL wlLh sofL llghLs or Lhen agaln ln summers cool
blulsh
lghLs are used Lo lmpacL an lmpresslon of coolness and comforL
1he careful use of spoLllghLs helps add Lo Lhe appeal of producLs such as crysLal and [ewellery
Slgnages relaLed Lo varlous producL secLlons are puL up clearly Lo demarcaLe areas allowlng
cusLomers a clear undersLandlng of whaL ls sLocked where WlLh varlous brands havlng Lhelr own
pull brand slgnages are also puL up wlLhln Lhe producL secLlons so LhaL cusLomers can flnd Lhelr
favourlLe brands easlly AddlLlonally wlLhln Lhe producL secLlons slgnages help Lo publlclse Lhe
varlous promoLlonal schemes LhaL mlghL be runnlng ln Lhe sLore SLores also make use of slgnages Lo
lndlcaLe Lhe faclllLles/servlces avallable aL Lhe sLore such as washrooms cafe eLc

MosL sLores have an lnhouse Leam of vlsual merchandlsers who coordlnaLe wlLh Lhe markeLlng
Leam as well as Lhe lnhouse merchandlsers and suppllers Lach Llme any ma[or changes ln decor are
conLemplaLed Lhey presenL Lhe
vlsual dlsplay concepLs Lo Lhe group for analysls and selecLlon SubsequenLly Lhe same ls execuLed
1he vlsual merchandlslng Leam also makes pro[ecLlons vlsavls reLurns per sq fL for each secLlon
and each brand sLocked Cn promoLlons relaLed vlsual merchandlslng Lhe lnpuLs of Lhe adverLlslng
agency are also soughL so LhaL Lhe lnshop communlcaLlon ls ln llne wlLh Lhe LacLlcal promoLlons
adverLlslng WlLh cosL of vlsual merchandlslng generally amounLlng Lo 1 of sales Lhls ls one
communlcaLlon Lool LhaL clearly has an edge over oLhers ln Lerms of drawlng ln shoppers lncreaslng
flow of Lrafflc and lncreaslng sales
(1he wrlLer ls ulrecLor (CperaLlons) Lbony 8eLall Poldlngs LlmlLed)




















ueflnlLlon 1he dlsplay of producLs whlch makes Lhem appeallng aLLracLlve accesslble engaglng
and enLlclng Lo shoppers ln a reLall sLore vlsual merchandlslng uLlllzes dlsplays color llghLlng
smells sounds dlglLal Lechnology and lnLeracLlve elemenLs Lo caLch cusLomers aLLenLlon and
persuade Lhem Lo make purchases vlsual merchandlslng helps convey Lhe lmage of Lhe brand and
reflecLs Lhe personallLy of Lhe LargeL markeLs LhaL Lhe reLall sLore wanLs Lo aLLracL
Also known As producL merchandlslng reLall dlsplay merchandlslng deslgn
Common Mlsspelllngs vlsal merchandlslng vlsul merchandlslng
Lxamples
eople who work ln vlsual merchandlslng [obs wlll be responslble for vlsual dlsplays lnvenLory
managemenL and merchandlslng Lralnlng for one or several reLall sLores



































A HIsLory oI VIsuuI MercIundIsIng In ReLuII SLores
8z
rate or flag this page
By Sarah Marie

n our current, consumer-oriented culture, people do not shop merely to obtain items they need,
but also to satisfy their wants. Frequently, shopping does not even involve making a purchase.
For consumers, window-shopping has become a popular pastime. Visual merchandisers create
"miniature worlds" for merchandise in an effort to attract the attention of consumers, draw them
into the store and keep them coming back in the future. Despite the advanced techniques seen in
visual displays, visual merchandising is not a new concept or art. As early as the 18
th
century,
merchandise was staged in interesting and unique arrangements to attract consumers.
For more information...
O Visual Store
Visual merchandising and store design resource
O Fashion Windows
Designers, shows, visual merchandising, etc.
%e EarIy Stores
!rior to the late 18
th
century, when the contemporary methods of visual merchandising began to
evolve, store owners and managers cared little for the appearance of their stores and the
presentation of merchandise. Very little merchandise was displayed within the store. Rather, a
customer would enter the store and speak with the retailer, who would then present merchandise
that was kept in a back room. "Sales talk" and an ability to persuade were very important in
convincing a customer of the quality of a product and making a sale. The evolution in store
design brought about a new "process" of shopping. t was not longer a verbal engagement
between retailers and customers, but now a "sensory experience". The first step in the evolution
of store design occurred when small stores began to display their merchandise openly to the
public, instead of keeping it stored in back rooms. Eventually, the deliberate displaying of goods
became an important tool for retailers. What was once unattractive stores that were not meant to
visually appeal to consumers, slowly became exciting shopping venues.

%e DeveIopment of Arcades
The second step in the evolution process occurred in Europe during the beginning of the
19
th
century with the development of arcades. Arcades, or passages, were covered streets that
694.;;1 Font: (Default) Arial, 10.S pt, Font
color: Cray80
were constructed using iron and glass. Historically, they can be traced back to bazaars of the
Arabian !eninsula and Asia Minor. The experimentation with new materials greatly improved the
aesthetic qualities of the shops that were housed within the arcades. The main features of the
arcades were their glass skylights, which often stretched the entire length of the passageway.
The skylights created a completely enclosed, visually stimulating shopping environment.
Unfortunately, the skylights were extremely expensive and caused many technical difficulties.
Also, the visually appealing shopping area that the arcades created outside, usually did not
extend to inside of the shops. Therefore, the arcades became mainly associated with observers
who were just out to walk around - not necessarily shop.

%e EstabIisment of te Grand Expositions
The establishment of the Grand Expositions marked the next advance in the evolution of store
design. The Grand Expositions, which began in London in 1851 with the Crystal !alace
Exposition, were originally meant to present and demonstrate new technology. The exposition
soon became huge, crowded fairs in which merchandise was displayed in exotic and elaborate
settings. The retailers learned that they would be more successful if they displayed their
merchandise openly and in a strategic manner to the public. They also observed that it was
better to not place objects directly on the floor, but rather on platforms or pedestals - raising the
merchandise closer to eye level. This emphasis on deliberately displaying merchandise in a
manner that would be pleasing for the consumer was an important innovation in the development
of visual merchandising. Displays were often themed, creating an atmosphere of a distant and
exotic land. For example, the 1899 !aris Exposition included a replica of a street in Cairo, Egypt,
complete with belly dancers. The retailers wanted the people coming into the exposition to feel
as if they had just stepped into another world. According to Maurice Talmeyr, a social critic and
journalist, "The Grand Expositions contained Hindu temples, savage huts, pagodas, souks,
Algerian alleys, Chinese, Japanese, Sudanese, Sengalese, Siamese, and Cambodian quarters -
a bazaar of climates, architectural styles, smells, coulours, cuisine, and music."

For more information...
694.;;1 Font: (Default) Arial, 10.S pt, Font
color: Cray80
694.;;1 Font: (Default) Arial, 10.S pt, Font
color: Cray80

Visual Merchandising and Display
Amazon Price: $79.99
List Price: $98.00

Window and Interior Display: The Principles oI Visual Merchandising |Illustrated|
Amazon Price: $9.99

Silent Selling: Best Practices and EIIective Strategies in Visual Merchandising, 4th Edition
Amazon Price: $50.00
List Price: $88.50

Store Design and Visual Merchandising: Creating Store Space That Encourages Buying
Amazon Price: $24.12
List Price: $27.00
%e Rise of te Department Store
The rise of the department store, or grand emporium, in the 19
th
century brought more changes
in store design and visual displays. The early department stores continued with the idea of
displaying merchandise in elaborate and luxurious setting. Techniques that were previously used
in small dry goods stores, expositions, and arcades were experimented with, and either used or
rejected. The department stores of the 19
th
century transformed the concept of visual
merchandising in four ways. n doing so, merchandise display was made one of the most
important aspects of the shopping experience.
The World Expositions only occurred every few years in a small number of large cities throughout
Europe, and, eventually, in the United States. The department stores were open everyday, with
the exception of religious holidays. The first department that the department stores made in
regards to the concept of visual merchandising entailed making the display techniques that were
used in the World Expositions a part of day-to-day shopping. The department store retailers were
able to not only bring these techniques to their stores, but with them, the sense of "the
experience" that people enjoyed while attending the expositions.
The second transformation that the early department stores made was in the use of luxurious
store interiors that surpassed even the most lavish arcade. They utilized many of the same
techniques and materials used in the construction of the arcades in an effort to bring the outside
to the inside. n describing !aris' Bon March, the first department store, Michael Miller stated,
"The iron columns and expanse of glass provided a sense of space, openness, and light.
mmense gallery opnened upon immense gallery, and along the upper floors ran balconies from
which one could view, as a spectator, the crowds and activity below. Like the Bon March, many
department stores used a gallery design with an "open" interior that allowed customers on the
first floor to see up to the other floors, enticing them to explore these other areas.
These early department stores strived to exude a sense of luxury, even if it was just an
impression. There were huge chandeliers, stained glass, marble, oriental carpets, polished wood,
artwork, and balconies. n his articles describing the Bon March, Miller states that , "Everywhere
merchandise formed a decorative motif conveying an exceptional quality to the goods
themselves. Silks cascaded from the walls of the silk gallery, ribbons were strung above the halls
of ribbons, and umbrellas were draped full blown in a parade of hues and designs. Oriental rugs,
rich and textural, hung from balconies for the spectators below." By displaying ordinary
commodities, such as a bolt of inexpensive cloth, in a luxurious setting, these ordinary pieces of
merchandise became signs of affluence and wealth. The newly derived value came from staging
the product in a luxurious environment. Despite not selling luxury items, this method of visual
display led customers to believe that average, everyday products could by symbols of wealth and
luxury.
Next, in an effort to convey to consumers that the supply of merchandise was endless, the
department store owners displayed their products in an excessive and chaotic manner.
Merchandise was often displayed in large and unorganized p8iles and strewn across fixtures. t is
said that Aristide Boucicaut, the over of the Bon March, enjoyed frequently "hiding"
merchandise that customers purchased on a regular basis, therefore encouraging them to search
the entire store and, possibly, come across merchandise that they did not originally intend to buy.
Goods were also displayed in large volumes. The potential for customers to want, buy, and
spend more was great. By displaying merchandise in large quantities, retailers made sure that
the desires of the consumer were never fulfilled, therefore, enticing them to return in the future.
At this point in time, shortage and scarcity were still threats to large portions of the population.
The "endless" supplies in the department stores created a symbolic meaning of surplus.
Lastly, the department stores of the 19
th
century continued and perfected the use of themed
displays, similar to those that were used in the World Expositions. Like the expositions, products
were often presented in exotic themed displays, with favorites including portrayals of !arisian
rooms, Ancient Arabia, Japan, and Egypt. n the 19
th
century, possession of exotic items from
places such as the Orient, Africa, and Near East, became "fashionable". However, authentic
exotic artifacts were very expensive. By displaying goods in these arrangements, the symbolic
qualities of the exotic were rendered on average items, thus fulfilling a once unattainable desire
for the consumers. Also, merchandise was displayed in "real" scenes. For example, rather than
displaying a lamp on a shelf, it would be displayed in a replica of a living room, which would
include a mannequin family.


















We've Cfflclally Moved 1o 1hevlsualMerchandlslng8logcom!!
nCv 18
osLed by !yppe A Culdores
We wlll no longer be blogglng here 1hls blog has been moved and Laken Lo Lhe nexL level

Subscrlbe lf you haven'L subscrlbed Lo our new blog feed please cllck here

vlslL Lhe new slLe 1o go Lo Lhe new webslLe go Lo wwwLhevlsualmerchandlslngblogcom

8logroll/Llnks lf you've llnked Lo 1he vlsual Merchandlslng 8log we ask LhaL you change your llnks
aL Lhls Llme





1hank you for all of your supporL!
osLed ln vlsual Merchandlslng hoLos
Leave a CommenL
WhaL ls vlsual Merchandlslng?
CC1 8
osLed by !yppe A Culdores
vlsual merchandlslng ls Lhe acLlvlLy of promoLlng Lhe sale of goods especlally by Lhelr presenLaLlon
ln reLall ouLleLs lL ls a merchandlslng Lechnlque whlch effecLlvely uses Lhe deslgn of an envlronmenL
vla vlsual communlcaLlons llghLlng colors muslc and scenL Lo sLlmulaLe cusLomers' percepLual and
emoLlonal response and ulLlmaLely Lo affecL Lhelr purchase behavlor

osLed ln vlsual Merchandlslng
Leave a CommenL
1ags vlsual merchandlslng vm WhaL ls vlsual Merchandlslng
WhaL are ?our vlsual Merchandlslng 1lps for auLumn and lall 2011?
SL 13
osLed by !yppe A Culdores
1he flrsL day of fall ls abouL Lo come Pave you prepared your sLore for Lhls season?

AlLhough noL all counLrles around Lhe world are celebraLlng Lhe comlng season lL ls perhaps (l am
noL qulLe sure) ln Lhe hearL of mosL vlsual merchandlser Lo prepare a dlsplay for Lhls Llme PonesLly l
haven'L experlence seelng ln acLual scene mllllons of maple leaves falllng on and coverlng Lhe ground
slnce blrLh because l grew and l am llvlng ln a Lroplcal counLry where Lhere are only Lwo seasons
ralny and dry Powever whaL l usually noLlce on vldeos and phoLo abouL Lhls season ls of course Lhe
changes on Lhe color of Lhe leaves of Lhe Lrees Lhe pumpklns Lhe scarecrow and Lhe harvesL 1he
same concepLs are seen ln wlndow dlsplay and sLore decoraLlon

Pere are some Llps for vlsual merchandlsers ln Lhe counLrles LhaL do noL have AuLumn and lall















1he arL of vlsual merchandlslng
8y wwwflbre2fashloncom
lree uownload Lmall ArLlcle ulscuss ArLlcle
rlnL ArLlcle 8aLe ArLlcle

vlsual Merchandlslng ls Lhe arL of dlsplaylng merchandlse ln a manner LhaL ls appeallng Lo Lhe eyes
of Lhe cusLomer lL seLs Lhe conLexL of Lhe merchandlse ln an aesLheLlcally pleaslng fashlon
presenLlng Lhem ln a way LhaL would converL Lhe wlndow shoppers lnLo prospecLs and ulLlmaLely
buyers of Lhe producL A creaLlve and LalenLed reLaller can use Lhls upcomlng arL Lo breaLhe ln new
llfe lnLo hls sLore producLs asslon for deslgn and creaLlvlLy are essenLlal Lo be a good vlsual
merchandlser A perfecL deslgn process and Lhe ablllLy Lo creaLe ldeas LhaL are dlfferenL are
requlred Awareness of happenlngs ln fashlon world ls needed so as Lo keep upLodaLe wlLh Lhe
dynamlcs of Lhe markeL consLanLly

vlsual merchandlslng lncludes wlndow dlsplays slgns lnLerlor dlsplays cosmeLlc promoLlons and
any oLher speclal sales promoLlons Laklng place

ComponenLs of vlsual Merchandlslng

1here are cerLaln Lhlngs whlch a reLaller needs Lo Lake care whlle proceedlng wlLh Lhe process of
dlsplaylng hls producLs 1hese componenLs when comblned LogeLher ln a proper raLlo wlll make a
successful ouLcome

Make merchandlse Lhe focal polnL

1he maln goal of dlsplay ls Lo showcase Lhe producLs wlLhln Lhe overall dlsplay area CusLomers glve
Lhree Lo flve seconds of Lhelr aLLenLlon Lo wlndow dlsplay 1he reLallers vlsual message should be
conveyed Lo Lhe cusLomer ln LhaL shorL perlod of Llme lL should noL be llke an unsuccessful 1v
adverLlsemenL where Lhe producL ls forgoLLen alLogeLher and only Lhe concepL of Lhe commerclal
remalns ln Lhe mlnd of Lhe vlewer 1he arrangemenL of wlndow dlsplay should go wlLh Lhe producL
and should noL suppress Lhem Lo make lL dlscernable Lo Lhe eye

8lghL cholce of colors ls vlLal

Color ls one of Lhe mosL powerful Lools ln Lhe vlsual Merchandlslng segmenL lL ls a vlsual percepLual
properLy Colors can be assoclaLed wlLh emoLlons speclal occaslons and gender lL aLLracLs aLLenLlon
and pulls more cusLomers lnLo Lhe sLore A reLaller has Lo focus on Lhe rlghL cholce of color LhaL
would maLch wlLh Lhe Lheme of dlsplay lL ls noL posslble Lo saLlsfy everyone all Lhe Llme buL lL ls
posslble Lo culLlvaLe Lhe LasLe of cusLomers gradually and purposefully A rlghL cholce of colors ln Lhe
dlsplay lLems can Lurn walkers lnLo sLoppers and slgnlflcanLly converL Lhem lnLo cusLomers lL ls
Lherefore mandaLory Lo choose Lhe rlghL color for Lhe rlghL Lheme of dlsplay A Palloween dlsplay
would requlre black color ln Lhe dlsplay Lheme valenLlnes Lheme should be ruled by red color
supplemenLed wlLh plnk and whlLe A dlsplay of babys accessorles should reflecL llghL shades of plnk
and blue colors A ChrlsLmas dlsplay should conLaln colors of red green gold and sllver

ulsplay Lhemes Lo approprlaLely supporL Lhe producL

A Lheme ls a dlsplay of sale lLems of slmllar caLegorles eg a dlsplay of klLchen accessorles lLs
essenLlal Lo have Lhemes for all reLall dlsplays 1hey can be romanLlc wlld or caprlclous and capLure
peoples lmaglnaLlons

A good Lheme wlll lure Lhe cusLomer wlLh a shopplng mood lnLo Lhe sLore 1hemes malnly depend
upon Lhe reLallers lmaglnaLlon and creaLlvlLy locuslng on Lhe rlghL Lheme raLher Lhan creaLlng a
dlsplay wlLh expenslve raw maLerlals ls Lhe key Lo successful wlndow dlsplay A shoe sLore Lheme can
be a group of elves buylng shoes A Lheme for dlsplay of casual wears can be a group of mannequlns
slLLlng casually aL a geL LogeLher ln dlfferenL poses 8elaLed Lhemes wlll Lug Lhe hearLsLrlng of Lhe
cusLomers and wlll pay off
ulsplay should complemenL Lhe reLallers oLher sLraLegles

1he conLenL of Lhe dlsplay should complemenL Lhe ln sLore envlronmenL and oLher markeLlng
sLraLegles of Lhe reLaller lf Lhe reLaller has a speclflc logo Lhe colors of Lhe dlsplay can reflecL Lhe
same color of Lhe logo lor eg Macuonalds dlsplay Lhe clown ls of Lhe same color red and yellow
as ln Lhelr logo

Cleanllness

neaL and clean arrangemenL ls Lhe foundaLlon of an lnvlLlng a successful vlsual dlsplay A beauLlful
dlsplay can be rulned by a cracked slgn holder or an unclean dlsplay envlronmenL LffecLlve cleanlng
schedule of showcases and dlsplay flxLures ls requlred

Change Lhe dlsplay seLLlngs ln frequenL lnLervals

Changlng Lhe arrangemenL of Lhe dlsplays ln regular lnLervals wlll lnlLlaLe new lnLeresL abouL Lhe
producLs ln Lhe mlnds of Lhe cusLomer 8y deslgnlng a planogram and acLlvaLlng changes frequenLly
one can Lhus be a proacLlve reLaller

WlLh globallzaLlon and Lhe reLall boom vlsual merchandlslng ls growlng ln leaps and bounds lL ls noL
slmply concerned abouL decoraLlng a sLore beauLlfully buL musL also symbollse Lhe brand keeplng
Lhe LargeL audlence ln mlnd

















1opshop
lrom Wlklpedla Lhe free encyclopedla
1opshop

1ype Subsldlary
lndusLry 8eLall
lounded Sheffleld unlLed klngdom1 (1964)
PeadquarLers London unlLed klngdom
Area served Albanla AusLralla 8ahraln Canada lreland lsrael lndonesla !apan Malaysla new
Zealand hlllpplnes oland 8ussla Slngapore Spaln Sweden 1halland 1urkey ukralne unlLed
klngdom unlLed SLaLes
roducLs lashlon CloLhlng Shoes 8ags
arenL Arcadla Croup
WebslLe wwwLopshopcouk
1opshop ls a 8rlLlsh cloLhes reLaller wlLh shops ln over 20 counLrles and onllne operaLlons ln some of
lLs markeLs 1opshops sales prlmarlly come from womens cloLhlng and fashlon accessorles lL ls parL
of Lhe Arcadla Croup whlch owns a number of oLher reLall ouLleLs lncludlng 8urLon uoroLhy erklns
and Mlss Selfrldge
1he chaln was founded ln 1964 as eLer 8oblnsons 1op Shop a youngpersons fashlon brand wlLhln
Lhe Sheffleld branch of Lhe eLer 8oblnson LLd ladles fashlon sLore chaln1 (former deparLmenL
sLore chaln) 1he flrsL sLandalone 1opshop sLore was opened ln 19741 ln 1978 1opman was
creaLed as a splnoff brand Lo caLer for male cusLomers1 and ls now run as a separaLe chaln
alLhough some sLores are colocaLed
ConLenLs hlde
1 roducLs
2 SLores
21 llagshlp sLores
211 Cxford SLreeL London
212 8roadway new ?ork ClLy
213 Llverpool Cne Llverpool
3 lnLernaLlonal SLores
4 CrlLlclsm
41 1axaLlon
42 Suppllers
3 See also
6 8eferences
7 LxLernal llnks
edlLroducLs

1opshops currenL Lrends are new Mod rlm and ollshed Clam underground and 8avarla
alongslde luxury garmenLs and deslgner afflllaLlons under 1he 8ouLlque
ln May 2007 Lhe 8rlLlsh supermodel kaLe Moss deslgned her flrsL collecLlon for 1opshop2 1he
appolnLmenL of Moss was announced [usL before Lhe deparLure of CLC !ane Shepherdson
ln !uly 2007 8rlLlsh arLlsL SLella vlne deslgned a llmlLed edlLlon fashlon range excluslvely for 1opshop
lnsplred by her colourful arLworks 1hese lncluded 1shlrLs3 vesL Lops and 1shlrL dresses4 wlLh
Lhe labels deslgned ln plnk gllLLer3 1he Cuardlan commenLed LhaL Lhe facL LhaL Lhe range of 1
shlrLs she has recenLly deslgned for 1op Shop emblazoned wlLh slogans llke 8reaklng up WlLh Per
8oyfrlend are flylng ouL speaks volumes for her publlc supporL6 ShlaLzy Chen was approached
by 1opshop Lo produce a capsule collecLlon of ready Lo wear pleces Lo launch ln november 2010
edlLSLores



1opshop ln Cxford SLreeL London Lngland


A comblned 1opshop and 1opman ln 8radford
ln Lhe Amerlcas 1opshop currenLly has branches ln 8razll Canada and Lhe unlLed SLaLes ln Lurope
1opshop has branches ln CroaLla Cyprus ClbralLar lceland oland Lhe 8epubllc of lreland 8ussla
Serbla Slovenla Spaln Sweden 1urkey and Lhe unlLed klngdom ln Lhe Mlddle LasL Lhe chaln has
branches ln lsrael !ordan Lebanon kuwalL CaLar Saudl Arabla and Lhe unlLed Arab LmlraLes ln
SouLh LasL Asla Lhe chaln has branches ln lndonesla !apan Malaysla Lhe hlllpplnes Slngapore and
1halland
AfLer Lhe recenL success of Lhe kaLe Moss cloLhlng range 1opshop declded Lo lnLroduce Lhe range Lo
Lhe unlLed SLaLes markeL 1opshop has sLruck a deal wlLh uS deparLmenL sLore 8arneys new ?ork
Lo sell Lhrough lLs 19 sLores7 1opshop also has a presence ln Cpenlng Ceremony ln Lhelr new
?ork sLore
Cn 1 May 2010 1opshop opened lLs flrsL new Zealand sLore LocaLed on Aucklands norLh Shore Lhe
shop sold ouL of some of lLs ranges before lL had even opened8 new Zealand deslgner karen
Walker vlslLed 8rlLaln earller ln Lhe year and selecLed many of Lhe pleces Lo be sold ln Lhe new
Zealand sLore9
A 2011 expanslon of 1opshop lnLo AusLralla wlLh sLaLebased flagshlps opened ln boLh new SouLh
Wales and vlcLorla has also been reporLed10 1opshops parenL company has however refused Lo
conflrm or deny such an expanslon10
edlLllagshlp sLores
edlLCxford SLreeL London
1opshop Cxford SLreeL ls Lhe worlds largesL fashlon sLore and ls also Lhe home of Lhe brands
flagshlp sLore1112 1he sLores feaLures lnclude a nall bar a one hour Lallorlng servlce a halr
salon by famed caLwalk halrdresser uanlel Persheson and a one hour dellvery servlce whereby
cusLomers can place an order Lo Lhe sLore and Lhelr producLs wlll be dellvered by vespa scooLer Lo
Lhem wlLhln one hour provldlng LhaL Lhey llve ln Lhe dellvery zone 1opshop also houses an LA1
cafe/sandwlch bar13 1opshop Cxford Clrcus ls roughly 90000 square feeL (8400 m2) and covers
flve floors14 1he shop aLLracLs up Lo 30000 cusLomers each day13 CusLomers can also access
fellow Arcadla Croup member Mlss Selfrldge whlch ls slLuaLed nexL door Lhrough Lhe sweeL shop
edlL8roadway new ?ork ClLy
1opshops flrsL flagshlp sLore ouLslde Lhe unlLed klngdom ls locaLed on 8roadway ln new ?ork
ClLy16 1he new sLore offers servlces slmllar Lo Lhe London ouLleL17 1he new ?ork sLore ls Lhe
brands second largesL sLore afLer Lhe companys flagshlp sLore ln London Lhe new ?ork sLore ls
roughly 60000 square feeL (3600 m2)1819 Slr hlllp Creen Lhlnks Lhe new ?ork flagshlp wlll be a
hlL desplLe Lhe currenL economlc lssues eople havenL sLopped shopplng 1he young fashlon
markeL has sLlll remalned preLLy reslllenL durlng Lhese dlfflculL Llmes20
edlLLlverpool Cne Llverpool
ln Lhe summer of 2009 1opshop opened lLs flrsL ManhaLLansLyle concepL sLore ln Lhe unlLed
klngdom ln Llverpool Lngland LocaLed ln Llverpool Cne Lhe new sLore provldes 60000 square feeL
(3600 m2) of reLall space maklng lL Lhe second largesL sLore ln Lhe counLry21 lL ls Lhe companys
norLh of Lngland flagshlp sLore and also conLalns 1opman an Cfflce and kurL Celger shoes ouLleL
and a voodoo halr salon22
edlLlnLernaLlonal SLores

8ussla 22
lreland 16
hlllpplnes11
lsrael 9
Slngapore 9
uenmark 8
Malaysla 8
Saudl Arabla 8
unlLed Arab LmlraLes 8
Chlle 7
lndonesla 3
!apan 3
1urkey 3
Sweden 4
CroaLla 4
Cyprus 4
Spaln 3
1emplaLen1L 1
1halland 3
Slovenla 3
kuwalL 3
lceland 2
CaLar 2
unlLed SLaLes 2
Czech 8epubllc 1
ukralne 1
oland 1
Lebanon 1
ClbralLar 1
8ahamas 1
Chlna 1
edlLCrlLlclsm



Cxford SLreeL branch damaged by anLlcuLs proLesLers ln March 2011
edlL1axaLlon
Cn 4 uecember 2010 campalgners sLaged a slLln aL 1opshops flagshlp Cxford SLreeL sLore and ln
8rlghLon a few glued Lhemselves Lo Lhe branch wlndows whlle oLher hlgh sLreeLs ln Lowns and clLles
across 8rlLaln saw slmllar proLesLs ln a day of acLlon agalnsL Lhe Lax arrangemenLs of rlch lndlvlduals
and blg buslnesses23
ln lebruary 2011 armed pollce arresLed 19 year old !ed Mlller afLer he wroLe pay your Laxes ln
washable lnk on Lhe wall of a 1op Shop branch ln ColchesLer24
edlLSuppllers
1opshop has been crlLlclzed by sLudenL campalgnlng neLwork eople laneL for allegedly uslng
coLLon plcked ln uzbeklsLan by slaves and for refuslng Lo [oln Lhe LLhlcal 1radlng lnlLlaLlve23
ln response Lo crlLlclsms abouL Lhe worklngs condlLlon of employees ln facLorles produclng producLs
for 1opshop hlllp Creen sLaLed ?ou 1he Sunday 1lmes are Lelllng me LhaL facLorles are happy Lo
breach our code of conducL lve goL Lo look lnLo lL 1hls suggesLs LhaL lf Lhe flndlngs are concluslve
Lhe company wlll be looklng Lo lmprove condlLlons













vlSuAL ML8CPAnulSlnC 101 1he 8aslcs of LxcellenL resenLaLlon

WlLhouL a large corporaLlon backlng Lhem up lndependenL reLallers have Lo be Lhelr own markeLlng
vlsual merchandlslng adverLlslng and merchandlslng Leam ln Lhls semlnar youll recelve an lnLenslve
class ln vlsual Merchandlslng focuslng on how Lo make lL slmple and affordable whlle you creaLe and
malnLaln a sLrong lmage for your sLore
ln Lhls sesslon you wlll learn
- Pow LmoLlonal and Sensory merchandlslng creaLes a memorable bond beLween your sLore and
your cusLomers
- Lasy and lnexpenslve dlsplay ldeas from Lhe auLhor of 100 ulsplays under $100
- Pow Lo use color Lo lnfluence your cusLomers and creaLe more sales
- LlghLlng and Slgnage whaLs new whaLs fun and some ldeas LhaL wlll enhance your sLores lmage
and brand
- A few case sLudles of varlous sLyles of vM from successful sLores

WheLher youre an experlenced reLaller or new Lo Lhe fleld Lhls qulck paced semlnar wlll offer new
lnformaLlon creaLlve ldeas and some lnLeresLlng Llps Lo help your buslness grow


8L1AlL CCLC8 S?CPCLCC?
Color lnfluences every aspecL of our llves We are enllvened exhausLed angered calmed healed
and enllghLened by colors we experlence ln our llves every day Color affecLs us psychologlcally
emoLlonally physlcally and splrlLually 1hls semlnar explalns how we are lnfluenced by color ln Lhe
reLall envlronmenL and how reLallers can use color Lo Lhelr advanLage eople flnd Lhls Loplc
fasclnaLlng and Lhere are usually a loL of quesLlons lL ls an en[oyable lnLeresLlng Loplc LhaL goes way
beyond reLall yeL ls very appllcable for reLall orlenLed venues


1hls semlnar runs abouL 43 mlnuLes Lo an hour

8equlremenLs sllde pro[ecLor remoLe sllde changer screen and cordless mlke

lLnC SPul lC8 8L1AlLL8S
1hls ls an lnLeresLlng fun Lalk LhaL wlll have everyone Laklng noLes and asklng quesLlons

leng Shul ls Lhe anclenL Chlnese arL of placemenL used Lo creaLe Lhe proper balance of energy ln a
space for opLlmum prosperlLy happlness and healLh

1he placemenL and balance of energy and elemenLs ln a reLall space can deLermlne Lhe fuLure
success of a sLore as well as Lhe healLh of Lhe people who shop and work Lhere

1hls sLudy daLes back over 6000 years and has grown ln popularlLy all over Lhe world because lL
works! lL has also grown ln lLs? complexlLy 1hls Lalk wlll sLress modern lnLerpreLaLlons of leng Shul
for 8eLall and show how lL can be used slmply and lmmedlaLely Lo enhance a sLores? envlronmenL
and Lhe llves of Lhe people ln Lhe audlence

ALLendees wlll learn whaL can be done lmmedlaLely Lo effecLlvely change Lhe energy ln Lhelr spaces
Lo enhance prosperlLy wellbelng and sales

1hls ls usually a onehour Lalk wlLh 10 mlnuLes for quesLlons and answers

8equlremenLs sllde pro[ecLor remoLe sllde changer screen and cordless mlke
lun Anu lA8uLCuS WlnuCW Anu S1C8L ulSLA?S
lmages of wlndows and lnsLore dlsplays from all over Lhe world are presenLed ln sllde form Lach
lmage shows an affordable doable dlsplay LhaL Lhe audlence can make happen ln Lhelr own sLores
1hls semlnar ls deslgned Lo lnsplre people Lo Lake a chance and creaLe fun wlndows and lnLerlor
dlsplays for Lhelr sLores
ldeas wlll be glven for hollday dlsplay and quesLlons wlll be encouraged

1hls ls a slmple formaL
1here ls no formal ouLllne
1here wlll be up Lo four Lrays of slldes (approx 300 lmages)
Lach ldea wlll be presenLed and explalned
Some wlll be funny oLhers wlll be sad
1he sad ones are ofLen Lhe funnlesL!
CuesLlons wlll drlve Lhe lengLh of Lhls presenLaLlon
lL can be geared Lo any lengLh of Llme deslred

8equlremenLs sllde pro[ecLor remoLe sllde changer screen and cordless mlke
CuS1CM vlSuAL ML8CPAnulSlnC SLMlnA8
Lach semlnar ls geared Lo Lhe cusLomer Llnda Cahan has creaLed cusLom vlsual merchandlslng
semlnars for

Amerlcan Lxpress 1ravel 8elaLed Servlces
Slnger Sewlng Machlne Company lnLernaLlonal ulvlslon
SLlhl Chalnsaw ulvlslon
ParLmann Luggage
Mlehle vacuums
lranco
Aramark
lanLasLlc Sams
AuLomoLlve arLs uealers
naLlonal 8ooksellers AssoclaLlon
rofesslonal Apparel AssoclaLlon
Amerlcan 8enLal AssoclaLlon
ChrlsLlan 8ooksellers AssoclaLlon
naLlonal SLaLlonary Show
nA8uA (elecLronlcs and appllance dealers)
unlLed 8enLals
WesLern LxhlblLors ? 14 dlfferenL speeches for glfL shows

Lach semlnar was developed from Lhe baslc vlsual Merchandlslng Semlnar and Lhen speclflc
examples were lncluded from Lhe cusLomers lndusLry along wlLh case sLudles

lor examples Lhe ChrlsLlan 8ooksellers AssoclaLlon offered 10 sLores ln Lhe ConnecLlcuL reglon LhaL
were wllllng Lo be phoLographed for Lhe semlnar
1hey also conLacLed 6 sLores around Lhe counLry and arranged for slldes Lo be senL Lo Llnda Cahan
for lncluslon ln Lhe presenLaLlon
1he A8A also had slldes senL LhaL added greaLly Lo Lhe show

lL ls lmporLanL LhaL Lhe audlence see plcLures from Lhelr buslnesses oLherwlse Lhey wlll complaln
LhaL Lhe dlsplays and ldeas work for ?Lhose guys? buL noL for Lhem
Lach speech ls researched and new slldes are Laken Lo add Lo Lhe cusLom feel for Lhe audlence
1he ouLllne for a cusLom speech wlll follow LhaL of Lhe vlsual Merchandlslng Semlnar
Changes/addlLlons/subLracLlons wlll be dlscussed wlLh managemenL long before Lhe speech ls
scheduled
lease conLacL Llnda Cahan regardlng speclflc fees for Semlnars
Semlnar fees are Lo be pald wlLhln one week of Lhe semlnar daLe
1ravel food lodglng and exLra fllm processlng expenses wlll be bllled separaLely Lo Lhe cllenL and are
payable upon recelpL
8lo maLerlal phoLographs and handouLs wlll be senL prompLly upon requesL
1PL 8ASlCS Cl SuCCLSSluL S1C8L uLSlCn Cn A 8uuCL1!
1hls ls SLore ueslgn 101 ? for any reLaller LhaL wanLs Lo elLher open a new sLore or Lo renovaLe Lhelr
exlsLlng sLore

lmage ? developlng a successful and proflLable sLore lmage

Merchandlse lan ? buy Lhe correcL merchandlse for your sLore lmage

8udgeL ? develop a workable budgeL plan ln order Lo meeL your sLore deslgn goals

LocaLlon locaLlon locaLlon ? looklng aL your slLe conslderaLlons for new/exlsLlng sLores

lloor and alsle plans ? geLLlng cusLomers Lo move Lhrough your enLlre sLore ? noL [usL Lhe maln
alsles

llxLurlng ? dlscover new sources for boLh lowcosL and cusLom fabulous flxLures

LlghLlng ? new llghLlng ldeas resources and concepLs

Surface MaLerlals ? whaL works whaL doesn?L and whaL?s new

Color ? uslng color psychology ln your sLore Lo lncrease sales and amblence

lacades and Slgnage ? llnd ouL some of Lhe mosL economlc ways Lo creaLe professlonal facades and
slgnage
1hls semlnar runs abouL 13 hours

8equlremenLs lnclude a screen sllde pro[ecLor remoLe sllde changer dry erase board or newsprlnL
pad wlLh exLra wlde black and red markers

S1C8L uLSlCn WC8kSPC
1hls ls an lnLeracLlve workshop for boLh small and large sLore owners lL ls a comblnaLlon of a 43
mlnuLe sLore deslgn sllde lecLure wlLh approxlmaLely 2 hours for groups Lo geL LogeLher aL round
Lables Lo deslgn a sLore

1hls ls a powerful fun challenglng and exclLlng workshop l?ve glven Lhls workshop for several
dlfferenL organlzaLlons and reLall groups lncludlng

1he naLlonal 8eLall lederaLlon
1he lnLernaLlonal 8eLall ueslgn Conference
Amerlcan 8enLal AssoclaLlon
1he CurLaln Lxchange
larWesL Show (nurserles/garden cenLers)
ln some cases lLs dlfflculL Lo geL Lhe aLLendees Lo leave Lhe room because Lheyre havlng fun and
Lhey are so exclLed by Lhelr Leams sLore deslgn

A lnLroducLlon Lo SLore ueslgn Workshop

8 SLore ueslgn 101 ?

lmage
Merchandlse
8udgeL
LocaLlon/archlLecLure
lloor and Alsle lans
llxLurlng
LlghLlng
Surface MaLerlals
Color

C CeLLlng sLarLed as a group deslgn Leam

SlL wlLh people you don?L know
Square fooLage wlll be suggesLed
A budgeL range wlll be suggesLed
Leaders wlll be ?elecLed? or emerge from Lhe group
1wo presenLers wlll be chosen

u AfLer Lhe deslgns are flnlshed one person wlll remaln aL Lhe Lable Lo descrlbe Lhe sLore deslgn Lo
Lhe oLher workshop aLLendees 1he oLhers wlll wander around Lhe Lables Lo see whaL Lhe oLher
Leams came up wlLh 1he second presenLer wlll ?spell? Lhe oLher afLer 10 mlnuLes so Lhe flrsL person
can make Lhe rounds of Lhe Lables

1hls ls a 3 hour workshop 8reaks are noL scheduled ? lL?s ldeal lf beverages and very llghL snacks are
avallable afLer Lhe 43 mlnuLe Lalk eople can Lhen leave Lhelr groups when Lhey need Lo ? and noL
dlsrupL Lhe flow of Lhe deslgn efforL

1he llsL of maLerlals/Lools needed for Lhls workshop wlll be senL ln advance


Welcome Lo 8lck Segels 8log

vlsual Merchandlslng for Lhe ArLlsLlcally ueprlved and Lhe llnanclally Pandlcapped
osLed on 1ue Apr 03 2011





WhaL's ln a LlLle? ?ou can'L [udge a book by lLs cover lL's Lhe conLenL LhaL's lmporLanL
We have all heard Lhese llnes ln Lhe pasL buL wlLhouL a doubL Lhe LlLle of Lhls arLlcle whlch ls also Lhe
LlLle of a program LhaL l do as weblnar keynoLe and workshop ls far and away Lhe mosL Lalked abouL
and requesLed LlLle of Lhe 28 varlous programs l do So whaL does LhaL have Lo do wlLh runnlng a
sLore or addresslng Lhe vlsual aspecLs of a reLall sLore?

LvL8?1PlnC!!

Comlng from belng an acLlve reLaller for 23 years whlle wrlLlng publlshlng and speaklng for 13
years Lhe slmllarlLles are profound ?our cusLomers are [udglng you by your vlsual presenLaLlons
from your sLore wlndows Lo Lhe Lhreshold area Lo Lhe Lrafflc flow Lo Lhe placemenL of Lhe cash
reglsLer Lo Lhe colors LhaL are used and Lo Lhe lnLerlor adverLlslng aka slgnage you employ ?our LlLle
ls your sLore name and Lhe assoclaLlons Lhe cusLomer relaLes Lo your buslness

As for Lhe conLenL ln Lhe reLaller's case lL would be Lhe LoLal lnvenLory and lL ls noL nearly as
lmporLanL as Lhe LlLle or cover (your name/logo and Lhe dlsplays you presenL) WhaL good ls Lhe
greaLesL lnvenLory ln Lhe world golng Lo do lf Lhe wlndows are dlrLy unkempL or unappeallng and
Lhe lnLerlor dlsplays are nonexlsLenL? 1he boLLom llne ls Lhey are noL golng Lo buy lf you can'L geL
Lhem lnLo your sLore 1he same rules apply Lo webslLes buL we wlll save LhaL Loplc for anoLher Llme

CeLLlng back Lo Lhe LlLle of Lhls arLlcle and why lL appeals Lo you lL exaggeraLes a necessary parL of a
reLaller's [ob and capLures Lhe feellngs and aLLlLudes of many reLallers no you don'L wanL Lo spend
a loL of money on vlsual merchandlslng lL's one of Lhose expenses we are always Lrylng Lo cuL
because lL ls consldered by many as a dlscreLlonary expense 1he sLores LhaL really geL lL reallze LhaL
lL ls a mandaLory expense Lo reLall success

1he oLher parL of Lhe LlLle Lhe arLlsLlcally deprlved hlLs home because we can be successful reLallers
and buslness people wlLhouL LhaL fashlon flare or sense of sLyle 1he successful reLallers recognlze
Lhose challenges or deflclencles Lhey have ln Lhelr arLlsLlc skllls and are smarL enough Lo hlre people
who are good aL lL

LeL me address Lhe balance of Lhls arLlcle Lo all of Lhe arLlsLlcally deprlved and flnanclally
handlcapped reLallers llke myself 1hls ls for Lhe people who undersLand Lhe lmporLance of vlsual
deslgn buL are noL LalenLed and don'L wanL Lo spend a loL of money and Llme on worLhless props or
expenslve flxLurlng (oops l guess l showed my blas here by uslng Lhe word worLhless) Pere are 10
Llps LhaL can help you make your vlsual presenLaLlon more effecLlve and noL cosL a loL

CusLomers don'L bend sLreLch or reach We have Lo dlsplay merchandlse Lo make lL easy for Lhe
cusLomer Lo Louch and examlne Powever read polnL #2
Where Lhe eyes go Lhe feeL wlll follow lf Lhe deslgn ls eyecaLchlng enough you wlll see how
cusLomers wlll be drawn Lo Lhe dlsplay and mlghL even sLreLch or reach 1hey wlll do LhaL lf read
polnL #3
Color ls klng lf merchandlse ls placed by color or lf Lhe background Lhe merchandlse ls on ls
coordlnaLed wlLh Lhe rlghL colors lL wlll compensaLe for poor dlsplays !usL look aL a presenLaLlon of
Lowels ln a blg box sLore lL's Lhe color LhaL sells you and noL Lhe producL uo noL lose slghL LhaL a
background color can brlng LogeLher dlfferenL Lypes of merchandlse A sLore LhaL has all yellow or
whlLe background wlLh shelvlng LhaL ls Lhe same color can make Lhe merchandlse pop
Change for Lhe sake of change ls good very rarely can we say LhaL We have all had experlences
movlng merchandlse from one slde of Lhe sLore Lo Lhe oLher [usL exchanglng places where
merchandlse ls and cusLomers make commenLs Pey you goL a loL of new merchandlse ln"
When cusLomers come lnLo Lhe sLore Lhey wlll naLurally go Lo Lhe rlghL As a sLore owner you need
Lo know LhaL lf you wanL Lhem Lo go Lo Lhe lefL you musL have a sLrong dlsplay Lo brlng Lhem Lhere
1he mosL lmporLanL parL of your lnLerlor deslgn and dlsplay ls your 1hreshold Area 1haL's Lhe flrsL
1013 feeL where Lhe cusLomer flrsL enLers Lhe sLore l belleve Lhe 1hreshold Area should be
comprlsed of Lhe elemenLs ln polnL #7
A dlsplay of Lhe Lype of merchandlse Lhe sLore ls besL known for ls #1 a dlsplay of some Lype of
promoLlonal offerlng Lo demonsLraLe prlce senslLlvlLy would be #2 and flnally slgnage LhaL welcomes
and hlghllghLs upcomlng evenLs
lnLerlor adverLlslng and slgnage Lhls ls Lhe mosL underuLlllzed Lool ln reLall Loday Slgns are noL
[usL sale slgns 1hey conslsL of Lhe polnLs ln #9
lnformaLlve slgns can glve dlrecLlon or Lell Lhe sLore's pollcles Selllng slgns offer prlce lncenLlves or
descrlpLlve sell words llke new and dlfferenL And enLerLalnlng and educaLlonal slgns capLlvaLe
cusLomers when Lhey are ln Lhe sLore
1he besL sources for greaL wlndow deslgn people are arL sLudenLs who wanL Lo creaLe work for Lhelr
porLfollos 1he besL prop Lo use ls foam board whlch ls a pressed smooLh SLyrofoam LhaL can be
shaped palnLed and ls llghLwelghL and can be sLored wlLh very llLLle space
1hese are [usL a few ldeas LhaL can make your sLore vlsually exclLlng and economlcally prudenL





































lmporLance of vlsual Merchandlslng70
raLe or flag Lhls page
8y rlkaboLhra

Ads by Coogle

lf you have Lwo cakes ln fronL of you boLh chocolaLe buL one wlLh yummy frosLlng and Lhe oLher
wlLhouL lL [usL a plaln chocolaLe cake Whlch one do you choose? 8oLh are cakes boLh chocolaLe
flavoured as well

More ofLen Lhan noL we choose Lhe opLlon whlch ls more vlsually appeallng Such ls Lhe human
mlnd we lmmedlaLely feel LhaL Lhe beLLer looklng one wlll be Lhe LasLler one as well 1he Lask of
vlsual merchandlslng ls slmllar

lL ls Lhe arL of dlsplaylng merchandlse ln a sLore ln a manner LhaL ls appeallng Lo Lhe eyes of Lhe
cusLomer 1hls helps ln presenLlng Lhe producLs/servlces ln a way LhaL would converL Lhe wlndow
shoppers lnLo prospecLlve cusLomers and ulLlmaLely buyers of Lhe producL vlsual merchandlslng wlll
lnclude sLore layouL wlndow dlsplays slgns cosmeLlc promoLlons and any oLher sales promoLlons
Laklng place ln Lhe sLore

1he 8eLall buslness ls boomlng Lhese days however along wlLh Lhls lL also lnvlLes a loL of
compeLlLlon WlLh Lhe large amounL of opLlons LhaL cusLomers have Lhese days lL ls very dlfflculL for
buslness Lo aLLracL cusLomers and lncrease cusLomer loyalLy Cne way Lo do so ls Lhrough effecLlve
vlsual merchandlslng More and more reLall buslnesses have sLarLed puLLlng focus on Lhe arL of
vlsual merchandlslng Lo lncrease fooLfalls and Lhus lncreaslng sales




Success Lhrough vlsual Merchandlslng

undersLand Lhe lmporLance of vlsual merchandlslng 1he flrsL sLep Lo good vlsual merchandlslng ls Lo
undersLand how lmporLanL lL ls lL wlll deflnlLely be an asseL Lo your sLore and buslness WlLh good
vlsual merchandlslng you wlll be able Lo accompllsh your sLores ob[ecLlves easlly 8emember Lhls ls
whaL wlll drlve cusLomers Lo your sLore Lhus make good use of lL
1ell your sLores sLory Lhrough vlsual merchandlslng vlsual Merchandlslng glves you Lhe chance Lo
convey Lo your cusLomers whaL your sLore ls abouL and how you can saLlsfy Lhelr needs wlLhouL
belng Loo lnLruslve lf you are a hlgh end fashlon sLore your vM sLraLegy wlll be dlfferenL Lhan oLher
economlcal fashlon sLores lor example lf Lhe sLore has a new fall collecLlon Lhe vlsual
merchandlslng should porLray LhaL Lo Lhe cusLomers
ALLracL cusLomers by belng dlfferenL !usL uslng vlsual merchandlslng ls noL enough you have Lo
lnvesL Llme and efforL on lL 1he same old Lrlcks do noL work any more so aLLracL your cusLomers by
belng dlfferenL lor example lnsLead of hanglng garmenLs on hangers or keeplng Lhem ln racks
hang some of Lhem on hooks from Lhe celllngs
1allor your dlsplays Lo correspond wlLh Lhe klnd of cusLomers you aLLracL A good vlsual
merchandlslng ls Lhe one LhaL has been done keeplng ln mlnd Lhe ob[ecLlve of Lhe sLore along wlLh
Lhe needs of Lhe cusLomers ?ou should keep ln mlnd LhaL your vM sLraLegy should glve your
cusLomers ample opprLunlLy Lo browse Lhrough your producLs and converL Lhem lnLo sales lor
example a Loy sLore whlch glves a chance Lo Lhe klds Lo Louch and feel Lhe producLs/ play wlLh
Lhem wlll always do beLLer Lhan a sLore whlch keeps lL producLs ln closed boxes ouL of Lhe klds
reach
keep your vlsual merchandlslng dynamlc 1he human mlnd geLs bored easlly hence lf Lhe dlsplay of
Lhe sLore ls consLanL wlLhouL any novelLy lL wlll noL aLLracL enough cusLomers keep changlng your
dlsplays dally or aLleasL once ln 3 days Lhe more dynamlc your vlsual merchandlslng Lhe more lL
aLLracLs Lhe cusLomer lus lL also lncreases Lhe awareness of your producLs by glvlng you Lhe chance
Lo dlsplay more producLs
use lL Lo fulfll Lhe sLores ob[ecLlves lL ls lmporLanL Lo undersLand Lhe power of vlsual
merchandlslng ?ou can use lL Lo your advanLage ln achlevlng Lhe sLores ob[ecLlves lor example lf
your ob[ecLlve ls [usL Lo geL more fooLfalls oLher Lhan coverLlng sales make use of dlsplays uL up
eye caLchlng dlsplays whlch say Walk ln Lo geL free vouchers eLc
1hese are [usL a few of Lhe varlous elemenLs LhaL you can use Lo lncrease your sLores awareness and
sales Lhrough vlsual merchandlslng asslon for creaLlvlLy and deslgn along wlLh comlng up wlLh new
ldeas are essenLlal Lo ensure a good vM sLraLegy

More on vlsual merchandlslng
1he arL of vlsual merchandlslng
1he arL of vlsual merchandlslng























vlsual Merchandlslng 1rends
vlsual Merchandlslng means dlfferenL Lhlngs Lo dlfferenL reLallers So leLs sLarL wlLh a deflnlLlon
from Wlklpedla vlsual Merchandlslng ls creaLlng vlsual dlsplays and arranglng merchandlse
assorLmenLs wlLhln a sLore Lo lmprove Lhe layouL and presenLaLlon and Lo lncrease Lrafflc and sales"
and vlsual merchandlslng ls Lhe arL of dlsplaylng merchandlse ln a manner LhaL ls appeallng Lo Lhe
eyes of Lhe cusLomer" now havlng sald Lhose Lhlngs leLs dlscuss Lhe Lrends of vlsual merchandlslng
Loday

vlsual merchandlslng Lrends are consLanLly flucLuaLlng because reLall ls always changlng 1he
challenge for reLallers ls Lo reacL Lo Lhe evolvlng needs and wanLs of Lhelr cusLomers vlsual
elemenLs ln a reLall sLore have always been very lmporLanL ln aLLracLlng and keeplng consumers 8uL
ln Lhe pasL vlsual merchandlslng Lrends dlcLaLed LhaL feaLured merchandlslng be used prlmarlly Lo
promoLe sale prlces Lnd caps were and sLlll are used for Lhls purpose Powever LwenLy years ago
Lhe vlsual merchandlslng Lrend was Lo bulk sLack end caps promoLlng prlces on slngle lLems 1oday
reLallers ofLen use end caps Lo promoLe new lLems and Lo lnform cusLomers of Lhose lLems' speclflc
purposes or beneflLs




Lnd caps Loday are also more aLLracLlve 1he vlsual merchandlslng Lrends of Loday flnd reLallers
uslng end cap flxLures llghLlng and color Lo hlghllghL feaLured producLs vlsual merchandlslng Lrends
have also lnfluenced Lhe way sLore alsles are merchandlsed local polnLs are ofLen developed ln Lhe
mlddle of caLegorles or alsle runs 1hls ls referred Lo as mlcromerchandlslng SecLlons of parLlcular
groups or producLs are feaLured by changlng Lhe Lype or color of flxLure on whlch Lhose producLs
reslde vlsual merchandlslng Lrends have also led reLallers Lo someLlmes lnclude radlus shelvlng ln
Lhelr producL seLs 8adll shelvlng are shelves wlLh rounded fronL edges When used as feaLure
elemenLs Lhey exLend pasL Lhe sLralghL fronL of nelghborlng shelf secLlons roducL vlsuals are
lmproved and Lhe lLems feaLured have an dlsLlncL advanLage over producLs LhaL are ad[acenL and noL
feaLured

CurrenL vlsual merchandlslng Lrends have seen overall flxLure helghLs drop ln many sLores 8y
dropplng flxLure helghLs cusLomers can be enLlced vlsually Lo explore oLher areas of Lhe sLore





1oday reLallers use vlsual cues Lo gulde cusLomers Lhrough Lhelr sLores for Lhe purpose of lncreaslng
unplanned purchases new sLore layouLs noL only use vlsuals Lo plan flxLure placemenL Lhey also
use vlsual merchandlslng Lechnlques Lo deslgn sLore decor vlsual merchandlslng Lrends have
deflnlLely lnfluenced sLore slgnage 8eLall sLore slgns have gone from SLyrofoam leLLers glued Lo a
wall Lo colorful hlgh lmpacL Lhree dlmenslonal graphlcs Lven now we are seelng a shlfL ln vlsual
decor vlsual merchandlslng ln sLores ls golng dlglLal llaL screen 1v's are belng uLlllzed
everywhere noL only presenLlng producLs ln full color buL also communlcaLlng and ln a very llLeral
sense selllng 1hese dlglLal slgns are llke havlng anoLher salesperson on Lhe floor

vlsual merchandlslng Lrends have led Lo merchandlslng LhaL lmproves proflLablllLy and exposes
shoppers Lo more key elemenLs wlLhln a sLore vlsual merchandlslng ls [usL one of Lhe essenLlal
elemenLs of Lhe dlscovery process ln Lhe book ulscovery8ased 8eLall you wlll be encouraged Lo
analyze every parL of your sLore 1he more you dlscover Lhe more effecLlve you'll become

















































ParLwell ueslgn offers vlsual Merchandlslng
for 8eLall SLores of all venues
lurnlshlngs CloLhlng Accessorles
MosL any roducL you offer your cllenLs
we can presenL lL for you ln a more effecLlve manner

vlsual Merchandlslng
ls Lhe acLlvlLy of promoLlng Lhe sale of goods
especlally by Lhelr presenLaLlon ln reLall ouLleLs

1hls lncludes comblnlng producLs envlronmenLs and spaces lnLo a sLlmulaLlng and engaglng dlsplay
Lo encourage Lhe sale of a producL or servlce lL has become such an lmporLanL elemenL ln reLalllng
LhaL a Leam efforL lnvolvlng Lhe senlor managemenL archlLecLs merchandlslng managers buyers
Lhe vlsual merchandlslng dlrecLor deslgners and sLaff ls needed

vlsual merchandlslng sLarLs wlLh Lhe sLore bulldlng lLself
1he managemenL Lhen decldes on Lhe sLore deslgn Lo reflecL Lhe producLs Lhe sLore ls golng Lo sell
and how Lo creaLe a warm frlendly and approachable
aLmosphere for lLs poLenLlal cusLomers

Many elemenLs can be used by vlsual merchandlsers ln creaLlng dlsplays lncludlng colour llghLlng
space producL lnformaLlon sensory lnpuLs such as smell Louch and sound as well as Lechnologles
such as dlglLal dlsplays
and lnLeracLlve lnsLallaLlons
vlsual merchandlslng ls noL a sclence Lhere are no absoluLe rules
lL ls more llke an arL ln Lhe sense LhaL Lhere are lmpllclL rules buL LhaL Lhese also exlsL Lo be broken
for sLrlklng effecLs 1he maln prlnclple of vlsual merchandlslng ls LhaL lL ls lnLended Lo lncrease sales
whlch ls noL Lhe case wlLh a real arL
vlsual merchandlslng ls one of Lhe flnal sLages ln Lrylng Lo seL ouL a sLore ln a way LhaL cusLomers wlll
flnd aLLracLlve and appeallng and lL should follow and reflecL Lhe prlnclples LhaL underpln Lhe sLore's
lmage

vlsual merchandlslng ls Lhe way one dlsplays goods for sale ln Lhe mosL aLLracLlve manner wlLh Lhe
end purpose of maklng a sale

lf lL does noL sell lL ls noL vlsual merchandlslng

Lspeclally ln Loday's challenglng economy
people may avold deslgners/ vlsual merchandlsers because Lhey fear unmanageable cosLs 8uL ln
reallLy vlsual merchandlsers can help
economlse by avoldlng cosLly mlsLakes
WlLh guldance of a professlonal reLaller can ellmlnaLe errors savlng Llme
and money lL ls lmporLanL Lo undersLand LhaL Lhe vlsual merchandlser ls Lhere noL Lo lmpose ldeas
buL Lo help cllenLs arLlculaLe Lhelr
own personal sLyle

vlsual merchandlslng ls Lhe arL of lmplemenLlng effecLlve deslgn ldeas Lo lncrease sLore Lrafflc and
sales volume
vM ls an arL and sclence of dlsplaylng merchandlse Lo enable maxlmum sale vM ls a Lool Lo
achleve sales and LargeLs a Lool Lo enhance merchandlse on Lhe floor and a mechanlsm Lo
communlcaLe Lo a cusLomer and
lnfluence hls declslon Lo buy
vM uses season based dlsplays Lo lnLroduce new arrlvals Lo cusLomers and Lhus lncrease
converslons Lhrough a planned and sysLemaLlc approach
by dlsplaylng sLocks avallable
8ecenLly vlsual merchandlslng has galned ln lmporLance as a qulck and cosL effecLlve way Lo revamp
reLall sLores

Cur CurrenL CllenLs lnclude

Cobbler Cear ln Salem va
Clngers !ewelry
aL SmlLh ML Lake
Pldden 1reasures
ln 8oanoke vA

vlsual merchandlsers are malnly Lasked Lo develop creaLe and lmplemenL lnsLore dlsplays and
oLher sLore vlsuals Lo ensure enLlce cusLomer Lo checkouL Lhe sLores producLs vlsual merchandlser
professlonals explolL Lhe lmpulslve buylng aLLlLudes of many consumers ln order Lo galn good sLore
proflLs
vlsual merchandlsers can work ln varylng seLLlngs from brlck and morLar reLall sLores regular
bouLlques onllne fashlon sLores up Lo hlghend fashlon bouLlques As a professlonal vlsual
merchandlser you are expecLed Lo assume a myrlad of sLore responslblllLles LhaL may lnclude Lhe
followlng
come up wlLh creaLlve and arLlsLlc concepLs for lnsLore dlsplays
Lake over of Lhe vlsual look of Lhe sLore
devlse lmplemenL and execuLe effecLlve merchandlslng sLraLegles
closely supervlse oLher members of Lhe vlsual merchandlslng Leam
creaLe and malnLaln dlfferenL vlsual dlsplays
consLanLly concepLuallze new and fresh sLore deslgn ldeas
formulaLe sLrlklng markeLlng and adverLlslng sLraLegles
communlcaLe wlLh cllenLs Lo acqulre sLore feedbacks
coordlnaLe wlLh deslgner sales assoclaLes and manufacLurers
presenL effecLlve promoLlonal ldeas Lo lncrease sLore proflLs
and sale
move and poslLlon sLore merchandlses
malnLaln an organlzed vlsually appeallng and welcomlng sLore envlronmenL
bulld cllenLele Lhrough effecLlve markeLlng and adverLlslng of fashlon producLs
organlze fashlon evenLs dlscounL sales and oLher glmmlcks Lo aLLracL more sLore cusLomers

ln general a vlsual merchandlser wlll have Lo oversee Lasks relaLed Lo vlsual dlsplays lnvenLory
managemenL sLore merchandlslng producL promoLlon fashlon merchandlslng fashlon sales and
human resource Lralnlng
vlsual merchandlsers
ask Lhemselves

WhaL ls Lhe lmage of Lhe sLore
Pow does LhaL lmage relaLe Lo whaL Lhe cusLomer wanLs?
ls Lhe cusLomer looklng prlmarlly for value?
Cr ls Lhe cusLomer more lnLeresLed ln sLyle?
ls Lhe sLore locaLed ln a mall or on a sLreeL?

lannlng Lhe SLore
Wlndow deslgns are a key parL of vlsual merchandlslng when enLlclng fooL Lrafflc ls a prlmary goal
Powever vlsual merchandlsers musL Lhlnk of Lhe sLore as an
enLlre unlL
lor lnLerlor plannlng vlsual merchandlsers ofLen use a planogram someLlmes called a CC A
planogram ls a documenL speclfylng where and how merchandlse wlll be dlsplayed ln a reLall space
A planogram mlghL lnclude such deLalls as shelf slze
merchandlse dlmenslons
and sLore square fooLage

1here ls planogram sofLware avallable LhaL makes Lhe Lask of creaLlng a planogram easler ofLen
lncludlng vlsual space modellng and lnvenLory managemenL Lools as parL of Lhe creaLlon of Lhe
planogram


Many reLallers creaLe a seL of vlsual merchandlslng guldellnes LhaL speclfy ln deLall how Lhelr sLores
should be seL up lncludlng everyLhlng from how Lhe sLores logo ls Lo be used Lo Lhe dlsLance
beLween shelves 1hls ls especlally Lrue ln large reLallers wlLh many locaLlons and a welldeflned
brand


8eyond lashlon
Whlle vlsual merchandlslng ls an lnLegral parL of Lhe fashlon lndusLry lL ls also used ln oLher reLall
buslnesses such as grocery sLores Loy sLores book sLores hardware sLores elecLronlcs sLores and
almosL anywhere Lhere ls a reLall envlronmenL




























































vlsual Merchandlslng
8y 1appal 8abu

Ads by Coogle
lox Womens uresses SklrLs wwwfullLhroLLledlrLgearcom ShorL Long encll lree uS Shlpplng
Worldwlde Shlpplng
llxLure ueslgn by Madlx wwwmadlxlnccom Madlxs sLore flxLures dlsplays lmprove sporLlng
goods reLalllng
Cnllne lashlon uegree newschooledu/arsons Larn ?our AAS ln lashlon MarkeLlng Cnllne from
arsons Apply 1oday!
A8S18AC1

vlsual merchandlslng ls a comparaLlvely new career fleld ln whlch has sprung up wlLh Lhe growlng
popularlLy of wlndow and floor dlsplays vlsual merchandlsers maln area of work ls Lo creaLe
lmposslble wlndow dlsplays 1hey can flnd employmenL wlLh fashlon bouLlques shopplng malls
euphorla eLc 1hey are also engaged as shop floor mangers 1hey can also do freelanclng on conLracL
basls for wlndows dlsplays ln exhlblLlons fares and oLher places CLher career opLlons under Lhls
head are producLlon coordlnaLor quallLy conLrol supervlsor fashlon reLaller exporL manger eLc 1hls
paper dlscusses lmporLance and poLenLlal for vlsual merchandlslng professlonals

ConLenLs

ln18CuuC1lCn

C8l1lCAL lSSuLS Cl vlSuAL ML8CPAnulSlnC

8CLL Cl vlSuAL ML8CPAnulSlnC

SCCL lC8 CA8LL8 uLvLLCMLn1

ln18CuuC1lCn

Selllng a producL (convenlenL/shopplng/speclalLy) ls lncompleLe wlLhouL communlcaLlng lLs lmage
1o bulld long Lerm brand loyalLy ln addlLlon Lo Lhe quallLy of Lhe producL rlghL lmage ls very much
needed 1o aLLaln Lhls many companles lnvesL huge money Lhe promoLlons 8uL many buslnesses
neglecL Lhe reLall fronL whlch ls Lhe face of Lhe brands ln oLher words Lhe way Lhe producLs are
dlsplayed aL Lhe reLall shelves Lhe way Lhe sales people communlcaLe Lo Lhe consumer eLc are Lhe
some of Lhe lssues whlch lf noL handles well can be a greaL LhreaL Lo Lhe brands lmage vlsual
merchandlslng ls Lhe arL of presenLaLlon whlch puLs Lhe merchandlser ln focus lL educaLes Lhe
cusLomers creaLes deslre and flnally augmenLs Lhe selllng process 1hls ls an area where Lhe lndlan
buslness people lack adequaLe knowledge and experLlse 1hls lnadequacy ls besL reflecLed ln poor
presenLaLlon/dlsplay and communlcaLlon Lhe varlous naLlonal and lnLernaLlonal exhlblLlons wlLh
phaslng ouL of quanLlLaLlve resLrlcLlons afLer Lhe year 2004 Lhe LexLlle lndusLry wlll have Lo compeLe
purely on Lhe compeLlLlve edge of Lhe producLs and vlsual merchandlslng wlll be helpful for Lhe
pro[ecLlng Lhe unlqueness of Lhe producLs and Lhereby lncreaslng Lhe markeL access and sales lL ls
hlgh Llme LhaL Lhe lndlan LexLlle and cloLhlng lndusLry should undersLand and adopLs Lhe sclenLlflc
and professlonal sysLem of vlsual merchandlslng raLher Lhan Lhe LradlLlonal pracLlces of dlsplay of
producLs and communlcaLlon

C8l1lCAL lSSuLS Cl vlSuAL ML8CPAnulSlnC

8eLalllng Lhem lLself has Lransformed Lhe way buslness ls done and Lhe so called merchandlsers of
dlsposlLlon of sLore lnvenLory 1here are many ways and sLandard procedures Lo lgnlLe sales
lncrease proflLs and maxlmlze Lhe neL worLh of Lhe buslness vlsual merchandlslng helps ln Lhls
respecL 1hls calls for a concerLed lndusLry efforLs Lo approxlmaLely value Lhe lmporLance of quallLy
reLall coverage such as selflnLegrlLy ln sLore adverLlslng prlce verlflcaLlon sLock roLaLlons new
lLemcuL and oLher relaLed acLlvlLles 1o make effecLlve Lhe reLall buslness one has Lo focus on Lhe
followlng crlLlcal lssues of vlsual merchandlslng

a) Craphlcs and slgnage aLLenLlon grabblng yeL clear graphlcs by way Lo vlsually communlcaLe
Lhe brand and Lhese graphlcs when complled wlLh Lhe rlghL slgnage become Lhe sLalls compleLe
lnsLrucLlon manual

b) 1rends and mooL boards 1hls ls mlsundersLood by many as mere decoraLlons for Lhe sLall
1he brand sources and mooL boards convey Lhe source ln facL Lhe mere need of Lhe producL for Lhe
consumer Lo Lhe buyer A good Lrend sLory board dlsplay can exhlblL a LhoughL process nurslng for
Lhe lnsplraLlons (research Lo swaLch developmenL of Lhe flnal usage of Lhe producL

c) Space managemenL MosL dlsplays concenLraLe on Lhe floor managemenL of space ln order
Lo creaLe a compleLe deslred amblence Lhe celllng space should also be glven enough aLLenLlon
Walls are noL elasLlc space should be allocaLed Lo Lhe avallable producLs as per Lhe expecLaLlon of
Lhe cusLomers Lo dellver besL resulLs 1he ma[or lssues of space managemenL are

1 Pow do we wanL our ranges Lo look?

2 Panglng/sLocked/cusLomers eLc

3 WhaL sLock denslLy do you wanL Lo achleve?

Cenerally Lhe more opLlons/unlLs you can hold for a glven amounL of space Lhe hlgher Lhe poLenLlal
reLurns Space landlng sysLems can be spllL lnLo Lwo Lypes

numerlc and vlsuals numerlc plannlng sysLem slmply allow users Lo accounL of space avallable and
Lo calculaLe Lhe raLlos llke reLurns on space vlsual sysLems allow users Lo creaLe Lhree dlmenslonal
walk Lhrough models of Lhe sLores and Lo prevlew Lhe look of a sLore once ranglng declslons have
been made

d) ureslforms and mannequlns 1he dreslforms communlcaLe Lhe 3 dlmenslonal form of Lhe
producL Along wlLh Lhe flL a good mannequln can also be cusLomlzed Lo communlcaLe a characLer
for example speclal klds wear mannequlns wlLh carlcaLured faces convey Lhe playful mood of Lhe
collecLlons

e) Synergy among Lhe dlfferenL sLalls A sLall look should compllmenL Lhe mood Lhe whole falr
Loo So some vlsual elemenLs from Lhe falr be lL a color scheme or some maLerlal used should also
be lncorporaLed ln Lhe sLall

f) CuL of Lhe box Lhlnklng WlLh so many sLalls around lL someLlmes focus some sLock value Lo
grab Lhe aLLenLlon of Lhe buyers lnnovaLlve ldeas ln dlsplaylng Lhe mannequlns swaLches eLc can
lnvlLe many more people Lo Lhe sLall

g) Merchandlse plannlng 1he flrsL funcLlon of merchandlslng plannlng ls maklng a sLraLeglc
plan whlch ls normally for a flve years or more and ls used Lo seL Lhe crlLlcal success facLors for
merchandlslng ln Lerms of sales marglns and sLocks nexL ln a channel sales budgeL Lo Lake lnLo
accounL Lhe effecL of Lhe new channels new sLores closures and reflLs ln slmple words
merchandlslng plannlng ls a sysLemaLlc approach and almlng aL maxlmlzlng reLurn on lnvesLmenL
Lhrough plannlng sales and lnvenLory ln order Lo lncrease proflLablllLy lL does Lhlnk by maxlmlzaLlon
sales poLenLlal and mlnlmlzlng losses from marked down and sLock cuLs

h) 8ange plannlng 8egln wlLh assorLmenL plan ln assorLmenL plan Lhe goal of merchandlse
plan are dlvlded lnLo speclflc llnes and such a way LhaL Lhe dlvlslon resulLs ln Lhe lncrease of overall
marglnal mlx 1hen a dlsLrlbuLlons plannlng ln done 1he llnk beLween avallable physlcal space and
ranglng done here ls a key deLermlnanL of merchandlslng performance

8CLL Cl vlSuAL ML8CPAnulSlnC

vlsual merchandlslng ls an arLlsLlc meLhod Lo ensure LhaL reLallers merchandlse moves off Lhe
shelves fasLer lLs a Lool Lo appeal Lo Lhe vlsual sensory elemenLs of Lhe cusLomer vlsual
merchandlslng ls an unknown sklll whlch ls fasLly becomlng popular nowadays wlLh Lhe lnLroducLlon
of self servlce ln reLall sLores ln recenL years and Lhe number of changes Laklng place ln super markeL
merchandlslng meLhods Lhere has been lncreased emphasls on Lhe klnd of sLore layouL sLore
bulldlng flxLures and equlpmenL color dlsplays sllenL communlcaLlon Lools wlndow dlsplay and
flnally oplnlon bulldlng Lhrough ln sLore dlsplays whlch has Laken Lhe arL of reLalllng Lhe hlgher
appllcaLlons frames

CusLomer expecLs Lo spend less Llme for shopplng and prefers one sLep mulLl brand reLall formaLs
and hence slgnlflcance of vlsual merchandlslng ls on lncrease As per Lhe oplnlon of Pemendra
MaLhur senlor consulLanL of kSA Lechnopark based on Lhe Lhlrd annual consumer ouLlook sLudy LhaL
Lhe consumer ls geLLlng Llme saved and Lhe Llme spenL on shoppln (boLh grocery and non grocery)
has come down lurLher Lhe sLudy reveals LhaL are lncrease ln Lhe lmpulse and unplanned purchases
ln Lhe cerLaln caLegorles vlsual merchandlslng helps ln Lhe lncrease of lmpulse buylng

1he pracLlce of a vlsual merchandlslng ls negllglble ln durables and home LexLlles and ln Lhe apparel
and fooL wear lL ls 20 Many people experlence ln organlzed reLalllng are of Lhe oplnlon LhaL
lnnovaLlve appllcaLlon for effecLlve reLall presenLs and brand bulldlngs are belng used aggresslvely
by companles ln reLall merchandlslng 8rands llke 8eebok spenL 23 of Lhelr adverLlslng spenL on
polnL of sale merchandlslng 1he brand managers of 8eebok feel LhaL 80 of Lhe buyers are
lnfluenced by Lhe 3 feeL experlence le polnL of sales maLerlal and vlsual merchandlslng are more
effecLlve Lhan ouLdoor dlsplays and adverLlslng

MarkeL analysls feel LhaL mosL companles are unforLunaLely noL spendlng as much Llme and money
as Lhey should on CS (polnL of sales) vlsual merchandlslng as a sLraLeglc Lool for brand bulldlng
lndlscrlmlnaLely dlsplaylng everyLhlng raLher Lhan dlsplaylng selecLlvely and effecLlvely Lo asslsL
consumer ln Laklng declslons

vlsual merchandlslng helps ln

a) LsLabllshlng a creaLlve medlum Lo presenL merchandlse ln 3 u envlronmenL wlLh whlch a
long lasLlng lmpacL and recall value

b) Comblnlng Lhe creaLlve Lechnlcal and operaLlonal aspecLs of a producL and Lhe buslness

c) LducaLlng Lhe cusLomers abouL Lhe producL/servlces ln an effecLlve and creaLlve or
lnnovaLlve manners

d) urawlng Lhe aLLenLlon of Lhe cusLomer Lo enable hlm Lo purchase declslons ln Lhe shorL
space of Llme and Lhls augmenLlng Lhe selllng process

SCCL lC8 CA8LL8 uLvLLCMLn1

8eLall buslness analysLs feel LhaL Lhe average spendlng on CS and merchandlslng dlsplays ls 8S
1000 per square fooL ln Lhe organlzed reLalllng whole slze ls 8s 14000 crores of Lhe LoLal (boLh
organlzed and unorganlzed ls 8s 1100000 crore lurLher analysls reveal LhaL Lhe mulLl brand reLall
formaLs (hypermarkeL) are sLorlng 33 growLh raLe per annum whlch ls Lhe sLorlng lndlcaLor for Lhe
brlghL and huge scope lor Lhe vlsual merchandlslng professlonals who have experlence ln deslgnlng
effecLlve sLore layouLs color dlsplays Lhe use of creaLlve sllenL communlcaLlon sklll Lools creaLlve
wlndow dlsplay and ln sLore dlsplays 1he currlculum of vlsual merchandlslng lncludes generally Lhe
followlng flelds

a) CreaLlve arL

b) Speclflc appllcaLlon Lo reLall

c) 1echno commerclal plannlng and execuLlon

SLudenLs of managemenL looklng for employmenL can flnd opporLunlLles ln deparLmenLal sLores
super markeLs malls and hyper markeLs as vlsual merchandlser lurLher Lhose who have
enLrepreneurlal sLreak can look for evenL managers or lnLerlor deslgners professlonals

AuLhor ls rofessor lcfal School of MarkeLlng SLudles Pyderabad
Can be conLacLed for conLenL wrlLlng reporL wrlLlng for summer and wlnLer pro[ecLs aL M8A MPM
and oLher managemenL courses Lo


















































vlsual Merchandlslng 1rends
vlsual Merchandlslng means dlfferenL Lhlngs Lo dlfferenL reLallers So leLs sLarL wlLh a deflnlLlon
from Wlklpedla vlsual Merchandlslng ls creaLlng vlsual dlsplays and arranglng merchandlse
assorLmenLs wlLhln a sLore Lo lmprove Lhe layouL and presenLaLlon and Lo lncrease Lrafflc and sales"
and vlsual merchandlslng ls Lhe arL of dlsplaylng merchandlse ln a manner LhaL ls appeallng Lo Lhe
eyes of Lhe cusLomer" now havlng sald Lhose Lhlngs leLs dlscuss Lhe Lrends of vlsual merchandlslng
Loday

vlsual merchandlslng Lrends are consLanLly flucLuaLlng because reLall ls always changlng 1he
challenge for reLallers ls Lo reacL Lo Lhe evolvlng needs and wanLs of Lhelr cusLomers vlsual
elemenLs ln a reLall sLore have always been very lmporLanL ln aLLracLlng and keeplng consumers 8uL
ln Lhe pasL vlsual merchandlslng Lrends dlcLaLed LhaL feaLured merchandlslng be used prlmarlly Lo
promoLe sale prlces Lnd caps were and sLlll are used for Lhls purpose Powever LwenLy years ago
Lhe vlsual merchandlslng Lrend was Lo bulk sLack end caps promoLlng prlces on slngle lLems 1oday
reLallers ofLen use end caps Lo promoLe new lLems and Lo lnform cusLomers of Lhose lLems' speclflc
purposes or beneflLs




Lnd caps Loday are also more aLLracLlve 1he vlsual merchandlslng Lrends of Loday flnd reLallers
uslng end cap flxLures llghLlng and color Lo hlghllghL feaLured producLs vlsual merchandlslng Lrends
have also lnfluenced Lhe way sLore alsles are merchandlsed local polnLs are ofLen developed ln Lhe
mlddle of caLegorles or alsle runs 1hls ls referred Lo as mlcromerchandlslng SecLlons of parLlcular
groups or producLs are feaLured by changlng Lhe Lype or color of flxLure on whlch Lhose producLs
reslde vlsual merchandlslng Lrends have also led reLallers Lo someLlmes lnclude radlus shelvlng ln
Lhelr producL seLs 8adll shelvlng are shelves wlLh rounded fronL edges When used as feaLure
elemenLs Lhey exLend pasL Lhe sLralghL fronL of nelghborlng shelf secLlons roducL vlsuals are
lmproved and Lhe lLems feaLured have an dlsLlncL advanLage over producLs LhaL are ad[acenL and noL
feaLured

CurrenL vlsual merchandlslng Lrends have seen overall flxLure helghLs drop ln many sLores 8y
dropplng flxLure helghLs cusLomers can be enLlced vlsually Lo explore oLher areas of Lhe sLore





1oday reLallers use vlsual cues Lo gulde cusLomers Lhrough Lhelr sLores for Lhe purpose of lncreaslng
unplanned purchases new sLore layouLs noL only use vlsuals Lo plan flxLure placemenL Lhey also
use vlsual merchandlslng Lechnlques Lo deslgn sLore decor vlsual merchandlslng Lrends have
deflnlLely lnfluenced sLore slgnage 8eLall sLore slgns have gone from SLyrofoam leLLers glued Lo a
wall Lo colorful hlgh lmpacL Lhree dlmenslonal graphlcs Lven now we are seelng a shlfL ln vlsual
decor vlsual merchandlslng ln sLores ls golng dlglLal llaL screen 1v's are belng uLlllzed
everywhere noL only presenLlng producLs ln full color buL also communlcaLlng and ln a very llLeral
sense selllng 1hese dlglLal slgns are llke havlng anoLher salesperson on Lhe floor

vlsual merchandlslng Lrends have led Lo merchandlslng LhaL lmproves proflLablllLy and exposes
shoppers Lo more key elemenLs wlLhln a sLore vlsual merchandlslng ls [usL one of Lhe essenLlal
elemenLs of Lhe dlscovery process ln Lhe book ulscovery8ased 8eLall you wlll be encouraged Lo
analyze every parL of your sLore 1he more you dlscover Lhe more effecLlve you'll become
















































MarkeLlng ManagemenL
8aslc 1lps for 8eLLer vlsual Merchandlslng
8y !erry Celsomlno

CreaL sLore presenLaLlon and producL merchandlslng ls llke a good book lLs goL an allurlng cover Lo
enLlce an lnLeresLlng flrsL chapLer Lo Lell Lhe reader Lheyve made Lhe rlghL cholce and a saLlsfylng
concluslon Lo geL Lhe audlence Lo wanL more 1he Lools used Lo achleve Lhese aLLrlbuLes are based
on creaLlng Lhe mosL saLlsfylng experlence for Lhe shopper Lurnlng browsers lnLo buyers

SLorefronL ldenLlLy and llrsL lmpresslons
LeLs sLarL aL Lhe beglnnlng An lmporLanL elemenL ln any sLore deslgn ls Lhe look of Lhe sLorefronL
Accompllshed successfully Lhe enLrance reflecLs Lhe personallLy of Lhe sLore and glves a gllmpse of
Lhe merchandlse avallable lnslde

ueslgn a dlsLlncLlve sLore logo LhaL communlcaLes your mlsslon noL only wlll you use Lhls as a
sLorefronL slgn buL lL could also be palnLed or applled wlLh speclal graphlcs fllm on Lhe floor as a
welcome maL or maybe on Lhe wall behlnd Lhe cashwrap And youll wanL lL prlnLed on merchandlse
hangLags and polnL of sale slgnage

1he way merchandlse ls dlsplayed ln show wlndows also has a loL Lo do wlLh enLlclng Lhe guesLs lnLo
Lhe sLore WheLher you have a sLore ln Lhe mall or on Lhe sLreeL Lhe cusLomer has only a few
seconds Lo vlew and be aLLracLed by your dlsplays ?our vlsual phllosophy should repllcaLe a
blllboard make lL bold colorful and slmple 8aby shops ofLen puL one of everyLhlng lnLo Lhe
wlndow and cusLomer mlss lL all because Lhey canL focus

SLore LayouL
ln developlng an effecLlve sLore deslgn a mosL crlLlcal elemenL ls how Lhe sLore ls organlzed for a
loglcal unfoldlng or dlscovery of merchandlse by Lhe browser ls your sLore easy Lo shop?

1here are several approaches Lo reLall sLore organlzaLlon and merchandlse dlsplay 1he flrsL and
mosL common ls Lo dlsplay slmllar merchandlse all ln Lhe same area lf your sLore presenLs
merchandlse ln Lhls way youll probably have a sLroller wall a book secLlon flxLures for Loys and
novelLles and speclal cases for smaller or secured merchandlse

?ou mlghL however wanL Lo conslder as an alLernaLe presenLaLlon meLhod LlfesLyle Merchandlslng
WlLh Lhls meLhod dlverse producLs llke apparel books lamps furnlLure eLc whlch all reflecL Lhe
same Lheme are dlsplayed LogeLher ln a room seLLlng Pavlng spenL my formaLlve years ln Lhe
furnlLure buslness lL became evldenL early on LhaL helplng cusLomers Lo vlsuallze how merchandlse
would look ln Lhelr homes was a ma[or conLrlbuLlng facLor ln affecLlng a sale

As a more LhemaLlc lnLerpreLaLlon of 'cross merchandlslng presenLlng producLs ln Lhls manner can
also lncrease Lhe percelved value of lLems LhaL normally would seem unconnecLed wlLh any oLher
merchandlse Pence a slmple SLar moLlf decoraLlve plllow ls elevaLed Lo a deslrable collecLlble as lL
compleLes a LoLal look for a celesLlal Lhemed baby room

llnally you may flnd LhaL a comblnaLlon of Lhe Lwo merchandlslng sLyles may besL be sulLed Lo your
markeL area or LargeL cusLomer Slmllar Lo Lhe new wave of home furnlshlngs sLores LhaL have
dlvlded Lhelr sLores lnLo llfesLyles secLlons of Lhe home le 1he Llvlng 8oom 1he ulnlng 8oom
CuLdoor Llvlng Lhese sLores also have deparLmenLs ln whlch producLs are presenLed en mase (eg
glassware cookware home elecLronlcs eLc) 1he same ls Lrue for apparel reLallers llke Lhe Cap
8anana 8epubllc or Cld navy Whlle Lhey glve you dresslng suggesLlons wlLh coordlnaLed look
mannequln presenLaLlons you can also flnd your favorlLe flL from Lhelr large selecLlon of [eans on
Lhe denlm walls

CreaLlng room seLLlngs ln hlghly vlslble focal areas of your sLore and poslLlonlng commodlLy producLs
ln convenlenL locaLlons LhaL make lL easy for Lhe cusLomer Lo sLock up achleve Lhe besL of boLh
meLhods of dlsplay

Crganlzlng Lhe sLore ln elLher way presenLs a loglcal arrangemenL LhaL helps Lhe guesL Lo browse
look Lhrough Lhe merchandlse offerlng and deLermlne whlch lLems would help compleLe Lhe mlnd
plcLure Lhey have for Lhelr or Lhe babys llfesLyle

Cnce Lhe sLore ls seL donL Lhlnk youre done however Walk your sLore on a dally basls revlewlng
Lhe merchandlse presenLaLlon and dlsplay as Lhe prospecLlve cusLomer would lace merchandlse
Loward Lhe maln Lrafflc alsle reorganlze Lhose llfesLyle seLLlngs and make sure all slgns are ln good
condlLlon lf l were shopplng ln Lhls sLore would l be enLlced Lo buy?

romoLlonal AcLlvlLy
WhaL ls my markeLlng plan? 1he buslness press ls fllled wlLh arLlcles on ma[or reLallers recenL new
focus on chlld and baby furnlshlngs for Lhe home CraLe 8arrel ler 1 lmporLs 8ombay Co and
WllllamsSonoma have plans Lo enLer or expand lnLo Lhe markeL 1hese reLallers wlll probably offer
naLlonal branded producLs and be very compeLlLlvely prlced ln order Lo make Lhelr presence known
Lo shoppers

Pow wlll Lhe lndependenL 8aby Shop reLaller compeLe? Cnce agaln good vlsual merchandlslng and
sLore plannlng wlll play an lmporLanL parL MalnLalnlng a sLore presenLaLlon of deslrable producLs
LhaL are clean orderly easy Lo flnd and easy Lo buy wlll provlde a greaL servlce Lo Lhe parenL or
grandparenL looklng for someLhlng speclal Cood lnsLore slgnage ls Lhe lmporLanL flnal elemenL of
sLore presenLaLlon and promoLlons CaLegory slgnage LhaL helps Lo gulde Lhe cusLomer Lhrough your
sLore ls essenLlal ln addlLlon creaLlng a professlonal looklng graphlcs package LhaL dlsplays prlce and
feaLures and beneflLs messages clearly communlcaLes Lhe value of your offer

lL may be dlfflculL Lo compeLe wlLh Lhe larger naLlonal chalns prlces buL dlsplaylng currenL
fashlonable merchandlse sold by knowledgeable sales personnel and prlced wlLhln a conslsLenL
value range wlll esLabllsh your buslness as a vlable alLernaLlve Lo Lhose sLores

Concluslon
Whlle all Lhe suggesLlons conLalned here can be accompllshed by anyone who ls reasonably handy
and creaLlve l suggesL you conslder reLalnlng experlenced dlsplay asslsLance aL leasL once lnclude ln
Lhe prlce a handson Lralnlng efforL Lhrough whlch you can learn some of Lhe baslcs of good dlsplay
from a pro 1hen you can freshen Lhe dlsplays and seL up new ones wlLh confldence

!erry Celsomlno llS ls Lhe prlnclpal of rospecL Lhe reLall lmage consulLancy whlch works wlLh
deslgn flrms and reLallers on Lhe cusLomer enhancemenL opporLunlLles lnherenL ln Lhelr brand
locaLlon or unlque merchandlse assorLmenL A lellow of Lhe lnsLlLuLe of SLore lanners !erry ls also
Lhe Chalrman of Lhe lnsLlLuLes MarkeLlng CommlLLee whose goal ls Lo helghLen Lhe vlslblllLy of all
members and help Lhem ln Lhelr buslness endeavors ?ou can connecL wlLh hlm aL
[gelsomlno[earLhllnkneL



































8lg 8azaar
lrom Wlklpedla Lhe free encyclopedla

1hls arLlcle has mulLlple lssues lease help lmprove lL or dlscuss Lhese lssues on Lhe Lalk page
lL ls wrlLLen llke an adverLlsemenL and needs Lo be rewrlLLen from a neuLral polnL of vlew 1agged
slnce Aprll 2011
lL may requlre cleanup Lo meeL Wlklpedlas quallLy sLandards 1agged slnce Aprll 2011
8lg 8azaar

1ype ubllc
lndusLry 8eLalllng
lounded 2001
PeadquarLers Mumbal MaharashLra lndla
roducLs ueparLmenL sLore
Lmployees More Lhan 40000 people
arenL luLure Croup
ulvlslons 100
WebslLe 8lg 8azaar
8lg 8azaar ls a chaln of hypermarkeL ln lndla CurrenLlywhen? Lhere are 210 sLores across 80 clLles
and Lowns ln lndla 8lg 8azaar ls deslgned as an agglomeraLlon of bazaars or lndlan markeLs wlLh
clusLers offerlng a wlde range of merchandlse lncludlng fashlon and apparels food producLs general
merchandlse furnlLure elecLronlcs books fasL food and lelsure and enLerLalnmenL secLlons
8lg 8azaar ls parL of luLure Croup whlch also owns Lhe CenLral PypermarkeL and ls owned Lhrough
a wholly owned subsldlary of anLaloon 8eLall lndla LlmlLed(8SL 323374 323374) LhaL ls llsLed on
lndlan sLock exchanges


1he 8lg 8azaar aL Lsplanade kolkaLa
ConLenLs hlde
1 PlsLory
2 CperaLlons
3 lnnovaLlons
31 Wednesday 8azaar
32 Maha 8achaL
4 1lmellne
3 8eferences
6 LxLernal llnks
edlLPlsLory

8lg 8azaar was launched ln SepLember 2001 wlLh Lhe openlng of lLs flrsL four sLores ln CalcuLLa
lndore 8angalore and Pyderabad ln 22 days WlLhln a span of Len years Lhere are now 130 8lg
8azaar sLores ln 80 clLles and Lowns across lndla
8lg 8azaar was sLarLed by klshore 8lyanl Lhe Croup CLC and Managlng ulrecLor of anLaloon 8eLall
1hough 8lg 8azaar was launched purely as a fashlon formaL lncludlng apparel cosmeLlcs accessory
and general merchandlse over Lhe years 8lg 8azaar has lncluded a wlde range of producLs and
servlce offerlngs under Lhelr reLall chaln 1he currenL formaLs lncludes 8lg 8azaar lood 8azaar
LlecLronlc 8azaar and lurnlLure 8azaar
edlLCperaLlons



1he 8lg 8azaar SLore ln nagpur
MosL 8lg 8azaar sLores are mulLllevel and are locaLed ln sLandalone bulldlngs ln clLy cenLers as well
as wlLhln shopplng malls 1hese sLores offer over 200000 Skus ln a wlde range of caLegorles led
prlmarlly by fashlon and food producLs
lood 8azaar a supermarkeL formaL was lncorporaLed wlLhln 8lg 8azaar ln 2002 and ls now presenL
wlLhln every 8lg 8azaar as well as ln lndependenL locaLlons A Lyplcal 8lg 8azaar ls spread across
around 30000 square feeL (4600 m2) of reLall space Whlle Lhe larger meLropollses have 8lg 8azaar
lamllycenLres measurlng beLween 73000 square feeL (7000 m2) and 160000 square feeL (13000
m2) 8lg 8azaar Lxpress sLores ln smaller Lowns measure around 30000 square feeL (2800 m2)
8lg 8azaar has Lhe faclllLy Lo purchase producLs onllne Lhrough lLs offlclal web page and offers free
shlpplng on some of Lhelr producLs1
edlLlnnovaLlons

edlLWednesday 8azaar
8lg 8azaar lnLroduced Lhe Wednesday 8azaar concepL and promoLed lL as PafLe ka Sabse SasLa
uln" lL was malnly Lo draw cusLomers Lo Lhe sLores on Wednesdays when leasL number of
cusLomers are observed Accordlng Lo Lhe chaln Lhe alm of Lhe concepL ls Lo glve home makers Lhe
power Lo save Lhe mosL and even Lhe sLores ln Lhe clLy don a fresh look Lo make cusLomers feel LhaL
lL ls Lhelr day2
edlLMaha 8achaL
Maha 8achaL was sLarLed off ln 2006 as a slngle day campalgn wlLh aLLracLlve promoLlonal offers
across all 8lg 8azaar sLores Cver Lhe years lL has grown lnLo a 6 days blannual campalgn lL has
aLLracLlve offers ln all lLs value formaLs such as 8lg 8azaar lood 8azaar LlecLronlc 8azaar and
lurnlLure 8azaar caLerlng Lo Lhe enLlre needs of a consumer3
edlL1lmellne



8lg 8azaar aL Sarkhe[ Candhlnagar Plghway ln Ahmedabad
2001
1hree 8lg 8azaar sLores launched wlLhln a span of 22 days ln kolkaLa 8angalore and Pyderabad4
2002
8lg 8azaar lClCl 8ank Card ls launched
lood 8azaar becomes parL of 8lg 8azaar wlLh Lhe launch of Lhe flrsL sLore ln Mumbal aL Plgh SLreeL
hoenlx
2003
8lg 8azaar enLers 1ler ll clLles wlLh Lhe launch of Lhe sLore ln nagpur
8lg 8azaar welcomes lLs 10 mllllonLh cusLomer aL lLs new sLore ln Curgaon
2004
8lg 8azaar wlns lLs flrsL award and naLlonal recognlLlon 8lg 8azaar and lood 8azaar awarded Lhe
counLry's mosL admlred reLaller award ln value reLalllng and food reLalllng segmenL aL Lhe lndla
8eLall lorum
A day before ulwall Lhe sLore aL Lower arel becomes Lhe flrsL Lo Louch 8s 10 mllllon Lurnover on a
slngle day
2003
lnlLlaLes Lhe lmplemenLaLlon of SA and plloLs a 8llu pro[ecL aL lLs cenLral warehouse ln 1arapur
Launches a unlque shopplng program Lhe 8lg 8azaar Lxchange Cffer lnvlLlng cusLomers Lo exchange
household [unk aL 8lg 8azaar
LlecLronlc 8azaar and lurnlLure 8azaar are launched
2006
Mohan !adhav seLs a naLlonal record aL 8lg 8azaar Sangll wlLh a 8s 137367 shopplng blll 1he Sangll
farmer becomes 8lg 8azaar's largesL ever cusLomer
8lg 8azaar launches ShakLl lndla's flrsL credlL card program Lallored for housewlves
navaras Lhe [ewellery sLore launched wlLhln 8lg 8azaar sLores
2007
1he 30Lh 8lg 8azaar sLore ls launched ln kanpur
8lg 8azaar parLners wlLh luLurebazaarcom Lo launch lndlas mosL popular shopplng porLal
8lg 8azaar lnlLlaLes Lhe ower of Cne campalgn Lo help ralse funds for Lhe Save 1he Chlldren lndla
lund
anLaloon 8eLall wlns Lhe lnLernaLlonal 8eLaller of Lhe ?ear aL uSbased naLlonal 8eLall lederaLlon
convenLlon ln new ?ork and Lmerglng 8eLaller of Lhe ?ear award aL Lhe World 8eLall Congress held
ln 8arcelona
2008
8lg 8azaar becomes Lhe fasLesL growlng hypermarkeL formaL ln Lhe world wlLh Lhe launch of lLs
101sL sLore wlLhln 7 years of launch
8lg 8azaar dons a new look wlLh a fresh new secLlon lashlon[8lg 8azaar
8lg 8azaar [olns Lhe league of lndla's 8uslness Superbrands lL ls voLed among Lhe Lop Len servlce
brands ln Lhe counLry ln Lhe laLesL lLchlM88 lnLernaLlonal survey
2009
8lg 8azaar opens lLs second sLore ln Assam aL 1lnsukla
8lg 8azaar lnlLlaLes Maha AnnasanLarpane program aL lLs sLores ln SouLh lndla a unlque lnlLlaLlve Lo
offer meals Lo vlslLors and supporL local soclal organlsaLlons
8lg 8azaar capLures almosL oneLhlrd share ln food and grocery producLs sold Lhrough modern reLall
ln lndla
2010
luLure value 8eLall LlmlLed ls formed as a speclallzed subsldlary Lo spearhead Lhe group's value
reLall buslness Lhrough 8lg 8azaar lood 8azaar and oLher formaLs
8lg 8azaar wlns Cn8C Awaaz Consumer Awards for Lhe Lhlrd consecuLlve year Ad[udged Lhe mosL
preferred MosL referred MulLl 8rand lood 8everage Chaln MosL referred MulLl 8rand 8eLall
CuLleL and MosL referred MulLl 8rand Cne SLop Shop
8lg 8azaar connecLs over 30000 small and medlum lndlan manufacLurers and enLrepreneurs wlLh
around 200 mllllon cusLomers vlslLlng lLs sLores





















Avenue Super MarLs LLd
Avenue Super MarLs LLd (ASL) owns and operaLes hypermarkeLs and supermarkeLs by Lhe sLore
name uMarL

uMarL seeks Lo provlde a onesLop shopplng experlence for Lhe enLlre famlly meeLlng all Lhelr dally
household needs A wlde selecLlon of home uLlllLy producLs ls offered lncludlng foods LolleLrles
beauLy producLs garmenLs klLchenware bed and baLh llnen home appllances and much more

Slnce uMarL flrsL opened lLs doors ln Lhe Mumbal reglon ln 2000 lL has grown lnLo a LrusLed and
wellesLabllshed shopplng desLlnaLlon ln MaharashLra Cu[araL Andhra radesh and karnaLaka u
MarL ls now looklng forward Lo growlng lLs sLores across lndla

CulLure
AL ASL we're sLrong bellevers ln derlvlng excellence ln cusLomer servlce Lhrough sysLemlc Lralnlng
and rlgor aL work We value slmpllclLy and humlllLy ln our people and sLrongly belleve LhaL lnLegrlLy
and merlL ls Lhe only rouLe Lo growLh aL ASL

We hlre professlonals who share our values and unabashedly lead by example

vlslon
lL ls our conLlnuous endeavor Lo lnvesLlgaLe ldenLlfy and make avallable new producLs/caLegorles
for Lhe cusLomer's everyday use and aL Lhe 'besL' value Lhan anybody else

resence
uMarLs expanslon began ln 2007 when sLores were opened ln Ahmedabad 8aroda une Sangll
and Solapur 1oday uMarL ls esLabllshed ln 46 locaLlons across MaharashLra Cu[araL Andhra
radesh and karnaLaka ln

MaharashLra
Mumbal
navl Mumbal
1hane
une
Solapur
Sangll
kolhapur
AmravaLl
Cu[araL
Ahmedabad
8a[koL
8aroda
SuraL
Anand
Andhra radesh
Pyderabad
karnaLaka
8engaluru
roducL offerlngs

uMarL offers a wlde selecLlons of producLs ln Lhe followlng caLegorles
loods
1olleLrles and 8eauLy producLs
CarmenLs
klLchenware
8ed and 8aLh llnen
1oys Cames
SLaLlonery
Pome Appllances
looLwear