Deciding on which tenants would occupy what space and where within mall is very challenging ordeal for mall management as well as retailer. It is a fact that right mall zoning is a key to success. Along with right location, appropriate presentation of merchandise is vital not only to increase footfall but improve transaction as well.
Every retailer wishes that his merchandise should get maximum visibility. As per the art of merchandising customers should be able to experience brand through the visual components that surround its product.
The designs of malls in India are largely driven by architects and the real retail needs are mostly ignored. As a result retailers make some avoidable mistakes that not only hamper in-store experience for visitors but dwindles their sales as well.
“Due to lack of planning in the store design, the retailers usually face space storage for their back-stocks. This leads them in cramping the display shelves with additional merchandise making the store look cluttered,” Kishore Bhatija, CEO, Inorbit Malls, said.
There are brands that create many designs in their merchandise line up for the season. They mostly end up with many single pieces in their line up and they fail to create colour block for better presentation, he added. A cluttered display leaves a customer confused whether to enter the store or not.
However, there is a lot of scope of improvement that can be implemented.
Suggestion for retailers
Malls help brands choose the location on the basis of their offering and help them understand the customer circulation pattern. However, they have no role in merchandise display within a store officially.
Following are few points that different malls have highlighted:
“The display should be updated and changed frequently or in periodical pattern,” said Vice President & Mall Head of DLF Place, Saket. She highlighted that mall is a place where repeat footfall comes quite frequently. So imagine a person who visit the mall at every 10th day and sees same window display. For him there would be no new element that can engage him.
Moreover, the display should be designed as per the brand taste and philosophy, narrating a story behind the collection, a theme or a brand’s ideology towards it. This provides a definition to one’s display and is user-friendly, she added.
Highlighting yet another point, Rajendra Kalkar, Senior Centre Director, High Street Phoenix, said,” Brands in their urge to display their new collection lose focus on keeping the deck trend specific.”
The merchandise displayed should be one of their finest products but should also be in sync with the on-going colors/concepts and cuts. For example, a visual merchandising deck placing earthy colour of dresses as opposed to neon shades may lose some customers as it may seem dull and out of fashion.
The merchandise can be placed in such a manner that the customers can physically experience the product as it is the first touch point for any store. Most importantly, the collection displayed must be available in the store, he added.
Retailer should work out a strategy where the malls should focus on enhancing the overall experience and the retailer focuses on delivering a good and relevant variety of products. This strategy will bring them greater visibility and consequently may boost their businesses.
Last but not least, an effective merchandise display draws customers in and helps in increasing the sale. Hence, retailers should do smart display of their merchandise so they can justify the heavy mall rentals.