Visual Merchandising (VM) is an integral part of any retail outlet. It becomes all the more important during festive season – when customer buying sentiment remains high. In order to leverage the opportunity and to win over competitors, retailers are required to be creative and smart. Certainly, VM is a crucial part of it, as it promotes impulsive buying. During the ongoing festive season, retailers are busy revamping VM to make it more eye-catching and vibrant. Highlighting the same, Rakesh Sharma, COO, PC Jewellers, said” VM is quite an important aspect of effective customer experience. A per our VM upgradation plan we have recently revamped our one of the stores which is located in heart of the city. Otherwise, we carry out store beautification plan for all stores from time and again.”
Feel ‘Fresh’ Factor
It is mandatory for retailers to frequently freshen things up and festivals are the perfect opportunity for it. Sometimes, all it takes little bit of shifting and re-arranging things. T Sudhakar Pai, MD, Kurlon, shares, “We have new creative arrangement of goods, which gives fresh look to the brand. Besides, we have POP materials flooded to the trade and franchise stores to improve visibility.”
Taking it further, Shibani Jain, Founder, Baaya Design, states, “We have exclusively launch ‘Diwali Dokra’ brass collection and will use VM tools to highlight our assortment.”
Colours play a crucial role in making the atmosphere alive and spread feel-good factor in store. The colourful ambience of the store makes the customers feel joyful, which ultimately adds to the shopping experience. Bright colors catch maximum eye-balls and business opportunities. Jaideep Rathore, COO, Digiworld, says, “VM is a focus area for us throughout the year. However, spotlight is laid on the same during the festive season. This year while creating the merchandise, a special emphasis is given on the colours. For ‘DW WOW’ stores special window display will be created to build a festive pull.”
Technology supported displays are emerging as useful tool for displaying the merchandise. Ajay Dhyani, Marketing Manager- Indian sub continent, ARC International, says, “We believe VM is the key as majority of the product and brand decisions are taken inside the store. We have set-up exclusive display of Luminarc products in all major cities, using exclusive illuminating brand furniture. So, investment on VM is on higher side.”
Clearly, retailers are increasingly using VM tools to attract customers – to shop more!