Talents nurtured in-house

 

In-house design team adds an edge to the retail environment. Their association with the brand is stronger.
 
The difference between an in-house design team and consultant is the manner in which both of them function. While the in-house team is integral to the business development process of a brand, the consultants are more like life-long partners on contractual basis, generally appointed in situation of specific needs. The team undergoes internal training and mentoring and is widely exposed to various national and international forums and conferences.
 
The dynamics of an in-house design team is well defined by Surender Gnanaolivu, Executive Vice President & Head – Store Development & Presentation, Mahindra Retail Pvt. Ltd, as he explains, “The team is set-out to implement the store design layouts, assortment of merchandise and the visibility factor inside the store for the customers.” 
 
IMPORTANCE SURGES WITH INTERNATIONAL FORAY
With various international brands making their foray into the Indian market, the importance of how the store should look is gaining impetus with domestic brands gearing up for image makeover. “International trends have enabled us to understand the patterns that need to be incorporated into our design patterns and one can clearly see the impact of such elements inside a store,” says store representative at Ed Hardy. So, when asked couple of customers down at a mall, the inputs we received was highlighted by the design and look of the store. “The way the brand has set-up itself is remarkable, I am a regular customer at Zara and the way the products are placed to seek attention is one of the things that makes me come back again and again. I have even suggested this brand to some of my colleagues and friends at work” – this was shared by a customer inside the store. Instances like these have enabled the brands to engage in such practices in an aggressive manner. 
 
The objective of the design team is to ensure that the communication undertaken is in-tune with the brand. The design think-tank is not only responsible for the layouts, but also for the front-end arrangements, assortment of merchandise and other functional activities integral to a store strategy. 
 
PUTTING IT ACROSS
Let’s take the example of the recently opened Hastens store in the capital. “The choice of materials and workmanship along with detailing has enabled us to create the right ambience that Hästens wants in all its stores,” says Hanna Tellskog, Store Designer, Hastens. “The way our stores are planned, we have always relied on the influence of the customer and this in turn results in the strategy that is implemented,” adds Gnanaolivu. In terms of shelving the hero products or brands, the design planned does not focus on a particular brand, rather one needs to make sure that the space allocated is in tune with the entire structure of the store design.
 
In India, the basic approach has been to place the boards, danglers in front of the shelf and derive impulse sales from them. “What also matters is visibility. unless the promotion done is not placed aligning with the customer’s movement, then it is a missed opportunity. In-store promotion in retail is more about deliverable when followed by visibility. We, at Future Group, restrict the positioning of such promotions, so as to ensure the effectiveness of the strategy is there,”adds Vishal Kapoor, Design Head, Future Group.
 
VM ATTRACTION
“At Hastens, the graphics in the window display changes four times a year to reflect the four cornerstones of the brand – best bed, best sleep, natural, and hand-made. There are three zones – entrance-reception, meeting, and sleep experience zones,” Hanna comments. “At Hastens, the store is divided into different areas with windows and welcome area in front-more like an experience zone where customers are encouraged to try out the beds without distracting interiors such as bed night tables or different headboards,” says Gunilla Skyman, Visual Merchandiser, Hastens. “Our basic profile while understanding the objective of design is to understand the product, what are its USPs and who are we targeting. For example, if it is a women-centric product, then the customisation involves bright yet sober colours, highlighting props matching the ambience,” says Kruti Mehta, Visual Merchandiser at Pantaloons Retail.
 
THE PROCESS
At Tanishq, the in-house production team, which supports the VM designers in developing the design prototype and subsequent productions, ensures the entire kit required for the launch is developed centrally and couriered to locations. The regional visual merchandisers (RVM), before productions, ensure that all pertinent data of the space is shared in advance with the corporate design and merchandising source such that store specific adaptations are supported too. “As the VM materials reach the stores or the launch location, the regional visual merchandisers, teaming up with our store VM champions, ensure the new products or collections introduced are incorporated as per a detailed manual sent to them that contains presentation options for various spaces. A separate graphic design and artwork  vertical operates centrally at corporate, supporting all visual communication related needs for all stores in the network at all times, such that store and location specific imagery are designed and sent instantly online for local production and implementation,” says Balaji Natarajan, Head-VM & SD, Tanishq. In respect of marketing team’s role with visual merchandising, Mehta adds, “The communication with the marketing team helps designers understand the requirements for that particular product launch. Such communications are derived from activation programmes set in an organised retail zone like malls to capture consumers’ insights and sentiments. The marketing team also gives their inputs on positioning of the product.”
 
 
Stay on top – Get the daily news from Indian Retailer in your inbox