![Top Vendors/Brands
BEVERAGES CONFECTIONARY & SNACKS
• Glaxo SmithKline [Horlicks] • Pepsico India Ltd [Lays]
• Pepsico India Ltd [Tropicana, Pepsi, Mirinda] • Cadbury India Ltd [Cadbury’s Chocolates]
• Cadbury India Ltd [Bournvita]
• Dabur Foods Ltd [Real] DAIRY
• Hindustan Unilever Ltd [Red Label] • Amul [Amul Butter, Cheese, Ghee]
• Nestle India Ltd [Nescafe] • Reliance Dairy Foods [Dairy Pure]
• BNZF Pvt. Ltd [Britannia]
PROCESSED FOOD • Nestle India Ltd [Nestle]
• BNZF Pvt Ltd [Britannia] • Hindustan Unilever Ltd [Kwality Walls]
• Nestle [Maggi]
• Parle [Assorted] HOME CARE
• Kelloggs India Ltd [Kelloggs] • Hindustan Unilever Ltd [Surf, Rin, Vim]
• Hindustan Unilever Ltd [Kissan] • Procter & Gambel [Tide, Areal]
• ITC Ltd [Sunfeast] • Reliance Wellness [Expelz, Sudz]
STAPLES PERSONAL CARE
• Adani Willmar Ltd [Fortune] • Hindustan Unilever Ltd [Dove, Lux,
• Agro Tech Foods Ltd [Sundrop] Pepsodent, Pears]
• ITC Ltd [Aashirwad] • Colgate Palmolive India [Colgate]
• MK Agrotech Pvt. Ltd [SunPure] • Gillette India Ltd [Gillette]
• Marico Ltd [Saffola] • Reckitt & Benckiser [Dettol]
4](https://image.slidesharecdn.com/reliancefreshstoreturnaround-121015154414-phpapp01/75/Reliance-fresh-store-turnaround-4-2048.jpg)
![Scenario Today
Price rules Product. Non standardized
fixtures result into all kinds of shapes and
colors [and B&W] POPs’, sometimes over-
shadowing the product.
34](https://image.slidesharecdn.com/reliancefreshstoreturnaround-121015154414-phpapp01/75/Reliance-fresh-store-turnaround-34-2048.jpg)
![Scenario Today
The image part with relationship ID rId1 was not found in the file.
FMCG PL visual [ENDRUF Anti-dandruff Shampoo]
- Co-branding guidelines missing.
- Located far away from the Merchandise.
- Blocks/hinders store lighting.
- No NHQ Marketing alignment.
46](https://image.slidesharecdn.com/reliancefreshstoreturnaround-121015154414-phpapp01/75/Reliance-fresh-store-turnaround-46-2048.jpg)
![[Zonal Ops/Marketing] [NHQ Categories]
We know our requirements best. MY Brands, MY Vendors... they fund events;
We know our stores best. We they pay for the VM; they support me in my
have a Marketing budget. We’ll top line n bottom line .. Without them, we
spend, we’ll clutter. cease to exist. Stores MUST put up
everything they send.
[RIL, Others]
We’ll put
signage, gain [Vendors/Brands]
mileage.
[Store] I have my buddies at
Congested, Cluttered the Store, who will
Ambience, Visual Crowd, not refuse a few
[Store Unfocussed. posters n danglers
Manager] here n there.
If I don’t get a
Pomo template
on time, I’ll
scribble my own [NHQ Digital/SOH]
signage. WHOEVER PAYS gets a place in
[Store] You dump, you push, you shove all the stores… be it a brand sitting
those damn signages, posters, dobblers, or in the store, or a New Movie
whatever they are called [I don’t care]. Will release poster, or a Tour
put/hang/paste. Operator placard…
47](https://image.slidesharecdn.com/reliancefreshstoreturnaround-121015154414-phpapp01/75/Reliance-fresh-store-turnaround-47-2048.jpg)
![Visual Merchandising|Message Chronology &
Communication Planning
Each piece of Communication has a role dependent of its ability to
hold attention and its position in-store – 100 ft, 10 ft, 5 ft. CLOSE (DRIVE)
REVIEW (ENGAGE)
ARREST (DISRUPT)
Brick/SKU level
Promo
SBU Level
Promo
Co-Creation/Festive
103 Theme [SPARKLING CELEBRATION]](https://image.slidesharecdn.com/reliancefreshstoreturnaround-121015154414-phpapp01/75/Reliance-fresh-store-turnaround-103-2048.jpg)
Uploaded byPESHWA ACHARYA
Reliance fresh store turnaround
The document outlines a marketing strategy for a neighborhood store targeting housewives, focusing on providing a clean, self-service environment with competitive prices and a wide product assortment for household needs. It includes a detailed breakdown of product categories, top vendors, and sales distribution by region, as well as an analysis of current visual merchandising practices and challenges. The document highlights the need for improved signage, organization, and consistency in visual communication to enhance customer experience.
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Reliance fresh store turnaround
- 1. Marketing, VM &Consumer Experience 1
- 2. Positioning A one-stop,VFM, neighborhoodstore for the house-wife; providing a bright, clean and self service shopping environment, close to her home for her daily/weekly/monthly shopping; services her needs for kitchen, dining, bath, clothing and all household needs; with a promise of the most competitive prices, widest assortment of products across categories, matchless freshness and the best offers and promotions on its core categories; making it the most preferred and convenient destination for value shopping. 2
- 3. Category Mix Top Bricks • Fruits & Vegetables • Edible Oil • Staples • Biscuits • Processed Foods • Laundry Detergents • Beverages • Flour • Dairy • Basmati Rice • Bakery • Chocolates • Laundry Detergents • Tea • Dish Wash • Ice Creams • Toilet/Floor Cleaners • Soaps • Repellants • Personal Care • Soaps • Pharma OTC • Cosmetics • Fragrances • House Ware • Home Appliances • Stationery • Furnishings & Décor • Books & Magazines • Music & Movies • Apparel • Footwear • Toys 3
- 4. Top Vendors/Brands BEVERAGES CONFECTIONARY & SNACKS • Glaxo SmithKline [Horlicks] • Pepsico India Ltd [Lays] • Pepsico India Ltd [Tropicana, Pepsi, Mirinda] • Cadbury India Ltd [Cadbury’s Chocolates] • Cadbury India Ltd [Bournvita] • Dabur Foods Ltd [Real] DAIRY • Hindustan Unilever Ltd [Red Label] • Amul [Amul Butter, Cheese, Ghee] • Nestle India Ltd [Nescafe] • Reliance Dairy Foods [Dairy Pure] • BNZF Pvt. Ltd [Britannia] PROCESSED FOOD • Nestle India Ltd [Nestle] • BNZF Pvt Ltd [Britannia] • Hindustan Unilever Ltd [Kwality Walls] • Nestle [Maggi] • Parle [Assorted] HOME CARE • Kelloggs India Ltd [Kelloggs] • Hindustan Unilever Ltd [Surf, Rin, Vim] • Hindustan Unilever Ltd [Kissan] • Procter & Gambel [Tide, Areal] • ITC Ltd [Sunfeast] • Reliance Wellness [Expelz, Sudz] STAPLES PERSONAL CARE • Adani Willmar Ltd [Fortune] • Hindustan Unilever Ltd [Dove, Lux, • Agro Tech Foods Ltd [Sundrop] Pepsodent, Pears] • ITC Ltd [Aashirwad] • Colgate Palmolive India [Colgate] • MK Agrotech Pvt. Ltd [SunPure] • Gillette India Ltd [Gillette] • Marico Ltd [Saffola] • Reckitt & Benckiser [Dettol] 4
- 5. SBU/Segment wise break-up ProductSBU % Share FMCG Food 35.34% Staples 25.26% F&V 19.99% NFMCG 14.34% Houseware 1.56% App.& Lug. 0.95% Netsales % Share FMCG Food Lifestyle 0.82% Lifest yle 0.82% Auto 0.04% F&D 0.63% Wellness 0.19% Staples Hardl ines 0.32% CDIT 0.52% F&D 0.63% Furniture 0.00% F&V Hardlines 0.32% CDIT 0.52% Footwear 0.05% NFMCG 14.34% Hous eware 1.5 Wellness 0.19% 6% NFMCG App.& Lug. 0.95% Footwear 0.05% Houseware FMCG Food 35.34% Auto 0.04% F&V 19.99% Furniture 0.00% App.& Lug. Overall 100% Lifestyle F&D CDIT Hardlines Staples 25.26% Wellness Footwear Auto 5
- 6. ZONE wise break-up Zone Netsales % Share SOUTH 2 3,847,806,843 25.41% NORTH 3,764,550,466 24.86% NORTH WEST 2,803,428,219 18.51% WEST 2,053,309,491 13.56% SOUTH 1 1,694,197,491 11.19% EAST 982,004,514 6.48% Overall Result ############ 100.00% Netsales % Share EAST SOUTH 2 SOUTH 1 6.48% SOUTH 2 11.19% 25.41% NORTH WEST 13.56% NORTH WEST WEST NORTH WEST NORTH SOUTH 1 24.86% 18.51% EAST 6
- 7. Signage & InstoreCommunication Plan, as conceptualized 7
- 8. External|Façade branding, Signages& Illumination 8
- 9.
- 10.
- 11.
- 12.
- 13. Merchandise Bays, GondolaEnd Caps Defined Merchandise Display and Communication. Single Communication POP 13
- 14. Merchandise Spacious aisles forease of navigation. Primary Categories to be carried in most visible shelves, always-in-stock, pristine conditions, and farm-fresh. 14
- 15. Store Staff No clutter at Cash-tills Store Staff ~ Suitably skilled, trained, service-oriented, disciplined, self-motivated. 15
- 16. Competition Benchmarking • More – Aditya Birla Group • Spinach- Wadhwan Group • Spencer- RPG Group 16
- 17. Competition Benchmarking|Spinach Facade Price & Promotions Communication F&V Merchandising: Gondola End Caps & Bays 17
- 18. Competition Benchmarking|More Facade Price & Promotions Communication: 10 Best Promo’s outside the store. 18
- 19. Competition Benchmarking|More End Cap Displays Price & Promotions Communication 19
- 20. Competition Benchmarking|Spencers No Vendor POP 20
- 21. Competition VM Analysis Store Vm Price Over all Learning communicati Look & Feel on Entrance Banner A4/A5- pops No consistent The Signage's helped in Spinach Signage present- brick Vendor Promos End Cap VM or Price navigating. level communication. Communication Leaflet distribution at the entrance. Entrance Banners Wobblers Very Cluttered, no clear If the price More 10 best sku standee. Shelf talkers brand identity or price communication is Visuals at the façade. End Cap Signage's communication. standardized it becomes Danglers / vendor Too many colors' used in clear to the customer. funded data strips, End pop’s. The VM colours used at cap visuals .Leaflet a time in the store distribution at the should not be very entrance. contrasting. No Promo POPs and Price Clean ,No vendor POP, Vendor POP should be Spencers communication on the cassettes used unclutter avoided entrance, 21
- 22. Reliance Fresh Stores|Scenario Today External Elements -Permanent -Variable/Periodical Internal Elements -Permanent -Variable/Periodical 22
- 23. VM Elements|External Store External Branding Drop & downs lighting Store details Permanent Elements Flag Poles + External Standee Variable Elements Gate Glass Door decals Glazing 23
- 24. VM Elements|Variable Elements Variable VM External Elements Internal Elements SOH VM Gate Danglers POP Standees Ext Dropdown Save/Free Danglers Door Glazing Hot Offer Door Glazing Standee Buy-One-Get-One POS wobblers Super Saver End cap Branding Super Price Instore kiosks POS Wobblers Internal Dropdown Posters Shelf Edgers Badges CSA Uniform/Apron Caps Posters Tent Cards End Cap Branding Focal point display Data strips POS SAV 24
- 25. VM Elements A totalof 47 VM elements sitting in stores today. AS OF TODAY outdoor instore external dropdown gate standee External Banner Glazing ower aisle bannner 1 p category bannner 2 dangler Graphic floor focal point display Cap VMata strip insert badge spl dress VMspecial display poster Wraps End D csa csa POS A3 Bin Theme/Festival MKM RSV Sku/Brand VM Eg: Aliva Category promo eg: juice mela Category VM' Eg: promoting home as a category through vm events/activations new product launch eg: amara soap total 1 1 2 5 12 4 6 1 1 5 1 1 2 3 2 Total vm elements in 47 elements the store at a time 25
- 26. Scenario Today • Inadequate illuminated Store façade & branding due to cost saving. • POP communication guidelines not followed-POPs of assorted shapes ,sizes, without price cassettes, hand written ,vendor POP,POP without fixture, POPs @ wrong locations. • Merchandising Fixture height not consistent…. Tall Fixtures can block the store lighting & line of sight……. • Over communication at entrance… • Poor lighting and callous placement of a Signage inside the store • Danglers with different communication coexist in-store at same time • Co-branding guidelines missing on the creative . • POP Located far away from the Merchandise. • POPs/VM go to store directly without NHQ marketing alignments 26
- 27. Scenario Today Inadequate illuminatedStore façade & branding due to cost saving. 27
- 28. Scenario Today POPs’ ofassorted shapes and sizes in the stores 28
- 29. Scenario Today Price Communicationon Fruits & Vegetables, in absence of standardization. 29
- 30. Scenario Today More variety in Communication 30
- 31. Scenario Today POPs’ struggleto attract attention. 31
- 32. Scenario Today Hand written POP 32
- 33. Scenario Today Communication Galore.POP scream from shopping baskets! 33
- 34. Scenario Today Price rules Product. Non standardized fixtures result into all kinds of shapes and colors [and B&W] POPs’, sometimes over- shadowing the product. 34
- 35. Scenario Today This Pricesignage is brought to you by Pepsi. Can’t be. 35
- 36. Scenario Today Tall Fixtures & over ambitious VM can block the store lighting & line of sight. 36
- 37. Scenario Today Tall fixtureswith taller stacking affect the line of sight, besides the store lighting. 37
- 38. Scenario Today Enter the Chaos! A hodgepodge of communication right at the entrance of the store can tell a lot about the inside. 38
- 39. Scenario Today Poor lightingand callous placement of a Signage can mar its very purpose. 39
- 40. Scenario Today Danglers Dungeon. 1. Mangalwar Mandi extended to Wed, Thursday & Friday? 2. Fortune drop- 3 4 down. 3. Live For Free - the 1 2 ongoing big event. 4. Old theme, NOT pulled out. 5 5. ALIVA: Vendor brand launch. 6. And to add to the madness, the aisle is blocked with cartons 6 40
- 41. Scenario Today 2 Visual Clutter 1 • ‘Sparkling Celebration’ dangler. • ‘Aircel’ branding • Private label poster 4 5 3 • Bike branding • Soup POP • Vendor branding • Display of unrelated 7 6 merchandise adding to the chaos. 8 41
- 42. Scenario Today Cosmetic Clutter.Messy, insensitive display of Personal Care merchandise can ruin the Business/Category. 42
- 43. Scenario Today Cartons Saleat Reliance Fresh? This is NOT the rear, it’s the main entrance to the Store. 43
- 44. Scenario Today Outdated VM. Go find the Bread. Will give 50% Off. Namaste. I am an Open Carton. If you find me here, drop your coupon, and LIVE FOR FREE. Stationery, Accounts & Shaving Creams, Moisturizing lotions on Homework books. HOT OFFERS, but under lock & key. 44
- 45. Scenario Today Theimage part with relationship ID rId1 was not found in the file. 45
- 46. Scenario Today Theimage part with relationship ID rId1 was not found in the file. FMCG PL visual [ENDRUF Anti-dandruff Shampoo] - Co-branding guidelines missing. - Located far away from the Merchandise. - Blocks/hinders store lighting. - No NHQ Marketing alignment. 46
- 47. [Zonal Ops/Marketing] [NHQ Categories] We know our requirements best. MY Brands, MY Vendors... they fund events; We know our stores best. We they pay for the VM; they support me in my have a Marketing budget. We’ll top line n bottom line .. Without them, we spend, we’ll clutter. cease to exist. Stores MUST put up everything they send. [RIL, Others] We’ll put signage, gain [Vendors/Brands] mileage. [Store] I have my buddies at Congested, Cluttered the Store, who will Ambience, Visual Crowd, not refuse a few [Store Unfocussed. posters n danglers Manager] here n there. If I don’t get a Pomo template on time, I’ll scribble my own [NHQ Digital/SOH] signage. WHOEVER PAYS gets a place in [Store] You dump, you push, you shove all the stores… be it a brand sitting those damn signages, posters, dobblers, or in the store, or a New Movie whatever they are called [I don’t care]. Will release poster, or a Tour put/hang/paste. Operator placard… 47
- 48.
- 49. Different types ofvariable VM ……. 49
- 50. Visual Merchandising What are the different sources of VM In the store? 50
- 51. Visual Merchandising| Sourcesresponsible Sources of VM in a Fresh Store • NHQ Marketing • NHQ Category • State Marketing • State Category • Other Business Verticals in RIL • Other Income or SOH Team. • Store Initiatives • Vendors • Old campaigns • Reliance private label teams 51
- 52. Various Sources ofVM reaching the Store. NHQ VM material NHQ-Mkt Vendor vm Creative's / State Local events Marketing Stores Artworks POP’s NHQ Categories State CE Vendor Vendor Approvals/ Funded Funded reporting VM/ local VM. events Group Cos VM from sending SOH State Vendors Branding category and collaterals and VM operations 52
- 53. Visual Merchandising| Sourcesresponsible STATE MARKETING/NHQ CATEGORY NHQ MARKETING OLD CAMPAIGN NOT REMOVED NHQ CATEGORY 53
- 54. Visual Merchandising| Sourcesresponsible NHQ CATEGORY/ STATE CATEGORY 54
- 55. Visual Merchandising| Sourcesresponsible STORE 55
- 56. Visual Merchandising| Sourcesresponsible STATE CATEGORY/ NHQ CATEGORY 56
- 57. Visual Merchandising| Sourcesresponsible VENDOR 57
- 58. Visual Merchandising| Sourcesresponsible RELIANCE INDUSTRIES SOLAR LANTERN VM 58
- 59. Visual Merchandising| Sourcesresponsible PRIVATE LABEL 59
- 60. Visual Merchandising| Sourcesresponsible OTHER INCOME/ SOH 60
- 61. Visual Merchandising| Sourcesresponsible STATE MARKETING 61
- 62. Visual Merchandising| Sourcesresponsible NHQ CATEGORY 62
- 63. Visual Merchandising| Sourcesresponsible THEME VM NHQ SOH/OTHER INCOME PERMANENT VM CO-CREATION PROMO NHQ CATEGORY/ MARKETING STATE MARKETING 63
- 64. Visual Merchandising| Sourcesresponsible Kesari travels Jail movie NHQ MARKETING NHQ CATEGORY NHQ/STATE CATEGORY SOH SOH 64
- 65. Visual Merchandising|VM Elements What are the various elements of Visual Merchandising currently used? 65
- 66. Visual Merchandising|VM Elements The list of Visual Merchandising Elements used as of today are mostly Instore Communication. 2D representation mostly. To understand it better we will look at Exterior & Interior elements separately. EXTERIOR VM ELEMENTS • Façade Branding (Reliance Fresh Glow sign)--permanent • Glass decals (the leafy prints on the glass façade)—permanent • Flag poles with line art/vector –permanent • Entrance & Exit Signage's--permanent • Welcome message board with directory--permanent 66
- 67. Visual Merchandising|VM Elements EXTERIOR VM ELEMENTS Gate-- variable • Glazing poster--variable • Pricing strategy banner • Thematic banner-variable • Standee-variable • External dropdown-variable These are just the types of VM elements .. Quantities of these vary as there are many Sources of VM material which reach the store. 67
- 68. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Internal dropdown/banner Standee Endcap Branding Danglers Poster Tent Card Data Strip Inserts Product Displays Data strips SEL’s POS SAV branding POS wobblers POP- save,hotoffer,B1G1,Free, Super Price, Super Choice CSA Badge CSA Caps CSA apron 68
- 69. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Internal dropdown/banner Size: 2’ x 3’ Location : Entrance/power aisle. 69
- 70. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Standee Size: 6’x3’ Location : Entrance/near promo or offer/prominent store location. 70
- 71. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS End Cap Branding Size: 3’ x 2 ‘ Location : on the top shelf of the endcap. 71
- 72. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Dangler Size: 3’ x 2 ‘ Location : on the top shelf of the endcap. 72
- 73. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS poster Size: A3 Location : inside the A3 frame/ Any location which has adjacency to promo or for providing promo information at cash till. 73
- 74. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Tent Card Size:A4 Location : At POS/CSD 74
- 75. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Data Strip Insert Size: Location : inserted on the data strips where the merchandise on promotion is displayed 75
- 76. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Data Strip Size: Location : A product Presentation with a backdrop highlighting the theme/promo 76
- 77. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS Data Strip Size: Location : Inserted in the data strip hardware. 77
- 78. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS SEL Size: Location : Inserted in the data strip hardware to communicate Price. 78
- 79. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS POS SAV branding Size: Location : Pasted at the POS 79
- 80. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS POP- save,hotoffer,B1G1,Free, Super Price, Super Choice Location :Supposed to be in the marketing fixtures 80
- 81. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS CSA Badge CSA Caps CSA apron 81
- 82. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS-Permanent Column Branding Location : Line art/vector graphics of Green leaves, blueberries , chilies' are pasted on the columns. 82
- 83. Visual Merchandising|VM Elements INTERNAL VM ELEMENTS-Permanent Internal Signages/customer information Location :Perimeters 83
- 84. Solution? DE–CLUTTER 84
- 85. Visual Clutter Visual Sizzle 85
- 86.
- 87. Visual Merchandising|The Solution • The excess VM in the store causes confusion, clutter & caos. • The POP in the stores can be classified as follows: Hardware & Software Hardware To be ordered by state Marketing PVC jackets POP Frames Data Strips Mini track (for hanging banners) End Cap Banner Clip to hold VM In absence of the VM Hardware The VM & Instore Communication Material Is pasted with cello tapes/double sided tapes/ Foam tapes etc. Also there is no fixed size of the POP due to Absence of hardware. 87
- 88. Storewise BOQ forYellow Paper No of stores 60 A5 Paper Store Area 2000 Quantities No of bays-A5 100 200 End caps-A5 15 30 230 30%Replacement prints and changes 70 A5 Requirement /store/month 300 Hot Offer (35%of yellow paper requirement for the store) 105 Free (20%of yellow paper requirement for the store) 60 Buy1 get 1 free (10 %) 30 Save (35%) 105 Exchange (10%) 0 Transperant without any subject (10%) 30 330 Total A5 Paper required 19800 88
- 89. Storewise BOQ forYellow Paper….Cont A4 Paper 2000 Quantities End caps-A4 15 30 POS-A4 2 4 Floor Display-A4 10 20 Staples-A4 10 20 Bins-A4 5 10 Total 84 30%Replacement prints and changes 25.2 Per month/store 109 Hot Offer 35% 38 Free 20 % 22 Buy1 get 1 free 10% 11 Save 35% 38 Exchange 10 % - Transperant without any subject 10% 11 120 Total A4 Landscape Paper required 7,207 89
- 90. Store wise BOQfor Marketing Fixtures Area 2000 (60) 3000 (206) 4000 (172) 5000(81) Metal graphic 1 600 3090 3440 2,025 holder Long Telescopic Tube with 2 Matal base-Sum 1080 4532 4472 2,430 of floor display staples and bins 3 Price Cassette- 3000 10300 8600 4,050 4 Mini Track Set 600 2060 1720 810 A4 Yellow paper 5 (Per Month) 7,200 28,634 24,252 12,312 A5 Yellow paper 6 (Per Month) 19,800 100940 107844 63018 7 A5 Pvc jacket plain 13,800 70,452 75,336 44,064 90
- 91. Design Principle forMarketing Fixtures Rice and Plinth/Display on Gondola Dump Gondola Metal Timber Browser oil ground &Floor top 7ft Lounger F&V Bins top 5 ft shelf Barrels stand stacking stacks endcap fixture A5 PVC Description Shelf talkers Metallic photo frame 1 holder - - A4L A4L - - - - Long Telescopic Tube with 3 metal base and T head A4L A4L - - - - A4L - - A4L Pre - 4 Price Cassette - - - - - Preprinted - printed - 5 Minitracks To be installed in main power asiles and at cash tills 91
- 92. Communication copy sentto State Mktg 92
- 93. Visual Merchandising Various sourcesof Creatives with varied guidelines. 93
- 94. Visual Merchandising Various sourcesof Creatives with varied guidelines. 94
- 95. Visual Merchandising|The Solution The Look and Feel of the store depends on the following Factors: 1. Hardware availability which contains the VM elements. 2. Number of VM elements used 3. Size of the VM elements 4. Quantity in which the VM elements are used 5. Location where the VM elements are used 6. Creative's 7. Sources of VM material. 8. Implementation at Store Level 9. Removal of Old VM material 95
- 96. Visual Merchandising|The Solution How will we address this? 96
- 97. Visual Merchandising|The Solution-CategoryVM Matrics What does Visual Merchandising Do for the business? Or How do we evaluate the VM requirements and allocate the elements accordingly? • Sales Increase by 2x/ 3x • Foot Fall Generation /Increase in Footfalls • Other Income • Customer Awareness( of category/product/new) • Customer Loyalty • Overall Customer Experience 97
- 98. Evaluation Chart Sales Customer Experience 10% footfalls Customer Sales Awareness 30% 10% loyalty other income 15% other income loyalty footfalls Customer 15% 20% Awareness Customer Experience Any massive Campaign which requires Visibility in the store Through various VM elements should qualify for more than 98 80 % of the above evaluation.
- 99. Visual Merchandising|The Solution Typical Example of VM evaluation vs Business Goals Promo level as per Name of merchandising business campaign hierarchy What is the promo Elements of VM objective Inform the customers the Footfall, Loyalty, health benefits of Awareness, Egg VM SKU eggs through VM banner Sale 99
- 100. Visual Merchandising|The Solution • In this case Egg is an SKU level promotion. The customer will mostly make the decision of buying where there is a co-relation with the Merchandise and Visual Merchandise. • If the Banner was at the entrance the customer wouldn’t have remembered or read. 100
- 101. Visual Merchandising|The Solution Name of Promo level as per campaig merchandising business n hierarchy What is the promo Elements of VM objective VM elements (ideal) end cap branding, dangler, Launch of Private data strip Awareness, Amara Soap Label soap insert, end Loyalty & End Cap Branding with launch SKU through VM cap visual Sales price comparison 101
- 102. Retail Empirical Understanding “On average, a customer can only ‘see’/remember 3 “Free standing units can messages at 1 time (5 if they increase sales by 12%” are cut through) so focus on 1 message per zone” “A sign communicating a brand message can increase sales by 2 – 6%” “Posters behind sales “Shelf-edge POS can people / cashier are read increase sales by 6%” by 14% customers for 5.4 seconds” “Hanging signs are read “Wall posters are read by 14% for 1.5 seconds - purely customers for 4.4 seconds” ambience” Need to understand how each piece works 102
- 103. Visual Merchandising|Message Chronology& Communication Planning Each piece of Communication has a role dependent of its ability to hold attention and its position in-store – 100 ft, 10 ft, 5 ft. CLOSE (DRIVE) REVIEW (ENGAGE) ARREST (DISRUPT) Brick/SKU level Promo SBU Level Promo Co-Creation/Festive 103 Theme [SPARKLING CELEBRATION]
- 104. Visual Merchandising|Message hierarchy& Communication Planning ARREST (DISRUPT) REVIEW (ENGAGE) CLOSE (DRIVE) Image zone Image zone Image zone Typo zone Typo zone Typo zone 104
- 105. Visual Merchandising|Message hierarchy& Communication Planning ARREST (DISRUPT) REVIEW (ENGAGE) CLOSE (DRIVE) 105
- 106. Visual Merchandising|Way Forward-CategoryVM matrics It May be very difficult to define the usage of VM elements however it can be done Broadly as per the past experience. Level of promotions Elements comments SKU data strip/data strip insert/End Cap Display with Banner only one promo at a time in each SBU. Brick data strip/data strip insert/End Cap Display with Banner only one promo at a time in each SBU segment Standee, Internal banner, data strip insert Only one of such type at a time in the store. Festive Danglers Only one theme/festival at a time. Gate, focal point display, internal banner,POP,tent Store card,pos wobbler,danglers Limited quantity to be proposed. Pricing POP Pricing to be communicated only through POP. If other income is not related to any merchandise or instore activity it should have a Standee at the The SOH should have some co-relation to other income entrance. Eg : The 'JAIL' movie VM. merchandise. The following two concerns are addressed here: Number of VM elements used Quantity in which the VM elements are used 106
- 107. Various Levels ofCommunication External Vm V.M P.O.P Internal Vm S.E.L merchandise customer 107 a b c d
- 108. A typical Freshstore 900 sqft Consumables Stocking Area. VM for this type of store. Processed food Fruits & & Beverages Veg • Per SBU Endcap VM (Vendor/Category Promo) Staples The Endcap will be in the same vicinity of the Category which is hosting the promo. Eg: Noodles Promo VM shall be in the Processed Food area only and not at the entrance. • Internal Banner 18” x 12” for thematic/Store Level/festive VM. • Standee 1 nos for SOH, at store Entrance 108
- 109. A typical Freshstore 3000 sqft Consumables VM for this type of store. Stocking Area. • Per SBU Endcap VM (Vendor/Category Promo) The Endcap will be in the same vicinity of the Category which is hosting the promo. Houseware Non-food FMCG Eg: Noodles Promo VM shall be in the Processed Lifestyle Food area only and not at Staples Process Food the entrance. & Beverages • Internal Banner 18” x 12” for thematic/Store F&V Level/festive VM. • Gate & External Banner Dangler for thematic/Store Level/festive VM. • Standee 1 nos for SOH, at 109 store Entrance
- 110. VM for thistype of store. Fresh Store Bubble Diagram • Per SBU Endcap VM (Vendor/Category Promo) The Endcap will be in the same vicinity of the Category which is hosting the promo. • Internal Banner 18” x 12” for thematic/Store Level/festive VM. • Dangler for thematic/Store Level/festive VM. • Standee 1 nos for SOH, at store Entrance • Gate for Thematic and Store level promo/ co-creation. 110
- 111. Visual Merchandising WayForward-Design Principles Promo Type Medium VM element quantity Location Comments SKU/Brick/Category FMCG Food End Cap Display 1 In the category area End cap Display SKU/Brick/Category Staples End Cap Display includes Endcap 1 In the category area Banner/Data SKU/Brick/Category F&V End Cap Display 1 In the category area Strips/Data Strip SKU/Brick/Category NFMCG End Cap Display 1 In the category area inserts. SKU/Brick/Category Houseware POP 1 With the Merchandise SKU/Brick/Category App.& Lug. POP 1 With the Merchandise To be used either A5 SKU/Brick/Category Lifestyle POP 1 With the Merchandise or A4 in the SKU/Brick/Category Hardlines POP 1 With the Merchandise appropriate SKU/Brick/Category Wellness POP 1 With the Merchandise Hardware and placed along with SKU/Brick/Category Footwear POP 1 With the Merchandise the Merchandise.In either Save/Hot Offer /B1G1/ Free templates as per the SKU/Brick/Category Auto POP 1 With the Merchandise promo. dangler/banner/G ate, Tent Store Level card/Dropbox/post Promo/theme Entire Store er 1 As per NHQ guidelines to be placed in such location that it does not block façade view & customer SOH Store Standee 1 Entrance of Store flow 111
- 112. Visual Merchandising|VM DesignPrinciples Location where the VM elements are used… External Façade Dropdown Gate Internal Focal Point Standees Internal dropdown Danglers Glazing Data strip insert Tent Card 112
- 113. Visual Merchandising|VM DesignPrinciples Design Principles : Facade Drop Down • The external dropdown to be hung near or on the side of the entrance. • It has to be in a visible location from the roadside. ( trees/ other obstructions to be avoided while choosing the location) • The external dropdown should not have any flex crease or warping on the sides. 113
- 114. Visual Merchandising|VM DesignPrinciples Facade Drop Down 114
- 115. Visual Merchandising|VM DesignPrinciples Design Principles : Gate • The Gate should be properly installed at the entrance of the store. • It should not bend or warp. • The Gate should be clearly visible without any banner or external element overlapping it. 115
- 116. Visual Merchandising|VM DesignPrinciples Gate 116
- 117. Visual Merchandising|VM DesignPrinciples Design Principles : Focal point • The focal point should have the display of the best promos with a tent card display explaining the scheme. • The fountain display should have red colour (reliance red) base. • The focal point can be at the entrance, staircase landings, or in any high traffic zones inside the store with maximum visibility. • This should have a backdrop of the scheme logo , imagery and selling line as shown. 117
- 118. Visual Merchandising|VM DesignPrinciples Focal Point 118
- 119. Visual Merchandising|VM DesignPrinciples Design Principles: Standees • The standees should be placed near the offers. • The location of the standees should be such that it does not obstruct customer flow. • They can also be placed at the entrance, staircase landing, or any other high visibility zone in the store. 119
- 120. Visual Merchandising|VM DesignPrinciples Standee 120
- 121. Visual Merchandising|VM DesignPrinciples Design Principles: Danglers • Danglers to be hung at distance of 10 feet between them. • Danglers should not warp or bend. • If more than two designs of danglers are coexisting at the same time they should be placed alternately. 121
- 122. Visual Merchandising|VM DesignPrinciples Dangler 122
- 123. Visual Merchandising|VM DesignPrinciples Design Principles: Glazing • Glazing to be pasted on the Glass at eye level. • If glazing has peeled off then it has to be replaced with a new glazing not leaving it partially peeled. 123
- 124. Visual Merchandising|VM DesignPrinciples Glazing 124
- 125. Visual Merchandising|VM DesignPrinciples Design Principles: Data Strip Insert • Data Strip insert to be placed where best offers for the scheme are available. • On a 4 feet bay there should be three (one in centre and two at the ends) 125
- 126. Visual Merchandising|VM DesignPrinciples Data Strip Insert 126
- 127. Visual Merchandising|VM DesignPrinciples Design Principles: Tent Card • The tent card should be placed at the Customer service desk , pos. • They can also be placed on end caps at the eye level i.e at max 5’. 127
- 128. Visual Merchandising|VM DesignPrinciples Tent Card 128
- 129. Visual Merchandising lElements design principle No. Elements Qty/Str When to use Where and how to use Image To be hung near or on the side of the entrance. It has to be in a visible location from the store level promos/ Marketing theme roadside. ( trees/ other obstructions to be only in absence of avoided while choosing the location) to be 1 External dropdown 1 Gate displayed without crease It should be properly installed at the entrance of the store. It should not bend or warp. store level promos/ It should be clearly visible without any 2 External gate 1 Marketing theme banner or external element overlapping it store level promos/ 3 Door Glazing 1 Marketing theme To be placed on the glass door @ eye level 129
- 130. Visual Merchandising|Self Regulation No. Elements Qty/Str When to use Where and how to use Image 4 Focal Point display 1 store level promos/ Marketing theme It should have the display of the best promos with a tent card display explaining the scheme. The fountain display should have red colour (reliance red) base. The focal point can be at the entrance, staircase landings, or in any high traffic zones inside the store with maximum visibility. This should have a backdrop of the scheme logo , imagery and selling line as shown. 5 End Cap Display 4 Brick level The End Cap shall have a Sunboard Banner on the top shelf. (Endcap Banner/ promos, each Along with the data strips or data strip inserts. Merchandise SBU to have one Presentation/data such display per strip inserts/Data month. strips) 130
- 131. Visual Merchandising|Self Regulation No. Elements Qty/Str When to use Where and how to use Image 6 Standees 1 SOH The location of the standees should be such that it does not obstruct customer flow at the entrance. 7 Danglers 10/2000sqft For festive ambience creation Danglers to be hung at distance of 10 feet between them. Danglers should not warp or bend. 8 Tent cards 5 /2000 sqft Store level promos Displayed @ csd and cash tills facing the customer 9 Data strip 4 per bay to be used to highlight special sku in the data strip and brick level promos 10 Data strip Insert 4 per bay to be used to highlight special sku in the data strip and brick level promos 131
- 132. Visual Merchandising|VM DesignPrinciples & Pricing Strategy VM Primary VM Position Display In store Secondary VM for Display Description 1 Super Saver Outside store, 10 x 5 flex One sku on Pallet stack banner from roof of building in the landing area. Min 1. Super Saver- from roof or front of store 8 cases cut cases each over hanging the Display stack 4 high of the same of the cut cases. SKU on the banner outside the store. 2. A3 on the case front itself 2 Super Price Left or Right of entrance, Left or Right of Entrance 1. 4 High Cut Cases on the Wall- “ Super Price” – Top 9 skus a flex 6 x 3ft, 5 ft off the 2. A3 Print on Cut Cases to ground.( limitation where Staples :2 communicate the price wall space is not available FMCG Food : 4 3. Super Price Banner on then only use a3 stuck on NFFMCG :2 Top. cut case. Houseware :1 4. Data Strips and POP End Caps to Have these Products 3 All SKUs displayed on Shelf On bays, which will only be 1. SELs that show MRP cross Everything 5 ft high, with 2 shelves- 1 in Cut Cases. RRP Boldly- use Fresh SELs Below MRP shelf is the base plate, itself. second- is one more shelf. Continuous Shelf Strip There will be mass display on Continuous Shelf Strip these 2 shelves. Where necessary one more shelf may be used, but not more than that. This will be decided by the 132 planogramming team.
- 133. Different types ofPOPs used currently in stores Different types of POP SAVE HOT OFFER FREE B1G1 Super Saver Super price Price off. Percentage off/ Product free Deep Discount Exclusive offer Upto 5 % off on MRP Upto 15% off on MRP 133
- 134. Design Principles forPromotional Communication When do we use these messages for promotions? Only to be used when the offer is only available at Reliance stores Can be used to display price benefit to the customer • Type 1.a - Buy product A get % off on MRP When you have to represent a range of products having different price offs. When the product in offer have marginal difference in price. For eg. Buy any steam iron get 10 % off on MRP • Types 1.b – Buy product A get Rs X off on MRP When the product in offer has a significant difference in price When you want to highlight the amount of money which can be saved in the offer For eg. Buy double bed sheets get Rs. 99 off on MRP • Type 1.c – Buy product A for Rs. X When you want to introduce the product When you have a bundle offer When you have some kind of seasonal products on display For eg. Buy hand towels (pack of 3) for Rs. 49 Buy Mangoes for Rs. 120 • Type 1.d – Buy product A for Rs. X (own price) which was for Rs.Y (MRP) When you want to highlight the difference between your price offer and MRP. For eg. Buy Sugar(1kg) for Rs. 20 which was for Rs. 23 134
- 135. Design Principles forPromotional Communication HOT OFFER • To be used when the offer is a national offer i.e. available in all other stores also. • Can be used to display price benefit to the customer. • Refer to examples type 1.a – type 1.d 135
- 136. Design Principles forPromotional Communication SAVE • To be used to highlight maximum Price benefit • These promotions can also be fixed in type 1.d. • Therefore, selection of this template should be done only if the price difference is considerably high. • Should be used irrespective of whether the promotion has a national presence or available only at Reliance stores. • When the highlight of the offer is the price difference. • Save Rs. 5,000 when you buy LG air conditioner worth Rs. 15,000. 136
- 137. Design Principles forPromotional Communication FREE • To be used to highlight anything Free • Should be used irrespective of whether the promotion has a national presence or available only at Reliance stores. • Type 2.a - Buy product A get product B free • When there are two products involved. • For eg. Buy Tata tea (1kg) get Cadbury’s perk worth • Rs.10 free. • Type 2.b - Buy for Rs. get product B free • When you buy for certain amount and get a • product free. • For eg. Buy for Rs. 1000 and get Kohinoor rice (1 kg) free. 137
- 138. Signages " Shelf, Ø Pvc jacket A5 transparent shelf talker • End cap Promo Metallic graphic holder • Floor Display,/Rice drums Telescopic tube • Mini Track for hanging Banner 138
- 139. USES OF POPFIXTURES • Telescopic tube Used for eye level communication of promo. products displayed on floor plinths (pallets), bins & special merchandising fixture, and Rice drums. 139
- 140. USES OF POPFIXTURES • A5 landscape shelf talkers Used to communicate promotions on product merchandised on shelves 140
- 141. USES OF POPFIXTURES • Price cassette Used for price communication in F&V section due to constant price change 141
- 142. USES OF POPFIXTURES • Mini track • Used to communicate promotions/festivals using dropdowns 142
- 143. Different types ofmerchandise display solution 143
- 144.
- 145. value aisles (stacking) 145
- 146. Merchandise Presentation " Hotspots & Focal Points – gondola ends Ø Enticing presentation of promos and new products to sponsor customer walking and to encourage long sight lines that show store size and scale 146
- 147. SINGLE SKU ENDCAPDISPLAY 147
- 148. END CAP DISPLAY2 SKU 148
- 149. END CAP DISPLAY3 SKU 149
- 150. The solution… 1. Hardware availability which contains the VM elements. 2. Number of VM elements used 3. Size of the VM elements– As per the BOQ 4. Quantity in which the VM elements are used 5. Location where the VM elements are used 6. Creative's 7. Sources of VM material. 8. Implementation at Store Level 9. Removal of Old VM material 150
- 151. The solution… Creative's • Branding Guidelines have been circulated. • However many VM materials that reach the store do not have co-branding. 151
- 152. The solution… Sourcesof VM material. • The VM material reaches the store through various different sources. • This causes a lot of conflict with the VM sent across by NHQ marketing. To resolve this a certain process has to be set. Kesari travels Jail movie SOH NHQ MARKETING NHQ CATEGORY NHQ/STATE CATEGORY SOH 152
- 153.
- 154. To address thefollowing four concerns .. 1. Creative's 2. Sources of VM material. 3. Implementation at Store Level 4. Removal of Old VM material 154
- 155. Visual Merchandising wayforward:|Proposed Steps 155
- 156. Implementation Agency NHQ category VM Implementation Local VM zone wise Store ZONE category Creative NSO Team studio BOQ & Costs Zonal Briefing NHQ Marketing Vendor Process/ MARKETING Raise Requirement PO Creation of Other Income Artworks & S.O.H VM concepts Operations Store PO approvals by NHQ marketing & Commercial Other Implementation Pictures & Data Basing Verticals 156
- 157. Visual Merchandising|Proposed Steps • NHQ + SPAR • All PO’s for VM to be approved by NHQ • Vendor funded VM creative's to be approved by NHQ marketing. • Store/State VM requirements to be routed through NHQ marketing. 157
- 158. Visual Merchandising|Proposed Step2 • Every state to have 1 VM person functionally reporting to NHQ marketing. • All PO’s for VM to be approved by NHQ • Vendor funded VM creative's to be approved by NHQ marketing. • Store/State VM requirements to be routed through NHQ marketing. 158
- 159. Visual Merchandising|Proposed Solution With the new Design Principles we can execute into a few Pilot stores. Sai Palace, Greater MU-SM- Sector - Near Hotel Milan Sai Palace, Plot No. 35, Sector 10A, 1 Fresh West 1 Mumbai Mumbai GMU-009 10Vashi 2181 2800 17-Oct-07 Vashi Navi Mumbai.400703 Roop Darshan Near Bridge to Palm Beach Rd Shop Nos. 3 to 12, Roop Greater MU-SM- Society, Darshan CHS, Sector 11, Kopar Khairane, Navi Mumbai- 2 Fresh West 1 Mumbai Mumbai GMU-025 Sec 11 2187 2450 17-Oct-07 400709 Neelkanth Greater MU-SM- ,sec42,Ne 3 Fresh West 1 Mumbai Mumbai GMU-053 rul 2275 5600 8-Nov-07 Neelkanth, Sector 42, Seawood, Nerul-400706 Sanghavi Greater MU-SM- ply,Tarde Sanghavi Plywood, Jaywant Apts, Opp Film Center, 4 Fresh West 1 Mumbai Mumbai GMU-026 o 2267 7606 16-Nov-07 Tardeo,Mumbaai-400007 Mangala Greater MU-SM- Tower, 5 Fresh West 1 Mumbai Mumbai GMU-034 Belapur 2277 7282 17-Nov-07 Mangala Tower, Plot 84, Sec 19, Belapur-400703 Malleshw "EMAMI NEST", Shop Unit No. 001, Municipal No. 36/2, KR-SM- aram, 8th 16th Cross, 8th Main, Malleshwaram, BMP Ward No. 7, 6 Fresh South 2 Karnataka Bangalore BAN-002 Main 2128 3150 23-Mar-07 Bangalore-560 003 KR-SM- Basavesh Municipal No. MIG-15/28, 1st Cross, 1st Stage, KHB 7 Fresh South 2 Karnataka Bangalore BAN-003 waranagar 2124 2100 23-Mar-07 Colony, Bangalore-560 079. Ideal Homes Municipal No. 289/A, 12th Loop Road, 17th Cross, KR-SM- Society, Halage Vaderahalli, Ideal Homes Scoiety,Rajarajeshwari 8 Fresh South 2 Karnataka Bangalore BAN-004 RR Nagar 2133 3340 23-Mar-07 Nagar, Bangalore-560 098. Municipal No. 11 & 12, PID No. 54-365-11 & 12, Srinivas KR-SM- Srinivasa Nagar, Banashankari, 2nd Phase, 3rd Stage, Bangalore- 9 Fresh South 2 Karnataka Bangalore BAN-006 Nagar 2126 2012 23-Mar-07 560 050. KR-SM- Frazer Municipal No. 25, Coles Road, Pulakeshi Nagar, BMP 10 Fresh South 2 Karnataka Bangalore BAN-010 Town 2123 3500 23-Mar-07 Ward No. 91, Frazer Town, Bangalore-560 005 159
- 160. Visual Merchandising …otheringredients to address for creating visual sizzle What are the ingredients of a great store experience? 160
- 161. Key Elements ofvisual look and feel of stores Ambience Lighting Product presentation Instore & Commu Planograming Instore Store layout VM Brand & Commu Designs Merchandising Price Display commu 161
- 162. Visual Merchandising| Whatis VM? The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. 162
- 163. Factors contributing tovisual look of stores Visual Merchandising is NOT just about Signages and Price POPs’. Visual Merchandising includes effective Merchandising Displays + Instore Communication + Ambience + Lighting + Store Layout & Design + Merchandising + Brand Communication + Price Communication. 163
- 164. Visual Merchandising|The InseparableQuadruplets The aesthetics of the Store depends on many other factors which influence Visual Merchandising. These factors also contribute to customer experience in the Store. Merchandising Fixtures, Lighting & Electricals Visual Merchandising & Customer Experience Planogram Adjacency Planning & Store Layout 164
- 165. The Inseparable Quadruplets|Merchandising MERCHANDISING.Reliance Fresh, the name itself suggests it is about FRESH offerings. The Customer Experience can seriously affect IF we fail to deliver on this primary premise and promise. If finding FRESH onions at a Fresh Store becomes a challenge for the Customer, Visual Merchandising & Instore Communication will have an extremely limited bandwidth. 165
- 166. The Inseparable Quadruplets|Merchandising Soft Drinks Men’s Shirts Toys Tooth Brush Bed Sheets Hand towels 166
- 167. The Inseparable Quadruplets|Fixtures& Lighting. Fixtures. Tall Fixtures with Top Stacking of Merchandise Blocks the customer view of the store. Lighting. Insufficient and weak lighting makes the Merchandise as well as the VM look dull. 167
- 168. The Inseparable Quadruplets|Fixtures& Lighting. Customers Cone of Vision Abnormally tall fixtures, or over-stacking of Merchandise upsets the ‘line of sight’. These block the light as well the VM. 168
- 169. The Inseparable Quadruplets|Fixtures& Lighting. Insufficient lighting, or lack of it can cause dark spots in the store making it look drab and uninteresting. 169
- 170. The Inseparable Quadruplets|AdjacencyPlanning & Store layout. Aisle spacing if not appropriately designed for customer movement with shopping-baskets and shopping trolleys, it can block store traffic and lead to clutter and unpleasant Consumer Experience. The Aisle here measures 2’ 6”, which ideally, and ergonomically, should be over 4’ for ease of customer navigation with trolley/basket. Lack of Space Planning can lead to utmost clutter & congestion in the store No clear line of sight in the Power Aisle. 170
- 171. The Inseparable Quadruplets|AdjacencyPlanning & Store layout. The Aisle here measures 2’ 6”, which ideally, and ergonomically, should be over 4’ for ease of customer navigation with trolley/basket. Lack of Space Planning can lead to utmost clutter & congestion in the store. 171
- 172. The Inseparable Quadruplets|AdjacencyPlanning & Store layout. Customer Circulation Plan. Unlike western countries, India has very complicated neighborhood customer profile. Besides, demographic and population shifts are high. Stores have to be designed to facilitate clear customer circulation & navigation plan. 172
- 173. The Inseparable Quadruplets|AdjacencyPlanning & Store layout. No clear line of sight in the Power Aisle. 173
- 174. The Inseparable Quadruplets|AdjacencyPlanning & Store layout. Customers struggling to move from a micro aisle. 174
- 175. The Inseparable Quadruplets|Planogram Planograms: Planogram is the catalyst between Merchandising and VM. 13 SKUs’ on one END CAP 175
- 176. Retail Consumer Experience& Visual Merchndising Audit , Check and Regrowth …..call Peshwa Acharya +91 9867641038 [email protected] 176