Copy of Hometown Main

8/8/2019 Copy of Hometown Main

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A

Project Report

On

Display, Stylising and Visual merchandising

ofLiving and Dining Department

at

HomeTown, Ahmedabad.

Submitted By:-

Nimmy Varghese

Management Trainee,

HomeTown (Ahmedabad).


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ACKNOWLEDGEMENT

Experience makes a man perfect.

We would also like to thank all those people who have helped me completing

the project.

We would like to take this opportunity to specially thank

Mr. Debashish Mukherjee

Ms Nimmy Verghese

for giving us constant support and guidance for project.

It was a great co-operation from every ones side to make this experience

valuable.


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INDEX

1 EXTERIOR STORE DESIGN

2 INTERIOR STORE DESIGN

3 LINE OF BUSINESSES IN HOMETOWN

4 FURNITURE DEPARTMENT

5 IMPORTANCE OF DISPLAY

6 VISUAL MERCHANDISING ASPECT AT HOME TOWN

7 STYLISING AND TYPES OF MOCK UPS

8 LEARNINGS

9 SUGGESTIONS AND RECOMMENDATIONS

STORE LAYOUT AND VISUAL MERCHANDISING

INTRODUCTION


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The concept of retail design has come a long way from the sixties and

seventies when it was generally art based and less concerned with function.

Today, it has developed into a creative science aimed at facilitatingeconomies of scale and enabling a retailer to produce multiples of the same

experience globally.

A new phenomenon has emerged over the last decade, is the concep

of the flagship store where space that will be used to impress and furniture

and fittings will be on the highest quality and such store generally will be

located in prime location.

THE PRINCIPLES OF STORE DESIGN

1. Totality: The entire store has to be conceived as one unit which draws upon th

retailers very reason for existence i.e. mission-vision, target audience, type o

merchandise to be retailed and its price points.

2. Focus: The retailer should not forget that the primary focus within the store has tobe product or the merchandise while designing the shop. Achieving sales in th

primary step towards being sustainable in the long run.


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3. Ease of shopping: The store has been created for the customer; it has to be easy

for him to navigate, easy to access and most importantly, simple to understand.

4. Change & Flexibility: These points have to be considered from the point of thever changing consumer needs and store design has to be adaptable to the change.

ELEMENTS OF STORE DESIGN

1) EXTERIOR STORE DESIGN

Many a times, it is the exterior look of the store that draws a customer to the

store- it is the first impression that a customer has of the store.

Interesting window displays, an impressive building and an inviting entrance- a

work together to entice the customer to enter the store.

Simple things like the manner in which the store name is written, also play a par

attracting the customers attention.

Retailers today are well aware of the impact that a stores exterior has on the

image of the store and are ensuring that it works in their favor.

The exterior store design is a function of the place where the store is located, i

case if it is located at a shopping centre or mall, the architecture and over all look

of the mall or center has to be taken into consideration.


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1.1 The Store Marquee

The store marquee and the store frontage also play an important role in

influencing the perception of consumers about the store.

The store marquee is the first mark of identification of the retailer o

the retail store, It helps the retailer in identifying the store and in attracting

customers and it is an integral part of the building faade.

1.2 The Storefront

A cluttered, dirty storefront will be one of the first factors that will actually

deter a customer from entering the retail store.

Storefronts are typically straight fronts, angled fronts or arcade fronts; th

straight front typically, runs parallel to the sidewalk.

An angled front is one which is at a slight angle to traffic, the store exterio

should be inviting for a customer to actually the store. It is ideal if the entrance

has good lighting and safe from customers point of view.


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2) INTERIOR STORE DESIGN

Interior store design is a function of the aesthetics within the store, the merchandise

sold within and the space used for the same and the overall layout of the store.

2.1 Space Planning

Space planning consists of

1) The location of various departments

2) The location of various products within the department- the creation o

planograms

3) The pros/cons of specific locations for impulse products, destination areas

seasonal products, products with specific merchandising needs or adjacen

departments.

4) The relationship of space to profitability.

Space planning is not only an element of retail design but is also an elemen

of merchandise management/ category management.

Since category/merchandise managers are responsible for the overa

profitability of the merchandise, it is linked to the retail space allocated for the

merchandise within the store.

An analysis of the footfalls in the department, the sales potential of the

various departments and a basket analysis of what customers are likely to buy

are required. Ideally, merchandise should be laid out in a manner that customers

would buy rather than mere departments.

Many retailers adopt cross-mix merchandising, which enables a customer to

visualize how various products may be displayed together.


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2.2 Atmospherics & Aesthetics

The second important element of the store interiors is termed as atmospherics an

aesthetics; it is the design of an environment with the help of visual communicationslighting, color, music and scent, to stimulate the customers perpetual and emotiona

responses and thereby influence their buying behavior.

1) Fixtures

Fixtures are used for storing and displaying merchandise. They may be floo

fixtures or wall fixtures and are manufactured in various materials like wood, glasssteal and synthetic.

Fixtures should be flexible so that the size can be varied to suit the merchandise

being displayed.

2) Flooring and Ceilings

Floorings, ceilings and the walls work together in creating an image. Ceilings are

important because they house air-conditioned and the lighting is also a necessaryfor the merchandise to be seen in its true color and form.

For example- A high priced jewellery showroom may use carpets, while a

supermarket would use flooring which is easy to maintain.

3) Graphics & Signage

Graphics can be of different types like.

Theme graphics are the graphics which relate to a particular theme being

followed throughout the retail store.


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Campaign graphics are graphics related to current advertising campaign.

Promotional graphics are the graphics that pertain to the promotional campaig

being carried out in the store.

Signage on the other hand, can be:

1) Merchandise related- It informs the customers about the location, type, price

or features of merchandise within the store.

2) Directional signs- It is needed in the store to direct store to direct customer

towards the cash counter, gift wrapping areas, customer service areas, washroom etc

3) Instructional signs- it includes informing persons entering the store tha

store is under electronic surveillance, instructions about the malfunctioning of a

lift, caution etc.

4) Courtesy signs- Example Thank you visit again

5) Store directory- A store directory informs the customers about the location othe various sections in the store.

2.3 Layout


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The last element which is integral to the internal look of the store is the

store layout. Simply put, the layout of the store is the manner in which

merchandise or products have been arranged in a retail store. An ideal

layout strikes the balance between the merchandise to be displayed and

productivity.

A layout is like a plan for the store. It is meant to aid movement and

flow of customers, so that they move through the entire store. Areas within

the store need to be demarcated as prime selling areas, impulse

merchandise areas, destination areas and seasonal and special

merchandise areas. By balancing the destination areas and the impulse

areas, the flow of traffic through the store can be directed.

The entrance are of the store is often referred to as the

decompression zone or the transition zone. This is the area near the

entrance to the store. When the customer enters the store, he is making a

transition to a new environment. Merchandise place right near the entrance

is usually lost on the customer entering the store.

The layout of the store would very across retailers. In some cases the

high demand merchandise may be placed at the rear end of the store, so

that customer will move through the store and the merchandise before

they reach the required merchandise.

Typically store layout may classify in to:

1) Grid

2) Racetrack

3) Freeform


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1)The grid layout -The grid layout is the one most commonly use in super marketand discount store. While one area of display is along the walls of the store, the othe

merchandise is displayed in a parallel manner. It allows for movement within the area

and uses space effectively. It is therefore a preferred layout in many retail stores tha

adopt sales service.

2) The race track layout - The race track layout is also called the looplayout. As the name suggest, the display is in the form of race track or a loop, with

a major aisle running through the store. The aisle provides access to various shop-

in-shops or department within the store. This layout is popularly found in

department store.


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3) Freeform layout - In a free form, merchandise is arranged in an

asymmetric manner. It allows for free movement and is often used in department

store to encourage people to browse and shop. This type of layout may not allow

for maximum utilization of the retail space available. (Layout drawing is on the

next page)


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4) The circulation plan - Every retailer would want a customer entering his

store to circulate through the entire store. Most retailers adopt the policy of

strategically placing demand/destination product and impulse product at various


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points in the store. This encourages people to move and browse around the store,

taking in product or item which have been stocked. Many a times, a retail store

may also have a separate entrance and exit. Such an arrangement necessarily

requires the customer to cover a certain length of the store, before exist the

store.


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Layout selection-chief considerations:

Selecting a layout while allows for complete presentation of the merchandise

to the customer. A good layout encourage customer to move around the store

and at times, makes an unplanned purchase. Keeping this in mind many

retailer have different exit and entry point for the store.

Striking the right balance between space used for displace and service area

so that the returns on the investment is maximized.

While designing the store needs of women, the elderly, children and disabled

persons who may visit the store, need to be taken into account and provide

for. Internationally it is very common to have ramps available for the

movement of wheel chair and strollers.

Finally a store has to be designed keeping in mind the merchandise that theretailer intends to sale in the store and its target audience.

Visual merchandising:

The concept of visual merchandising perhaps, dates back to the time

when human being started selling products. Each vendor or trader wanted

to make his goods appear more attractive to customer to enable a quick

purchase.


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Visual merchandising technically, can be defined as the art of

persuasion through presentation, which puts the merchandise in focus. It

educates the customer, create desire and finally augments the selling

process. Thus, the roles that VM plays can be listed below:

1. The primary purpose is to enable sales of the product/service sold bythe retailer.

2. To inform and educate the customer about the product/service in the

store.

3. To enable ease of shopping for the consumer by informing about

colors, sizes, prices and the basic location of the product.

4. Creating and enhancing the store image.

Visual merchandising is governed by the common principle of design,

balance, emphasis, proportion, rhythm and harmony. It works on attracting

the attention of the customer, creating an interest for the product/service

and creating a desire to own the product and then, initiate the decision to

make the purchase.

Displays are usually planned two to four weeks in advance tocoordinate with special promotion and advertising campaigns. If a visual

merchandiser is working exclusively for a long organization or chain,

signage and probe packages are generally provided.

TOOLS USED FOR VISUAL MERCHANDISING

All the elements of the store can play a role when it comes to creating a visual

impact on the consumer. Apart from using the product/s to make a visual

impact on the consumer, some of the commonly used ones are:

Colors & Textures

Fixtures and merchandise presentation

Signage


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Windows

Props

Lighting

Mannequins

Two of the main tools, vise, colors and mannequins are covered in this

section.

Colors & Textures

Color increases brand recognition by up o 80 per cent. Color improves

readership as much as 40 per cent. Color accelerates learning from 55 to

78 per cent. Color increases comprehension by 73 per cent. Color

advertisements are read up to 42 per cent more than similar ones in black

and white. Color can be up to 85 per cent of the reason people decide to

buy.

In the 1920s, Item, who is affiliated with the German Bauhaus movement,

developed the color star that included 12 colors, which include 3 Primary

colors, 3 Secondary colors and 6 Tertiary colors.

Textures deals with the look and feel of materials. Visual texture is the

result of light refracted from any surface. Tactile texture can be rough,

smooth, thick, thin, sandy, soft, hard, warty, coarse, fine, regular orirregular. The combination visual and tactile texture provides a definite

interpretation of all items and materials encountered.


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Mannequins

The word mannequins, comes from the Dutch word manneken, literally

meaning little man. Mannequin is the French form. Mannequins are

typically used in a retail store environment to display the merchandise.

There are many types of mannequins available; the most common type isthe life-size mannequin. These mannequins are the same size as a real

person to give them a more lifelike look. Mannequins can look like males,

females or children. Other mannequins consist of only a torso on a stand.

The Planogram

A planogram is a tool used by the retailer that helps determine thelocation of merchandise within a department. It is a diagram that visually

communicates how merchandise and props physically fit onto a store

fixture or window to allow for proper visibility and price point options. A

planogram is created after taking into account factors like product sales,

the movement of the products within the product category and the space

required for various products. They usually list the exact number of

square feet used for various products and the exact number of products

to be displayed in a particular area.

Methods of Display

Retailers, while displaying their products, may adopt various methods. Thechief among them are:

1. Color Dominance


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This is the simplest and the most direct method of presenting merchandise.

In such a display, merchandise is primarily displayed by color. Within the

color display, the products may be displayed by size and style.

2. Co-ordinate Presentation

Many a time, it is effective to present merchandise in a co-ordinate manner.

Presentation by co-ordination may be done for garments, and it can also be

done for home fashions, bed & bath linens and even kitchen requisites.

3. Presentation by Price

In such a display, the inexpensive, bargain or sale merchandise is displayed

first. The volume of the product and saving is dominant.

Merchandise can be displayed on shelves horizontally and vertically.

Vertical merchandising is believed to encourage purchase as the productsare displayed in the line of vision. As mentioned above, color can also be

used to attract attention and the vertical use of color is called Color Rib

boning, which is always a better choice over Color Blocking, the horizontal

use of color.

Common Errors in Creating the Display

Many errors made in display can be easily avoided. Some of the most

common errors include following:

Clutter

Too much of merchandise in one place always creates a cluttered look

and may actually turn a person away from the merchandise rather than

attract him.

Lack of an Underlying Theme

The display created is often not linked to the message that the retailerwants to convey to the customer. The consumer should be able to

understand the concept presented by looking at the display in a few

seconds.

Too many Props


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There is no specific rule that stipulates the number of props appearing in

a display. However, the error of over propping a display can be more

serious than using too few props. The type and number of props are

dependent on the merchandise.

Dirty floors

Unclean floors reflect the attitude on the part of the store management

and imply a basic disregard for the customer.

Poor Lighting

The over use or under use of lighting can take away from the overall look

of the store and the merchandise.

Awareness and importance of design is fast increasing in Indian retail.

Eventually, retail design will help business compete and create an image

in a crowded marketplace. In India, some retailers are gradually waking

up to this truth.

HOMETOWN AT A GLANCE

Hometown is a part of future Group and is one of the fastest growingretailers of electronics, consumer durables, and furniture and homeimprovement products.

It has headquarter in Mumbai.

It is homemaking and home improvement store.

Hometown offers consumers largest choice and variety under one roof and aspecialized team of experts to set it all up for them at their homes.


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In addition to retailing home improvement products, hometown alsoprovides various services.

The Store is divided into three sectionsexhibitions, markets and services.

Hometown has live displays of various rooms such as living room, diningroom, bedroom, kids' room, kitchen & bathroom I n the exhibitions section.

Markets section feature products like sofa sets, dining tables, beds etc..

The services section offers service options such as-Carpenter, Plumber,Electrician, Painter, Tilewala, Design Centre, door delivery and installation.

Consumers have to visit multiple stores & markets, while building a homeand have to often rely on advice from unqualified sources.

Hometown solves the problem by providing a single point destination for alltheir needs to build, equip and decorate their homes.

Additionally, consumers also get professional advice on various aspects,ranging from interiors, carpentry, plumbing, painting, etc for the home.

HomeTown offers customers a unique, personalized shopping experience.

Every customer walking into the store is escorted around the store by

smartly dressed hosts and hostesses, who guide them about their

requirements.

The look and feel of the store is casual and strikes a delicate balance

between aesthetics and functionality.


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VARIOUS LOB (LINE OF BUSINESS) AT HOMETOWN ARE:

1. Furniture Category:

Living and Dining.

Bedroom furniture.

Office furniture

2. Home Fashion

3. General Merchandise.

4. Home Dcor

5. Electronics:

Liberation Zone

Experience Zone

Home Zone

6. Home Improvement (HI).

i. Bath Luxury.

ii. CP Fittings (Plumbing).

iii. Sanitary ware.

iv. Tiles & Flooring.

v. Electricals.

vi. Hardware & Carpentry.

vii. Paints & Wall Finishing.

7. Modular Kitchen.

8. Design and Build.

FURNITURE DEPARTMENT:


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Furniture department is a broader category and plays a very importantrole in store.

The entire furniture category is divided into Living and Dining,Bedroom furniture and Office furniture

There are further division like mock up furniture and Bazaar inBedroom and Living and Dining Department.

There are around 22 living mock ups in Living and dining Department.

Each mock up has its own ascetic feel and essence which mesmerizesany customer.

There are more than 60 sofa sets to choose from for customers. It hasgot the largest collection across Gujarat.

The department includes sofa ranges, Dining i.e. 4 seater, 6 seater and8 seaters as well as wall units & AV Trolleys, center tables, side tables,bar units, Buffet Hutches, Crockery units, Book shelves etc..

All those products of Living Room which are in furniture category areavailable.

It also include various products under the category of Grab and Gowhich are OTC ( Over The Counter) products, its fast moving products.

It is very much necessary to have accurate stock for such products.

The design and range of furniture available in Home Town is largest andbetter than any other store in Gujarat.

Display is very crucial part in Living and Dining. The first feel of the storecomes from this department.


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IMPORTANCE OF DISPLAY IN RETAIL:

You never get a second chance to make a first impression goes the saying.

The store could offer the best products available at unbeatable prices,but it won't make a single sale unless we get people at the door.

The age old saying is especially held to truthfully in design andatmosphere of a retail store.

The first impression given to the potential customer will determine ifthe owner has gained a client for life or has lost a prospective long-term buyer.

This is why a store's design and atmosphere is important to thesuccess of a business.

In order to survive in a world of big-name chain retailers, the business mustbe visually appealing from the inside as well as the outside.

By placing emphasis on design, in-store promotion and the shoppingenvironment, it increases the influence impulse and mood-relatedpurchasing.

Beyond a doubt in today's business world, the environment and design willdifferentiate the image and nature of the retailer and, ultimately, his or hersoverall success.

With the ever competitive world of retailing getting increasingly aggressivein economy, every attention to detail is a must in an attempt to get an edgeover opposition.

Store location or market strategy is not only enough to compete.

The overall design of the store must create an atmosphere that encouragesthe shopper, once inside, to lower his or hers psychological defenses andbecome interested in the merchandise offered.

Hometown also pays special attention to over all display.

The elements included in display in Home Town are managed by team of VMand specialized stylist.


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They work on display aspect of store. The various departments also assistthem in their work.

VISUAL MERCHANDISIN (VM) AT HOME TOWN

Visual merchandising is the activity of promoting the sale of goods,especially by their presentation in retail outlets

This includes combining products, environments, and spaces into astimulating and engaging display to encourage the sale of a product orservice. It has become such an important element in retailing that a teameffort is required.

Visual merchandising starts with the store building itself. The VM team

decides on the store design to reflect the products the store is going to selland how to create a warm, friendly, and approachable atmosphere for itspotential customers.

Many elements can be used by visual merchandisers in creating displays.

The labeling is important in VM. The various sizes are:

a. Mock up VMs

b. Product description and updated price

c. Standees with highlighting offers which are in run.

The tickets are guide for customers. It has clear information of every productincluding their material, articles etc. It is like a self guide.

There are regular VMs which are for store updates and facades. The various VMs used at the time of offers are:

a. Faadeb. Gatesc. Drop downsd. Promo area: The main product on offer is highlighted.e. Danglersf. Standeesg. Faade light up.


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VM helps in:

educating the customers about the product/service in an effective andcreative way.

establishing a creative medium to present merchandise in 3Denvironment, thereby enabling long lasting impact and recall value.

setting the company apart in an exclusive position.

establishing linkage between fashion, product design and marketing bykeeping the product in prime focus.

combining the creative, technical and operational aspects of a productand the business.

drawing the attention of the customer to enable him to take purchasedecision within shortest possible time, and thus augmenting the sellingprocess.

All briefing for VM comes from HO after approval from higher authorities

The HO team then forwards it to the store VM team.

There is uniformity maintained in stores across India.


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STYLISING MOCK UP AND OTHER AREAS.

There is a stylist appointed in store for display aspect in store. Theduties of a stylist includes :-

Maintaining the look of the mock ups.

Co-ordinating what furnishing item will go with furnituredisplayed in mock ups.

Selection of the wall colors / papers.

The art work for stylist also comes from HO after approval fromhigher authorities.

Various types of Mock Ups:

a. Contemporary Mock up :

The mock ups are divided into various sections as per furniture. Themock up reflects a contemporary style.


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b. Rustic Mock ups.

They highlight more rustic feel.

c. Electic Travellers theme:


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d. Classic theme etc

Example: Ambrosia sofa set

The above were some of the few themes used.

The various aspects to be considered while stylizing are:

- Lighting: Track lighting and general lighting is used.

- Ambience

- Furnishing

- Colours

- Accessories

- Themes

- Furniture arrangement etc.: Highlighting from price points as well asvariety.

When creating the selling environment, the store has to make a

positive statement about what the product it is selling will make theshopper a more interesting individual.

The colours, brightness, size, shapes all influence customers. It maymake them friendly or even can turn the potential customer away.


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LEARNINGS AND SUGGESTIONS:

Display is the responsibility of every department then only an appealcan be created.

Freshening if taken with utmost seriousness then only the display willcreate an impact.

Window display is also an important aspect.

The various locations should be chosen as per value and movement ofitems.

Impulse buying products should be placed near to billing counters.Various promo products should be placed near window display.

There should be clear identification of productive and non productivelocations.

Display should also be considered from sellers point of view.

A shop's design and atmosphere begins from the outside as the firstthing that strikes you is its window display.

The shop window has therefore got to be the essence of the store. It

should be bright, colorful and interesting. Sometimes, it is the name ofthe store and the curiosity that it arises in the customer that makesyou want to go in and see exactly what it is selling.

The display of what store sells should be laid out in such a way thatthere is enough room for the customer to walk around.

Market area sometimes it becomes congested.

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