Visual Merchandising SOP

Now, look at these images:

What is the difference in the first set of images and the second set of images? 

Answer - In the first images, the store looks more beautiful. Customers will like to enter the store and spend time in the store. It is easier for them to find whatever they want because the clothes are not kept in huge piles. 

This is an example of  Visual Merchandising. 

Visual Merchandising (or VM) refers to everything that a customer can see inside and outside the store. It includes displays, decorations, signs and layout of space. The goal of VM is to make the store look good to attract the customers and encourage them to buy things. 

Brands hire VM experts who will decide the layout of the store. This person is called VM Manager. He or she will give the instructions to the store manager or directly to you, and you will have to arrange the things in the store accordingly.  

The store should not be very hot or cold, and so the AC has to be set to correct temperature. The store should smell good. You can use air freshners for that. These things also come under VM. 

You can also encourage goods in such a way that customers will buy them together. 

See this image and observe what VM trick is used here. 

Hint: This is used in Dmart and Big Bazaar also.

When people are standing in the queue at cash counter, there are shelves full of chocolates and candies next to them. People get bored while waiting for their turn, and they are tired after doing shopping. So they feel like picking up a couple of chocolates. This leads to more sales. 

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In retail shops also, tricks are used to make customers buy more things. In this video,  Adirath Sharma, Area Controller for H&M explains how customers are influenced to buy more by arranging the products in a certain manner. 

You cannot keep things where there is space to keep them. There is logic behind everything. If you don’t know where to keep some goods, you can ask your manager or the VM expert. Correct arrangement can help generate more sales. 

Here is the SOP for VM which applies to most stores: 

• All mannequins should be dressed as per the latest VM
• All labelling and front hangs displayed as per noms
• Size stickers to be marked on all products applicable
• Merchandise to be displayed as per the norm on the windows

• Proper colour blocking in all sections to be implemented

• Any VM communication - standees, cards, etc to be displayed as per norm
• No loose wires, loose ends of adhesive taps, empty bags, unfolded garments, unshelved products, to be found on the floor and shelves. 

• The sitting area or waiting area should be neat and there should be water and maybe something to eat.
  

• Temperature and scent of the store to be set according to rules.

There are many other rules which you will have to follow for good VM. Your manager or the VM expert will give you the instructions, and you will have to follow them. 

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