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Course Code : BRL-12

Attempt all the questions.

(A) Short Type Questions

Maximum Marks: 100

1. What is meant by brown goods? Discuss the display approach and presentation of brown goods in a
retail store.

Ans:- Brown goods are electrical products that are relatively light in weight like TV, radio, computers, etc. There
are different types of fixtures which are used in Brown goods. They are as follows.

Gondolas: Gondolas are one of the staple features of an electronic store where aisles are created using gondolas
fixture. Products like CD/DVD players, radios, portable DVD players, etc. are normally displayed on these
gondolas. Depending on the brand positioning the gondola can be made of materials like wood to acrylic. These
fixtures can use any or the mechanism that you have already learnt in the unit No. 5 like slat wall, grid wall, peg
board, or be custom made for particular products.

Wall treatments: For products that need to be displayed on a wall, good planning is required on how to
categorize and display them. Different TV sizes will have to be arranged on a given wall in an organized manner
which facilitates easily comparison. Air conditioners have to arrange in a similar manner. Feature wall displays
for the latest TV or technology are not very uncommon, usually they are accompanied with other add-on devices
like entertainment system, etc. to show the advantages and features of that product. The store can decide to
use slat walls treatment or simple mount the TV on a plane wall. It is important to note that the display should
be at eye level not too high or too low, which causes inconvenience to the customers

Music systems display: The home entertainment system is normally displayed along with and is connected to the
TV so that the sales staff can easily explain and demonstrate the various features of the system. However some
may also be displayed without the TV connection, on gondolas, these are usually the bottom end products.

i) By brand: The brand is one of the most important factors of consideration when it comes to buying
electronics. Most people buy brand names even before they select a product model

ii) By size/ liters: White goods like refrigerator and washing machines van be arranged as per their size/ capacity.
This is convenient as some shoppers do shop these products on the bases of their capacity.

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iii) By design: Product blocking as per design can also be of a benefit as there are customers that prefer one type
of design to another like in different type of double door refrigerator or in washing machines where some prefer
front load to a top load machine.

iv) By technology: Certain specific technology’s like ice displacer refrigerators, etc. need a separate grouped
separately.

v) By the finishing/colour: Colour and finishing are equally important in appliances presentation as todays the
well-read and stylish customer design they homes with a set colour scheme in mind. Appliance being one of the
major factors adding colour in the homes, displaying them in a colour coordinated manner can make a big
difference. This is especially true when it comes to kitchen appliances..

2. Discuss the display approach and merchandise presentation for Cafes and Food Courts.

Ans:- Depending on the store positioning the cell phone store can either be simple with readymade available
counters or have custom made display counters designed specifically to suite the store identity. A traditional
and local cell phone store will have glass counters and glass display shelves on the wall which will stock the
different brands of mobile phones. The more exclusive or high end stores will have custom made display shelves
or counters. The material used could similarly differ base on the store image. The products are displayed mainly
as per brand followed by other criteria’s.

There is good number of store counter staffs to attend to the customers and remove the required display
models for the client to handle. The store staff plays a very big role in sell the products, as the display models
are not accessible to the customers and there are no product details and information provide in the display.

Multi branded electronics Stores: These stores sell a huge variety of categories of electronic goods, everything
from washing machines to pen drives. The main concept of these stores is to offer the customer all the
electronic goods available in the market. It is a one stop shop for the customer’s electronic requirements. The
merchandise is displayed first and foremost as per the product category like TV, home entertainment systems,
computers and laptops, kitchen appliances, accessories, etc

Brand Stores/Experience Stores (exclusive store): Exclusive or brand specific stores have a standard set of store
fixtures and display method. Merchandise presentation is based on first category segregation normally followed
by technology, and then size and color. Specialty stores like Apple, Nokia gallery, the SONY store do not just
focus on selling the product in the store but also concentrate to the brand image by creating a statement
through their stores

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3. Discuss various types of retail formats with suitable examples. (10)

Ans:- 1) Malls: Usually an enclosed building structure that houses a variety of retail stores all under one roof.
This is one of the most convenient formats for the customer. As a variant of different stores selling different
category merchandise like clothes, footwear, furniture, etc. are all at the same place. This saves time for the
customer, which would have been otherwise wasted in travelling. Similarly since there are outlets that sell the
same merchandise as well the customer also gets a wider choice for purchase. However this creates a stuff
competition between the outlets to attract the customers inside. This is where the visual merchandising is
extremely important. The number or malls in India are increasing every day. We have luxury malls like DHL in
Delhi and Palladium in Mumbai, then we also have other malls like Korum mall in Thane, Forum Mall in
Bangalore, and many more.

2) Departmental Stores: A department store is a large store that offers a variety of product categories with a
large assortment. They have different departments within the store that are dedicated to different categories
like home furnishings department, footwear department, watches department, etc. They stock and sell
merchandise of different brands. Each brand has a dedicated area within the department. Examples: In the
cosmetic department L’Oreal, Lakme, etc. have their own counters. Some of the most prominent department
stores in India are Lifestyle, Shoppers Stop, Westside, etc.

3). Supermarkets: They sell groceries and other household items at a reasonable price. They stock a large variety
of merchandise ranging from fresh produce, packed product, bath items, even kitchen utensil and plastic
products. Supermarkets are larger than a next door grocery store but smaller than a hypermarket. Example:
Relincefresh, Spencer’s, etc.

4) Hypermarkets: It is larger than the supermarket, as it houses a larger variety of products. The category of
merchandise stocked is also larger ranging from food to even clothing. It is a cross between a supermarket and a
department store. It is of great convenience to the customers as they get everything they would require in a
house in one store. Example: Big Bazaar, Hyper City, Shop rite Hyper, etc

5.) Specialty Stores: These are the ones that sell only one category of merchandise like only electronics, or
cosmetics or sport and fitness products etc. Specialty stores usually stock all the brands within the category,
providing a full range of choice to the customers between the brands and merchandise. Example: Croma, Total
shorts, Crossword, etc.

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4. What is meant by store ambience? Explain in detail the elements to be taken care while finalizing a
store ambience.

Ans:- Along with window displays and in-store merchandise presentation, the store ambience plays an equally
important part in the overall appeal of the store. The ambience should have a distinct stamp of the brand
identity. To create the right kind of ambience that suits the brand image, merchandise and the customer profile,
a visual merchandiser has certain elements at its disposal.

Visual communication: Visual communication or graphics refer to any kind of visual signage used in the store.
Each poster, banner or signage used in the store, communicates about the brand, hence should be carefully
decided upon to suit the brand image. Lighting: Lighting is a vital element of the store’s interior and exterior
design and creates a favourable first impression of the merchandise and its surroundings. Although a significant
design features in its own right, lighting is an integral part of the merchandising display. Lighting plays a very
important part setting the right mood to highlight and sell the merchandise. A dim or yellow lighting suit a
restaurant or a luxury store. Yellow lights make merchandise look richer hence more expensive. Bright lights suit
a low value store.

Colours: Colours affect mood and physical movement. Warm colours (red, orange, yellow) tend to energize and
increase the level of activity were as cool colours (blue. Green, violet) are more relaxed. The choice of colours
for the store interior, fixtures, graphic etc. can create a very strong impact. Black, white, blue creates a
sophisticated and mature look; pink creates a feminine look, orange and yellow look more playful and young.
Hence the mix of colors should be carefully though over.

Music: Music is played in many stores from the local discount hardware store to the supermarket. Relaxing
music or even something different from what customers normally experience tends to encourage people to stay
and linger near display, thus increasing exposure and sales. Different kind of music appeal to different type of
people. Hence it should be selected after studying the customer profile. An upbeat music may entice a young
shoppers shopping of denim but the same music might turn off a middle aged woman shopping for furniture. It
has been studied that slow music can increase sales by creating a relaxed atmosphere to browse through the
collection. Similarly fast music during the evening peak hours of sale will help move or circulate the customers
by energizing them to browse faster.

Scent: Scent is perhaps one of the subtler and more surreptitious methods used by retailers to manage
customers. The smell of freshly baked bread is one that attracts most people. Aroma has influence on our
emotional state whether we consciously know it or not. Study shows that a pleasant smell puts us in a good
mood which affects the way we perceive things. Smell of vanilla or cookies reminds us about our childhood.
Smell of bread makes us feel that a product is fresh. Smell of lily is relaxing. A bad odder in the store can turn off
a customer, which is a loss of sale. Care should be taken that the store smell good and clean at all times,
especially the area of fresh foods where there is a chance that the food can get spoiled and create bad odor.
Retails have been now to use artificial scent dispensers, to create a mood depending on the nature of the
merchandise to promote sales.

Textures: The textures used or materials used in the store interior and fixtures affects the way we perceive a
brand to a large extent. A store that uses all wooden furniture or fixtures gives a feel of luxury. Stores that use

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metal fixtures feel cool and cheap. A brick or stone textured wall can give a store old and rugged feel. Fur looks
and feels expensive. Textures and materials used in every area from the store entrance to the changing rooms
should match the brand image

5. Write down the difference between Department Store, specialty home ware store, and Hypermarkets.

Ans:- Hypermarkets: It is larger than the supermarket, as it houses a larger variety of products. The category of
merchandise stocked is also larger ranging from food to even clothing. It is a cross between a supermarket and a
department store. It is of great convenience to the customers as they get everything they would require in a
house in one store. Example: Big Bazaar, Hyper City, Shop rite Hyper, etc.

A lot of times, the inventory of the departmental stores depends on demand. However, for the other two,
goods come in bulk. They are always overstocked to cater to the needs of customers. Departmental stores are
not as big as supermarkets or hypermarkets. Departmental stores do not store appliances, electronics, etc.
Hypermarkets are massive while supermarkets are big. Hypermarkets are way huger than departmental stores.
Departmental stores are not a part of large chains, unlike supermarkets and hypermarkets. Profit margins in the
latter two are lower as they serve in volume. Departmental stores are independent and have higher prices since
they deal with lower volume.

All of them can be differentiated in terms of scale, space, customer satisfaction, decoration, types of goods,
prices, etc. So before you put in your money in any one of them, make sure you know about the profit margins,
how they operate, etc. You also need to consider the available capital for the same.

6. What are the elements of visual merchandising? Discuss the steps to be followed in effective visual
merchandising.

Ans:- Visual merchandising is a concept in the retail business that promises to improve the aesthetic appeal of a
product or store. This helps in seeking the attention of customers and increase sales, which means if you want
the performance of your store to improve, you cannot afford to have a store with ineffective and unappealing
in-store displays. But, it is also essential to understand that visual merchandising is also about different retail
designs. Some of the fundamental ways through which retailers can attain success in visual merchandising are
window displays, impactful store layout, informative display of products, and much more. In this article, we have
highlighted a few critical elements of visual merchandising that can help you optimize your store’s layout and
product displays for maximizing revenue.

1. Boost Sales

Displaying products in a compelling and captivating way elicits the urge to purchase among customers.

Imagine going to a clothes store stocked with coordinated collections of outfits that you can mix and match to
create different outfits. The store’s displays and mannequins feature unique color schemes and patterns that
create striking looks, and you can vividly picture yourself in various displayed ensembles. So, if you were looking

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for trousers, you might end up buying a shirt, jacket, and shoes because they go so well together. You can think
of visual merchandising as retail bait, influencing customers to make purchases based on emotions.

2. A visual merchandising display can increase traffic

If you want to bring more customers in, you can invest in attractive signage and striking window displays that
capture shoppers’ imagination. The buying process does not start when a customer enters your premises, but
rather, when the decision is made to enter your store. In other words, the customer journey begins at the visual
merchandising display windows. For example, props and backdrops are commonly used during the Christmas
season to capture the holiday mood. You can design real-life window settings that make it easy for shoppers to
imagine themselves using your products.

3. Designing a Delightful Customer Experience

Visual merchandising helps retailers focus on customer experience rather than the final step of buying. You
should aim to create a pleasant atmosphere that will appeal to your customer from the moment they enter your
store. Therefore, you can use product displays, immersive experiences, digital signage software, featured spots,
props, and well-lit displays to excite shoppers. Visual merchandising creates an environment for customers to
discover products and have a memorable customer experience.

4. Encourage Brand Loyalty

Retailers can use visual merchandising to communicate their unique brand message to shoppers. This strategy is
a form of storytelling, and you can shape the perception customers have regarding your brand. For example,
Nike is well-known for its tag line “Just Do It,” and its in-store experiences includes mannequin displays, product
presentations, and decorative walls that live up to the catchphrase. Visual merchandising will help you
communicate your brand’s identity and personality to visitors.

7. Describe the different types of errors that may generally occur while planning to display the
merchandise in a retail store.

Ans:-

i) One item display: In this display only one item or merchandise is displayed usually of very high value and one
of a kind design. It is usually used for high end fashion boutiques, one of a kind jewelery, automobiles etc.

ii) Line of goods display: When only a single type of merchandise is displayed like all denim pants, all saris, all
skirts, it is referred to as line of goods display. Care should be taken to show some connection between the
merchandise displays like they all could made from the same material, of represent the same theme/ color or
may be designed be the same designer. If not done properly the display would not look relevant.

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iii) Related merchandise display: This is the most common type of display. Merchandise that are meant to be
used together or can be cross merchandised base on their color, theme, and design etc. are displayed together.
Example: a dress can be displayed with matching accessories like bag, shoes, hat, jewelry etc. or dinner plates
are displayed with matching table mats, cutlery, glasses and center pieces etc.

iv) Assortment display: A variety of merchandise that is sold in the same store, when displayed together it is
called assortment display. These items may or may not be related to each other.

v) Promotional display: When display is done to emphasize particular merchandise while promoting a particular
concept and theme is called promotional display. Example: Provogue promotional campaign of “Be the change”
to promote their new brand ambassador and new trendy collection or Platinum Guild India (PGI) promotion of
“Platinum Day of Love” to promote wedding bands and engagements rings.

vi) Institutional display: These displays do not promote a particular merchandise or item. They are general in a
way that they promote an idea or theme that projects an image of the store. Example: Diwali displays, Christmas
displays or displays base to support and national event or a social cause like breast cancer etc.

(B) Essay Type Questions

8. What is harmony? What are its different forms? Describe the elements of design one should keep in
mind while creating harmony.

Ans:- Harmony is a coordinating umbrella principle that can cover and incorporate every other principle.
Harmony is agreement in feeling and consistency in mood; i.e., the feeling that all parts of a display relate to
each other and to the whole display. Without harmony, the observer is uncomfortable and will not be enticed to
purchase merchandise. When different merchandise displayed in a selling space work well together it looks
attractive, this achieved end result is harmony. In an orchestra there are different musical instruments which
produce different sound, but when played correctly produce harmonious music. DLifferent merchandises have
different colour, shape, size, texture etc but when displayed correctly have the power to increase sale. These
merchandise needs to be used with appropriate props and graphics to create the best impact. One basic
guideline to maintain harmony would be to try and maintain the balance in the optical weight in the design.

There are three forms of harmony which are discussed as follow: Functional harmony: It deals with how
something works physically, which means it must be realistic and must work. An example is a kitchen counter
used in a display that is the appropriate height and depth for working.

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Structural harmony: It is correctly fitting together all the pieces; merchandise should not be out of place in the
display. For example, an electrical appliance is not structurally consistent in an outdoor or camping display. A
good window display may have pots and pans, fishing gear and outdoor furniture all mixed together because
these items truly would be used on a camping trip; hence a camping theme is carried out. All the merchandise is
brought together as part of the trip and harmony would be created or a mood would be set.

Decorative harmony: It includes the parts of a display that are included only for decorative purposes. If an
atmosphere of spring is being developed, butterflies and/or flowers may be used as props. These items are
attractive and add to the theme. While creating harmony you should keep in mind the elements of design like:

i) Vertical lines: Makes thing/space look taller, uptight, stretched

ii) Horizontal lines: Makes thing/space look wider, more relaxed

iii) Diagonal line: Makes thing/space suggest movement and direction

iv) Curved lines: They show movement, yet have grace and calming quality.

v) Size: Large size tends to dominate the space. Care should be taken that the larger sized objects do not
overpower the smaller objects.

vi) Texture: Smooth texture tends to reflect light, because of which it attracts attention and appears larger.
Trough textured objects absorb light, thus appearing smaller and heavier.

9. What do you understand by macro space Planogram? Discuss the important steps while setting up a
new store.

Ans:- Macro space planogram is a diagram of the Store layout with clearly defined areas for each department
and/or each merchandise category. It gives an overview of the basic merchandise placement on a sales floor. It
is the first and the most crucial step in merchandise presentation while setting up a new Store.

Deciding Product Categories Adjacencies

While deciding category adjacencies always remember to place categories that complement each other side by
side. This will help to cross merchandise the products and be beneficial to the customer to match the
accessories and garments. For example, the bag and shoe department can be side by side to facilitate co-
ordination. Similarly the belts fixture could be placed near the fixture holding pants. A note to remember would
that well-known brands act as anchors as the customers identify them, and comprehend what to expect in that
particular department. Example: When a customer sees the brand name BIBA or W will instantly realize that
particular section of the department hold Indian wears

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i) By end user: The end user or merchandise can be a man, woman, children or it can be a unisex commodity.
Most men find it uncomfortable to browse for their requirements in a department which keeps merchandise for
both men and women together within the same area. Hence, it is more comfortable for both men and women if
the apparels and other products are kept in separate sections. There should be clearly defined
sections/departments for men’s wear, women’s wear and kids wear. However, the areas where these
departments meet could be separated with a neutral section like footwear, home wear or perhaps a cash
counter.

ii) By the end use: The merchandise should be segregated according to the end use i.e. Formals/ office wear
should be displayed together while party/ fancy dresses should be displayed separately on a different fixture.
Similarly casuals like denim and tees should also be stacked and displayed on a separate fixture.

iii) By style/theme: Some collections are designed with a particular theme or style. These apparels need to be
displayed or stacked together as the customer can get a chance to view the options available to him in that
particular style.

iv) By brand: In large department stores the brands are an important part in defining a particular department. All
the brands that sell similar type of merchandise should be placed together. Example: Levis, Pepe, Spykar, etc.
should all be placed within the same selling area as they are all denim brands. Similarly brands like Louis
Philippe, Arrow, etc. should be displayed side by side as they fall in the same category of formal wear.

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