The document discusses the impact of store atmosphere and visual merchandising on consumer buying decisions. It describes how store atmosphere, shopping comfort, store layout, and atmospherics like lighting, music, and smells influence customers. It provides specifics on the atmospherics and visual merchandising strategies of Big Bazaar and Pantaloons, including their use of planograms, signage, mannequins, and promotional displays. Finally, it notes how well-designed shopping malls improve the consumer shopping experience through amenities, entertainment options, and varied food choices.

1. Impact Of Atmospheric & Visual
Merchandising On Consumer Buying
Decision

2. STORE ATMOSPHERE

3. • Store atmosphere plays a vital role not only in
attracting customers but also in making
employeeshappier and enthusiastic
• Pleasant shopping environment

4. SHOPPING COMFORT

5. • Customers will decide in first few minutes if they
are comfortable in a retail store. Comfortable
customers shop for a longer time and probably
spend more.
(a) ease of stock accessibility
(b) adequate choice of items
(c) comfortable space
(e) lighting in the store are the components of
shopping comfort considered here

6. STORE LAYOUT

7. A well-planned retail store layout
• allows a retailer to maximize the sales for each foot
of the allocated selling space within the store.
• Whether the merchandise display is cramped,
whether the store has a well structured route and
whether the shelf space is appropriately occupied
are the aspects covered under store layout

9. MERCHANDISING PRESENTATION

11. ATMOSPHERICS
“The conscious designing of space to create certain effects in buyers.
Atmospherics is an effort to design buying environment to produce
specific emotional effects in the buyer that enhances his purchase
probability.”
Four dimension of store atmosphere:
1.Visual/light
2.Sound
3.Fragrance/smell
4.Touch

12. SITUATIONAL INFLUENCES AND
ATMOSPHERICS
The three major situational influences are time,
place and conditions.
TIME PLACE CONDITIONS
POINTS OF
PURCHASE
DISPLAY
PHYSICAL
FEATURES
MUSIC

13. BIG BAZAAR

14. Atmospherics and Visual
merchandising strategies of BIG
BAZAAR

15. SABSE SASTA DIN
Big Bazaar introduced the concept of "Sabse Sasta Din".
The idea was to simply create a day in a week that truly
belonged to Big Bazaar.
MAHA BACHAT
Maha Bachat as a single day campaign with attractive
promotional offers across all Big Bazaar stores. It has
attractive offers in all its value formats such as Big
Bazaar, Food Bazaar, Electronic Bazaar and Furniture
Bazaar - catering to the entire needs of a consumer.

16. THE GREAT EXCHANGE OFFER
Big Bazaar launched "The Great Exchange
Offer", through with the customers can
exchange their old goods in for Big Bazaar
coupons. Later, consumers can redeem these
coupons for brand new goods across the
nation.

17. STORE LAYOUT AND DESIGN
• The store layout and design is perfect in
creating image in the minds of the customers.
• Planograms store design-providing lots of
space for customers to walk and see varieties
of products without any difficulty.
• It is designed just like convenience stores to
make people feel that they are shopping in
their local streets.

18. VISUAL MERCHANDISING
Section Wise Presentation
• Different section of apparels having all types of
apparels for men, women, kids etc.
• Different section for electronic goods, toiletries
products, etc.
Colour Presentation
• Warm colors like red and yellow to produce
vibrant, emotional and hot active response
• cool colors white and blue to have a peaceful,
gentle and calm effect.

19. Music
Control the pace of store traffic, create an image
and attract or direct consumer attention.
Lightning
Highlight merchandise and structure space in
efficient way. It captures a light mood of customers.
Fixtures
• Straight rack to hold lots of apparels
• Gondolas are good for food and grocery

20. STORE AMBIENCE
The ambience of the store is like a convenience
store.
The whole setup provides freedom to the
people in selecting the products of their choices.

21. PLANOGRAMS USED BY
BIG BAZAAR
• Shows the placement of retail products on shelves .
• It makes a section more aesthetically appealing to
the customer.
Affects of Planograms
• Satisfying customer with a better visual appeal
• Tighter inventory control and reduction of out of
stock
• Better-related product positioning
• Assign selling potential to every inch of retail space

22. SPACE PRODUCTIVITY
SPACE PRODUCTIVITY
Big Bazaar has effectively utilizes its space in its
store and as it is usually measured by sales per
square foot of selling space therefore we came
to know that it has been assigned in a logical
manner so that it become convenient for
customers to purchase and walk here and there
to see the merchandise.
FIXTURES

23. WALL FIXTURES
• To make store wall merchandisable, and varities of
clothes can be fitted into it.
MERCHANDISE DISPLAY PLANNING
• Shelving
• Hanging
• Stacking

24. PANTALOONS

25. Display
• Display of store from outside is very mortant
as it attracts the customers the most.
• The brighter and colorful, the better it is.

26. Guidelines for hanging merchandise:
• Colors should go from Light in front to Dark at the back.
• Ensure same style/ price merchandise are placed together
• It Is mandatory to do Size Wise display
• For Example-
• XS/S/M/L/XL/XXL

27. Guidelines for size tag/ price tag
alignment
• All the size sticker should be on the same side
• All the folds should be neat with the price tag hanging out
only from the top merchandise.
• Merchandise is placed with smaller size on top and the bigger
size at the bottom

28. Table display Docket
• As the brand Pantaloons moves towards fashion the need to
make the customers aware that what they are buying is not
just another shirt but the latest fashion makes us strive
towards a more fashionable approach in our displays.
• Tables play an important role in creating that fashion
atmosphere in the store.
– Easy shopping experience of customer (easy to find the
complete look together)
– Suggestive selling through coordinated display,
– Show complete product feature through open display,
• There are two types of table displays:
• Power pricing tables
• Fashion Tables

29. Power Pricing display
• Displaying large volume of stock with
attractive offers and discounts.

30. Fashion Table Display
In fashion display we have two types of display:-
Product specific: Highlighting product with all the options in an open display.
Co-ordinate look : Suggestive co-ordinates displayed to form a look.

31. Brand Presentation
• Each brand should be given a separate section.
• Every brand section should be clean, well organised with
proper lighting.

32. Mannequins and its Styling
• Mannequins and its styling plays a very important role as it
describe your store from outside.

33. Signage
• A store should be customer friendly hence
signages play a vital role.
• Eg. Kids, Male, Female departments should be
significantly separated.
• Discounts and offers provided should be well
displayed to attract customers

34. Promotional Bin
• Can display a variety of merchandise. It is primarily
placed near cash counters in order to attract
customers attention.
• It can be used to keep products which are on offer or
having special schemes.

35. SHOPPING MALLS
• A shopping mall is one where more buildings form a
complex of shops representing merchandisers with
interconnecting walkways that enable customers to walk
from unit to unit.
• Innovations such as electric lighting and escalators are
there which attracts the customers.
• Entertainment venues such as movie theaters
and restaurants began to be added.
• Malls are now being built with large entertainment centers
including rides, skating rinks, amusement parks, tens of
movie theaters, museums, and virtual reality centers.
• English-speaking as a must for employees—to cater to
foreign customers.

36. • Parking facility is much better.
• No bargaining
• Highly priced
• Better ambience
• Categorization of shops
• High quality products
• Better social and friendly environment

37. • The food court has a variety in terms of Indian
(South and North Indian) along with Chinese,
Mexican, sandwiches, pizza, burger and other
such food.
•
And then there is the Yatra restaurant, where
there is a vegetarian thaali. Here we actually
get to sample 2 types of vegetarian cultures,
and we can really enjoy the food. Quantity is
unlimited, and it costs around Rs. 150 on
weekdays and Rs. 170 on weekends, and is a
good place to eat.

41. CONCLUSION
• Visual Merchandising and atmospherics allows
the product to be seen in its best possible way.
• It increases perceived value of any given product
and instantly suggests "go-with" items to a
customer.
• It also increases sales, units/Rupees transaction,
and inventory turns.
• Thus it brings more customers into the store and
makes them want to return sooner due to an
easy and enjoyable shopping experience.