Reliance fresh store turnaround

Marketing, VM & Consumer Experience

1

Positioning

A one-stop,VFM, neighborhood store 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

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

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

SBU/Segment wise break-up
Product SBU % 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

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

Signage & Instore Communication Plan, as conceptualized

7

External|Façade branding, Signages & Illumination

8

Instore|Column Graphics

11

Instore|Perimeter Signages

12

Merchandise Bays, Gondola End Caps

Defined Merchandise Display and Communication.
Single Communication POP
13

Merchandise

Spacious aisles for ease of navigation.

Primary Categories to be carried in most visible shelves,
always-in-stock, pristine conditions, and farm-fresh.
14

Store Staff

No clutter at Cash-tills

Store Staff ~ Suitably skilled, trained, service-oriented,
disciplined, self-motivated.
15

Competition Benchmarking

•  More – Aditya Birla Group
•  Spinach- Wadhwan Group
•  Spencer- RPG Group

16

Competition Benchmarking|Spinach

Facade
Price & Promotions Communication

F&V Merchandising: Gondola End Caps & Bays
17

Competition Benchmarking|More

Facade Price & Promotions Communication:
10 Best Promo’s outside the store.
18

Competition Benchmarking|More

End Cap Displays Price & Promotions Communication

19

Competition Benchmarking|Spencers

No Vendor POP

20

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

Reliance Fresh Stores |Scenario Today

External Elements
-Permanent
-Variable/Periodical

Internal Elements
-Permanent
-Variable/Periodical

22

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

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

VM Elements
A total of 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

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

Scenario Today

Inadequate illuminated Store façade & branding due to cost saving.

27

Scenario Today

POPs’ of assorted shapes and sizes in the stores
28

Scenario Today

Price Communication on Fruits & Vegetables, in absence
of standardization.
29

Scenario Today

More variety in Communication

30

Scenario Today

POPs’ struggle to attract attention.
31

Scenario Today

Hand written POP

32

Scenario Today

Communication Galore. POP scream from shopping baskets!
33

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

Scenario Today

This Price signage is brought to you by Pepsi. Can’t be.
35

Scenario Today

Tall Fixtures & over ambitious VM can
block the store lighting & line of
sight.

36

Scenario Today

Tall fixtures with taller stacking affect the line of sight,
besides the store lighting.
37

Scenario Today

Enter the Chaos!
A hodgepodge of
communication
right at the
entrance of the
store can tell a lot
about the inside.

38

Scenario Today

Poor lighting and callous placement of a Signage can mar its very
purpose.
39

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

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

Scenario Today

Cosmetic Clutter. Messy, insensitive display of Personal Care
merchandise can ruin the Business/Category.
42

Scenario Today

Cartons Sale at Reliance Fresh? This is NOT the rear, it’s the
main entrance to the Store.
43

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

Scenario Today
The image part with relationship ID rId1 was not found in the ﬁle.

45

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

[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

Different types of variable VM …….

49

Visual Merchandising

What are the different sources
of VM In the store?

50

Visual Merchandising| Sources responsible

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

Various Sources of VM 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

STATE MARKETING/NHQ CATEGORY
NHQ MARKETING

OLD CAMPAIGN NOT
REMOVED

NHQ CATEGORY

53


NHQ CATEGORY/
STATE CATEGORY

54


STORE

55


STATE CATEGORY/
NHQ CATEGORY

56


VENDOR

57


RELIANCE INDUSTRIES
SOLAR LANTERN VM

58


PRIVATE LABEL

59


OTHER INCOME/ SOH

60


STATE MARKETING

61


NHQ CATEGORY

62

THEME VM NHQ
SOH/OTHER INCOME

PERMANENT VM

CO-CREATION PROMO
NHQ CATEGORY/
MARKETING

STATE MARKETING

63

Kesari travels
Jail movie NHQ MARKETING NHQ CATEGORY
NHQ/STATE CATEGORY SOH SOH

64

Visual Merchandising|VM Elements

What are the various elements of
Visual Merchandising currently used?

65

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


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

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


Internal dropdown/banner
Size: 2’ x 3’
Location : Entrance/power aisle.

69


Standee
Size: 6’x3’
Location : Entrance/near promo or offer/prominent store
location.

70


End Cap Branding
Size: 3’ x 2 ‘
Location : on the top shelf of the endcap.

71


Dangler
Size: 3’ x 2 ‘
Location : on the top shelf of the endcap.

72


poster
Size: A3
Location : inside the A3 frame/ Any location which has adjacency
to promo or for providing promo information at cash till.

73


Tent Card
Size:A4
Location : At POS/CSD

74


Data Strip Insert
Size:
Location : inserted on the data strips where the merchandise on
promotion is displayed

75


Data Strip
Size:
Location : A product Presentation with a backdrop highlighting the
theme/promo

76


Data Strip
Size:
Location : Inserted in the data strip hardware.

77


SEL
Size:
Location : Inserted in the data strip hardware to communicate
Price.

78


POS SAV branding
Size:
Location : Pasted at the POS

79


POP- save,hotoffer,B1G1,Free, Super Price, Super Choice
Location :Supposed to be in the marketing fixtures

80


CSA Badge
CSA Caps
CSA apron

81

INTERNAL VM ELEMENTS-Permanent

Column Branding
Location : Line art/vector graphics of Green leaves, blueberries ,
chilies' are pasted on the columns.

82

INTERNAL VM ELEMENTS-Permanent

Internal Signages/customer information
Location :Perimeters

83

Solution?

DE–CLUTTER

84

Visual Clutter Visual Sizzle

85

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

Storewise BOQ for Yellow 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

Storewise BOQ for Yellow 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

Store wise BOQ for 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

Design Principle for Marketing 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

Communication copy sent to State Mktg

92


Various sources of Creatives with varied guidelines.

93


Various sources of Creatives with varied guidelines.

94

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


How will we address this?

96

Visual Merchandising|The Solution-Category VM
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

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.

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

•  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

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

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

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]

Visual Merchandising|Message hierarchy &
ARREST (DISRUPT) REVIEW (ENGAGE) CLOSE (DRIVE)

Image zone

Image zone Image zone

Typo zone Typo zone Typo zone
104

Visual Merchandising|Message hierarchy &
ARREST (DISRUPT) REVIEW (ENGAGE) CLOSE (DRIVE)

105

Visual Merchandising|Way Forward-Category VM 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

Various Levels of Communication
External Vm

V.M

P.O.P Internal Vm

S.E.L

merchandise

customer

107 a b c d

A typical Fresh store 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

A typical Fresh store 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

VM for this type 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

Visual Merchandising Way Forward-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

Visual Merchandising|VM Design Principles
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


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

Facade Drop Down

114


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

Gate

116


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

Focal Point

118


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

Standee

120


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

Dangler

122


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

Glazing

124


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

Data Strip Insert

126


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

Tent Card

128

Visual Merchandising l Elements 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

Visual Merchandising|Self Regulation
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

Visual Merchandising|Self Regulation

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

Visual Merchandising|VM Design Principles &
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.

Different types of POPs 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

Design Principles for Promotional 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


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


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


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

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

USES OF POP FIXTURES

•  Telescopic tube
Used for eye level communication of promo. products displayed on
floor plinths (pallets), bins & special merchandising fixture, and
Rice drums.

139

•  A5 landscape shelf talkers
Used to communicate promotions on product merchandised on
shelves

140

•  Price cassette
Used for price communication in F&V section due to constant price
change

141

•  Mini track
•  Used to communicate promotions/festivals using dropdowns

142

Different types of merchandise
display solution

143

value aisles (stacking)

144

value aisles (stacking)

 
145

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

SINGLE SKU ENDCAP DISPLAY

147
 

END CAP DISPLAY 2 SKU

148
 

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

150

The solution…

Creative's
•  Branding Guidelines have been circulated.
•  However many VM materials that reach the store do
not have co-branding.

151

The solution…

Sources of 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

To address the following four concerns ..

1.  Creative's

154

Visual Merchandising way forward:|Proposed Steps

155

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

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

Visual Merchandising|Proposed Step 2

•  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

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

Visual Merchandising …other ingredients to
address for creating visual sizzle

What are the ingredients
of a great store
experience?

160

Key Elements of visual look and
feel of stores
Ambience
Lighting
Product
presentation Instore
& Commu
Planograming

Instore
Store layout VM
Brand
&
Commu
Designs

Merchandising Price
Display commu

161

Visual Merchandising| What is VM?
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162

Factors contributing to visual 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

Visual Merchandising|The Inseparable Quadruplets
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

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

The Inseparable Quadruplets|Merchandising

Soft Drinks

Men’s Shirts

Toys

Tooth Brush

Bed Sheets

Hand towels

166

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


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


Insufficient lighting, or lack of it
can cause dark spots in the store
making it look drab and
uninteresting.

169

The Inseparable Quadruplets|Adjacency Planning
& 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

& 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

& 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

& Store layout.

No clear line of sight in the
Power Aisle.

173

& Store layout.

Customers
struggling to
move from a
micro aisle.

174

The Inseparable Quadruplets|Planogram
Planograms: Planogram is the catalyst between Merchandising and VM.

13 SKUs’ on one END CAP
175

Retail Consumer Experience & Visual
Merchndising Audit , Check and
Regrowth …..call
Peshwa Acharya
+91 9867641038
Peshwa.expert@gmail.com

176

Reliance fresh store turnaround

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