Visibility is the most crucial aspect in retail which directly impacts brand awareness, brand recall & impulse buying. As a next step in gaining the competitive edge over other brands, many have started doing maintenance of their fixtures considering the shelf life & basis the market visibility reports. Maintenance of fixture is one of the toughest job for marketers due to following reasons:
Let’s assume that you are standing in a mall facing two stores with same name & contents & the only difference is its façade. Façade of store A is transparent, clean & scratch less, however, other (B) has shabby & unclean one. There are more chances of you to enter in store A with clean façade. This happens because your subconscious mind has triggered a positive perception for store A in comparison to store B. This positive perception is due to distinguishable visibility difference in quality of two stores. Now when person has entered store A then likeliness of selling the product are higher in comparison to store B. This shows that fixture quality plays an important role in silent selling.
You have been managing a team of 500 + Visual merchandisers across different geographies who visits metros, tier 2 towns & rural areas as well. Biggest challenges which brand managers face are:
- Uncertainty of data for reporting
- Authenticity of the information passed on to management
- Time consumption in converting data into meaning full information