Visual Merchandising is anything and everything a customer sees at the place of business -Exterior and Interior both. It is, that creates a positive image of the business and helps influence the attention, interest, desire and action of the customer.
A Brand is more than just a logo. It is an impression customer have about the business and its products. Brand awareness gives businesses an upper hand over its competitors and signages can help in this process.
Visual Merchandising has always been an activity executed for increasing the visibility in offline trade with the help of traditional elements of advertisements which communicates & spread awareness about brand, its products or services.
Before launching any new campaign in retail we often have to do backward planning. Sometimes even week before actual launch which brings its own challenges & then lats minute hassles of not meeting the timelines of launch. Most of the campaigns launched in retail footprints does not meet deadlines of covering 100% of the WOD due to one or another practical challenge which India as a diverse country has.
Traditional but largely accepted method of POSM execution is through store to store visits by field executives (often called as Visual Merchandisers or VMs) wherein they deploy the POSMs in stores & capture the reports through online applications. This method is widely used in all sectors be it telecom, retail, IT, FMCG, or automobile industries. However, it comes with a huge burden of cost to the company. 85% of the total expenses related to manpower staffing of these VMs are related to there salaries & reimbursements. Thus, optimising VM productivity & visit effectiveness is the ultimate goal for the companies to gain maximum return on investments.