For visual merchandising, they used fixtures such as straight racks to hold their shirt merchandises. The items on the straight racks are items that are on discount as these items are off season items. They put the bags that they are selling on shelves on the top for display purposes and also attract the customer’s attention. The new items are normally placed on Gondolas near the entrance of the shop. Any new shirt items are normally folded with the design in full view and placed on top of these gondolas along with other new apparels. Lastly, they use a 9 ball waterfall hanger to hang their undergarments/swimwear (men). The pictures below show their store layout and fixtures used.
Usage of Signage and Graphics
There are various factors od usage of signage and graphics such as
1. location
2. category signage
3. promotional signage
4. point of sales
5. lifestyle images
For location signage, normally if there is a new branch of NewUrbanMale opening, the company would actually put a signage at populated human traffic areas like for example the MRT station or bus interchanges. By doing so, it will actually catch the attention of incoming traffic that there is actually a new branch opening in an area nearby and hopefully people would patronize their new branch.
For promotional signage, NewUrbanMale(NUM) actually places their promotional signage at their shop window to attract the attention of incoming human traffic. Not only that, in order to make sure that people know about their ongoing promotions, they actually deploy some of their staffs to stand around near by MRT stations, linkways etc to give out flyers to incoming human traffic.
As for point of sales, when a consumer is paying up for him or her items, NUM has this small signage that will show all the ongoing promotions. For example, buy any 2 items for the price of 1, 20% discount for credit card holders etc. This signage is to 'alert' consumers of ongoing promotions just in case they did not pay attention to other signages and upon payment, NUM staff would actually remind the consumers again about the promotion going on. And if there is any credit card discount, the NUM staff would actually point to the small signage and ask the consumer if he or she has the valid credit card.
Suggestions for effectively using signage
1. coordinate signage to store image
2. Limit the text on signs
3. Use them as props
These are some ways whereby NUM uses their signage for. NUM coordinates signage to store image by designing their signage closest to their store theme. Not only that NUM also managed to make use of the signage as props. Normally NUM's promotional signage or new item arrival signage will be placed not only at the door step but also at the display windows together with the maniquins. This is a good idea because when people walk past the store looking at the maniquins, they would also pay attention to the signage as well. Also, NUM's signage are not lengthy and would go straight to the point. NUM uses this because shoppers normally would not stop and spend time reading the signage hence if it is too lengthy, shoppers would not be bothered to read. By keeping the signage short and direct, shoppers would actually know what is going without spending much time reading it.
Digital signage
The only digital signage NUM uses is the internet. Digital signage is superior in attracting attention and eliminates cost with printing, distribution and installing traditional signage. By putting up promotion deals on the internet, it will be able to attract more attention from consumers rather than having signboards in or outside the retail shop. This is because when a consumer surfs the retailer's website, means that he or she is looking for something from the retailer or maybe interested in the retailer's products.
Hence, the consumer is willingly to spend more time reading the signages on the internet be it if it is lengthy or not. Comparing to a shopper who just window shops, he or she may or may not notice the signage as he or she is just window shopping and will not pay as much attention as when using the internet, as a result, digital signage would be more attention grabbing.
Lastly, having digital signage is obviously cheaper than printing signage notices. It is also a way to cut cost for most retailers. Man power could be saved as there will be no need of NUM staffs going around populated human traffic areas to give out flyers.
Visual merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets. This today forms a critical element in retailing. Besides the facade and windows, which are clearly done up with an objective to attract passer-bys and induce walk-ins, there is also in-store decor that is designed to enhance the customer’s comfort and convenience while shopping and overall, offer a superior shopping experience.
They are many ways to display the merchandise to best present the products that attract attention and encourage sales. This brings out the importance of store fixtures in visual merchandising and it includes tables, wall shelves, hanging fixtures or as mentioned in the lectures, straight rack and rounder to name a few.
At NUM, VM is being taken seriously with brightly lit lights in every outlet of their stores and their products being arranged neatly and orderly to enhance easy browsing for their customers. In addition to their VM, the multi-coloured merchandise that they offer helps to brightens up the whole store design, attracting shoppers to visit.
The fixtures that they use would focus mainly on straight racks, tables and using slated walls to hook on their products.
Below would show some pictures of their fixtures used.
New Urban Male employs a few merchandise presentation techniques to highlight their product & attract customers to their outlets to make purchase.
Firstly, similar to other specialty stores, New Urban Male would use Idea-orientation Presentation where they use manequins to wear their products which they want to highlight and display it at the front of the store to attract customers to their stores. Few days ago, our group have made a trip towards New Urban Male store located at City Link. The manequins hassuccessfully attracted our attention with the taglines in the taglines tees which was "Hot Hunks Inside".These manequins have actually managed to arouse the curiosity of customers and make a visit to the stores.
In addition, customers would also be to draw inspiration from the manequins wearing the tees and create their unique styles to wear New Urban Male Tees.
New Urban also do employ Tonnage Merchandising where they would display all their concept tees on a big table. This is to allow customers to have a quick glance on their deep assortment of concept tees. By using TonnageMerchandising, New Urban Male would be able to save up space on their retail stores and display more other products which would lead to increase in sales.
By using the 2 above mentioned merchandise presentation techniques, New urban male would be able to maintain and create a positive image in the eyes of the customers
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