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VISUAL MERCHANDISING

TYPE: STAND ALONE LIQUOR STORE

AREA: 950 SQ FT

STORE LAYOUT – HERRINGBONE CIRCULATION PLAN

TYPES OF FIXURES
WALL MEASUREMENTS FLOOR FIXTURES MEASUREMENTS
FIXTURES
CAPACITY SHELVES - 6FT/2FT GONDOLA 8/4/4
FIXTURES CUPBOARD- 10FT/4FT 2 REFRIGERATOR 8 FT
BINS
TABLES 4 FT
4 WAY SPINNER 25 SQ FT

FEATURE SLAT WALL 8FT/2FT 3 WAY


FIXTURES PEGS 6FT/4FT 6 WAY

AREA MIX

30% SELLING
CIRCULATION
50%
BACK AREA

20%

MERCHANDISE TYPES

10%

20% IMPULSE
CONVENIENCE
STAPLE
70%
MERCHANDISE PRESENTATION FLOW CHART:

•THE HIGHEST SELLING CATEGORY WILL BE CLOSER TO THE


Entrance;eg Whiskey,rum,vodka,gin,wine
BY CATEGORY

•THEN THEY WILL BE CATEGORISED BY BRANDS


DIFFERENTIATING BETWEEN INDIAN AND
INTERNATIONAL BRANDS
BY BRANDS

•TICKETING THE BRANDS ACCORDING TO PRODUCT


SOURCE;eg France,Germany etc
BY PRODUCT SOURCE

•CATEGORIZING AND TICKETING ACCORDING TO PRICE


KEEPING LOW PRICED PRODUCTS AT THE LOWER SHELVES
BY PRICE

•KEEPING WINES ACCORDING TO DATES WITH OLDER DATES


AT THE LOWER SHELVES
BY DATE PRESERVATION

•KEEPING SPECIAL ,AWARD WINNING AND HIGH PRICED


PRODUCTS SEPARETLY AT EXCLUSIVE SLAT WALSS AND
SHELVES
BY SPECIAL CATEGORIES
MERCHANDIZE PRESENTATION IN A WINE STORE

 Categorized according to the types of wines available. For example,


Categories like Vodka, Scotch whiskey, Rum; Beer etc. categories will not
be mixed together in any case.
 Further categorized according to the Brand. For example, In Scotch
whiskey brands Teacher’s, Red Label and VAT 69 will not be mixed
together. Rather they will be kept on separate shelves.
 Categorized according to the price. For example, Very expensive fine
wine will be kept in a glass cabinet and not on open gondolas.
 Wines that need refrigeration and that do not need refrigeration will be
kept separately and the shelves, gondolas or cabinets for those will be
according to that. For example, some wines are only kept in
unrefrigerated cabinets.
 Island display can be kept in the middle for either keeping a separate
category. For example, Beer pints or a customized fixture can be used in
the middle of store as a focal point which can be used for different
purposes like presentation of wines for gifts during the time of Christmas
along with some Christmas decoration.
 Wines can be categorized into imported wines and Indian wines. For
example, Some of the wines are distilled in the country whereas some
are distilled outside. Some people only prefer to buy wines that are
imported.
 Most wines, except the most expensive bottles should be stores upright.
For expensive wines, customized shelves and cabinets can be made
available.
 Ease of browsing should be there in the store with plenty of space to
walk about the store and browse the wines.
 The minimum requirement for storing wines is that the shop should be
air-conditioned as the temperature for storing the wine should not
exceed 25C generally.

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