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Visual Merchandising in Pepperfry

Visual merchandising uses interior/in-store design and window displays to influence customer purchasing decisions. Pepperfry uses techniques like window displays, graphics/photography, and store layout/design to showcase furniture. Their "Studio Pepperfry" concept stores allow customers to interact with designers for advice on customizing furniture purchases. Product placement is also important, with delicate items given space and higher-priced products sometimes presented directly by staff.

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DHARAM GANERIWAL
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293 views2 pages

Visual Merchandising in Pepperfry

Visual merchandising uses interior/in-store design and window displays to influence customer purchasing decisions. Pepperfry uses techniques like window displays, graphics/photography, and store layout/design to showcase furniture. Their "Studio Pepperfry" concept stores allow customers to interact with designers for advice on customizing furniture purchases. Product placement is also important, with delicate items given space and higher-priced products sometimes presented directly by staff.

Uploaded by

DHARAM GANERIWAL
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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VISUAL MERCHANDISING IN PEPPERFRY:-

Visual merchandising consists of mainly two techniques-

 INTERIOR or In-store design


 Exterior or window display

The overall goal was of the window display for the retailer is to persuade the customer into the store
and motivate purchasing. Consider a combination of techniques that can increase the customer’s
product awareness and desire to purchase.

In-store design and window display techniques can be used to enhance the stores environment,
influencing the consumer behavior and purchasing decisions.

VARIOUS WAYS FOR VISUAL MERCHANCISING USED BY PEPPERFRY:-

 Window displays-
 Graphics and photography
 Store layout and design
 Eye catching banners

Pepperfry, the online furniture retailer, has successfully integrated the Omnichannel experience in
its marketing, buying furniture is a complicated process with customers like the Millennials having
no prior experience. They want the best quality but have little time to invest in research. Studio
Pepperfry is a concept store where customers can interact with interior designers and architects and
take their help in the decision making. The professionals offer their advice for customization of
design, its relevance in the interior, care and maintenance and other helpful tips that enables the
customers to make the right purchase decision. After the final selection of the furniture piece at the
studio, the customer can place the order online. Such Studios have accounted for 10-15% of
Pepperfry’s sales.

Create a shopping experience

Trends in the retail sector are geared towards shopping experiences. As Pepperfry is an online store
it would be difficult to set itself for opening physical stores and compete with other professional
furniture shops in the city. The brand has decided to set up an area called “Studio Pepperfry”, where
customers can combine different products that the company has to offer and with the help of its
professional interior designers customers can understand what they want to buy. It is a very
innovative concept of retail design in furniture, household and decoration stores that differentiates
it from the competition and, at the same time, offers an unforgettable physical shopping experience.

Product placement

Another aspect to value in the design of a commercial space dedicated to furniture and household
items is the placement of the product. On the one hand, it is important to recreate spaces that serve
the client to imagine that product in their home. For this reason, in the retail design of furniture and
decoration stores, the exhibition areas are of vital importance.
Along the same lines, the way to store or display the kitchenware and decoration is relevant. For
example, more delicate objects such as glass vases should have enough space so that they are not
cluttered and, at the same time, facilitate comfortable handling by both the user and the employees.
Meanwhile, towels or tablecloths could be placed on upper shelves because they are made of a
material that is not at risk of breaking.
Also the placement and storage of the products may vary depending on their price and quality. The
most luxurious products are often shown to the customer by the staff, therefore, once again, they
must be easy to manipulate.The situation is completely different in cheaper or low cost stores,
where the exhibitors are usually grouped by sections, shapes or colours to facilitate the purchase by
the customer.

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