IMPACT OF STORE LAYOUT AND

MERCHANDIZE DISPLAY ON CONSUMER

BUYING BEHAVIOUR WITH REFERENCE
TO TOMMY HILFIGER, SELECT
CITYWALK SAKET
Integrated Project
Submitted in Partial Fulfillment of the
Requirements for the Degree of
(B.Sc. FMRM)
to the
(Indira Gandhi National Open University)
By
Name

:SANJANA GROVER

Enrolment No.

: 118521205

Program

: B.Sc.FMRM

School of Engineering & Technology

Indira Gandhi National Open University
Maidan Garhi, New Delhi 110068

DECLARATION
I, hereby declare that the summer project report titled Impact of Store layout and
Merchandize display on Consumer Buying Behaviour- with reference to Tommy
Hilfiger (Select Citywalk, Saket) submitted by me is my own and its equal copy has not
been reproduced to any other institution/university or published anywhere else. I understand
that such reproducing is liable for punishment in any way the university deem fit.

Sanjana Grover
Place: Delhi

PREFACE
The customer perception about a store does not only depend upon the product it is offering
but also depends upon its structure. Rather it would be better saying that Store layout and the
way of merchandize display also affects consumer buying behavior. This project studies the
effect of these factors.
Professional studies are considered incomplete without practical knowledge and
experiences. The course module is designed in a way to provide complete knowledge of the
retail industry and providing an exposure to it.
This fact consulate the reason of making a dissertation report at the end of this FMRM
program so that we get a chance to inculcate and summarize the knowledge gained out of
my retail course.
I feel fortunate enough to get a chance to make this project and to do research and study on
this particular topic.
The experiences gained by me during the tenure of making this project will help me a lot in
future.

EXECUTIVE SUMMARY
Store layout is basically the way in which a store is designed and planned. Surpassingly if
we are planning to open a department store first we have to make a store layout of it. That
store layout will show into how many sections the store will be divided. Store layout differs
from store to store. The store layout depends upon the format of the store. It may be a free
flow layout, a grid layout, a spine layout or any other depending upon the image the retailer
is willing to portray.
Merchandize display is the way in which the merchandize is display. It consist of the fixtures
used for display, the material used in fixtures, the display methods etc
The report studies the impact which the store layout and the merchandize display have on
consumer buying behavior i.e.; how does a consumer is effected by the store layout and the
way a product is displayed in the store and a deep research and study is done to know its
effect on the psychology of a customer and how does it help in changing a customer into a
consumer. This project also studies the factors a retailer look up to while deciding the layout
of a store. He sees whether it is flexible or not, whether it is cost effective etc.
The study is particularly focused on TOMMY HILGIGER in Select Citywalk, Saket. The
project studies all the aspect of the store. It studies the layout of the store, the way in which
the merchandize is been displayed out there. It also looks into the fact that why that store
follows that layout, this means what is the reason behind adapting that kind of store layout to
the store. It also lays emphasis on studying the merchandize display, the fixtures used in the
merchandize display. The materials are also studied to know the type of fixtures.
Normally all the TOMMY HILFIGER stores follows the same layout all over, the same kind
of merchandize display and the same kind of fixture.
The project is totally dedicated for the study of store layout and merchandize display of
TOMMY HILFIGER in Select Citywalk, Saket and its impact on consumer buying behavior.

ACKNOWLEDGEMENT
4

This project is an integral part of our course. There are very few things which come in the
life of a person for a very short span of time but leave ever shining memories in our minds.
The knowledge gained and the time spent here is one of those events, which will be
evergreen in my memories.
First of all I would like to thank my teachers for molding our course curriculum in such a
way so that it can bring out the best within us.
I would also like to take an opportunity to thank my mentor for continuously guiding and
supporting me through the project and also for providing me ample knowledge about the
core of store designing.
I wish to express my gratitude to all my faculty members for their ample guidance and
encouragement and guidance bestowed upon me. Without their moral support the success of
this course would not have been possible.
Thanks to all my friends who were always ready to lend me a helping hand during crucial
times.
At last I would like to thank to Tommy Hilfiger who directly or indirectly helped me in
finding my way toward completing the project successfully.

Sanjana Grover

INDEX
5

SR. NO.

TOPIC

1.

Introduction of the study

A.

Store layout

B.

Merchandise display

2.

Objective of the study

3.

Methodology of the study

4.

Store layout of Tommy Hilfiger

5.

Questionnaire

6.

Analysis

7.

Suggestions and Findings

8.

Conclusions

9.

List of reference

10.

Bio data of the study

INTRODUCTION
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1.0)

Introduction to the Study:

Store layout is basically the store plan or we can say the floor plan with what is going to
look like with shelves, counters etc1. Store layout is a part of store designing. A retailer looks
to the following things when opening a store:

Customer
Service

Managing
the Store

Layout and
design

Store designing studies how a store should be designed and planned or how the layout
should be made so that the main objectives of store designing are fulfilled. The main
objectives of store designing are as follows:
1.0-a) Consistent with retailer image and strategy:
While doing the designing of the store or say while planning the layout of a store it should
always be kept in mind that the design and the layout of the store should always match the
image of the retailer. Retail Managers must define the target customer and then design a
store that complements customers needs.
E.g. suppose we are planning a luxury retail store. Luxury retail stores normally follows
minimal layout format. If we display merchandize in bulk in that store the store will lose its
image and the store plan or the design will not suit the retail format. An example, warehouse
clubs, like Costco, have high ceilings with metal grids and concrete floors instead of tile
all of those things are perceived to mean low prices. Actually, they are more expensive than
some alternatives, but they are used to maintain an image.
1.0-b) Positive influence on customer satisfaction and purchase behavior
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A store design and layout should always have a positive influence on the customer. This is
an important factor because the main aim of store designing and layout should be converting
a customer into consumer.
Retailers concentrate on store layout and space - planning issues. Imagine a grocery store lay
out like a womens specialty store, or an art gallery that looked like a tire store. Grocery
stores are organized to facilitate an orderly shopping trip and to display as much
merchandise as possible. Yet boutiques are laid out in a free-form design that allows
customers to browse.
Customers purchasing behavior is also influenced, both positively and negatively, by the
stores atmosphere. If a customer has a high purchasing power and the store is designed in a
way that it reflects itself as a cheap store the customer would not like to go to that store and
make the purchase. Attractive signages are designed to attract the customer and to lure them.
In this smell also plays a great role. Smell is also a part of the store and it also does have
some positive as well as some negative effect on the customer. The smell which a store has
also builds its brands image. People associate that particular smell with the brand.
Store with which we can associate some kind of particular fragrance are Victorias secret,
the magic kingdom, the knot shop etc.

1.0-c) Cost Effective:

It is important to consider the cost associated with each store design element versus the
value received in terms of higher sales and profits. For instance, the free-form design found
in many boutiques is much more costly than rows of gondolas in a discount store.
The best locations within a store are worth the most, so they are reserved for certain types
of merchandise. For instance, many grocery stores place their produce near the stores
entrance because it has a higher margin than other merchandise categories and it creates a
nice atmosphere. The fixtures should be used optimally, so that it lasts more and can be used
again and again for the maximum number of times.

1.0-d) The design should be Flexible:

As merchandise changes, so must a stores image. Thus, store planners attempt to design
stores with maximum flexibility. Flexibility can take two forms: the ability to physically
move store components, and the ease with which components can be modified.
Today, most stores are designed with flexibility in mind. For instance, Wallaces Book store,
one of the USs largest operators of college bookstores, is rolling out an innovative new
concept with built-in merchandising and design flexibility called flex smart, the format
allows the store to expand or contract its space to accommodate the seasonal flux inherent in
the college-bookstore business.
Stores with the new design can respond to seasonal changes and renew themselves from an
image perspective without the need of large-scale renovations. During busy times, as much
as 30% more retail space can be provided for books or apparel in various departments. The
key to Wallaces new flexibility lies in an innovative fixturing and wall system that is used
to portion of the textbook area. On the front end of each textbook aisle there is a panel with
an end-cap display that can swing open or closed as needed.

1.0-d) Meet needs of disabled:

A store should be designed in a way to meet the needs of disabled. That means,
Circulation area should be wide enough to meet the needs of disabled.
It should provide a hindrance free shopping experience.
Products should be accessible.

1.0-e) Space Productivity:

The more merchandise customers are exposed to that is presented in an orderly manner, the
more they tend to buy. Retailers focusing more attention on in-store marketing marketing
dollars spent in the store, in the form of store design, merchandise presentation, visual
displays, and in-store promotions, should lead to greater sales and profits (bottom line: it is
easier to get a consumer in your store to buy more merchandise than planned than to get a
new consumer to come into your store).

1.0-f) A store design should be exciting:

9

A store should be designed in a way so that it seems interesting and exciting. A customer
should not get bored after entering the store. There was a quotation by Stanley Marcus,
Chairman-Emeritus, Neiman MarcusShopper found dead in local store; cause of death boredom

1.1) Types of Floor Space in a Retail Store:

There are various floor spaces in a retail store according to which a store is planned and the
layout is prepared. The floor spaces are as follows:

1.1-a: Selling Space:

The selling space in a store is a space where the merchandize are displayed for selling.

1.1-b) Back room/ receiving area/ stock room:

Back room / receiving area/ stock room are the space in the store where the inventory is
received i.e. stock in and stock out is done.
Type of format

Percentage area

Department store

15%

Convenience store

20%

General merchandize store

15-20%

Table 1: %age of back room space in different format

1.1-c) Offices or other functional space:

It includes the following:

Employee break room

Store offices
Cash office
Rest rooms

1.1-d) Aisles, Service Areas and Other Non-Selling Areas:

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It includes the following:

Moving space inside the store

Dressing rooms
Service desks
Customer service facility

1.1-e) Merchandize space:

Merchandize space is the space where the merchandize is displayed for selling. In the
following space the merchandize are displayed:
Floor
Walls
On the walls the merchandize are displayed on shelves and on floor different fixtures are
used.
1.2) Types of store layout:
1.2-a) Grid layout:
Best used in retail environments in which majority of customers shop the entire
store.
Can be confusing and frustrating because it is difficult to see over the fixtures to
other merchandise.
Should be employed carefully; forcing customers to back of large store may frustrate
and cause them to look elsewhere.
Most familiar examples for supermarkets and drugstores.
Advantage:

Low cost
Customer familiarity
Merchandise exposure
Ease of cleaning
Simplified security
Possibility of self-service

Disadvantages:

Plain and uninteresting

Limited browsing
Stimulation of rushed shopping behavior
Limited creativity in dcor.
11

Picture 2, 3: Representation of grid layout

1.2-b) Free Flow Layout:

Fixtures and merchandise grouped into free-flowing patterns on the sales floor no
defined traffic pattern.
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 Works best in small stores (under 5,000 square feet) in which customers wish to
browse
Works best when merchandise is of the same type, such as fashion apparel

If there is a great variety of merchandise, fails to provide clues as to where one

department stops and another starts
Advantages:

Allowance for browsing

and wandering freely
Increased impulse
purchases
Visual appeal
Flexibility

Disadvantages:

Loitering encouraged
Possible confusion
Waste of floor space
Cost
Difficulty of cleaning

1.2-c) Loop Layout:

Major customer aisle(s) begins at entrance loops through the store (usually in shape
of circle, square or rectangle) and returns customer to front of store.

13

Exposes shoppers to the greatest possible amount of merchandise by encouraging

browsing and cross-shopping

Picture 4: representation of loop layout

1.2-d) Spine layout:

Variation of grid, loop and free-form layouts
14

Based on single main aisle running from the front to the back of the store
(transporting customers in both directions)
On either side of spine, merchandise departments branch off toward the back or side
walls
Heavily used by medium-sized specialty stores ranging from 2,000 10,000 square
feet
In fashion stores the spine is often subtly offset by a change in floor coloring or
surface and is not perceived as an aisle

Picture 5: representation of spine layout

1.2-e) Minimal layout:

As the name implies, is almost gallery like in its simplicity.
15

 In fact, the merchandise may sometimes be wearable art-handcrafted, designer-made,

in one-of-a-kind fabrications.
More often, however, this layout is used in very high end retail stores with designer
merchandise (Dolce and Gabana, Soho, New York City).
Borrowing from the artistic school of aesthetics minimalism, products are presented
dramatically on the walls of the store-much like art objects- with a minimal use of
selling fixtures on the floor.
This allows for wide-open spaces in the center of the stores, where customers may
stand and survey the entire offering of the collection before they approach the
merchandise for a closer look.
The minimal layout option requires dramatic merchandise, simple display strategies,
and effective sales associates.

1.2-f) Combination floor layout:

It employs the best features of standard layouts in one overall plan that suits the
retailers specific strategy.
A department store may use a minimal layout for its more upscale departments, and a
free-flow layout for its junior sportswear department.
A specialty store may combine a free-flow layout in a first third of the store and a
grid layout for a clearance department in the rear of the store.

1.3) What is Merchandize Display?

Product display is a key element of the well-designed retail store, and it is also the area of
design that demands the most involvement by the store owner. The store designer must listen
carefully to the owner's program requirements and translate them into effective methods of
16

product display. If the product is displayed well, it will virtually sell itself, and it will also
convey to the customer: the store's image, scope of goods, concept, price range, and intent.
Individual products on display are like individual letters of the alphabet. Alone, they mean
little, but when organized into a pattern and made easily identifiable, they tell story. Just as a
person scanning a newspaper headline immediately understand: the top story of the day, so a
customer scanning a store with a well-designee product display immediately senses the
store's essence and meaning.
Establishing the correct tone for product displays is important, as it acts as an automatic
screening that directs potential customers into the store and turn: away shoppers with no
such interest. The store designer's role is to create well-organized display areas that
maximize the available selling space, which given the annually increasing cost of leasing,
retailers do not have the luxury of wasting. Display fixtures, like other elements of the store,
must emphasize the item not detract from it. The customers should be able to understand the
product with a minimum of sales assistance. Offering information about the product the
point of display is an excellent idea.
The better the customers can understand the product, the greater the chances will be that
they will buy it. For this reason, it is desirable to have much of the merchandise accessible to
the shoppers as possible.

Customers, who can see, touch, hear, taste, or smell a product will become more involved
and committed to it. Car buyers listen for the special sound of a well-insulated car door as it
closes.
Prospective clothes purchaser; "feel the material"; briefcase buyers love the smell of new
leather. Therefore displays must be designed from the customers' point of view, as the first
step in the purchasing process is capturing their interest. This is the primary objective of
displays. Display fixtures also have the cross-purpose of defeating shoplifters.
Although electronic devices are successful in reducing theft, the proper design and location
of certain store fixtures, such as jewelry cases, remain important to preventing crime. Store
display fixtures should also be designed with flexibility in mind, to permit new products or
sales methods to be introduced and the store's look to be changed periodically.
The process of developing effective product displays consists of:
identifying the product's qualities
selecting the best display techniques, and
incorporating them into the final display

17

1.3-a) Product quality:

Each product has inherent qualities-size, class, and price-that to certain extent dictates the
way in which it will be displayed. The extremes for these qualities are large and small for
size, unique and common for class, and expensive and inexpensive for price.
Size:
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Large products such as furniture, rugs, and pianos are easy to see and may be
displayed some distance away from the customer. They do not necessarily have to be
placed in a storefront show window. Large products do, however, require a generous
amount of space if they are to be displayed properly (the same amount of space the
customer would deem appropriate if the product were placed in the home), as well as
enough circulation space around the display to permit the shopper to view it from all
angles.
Large products may be grouped or displayed individually, but they must always be
considered in terms of the revenue they generate versus the area they occupy.
Because large, low-profit products occupy more space and return less income, using
only a sample of large, inexpensive merchandise, is more sensible than displaying a
complete array.
Class
From a display standpoint, unique products are those that are one of a kind, are of
limited quantity, are unusual, or have attributes generally unknown to the public.
Such products include jewelry, rare coins, artwork, custom-made goods, unbranded
items, unusual items such as gadgets or special tools, and living products such as
pets and distinctive plants or flowers, and sometimes even fruits or vegetables.
It is difficult for cost-conscious shoppers to evaluate the price of such special
products because unique items often have subtle qualities that set them apart from
similar products. Their prices thus may be based on these special qualities as well as
their inherent value. The price markup on rare or unusual goods can be considerable
because the real value is not easy to determine; it may be based on such intangible
qualities as rarity, beauty, quality, construction, or faddishness.
Price:
Products range in price from expensive to inexpensive, and each extreme requires a
different display treatment. Items that are both expensive and unique must be
carefully displayed to make them also look expensive and unique. Likewise,
products that are both inexpensive and common must reflect these qualities when on
display. People should be able to judge the relative prices of a product from the way
in which it is displayed. If customers are shopping for price only, they may lose
interest in a display that looks expensive, even if they do not see the price. Similarly,
shoppers looking for unique items may be misinformed by a display that seems to
cheapen the product.
1.3-b) Display Techniques:

19

 Presentation:
Presentation is done in two ways. They are massed or individual. If the product is
unique, it should usually be displayed to enhance its individuality. A fine
painting, for example, should be distinctively shown on a wall, with no other
paintings above or below it. Similarly, individual attention should be apparent in the
display of fine fur, jewelry, pottery, or rare coins.
Product support:
Product displays can be further defined by their method of physical support.
Merchandise may be suspended from above or supported from below with, for
example, a hook or a shelf, a hanger or a pedestal, on the ceiling or the floor. The
designer's choice of support depends on the object's physical qualities and the kind of
emphasis desired. Large or heavy items, such as furniture or pianos, can be supported
from below by the floor.
Integration:
The final display technique is product integration. Products may be shown singly or
grouped with related products.
For example, a men's tie may be displayed with other ties but without regard to other
related items of men's apparel, or it may be displayed on a mannequin with a
contextual display of tie, shirt, suit, belt, and hat. Similarly, a vase may be presented
alone or with flowers in it; dinner plates and cups may be isolated or be accompanied
by utensils, place-mats, a tablecloth, and table.
1.3-c) Display fixtures properties:
Display fixtures must be designed or selected to accommodate the product's qualities and so
may be chosen after the appropriate display techniques have been determined. Each display
fixture has three basic properties:
It allows or excludes customer access;
It permits the product to be displayed from a rod or a shelf;
And it is horizontal or vertical.
Display fixtures can be either horizontal, like an island or counter display, or vertical,
placed up against a wall or forming a wall. Horizontal displays are frequently used
for feature displays and impulse items. Because they are low in height and do not
obstruct the shoppers' view across the store, horizontal fixtures can be placed in the
center of the store in the highest traffic areas-that is, the best areas for feature and
impulse item displays. Horizontal fixtures can be used as sales or wrapping counters
and are ideal for the sale of products that require a sales-person's assistance.

20

OBJECTIVES OF THE STUDY

The main objective of the study is as follows:
To know the efficiency of store layout of Tommy Hilfiger in increasing the sales.
To know the problems in the layout.
To know the impact of the store layout in affecting consumer buying behavior.

21

2.1) Research Need:

The need of the research is as follows:
Store layout till date has played a very important role in determining a retailers
image.
The need of the research is to know the importance of proper planning and making a
store layout for a retail store.
The need is to know how consumer buying behavior changes in context to the way a
store is planned.

2.2) Benefits of the study:

It will help to know the store designing plan and strategy of Tommy Hilfiger stores.
To know the conversion ratio due to store designing.

ABOUT TOMMY HILFIGER

HISTORY
THOMAS JACOB HILFIGER is an American fashion designer and founder of the lifestyle
brand Tommy Hilfiger Corporation.
Hilfiger was born in Elmira, New York. The second of nine children of a jeweler and a
nurse, he is a German-Swiss and Irish descent, and was raised Catholic.

22

As one of the worlds leading premium lifestyle brands, Tommy Hilfiger delivers superior
styling, quality and value to consumers worldwide. The brand celebrates the essence of
Classic American Cool and provides a refreshing twist to the preppy fashion genre.
Since its debut in 1985, the Tommy Hilfiger Group has become a US$ 6 billion apparel and
retail company by offering consumers a breadth of beautifully designed, high quality
products including mens, womens and childrens apparel, sportswear, denim, and a range
of licensed products such as accessories, fragrances and home furnishings.
Tommy Hilfiger today has become a global brand with strong recognition and a distribution
network in over 90 countries and more than 1,000 retail stores throughout North America,
Europe, Central and South America and Asia Pacific.
Tommy Hilfiger has been one of the early movers among international lifestyle brands,
having entered India in 2003. It has stayed away from much discounting and created a loyal
following across metro cities.
Currently, Tommy Hilfiger operates 58 franchisee outlets and over 60 shop-in-shops in other
department stores. The expansion will take Tommy Hilfiger's presence to 631 points of sale
by 2016-17.
Tommy Hilfiger and Arvind Fashion Pvt Ltd is a 50:50 joint venture.

FUTURE
With more than 1,200 stores and distribution in 90 countries, Tommy Hilfiger is one of the
few globally recognized accessible designer lifestyle brands. The "classic American cool"
spirit of the brand inspires a wide range of preppy, all-American designs that appeal to a
diverse array of global consumers. Tommy Hilfiger has achieved strong global brand
awareness and recognition and it occupies a unique position as a premium brand offering
quality apparel, accessories and lifestyle products at accessible price points. Global retail
sales of products sold under the Tommy Hilfiger brands were approximately $6.0 billion in
2012.
.

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MISSION
The Tommy Hilfiger Corporation is dedicated to the living spirit of the American dream.
We believe the spirit of youth is our greatest inspiration. Resourcefulness is the key to
value and excellence. In making quality a priority of our lives and products. By respecting
one another we can reach all cultures. By being bold in our vision we continually expand our
boundaries.

METHODOLOGY OF THE STUDY

3.0) RESEARCH DESIGN:

CENTER:

Delhi

RESEARCH DESIGN:

Descriptive

RESEARCH TECHNIQUE:

Qualitative and Quantitative

24

RESEARCH APPROACH:

Survey and Studies

TOOL USED:

Questionnaire and Case Studies

DATA SOURCE:

Primary and Secondary

3.1) RESEARCH METHODOLOGY:

The research has been conducted to ascertain and understand the change in consumer buying
behavior due to store layout and the way merchandize is displayed in reference to TOMMY
HILFIGER in Select Citywalk, Saket.
Hence the research methodology adapted was Questionnaire and case studies.
a) Exploratory: A survey was prepared and customers were asked to answer them.
b) Documentary observation: Books, Annual Report, web sites, Published and
Unpublished materials.
c) Field observation: A through observation is been done at the store during both peak and
lean hours.

3.2) AREA OF RESEARCH:

Area of research is Tommy Hilfiger in Select Citywalk, Saket

3.3) SOURCES OF DATA:

The data is been collected by two sources namely, primary source and secondary source.
PRIMARY SOURCE:
Primary source of information is data collected from common public respondents with the
help of questionnaire and information collected by observation method. The data collected
by primary source were purely original and authentic.

25

SECONDARY SOURCE:
Secondary source of information are magazines, journals, newspapers, related projects,
company report and internet.

3.4) DATA ANALYSIS:

Data analysis is been done with the help of questionnaire.
Analysis of the data is been done with the help of MS WORD and MS EXCEL.
The analysis of the data is purely done on the basis of data collected with the help of
questionnaire and no additional information has been added.

3.5) REPORTING OF THE RESULT:

The results which is derived after making the analysis of the data is been displayed in the
form of tables, charts and graphs.
The above mentioned methodologies were used because they are easily accessible and
understandable.

3.6) LIMITATIONS OF THE STUDY:

As like all the research studies this study too faced some limitations that have to be taken
into account while drawing conclusion from the data available:
1) The study is only limited to Delhi region.
2) Limited number of sample size.

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3) Sampling may be biased.

CASE STUDY

Case study 01: Ramms - Retail solutions through designing

Ramms started its function in the year 1991and today it is an end-to-end retail solution
provider to some of the top notch retailers in the country. Ramms is one of the best retail
store designing companies in India. It is the first and only company from India to make it to
27

the international consortium of retail consultants, the Ebelto Group. Ramms today has four
branch offices and two service offices led by well-experienced management teams to carry
out retail programme nationally.
Some of its significant clients are Next, Samsung, Sony Ericsson, Symantec, VIP, Hindustan
Lever and Hewlett Packard.
Graavaa, a retail foray of Pearl Mineral, provides a new experience in shopping for
natural stones, assures the customer on quality, offers the service of an in-house interior
designer and also aids in installation and maintenance. The showroom offers visualization
on the various applications of natural stone for the discerning shopper in a comfortable and
technology driven environment.
Challenge
With the changing retail landscape of India and growth of informed shoppers, there was a
need to create a natural stone store offering a relaxed environment to choose from an
exclusive collection of natural stones from around the world.

Solutions provided
The store spread over 4800 sq ft, showcases various stones in a living room application,
kitchen and a bathroom ambience created by Ramms. Through a flight of a glass floating
staircase, which visually lightens the transition, the shopper can get to view the vast range of
stones displayed in various sizes and color ranges. Ramms has designed an interactive zone
in the store with table-top screen.
A technology driven interactive zone has been created where a lounge done in red aids the
shopper with product specific information. This zone also has an interactive table-top screen
where one can view the entire range available and how a particular pattern would look in a
room or other areas of application. Stones have been displayed on walls as well as floor
units. The sliding unit allows the shopper to browse through larger slabs used for walls,
while the revolving fanned unit lets the customer to pull out slabs as well as compare one
with the other. A testing table in this area allows shoppers to view the stones in various
lights.
Benefits
Graavaa has created a leadership position in the market in giving the shoppers a new way of
shopping for natural stones. The store is a one of its kind in the country and has already
created a buzz in the marketplace. Having received a positive response from the shoppers,
Graavaa is targeting at opening 50 stores across the country over the next five years.
Being Pearl Minerals first retail foray, our challenge was to create a retail brand identity to
carry the essence of an undisputed leader in natural stone experience and then translate the
same into an inspirational store design to offer visualization on the various applications and
28

range of natural stone from across the world for the discerning shopper in a comfortable and
technology driven environment. Ramms approach to a design concept is not in isolation of
retail branding. Design concepts evolve from the retail brand positioning.

Case Study 02: Levis Square

A solution to make the brand internationally accepted:
This three-storeyed standalone store is the biggest Levi store in India, a sign that shows
growing consumerism in the country. In terms of its interiors, the Mumbai store provides
with the memorabilia of the journey of the brand itself. Based on its international format and
designed collaboratively by the brand's internal RED Team and Asia Pacific Retail Design
team, Singapore, the store demonstrates a constant quest for innovation As one enters the
store, one is greeted with an interactive floor which responds to the traffic above it. As a
29

technological treat the Electronic History Book on the first floor goes back 156 years and
retraces the voyage that started in 1873. After crossing the entrance foyer, one would notice
a history wall and an exquisite lounge area which looks like an old aristocratic English
home. The bike stationed on the ground level represents the history and heritage of Levi's as the preferred clothing choice of pioneers throughout the last 15 and half decades. The
bicycle on the first floor, celebrates the current youthful aspects of the brand. The store is
divided into various sections. The first section of the store is dedicated to their 501 range,
followed by the Redloop collection and Levi's Vintage Clothing.
Solutions:
All three put together form the premium collection offered by the brand. The first floor is
dedicated for the youth offering the brand's other youthful collections. All the floors are
dedicated to different styles and designed in a way to give it an international look.

THE STORE LAYOUT OF TOMMY HILFIGER

About the Store:

The store of Tommy Hilfiger in Select Citywalk, saket is approximately spread over
an area of 1250 square feet on one floor.
The store is in the ground floor of the mall.
30

 Floor is dedicated to mens and womens wear only.

The back office area of the store is on the right hand side.
There are four trial rooms on the floor.

The Layout:
According to my research and my understanding the store has a Free Flow as well as a
Loop layout.
The store has a combination of free flow as well as loop layout. The area of the store is big
enough to support these layout. Free flow layout gives the store and the viewers an intresting
view and also utilization of the space.
I can say the store has loop layout because an important feature of store layout is you come
back to the place from where you have started. I have observed the same thing in the store
layout of Tommy Hilfiger, Select Citywalk, Saket.
The layout provides enough of browsing space to the shoppers and also provides a
comfortable shopping experience. The store has been beautifully divided into various
sections at the floor.
Note: The layout of the Tommy Hilfiger Store is also been attached with the project.

Floors:
The store has wooden flooring on the floor. Finished woods are used for flooring.
Fixtures:
The following fixtures were used in the store:
Two way Browsers
Four way Browsers
31

 Singal Browsers
Shelves
Wall hanging fixtures

QUESTIONNAIRE
Please tick the appropriate choice
1

Do you often shop in Tommy Hilfiger?

a) Yes

32

b) No

If yes than proceed.

2.

The way in which a store is designed and the products are displayed influences your
buying decisions.
Give your opinion.

3.

4.

5.

a) Strongly agree

b) Agree

c) Disagree

d) Strongly disagree (

According to you does the store provides you sufficient moving space to roam around
and to shop?
a) Yes

b) No

c) Not Sure (

What kind of visibility does the moving area provides you to the products?
a) Partial visibility

b) Full visibility

c) Lack of visibility

Are products arranged in a way to provide you easy accessibility?

a) Yes

b) No

c)

Not

sure

33

10

According to you is the store designed in such a way to provide you enough of product
evaluation space?
a) Yes

b) No

Is the store designed in a way that matches the retailers image?

a) Yes

b) No

c) Not Sure (

Does the point where the product is displayed provides you enough information so that
you can shop without the assistance of sales staff?
a) Yes

b) No

c) Cant say (

Do the fixtures used to display the products create hindrances while you shop?
a) Yes

b) No

c) Sometimes

Were the fixtures clean?

a) Yes

b) No

c) Have not observed

34

11

What are your views on the following?

Factor

Satisfied

Not Satisfied

Cant say

Store design
Lighting
Moving space
Product access
12

Any suggestions:-

Personal information:
1) Name:
2) Age: 18-30 ( )
3) Gender:

male (

30-40 (
)

female

40-50 (
(

above 50 (

4) Tel no:
5) Address:

35

DATA ANALYSIS AND PRESENTATION

Data anlysis has been done for every question with the help of authentic softwares.
After analysis the data has been represented in the following forms:
a) charts
b) bar graphs
c) tables
d) pie charts
The data is been collected with the help of questionnaires and observation methods. The
ratio between them is 60:40.

36

Ques.1) Do you often shop in Tommy Hilfiger?

a) Yes
b) No
RESPONSE

YES

NO

PERCENTAGE

100

Findings:
It is been found that all the people who were interviewed shop in Tommy Hilfiger.

37

Ques: 2) The way in which a store is designed and the products are displayed influences
youre buying decisions. Give your opinion.
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
RESPONSE

STRONGLY
AGREE

PERCENTAGE 49

AGREE

DISAGREE

STRONGLY
DISAGREE

24

15

12

Findings:
It is been found that 49% of the people strongly agree to the above statement while 24%
only agrees to it. On the contrary 15% disagree and remaining 12% strongly disagrees to the
statement.

38

Ques: 3) According to you does the store provides you sufficient moving space to roam
around and to shop?
a) Yes
b) No
c) Not sure
RESPONSE

YES

NO

NOT SURE

PERCENTAGE

76

17

07

Findings:
According to the research it is been found that 76% of the people agrees to the fact that the
area provided to roam and to browse is sufficient enough in the store while 17% people are
not satisfied and the remaining 7% of the people are not sure.

39

Ques: 4) What kind of visibility does the moving area provides you to the products?
a) Partial visibility
b) Full Visibility
c) Lack of visibility
RESPONSE

PARTIAL VISIB.

FULL VISIBILITY

LACK OF VISIB.

PERCENTAGE

63

30

14

Findings:
63% of the people say that the moving area in the store provides partial visibility to the
merchandize while 30% of the people think that full visibility is provided towards the
products and rest 14% says there is lack of visibility.

Ques:5) Are products arranged in a way to provide you easy accessibility?

40

a) Yes
b) No
c) Not sure
RESPONSE

YES

NO

NOT SURE

PERCENTAGE

70

15

15

Findings:
In the data chart it is been shown that 70% of the people says that merchandize are easily
accesible, 15% of the people says that it is not easily accesible and 15% are not sure.

Ques:6) According to you is the store designed in such a way to provide you enough of
product evaluation space?
41

a) Yes
b) No
RESPONSE

YES

NO

PERCENTAGE

83

17

Findings:
83% of the people according to the research agree that the store provides them enough of
space for product evaluation while rest 17% says that the space provided is not enough.

Ques:7) Is the store designed in a way that matches the retailers image?

42

a) Yes
b) No
c) Not Sure
RESPONSE

YES

NO

NOT SURE

PERCENTAGE

78

15

07

Findings:
78% of the customer agrees that the layout suits the retailers image, 15% says it does not
matches the retailers image and the rest 7% says that they are not sure.

Ques:8) Does the point where the product is displayed provides you enough information so
that you can shop without the assistance of sales staff?
43

a) Yes
b) No
c) Cant say
RESPONSE

YES

NO

CANT SAY

PERCENTAGE

74

15

11

Findings:
After the research its been found that 74% of the customers say that enough of information
is provided at the point of sale so that they can shop without the assistance of a sale staff.
15% of the customer says that information provided is not clear enough and the remaining
11% are not sure.

Ques:9) Do the fixtures used to display the products create hindrances while you shop?
a) Yes
44

b) No
c) Sometimes
RESPONSE

YES

NO

SOMETIMES

PERCENTAGE

18

74

08

Findings:
According to the research it is been found that 18% of the people responded that fixtures in
the store create hindrances while shopping. 74% of the people said that fixtures do not create
hindrances and 8% of the people said that only sometimes hindrance is created by the
fixtures.

Ques:10) Were the fixtures clean?

a) Yes
45

b) No
c) Have not observed
RESPONSE

YES

NO

SOMETIMES

PERCENTAGE

75

07

18

Findings:
75% of the customers say that the fixtures were clean. 7% say that they were not clean and
the rest 18% say that sometimes the fixtures are clean and sometimes they are not.

Ques:11) It was asked wether they are satisfied, not satisfied or not sure on the following
criteria:
a) Store design
46

b) Lighting
c) Moving space
d) Product accesibility

Findings:
All the 3 were satisfied with the store design.
All the 3 were satisfied with the lighting in the store.
2 were not satisfied with the space provided for lighting.
2 were not satisfied with the product accesibility.

ANALYSIS OF THE DEMOGRAPHIC DATA OF THE

RESPONDENTS:
47

Sex Ratio:

RESPONCE
PERCENTAGE

MALE
42

FEMALE
58

Findings:
58% of the respondents are females and the rest 42% are males.

2) AGE GROUP:

48

RESPONSE
PERCENTAGE

18-30 YRS
54

30-50 YRS
43

ABOVE 50 YRS
3

Findings:
54% of the respondents are 18-30 years of age, 43% are between 30-50 years of age and the
rest 3% are above 50 years of age.

SUGGESTIONS AND FINDINGS

49

FINDINGS
The following facts were found after the research:
Major number of people in Delhi region and visiting Select Citywalk mall, Saket
shop in Tommy Hilfiger.
Most of the customers are between the age group of 18 to 30 years of age.
Almost more than half of the customers visiting Tommy Hilfiger are satisfied with
the way in which it is designed.
Major customers agrees to the fact that the store is designed in such a way that it
provides them enough of moving and browsing space.
Customers say that the merchandize are partially visible from the moving area.
Merchandize are displayed and arranged in a way that provides easy accesibility.
Product evaluation area is enough.
The layout of the store matches the retailers image.
Store provides enough of information at the point of sale so that people can shop
without the assistance of sale staff.
Customers responded that the fixtures in the store do not create hindrances while
shopping.
The people who are specially able sometimes have problems while browsing in the
store.
Sometimes they also have problems in merchandize accesibility.
They fixtures used in the store are not always clean.

SUGGESTIONS

50

 Store should pay more attention towards keeping the fixtures clean on daily basis.
After the research it is been found that the customers are really not satisfied with the
cleanliness factor in the stores regarding fixtures.
Information provided at the point of sale should be updated time to time as the
prices, discounts and offers keep on changing. So prices should be updated time to
time.
The merchandize should be displayed in a way that it should provide full visibility to
the merchandize, so that merchandize should be the point of focus.
The store should provide more facilities for specially able people.
Browsing space should be increased a little bit so that wheel chairs can easily be
moved in between the aisles.

CONCLUSION
51

After the research it is been found that people love to shop in Tommy Hilfiger as they
consider it an ultimate shopping destination which is providing good qualities of apparel and
accessories at reasonable prices.
People are 80% satisfied with the store except of the few things. Store only need to pay
more attention towards the postively and factors hindrancing the shopping experience of
specially abled people.
After the research it can be said that Tommy Hilfiger despite of few problems in the
merchandize display has a good impact on its customers and its customers are also loving
the shopping experience it is providing them.
Tommy Hilfiger Store in Select City Walk is approximately 2500 sq. ft i.e., the carpet area.
It is one of the largest single brand retailer in the mall. Recently the store shifted to another
temporary location next to the store for two months because of the renovation of their
oroiginal store.
The temporary location is early 1500 sq. ft carpet area.
Although its a temporary location, the company should keep in mind the brand image of the
retailer so that the customers are not lost and the image of the company is not hampere.
Hence, the most importat point to be kept in mind is the layout of the store as well as the
merchandise display, so that even the retailer is working in the temporary location, the
customers should not feel the same and should ot feel offended in any circumstaces.
Hence, store layout and merchandise display play an important role in affecting the
consumer buyig behaviour.

LIST OF REFERENCES
52

a) Links referred:
1)
http://www.thehindubusinessline.com/2006/09/23/stories/2006092305340100.htm.
Retrieved 2008-01-03.
2) http://wiki.answers.com/Q/What_is_store_layout
3

) http://www.ehow.com/way_5744107_store-layout-strategies.html

4) http://www.evancarmichael.com/Retail/3844/Store-Layout.html
5) http://www.retailcustomerexperience.com/research/415/Store-Design-Layout

b) Websites visited:
1) www.wikipedia.com- Wikipedia
3) www.retailangle.com

c) Magazines referred:
1) January edition-4 Ps- Arindum Choudhary

d) Journals on internet:
Future of store designing worldwide- www.retailangle.com
Not an easy access- www.yahoo.com

BIO DATA
53

SANJANA GROVER
Address: B-98Amar Colony, Lajpat Nagar, New Delhi-110024
Phone: +91-9711109582

E-mail: sanjanagrover05@yahoo.com

Date of Birth: 5th August, 1993

Area of Interest: Visual Merchandising, SCM
Career Objectives

Seeking a responsible position in a growth oriented organization for the integrated

development of the organization and myself.

Key Attribute

Consistent Academic records with zeal to learn new concepts quickly and apply
innovative ideas for achieving best results.
Understanding the various retail formats and the changing trends in the market
affecting the retail industry.
Hard working
Team Player

Academic Qualifications

Degree/
Certificate

Specialisation

School / College/ Board/

University

Year of
Passing

Percentage

Graduation

B.Sc-FMRM

FDDI-NOIDA

2014

Pursuing

Commerce

Sadhu Vaswani International

School For Girls/CBSE

2011

88%

2009

75%

Class XII

with
Mathematics

Class X

All Subjects

Sadhu Vaswani International

School for Girls/CBSE

54

Additional Skills

Academic knowledge of Corel Draw and Photoshop.

Academic Project

Prepared a Store Model for handicraft store (Hastkala) in the context of mall. 3D
model was prepared in order to analyze the store aesthetics and store design as per
the given space and resource constraints.
3D window display was designed for men's and women's accessories.Generic props
were prepared on "masks".
Store audit conducted at "Mango" to review the store from hygiene and visual
merchandising prospective.
Prepared a spec sheet for a garment and prepared a bodice with paper and then the
cloth.
Prepared a project on fabric swatches and various trims and components that are
used while designing a garment.
Studied the standard operating procedures of Vishal Mega Mart.

Internship

Fabindia Overseas Private Limited (FOPL), Store Operations and visual

merchandising, 1 month, 2013

Achievements

Participated in Brand Building Competition 2011.

Participated and appreciated in Inter Batch Window Display Competition.

Hobbies/Co-curricular Activities

Interacting with new people

Drawing and Sketching
Reading and writing

I hereby declare that the informations furnished above are true to the best of my knowledge.
(SANJANA GROVER)
55