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Case Study - Visual Merchandising at Titan

Titan Industries Ltd's jewellery brand Tanishq focuses heavily on visual merchandising to attract customers and increase sales. At its stores, Tanishq pays close attention to elements like lighting, color combinations, and decor to stimulate customers and engage them. It also incorporates local art and craft elements that are unique to the location of each store to better represent the local culture and connect with customers in that area. Tanishq's visual merchandising approach is a key part of its in-store branding and promotion strategy.

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Vipin Mandyam Kadubi
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1K views9 pages

Case Study - Visual Merchandising at Titan

Titan Industries Ltd's jewellery brand Tanishq focuses heavily on visual merchandising to attract customers and increase sales. At its stores, Tanishq pays close attention to elements like lighting, color combinations, and decor to stimulate customers and engage them. It also incorporates local art and craft elements that are unique to the location of each store to better represent the local culture and connect with customers in that area. Tanishq's visual merchandising approach is a key part of its in-store branding and promotion strategy.

Uploaded by

Vipin Mandyam Kadubi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Case Study –

Visual
Merchandising
at Titan

Vipin MK Srinath
Intro

• Visual merchandising is the practice in the retail industry of optimizing the


presentation of products and services to better highlight their features and
benefits.
• The purpose of such visual merchandising is to attract, engage, and motivate
the customer towards making a purchase.
Intro

• Visual merchandising traditionally occurs in brick and mortar stores using a


blend of lighting, color combinations, and articles of decor to stimulate an
observer and generate interest.
• However, many e-commerce retailers have begun to apply the techniques as
well
History

• When the giant nineteenth century dry goods establishments like Marshall
Field & Co. shifted their business from wholesale to retail, the visual display of
goods became necessary to attract the general consumers.
• The store windows were often used to attractively display the store's
merchandise.
• Over time, the design aesthetic used in window displays moved indoors and
became part of the overall interior store design, eventually reducing the use of
display windows in many suburban malls
History

• In the twentieth century, well-known artists such as Salvador Dalí and Andy
Warhol created window displays.
• In the beginning of twenty-first century, visual merchandising is forming as a
science.
• Nowadays, visual merchandising became one of the major tool of business
promotion which is widely used to attract customers and increase sales.
Tanishq

• The jewellery business of Titan Industries Ltd, visual merchandising formed an


important area of focus when it had taken a hiatus from audio visual
promotionals.
• After a gap of three years, the company has produced an audio visual for its
products.
• Meanwhile, the concentration has been on in-store promotions and
incorporating the various elements of visual merchandising at the stores
Tanishq

• Even while undertaking in-store promotion, visual merchandising comes to


play as the mood and ambience has to match consumers expectations, said Mr
Govind Raj.
• Even in newer formats like shop-in-shops which Tanishq is experimenting with,
the visual appeal must be in sync with the image that a customer would find in
a stand alone Tanishq store.
• Even in limited space, one must bring out the Tanishq look and feel which one
finds at our store.
Local Art at Tanishq

• Tanishq is planning to add regional art and craft elements exclusive to the
location of the store.
• As part of in-store branding and visual merchandising, the brand plans to
dedicate a wall/ display space to the local art and craft, which will be different
from store to store and will be exclusive to respective location of the store.
• As part of a recent work, at Tanishq’s Garia outlet in Kolkata, the brand has
added elements like kantha work, alpana art, POP rosette collage etc, which
have been integral parts of Bengal’s culture.
Local Art at Tanishq

• “We have already started introducing these elements since early this year but
only at our flagship stores. Now, we plan to make our every second store to
represent these design elements, through which the local population can
connect with the brand. Tanishq has been a jewelry brand that has connected
with all strata of shoppers and we believe that these local elements in retail
design and VM will strengthen the bridge between the brand and its loyalists.”
– Rajan Amba, General Manager & Head – Retail, Tanishq,
• Tanishq has a strong network of more than 250 stores across the country.

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