RETAIL IN STORE COMMUNICATION / VISUAL MERCHANDIZING

VISUAL MERCHANDISING & INSTORE COMMUNICATION
Conceptualize and Execute the Most Effective VM & In store
Marketing for your Retail Format
Peshwa@thinkasconsumer.com
Think As Consumer

THE RED BOOK
VISUAL MERCHANDISING & INSTORE COMMUNICATION
Peshwa Acharya

Contents
About Reliance value format
Brand Values of Reliance Mart, Super & Fresh
Objective
The Visual Merchandising Process
Strategic thought process
The Design Principles & VM tools
VM implementation 12-24 months Retrospect
Category / Festivals / Marketing Promos / Activities / NSO
Key Takeouts
New VM initiatives
Innovations and ideas
Key Takeouts
Building Category Management through VM
Constructing Value Format As a Brand through VM
360 degree VM approach
Learning's
Way forward

Reliance Value Format
The Value Format Definition
The Value Format Definition : The combination of business / retail formats of fresh,
Super , mart which has 1 crore shoppers per month …which is able to provide great
value to consumers for both convenience / weekly / monthly shopping as well as
Destination shopping of a Mart…

Reliance Mart- Brand Positioning
Reliance Hypermarket formats will be destination retail outlets that provide
the consumer with the full range of categories, with easier and exciting
shopping through “Innovative ideas” and “newness”, and“Solutions”
and offer the lowest prices to the consumer, and provide a comfortable
shopping environment to make it the best Loved and Trusted shopping
destination of Family shopping, in town. It is where “Life Converges”

Reliance Super Brand Positioning
Reliance Super will be destination retail outlets that provide the consumer
with the full range of categories (from food to apparel, electrical & electronic
equipments and services), offer the lowest prices to the consumer, and
provide a comfortable shopping environment to make it the best Loved and
Trusted shopping destination of Family shopping, in town.

Reliance Fresh- Brand Positioning
RR Fresh shall be the one stop solution for the house wife providing a clean,
bright and self service shopping environment close to her home
( 20 mts walking radius) for her daily ,weekly and monthly shopping ,which cover
kitchen, dining, bathroom, clothing and household needs ,delighting her with
unparalled price , range, freshness and promotions, making it the most preferred
and convenient destination for value shopping with an enjoyable experience.

Objective
•To Capture the Various Visual Merchandising initiatives in the past 12-24 months for
the Value format,
•Evaluate and Iterate the performance of VM initiatives from Business and Consumer
perspective.
•To assimilate Key Takeouts from VM and build a sound ecosystem of the
Visual Merchandising initiatives in the future.

Visual Merchandising—what it is..
•Creation of in-store environments for goods and services in order to maximize sales
•Liaison between product and selling area, to ensure the presentation and integrity
of the brand core values of Reliance Value Format: value for money, Plethora of
products, Solutions.
•Synergy of the consumer’s mind, the retailer’s eye, and the visual merchandiser’s
passion
•Creation of shoppers out of stoppers, passers who by out of passerby's, and
walk-ins out of walk–bys

• Visual Merchandising will enhance the image of Reliance as India’s
first truly international and real hypermarket with an unparalleled
product mix.
• To depict the brand values: Quality, Service, Value,
Freshness & Choice
• To create sensory imagery that is consistent with product category
thinking.
• To promote purchasing behavior by giving information that will assist
customers in making their buying decisions.
Visual Merchandising—what it is to Reliance Value Format

Visual Merchandising—what it involves..

Visual Merchandising—the strategic thought process..
Home Highway
Focal point/
landing
Power aisle End cap
baysshelfProduct
1 2 3 4 5
678
The visual merchandising elements will accompany the customers in their journey
from home to the promo offers in the store.

• At home the VM & Communication tools through which we reach our customers are
NEWSPAPER ADS, LEAFLET INSERTS, SMS, RADIO
• At home the consumer is at ease,in his comfort zone..hence he has more time to browse the
newspapers, read the sms etc.
• The browsing time at home will last from 10-30 minutes.
• In this time we shall make him aware of the MAIN CAMPAIGN/THEME, BEST PROMOTIONS,
SERVICES IN THE STORE, EVENTS, BUMPER PRIZES AND MUCH MORE.
• All these will add enough excitement for the customer to drive down to the store.
Visual Merchandising—the process mechanism
Time to Browse : 10-30 minutes approx
Home

News Paper Advertisements.
Must haves
•Logo of the theme/promo/festival/event
•Imagery of family/TG to ensure consumer
connect
•A punch line which is clear and loud
•Best offers in the store to entice the
customer to come to the store
•Services available at the store (if any)

Highway
Time to Browse : 5-10 seconds

Time to Browse : 5-10 seconds approx
Visual Merchandising Tool :
Outdoor Banners
Vehicle Branding
Must haves
•Logo of the
theme/promo/festival/event
•Loud and Clear Offer
communication (if applicable)
•Clearly visible Discount or price off.
•Brand Logo of the store where it is
available.

Focal point
Landing/
entrance
Browsing time : 10-25 seconds approx
Strong hotspots and focal points boosts value messages, views of store size/scale,
and perception of character/lifestyle/depth of product mix.
Located to create visual continuum from front of store to back. “Begin with an end
in mind.”
Focal Point Presentations Highlight the best offers in the stores which the customer
has already seen in newspaper ads/leaflets.
This ads as a offer recall and increases the chances of purchase.

Browsing time : 10-25 seconds approx
Visual Merchandising Tool: - Entrance Gate / Focal Point
Must have:
Logo unit of the festival/event/promo
Best 2 offers inside the store to excite the customers.
Focal point must have the product presentation of the best offers with the backdrop
Of the offer/promo/event.

Power
Aisle/
Endcap
Browsing time : 2-10 minutes approx
Messages:
Reliance offers the widest range of products at great value. Reliance is an
innovator and brings you new products and exciting promotions.
Enticing presentation of promos and new products to sponsor customer walking
and to encourage long sight lines that show store size and scale

Power
Aisle/
endcap
Visual Merchandising Tool: - instore banners/ endcap/ product presentation on
special fixture.
Must have:
Loud and Clear Communication
must have the product presentation of the best offer on End Cap / Special fixture with
The banner of the campaign.

Browsing time : 2-10 mins
Bays/
Shelf
The bays will contain the Price Communication , Promo Communication and
Product information communication (where applicable)
Highlighting the theme via various visual merchandising elements can encourage
quick decision making.

Bays/
shelf
Visual Merchandising Tool: - Data Strip Inserts/ Shelf Talker / Bay dividers
Must have:
Loud and Clear Communication
Incase of Bay divider a visual imagery is required.

The 360 Degree multifaceted approach: ---
Movie trailer/
hoardings
Celebrity campaign Great theatre seats Great snacks
+ + + = Great experience+
Happy Customers
= Good Business
+ + + =
News ads/
Sms/leaflets
Campaign announcement
On highway, hoardings/
vehicles
VM at entrance/entire store Highlighting promos
Through focal point
Great experience+
Happy Customers
= Good Business

Visual Merchandising—what it involves

Visual Merchandising—a retrospect 12=24 months
Cost –to- Cost
Duration : 21st- 27th jan 2009

Scenario:
• 26th January is a National Holiday. Though this is neither
any festival celebration or any religious event, however
retailers across the county have taken this opportunity to
build a national Property through impactful marketing
ideas.
• This time around it was the first Pan national Campaign
for RELIANCE VALUE FORMAT (RVF). Hence it was
extremely important to create a National Property for
RVF on 26th January 2009 weekend.

Business Context
• The key focus was to integrate the three
formats Reliance Fresh / Reliance Super /
& Reliance Mart for a pan India Campaign.
• Through this Campaign the RVF presence
was to be highlighted 77 cities 700 +
stores 4 million sq ft.

Marketing Strategy
• The key focus was to generate immideate oftake
Hence the marketing stance was to create a
hype around the 4 days long weekend through
clear and impactful communication.
• This was initialized through a concept of ‘COST
PRICE SALE’ which was communicated initially
as ‘ shop at our cost’. Due to legal hurdles the
campaign name was changed to COST-2-
COST.

• During these four days retailers across the
country offer deep discounts and great offers to
entice the customers. In this scenario we at RVF
had to match up to the expectations and take the
opportunity to build a national property for RVF.
• The Campaign Marketing was done through
Radio, News paper Ads, Visual merchandising
and Instore communication across all the 700+
stores.

VISUAL MERCHANDISING AND INSTORE COMMUNICATION APPROACH.
• The business concept and Marketing strategy
were amalgamated through the various Visual
Merchandising and instore communication
elements.
• The focus was to ensure clear communication of
the campaign and develop a consumer
connect through appropriate Visuals which can
integrate the Value format.
• This was effectively executed through various
mediums like instore banners, CSA badge,
external dropdowns etc.

Logo Exploration Final Logo Unit
The Logo Unit
•The communication conveys all the products instore are at Cost Price.
•It was a Pan India Campaign for Fresh / Super / Mart (77 cities 690 stores)
•A visual Imagery of a typical family of four is used.
•The SHOP AT OUR COST PRICE had legal issues hence COST2COST.

VM elements
•External dropdown
•Standees
•Internal dropdown
•Danglers
•CSA badge
•Bin wraps
•Focal point display
•Data strip insert
•External dropdown
The external dropdown with the
logo unit and promo communication

Standee
The standee communicates maximum savings assuring the customer that this offer
is the best offer amongst all the offers.

•Instore dropdown
•Instore dropdown
The instore dropdown is placed in the
power aisles with the promo
communication.

•Bin Wraps & CSA badge
The bin wraps highlight the promo
On the bins
The CSA badge adds to the overall
VM experience
•Bin Wraps & CSA badge

•
•Data Strip Insert & Danglers
•Data Strip Insert &
Danglers
The Data strip insert
highlight the offer on the
shelf and get the customers
attention.

Key Takeouts
•Cost-2-Cost seems to have generated off take/ sales.
Branding may have been : ‘Margin free’..

Ghar Sajao Ghar Basao
25th September– 1st December 2008

Scenario
• Diwali is a period where people shop for new
clothes and renovate their homes , buy valuable
items as it is the most auspicious period for the
Hindus.
• During this period there are national holidays
and lots of Family get-to-gathers happen.
• Gifting is also extremely high during this time as
people visit their relatives and friends.

Business Objective
• This festival a lot of Retailers have deep
discounts and best offers.
• To ensure the customer stickiness during the
festive season not only through deep discounts
and offers but through overall shopping
experience.
• To make the most of the festive season to drive
the sales 3x.

Marketing Strategy
• To have a campaign which counters competition
and ensures customer stickiness during the
festive time.
• The offer :
– Get a 1gm Silver coin on purchase of Rs 7500 (Offer
only in second year)
– Get a 22 k 1gm Gold coin on purchase of Rs 15000
and above (offer on both the years 2007 & 2008)

• Gold is used to cut the clutter and connect
instantly with the consumers.
• Gold has been an integral part of all the
Indians since many years.
• Gold would be the best gift for the
customers as they see it as a part of
“Ultimate Savings” ( due to consistent
increase in gold price)

VISUAL MERCHANDISING AND INSTORE
COMMUNICATION APPROACH.
• The VM and instore communication will be done
to enhance customer shopping.
• The lighting in the store will add to the festive
excitement.
• The VM is done through instore banners, feature
displays.
• Gifting and the sweet section will be highlighted
more .

VM ELEMENTS
•Gate
•Pole buntings
•Standees
•Banner instore
•Danglers
•Data strip insert/wobblers
•CSA badge
•POS

GATE
To be displayed at the entrance façade announcing the promotions to the customer
outside the store .I has the LOGO unit and the offer communication.

Pole Bunting
To be displayed at the atrium announcing the promotions to the customer outside the
store .I has the LOGO unit and the offer communication.

Standee
The standee communicates clearly the offer assuring the customer CASH BACK

FOCAL POINT
Focal point will have the product presentation of the best offers with the backdrop
Of the scheme

Instore dropdown
The instore dropdown is placed in the power aisles with the promo communication.

Instore Dangler
The Dangler adds to the overall VM experience
It carries the logo unit of the scheme and the message

CSA BADGE
The csa badge adds to the overall experience in the store. It carries the logo unit .

Data strip insert
The Data strip insert highlight the offer on the shelf and get the customers attention.

Bin Wraps
The bin wraps highlight the promo On the bins

•Gold as an offer connected extremely well with the consumers and
Was a Gold standard of promotions.
The Store lighting added to the customer shopping experience
Giving it a festive look.
Key Takeouts

The concept
Celebrate Freedom
August 2009
CELEBRATE FREEDOM CAMPAIGN WITH 5 CRORE HAPPY CUSTOMERS

5,00,00,000 logo ka bharosa....
• We at Value Format generate 1 crore bills every month across our 710 stores, that
means 1 crore families shop with us every month which is equivalent to 5 crore
Indians, considering the fact that on an average every Indian family is at least 5
members strong.
• To highlight the no. of Indian Households, we cater to with our size (no. of stores) &
reach (PAN India presence), we want to emphasize on the number of people who
trust us, shop with us for their daily & lifestyle needs.
• We wish to communicate to & reward not only our 5,00,00,000 family members but
also all other fellow Indians by saluting them & giving them a reason to celebrate with
us in our 5 day long freedom celebrations at our Reliance Value Format stores & as a
part of the celebrations we shall be issuing 5,00,000 coupons of value Rs. 100 each
which is worth Rs. 5,00,00,000.
• Every Indian has a right to celebrate their freedom... we are just giving them a reason
to do it !!!
context

The Visual Merchandising Theme
• To celebrate the sprit of Freedom and Thank our 5 Crore customers.
• Vm would bring out the Independence Day look and feel through various vm
elements outside and inside the store.
• The Vm elements will communicate the great offers inside the store as well as
thank our 5 crore customers.
• The visual Imagery projects the cultural mix of India as well as the versatile
customer base of Reliance Value Format.
• The ‘5 crore Indians, one big family’ would Enhance the Brand Value of
Reliance Value format.

The communication
• The identity-
• Communication line-
5 CRORE Indians one big family
Celebrate Freedom
Celebrate with our irresistible offers..
Celebrate like never before !

The Imagery
•The imagery Showcases the cultural mix and diversity of India.
•This also gives the viewer the feel of the vast number of people whose
shopping destination is Reliance.

• External Dropdown Fresh-Super-Mart
• Gate Super-Mart
• Standees Super-Mart
• Focal Point Display Super-Mart
• Floor Graphics Super-Mart
• In store Banners Super-Mart
• Danglers Fresh-Super-Mart
• Data Strip Insert Fresh-Super-Mart
• Badge (CSA) Fresh-Super-Mart
• Gandhi Cap (CSA) Fresh-Super-Mart
• Bin wraps Super-Mart
• Preprinted Pop Fresh-Super-Mart
• A3 posters Fresh-Super-Mart
VM elements

• Design Principles
• P.O.P: Special Freedom offers Pop stationery to be used in A3/A5
templates to communicate price and promo.
• P.O.P stationery to be used only to highlight freedom offers inside the
store.
• Category Promo Banners: Category Specific offers would be
highlighted through banners in respective categories.
• Standees communicating great offers to be put up at strategic locations
in the store. ( entrance, before the travelator/staircase/lifts, landing, or
any other high traffic zones identified by the store.)
• Focal point Display : To display the best deals inside the store on the
podiums with the freedom offer p.o.p.
• Data Strip Inserts: To highlight the freedom offers on the shelves.

External Dropdown
To be displayed at the entrance façade announcing the promotions to the customer
outside the store .It has the LOGO unit and the offer communication.
Planned IMPLEMENTED

Planned IMPLEMENTED
Entrance GATE
The entrance Gate has the two best offers and the theme with the logo unit.
This is impactful at the entrance and adds excitement.

FOCAL POINT
Of the scheme
Planned IMPLEMENTED

Planned IMPLEMENTED
FLOOR GRAPHICS
The floor graphics adds to the overall experience in the store. It carries the logo unit .

Instore dropdown
The instore dropdown is placed in the power aisles with the promo communication.
Planned IMPLEMENTED

Instore Dangler
The Dangler adds to the overall VM experience
It carries the logo unit of the scheme
Planned IMPLEMENTED

CSA BADGE
The csa badge adds to the overall experience in the store. It carries the logo unit .
Planned IMPLEMENTED

Data strip insert
The Data strip insert highlight the offer on the shelf and get the customers attention.
Planned IMPLEMENTED

Planned IMPLEMENTED
Bin Wraps
The Bin Wraps carry the logo unit and the theme of the campaign and highlight the
Promo sku.

Planned IMPLEMENTED
Pre-Printed POP
These carry the theme and the logo unit . It is used to highlight the campaign’s best
Offers.

Category Promo through
thematic VM

External Gate with the 4 best offers In the
store
•Apparel
•Home
•Grocery
•Footwear

Planned IMPLEMENTED
Apparel Category Offer Communication

Apparel Category Offer Communication

Home Category Offer Communication

Grocery Category Offer Communication

Footwear Category Offer Communication

Digital Category Offer Communication

•The 5 crore logo unit has a strong impact.
•The category VM & Communication has been highly effective to
Drive sales & utilize VM as a medium to communicate category
Best offers for the campaign
Key Takeouts

Various Categories in Reliance Value format include
FOOD- Staples, Fruits & Vegetables , Confectionary &
snacks, Beverages
ELECTRONICS- Appliances , Home Entertainment, Hi-
tech & Multimedia
HOME – furnishings , furniture, houseware.
LIFESTYLE– Toys, Stationary , Fashion Jewelry, Books &
music, Sports
APPAREL & LUGGAGE
FOOTWEAR
NON FOOD FMCG- personal care, homecare ,baby care.

The concept
Mangalwaar
Ki Mandi

Scenario
• Fruits and Vegetables are an integral part
of the Positioning of Reliance Value
Format.
• It is also a destination category.
• The F&V category is the footfall driver in
the store and drives the Topline and the
store positioning.

Business Context
• All the communication and advertisements
are focused on the weekends.
• Hence post the weekend sales the
footfalls are lowest on Tuesdays.
• Since F&V will drive the footfall back to the
store a campaign is required to encourage
the customers to visit the store on
Tuesdays.

Marketing Strategy
• Mangalwar Ki Mandi – Mandi in Indian Context
relates to Low prices / Fresh quality and best
price.
• This is more of a local communication used to
instantly connect with the customers.
• This Campaign ensures high footfalls for the
stores on Tuesdays.

• Since ‘Mangalwaar ki Mandi’ is a local
communication for this campaign, a vegetable
cart is used to enhance the local look and feel.
• Other instore vm and communication are
banners, csa badge, aprons and cap.
• These elements effectively communicate the
Best price , great value to the customers
effectively on tuesdays.
VISUAL MERCHANDISING AND INSTORE
COMMUNICATION APPROACH.

Visual Merchandising elements
Badges
Dangler
Poster
Shelf strip
Cap
Apron
Drop down
Cart
Standees

The concept
Noodles Bachat Mela
April/may/june 2009

Noodles Mela
• Duration- April 09
• Concept
– Important Sku in Modern Trade
– Increase Impulse Purchase
– Promoting private label
– Expected outcomes
• Increase Visibility of Private label
• Promotion of all brands
– Influence purchase of complementing bricks
like sauces and soups

Vm elements
• Standee (Only for Mart and Supers)
• Data strip insert
• Bin wrap
• End cap

The concept
Mango Mela :April/May

Mango
• Fruits & Vegetables form an integral part
of Reliance Value format Positioning.
• Seasonal fruits like Mango drive the
Topline as well as the positioning.
• Mango is considered to be the ‘King of
Fruits’ with a great taste and nutritional
values.

•Various elements of VM for mango mela and Health is wealth
•External Banner
•Danglers
•Focal point display ( Select stores as per list )
•Health is Wealth Lounger communication
•Health is wealth Instore Banner

To be installed at the entrance of the store to be
visible externally
To be printed on flex and pasted front back
Quantity & size -As per the BOQ

To be installed at prime location in
the stores.

• To be worn by category CSA
• To emphasize the Farmer look.
(the Farmer look in different
states would vary state wise)

Visual Merchandising—a retrospect 12=24 monthsVisual Merchandising—a retrospect 12=24 months
The concept
Juice Mela

The concept
• Duration - April to June 09
• Offers - % Off , BOGO & Price off
• Concept
– Important Sku in Modern Trade
– Ready to drink sku and part of quick snack
– Strong Sku for Summer Season
– Health Conscious customers
– Higher penetration of Juices Vs colas
– Important Brand partners involved in promotion
– Increase the penetration and communicate presence
of Variety in Reliance Store
– Mela – presence of Many brands under One roof and
all with Offers

The concept
Biscuit Bachat
May/June

• Duration – July 09 & August 09
• Offer – 10 % off on All biscuits at a bill value of Rs 49
and above ( exception Bourbon as already on another
promotion )
• Concept
– Important Sku in Modern Trade , Presence of Variety
– Ready to Eat sku part of quick snack
– As per sales 90 % contributor is Parle , Britannia Sun feast
– Expected Out Come
• To increase AVB from Rs.35 to Rs.49
– Communication through print ads, Leaflets . Banners were done
– VM was sponsored by vendor Sun feast with prominence to their
mascot
– Mela – presence of Many brands under One roof and all with
Offers

Vm Elements
• Banner
• Standee (Only for Mart and Supers)
• End cap for Reliance Fresh
• End cap for Reliance Mart

The concept
Do Aur Do Paanch

Date – 25th June till 23rd July
Offer - Buy any 2 chocolates and any 2 namkeen -
get 1 chocolate or namkeen free (Of lowest
MRP)
Concept –
– Regular / prefer sku in monthly basket for
Indian Customer
– Increase bill penetration of the category / sku
– Promote blend of eastern and western
snacking requirement
– Attraction to both age groups i.e. elders and
kids

Vm elements
• Banner
• Scan SAV
• Cash till card
• End cap for Reliance Mart /Super
• Please note there are different AW for fresh
marts and supers.

Festivals in India

Visual Merchandising—a retrospect 12=24 monthsVisual Merchandising—a retrospect 12=24 monthsVisual Merchandising—a retrospect 12=24 months
The concept
Onam Ponnanam-
A festival in Southern India

Concept
– Maintain competitiveness, Align with local Taste &
Needs
– Build Emotional & Social connect and Loyalty
– Promoting Presence and develop goodwill
– Value for money offers over competition
– Promoting Gifting Idea
– Communicating Joyous and celebrative environment
Colours / Designs / Pictures /

•VM ELEMENTS
•End cap banner
•Danglers
•Bin wraps
•Floral Graphics
Final Logo Unit

To be installed in the store in mini tracks and star
track in central and main power aisle
To be printed on flex and pasted front back

Specification-14 inch dai 300 gsm card paper
both side prints.

To be printed on flex and wrapped around the bins
inside the stores.

The back drop has to printed on flex and mounted on
the wooden frame .Product to be displayed on wooden
podium which is cladded with printed flex and
displayed at prime location in the power aisle

The concept
RakshaBandhan-2009

FOCAL POINT
Of the scheme
The back drop has to printed on flex and mounted
on the wooden frame .Product to be displayed on
wooden podium which is cladded with printed
flex and displayed at prime location in the power
asile

The concept
RakshaBandhan-2008

Lohri- A festival in Punjab
The concept

• Objective
– Customer
• To Celebrate the festival & build emotional connect.
• To develop goodwill
• To provide Festive offerings to the Customer for being loyal to
Reliance.
– Internal
• To maintain competitiveness, Align with local Taste & Needs.
• Scope
– All Stores in Punjab,
• Duration
– 12 Jan to 15 Jan 09

Vm Elements
• Danglers
• Dropdown
• Leaflet

• Danglers
To be installed at entrances and on cash tills.
Responsibility-Store Mktg /departmental manager
Specification-9inch widthx14 inch h 300 gsm card
paper both side prints.
Quantity-As per the BOQ

• To be installed in the
store in mini tracks and
star track in central and
main power aisle .To be
printed on flex both sides
• Responsibility-Store
Mktg/Departmental CSA

Pongal Implementation
14 January till 17 january 2009
The concept

• Objectives
– Customer
• To encourage consumers to buy more
• Help to build a relationship with the customer
• To regain former Customers
• To develop goodwill
– Internal
• To Drive Sales @ 2x during the promotion period.
• To maintain competitiveness
• To reinforce the image of the products
• To increase sales among existing & new customers
• Scope
– All Stores in TN/AP/KA(Sankranti), All Categories
• Duration
• 14 Jan to 17 Jan 09

• Danglers
• Dropdowns
• Leaflet

• To be installed in the store
in mini tracks and star track
in central and main power
aisle .to be printed on flex
and pasted front back
• Responsibility-Store
Mktg/Departmental CSA

DIWALI 2008
The concept

Concept
– Maintain competitiveness, Align with local Taste &
Needs
– Build Emotional & Social connect and Loyalty
– Promoting Presence and develop goodwill
– Value for money offers over competition
– Promoting Gifting Idea
– Communicating Joyous and celebrative environment
Colours / Designs / Pictures /
The concept

Diwali Lighting

The concept
Health is Wealth
December 9, 2008

Scenario
• Health consciousness or wellness is a mega trend in
Modern Indian Society.
• We wanted to ride on this trend of health awareness and
build a property “Health is Wealth”
• This would be a platform which can be used to promote
products categories within food and non food categories
to drive sales and consumer awareness through VM and
instore communication.

Amla
Duration- winter season
Concept
• During the winter season many people are
prone to cold and flu symptoms.
• Amla being the oldest remedy for this
season we took the opportunity to promote
its health benefits and nutritional values
through instore communication and VM.

Healthy Living Program: Health Is Wealth
Life has many opportunities for enjoyment. The problem is for many unhealthy people, life is too short to take
advantage of these simple pleasures. Healthy Living is the key to achieve this.
{Jason Katzenback }
Background: There is no such better life without a good health. Health is the most important thing for a
better life but still neglected. People would rather prefer to run after money and other material things than
their own health.
The launch of “Health Is Wealth” Program at Reliance HyperMart & Super will ensure educating the
Consumer on health benefits of various products in the store while shopping.
Objectives:
General objective: To enhance the shopping experience of customers in Reliance Mart & Reliance Super
Stores, where the customer will come for more than the product and price.
Specific objectives:
To disseminate information on benefits, uses of Amla
To increase the sales & Volumes of Amla.
OutCome:
This program over a sustained period of time duration will help to attract new footfalls, retain old R1 members
& would make the store a preferred destination for shopping. This in turn will gradually increase consumption,
tonnage & therefore revenues.

LOGO UNIT

LOUNGER COMMUNICATION BOARD FOR AMLA BENEFITS

LEAFLET FOR AMLA BENEFITS

IMPLEMENTATION PICTURES

Health is wealth- Mango

Egg
• Duration – August 09
• Concept
• The salience of Egg is >1% however Egg drives the
footfall back to the store.
• To position the Fresh stores as ones which sells Eggs as
the form an integral part of the grocery shopping basket.
• Bring Non Vegetarian families to Reliance Fresh store as
egg is daily / regular Sku

•The Customers like to get information on Health Benefits. Such
Information comes handy to them while shopping and making
Decisions.
•The Amla sales : Ashapurna Growth of 7599% Maru Tower Growth
of 2635%
Almonte Growth of 2002% Suraj Chand Tara Growth Of 1825%
Flamez Mall Growth of 1021%
Key Takeouts

The concept
ALIVA BISCUIT – PRODUCT LAUNCH
Aliva a new product launch from ‘Pepsi’. It was a new segment between
biscuits and snacks.

New Store VM
Re-launch
Visual Merchandising Makeover

New store launch
• The intent was to utilize the large façade
space to endorse various quality
prepositions of the Brand RelianceMart.
• This was to be achieved through relevant
visuals depicting the categories available
in the store.

RELIANCE MART LIBERTY PLAZA – HYDERABAD- FAÇADE DESIGN

• The concept
• The façade has to convey the brand values of the Store.
• It should also carry the information on various product
categories available in the store.
• These will give a fair idea to the customer , about the brand
values as well as the product mix in the store.
Reliance Mart Brand value Creative's for the facade

Collage representing the Brand LOGO and categories present in the store.

IMPLEMENTED PICTURES

Fruits & Vegetables Section Enhancement
fruits and vegetables
display ideas for

• F&V is a key driver for Reliance
Value format.
It is also a destination category.
Fruits & Vegetables Section Enhancement

abundance
purity
hygiene
the communication
freshness

yellow
the COLOURS

the COLOURS
red

the COLOURS
green

‘Fresh’ is an integral part of the F& V section.
By having such a communication it reinforces the values of the Brand to the customer.
This also forms an imagery of having the ‘fresh fruits and vegetables’

Quality is another value of the Reliance Value format.
Since the inception of the brand a lot of emphasis has been laid on the quality of goods
Delivered to the consumers.
Hence the communication ‘ Finest Quality ‘ will ensure the customers that Reliance
delivers not just quality but “Finest Quality’

Most of the people believe the fresh fruits and vegetables are the best from the farms.
Hence the communication “Farm Produce”

Implementation pictures

Wall racks

Loungers

Visual Merchandising—INNOVATIONS
SOLUTION CENTRES…

Solution Centres...
• “A ‘solution centre’ is an end to end
solution to a specific user need period.”
• “It is having the right adjacency of
appropriate merchandise/assortment
addressing the user need, hence providing
a solution. It is category & Brand neutral”
• “A solution centre is informative,
innovative, and convenient & enhances
the consumer shopping experience”.

Home Cleaning Solution Centre
Bath
Homekeeping solutions
Kitchen Laundry Living
Classification

Before After
VM elements used – Bay dividers

Before After
VM elements used – 3D signage

With reference to human scale

Special features: data strip signage

All the recommended products in the take away shall
have an association on the shelf in form of an insert
which says “ we recommend” in the same way as it
is represented in the brochure.
Special features: customer take away home cleaning checklist with
recommended products

More images

Whose solution is it anyway?
• Business:
• A solution centre encourages the customer to see all the products related to a need
at one place. This leads him/her to buy a solution (may be an entire range which can
be a mix of difference categories)
• The customer will take quick decisions vs going through a treasure hunt in our very
large stores.
• This will save them time which they can use to browse other sections in the store.
• Customer:
• A solution centre provides a wholesome specialized solution at one location.
• The features and benefit cards, information boards educate the customers and make
them aware of new products.
• The expert advice relieves them from confusion and helps them in quick decision
making.
• The live demos and testing centres help them understand their needs better and find
a solution there itself.
• The solution centre is an experience of discover, convenience and delight for the
customer.

Reliance Value Format- customers from all walks of life

RETAIL IN STORE COMMUNICATION / VISUAL MERCHANDIZING

RETAIL IN STORE COMMUNICATION / VISUAL MERCHANDIZING

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