Body shop-customer and Designer study

Anushka Damani Shrishti Bhandari

THE BODY SHOP

AIM OF PROJECT

The following project is made using our Visual Merchandising skills proposing changes in the aspects of store circulation, graphics and also providing a better experiance to the customers. A hypothetical promotional plan has also been given with appropriate packaging, visual display and advertisments.

THE BODY SHOP

THE BODY SHOP

LOCATION

1

TARGET AUDIENCE

2

CONE OF VISION PLACEMENT OF BRAND NAME (INTERIOR)

4-7 8-11

PLACEMENT OF BRAND NAME (EXTERIORS) & FAÇADE

12-15

SPACE

16-18

MOVEMENT (MALE)

19-23

MOVEMENT (FEMALE)

24-30

PLACEMENT OF PRODUCTS

31-32

SEGREGATION OF PRODUCTS

33-35

FURNITURE HEIGHT

36-37

FIXTURES

38-39

IN STORE GRAPHICS

40-41

SUGGESTIVE PROMOTIONAL PLAN

42-46

THE BODY SHOP

Location: Inorbit mall- Palm Beach Rd, Sector 30A, Vashi, Navi Mumbai, Maharashtra 400703 19°3'55"N 73°0'2"E

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THE BODY SHOP

Target Audience Inorbit Mall, Vashi, Navi Mumbai Middle class family: A family of 4 which can rent a 2 bedroom apartment in a average area of city. Watch a movie in multiplex once a month and eat out at average restaurants. Can buy branded clothes but not expensive electronics such as big tv or expensive cellphones.

Usually these families do most of their shopping during sale season or festivals because they cannot afford to buy things full price if they want to buy branded things.

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THE BODY SHOP

11ft 6.3ft

4.5ft

3.6ft 2ft

2.5ft 4.5ft

3ft

2ft

2ft 2ft 28ft 30ft

28ft

3ft 6ft

20ft

2ft

2ft 1.5ft

3ft

PLAN of the Body Shop store with the meansurements which give an idea of the floor area.

5ft 1.5ft

3.6ft

3.8ft 17ft

3

1.5ft

THE BODY SHOP

CONE OF VISION Cone of vision includes what one can see on entering the shop, everything from the fixtures, graphics and products. The top view plans clearly show the same but with two different perspectives- a buyers and a designers.

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THE BODY SHOP

BUYER’S PERSPECTIVE The store has multiple ranges of products (body, skin, hair, makeup) which are very colourful and also are of a significant variety. It also has an island display on which a new launched products are displayed to draw customers’ eye. The store has a second island display which showcases the top 10 products of the store. Body lotions and perfumes are segregated as per flavour or fragrance

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THE BODY SHOP

2

Discount

Top 10 products

Face

Face & Body

4

4

DESIGNER’S PERSPECTIVE

Face & Body

On walking into the store, one first sees the Vitamin-E promotion placed on a table right in front of the door.

This draws maximum attention because of the colour and placement of product which could serve as a problem to the brand. The USP of the brand is not visible anywhere on entering the store.

The Spa range, Body lotions, Top 10 products and sale products are not even noticed on entering the store.

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1

5

THE BODY SHOP

3

5’ 8.5”

6ft

4ft

SOLUTION:.

The products could have been placed at various heights to create hierarchy.

The promotion table can be replaced in order to throw light on other important products of the brand.

Ranging from 2ft-6ft.

2ft

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THE BODY SHOP

PLACEMENT OF BRAND NAME (INTERIOR) This aspect shows the visibility of the brand name within the store. This is shown through orange circles in the plans. On the amount of visibility, the circles opacity has been increased or decreased.

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THE BODY SHOP

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BUYER’S PERSPECTIVE The logo of the company is not clearly visible unless seen on products or closely looked on advertisements.

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THE BODY SHOP

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DESIGNER’S PERSPECTIVE The logo is not visible anywhere other than on the products and vaguely on the graphics. Two columns and the cash counter in the store have the logo painted on each. There is no recall value.

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THE BODY SHOP

SOLUTION: The brand logo needs more visibility other than on just products. Graphics in the store play a major role and it coould be incorporated in several other places to create a recall value.

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THE BODY SHOP

PLACEMENT OF BRAND NAME (EXTERIORS) & FACADE This aspect shows the visibility of the brand name within the store. This is shown through orange circles in the plans. On the amount of visibility, the circles opacity has been increased or decreased.

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THE BODY SHOP

BUYER’S PERSPECTIVE: The façade is a very elementary one which imparts clear communication with the brand name that is clearly visible.

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THE BODY SHOP

DESIGNER’S PERSPECTIVE: The façade does not have the brand logo. The brand name is written in Hindi and English which make the façade extremely crammed and confusing visually.

The deep green and back lit font draw enough attention and works in favour of the brand. Acrylic is the key material of the façade.

The store’s window is an open back window. One side of the window has the limited edition dangler suspended from the ceiling. The dangler on the other side brings out the brand’s “against animal testing” aspect. The other side of the window had the products to the same advertisement displayed on a table. The promotional graphic tools are not readable and the logo is close to absent.

The entire store serves the purpose of a display. The main USP of the brand is not brought out through the danglers at the entrance of the store. However, there is no place for shoppers to keep extra bags before entering the store.

The overall display at the entrance creates no recall value for its customers.

THE BODY SHOP

13 14

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THE BODY SHOP

SOLUTION: The font size of the brand name in Hindi needs to be reduced and can be placed on the bottom right corner. The logo of the brand should be put on the façade. For a newer look and keeping up with modern trends, alternative material can be used which also accentuates the brand identity.

The store needs to put forth it’s main USP’s like “AGAINST ANIMAL TESTING” through it;s graphics. The logo of the brand needs to be incorporated in more areas.

THE BODY SHOP

2

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1

3

4

15

THE BODY SHOP

SPACE This aspect shows the availabiltity of space in the store. Humans have been used to give an approximate idea.

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THE BODY SHOP

BUYER’S PERSPECTIVE The store has enough room which makes it easy for movement and viewing of products.

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THE BODY SHOP

DESIGNER’S PERSPECTIVE Ample amount of space for a customer and attendee to walk around. There could be a possibility of bumping into a person in the middle aisle.

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THE BODY SHOP

MOVEMENT (MALE) This aspect shows the movement of a male customer on entering the store. It is described in three different scenarios with three different types of customers- an explorer, a regular customer and a first timer.

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THE BODY SHOP

BUYERS PERSPECTIVE: Products are displayed in one nook and corner of the shop which could possibly drive customer away and are not clearly demarcated either. There are three scenarios here: a. A normal passer by: he will walk into the store, randomly look at the first few things and leave the store.

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THE BODY SHOP

BUYER’S PERSPECTIVE: b. A regular customer: he will go straight where the men’s products are, pick his products, pay for them and leave. c. An explorer: he will walk in to browse through products with a keen interest to buy and explore the variety of products all through the store.

21

THE BODY SHOP

DESIGNER’S PERSPECTIVE: Products are displayed in one nook and corner of the shop which could possibly drive customer away and are not clearly demarcated either. There are three scenarios here: i. A normal passer by: he will walk into the store, randomly look at the first few things and leave the store

22

THE BODY SHOP

DESIGNER’S PERSPECTIVE: ii. A regular customer: he will go straight where the men’s products are, pick his products, pay for them and leave iii. An explorer: he will walk in to browse through products with a keen interest to buy and explore the variety of products all through the store

23

THE BODY SHOP

MOVEMENT (FEMALE) This aspect shows the movement of a male customer on entering the store. It is described in three different scenarios with three different types of customers- an explorer, a regular customer and a first timer.

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THE BODY SHOP

BUYERS PERSPECTIVE: Navigation is a slight problem. Would need an attendee mostly. Other than this, the female customers have three different scenarios of movement too as stated below: i. A regular customer: Since the store has displayed the new launch products right at the entrance, she would take a glance at the product and its offers.

Then she would head right where her required products are and then go to the cash counter.

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THE BODY SHOP

BUYER’S PERSPECTIVE: ii. An explorer: She is keen on buying products but only after exploring the various products available.

Hence, she would stroll around the shop and then head to the discounted products section.

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THE BODY SHOP

BUYER’S PERSPECTIVE: A random browser: Herein, she would walk into the store, randomly walk around and leave.

27

THE BODY SHOP

DESIGNERS PERSPECTIVE: Navigation is a slight problem. Would need an attendee mostly. Other than this, the female customers have three different scenarios of movement too as stated below: i. A regular customer: Since the store has displayed the new launch products right at the entrance, she would take a glance at the product and its offers.

Then she would head right where her required products are and then go to the cash counter.

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THE BODY SHOP

DESIGNER’S PERSPECTIVE: ii. An explorer: She is keen on buying products but only after exploring the various products available.

Hence, she would stroll around the shop and then head to the discounted products section.

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THE BODY SHOP

DESIGNER’S PERSPECTIVE: iii. A random browser: Herein, she would walk into the store, randomly walk around and leave.

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THE BODY SHOP

PLACEMENT OF PRODUCTS This aspect shows the convenience and placement of products from the customers and designer’s point of view. A suggestive measure is also taken.

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BUYER’S PERSPECTIVE: Products which were similar were placed together and were well spaced out. A tester was kept alongside each product which made it easy for the customer to test and get an idea of the product.

DESIGNER’S PERSPECTIVE: Every product has a tester with a special aspect eg: 100% vegan mentioned near the product. A couple of products are placed near or according to thier information graphics. There is a considerable amount of space between products on shelves.

SOLUTION: The merchandise graphics can be worked upon.

Also, certain products could have their raw ingredients put near them for touch and feel which also adds to the mood of the store.

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THE BODY SHOP

SEGREGATION OF PRODUCTS This aspect shows how the products have been segregated in the store and have been analysed by the buyer and the designer.

33

THE BODY SHOP

Spa

Makeup

Face & Body

Mens

Face

Various types of product ranges belonging to a similar category are placed together in an order.

For instance, all the body washes of different flavours and fragrances were placed according to their respective ones. Products with offers and discounts were placed together. For the Spa range, products of that category were displayed together.

Accessories were kept on the base shelf. There was no color hierarchy.

New launch

34

Discount

Top 10 products

DESIGNER’S PERSPECTIVE:

THE BODY SHOP

Make up

Spa

Men’s

Face

Face & Body New launch

The new launch products could be placed near the entrance followed by face, body and spa.

Make up can be put right at the back of the store and have it’s own space along with the island fisture of themake up table. This kind of segregation allows the customer to be more clear about what he wants and makes his movement around the store easier and organised. This also brings in color hierarchy in the store.

New launch 35

Discount

Top 10 products

SOLUTION:

THE BODY SHOP

FURNITURE HEIGHT

The following aspect talks about the height of the furniture in comparison to human height. A human stick figure is used to show the same.

36

THE BODY SHOP

5’ 8.5”

FURNITURE HEIGHT: Products were placed at a height where a person of an average height could also easily access the product, in case of not having an attendee.

MATERIALS OF THE STORE: Normal white walls along with display units made of wood. Display units were backlit and had glass shelves.

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THE BODY SHOP

FIXTURES

The following aspect talks about the hvarious fixtures in the store and their material.

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THE BODY SHOP

FIXTURES: The furniture was of a very light colour which made the store look very jarring.

Mirrors were put at very unnecessary places.

MOOD OF THE STORE: there was no particular mood of the store.

There were many amalgamated fragrances of numerous products and there was no music being played. The store also had very general lighting.

COLOR SCHEMES: The store had no colour scheme apart from what was seen on products.

LIGHTING: There was very basic and general lighting all through the store. It was well lit and each display unit was backlit.

PROPS: No usage of props

EMOTIONAL FEEL OF THE STORE: The overall feel of the store is very department like.

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THE BODY SHOP

IN STORE GRAPHICS

The following aspect talks about the graphis in the store and their problems.

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THE BODY SHOP

GRAPHICS:: Only the main new launch advertisement at the entrance drew major amount of attention. The store had repetitive graphics all through. There was no clear indication of products other than at the makeup section. Each collection had a brief description but was visible only once closely looked. Offers were also put right near products for clear communication. Certain things were hard to read.

VISIBILITY OF GRAPHICS: Segregative signages and ceiling posters were a little irrelevant. The against animal testing campaign advertisement was not eye catching.

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THE BODY SHOP

SUGGESTIVE PROMOTIONAL PLAN

The following aspect talks about a hypothetical promotional plan proposed for celebrating Earth Day which falls on 22nd April. Our theme for this is ‘Earth to Body’ wherein we have used the touchpoints related to earth like flowers, tree barks, soil, mud, air, pebbles and rocks, sunlight, water etc.

We have introduced a whole new range of products who’s components are made using these very touchpoints. Suggestive packaging, visual display, store arrangement, graphics etc. The theme has been inspired from dried red flowers and mud.

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THE BODY SHOP

1

1. A gift box 2. A paper bag usually given to customers after shopping 3. & 4. Tote bag options that customers can buy or get free

2

3

4

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THE BODY SHOP

1

2

Front and Back sides of Danglers that will be suspended from the store ceiling

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THE BODY SHOP

Promotional Advertisements for the store

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THE BODY SHOP

2

Exclusive packeging for new range of products.

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