Presentation on a shoe store, basically focused on designing and visual merchandising of the store.

1. SNEAK
BOOTS
Presented by:
Debjyoti Bandyopadhyay
Roll : 11
Session : 2010-2012
Indian Institute Of Social Welfare
And Business Management

2. About the outlet
• Name of the store – SNEAK BOOTS
• Size- 2000 sq.ft.
• Speciality: Sneakers and boots
• Location- South City Mall, Prince Anwar Shah Road

3. Classic natural materials, such as leather, wood and marble, work well with
the pastel colored background. The basic idea was to create a comfortable
thematic environment in which the customer can find exactly the product that
interests him.
The Idea

4. Inviting Exterior
• The store fronts are the first chance you have to make an
impression on your customers. They can draw shoppers in or
drive them away.
• A store with open window is more customer-friendly than
closed. Customers appreciate being able to see the shoes
arranged in front of the store.
• As for signage, it should be lighted, simple and easy to read from
a distance with no obstructions, and have colors that attract
potential customers eyes to it.

5. Display Window Design
• Window displays are like billboards for our store. They are the
make-or-break factor in whether a customer enters our store or
walks on by.
• Window display, if used effectively, can bring you new clients,
can enhance the image/brand of your business, can create
customer loyalty, can promote certain lines of products and,
above all, can be a major tool in increasing your sales.

6. In-Store Displays
By using creative in store displays, we are making a certain
visual connection with potential buyers of our product, one
that is long lasting. Visual merchandising helps showcase
the product and educate our customers about its features
in a memorable way. In turn, this makes them more apt to
make a purchase.

7. Ample Seating
• If a shopper inside the store cannot find a comfortable
place to sit and try the shoes, she/he may give up and leave
the store in frustration.
• In addition, comfortable seating helps customers feel
welcome and will always be appreciated by the shopper's
disinterested spouse.

8. Good Lighting
Lighting is an important tool in retail marketing. Good
retail store lighting can be used to target and attract new
customers, build store image and subtly persuade the
customers to purchase your merchandise. Research has
proved that strategically placed retail store lighting can
increase sales and consequently increase profits.

9. Plenty of Mirrors
• Using a mix of full-length and knee-length mirrors, so
consumers can view both the small and big picture.
• Luxury consumers may want to match the shoe with their
jeans or trousers or any other kind of clothes.

10. Product
Female Male
 Sneakers  Sneakers
 Knee high boots  Athletic Shoes
 Flip-flops  Boots
 Sandals  Patent Leathers
 Trainers  Sandals

11. Who?
• Who is using the offering? • Who are the other segment may
use our product?
 Urban Male & Female
 Age 18-55  Upper class people
• How much influence does others • Why do we don’t identify new
have on the customer? prospects?
• Who does not use our product but
uses competitor’s?  Rural people
 Upper Class
 Those who are not ready to
experience the different one.

12. What?
• What does the customer • What other related problems
experience when he uses the I can solve for the customer?
offerings?  Perfect size ,More customize
 High comfort and unique product
design
• What else do the customer
• What does the customer expect while using my
expects from me? product?
 Satisfaction, Comfort and  More Shine
Unique design
• What concerns do they have
with my offerings?
 Long lasting

13. When & Where?
• When do the customer use • Where do our customers use
my offerings? the offerings?
 Depends on the product  Office, Party, Tour etc
categories
• What other times they might • Where else they might use it?
use it?
 Own Wedding
 Occasions like marriage, Tour
etc

14. How?
• How do our customers learn • How do the customers know
using our offerings? when to use this product and
when not to use it?
 Website and Through customer  User guide on every products,
service associate (CSA) CSA advise
• How do they make trade-
offs between my solution and
deploying some other
solution to this problem?
 Our brand is quite affordable,
much more comfort

15. Customer Categories
Customer Purchase Present Future Market
Categories amount per Market size size
( By Gender) shopping
1200/- and 44% 48% by 2014
Women above
800/-and above 56% 58% by 2016
Men

16. Customer Categories
Market Purchase Present Market Future Market
Segments amount per size size
shopping
2012 2014
W M W M W M
Daily wear Sandals 295/- 245/- 12% 09% 14.5% 11%
Party Sandals 595/- 495/- 03% 02% 4% 2.5%
Daily wear 975/- 1295/- 06% 09%
shoes
Formal Shoes 599/- 1899/- 05% 19.5%
Casuals 695/- 1395- 12% 17% 14% 19%

18. Consumption Chain
• Desire to buy – How do • Payment – How does the customer
customers be aware? pay?
 Ads &Promotions  Using of cash ,plastic money
• Search -How do customers • Receipt – What do the customers
identify? do after they get it?
 Marketing ,Market research  They end their shopping & sometimes
• Selection – Why does a customer wear that product instantly
pick one solution over other? • Service & Repair – What happens
 better quality better Service when the offering requires service
• Order & Purchase – What must a or repair.
customer do to buy from me?  Customer call on helpline
 Store and Website visit
 They come to the store with the
product

19. Thank You