Visual Merchandising on Newly Constructed Bangalore International Airport to Improve the Sales

Topics: Retailing, World's busiest airports by passenger traffic, Airline hub Pages: 25 (6955 words) Published: February 16, 2009


This is to certify that Mr. Shishir Saxena of PGDM-IB from IFIM Business School has undergone a “Summer Internship Programme” (SIP) at “NUANCE GROUP INDIA PRIVATE LTD.” on the topic “THE APPLICATION OF VISUAL MERCHANDISING CONCEPT TO IMPROVE SALES “under the guidance of Mr. Rolf Blaser & Prof. Shinu Abhi, towards the partial fulfillment of the award of Post Graduate Diploma in Management in International Business during the academic year 2007-2009.

Dean, International Study Programme and Placements,


I hereby declare that this Summer Internship project report on “THE APPLICATION OF VISUAL MERCHANDISING CONCEPT TO IMPROVE SALES” is my own work, to the best of my knowledge and belief. This is an original report and is not submitted elsewhere or has been accepted for the award of any other degree or diploma of any other institute, except where due acknowledgement has been made in the text. SHISHIR SAXENA



I express my heartfelt gratitude towards “NUANCE GROUP INDIA PRIVATE LTD” Company for having given me an opportunity to undertake my summer internship project. I am grateful to Mr.Sanjay Chatterjee HEAD-HUMAN RESOURCE who gave me this opportunity to work with one of the world’s leading airport world’s Nuance group. I would like to thanks Mr. Rolf Blaser-Airport operations manager who helped me during several stages of my project. I would also like to thanks all the member of nuance staff who cooperated with me during the project. I express my sincere thanks to my internal guide Prof. Shinu Abhi for her sincere help given to me during my internship. Finally, I would like to thank all those people who have directly or indirectly helped me in completing this research project successfully.

Nuance is one the world’s leading airport retailer in the world. It has entered Indian market through a tie-up with Shopper’s stop. It has opened stores at Hyderabad and Bangalore international airports. The brief was to study the visual merchandising concepts and apply them to Nuance stores at the departure section of the airport. The stores that had to be analyzed for improvement areas are Crossword, Cocoon, LTC, Perfumes & Cosmetics under Duty-free category; Life’Spirits, Lamoda and Mithaas under Duty-paid category. Since Nuance had established the stores recently, the arrangements of various items was done in a random fashion and the shelves were still not filled with the stocks as they were in the process of finalsing the suppliers. Nuance targets airtravellers with an array of products including the best brands in the world and also some unique products which are available only in this part of the world. Some of the areas of improvement noticed were

Many dead spots
Lack of proper aisles to regulate the traffic flow
Even sized shelves with the same monotonous colour
Lack of lighting arrangements highlighting the products
Badly designed signages
Some of the suggestions for improvements are
Dead spots have to be eliminated by placing gondolas, advertising material on walls etc. The layout has to be designed in such a way that the aisles would guide the customers around the store enabling them to access every area of the store without missing any part of the store. Independent gondolas having different shelf sizes have to be installed to display items of different sizes. The shelves will have to be covered with materials of contrasting colours so as to highlight the products. Appropriate arrangement of products on the shelves so that the light is focused on each product. Clearly visible signages with...
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