With deep insights into the world of visual merchandising, Radhika Subramanian, Head – Marketing, Retail Operations, and Customer Service at India Circus by Krsnaa Mehta (A Godrej Venture) interacted with the students at IFMR GSB. “The purpose of visual merchandising is to attract, engage and motivate customers towards making the purchase”, with that Radhika shed light on the storytelling nature, principles and process of this key marketing tool in retail. Elaborating on the principles involved, Radhika introduced the concepts of vertical and horizontal display, focal point or pyramiding, balance or symmetry, consistency and repetition, storytelling or cross merchandising, and graphics to the students.
