A Study on store atmospherics of a specialty store at Reliance Timeout

Abstract
Indian cities are witnessing a paradigm shift from traditional form of retailing, to modern outlets. Store atmospherics emerging as key stimuli is explored in the paper.

Keywords: Organised retailing, Store Atmospherics, Visual Merchandising, Store patronage

Store Atmospherics of a specialty store
The study undertaken looks at importance of store atmospherics in retailing. Indian retail is fastest growing sector in India, growing at a rate of 49%.Retail industry alone contributes to approximately 10% of the G.D.P and constitutes to around 8% of the employment. The new age malls and retail stores are showcasing the new face India, the emerging superpower.
Atmospherics refers to the sum total of the physical characteristics of a store. Atmospherics help build a store image and attract consumers. Atmospherics describes the physical elements in a store’s design that appeals to consumers and hence encouraging them to make purchases.
The study has been conducted in association with Reliance timeout, a wholly owned subsidiary of Reliance Retail Ltd at Bangalore. Reliance timeout is a unique specialty store handling varied categories including books, movies, music, stationery, toys fragrances etc. The study helps gain insight into the finer impacts of visual merchandising and store layout.
Effectively increasing the per sqft earning of retail space is the primary objective of the study seconded by understanding shopping influences from store atmospherics. Research conducted includes descriptive studies from around 200 customers, interview and observational techniques. Comprehensive data analysis using Spss and ms excel has been undertaken. The study would help in brand building and customer retention.

For more information contact
Suraj Kumar Plakkote
surajearly@gmail.com