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Sneh Zaveri | snehzaveri@gmail.com
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Visual Merchandising: Nextgen Marina Solution
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Guide C S Susanth
Sponsor Procter and Gamble
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Keywords Fast Moving Consumer Goods (FMCG), ;First Moment of Truth (FMOT);High Frequency Stores (HFS);user-testing
Driving Proctor and Gamble (P&G) brands at First Moment of Truth (FMOT) is a unique challenge in High Frequency Stores (HFS) due to the high levels of clutter, poor lighting, and frequent out-of-stock situations. Shoppers have limited interaction with the brands since most products are kept in shelves which are usually out of their reach. This challenge is even more critical in smaller stores where space is less and clutter is more.
The future growth scenario has envisioned the need to develop FMOT solution relevant to the new business context. For this, a sustainable Total Store FMOT Solution for India for its urban and rural kirana stores and wholesale stores (A multi-brand device which delivers channel Shopper Based Designs) was designed. This required an understanding of the markets and users’ requirements. Since it was multi-brand device, the identity of each brand had to be designed accordingly.
The design process involved an understanding of the industry, its competition, market research, shopkeeper, and consumer behaviour, and stocking pattern as part of the study. This was followed by an in-depth analysis, mapping of behaviour patterns and needs, followed by conceptualising, creating scenarios, and designing a device to enhance the experience of the shoppers and solve the issues faced by the shopkeeper. Ideation of concepts was then followed by prototyping, along with user-testing.
The process of designing for a Fast Moving Consumer Goods (FMCG) market was very interesting. Whether it was understanding shoppers’ and consumer behaviour, or stocking and distribution patterns, ¬¬every step was essential to the design process and enhance one’s understanding of design. In a field such as this, not only are innovation and creativity important, but so is practicality and functionality. |
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