Store Environment and Ambience

VM is responsible for environment & ambience of the store, which is the overall feeling or mood projected by a store through its Image, Atmospherics & Theatrics. The store image consists of both the External as well as Internal Impression of the Store and defines the personality of the retailer. Store atmospherics are the factors which relate to the five basic human senses viz; sight, sound, scent, touch & taste and determines the overall aesthetic and emotional effect created by the store’s physical features. E.g. Graphics, signage, lighting, etc.. Store theatrics is the art of creating more than just a shopping experience out of a retail store. eg. A music store creates a fun atmosphere by a judicious use of artists etc.