“We pay for shelf space, and our pack still sits at knee height.”
Space is not the same as a good shelf. We check where you sit in each store type and plan for eye level, in writing for each store.
Home / Services / BTL / Signage & retail branding / Visual merchandising
BTL & Activation · Signage & retail branding · Visual merchandising
Visualmerchandising
Since 201565+ in-house teamKolkata office, 5 team bases
A product on the shelf is not yet a product in the basket. Make it the one shoppers pick up.
A strategist calls you in one working day.
/ 01 Visual merchandising agency
The last few feetdecide the sale.
Too often a display looks great on day one, and a month later your pack is back on the bottom shelf. PromotEdge does visual merchandising for brands sold through stores, dealers and modern trade, to help more shoppers who see your product pick it up and buy it.
A shopper gives a shelf a few seconds. The brand that is easy to see and easy to reach often wins that moment.
Your product may sell in modern trade (supermarket chains), general trade (the neighbourhood kirana) or your own stores and dealers' showrooms. Each needs its own display, so we never send one plan to all.
Boards outside and material inside are on our signage and retail branding page. Wall, counter and window branding is on in-store branding. Delivered through PEXORA, a joint venture of PromotEdge and Prodigy.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What's included
What we plan,and what you get.
| What we do | What it covers | What you receive |
|---|---|---|
| Store visits | A sample of stores at busy hours; we ask staff what shoppers ask for | A store report with photos and shelf positions |
| Planograms | Shelf drawings: which product, what height, how many facings | One planogram per store type |
| Window displays | Launch and festive windows sized to each store | Design, size sheet and fitting guide |
| Shop-in-shop and fixtures | Your branded corner; fixtures are the shelves, stands and units that hold product | Designs per space, a sample approved first, then installation |
| POSM placement | POSM (point-of-sale material) is shelf strips, danglers and standees; we decide where each goes | Placement rules by store type |
| Display guide | A short photo guide store staff can follow | The guide and a short staff briefing |
| Test and report | A few test stores against similar stores | A sell-through report: roll out, change or stop |
Fixtures, shop-in-shop zones and POSM are delivered within the PromotEdge group. For lit letters on a showroom front, see LED sign boards.
/ 03 What usually gets in the way
Where products get loston the shelf, and the way through.
“Our new range is in the store, but shoppers can't find it.”
New products often get one facing (one pack, front to the shopper) at a shelf end. We plan how many facings each product needs and where the range goes.
“Every store shows our brand differently.”
We give each store type one planogram, a drawing of the shelf that shows where each product goes.
“We spent on a festive window, and sales didn't move.”
We test a window in a few stores first and count sales before every store gets one.
“The shop-in-shop looked great at launch. Now it's a storage corner.”
A shop-in-shop is your branded corner inside a multi-brand store. We plan audits and a refresh before it is built.
“We can't tell if the display sold anything.”
We measure sell-through (the share of stock sold in a set time) in test stores against similar stores.
Which shelf isn't selling? Send us a photo and we will tell you what we would change. Get a free plan
/ 04 How we work
Visit, test small,then roll out.
A test in a few stores usually takes six to ten weeks from the first store visit. The rollout comes only if the test pays.
- 01
Visit the stores
We walk your stores at busy hours and ask staff what shoppers pick up first. Your business comes first, the display second: that ground truth shapes the plan.
- 02
Set the goal and pick test stores
One number to move, usually sell-through. A few test stores, and a few similar stores that keep the old display.
- 03
Design the display
For each store type. You approve a sample before anything goes into a store.
- 04
Test and measure
Before-and-after photos with date, time and place. We compare sales with the similar stores over the same weeks. If the display did not pay, we say so and change it.
- 05
Roll out and audit
We believe in process: good results should repeat, not happen by luck. What worked goes to more stores, with audits.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
Deeper reading if you want the research behind the plan.
How we deliver it, and why
How your business model changes the plan
An FMCG (fast-moving consumer goods) brand works across kirana shelves and supermarket aisles. A lubricant brand wins at the mechanic's counter. A jeweller lives on the window and the display case. A maker of paints, pipes or switches sells through dealers (see industrial makers). D2C (direct-to-consumer) brands that also sell in shops need the shelf to match their online look.
India's shops, in numbers
Redseer says about 85-90% of mass grocery retail is still driven by traditional trade, across an estimated 13-14 million kirana stores. Most shelves your product stands on are small, and no two are alike.
Source: Redseer, 30 March 2026, read 10 October 2026
Who speaks for retail
The Retailers Association of India calls itself "the unified voice of retailers in India", a not-for-profit body.
Source: Retailers Association of India, own site, read 10 October 2026
- Visit before we draw. Shelves behave differently from plans, and staff know what shoppers ask. A store report with photos.
- Test in a few stores. A small test is cheap. A wrong rollout is not. Before-and-after photos and sales.
- Our client servicing executive, Bishal Naskar, does the daily follow-ups. A small test needs quick answers when a store has a question. A named person to ask each day.
- Compare with similar stores. Sales move for many reasons, such as a festival. Stores that kept the old display show what the display itself did. A fair comparison, store by store.
- Write the guide for store staff. Staff move things. A photo guide survives them. A photo guide and a short briefing.
- Audit and refresh. Displays drift as stock and staff change. Audit photos each visit.
AI in visual merchandising: today and next
Today
Trax says its image recognition reads shelf photos and reports availability, shelf share, pricing and planogram compliance. That is the company's own claim. Someone still has to act on what the photos show.
Source: Trax, own site, read 10 October 2026
Next
Our view: shelf photos will be read faster, so audits get cheaper. The test and the call on what to roll out stay human. Want us to look at how you audit shelves today? Ask us.
Our beliefWe look at your business first. Marketing comes second.
Want a test in three of your stores before you commit? Let's plan it. Talk to us
/ 05 Cost
What affects the cost of visual merchandising.
No price list. These things move the number.
A planogram for one counter and a shop-in-shop in 200 stores are priced very differently. Most brands start with a test project, then a per-store package or a yearly programme.
What affects the cost
- Number of stores, and how many store types
- The display: planogram, window, shop-in-shop or full fixture
- Fixture size, materials and finish
- How spread out the stores are, since installation and audits travel route by route
- Test stores, and how long the test runs
How we quote
- We talk about your stores and what you want to move
- We visit a few stores, or study your photos, and agree the test
- We write down the displays, stores, test and what we will measure
- We send the quote within 2 working days, each cost on its own line
What you get in the quote
- Store visits and the store report
- Planograms or display designs, with a sample to approve
- Fixtures, shop-in-shop or POSM, by the materials agreed
- Installation with before-and-after photos
- The test, the sell-through report and the audit plan
- Any space or display fee a store chain charges, at actuals
When you compare quotes, ask how each agency will prove the display sold more. If you sell through dealers, see trade and channel marketing.
/ 06 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
Related pages.
The expertise that fits your business, and the places we work.
More in signage and retail branding
What people say
In their own words
What clients told us after working with PromotEdge.
“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League“Hi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan). I would like to give you a brief detail. …”
Hitesh MalhotraSports Development at Fédération Internationale de Volleyball - FIVB“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). …”
GibaBrazilian Former Volleyball Player
No pressure. No sales pitch.
Tell us which shelf isn't selling.We'll show you the plan.
Straight answers.
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Visual merchandising is how a product is shown in a store, so shoppers notice it and buy it. It covers where the product sits on the shelf, the window, the branded corner, the fixtures and the material around it. Good work makes the product easy to see and easy to pick up.
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It plans how your product is shown in each type of store and makes sure stores follow the plan: visits, planograms, windows, shop-in-shop corners and where POSM goes. The part many skip is the test. We try a display in a few stores first.
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A planogram is a drawing of a shelf: which product goes where, at what height and with how many facings. You need one when many stores sell your range, because staff can't guess your plan. One per store type is usually enough.
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Choose by how they test and measure, not by their photos. Ask whether they visit your stores before designing, test in a few stores first, measure sell-through, and check the display a month later. We answer all four in writing.
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We compare sell-through in test stores with similar stores that kept the old display, over the same weeks. You get numbers store by store, with before-and-after photos. If sales didn't move, we say so plainly and change the display before any wider rollout.
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Yes. Our servicing team is based in cities across India. We plan by calls and shared photos, visit regularly, and place our team at your stores when a rollout needs it. Our in-house team of 65+ people does the work, with industry consultants and partner agencies.
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None of our published case studies is a visual merchandising job yet, so we show no results here. We have worked with brands since 2015, from steel firms to a jeweller, and we share relevant work and client references when we talk about your stores.