2. Human Drives are largely unconscious and consumers are primarily
unaware of their true reasons for buying what they buy.
(Sigmund Freud’s psychoanalytical theory)
3. WHY VISUAL MERCHANDISING?
Consumer’s attitudes, perceptions, motivations, learning and memories play a vital role at the time of buying decision making.
VM alters the perception and attitude of consumers, forcing them to buy products in such a way that he or she enjoys purchasing goods.
Primary objective of Visual Merchandising is to convert a passerby into a browser, a browser into a spender, a spender into big spender
and a big spender into a loyal customer.
5. ROLE OF VISUAL MERCHANDISING
IN NEED RECOGNITION
31% of shoppers go to marketplaces to while away the time and about 69% go to markets with pre-decided product in mind.
Over 81% of consumers take the decision to fulfill their fashion, social or psychological needs on the spot.
So a store with displays and decor that draw eyeballs always attracts more customers and converts more footfalls into sales transactions.
6. ROLE OF VISUAL MERCHANDISING
IN PRE-PURCHASE SEARCH
Past experience has a great impact on consumer’s mind before seeking an external source of information about a product / brand.
About 78% of consumers have a store name in their mind where they liked either window display / store interior / lighitng / music etc.
Clearly the more appealing the VM, the more customers enjoy and are mentally satisfied while shopping.
7. ROLE OF VISUAL MERCHANDISING
IN EVALUATING BRAND
How a store present its merchandise plays a vital role in evaluating the brand.
The involvement of the senses, emotions and mind during the buying decision process provides enjoyement or satisfaction.
This motivates the customer to buy a product, changes the perceptions & attitude towards a store / brand, create positive vibes
& become a part of the memory.
8. All Brands
Known Brands Unknown Brands
Evoked Set Inept Set Inert Set
Acceptable Brands Unacceptable Brands Indifferent Brands Overlooked Brands
Purchased Brands Not Purchased Brands
BRAND EVALUATION & SELECTION
9. ROLE OF VISUAL MERCHANDISING
IN EVOKED SET
Selective exposure to advertising, billboards, store fronts, exterior signs, marquees, banners, awnings, walks and entries, landscaping,
window displays - all increase the awareness and the value of a brand or store in a consumer’s mind.
Interior display and presentation help in adding values and benefits to brands, and convert interest into an actual purchase creating
a difference between an indifferent brand and an acceptable brand.
10. ROLE OF VISUAL MERCHANDISING
IN INPUT FOR DECISION MAKING
Apart from window displays, the following Visual Merchandising tools are also helpful in the input stage:
Exterior signs Instore Communication
Banners Signages
Walks and Entries Merchandise Presentation
Landscaping Fixtures
Billboards Window Display
Even the section of the clothing depends on the ‘First Sight Love’ principle. You never get second chance to make the first impression.
12. ROLE OF VISUAL MERCHANDISING
IN POST PURCHASE EVALUATION
Customers not only evaluate the performance of product, they also evaluate their shopping experience.
A comfortable experience, satisfaction of soul, emotions and mind create pleasant shopping memory.
This experience becomes a part of life and is always an influencer while purchasing.
14. 1. Exterior Presentation 2. Store Layout 3. Store Interior Presentation 4. Interior Display
Store Front Merchandise Flow Principle of Design Props
Exterior Signs Zoning Merchandising Techniques Space Design
Marquees Service Areas Colour Schemes Fixtures & Harware
Banners Accessibility Lighting Mannequins
Awnings Music Floor and Wall Covering
Walks and Entries Odour In-store Signages etc.
Landscaping
Billboards
Window Displays
16. PERCEPTION AND ATTITUDE
69% of consumers go to the market with pre-decided product in mind; 31% with nothing specific in mind.
Out of these 69% people, 50% people come out of the stores with the specific product plus some additional product.
67% of women go to shop with a pre-decided product in mind. Of these 67% women, 70% come out of stores with a specific
product plus some additional product.
In case of males out of 71% only 33% come out of stores with the specific product plus some additional product.
17. MOTIVATION
consumers taking ideas for clothing
44% of people take ideas on their apparel from advertisements.
47% from window display.
31% from store display.
34% from friends.
13% from other sources.
47% like displays on hangers against 22% on racks
Out of 84% people who like displays on mannequins, 55% engage in impulse buying.
18. MULTI SENSORY EXPERIENCE
Influence of Window Display
53% consumers are attracted by window displays
or give a look towards window displays.
34% do it many times.
13% some of the time.
Impact of Lighting
47% say there are instances when a product
looks something inside the store and completely
different outside it.
Influence of Music
94% males like music inside the store.
Out of 94%, 56% register influence of
music on their purchase.
91% people like music inside the store.
Out of 56%, 89% remember name of the store
where they liked the music.
19. INVOLVEMENT
Time spent inside the store
41% spend 5-15 mins inside a store.
41% spend 15-30 minutes.
16% spend more than 30 minutes.
Area covered inside the store
9% cover less than 20% of the store area.
28% cover 20-25% area.
63% cover more than 50% of the area.
84% say signages are helpful inside the store.
New Arrival Section
81% say they normally visit the new arrival section
20. LEARNING & MEMORY
VM raises the involvement of customers inside a
store. Good Lighting, appropriate music played at
an appropriate volume , and nice in-store displays
provoke consumers into spending more time
inside the store. The more time they spend trans-
lates into more opportunities to make impulse
purchases.
78% remember the store name which they like
78% remember the name of the store where the
window display attracted them the most
63% for lighting
59% for store interior
44% for store display
63% for music.
75% of people are regular visitors to specific stores.
