Human Drives are largely unconscious and consumers are primarilyunaware of their true reasons for buying what they buy. (Sigmund Freud’s psychoanalytical theory)
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 spenderand a big spender into a loyal customer.
ROLE OF VISUAL MERCHANDISING IN NEED RECOGNITION31% 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.
ROLE OF VISUAL MERCHANDISING IN PRE-PURCHASE SEARCHPast 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.
ROLE OF VISUAL MERCHANDISING IN EVALUATING BRANDHow 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.
All Brands Known Brands Unknown Brands Evoked Set Inept Set Inert Set Acceptable Brands Unacceptable Brands Indifferent Brands Overlooked BrandsPurchased Brands Not Purchased Brands BRAND EVALUATION & SELECTION
ROLE OF VISUAL MERCHANDISING IN EVOKED SETSelective 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 creatinga difference between an indifferent brand and an acceptable brand.
ROLE OF VISUAL MERCHANDISING IN INPUT FOR DECISION MAKINGApart from window displays, the following Visual Merchandising tools are also helpful in the input stage:Exterior signs Instore CommunicationBanners SignagesWalks and Entries Merchandise PresentationLandscaping FixturesBillboards Window DisplayEven the section of the clothing depends on the ‘First Sight Love’ principle. You never get second chance to make the first impression.
ROLE OF VISUAL MERCHANDISINGIN PURCHASE BEHAVIOUR
ROLE OF VISUAL MERCHANDISING IN POST PURCHASE EVALUATIONCustomers 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.
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
PERCEPTION AND ATTITUDE69% 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 specificproduct 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.
MOTIVATIONconsumers 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 racksOut of 84% people who like displays on mannequins, 55% engage in impulse buying.
MULTI SENSORY EXPERIENCEInfluence of Window Display53% consumers are attracted by window displaysor give a look towards window displays.34% do it many times.13% some of the time.Impact of Lighting47% say there are instances when a productlooks something inside the store and completelydifferent outside it.Influence of Music94% males like music inside the store.Out of 94%, 56% register influence ofmusic on their purchase.91% people like music inside the store.Out of 56%, 89% remember name of the storewhere they liked the music.
INVOLVEMENTTime spent inside the store41% spend 5-15 mins inside a store.41% spend 15-30 minutes.16% spend more than 30 minutes.Area covered inside the store9% 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 Section81% say they normally visit the new arrival section
LEARNING & MEMORYVM raises the involvement of customers inside astore. Good Lighting, appropriate music played atan appropriate volume , and nice in-store displaysprovoke consumers into spending more timeinside the store. The more time they spend trans-lates into more opportunities to make impulsepurchases.78% remember the store name which they like78% remember the name of the store where the window display attracted them the most63% for lighting59% for store interior44% for store display63% for music.75% of people are regular visitors to specific stores.