A 2018 study published in the International Journal for Research in Applied Science & Engineering Technology found that visual merchandising (VM) practices assist shoppers in finding the right products. Some of these practices include focused merchandising, intelligent store design and layout, product displays and packaging.
2. A 2018 study published in the International Journal for Research in Applied Science &
Engineering Technology found that visual merchandising (VM) practices assist shoppers
in finding the right products. Some of these practices include focused merchandising,
intelligent store design and layout, product displays and packaging.
The study examined 100 respondents in Cochin and Kottayam, India. It also looked at
how VM factors like window and mannequin display, floor merchandising and signage
affect the behaviour of impulse buyers.
Additionally, a 2018 Master’s thesis in the University of Canterbury determined which VM
practices can influence shoppers at fashion retail stores. The study found that brand
signage positively impacts the browsing intentions of shoppers, especially in the context
of female clothing.
3. The Psychology of Visual Merchandising
The essence of VM leveragesthe way products are arranged on shelves, racksandother
places throughout the store to catch the interest of shoppers. The practice encourages
customers to imagine themselves using, wearing or eating the particular item or
display.
People are more likely to purchase a product if they see value in it. For example, in the
case of juicers and blenders,asalesperson can demonstrate how to use the appliance.Or,
the appliance can be displayed with fruits and other ingredients that are usually juiced
or blended positioned carefully alongside it.
Effective VM practices help draw the focus of consumers to the items. Factors like the
location, adjacent products, shelf-appearance, and lighting can all contribute to this.
4. The Elements of Visual Merchandising
Visual merchandisers use colour to appeal to the buyer’s subconscious. For instance,
placing agricultural products on green surfaces can communicate health and freshness.
Additionally, the store layout can contribute to maximising a customer’s view of the
merchandise. Particularly, a circular store layout can help buyers see more options. The
more options a buyer has, the more they tend to purchase products.
Product display and the appearance of the store are crucial to highlight products. With
great, sharp displays and navigable store layout, retailers have increased chances of
engaging a customer.
