Definition of Visual Merchandising:
It is a multi-sensory approach that is used by today’s retailers to grab the attention of the clients and convert those clients into the walk-ins for their stores to generate business.
The motive and purpose is basically to ATTRACT, ENGAGE, and MOTIVATE the customers to make a purchase.
Contribution of Visual Merchandising:
The contribution of Visual Merchandising is towards a brand’s personality and the association of its characteristics.
The retail brand strategy should automatically be reflected in the design and layout of the store. The store environment, communications in the signage and the images used inside the store, all are vital elements and play a significant role in brand building. The importance of these elements lies in the advantage that they differentiate a brand from its competitors which further helps to create a brand loyalty and permits any brand to place the related price of their products depending on their USPs.
Another relation that can be found between brand strategy and visual merchandising is that through a brand strategy, one can find out what are the values and their self-images of customers when they relate it to the brand with themselves.