Visual merchandising is developing the oor plans,lighting eects, display the products to attract thecustomers toward making the purchase. Visual mer-chandising techniques were rst introduced to theworld in 19th century, when the big establishmentslike Marshall Field&Co changed their business romwholesale to retail and goods display became neces-sary to attract the consumers. It includes showingand promoting the products, creating an connec-tion between the display and the viewer, gettingthe attention o the customers when they go passthe store, encouraging the customers coming intothe store, introducing and explaining the products,enhancing their shopping experience.Visual Merchandising looks at combining prod-uct, environment, and space into astimulating andengaging display to encourage the sale o a productor service. It has become an important element inretail, exhibitions, theatre, events and photography.Many elements can be used by visual merchandis-ers in creating displays, including colour, lighting,space, product inormation, sensory inputs such assmell, touch, andsound as well as technologies suchas digital displays and interactive installations.Visual merchandising starts with the store buildingitsel. Te store design should reect the products,how to create a warm, riendly, and approachableatmosphere or its potential customers.It is not ascience; there are no absolute rules. It is more like anart in the sense that there are implicit rules but they may be broken or striking eects. Te main prin-ciple o visualmerchandising is that it is intended toincrease sales, which is not the case with a “real” art.Visual merchandising is the art o implementingeective design ideas to increase store trac andsales volume. It is an art and science o display-ing merchandise to enable maximum sale. It is atool to achieve sales and targets, a tool to enhancemerchandise on the oor, and a mechanism tocom-municate to a customer and inuence his decisionto buy. VM uses season based displays tointroducenew arrivals to customers, and thus increase conver-sions through a planned and systematic approach by displaying stocks available.Merchandise presentation reers to most basic ways o presenting merchandise in an orderly,understandable,’easy to shop’ and ‘nd the product’ ormat. Tere arecertain things which a retailer needs to take care whileproceeding with the process o displaying hisproducts.Tese components when combined together in a properratio will make a successul outcome.Te main goal o display is to showcase the productswithin the overall display area. Customers give three toveseconds o their attention to window display. Teretailers visual message should be conveyed to the cus-tomer inthat short period o time. It should not be likean unsuccessul V advertisement, where the productis orgottenaltogether and only the concept o the com-mercial remains in the mind o the viewer. Te arrange-ment o window display should go with the productand should not suppress them to make it discernable tothe eye. Color is one o the most powerul tools in theVisualMerchandising segment. It is a visual perceptualproperty.Colors can be associated with emotions, specialoccasionsand gender. It attracts attention and pulls morecustomersinto the store. A retailer has to ocus on theright choice o color that would match with the theme o display. It is notpossible to satisy everyone all the time,but it is possible tocultivate the taste o customers gradu-ally and purposeully.A right choice o colors in the dis-play items can turnwalkers into stoppers and signicantly convert them intocustomers. It is thereore mandatory to choose the right color or the right theme o display. AHalloween display would require black color in the dis-play theme. Valentines theme should be ruled by red col-or supplemented withpink and white. A display o babysaccessories should reect light shades o pink and bluecolors. A Christmasdisplay should contain colors o red,green, gold and silver. A theme is a display o sale itemso similar categories e.g. adisplay o kitchen accessories.Its essential to have themesor all retail displays. Tey can be romantic, wild, orcapricious, and capture peoplesimaginations. A good theme will lure the customer witha shopping mood into the store. Temes mainly dependupon the retailersimagination and creativity. Focusing onthe right theme rather than creating a display with expen-sive raw materialsis the key to successul window display.A shoe store themecan be a group o elves buying shoes.A theme or display o casual wears can be a group o mannequins sittingcan be a group o elves buying shoes.
VISUAL MERCHANDISING TECHNIQUES