Sample Essay on Visual Merchandising

 Visual Merchandising

Visual merchandising refers to the manipulation and use of attractive sales merchandise or displays and floor plans in engaging customers as well as boosting the sales activity. It entails displaying the products that are being sold in ways that attract customers or capture their attention to the benefits and best features of the products.

Both services and goods can be sold using this strategy. A marketer needs to highlight the benefits and features of the service or product that they are marketing in the best way possible. The main aim of visual merchandising is to capture the attention of customers, attract, engage and motive them so that they can make a purchase.

Although visual merchandising is common in retail spaces that include trade shows and retail stores, it dates back to the 19th century. For instance, the giants of the 19th century such as the Marshall Field & Co. adopted visual merchandising as a way of attracting customers after shifting to retail business.

This company used the windows of their stores to display merchandise attractively. Eventually, the design beauty that was used in the window displays was moved indoors. This later became a part of the design of the interior stores and it reduced display windows in most suburban malls.

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Visual merchandising is established on or used to augment the store’s retail design. In most cases, it is used as a way of setting a store in a manner that makes it appealing and attractive to customers. Visual merchandisers use different elements in creating the displays. These include  lighting, color, product information, technologies like interactive installations and digital displays as well as sensory inputs that entail appeals to sound, touch and smell.

Methods of visual merchandising include the use of style and color, rhythm and symmetry, side and face presentation among others. Tools of visual merchandising include a floor map that helps a visual merchandiser in finding the best location for colorful stories of the footwear, clothes or garments in their shop. A floor map is like a floor plan.

There are different forms of visual merchandising. These include shelving, point of sale display, food merchandising and window displays among others. In an already saturated market, grocery stores, restaurants and convenience stores employ visual merchandising as a way of differentiating themselves from competitors. Window displays are used to communicate content, price and style to potential buyers.

The main goal of visual merchandising is to help in making sales. Visual merchandising gives a presentation of an image of what or who a shopper will be while or after using the displayed merchandise. When done properly, visual merchandising helps in converting walk-by shoppers into walk-in customers.

Nevertheless, visual merchandising requires artistic knowledge, creativity and understanding of the store design to be effective. Color plays a crucial role in attracting and converting potential shoppers into buyers or customers. This strategy makes a retail space the most efficient and most productive salesperson.

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Sources

http://www.ausvm.com.au/whatisvisualmerchandising.html

http://smallbusiness.chron.com/importance-visual-merchandising-brands-72247.html

http://economictimes.indiatimes.com/definition/visual-merchandising

http://www.businessdictionary.com/definition/visual-merchandising.html

http://www.shopify.com/blog/13955461-visual-merchandising-101-how-to-create-store-designs-with-high-converting-displays

http://en.wikipedia.org/wiki/Visual_merchandising