Visual merchandising is described as “the art of product displaying” in commercial spaces (from the window to the cash register), but its primary goal is to boost sales by attracting customers and generating interest in purchases, rather than merely being “art for art’s sake.”
Visual merchandising encompasses store windows, shelf organization, and product grouping layouts, all aimed at maximizing consumer dwell time in-store and encouraging the highest possible sales. It establishes a comprehensive display system that caters to customer needs while aligning with the current corporate identity. The guiding principles for every visual merchandiser include the product, the customer as a human being (considering both general physical characteristics and psychological consumer behavior), and the corporate identity of the environment in which it is implemented.
In the end, design principles, target awareness, and a profound understanding of each specific brand work together to create an atmosphere that encourages purchases and fosters a unique consumer experience. Visual merchandising serves as a powerful tool for anyone managing a commercial space. Despite its seemingly complex nature, it offers a systematic approach that undoubtedly leads to commercial success.
So, what is the power of visual merchandising?
The definition provided by Tony Morgan in his book Visual Merchandising: Window and in-store displays for retail is unparalleled: “If you have ever stood outside a shop admiring the artistry of the window display, or been distracted by a sale item while passing through a department store, or paused to take in information from a store guide, then you have been sidetracked by visual merchandising. If you purchased as a result of stopping in your progress along the pavement or through a store, then you have succumbed to its supremacy.”
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…also published in spitikaidiakosmisi.gr
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