Concerning “what is all about visual merchandising”, the definition given by Tony Morgan in his book Visual Merchandising: Window and in-store displays for retail, is unsurpassed: “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.”
Visual merchandising is “the art of product displaying” in commercial areas (from the window to the cash desk ), but its purpose is the increase of sales by attracting customers and creating an interest for purchases, not just “art for art’s sake”.
Visual merchandising applies to store windows, to shelves organization, to product grouping layout, aiming at the highest possible stay of consumers instore and the highest possible buys. It develops a complete displaying system that meets customer needs, while being fully in line with the current corporate identity. The guide for every visual merchandiser is the product, the customer as a human being (both our general physical features and consumer behavior in psychological terms) and the corporate identity of the space in which it is applied.
Ultimately, design principles, target awareness, but also a deep knowledge of each specific Brand cooperate in a manner that creates an atmosphere that inspires purchases and leads to a unique consumer experience. Visual merchandising is a very strong tool for all those who manage a commercial area. But regardless of how complex it may sound, it provides a stepwise process that certainly leads to commercial success.