Page 30 - DMGT552_VISUAL_MERCHANDISING

Unit 2: World of Visual Merchandising

Visual merchandising is the activity and profession of developing the floor plans and three- Notes
dimensional displays in order to maximise sales.
Visual merchandising is the activity of promoting the sale of goods, especially by their
presentation in retail outlets. This includes combining products, environments, and spaces into
a stimulating and engaging display to encourage the sale of a product or service. It has become
such an important element in retailing that a team effort involving the senior management,
architects, merchandising managers, buyers, the visual merchandising director, industrial
designers, and staff is needed.
Visual merchandising includes window displays, signs, interior displays, cosmetic promotions
and any other special sales promotions taking place.
Both goods and services can be displayed to highlight their features and benefits. The purpose of
such visual merchandising is to attract, engage and motivate the customer towards making a
purchase. Visual merchandising commonly occurs in retail spaces such as retail stores and trade
shows

Did u know? Visual merchandising is not a science; there are no absolute rules. It is more
like an art in the sense that there are implicit rules but they may be broken for striking
effects. The main principle of visual merchandising is that it is intended to increase sales,
which is not the case with a “real” art.
Visual merchandising starts with the store building itself. The management decides on the store
design to reflect the products the store is going to sell and how to create a warm, friendly, and
approachable atmosphere for its potential customers.
Many elements can be used by visual merchandisers in creating displays including colour,
lighting, space, product information, sensory inputs (such as smell, touch, and sound), as well as
technologies such as digital displays and interactive installations. Visual merchandising is one
of the final stages in trying to set out a store in a way that customers will find attractive and
appealing and it should follow and reflect the principles that underpin the store’s image. Visual
merchandising is the way one displays ‘goods for sale’ in the most attractive manner with the
end purpose of making a sale. “If it does not sell, it is not visual merchandising.”

Especially in today’s challenging economy, people may avoid designers/visual merchandisers
because they fear unmanageable costs. But in reality, visual merchandisers can help economise
by avoiding costly mistakes. With guidance of a professional, a retailer can eliminate errors,
saving time and money. It is important to understand that the visual merchandiser is there, not
to impose ideas, but to help clients articulate their own personal style.
Thus, visual merchandising is the art of implementing effective design ideas to increase store
traffic and sales volume. VM is an art and science of displaying merchandise to enable maximum
sale. VM is a tool to achieve sales and targets, a tool to enhance merchandise on the floor, and a
mechanism to communicate to a customer and influence his decision to buy. VM uses season
based displays to introduce new arrivals to customers, and thus, increase conversions through a
planned and systematic approach by displaying stocks available.

Recently, visual merchandising has gained in importance as a quick and cost effective way to
revamp retail stores.

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