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Visual Merchandising

Notes Cleanliness, upkeep and maintenance of the store and fixtures is given prime importance and
the aim of all retailers is not just to provide a customer a wide variety of merchandise to buy but
also ensure a good shopping experience.
Visual Merchandising is a technique commonly and rightly called “Silent Salesman” and is
widely used in market to increase footfalls and attract shoppers and make shopping a pleasant
experience to one and all.

2.3.2 Visual Merchandising and the Changing Face of Retail

Visual Merchandising is hence much more than functional configuration of space, layout and
consumer flow. It also is a powerful communication and an experience enhancer and differentiator
of the displayed merchandise even when product similarities are overwhelming.
The concept of Visual Merchandising (VM) perhaps, dates back to the time when human beings
started selling products each vendor or trader wanted to make his goods appear more attractive
to customer to enable a quick purchase. Examples of visual merchandising abound even in the
traditional sector, with even the vegetable vendor arranging the vegetables in a manner in
which all are not only visible, but the best ones receive the maximum visibility.

Various academics have defined visual merchandising. Alternately visual merchandising can
be defined as the orderly systematic logical and intelligent way of putting stock on the floor.
It has several aspects that involve store windows and floor displays signs, space, design, fixtures
and hardware, props and mannequins. As retailing becomes increasingly complex, creating the
right atmosphere in the store and presenting the merchandise in the rightly manner becomes
even more important.
Visual Merchandising (VM) technically can be defined as the art of persuasion through
presentation which puts the merchandise in focus. It educates the customers, creates desire and
finally augments the selling process.
Visual merchandising is governed by the common principles of design, balance, emphasis,
proportion rhythm and harmony. It works on attracting the attention of the customer, creating
an interest for the product/service and creating a desire to own the product and then, initiate the
decision to make the purchase.
The role of a Visual Merchandiser largely depends on the type of retail organisation, and the
importance accorded to the role of visual merchandising. Visual merchandisers must be aware
of the store’s layout in intimate detail. Some organisations have two levels of visual
merchandising positions: one is responsible for the overall look and colour flow of displays and
the other is responsible for maintaining window and other displays on a day-to-day basis.

Thus, the roles that VM plays can be listed as below:
1. The primary purpose is to enable sales of the products/services sold by the retailer.
2. To inform and educate the consumer about the product/services in the store.
3. To enable ease of shopping for the consumer, by informing about colours, sizes prices and
the basic location of the product.
4. Creating and enhancing the store’s image.
Displays are usually planned two to four weeks in advance to co-ordinate with special promotions
and advertising campaigns. If a visual merchandiser is working exclusively for a large
organisations or chain, signage and prop packages are generally provided.

India is fast becoming the retail destination of the world. According to the international
management consultant AT Kearney, India has emerged as the leader in terms of retail

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