A STUDY ON

VISUAL MERCHANDISING
AS A STRATEGIC BUYING
INFLUENTIAL TOOL

Presented By:
Suvarchala Chiravuri
Rikdev Bhattacharya
K.Vanalakshmi
Objective:

 To analyze visual merchandising as a strategic tool in

influencing customers’ buying behavior.

 This study covers –

 Visual Merchandising and its impact on customer’s buying

behavior
 The Point of Influence Analysis

 The influence of aesthetics in buying behavior

VISUAL MERCHANDISING (VM)

 The art and science of presentation

 Linkage between fashions, product design and marketing

 Establishes creative medium to present merchandise; creating

a strong impact and recall value

 Increase the customer walk-ins

 Enables a successful selling process, from browsing to buying

RESEARCH METHODOLOGY
 Research conducted through Structured observation and focus group
discussion

 Data collected from more than 20 retail stores such as Shoppers Stop,
Pantaloons, Café Coffee Day, Barista, Titan, Zimson, Wrangler, Pepe jeans,
Levis, Sony, Samsung, KFC, Spar Hyper, McDonalds

 Secondary data for conceptualization & operationalization of the

matters were also utilized through articles, journals and data from
related web sites etc.
RECOMMENDATIONS
 Placement of the complementary goods; Garments and
jewelries should be clubbed together

 Discounted product should be kept at strategic locations

of the store, so that it catches the attention and
imagination of the buyer

 Proper lighting, Pleasant fragrance

 Kirana shops should display the entire list of products

 Large shops should encourage the use of more mirrors

VISUAL MERCHANDISING MODEL
SHOP DISPLAYS AS A TOOL FOR VM
Display Type Description Observation
1. Window Display Exclusive windows; Shoppers Stop; Hidesign
Open windows
2. Live Display Product displays at strategic points Boggi Milano -a designer
of the store to demonstrate the use of store has two live entrance
the products displays.
3. Island Displays A display podium is erected and Pantaloons -stand
decorated suitably at the entrance of displaying free gifts at the
stores entrance
4. Counter Glazed display shelves to highlight Titan-Fastrack
Displays merchandises
5. Brand Corners Display of exclusive brands Pantaloons

6. Waterfall Found commonly in garment stores, Used for blazers, jackets

Displays done on the linear walls with the goggles etc
help of stooping rods
ROLE OF VM IN THE DECISION MAKING PROCESS OF A CONSUMER
VISUAL MERCHANDISING IDEAS

Motion VM Segregation
Integration

Permanent Sense
Change Enhancement

Color Window
Galore display

Like with
Spotlight Like
grouping
Lifestyle
Grouping
CONCLUSION

 Recommended to keep a record of displays one has tried and

noting how well the merchandise has sold with any given display.

 The stores that thrive are the stores that adapt and change to the
constantly changing customer behavior.

 Visual Merchandising helps in rationalizing the behavior by

evoking a positive response among the buyer

To maximize the returns of Visual Merchandising one should keep track

of the results and keep trying new things constantly!
"You never get a second
chance to make a first
impression..!!"