Attiring Business for Success and Enjoyable Involvements of Customers’ Interface with VM Essentials
The Role of Visual Merchandising in Enhancing Customer Engagement and Marketing Success
by Anita Verma*,
- Published in Journal of Advances and Scholarly Researches in Allied Education, E-ISSN: 2230-7540
Volume 6, Issue No. 12, Oct 2013, Pages 1 - 4 (4)
Published by: Ignited Minds Journals
ABSTRACT
An imperative marketing gizmo accessible with marketers is visual merchandising which is acclaimed as a catalyst to entice the consumer towards the product and at the same time fashioning its image which helps in extricating distinctly its charisma in comparison to competitor’s products. Visual Merchandising bounces a communication from retailers to its customer vis-à-vis the merchandise it commends. Visual Merchandising is a fundamentally exploited custom of trade appropriate as per the rudiments of the structured retailers stipulating the engrossment of the customer in the involvement of buying innumerable products and stimulus instantaneous purchases. Visual Merchandising is expended as a constituent of consistency and modifications in the retail industry. To concoct a swift pronouncement of procurement it grinds on catechizing the customers. To assimilate the acquaintance of Visual Merchandising and engendering an underlying instrument for imminent marketing espousal in the context of organized merchandising is the intention of this paper.
KEYWORD
visual merchandising, marketing, consumer, product, image, charisma, competitor's products, retailers, customer involvement, buying, merchandising, procurement, marketing espousal, organized merchandising
22. Easier Introduction – to promote newer products. This measures the design attractions' attention in a big manner that reinforces the store appearance, as well as presenting products to the customer. 23. Inspires Entry – inspires the buyer’s entry into the showroom effective displays are created by suppliers or brand-name manufacturers.
24. Interests Buyers – buyers and improves buying involvement due to sellers taking up steps for product promotion and planning interior displays.
DESIGN PRINCIPLES:
When planning interior displays, remember that the theme and image presented on the exterior must be carried throughout the interior of the store to provide consistency for the customer. Some effective displays are created by suppliers or brand-name manufacturers, while others are developed from scratch. All displays require being deliberated and devising a theme. This measures the design attractions' attention in a big manner that reinforces the store appearance, as well as presenting products to the customer. The principles of display used in the design are: 1. Balance - involves the equilibrium and weight of elements between two sides of a display. All displays require being deliberated and devising a theme. 2. Proportion - is the proportion of the portions to the complete presentation. It increases the visual appeal of products displayed for the sale. 3. Rhythm- encompasses the range of programmed sequencer. It works on initiating the customers to prepare prompt decision of acquisition
4. Harmony- is an arrangement in sensitivity and steadiness in disposition. The effectively implemented Visual Merchandising strategy triggers a customer 5. Lighting -is vital in professing consideration to produce in a demonstration. Visual Merchandising also gives a message from retailers to its customer regarding the merchandise it offers
customer feel for the product.
CONCLUSION:
The effectually instigated Visual Merchandising stratagem inductions a customer and consequences in an impulse buying behavior of the customer and adds to inclusive sales of the product. Visual Merchandising is expended as an element of uniformity and point of difference in the retail industry. It works on initiating the customers to prepare prompt decision of acquisition. Visual Merchandising also gives a message from retailers to its customer regarding the merchandise it offers. Besides the quality and taste, the Visual Merchandising makes the customer feel for the product. Visual Merchandising plays an important part. In planned purchases, Visual Merchandising helps the customer to select desired products by Visual Merchandising displays. While in non-planned purchases, Visual Merchandising reminds and compels a customer to make a purchase. The study is limited to the buyer policymaking procedure in the retail store. The buyer impersonations a stipulation to be comfortable and dynamism to the store to conciliate the necessities. At the moment the state of affairs for buyer pronouncement making has been altered be obligated due to the expansion of the middle-income group, spate in the salary of the buyer, approachability of assortments, and an improvement in the standard of living.
REFERENCES:
Ann Marie Fiore, Xinlu Yah, and Eunah Yoh. (2000). “Effects of a Product Display and Environmental Fragrancing on Approach Responses and Pleasurable Experiences”, Psychology& Marketing Vol. 17 (1): pp. 27–54. Anushree Agnihotri and Prathap Oburai. (2009). “Shoppers’ Interaction with Visual Merchandising Elements in Organized Grocery Stores”, 3rd IIMA Conference on Marketing Paradigms for Emerging Economies. Arora.V.P.S., Shivasharma, and Nirdesh K. Singh (2007). “Nature and functioning of visual merchandising in organized food retailing”, Agri. Econ. Res. Review., Vol. 20. Davies, B.J. and Ward, P. (2005). “Exploring the Connections between Visual Merchandising and Retail Branding,” International Journal of Retail & Distribution Management, 33(7), pp. 505–13. Eom. S. B., et. al. (1998). “A Survey of Decision Support System Applications (19881994)”, The Journal of the Operational Research Society, Oxford: Feb 1998, Vol. 49, Issue 2, pp. 109-121. Gandhi, M.K. (2006). “Store Image and Positioning”, Retail Biz, November. Kerfoot, S.; Davies, B. and Ward, P. (2003). “Visual Merchandising and the Creation of Discernible Retail Brands,” International Journal of Retail and Distribution Management, 31(3), pp. 143–52. Ko, S. & Rhee, E.(1994). “Consumers’ impulse buying process of clothing products. In C. M. Ladisch (Ed.)”, Proceedings of the Annual Meeting of the International Textile & Apparel Association (p. 107). Monument, CO: International Textiles and Apparel Association. Kotler, P. (1973–74). “Atmospherics as a marketing tool”, Journal of Retailing, 49, pp. 48–59. Manish Prateek. (2008). “Don’t standardize…Visualise!”, Progressive grocer, August. Mubeen M.Aslam. (2006). “Are you selling the right color? A cross-cultural review of color as a marketing cue”, Journal of Marketing Communications, 12(1), pp. 15-30. Preeta Vyas, and Anksuh Sharma. (2007). “Indian organized apparel retail sector and DSS (Decision Support Systems)”, Indian Institute of Ahmedabad, W.P. No.2007-07-01. Rick Segel (2009). “The top twelve visual merchandising tips”, www.Retailersadvantage.com. Teresa A. Summers and Paulette R. Hebert. (2001). “Shedding some light on store atmospherics: influence of illumination on consumer behavior”, Journal of Business Research, 54(2), pp. 145-150. Tucker, J. (2003). “Retail Desire: Design, Display and Visual Merchandising”, Roto vision Publishers, New York, p.79.
Corresponding Author Anita Verma*
Senior Lecturer, Department of Commerce
