Importance and impacts of visual merchandising at a retail store

The benefits of visual merchandising (VM) have been well discussed in previous literature. For large retail service providers this topic is of special importance. Large retailers pay special attention to visual merchandising to distinguish their offers from their competitors in the market. The shoppers can also benefit from VM to discover the right goods with the help of focused visual merchandising, good store layout and design, product packaging, product displays, shelving and signage in the store. In addition, this study looks into impulse purchasing and its correlation with visual merchandising. Retailers believe that impulse purchasers do not visit the retail store with the intention to buy a certain item. For these buyers, the action of purchasing takes place after experiencing a desire to own something after they have been influenced by internal and external factors. Evidence of challenges for consumers to locate the product that they need has been observed in a retail store. The purpose of this research is to assess the importance of visual merchandising on customers’ purchasing behaviour at the retail store. In addition, visual merchandising strategies to increase sales will be offered