Visual merchandising and store atmospherics: An integrated review and future research directions

Abstract

Visual merchandising has gained importance in contemporary retail research and practice. Initially considered as an essential element of retail store atmospherics, the scope of visual merchandising has now extended well beyond the usual reference of a visual stimulus. As research on visual merchandising and store atmospherics continues to converge, this systematic literature review aims to identify the research gaps and overlaps to help researchers with directions on formulating original research ideas in this cross-over domain. A framework-based review using Theory, Context, Characteristics, and Methods (TCCM) typology with an integrated analysis of 88 research articles published between 2000 and 2020 was carried out. It was found that visual merchandising as a product-driven display function has been closely related to store atmosphere as a store-wide display function. Hence an integrated framework of research in visual merchandising and store atmospherics becomes imperative to understand their interplay in the evolving scope of traditional and e-tailers' environments. The paper contributes as the first and most comprehensive review of research on visual merchandising with the closely substitutable domain- store atmospherics.