Visual Merchandising Research Articles

The Effect of Visual Merchandising, Sales Promotion and Positive Emotion of Consumers on Impulse Buying Behavior

The Effect of Visual Merchandising, Sales Promotion and Positive Emotion of Consumers on Impulse Buying Behavior

Visual merchandising consulting in Korean traditional market and development strategy

Visual merchandising consulting in Korean traditional market and development strategy

Role Of Visual Merchandise Elements In A Mall Environment

Visual merchandising in apparel retail stores is gaining its own importance in presentation and selling of merchandise. It influences the customer to a greater extent especially in shopping malls where people do window shopping. The main objective of this paper is to highlight various Visual Merchandising (VM) trends observed in shopping malls with reference to apparel retail and the related perception of the shoppers.

Peningkatan Aktivitas Pembelajaran dan Hasil Belajar Visual Merchandising Melalui Metode Penyelesaian Masalah


 The purpose of this study is to improve learning activities and learning outcomes for visual merchandising through problem solving methods. This research uses action research with a cycle of three times. Each cycle consists of four stages: design, activity and observation, reflection, and refission. The subject of this research is the students of class XI Data Marketing. From the results of the analyst found that student achievement has increased from cycle I to cycle III. Cycle I 64.00%, cycle II 76.00%, cycle III 88.00%. The conclusion of this study is that the problem solving method can positively influence the activities and learning outcomes of Class XI Marketing Students in Visual Merchandising subjects.

A Study on Importance of Correlation between the Components of Visual Merchandising and Spatial Components

A Study on Importance of Correlation between the Components of Visual Merchandising and Spatial Components

Impact of Visual Merchandising on Sales in Retil Store

The basic point and determinationof the examination is to definevisual advancing impactcustomerattention.The investigate paperemphases on sixkeydimensionof visual advertising and preliminary of theory are based on these i.eof thing appear, window appear, shading, lighting, store structure and thing show and how it sway the thought buyers.The stratified reviewing technique is used.The diagram was driven in picked retail stores at Vijayawada. A composed Questionnaires of Likert’s five point scale is used for the survey. Where 200 Questionnaires were distributed to the respondents who were identified shopping in picked retail stores. It found that the theories for thing appear, window show and shading assortment have been recognized that they have a confident and important impact on buyerbuying conduct. Research express that the retail storer should concentrate on visual advertising methods for pulling in new customers and rise the walk of store which may moreover prime to achievement influence over contenders.

Visual Merchandising and Customers’ Impulse Buying Behavior: A Case of a Fashion Specialty Store

Visual merchandising is an extremely important element as the first visual cue that affects buying behavior of customers. This study aims to identify determinants of visual merchandising that influence customers’ impulse buying behavior. This study focuses on five elements of visual merchandising which are window display, mannequin display, floor merchandising, promotional signage and lighting. Investigation was conducted at a popular fashion specialty store in Kuala Lumpur, Malaysia. A total of 150 customers' feedback was collected. Results of statistical data analysis show that three out of five visual merchandising elements are important in influencing the customers’ impulse buying behavior. Window display, mannequin display and promotional signage are positively related and identified as determinants of effective visual merchandising for impulse buying decision at the women fashion specialty store. The research outcome extends understanding on the adverse effect of visual merchandising on customers’ behavior.

The mediating role of visual merchandising consciousness in offline apparel retailing

The mediating role of visual merchandising consciousness in offline apparel retailing

Visual Merchandising in Retail Sector

Visual Merchandising in Retail Sector

State-of-the-Art Visual Merchandising Using a Fashionable Social Robot: RoMa

Social Robots have the potential to attract people and this capability can be used to develop robots that can come into the retail market and enhance visual merchandising. This paper investigates important criteria to use in the design of a robot that can be utilized to promote customer appeal in the fashion industry. RoMa is a novel robotic mannequin that has been developed with the consideration of professional showcase characteristics and a primary feature of interaction with people. Since real and perceptive human–robot interaction relies on the social robot’s sensitivity to its environmental information, RoMa is able to localize the people around itself. An empirical test was conducted to demonstrate the robot’s acceptability and performance. In this test the robot was outfitted and placed in a showcase at an apparel store where prospective customer behavior was studied via a camera, microphone and questionnaire. The results indicate that RoMa was able to increase the number of people who looked at the showcase by 280% during the day, which validates the idea of visual merchandising and sales enhancement. In addition, with its design and adequate affinity RoMa was able to attract customer attention from the viewpoints of anthropology, movements, and likeability.

Case Study on the Importance of the Correlation between Strategic Experiential Modules and Visual Merchandising

Case Study on the Importance of the Correlation between Strategic Experiential Modules and Visual Merchandising

PENGARUH LAYOUT TOKO DAN VISUAL MERCHANDISING TOKO TERHADAP KEPUASAN KERJA KARYAWAN SUPERMARKET TIARA DEWATA DENPASAR

Friendly service is a key to being able to maintain a retail business in the midst of many emerging retail types. To be able to survive and be able to provide customer-friendly services, the company is required to be able to create employee satisfaction in working through the arrangement of shop layouts and visual merchandising stores in outlets. In line with this, this study aims to determine the effect of shop layout and visual store merchandising on employee satisfaction at the Tiara Dewata Denpasar Supermarket. This research was conducted at the Denpasar Tiara Dewata Supermarket using a sample size of 88 people with a saturated sample method. Data collection was obtained from the results of questionnaires at the Denpasar Tiara Dewata Supermarket using as many as 16 indicators and the indicators were measured using a Likert scale. The data analysis techniques used in this study are multiple regression analysis and accompanied by classical assumption and hypothesis testing. The results of the study found that shop layout and visual store merchandising partially had a positive and significant effect on employee satisfaction. In addition, shop layout and visual merchandising stores simultaneously have a positive and significant effect on employee satisfaction. This result confirms that to improve employee satisfaction the company is expected to be able to create a comfortable and safe atmosphere of the office environment through structuring shop layout and visual merchandising stores.
 Keywords: store layouts, visual merchandising stores, employee satisfaction

Visual merchandising of pastries in foodscapes: The influence of plate colours on consumers’ flavour expectations and perceptions

The aim of our research is to find out how pastries should be visually merchandised in retail environments most effectively. In particular, we want to answer the question whether the colour of the surface (black vs. white) against which pastries are presented influences consumers’ expectations (sensory and hedonic), i.e., before tasting (stage 1) and perceptions (sensory and hedonic), i.e., after tasting (stage 2). In addition, we seek to detect any differences in sensory and hedonic evaluations as well as purchase intentions between stage 1 and stage 2.For this purpose, we conducted two studies on a special type of pastries, i.e., macarons: first, based on our observational research, we selected the most popular macaron flavours (colours): pistachio (green), raspberry (pink), coffee (light brown), chocolate (dark brown), lemon (yellow), and vanilla (off-white); second, we carried out a between-participants experiment among 432 participants.Our results reveal that customers seem to show a high degree of identification of the actual flavour in stage 1, with some doubts related to the colours light brown, yellow, and dark brown. Moreover, the assessment of the sensory attributes of crunchiness, creaminess, and sweetness, as well as the hedonic value and purchase intent appear to be higher in stage 2 than in stage 1. Furthermore, no main effects of the plate colour on the evaluations of greasiness, crunchiness, creaminess, and sweetness, as well as the hedonic value and purchase intent in stage 1 and stage 2 could be found. However, while the expectation of greasiness for the macaron colours green, pink, light brown, lemon, and off-white is higher when served on a black plate, for the colour dark brown, the expectation of greasiness is higher when served on a white plate. Finally, managerial implications for retailers, like, bakeries, pastry shops, restaurants, or caterers, are provided, the limitations of our research are mentioned, and avenues for further research are given.

A study on the consumers’ perceptions regarding the improvement of visual merchandising

A study on the consumers’ perceptions regarding the improvement of visual merchandising

Особливості брендингової політики споживчих товарів.

The paper deals with the theoretical basis of building a branding policy of consumer goods, its elements (distribution, merchandising), the relationship with the complex marketing enterprise, justified visual merchandising activities, on the example of the beer market of Ukraine calculated consumer perception indices of different colors of labels. The purpose of the work is to determine the features of the branding policy of consumer goods, which determine its essence and impact on the effectiveness of marketing activities of enterprises in the market. It is brought that the branding policy of enterprises requires a detailed classification of their own place in the complex of the marketing mix, as well as in the General processes of marketing management to determine a set of tools, communication with the strategies of market segmentation, product positioning, brand distancing from competitors, entering the portfolio of brands in the portfolio of strategic business units of the enterprise. It is proved that the branding policy of consumer goods consists of parts, the first of which under any technological, economic and social conditions of market development should not change (the point of brand positioning in the consumer market); and the second part should be constantly transformed as an inverse reaction to the actions of competitors and changes in macroeconomic factors of the environment (methods of differentiation of the brand from competitors). It is determined that the criterion of efficiency of branding policy of consumer goods is the coverage of the sales network and the presence of a certain brand in retail outlets. On the example of label color and depending on the structural changes in the beer market of Ukraine, the indices of label colors popularity are determined: orange, green, white, black, red and blue (shown by sales volume reduction), which can be used for rebranding or formation of consumer goods branding policy for food markets.

A Study on the Unmanned convenience Store Operation System from the Viewpoint of Visual Merchandising

Purpose - The purpose of the study was to investigate operation system of current convenience store and competing retail store and to find out development of unattended convenience store. Operators can save labor cost and solve labor seeking when opening shop under suitable environment and commerce area, and assure of employee’s safety. Customers are allowed to select commodity comfortably without disclosure of face and to shorten standby time at simple store opening, buying and paying and to produce convenient living environment by financing, delivery and goods control. This study examined effect and problems of operation of existing and unattended convenience store from point of view of visual merchandising to find out model of unattended convenience store and to strengthen competitiveness of convenience store business. Research design, data, and methodology - Research procedure of accomplishment of goal of the study was: The study investigated state of distribution business, and role and definition of VMD. First, VMD played an important role of promotion and competitiveness of unattended convenience stores. Second, the author investigated research and cases of unattended convenience stores 14 months, that is to say, from August 15, 2017 to October 15, 2018. Third, the author investigated on-the-spot three of common convenience stores, three of unattended convenience stores and three of retailers one month, that is to say, June 1, 2018 to July 1, 2018. The subject was convenience stores and retailers selling similar type of products at Seoul and metropolitan area. Results - Layout, selling place, brand identity, goods assortment, authentication system, product information cognition and control, buying and payment system, security system, salesmen, promotion and other services should be improved from point of view of merchandising. Structure, furniture, lighting, voice, facade, VP, PP, IP and POP should be developed. Conclusions - Unattended convenience stores saved operating cost and lessened labor and gave visitors convenience and comfortable shopping and made use of resources effectively. Further studies with quantitative analysis shall find out strategic conditions for promotion of unattended convenience stores.

Evolução da atmosfera de loja e suas contribuições na ressignificação do visual merchandising de moda

Este artigo tem por objetivo estabelecer de forma cronológica a evolução histórica da atmosfera de loja dos espaços comerciais destinados à comercialização de artigos têxteis e de moda a fim de compreender-se os resultados do impacto dessas alterações no conceito e nos objetivos do visual merchandising ao longo do tempo. O resultado culminou na produção de uma timeline de cinco fases (estrutural, empírica, expansionista, experiencial e eletrônica) com a qual é possível compreender as razões das alterações e expansão do escopo de visual merchandising na contemporaneidade.

Práticas de gestão de marketing multicanal: estudo no varejo de bens de consumo

As práticas de marketing multicanal se intensificaram no setor de varejo, causando beneficios e desafios para os lojistas. O estudo analisou as práticas de gestão de marketing multicanal de varejistas de bens de consumo da região Grande Florianópolis/SC, Brasil. Os dados foram coletados via questionário autoadministrado e analisados através de técnicas estatísticas. Resultados mostraram que o marketing multicanal é recente e utiliza vários canais on-line. As práticas mais utilizadas são: gestão da satisfação/reclamação de clientes, visual merchandising, portfólio de produtos/marcas, gestão do relacionamento com clientes e monitoramento da internet/redes sociais. Identificou-se diferença estatística significativa nas práticas de promoção/vendas, de alianças/parcerias, de integração na política de produtos e de preços em função do porte do varejista. Revelou-se a existência de quatro clusters de varejistas multicanal: “pioneiros”, “experientes”, “menos experientes” e “retardatários”. O estudo contribuiu para ampliar o conhecimento sobre o tema na perspectiva dos varejistas, bem como para identificar diferenças estatísticas nas práticas de gestão de marketing multicanal em função do porte e de clusters na região estudada.

An fNIRS-based investigation of visual merchandising displays for fashion stores.

This paper investigates a brain-based approach for visual merchandising display (VMD) in fashion stores. In marketing, VMD has become a research topic of interest. However, VMD research using brain activation information is rare. We examine the hemodynamic responses (HRs) in the prefrontal cortex (PFC) using functional near-infrared spectroscopy (fNIRS) while positive/negative displays of four stores (menswear, womenswear, underwear, and sportswear) are shown to 20 subjects. As features for classifying the HRs, the mean, variance, peak, skewness, kurtosis, t-value, and slope of the signals for a 20-sec time window for the activated channels are analyzed. Linear discriminant analysis is used for classifying two-class (positive and negative displays) and four-class (four fashion stores) models. PFC brain activation maps based on t-values depicting the data from the 16 channels are provided. In the two-class classification, the underwear store had the highest average classification result of 67.04%, whereas the menswear store had the lowest value of 64.15%. Men’s classification accuracy for the underwear stores with positive and negative displays was 71.38%, whereas the highest classification accuracy obtained by women for womenswear stores was 73%. The average accuracy over the 20 subjects for positive displays was 50.68%, while that of negative displays was 51.07%. Therefore, these findings suggest that human brain activation is involved in the evaluation of the fashion store displays. It is concluded that fNIRS can be used as a brain-based tool in the evaluation of fashion stores in a daily life environment.

Remodelling the retail store for better sales performance

PurposeThe purpose of this paper is to demonstrate the relationship between strategic remodelling of the retail store and the performance of companies in the retail sector.Design/methodology/approachThe method used was a quantitative and descriptive survey of 93 cases from a sample of 329 retail stores from three chains that had remodelled some of their retail stores.FindingsThe results showed that strategic remodelling improved the performance of the stores surveyed, demonstrating the importance of retail store management as a strategic resource that can improve performance and competitiveness. Applying the balanced scorecard (BSC) perspectives, the retail store strategies had a greater influence on the dimension of internal processes than on other dimensions. Specifically, lighting is the redesign strategy that provides the best performance result.Practical implicationsThe findings offer support to managers who are considering modifications to the retail store. Decisions about strategies related to external visual communication, internal layout, internal visual communication, fixtures, painting of the store, lighting, location of the store and visual merchandising can make a difference in the pursuit for better performance across a range of dimensions.Originality/valueThis paper contributes to both the retail strategy and marketing literature by evidencing the link between specific retail remodelling strategies and performance using the BSC dimensions.