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Visual merchandising is the activity and profession of developing floor plans and three-dimensional [1] displays in order to maximise sales. Both goods or services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage and motivate the customer towards making a purchase. Visual merchandising commonly occurs in retail spaces such as retail stores and trade shows.
History
When the giant nineteenth century dry goods establishments like Marshall Field & Co. shifted their business from wholesale to retail, the visual display of goods became necessary to attract the general consumers. The store windows were often used to attractively display the store's merchandise. Over time, the design aesthetic used in window displays moved indoors and became part of the overall interior store [citation needed] design, eventually reducing the use of display windows in many suburban malls. In the twentieth century, well-known artists such as Salvador Dal and Andy Warhol created window [citation needed] displays. [edit]Methodology [edit]Principles The purpose of visual merchandising is to: Make it easier for the customer to locate the desired category and merchandise. Make it easier for the customer to self-select. Make it possible for the shopper to co-ordinate and accessorise. Recommend, highlight and demonstrate particular products at strategic locations. Educate the customer about the product in an effective & creative way.
[edit]Techniques Visual merchandising builds upon or augments the retail design of a store. It is one of the final stages in setting out a store in a way customers find attractive and appealing. Many elements can be used by visual merchandisers in creating displays including color, lighting, space, product information, sensory inputs (such as smell, touch, and sound), as well as technologies such as digital displays and interactive installations. [edit]Tools A planogram allows visual merchandisers to plan the arrangement of merchandise by style, type, size, price or some other category. It also enables a chain of stores to have the same merchandise displayed in a coherent and similar manner across the chain.
[edit]Forms [edit]Window
displays
See also: Display window and Window dresser Window displays can communicate style, content, and price. Display windows may also be used to advertise seasonal sales or inform passers-by of other current promotions. [edit]Food
merchandising
Restaurants, grocery stores, and convenience stores use visual merchandising as a tool to differentiate themselves in a saturated market.
Merchandising themes . Consider grouping themed products together for powerful visual messages. Theme merchandising is a fun way to communicate seasonal activities or other information. If your store is a hardware store, use garden gloves, flower bulbs, decorative pots, hand gardening tools, and potting soil to get your sa les started for spring. Outdoor grilling displays are great themes for grocery stores and home centers. Backyard chefs will be attracted to every item in your display. Themes connect customers to projects or activities, and as a result, connect their spending to your profits.
VM&RD is Indias only magazine on Visual Merchandising and Retail Design and was launched in September 2005, VM&RD underscores the best there is to the systematic art of creating a complete retail experience. Each issue of the magazine focuses on all aspects of retail design and visual merchandising in the context of branded shopping environment.