The impact of visual merchandising management on customer attraction in retail store.

Abstract

In order to make a good store atmosphere and attract more customers, many business use and implement different techniques to gain customer attention such as visual merchandising. These techniques allow businesses to differentiate their offerings from other competitors. The purpose of this paper is to investigate the relationships and find an effectiveness of in shelf visual merchandising techniques on customers’ attention. This research applied qualitative methodology by using both observation and experimentation of customer behavior. The result of the study shows that there is a directional relationship between customers’ purchasing decision and some visual merchandising techniques: in- store product display position, product shelf decoration and in shelf promotion. This paper gives insights to retailers as to which visual merchandising techniques can significantly attract customers’ attention. This study also provides information about the techniques that should be part of business’ marketing and retailing strategic planning.

KEY WORDS: Visual merchandising / Store display / Customer buying decision