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Visual Merchandising Essay

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The variety and assortment of products in today’s world is growing heavily making consumer decisions harder and harder. Thus, the need of in-store visual merchandising be-comes relevant as never before. The more choices consumers are faced with, the more time they tend to spend while making purchasing decision, and visual merchandising may help to facilitate those choices. This reflection paper is aimed at drawing understanding on how visual merchandising influence consumer behaviour and how it stimulates the purchase de-cision. According to American Marketing Association (2015), visual merchandising is a broad concept that includes set of actions (product placement, point of sales materials placement, additional installations) that are made in store in order to make products stand out and attract consumer’s attention. Govorek and Mc Goldric define the core aim of visual …show more content…

229). From Mills, Paul and Moorman (1995) perspective, visual merchandising is set of actions such as special events, in store advertising and promotion, displays placement aimed at selling the goods and to distinguish products on shelf. As drown from Business Dictionary, apart from sales displays, visual merchandising also in-cludes retail planning and window decorations aimed at engaging consumers and increase sales activity. And key task of visual merchandising is to make product’s best features and benefits visible and distinctive to consumer (Business Dictionary, 2015). It is of significant impotence to distinguish visual merchandising and merchandising phenomenon. While vis-ual merchandising is set of activities most commonly inside the store aimed at attracting consumer attention, merchandising can be defined as set

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