The impact of visual Merchandising on consumer behaviour- Why a good visual merchandising strategy is crucial to invite the customer to buy and create branding.

Abstract

All major fashion retailers are experiencing rising market saturation while E-commerce introduces new challenges due to the changing consumer behaviour. This research explores why visual merchandising is a powerful tool to establish and maintain brand consistency, attract new customers and create competitive advantage. The study applied ad-hoc structure for its explanatory purpose, even though it was structured according to the college rules. The research employed quantitative surveys and qualitative interviews with professionals. The study applied convenient sampling to gather data from 40 participants and 2 visual merchandisers professionals. This research showed that visual merchandising plays a crucial role in enhancing brand and differentiation when dealing with marketplace saturation. The strategies used in visual merchandising do impact customer purchase behaviour, it is a key element to overall maximizing sales and should be used together with other fundamental decision-making factors.