Impact of Visual Merchandising on Sales in Peshawar
Chapter 1 Introduction
Visual Merchandising is the art and science of retailing. Visual merchandising is the display of products in a store. Visual merchandise not only includes the store interior but it also includes the store exterior. Store interior includes the outlay of a store, lighting and the way merchandise is displayed inside store. The store exterior includes store name, windows displays and car park. Both services or goods can be displayed to focus on their product or service benefits. The objective of such graphic marketing is to attract, engage and motivate the client towards buying. Aesthetic marketing commonly occurs in full price spaces such as suppliers and industry events. The objective of graphic marketing is to learn effectively for the client to locate the desired category and merchandise, create it simpler for the client to self-select, create it possible for the shopper to co-ordinate and accessorize, recommend, focus on and demonstrate particular products at planned locations. Visual merchandise not only maintains traffic flow into the store but it also affects the brand image of a store which has an ultimate effect on sales of a store (Primary responsibility of brand manager). Therefore, successful visual merchandising includes creating all areas of retail shop present to promote the brand and selection more properly. It means getting variety segmentation, shop cool layouts and use of space, marketing principles and techniques, window and in retail shop features accurate. And, it includes creating effective point of sale (POS) and point of purchase (POP) alternatives, temporary activities and special offers to encourage shopping behavior. All these help to make shops run more properly, accurately and correctly, and significantly in a focused way for the company and its people. But having good visual products guidelines is not enough without effective retail shop interaction and retail shop training in visual marketing to use the
Visual Merchandising is the art and science of retailing. Visual merchandising is the display of products in a store. Visual merchandise not only includes the store interior but it also includes the store exterior. Store interior includes the outlay of a store, lighting and the way merchandise is displayed inside store. The store exterior includes store name, windows displays and car park. Both services or goods can be displayed to focus on their product or service benefits. The objective of such graphic marketing is to attract, engage and motivate the client towards buying. Aesthetic marketing commonly occurs in full price spaces such as suppliers and industry events. The objective of graphic marketing is to learn effectively for the client to locate the desired category and merchandise, create it simpler for the client to self-select, create it possible for the shopper to co-ordinate and accessorize, recommend, focus on and demonstrate particular products at planned locations. Visual merchandise not only maintains traffic flow into the store but it also affects the brand image of a store which has an ultimate effect on sales of a store (Primary responsibility of brand manager). Therefore, successful visual merchandising includes creating all areas of retail shop present to promote the brand and selection more properly. It means getting variety segmentation, shop cool layouts and use of space, marketing principles and techniques, window and in retail shop features accurate. And, it includes creating effective point of sale (POS) and point of purchase (POP) alternatives, temporary activities and special offers to encourage shopping behavior. All these help to make shops run more properly, accurately and correctly, and significantly in a focused way for the company and its people. But having good visual products guidelines is not enough without effective retail shop interaction and retail shop training in visual marketing to use the
References: 1. Areni, C. and Kim, D. (1993). The Influence of Background Music on Shopping Behavior, Classical Versus Top-Forty Music in a Wine Store. Advances in Consumer Research, Vol. 20, 336-340. 2. Baker, J., Grewal, D. and Parasuraman, A. (1994), “The influence of store environment on quality inferences and store image”, Journal of the Academy of Marketing Science, Vol. 22 No. 4, pp. 328-39. 3. Baker, J., Levy, M. and Grewal, D. (1992), “An experimental approach to making retail store environmental decisions”, Journal of Retailing, Vol. 68 , pp. 445-60. 4. Bitner, M.J. (1992). Services capes: the impact of physical surroundings on customers and employees. Journal of Marketing, Vol.56, 57-71. 5. Castaldo(2001). Retailing & Innovation, Egea, Milan, Italy. 6. Cook, D. and Walters, D., (1991). Retail Marketing, Theory and Practice, Prentice-Hall, Hemel Hempstead, 7 8. Curhan, Ronald. (1972). The Relationship Of Shelf Space to Unit Sales: A review, working paper, Marketing Science Institute. 9. Davies, G. and Brooks, J. (1989), Positioning Strategy in Retailing, Paul Chapman, London. 10. Davis, B. and Ward, P. (2002). Managing Retail Consumption. Wiley, London. 11. Greenley, G.E. and Shipley, D., (1989). “Dimensions of product planning in retail marketing”, Irish Marketing Review, Vol. 4 No. 1, , pp. 53-62. 12. Ind, N. (1992). The Corporate Image, Kogan Page, London. 13. Kerfoot, S.,Davis, B., Ward, P. ( 2003). Visual merchandizing and the creation of discernible retail brands. International journal of Retail and Distribution Management, Vol. 31,143-152. 14. Kotler, P. (1974). Atmospherics as a marketing tool. Journal of Retailing, Vol.49, 48-64. 15. Lea-Greenwood, G. (1997). “Visual merchandising: its role in corporate brand management”, unpublished MA thesis, MMU, Manchester. 16. Marsh, H. (1999). Pop Stars of the Retail World. Marketing, January, pp 20 – 32. 17. McGoldrick, P. (1990). Retail Marketing, McGraw-Hill, Maidenhead. 18. McGoldrick, P. (2002). Retail Marketing (2nd Edition), McGraw-Hill, Maidenhead. 19. Milliman, R. (1982). Using Background Music to Affect the Behavior of Supermarket Shoppers. Journal of Marketing, Vol. 46, 86-91. 20. Moss, W. (1997), “Clothing the nation”, Textiles Conference, University of Huddersfield. 21. Oakley, M. (1990), Design Management: A Handbook of Issues and Methods, Oxford University Press, Oxford 22 23. Ravazzi, C. (2000). Visual Merchandising: per sviluppare la vendita visiva nei punti di vendita di ogni tipo e dimensione. Milano: F. Angeli. 24. Schiffman, L.G. and Kanuk, L.L. (1997). Consumer Behavior, Prentice-Hall, Upper Saddle River, N.J, 1994 25 26. Smith, Pr. (1997). Marketing Communications: An Integrated Approach. England:Kogan Page Limited. 27. Tauber, E.M. (1972) “Why do people shop?”, Journal of Marketing, Vol. 36, , pp. 8-47 28 30. Ugur Yavas, (2001). "Patronage motives and product purchase patterns: a correspondence analysis", Marketing Intelligence & Planning, Vol. 19(2), pp.97-102 31