Conclusion

I infer that the results that I have gained from my research are really interesting. As we can see the visual merchandising is largely concerned with the creative presentation of the store’s merchandise in settings that will increase sales. The job involves the coordination of all the components needed to produce window and interior displays that will enhance the store’s image and set it apart from the competition. To achieve this goal of creating an inviting environment for shoppers, a number of tasks must be performed, such as considering design, color, lighting that both illuminates and creates dramatic effects, and signage. The finished product should be one that draws shoppers’ attention and turns them into customers.

In this term paper I considered the employment of traditional techniques of merchandising, merchandising analysis, color and display, impulse buying, advantages and disadvantages of merchandising. Merchandising analysis is also an important part of merchandising, because it reveals the specific segments that costumers buy. For good analysis there should be improved planning, placement and presentation of products. Color and display are the most important factors that influence buyers. The right choice of the display items color can evoke emotions and provoke impulse buying. Consumers, in general, are influenced by the situation, condition surrounding their shopping trip. Location of the store, merchandise display, store design, and noise level of the store can involve them.

Nowadays people of different age pay attention to different things so the ways of involving them in shopping are completely different. For example, children are not interested in women's perfume, while men are not interested in children's toys and etc. And the methods to influence men, women and children are quite different. In order to sell a product, you must primarily know the psychology of the potential buyers.

I conclude that visual merchandising is one of the most important things that the company does as it helps them to communicate well with their consumers. This way they involve customers in purchases and that makes them get profit.

Bibliography

1. Claus Ebster, Marion Garaus. Store Design and Visual Merchandising: Creating Store Space That Encourages Buying // Ref.Libr 2011

2. http://www.ehow.com/info_8356014_visual-merchandising-influence-sales.html

3. Judy Bell. Best Practices and Effective Strategies in Visual Merchandising // Ref.Libr. 2011

4. Martin M. Pegler. Visual Merchandising and Display // Ref.Libr. 2011

5. Tony Morgan. Visual Merchandising // Ref.Libr. 2011

6. Tony Morgan. Visual Merchandising: Windows and In-Store Displays for Retail // Ref.Libr. 2008

7. Tony Morgan. Window Display: New Visual Merchandising // Ref.Libr. 2010

NThe magazine was first published in May 1903 as The Red Book Illustrated by Stumer, Rosenthal and Eckstein, a firm of Chicago retail merchants.

CIt is an extensible, self-hosted web site analytics program.

19