Visual Merchandising : "Silent salesman for a retail store"

Visual merchandising is largely associated with creating the look of the store. In other words, it is one of the final stages in trying to set out a store in a way that customers will find attractive and appealing. It is the art of presentation, which puts the merchandise in focus and in perspective too. It educates the customers, creates desire and finally augments the selling process.VM and Displays have a storyboard effect communicating innovatively to the customer besides being a "Silent salesman for a retail store". It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product.

Many elements can be used by visual merchandisers in creating displays, including colour, lighting, space, product information, sensory inputs such as smell, touch, and sound as well as technologies such as digital displays and interactive installations.

Especially in todays challenging economy, people may avoid visual merchandisers because they fear unmanageable costs. But in reality, visual merchandisers can help economise by avoiding costly mistakes. With guidance of a professional, retailer can eliminate errors, thereby saving time and money. It is important to understand that the visual merchandiser is there, not to impose ideas, but to help clients articulate their own personal style.VM uses season based displays to introduce new arrivals to customers, and thus increase conversions through a planned and systematic approach by displaying stocks available.However, recently visual merchandising has gained in importance as a quick and cost effective way to revamp retail stores.