Bellevue Community College Business Administration Visual Merchandising Influences Research Paper

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Gubea007

Business Finance

Bellevue Community College

Description

The practice of merchandising is composed of many functions. Some of these functions include product packaging, acquisition, pricing, and presenting products in a manner that leads to increased sales. In general, how products are presented in a business (visual merchandising) has the greatest impact on customer perceptions of product quality, value, and availability.

Instructions:

  1. Conduct research to examine various theories of merchandising. Focus your research on the specific area of visual merchandising and its impact on consumer behavior.
    1. Discuss the importance of visual merchandising to product-oriented retail companies and explain its purpose.
      • Store design and layout
      • The use of planograms or schematics to allocate available space within the store
      • Point-of-Purchase and other display signage (interior and exterior)
    2. Explain the ways in which visual merchandising augments the manager's role in each of the following areas:
    3. Provide an overview of what you consider to be an example of failed merchandising in a competitor's store, or you may use an example found in online research. Include a reference for the example you use. Feel free to include a picture that illustrates your example of failed merchandising.
    4. Explain why you believe your example in the preceding question was a merchandising failure. Provide evidence (e.g. - increased negative customer comments, reduction in sales, reduced customer traffic, etc.) to support your explanation.
    5. Develop and justify at least one recommendation that you believe would have changed the competitor's merchandising failure into a merchandising success.
  2. Write a four-page paper (minimum) that thoroughly addresses all areas included under Instruction #2. Cite a minimum of two outside sources used in your research to support your work.. You must give appropriate credit to the sources of the material.

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Explanation & Answer

Attached.

Running Head: VISUAL MERCHANDISING INFLUENCES BUSINESS SUCCESS PAPER 1

Visual Merchandising Influences Business Success Paper
Supervisor
Date:

VISUAL MERCHANDISING INFLUENCES BUSINESS SUCCESS PAPER

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Visual Merchandising and its Impact on Consumer Behavior
Visual merchandising entails different practices of presenting products elegantly and
pleasingly in the retail industry to engage, attract, and influence potential customers into making
a purchase decision. Visual merchandising therefore leverages the presentation of products or
services outlining their distinctive features and benefits. Visual merchandising may be too
engaging and challenging; however, it has a massive impact on an organization's sales. Strong
visual merchandising plays a vital role in influencing customer purchase decisions and
influencing sales.
Consumers not only engage in purchasing when they go shopping; consumers can buy
the purchase experience through visual merchandising displays. Visual merchandising is
essential in revamping the retail displays of an organization as well as in creating new retail
displays (Liu, Kim & Hong, 2018). In influencing consumer behavior, visual merchandising
serves as a stimulus that proves the desire to purchase. Visual merchandising informs as a way of
enhancing the brand image to the customer. This encourages customers to make purchases. This
type of merchandizing reminds or influences potential consumers to make purchase decisions by
attractively presenting products or services that an organization offers at a critical juncture of the
customer’s shopping process.
Visual merchandizing may include window displays that may attract window shoppers or
other potential customers walking around with or without the purchase intention. This strategy
influences customers to make unplanned purchase decisions. Therefore, this strategy influences
impulse buying, where consumers walk in a store. Due to the attractive display of products, they
end up making purchases on items they had not planned on purchasing (Bide, 2017). It is an
effective way of increasing the sales volume of a company’s products.

VISUAL MERCHANDISING INFLUENCES BUSINESS SUCCESS PAPER

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Importance of Visual Merchandising to Product-oriented Retail Companies
Visual merchandising is an essential activity in the retail industry because it helps attract
customers by making the retail spaces beautiful and attractive to customers hence influencing
purchase decisions. It all entails the look in a store that influences impulse buying (Liu, Kim &
Hong, 2018). Visual merchandising is essential in creating brand awareness of a product or
service to the target audience and the world at large. Creating awareness about the existence of a
product helps create and build brand loyalty, which is vital in increasing the sales volume of the
product in question.
In visual merchandising, the most crucial goal is to draw customers into the store and
influence them into making a purchase decision. The retail industry has faced a decline in sales
over the recent past as most people have moved to online purchases that offer door-to-door
deliveries. This has made visual merchandizing very important in the retail industry as it attracts
customers to influence them to make purchase decisions (Karim, Haque, Juhdi, Muhibbullah &
Ulfy, 2020). Visual merchandising plays a vital role in promoting sales in the retail industry by
influencing customer walk-ins. It encourages customers to make purchases from the store
through the beautiful and attractive display that is done purposely to attract customers to walk
ion. It is, therefore, an effective strategy of increasing sales volume in a store.
Through attractive displays, ...


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Great study resource, helped me a lot.

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