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

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