Author(s): P.V.M.Raju
Retail environments are dynamic and unpredictable, and retailers need to identify lines of action that can provide a competitive advantage. The importance of displaying products has been recognized long back, which later became the popular Visual Merchandising and Store Design. Visual merchandising is one of the effective marketing tactics that retailers rely on for the attention of consumers in the retail shop. This study aims to analyse the influence of Visual merchandising on customers' purchase decisions in branded apparel retail stores. In addition to this, the study attempt to find out the right mixture of Visual merchandising elements to develop a retail business model that can be used by retailers and Visual merchandisers. This study helps retailers and visual merchandisers understand the dimensions of visual merchandising and prioritize them while designing the store interior that can influence customers' purchase decisions during their visit to branded apparel stores. A positive perception can be developed based on the unique visual merchandising techniques of the store; further, it will be used by the retailers as a differentiation technique that help to build distinct retail store image in the minds of customers.