Article | Marketing area | Year 2016 | |
The Impact of Visual Merchandising Management on Customer Attraction in Retail Storesby Rungarun Benjamapornkul; Sirisuhk Rakthin; Prattana Punnakitikasem | |
UTCC International Journal of Business and Economics 8(1), p.133-149 |
AbstractShelf visual merchandising techniques can maximize product attractiveness, create good store atmosphere, and attract more customers accordingly. These techniques allow brand managers to differentiate their offerings from other competitors. This study aims to investigate the effective visual merchandising techniques that influence customer awareness during a buying
decision making process at the point of purchase. Using an experiment method together with
customer interviews, the findings indicate that the interplay among appropriate position of
shelf facing, in-store promotion, and shelf decoration strongly attracts customer attention
when entering a store and influences customer evaluation of brands displayed on shelf. For
example, left side of both eye-and touch-level shelf positions gain more attention than other
level shelf positions because Thai people usually read or write from left to right. The results
also reveal how different brand characteristics affect shelf setting and highlight the impact of
promotional sign on customer attention and buying decision. In summary, this research study
provides insights into how retailers or brand managers could deploy shelf visual merchandising techniques to increase customer attention and purchasing evaluation at the point of purchase. The results could be used as a part of strategic marketing planning in retailing businesses.
Keywords: visual merchandising, store display, customer buying decision, brands, marketing |