Visual Merchandising: In-store Communication to Enhance Customer Value

Buying behavior is influenced by physical impulses, location, and price, and is shaped by communication and visual merchandising. The store plays a crucial role in communicating and enhancing the brand and store identity, and visual merchandising is a managerial tool to establish a dialogue with customers. Balancing conflicting needs is a complex task, with the company aiming to maximize profits and productivity while customers want to simplify the purchase process and save time.

Format: Paperback / softback
Length: 372 pages
Publication date: 30 July 2018
Publisher: Bocconi University Press

The intricate process of consumer purchasing behavior is shaped by a sophisticated receptive system that begins with the physical impulses of a product, encompassing its features, size, packaging, and brand. These initial stimuli are further influenced by the product's location within a store, including factors such as the layout, display, and overall atmosphere. The culmination of these interactions leads to the customer's ultimate decision-making process. Interestingly, customers actively engage in communication, which shapes and alters their attitudes. In essence, the interplay between industry and distribution initiates a communication process that unfolds through the store, serving as both the physical space and the channel through which this interaction occurs.

To address this critical topic, the book offers a managerial perspective. It begins by redefining the store's role in communicating and enhancing the identity of both the brand and the store itself. From there, the author delves into the realm of visual merchandising as a powerful managerial tool for establishing a meaningful dialogue with customers. The book employs a business-oriented approach to analyze and evaluate the directions, goals, and tools of visual merchandising, with the ultimate aim of understanding how to navigate the complex task of balancing conflicting needs. On one hand, companies strive to maximize profits, productivity, expand sales areas, rationalize replenishment, combat shoplifting, support sales staff, and enhance their offerings. On the other hand, customers seek to simplify the purchasing process, save time, gather information, seek stimuli and ideas, and derive psychological gratification from actively taking charge of their choices.

Understanding consumer purchasing behavior is essential for businesses to succeed in today's competitive market. By leveraging the power of visual merchandising and fostering a customer-centric approach, companies can create a seamless shopping experience that meets the evolving demands of consumers.

Weight: 572g
Dimension: 151 x 231 x 31 (mm)
ISBN-13: 9788885486416