1. Introduction
1. 簡介
Selling a product is incomplete without communicating its image. To build long term brand loyalty, in addition to the quality of the product, right image is very much needed. To attain this, many companies invest huge money on the promotions. But many businesses neglect the retail front which is the face of the brands. In other words, the way the products are displayed at the retail shelves, the way the sales people communicate to the consumer etc. are the some of the issues, which if not handles well can be a great threat to the brands image. Visual merchandising is the art of presentation, which puts the merchandiser in focus. It educates the customers, creates desire and finally augments the selling process. It is an artistic method to ensure that retailers merchandise moves off the shelves faster, and is a tool to appeal to the visual sensory elements of the customer. Visual merchandising, once an unknown skill, is growing popular nowadays with the introduction of self service in retail stores off late and the number of changes taking place in supermarket merchandising methods, there has been increased emphasis on the kind of store layout, store building, fixtures, and equipment, color displays, silent communication tools, window display and finally opinion building through in-store displays which has taken the art of retailing to higher applications frames. The study endeavors to find out how and to what extent outlets incorporate visual merchandising, that appeals to the customers and lead to a potential purchase. To research on the factors that influence visual merchandising decisions and also investigate how effectively visual merchandising is used to attract customers, who will eventually make a prospective purchase.
如果沒有商品形象的宣傳，商品銷售就不是一個完整的過程。要打造長期的品牌信譽度，除了商品質(zhì)量以外，打造合適的商品形象也是很必要的。為了達到這個目標(biāo)，很多公司都在推銷商品領(lǐng)域投入大量資金。但是很多公司都忽略了零售店面這一環(huán)節(jié)，該環(huán)節(jié)是品牌的“臉面”。換句話說，商品在零售貨架上展示的方式，導(dǎo)購與顧客溝通的方式等都涉及到這個話題。如果處理不當(dāng)，品牌形象就可能受到負(fù)面影響。視覺營銷是展示的藝術(shù)，是以商家行為為主導(dǎo)。視覺營銷對顧客有指導(dǎo)作用，可以引導(dǎo)顧客需求、加速銷售過程。這種藝術(shù)手段可以讓貨架商品周轉(zhuǎn)率更快，同時也可以吸引顧客的眼球。視覺營銷曾只是種不為人知的策略，如今卻越來越流行。該策略引入了零售店開架銷售的觀念，并在多個方面改變了以往的超市銷售策略。視覺營銷對商店布局、商店建設(shè)、固定裝置、設(shè)備、色彩顯示、內(nèi)在溝通方式、櫥窗陳設(shè)等都很重視，最后上升到用零售藝術(shù)來進行店內(nèi)布置，并應(yīng)用于更廣泛的領(lǐng)域。該領(lǐng)域的研究力圖找出零售商店應(yīng)當(dāng)如何采用視覺營銷，使用到什么樣的程度為宜，怎樣才能吸引消費者促使其消費。本文將研究影響視覺營銷決策的因素，探討視覺營銷在吸引顧客方面是如何的高效，以及什么樣的人群最可能進行消費。