Role of Visual Merchandising in Customer Store Engagement in Retailing: An Empirical Study in the Indian Context

Abstract

The main purpose of this study is to investigate the role of visual merchandising on consumer engagement within retail environments. Visual merchandising, a strategic technique aimed at enhancing a brand's appeal and showcasing its unique features, plays a key role in shaping the shopping experience. Employing dedicated marketers versed in visual enhancement, brands seek to create attractive store atmospheres conducive to positive shopping encounters. Visual merchandising includes a range of tactics, from compelling window displays to digital signals and stylish store layouts. These elements collectively aim to induce potential customers, transforming them from browsers into active purchasers. This shift in approach has redefined the shopping process, transitioning from mere verbal interactions to immersive sensory experiences. A sample of 239 respondents was collected from people working in retail industry as well as customers. The variables that identify the role of Visual Merchandising in Customer Store Engagement in Retailing are Creating an Attractive Store Layout, Enhancing Brand Image and Identity, creating attractive Ambiance, and Highlighting Key Products and Promotions.