Role of Fixtures in Visual Merchandising

Abstract

Visual merchandising is a purely aesthetic science, and it is the backbone of the retail industry. Visual merchandising is the science of developing the floor plans and three-dimensional displays in order to maximize sales. The purpose of such visual merchandising is to attract, engage, and motivate the customer towards making a purchase. Present study was carried out with the objective of detailed study about the products and tools used for visual merchandising to know about the purpose of each fixtures used by visual merchandising. It was found that almost all the stores employed displays with different tools and techniques for maintaining their store ambience, for stimulating the customers to make a purchase decision. The purpose of this paper is to examine how visual merchandising position and distinguishes the firm from the competitors and works towards customer satisfaction by meeting their aesthetic needs