Visual Merchandising and Store Design are an important aspect which are crucial to the success of a retail store as it helps to positively influence the consumers buying behaviour and also helps create a good image of the store and provide a unique, comfortable and happy shopping experience for its consumers. The primary aim of Visual Merchandising is on the visual presentation of goods in retail stores. Hence, the Visual Merchandising lays stress upon visual elements as they help to seize the attention of consumers. So, Visual Merchandising can be defined as the finest presentation of merchandise using a balance of color, coordination, accessorization and self-explanatory displays. Therefore, Visual Merchandising is a merchandising technique that involved the effective use of visual elements. Here, visual elements refer to lighting, colors and signage. So, visual merchandising is the art of using visual communications in the designing of an environment. Visual Merchandising is a crucial aspect of any retail store because it helps to create a positive influence on the purchasing behavior of consumers by creating an inviting atmosphere that draws people into the store and also keeps them there longer. Hence, it is the visual merchandising of a retail store that stops people in their tracks and admire a window display. In fact, studies have found that an efficient and effective visual merchandising can greatly improve a stores brand image and increase sales. People are driven to spend more time in a store due to the store image and a comfortable shopping environment. However, retail store elements such as lighting, color, signage and visual merchandising have an instant effect on the buying decision making process. Hence, it is recommended that retailers should always try to enhance their brand image and value by adding new and creative elements to their current retail marketing mix. Retailers should try out new and exciting elements to instill energy and excitement among their consumers through the use of unique elements such as large display videos, graphics, music and lighting that help create a unique atmosphere and shopping experience.
