The above methods are employed to create a visual impact on the minds of the customers. Visual merchandisers often decide the sequence of the products as well. For example women’s under wears are kept adjacent to the women’s day wear since placing them anywhere else in the store would not make any sense (Lehmann, 2000).
The departmental stores also make it a point to scatter shopping baskets all over the store so as to make it easy for the customers to carry more than one product. This also increases sales. The products and the arrangement of the store should be customer friendly and should be stokes logically because the current set of customers want to interact with the stock. A visually good store are often use the shopper’s own momentum, inclinations and desires to make him buy something which was not planned to buy at all.
Company like TK Maxx sells products of the previous season giving huge discounts. This company has never indulged in visual merchandising because the product which it sells is of previous seasons. The company however always makes profit. The simple reason behind the sales is that the customers come to this shop for the value, designer names and huge discounts.
Burberry stresses on the fact that the interiors of the company should be in line with the value of the products which the company sells. Burberry sells high end, cutting edge fashion products to their trend conscious target markets. While waling inside the Burberry store, the customers are given an option to custom design of their own trench coats by using the interactive touch screen technology. The products which the Burberry store displays are designed stunningly which makes the customers stop and look at the displays (Bowlby, 1985).
With the advent of online shopping, all the stores have a website which has the products displayed at the stores. The stores know that a section of public shops online just for the sake of entertainment. The nature of consumption has changed drastically in the twentieth century. With internet shopping, the public has moved beyond the bricks and mortar stores to virtual reality stores.