Volume : 6, Issue : 5, May - 2017

IMPORTANCE OF LIGHTING IN VISUAL MERCHANDISING

Mr. A. Prabu Asirvatham, Dr. N. Mohan

Abstract :

<p>&nbsp;<b style="text-align: justify;"><span style="font-size: 10pt; line-height: 115%; font-family: &quot;Times New Roman&quot;, serif;">Visual merchandising is a retail strategy that maximizes the aesthetics of a product with the intent to increase sales. Visual merchandising is the art of displaying merchandise in a manner that is attractive to the eyes of the customer. Visual merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets. This includes combining products, environments, and spaces into a stimulating and engaging display to encourage the sale of a product or service. Visual merchandising utilizes displays, colour, lighting, smells, sounds, digital technology and interactive elements to grasp customer&rsquo;s attention and persuade them to make purchases.&nbsp; Visual merchandising is the only differentiator, especially in a scenario where consumers come across the same fashion designs almost uniformly everywhere. Visual Merchandising is a technique commonly and rightly called &ldquo;Silent Salesman&rdquo; and is widely used in market to increase footfalls and catch the attention of shoppers and make shopping a pleasant experience to one and all. With globalization and the retail boom, visual merchandising is growing in leaps and bounds. It is not simply concerned about decorating a store beautifully; but must also symbolize the and keeping the target audience in mind. The application of more attractive visual merchandising techniques will help to obtain better results. Lighting is one of the critical aspects of visual merchandising. Lighting increases the visibility of the merchandise kept in the store. This article attempts to explore the impact of lighting as a visual merchandising tool on buyer behaviour.</span></b>< /> <b><span style="font-size: 10pt; line-height: 115%; font-family: &quot;Times New Roman&quot;, serif;">< clear="all" style="page-eak-before:auto;mso-eak-type:section-eak" /> </span></b></p> <div class="WordSection2"> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;text-align:&#10;justify;text-justify:inter-ideograph"><b><span style="font-size: 10pt; line-height: 115%; font-family: &quot;Times New Roman&quot;, serif;">&nbsp;</span></b></p> </div> <p><b><span style="font-size: 10pt; line-height: 115%; font-family: &quot;Times New Roman&quot;, serif;">< clear="all" style="page-eak-before:always;mso-eak-type:section-eak" /> </span></b></p>