Role of Visual Merchandising Elements on Customer Engagement and Purchase Intention in Fashion Retail Stores: An Empirical Study

Visual merchandising (VM) plays crucial role where it attracts customers and influences their buying decisions with the elements like “store layout, lighting, window displays, and product arrangement”. In-store exploration of merchandise by the customers arouses consumer’s perception towards VM like “interacting with products, differentiate a retail brand among competitors” helps in contributing brand preferences and encouraging buying intentions. VM is a planned technique which aims to enhance a brand’s appeal and showcases its special features playing important role in shaping the shopping experience. Dedicated and experienced in visual enhancement marketers are employed by the brands seeking to create attractive store atmospheres favourable to positive shopping meets. With the changing requirements of the customers, retailors witnessed the evolution of different retails formats where the retailors only survives with the footfall of the customers. Attracting more customers to the stores is important for the retailors so as to increase the footfall. They use promotional measures and changing the style of operations including visual merchandising in order to attract more customers to the stores. A sample of 388 fashion retailors were surveyed to know different Role and impact of Visual Merchandising (VM) Elements on Customer Engagement and Purchase Intention in Fashion Retail Stores. The study concludes that there is significant impact of Visual Merchandising Elements on Customer Engagement and Purchase Intention.