Visual Merchandising as A Tool for Increasing In-Store Footfall

Remya R Nambiar

doi:10.48001/jbmis.1201004

Authors

Remya R Nambiar Department of Management Studies, Mahatma Gandhi College, Iritty, Kannur University, Kerala

DOI:

https://doi.org/10.48001/jbmis.1201004

Keywords:

Merchandising, Foot fall, Window Display, Store layout, Signage, Aesthetic Appeal

Abstract

This study examines the role of visual merchandising as a strategic tool for increasing in-store footfall by analyzing its influence on customer behaviour. The primary focus is on how window displays attract customers and how store layout and product placement enhance their shopping experiences. Secondary objectives explore the impact of lighting, sensory elements like music and aroma, and the store's colour scheme and signage on shaping customer perceptions and enriching the retail experience. Conducted as a descriptive and exploratory study, data were collected from 100 retail customers in Kannur district through structured questionnaires and analyzed using SPSS. Results reveal no significant relationship between demographic factors (age and gender) and perceptions of window displays or store layout, suggesting universal applicability of these elements. However, most respondents agree that lighting, sensory elements, and colour schemes significantly enhance their overall shopping experience. These findings highlight the importance of cohesive and universally appealing visual merchandising strategies for attracting and engaging diverse customer groups, ultimately driving retail success.

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