Importance and impacts of visual merchandising for customers at The Warehouse

Singh, Gurpreet and Yaeghoobi, Ehsan (2018) Importance and impacts of visual merchandising for customers at The Warehouse. Applied Management Conference, Hamilton, New Zealand, July, 2018.

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Abstract or Summary

The benefits of visual merchandising have been well discussed in previous literature. For large retail service providers this topic is of special importance. Evidence of challenges for consumers to locate the product that they need has been observed in The Warehouse, Te Rapa. The purpose of this research report is to assess the importance of visual merchandising on customers’ purchasing behaviour at The Warehouse, Te Rapa. In addition, visual merchandising strategies to increase sales at The Warehouse are offered, based on the findings of this study. The primary data for this research project was gathered from 50 questionnaires, which were distributed among customers at The Warehouse, Te Rapa. Many different aspects of visual merchandising, including window displays of the store, floor merchandising, mannequin displays, signage and promotional banners, were reviewed. The results of this report suggest that there is a direct relationship between how the products are displayed and sales.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:visual merchandising, customer service, business, retail industry
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6237
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Deposited On:26 Nov 2018 02:12
Last Modified:26 Nov 2018 02:12

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