In this research paper, the authors are describing the implementation of visual merchandising theory in a retail store. There are some matches between the findings on the research and the theory. The matches are some aspects we can find in the retail store, which are Store Layout, Exterior Design, Landscaping, Windows Display, Color, Lighting, and Signage. However, there are also some mis –matches in terms of new aspects that we can find in a retail store, such as Marquees, Banner, Props, and Technology Display. These mis – matches may exist due to the technology, information or factors that recently appear to match with the advance system, to use it to attract customer and encourage purchase action.
The authors also explain that by having …show more content…
The authors find that with simple, brief, well design and easy to read signs, will create a pleasant feeling. The design must be consistent and match with the business nature to deliver the message clearly and in simple way. Landscaping and Windows Display, actually also a part of exterior design, but here, the authors separate them. In landscaping, the authors found that, by having a simple design that can be maintained, the store can lead the customers’ view from unwanted things such as garbage bin, etc. For window display, the authors found that it is good for retailer to always updates their windows display, since the customer can be easily know what kind of merchandise is available now in the store; especially for the store that is passed by many people every day. This can affect customer’s attention and interest; hence the customers will come to the store. Unfortunately, the journal didn’t explain more for other store exterior’s …show more content…
By choosing a right color, it can make the stores and merchandise looks very attractive for the customer. The color also can create feelings for customer; for example, blue can create calmness and trust. The color of background also can affect visual merchandising; hence the customers can keep attention and focused on a certain product. To maximize the use of color, lighting is a very important factor. It is found that, customers’ view will be directly to an area with the brightest light. Hence, lighting can draw customer’s attention and direct their path to be able to see around the display area. However, the authors suggest that, the intensity of the lighting must be match with the store’s theme. Beside lighting and store layout, signage is very important to guide the customers in the store. The authors, found that there 4 kinds of signage, which are Promotional Signage, Location Signage, Institutional Signage, and Informational Signage; these kinds of signage have the same purposes which are to inform the customers and increase