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In the words of Shibani Shouri,
General Manager - VM, Aditya
Birla Retail, visual merchandising (VM) is
doing wonders for retail stores. Rahim MA, Assistant Manager - VM
of Allen Solly, opines that visual merchandising is like a crisp
trailer of an interesting movie which allures the audiences to the
theaters. For Unni Augustine, Senior Manager - VM, Reliance
Retail, visual merchandising is all about passion! For him, it is satisfying
to see that displays bring higher sales. For Jose Maria Bustos,
Creative Director - VM, PTE Ltd., VM is not about selling but about
beautifying the atmosphere. In his words,
"Let the sales personnel do the selling and let VM help them do a
better sale". These are the views of some leading visual merchandisers.
Visual merchandising does the job of a silent salesman. It
gives scope to both creativity and innovation. Since the
beginning, visual merchandising has been playing a vital role in the
business of retail. It is the art of displaying products in a manner that
allures the customers. It sets the background of the merchandise
in an aesthetically pleasing fashion and presents them in such a
way that it would convert the window-shoppers into prospects
and eventually into buyers of the product. The
attractive mannequins, the graphics and signage, the soft music played in
the background, the well-groomed staff in uniforms, the courtesy
extended by the staff, all this makes the entire shopping experience pleasant. |
