Effective communication with customers through visual merchandising in physical retail industry : Case Shoe Stop Oy
Bista, Sanjita (2018)
Bista, Sanjita
Centria-ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018052510380
https://urn.fi/URN:NBN:fi:amk-2018052510380
Tiivistelmä
The objective of this thesis was to explore the effectiveness of visual merchandising and its usage among Finnish retailers. In addition, the author has tried to find the level of understanding about the visual merchandising among store manager and customers. The study also focused on exploring the effectiveness of visual merchandising in solving the current challenges faced by retail stores. Quantitative research methods were used because of the nature of the study. The case company, Shoe Stop Oy, is a small shoes store with local customers, located in Pietarsaari.
The theoretical part mostly covered topics such as visual marketing, visual merchandising and its elements, window display and its usefulness, and the current retail market situation and challenges faced by stores. General details about marketing topics were covered and the current retail market situation is presented.
The conclusion of the thesis was rather interesting. It was noted that both the store owner and customers were highly aware of the importance of visual merchandising tools and could easily differentiate between good and bad visual merchandising stimuli. Many elements of visual merchandising were used for communication by the store, and interestingly these messages were well received by the audience. The store has managed to gain a certain level of benefits through visual merchandising, although there remains wide area for improvement and exploitation. The research found that, regardless of the store size and business model, visual merchandising could be effective in solving problems related to store traffic, sales and brand awareness. The research found significant evidences that suggested that visual merchandising elements are effective tools for communication. Therefore, it was concluded that better and effective use of these tools could be answers to, many if not all, problems currently faced by stores.
The theoretical part mostly covered topics such as visual marketing, visual merchandising and its elements, window display and its usefulness, and the current retail market situation and challenges faced by stores. General details about marketing topics were covered and the current retail market situation is presented.
The conclusion of the thesis was rather interesting. It was noted that both the store owner and customers were highly aware of the importance of visual merchandising tools and could easily differentiate between good and bad visual merchandising stimuli. Many elements of visual merchandising were used for communication by the store, and interestingly these messages were well received by the audience. The store has managed to gain a certain level of benefits through visual merchandising, although there remains wide area for improvement and exploitation. The research found that, regardless of the store size and business model, visual merchandising could be effective in solving problems related to store traffic, sales and brand awareness. The research found significant evidences that suggested that visual merchandising elements are effective tools for communication. Therefore, it was concluded that better and effective use of these tools could be answers to, many if not all, problems currently faced by stores.