Visual merchandising (VM) involves managing store space, display of its merchandise, presentation and sensory cues, besides innovative promotional activities. VM complements the actual process of selling products and can bring in profits by simply working on sensory perceptions when a customer enters the store or even walks past its windows. It is what makes a store unique, driving home the point of its USP in the customer psyche, turning the window shopper into an active customer. VM can instill drama within and without the store permeating the customer’s mind. While the West has nurtured effective VM practices over the past two decades and more, in India, the consciousness and recognition is just about coming about, but the story is yet to unfold.

The report traces the evolution of Store Display from Store Warehouse and the innovative visual merchandising practised in Western countries. With the coming of malls, visual merchandising and store displays are getting prominence, but one of the flip sides being that all malls and displays look similar with very few exceptions.

The bazaar mindset, space and budget constraints have also been a reason for the slow growth of the visual merchandising industry. Organisational support and adequate budget allocation can do wonders to Indian retail industry and set standards for Visual Merchandising as an art form and a business-generating device. Ignoring this aspect of retail could be an expensive mistake whereas investing in it profitable in the long term. Some stores are doing it and it makes a difference.

This report has arrived at the conclusion that a little more attentiveness to innovative Visual Merchandising, loosening of budget strings, use of Indian ethos and the ability to understand Visual Merchandising needs and work around budgets in an imaginative and utilitarian manner will go a long way in creating world class Visual Merchandising practices in India. Visual Merchandising can be the unique selling proposition, the first point of intimate contact between product and customer.