Effectiveness of Visual Merchandising in E-Commerce to Increase Sales - Dissertation Example

The paper "Effectiveness of Visual Merchandising in E-Commerce to Increase Sales" is an excellent example of a dissertation on marketing. Visual merchandising can be considered an effective marketing tool that can help to achieve increased customer preference and sales volume. Online retailers are increasingly adopting it over the past years, to increase their sales and to strengthen their brand image. The objective of the study is the find out how visual merchandising strategies can be an effective tool to increase the sales of online retailers. It also includes the assessment of the visual merchandising practices and the assessment of the underlying principles and associated activities. The study has been conducted by using secondary data, which is gathered from journal articles and credible websites. Information about visual merchandising practice has been gathered from different official websites of well-established e-commerce firms. It has been revealed that the visual merchandising strategies that are used in the physical stores have been adopted to be implemented in the online platforms. The three parameters of online visual merchandising, which are online pathfinding, environment, and product arrangement, play a dominant role in motivating the customers to make a purchase and create a strong brand image. It has been recommended that the online firms should design their visual merchandising elements in such a manner that not only does it improves the brand perception but also makes the overall shopping experience of the customers to be pleasurable and seamless. Visual merchandising is not merely a tool for communicating the brand image to the customers but is also a strategy to create a good and memorable experience for the customers. The firms are more likely to achieve higher customer retention if they can offer an overall pleasurable and seamless experience for the customers.

Visual merchandising is can be defined as a marketing tool that is used to attract a customer by using visual cues. It can be considered as one of the crucial elements of retailing. Its significance is to create a visual appeal to the potential customers in the vicinity, thereby creating a positive brand image among them (Clement, 2007).