A Systematic Review Of Visual Merchandising Practices: Trends, Strategies, And Impacts

Abstract

The objective of this paper was to examine and understand the research literature in the field of Visual Merchandising (VM) specific to Consumer Goods by undertaking a systematic literature review (SLR) of existing research work pertaining to VM in the Scopus database. For the SLR review, 5 step approach given by Denyer and Tranfield has been followed. By leveraging a systematic literature review using a data‐driven approach, this study provides an overview of the emerging intellectual structure of VM research from the year 1985 till the year 2023 in the Scopus research database. Ten topical clusters were identified: (1) Online VM and consumer behaviour (2) VM and sales (3) VM and consumer perception (4) VM and consumer preference (5) VM & Brand identity & positioning (6) VM & impulse buying behaviour (7) VM & consumer behaviour (8) VM branding and store visit (9) VM & purchase intention (10) Store atmospherics & consumer behaviour. Adapting visual merchandising for e-commerce has become crucial in enhancing the user experience and driving sales, particularly in the fast-paced world of fashion retail. Effective VM on digital platforms hinges on high-quality visual presentations and user-friendly navigation. Simultaneously, VM acts as a cornerstone in cementing brand identity and fostering customer loyalty by resonating with shoppers on an emotional level and reinforcing their connection with the brand. Furthermore, the integration of cutting-edge technologies such as functional near-infrared spectroscopy (fNIRS) and virtual reality is transforming VM, offering immersive and interactive shopping experiences while streamlining the design process for VM strategies. The intellectual structure of the research on VM was studied to offer significant insights on the topic and recent advancements and trends in this research area to provide a guideline to the academicians and researchers for further research opportunities.