Visual merchandising

Visual merchandising uses displays, layout and presentation to make products easier to notice and understand. In a shop this may involve windows and shelf displays; online it includes product imagery and how collections are presented.

The work includes signage, lighting, colour, product grouping and display fixtures, with the presentation adapted to the customer and merchandise. It should help shoppers understand the offer rather than simply decorate the space. Displays also need practical maintenance so the intended effect survives replenishment, missing products and ordinary daily trading.

For example, a homeware shop might display towels by colour with clear size and price information instead of placing every pack in delivery-carton order. A planogram specifies shelf placement more precisely, while an endcap display is one particular location that can give the presentation greater visibility.