Visual Merchandising and Psychology

Visual Merchandising
and Psychology

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Explore current structure of the sector through investigation of local retail environment and
investigate that how retail sector respond to the change & trends...............................................1
2. Critically assess that how visual merchandising techniques are applied to the product &
services of Burj Al Arab..............................................................................................................2
3. Evaluate the role of external merchandising in maximising the number of customers and
make recommendations for the improvement..............................................................................3
4. Critically examine the psychological and technological merchandising techniques which
influence the consumer behaviour...............................................................................................4
5. Discuss the influence of operational design on sales revenue ................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Visual Merchandising is the design skills which used by the organizations to promote the
image, product or services in the retail business. They develop eye catching product display and
attract customers to buy their products or use their services. It is used to maximise the sales of
the company and play critical role (Baek and et.al., 2015). This project report based on the case
study of Burj Al Arab which is Dubai based luxury hotel and it is the tallest hotels in the world.
This report include the current structure of retail sector, assess that how visual merchandising
techniques are applied in Burj Al Arab and evaluate the role of external merchandising with
some recommendations. In addition, how these techniques influence the customer behaviour as
well as operational design on sales revenue.
MAIN BODY
1. Explore current structure of the sector through investigation of local retail environment and
investigate that how retail sector respond to the change & trends
In the retail business environment, structure of the organization become more diverse
because of expansion of brands in the different categories and in the local. There are various
perspective which used to define the structure of retail sector such as:
Size: UK retail sector is continuously grow because of competitive market but in the
current business environmental it force the industry to limit their size (Cant and Hefer, 2012).
Basically, increase in the number of business will increase the competition which further affect
the productivity as well as profitability.
Trends in sales: From past two year, retail sales was decreases dramatically because of
recession which impact the sales. Some of the retailers reported that they face the 10% low sales
in comparison to previous year. It will further impact the growth rate of the UK as well as impact
the consumer's confidence specially in the City area where number of retail stores are high.
Store size and location: In the UK, retail companies such Tesco which expanded their
business in terms of size as well as location. In order to get success, management of the company
have to change the physical structure through opening new stores in the different location. It is
possible when business exaction their operations in the international market. It is only possible
when they offer variety of product range along with good quality which satisfy the consumer's
needs and desires to satisfy them.
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