As a VM you have four main objectives on a daily basis:
1. ATTRACT customers when they pass by
2. ENTICE them to enter
3. RETAIN customers in the store
4. PERSUADE them to buy
As every m² in a store has its value in money the decision which product goes where is a tricky one.
And in most cases senior management (usually from Sales) decide where products go. If a clear communication isn't established between VM and Sales it ends up in conflicting interests on both sides.
Changing people's habits is very expensive and time consuming. It is natural to human nature to do a lot to solve troubles and issues, but do little to prevent them. In retail, the clear path is that any question or argument can be solved cheaply and quickly just by joining both viewpoints and embracing the testing technique.
However, the most successful retailers do not view visual merchandising as just the display of products on the shop floor or a store front. They see it as a marketing tool and include visual merchandising in the marketing mix process.
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