How visual merchandising influences purchasing decisions: data and strategies – creative.

In the modern retail world, visual merchandising is no longer just an aesthetic matter: it is a strategic lever that concretely influences customer purchasing decisions. From product placement to lighting, from color to the visual storytelling of the window display, every detail guides, often unconsciously, the behavior of those who enter the store.

Let’s discover together data, strategies and practical advice to make the most of the power of visual merchandising.

What is visual merchandising?

Visual merchandising is the set of techniques used to enhance products and commercial environments through visual elements such as lights, colors, materials, layout and window displays. The purpose is to attract attention, stimulate emotions and guide purchases.

It’s not just decoration: it’s experiential marketing.

The data speaks clearly

Here are some updated statistics that demonstrate the direct impact of visual merchandising on sales:

8 out of 10 customers say they are attracted to the store by the window display (Source: Retail TouchPoints)
Effective merchandising can increase the conversion rate by up to 40%
Color influences purchasing decisions in 85% of cases
A customer decides whether to stay in the store within 10 seconds of entering

Emotions drive purchases

Visual merchandising acts on the consumer’s subconscious. A well-curated display can:

create familiarity and trust
strengthen brand perception
stimulate the desire for possession
encourage impulse purchases

Winning visual merchandising strategies

Here are some effective techniques to apply in your point of sale:

1. Use windows as storytelling

Every display should tell a story consistent with the brand, linked to the season, a product launch or an emotion.

2. Create focal points

Draw attention to a key object through contrasts of color, light or height.

3. Work with thematic areas

Group products by function, occasion or style, facilitating association and combined sales.

4. Play with textures and materials

Integrate visual and tactile elements to increase quality perception and make the space engaging.

5. Leverage lighting

The right lighting can transform an ordinary product into something desirable.

Trust those who create visual emotions

A well-designed visual doesn’t happen by chance. It requires study, strategy and creativity.

Creativelement is the ideal partner for your point of sale.
Based in Prato, we specialize in scenography, commercial window display and retail design.
We work to bring to life memorable visual experiences that increase engagement and guide purchases.