The visual theory of marketing is about capturing or attending to an object or product with your eyes. The attention and focus on a particular product or object are subject to your eye movement. The more your eye focuses or fixes on a particular product, the more you will know about that product. Now it varies from person to person because of different characteristics of different people and their perception about products also varies. So, now the focus is on the product and people characteristics, why a particular person focuses more on a particular product. Retailers need to investigate what makes customers to stay or fix their eyes more on the particular product.
Defiantly there is a great role of merchandise displays, the point of purchase, and the in-store media displays such as ads, aisle displays, signages, broachers, shopping carts, in-store TV and radio broadcasts, and product packaging as well. Mostly Consumers stay more beside the products which look good and which have been merchandised in a way that attracts them to buy the products, so marketers need to focus more on the merchandising displays because it has a great contribution toward the fixation of eyes on a particular product. There is also the in-store of behavior, overall store displays and broachers and in-store TV and radio broadcasts and the overall environment of the store because the consumers stay more in the stores which are well displayed and organized.
Visual marketing plays a crucial role in impulse buying, and it can modify habitual buying behavior. For example, I am not a habitual buyer of a particular product, but when I go to the store and see something that has been set or displayed in a way that it compels me for buying that particular product, and if once I bought that, and liked to use it, then I may become the habitual buyer of that product. So this is how merchandise displays compel someone for buying. It is also important for retailers to think about which products they have to merchandise at front and which products at the last, products that are used on the daily bases must be kept in the last and which are used rarely must be kept in front Because we want consumers to have an eye on the products that are less frequently used. That product must be displayed in a better way than the products that are frequently used because this can attract consumers for buying and using those products that are less likely used as well.
Furthermore, Point of purchase displays can encourage the retailers to make available more products in stock, because as I discussed visual marketing leads to impulse buying, so in this case, retailers may not know how many sales would be on a particular day, month or year. Now it depends on how well you display your products, better display higher sale and less efficient display may obsolete your products in stock which may lead to losses.
One thing must be taken into consideration, that there should not be excessive displays because they can be costly, and customers may ignore most of the displays and broachers.