Visual merchandising jako efektywny sposób przyciągania klientów
Visual merchandising as the efficient way of attracting consumers

Summary/Abstract: Visual merchandising is a specific way of company communication with its consumers. This modern form of promotion increases recognition of a shop, it helps in creation of its unique image and additionally it improves the sales results. Research shows that visual merchandising should be perceived as the efficient way of attracting consumers, creating appropriate atmosphere of the trade space, exposing the attractiveness of the sales offer and inspiring the purchase. The paper additionally presents the direction of changes of the visual merchandising development in order to be able to maximize its potential as the marketing instrument.

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