| dc.description.abstract | Visual Merchandising (VM) is a crucial aspect for retailers to win the
competition in today‟s market. However, most retailers in Vietnam have not yet recognized VM‟s importance and therefore don‟t have proper plans nor spend enough resources into this aspect.
This paper, with its focus on Wellcome Nguyen Trai, will study the applications of VM at this single store, and examine the current strengths and weaknesses with related concepts and theories to support the arguments.
The main methods used in this research are internal interviews, consumer
interviews, and in-store observations. And the elements of VM that will be analyzed are
store image, layout and spaces, product presentation, signage system, visual displays, and
subtle features.
Based on the problems found at Wellcome Nguyen Trai and the supportive ideas behind them, conclusions and recommendations will be developed. These recommendations should be generalized and well-rooted with theories and past success examples to be validated. | en_US |
