Strategic Merchandising and Effective Composition Design of Window Display: A Case of Large Scale Department Store in Bangkok

This research was undertaken applying “stimulus-organism-response” theory with two objectives: to ascertain determinants of window display intertwined with product messages and strategies; to study perception on window display conveying positioning, value, and quality of products creating customer's desire to visit and purchase. Significant findings are for fashionable products to employ a single merchandising approach with large window size; accessories to utilize warm background color and not showing in-store; eyewear, jewelry, and watch products to showcase through images of presenters wearing them; luggage to use accent-lighting to brighten itself. Additionally, the effects of visual stimuli affected consumers’ cognitive and affective reactions.