Co-design visual merchandising in 3D virtual stores: a facet theory approach. Issue 6 (8th June 2015)

• Record Type: Journal Article
• Authors: Wu, Juanjuan; Kim, Angella; Koo, Jayoung
• Is Part Of: International journal of retail & distribution management. Volume 43:Issue 6(2015)
• Page Start: 538
• Page End: 560
• Publication Date: 2015-06-08
• Subjects: Retail trade -- Management -- Periodicals; Physical distribution of goods -- Management -- Periodicals; 658.87
• DOI: 10.1108/IJRDM-03-2014-0030
• Languages: English
• ISSNs: 0959-0552

Abstract

<abstract> <title> <x content-type="archive" xml:space="preserve">Abstract</x> </title> <sec> <title content-type="abstract-heading">Purpose</title> <p> – The purpose of this paper is to discover user-generated visual merchandising (VM) directives that could guide VM in physical stores as well as shed light on future development of customizable virtual stores for online retailing. </p> </sec> <sec> <title content-type="abstract-heading">Design/methodology/approach</title> <p> – Applying a facet theory approach, our research involved consumers (<italic>n</italic>=145) in co-designing VM directives in a 3D virtual store in collaboration with target corporation. In total, 67 virtual shops in three product categories, i.e., women's ready-to-wear, boy's Cherokee, and men's swim wear, were content analysed, along with written reports. </p> </sec> <sec> <title content-type="abstract-heading">Findings</title> <p> – The research findings focused on the three facets of VM: merchandising presentation (fixturing, product density, manner of presentation, and product adjacency), in-store environment (layout and interior), and in-store promotion (signage). The research revealed the elements that these facets contain and the relationships between the elements. The findings suggest that retailers should design an ecological instead of a merely utilitarian environment; clear section identity helps shoppers find a sense of ownership and boundaries; and stores should also present a lifestyle solution instead of a merchandise selection. </p> </sec> <sec> <title content-type="abstract-heading">Originality/value</title> <p> – The research contributes both original creations of VM directives and a methodical framework that moves the subject of VM from the physical to the virtual environment and shifts the traditional in-house function of VM to an open innovation in which consumers participate.</p> </sec> </abstract>