As the number of retail outlets is increasing in cities as well as in shopping malls one of the challenges retailers are facing is to increase the foot print to their stores. Visual merchandising actually starts on the street outside the store. Creative and interesting window displays will catch the eye of people walking by and will draw them into the store. The display of products makes customer stop look and pick up products due to its attractiveness in a retail store. Visual merchandising utilizes displays, color, lighting, smells, sounds, digital technology and interactive elements to catch customers' attention and persuade them to make purchases. Visual merchandising helps to convey the image of the brand and reflects the personality of the target markets. Now a day’s retailers are investing heavily to make window displays and interior displays more attractive.

The present trend that is followed on displaying item is placing both familiar and unfamiliar products together. The stopping supremacy is relatively high for this combination rather than displays that are full of items which are familiar to consumers. Display settings largely influence the consumer’s perception and relation to the product and the brand displayed. Therefore it will directly influence the pricing and consequently the profitability of the product being sold in retail store. Retailers used to change the displays based on the customer’s visits to the store. Now day’s retailers use to create product displays that will show the customer how an item might fit into their everyday life. In a clothing store it might mean dressing mannequins, customers are more likely to purchase if they can imagine themselves wearing the apparel.