Visual merchandising (VM) is a widely used practice by organized retailers which provide experience shopping to the customer and makes him to purchase products instantly. Now, Visual Merchandising is used as a tool to promote the product and differentiate it from competitor’s offerings. The VM is used both as a point of parity as well as point of difference in the retail industry. The VM plays a direct role in instigating the customers to make an instant decision of purchase while purchasing offline. The purpose of this paper is to get insight from the existing literature of VM and make a foundation for future researches in the context of organized retail. The study covers a meta-analysis of existing researches and tried to find the relationship between VM and customer buying behavior. The study finds a significant association between VM and Customers behavior on the basis of analysis done on previous studies. The elements of VM as such store atmosphere, facade, VM displays, lighting and store layouts were considered relevant by many researchers in order to compel customer to purchase instantly.

Keywords: Visual Merchandising, Store Layout, Facade, Retail, VM Displays.