Visual merchandisingOne of the most underrated, but also most decisive parts of the store formula is product presentation or visual merchandising. It is also a part of the formula that cannot be developed and supervised by others, but which you should create in the store in collaboration with the employees:1. The focus is on the product in the store2. the desired ambiance in the store is created by merchandise pressure3. the consumer is almost unable to avoid buying the product4. That impulse buying is stimulated in this way (It really looks delicious, what a great offer, or what a fantastic product, I want... no, I have to have this!)Ten Golden Rules: The basic visual merchandising concept has to match the identity and positioning of the formula. Product is the hero. It is all about the product Think in systems. A good presentation is easy to make, without many explanations and complicated tools. Think three-dimensional. Height is important to create product dominance. Do not use too many products in one presentation. Many repetitions of a few products are more effective than displaying many different products. Combine, in a single presentation, attractively priced products (eye-catchers) and products carrying a wide profit margin. Using attractive colours and supporting combinations of materials is important as the basis of the presentation's dynamics The right lighting and clear price information are basic preconditions Graphics and photography can support and add distinctiveness to the presentation. The product's use should be central. Evoke emotions. A good presentation that has the right product build-up, atmosphere and lighting not only impresses the consumer but also generates extra sales.