The Impact of Covid-19 on the Psychological Techniques Used by Visual Merchandisers in the Retail Sector

Visual merchandisers use psychological techniques to target consumers’ unconscious mind and influence buying patterns. Successful implementation of these techniques results in increased sales and market share. However, the Covid-19 has changed the user’s behavior in stores and visual merchandisers have conceived new design strategies to ensure safety and hygiene; this trend was evident during the first years of pandemic. The impact of Covid-19 on VM is therefore crucial to understand the evolution of design aspects related to health and wellbeing. Specifically, this study investigates how the consumer attitude has changed with the introduction of Covid-19-related social distancing protocols. It draws upon comparisons in consumers priorities demonstrated during a shopping experience and how mindsets have changed. The evolution of consumers’ priorities before and during the pandemic is portrayed. Finally, in the perspective of new restrictions or similar conditions, behavioral-based recommendations for visual merchandisers useful to meet the customers’ changing preferences are presented to ensure that stores are attractive, healthy, well laid out, and entice consumers in.