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Enhance customer value through effective in-store communication and visual merchandising. Visual Merchandising: In-store Communication to Enhance Customer Value explores how to transform the store into a relational environment by integrating available levers to manage the critical moment when the offering meets the market. It focuses on the customer and how product visibility impacts purchase behavior. This book provides insights into understanding the effectiveness of displays, the effect of environmental stimuli on emotions, and the perceptions created by the context. Readers will learn how to: * Create relational environments that are sources of pleasure and arousal. * Design store experiences that generate emotional gratification. * Implement innovative retail designs as a strategic asset. * Evaluate the effectiveness of store design from an experiential perspective. This book is for professionals in marketing, retail, and visual merchandising, as well as university students seeking to understand the dynamics of store management and customer engagement.