Online visual merchandising

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Online visual merchandising (OVM) is a concept that deals with target-oriented store brand staging and product presentation in online shops . Basic ideas were initially introduced by Khakimdjanova / Park and Ha and colleagues. Redler develops a concrete definition and describes OVM as "the alignment of the goods-related and the goods-enveloping representation on the intended cognitive and emotional reactions of the potential buyer in order to trigger or support a purchase decision at medially conveyed supplier-recipient interfaces".

Central target areas of the OVM can be derived from the requirements of the POP communication. This includes the visualization of store brand elements, orientation, the atmospheric design, the design of the experience value and the interaction design. Instrumental areas of the OVM are the design of the product context (e.g. backgrounds), product presentation (e.g. number of items per page, image sizes), layout, value-added communication (e.g. on services or interactive features), price communication and the design of associations (e.g. references, subject areas). Colors, shapes, image content and styles, video content and styles, sounds, usability and textual language are among the most important design parameters .

The theoretical foundation of the OVM is formed by the cognitive and emotion-based directions of " Environmental Psychology " and its applications in marketing.

Individual evidence

  1. ↑ Khakimdjanova, L., Park, J .: Online visual merchandising practice of apparel e-merchants . In: Journal of Retailing and Consumer Services . tape 12 , no. 2 , p. 307-318 .
  2. ^ Ha, Y., Kwon, WS, Lennon, SJ: Online visual merchandising (VMD) of apparel web sites . In: Journal of Fashion Marketing and Management . tape 11 , no. 4 , p. 477-493 .
  3. ↑ Redler, J .: Online Visual Merchandising - Concept, design parameters and empirical reality using the example of the textile trade . In: Hofbauer, G., Pattloch, A., Stumpf, M. (Ed.): Marketing in research and practice . Uni-Edition, Berlin 2013, p. 810 .
  4. ↑ Redler, J .: Point-of-Purchase Communication - Concept, target fields and meaning for store brands . In: Transfer - Advertising Research & Practice . tape 63 , no. 2 , p. 16-22 .
  5. ↑ Redler: The Store Brand . SpringerGabler, Wiesbaden, p. 286 ff .
  6. ↑ Redler, J .: The Store Brand . SpringerGabler, Wiesbaden, p. 289 .
  7. ↑ Redler, J .: Point-of-Purchase Communication - Concept, target fields and meaning for store brands . In: Transfer - Advertising Research . tape 69 , no. 2 , p. 16-22 .