MAM
Psychology behind effective visual merchandising: Tapping into consumer behaviours
Mumbai: In the ever-evolving landscape of marketing, understanding consumer behaviour is paramount. Visual merchandising, a vital tool in a marketer’s arsenal, taps into the subconscious cues that influence purchasing decisions. While the digital age has transformed media planning, traditional concepts like primary, secondary, and tertiary media remain relevant. Integrating these concepts thoughtfully into campaign strategies can enhance the effectiveness of visual merchandising.
The role of media planning in marketing
Historically, media planning involved categorizing channels into primary, secondary, and tertiary media. This classification helped marketers allocate resources effectively and target consumers through the most impactful mediums. Despite the digital revolution, these foundational principles persist. Visual merchandising, when viewed through this lens, requires a strategic approach to leverage its intrinsic attributes fully.
Visual merchandising as a medium
Visual merchandising involves the strategic presentation of products to enhance their aesthetic appeal and influence consumer perception. However, no matter how elaborate or costly, visual merchandising elements are not inherently suited to serve as the primary medium in a media plan. This is largely due to the environment in which consumers encounter these visuals.
Consider bustling settings like bazaars, malls, or high streets. These environments are filled with stimuli—numerous brands vie for attention amidst crowds of socially engaged consumers. In such contexts, individuals have limited attention to devote to each brand. Contrastingly, when a consumer watches a close cricket match and an advertisement appears during a break, their level of attention is significantly higher. The focused environment of a screen amplifies the impact of the advertising message.
The challenge of capturing attention
Assigning primary media responsibility to visual merchandising elements demands an acute awareness of the substantial burden placed on both the choice of elements and the content communicated. The effectiveness of such a strategy hinges on the ability to capture and retain consumer attention in environments where distractions are plentiful. Without this strategic consideration, relying solely on visual merchandising as the main medium can be akin to throwing a Hail Mary pass—hopeful but uncertain.
Visual merchandising as a secondary or tertiary medium
Visual merchandising excels when used as a secondary or tertiary medium within a comprehensive media plan. After the consumer has received the primary message through other channels, visual merchandising serves as an effective reminder. By leveraging the natural flow of foot traffic in physical spaces, marketers can reinforce brand messages and prompt action.
Analyzing customer flow allows marketers to select appropriate visual merchandising elements tailored to specific objectives—attracting walk-ins and driving conversions. For walk-ins, the emphasis is on impact. Eye-catching displays and bold visuals can draw consumers into a store. For conversions, the focus shifts to details—providing information and subtle cues that encourage the consumer to make a purchase. This dual approach utilizes the strengths of visual merchandising without overextending its role beyond its most effective capacity.
Integrating visual merchandising in the digital age
In today’s digital age, integrating visual merchandising with online strategies can amplify its effectiveness. For instance, digital signage and interactive displays can bridge the gap between physical and digital experiences. These tools can personalize messages based on real-time data, enhancing engagement and aligning with consumer expectations shaped by digital interactions.
Moreover, social media platforms can showcase visual merchandising efforts, extending their reach beyond physical locations. By creating visually appealing content that resonates with online audiences, brands can generate interest that drives foot traffic to stores.
Understanding the psychology behind effective visual merchandising is crucial for tapping into consumer behaviors. By recognizing its role within the hierarchy of media planning, marketers can deploy visual merchandising strategically. When used as a complementary medium, it reinforces messages delivered through primary channels, enhances brand recall, and influences purchasing decisions.
In an environment saturated with stimuli, the key lies in crafting visual merchandising elements that not only capture attention but also align seamlessly with broader marketing objectives. Through thoughtful integration and a keen understanding of consumer behavior, visual merchandising can significantly contribute to a brand’s success in both physical and digital marketplaces.
This article has been authored by Channelplay co-founder & co-CEO Suhas Misra.
Brands
Jio Financial Services posts Rs 1,560 crore FY26 profit
Revenue rises to Rs 3,513 crore as investments and lending scale up.
MUMBAI: If money makes the world go round, Jio Financial Services Limited is quietly spinning a much bigger wheel. The Reliance-backed financial arm reported a consolidated net profit of Rs 1,560.9 crore for FY26, slightly lower than Rs 1,612.6 crore in FY25, even as revenue growth gathered pace.
Total revenue from operations rose sharply to Rs 3,513.3 crore in FY26 from Rs 2,042.9 crore a year earlier, driven largely by a surge in interest income, which more than doubled to Rs 1,901.9 crore from Rs 852.5 crore. Fee and commission income also saw a significant jump to Rs 597 crore, compared to Rs 155.2 crore in FY25, reflecting expanding financial services activity.
For the March quarter, profit stood at Rs 272.2 crore, broadly flat compared to Rs 269 crore in the same period last year. Quarterly revenue from operations climbed to Rs 1,018.5 crore, up from Rs 493.2 crore year-on-year, signalling steady momentum in core income streams.
Expenses, however, moved in tandem with growth. Total costs nearly quadrupled to Rs 1,982.9 crore in FY26 from Rs 524.8 crore in FY25, with finance costs alone rising to Rs 745.1 crore from just Rs 7.7 crore a year earlier, reflecting increased borrowing and scale of operations. Employee expenses also grew to Rs 387.3 crore, while other expenses expanded to Rs 755 crore.
Profit before tax stood at Rs 1,911.7 crore for the year, slightly below Rs 1,946.9 crore in FY25. After accounting for a total tax outgo of Rs 350.8 crore, the company reported its final net profit figure.
Beyond the income statement, the balance sheet tells a story of rapid expansion. Total assets surged to Rs 1,63,497 crore as of March 31, 2026, up from Rs 1,33,510 crore a year earlier. Investments alone stood at Rs 1,33,088.7 crore, underscoring the company’s strong focus on treasury and financial asset growth.
However, the year also saw sharp volatility in other comprehensive income, which swung to a loss of Rs 16,028.3 crore, largely driven by fair value changes in equity instruments. This dragged total comprehensive income for FY26 to a negative Rs 15,756.1 crore, compared to a positive Rs 14,870 crore in FY25.
On the capital front, the company’s paid-up equity share capital remained steady at Rs 6,353.1 crore, with other equity rising to Rs 1,27,500.5 crore.
The numbers reflect a business in transition scaling rapidly across lending, investments and fee-based services, but also navigating the volatility that comes with mark-to-market movements in financial assets. In other words, while the top line is accelerating, the fine print still carries a few swings.
