The products or services are displayed in such a manner so that their features gets highlighted. Several elements of visual merchandising are as follows: lighting, colour, shelving, sensory branding, space, digital displays, in-store merchandising such as posters, stand-outs, brand stands, windows etc.
Several marketers advocate the theory of moments of truth. According to them, there are two moments of truth for a consumer. The First Moment of Truth (FMOT) is the one where a consumer sees a product and buys it. The Second Moment of Truth (SMOT) comes when a consumer actually uses the product. Visual Merchandising aims at capturing the FMOT so as to persuade a buyer into buying a particular product. In low involvement products like confectionaries, placement of products in a store and their visibility plays a huge part in their sales.