Visual merchandising consists of a set of strategic techniques aimed at the purchasing decision-making process and increasing sales of a product. This study's main objective is to investigate the visual merchandising applied in the showcase as a sales strategy for jewelry stores in the city of Parintins-Am. The methodology was composed of a qualitative approach, using bibliographical and field research as procedural methods. The instrument used for data collection comprised a structured interview, being applied to 3 owners of jewelry/goldsmith shops in local businesses in the municipality of Parintins-Am. After carrying out the field research, the collected data underwent content analysis. The results demonstrate that the visual merchandising applied in the windows is used as a sales strategy for goldsmiths in the city of Parintins-AM through the visibility of the products on display, presenting a comfortable environment with appropriate colors and lighting. Such aspects attract customers, as well as influencing the decision to buy a product, giving them the opportunity to choose and obtain the best experiences. Therefore, it can be concluded that visual merchandising is a fundamental Marketing strategy for companies today, as it establishes the brand and identity of the business, transmits values, builds customer loyalty and contributes to increased sales of a product.
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