Panasenko S.V., Ramazanov I.A.Published in:
Russian Journal of Entrepreneurship
– Volume 19, Number 3 (March 2018)

JEL classification: M30, M31, M39

Keywords: consumer behavior, holograms for augmented reality, neuromarketing, planogram, visual merchandising


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Abstract:

The globalization of markets and the development of new communication technologies are accompanied not only by increased competition between TRANS-national and domestic trade networks, but also by a decline in the results of classical approaches to the promotion and sale of goods, which necessitates the search for new ways to improve work efficiency. The article assesses the potential of fundamental discoveries in interdisciplinary fields of science for the development of the concept of merchandising as one of the effective technologies for promotion and sale of goods. Based on the discoveries of neuroscience, neuroeconomics, neuro-marketing and cognitive psychology we suggest to use the ability of color to influence the neural system of a person, the depth of emotional and direction of cognitive resources of visitors to the trading floor in visual merchandising. In particular, we suggest neurovisual the matrix of the allocation of counter space, color planograms of the layout of goods and three-dimensional holograms of augmented reality.

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