商品展示及橱窗装饰是最先与顾客接触的桥梁，形象鲜明的商品陈列系统是可以直接刺激购买意欲。店舖的装璜及商品陈列手法是成功的关键之一，商品展示陈列技巧是零售业的常用技术，是多个品牌与消费者保持良好沟通，巩固销售策略的学问。

商品展示设计是指零售商透过视觉效果，包括店内广告、橱窗设计、室内设计及商品展示方式等，以达到促进销售的目的。这是由19世纪末美国一间名为「Marshall Field's」的百货公司所发明。它首创将原本只作采光或贮存存货的窗户，改为展示商品，后来下将展示技项应用于店内其他位置，遂发展出商品展示设计。

Visual Merchandising is purely an aesthetics of science and it's the backbone of retail industry. Visual Merchandising plays a highly major role in retail industry. However the merchandise hardly sells in retails where identical merchandise is flooded in the market. Visual merchandising is a silent selling technique that helps to reduce the employee mix and increase per square feet returns and can further helps in reducing marketing budgets. The activity and profession of developing the floor plans and three-dimensional displays in order to maximize sales.