I've always believed that merchandising plays an important role in enticing consumers to buy. When I used to work at Politix, we always had crazy window displays. The insanity and kookiness of our displays often attracted new customers to venture into our store.
The importance of merchandising (and styling for that matter) is even more evident in the world of e-commerce when the consumer can only rely on the visuals when deciding about a product. I've recently come across a dress from Rebecca Taylor in 4 different websites including the designer's own. If I hadn't seen the one from Shopbop first, I probably wouldn't have even given this dress a second glance. Now tell me, which site would you buy this dress from?
(L-R rebeccataylor.com, bergdorfgoodman.com)
(L-R edressme.com, shopbop.com)