MAM
Psychology behind effective visual merchandising: Tapping into consumer behaviours
Mumbai: In the ever-evolving landscape of marketing, understanding consumer behaviour is paramount. Visual merchandising, a vital tool in a marketer’s arsenal, taps into the subconscious cues that influence purchasing decisions. While the digital age has transformed media planning, traditional concepts like primary, secondary, and tertiary media remain relevant. Integrating these concepts thoughtfully into campaign strategies can enhance the effectiveness of visual merchandising.
The role of media planning in marketing
Historically, media planning involved categorizing channels into primary, secondary, and tertiary media. This classification helped marketers allocate resources effectively and target consumers through the most impactful mediums. Despite the digital revolution, these foundational principles persist. Visual merchandising, when viewed through this lens, requires a strategic approach to leverage its intrinsic attributes fully.
Visual merchandising as a medium
Visual merchandising involves the strategic presentation of products to enhance their aesthetic appeal and influence consumer perception. However, no matter how elaborate or costly, visual merchandising elements are not inherently suited to serve as the primary medium in a media plan. This is largely due to the environment in which consumers encounter these visuals.
Consider bustling settings like bazaars, malls, or high streets. These environments are filled with stimuli—numerous brands vie for attention amidst crowds of socially engaged consumers. In such contexts, individuals have limited attention to devote to each brand. Contrastingly, when a consumer watches a close cricket match and an advertisement appears during a break, their level of attention is significantly higher. The focused environment of a screen amplifies the impact of the advertising message.
The challenge of capturing attention
Assigning primary media responsibility to visual merchandising elements demands an acute awareness of the substantial burden placed on both the choice of elements and the content communicated. The effectiveness of such a strategy hinges on the ability to capture and retain consumer attention in environments where distractions are plentiful. Without this strategic consideration, relying solely on visual merchandising as the main medium can be akin to throwing a Hail Mary pass—hopeful but uncertain.
Visual merchandising as a secondary or tertiary medium
Visual merchandising excels when used as a secondary or tertiary medium within a comprehensive media plan. After the consumer has received the primary message through other channels, visual merchandising serves as an effective reminder. By leveraging the natural flow of foot traffic in physical spaces, marketers can reinforce brand messages and prompt action.
Analyzing customer flow allows marketers to select appropriate visual merchandising elements tailored to specific objectives—attracting walk-ins and driving conversions. For walk-ins, the emphasis is on impact. Eye-catching displays and bold visuals can draw consumers into a store. For conversions, the focus shifts to details—providing information and subtle cues that encourage the consumer to make a purchase. This dual approach utilizes the strengths of visual merchandising without overextending its role beyond its most effective capacity.
Integrating visual merchandising in the digital age
In today’s digital age, integrating visual merchandising with online strategies can amplify its effectiveness. For instance, digital signage and interactive displays can bridge the gap between physical and digital experiences. These tools can personalize messages based on real-time data, enhancing engagement and aligning with consumer expectations shaped by digital interactions.
Moreover, social media platforms can showcase visual merchandising efforts, extending their reach beyond physical locations. By creating visually appealing content that resonates with online audiences, brands can generate interest that drives foot traffic to stores.
Understanding the psychology behind effective visual merchandising is crucial for tapping into consumer behaviors. By recognizing its role within the hierarchy of media planning, marketers can deploy visual merchandising strategically. When used as a complementary medium, it reinforces messages delivered through primary channels, enhances brand recall, and influences purchasing decisions.
In an environment saturated with stimuli, the key lies in crafting visual merchandising elements that not only capture attention but also align seamlessly with broader marketing objectives. Through thoughtful integration and a keen understanding of consumer behavior, visual merchandising can significantly contribute to a brand’s success in both physical and digital marketplaces.
This article has been authored by Channelplay co-founder & co-CEO Suhas Misra.
Brands
Netflix India names Rekha Rane director of films and series marketing
Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names
MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.
Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.
A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.
At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.
Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.
Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.
Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.
The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.
For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.
Brands
Orient Beverages pops the fizz with steady Q3 gains and rising profits
Kolkata-based beverage maker reports stronger revenues and profits for December quarter.
MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.
For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.
Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.
On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.
The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.
Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.
The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.
In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.
MAM
Washington Post CEO exits abruptly after newsroom cuts spark backlash
Leadership change follows layoffs, protests and a bruising battle over trust.
MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.
Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.
The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”
The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.
Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.
Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”
Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.
Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.
According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.
While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.
As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.
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