Visual Merchandising covers all the necessity to capture the attention of the customers by all means from the facade of the store to the location of each product inside the store – may it be a department or specialty store.
To capture attention, awaken the senses, provide the customers a wonderful buying experience, which will bring them back to the store for the next time and become a loyal customer, and make more sales are the major concern of an effective visual merchandising.
No one wants to have boring product display; every visual merchandiser wants to have interesting shop window and indoor display to capture not just the attention of the customers, but their entire senses.
Variation will support your theme to avoid boringness of display and decoration. You can use the same theme every year but avoid using the same display and style. You need to create a new look or else you will only annoy your viewers.
Scheme is also best applied to employ variation. A scheme works like a sub-theme. Say for example you theme is Christmas, you can create one White Christmas Window, one Toys Kingdom Window and one Christmas Party Window. All of these three schemes are related to your Christmas theme.
Also avoid using the same material for different themes consecutively. You may keep the materials you have recently used and use it again after few months or put it in other locations or other branch of your store.