The visual merchandising "is everything that covers the interior and exterior space of the commercial establishment in terms of its image, design and presentation. Its purpose is to see it, that's why it is known as" the silent seller "(Rojas, E. , 2017)

External elements of the point of sale (external merchandising):

1. Facade: The facade is the front of the commercial establishment, it is a key piece of advertising because through it, the image of the point of sale is projected and serves to draw the attention of consumers so that they later approach and enter the Comercial establishment.

2. Commercial label or notice: The labels or notices are those that identify the commercial establishment and can be through a name, logo, a symbol, a sign, an image, a design or a combination of all these elements.

3. Entrance: It is the point of immediate access to a commercial establishment. Invite people to come and enter the store.

4. Showcase: It is the space located on the facade of commercial establishments and its function is to display through a glass a sample of the products or services offered inside. It is one of the most important means by which a merchant uses to call and retain the attention of consumers.