Merchandising principles and techniques

Professional merchandise display requires patience and work. Any agency or manufacturer that wants to improve sales results should take care of a proper merchandising strategyat the beginning. This will increase sales by up to several tens of percent. Just follow the golden rules of merchandising, because success is at hand!

Merchandising in practice - the "silent salesman"

To effectively implement merchandisingstandards first of all, it is necessary to define the target customer. This allows you to choose the appropriate merchandising instruments. This is what professional agencies do. They are also the ones who implement measures calculated to increase sales. Among them is the proper placement of goods in the store, their proper arrangement and display in accordance with merchandising methods that draw the customer's attention to our product. Merchandiser must identify with the customer. To cover the path from the very entrance of the store, to the shelf with the desired product. Merchandising activities are calculated to attract the customer's attention long before the purchase is made. Thus, even the aesthetic appearance of the store window often counts, in accordance with visual merchandising principles . Products are arranged there according to the principle - from the cheapest to the most expensive or from the narrowest to the widest. Preferably no more than three of a given product group. Following the customer step by step, we make sure that the areas of the store of interest are properly lit. Because the consumer, for example, does not go where it is darker or choose wider aisles. According to the analysis of merchandising techniques, he will pay attention to the order on the shelf and the basket full of leaflets. Ultimately, the customer will first approach where the product shelf is wide, the merchandise is plentiful and neatly arranged. He will also be eager to reach for the candy, and its sweet taste will cement good associations in him.

Basic principles of merchandising

By assimilating and applying the basic principles of merchandising you can increase the value of the average shopping cart - this we already know. Now it's time to learn how to put them into practice. Numerous merchandising tools developed over the years allow you to effectively conduct sales strategies and achieve your goals.

1. right hand rule

It turns out that consumers are more likely to head to the right as soon as they enter a store. This is probably due to the prevailing right-hand traffic in our country. What's more, research shows that he is more likely to reach for products with his right hand than with his left. Therefore, it is worthwhile, based on merchandising instruments to compose the path from the very entrance to the point of sale exactly in such a way that such natural movement is most convenient and leads at the same time through the most attractive areas of the store from a sales perspective.

2. left eye principle - reading reflex

Most customers wander through the display with their eyes exactly as they would do on a page of a book. They start at the top left corner. This applies to both shelves and advertising posters. It is worth keeping this in mind when arranging the layout and design of your store. Greater visibility by the shopper => greater chance of a sale.

3. the principle of the measure

An analysis  of consumer behavior based on knowledge from merchandising basics shows that the customer will spend the most time looking at the middle part of the display. Yes, he will start on the left and end on the right, but the middle will be the most engaging area, and that is where he is most likely to make a purchase decision. It may be a suggestion that this is where, using the principles of in-store merchandising, place the product that matters most to the merchant.

4th principle of ergonomics - eye level

The most important, expensive or simply relevant products from the perspective of sales strategy should be easy for the customer to get. The idea is that he or she should not have to bend down for them or, on the contrary, climb on his or her toes. Products should be in the line of sight. One of merchandising methods is to place relevant products at a height of about 160 centimeters or within easy reach.

5. block presentation

The key here is to place identical products on the shelf side by side, wide, in a line. It seems to the consumer, then, that they are bigger, there are more of them and it is easy to reach for them. This heightens the impression that the decision is up to the customer. This basic way of merchandising can improve sales results by up to several hundred percent.

6. exposure - the effect of abundance

All shelves, equipment, displays must be completely filled with goods

A- there must be no empty seats left

B - shelf space must always be utilized to the maximum

If a customer sees assortment shortages on the shelf he is more likely to express unflattering opinions

Merchandising techniques

One of the basic principles of merchandising says that a visit to a store should be a pleasure for the customer. With this premise in mind, the specialist uses elements such as tasting booths, live cooking, or appropriately tailored music. All of these merchandising tools combined with the skillful lining up ofmerchandiseon the shelf create an effective strategy. This is an effective influence on the customer's purchase decision. It is also useful to distinguish between the types of store depending on the products offered. Different will be the principles of merchandising in a drugstore, and completely different in a bakery, for example. The technique of merchandising is not only to complete the products on the shelves, but also to place them logically. For example, if a shelf is occupied by wall paints, it is worthwhile to have brushes somewhere in the area. If there are paintbrushes, perhaps protective films and painter's tape are also useful? All of these should be prominently displayed not far away. Such merchandising items increase the average value of the shopping cart.

Merchandising mistakes it's better not to make

Using various merchandising strategies you can effectively improve product sales. A consistent concept sends a clear signal to the customer - we want you to buy from us. Feel comfortable here. Shop and come back! However, there are some pitfalls. For example - poorly applied merchandising principles in a clothing store will not only not help, but will even make it difficult to communicate with the consumer and cause him to choose another store.

1. keep the shelves empty

This is one of the basic merchandising mistakes. If themerchandiseis missing, the customer will not buy it.

2. keep things in order - clutter will scare customers away

A lack of logic in the arrangement of products, empty boxes, spilled yogurt, or too many brands will confuse the customer. There is a high risk that he will abandon the purchase or take a product that is of less value from the perspective of the sales strategy.

3. don't change the exposure too often

A customer accustomed to a particular display arrangement will be disappointed to find that there have been unwarranted changes, and in place of his favorite jam there will now be washing powders. He must now go around the store to find what he came for. A simple way of merchandising is to change displays only when new seasonal products enter.

4. don't overdo it

Comprehensive merchandising means affecting all the consumer's senses. Engaging his sight, hearing, smell, taste and touch. But when there is too much of all this, when we serve the customer from the entrance with flashing neon lights, loud music, when there is a queue hostesses in front of him with more tastings, and he just came to get two rolls for breakfast, he will have a sense of overkill.

5. keep an eye on the correct prices

Miscommunication, bad product pricing, or no pricing at all is a mistake that forces the customer to make an effort. If the product is not worth it, the customer will abandon the purchase, and we will be at a loss.

Avoiding the above mistakes and keeping the display clean and tidy will allow the customer to focus solely on the decision-making process. By following the rules we will increase the chance that the decision will be favorable to us. Consistent merchandising strategies will increase revenues by up to several hundred percent.