Types of merchandising
- Knowledge base
What is merchandising? It is a special type of marketing activity that is calculated to maximally influence a customer's purchasing decision. There are different types of merchandising, techniques and tools used to cause a customer to reach for one product rather than another. It is especially important when a manufacturer or distributor of a product wants to improve sales performance, or simply to fulfill imposed plans. The genesis of merchandising clearly speaks to the need to extend services toward creating a sense of customer pleasure in the buying process.
Types of merchandising
Analyses based on defining target customers for groups of products or brands have led to the development of different types of merchandisingover time. The most popular is the stationary form of merchandise display, that is, one that involves activities within a single store, usually a large-format store. However, merchandising has more varieties.
- Visual merchandising
This is a special, but probably the most important type of merchandising. It is about the so-called visual selling. That is, to create the best possible, most convenient conditions for the customer to make a purchase. So that he does not have to exert himself, and the product is within his reach. Because what he is looking for was always at his fingertips. This uses techniques of visual display of goods and the ability to build a shelf accordingly.
- Commercial Merchandising
This is a broader term that includes not only visual sales activation techniques, but also various other types of marketing actions. It's about a certain strategy that can be applied across an entire network or brand of a particular manufacturer.
- Manufacturer Merchandising
This type of merchandising is usually applied by engaging a merchandise displayer to take care of one particular group of products.
- Apparel Merchandising
A type of specialized professional merchandising that requires continuous training. Most of the principles of visual merchandising, which are justified, for example, in grocery or construction stores, do not apply here. Much attention is paid here to fashion, prevailing trends. Merchandisers often assign a very big role to the store window already. This is the place where professional merchandisers really show off, because well-dressed mannequins participating in a neat staging can induce customers to enter the store.
Examples of merchandising
When training in proper, professional merchandising, it is worth drawing on the experience of others. This type of merchandise display aimed at influencing the customer's decision has been known for many years. It has a large number of performers, and studies also show an impact on improving sales results. Following the principles of merchandising allows to persuade the customer, to make the right decision for us.
- Store window
It is the place of the customer's first contact. It already needs to be aesthetically pleasing, thoughtful and inviting to enter. It is worth using communication about promotions and discounts in this place.
- Entrance to the store
Here we should give the customer time to decide which direction they want to go. It is worthwhile to put up a stand with advertising materials like POS at this point.
- Alleys
Their placement is of considerable importance. It is worth taking into account that the customer will tend to avoid shady