Professional Merchandising. Sales begin with effective display

The goal of merchandising activities is to ensure that products are widely available at the point of sale (not just stores).

What is merchandising? It may seem that it is simply the display of merchandise on the shelves, and sometimes that is indeed what a merchandiser's job is limited to. However, true merchandising is not only about being on the shelf, but also about being in the right place or places, how and in what order the merchandise is displayed, maintaining the brand's display standards, communicating with the consumer, price description, etc. The definition of merchandising additionally points to skillfully communicating to customers the location of the point of sale and currently available promotions and discounts.

In practice, the responsibilities of a professional merchandising service can include, among other things, multifacing (grouping the same products to create an impression of abundance), seating (removing empty spaces on shelves) or cross merchandising (placing thematically related goods from different groups next to each other). Merchandising assignments also involve organizing retail space and POSM (point of sales materials). In summary, the concept of merchandising places the greatest emphasis mainly on the proper display of retail outlets and the products sold.

Effective merchandising in a store, market or mall is not an easy task and cannot be performed by random people, which is why we rely on a professional merchandising team equipped with the necessary work tools and an individualized approach to the tasks performed for our clients. .

We already know what merchandising is - the definition of these activities covers a wide range. So the natural question arises: what to measure their success with?

To check whether merchandising activities have had the desired effect, it is necessary to use specialized methods of measuring the effectiveness of activities.  These methods are:

• Sales metrics - the most obvious and basic measure of effectiveness is the analysis of sales data. These measurements include a comparison of sales of a product before and after the introduction of merchandising activities;
• Visual and customer behavioral indicators (including traffic flow, which is an analysis of whether a particular store layout or display prompts customers to walk near products) and conversion rate (the percentage of customers who picked up a product or spent time with it and ultimately bought it);
• Opinion and satisfaction indicators - surveys and interviews with customers to assess whether the new store layout or display has had a positive impact on the brand image, and to assess whether customers find the store layout intuitive and find the products they are looking for easily.

The essence of merchandising is to increase sales, and measurements make it possible to check the effectiveness of the methods used.

The essence of merchandising is inextricably linked to the increase in the range of products available in today's market and the development of point-of-sale networks, including large-format stores. Customers, inundated with a stream of advertising messages, are faced with the need to make a specific choice, so the proper presentation of the goods offered is of colossal importance for effective service to consumers.

Extensive merchandising activities are undertaken, first and foremost, to increase sales. Accordingly, the primary role of professional merchandising is to positively influence customers' purchasing decisions - planned merchandising actions should induce consumers to purchase specific products. An important function of merchandising is also to encourage customers to visit a specific store, through appropriate external promotion. The tasks of merchandising should also include effective information about new products appearing in the sales offer.

The importance of merchandising is evident in outlets of all sizes. Professional merchandising activities are initiated with both new and regular customers in mind, with the aim of intensifying their relationship with a particular retail outlet. In addition, professional merchandising services enable optimal use of sales space.

Merchandising is a strategic set of marketing activities designed to maximize sales and product appeal at the point of sale. It is the art and science of presenting merchandise in a way that encourages customers to buy. The main objectives of merchandising can be divided into several key areas. These are:

• Increase product visibility  - The merchandising service is to make the product visible and accessible. Proper placement of products on shelves, the use of bright lighting, attractive stands and displays are supposed to make the goods stand out and catch the customer's eye;
• Optimization of sales space - merchandising functions are aimed at  efficient use of available space. By strategically placing product categories, creating logical shopping paths and eliminating so-called "dead zones," stores can increase merchandise turnover and improve the overall flow of customer traffic;
• Increase the value of the shopping cart - by placing related products next to each other, such as ketchup next to mustard, wine next to cheese, or batteries next to toys;
• Promotional displays - creating special islands with promotional or seasonal products to encourage spontaneous purchases.

A highly experienced merchandising agency such as Cursor can organize everything, positively influencing customer comfort and satisfaction. The clear store layout we have prepared, logical signage and intuitive product placement make shopping more pleasant and less stressful.

Merchandising services aim to optimally present products at the point of sale to maximize visibility and increase sales. While any industry with physical outlets can benefit from merchandising, there are sectors where it is absolutely critical to success:

• FMCG (Fast-Moving Consumer Goods) sector - unquestionably the largest recipient of merchandising services. Fast-moving products, such as food, beverages, cosmetics and household chemicals, are characterized by high competition and high turnover. In this environment, proper shelf placement, promotional display (so-called stands, islands), as well as attention to the continuous availability of goods, are critical. Cursor, a promotion and merchandising agency, will assist in optimal space management;
• Apparel and fashion industry - in this sector merchandising takes on an artistic dimension, often called visual merchandising. Activities involve creating attractive storefronts, styling mannequins, appropriate lighting and interior design to create a unique shopping experience;
• Electronics and consumer electronics/appliances - in electronics stores, merchandising marketing focuses on two aspects: product accessibility and functional product presentation. These activities include positioning products in a way that allows customers to test them (so-called "touch zones"), providing informational materials and appropriate lighting that highlights the technical qualities of the equipment;
• Cosmetics and drugstores - here merchandising emphasizes the aesthetic presentation of products, often using testers, mirrors and appropriate lighting to allow customers to test and evaluate them. It is also crucial to segment products by category (e.g., makeup, skin care), brands and product lines to make it easier for customers to navigate the store and increase the chance of an impulse purchase.

In any case, a retail audit, i.e. an assessment of the place of sale, is essential. Cursor will take care of this for you. We also offer other services, such as sales force outsourcing, distribution and handling of POS materials (POSM) or inventory.

If you want to make sure everything is under control - contact us today!