Merchandising

economic-dictionary

Merchandising is the set of actions or activities to stimulate purchase by customers at the point of sale. Sometimes it is known in Spanish simply as marketing.

Merchandising activities began at the end of the 19th century with the establishment of more modern establishments that included techniques to rotate products and bring them closer to the public. It was demonstrated with these techniques that it was possible to influence up to 75% in the purchases that the consumer ended up making.

Types of merchandising

The types of merchandising are the following:

  1. Presentation merchandising. He is in charge of studying the disposition of the products in the establishment so that the access by the clients is as simple as possible. The objective is to guide and influence the buying behavior of the customer in order to increase the so-called impulse sales in which the customer buys impulsively when he sees an item even if it does not respond to a need in the first instance. An example of this type of merchandising occurs in pharmacies, where they use displays, for example, so that the customer has priority access to the articles.
  2. Management merchandising. With this type of techniques it is intended to achieve the highest profitability and satisfy the needs of the consumer. To carry out this strategy, the establishment must know what its competition is, the type of clientele it has and what their needs are. Based on all this, it will articulate the products into categories and lines without ever losing sight of the research data that is being carried out and transferring them to the management of the product assortment.
  3. Seduction merchandising. It is primarily focused on the consumer. To attract customers through the senses, establishments have had to develop a series of techniques that appeal to them. Sections have been established for different consumers (man or woman, for example), lighting, music, aroma, etc. are taken care of. All with the aim of not only promoting the sale, but also that it is a rewarding experience for consumers and is repeated in the future.

Merchandising benefits

These are the main benefits of merchandising stand out:

  • Consumer buying time is reduced.
  • Taking advantage of the entire point of sale to have greater access by consumers to products.
  • Sales increase.
  • Most rewarding buyer experience.
  • Promotion of the most outstanding products that the client wants.
  • More direct access to products that the establishment wants to put on sale and that otherwise would not have as much output.
  • Increase impulse purchases.

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