What is merchandising? A direct translation of this word from English sounds like “the art of trading,” that is, doing everything possible to facilitate the buyer’s selection and purchase processes. In other words, merchandising is a system of procedures. They take place in the store and provide the customer with convenience and comfort while shopping. The shortest answer to the question of what is merchandising: this is a sale without the participation of the seller. The goods must be displayed in such a way that trade is possible either without the seller at all, or with his minimal participation. The fact that merchandising is necessary has been proven after conducting market research. It turned out that approximately 66% of purchase decisions are made by customers at the counter. Consider the three stages of merchandising in a store.
Organizational
- An important point in revealing the question of what merchandising is is that a particular product should occupy a certain place on the shelves so that the buyer, being in front of the window, can easily navigate. For example, if it is an auto parts store, then the steering should be in one place, and the brake system in another. Or on one part of the rack spare parts for Toyota, and on the other for Mazda.
- Stimulating unplanned and repeat purchases by expanding the sales area for seasonal goods or product groups that are in high demand. And do not forget about placing accessories next to the main product.
Managed
- Providing an offer that will meet customer expectations. If customers expect to see any product or accessory in a specific place, then it should be located there, and not somewhere else.
- Providing financial returns from each place occupied by the goods. Profit should bring every centimeter of retail space. In this regard, goods in demand are determined at the best place.
- A logical and well-thought out sequence is required when placing goods. Imagine that a store is a country guide book for products. And the author of this book is you. Whether the buyer will understand or not understand you will depend on the quality of writing the book. The simpler and clearer the guidebook, the more willing and faster purchases will be made.
Seductive
- Non-stop development. To survive in today's competition, any store must constantly develop. This is the expansion of the range, and retraining of personnel, and the organization of parking, and the improvement of service, and the discount system , etc.
- Each buyer should be treated kindly. Information on price tags and displays should be easy to read. Pay more attention to the placement of the goods. Any new items? Attract attention to them with advertising materials and place them in the most visible place. Customers will be very grateful!
Some people cannot understand what merchandising is and put its principles into practice. In this case, you should contact the professionals. And more specifically, to the merchandising agency. Collaboration with such a company will allow you to increase sales without significant expenses of your budget.