Business and Finance

It is the right product at the right time and right price,” says Henrik Salen, author of “Secrets of merchandising active” consultant major European business groups and partner of Trade Management Argentina.

Merchandising: merchandise moving. Marketing activities are conducted at the point of sale and driving the product to the consumer.

OBJECTIVES

- Attracting attention
- Create interest
- Awakening the desire
- Operate the acquisition

OBJECTIVES OF MERCHANDISING

- Improve the display of products
- Generate higher turnover
- Highlight benefits and advantages
- Remember the advertising at the point of sale
- Highlight the brand identification
- Raise the level of profitability
- Increase impulse purchases
- Achieve new buyers

TYPES OF MERCHANDISING

According to Salem, there are three types of merchandising. The display shows the conquest of space. In it, practiced mostly in Latin countries, the repositories and promoters struggle to gain place. The management, on the other hand, entered France and Spain in the 80s. On this case, professional begins to address the profitability of square feet and launches its own brands, better manage your store and stock rotation.

Finally, the merchandising of seduction attempts to communicate with the consumer at the point of sale. This is done to a nice aspect of the business, good deal with the customer, the proper disposition of the products according to their market share, an attractive assortment, advertising at point of sale, services (kindergartens, tastings, gifts ), and other resources.

THE “LOCAL SHOW”

It should, for the pleasure it generates to make a purchase, local transform into a theater, where products are the actors and spectators customers.

The manufacturer, distributor and the retailer can do this by:

- The product and its presentation
- Advertising. Awards
- The price. Bonus
- The environment – design – music – videos
- Bids – key dates – time

Setting of the LOCAL

Must be nice to have the customer remains as long as possible. There are details that should not be neglected. Eg.:

- Painting
- Lighting
- Type of furniture
- Distribution of furniture (layout)
- Circulation

RULE SIX RIGHT

It refers to the items to consider to successfully perform the actions of merchandising.

Care should be:

1. The right PRODUCT
2. Proper Place
3. Proper Time
4. The right amount
5. The right PRICE
6. The appropriate means of presentation and sale

TYPES OF POSTERS

A) – Air Fresheners
They feature local activities.
B) – Indicators
Guide the movement of customers.
C) – The Price
Reports about the price of a product and identify it.

All poster should be:

- Well done
- Well located

The MATERIAL P.O.P. (Promotion on purchase)

It is all the material used to promote products / services at the point of sales (displeasure, borders, banners, flags, etc.).

SUCCESSFUL MOVE

“To establish a correct policy of merchandising-suited to the interests of each company, you have to divide the work into three stages,” explains Sergio Smith, President of Smith Group SA Spell Promotional Marketing. “The first is the survey and assessment of the current situation. That is, make a general test on markets and places where the company works, the dedication of the merchandiser and the presence, quality and variable display.”

“Then follows the merchandising plan development. This means defining the general policy of the company and for each product, deliver (by merchandising consultants) a merchandiser operating manual and train the team. The last stage is the implementation the work of merchandising, for which a selection of staff, assigns work areas, and after a while it makes the first measurement of indicators of merchandising. If the technique was properly applied and the results were positive, it starts. “

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