Examples of cross-merchandising:
meat products and spices, salt, vegetables, sauces;
beer and snacks such as chips, snacks, nuts, dried fish;
cigarettes and accessories - chewing gum, lighters, matches;
toothpaste next to brushes, dental floss, mouthwash;
shampoos, supplemented with balms, masks and hair care products.
Communication merchandising
The main goal of this type of merchandising is to uk email database build an emotional connection between the buyer and the brand, leaving the consumer with a pleasant impression of interaction with the product. Methods of attracting attention include presentations, questionnaires and surveys, as well as tastings, during which potential buyers can personally get acquainted with the product.
The main task of promoters is to create a comfortable atmosphere, evoking positive associations with the product in the client.
Let's give an example of communicative merchandising. Imagine that you are offered to taste ice cream of a new brand, say, "VkusTimo". A smiling girl-promoter, offering the product, adds pleasant emotions to the acquaintance with the brand.
Thanks to such interaction, you form a positive connection: a pleasant impression, delicious ice cream and the VkusTimo brand. The likelihood that you will choose this product in the future increases significantly.
Technical merchandising
Technical merchandising involves the use of advertising equipment and elements that help highlight the brand, but do not distract customers from the selection process. Among the tools used in technical merchandising, we can highlight branded display cases, branded refrigerators, stands, and even areas near the cash registers.
Technical merchandising
Source: shutterstock.com
It is important that all advertising elements maintain a balance between attractiveness and unobtrusiveness. The principles of technical merchandising are as follows:
Unobtrusive : Advertising materials such as banners or stickers should be positioned so as not to distract attention but still encourage the consumer to look at them.
Attractiveness : It is important that the equipment not only works properly, but also fits harmoniously with the overall design of the store. Sometimes, for the convenience of the buyer, functional devices are installed near certain products, for example, dispensers with gloves next to bulk products.
Ergonomics : The equipment should not interfere with the movement of customers, but sometimes it is placed in such a way as to draw attention to certain products, slowing down the movement of visitors and encouraging their interest in the products.
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Alexander Kuleshov
Alexander Kuleshov
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Preparing for the implementation of merchandising
During the preparation stage, it is important to define goals, resources and key objectives to ensure the successful implementation of merchandising activities.
Analysis of consumer behavior
To successfully implement product merchandising, you need to understand how customers behave in the sales area. If you have CCTV cameras, watch the recordings. If there is no video, you can watch customers in real time. It is important to identify those areas of the store that attract the most visitors and determine how much time they spend near the shelves.
Customer survey
A useful tool for identifying customer needs is a survey conducted directly at the store exit. A few simple questions can help to obtain valuable feedback:
Were you able to purchase everything you planned?
How comfortable was it to move around the store and choose products? (Ask if the previous answer was negative).