For sure most entrepreneurs and freelancers their main goal is to sell as more products and services to generate more income. Now we will show you the importance of good merchandising.

Merchandising is the activity at the point of sale to improve access to goods and the better availability and visibility of goods to the potential buyer.

When we talk about improving access, it consists of the set of techniques to give an active role to the product by its presentation and location, which generates more demand and optimises profitability.

Evolution of Merchandising:

1st phase: The shop as a framework to present products in an attractive way.

2nd phase: The shop organised according to the needs of the shopper.

3rd phase: The shop as a place where the shopper has experiences and interaction.

Merchandising today must be based on the profile of the customer to be served, so that the display management is oriented towards creating value and making a differentiated and preferred proposal compared to other displays of the same product.

What are the objectives of Merchandising?

  • Make products more attractive.
  • Increase the number and volume of customer purchases.
  • Provide a favourable buying environment.
  • Optimise advertising investment with attractive and selective distribution.
  • Make the product an active element in the sale (self-service or almost self-service).
  • Establish a strong relationship between the point of sale and the customer, through the use of elements intended for this purpose.
  • Increase the turnover ratios of preferred products.
  • Facilitate the adoption of the products by the regular customer.
  • Managing space for commercial activity.

The importance of the senses as a key element for Merchandising, percentage of impact on the brain of stimuli:

merchandising senses

Merchandising today must be based on the profile of the customer to be served, so that the display management is oriented towards creating value and making a differentiated and preferred proposal compared to other displays of the same product.

Does the exterior of the point of sale affect the purchase?

The exterior of the point of sale will have a direct impact on the buyer's interest in accessing , it is the first claim:

  • The outside should say: Come in! you'll have a good time! we are waiting for you! we want to serve you! You will find what you are looking for!

The 4 elements on which the architecture of the exterior point of the establishment is based are:

  1. Sign
  2. Façade
  3. Access - entrance
  4. Showcase:
  • Size Composition and distribution
  • Open or closed
  • Exteriors and interiors
  • Theme of the shop window
  • Products on display
  • Accessories
  • Lighting
  • Update

Other more qualitative aspects:

  1. Location
  2. Attractive exterior and interior design - professionals - architecture and design - window display measurements according to the type of product - room measurements according to display and storage needs -
  3. Conveying the brand image, not only inside the shop, but also from the outside.
  4. Favourable in all respects for access by potential target customers
  5. The Enlightenment

A good window display is the result of planning and not improvisation. The figure of the professional window dresser, known today as "Visual Merchandising", is crucial.

Does it affect the interior implementation at the point of sale?

Once we have managed to get the customer inside the point of sale, we must focus on shelf management.

  • Space, aisle design, seating areas, itinerary that the shop itself provides to the customer...
  • Atmosphere: the stimuli that the customer perceives with the 5 senses are key to the purchase action.
  • Distribution of products and assortment.
  • Another very important aspect, although not part of the shelf, is the customer service provided by the sales staff in the shop.

KEY FACTOR:

The architecture, structure, organisation and design of the physical space where we will place the products, always thinking about how to conquer the buyer.

Visual merchandising estrucutura

Act in a planned manner on the use, valuation, design of space and presentation of products, giving priority to the products with the greatest sales potential at any given time.

Observe también los 8 pasos para crear una tienda física