Merchandising is a very common marketing strategy applied to any type of business, whether online or offline.
However, it became more known after the increase in people who .
The reason is very simple: in the digital market it is necessary to use all types of marketing strategies possible to attract the attention of potential customers.
After all, even though the demand for products and services is very high, the supply is also high.
Therefore, stay with us if you have started to undertake in the online market now and want to learn more techniques to promote your products or services.
In this post we will work on the concept of merchandising, in addition to showing you what types of merchandising exist and how to apply them in practice.
With this guide you will better understand this strategy and understand its importance for the growth of a business.
What is merchandise?
The merchandising consists of a that point to the promotion and sale of products both inside and outside the point of sale.
Its central objectives are two:
- Guarantee the sale of products;
- Attract new customers to the brand.
It is, in short, a set of techniques to promote a product or service to potential customers in an assertive manner.
Merchandising can happen in 3 ways:
1. Within the point of sale
When talking about the organization of products within the point of sale, we are referring to a physical space in which customers are going to make a purchase.
Items for sale must be arranged following a logical pattern of attraction.
For example:
If we are in a supermarket, small products should be close to the checkout area, since sweets and treats are generally bought more on impulse than necessity.
So if they are close to where customers are already about to check out, this type of product is likely to attract more people’s attention than if it were on the shelves inside the supermarket mixed with other items.
In addition to the good layout of the products, the lighting must also be adequate.
On the other hand, promotional posters, with prominent colors, can and should be placed at strategic points. Everything so that customers feel attracted and are induced to make a purchase.
2. Outside the point of sale
Whoever thinks that merchandising is limited to the point of sale is mistaken. Actually, it is in the external environment that it occurs with greater intensity.
A clear example of this is merchandising on television shows.
When the actors in a telenovela talk about a certain product and highlight its qualities, viewers are automatically and instantly led to think that this product is good, which can lead to a purchase.
Today is much more subtle than before.
3. In the virtual environment
Merchandising is gaining its space in the virtual environment.
Among the examples we can list the development of an attractive or the use of sponsored posts on websites other than those used by the digital entrepreneur.
This strategy model is very interesting for the digital market because it boosts the number of product sales, as well as helping to attract new customers.
Types of merchandise
Below we will refer to each of them and show you their main characteristics.
1.Visual merchandising
Within visual merchandising we find strategies that aim to highlight the product within the place of sale, whether in a physical or virtual store.
They are techniques that highlight the visual and aesthetics in order to draw the attention of potential customers due to the appearance of a certain product.
The colors, formats and sizes have a great influence on the shopping experience.
Warm colors, for example, stimulate the consumer’s brain, arousing interest and attention. So, it may be that even without knowing all the benefits of a certain product, the consumer makes the purchase because he is attracted by what he sees.
One way to use visual merchandising is through the use of very striking promotional banners and posters, located at strategic points in the physical store or the company’s website.
The more vibrant and prominent the advertising material, the better the results will be.
And believe it: all visual aspects of the company influence merchandising. This fits for the company’s facade, the logo, the site design, the clothing of the employees (when it is a physical store), the menu and much more.
To attract a customer visually, every detail matters.
2. Editorial merchandising
Editorial merchandising is related to the text, that is, to the way the product is presented in external channels, such as commercials, television programs and sponsored posts.
Hiring a professional to speak highly of a product is a great editorial merchandising strategy in the online market. This is a common practice used by many brands to make themselves known to different audiences.
The reason for this practice is very simple. People are increasingly following Instagram profiles and YouTube channels as they identify with the people behind those social networks.
So, nothing better than using the influence of those people to advertise your business, right?
As we already mentioned, this is a complete marketing strategy, which implies a series of measures that can be implemented by the company.
Ultimately, the actions chosen depend on what you offer and the audience you want to reach.
3. Merchandising at the point of sale
Merchandising at the point of sale is directly related to visual merchandising. Well, it has to do with the organization of the products at the point of sale, the purpose of displaying the products in the physical store has several reasons, among which are: attracting the customer, showing the variety of products and promoting the purchase.
Surely you have noticed that in supermarkets, some products such as sweets, snacks, chocolates or unwanted products are displayed near the cashiers.
This is a very common practice, since the central idea is to buy on impulse and the customer’s feeling of need, because being close to the checkout, the consumer will not have much time to think about his decision and the real need to obtain said product.
4.Retail merchandising
Retail merchandising or retail merchandising seeks to attract the customer by presenting product attributes that he values as a benefit in the purchase.
A classic example is when we convince you to pay for a specific product and in exchange we offer you a discount, a promotion, a gift, a raffle or some extra benefit such as vouchers and loyalty programs.
Another good example that can be cited is the distribution of free samples or tastings, actions that help a lot in creating recognition of the product in the public we want.
As well as the previous merchandising examples, there are many actions that seek to increase consumption by displaying products in retail stores.
Needless to say, for this strategy to be really effective you have to have studied your client very well, you must know him, know what attributes he values in your product and what actions could encourage him to make the purchase, because you will only achieve good results if you know what that really engages your audience.
5.Digital merchandising
One way to carry out merchandising in a technological way is by using the internet to display products, because in an online world, it is necessary to have this type of action.
The way of doing online merchandising has to be subtle, implicit and as non-invasive as possible, because it must be remembered that merchandising has another objective, very different from that of advertising and advertisements.
A good way to exemplify digital merchandising actions is through actions with digital influencers, imagine an influencer who works with trends and news in the sports segment, in one of her videos she could use a specific brand of shoes to perform her exercises preferred, obviously the product is not directly promoted, but it is exhibiting it and presenting it as a symbol of its trust.
For this strategy, as for the previous ones, it is necessary to carry out strategic planning beforehand, since the success of this strategy is directly linked to understanding what information your audience wants to receive and in what digital channels it is present to consume this content.
How to make a good merchandising?
At this point, you are probably wondering:
But, after all, how do you do good merchandising to achieve great results?
Here are 10 tips that will help you build this promotion strategy:
1. Think about the needs of your audience
As we already mentioned in this post, the focus of your strategies should always be on the customer experience, respecting their needs and demands.
As much as the company is capable of creating trends, it is essential to be attentive to the desires of the consumer.
That is why we advise you to investigate their needs and offer solutions that they are really looking for. And when preparing the merchandising of a product, think about what your buyer wants to receive.
Also, do not create intrusive strategies. Your marketing actions should always seek to add value to potential customers.
2. Create a list of improvements that can be implemented
You must have heard by now that nothing is so good that it can’t be improved. When it comes to business, this rule makes perfect sense.
It is necessary to invest in continuous improvements, mainly in those that help to promote and sell more your products.
Our advice is not only addressed to the physical store, but also to the company’s website and to an e-commerce.
Make a list of all the items that can be rethought and improved, as well as the promotion strategies that have had positive results and those that can be perfected.
Also, don’t forget to look for the flaws and to solve the problems, both in terms of language and positioning of the items, and images used in your ads.
3. See what other businesses in your niche are doing
To apply the merchandising strategy well, it is interesting to start .
The objective is not to copy other companies, but to identify the strategies that are being applied and try to always be one step ahead.
4. Have a well-defined visual identity
Do you remember when we talked about the importance of giving very special attention to the visual part of your business in all its aspects?
Our suggestion is that you have a well-defined visual identity that reflects the values of the company, the products marketed and the vision of…
Facebook Comments
Disqus