In marketing there is a technique called merchandising that consists of promoting a product in an online and offline store. If you are interested in knowing new ways to gain visibility, keep reading this article!
When we talk about merchandising, the concept of is closely related. Why? Because by knowing your buyer and identifying the factors that influence their purchase decision, you can boost your sales, retain customers and attract users who are truly interested in your product or service.
Let’s see in detail what merchandising consists of and how to apply it in your physical store and in your online store. Everything ready to start this journey? 🚀
What is merchandise?
Merchandising is an English term made up of the word “merchandise” (merchandise) and the ending “ing” (action).
This technique, known as commercial promotion or marketing, refers to the set of strategies that stimulate the customer’s purchase at the point of sale or outside of it.
By using a series of attractive proposals to place the product in the most convenient place, time, form, cost and quantity, your company’s objectives will be met.
Philip Kotler, an American author, consultant, and professor of marketing emeritus, defines merchandising as follows:
“Merchandising is the set of activities carried out at the retail level with the aim of: A: (Attracting attention), I: (Interesting the customer), D: (Awakening desire), A: (Triggering the purchase)”.
In principle, merchandising was a technique that was conceived only for establishments. However, with the arrival of the digital age and the new consumption habits of users, this paradigm changed: the and the are the new virtual showcases.
In short, the essence of merchandising is to increase the profitability and visibility of your product, while increasing revenue. For this reason, if you are thinking of creating your brand or business, do not forget to include this promotion technique in your .
While it is true that the focus of this practice is to increase the profits of your business, there is another important aspect. Merchandising for companies also seeks to seduce your client in a strategic and structured way to encourage purchase. But how is it achieved? By transmitting an emotion, a philosophy of life.
Without a doubt, it is as powerful as it is valuable and you have to include it in your online store to start.
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What is the merchandising for?
If you want to know what merchandising is for, we invite you to analyze this example: on the one hand, imagine that you have a physical accessories store and you want to launch a new line of lipsticks.
One recommendation would be to have a display of bracelets inside the premises or at the entrance, so that each client can enter, try on the pieces and finalize their purchase process.
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On the other hand, if you have an online clothing store and you want to present a collection for the autumn-winter season, one idea is to create a category for launches or novelties on your sales website.
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So, merchandising serves to attract more customers and boost the sales of your business, whether physical or virtual. In this article we are going to deepen some key points to understand the importance of this commercial technique:
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Attract customers
For it is advisable to create an environment according to the place or website where you are going to present your product. In other words, that space must have good lighting, organization and display; At this point, even the smells or sounds add up!
If it is an online store, keep in mind that your products must be organized into categories, have a good description, have high resolution photos and your .
💡 Take note! Later we will explain what merchandising for e-commerce or e-merchandising is.
Position a brand
Behind a successful product, there is a solid and structured brand. Although an objective of every business is to generate sales, it is also known that having one in merchandising is essential to build a bond with consumers.
Stimulate the purchase decision
Let’s take the food industry as an example. Take the case of a grocery store. If it is the sale of meat, an effective strategy could place your seasonal products in visible places, so that customers have the merchandise within their reach and wish to purchase it.
Implement a product launch
To make one it is important to establish a budget, a goal and an action plan. Once these points are defined, you can give free rein to your ideas. For example, having promotional merchandise such as free samples, key chains or mugs.
Arouse customer interest
If you want to establish a lasting relationship between company-consumer, start by knowing what the interests of your company are. In addition, merchandising as a commercial strategy will help you to give the value and treatment that your client deserves.
Marketing objectives
The objective of merchandising is focused on two pillars:
- Guarantee the promotion and sale of a product or service.
- Attract new prospects to the brand.
Based on these elements, this commercial strategy seeks a relationship between the company and the consumer:
Inside the point of sale
Strategic organization is key in merchandising. Customers must be attracted by the way the products are displayed.
In general, the premises have some of the most attractive merchandise on a counter or a box, just when the customer is about to finish their tour. This action stimulates the desire to buy.
On the other hand, lighting, promotional posters and colors are decisive when applying merchandising in your establishment.
outside the point of sale
It refers to the set of actions that a company or brand performs outside its physical space. Therefore, they can occur in any setting, such as an event, a launch, a concert or a fair.
In the virtual environment
They are those strategies that are carried out in the digital environment. That is, in an online store or . Are you thinking of creating your website or implementing e-merchandising in your brand?
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Types of merchandise
There are several ways to promote a product or service taking marketing as a starting point. Read on to find out which type of merchandising is best suited to your business. Shall we start?
Visual
It consists of highlighting the attributes of a product or service in a striking way. But, in these cases, there is no direct contact with the client: the connection is visual. So what would be a specific action?
Suppose you have a physical toy store. The ideal would be to organize the stuffed animals and dolls at the beginning of the shelves and we are going to explain why:
- It is the recommended height for a child to see and touch a toy.
- The location of the merchandise at the point of sale also plays an important role.
- Good lighting highlights some parts of the establishment, as well as the products in general.
As visual merchandising refers to tangible products, we share some key points to order your pieces on the displays:
- Upper Level: Objects are located at eye level.
- Medium level: the items are at the same level as the head.
- Intermediate level: the products are at the same level as the hands.
- Lower level: it is the merchandise that is located on the ground.
Digital or e-merchandising
This technique is also known as merchandising for e-commerce, e-merchandising or digital merchandising. It can be defined as the set of actions used to display a product on digital platforms in order to improve sales.
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In this sense, you can implement online merchandising by creating an online store to publicize your products. But this website, to be functional and profitable, must meet some parameters, such as:
- be intuitive,
- dynamic,
- descriptive,
- nice to look at,
- easy to navigate,
- sure,
- and attractive.
The goal of digital merchandising is to connect users with the brand and, in turn, with the ideal product to add to the .
However, this process requires strategic planning to persuade each visitor as they interact with the different pages of your website.
On the other hand, e-merchandising is effective when it meets these three perspectives:
- It includes strategies for each type of client.
- It consists of a personalized purchase process.
- It uses them to optimize the website according to user behavior.
Digital merchandising vs. traditional merchandise
The customer experience in an online store will also be aligned to boost sales, just like in a physical store. But how is this practice achieved? Implementing digital strategies based on traditional strategies.
In an online store, each segment should be an opportunity to connect and sell:
- Home or home page.
- Page of .
- Navigation menu.
- Categories and subcategories.
- Product pages.
- Pages of and .
- Contact Form.
In a physical store, each space should be an opportunity to strengthen your brand and sell:
- The entrance to the point of sale.
- The one with the brand on the premises.
- Product displays.
- The checkout counter.
- The halls.
- The design of the .
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seduction or sensory
Its main function is to stimulate the senses or emotions of the consumer. It is one of the most used techniques to capture the interest of the client towards certain products.
It is a common practice during the festive seasons, as companies or brands often sell allusive merchandise such as glasses, clothing or collectible items at Christmas, for example.
of product
With this type of merchandising you have to consider several aspects:
- Items that have been in the market for months and have not been sold.
- Items that are specific to the times of the year and that are behind schedule.
- New products that recently entered the store.
In these cases, a recommendation would be to organize the oldest merchandise with the new one in a…
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