PART 2 OF 2: JEREMY NOAD, BOC
MERCHANDISING IS THE TECHNIQUE OF PRESENTING PRODUCTS FOR SALE IN A WAY THAT ATTRACTS PEOPLE AND PERSUADES THEM TO BUY
Merchandising can be described as putting products in a place where they are in danger of being sold. Effective merchandising is designed to increase sales and reduce theft.
Merchandising is physical salesmanship and covers:
• Layout of premises • Fixture layout • Signage • Ticketing
• In-branch promotional activity.
Face-to-face selling is social salesmanship and cannot be replaced by merchandising. The two are totally dependent on each other. Merchandising creates time for staff to give the good service to the customer & it also makes buying an easy, interesting and pleasant experience.
Merchandising and a high level of service gives:
• Good customer relations
• Customer confidence in our company • Increased sales • Repeat business
• Recommendations to others.
• Ensure that customers have plenty of room to browse • Aisles should always be kept clear to allow a free-flow of customers throughout display areas. If aisles are not clear customers may quickly get irritated and leave without buying
• Fittings on display units must be clean and safe with no jagged edges
• Shelves should have the correct support and brackets. The main purpose of displaying products is to attract customers, and to enable them to find what they want with ease. Here we have ten 'commandments' that will help you to display products more effectively so that both the customer and you benefit.
1. Watch your customers as they 'shop' around the store to see which areas are the most popular; we can probably use these areas to our advantage when we decide to alter our displays
2. 'Type' and 'end use' should be a way to group products 3. Product lines that are available in varying sizes should be stocked on different shelves. This looks more attractive than a display with mixed sizes on the same shelf and helps to reinforce a brand or well-known name
4. If the display is a smaller one and a range of sizes are displayed on the same shelf, display them in a logical order
5. When customers are choosing between similar products, they generally like to compare one item to the other; therefore keep similar products grouped together to make it easier for the customer to make a choice
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