1. Defined target
Merchandising is constantly evolving. Trends are changing, new products coming to the market with an impact on consumer perception. Work with goods in store should be adapted to these factors. Merchandising is particularly effective when a trader sets goals that he wants and needs to achieve in his network or shop. Many of the often unnoticed details decide whether a customer enters to our store or competitor’s. The struggle for the customer begins in the parking lot or on the street. So here’s the first step. We need to ask some important questions as:
- Who do I want to attract to buy in my store?
- Why these customers?
- How do I address them?
2. Working with the customer
The next important step is to work with the customer who entered the store. The customer usually needs a few seconds to get to know the new environment. Then the customer decide whether if he or she will return to the store at some point in the future. Here you can see how effective merchandising is in the store. There is a difficult task in the hands of seller, because seller needs to pay attention to “marketing overcompensation”. There are cases where the effort to “effective” use of the store space manifests itself in a number of attractions and offers. However, in such situations, the customer is often not ready to process information about news, promotional packages… Therefore this effort may not be met with success. As an example, a “teaser test”: Place a teaser in the entrance area and ask 100 customers a few meters away to see if they have noticed the teaser and what was on it? What will be the outcome? Try! You may be surprised. However, there are possibilities to use this space in another appropriate way.
3. Understanding customer’s behavior
Characteristics of the target group we can find through age surveys, age, sex, social status, education and similar information. On the basis of it, we decide the composition of the assortment and its placement in the store. In order to work with the goods, their unloading, price, sales promotion activities, special placements, to bring maximum profit (to reach the most customers), we need to understand his or her behavior in the store. The most effective step is to observe the behavior of shoppers – how fast or slow they move, how long till they find the goods. Than to find out the reasons why they do so. These are other important steps of effective merchandising. The size of the tiles on the pavement also affects the speed of movement of the buyer. Supposedly the more often you hear the rattling of the wheels, the faster we subconsciously move. The trader should also think about questions like: Which is the main way for customers to move around the store? Which category do I choose a quiet place for shoppers to choose from? Where I have a “narrowed” space between shelves, where the effect of “hitting” – one shopper by his movement subconsciously drives the buyer in front of him from the goods … Thanks to the answers to these questions we come to the size of the space of each category, and we can more effectively organize the total store area.