Merchandising and In Store Promotions
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Merchandising and In Store Promotions are integral to retail marketing and this presentation aims too give a brief insight into what are the components that make up merchadising and instore promotions,the ppt has explanations in it in the note and expect anybody who goes through it to have a general understanding of the same.
Transcript of Merchandising and In Store Promotions
Merchandising
& In Store Promotions
What
How Much
HowMerchandising
IN
STORE
PROMOTIONS
"70 percent of shopper purchase decisions are made in store"
Research
Even when Shoppers have planned which category they will buy from, the decision on which Brand to buy is left until inside the store for 28% of shoppers.Research
1 IN 10
Will switch Brands inside the store. Given how many different Brands exist on shelves in each category, Marketers must activate their Brands in-store or Shoppers will switch.
Research
It takes time for people to acclimate to a retail environment, so don’t try to achieve something critical in the immediate area by the door. They will blow right by, hence the term “decompression zone”.
Create a “Power” display that will act as a speed bump and also a billboard.
Don’t forget the sidewalk…clearance items create excitement.
MerchandiseCategory
Brand
Theme
Typically, shoppers position themselves in the center of one aisle or location and begin reviewing a 4’x6’ section at slightly below eye-level, close to the product that has the greatest visual contrast - Tactical Insight Group
"capture rate" (the percentage of customers who actually "see" a given product on the shelf)
The "boomerang rate" (the percentage of shoppers who failed to walk down the full aisle),
Determines
A great sign in the wrong place is worse than a so-so sign in the right place.
Your store is a 3-D TV commercial.Get their attention. Then deliver clear, logical information.
Signs can multiply the power of a price reduction by a factor of six.
Pictures tell a thousand words.Checkout areas are perfect for longer messages.
Point – Of – Purchase is the most critical component of any successful marketing campaign because it exist at the point of ‘convergence’.
At no other instance are people, products and money in the same place….
Samples
Prizes
Referals Gifts
2 For 1
DEMO
Contest
Coupons
Frequent Shopper
Promo/Scheme
s
Buy Upto
Celebrity Visits
Basket Offer
Brand/Product Promotion
Private Label
AD Revenue
STOP&
SHOP
SHOP&
BUY
CounterCompetition
Market Penetration
BUYMORE
Repeat Purchase
Clearance
Scheme
Cross SellingAwareness
• Please copy and paste the below link for the Video
• Or Search for Shopping the Supermarkets on you tube. It’s a BBC Documetry
http://youtu.be/b7Nh43oHdnA
THE END
