Merchandising - How to Provoke Your Prospects
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Transcript of Merchandising - How to Provoke Your Prospects
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How to Drive people to your product
Merchandising
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Make people want
Inform
Give choice
Facilitate
Create an atmosphere
Provoke
Structure
Optimize
Handle flows
Guide
Seduce
Communicate
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Consumer I want my product easy to find
Provider I want my product to be sold quickly
Retailer I want my customers to be happy
3 interests
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# How to attract further prospects to your point of sale?
# How to develop testing/sampling on the point of sale?
# How to best display the offer?
# How to « eventialize » the point of sale?
# How to win the loyalty of the clientele?
# How to anticipate the evolution of products ranges?
# How to make people consume a new product?
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Merchandising aims to arrange sale’s outlet at best in order to
increase stock disposals (design, creation, window,
promotion, stock filling, consumer behavior, etc.). It embraces the
collection optimization, space allowance by product/brand
and communication.
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1) The right product
2) At the right time
3) At the right price
4) At the right place
6) With the right information
5) In the right quantity
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The window - here starts your personalized atmosphere
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Pick up
a themeHarmonize
esthetics
Be original
- tell your
story
Turn the
light On!
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The shelf-display - inform, guide and seduce
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+ Select brands according to available space & VAT
+ Classify brands by category & communicate
universes’ names
+ « Theateralize » new products & create well-defined
thematic promotional spaces
+ Favor sensorial experiences
+ Offer specialized advice & professional assistance
+ Place the more profitable products at eye’s height
+ People read from left to right & from up to down
+ Surround your best-sellers with complementary
products
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The special-displays - favor impulsive purchase
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Pick up 1 benefit or message
Choose new or high rotation products
Put a visible price
Limit the offer in the time
Display products vertically on shelf
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Lighting, End-aisle display, Counter arrangement, Header, Brand
statement, Ruler, Clip/Name tent, Shelf-space display, Facing,
Kakemono, Screen, Security gate arrangement, etc.
The display tools - push/pull your customers
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Hot & cold zones - play with your offers
Cold zone is where your
customers go on purpose. It is
usually where necessary products
are. Add promotions to appeal them
Hot zone is where your
customers enter and go
spontaneously. That is where you
can provoke impulse & sell more
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Conclusion - Add value to your POS
Communicate
OrganizePlan
Seduce
Profit, Image, Loyalty
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Share your impressions, comments & secrets:
Author
Jérémie Lorrain Co-Founder of nail art company Úñica.
French, Fashionista, Blogger, Entrepreneur, Businessman, Model, Salesperson, Ambitious, Very Open-
minded, People and Opportunity-Oriented.