It represents a set of techniques applied mainly at the point of sale, aiming to enhance the presentation, promotion and sale of products.
It is a marketing tool that seeks to attract and influence consumers directly at the place where the purchasing decision is made.
The main objective is to highlight an item or brand, making it more attractive and accessible to the target audience.
In the store environment, this may include arranging products on shelves, creating promotional displays, adequate lighting and effective signage.
In addition to the physical environment, Merchandising also extends to the world of virtual stores, where techniques are used to improve the visibility and attraction of products on online platforms.
This way, the user has an idea of which products are featured as soon as they access a website or e-commerce.
Effective use of merchandising can result in greater stock turnover, reinforced brand identity and increased sales.
And its function
The essence involves maximizing the visibility and attractiveness of products, both in physical and virtual stores.
One of the key functions is to improve the consumer’s shopping experience.
Like this:
Organizing products logically, highlighting new features and ensuring clear signage, the purchasing journey becomes more intuitive and practical for those who are purchasing.
The right ambience, whether through lighting, music or design, also contributes to an inviting environment.
Encourage the consumer to stay longer and, consequently, consider more products while in the store.
Another important function is to reinforce the brand’s image and values.
Well-designed displays, innovative packaging and point-of-sale promotions not only attract attention, but also communicate the brand’s message and value proposition.
Everything mentioned helps in building a lasting relationship with the customer, going beyond a simple commercial transaction.
In the digital environment, it focuses on optimizing product listings, promoting recommended items, and ensuring that the most relevant products are easily found.
By facilitating the search and making the online purchasing process simpler, it increases the chances of conversion and loyalty.
More than positioning products and brands, merchandising creates a conducive environment so that consumers, regardless of the platform, feel ready to make their purchases.
Merchandising, term used to enhance the presentation, promotion and sale of physical and online products.
What are the benefits
Increased sales
By strategically positioning the product, highlighting new features and making the shopping environment more attractive, there is a natural tendency to increase sales volume.
Adequate display of products instils the desire to purchase, resulting in direct growth in revenue.
Customer experience
Create immersive environments that offer enriching customer experiences.
From lighting to ambient music, every detail is designed to make the shopping process more pleasant, satisfying and memorable, making the consumer want to come back.
Brand appreciation
Through well-thought-out merchandising strategies, it is possible to create a perception of brand value.
The way products are presented, promotions run and even the arrangement of items in the store all contribute to shaping the brand’s image in the consumer’s mind.
When executed well, merchandising can position the brand as premium or a leader in its segment.
Space Optimization
It’s not just about aesthetics, but also about efficiency.
Merchandising helps sellers make the most of store space.
A planned arrangement of products can facilitate circulation, promote strategic items and even influence purchasing behavior, guiding customers through a predetermined journey.
Buying decision
Merchandising facilitates the process by highlighting products, providing clear information and making offers more visible.
Combining aesthetics with information, this strategy helps the customer on their journey, making the purchasing decision more fluid.
By combining all the elements, you will not only be putting together a merchandising strategy, but also creating an engaging and memorable shopping journey for your customers.