Technical merchandising

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Technical merchandising involves the use of advertising equipment and elements that help highlight the brand, but do not distract customers from the selection process. Among the tools used in technical merchandising, we can highlight branded display cases, branded refrigerators, stands, and even areas near the cash registers.

Technical merchandising

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It is important that all advertising elements yahoo email list maintain a balance between attractiveness and unobtrusiveness. The principles of technical merchandising are as follows:

Unobtrusive : Advertising materials such as banners or stickers should be positioned so as not to distract attention but still encourage the consumer to look at them.

Attractiveness : It is important that the equipment not only works properly, but also fits harmoniously with the overall design of the store. Sometimes, for the convenience of the buyer, functional devices are installed near certain products, for example, dispensers with gloves next to bulk products.

Ergonomics : Equipment should not interfere with the movement of customers, but sometimes it is placed in such a way as to draw attention to certain products, slowing down the movement of visitors and encouraging their interest in the products.


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Preparing for the implementation of merchandising
During the preparation stage, it is important to define goals, resources and key objectives to ensure the successful implementation of merchandising activities.

Analysis of consumer behavior
To successfully implement product merchandising, you need to understand how customers behave in the sales area. If you have CCTV cameras, watch the recordings. If there is no video, you can watch customers in real time. It is important to identify those areas of the store that attract the most visitors and determine how much time they spend near the shelves.

Customer survey
A useful tool for identifying customer needs is a survey conducted directly at the store exit. A few simple questions can help to obtain valuable feedback:

Were you able to purchase everything you planned?

How comfortable was it to move around the store and choose products? (Ask if the previous answer was negative).

Creating a route for buyers
By analyzing customer behavior data and survey results, you can create a customer flow chart. The appropriate layout depends on the type of store and its area. Here are some common options:

linear layout - involves parallel placement of shelves and display cases, which simplifies navigation and product overview;

box scheme - zoning into separate spaces or halls, which is suitable for stores with different categories of goods;

loop design - includes high shelving around the perimeter and low racks in the center, which allows you to draw attention to the central area.