Merchandising – a way to attract and retain customers

Abstract

Merchandising, as one of the branches of marketing, is currently a rapidly developing field. It is noted that this term is approaching in number of formulations to the multi-valued term "quality". The authors of the article consider the concept of "merchandising" of goods. A general classification of merchandising (manufacturer and seller) is given, as well as its types (category and visual). The main techniques of merchandising include the following types: manipulating the flow of store visitors; positioning shelves; allocating limited space between competing offerings; using materials at the point of sale and installing special displays. It is noted that the consumer receives up to 80...86% of information through the most important sensory modality - vision. Due to the understanding of the importance of vision and sense of aesthetics and taste in merchandising has appeared a whole separate area - visual merchandising. This article discusses 25 types of POS materials ("Points of Sale Materials"). These include advertising wobblers, shelf talkers, hardposters, teabaggers, dorhangers, jumbies, magnetic bookmarks, nekhengers, menhoders and others. Examples are given of the use of basic merchandising principles in practice: bierdeckel - as an active advertising of the institution and drinks; the location of posters (or billboards) in front of the entrance to the public catering establishment; advertising stands in retail outlets for consumer appreciation of new foods; moulage dishes or popular products to attract consumer attention in stores, catering establishments and exhibitions; life-size figures, etc. POS materials should be aimed at performing five steps or stages of sale in terms of influencing the customer: attracting attention, arouse interest, creating desire, building confidence and direction of action. It is noted that the effective promotion of goods, works and services is possible only when the implementation of merchandising principles are approached from the positions of a systematic approach, which includes methodological work on teaching and training of specialists, merchandisers