Art of merchandising

Business trainer - Alexander Bakka

Visiting Professor of BSK, business coach, consultant, content-leader of the "Leadership in sales" Program. Expert in building of the marketing system, team and product promotion. Opens internal link in current window read more

Audience

Merchandisers, marketing specialists, sales managers, regional representatives, employees of outlets

Aim and Tasks of the Workshop:

Aim :

Familiarization with the basics of merchandising as an applied sales tool

Tasks:

Understanding the Importance of Merchandising for Sales
Skills for calculating the optimal stock in the outlet
Calculation of the optimal assortment
Drawing up a planogram for the showcase
Methods of influencing the subconscious of the shopper

Format

December 9, 1 day from 10:00 a.m. to 6:00 p.m.
Individual Approach

Participation fee and discounts: 1700 UAH

5 % - 2 participants from one company;
7 % - 3-5 participants from one company;
10 % - students and graduates of BSK Programs

Included in the price:

Participation fee and discounts:
Author's handouts;
Administration and support;
Nominal certificates of participation;
Coffee breaks;

Methods of Instruction:

Presentation
Discussion
Practice
Case Study and Modelling
Best Practice Analysis

PROGRAM

Block Name	Main Topics
MERCHANDISING AS APPLIED TOOL OF SALES	The role and place of merchandising in modern marketing. His impact on sales.
MERCHANDISING AS APPLIED TOOL OF SALES	"Three milestones" that make the sale potentially possible: availability (stock), visibility, product accessibility
WHAT GENERATES PURCHASE AND HOW TO MANAGE CHOICE OF A SHOPPER	How to determine the optimal range, taking into account its own corporate standards, the physical capabilities of the point of sale, financial feasibility, an assortment of competitors.
	Technologies that sell YOUR product: laws: "Shapes and background", "Level of eyes", "Dead zone", "Groupings", "Attention switching", "7 ± 2" laws of visual perception of color and illumination secrets of creating product appeal
HOW TO ORGANIZE EFFECTIVELY THE TRADING SPACE	How to ensure visibility and external attractiveness of the outlet for a potential shopper Efficiency of the trading space: interior; nomenclature and location of commercial equipment and demo stations; effective placement of permanent and temporary advertising materials
MERCHANDISING OF PRODUCTS AND SERVICES	Merchandising features of the Product (goods) Merchandising Services Cross-merchandising, the concept of facing, efficient POSM placement, store staff Choosing a variant of the layout: vertical, horizontal, according to the functional, by price, by brand Planogram’s development Ensuring the success of marketing activities to promote
CREATIVITY AND INNOVATIVE METHODS OF IMPACT ON THE SHOPPER AT THE TRADING POINT	Development of creativity Neurobiology and human behavioral responses: Neuromarketing visual perception (color, illumination) and tactile sensations the role of smells and sounds in decision making
Workshop Wrap Up	Receiving a FeedBack