Time | Main topics of the module | Thesis description of each topic |
10:00–11:00 | Theme 1. Merchandising as an applied sales tool | - The role and place of merchandising in modern marketing. Its effect on sales.
- “Three whales” that make the sale potentially possible: availability (stock), visibility, product accessibility.
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11:00–11:15 | Break |
11:15–13:15 | Theme 2. What generates a purchase and how to manage customer choices | - How to determine the optimal assortment, taking into account our own corporate standards, physical capabilities of the point of sale, financial feasibility, assortment of competitors.
- Technologies that sell YOUR product:
- Principles: “Shapes and background”, “Eye level”, “Dead zone”, “Grouping”, “Attention switching”, “7 ± 2”;
- Principle of visual perception of color and light;
- Secrets to creating product appeal.
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13:15–14:00 | Dinner |
14:00–15:00 | Theme 3. How to effectively organize a retail space | - How to ensure the visibility and appearance of the outlet for a potential buyer.
- Efficiency of the retail space: interior; nomenclature and placement of commercial equipment and demostations; effective placement of permanent and temporary advertising materials.
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15:00–16:00 | Theme 4. Merchandising of products and services | - Features of Product merchandising.
- Merchandising services.
- Cross - merchandising, the concept of facing, effective POSM placement, store staff.
- Choice of layout options: vertical, horizontal, by functionality, by price, by brand
- Planograms designing.
- Ensuring the success of marketing activities to promote.
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16:00–16:15 | Break |
16:15–18:00 | Theme 5. Neuromarketing and modern means of influencing a buyer at a point of sale | - Neurobiology and human behavioral reactions:
- Neuromarketing;
- Visual perception (color, lighting) and tactile sensations;
- The role of smells and sounds in decision making.
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