Management
Your
Ambitions

Merchandising & Neuro-marketing.

Title

MERCHANDISING AND NEUROMARKETING

Name of Instructor

Alexander Bakka

Short information about the Instructor

BSK guest teacher, business trainer, consultant, content leader in the Sales Management program. An expert in building a sales system, team and product promotion.

Goal

 
  • Provide an understanding of the subject area of ​​modern merchandising and those practical tools that can be used to increase sales.
  • Identify the role and capabilities of neuromarketing in achieving the goals of merchandising.
 

Skills, which participants will get

 
  • Skills of using the rules of human perception of the surrounding space and context
  • Basic skills to analyze the range of products for sale
  • Tools for effective organization of the trading space
  • The approach how to arrange goods and trade equipment to increase sales
  • Practical tools for managing customers’ behavior in the point of sale.
 

 

MODULE STRUCTURE:

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.
 

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.
 

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.
 

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.
 

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.