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The Art of Merchandising. Neuro-marketing. Neuro-management.

The Art of Merchandising. Neuro-marketing. Neuro-management.

BLOCK NAME. MAIN TOPICS

Item 1. MERCHANDISING AS APPLIED TOOL OF MARKETING 

  • The role and place of merchandising in modern marketing. His impact on sales.
  • "Threemilestones" thatmakethesalepotentiallypossible: availability (stock), visibility, productaccessibility
 

Item 2. WHAT GENERATES PURCHASE AND HOW TO MANAGE CHOICE OF BUYER

  • 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
 

Item 3. HOW TO ORGANIZE EFFECTIVELY THE TRADING SPACE

  • How to ensure visibility and external attractiveness of the outlet for a potential buyer
  • Efficiency of the trading space: interior; nomenclature and location of commercial equipment and demo stations; effective placement of permanent and temporary advertising materials
 

Item 4. MERCHANDISING OF PRODUCTS AND SERVICES

  • Merchandising features of the Product (goods)
  • Merchandising Services
  • Cross-merchandising, the concept of faceting, efficient POSM placement, store staff
  • Choosing a variant of the layout: vertical, horizontal, according to the functional, by price, by brand
  • Development of planograms
  • Ensuring the success of marketing activities to promote
 

Item 5. CREATIVITY AND INNOVATIVE METHODS OF IMPACT ON THE BUYER 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