Seminar «The art of merchandising»

Block name

Main topics

Practice and skills

MERCHANDISING AS AN APPLIED SALES TOOL

1 hour

The role and place of merchandising in modern marketing. Its impact on sales.

Tools: Information message, discussion.

• Participants are fully aware of the importance of quality merchandising at the point of sale.

“Three pillars” that make a sale potentially possible: availability (stock), visibility, product availability. Psychological laws and techniques in merchandising.

Tools: Information message, discussion, exercise, situation modeling, trainer's comments.

• Understand the minimum terms and conditions of sale of the product. Skills in calculating optimal inventory at a retail outlet. Understanding product visibility and accessibility requirements from a customer's perspective.

WHAT GENERATES A PURCHASE AND HOW TO MANAGE CUSTOMER CHOICE

3 hours

How to determine the optimal assortment taking into account your own corporate standards, the physical capabilities of the point of sale, financial feasibility, and the assortment of competitors.

Tools: information message, discussions, exercise.

• Participants are able to determine the optimal range of products for a retail outlet.

Technologies that sell YOUR product:

• laws: “Figure and background”, “Eye level”, “Dead zone”, “Grouping”, “Switching attention”, “7±2”.
• laws of visual perception of color and illumination.
• aroma marketing.

Tools: mini-lecture, analysis of best practices in the industry, practical exercises, trainer's comments.

• Participants are familiar with a number of merchandising technologies and understand how they can be used to most advantageously present their products at the point of sale. Additional handouts.

OW TO EFFECTIVELY ORGANIZE A TRADE SPACE

1 hour

How to ensure visibility and visual appeal of a retail outlet for a potential buyer

Efficiency of retail space: interior; nomenclature and placement of commercial equipment and adj. places; effective placement of permanent and temporary advertising materials.

Tools: Information message, development of standard plans for retail outlets

• Participants know: how to highlight the desired store against the general background to attract potential buyers inside; what conditions should the interior and internal equipment meet? The principles of its effective placement are clear.

MERCHANDISING OF PRODUCTS AND SERVICES

3 hours

Features of merchandising of your product (product).

Cross-merchandising, the concept of facing, effective placement of POSM, store personnel.

Development of planograms.

Ensuring the success of marketing promotion activities.

A business game to consolidate acquired knowledge and skills.

Tools: Mini-lecture, analysis of best practices in the industry, discussion, development of planograms

Based on the strategic tasks in sales and promotion of products facing the participants, they can independently choose the most effective option for presenting a specific Product and draw up a planogram for the display case.