Merchandising is a marketing technique that is dedicated to explore how to increase profitability in the points of sale. They are activities that stimulate the purchase by customers in certain areas of commercial premises. This is done by means of studies and implementation of sales techniques that allow you to present the product or service the best way customers. To put up are used to different techniques that will make the product or service to be more attractive to potential consumers.
Merchandising is a technique that involves the activities developed at the point of sale to consumer buying behavior. Main objectives is to call the attention of consumers to encourage that the way the purchase of products that have more profitability for the company.
They seek to continue arguing and influence steadily in potential customers to maintain and even increase sales, increasing sales by impulse or not thought before the time of the purchase.
The first Merchandising activities arise when international trade is converted to free trade, however, it is possible to see the application of these techniques in the traditional trade. They are the stores occurs when an important change in the way of selling, through the introduction of marketing techniques aimed at the massive sale.
Removed the counter product happens to be within the reach of the consumer and will create one greater link, encouraging the purchase. Seller happens to be a consultant for the customer causing your participation go declining more and more. Thus, arise large areas make the sale to a freer trading system.
Some Historic Information about Merchandising
It was in 1934 when, in France, arise popular stores that sold its products with a less variety in the offer but at reduced price. As customer should choose your purchase from a shelf, companies are forced to improve their structural and visual appeal. In 1958 it was the birth of the first supermarket and in 1963 the first hypermarket does theirs.
Remember that a hypermarket is an important commercial area, which differs from the supermarket in which its size is over 2,500 square meters. The first hypermarket comes from the hand of the popular Carrefour who emerged in France in the year 1963. Hypermarkets are because they offer a wide variety of products, and also have more important sections such as food, perfumery and Bazaar, among others.
Many authors indicate that the elements that are found in the supermarket (or store) are capable of influencing 78% of the products purchased, taking into account also that more than half of products that are purchased in supermarkets and one-third of which are in other stores are impulse purchases.
Usually is usually associated with product merchandising, although it is also important to take into account the merchandising at the point of sale, and this is in what we’re going to specialize, while we recognize that aspects of the product are also very important to sell.