Merchandising

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INDEX
f he tance o g T por ndisin Im n rcha i me is dis at han h c W er M g

Key T Mer erms in chan g disin

Pri Me ncipl g rcha es of nd isin

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What is Merchandising?

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What is Merchandising

It is the Visual Application of the Marketing Strategy

Merchandising should convey the Look and Feel of the brand in keeping with the Image / Rules / Norms of the Marketing Strategy
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INDEX
f he tance o g T por ndisin Im n rcha i me is dis at han h c W er M g

Key T Mer erms in chan g disin

Pri Me ncipl g rcha es of nd isin

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Bran ding

Common Product

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rtance of The Impo handising Merc

The Merchandisi ng presence in store should convey the Values of the Brand experienced by the 8/3/12

Merchandising is a tool to drive sales ales The Merchandising presence in store should Reinforce the Interest / Desire in the consumers mind to buy our

Merchandising instore should serve as an instant recall to the Media either on TV or in Press and rekindle the 8/3/12 desire to

YOU WILL CHOOSE TO GO HERE OR HERE?

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The Merchandising presence in store is very similar to the Importance of Grooming in a

Consume rs are more likely to approach a well Groomed BA than one who is not and the same applies to the Merchand ising instore

INDEX
f he tance o g T por ndisin Im n rcha i me is dis at han h c W er M g

Key T Mer erms in chan g disin

Pri Me ncipl g rcha es of nd isin

8/3/12

Key Terms in Merchandising

POS / POP

POS Point of Sale

This are Merchandising elements placed at the Cash Counters where the final Sale is happening

POP Point of Purchase

This are Merchandising elements placed where the products are available, like at the counter where the consumer chooses and 8/3/12 Purchases her products

Back Counter / Wall Unit

The unit which holds the Header Logo and Header Visuals along with products and provision for storage When placed along a wall is called a Wall Unit These can also be placed in stand alone location in the centre of the store

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Back Counter / Wall Unit

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Front Counter

The unit which holds the tester bars and launch CDUs. In most formats the BAs stand behind this and advise the consumer, in some cases the BA actually stand alongside this counter. This counter too has provision of storage and space for a visual / window to display key products
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Front Counter

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Canopy

An extended header branding that encircles the periphery of the entire counter which is usually used for Large Counters in large Departmental Stores.

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Canopy

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CDU / Tester Bar

Key Terms in Merchandising

CDU Counter Display Unit

Is a POP which stocks a limited amount of stock and is used to flag a Launch / Promo

Tester Bar

Is a POP which holds testers which consumers use to test the products that we sell.

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CDU / Tester Bar

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Pedestal Unit

Key In some counters where Terms in Merchandising

we dont have a front counter we have a slim podium styled unit which holds the tester bar and is called a Pedestal Unit.

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Pedestal Unit

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Key Terms in Merchandising Is a generic term used

Branding

to describe the usage of the company logo or visuals across either the counter / tester bar or any other location.

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Brandi ng

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Visuals

Key

The Images that are Terms in on either the displayed Merchandising Back Counter, Front Counter, Tester Bar or any other second site in the Store. These visuals are used primarily to Communicate with the consumer telling her of an important Launch, or Promo.

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Visual s

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Second Site (SOH)

Key

Visuals that are placed TermsfromMerchandising in the counter away are known as Second Sites

Stores rent these Second Sites to Brands and hence they are called Space On Hire or SOH

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Second Site (SOH)

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Planogram

Key Terms in Merchandising It is a pre-set sequence of

arranging stock in the counter or tester bar

It effectively highlights the different ranges / franchises / products within the brand It is planned in keeping with the Marketing Strategy

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Planogra m

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INDEX
f he tance o g T por ndisin Im n rcha i me is dis at han h c W er M g

Key T Mer erms in chan g disin

Pri Me ncipl g rcha es of nd isin

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Principles of Merchandising

Cleanliness Planogram Visible Areas Offers / Launches Maintenance / Care Communication

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Cleanliness Cleanliness is next to Principles of Merchandising Godliness

Nothing puts off a consumer more than a dirty counter Make sure to clean all surfaces and POP at least twice a day Make sure that you always have a duster and an adequate spray cleanser with you.

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Planogram Maintain your planogram at all times. Principles of Merchandising

Insist on a Planogram Copy in case you dont have one do not get creative and change planograms. In case of any doubt ask the Supervisor / BDE for guidance.

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Visible Areas (visible to the consumer)

Make sure that you stick to the Principles dealing with all visible norms when of Merchandising areas in your counter. Do not stock products in creative patterns in the back counter Do not keep bill books / cleansers / cotton / tissues, etc in plain view these are accessories and need to be hidden at all times

Hide the dustbin where the consumer 8/3/12 cannot see it.

Offers / Launches Keep only Merchandising Principles of the current Offer

/ Launch CDU on your counter

Discard and trash the older ones even if you still have some unsold stock nothing should interfere with the focus products of the month

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Maintenance / Care

The responsibility of maintaining Principles of yours alone your counters is Merchandising Make sure that you clean all exposed areas at least twice a day Take care to not use Acetone on painted surfaces or Acrylic this will permanently damage the same. Inform your Supervisor / BDE of all damages to your counter so that they can get repaired immediately. Do not stock products inside the

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Communication Communicate immediately on Principles of to your counter. all damages Merchandising

Communicate immediately on all competition launches and offers. Be on the lookout for free / additional space in the store and communicate the same immediately.

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