Point Of Sale Marketing
More than half of purchases are decided at POS systems for retail. We talk about impulse buying. In this context, the beauty and originality of a product are not enough to ensure its success. It is fundamental to create, around the article, a universe favourable to its purchase.
Merchandising is the set of techniques and strategies to optimize the encounter between the product and the customer at a point of sale. Its objective is twofold. For the merchant, it is used to increase turnover by constantly adapting the range to the needs of the market. For the manufacturer, it increases the visibility of the brand and the products and, consequently, the sales.
The constraints of the distributor and its catchment area are also decisive. The clientele of a supermarket located in a small rural town will not be interested in the same products as a structure located close to a high school. When, for the first, it seems judicious to put forward packs, for the second, small bottles sold per unit represent a better option. Common sense plays a big role in merchandising. However, one should not neglect the knowledge of the customer.
Merchandising is the set of techniques and strategies to optimize the encounter between the product and the customer at a point of sale. Its objective is twofold. For the merchant, it is used to increase turnover by constantly adapting the range to the needs of the market. For the manufacturer, it increases the visibility of the brand and the products and, consequently, the sales.
The constraints of the distributor and its catchment area are also decisive. The clientele of a supermarket located in a small rural town will not be interested in the same products as a structure located close to a high school. When, for the first, it seems judicious to put forward packs, for the second, small bottles sold per unit represent a better option. Common sense plays a big role in merchandising. However, one should not neglect the knowledge of the customer.
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