No-Fail Retail
Merchandising Techniques for Stores
by
Book Cover & Preview Text
When we think about point of purchase, the first thing that comes to mind is location—that is, the commercial space and its interior. However, these are no more the basic elements that must be prepared properly if we hope to invite consumers into our stores and convince them to buy and come back.
Any discussion of modern merchandising must extend far beyond the simple elements of fixtures and communication; it must explore all available opportunities to create an ongoing, successful business and build a history of consumer loyalty.
Our brain receives around 11 million bits per second; however we are able to process only 40 percent of everything we see. Depending on the category, 60 to 90 percent of shopping decisions are taken at the POP in front of the gondola; also, we know that 50 percent of these decisions happen on “autopilot”, when the consumer decides what to pick, taking an average of fifteen seconds scanning the gondola, focusing only seconds on the product or the promotional material.
Learning how to use merchandising techniques and control the everyday experience at the POP requires an ongoing strategy. In a simple, streamlined way, this book will show retailers the necessary elements for achieving an effective merchandising strategy that will boost sales and attract more customers.
NO-FAIL RETAIL
Contents:
The Power of Retail Marketing
CHAPTER 1: Merchandising
Merchandising: Some Concepts
Main Functions of Merchandising
How to Visually Explain Merchandising
Merchandising Techniques
CHAPTER 2: Visual Merchandising
The Rigors of Visual Merchandising
Highlights of Basic Visual Merchandising
Windows
Ambiance
Purchasing Atmosphere
Knowing What In-Store Atmosphere to Use
How to Create a Buying Atmosphere
The Human Perception According to Senses
Color Sensations and Light
How Can I Use This Knowledge in My Store?
Design Project
Store Planning
CHAPTER 3: The Store
LocationTraffic and Parking
Visibility
Compatibility with the Area
Neighborhood and Competition
Rent and Extra Costs
Store Floor Plan
Store Layout
External Store Image
Exterior Design
The Storefront
The Entrance
The Window Display
Impellers
Interior Design
Sales Area
Identifying the Hot Areas
Product Displays
Circulation
How to Use Store Space
Store Operation
Logistics
CHAPTER 4: The Gondola
Shelves
Gondola Arrangement
Self-Service Product Positioning
Endcaps
Counters
Stacking
Pallets
Cleaning
Managing Spaces
Planogram
Creation of Planograms
Planogram Purpose
Making and Keeping a Planogram
How Categories Boost Sales
Retail Is Detail
What does a well-displayed product mean for you?
CHAPTER 5: Promotional Marketing
Promotional Actions
Promotional Environment
Planning and Implementation
Demand
Conducting Promotions
Types of Promotional Actions for Suppliers and Retailers
Suppliers Helping Train Retail
Relationship
Education and Interaction for Consumption
Loyalty Actions
Motivating Actions
Demonstration
Tasting
Sampling
Cross Sampling
Giveaways or Promotional Bundles
Store Flyer Promotions
Actions in the Packaging
Cooperative Advertising
Contests and Sweepstakes
Looking for Customers Outside the Store
Selling Spaces for Actions in POP
How to Improve Promotional Actions
CHAPTER 6: Understanding Customer Perception
Memory
Understanding
Loyalty
Brand Identity
Brand Experience
The Brand and the POP: A Two-Way Street
Visual Perception
Consumer Vision
Scanning Shelves in Seconds
Memorization and Generalization
Product Positioning
The Perception of Product Brand and Store Brand
Packaging
The Challenge of Attracting the Consumer
CHAPTER 7: Customer Care
Customer Service
Word of Mouth and Negative Image
How to Enchant the Consumer
Customer-Centric Retailing
First Impressions Are the Most Lasting
Learn Which Customers
Should Receive Special Treatment
Know Your Audience
Women’s Buying Power
Women Make Key Purchasing Decisions
Employees versus Consumer
Promotional Work Force
Benefits to Retailers
Personal Profile for the POP Worker
Functions of Merchandisers
Checklist for Professional Skills Training
CHAPTER 8: The Point of Purchase as Media
Promotional Material
How to Create Good In-Store Material
Impact of Materials
Types of Displays and Their Uses
Communication with the Consumer
ROI: Return on Investment
Shopper Marketing versus In-Store Marketing
CHAPTER 9: The Psychology of Consumption
Behavior of Consumption
Most Mass-Merchant Purchase Decisions Are In-Store
Persuasion during the Purchase
Types of Purchase Decisions
Self-Service and Hands-On Experience
Invisible Barriers that Block the Impulse
What May Affect the Buying Habits?
Purchase Procedures at POPs
The difference between consumers and shoppers
Pre-store and in-store marketing
CHAPTER 10: Trends in Global Retail
Eye-Tracking Research
The Type of Shopping Trip Influences Impulse Purchases
Store Appearance Drives Shopper Attitude
Shelf Placement Drives Purchases
The Future of Omni-Channel Retailing
Big Data
Showrooming
Webrooming
Conclusion
Regina Blessa is a doctoral researcher at the University of Aveiro, Portugal. She has a master’s in Communication from the University of São Paulo, and she majored in Advertising and in Fine Arts. She has postgraduate degrees in Marketing from Columbia University and in Communication from New York University.
A pioneer in merchandising in Brazil, Regina Blessa is a passionate professor, consultant, speaker, and trainer who has helped countless businesses discover new opportunities at the point of purchase and achieve better brand returns.
Regina redirected his energy and enthusiasm toward founding IEV, a retail studies institute that leverages the power of merchandising and shopper marketing to clients and students.
As the institute’s CEO, Regina has worked with the world’s leading companies, such as Pfizer, Bayer, Sanofi, Coca Cola, Johnson and Johnson, Walmart, Carrefour, Nestlé, Siemens, Kellogg’s, Takeda, Abbott, Merck, Colgate, Novartis, Boehringer and Cencosud. Blessa has published two bestsellers in Brazil, Merchandising no PDV (2001) and Merchandising Farma (2007), and she is a regular columnist for retail industry magazines.
Contact Regina Blessa: reginablessa@gmail.com
www.no-failretail.com
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About the Book
This book presents a practical approach to ensuring your retail store’s success with consumers.
It explores topics, such as merchandising and display techniques, retail promotions, consumer perception and behavior, impulse buying, store environment and operations, visual merchandising, customer care, and the promotional work force.
Simple, practical, and illustrated with real photos taken in many countries, this book allows even a small store with a limited budget to stay ahead of global retailers with limitless resources.
Learn how to:
• pick the best location to locate a store;
• make your exterior design inviting;
• set up an ideal atmosphere for purchasing;
• understand about gondola arrangement and planograms;
• analyze your customers
• conduct different types of promotions.
About the Author
Regina Blessa, a pioneer of merchandising in South America who has worked with some of the world’s leading companies, provides proven methods to help consumers interact with products at the point of purchase.
Get the guidance you need to meet the changing needs of consumers and boost profits with No-Fail Retail.