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Definition of store merchandising

Merchandising, optimizing your point of sale

Merchandising, also called visual merchandising, includes all the techniques for optimizing the surfaces of a point of sale. Its objective is to attract the attention of visitors by having the right product at the Good time, at good place, and with the good presentation. Optimizing your sales area throughout the customer journey thus makes it possible to boost sales from his store.

As you will have understood, to attract and stimulate the attention of your visitors, developing a merchandising strategy is essential!

The map of the point of sale areas

Visual merchandising is based on division from the point of sale in several heat zones, where you will strategically place your best seller, promotions, new products... So, to help you set up an effective merchandising strategy, let's take a look at some merchandising techniques.

The different heat zones at the point of sale

The window, the first point of contact with its customer

In The layout of a store, the Storefront is essential. Indeed, it is the reflection of a brand, which must represent its values. It is a fundamental heat zone for the point of sale: in a few seconds, it must be able to entice the customers, the quit, and the make tuck.

In merchandising, we use the Rule of 3 :

• 3 seconds to convince: According to several studies, it is the time spent in front of a window while walking in the street
• 3 heights: for a balanced composition and to differentiate products
• 3 colors maximum: to create harmony and represent your brand identity
• 3 products in one: to effectively attract and target the needs of your typical customers

The transition zone in merchandising

By entering the front door of the store, the customer enters the transition zone. This is crucial: this is where the customer takes a Downtime, of realization. It's time for Market awareness.

To eliminate the obstacles that the customer may have when entering, it is important to place promotional items, Of news, or Favorites. The customer's attention will thus be captured directly.

The hot zone, the busiest zone in stores

It should be located on the right side of the point of sale. In fact, 9 out of 10 French people are right-handed, and are therefore instinctively heading in that direction.

Here, the customer finds himself in the point of sale traffic area, he necessarily goes through this space to reach what he came looking for.

It is also here that theShopping appetite Is on his heyday : the customer is stimulated, his eyes are wide open. We therefore place items that the customer did not necessarily need to buy there, in order to promote impulse buying.

The cold zone in merchandising

Unlike the hot zone, it is the area of the point of sale in which there is sparsely of circulation. Generally, it is located at the bottom left of the store.

Here, theappetite to buy decreases, the customer needs to be”woken“and brought into this area.

So we have the intent products, that is, the items that the customer came to buy, in order to push him to come here.

La staging of your products through differentiating merchandising can also be a way to stimulate the attention of your visitors to this sales area.

In an ideal store, there would be no cold zone. They are often perceived as brakes during the buying process. Special attention must therefore be paid to make them attractive.

The checkout area, the final stage of the customer journey

For the customer to go through the entire point of sale before stopping their visit, it is logical to place the cash out zone at the back of the store.

Waiting at the cash register is known as a Friction point in store, and can be improved by placing additional products that will capture the customer's attention.

Conclusion

Visual merchandising is a powerful tool to boost sales. Product staging, arrangement at eye level or even mapping of point of sale areas... merchandising techniques are numerous and must be integrated into your marketing strategy.

Of course, all the practices here are given for an ideal point of sale. According to The size of his store, its location, or The resources invested, it is necessary to adapt these processes to its capacities.

The key points of in-store merchandising

In short, the point of sale is organized around various heat zones:

• The window, where we respect the rule of 3.
• The transition zone, Where do we place promotional items, news, or favorites
• The hot zone, Where do we place impulse buys
• The cold zone, Where do you place intentional purchases
• The cash out zone, Where are additional sales products placed