Process and principles.
Merchandising is an extension of the selling process whereby the manufacturer seeks to ensure that the retailer sells his products as quickly and profitably as possible. Convenience and availability of merchandise is provided by the retail market which are expensive to achieve by direct selling. The manufacturer gives the retailer assistance to stimulate demand for his wholesale merchandise and encourage its purchase by the consumers. Visual merchandising involves the display of stock so that they can easily be viewed by the consumers. When the retailer sells his varied merchandise fast after it has been delivered to him by the manufacturer, he will buy another one. Fast moving merchandise means that both the manufacturer and the retailer are making profits and the products are meeting consumer needs and satisfaction.
Effective management of stock.
Timing is an important factor determining retail merchandising. This involves ensuring adequate visual merchandising is done on the time when the majority of purchases are made. They can be made either in the evenings or at the weekends.
Manufacturers usually employ merchandisers who ensure that the promotional merchandise is at the right place and at the right time. This helps to change potential demand into effective demand so that the consumers can buy the goods. Moreover, the merchandisers role is to stimulate demand at the closeout merchandise or point of sale for the consumers to buy.
The merchandisers ensure cleanliness of the merchandise. In fashion merchandising they use demonstration in use and also explain to the consumers on the qualities and the usefulness of the varied merchandise on display.
The merchandiser also ensures that there is enough merchandise and may advise the retailer to order wholesale merchandise from the manufacturer.
Some television companies nowadays offer promotional merchandising support to supplement the manufacturers efforts which he makes through the merchandisers.
The display of close out merchandise.
The merchandising efforts are mostly concentrated in large retail outlets which provide the highest results. Certain locations are chosen to ensure this.
In retail merchandising, the goods are displayed at the eye level on the shelves around the shop. The consumers can easily sport the promotional merchandise and buy the goods. Visual merchandise may be made immediately next to the checkout because congestion creates an eye catching impact on the consumers.
In counter service merchandise, the goods may be displayed in the counter itself and next to the scales or till, in water dispenser placed before the counter and behind the counter eye level. The promotional merchandiser may also be displayed next to a complementary product like sugar next to coffee, tea, and cocoa beverages.