Don’t Forget About Merchandising in your Marketing Bag

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Merchandising in the context of this post is the use of your brand logo or image on associated material and products (displays, point of sale material, uniforms, t-shirts, mugs, pens etc) to promote and sell your business’s products or services. Merchandising offers another way of communicating your marketing message to your target market in a variety of situations

Merchandising is particularly important in retail as it also involves the type and range of products you offer, shelf layout and store design.

Why Use?

• Maximise sales in your retail location by optimising your use of shelf space, store layout and design
• Attract new customers and expand on existing customers by displaying and promoting high value, impulse and promotional items in-store
• Increase awareness and attract new customers to your business by promoting your brand or business on non-media items
• Promote your brand or business to a wide audience at a minimal cost

When to Use?

• Own a retail location or locations
• Your product are sold through another retail outlet
• Sponsorship or participation at special events, trade shows and industry associations which provide an opportunity to promote your brand or business
• Business with staff who deal directly with customers eg. uniform or branded clothing
• Joint venture promotions with business partners

Types of Merchandising

Point of Sale Material

For many product categories the majority of purchase decisions are made at the place of purchase. Point of sales material is therefore an effective tool to use in-store to attract customers and encourage them to buy. Point of sale material can include:

• Posters
• Shelf talkers
• Table tents
• Banners
• Signs
• Interactive kiosks
• Shelf trays
• Shelving units

Displays

Displays can be used by retailers to promote a new product, a product improvement or a particular promotion. Displays should be in line with your brand or business image, highly visible with the display message easy to read and easy simple to erect or collapse.

Counter Stands

Counter stands are often used in retail to display items in a small or confined space i.e. on the counter. A counter stand enables you to neatly merchandise your product, as well as reinforce your marketing message or provide additional product information on the header card. 

Premiums

A premium is a product you give away to your customers that contains your business logo or marketing message. Premiums can include pens, mouse pads, caps, t-shirts, calendars etc. Premiums should fit with your brand or business image and appeal to your customers to ensure they use or wear them.

Uniforms

Uniforms are often classified as merchandising because they impact on how your customers perceive your business. Uniforms should fit with your brand or business image and convey the same message as all of your other marketing material. Do you wish to convey a professional image or do you wish to convey a casual, friendly image?

Merchandising can also be an important element for online stores Good merchandising does not have to cost a lot of money and consistency with your branding and positioning can help differentiate your business from your competitors.

What merchandising tips can you share?