Commercial Structures, Trends, and Merchandising
Commercial Structures
- Sales in free services
- The appearance of large surfaces
- Development of small specialty shops, integrated trade
- Progressive loss of traditional retail market share
- The application of advanced methods and management techniques
Commercial Forms
- Traditional Trade: A selling system where the customer is served by a seller, showing offers and outputs that are requested by clients.
- Free Trade Sale Service: There is direct contact between the consumer and the goods. The products are located on shelves accessible to the clients, who access them freely.
- Other Trading: Mixed sale, sale by telephone, automatic, by mail, or online.
Current Trends in Distribution
- Internationalization
- Concentration
- Specialization
Definition and Purpose of Merchandising
Merchandising is a set of presentation techniques and product management, such as animation at the point of sale, allowing its profitability, ensuring a permanently adopted set of application requirements, maximizing the rotation of the products, and facilitating potential customers’ purchase of the property.
Objective of Merchandising
Aims to promote the sale of the products at the point of sale in order to achieve their profitability and provide all customers satisfaction.
Free Service
It is the consumer himself who takes the products they want from the shelf of the establishment.
Wholesale
Wholesalers buy products from manufacturers and other wholesalers and sell them to retailers or other wholesalers, but not to final consumers.
Merchandising
A set of presentation techniques and product management, including animation at the point of sale, enabling their profitability and facilitating potential customers’ purchase of the property.
Retail
Retailers are channel intermediaries. They buy goods from wholesalers or manufacturers and sell them to final consumers.
Hot Spot
A “hot spot” is the location with the maximum volume of sale of a product, placed in a common step area with maximum influx of people.
Different Types of Merchandise
- According to their nature: Presentation, management, and seduction merchandising.
- Depending on the situation of the client: For the shopper and the customer.
- According to the product life cycle: Birth, attack, defense, and maintenance.
Product Life Cycle
Give the product its own identity through elements such as its packaging design and color.
Buyer Customer
Customer knowledge within the buying establishment.
Customer Shopper
The one that needs an argument for choosing one establishment and not another. They want to know where to buy.
Impulse Buying
An impulse buy is one that is made without prior planning by the client.
Merchandising Attack
Extension of linear order for a product family that has developed over another.
Merchandising Defense
The reduction of the linear braking and an attempt to inject a little animation through aggressive promotions.
Merchandising Management
Seeks to manage the stations to optimize, based on the collected information and constant analysis.
Merchandising Maintenance
A linear must be defended as effectively as possible.
Merchandising of Birth
Defines the first order of the product displacement.
Merchandising of Seduction
It aims to seduce the customer based on all those aspects that create the pleasure of shopping: furniture, etc.