Introduction: The Changing Retail Environment
Chapter 1 Merchandising in 2014
Providing the right information
Retail display checklist: 10 questions that define requirements and budget
Chapter 2 Influencing the Buying Decision
The power of the hands-on experience
Opening the package
5 steps to personalizing the in-store experience
Chapter 3 Digital Technology in POP
Mondelez plans to roll out smart shelves by 2015
Chapter 4 Best Practices in Merchandising
Planning for theft-deterrent merchandising
Conclusion Choosing the Right Partner
Much has been made in recent years of the role the internet plays in the shopping experience. Many shoppers, conventional wisdom says, visit a retail location already having done most of the researc on a purchase. All they do is drop into the store, pay for their item and leave.
But as is often the case, conventional wisdom and reality can be two different things.
It is true that many consumers research large purchases - those costing $500 or more - before visiting a store. According to GE Capital Retail Bank's second annual Major Purchase Shopper Study released in June 2013, 80 percent of consumers start the process of making a major purchase by spending time at the computer.
But what about the vast majority of purchases that do not rise to that $500 level or those customer who do not use the internet to assist with their buying decision? There are still plenty of occasions where customers visit a retailer with only a vague idea of what they need or depend on the retailer to provide the information they seek about a potential purchase.
In those cases, tried-and-true merchandising can be key to driving that buying decision.
Take, for example, the weekend handyman who plans to freshen up the living room with a new coat of paint. A visit to the local home improvement store reveals a choice of at least four kinds of paint and literally dozens of types of paintbrushes. And that blue painter's tape necessary to ensure clean, sharp edges along the baseboards and ceiling? One of the largest home improvement retailers in the country carries 47 different types. Its main competitor carries 52 different types.
Of course, there's always the chance that the sales clerk will be an expert in house painting and will be able to recommend the right one of the 47 or 52 possibilities. There's also a chance that shopper will win the lottery and be able to hire someone to handle the painting chores. While the latter possibility admittedly is more remote than finding the knowledgable salesperson, most of the time neither outcome will present itself.
In the end, merchandising and point-of-purchase displays are critical to building a brand and providing customers with the information they need to make an educated purchase.
In this guide, "Traditional Merchandising in the Age of Self-Service," we'll look at the ways in which merchandising can help drive a purchase, and offer some tips to help retailers make effective merchandising decisions. We'll also take a look at some of the technology that is enabling retailers to leverage the power of the mobile devices consumers are carrying.