Merchandising: How to Properly Display Products and Boost Sales

Have you ever wondered why the most expensive items on supermarket shelves are at eye level, while sweets are often placed lower so children can reach them? These aren’t just coincidences or quirks; they are results of a carefully planned merchandising strategy.

Have you ever wondered why the most expensive items on supermarket shelves are at eye level, while sweets are often placed lower so children can reach them? These aren’t just coincidences or quirks; they are results of a carefully planned merchandising strategy.

What is Merchandising?

Merchandising is the art and science of effectively presenting products in a store. The goal is not just to make products visible but to encourage customers to buy them. Merchandisers are professionals who work to position products in a way that maximizes sales.

Roles and Types of Merchandisers

A merchandiser is a specialist with experience in marketing, retail, or advertising. There are three main types of merchandising roles:

Visiting Merchandiser

– Visits multiple locations, adjusting product displays in various stores.

Stationary Merchandiser

– Works in a single store, ensuring continuous presence and optimization of product shelves.

Hybrid Merchandiser

– Combines elements of both visiting and stationary roles, working in a designated store as well as on-site visits.

Why is Merchandising Important?

Research by Procter & Gamble revealed that shoppers make purchase decisions in three to five seconds. Therefore, if a product is placed in an inconvenient location or poorly displayed, the chances of it being bought decrease. The main goal of merchandising is to position products in a way that grabs attention and drives purchases.

Goals of Merchandising

Building Loyalty.
A comfortable and pleasant store layout helps create a positive impression, encouraging repeat visits.

Sales Control.
Merchandising helps manage demand levels by highlighting popular items and ensuring their visibility.

Encouraging Purchases.
Techniques like placing attractive accessories near products or designing store layouts to spur impulse buys.

Tools and Types of Merchandising

Key tools include:

• Stock Management and Shelf Maintenance – Keeping products organized and available.
• Point-of-Sale Materials – Using promotional materials and displays.
• Product Placement – Arranging products to be noticeable and appealing while not obstructing competitors.

Special techniques include:

• Cross-Merchandising – Encourages impulse buys by placing products in high-visibility areas.
• Visual Merchandising – Creating ambiance through music, lighting, and scents.
• Communicative Merchandising – Engaging with customers through friendly and informative interactions.

Product Placement Techniques

Golden Shelf

– Shelf slightly below eye level where high-priority items are placed.

Golden Triangle

– Area between popular products, the entrance, and the checkout.

Eye Movement

– Products arranged according to how we naturally look: top to bottom and left to right.

Focus Point

– Horizontal placement of items in highly visible areas.

Reverse Clock

– Placement of items counter-clockwise.

Merchandising Standards

Products should be displayed in blocks, always facing the customer. Items with shorter shelf lives should be closer to the customer. Free access to all products is essential, and urgent items should be highlighted with banners and separate displays.

Common Issues

Common problems include poor lighting, narrow aisles, lack of product information, and inconvenient placement.

Merchandising is a comprehensive process that starts with planning and continues with regular updates to product displays. It requires coordination between marketing teams, sales staff, and administrative teams. The ultimate goal is to increase sales and make shopping more convenient for customers.