How to win the battle of the shelf
The merchandising is one tool that presents itself more important each day, since it diminshed the impact of the promises the brands have made through advertising. In fact, about 80% of decisions about the products are made at the POS.
Furthermore, it is a theme that brings together the interests of the dealer and manufacturer, which represents both an obstacle and an opportunity.
To perform a merchandising strategy in a way that both win, we must understand which rules apply in each case, taking into account various factors, such as the psychological function of each category, the strength of its brands, the level of momentum, the topology between the customer and the competitive situation of each POS.
TARGET |
- Sales force and executives visiting the supermarkets
- Heads of branded products, foremen, store supervisors
- Purchasing Managers of large retailers
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OBJECTIVES |
- Understanding the role of merchandising in relation to the rotation of products, customer satisfaction, the improvement of actions at the point of sale (sales promotion).
- Learn the rules of merchandising for each type of point of sale (hyper, food supers, GSE, specialty shops, fashion, textiles).
- Learn the rules of merchandising considering the nature of trade markets (absolute, relative and transparent), the psychological nature of the category (required purchase and by desire or power).
- Learn the techniques for the ILV and PLV with respect to merchandising.
- Understand and identify the elements that define the behavior of consumers and that come into play in the context of access to the shelf (phenomenology of vision products in terms of speed of movement of consumers, ratio of frequency in the shelf).
- Presentation of the approaches of various types of qualitative and quantitative studies in merchandising.
- The functions of the section chiefs.
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IMPLEMENTATION |
This program can fit the needs of each client:
- A lecture.
- A seminar of 1 or more days.
- Training plan (seminars given in successive waves at different targets for each company, eg. Marketing, sales directors and managers and vendors)
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Our programs are:
- Pragmatic / focused on real problems
- Based on practical experience and a friendly atmosphere.
- Applied immediately.
- Built to motivate participation.
Our programs are NOT:
- Heavy / theoretical / boring
- During the seminars, we report our experiences and ask the participants to tell theirs, so as to generate an active participation and strengthen the ideas and techniques learned.
- The seminars are adapted to the level of each group and the pace of work allows all participants to obtain the same result.
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