Sales & Marketing Management

Key elements of store merchandising

Experts in merchandising base their decisions on research into:

Û The affects of advertising on consumers

Û How colour affects consumer selection

Û What designs and shapes are most pleasing to the consumer or

catching their attention

Û How the human eye absorbs or perceives images of groups of items

Û The affects of lighting on consumer attitudes and preferences

Û How consumers read printed messages such as signage and product

information

Û What level does the consumer's eye naturally move onto a shelf for the

first time, second time, or third time?

Û Also, businesspeople concerned with store merchandising are

concerned with:

How customers typically move around or through a store.

Do they prefer to move around the store clockwise, or

counterclockwise?

Alternatively, perhaps, they go down the middle of the store and then go

right or left.

Û How should store fixtures be placed to promote or influence the

movement of customers through the store?

Û Where promotional products should be placed to the best advantage so

that customers would notice them?

Store Merchandising is divided into six subheadings:

1. Key elements of store merchandising


2. Store layout


3. Store fixtures


4. Specialty and promotional product placement


5. Arranging products on shelves to promote sales


6. Consumer perceptions of value