Merchandising hidden magic
I was in a meeting with some friends when the inevitable moment of asking each other what have you done? Or what is your job? Came to the conversation. One of our friends mentioned that she was working in the merchandising area of some luxury brand. We decided to ask her what was it about, after seeing each other with a clueless face. She said that her job consisted on visiting the stores to corroborate that the facilities are sitting pretty, that the advertising stuff is updated and well placed, but specially to make sure that all the products are complete according to the inventory and placed in the right position. Another friend mentioned that those kind of tasks could be done by any other employee of the store. She replied saying that not precisely because it is important to make sure that ever single product is placed exactly on it’s place strategically assigned.
Following the conversation we continue saying situations, examples and anecdotes in which we random saw a bag of peanuts in the wine area, cookies next to the milk or chocolates of special price by the cash register. All of them carefully placed so the logo stays perfectly visible, and the leader brands are easy to reach while the less known brands stay in a corner. All of these casual decisions are apparently made to make the buying experience easier and faster for us, but also contribute to stimulate the purchase of certain brands or even products that we are not looking for, but at seeing them seems like a great idea to buy them.
By the distribution of the products in the store. They can promote new brands or the stragglers ones. Also is possible to make people get to places of the store that are usually empty by placing there very popular products, so the people have to see a bunch of other products in the road.
On our way home my friend Pablo was telling me that he would love to implement in his business a similar system of the one at the big stores, in which he could know which areas of the store are more or less popular, so he could decide strategically were to place certain products and therefore use the space of the store as an element that helps to increase sales. Maybe Pablo's fantasy is not as hard to get as he imagine.