Why is Merchandising Important?
In an increasingly intensifying marketplace, you have to differentiate
yourselves from your competitors. Here at Synergy, we understand a
company’s most valuable asset is their brand.
The bigger a company grows, the harder it becomes to ensure
consistency at every point of the consumer journey.
Effective merchandising will enhance a brand’s exposure and increase
sales. It is also extremely important for protecting and growing market
Recent research shows that 20% of the decision to purchase is logical
and based on facts and 80% is emotional. This illustrates the
importance of an attractive and well executed merchandising
programme. Click NZ
A successful advertising campaign can prompt consumers to actively
visit retailers, but once there, if they can’t find the product they are
looking for, or a competitor has a display with more impact, the time
and money spent on advertising and developing the brand is wasted.
Retailers are also feeling the pressure. Many require merchandising
support plans as part of their review process and to support ranging.
Showing you have a strong merchandising team produces gains in
sales, but also in space, position and displays offered by the Trade.
Up to 70% of buying decisions are made at point of purchase
The retail world is a fast paced and ever-changing environment.
When a product hits the retail stage, this is the time when it can
become difficult to control consistency through all the various points
of presence. This can be due to a number of reasons
• the sheer number of retailers,
• product slow to shelf
• franchisees with their own ideas
• the POS and product being poorly displayed .
Something as simple as cleanliness can have a huge bearing on a
shopper’s experience with your brand and thereby effect sales.
Without a team of dedicated specialists, merchandising compliance
can be as low as 52%. This means that 48% of retailers may not be
reaching their sales potential. Content Field Marketing
Outsourcing a team of merchandisers means you can avoid
situations such as this, and your sales and marketing teams can
focus 100% on driving sales.
First impressions are formed in the first 10 seconds
1% Taste Debra Templar
•Shelf merchandising •POS Creation •Account Management •Training for retail staff
•One off surge/relay •Planogram execution •Detailed reporting •Distribution
teams •Compliance checks •Tailored programs
•Ongoing •Audits •Chains and Franchises
merchandising •Mystery shop programmes
•Late notice removal
Our services stretch across the
• Home stores
• Department stores
• Petrol stations
• Health and beauty
• Vet Clinics
• Liquor Stores
Our commitment to offering flexible support in a
demanding environment enables us to tailor a
programme to suit your specific merchandising
Whether it be an unplanned urgent POS removal,
a product launch where you need to guarantee
speed to market, or an ongoing merchandising
schedule, our proven track record in coordinating
efficient cost effective programmes will allow you
to maximise on sales and revenue.
We can provide assistance with relays to ensure
you get the space agreed in stores by mobilising
our nationwide field force to complete
plannograms to the letter!
Our team of merchandisers around the country
have a wealth of knowledge within the FMCG,
electronic, pharmaceutical and communication
industries. Some have been merchandising as for
Impact within Gondolas/Shelves/Aisle
8.2% The best level on a gondola, aisle or shelves for
driving sales is slightly below eye or shoulder
height. This is where the eyes are naturally
drawn to. Remember the average women’s
26% height is 153cm, less than men.
The top shelf is the worst position. This is well
above eye level and is followed closely by the
bottom shelf as the second least favourable.
41.3% Creating a vertical block is the most effective
way to merchandise within gondolas. This gives
you the opportunity to maximise the use of
colour and create real impact for the shopper.
Colour is the first thing the customer sees and is
often what makes them stop and take a closer
To ensure you get the best space for your
brand, make sure you have the complete
POS placement is an extremely important part of the
merchandising mix. It has been proven to increase sales when
used effectively. Once again it is the implementation stage
which can be hard to manage and if it is done poorly can cost
your business dearly.
Synergy can manage your POS requirements from concept
right through to implementation. We have in house resources
which enable us to design, produce, distribute and implement
POS. Detailed step by step planograms can also be produced
Our clients are able to utilise our reporting systems and see
photographs of the product on display in store, within 48 hours
Another important process around POS is ensuring it is taken
down promptly once a promotion/campaign is over. Out of
date posters and brochures can be legally implicating if left up,
as well as detrimental to a brand. Problems like this can be
Audits are vital to ensure consistency of
merchandising. Often display components
can vary greatly between retailers, and
conducting an audit is a great way to get a
snap shot of what you are currently
achieving in the channels you are working
Accurate audits are invaluable when it
comes to printing and distribution costs.
Without details on what each channel can
display, you run the risk of printing too much
or not enough POS, or distributing the wrong
size POS to the store.
An audit will soon uncover mis-sized POS
and discrepancies that have often gone
undetected for years!
Mystery shopping is valuable in getting an overall understanding of what a
shopper is experiencing when at point of purchase with your brand. Do the retail
staff know your product? Are they approaching customers? Are they asking the
right questions? Is POS merchandised as expected?
A Mystery shopping programme can
Provide insight into store morale and staff strengths across the chain,
through the provision of audits and analysis which can be used to improve
staff training and franchisee standards
Focus sales staff during key campaign and selling periods
Differentiate your store staff from the competition by rewarding good product
knowledge and sales techniques
Statistics have shown that as many as 90% of customers who are
unhappy will not say anything directly to the service but default immediately to
Synergy has 13 regional coordinators throughout New Zealand
who are given ongoing training. These coordinators are a vital
part of our team and do checks across their region to ensure
we maintain a consistently high standard.
Our team of field merchandisers are based remotely around
the country and are equipped with all the tools of the trade.
They are fully contactable by mobile phone during their
programmes and have broadband access for reporting.
Synergy employees are individually trained in product
knowledge. They are all accredited with Site Safe passes and
occupational health and safety training.
Most importantly our team of merchandisers have a thorough
understanding of brand integrity. When they are in stores
they are a representative of your brand. They have the skills to
truly engage with retail staff, and are capable of communicating
key information which results in greater sales and profitability.
Last year our nationwide network visited over 12,000
retailers throughout New Zealand
For each programme Synergy can tailor a reporting system designed
specifically to capture key information you need as well as general
On the night of store visits our field team log onto our extranet site and
upload information and photos from each location. Each store has its
own page and history with links to a master report.
The following day our team of regional coordinators do a series of
checks across each region to ensure all merchandisers have
implemented correctly in store, as well as uploaded data accurately
into our online system.
If required we can complete a mystery shopping exercise to gain
additional information. This helps ensure a high level of consistency
and allows us to identify feedback on individuals and specific service
Synergy Head Office put together operational performance reports on
a monthly basis or at the end of short campaigns. The report is in a
user-friendly PowerPoint format and wherever necessary we can drill
down into specific areas for more clarity or depth of information.
We recognise that our clients demand a high standard of reporting to
be able to gauge how effective a programme has performed.
Case Study Vodafone
For the past 2 years Synergy has been implementing a merchandising programme for one of New
Zealand’s largest telecommunications companies. This equates to 500+ points of presence throughout the
country, which we cover within 4 days every 2 weeks.
Our merchandisers refer to 5 different planograms during their visits, and while in stores they update all
POS, replenish display phones and communicate key selling points to the retail staff.
Through this programme of ongoing visits our merchandisers are able to create valuable, lasting
relationships with store managers and retail staff. During Christmas of 2009 these relationships enabled us
to secure additional space within multi-retail stores for our client’s POS. We exceeded all client
expectations, gaining a huge amount of extra POS display in most stores.
After every store visit, our merchandisers upload a contact/status report into the online system. This is
checked again by another one of our team to ensure consistent standards. Synergy also organises its own
mystery shops to a sample of stores each week, so we can measure consistency levels across the entire
Every single store gets checked by our client every month and to date we have averaged an amazing
95% satisfaction over approximately 24,000 store visits.
HOW DO WE DO IT? Because we take pride in doing the job right, and we ensure checks
and balances are in place to provide consistency.
Case Study Samsung
Radiola approached us mid 2009 to implement a last minute merchandising campaign for the new Samsung
ST50 camera. To stimulate interest in the new camera, Radiola was running a GWP promotion.
The client needed all POS for this promotion to be displayed in 189 sites nationwide within only 2 weeks.
Normally they used Samsung reps for this work, but the reps had a clash of activity and were unable to
complete the job.
Despite the short notice, Synergy was able to pull together a schedule that saw all 189 nationwide sites
visited and merchandised in only 3 days.
Radiola was extremely happy with the standard of work and the speed it was completed in.
Synergy was able to complete the job in 70% less time than it would have taken Radiola
Why Outsource your Merchandising?
Ultimately outsourcing means you will get the best
possible job done, at less cost, using specialists in this
Outsourcing enables you to
• Enhance your brand presence
• Increase sales
• Grow market share
• Ensure consistency
• Be presented with clear factual reports
Outsourcing your merchandising needs will enable reps to do what they
know best, SELL!
The savings in outsourcing merchandising can far exceed the cost of
having your own in house team do this. It eliminates costs in staff
recruitment, training, supervision and coordination, travel,
administration, payroll, the list goes on.
Costs for merchandising can be shared across a number of brands
which can be a huge saving.
What do our Clients say about us?
“It’s a pleasure when our merchandiser
comes to visit. She ensures we are up to
date with the latest promotions.”
“The campaign developed & executed by Store Manager
Synergy is one of the key reasons for the “Of all the merchandisers who come
fantastic results we have achieved in the into our stores, yours are the best.
first 5 months. We always know when to expect
Fruit juice Marketing Director
them and they keep us up to date
with all the new promotions.”
“We love our merchandiser, she comes in with all
her tools and can fix all the things that we can’t.”
“Please pass on my thanks to your team for all
“Our merchandiser is awesome to
their efforts in going above and beyond the
deal with, very competent in her job call of duty in such short notice.”
and goes about her duties with the Telecommunications client
least amount of distraction to my
staff and customers. Always
welcome in store.”
Contact the team at Synergy today to discuss how we can assist you with you merchandising
Phone: +64 9 377 8918
Address: Synergy Brand Experience Limited
165 The Strand Parnell
Postal: PO BOX 37 937