This document outlines a course on retail management, focusing on merchandising, its importance, types, strategies, and processes. It emphasizes the significance of visual, digital, product, price, and promotion merchandising in boosting sales and customer satisfaction. Additionally, it addresses the merchandising process, which includes planning, execution, and evaluation, essential for maximizing profitability in the retail industry.

1. Certificate in Retail Management
Course Title: Introduction to Merchandising
Course Instructor: M. K. Ngwenya

2. Merchandising Course Outline
I. Introduction
A. Definition of Merchandising
B. Importance of Merchandising in Retail Industry
II. Types of Merchandising
A. Visual Merchandising
B. Digital Merchandising
III. Merchandising Strategies
A. Product Merchandising
B. Price Merchandising
C. Promotion Merchandising

3. Course Outline Continued
IV. Merchandising Process
A. Planning
B. Execution
C. Evaluation

4. Introducution
A. Definition of Merchandising: Merchandising refers to the activities involved in
promoting and selling products or services, including product selection, pricing,
display, and advertising.
B. Importance of Merchandising in Retail Industry: Merchandising is a critical
aspect of the retail industry as it impacts sales, customer satisfaction, and
profitability.

5. Types of Merchandising
A. Visual Merchandising
1. Definition: Visual merchandising involves creating attractive in-store
displays, layouts, and signage to enhance the customer's shopping experience.
2. Importance: Visual merchandising helps to grab the customer's attention,
increase brand awareness, and drive sales.
3. Objective: The objective of visual merchandising is to create an inviting
and memorable shopping experience that encourages customers to make a
purchase.
4. Techniques: Techniques used in visual merchandising include strategic
product placement, lighting, color schemes, and signage.

6. Types off merchandising continued
B. Digital Merchandising
1. Definition: Digital merchandising involves the use of technology to
promote and sell products, such as online advertising, social media, and email
marketing.
2. Importance: Digital merchandising helps to reach a wider audience, increase
brand awareness, and drive online sales.
3. Objective: The objective of digital merchandising is to create an
engaging online shopping experience that encourages customers to make a
purchase.
4. Techniques: Techniques used in digital merchandising include search
engine optimization, social media advertising, and email marketing campaigns.

7. III. Merchandising Strategies
A. Product Merchandising
1. Definition: Product merchandising involves selecting and presenting
products in a way that appeals to the target customer and meets their needs.
2. Importance: Product merchandising helps to increase sales and customer
satisfaction by offering products that meet customer needs and preferences.
3. Objective: The objective of product merchandising is to select and
present products that meet customer needs and preferences, and drive sales.
4. Techniques: Techniques used in product merchandising include product
assortment planning, product placement, and product pricing.

8. Strategies continued
B. Price Merchandising
1. Definition: Price merchandising involves setting prices that are
competitive and appealing to the target customer.
2. Importance: Price merchandising helps to increase sales and customer
satisfaction by offering products at a competitive price.
3. Objective: The objective of price merchandising is to set prices that are
competitive and appealing to the target customer, and drive sales.
4. Techniques: Techniques used in price merchandising include pricing
strategies, promotional pricing, and markdown management.

9. Merchandising Strategies
C. Promotion Merchandising
1. Definition: Promotion merchandising involves promoting products
throughadvertising, sales promotions, and other marketing strategies.
2. Importance: Promotion merchandising helps to increase brand awareness,
drive sales, and attract new customers.
3. Objective: The objective of promotion merchandising is to promote
products through advertising, sales promotions, and other marketing strategies,
and drive sales.
4. Techniques: Techniques used in promotion merchandising include
advertising, sales promotions, and loyalty programs.

10. Merchandising Process
A. Planning
1. Definition: Planning involves conducting market research, analyzing sales
trends, and setting goals and objectives for the merchandising strategy.
2. Importance: Planning helps to ensure that the merchandising strategy is
aligned with customer needs and preferences, and maximizes sales and
profitability.
3. Objective: The objective of planning is to develop a merchandising
strategy that meets customer needs and preferences, and drives sales and
profitability

11. Process continued
B. Execution
1. Definition: Execution involves implementing the merchandising strategy,
including product selection, pricing, display, and advertising.
2. Importance: Execution is critical to the success of the merchandising
strategy, as it determines how well the strategy is implemented in the
marketplace.
3. Objective: The objective of execution is to implement the merchandising
strategy effectively and efficiently, and maximize sales and profitability.
C. Evaluation
1. Definition: Evaluation involves analyzing the results of the merchandising
strategy, including sales data, customer feedback, and market trends.
2. Importance: Evaluation helps to identify areas of strength and weakness
in the merchandising strategy, and make adjustments to improve performance.
3. Objective: The objective of evaluation is to assess the effectiveness of
the merchandising strategy, identify areas for improvement, and make
adjustments to maximize sales and profitability.

12. Conclusion
Recap of the importance of merchandising: Merchandising is a critical aspect of
the retail industry that impacts.
EXERCISE
For a personal business like perfumes, food and clothes hamper business please
show how the different merchandising strategies can be used to improve sales,
customer satisfaction, and profitability