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Merchandise Strategy
This document discusses the importance of effective merchandising strategies for brands. It defines merchandising as coordinating production and marketing to develop advertising, displays, and sales strategies. Key elements of successful merchandising include aesthetics, functionality, quality, appropriate investment, and adapting displays over time. The document advocates starting with attention-grabbing trading strategies before strengthening brand identity through experiences and evangelism. Overall, it argues that merchants should stay relevant, consistent and creative with their merchandising approaches.
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Merchandise Strategy
- 1. Merchandise Strategy From Trading to Brand Leadership Samuel Pranata
- 2. The Func8on of Merchandising As part of a marke8ng strategy According to the American Heritage Dictionary, merchandising is the promotion of merchandise sales, as by coordinating production and marketing and developing advertising, display, and sales strategies: basically everything we do to sell a product to the consumer.
- 3. The Func8on of Merchandising As a brand representa8ve How to Create Customer Dreams in Your counter? Have you ever walked into a counter and just fallen in love? It’s as if the counter was created just for you.
- 4. Key Element • Esthe8c Your merchandising will determine how consumers perceive your brand. You need to think carefully about the first impression that you want customers to have.
- 5. Key Element • Func8onality Does your merchandise display easy to manage? Or does it overwhelm and confuse the viewer?
- 7. Key Element • Quality What happens when the display starts geEng lack of quality? • Customers no8ce. • The image of the brand starts to slip. • The display no longer makes an aJrac8ve first impression. • New shoppers aren’t wowed anymore. • Exis8ng customers start to driO away.
- 8. Key Element • Investment Does your investment suit with brand positioning? Or does it worth to spend that kind investment?
- 9. Key Element • Life Time One day your display is fresh and new A couple of years later it looks a little worn around the edges Your merchandising is need to be modified
- 10. From Trading to Brand Leadership
- 11. Brand Values Martha Tilaar Group 1. Holis8c Eastern Beauty 2. Sustainable Nature 3. Exo8c Innova8on 4. Women Inspira8on 5. Responsible Ci8zenship
- 12. TRADING: Create AJen8on Place case picture here
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- 15. TRADING: Create Buzz Place case picture here
- 16. BRANDING: Strengthen Iden8ty Place case picture here
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- 19. Summary Stay Relevant Stay Consistent Stay Crea8ve
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- 21. Reference • Melanie Mcintosh (Inspire Retail Solu8on) • February 25, 2008 ·∙ Filed under News Clips ·∙Tagged American, effec8ve merchandising, how to, Marke8ng, Merchandising • Source Picture: Coloribus, Youtube and Internal Company