Merchandise Strategy From Trading to Brand Leadership Samuel Pranata
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.
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.
Key Element • Esthe8c Your merchandising will determine how consumersperceive your brand.You need to think carefully about the firstimpression that you want customers to have.
Key Element • Func8onality Does your merchandise display easy to manage?Or does it overwhelm and confuse the viewer?
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.
Key Element • Investment Does your investment suit with brand positioning?Or does it worth to spend that kind investment?
Key Element • Life Time One day your display is fresh and newA couple of years later it looks a little worn aroundthe edgesYour merchandising is need to be modified