Merchandising in the Point of Purchase

1. Merchandising

2. What is merchandising?
Actions to enhance, communicate and animate
products at the point of sale.
It is the movement of the merchandise towards the
consumer.

3. Improves the profitability of spaces
Optimizes the exposure of products
Controls the flow of products
Elevates the image of the business

4. Types of merchandising
Permanent
Promotional
Management
Seduction

5. Permanent: Actions carried out at sites where
products and services are normally located

6. Promotional : Actions carried out in
conjunction with a supplier’s offer or
promotion.

7. Management: the distributor
develops techniques to present
merchandise in an attractive
way (environment, space,
categories, CRM, etc.)

8. Seduction: takes place where the consumer is, using visual
and virtual media

9. Elements to develop at the Point of
Purchase (POP)
Shelves and furniture
Lighting
Signage
Proxy
Sensory aspects
Personal attention

10. Shelves and furniture

11. Lighting

12. Signage
Signs are very
important to guide the
customers

13. Proxy
Distance betwee
shelves and furniture

14. Sensory aspects
Do you like the smell
inside a bakery store?

15. Personal attention

16. LAY OUT is the name given to the accommodation list of
each product either by preferential brand, category, price
and agreement with the supplier.

17. LAY OUT
FRUTA
n2
n1 n3
A| Sabritas
b Barcel
c Cacahuate
d Botana Local
e Dulces
f Bebidas
g Galletas y cereales
h Pan y repostería
i Desechables
j Ab comestibles
k Higiene y hogar
s Bebe
m Mascotas
ep Exhibidor piso de venta
u Mueble abierto FF
1 SALCHICHONERO
2 CARRIL DE AGUA O GARRAFONES
3 PALETEROS
4 CAJERO AUTOMATICO
5 REVISTERO
6 BARRA DE CONSUMO
7 BARCO
8 FRUTERO
9 KOXKA
10 BARRA DE COMIDA RAPIDA
11 HUEVERA
12 HIELERA
13 WIKENDER
14 MASCOTERO
c u1 u2 u3 U4 B R
1
3
4
5
8
9
10
d
a2
a1
i
b
c
g3
g2
g1
h3
h2
h1
j3
j2
j1
k2
k1
l
M
Guías de acomodo
LAY OUT

18. Thank you!