Commerce has been dependent upon retailing for hundreds of years. Retailers have concentrated on perfecting the in-store experience over the past 30 years in such a way that entire industries have developed to support the effort. Unique companies emerged to analyze register tapes, provide consulting services on furniture and fixture placement, and even research the […]
A few years ago, retailers, in an effort to rectify some major retail issues, devised a new way of evaluating merchandise and streamlining the supply chain. The foundation for category management depends on cooperation and sharing between manufacturers and retailers. In the past, buyers were responsible for entire categories but were still managing each SKU […]
Shopping is not always about choice. It is often the process of elimination. Signage can help narrow down the selections and serves two purposes. First, it’s directional and helps shoppers find their way through the store. Next, it separates a variety of products into logical categories. The same ability is available online. Virtual signs can […]
It’s fairly common for business-to-business (B-to-B) catalogs to be published annually or semiannually due to seasonality, production expense, and the production lead time. Smaller flyers often supplement the larger catalog and may be mailed monthly or quarterly. The larger books tend to be organized as reference catalogs, line listing a variety of products. Because they […]
Who hasn’t heard of the “wish book”? Entire families used to sit by the evening fire and thumb through the glossy pages, choosing any number of wonderful items they’d like to order. While the Sears catalog is now defunct in the U.S., the catalog industry has been rejuvenated in the last ten years. Rather than […]
Merchandising helps consumers make product selections and guides them through the store. Retail merchandisers use any combination of the following fixtures:
Signage—outside signage, directional signage, category signage
Floor graphics—directional, product specific
Spinners—rotating free-standing racks holding a specific product or entire category
Shelving—standard shelving; custom-made usually for a specific brand or category
Shelf talkers—small signs or animated graphics promoting a brand […]
Because retailers use every medium to promote their stores, advertising outside the channel will leverage sales. Utilizing direct mail, print advertising, and even broadcast advertising will reach an audience wider than those who frequent the web today. If web shopping is perceived as appealing, it will give others a reason to participate.
Promotion is more than […]
