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How can you use merchandising to create a more immersive shopping experience?

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Merchandising is not just about displaying products in an attractive way. It is also about creating a more immersive shopping experience that engages customers, stimulates their senses, and encourages them to spend more time and money in your store. In this article, you will learn how to use merchandising to achieve these goals, and what are some of the latest trends and best practices in this field.

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John Roth

Retail Professional

1 Understand your customers

Before you start planning your merchandising strategy, you need to understand who your customers are, what they want, and how they behave in your store. You can use various methods to gather this information, such as surveys, interviews, observations, loyalty programs, and analytics. By knowing your customers' preferences, needs, motivations, and pain points, you can tailor your merchandising to appeal to them and meet their expectations.

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John Roth

Retail Professional
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Convenience is king. Merchandising standards should be flexible to adjust quickly to a location's demographic and shopping patterns. There's a reason that milk is always located at the back of the store. Applying long standing norms and adjusting the customers experience along the way is a good way to get started. Whether those norms are right or wrong is another debate. The fact is that consumers have been trained across multiple generations where to "find the milk." The successful merchant will then strive to win the customer along their route.

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Rob Jewell

Occupational Health & Safety
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Create an immersive shopping experience through thoughtful merchandising. Arrange products in themes, use interactive displays, and host events to engage customers. Utilize lighting, scents, and music to set a welcoming ambiance. Keep displays fresh with seasonal changes, and organize the store layout for easy navigation. Tell stories about your products, and offer personalized recommendations. These strategies go beyond typical retail setups, making the shopping experience enjoyable and memorable for customers.

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Ricardo Barbieri

Coordenador de Logística | Supervisor de Logística | Gest?o de Suprimentos | Gest?o de Estoque | Gest?o de Frotas | Transporte | SSMA | Gest?o de Equipes | Planejamento Estratégico|Cuidar de Pessoas|Pai da Bianca
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Por fim, você precisa usar as informa??es que coletou para adaptar sua estratégia de merchandising. Isso significa garantir que seus produtos, pre?os, promo??es e marketing sejam relevantes para seus clientes. Por exemplo, se você descobrir que seus clientes s?o jovens e solteiros, você pode adaptar seu merchandising para atender às suas necessidades e interesses.

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2 Design your store layout

Your store layout is the foundation of your merchandising, as it determines how customers navigate through the store, what they see, and how they feel. To create a smooth and logical flow, you should design your layout to highlight key products and offers, as well as create a comfortable atmosphere. When designing your store layout, consider the type of store you have (e.g., convenience, specialty, department), the size and shape of the store, the location and visibility of entrance/exit/checkout/service areas, the placement/arrangement of fixtures/furniture/signage, and the use of space/lighting/color/music.

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Ricardo Barbieri

Coordenador de Logística | Supervisor de Logística | Gest?o de Suprimentos | Gest?o de Estoque | Gest?o de Frotas | Transporte | SSMA | Gest?o de Equipes | Planejamento Estratégico|Cuidar de Pessoas|Pai da Bianca
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Um layout bem projetado pode ajudar a aumentar as vendas ao destacar os principais produtos e ofertas. Por exemplo, você pode colocar os produtos mais vendidos na altura dos olhos ou perto da entrada da loja. Um layout bem projetado pode melhorar a satisfa??o do cliente ao criar uma atmosfera confortável e convidativa. Por exemplo, você pode usar ilumina??o suave e música ambiente para criar uma atmosfera relaxante.

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3 Apply visual merchandising techniques

Visual merchandising is the art and science of presenting your products in a way that captures customers' attention and highlights their features and benefits. This can be done through eye-catching window displays that showcase your brand identity, theme, and message, as well as signage and graphics that communicate your value proposition, promotions, and information. Grouping products by category, color, style, or theme can create a coherent and appealing display. Applying the rule of three, pyramid principle, and contrast principle can also help create balance and harmony in your display. Props, accessories, and mannequins can add context and realism to the display. It's important to regularly change up the display to keep it fresh and relevant.

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4 Incorporate sensory merchandising elements

Sensory merchandising is the utilization of elements that appeal to customers' senses of sight, sound, smell, touch, and taste. This approach can increase customers' emotional attachment to your brand, create a remarkable shopping experience, and influence their buying behavior. Examples of sensory merchandising elements include scents that match your brand personality or product category, playing music that matches your target audience or brand image, offering samples or testers for customers to try before they buy, using textures or shapes that invite customers to touch and feel your products, and providing refreshments or snacks that complement your products or theme.

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Ricardo Barbieri

Coordenador de Logística | Supervisor de Logística | Gest?o de Suprimentos | Gest?o de Estoque | Gest?o de Frotas | Transporte | SSMA | Gest?o de Equipes | Planejamento Estratégico|Cuidar de Pessoas|Pai da Bianca
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Crie vitrines atraentes: As vitrines s?o a primeira coisa que os clientes veem, ent?o é importante que elas sejam atraentes e chamem a aten??o. Use cores vibrantes, ilumina??o dramática e produtos de alta qualidade para criar uma vitrine que os clientes n?o possam ignorar. Agrupe produtos por categoria, cor, estilo ou tema. Agrupar produtos de maneira lógica e coerente pode auxiliar os clientes a encontrar o que est?o procurando. Por exemplo, você pode agrupar roupas por tamanho, cor ou estilo.

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5 Leverage digital merchandising tools

Digital merchandising is the use of technology to enhance merchandising and create a more interactive and personalized shopping experience. This includes utilizing screens, tablets, or kiosks to display product information, reviews, videos, or social media content. QR codes, NFC tags, or RFID chips can also be used to link products to online platforms, apps, or loyalty programs. Augmented reality, virtual reality, or artificial intelligence can be used to create immersive and customized experiences such as virtual fitting rooms, product recommendations, or gamification. Additionally, analytics, sensors, or cameras can be used to collect data on customer behavior and preferences in order to optimize merchandising.

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Ricardo Barbieri

Coordenador de Logística | Supervisor de Logística | Gest?o de Suprimentos | Gest?o de Estoque | Gest?o de Frotas | Transporte | SSMA | Gest?o de Equipes | Planejamento Estratégico|Cuidar de Pessoas|Pai da Bianca
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Aqui est?o alguns exemplos específicos de como as ferramentas de divulga??o digital podem ser usadas para melhorar a experiência de compra: Telas, tablets ou quiosques podem ser usados para exibir informa??es sobre produtos, avalia??es, vídeos ou conteúdo de mídia social. Isso pode auxiliar os clientes a aprender mais sobre os produtos interessados e a tomar decis?es informadas. Códigos QR, tags NFC ou chip Raide podem ser usados para vincular produtos a plataformas online, aplicativos ou programas de fidelidade. Isso pode auxiliar os clientes a rastrear suas compras, obter recompensas e acessar conteúdo exclusivo.

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6 Monitor and measure your merchandising performance

Finally, you need to monitor and measure your merchandising performance to evaluate its effectiveness, identify areas of improvement, and make adjustments as needed. To assess your performance, you can look at sales volume, revenue, and profit; conversion rate, average order value, and basket size; foot traffic, dwell time, and bounce rate; customer satisfaction, loyalty, and retention; as well as feedback, reviews, and ratings.

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Ricardo Barbieri

Coordenador de Logística | Supervisor de Logística | Gest?o de Suprimentos | Gest?o de Estoque | Gest?o de Frotas | Transporte | SSMA | Gest?o de Equipes | Planejamento Estratégico|Cuidar de Pessoas|Pai da Bianca
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Taxa de convers?o: A taxa de convers?o é a porcentagem de clientes que entram em sua loja ou site e fazem uma compra. Se sua taxa de convers?o está aumentando, isso indica que sua estratégia de merchandising está atraindo mais clientes e incentivando-os a comprar. Valor médio do pedido: O valor médio do pedido é a quantia média que os clientes gastam em suas compras. Se o seu valor médio do pedido está aumentando, isso indica que sua estratégia de merchandising está incentivando os clientes a gastar mais dinheiro. Tráfego de pedestres: O tráfego de pedestres é a quantidade de pessoas que entram em sua loja ou site. Se o seu tráfego de pedestres está aumentando, isso indica que sua estratégia de merchandising está atraindo mais clientes.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use merchandising to create a more immersive shopping experience?

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1 Understand your customers

2 Design your store layout

3 Apply visual merchandising techniques

4 Incorporate sensory merchandising elements

5 Leverage digital merchandising tools

6 Monitor and measure your merchandising performance

7 Here’s what else to consider

Retail Operations

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