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10II. MENEJMENT VA MARKETING MERCHANDISING IN RETAIL TRADE COMPANIES
Allayorov R.A.
TDIU and ORIENTAL University, PhD
Abstract: In the competitive conditions of the consumer goods market, the effective use of traditional advertising methods is becoming increasingly difficult. In this regard, other technologies require special attention. This article is dedicated to studying the role of merchandising in the management of sales in the retail market.
Keywords: merchandising, sales management, retail trade, consumer goods, product presentation, sales promotion, displaying products.
Currently, unorganized purchases in stores constitute more than 50% of their total volume. Therefore, one of the main tasks of retail stores is to attract customers' attention directly to the products and increase the sales of their own products in retail outlets.
Merchandising as a Modern and Effective Method for Attracting More Customers, Increasing Their Dwell Time in Sales Areas, Enhancing Interest in the Presented Assortment, Boosting Brand Appeal, and Ultimately Influencing Positive Sales Figures, Maximizing Business Benefits.
In general, this part of the marketing process is responsible for creating a unique atmosphere within the store and takes into account the psychological characteristics of consumer behavior. To create the most comfortable environment for their customers, experienced specialists need not only to analyze the motives, interests, and goals of the customers who visit the store but also to delve into psychological aspects such as human reflexes.
Hence, when most customers enter the open display area of the retail store, they instinctively move from right to left, clockwise. The reason for this is that the majority of shoppers are right-handed, so their right foot is generally larger than their left foot, making it more comfortable for them to walk in this direction. Therefore, it is recommended to arrange products for them on the right side and make the entrance to the store convenient for moving to the right side.
Attracting the interest of a particular product plays a significant role in the merchandising process. An attractively presented or colorfully designed product image that closely relates to the customer's motivational structure affects their emotional memory and makes the product even more appealing.
However, you should avoid overloading the retail space and its shelves with too many products. The human ability to process information is limited - at any given time, a person can only see products within a certain radius (see figure 1). In the field of retail trade, this number ranges from 3 to 5 because a customer can perform multiple actions within a short time frame during the purchasing process - moving
along sales racks, comparing prices, looking at pre-arranged lists of items to purchase, speaking with someone, discussing, and more.
Beyond this threshold, excessive choice impacts a person negatively, leading to decision fatigue and discouraging automatic purchasing.
In conclusion, merchandising is a crucial aspect of retail sales that can significantly impact the success of a store. By understanding and applying the principles of psychology and consumer behavior, retailers can create a shopping environment that draws in customers, keeps them engaged, and encourages them to make positive buying decisions.
Merchandiser continually monitors the dynamics of customers' movement around the goods and, in case of diminishing customer interest, enhances the effect of external factors. Specifically, aroma marketing, sound and music effects, nonstandard shapes of retail equipment, advertisements, bright visuals, and various digital technologies are utilized to drive customers towards impulsive buying. However, the improper selection of external elements can potentially affect the customer's experience negatively. The presence of overly stimulating elements can lead to customer stress. Among customers, factors such as phase disorientation, time constraints, excessive or insufficient lighting, intrusive noise, and others can contribute to discomfort. Identifying the main sources of irritation among shoppers helps the staff to respond promptly and eliminate any blocks that interfere with the customer's path to purchase.
Managing customer behavior is a fundamental aspect of any merchandising activity at any point of sale. It involves the allocation of the sales floor, organizing customer flow, and presenting products directly to maximize customer traffic and direct product sales.
The layout of the retail store divides the space into functional zones, allowing for optimal utilization and a harmonious coexistence of customers. The sales floor is typically divided into four primary functional zones: the entrance area, the cash register, the product presentation area, and the aisle area. The entrance area should
include welcoming stands for customers, storage areas for shopping bags and carts, and convenient storage for purchased items. The size of this zone should be in proportion to the overall sales area, and the entry area must also be wide enough to accommodate safe movement of incoming and outgoing customer flows. Considering the technical 'entry-exit' solution is important for customer safety, with no direct intersection between the incoming and outgoing flows.
The cash register area should be well-marked, as customers spend a significant amount of time there. Pallets, refrigerated shelves for drinks, and small-sized goods should be placed at the cash register line to ensure a comfortable experience for customers.
The advantages of the exit area facilitate the possibility of holding promotions, sales, and seasonal events. The placement of retail equipment depends on the product assortment, sales methods, and modes. The display of products can be arranged vertically, horizontally, or in a combination. A vertical display is ideal for presenting products with a single line of characteristics in a vertical row, creating the best display for the entire product assortment. Horizontal display arranges the rows along the shelves, typically categorized by product or brand type. A combined approach combines vertical and horizontal displays, offering a flexible way to increase the volume of purchases.
The main principle of any display is to make the product as attractive and convenient for customers as possible. In this regard, some stores create a sense of abundance by placing price tags above shelves, which visually increases the quantity of goods on the shelves. Also, you should consider that the width of the aisles should not be less than 2.4 meters, as a large corridor provides customers with a comfortable browsing experience. Placing products within 20 centimeters from the customer's line of sight is important, as customers primarily pay attention to the central part of the sales equipment, i.e., the central part of the shelf. Consider the customer's age group when displaying children's products.
In summary, merchandising plays a crucial role in managing the retail space. The retail market is highly competitive, making it vital to attract customer attention and provide a satisfying shopping experience. The impact of merchandising on the sales volume is significant, but its successful application comes with multiple challenges and complexities, as the modern customer's needs and preferences continue to evolve. Skillful implementation of the strategies and technologies of advertising and working with retail equipment and retail spaces enhances customer satisfaction, drives sales, and ultimately increases the store's profitability.
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