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Merchandising

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Merchandising
By: @AndyGarcia_C & @IlianaRoal

“You need to be visible”

“Conjunto de técnicas y estrategias comerciales que permiten acercar al cliente el producto o servicio bajo condiciones físicas, materiales y psicológicas que en conjunto

buscan tener mejores resultados en el punto de venta”
“Merchandising: Poner la mercancía en movimiento; mercancía en acción”

Oferta de Competidores y productos

+

Cambio hábitos de consumo

=

Merchandising

=

Incrementar Rentabilidad

Funciones
La función principal del merchandising es

aumentar sea y motivar las ventas, clientes. El merchandising

siempre y cuando

rentable y satisfaga las necesidades de los contribuye a :

Fortalecer el posicionamiento de la empresa. Interesar y llamar la atención y provocar la compra. Comunicar e interesar. Administrar los espacios y puntos de venta.

Características
Enfocado al posicionamiento del producto. Se lleva a cabo en el punto de venta (Exterior e Interior). No es solo el empaque, es la experiencia de compra. Necesita ser planeado. Es la lógica comercial del punto de venta.

Tipos de Merchandising:
Merchandising Visual:
La presentación de los artículos en el punto de venta de modo que el acto de compra sea lo más fácil para el cliente y que sea rentable para el comerciante. “Merchandising de Presentación”

Merchandising de Gestión:
Gestionar el espacio para obtener el máximo rendimiento en el espacio destinado a la exposición de productos.

Surtido Comunicación Espacio Mercado

Tipos de Merchandising:
Merchandising de Seducción:
“Tienda espectáculo” donde el espacio, mobiliario y decoración tienen como objetivo dar un aspecto seductor al punto de venta para promover al comerciante haciendo uso de técnicas que apliquen el estrategias de MKT Sensorial.

Tipos de Merchandising:
Merchandising para cliente Shopper y Cliente Buyer:
El cliente Shopper es al que se dirige para atraerlo a la tienda. Es el que busca información donde

comprar y no que comprar.

Se preocupa por el acceso, aparcamiento, imagen y precios. El Cliente Buyer es el cliente ya dentro del establecimiento. Basa su decisión de compra en los precios, calidad, ofertas, variedad de productos y trato recibido.

Exterior:

Gestión

gestionar el entorno que rodea al punto de venta. Su objetivo es enviar el mensaje de que se es atractivo y de fácil acceso.
El merchandising exterior consiste en

Elementos:
Accesibilidad. Fachada “Primera Impresión”. Escaparates (Estimular la entrada). Iluminación y rótulos. Recursos decorativos. Publicidad exterior.

Gestión distribución, trazado venta para maximizar y y

Interior: espacio, punto de y

El merchandising interior consiste en gestionar el

ambientación del determinar la circulación

venta

por impulso.
Categorías Condiciones Ambientales Diseño Interior Funcional Diseño Interior Estético

Condiciones Ambientales:
Las Condiciones Ambientales son... Música Ambientación Sonidos Aromas Temperaturas Niveles de Iluminación Limpieza

Diseño Interior Estético
El diseño Interior Estético es... Arquitectura Paredes Tipo y Material de Suelo Elementos de Decoración Materiales Texturas Colores

Diseño Interior Funcional
El Diseño Interior estético consiste en: Trazado de Interior Accesos y su ubicación Secciones o Departamentos Mobiliarios Colocación del Producto Probadores Puntos Fríos y Calientes
Accesos

Cajas

Puntos Calientes Puntos Fríos
Los Puntos Fríos y Calientes se refieren al rendimiento de las distintas zonas dentro del punto de venta. Los Puntos Calientes son los más visitados por los clientes o donde se posiciona los productos con ofertas y donde se toma más tiempo. Cajas. Fruterias. Panaderías. Góndolas. Estanterías (Al nivel de los ojos).

Puntos Calientes Puntos Fríos
Los Puntos Fríos son las zonas en la cual los productos no tienen un buen rendimiento o donde solo se encuentran prouductos de primera necesidad. Esquinas Puntos sin iluminación Zonas con corrientes de aire. Escalones. Estrechas Sin Salidas Con Tonos Grises Estanterías Altas o Bajas

Herramientas
El Trazado o Layout
Plano que indica el acomodo de los departamentos o áreas de exhibición.

Planograma
Guía de distribucón de los productos dentor de una área específica. 5 niveles en 1.80 m Cada nivel representa un valor.

Ventajas
Optimización del espacio de ventas. Favorece la compra por impulso. Crea una imagen positiva de la marca. Personalización de la marca a través de la publicidad. Más económico que publicidad en medios masivos. Capacidad de implementar estrategias psicológicas.

Desventajas
Saturación de PLV (Publicidad en el Lugar de Venta). Impacto limitado solo a quien acude al punto de venta. Requiere diseño muy original. Posible dependencia a los líneamientos de autoservicios. Una mala administración podría dañar la imagen de la marca.

Mensaje Comunicado
Selectiva Generalizada Lanzamiento Promocional
Publicitario Marca Mantenimiento Repetición

Efectos
Móvil Estática Luminoso Aromas Con Sonido Proyección Audiovisual Aplicaciones Multimedia

Fuentes:
Disseny. (s.f.) Merchandising: mejorar la presentación del producto en el lugar de venta. Recuperado de http://disseny.ivace.es/es/ comunicacion-e-imagen/publicidad/merchandising-mejorar-lapresentacion-del-producto-en-el-lugar-de-venta.html Socialetica. (Agosto, 2013). ¿Qué es el Merchandising? Recuperado de http://www.socialetic.com/que-es-el-merchandising.html MerkaBlog. (Julio,2013). Merchanidising: El acomodo de productos no es una casualidad. Recuperado de http://www.merkaccesible.com/ blog/merchandising-el-acomodo-de-productos-no-es-unacasualidad/ McGrawHill. (s.f). Clases de Merchandising: Capítulo 2. Recuperado de: http://www.mcgraw-hill.es/bcv/guide/capitulo/8448140907.pdf

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