Increasing profitability at the point of sale through specific strategies is essential to differentiate yourself in this sector. We’ll tell you about it.
In these times of revolution and transformation of the retail and consumer goods sector, merchandising is undoubtedly a strategic element that, if well developed, can generate significant benefits.
Jacinto Llorca, an expert in marketing, retail, and management as well as president of Región de Marketing, exposes on his LinkedIn the five keys that will make the difference and offer undoubted advantages to retailers. They are the following:
1. Encourage fast shopping.
Retailer, establish store layouts that facilitate fast shopping. We live in times when consumers are still somewhat reluctant to spend a long time in stores, especially in food, where shopping time can be extended. If you make it easy for the customer, he will go more often. Otherwise, he will penalize the purchase with faster actions that can lead to lower average tickets.
2. If you are a FMCG brand, don’t stop working the shelf.
Negotiate with retailers on premium locations and work on your shelf share and implementation. This expert recommends turning to a specialized partner who has mastered the channel and knows what can be done, where and how, so that your investment in the shelf is as profitable as possible.
3. Activate the point of sale.
Customers miss in-store activities and fun things to do. Respect health regulations, but do something. It’s time to stand out and not be just another boring brand.
4. Shopping carts and baskets are part of merchandising.
They are the connection between the customer and the point of sale and must be spotless and the customer must find a disinfection station to sanitize them himself if he wants before taking one. If this is the first contact between customer and point of sale, let’s ensure it is adequate.
5. Measure, measure and measure again.
This is not new, but in a store with continuous movement, with a consumer who comes with a different mentality many times, and with new products and changes on the shelf, it is essential to continuously measure the appropriate KPIs according to the proposed objectives, to see what is happening with the shelf and how the consumer is reacting to it. Success depends on the product, shelf and consumer equation, and measuring results is the only way to correct and improve.