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Merchandising

Goals and aims

Actually merchandising is the last key step in trade chain and it is really essential because proper laying out of your brand  influences directly on customer decision. 

  • Supporting and enforcing brand position of our clients at the point of sales all across Russia
  • Reduction of out of stock situation
  • Displaying the product at the best places (eye and hand level, first place according to the main consumer flow)
  • Creating effective system among all the link including distributors and retailers
  • Effective interaction with retailers’ staff   and influence on them purposely to improve positions of your brand
  • Operative feed back from the fields
  • Information about promo activities from competitors

Merchandising  tools

Improve product visibility so customers can engage with your brand. Proper effect of merchandising can be achieved by using complex approach and with implementing the next aims:

· Displaying the product according to corporate planogram

· Reducing  out of stock situations

· Occupying of  ‘golden’ shelves (eye level, hand level)

· Laying out  of goods in corporate (brand) block

· Enlarging share on shelves (increasing number of faces)

· Organizing additional point of sales   

· FIFO Rule (first in first out)

· POS materials placement

· Weekly report and daily hot line

· Price and promo activity monitoring

Preparation and launch merchandising projects

What we need to calculate cost for merchandising service:

 - address program of retailers

 - quantity of sku

 - quantity of working days per week

 - timing per day

Stages:

  • Cost calculation
  • Confirmation from the client side
  • Planogram development according to different trade channels
  • Working schedule of merchandisers
  • Training of merchandisers and supervisors
  • Documentation for entry provision for merchandisers

 

Merchandising reporting

  1. Weekly report with the info about quantity of facing of every clients sku
  2. Out of stock report
  3. Hot line
  4. Report about competitive activity
  5. Photo report –once a month
  6. Price monitoring (1 outlet from the chain- free)