The merchandizing (or marchandisage ) is a whole of techniques aiming at supporting the flow of a product in the Commerce by a strategic work on the presentation of this one. It is generally based on the brand image of known as produced or sound Producteur, and it passes in particular by the adoption of a Packaging adapted. It takes account of the needs for the Consommateur S and various elements marketing policy.

The merchandizing is the whole of the techniques aiming at optimizing the profitability of an sales outlet and products which it contains. It is the application of marketing to the sales outlet. The merchandizing consists in defining the Assortiment which will be proposed to the customers.

Definition of the merchandizing

The merchandizing was a Anglo-Saxon term whose French translation suggested is " marchandisage". The merchandizing is the whole of the people concerned with marketing and pragmatism implemented by the distributer and the producer or jointly with an aim of increasing the result of the sales outlet by the increase in its attractivity and that of its products by the research of the consumer satisfaction.

It is the fruit of the fusion of the marketing spirit and commercial and it must be the result of a partnership between the distributer and the manufacturer characterized by:

• pragmatism and attention,
• the rigor,
• imagination and creation.

It was born with the self-service which is this form of trade where the sales outlet does not lay out more than one employee to sell his produced S, it thus finds its origin in the need that with the product of " to make acheter" by the consumer without being assisted by a salesman.

According to the dictionary of the commercial Academy of Science, the Merchandizing is the “part of marketing including the techniques commercial making it possible to present to the possible purchaser, under the best material conditions and psychological, the product or the service to be sold”.

According to Keppner, the rule of the 5 B, opens an comprehensive approach on the definition of the merchandizing: the Good product (set), at the Good place (establishment), in Good quantity (ruptures), at the Good moment (seasonal variation) with Good information (ILV/PLV).

Typologies

Merchandizing of organization: it relates to all that makes it possible to facilitate to the consumer research products. One understands by there inter alia, the concept of total organization of the sales outlet, the study of flows customers and the attractivity of the families, the organization and the location of the universes until the category.

Merchandizing of management: it relates to all that makes it possible to optimize the range and occupied linear space (share of linear, meter linear on the ground or developed, facings, visibility. It comes from the base of results quantified to Volumes, Sales turnovers or margin but also taking account of the terms of payment, of the DLC….

Merchandizing of seduction: it relates to all that makes it possible to be attractive, tempting, practical. It is the merchandizing more sails about it these last years that it is in GSS or in the new concepts of GSA. It is a work based on the imaginary one, the design, the 5 directions for the very advanced concepts. The contribution of furniture, ILV/PLV is very important in the success of this merchandizing.

Other aspects

The Merchandizing includes/understands other aspects and is established in all the sales outlets in Libre-service or selective distribution. Limited too often to a technique of strategic placement of products, it includes/understands many other aspect calling upon Technique S creative, more empirical.

The trade of Visual Merchandiser, little known, is to put in scene the products, to give them life in a universe which is dedicated to him and in which its values, qualities, can be expressed.

The creation of these spaces are managed by Designer S, Graphiste S, or Scénographe S professionals which creates an environment favourable with the comprehension of the product and its universe. Spearhead of these recent techniques, the Industrie of the luxury invests enormously in the development of charters of spaces for their mark S and their products like in the manufacture of tools of PLV (publicity on the place of sale) and in the establishment on the sales outlets. These animations, often temporary, make it possible to create visibility on a specific product and to increase the sales. The marks install also spaces permanent and dedicated in many sales outlets general practitioners, thus creating a shop in a shop or the Brand image is controlled.

The windows, display units, and all that includes/understands a logo or a product in an sales outlet can be regarded as merchandizing.

Merchandizing with taken birth because or thanks to the hyperchoix. For recall the customers of hypermarket go on average 57 times per annum in their stores, in reduction of 10% since 2003 (NIELSEN 2006). Time average past in hypermarket/supermarket passes from 2:30 in 1987 to 45 mn today (MCA 2005). The sets increased by 66% in 10 years (international panel & LSA 2005). 76% of the acts of purchase are done in less than 10 seconds, 1mn11s it is time average past by ray (segment 2007). 57% of the purchases carried out in GSA were not envisaged (LSA 2004)

Examples

Example of Book Merchandizing for distributers in products of great consumption (PGC)

A book like this one made continuation, more the share of time, with others books presented to the whole of the speakers in purchasing group (re-examined categories, book gone, innovations…). For this reason it treats only one small portion of the elements of diagnostic of a category. It is mainly carried out for the category to manage and responsible merchandizing. In the order or the disorder, in one way or another, these parts are evoked, treated on a book marchandisage for distributer.

Which are the stakes of the book marchandisage?

This part can be very very short, it aims at introducing the file. The stakes can be varied and varied, they often mask a strong strategic direction of the industrialist. Here are some examples drawn from originals:

How to better clarify the offer, the ray, To inform the consumer, to increase the performance, the profitability of the ray, to propose a lever of differentiation compared to the hardware discount…

Which is the situation gone? and which is the diagnostic one that the sign must make?

One could call this reflection part. This part can be very long, because it aims at giving a context, pre-necessary with actions presented a little further in the presentation (recommendations). She will answer inter alia the points following: The weight of the market, the weight of various circuits (HM+ SM), the market share and evolution of the segments SM vs HM (+HD), the weight of marks (HM+SM). Recommendation of set, Characteristics (seasonal variation, regionalization), linear assessment, publi-promotional plan and innovations, mobilier&design…

Which are the new lesson of the consumer/Shopper?

One arrives in the middle of the file, the consumer, this part is too often put side, whereas they is most interesting and most complex to treat if one wants to do it correctly. Often specific studies are carried out by recognized consultancies and great talents in marketing/merchandizing.

It happens that one separates this part in two poles. One referring to the tendencies of consumption (tangible figures of Penetration rate, Average age, Index of consumption and acts of purchases…). The other dealing with more ambiguous concept, that of before sale, that of the study of the behavior of the consumer-purchaser in store: the shopper. One finds there the principal indices (purchase, location, ruptures, gripping, decision tree…) who support the bases of the sales leaflet of a recommendation of organization. (Criteria of locations and plan of mass)

How ensure-to develop the Sales turnovers in Ray?

One could call this part decision, one takes parties on an organization which rises from the reflection. One treats in turn plane plan of mass/of overall assets if necessary, recommendations/plane of establishment, results of this step, analysis of existing then of the dramatizing of the ray (ILV/PLV, corners…).

It happens that this part is very badly treated, however it is the resultant of the whole of the reflection carried out previously. By a lack of care or means, too much practical information, ground or very pure technique and lasts in marchandisage miss. If there were that a part to be treated for a book tightened this one, would be only because often the other elements of reflection are already in possession of the distributer.

For example an analysis of plans marchandisage, it should appear in it:

The full number of references and its distribution expressed as a percentage by segment compared to the linear one The distribution of linear (share of linear) by segments and marks The distribution of linear (share of linear) compared to the market share volume (problem of on or of under-exposure) Days of average stock by references realized starting from average sales monthly total market for want of anything better. Average visibility (average number of facings per reference) One can add lightings which would highlight ruptures, the plan of mass…

How to set up this action plan?

One could call this feedback part. On the best files, the step is so fluid, being connected naturally that she is concluded by a feedback part. One made there be reproduced on an instrument panel the following stages of follow-up with the sales force and a total groundwork of partnership teaches.