Merchandising - Jo dikhta hai wo bikta hai

 


Merchandising is a way of promoting retail products to consumers through instore display of product and attracting them to purchase the displayed products. This display might be on some special offer to induce customer to make a purchase on the spot. This is a process which is followed many decays ago since the start of retail stores. “Jo dikhta hai wo bikta hai “this is the general marketing concept, which ever is visible will sell.

 

Consumer is coming inside a retail store and make lot of decisions inside the store on their purchase, merchandising will help to get more visibility of the products.  In this new digital age consumers are moving from instore to online purchase through mobile app and e-commerce website.  So the next challenge is to merchandise in digital media.

 

Mobile App: Most of large format outlet and e retailers has moved to Mobile ordering for the convenience of the customers. Customers are having experience in using world class standard application like Uber, Amazon etc. These apps have a better User Interface (U I).  Companies should focus on getting a better U I for their app in android and Apple . Customer will shift to new app if UI is not simple to use.  Colour combination, much simpler steps in ordering and payments and return also plays a big role in all the application. Here merchandising is through better U I .

 

E-commerce platform:  Lot of companies have moved to e-commerce web application for their customer. Here also the product display or the banners visible in the web page is the merchandising of these platforms. Web site has to be attractive and search option has to be very simple.  By using Artificial Intelligence (A I) all these banners can be customizable to individual customers based on their purchase pattern or a general trend. A I gives a lot of customization option specific to customers based on their previous buying behavior.

 

Digital media: Since there are lot of stores have moved to digital platform through app and website the presence in the digital media is very important. This will make sure that you get traffic to your website or your app download.  Since there is no physical contact with customers the merchandising has to happen through all digital platforms for attracting consumers.

 

Next marketing concept will be “Jo digitally dikhta hai wo bikta hai” Whoever is present in digital platform will sell.

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