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Engaging customers with ultimate merchandising efforts by steave waught





Article Author Biography
Engaging customers with ultimate merchandising efforts by
Article Posted: 10/06/2013
Article Views: 429
Articles Written: 8
Word Count: 383
Article Votes: 0
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Engaging customers with ultimate merchandising efforts


 
Business
In-store demonstration today is not just about standing behind the table and handling out cheese samples. Successful merchandising demonstrators know the exact ways to engage customers and sell new products right away. It is increasingly being proved that more the connection between the demonstration and the customer, the more is the sales. Consumers today want to know what they are buying – every aspect of it and this curiosity can only be satiated by in-store demos and proper merchandising. The demonstration could be a simple as seasonal food sampling stations or as complicated as multimedia campaigns hosted by manufacturers. Regardless of whether stores want to organize their own sampling programs or hire merchandising companies, the idea really works out to be profitable.

The retail store is easily the final battlefield for the consumer in deciding which way to spend the dollar. In-store demonstration aims to maximize sales by making a product stand out from its competitors or simply get more visibility in a clutter of information that the consumer is surrounded with. It also ensures that the products are of top quality to be advocated by a company and that they are properly displayed in the space allotted in the store. It is a great way for manufacturers to provide the last information stop – a last effort to influence consumers about the benefit, features, positioning and pricing of a certain product before they give their final verdict. The implications are more like point-of-purchase tools.

Another implication of merchandising from the manufacturer’s point of view is working out an adequate shelving arrangement such that motives of both the retailer and manufacturer are looked after. While leading manufacturers will have a better leverage in this relationship, the same could be improved by proper demonstration and merchandising. ADC is one of the top merchandising companies working for Australian brands. It has been providing cutting edge and creative solutions that incorporate sensory experience for every consumer.

As it is, every customer is different and has different attitude towards a certain product. Buying behavior could be driven by need, affordability, attraction, belongingness, competition, curiosity and a lot many things. It is the demonstrator who will be able to justify the right selling points to each and every one of these customers.

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