Page 263 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Category management experimented over a 2 week period with service counter promotion
of items not offered in the weekly shopper. The In-store promotion delivered an average
of +48% sales lift.
Recommendations
The following points are a checklist of recommendations and considerations to improve
the likelihood of a successful in-store, fresh department promotions program.
A. Marketing Objectives
 Determine primary objective – Experience/Branding or Product Merchandising
promotions.
 Agreement to measurable success criteria. Recommended target for product
merchandising = +10% sales lift over control stores.

 Select objectives for Experience/Branding In-store solution – more information,
more product comparisons, easier access to information.
B. Marketing Process

 Integrate in-store promotions program with current weekly shopper or branding
programs.
 Leverage existing images, messages, videos content etc. to ensure seamless marketing
integration.
 Improve buy-in with merchandising/marketing. Process design to minimise
increased labour on internal staffs.
 Actively measure performance of campaigns: e.g. POS comparisons, CPM, reach.
C. IT Infrastructure
 Selection of CMS application – legacy systems or new application suited for in-store
digital signage networks.
 Determine software implementation - Self-hosted applications or Software-as-a-
Service.
 Position in-store displays for maximum reach with shoppers: In the fresh department
counter, eye level, on the fresh counter.

D. Technology Partners
 Identify technology supplier with system design capabilities and expertise in
enterprise integration.

 Identify supplier experienced in large store network rollouts of in-store infrastructure
with local support.

 Select a digital signage supplier that brings stability to a new, emerging technology.
E. Keys to Success
 Physical placement – eye level, where the shoppers are focused
 Visual quality – uncluttered, appealing, adding to the experience
 Messaging – relevance to the shopper, integrated with other media

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