Merchandising

Abstract

Gives a definition of merchandising explaining how and why it works effectively. Discusses its power and cost‐effectiveness as a means of ensuring a final pre‐purchase exposure of consumers to persuasive or informative material. Investigates five merchandising techniques: manipulation of store traffic flow; shelf positioning; allocation of limited shelf space between competing claims; use of point‐of‐sale material; and special displays. Shows how these can be used profitably by the retailer and wholesaler. Presents a ten‐part plan for an organized approach to merchandising.