Horizontal and vertical merchandising strategies – differences and similarities

Product sales can be increased by simply adjusting the way they are presented at the shelf. Merchandisingis the area that deals with this part of sales: the sum of efforts to maximize sales by managing the way promotional materials are placed and distributed. materialele promoționale.

One way to classify merchandising techniques is depending on how to place the products: vertically or horizontally. FMCG management can recommend you one of these strategies, or even a combination of the two, depending on the specifics of the store.

Horizontal Merchandising Strategy

Placing products horizontally is often chosen due to the way in which the customer can see the most popular products by the way he moves through the store. In this way, the purchaser takes direct contact with the product located right at the eye level. The purpose of this presentation is to help the customer browse the shelves containing the most popular products. The Horizontal Merchandising wants to improve your shopping experience and, over time, can even create a pattern followed by the buyer who will be expected to quickly find your favorite products.

Retailers using this effective merchandising strategy must also take into account the fact that although the products will be placed at eye level, the buyer will have to look a whole row and move along the shelf to reach a particular category.

Vertical Merchandising Strategy

Following the same strategy as horizontal merchandising a vertical shelf layout will focus on the most popular products at eye level. A vertical presentation stand will allow the customer to browse only the top-down product range to consult the offer without having to move along the shelf. In this case, the least popular products are placed at the base of the vertical standstill.

This mode of presentation focuses on a central piece: the most popular product is highlighted even in the middle of the vertical shelf. It can be easily delimited by other products of similar rank (also placed at eye level on an adjacent shelf) with the help of banners, small pedestals or other types of signaling.

The shelf presentation, as well as the shop preparation for periods of discounts or holidays are important for retailers. An effective merchandising strategy combines both shop and shelf layout and other promotional techniques.

Regardless of the type of strategies, the goal is to make it easier for the customer to observe, choose and buy the desired product. A customer who had a pleasant experience in identifying a product, most of the time becomes a loyal customer who purchases more often and at a cost above average. For more information about merchandising strategies, you might contact an FMCG specialist..

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