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Definition of boutique merchandising

Merchandising, optimizing your point of sale

Merchandising, also called visual merchandising, brings together all the techniques for optimizing the surfaces of a point of sale. Its objective is to attract the attention of visitors by placing the right product at the right time , in the right place , and with the right presentation . Optimizing your sales space throughout the customer journey thus helps boost your store's sales .

As you will have understood, to attract and stimulate the attention of your visitors, developing a merchandising strategy is essential!

The map of the points of sale areas

Visual merchandising is based on dividing the point of sale into several heat zones , where you will strategically place your best seller, your promotions, your new products, etc. So, to help you implement an effective merchandising strategy, here is an overview of merchandising techniques.

The different heat zones at the point of sale

The window, the first point of contact with the customer

In the design of a store , the storefront is essential. Indeed, it is the reflection of a brand , which must represent its values . It is a fundamental heat zone for the point of sale: in a few seconds, it must be able to attract customers, stop them, and make them enter .

In merchandising, we use the rule of 3 :

• 3 seconds to convince: according to several studies, this is the time spent in front of a window while walking down the street
• 3 heights: for a balanced composition and to differentiate the products
• 3 colors maximum: to create harmony and represent your brand identity
• 3 featured products: to effectively attract and target the needs of your typical customers

The transition zone in merchandising

When crossing the entrance door of the store, the customer enters the transition zone . This is crucial: it is here that the customer takes a moment to stop and realize . This is the moment of commercial awareness .

To eliminate any obstacles that the customer may have when entering, it is important to place promotional items, news , or favorites there. The customer's attention will thus be directly captured.

The hot zone, the busiest area in the store

It should be located on the right of the point of sale. Indeed, 9 out of 10 French people are right-handed , and therefore instinctively head in that direction.

Here, the customer finds himself in the circulation area of the point of sale , he necessarily passes through this space to reach what he came to look for.

This is also where the appetite for purchase is at its peak : the customer is stimulated, his eyes wide open. So we place the items that the customer did not necessarily need to buy, in order to encourage impulse purchases .

The cold zone in merchandising

Unlike the hot zone, this is the area of the point of sale in which there is little traffic . Generally, it is located at the back left of the store.

Here the appetite for purchase decreases , the customer needs to be " woken up " and brought into this zone.

We therefore place the intention products there, that is to say the items that the customer came to buy, in order to encourage him to come here.

Showcasing your products through differentiating merchandising can also be a way to stimulate the attention of your visitors to this sales area.

In an ideal store, there would be no cold zones. They are often seen as obstacles to the purchasing process. It is therefore necessary to pay special attention to making them attractive.

The checkout area, the last step in the customer journey

To ensure that the customer walks through the entire point of sale before stopping their visit, it makes sense to place the checkout area at the back of the store.

Checkout waiting is known as a friction point in stores, and can be improved by placing additional products there that will capture the customer's attention.

Conclusion

Visual merchandising is a powerful tool to boost your sales. Product staging, eye-level layout or even mapping of the point of sale areas... merchandising techniques are numerous and must be integrated into your marketing strategy.

Obviously, all the practices here are given for an ideal point of sale. Depending on the size of your store , its location, or the means invested , you have to adapt these processes to your capabilities.

Key points of in-store merchandising

In short, the point of sale is structured around different heat zones:

• The window, where we respect the rule of 3.
• The transition zone, where we place promotional items, news, or favorites
• The hot zone, where impulse purchases are made
• The cold zone, where we place intention purchases
• The checkout area, where additional sales products are placed