Visual Merchandising ”, is a branch of marketing, where visual techniques are provided to generate higher sales and better profitability. We will generally analyze the determining factors of this branch and in this essay I will try to give the reader an idea of what Merchandising is and its importance in the process of selling a business.
Visual merchandising
Merchandising results from the union of two terms, an inherent one such as "Merchandise", which means Merchandise, thus from the radical "ING"; that as it is known expresses an action; then, therefore, when joining these terminologies, a translation is obtained, which is as follows: Merchandising; It is the action by which a product or service is placed in the hands of the consumer.
The purposes of Merchandising are to influence the public in a daily and very constant way, which rather in this case, speaking of sales, would be the customer.
It should also be clarified that for Merchandising on many occasions it is not so necessary for the seller himself to be physically present, this is worth it by itself, and can be sold only thanks to its impressive techniques; this is commonly known as a silent salesperson.
Entering more into the central part of our topic "Visual Merchandising", it is highlighted that scientifically it is clearly established that in the sales process it is similar to saying visual communication process, this based on statements such as the following:
According to studies carried out it is ensured that sight represents 80% of human perception, hearing 10% and the other senses complement the remaining 10%.
So based on the above I say that what is related to the visual is very important to sell. Merchandising then uses its techniques to put products directly in view and hands of customers, and the public itself.
Below I present a diagram in which I offer an overview of what Merchandising represents in the sales process.
Addressing one more point, now I mention the way in which these Merchandising techniques are applied at the point of sale. Merchandising is applicable anywhere, both inside and outside of the business, practically anywhere that is visible to our eyes.
Something else that is highly recommended and that we should take into account, all of us who intend to become familiar with Merchandising and who aspire to sell one day, are the colors.According to Visual Merchandising, we have already seen that sight is the most important thing, then it should be said that from this perspective, what is related to color is very important, since each color has its own meaning and this can always express something and therefore influence the human perception of the public.
In my opinion I tell you that by counting what I have learned, I arrive at that Merchandising is a set of techniques, whose common purpose is to be able to sell. This process then becomes owner of many techniques with which to achieve its objectives. Merchandising encompasses all the factors of a business, even the one that seems most insignificant, for this one it is not. We can as an example mention some like; the environment of the business, the colors used, the way the products are located, the ads that distinguish or are in the establishment, and so I could mention many more.
The essence of Merchandising, then, is that using its techniques it seeks to combine these characteristics and thus put them in view of the client and achieve them within the human perception of this.
In conclusion, I can only say that I hope this material has been of great help to you, dear reader. Likewise, that you have aroused that concern to study this very important issue in more depth, for your future if you have an innovative mind and aspire to become a successful salesperson or if you already are, then use these techniques that Visual Merchandising in order to have greater growth as a businessman.
Bibliographical sources
Visual Merchandising Course for Leadership and Marketing. 2012
Palomares Borja, Ricardo (2001). Merchandising. How to sell more in commercial establishments. (Barcelona, Spain): Editorial Gestión 2000.
www.crecenegocios.com/el-merchandising/.
