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Training and consulting

Training and consulting

 

How to succeed on store shelves

Every marketing and sales strategy and activity succeeds or fails when consumers are standing in front of the shelf or the salesperson in the store. How do you organize and what do you do at the store to ensure that all your previous efforts culminate in the consumer’s positive purchase decision? Changing habits, increased competition, the power of intermediaries – all of this makes it of vital importance for companies to keep their shelves in optimum condition.
 
We will study different aspects of the store together with the purpose of converting a potential buyer into a consumer. We will address shopping experiences, the shopping environment and shelves, as well as product packaging and visual communication as a means to support sales promotion at the store.

 
COURSE OBJECTIVES
  • Insight into the functioning of effective sales tools on store shelves
  • How and why certain sales promotion activities work and others do not
  • How to measure the effectiveness of sales promotion activities and tools
  • Suggestions on how to improve in-store sales activities
COURSE TOPICS
A comprehensive overview of sales activities and tools on store shelves and their effect on customers (Sales promotion activities, Store appearance, Atmospherics, Category Management and Visual merchandising). How and why certain sales promotion methods and activities work – practical tips.
STORE APPEARANCE
  • Product category placement
  • Promotional and other signage 
  • Dedicated store sections:
    • finishing sections
    • regular shelves
    • promo corners

 

VISUAL MERCHANDISING
  • Deals with the appearance of the store and the arrangement of shelves.
  • 7 presentation techniques – Presentation techniques are the ways of arranging products on shelves. They depend on the type of equipment available at the store. 7 PRODUCT PRESENTATION TECHNIQUES, which are always the basis for positioning. 
  • Practical examples of product positioning on shelves.
 
ATMOSPHERICS
  • Creating a mood, an atmosphere in the store.
  • It stimulates perceptual and emotional responses in consumers.
  • It works on the basis of:
    • visual communication,
    • lighting, 
    • colours, 
    • music, 
    • smell.

 

Allocation of shelf space to products and arrangement on shelves – Category management

A practical example of the effect of repositioning products in a certain category on sales results.
 
Sales promotion activities
  • Product price reductions
  • Quantity discounts
  • Bonus packagings
  • Complementary products
  • Samples
  • Gifts
 
Psychology and customer behaviour in stores
Who is the customer? What is the customer like? How is their decision-making affected by the appearance of the store, signage, atmospherics, experiences with products, companies, staff members, etc.? What are the customer’s experiences with and feelings towards the chosen product outside the store? Why did they buy a product, or why not? How does the customer perceive the chosen product or brand? Why did they choose a competitive product? What happens when they do not get “their” product – the product they wanted to purchase? How does the customer react and how do you convert a shopper into a buyer and a buyer into a consumer?
 
Measuring the effectiveness of sales activities and tools
What they chose and what influenced their decision. In-store qualitative study:  
  • a short survey on shopping and knowledge about the products included in the market study;
  • main testing (purchase of five different products with different levels of purchase risk and involvement according to the usefulness of the product, the type of consumer and the type of purchase);
  • final survey on shopping, chosen products and the opinion they have formed with regard to the store.

 

Upgrade and optimization of sales activities using experiential marketing
What experiential marketing is and how it is implemented on store shelves – practical tips.
 
Practical workshop on the choice of tools for certain products – group:
  • Examples of positioning (different types of product presentation, different product categories – beverages, cosmetics, fruit, etc.)
  • Examples of in-store sales promotion activities

About the lecturer

She has more than 13 years of experience in the field of in-store sales promotion. She has been the director of Promostil since 2006.

Darja Horvat graduated in economics from the Faculty of Economics in Ljubljana, specializing in marketing, where she also received a faculty Prešeren Award for her thesis. She has also obtained a master of science degree from the Faculty of Social Sciences, specializing in market communication. Her master’s thesis was entitled In-Store Sales Promotion and Experiential Marketing. 
 
She has years of experience working in and studying the fields of sales promotion, experiential marketing and consumer behaviour. She believes the greatest challenges lie in finding the right ways and methods of achieving success on store shelves.
 

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