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Vous cherchez des méthodes concrètes?Je dois élaborer une stratégie et concevoir un point de vente de A à Z.Je veux analyser et construire des assortiments.Je veux optimiser la communication sur le lieu de vente.Je me demande comment appréhender les dossiers merchandising industriels et distributeurs.Vous avez coché au moins une de ces propositions? Ce livre est fait pour vous! Résolument opérationnel, cet ouvrage présente les solutions adaptées à tous les aspects du merchandising, tant pour les industriels que les distributeurs.Illustrée de témoignages d'experts, de nombreux cas d'entreprise et de schémas techniques, cette 4e édition s'adresse à tous ceux concernés par le merchandising, du marketing au category management et au commercial.

Demonstrating how retailers can tap into shoppers'needs for variety without increasing complexity and stress, this innovative book combines cutting-edge research with hands-on, practical frameworks. Experts in the retail sector have long been convinced that small assortments are more appealing to shoppers than large selections of products; in other words, less is more. However, the human brain has an innate need for variety. Addressing this challenge Constant Berkhout offers practical merchandising guidelines both for stores and online retailers. Indeed, studies show that it is not the actual size of assortment that drives traffic to online stores, but the perception of assortment variety. The author illustrates how decisions around assortment and visual merchandising must be made in conjunction with each other, rather than separately, and provides a step-by-step plan to do so. Grounded on shopper needs, emotions and behaviours that apply to both online and brick-and-mortar stores, this book integrates assortment and merchandise thinking and takes a human and shopper perspective. With practical frameworks that can easily be implemented in real-life situations along with examples from a number of retail sectors, Assortment and Merchandising Strategy provides a deeper and much-needed understanding of how shoppers process information, and the strategies that retailers must adopt in order to satisfy and retain their customers.

Buying behavior is a process that is conditioned by a complex receptive system, originating with the product's physical impulses (its function, size, packaging, and brand), its location, and its price. The interaction of these factors culminates in the customer's final choice. In other words, industry and distribution together set a communication process in motion with the customer, and the store becomes the channel through which this interaction occurs. The book addresses this topic with a managerial mark. The takeoff point is a redefinition of the role the store plays in communicating and enhancing the identity of the brand and the store itself. From there, the author moves on to consider visual merchandising as a managerial tool to use for establishing a dialogue with the customer. This analysis of visual merchandising is aimed at understanding what works in the complex task of balancing conflicting needs. On one hand, the company wants to maximize profits and productivity, expand the sales areas that customers visit, rationalize replenishment, curtail shoplifting, support sales staff, and enhance their offerings. On the other hand, customers want to simplify the purchase process and save time, while still gathering information, seeking out stimuli, and getting psychological gratification from the free and active control over their own choices.

Le merchandising est une rencontre, à un moment donné, entre un client et une offre, que ce soit dans un point de vente physique ou sur un site Web marchand. L'organisation de cette rencontre est un enjeu stratégique et un outil de différenciation clé, tant pour les enseignes que pour les marques. Riche en exemples concrets, avis d'experts et accompagné d'un glossaire, cet ouvrage aborde tant les aspects théoriques que les problématiques opérationnelles. Nouveautés de la 8e édition :- Expérience client, personnalisation, category management, e-merchandising, mobile et omnicanal- Ajout sur les outils logiciels- Activités mises à jour avec ajout de mini-cas

The retail sales floor has become a battlefield: each brand is fighting for the same customer and wants to ensure their merchandise is on the sales floor, sized, folded, hung and presented properly. Field Visual Merchandising Strategy is a comprehensive guide to developing and executing a national field merchandising strategy, covering key areas such as developing a strategy, how to go about selecting the right merchandising service organization, team training, merchandising standards, planograms, and launching the strategy. Ideal for retail marketers, visual merchandisers, merchandising managers and brand managers, Field Visual Merchandising Strategy uses examples and case studies from a range of shops, from fashion emporia to small outlets, to provide real-world insight on how strategic visual merchandising works.