Exibition and merchandising - case study Altex

Store is not simply a "seller", but also a creator of value, which offer consumers a service in addition to that provided by the product manufacturer created. This service refers to the concentration in the same place of different products, addressing different needs. Attending a store, consumers is saving time, effort, and the need to refer to each manufacturer to cover consumption needs disappear.

The display of merchandising is an important component of commercial technologies and together with publicity and advertising at the place of sell represent a technique for defining t he image and profitability of promotional outlets, in the meantime being a variable representing the main merchandising process.

The display of the merchandising is the ensemble of procedures and presentation rules of the goods, that brings together the process and operations that take place in the sales room and regards the positioning of the products on specific commercial equipment and consumer information on economical and technical characteristic of products.

1. The content and the role of exhibition

The display of goods is a set of procedures and rules of goods presentation is a basic activity of commercial technology. The display of goods supposes to take in consideration various aspects like:

-Objectives of the exposure

-Selection criteria of the goods

-Choosing the suitable modality of presenting the products

-The theme of the exposure, using illumination and other special effects

-Proper position of products in the sales room

1.2. Conceptual delimitation. Relation between merchandising and exhibition

Merchandising is an element of marketing concerned especially with the sale of goods and services to customers. One aspect of merchandising is advertising, which aims to capture the interest of the segment of the population most likely to buy the product. Merchandising also involves product display; companies provide retailers with display and promotional materials and negotiate shelf space for their products. The development of sales strategies includes the determination of pricing, discounts, and special offers; the invention of sales pitches; and the identification of avenues for sales, including store-based retailing and alternative means such as direct-mail marketing, telemarketing, commercial Web sites, vending machines, and door-to-door sales.

Merchandising represent the planning involved in marketing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price

Merchandising variable is a tool of increasing performance of both retailers and manufacturers to consolidate their market position, display of goods is a basic component of commercial technologies, with strong impact over consumers and efficiency of the points of sales.

Merchandising is a set of methods and techniques that allows presenting products at their point of sale. Merchandising takes into account all aspects that can make a product more attractive; packaging, wrapping, segmentation, fractioning, exposure, display.

Frequently used with the same meaning, exhibition and merchandising are not similar concept. Those concepts are in relation from part to the whole.

Another term frequently used in commercial practice when refers to exhibition techniques of the goods is visual merchandising. Visual merchandising is the activity of promoting the sale of goods, especially by their image in retail outlets.

The exhibition of goods it is also called the silent language of communication because it is an important mean of promoting sales

The exhibition purpose is not limited to provide an attractive and stimulating overview, but covers many other aspects

- the warning of the customers who are not paying attention

- attracting customers into the store

- facilitate examination of products

- facilitate demonstrations

In conclusion, the display of goods is efficient if it responds positively to the following requirement: to stop the client, to guide consumers’ choose, to tempt the customers by gradually providing products, and make them buy products.

2. Criteria, accessories and principles of displaying products

For determining how to display the goods are a number of criteria, such as:

- nature of goods (each assortment of goods with its own personality and hence its exposure mode)

- room size and shape for sale,

- type and size of equipment used for exposure of goods (size shop number of levels of exposure, etc.).

Another important criterion influencing the display system is the producers and sellers goals, objectives that frequently differ:

- producers seek to maximize their sales marks, for which preferred locations at eye level and at the end gondolas;

-vendors are interested in obtaining profit, regardless of brand marketed.

Depending on the specifics of each group, display the main criteria are: size, color, model, price, display characteristics, thematic groups, or universes complex consumer needs.

2.1. Exposure Elements

Exhibition technology goods are closely linked to the existence of specific exposure equipment and accessories. Thus, achieving a direct and accurate communication of the message on a trader wishes to send buyers require careful selection of goods plan view, a plan which includes many items, goods, commercial furniture and exhibition spaces, accessories, signs, etc.