Merchandising: In-Store and Brand Strategies

rademark and Visual Merchandising: Techniques to Capture Customer Attention

Merchandising is a term that cannot be missing from the vocabulary of anyone working in marketing or sales. It is a word with a dual meaning, referring to two distinct areas; but its goal is certainly one: sales. We are talking about trademark merchandising and visual merchandising. Let’s see what they are.

Trademark Merchandising

This type of merchandising aims to brand various products, even if they are not directly related to the sector in which the brand operates.

For example, these are the gadgets a brand chooses to produce, such as Hard Rock Café t-shirts, all products sold in a museum bookstore, pins, caps, and so on. These are “branded” products designed to promote the logo (here are our tips for creating an effective logo) or something that unmistakably identifies the brand.

Here, the winning factors are original and innovative ideas, as well as the visual appeal and beauty of the product. Gadgets do not necessarily have to be inexpensive because they act as a keepsake, and people are often willing to pay for that memory. Therefore, they can certainly be considered a source of revenue.

In-Store Merchandising

Visual merchandising focuses on the arrangement of products and the organization of the sales space. It is a technique useful for anyone managing a retail environment, from a small stall to a megastore. The goal is to implement ideas and strategies that attract customers and encourage purchases, evoking pleasure, curiosity, and positive sensations. Visual merchandising can be a natural talent, but it is also a skill refined over time or studied as a discipline. In today’s highly competitive market, intuition and good taste alone are often not enough. There are professionals and consultants who carefully analyze store layouts and product placement — an essential part of understanding a brand’s identity.

Everything Has a Purpose

We experience it every time we enter a store or approach a display window. The pleasing arrangement of items, whether orderly or intentionally scattered, captures our attention and sparks curiosity. A window filled with identical products is striking, as is a minimalist display featuring a single illuminated item. Then there are the lighting, internal pathways, staff uniforms, and promotional shelving — all of which serve a deliberate purpose.