Merchandise  Strategy  From  Trading  to  Brand  Leadership  

Samuel  Pranata  

The  Func8on  of  Merchandising  

As  part  of  a  marke8ng  strategy  

According to the American Heritage Dictionary, merchandising is the promotion of merchandise sales, as by coordinating production and marketing and developing advertising, display, and sales strategies: basically everything we do to sell a product to the consumer.

The  Func8on  of  Merchandising  

As  a  brand  representa8ve  

How to Create Customer Dreams in Your counter?

Have you ever walked into a counter and just fallen in love?

It’s as if the counter was created just for you.

Key  Element  

•  Esthe8c  

Your merchandising will determine how consumers perceive your brand.

You need to think carefully about the first impression that you want customers to have.

Key  Element  

•  Func8onality  

Does your merchandise display easy to manage?

Or does it overwhelm and confuse the viewer?

Key  Element  

•  Quality  

What  happens  when  the  display  starts  geEng  lack  of  quality?  

•  Customers  no8ce.  •  The  image  of  the  brand  starts  to  slip.  

•  The  display  no  longer  makes  an  aJrac8ve  first  impression.  •  New  shoppers  aren’t  wowed  anymore.  •  Exis8ng  customers  start  to  driO  away.  

Key  Element  

•  Investment  

Does your investment suit with brand positioning?

Or does it worth to spend that kind investment?

Key  Element  

•  Life  Time  

One day your display is fresh and new

A couple of years later it looks a little worn around the edges

Your merchandising is need to be modified

From  Trading  to  Brand  Leadership  

Brand  Values  Martha  Tilaar  Group  

1.  Holis8c  Eastern  Beauty  2.  Sustainable  Nature  3.  Exo8c  Innova8on  4.  Women  Inspira8on  5.  Responsible  Ci8zenship  

TRADING:  Create  AJen8on  

Place  case  picture  here  

TRADING:  Create  AJen8on  

TRADING:  Create  Sales  

TRADING:  Create  Buzz  

Place  case  picture  here  

BRANDING:  Strengthen  Iden8ty  

Place  case  picture  here  

BRANDING:  Stage  Experience  

BRANDING:  Build  Evangelism  

Summary  

Stay  Consistent  

Stay  Crea8ve  

Stay  Relevant  

Thank  You  

Reference  

•  Melanie  Mcintosh  (Inspire  Retail  Solu8on)  

•  February  25,  2008    ·∙  Filed  under  News  Clips  ·∙Tagged  American,  effec8ve  merchandising,  how  to,  Marke8ng,  Merchandising  

•  Source  Picture:  Coloribus,  Youtube  and  Internal  Company