LINK TO TRAINING: MERCHANDISING SEE ALL OUR TRAININGS Training goal: The merchandising training aims to develop skills in effective management of sales space, product presentation, and creating attractive visual offers, which translates into increased sales and improved customer experience. Training results: After completing the training, participants will be able to: - Plan store layouts considering customer flow and key zones - Effectively present products using visual merchandising principles - Manage promotions and create promotional zones - Analyze sales results and optimize store layouts - Adapt merchandising strategies to seasonality and customer needs TRAINING PROGRAM 1. Introduction to merchandising - Purpose and importance of merchandising - Impact of merchandising on customer purchasing decisions - Benefits of good merchandising: increased sales, improved store image, space optimization - Types of merchandising: - Visual merchandising: Visual product presentation - Space merchandising: optimal space management - Product merchandising: product display strategies 2. Customer behavior analysis - Customer shopping paths - How do customers move around the store? - Which store zones are most visited and which are overlooked? - Target group: - What are the demographic and behavioral characteristics of customers? - How to tailor merchandising to different audience groups? - Exercise: Analyze a hypothetical target group of a store and propose ways to adapt merchandising to their needs. 3. Principles of sales space planning - Store layout - Types of layouts: grid layout, free-flow, or linear - Principles of creating hot and cold zones - Golden triangle principle - Three main store areas: entrance, promotion zone, and checkout. - Sales zones: - Promotional zones, impulse zones, everyday product zones. - Exercise: Design a simple store layout considering main zones and customer paths. 4. Visual product presentation (Visual Merchandising) - Product display principles - Display levels: eye level, within arm's reach - Cross-merchandising - presenting complementary products - FIFO principle (First In, First Out) in product arrangement. - Lighting and colors - How appropriate lighting affects product perception? - Using colors to create atmosphere and direct customer attention. - Color psychology - How colors influence mood and customer purchasing decisions (e.g., red for sales, green for eco-friendly products). - Exercise: Create a product display project based on a selected promotional offer - choose lighting, colors, and shelf arrangement. 5. Promotional strategies in merchandising - Types of promotions: Price promotions, time discounts, "buy one, get one free," loyalty discounts. - Promotional zones - how to effectively organize space for promotions? - Principles of placing promotional materials: promotional signs, posters, banners, LED displays. - Impulse products - which products work best in checkout zones? - Exercise: Plan a promotional zone for a new product considering promotion principles and spatial layout. 6. Use of technology in merchandising - Planograms - Tool for designing and optimizing shelf layouts. - How to use planograms to improve sales and warehouse management efficiency. - Customer movement monitoring systems - How technology can help analyze customer movement and optimize store layout? - Online and offline merchandising - How consistency between online and offline affects customer purchasing decisions? - Using mobile apps and product recommendation systems. - Exercise: Design a simple planogram for a specific store department (e.g., household chemicals or groceries). 7. Sales results analysis and optimization - Monitoring merchandising effectiveness - What indicators to measure? (e.g., conversion rate, average basket value, time spent in the store) - How to implement changes based on sales results - store layout optimization - Testing different layouts and displays: - Experimenting with product placement and analyzing results. - Exercise: Analyze sample sales results from different store zones and recommend changes to the layout. 8. Seasonal and rotational sales space management - Managing seasonality - How to prepare the store for different seasons (e.g., holidays, summer, back-to-school)? - Promotions and assortment rotations depending on the season. - Changing displays in response to changing customer needs - How often to change displays to attract regular customers? - Exercise: Plan a seasonal store layout change considering product seasonality (e.g., Christmas, Easter). 9. Team management and staff training - Role of staff in merchandising - How employees can actively support the merchandising strategy? - Importance of ongoing staff training in display and customer service. - Communication with the team - effectively conveying information about store layout changes, promotions, and new products. 10. Summary - Review of key topics and summary of the most important training points - Q&A session: participants' questions about specific challenges and problems they face in their stores. TRAINING IN WARSAW More information available at: [email protected] KFK Academy is the former Atrium Marketing Academy, now with a new website and easy address: https://www.kfk.pl
The purchase of an ad ticket is made on the website of the official ticket distributor. Keep in mind that if the seats are numbered, and the tickets are disputed by several companies, then each of them provides a different pool of seats to choose from
