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Virtual Merchandising As A Progressive Driver Of Retail In Digital Economic Conditions

Table 1:

Basic terms and parameters Retail space
Offline Online
Merchandising interpretation The tool of marketing and logistics in retail trade, promotes the rational organization of physical and information trade space on the basis of the buyer psychology awareness The marketing tool in electronic retail trade, promotes the rational organization of information trading space, buyers cognitive and time resources taking into account consumer psychology knowledge
Action area Points of sale Web-site, mobile applications
Procedures Layout of the trading floor, display of goods, placement of POS-materials, creating a favorable atmosphere of the trading floor Store website design, information support, providing real time service support
Groups of tasks Product range management, rational use of retail space, advertising and sales promotion, customer behavior management, ensuring high quality and culture of retail trade service
The main purpose Sales and profits increasing with the maximum customer satisfaction
Additional targets Improving the retailer competitiveness
Improving the specific product brands competitiveness
Effective goods presentation in the retail space, formation of a favorable impression of their quality, prestige, justification of price positioning of these goods
Simplification and acceleration of the buyer's decision to purchase the relevant information software
Buyers flows intensity management in the trading floor, stimulating the purchase of impulsive and passive demand goods, as well as more purchases than budgeted Impulsive and passive purchases management by contextual advertising, smart-consultant, cross-merchandising technology, clustering and customization of the offer
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