| 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 |
