Abstract:
У статті розглянуті поняття мерчандайзингу в fashion-індустрії (модних товарів) і мерчандайзингу ринку FMCG (fast moving consumer goods або товарів повсякденного попиту). Проаналізовано особливості і відмінності двох видів мерчандайзингу. Показано, що мерчандайзинг відіграє не останню роль в організації магазинів як fashion, так і FMCG, адже в обох випадках потрібно враховувати правила мерчандайзингу, що буде сприяти максимізації обсягу реалізації товарів. Як ключові докази використовується практика компанії SAVAGE. У результаті дослідження встановлено, що програма мерчандайзингу повинна враховувати спе¬цифіку товару, що презентується, та бути одним з основних складників маркетингової програми магазину.
Description:
In the article the essence and role of merchandising marketing as a set of technologies that can provide salable product potential buyer with the best hand (financial, physical, psychological, social, etc.). The relevance and importance of merchandising determined by its effect on the volume of goods in the store. Within one format stores that are similar assortment and pricing policies, more profit receives the one who organized better merchandising. That is, merchandising is an objectively necessary means of increasing the sales of products to manufacturers and increasing the profitability of retail space for retailers. In addition, merchandising serves as an integral element of culture. It should be noted that all components of the concept of merchandising are important both for the wholesale trade and for the show-room, and they affect the sale and promotion of goods among wholesale buyers. Properly designed showroom provides the company long-term cooperation with customers and promotes brand (products) on the market. Thus, merchandising can be used in other stores to activate sales of goods of other groups. Of particular importance is the program of merchandising, which must take into account the specifics of the product being presented, and be one of the main components of the store's marketing program. Merchandising plays an important role in the stores as a fashion-industry and shops in the market FMCG (fast moving consumer goods), because in both cases we must consider the merchandising rules that will help maximize sales of goods. However, one should also notice the differences that need to be taken into account when de¬signing a merchandising program юг a particular store, including: merchandising requirements, motivation for purchase, standardization, presentation of the product and updating of the exposure. Thus, merchandising is one of the main com¬ponents of a modern, efficient and civilized form of trade, the need for which in our country so far is not fully satisfied.
