I recently had the chance to talk to Joe Holley, new business development manager at Frank Mayar and Associates about how in-store merchandising has changed in the age of the connected consumer. In addition to meeting consumer expectations, he and I also discussed calculating the ROI on in-store merchandising and how that practice has changed over the years. Here’s a look at our entire conversation.
1) How does in-store merchandising aid today’s demanding, knowledgeable consumer?
In-store merchandising has always been about focusing the attention of a shopper on a particular product and conveying information that will make her pick it up. There is no question that shoppers come into the store armed with more information than ever before or with a tool to access online information at the shelf right in their hands. Fortunately, shoppers don’t spend their entire time shopping with their noses in a smartphone. Stores are still designed for heads-up shopping and people choose to come into the store to shop for a visually stimulating, hands-on experience. An organized category or product display makes it easier to shop. An interactive display creates the opportunity for shopper engagement and increases dwell time. An interactive kiosk or mobile web page connection caters to shoppers desires for immediacy. We have new tools to satisfy demanding, knowledgeable consumers, and where there’s a clear need for it, those options only make what we design even better.
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