1243350872_Chap018(4) - 18-1You are herePercentage of...

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Unformatted text preview: 18-1You are herePercentage of Shoppers Visiting Different Areas of the StoreConsiderations for Merchandise Locations18-2Prime Locations for Merchandise■Highly trafficked areasStore entrances Near checkout counter■Highly visible areasEnd aisleDisplays18-3Location of Merchandise Categories■Impulse merchandise – near heavily trafficked areas■Demand/Destination merchandise – back left-hand corner of the store■Special merchandise – lightly trafficked areas (glass pieces, women’s lingerie)■Adjacencies – cluster complimentary merchandise next to each other18-4Location of Merchandise within a Category: The Use of Planograms■Supermarkets and drug stores place private-label brands to the right of national brands – shoppers read from left to right (higher priced national brands first and see the lower-priced private-label item)■Planogram: a diagram that shows how and where specific SKUs should be placed on retail selves or displays to increase customer purchases18-5Learning customers’ movements and decision-making■Videotaping ConsumersLearn customers’ movements, where they pause or move quickly, or where there is congestionEvaluate the layout, merchandise placement, promotion■Virtual Store SoftwareLearn the best place to merchandise and test how customers react to new products18-6...
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This note was uploaded on 01/09/2010 for the course MKT 4324 taught by Professor Trappey during the Spring '09 term at National Taiwan University.

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1243350872_Chap018(4) - 18-1You are herePercentage of...

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