Merchandising is a powerful marketing tool that plays an essential role in promoting dairy products on the market. Effective merchandising helps not only capture consumer attention but also encourages purchases, thereby increasing sales and profitability.
Understanding Merchandising
Merchandising involves a range of strategies and techniques aimed at optimizing product presentation. In the case of dairy products, this can include product placement on shelves, using special stands and refrigerated displays, and creating attractive price tags and informational labels.
Importance of Packaging
Packaging plays a key role in dairy product merchandising. It should be both functional, keeping the product fresh and easy to transport, and appealing, to help the product stand out on the shelf. A bright and memorable package design can significantly boost brand recognition and attract buyers.
Use of Technology
Modern technology offers new opportunities for merchandising. For instance, the use of QR codes on packaging allows consumers to access additional information about the product, its origin, and its benefits. Digital screens and interactive displays can also be used to show recipes or educational videos about the advantages of dairy products.
Staff Training
Well-trained staff are a key element of successful merchandising. Employees should know the product features, be able to answer customer questions, and offer complementary products. Training helps not only improve customer service but also boost sales efficiency.
Analysis and Adaptation
To achieve the best results in merchandising, it’s important to regularly analyze sales and customer feedback. This allows timely adjustments to merchandising strategies and techniques, optimizing them for changing trends and customer preferences.
Dairy product merchandising is a complex, multi-faceted process that requires attention to detail and constant improvement. However, with the right approach, it can significantly increase sales and strengthen a brand's position in the market.
Zoning and Distribution
Before placing dairy products on shelves, it’s important to establish zones. For example, milk, yogurts, and kefir can occupy one zone, while cheese and butter take another. This helps customers easily find what they need. Distribute dairy products by height: more popular and expensive items should be placed at eye level, while less in-demand products go higher or lower.
Expiration Dates and Turnover
Dairy products have a limited shelf life. When stocking, pay attention to the expiration dates and use the FIFO principle (first in, first out). Older products should be in the front. Ensure that frequently purchased items are readily available and stocked in larger quantities.
Temperature Control
Dairy products are sensitive to temperature. Refrigerated displays should maintain optimal conditions: from 0°C to +4°C for milk and yogurt, and lower for cheese and butter.
Attractive Display
Arrange dairy products neatly on shelves, maintaining equal spacing between items. Use informational labels with clearly readable fonts to indicate product type and manufacturer.
Cross-Merchandising
Combine dairy products with complementary items. For example, place milk next to bread, yogurts with muesli and fruits. Cross-merchandising can significantly boost dairy product sales.
