Merchandising at the Point of Sale
5 proven techniques that work

Selling requires specific skills and techniques. That is why sales professionals must stay constantly updated.

While much has been said about improving customer service -- which is extremely important -- good service alone is not enough to sell well.

Applying the right merchandising techniques at the point of sale is essential to maximize your company's results.

What is merchandising, exactly?

Merchandising is a marketing strategy made up of techniques that facilitate communication between products or services and consumers, making them more inclined to buy.

It especially explores the consumer's visual experience as a sensory tool.

The concept of merchandising emerged in the 1930s, when store owners noticed that customers were far more attracted to products displayed in shop windows.

At the time, this was a breakthrough, since sales had previously taken place only behind a counter with no visual appeal whatsoever.

Here are 5 merchandising techniques at the point of sale that you can start applying right away:

1. Keep shelves fully stocked

Marketing experts have proven that shelves with few products -- gaps between items -- create a negative impression on consumers, suggesting neglect and scarcity.

Conversely, a well-stocked shelf conveys abundance and availability.

Beyond the regular shelf, you can also create product walls -- neatly stacked and aligned -- to catch the consumer's eye.

Most importantly, never let stockouts happen with your product.

2. Position products correctly

It may seem trivial, but product positioning directly influences visual communication with consumers.

Disorganized items, products facing backward or items placed at the wrong height reduce visibility and hurt sales. Position products at eye level whenever possible and ensure labels face the customer.

3. Invest in lighting and visual communication

Good lighting draws attention to featured products and creates a pleasant shopping atmosphere. Combine this with clear signage, price tags and promotional materials to guide the consumer through the store.

4. Use cross-merchandising

Placing complementary products next to each other is one of the most effective techniques. For example, placing pasta sauce near the pasta aisle, or chips near the beer section. This increases average ticket value and improves the shopping experience.

5. Monitor execution with technology

All these techniques only work when they are executed consistently. Field team management tools like Promo MKT Report allow managers to verify in-store execution with geolocated photos, GPS check-ins and automated reports -- all in real time.

Were these tips helpful? Implementing solid merchandising at the point of sale is one of the fastest ways to increase sell-out and strengthen your brand presence.