Retail Marketing – 5 P’s – Place

November 1st, 2009 Posted in Your Business
Well laid out, make it easy for your customers

From a retail point of view I have used this principal at branch level to refine how the store should be merchandised, there is no point in refining the product range (see earlier blog) to then have it crushed in an overloaded stand or hung on the wall in the darkest corner of the store.  Some common sense is needed when planning where to and how to show off your product range and would it surprise you to know that many Branch Managers get this so wrong but often it is not entirely their fault, let me explain…..
Many large retail chains have merchandising plans for their branches, the mentality for this is no matter which store the customer walks into they will be able to find what they are looking for as all the stores are the same.  With possibly the exception of food super markets I really don’t think this is relevant (it’s not like I’d buy a pair of training shoes or a 42” flat screen TV every week!!) as I probably wouldn’t remember where anything was!!  It is far more important to place your products in your store to meet local customers’ needs.

Providing the store maintains its corporate image, all Branch Managers should have guide lines for this, a greater element of trust needs to be shown to the Branch Manager (Branch Managers this may need to be earned!!) for them to merchandise the store to local needs taking into account local buying trends, national promotions and availability of product lines.

Again a Manager who can merchandise their store effectively will achieve the level of sales required by the company and because of this is more likely to be more motivated too.

If you would like to discuss more regarding anything in this blog please contact me for more information or leave your comments below.

Leave a Reply