Promotional merchandising: how to use it to drive supermarket sales
Promotional merchandising has become an essential tool in retail, especially for supermarkets.
This strategy, which combines marketing and visual merchandising techniques, aims to drive sales and improve the shopping experience. In a market as competitive as today’s, understanding and properly applying promotional merchandising can make a significant difference to the success of any point of sale.
What is promotional merchandising
Promotional merchandising refers to the set of techniques used at points of sale to grab customer attention and encourage product purchases.
This strategy goes beyond the simple arrangement of products on the shelves — it involves careful planning as well as the creation of an attractive shopping experience.
That is why promotional merchandising focuses on highlighting certain products through elements such as special displays, signage, lighting and strategic placement in the store.
This technique not only improves the visibility of promoted products but also helps to communicate special offers, discounts or new arrivals. The final goal is to create a visual impact that grabs the customer’s attention and guides them to a purchase.
Types of promotional merchandising for the point of sale
There are several types of promotional merchandising that can be effective for a supermarket:
1. Point-of-sale displays
These elements are stands or displays placed in strategic areas of the supermarket, such as the entrance or near the checkouts.
Their goal is to grab the customer’s attention with products on offer or new arrivals. They can be themed or linked to seasonal events or festivities.
2. Signage and printed signage
Using attractive signs and clear signage helps direct customer attention towards specific products or specific areas of the supermarket.
Signage at the point of sale can include product displays, pallet wraps, decorative rolls or promotional windows, among other elements, which can highlight special offers or discounts.
3. Product tastings and demonstrations
Offering product tastings or demonstrations at the point of sale is a very effective way to attract customers and encourage impulse buying.
It is also especially useful for introducing new products to the market.
How to grow sales with promotional merchandising
Promotional merchandising is a tool that can certainly help grow supermarket sales.
1. Identify and highlight key products
Select products with a high profit margin or that are popular among your customers, and use promotional merchandising to highlight them in strategic spots of the supermarket.
2. Create themed shopping experiences
Take advantage of seasons or special events to create themed shopping experiences.
For example, a special display offering Christmas products can attract customers to that particular zone and encourage purchases.
3. Make offers and promotions visible
Use attractive and clear signage to advertise special offers and promotions.
Make sure these offers are easy to find and located in high-traffic areas within the supermarket — their visibility can significantly boost the sales of specific products.
4. Train your staff
Train your employees so they are well informed about the featured products and promotions.
A well-informed team can advise and guide customers towards promoted products, raising the chances of a sale.
5. Use digital marketing strategies
Combine promotional merchandising with digital marketing strategies, such as social media campaigns or email marketing, to spread the word and reach a wider audience.
This can help build good expectations and attract more customers to the supermarket to take advantage of specific offers.
As you can see, by implementing these promotional merchandising strategies, supermarkets can not only grow their sales but also improve the shopping experience of their customers, which translates into greater customer loyalty and a sustainable competitive advantage in the market.