Question

Visit a department store and evaluate the in-store marketing effort. Which categories or brands seem to be receiving the biggest in-store "push?" What unique in-store merchandising efforts do you see?

Answer 1

The store visited is a famous chain of departmental stores. It houses many brands in different categories, but off late, it has started producing its own products in most categories under brands, which are exclusively sold from the store. These brands are not at par with the established and reputed names, but trying to catch up, with store running many schemes to sell these homegrown brands st very competitive and attractive price points, which make many customers to switch their loyalties in favour of these brands. These are the brands which the company positions at most strategic places for maximum visibility and prompting purchases. There are dedicated salesmen for each category, which try to convince the customers to buy these new ones.

The unique in store merchandising efforts is to place these brands near entrance ( so that the customer sees them first as he /she enters the store) and other strategic locations, using salespeople to attract people, and placing some fast moving items such as chocolates, perfumes, mouth freshners from these homegrown brands along checkout queues to attract waiting customers, who might pick one or two of them.