Mer-chan-dis-ing: the activity of promoting the sale of goods, especially by their presentation in retail outlets.
Hays Cash Saver, this year’s Excellence in Merchandising winner in the AWG Brands category, deploys many merchandising tactics to ensure the store’s customers are aware of the value and quality that AWG Brands offers. These include:
- Ensuring AWG Brands products are prominently displayed throughout the store in all categories.
- Displaying Best Choice window banners and in-store signage, including ensuring signage is continually up to date.
- Taking advantage of pallet and shipper deals, and utilizing signage to draw attention to them on the sales floor.
- Utilizing large end cap displays and personalized bins with tie-ins that create additional selling space.
- Using aggressive hot ads, bib tags, and social media content to show off products and pricing.
- Showcasing new items.
- Extending the “Wall of Values” with Always Save.
- Cross-merchandising products to promote customer purchases across categories.
Congratulations to Hays Cash Saver on their sales success and for winning this year’s Excellence in Merchandising award in the AWG Brands category!
What can we learn from Hays Cash Saver’s success? Deploying consistent messaging and merchandising throughout the store and online can reinforce brand awareness that prompts customers to come back again and again to AWG Brands. When retailers successfully merchandise more products, customers buy more, which in turn allows the AWG Brands team to negotiate and offer better deals on AWG Brands products to retailers. It’s an evolving circle that grows wider as sales increase.
Merchandising Made Easy with Event Marketing Themes
How do you provide consistent merchandising and marketing messages across the store? The AWG Brands team has made it easy with event marketing themes and assets.
Consumer impressions of AWG Brands are spread throughout the pre-shop and in-store experience. To enhance those impressions, three to four marketing themes are selected for each AWG event cycle. These themes coordinate with items on deal during the event and are selected based on seasonality. For example, one of Event 5’s themes, which ran from April 2 to May 9, focused on Cinco de Mayo.
Graphic assets are made available in the AWG Brands Retailer Playbook. These themes are implemented in the AWG Brands Supplemental Ad, End Cap program, social media posts, website articles, email content, and in-store signage. AWG’s design team takes on the creativity to provide these for retailers continuously, so that there can always be a merchandising and marketing theme running in your store. Take a look at how the Cinco de Mayo theme spread across product selection, in-store merchandising, and online.
Want to learn more about the marketing and merchandising tools available? Go read our article Inside the Playbook.
