The most effective merchandising techniques

This article is the third part of the series “All About Merchandising,“ aimed at brands, distributors, and merchandising agencies that want to achieve greater efficiency and better results in the retail network. If you haven’t read the previous part, dedicated to the main types of merchandising, you can do so here: Types of merchandising

In this publication, we will focus on the specific techniques that field teams use to improve product positioning, attract customer attention, and increase conversions at the point of sale. These techniques are applicable in the context of national and local fast-moving consumer goods (FMCG) chains and are particularly effective when using tools for monitoring and managing merchandising activities, such as Movemar.

Eye-level positioning: Visibility that sells

Eye-level positioning is one of the most effective merchandising techniques, widely used by brands and distributors who want to ensure that their products are noticed first and have a better chance of being chosen.

Research shows that products placed at eye level are up to 35% more likely to be purchased than those positioned lower or higher.

“Eye-level is buy-level” – Nielsen.

That is why this shelf space is often reserved for high-margin or priority products that the brand wants to promote.

Children’s products are adapted—they are positioned at children’s eye level to attract their attention and encourage impulsive requests to their parents.

For field teams and merchandising agencies, it is crucial to monitor whether the positioning in the store corresponds to the agreed plans. Software such as Movemar allows real-time documentation of the current position of products through photos and comments, as well as signaling deviations.

“Eye level is buy level” is not just a phrase, but a specific strategy for maximizing exposure and sales.

Number of faces on the shelf: The more, the more impressive

The number of product faces on the shelf—i.e., how many times the product is visible from the front, placed side by side—is a key merchandising element that directly influences product perception and purchasing decisions.

The more “faces” a product has:

• So much easier to attract attention
• It seems more popular and sought after
• Conveys a stable brand presence in the category

Consumers often associate greater shelf presence with trust and high demand, which increases the likelihood of purchase—especially in impulse or competitive categories.

It is essential for field teams to monitor the number of people in accordance with the standards agreed with the retail chain. Software such as Movemar allows for quick documentation with photos and the number of people counted, which gives brands the opportunity to analyze their performance by location and respond when adjustments are needed.

The number of people is not just a visual effect – it is a commercial indicator of the brand’s activity and position at the point of sale.

Colors, lighting, and design: The visual environment as a tool for influence

In retail outlets, especially for fast-moving consumer goods, the visual environment has a direct impact on consumer perception and the final purchase decision. For brands and distributors that rely on merchandising teams and agencies, it is important to monitor not only the position of the product, but also the context in which it is presented.

What does the visual environment include:

• Color psychology – Colors not only grab attention, but also carry psychological weight:
  • Red and yellow – create a sense of urgency and are suitable for promotions.
  • Blue and green – suggest calmness and trust, often used for health or premium products.
  • Black and gold – symbolize luxury and exclusivity.
• Lighting – Well-chosen lighting can:
  • Highlight a specific product or area.
  • It creates a feeling of comfort and orderliness.
  • It affects the customer’s mood and the time they spend in the store.
• Layout of the retail space – Although this is mainly in the hands of retail chains, branded displays and temporary displays provided by distributors should also be arranged according to consumer traffic patterns so that they do not go unnoticed.

Field teams play a key role—using software such as Movemar, they can document whether the visual presentation meets expectations, flag any deviations, and ensure that the product is not only available but also presented in the best possible way.

Optimizing impulse purchases: When location drives the decision

Impulse purchases—those that the customer has not planned but makes on the spur of the moment—account for a significant portion of sales in retail outlets, especially in categories with relatively low value and high purchase frequency. For brands and distributors, this is a key opportunity to increase sales volume without requiring additional effort on the part of the customer.

What works for impulse purchases:

• Checkout products – small, practical, and easy-to-grab items such as snacks, gum, drinks, and batteries.
• Promotions at the end of aisles – so-called “end caps” that catch the customer’s attention as they move through the store.
• Located at the front of the store or along the main aisles – areas where customers linger or pass by out of habit.

These areas have high traffic and minimal consideration time, which means that positioning, visuals, and communication must be as clear and appealing as possible.

For merchandising teams, it is crucial to check:

• Are the products positioned in the right area?
• Is there the necessary communication (price, offer, visual element)?
• Whether POS materials are available and correctly placed.

With Movemar, these checks can be done in a structured way, with photo evidence and specific criteria, allowing managers to monitor performance in real time and evaluate the effectiveness of impulse zones.

Promotional areas and special offers: Where brands gain attention

Promotional areas in retail outlets are strategically designated spaces designed to attract attention through discounts, package deals, and seasonal activities. For brands and distributors, this is a high-potential opportunity to stand out from the competition, boost product turnover, and increase the average purchase value.

What does an effective promotional area include:

• Limited-time offers – which create a sense of urgency and encourage immediate action on the part of the customer.
• Bundle offers – combined products at a favorable price that increase sales of secondary items.
• Seasonal or themed campaigns – Easter, Christmas, start of the school year, and other periods with clearly defined demand.

To ensure the effectiveness of these activities, it is necessary to:

• Products should be available and properly arranged.
• Prices and communication should be clearly indicated.
• Displays and POS materials should be in place and consistent with the campaign.

Merchandising teams are responsible for checking and documenting performance against predefined criteria. With platforms such as Movemar, brands and distributors can monitor the progress of the campaign in real time, identify deviations, and take quick corrective action.

A well-managed promotional area not only increases sales, but also reinforces the perception of an active, dynamic, and committed brand.

Key Takeaways

The application of effective merchandising techniques is crucial for brand and distributor products to stand out in the competitive environment of retail outlets, attract customer attention, and stimulate actual purchases. Whether it’s positioning at eye level, expanding presence through more “faces” on the shelf, or actively participating in promotional areas, success depends on detail, on-site execution, and consistent monitoring.

All these techniques are even more effective when supported by data and tracked in real time through technological solutions such as Movemar, which allow brands and their teams to have full visibility into performance and respond quickly to deviations.

In the next part of the series “All About Merchandising,” we will look at the standards that underpin effective merchandising—from floor plans and brand compliance to best practices for consistency and effectiveness in the field. Stay tuned for the next article: “Merchandising Standards – Rules for Effectiveness,“ where we will show you how structured processes and performance control can take your sales strategy to the next level.

This publication is part of “Merchandising: A Complete Guide to Modern Retail” – a comprehensive resource covering all key aspects of merchandising: from strategies and techniques to standards, training, and software solutions.
📖 Read the main article here: Merchandising: A Complete Guide to Modern Retail