As mass media’s ability to effectively reach consumers continues to erode, and consumers’ drive for value increasingly guides shopping behavior, merchandising has become one of the most powerful tools available to manufacturers and retailers to influence consumer behavior.
While merchandising can be a highly effective means of driving short-term sales, as evidenced by the fact that across a majority of CPG categories, volume lift from merchandising events averages over 50%, its role has expanded far beyond short-term volume lift: merchandising helps shape consumers’ value perceptions of a brand or store, can be used to effectively reach specific consumer segments, drives brand and product awareness, and increases store traffic.
Given the broad-reaching impact of merchandising events, it is critical that manufacturers implement the right merchandising level and mix and that retailers effectively allocate limited feature ad and display space.
This unique report provides an in-depth assessment of merchandising activity and effectiveness across categories to enable CPG marketers to benchmark their merchandising practices and performance and highlight potential improvement opportunities.