This book presents a practical approach to ensuring your retail store´s success with consumers.

Simple, practical, and illustrated with real photos taken in many countries, this book allows even a small store with a limited budget to 
​stay ahead of global retailers with limitless resources.



The Power of Retail Marketing    /   Introduction

CHAPTER 1: Merchandising

Merchandising: Some Concepts

Main Functions of Merchandising

How to Visually Explain Merchandising

Merchandising Techniques

Product Supply / Pricing / Position / Access


CHAPTER 2: Visual Merchandising

The Rigors of Visual Merchandising

Highlights of Basic Visual Merchandising



Purchasing Atmosphere

What is the Purchasing Experience?

What Composes a Good Atmosphere?

Knowing What In-Store Atmosphere to Use

How to Create a Buying Atmosphere

        The Human Perception According to Senses

        The Buying Experience and the Five Senses

        Color Sensations /  Light
         How Can I Use This Knowledge in My Store?
         Design Project  /  Store Planning
         Visual Design is as important as Price

CHAPTER 3: The Store


Details  / Traffic and Parking

Visibility  /  Compatibility with the Area

Neighborhood and Competition

Rent and Extra Costs

Store Floor Plan  /  Store Layout

External Store Image  /  Exterior Design

The Storefront  /  The Entrance

The Window Display


Interior Design  /  Inside the Store

Sales Area  /  Identifying the Hot Areas

Product Displays

Circulation  /   How to Use Store Space

Store Operation   /    Logistics

CHAPTER 4: The Gondola

Gondolas  /  Shelves

Gondola Arrangement

Vertical  /  Horizontal /  Blocky

Self-Service Product Positioning

Endcaps /  Counters

Stacking  /  Pallets


Managing Spaces  /  Planogram

Creation of Planograms  /  Planogram Purpose

Making and Keeping a Planogram

How Categories Boost Sales

How Categories Changes by Retail Type

Retail Is Detail

What does a well-displayed product mean for you?

CHAPTER 5: Promotional Marketing

Promotional Actions  /  Promotional Environment

Planning and Implementation  /  Demand

Conducting Promotions

Types of Promotional Actions for Suppliers and Retailers

Suppliers Helping Train Retail


Education and Interaction for Consumption

Loyalty Actions

Motivating Actions


Incentive  /  Institutional  /   Cultural   

Demonstration  /  Tasting

Sampling  /  Cross Sampling

Giveaways or Promotional Bundles

Store Flyer Promotions

Actions in the Packaging

Cooperative Advertising

Contests and Sweepstakes

Looking for Customers Outside the Store

Selling Spaces for Actions in POP

How to Improve Promotional Actions

CHAPTER 6: Understanding Customer Perception

Memory / Understanding  /  Loyalty

Brand Identity /  Brand Experience

The Brand and the POP: A Two-Way Street

Visual Perception /  Consumer Vision

Scanning Shelves in Seconds

Memorization and Generalization

Product Positioning

The Perception of Product Brand and Store Brand  / Packaging

The Challenge of Attracting the Consumer

CHAPTER 7: Customer Care

Customer Service

Word of Mouth and Negative Image

How to Enchant the Consumer

Customer-Centric Retailing

First Impressions Are the Most Lasting

           Learn Which Customers Should Receive Special Treatment

           Know Your Audience
           Women’s Buying Power
           Women Make Key Purchasing Decisions
           Employees versus Consumer
           Contact with People
           Promotional Work Force
           Benefits to Retailers
           Personal Profile for the POP Worker
           Functions of Merchandisers
           Checklist for Professional Skills Training

CHAPTER 8: The Point of Purchase as Media

Promotional Material

How to Create Good In-Store Material

Basic Criteria for Obtaining Maximum Efficiency with the POP

Advantages of Materials

Impact of Materials

Types of Displays and Their Uses

Communication with the Consumer

ROI: Return on Investment

Shopper Marketing versus In-Store Marketing

CHAPTER 9: The Psychology of Consumption

The Economic Theory of Consumption

Behavior of Consumption

Most Mass-Merchant Purchase Decisions Are In-Store

Persuasion during the Purchase

Types of Purchase Decisions

Self-Service and Hands-On Experience

Invisible Barriers that Block the Impulse

Behavior during Purchases

What May Affect the Buying Habits

Purchase Procedures at POPs

The difference between consumers and shoppers

Pre-store and in-store marketing

CHAPTER 10: Trends in Global Retail

Eye-Tracking Research

The Consideration Set

Eye Tracking and Consideration Set

Considerations in an Eye-Tracking Study

The Type of Shopping Trip Influences Impulse Purchases

Store Appearance Drives Shopper Attitude

Shelf Placement Drives Purchases

Leading Brands Do Well in Shelf Blocks

The Future of Omni-Channel Retailing

Big Data


Webrooming Eclipses Showrooming

Author Information