Throughout the buying process, there are two key elements to facilitate the release of this product:

•The packaging.
•The merchandizing.
Although this section is not the time to discuss the package, yes I would comment that it is a fundamental element for stimulating the customer towards the purchase of our product. And speaking of the package, I refer also to packaging, Which is neither more nor less than the packaging design (color, typography, illustrations, photographs, etc.).. Therefore, the manufacturer, who will be responsible for providing the product of those elements that are most valid for easy marketing, you need to place special emphasis on this aspect.

But also have to pay special attention to merchandizing, Although in this case will be helped by the distributor.

We can define the merchandizing as the set of techniques that are applied at the point of sale to motivate the act of purchasing the most cost effective way for both the manufacturer and the distributor, while meeting consumer needs. You are fully tested the influence on selling the product is placed in either space. If the product is placed in the right place significantly decreases the ratio of sales. This has forced to create the figure of trade marketing, A figure which takes a leading role within the distribution.

The merchandizing management seeks to optimize the product by choosing the right locations depending on variables such as location, quantity, time, form, on the one hand, and shop windows, counters and linear, and interior architecture, on the other, and the product group " magnet "products" complementary "to buy premeditated and momentum. You can differentiate between two types of merchandizing: The permanent and temporary.

But if important is product placement, no less important are the media to publicize the site, or what we call POS (advertising at the point of sale). The PELF is what will allow us to differentiate ourselves from competitors and that we will entice the consumer to provide our product when performing their choice of purchase. But the PLV is not limited to exhibitors, stands or digital displays, but the management at the point of sale of the product itself can also function as an effective advertising and communication tool, why not say, feeling experiences.

Given its importance, advertising at the point of sale alone would merit a separate chapter but at least comment that the manufacturer has to take into account the geographic location of the center when placing such advertising. The reason is simple, the mindset of consumers is different, so their perception of the message will also be different depending on location and, in the same way, will also be different from their behavior. That is, how to attract customers to our product will be different at each site. Yes, we can never forget what are those elements that differentiate our brand from the competition.

The same applies to the merchandizing. The truth is that it has no reason to be uniform over time, or in all geographic areas, as there are times and places where this may provide better results.

12.1. The merchandizing and marketing techniques

There are many benefits that merchandizing offers from the strategic standpoint. These include the following:

•Changing the concept of "office" products "sell."
•Reducing the time of purchase.
•Conversion from cold in places alive.
•Enhancing product rotation.
•Replacing the present "passive" one presence "active."
•Maximizing the point of sale, due to the following aspects: the product goes to meet the buyer, the buyer is comfortable at the point of sale, the environment, take comfort products, point of sale decoration The "service" in general it receives, colors, music and more.
•Power "products magnet" point of sale (those who by their peculiar characteristics have difficulty rotating, but we are interested in selling).
•Creation and coordination of a comprehensive adequate communication at the point of sale.
12.2. Types of purchases
The types of purchases under the classified taking into account consumer behavior.

•Shopping rational (or expected) 45 100:
- Completed (22%) are charged under the original forecast by product and brand.

- Required (18%) are no forecast made by product brand, fit the profile of the consumer looking for offers.

- Modified (5%) are purchased by the brand product but modified.

•Shopping irrational (or impulsive) 55 100:
- Planned (12%): the consumer intends to purchase, but expects the right time to carry it out (sales, promotions, etc.)..

- Remember (9%): the client has not provided for your purchase, but seeing the product, remember that you need.

- Suggested (20%) are produced when a customer, displaying a product on the shelf, decided to try it.

- Pure (14%) is the buying habits to break, that is, the wholly unexpected.

The planned purchases represent only 45 of total 100 made, which strengthens the idea that the point of sale plays a crucial role in increasing sales volume, it depends on the percentage of impulse purchases.

To facilitate rotation of the products in the stores there are a number of sites, among them:

•Linear. Products are identified well over the surface of the linear, so that all companies are struggling to get more yards to their placement. The products are located at three levels:
- Eye-level, most likely products of rotation.

- Level hands, everyday consumer products.

- Level floor, heavy products and regular use.

•Shelf headers. They are located at the ends of the shelf, and its excellent location is the space that has increased demand for promotional level.
 
12.3. Provision of point of sale
12.3.1. Location of sections

The head of the retail outlet should determine the location of different sections, at first. But they also must worry about whether actions saved a logical and rational to provide guidance and customer buying the property. These decisions are complicated by the presence of several considerations:

•Products attraction. They are the best sellers, should be placed so that the client distant travel the greatest possible surface of the establishment.
•Purchase Products rational or irrational. The impulse purchase is better to place them in boxes, while the more thoughtful purchase (appliances, for example) need an area without a doubt, and comprehensive.
•Complementarity. We must bring products and sections so that they complement (for example, equipment with battery near the batteries).
•Handling of products. Special products such as heavy or bulky require placement favors the comfort of the establishment and
consumer.
•Conservation of the products. Certain sections of fresh products must be placed in the vicinity of the cutting and cleaning products.

12.3.2. Circulation

•The itinerary. Depends on four factors:
- Boxes and gateway.

- Provision of furniture.

- Placement of the products.

- Information to guide the consumer.

•Speed of movement:
- Corridors. Should facilitate the smooth flow and that are accessible to all sections.

- Bottlenecks. Should be avoided as far as possible because they favor the crowds that reflect poor management and offer the customer a bad image.

- Information. If they are correct, promote the speed of movement.

•Dwell time. The time depends on the length traveled and the velocity of circulation, usually larger, more shopping. However, should not be excessive because there are queues, inconvenience, etc., Generating a bad mood and dissatisfaction. The ideal length will vary for each facility, the type of music, temperature and other factors vary the speed.

12.3.3. Areas and outlets hot and cold
One of the main functions that have to do the marketing department is to identify strategic locations on the street to place a new point of sale or identify suitable sites within the stores. They are called "hot" those outlets where the passage of people is above average in the area, by contrast, "cold" are those places with lower customer traffic of the area average.

The policy to be followed is to maintain the hot and cold processed. To do this, there are animation techniques consisting of:

•Set in the cold commodities: sugar.
•Illuminate more intensely the area.
•Install a stand tastings.
•Cover the area with mirrors.
•Put a regular promotion. 

 
12.3.4. Elements outside the establishment
•Labels. Facilities allow us to identify through a name, logo or symbol, according to the image you wish to project.
•Entry to the facility. It is an element between the customer inside the store. In this sense, it is essential that enhances the ease of access and invitations to enter.
•Windows. Will be basic in all types of businesses. There are fashions that change over time but it is advisable not to exceed 15 days without changing a window and bring it to the various annual events.