Merchandising – effective tool to promote sales in the ,,Terranova” store

Abstract

In a market economy, the goal of any economic agent is to make a profit from the development of his economic activity. In the sales sector, which is currently characterized by the existence of a very wide range of products, by tough competition, but also by the existence of a consumer with a developed mentality, who shows increased requirements, for a company to develop a prosperous business, it is essential that it implements the latest sales methods and techniques through which it could better highlight its product. Merchandising is the right tool, which is currently a key tool for promoting the sales of a store. The purpose of the article is to extend the theoretical and practical approaches to the importance and effectiveness of merchandising in the sales promotion process. The article will reveal the essence of the merchandising process, will present the importance, the forms of manifestation and the indicators through which the results of the implementation of this process can be calculated. It is proposed implementation methods specific to the Terranova brand, to manifest this process. Also will be presented some effective solutions in order to increase the sales of a commercial point. CZU: 339.138:339.372.84(478); JEL: M3 M11 M21.