Subject The study considers the role of merchandising in improving the efficiency of sales management. Objectives The purpose is to refine and expand theoretical and methodological provisions of trading companies management on the basis of merchandising. Methods The study employs general scientific principles and methods of research, like analysis, synthesis, grouping, comparison, induction, deduction, generalization, etc. Results We analyzed the definitions of merchandising offered by foreign and domestic authors, reviewed and generalized basic scientific approaches to disclose the substance of merchandising. The paper reveals two main approaches to understanding the merchandising: merchandising as a set of tools used in sales outlets to manage sales; and merchandising as a technology to control the behavior of buyers in the sales area that stimulates the shopping process to achieve certain sales results. We present our own understanding of merchandising, focusing attention on its social and economic efficiency and a set of merchandising instruments. We also propose organizational and economic mechanism of sales management on the basis of merchandising, including goals, objects of management, a set of tools, system of socio-economic indicators to assess efficiency; present typical solutions of merchandising techniques; offer social and economic indicators for performance evaluation. Conclusions The paper underpins the role of merchandising in increasing the efficiency of sales of trade organizations. The study complements the theoretical and methodological provisions of innovative sales management based on merchandising.
Wellhoff A., Masson J.-E. Merchandaizing. Effektivnye instrumenty i upravlenie tovarnymi kategoriyami [Le Merchandising]. Moscow, ID Grebennikova Publ., 2004, 280 p.
Varley R., Rafiq M. Osnovy upravleniya roznichnoi torgovlei [Principles of Retail Management]. Moscow, ID Grebennikova Publ., 2005, 456 p.
Grewal D., Roggeveen A., Nordfält J. The Future of Retailing. Journal of Retailing, 2017, vol. 93, no. 1, pp. 1–6. URL: Link
Mehta N.P., Chugan P.K. The Impact of Visual Merchandising on Impulse Buying Behavior of Consumer: A Case from Central Mall of Ahmedabad India. Universal Journal of Management, 2013, vol. 1, iss. 2, pp. 76–82. URL: Link
Ardestani S.S., Ardestani I.S. Identification and Prioritizing Influential Merchandising Variables on Customer Purchase Behavior, Case Study: Hyper Star Chain Supermarket. Mediterranean Journal of Social Sciences, 2016, vol. 7, iss. 3, pp. 48–53. URL: Link
Zakharchenko N.P., Zakharchenko N.G., Kolesnikova E.V. [Sampling and in-store information as merchandising tools]. Vestnik Belgorodskogo universiteta kooperatsii, ekonomiki i prava = Herald Belgorod University of Cooperation, Economics and Law, 2016, no. 2, pp. 190–200. URL: Link (In Russ.)
Chkalova O.V. [Organization of placement and display of goods as an integral part of commercial enterprise business management]. Marketing v Rossii i za rubezhom = Marketing in Russia and Abroad, 2001, no. 3, pp. 68–78. (In Russ.)
Prasad K., Vetrivel S. An Empirical Study on Visual Merchandising and Its Impact on Consumer Buying Behavior. Journal of Business and Management, 2016, vol. 18, iss. 11, pp. 8–14. URL: Link
Chebat J.C., Morrin M. Colors and Cultures: Exploring the Effects of Mall Décor on Consumer Perceptions. Journal of Business Research, 2007, vol. 60, iss. 3, pp. 189–196. URL: Link
Berman B., Evans J. Roznichnaya torgovlya: strategicheskii podkhod [Retail management: A Strategic Approach]. Moscow, Vil'yams Publ., 2003, 1184 p.
Kotler P. Atmospherics as a Marketing Tool. Journal of Retailing, 1974, vol. 49, iss. 4, pp. 48–64.
Ramazanov I.A. [A dynamic cognitive-psychological model of behavior of sales area visitors in merchandising technologies]. Marketing v Rossii i za rubezhom = Marketing in Russia and Abroad, 2018, no. 3, pp. 29–39. (In Russ.)
Panasenko S.V., Ramazanov I.A. [Neurotechnologies of visual merchandising in retail trade]. Rossiiskoe predprinimatel'stvo = Russian Journal of Entrepreneurship, 2018, vol. 19, no. 3, pp. 657–670. (In Russ.) URL: Link
Ajith K.T., Reni L., Vipinkumar V. The Impact of Visual Merchandising, on Impulse Buying Behavior of Retail Customers. International Journal for Research in Applied Science & Engineering Technology, 2018, vol. 6, iss. 2, pp. 474–491. URL: Link
Bezawada R., Balachander S., Kannan P.K., Shankar V. Cross–Category Effects of Aisle and Display Placements: A Spatial Modeling Approach and Insights. Journal of Marketing, 2009, vol. 73, iss. 3, pp. 99–117. URL: Link