Commercial information/Merchandising

Having good commercial information and good merchandising is fundamental, they are tools which will not just help you sell, but also improve your image, the service to the clients and make it easier for your points of sale.

If you have a brand or you are the distributor of a brand in a country, you have to offer the retail stores the most complete commercial information. This tool will allow them to offer better information to the final clients, improve the attention provided and the brand image.

The commercial information includes catalogues, all kinds of brochures, promotional information and all the explanatory kinds of documents can be essential for a final client to decide on a bicycle or another product.

On the other hand, merchandising is clearly differentiated in two groups. Firstly, we have the merchandising intended for the final customers, in the shape of little promotional items with your logos or badges printed/engraved/embroidered on them. They tend to be products the clients buy to feel closer to their favourite brand, they are fans of your brand and they like to show it in public. Clients buy merchandising if the quality is good. Some brands think that by printing their logo in just any ordinary thing will do, and they will sell it like hot cakes even if the quality is poor. What about your clients? What will they think? Do you think they will be happy to wear the logotype of their beloved brand on a bad quality cap? Do you think they will like to wear T-shirts which the colours fade off from? And they even had to pay for it! Don’t do this to your clients. You save nothing, you don’t win anything by selling it, you just lose. Choose good quality merchandising with a good design and don’t try to get rich by selling it. It is just a promotional item, if it has a good quality and a reasonable price, the clients will highly appreciate it.

Then we have the merchandising intended as a tool to help the shops to sell more, improve the image of the brand in the shop, make it stand out among other brands and increase the exposure. We are talking about display cases and other different tools which will make it easier to exhibit the products create corners or islands exclusively focused on your brand. This kind of merchandising requires a good design attractive and effective, and a great investment. Design, create and manufacture good quality exhibitors.

A peculiar and controversial method is the use of merchandising/exhibitors to oblige the clients to buy a certain amount of product, often excessive. It is not a bad idea but the offer must be proportionate. A good quality exhibitor which fits correctly in the space available in the store, and with a reasonable amount of products and minimal order conditions. The exhibitor is the step before dedicated corners or display islands. If exhibitors don’t work, even less will the latter.

Some companies invest directly in islands or corners because the sales potential of their retail shops is high. They skip the first step because they are strong, they don’t need it because they have space available and many clients. It is important to gauge the appropriate size of the merchandising intended for every store.

Many marketing and commercial actions based on merchandising in the form of shop exhibitors fail disastrously. Often, the lack of a clearly written agreement of the conditions of use allow the client to take over the exhibitors and use them to display products of other brands, or they even substitute the logotypes and convert the exhibitor you provided into their shop furniture, with other brands benefiting from it. Sincerely, this is very unethical practice.

When this happens, generally it is because the display cabinets are sent, but then the company forgets about them because what they care about is the order that goes with the concession of the cabinet. Therefore there is no tracking of its use or performance. This is a task for your network of commercial representatives. We understand it is hard to get in a store and see products from other brands filling your exhibitor, taking advantage or your design and your promotional actions. If this happens there are two possible causes. Either the proposal was not well planned, well managed, or it was not successful enough, or it could be that the store administration did not put enough interest in using the tool you provided them to help them increase the sales.

You must analyse what went wrong if you don’t want to be throwing money away in each of your points of sale. It is not easy to do a good merchandising program which works and has a good projection. If after several attempts you haven’t found the right way, we can help you.


  We design, manufacture and program your merchandising for final customers.

  We prepare all kinds of commercial information to publicize your products, catalogues, brochures in several formats, cards, etc.

  We design merchandising for your stores and we plan a strategy so your investment is profitable and the shops appreciate your proposal thanks to the help it provides them in their everyday work.

  We select target points of sale so your merchandising performs well and your investment benefits all parties.