the merchandising reference

+44 (0)207 873 2304

Get in touch:

Select:

Merchanfeeling world

The idea of Merchanfeeling® was born in 2004 nourished by the will to respond to all aspects of merchandising



A bit of history

 

'Merchandising' is as old as selling itself, although its methods have only recently been established.

The advent of the mass market and widespread distribution networks of the 1970's, created the need to formulate some well-defined principals.

Since then, commerce has only intensified this need, and recognised 'merchandising' as an essential discipline with it’s own methodology and specialist techniques.     

In today’s market of ever-increasing quality and selection, the client must quickly find their bearings, instantly identify with a product and understand the brand.

Therefore, merchandise has to work hard to distinguish itself from the competition and, above all, to mean more to the customer, creating a sense of loyalty to the brand.

In this context, merchandising constitutes a veritable tool and key service for the brand.

Among the various definitions of merchandising, here is the "most faithful":



"Merchandising is the synthesis of strategies and techniques which facilitates an optimal encounter between the product and the client at the point of sale."



Merchanfeeling®, enriches this definition by bringing to merchandising new vectors of efficiency, while adding an original spirit: emotional merchandising.



"The Merchanfeeling concept®"

 

The key elements of Merchanfeeling’s approach are incorporated within the company’s name: merchandising based on stimulating the 5 senses, but it doesn’t stop there...

The Merchanfeeling® concept creates an affective link between the brand and the client via the point of sale.

Its guiding principle is to make the connection between the senses stimulated and the emotions generated.

This quality has been separated from the analyses of buying behaviour for too long - as soon as the customer opens the doors of the store, immediately they are subjected to what they can perceive, discover and feel.

If they feel good in the space, they will stay longer. And the well being felt during the act of purchase will pleasurably incite them to return.

Additionally, this is heightened if the client identifies themselves as a member of the same “tribe’, proving the brand has communicated its image, reflecting this within the sales space and transmitted its values.

With the concept Merchanfeeling® the emotions are incited so the senses are not just solicited but stimulated in a thoughtful way.

The purpose is to arouse clearly targeted emotional reactions, most notably "the 5 emotional senses".


According to the concept as defined by Béatrice Querette, these emotional senses provoke:

 

  • Identification
  • Possession
  • Intuition
  • Valorisation
  • Emotion



The Five senses model

 

Numerous studies have shown the effects of stimulating sight, hearing, smell, taste and touch.

Consequently, certain boutiques use ambient perfume here, or a bit of background music there; but in a disconnected way, without really considering the products’ impact on the clientele.

On the contrary, Béatrice Querette and her team are interested when an emotional chord is struck and a connection is made;
for the team members, "the store is a veritable extension of the body!".

By stimulating all the senses at the same time and paying close attention to the effects of the stimuli, the concept Merchanfeeling® plays these 5 emotional senses like a score.

In all, the concept Merchanfeeling® goes further than classical merchandising techniques which transform a space in an aesthetic and commercial way.

The added impact of the 5 emotional senses, aligned with the customers’ dreams, will fully embrace a brand by developing an emotional link to earn their loyalty and increase sales.

The Merchanfeeling five senses model is one of our founding principles and the heartbeat of every decision and touch point.



Differentiating sensorial marketing, sensorial merchandising and the concept Merchanfeeling®

 

There is often confusion between sensorial marketing and sensorial merchandising as they are two distinct disciplines.

The former uses 5 senses around the product, whereas the latter works on integrating the 5 senses around the point of sale.

In this way the sensorial marketing will focus on the sound emitted by the opening of a lipstick tube, while sensorial merchandising determines the music that is broadcasted in the boutique.

The concept Merchanfeeling® combines the rapport of the brand image, in addition to overseeing the benefits of the induced well-being at the point of sale.


Tableau 12.1 - Sensorial marketing, sensorial merchandising and Merchanfeeling or Emotional Merchandising

  Sensorial marketing Sensorial merchandising Merchanfeeling or
Emotional Merchandising
Product and packaging Sales space Sales space
Visual Colour (eg: a golden lipstick case suggests luxury, shades of orange reminds you of a peach) Colour (eg. wall colours can stimulate memories of nature) The psychology of color (ex: Utilising the colour orange can whet the appetite)
Smell Fragrance of the product (eg: the smell of lipstick applied to lips when scented with raspberry, body lotion scented with peach, micro-encapsulation and perfumes used with textiles) Perfume for a boutique (ex: The use of a perfume (olfactify) in the boutique) Aromachology (eg: the diffusion of lavender essential oil creates a soothing effect)
Touch Material product (eg: a bottle shaped as a peach for perfumed body milk, use of aluminum for a man’s shaving foam bottle recalling a car hood) Material selected for furniture (eg: furniture which is upholstered in leather which gives a sensual touch) Using haptic feedback for textures (eg: the use of well-defined textures covering the furniture in harmony with the sales environment)
Hearing Sound (eg: the reassuring click on the lipstick case when closing, the rustle heard from the inner paper of a corn flakes box, recalling the crunching sound of the flakes when you bite) Music (eg: a bespoke sound played at the point of sale, or a broadcast played over several days or weeks, mixed live by a DJ at the point of sale) Music and Sound (eg: the use of dynamic rhythms and sound to stimulate energy)
Taste Aroma (eg: the taste of raspberry lipstick, peach...) Tasting (eg: the creation of a bonbon, tailor-made for the brand) Fragrance (eg: the use of chocolate to stimulate the taste buds)


Source: L. Salesses (2013) - Management et Marketing de la Mode. Edt: DUNOD
Ch. 12 - pp. 234 (B. Querette) Le merchandising de mode: une discipline stratégique et opérationelle incontournable.

 



Why do you need merchandising ?

 

What distinguishes one product from another? It is not its intrinsic quality, but the quality of perception we have of this product.

The product must have a personality, a history; it is the symbol of the eigenvalues to the customer and must induce pleasure.

What are the expectations of customers when pushing the door of the store? To answer this crucial question, marketing, advertising and interior design are not enough.

Only a custom merchandising strategy offers the most appropriate setting to meet the clients’ expectations.

The store layout and arrangement of products in an aesthetic and commercial manner improve comfort and allow customers to develop loyalty.



Marketing and Merchandising difference

 

Although marketing and merchandising are closely related, there are distinct areas of difference.

Marketing focuses on the 4p's as well as field studies from which in house campaign strategies are further devised.

Marketing techniques are aimed at bringing customers directly to the doors of stores as a result of being exposed to a campaign.

Merchandising seizes on the typical opportunity to invite the customer into the store and makes the customer buy. The impact of merchandising techniques, which are both commercial and aesthetics, are used within retail spaces to continuously compel customers to return and make multiple purchases of products.

The goal of merchandising is to attract the customer, make him buy the product and have a brand experience they are willing to return too.

 

Creating an affective link between the brand vision and the customer at the point of sale is our difference.