MERCHANDISING or How to create extraordinary
experiences
Guillermo Ortega
The Experience Economy
Consumers are shifting their preferences from purchasing goods and services to consume
experiences
Components of the
Experience
Any experience consists on staging a set of
products or services (assortments) to engage
with consumers in a personal way
The Experience
The assortments created for each channel will be critical to enhance that consumer experience
Role of Merchandisin
g
The merchants need to create the right
assortments of products or services to be staged in
each channel of distribution
Channels of distribution
The retail landscape is in constant evolution and it is critical for merchants
to understand its structure and dynamics
Complex Environment
Direct to Consumer vs External retailers
E-commerce vs Brick and Mortar
Premium vs Value Proposition
The Omnichannel
Long Term ProfitabilityAny assortment needs to
deliver the right ROI. Extraordinary experiences will
make consumers to come back again.
Right pricing and Depth of assortments will be critical
too
Extraordinary Experiences
Experiences might be commoditized if they are
not properly personalized.
Summary• Merchants do assortments
• Assortments need to be right for the stage where the experience will take place
• Merchants need to understand in depth the channels where their assortments will be staged
• Assortments need to be productive and profitable
• Personalization will be critical to avoid the commoditization of experiences
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MERCHANDISING or How to create extraordinary
experiences