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