{"id":4464,"date":"2021-02-22T16:24:06","date_gmt":"2021-02-22T10:54:06","guid":{"rendered":"https:\/\/beatroute.io\/?p=4464"},"modified":"2021-02-22T16:24:06","modified_gmt":"2021-02-22T10:54:06","slug":"como-realizar-con-exito-una-campana-de-merchandising-visual","status":"publish","type":"post","link":"https:\/\/beatroute.io\/es\/ejecucion-de-ventas\/como-realizar-con-exito-una-campana-de-merchandising-visual\/","title":{"rendered":"How to Execute a Visual Merchandising Campaign with the Right Software"},"content":{"rendered":"
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TL;DR<\/span> For sales and trade marketing leaders, visual merchandising turns a retail shelf into a selling tool that works even when no rep is present. This guide covers the four-step VM execution framework, five proven techniques, and how BeatRoute’s visual merchandising software and VM Audit AI Agent make planogram compliance measurable and same-day actionable.<\/p>\n<\/div>\n\n

What is visual merchandising in FMCG?<\/h2>\n\n\n\n

Visual merchandising is the planned use of displays, product placement, and in-store visuals to guide shopper attention and drive purchase decisions. For FMCG brands, it converts shelf space into active selling real estate that influences buyers at the point of purchase.<\/p>\n\n\n\n

Shoppers form buying impressions fast. The average attention span at the shelf is measured in seconds, which is why planogram compliance, themed displays, and share of shelf must be executed well and audited often. A visual merchandising campaign that looks strong in the planning deck but fails on the retail floor wastes both budget and shelf opportunity.<\/p>\n\n\n\n

Four steps to execute a visual merchandising campaign<\/h2>\n\n\n\n

FMCG and CPG sales depend heavily on how products show up inside the store. A strong visual merchandising plan reaches more shoppers across general trade and modern trade. Before rolling out a campaign, brands should work through four steps.<\/p>\n\n\n\n\n\n
Step<\/th>What to do<\/th>Why it matters<\/th><\/tr>\n<\/thead>\n
1. Store profiling<\/td>Group stores by location, demand, competitor presence, and outlet type<\/td>The display must match the shopper profile at each outlet<\/td><\/tr>\n
2. Store targeting<\/td>Match display investment to stores that fit the product’s target group<\/td>Not all stores bring the right customer; targeting prevents wasted VM spend<\/td><\/tr>\n
3. Visual merchandising planogram<\/td>Define which SKU sits where, at what facing count, and at what eye level<\/td>A good planogram uses retail space efficiently and keeps display costs predictable<\/td><\/tr>\n
4. Auditing<\/td>Verify that the plan was actually executed on the shelf<\/td>Without audits, brands cannot see gaps, correct low ROI, or change course<\/td><\/tr>\n<\/tbody>\n<\/table>\n\n\n

BeatRoute’s software de merchandising visual<\/a> supports all four steps within the same platform field teams use for sales execution, so VM planning and auditing are not separate workflows.<\/p>\n\n\n\n

Five visual merchandising techniques that move FMCG volume<\/h2>\n\n\n\n

Below are the techniques that consistently produce results for FMCG and CPG brands at shelf level.<\/p>\n\n\n\n

Themed displays.<\/strong> Themed displays pull attention and explain how the product is used. In modern trade, themed gates have repeatedly driven higher sales for FMCG brands by creating a visual story around the product.<\/p>\n\n\n\n

Strategic placement.<\/strong> Placement shapes purchase behavior. Placing related products together lifts basket size. Butter next to the bread aisle is the classic example. A visual merchandising planogram helps brands pick the optimal spot for cross-category lift.<\/p>\n\n\n\n

Hierarchy merchandising.<\/strong> Stack products in shapes, at eye level, or along the main walking path so every shopper notices them. Visibility is the first job of the shelf, and hierarchy stacking ensures premium products get premium attention.<\/p>\n\n\n\n

Shelf customization.<\/strong> Branded shelves in modern trade add a brand cue to every shopper who walks past. They trigger loyalty purchases from existing buyers and raise brand recall with new ones.<\/p>\n\n\n\n

Promotores de productos<\/a>.<\/strong> On-ground promoters lift sales at the store, flag competitor moves, confirm that displays match the plan, and reduce stockouts. They are the human layer that closes the gap between the planogram and the shelf reality.<\/p>\n\n\n\n

Why KPIs for visual merchandising require audits<\/h2>\n\n\n\n

Visual merchandising is a real investment. An audit is how brands confirm that stores actually followed the plan and that the spend produced results.<\/p>\n\n\n\n