Cross Merchandising – Meaning and Concept
April 3, 2025
Retailing refers to the concept of selling merchandise in small quantities to the consumers for their end use. According to retailing, the individual can walk up to any nearby retail store and purchase products as per his need and pocket in small units for his own consumption. The display of merchandise at the store plays…
For understanding the buying behaviour of the customers in retail stores it is very important to analyze the customer psychology, the factors which influence a customer for buying certain products/services from the stores and also an analysis of the customer’s response towards a sales promotion is very critical. Before analyzing the customer’s buying behaviour, let…
Using the PESTEL Framework to Analyze the Transforming the Indian Retail Industry We explore the Political, Economic, Social, Technological, Environmental, and Legal forces that impact the Indian Retail Industry using the PESTEL framework. This framework is especially pertinent and relevant as it lends itself to a thorough macro analysis of the industries and more importantly,…
Retailing is defined as the process of selling merchandise to the consumers for their end use in small quantities. The retailer sells products to the end-users either in single units or in small quantities as per their need and capability.
Retailer | .................................. | Consumer (End - User) |
Retailing |
Let us now understand the various ways a consumer can purchase goods from the retailer.
As the name suggests, counter service refers to the process of procuring the merchandise from the counter. The buyer does not have an easy access to the merchandise of the store and he can’t pick up things on his own. In such a mechanism the buyer has to walk up to the counter and ask for his requirements.
Example
Jewellery Store
Can you go to a jewellery store and pick up things on your own ? No
You need to ask the sales person to show you the sample designs for you to finalize something as per your taste and pocket.
Chemist Shop
Chemist shop does not allow the buyers to simply walk into the store and pick up medicines. One needs to walk up to the counter, show his prescription from the doctor to get the medicines from the retailer.
The mechanism of shipping goods to the customer’s doorsteps is called as delivery service. The end-user does not have to walk up to the store to procure his merchandise; instead the goods are directly delivered to his house through various means of transportation. Delivery service is a boon for the individuals who have an extremely busy life style and do not have enough time to walk up to the store.
Online Shopping
Internet has helped end-users to shop from their homes only. Online shopping sites like Amazon, eBay etc provide a wide range of options to the consumers who can order the desired merchandise through internet. Once the payment is done through debit or credit cards, the goods are delivered at the address the customer requests for. The transportation charges however are borne by the consumer himself.
Order through telephone
Now a days several restaurants and eating joints provide an option of ordering food while sitting at home. The food outlets upload their complete menu in the website providing a wide range of options to the end-users. One can easily place his order over the phone and the food is delivered at his doorstep within no time.
Pizza Hut, Dominos (Promise to deliver hot and crisp pizza within 30 minutes of placing the order)
Examples
Eureka Forbes operates on this mechanism where experienced sales professional visits the doorsteps of the potential customers, gives them presentations and influences them to purchase the product.
Telephone companies also sometimes rely on this mechanism to sell their connections.
Your email address will not be published. Required fields are marked *