7.02 Explain on-site merchandising.

Identify the purpose of an on-site merchandising plan. 1. The primary purpose is to maximize income for a sports or entertainment event 2. Companies maximize income through the sales of food and beverage and merchandise 3. Four components are: a. Location of a vending station b. Physical layout c. Operations d. Merchandise

Appropriate Vending Locations A permanent stand or a mobile cart For example: a kiosk 2. Displays located near high traffic areas For example: a vending location near an entrance

Physical layout of a vending location The vending location should be within close proximity to restocking area For example, an ice machine near a concession stand or a stock room near a t-shirt stand

Physical layout of a vending location, cont.. 2. Display signs above eye level, three dimensional, lighted and colorful a. Red and white to attract attention of customers in close range b. Yellow and black attract attention from a farther range

Physical layout of a vending location, cont.. 3. Larger, more bulky items are usually purchased at end of sports or entertainment event

Critical issues of selling on-site merchandise 1.The heaviest traffic for merchandising is upon arrival and departure 2. In club levels, luxury boxes and suites, a menu of food and beverages is placed on seats. Orders are placed with a vender

Critical issues of selling on-site merchandise, cont.. 3. Test marketing is important to ensure the effectiveness of a good or service 4. Training of sales personnel varies with the event

Critical issues of selling on-site merchandise, cont.. 5. Using a “multiple sales” selling technique and suggestion selling can increase sales 6. With smaller events, selling and merchandising may occur in-house

Critical issues of selling on-site merchandise–Small Events In-house responsibilities include: a. Designing the logo b. Deciding the type, quality, and quantity of merchandise

Critical issues of selling on-site merchandise–Small Events, cont.. c. Ordering merchandise d. Creating displays and point-of-purchase areas near check-in, front entrance and playing area