Merchandising — Are We Using the Word Correctly?
At Agencia Adhoc, as in every communication agency, questions often arise in our day-to-day work regarding vocabulary and advertising jargon. The use of terms related to the world of advertising has become increasingly common, and their widespread use has gradually distorted their original meanings.
Merchandising is a term commonly used to refer to gifts or promotional products that companies give away to strengthen customer loyalty and promote their brand. But… are we really using this term correctly?
What is merchandising really?
In reality, merchandising is the study and implementation of various techniques aimed at boosting sales within stores and retail spaces — going far beyond dressing a mannequin or decorating a storefront.
Merchandising focuses on the layout of products and furniture within a shop to draw attention to specific items. It is pure product marketing within the point of sale.
And yes — it’s merchandising to place candies and eye-catching products at kids’ eye level so they’ll want to buy them; it’s merchandising to position impulse-buy items near the checkout counter to encourage last-minute purchases; and it’s merchandising when a shopping mall places elevators and escalators only at the ends so you’re forced to walk through as much of the commercial area as possible.
So, what should we call promotional products?
By their proper name: promotional products, promotional items, or promotional gifts. These are a form of direct marketing that usually delivers excellent results when it comes to increasing brand awareness.
The best promotional products are those used daily — such as pens, USB drives, lighters, or coin purses — ensuring your brand remains constantly visible. But be careful: originality matters. If your gift isn’t distinctive enough, it could easily end up forgotten in a drawer.
At Agencia Adhoc, we have a team of creative professionals and advertising specialists who can help you choose the perfect and most original promotional gift for your clients. We can also assist with the decoration and merchandising of your store.
Because we, the leading communication agency in Campo de Gibraltar, no matter what each action is called, always put our best into achieving the best results for you.
