Posted in Marketing and Strategy Terms, Total Reads: 1985
Definition: Scrambled Merchandising
When a shop/retailer sells products in his shop which do not belong to the usual assortment of products he keeps or sells it is called scrambled merchandizing. A retailer may opt for scrambled merchandizing to boost his top line/bottom line and also for better space utilization. Scrambled merchandizing indicates scattered product management and can leave a negative image in the mind of the customer being unsure of what the retailer sands for.
The phenomenon is generally observed with small or medium sized retailers whose only aim is to make more money. Companies can take objection to scrambled merchandizing if because of it, their sales are taking a hit. Example if you start selling chocolates in a sweet shop, your sweet sales can take a hit and vice versa.
Example – Paan shops generally start from selling only Paan but start cigarettes and other items as they keep on growing. Slowly, they sell deodrants, mobile recharge coupons etc