Universal Merchandising Guidelines

  • Constant Berkhout


The shopper brain and visual capabilities set limitations to what shoppers pay attention to in a way that is very similar to everyone. Examples are the attention to products on eye level and the salience of sign-post brands. This allows for universal merchandising guidelines for online and brick-and-mortar stores that are applicable across categories and retail contexts. Berkhout also presents guidelines specifically for online and brick-and-mortar stores. Supported with clear visuals and practical suggestions, practitioners will benefit immediately. Special attention is given to the merchandising by style groups in non-food retail.

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Constant Berkhout
    • 1
  1. 1.Rijnbrug AdviesUtrechtThe Netherlands

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