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Merchandising

The term merchandising describes all methods of sales promotion at the point of sale (POS) and is part of the marketing’s communication policy. For retail and wholesale, this includes sales displays, decorative articles and adjustment of the shelves, especially the presentation of products. Another perspective looks at merchandising as the use of famous image carriers of the products or the popularisation of companies under licensed around a specific brand. Licensing is a second sales form that is mentioned in this context. Typical examples for licensing are famous characters as figures (wrestling) or clothing of sports teams. Selling such merchandise articles aims to increase the revenues of the brand. Especially sportsmen, celebrities and movies can generate additional revenues with this method. Merchandising is especially popular on clothing and textiles like t-shirts, jackets, hats and tricots – but key chains, bags and cups are also frequently used as merchandise.