To us, merchandising does not mean selling promotional items.
When we ascribe to promotional items the task of recruiting customers and keeping them, what merchandising does above all is secure what we refer to as “customer loyalty”.
Only a brand that manages to convey emotional value has the strength to engage in merchandising as well. Emotional value is in our opinion the driver behind the satisfaction of needs. A brand that can combine aspects such as fascination, tradition and emotion, is a desirable one.
The sale of merchandising items is ultimately merely the logical consequence of satisfying aroused needs, provided the items are effective in terms of quality and functionality.