8 zones

Mermaid operates with a division of eight zones in all retail shops

The zones are referred to as:
Attraction zone, Transition zone, Traffic zone, Information zone, Category zone, Checkout zone, Exit zone and Staff zone

Relevant content:
Our fundamental belief is that the messages conveyed in each zone must be relevant and targeted to the customer’s situation. As a customer makes his way through a shop, his attention and purchase behaviour changes – as does his need for information and perception of advertising messages.

The traffic zone:
In the traffic zone, for example, he is actively searching for the products he is planning to buy, and is highly susceptible to messages from other suppliers or alternative product promotion. This stage represents an ideal opportunity to show the customer examples of your broad and varied range of products, for instance encouraging him to buy alternative or complementary products

The exit zone:
In the exit zone, on the other hand, the customer needs to be persuaded to return to the shop. Examples of future offers, competitions or in-store activities are effective ways of convincing customers to return.