KORONADAL CITY, SOUTH COTABATO – The Department of Trade and Industry (DTI) Region 12, through its One Town, One Product (OTOP) program, conducted a one-day capacity building training on visual merchandizing for its trade promotions officers (TPOs).

The training on April 11, 2023 aimed at equipping the TPOs of DTI 12 in the most efficient and effective way of displaying products of MSMEs in physical stores and during trade exhibits.

Flora Politud-Gabunales, local trade chief of DTI 12, said that it is very important for the associates of DTI 12 to have working knowledge on visual merchandizing as they are assisting the budding entrepreneurs on how to capture the attention of the public to be curious of the displayed products and engage them into making a purchase.

“Part of the job of our trade promotions offices in the field offices is to help our budding entrepreneurs with the proper curation of their products in display racks and the general layout of their business establishment, by doing so, the prospect clients become interested in looking at the products and engage them to make purchase. Better curated display increases sales,’ said Politud-Gabunales.

 Rain Ramas, who has extensive experience as a visual merchandiser in international brands and as a creative consultant for the design and marketing of local and national business establishments, was the invited resource speaker for the event.

Among the topics discussed by Ramas include the virtual merchandizing fundamentals, principles of visual merchandizing, elements of visual merchandizing, price and size merchandizing, graphics and signage, and lighting elements among others.

Ramas said that visual merchandizing is considered as the “silent seller” as it helps a business establishment have a visual impact with excitement and energy to keep customers entertained which can lead to more sales.  

Visual merchandising is a marketing technique that uses layout, color, lighting, displays, technology, and other components to draw customers in the business establishments. In November of this year, DTI 12 will once again host the Treasure of Region 12 Trade Fair in General Santos City, which is considered the grandest trade fair event in the region. Participating MSMEs and their TPOs will curate their booths to attract more shoppers and increase their product sales.

Date or release: 11 April 2023