Basic terms and concepts used in professional merchandising and retail.

Adaptation- adaptation of the structure and functions of the body to environmental conditions.

Visual adaptation- adaptation of the sensitivity of the eye to various lighting conditions: darkness, twilight, bright light, normal illumination.

Auditory adaptation- transformation in the modality of perception of sounds during and after the action of an acoustic stimulus.

Communication recipients- specific people, the target audience to whom the transmitted information is intended.

color accents- a way of drawing attention to a product or group of products, based on the use of color contrasts.

Product range- a set of goods united by any one or a combination of characteristics.

Assortment of trade goods- a set of objects of sale (goods, services, rights) offered by a trading enterprise for sale.

Assortment policy- the general intentions and direction of the retailer in the field of assortment management, formally formulated by top management.

Shop Atmosphere- the totality of its physical characteristics, such as architecture, layout, signs and displays, colors, lighting, temperature, sounds and smells, which create a certain image of a commercial enterprise in the minds of buyers.

Unconditioned (innate) reflexes- reflexes that are already present at birth, do not require special conditions for their occurrence and are characterized by relative constancy, independent of external stimuli.

unconscious desires- Desires forced out of the sphere of human consciousness under the influence of internal censorship.

block stars- small trade enterprises with a limited range of consumer goods and cheap durable goods, mainly for household purposes.

Bonnets- free-standing counters with shelves, baskets or hooks that do not have a lid.

Attention- the state of psychological concentration, the focus of the subject on the object and the direction of cognitive resources to process the stimulus.

Wobbler- a special plate with a picture or a pictogram on a flexible oscillating leg, attached to the shelf and indicating the place of display of goods.

Perception- the process of obtaining information through the five senses, subsequent awareness and giving meaning to it.

Display of goods- certain ways of laying and displaying goods on the trading floor.

Vertical display of goods- a way of laying and displaying goods, in which homogeneous goods placed on the shelves vertically, from top to bottom.

Horizontal display of goods- a method of laying and displaying goods, in which one or another product is placed along the entire length of the equipment.

Display of goods decorative- the display of goods made with the use of means of volumetric-spatial composition, used for the design of shop windows and racks in departments where sales are made through the counter.

Bulk display of goods- a method of placing goods of daily or increased demand, in which one or another product is exhibited in large quantities.

Multi-product display- mass display of several different products and products, in which both related and unrelated goods are placed at one point of sale.

Display of goods on trays- the most popular way of placing a product in mass and multi-product displays, in which the displayed products remain in half of the box.

Bulk display of goods- a method of placing goods on the trading floor, in which products are displayed in various containers or on basic stands.

Display of goods using trolleys- a method of placing goods on the trading floor, in which the product is simply placed in a trolley (or wire basket), to which an appropriate indicator is attached.

Commodity display serves to display and release goods.

Exhibition layout- type of layout of the trading floor, in which commercial equipment is placed along the walls.

Deli- shops selling through the counter with an area of ​​​​less than 500 square meters. m.

Hypermarkets- large retail businesses over 2500 sq. m, the range of which includes all types of food and a wide range of non-food items.

Assortment depth- the total number of commodity items in its structure.

"Hot Zone"- the most frequently visited part of the trading floor by buyers.

Range diversification- full or partial change in the assortment profile of a retailer.

Discount ("economy store", "economy supermarket")- a self-service store with an area of ​​at least 1000 sq. m, offering a small everyday range, sold at prices much lower than in supermarkets.

Perceptual discomfort- an unconscious feeling of dissatisfaction, the occurrence of irritation, rejection, bewilderment, rejection, anxiety, other negative emotions, the cause of which the buyer often cannot or does not consider it necessary to explain.

Display- made of paper, cardboard, plastic, wood or metal, a special design that presents the product.

Product differentiation- separation of products of one manufacturer at the point of sale using various marketing and merchandising techniques.

Additional point of sale- a place where products presented at the main point of sale are placed separately.

Product life cycle- a concept that describes sales, profits, consumers, competitors and development strategies from the moment a product enters the market until it is withdrawn from the market.

Adaptation zone- a section of the trading floor corresponding to the state of adaptation of visitors and characterized by low levels of concentration and stability of attention.

return zone- the final segment of the route of visitors, characterized by a state of relaxed selective attention.

selective perception- the process of sifting out information that is not of interest to the individual and preserving the one that is pleasant or interesting to him.

selective distortion- the process of distorting the information received, if the message perceived by the individual contradicts his values ​​or beliefs.

Illusions of perception- inadequate reflection of the perceived object and its properties, phenomena of perception, imagination and memory that exist only in the human mind and do not correspond to any real phenomenon or object.

Image- an imaginary concept created by advertising, disseminated by the media and including the emotions, sensations, attitudes and intellectual orientation of the group in relation to some objectively existing phenomenon.

impulse buying- an unplanned purchase made under the influence of impulse needs.

impulse needs Needs that are ignored until they are satisfied.

information promotion- a form of sales promotion based on the foundation of informing and educating consumers.

Information at points of sale- all advertising materials, brochures, posters, shop windows and stands, as well as many other items, the design of which is aimed at influencing the decision of the consumer regarding the purchase directly at the point of sale.

Kiosks and pavilions- closed outlets assembled from prefabricated structures, often located on sidewalks or in open areas near metro stations. The main range of products sold includes drinks, confectionery and a number of other goods of impulse demand.

The cognitive dissonance- these are doubts about the correctness of the choice made, arising from the acquisition of expensive and emotionally significant goods.

Communicator- the party on whose behalf the information is being transferred.

Communication- the process of transmission and perception of information in the conditions of interpersonal and mass communication.

The concept of a balanced store- an approach to the distribution of the area of ​​the trading floor, in which the areas allocated for each department are proportional to the volume of sales and the need for retail space.

Corporate block- a place on the rack, allocated and fixed for the placement of goods of a particular manufacturer.

Coupons- certificates that give their holders the right to a reduced price or other benefit when purchasing a product or service.

personal selling - communication process between the seller and the buyer, when, in the course of a personal exchange of information, the merchant helps consumers meet their needs.

Customer loyalty- an established trusting relationship between the seller and buyers, in the presence of which consumers have a favorable attitude towards the store and, when buying certain categories of goods, first of all visit the "chosen" outlet.

Marketing communications- targeted impact on the target audience in order to attract attention and encourage them to take actions that are desirable for the retailer.

Merchandiser- a person holding a permanent position and endowed with authority in the field of decision-making on specific types activities that ensure the promotion and sale of goods in the store.

Merchandising- an independent type of professionally carried out activity to manage the behavior of buyers, based on an analysis of the distribution of human cognitive resources.

Mini markets- self-service stores located in the central districts of the city with less than five cash registers and an area of ​​200-600 sq. m.

Mobiles- hanging models of products, made in a size exceeding the actual size and indicating the place of sale of the goods.

dummies- enlarged or life-size copies of real products or their packaging, placed for decoration and display where the real product could deteriorate.

Unplanned Purchase- view buying behavior, in which the type and brand of the product are selected directly in the store.

Range renewal- the number of new commodity items in its structure.

Total store display area- the sum of the areas of all planes commercial equipment(horizontal, inclined and vertical) designed to demonstrate and place goods on the trading floor.

Operational processes in the store- a set of trade and technological processes, consistently interconnected, the purpose of which is to meet the needs of consumers with the least labor and time costs.

Wholesale and retail markets- markets consisting of containers and kiosks and selling mainly durable goods to both retail and wholesale buyers.

Main selling point- a place in the trading floor, where the entire range of this product group is presented.

Awareness of need- the perception by the consumer of the difference between the desired and the actual state, sufficient to activate the decision.

pallet display- a laminated stand or a wooden pallet presenting the goods.

Store layout determines the size and location of commercial and auxiliary premises; divides the area of ​​the trading floor into functional zones and forms the routes for the movement of buyers by placing departments, sections and commercial equipment.

Sales floor layout- a system for placing trade and demonstration equipment, which forms the schemes for the movement of consumer flows.

The layout of the trading floor is linear- a system for placing commercial equipment, which forms the direction of customer flows parallel to checkouts.

The layout of the trading floor is arbitrary- an asymmetric system for the location of commercial equipment and other structures of a presentation nature, which forms an arbitrary character of movement.

"Plan-map" of commercial equipment- a diagram of the distribution of the cognitive resources of visitors horizontally and (or) vertically of a counter, rack or other structure for displaying and demonstrating goods.

Planogram- a diagram made up of photographs or a computer-generated diagram showing where each commodity item should be located on a particular commercial equipment.

Area for buyers- the area of ​​the trading floor allocated to ensure the free movement of customers and carts with goods.

Enterprise positioning- providing the trade enterprise with an unquestionable, clearly distinct, desirable place in the market and in the minds of target consumer groups.

Learning Resources- the mental abilities of the individual, necessary to perform various actions to process information coming from the external environment.

Buyer service- a set of actions and programs aimed at improving the process of making a purchase.

Purchase- selection and acquisition of a preferred alternative or acceptable substitute.

Post-purchase evaluation of options - an assessment of the degree of satisfaction from the experience of consumption.

Consumer market- Individuals and households who buy or otherwise acquire goods and services for personal consumption.

Consumption- using a purchased alternative.

Pre-Purchase Options Evaluation- comparing the characteristics of goods of different brands, evaluating retailers, choosing a place to buy.

Prize is a tangible reward received for performing a specific action, usually for purchasing a product or visiting a particular point of sale.

Promotion- complex marketing communications including advertising, sales promotion, direct marketing, as well as information at points of sale and on product packaging.

Direct Marketing- direct interactive interaction between the seller and the consumer in the process of selling a particular product.

Location of departments- activities to determine the area and sequence of placement of departments and sections on the trading floor of the store, as well as the subsequent analysis of the effectiveness of such placement.

Placement of goods- distribution of goods on the area of ​​the trading floor.

Advertising- any paid form of non-personal communication carried out on behalf of a well-known sponsor and using the media in order to persuade the audience to do something or somehow influence it.

Reflex- automatic response of the body to the action of any internal or external stimulus.

Retail- any activity for the sale of goods or services directly to final consumers for their personal non-commercial use.

Retailer- a company that sells goods and services to consumers for personal use, the last link in the distribution channels that connect manufacturers and buyers.

rotation- the activity of bringing the old stock of goods to the fore in order to sell it as soon as possible.

Public relations- dissemination in the course of communication of large amounts of information about the activities of the retailer, transmitted through non-personal media.

seasonal merchandising- a set of measures for planning and promoting the trade assortment based on interconnected sales of high-demand goods in each season.

Marketing Communications System (QMS)- a single complex that unites the participants, channels and methods of communication of the organization, aimed at establishing and maintaining certain relationships planned by this organization with the recipients of communications in the framework of achieving marketing goals.

Subconscious message, - transmission of information using symbols that are below the threshold of normal perception.

Capabilities- individual psychological characteristics of a person, on which the acquisition of knowledge, skills or abilities depends, as well as the success of various kinds activities.

Sales promotion- a system of short-term incentive measures and techniques aimed at encouraging the purchase or sale of goods and taking the form of additional benefits, amenities, savings, etc.

Supermarkets- self-service stores with a sales area of ​​600-2500 sq. m, with five or more cash registers selling all food products and a wide range of non-food items of daily demand.

Product- everything that can satisfy a need or need and is offered to the market for the purpose of attracting attention, acquisition, use or consumption.

Specialty Goods- goods in respect of which the consumer, even before the post-purchase evaluation, has a stable preference for a particular product, brand.

Goods of passive demand- goods that the consumer does not know about or does not think about buying them under normal conditions.

FMCG. Such goods form the basis of a person's consumption program and satisfy his utilitarian needs (functional and practical benefits).

Products preselection - goods for which the consumer does not have a complete preference map before a specific need arises, which means that it must be supplemented (information retrieval) before purchase.

Trademarks of manufacturers(nationwide trademarks) - goods designed, manufactured and promoted by the supplier himself.

Trading Services- activities aimed at assisting customers in the purchase of goods, their delivery and use.

point of sale- a place on the trading floor where the consumer can see the goods and make a decision on the choice and purchase.

"Convenient Stores" - small shops up to 300 sq. m, designed for customers with an average service radius of about 500 m.

Narrow assortment- an assortment of goods, represented by a large number of varieties of goods and providing various options for satisfying the same human need.

department stores- over-the-counter stores selling at least five different product groups; with a staff of at least 175 people and a sales area of ​​at least 2,500 sq. m.

supermarkets- over-the-counter shops with an area of ​​more than 500 sq. m, located in densely populated areas of large cities.

Assortment ordering- bringing the assortment structure to the optimal breadth and depth.

Conditioned reflex- an acquired reaction of the body to a certain stimulus, resulting from a combination of the impact of this stimulus with positive (or negative) reinforcement from the actual need.

Installation area- the area of ​​the trading floor, occupied by commercial equipment.

Formation of the assortment structure- purposeful activity of the enterprise for the selection, provision and maintenance of groups, types and varieties of goods in accordance with the assortment concept.

cold zone- the least willingly visited by buyers part of the trading floor.

Price- the amount of money requested by the seller for a product or service.

Pricing strategy- the totality of all planned methods and approaches to setting prices, aimed at achieving the goals of the retailer.

Partially planned purchase- a type of buying behavior in which the buyer knows what product he needs, but the process of choosing a brand continues until the purchase is made.

Clearly planned purchase- a type of buying behavior in which the buyer has predetermined both the product and the brand that he intends to buy.

Shelftalkers- Shelf stickers used to give meaning to the corporate unit and orientation within it.

A wide range of- a range of goods, represented by a large number of product groups and satisfying various human needs.

Range breadth- the number of product groups in its structure.

Exposition (demonstration) area- the sum of the areas of all planes of the equipment used for the demonstration of goods.

CMAR (consumer marketing at retail)- a joint set of marketing activities of the manufacturer and the retailer, aimed at promoting the range of products most demanded by buyers, as well as identifying the reasons that facilitate or hinder the purchase.

POPAI (Point of Purchase International) is an international association representing the interests of communication professionals at the point of sale. The main tasks of the association are to promote the development of the POP advertising industry and increase it, promote the interests of POP advertising producers, develop professional standards manufacturers of communications at the point of sale.

Prepared based on the materials of the distance learning course

Introduction

The topic of this course work is called: Development of merchandising methods on the example of the Absolut hypermarket.

The purpose of the work is to understand the basics of merchandising and analyze the activities of the enterprise.

Tasks to be solved during the course work:

Define merchandising

Learn the factors that affect the buyer when buying a product

Analyze the enterprise

Identify the direction of merchandising of a particular enterprise

The purpose of the existence of the enterprise is to make a profit and increase it. This can be achieved in many ways. One of them is the creation of an effective layout and placement of goods on the trading floor. Placing and displaying goods on the trading floor are important means of sales promotion. The most progressive retail trade enterprises have long realized the need to pay due attention to these aspects of their activities.

Rational placement of goods on the trading floor allows you to correctly form customer flows and reduce the time of their service. Regular customers know where this or that product is located on the trading floor, and quickly find it. At the same time, the labor costs of store employees in the process of replenishing inventory are also reduced by using the shortest routes for the movement of goods from the back rooms to the placement area.

The laying out of goods means technological processes related to the location, stacking and display of goods on trade and technological equipment. An attractive and well-designed display of goods encourages visitors who come to the store to purchase the goods and thereby provide the store with a profit.

Merchandising Basics

Merchandising Theory

In ancient times, when people were forced to trade with other peoples without knowing their language, the art of presenting one's goods was especially in demand for successful trade. The heroine of our scene in the epigraph could be helped in her choice with the help of this “silent seller”, providing a convenient and understandable arrangement of goods on the shelves for her and thus replacing the living seller for her. In some stores, sales are now carried out only with the help of the universal language of "merchandising".

The main objective of merchandising is to increase sales of goods through a retail network. In addition, the merchandising service performs 2 more important features: collection of marketing information and control over the state of affairs in the retail network (saturation with goods, the work of distributors and sales representatives).

The collection of marketing information, monthly conducted by the merchandising service, is carried out on fixed positions, both of its own and competitors.

Each indicator is calculated both for outlets as a whole and separately for each category (supermarkets, mini-markets, pavilions, etc.).

In addition, monitoring of the presence of advertising and special equipment of competitors in stores, the attitude of stores to the work of distributors, and much more can be carried out.

If a manufacturer needs more detailed data on the level of sales in his product group, then he can contact agencies that collect and provide this kind of information.

Merchandising (Merchandising) is a set of marketing activities aimed at promoting goods / products, which are carried out on the territory outlet. An effective result of merchandising is an increase in demand for products, the desire of consumers to choose and buy from the entire range exactly the goods we promote.

Merchandising is a silent seller (not obscuring the goods).

Merchandising is carried out by the merchandisers of the manufacturer, supplier or special agency. Its quality depends on the ability of the company to organize the process, prepare merchandisers, supervisors and the head of the department.

The main components of merchandising

translation orders

Gathering marketing information for the customer

Inventory control

Retail staff training

layout

The basic law of merchandising says: "To create competitive advantage The product must be placed in the places from which the greatest sales occur.

What product should be placed in the best places?

The answer of any manufacturer is mine!

Other options: the most expensive; best selling; the most unsold; the one that is paid for, etc.

The correct answer in terms of retail is the most profitable. But the profitability of the product may lie in different things. Let's look at a few examples.

Benefit from the product being sold. When moving a product from the bottom shelf to eye level, its sales increase by 2-3 times. Imagine a conditional product with the following characteristics:

retail price - 100 rubles;

supplier price - 80 rubles (store markup - 20 rubles);

· speed of sale on the lower shelf - 10 units per day.

By moving such a product to eye level, we get a 3-fold increase in sales. The profit of the store when trading from the bottom shelf is calculated: 10 units of goods x 20 rubles = 200 rubles.

Benefit of the store after moving the goods: 30 units x 20 rubles = 600 rubles. At first glance, the benefit is obvious, and the conclusion suggests itself: let's go to the most best places to put the best-selling goods!

Now consider the benefits of the most profitable product. Let's take another product with the following characteristics:

retail price -1000 rubles;

supplier price - 800 rubles;

selling speed on the bottom shelf - 1 unit per day

By moving the product to the top shelf, we get a 3-fold increase in sales. The benefit of the store when trading from the bottom shelf is obvious: 3 units x 200 rubles = 600 rubles. So what to put in the best places, at eye level? The main indicator of the profitability of a product is the efficiency of retail space, that is, such indicators as income and profit per shelf meter. And here the interests of the store and the manufacturer may be opposite.

Benefit from the sale of "hung" goods that have already been redeemed by the store. The benefit is also obvious. working capital store are reduced by the amount of the redeemed (paid, but not sold) goods. Such a product is given a "green light" in the store. Another thing is that the store has special places for sales. First of all, these are pallet racks** at the entrance to the shopping area of ​​the store and the impulse shopping area at the cash desks. In addition, there are several merchandising rules:

The product is located along the buyer's path from expensive to cheap;

large packages are located on the lower shelves;

· The goods are located in blocks by trademarks*** in each product group.

There are also laws of store merchandising, for example: - departments with perishable goods are located first; - departments with goods of daily demand (for example, bakery) are placed at the end of the "inspection" of the store. If you follow these rules, you can significantly increase sales at the point.

Here, two sometimes directly opposite desires collide: the manufacturer - "All my advertising materials should be placed in the store, and there should be no competitors"; store - maintaining the style of the store, which can completely exclude any promotional materials. There is an option when promotional materials containing information about the product and the manufacturer (posters) are made by the store itself. This is part of the promotion program.

Other components may be:

Conducting a tasting or other promotion option in the store (for example, issuing a gift for a purchase);

Reducing the retail price by reducing the selling price of the manufacturer, the margins of the supplier and the store;

· Organization of additional display of goods on the trading floor (pallets, branded racks of the manufacturer).

· In networks, the supplier/manufacturer of the necessary components can be selected as desired. Other chains have mandatory "soup sets".

Transfer orders

The essence of this program is that the merchandiser receives an order in the store, but its implementation (shipment) is handled by a sales representative of the distribution company. Such orders are usually "under sorting". A sales representative and a merchandiser visit points on different days of the week. Sometimes the order is generally carried out by phone, according to the head of the section.

Collection of marketing information for the customer. Inventory control

This information is collected at each service point and consists of the following indicators:

· retail price assortment, number of faces **** of the customer's products;

Retail price and product range of competitors;

commodity remains of the customer's products.

For a conscientious store that makes payments on time and fulfills the markup agreement for suppliers' goods, collecting such information only helps, since the manufacturer (or supplier) of goods can adjust the volume and frequency of deliveries to a given point so as not to overstock the store's warehouse, but also not to allow the absence or washing out of the range of their goods. For unscrupulous stores (delaying payments due to the fact that nothing was sold, or overstating the store's markup on goods), such a procedure is at odds with their interests - because then fraud is revealed.

Retail staff training

Merchandisers should be engaged in training the staff of retail outlets: talk about products, their qualities, how best to sell this product, to whom it is intended. Such information is necessary to improve the professionalism of sellers, on which, in particular, the attitude of buyers to the store as a whole depends.

However, shop assistants are sometimes so busy that they do not have enough time for training. In addition, sometimes there is simply no incentive to do so.

*A blister is a dummy product, sealed in transparent plastic, fixed on the inside of the showcase. In the jargon of merchandisers - "icon".

** Pallets (from the English. Pallete - pallet) - beautiful mountains and pyramids of goods in the trading floors of supermarkets.

***If the same brand is available in different product groups (for example, washing powder and dishwashing liquid), then they should be located in different places, next to similar products of other brands.

**** Facing (from the English. Face - face), - the front part of a unit of production. For example, 1 bottle of ketchup "Baltimore" - "Tomato" glass, weight 0.540 g, standing on a shelf facing the buyer.

I am sure that every entrepreneur has heard this word. After all, merchandising is the art of selling, its basis and support. So say all, without exception, business coaches in the field of retail and the like. But not every entrepreneur and seller knows all the subtleties of merchandising.

Let's try to put everything on the shelves with the most in simple terms. And in the end, we will understand why marketing and merchandising are completely different things in sales.

During the years of my childhood, and these were the dashing nineties, I always wondered why imported products were so bright and colorful, while ours were colorless and insipid? Those who caught those times remember how fashionable it was to collect all kinds of packaging from chewing gum, chocolate bars and beer cans.

Everything that was brought “from there” was so desirable and attractive that food packaging was not thrown away for several years after its use. In addition, all this happened against the backdrop of a general shortage of goods in the country.

We all come from childhood

At that time, I had a strong feeling that a domestic product cannot look as bright as an imported one. It seemed that if you only change the “English” letters to “ours”, then all the coolness of the packaging could immediately disappear.

It was only later that marketers, packaging designers and merchandisers appeared in our latitudes. They then put things in order on the market and even transformed the very attitude of sellers to buyers.

Aunt Glasha is the best merchandiser

Indeed, even in Soviet times, the seller behind the counter was considered the standard of ignorance and rudeness. And the empty shelves in the store were perceived as completely ordinary and did not surprise anyone.

And people weren't even struck by the fact why minced beef was sold in the Fish store, and there was a queue for herring in the Meat store. Do you remember these packages from childhood? Against the background of this gray design, everything imported was perceived as if from another planet.

Children are the most grateful connoisseurs of merchandising. They just can't get past all these innovations in the store. They immediately pull their parents by the hand, demanding to buy a new product). Yes, and they place all these childish pranks “for some reason” right next to the cash register when you are standing in line.

Merchandising is, first of all, the art of showing the product in such a way that the buyer wants to buy it. Let's figure out where this craft, necessary for increasing sales, originates.

When did merchandising begin?

Presumably, this phenomenon originated at the dawn of mankind and, most likely, even before the appearance of the first money. People, exchanging goods and services, had to somehow communicate with each other.

And since in those days each tribe had its own language, the goods on the market were placed intuitively for the buyer. Yes, the first merchandisers are sellers in the market. Indeed, sometimes, in order to beautifully arrange the goods, it came to fights and internecine wars.

All the dullness and emptiness of stores that we had in the dashing nineties was recorded in the USA during the era of the Great Depression. Then the store owners began to use various tricks to lure the buyer to them. After all, in fact, the goods in the stores were the same.

By the way, all free lessons are now in one place. Right here - ! Now you can see everything in one place! Remember that knowledge is not power, but strength.

And the visual design of the outlet began to come to the fore. That's when marketers started tracking the impact of product design and placement on how much people buy. Merchandising became an independent science in the 70s of the last century.

What is merchandising and why does no one notice it?

If you want my personal definition. then merchandising is a visual, auditory, kinesthetic and digital impact on a person in order to increase the average check at a point of sale. Let's take a closer look at all the concepts given in this formulation.

To begin with, let's accept the fact that the price of a product is 70% central to the purchasing decision. The remaining 30% of the influence is exerted by various factors. Among them, how loyal the buyer is to a particular brand.

By the way, on our channel there is an excellent video on this topic. How exactly does a sale happen when a person goes to a self-service store. Check it out, it won't take long, but it will be super helpful.

The buyer has an impression about the product in his head. And it depends on this opinion whether he buys this one or not. Merchandising became a separate science as soon as it determined for itself the main goal of influencing people's attitude towards a particular product.

How does a person perceive information?

Let's add some basic knowledge about neurolinguistics and psychology. If you didn’t know, then research in these areas of humanity was funded exclusively by marketers for quite mercantile reasons.

Visually

Everything is simple here: the eyes are the most important tool to receive information from the outside world. More than 60% of the world's population consider sight the most preferred channel for communication with the outside world.

In merchandising, exposure through this sense organ is achieved through: packaging design, color schemes, lighting, and so on. Everything that a person can visually distinguish for himself from other goods.

Auditory

This communication tool is the main one for 5% of the population. This usually includes people with absolute pitch and musical education. This is a rather rare type of buyer for whom the world of sounds provides the most complete information about the outside world.

Have you heard unobtrusive musical accompaniment in retail outlets? So you are an auditory if you notice him). But seriously, the sound track in the speakers shopping center designed for this category of visitors. One of my business partners is in the process of increasing the average check in supermarkets by introducing musical accompaniment.

Kinesthetically

Smell, heat, cold, humidity, dryness. Soft, hard, rough, prickly, sour, sweet. It's all about kinesthetics. About those people who are focused on sensations. How to recognize such characters? If a person strives to take a product or package in his hand, feel it or smell it, then he is kinesthetic.

Marketers for such people organize opportunities to interact with the product in any way. Sometimes they hold tastings or give a chance to touch the product if it is fabric. Or sit on the sofa, in the case of a furniture exhibition.

Digitally

People who perceive the world in this way, I also call discretes. This is a person who perceives information in a structured, balanced and reasoned manner. If he picks up a product, then to get acquainted with what it consists of, its expiration date, who is the manufacturer, the year the company was founded, who is the founder brand and who owns the production now).

For this type of people, sellers try to convey information about the product as accurately and structured as possible. Such a person should be able to ask the seller a question at any time and get the most complete answer possible.

By the way, if the buyer is visual or discreet, then this does not mean at all that kinesthetics are completely disabled in him. This means only that the vision of this individual is in priority over other channels of perception.

And now the answer to main question what is quality merchandising. Good merchandising simultaneously adapts to all channels of human perception.

Your self-branding

That is, it focuses on a broad . And he does it unobtrusively and imperceptibly for ordinary people. Now let's move on to the basic rules.

# 1 - If you go to the right - you will lose your horse

The next time you walk into a convenience store that you visit every day, pay attention to which way you turn when entering. Usually this is the right side.

Almost all stores try to place the entrance to the shopping area on the right, and the cash registers to the left of the entrance. This is due to the fact that most people are right-handed. And when moving, they stick to the right side.

There are, of course, exceptions. When the owner has to place the entrance to the trading area on the left. But this is due solely to the fact that the premises in which the store is located are simply not intended to accommodate a retail outlet. So the owners have to get out, violating all the laws of merchandising in order to avoid fines from regulatory authorities. They place shop windows not as they should, but as possible.

In general, the unspoken rule says: entry on the right, exit on the left. In addition, we also drive on the right-hand side of the road. In merchandising, there is even such a thing as a movement map. It is developed in the first place, when planning a retail outlet.

The general principle here is this: a person enters from the right side and moves counterclockwise. Well, then, depending on how everything is thought out, the buyer has to go around the entire trading area to get to the cash register and exit.

#2 - Whose products are in a mess so they play hide and seek

What is the most hot commodity in the post-Soviet space? That's right, salt and bread. Therefore, competent merchandisers hide these products as far as possible. They deliberately arrange them in such a way that access to them is the most difficult.

But the most interesting thing is that merchandisers also do “stretching”. Place the checkout as far as possible from the most popular products. Here the principle is the same as in the first rule. You need to get a person to walk the distance as long as possible in order to focus attention on something else along the way.

There is an option in which the client may not find the product he needs. To minimize the occurrence of such situations, additional indicators of the types of goods should be placed at the outlet. Ideally, such signs should be visible from anywhere in the trading floor.

By arranging products according to this scheme, merchandisers manipulate you so that you buy some unnecessary item before visiting the store. Or did you think that sales happen without manipulation? Then here's another trick.

Games People Play

One bread, as they say, you will not be full. How else to get people to walk around the store? At the entrance to the store, advertising banners with promotional goods are placed in the most prominent place. Usually they try to place them on the left side of the entrance. Sometimes such advertising can be seen right on the street.

This is done so that the visitor sees the promotional product and goes in search of it in the trading area. It turns out something like a quest in the style of a search for items. pure, otherwise).

But do not overestimate the capabilities of people. Some customers will not be able to find products on sale. Therefore, as with the most popular products, make additional signs to make it a little easier this task. After all, there are hints in the same quests).

#3 - Strange people at the deli

We have already taken the liberty of dividing people according to how they perceive information, as well as how they make purchases. But may differ not only in these features.

For example, your obedient servant goes for groceries almost at night. This is the period when the store is completely empty, and the sellers are exceptionally “polite”). Here you really have the opportunity to review all the new products, get acquainted with the information about the product and fill your grocery wallet without fuss.

And there are people who come to the store in the morning. They stand at the door long before the store opens. Usually these are people of retirement age. They go to bed early and wake up early. So they have to entertain themselves by going for groceries.

Owls, larks and hares

Another group of people comes to the trading floor in the evening, after work. This period of time is the peak for sellers, because busy people are used to shopping on their way home from work.

And of course, there is a category of buyers who fill the store at lunchtime. Usually these are schoolchildren who come running either at a big break, or after the end of classes for the next portion of chips, crackers and sweets.

Good merchandising should take into account all these basic categories of people. Ideally, you can change the placement of mobile displays, change the lighting, or play a different musical accompaniment depending on the time of day.

In any case, statistics are a marketer's best friend. Track all trends based on the average check. Changed the music in the hall and sales increased? Do the same next time.

Your self-branding

And in general, from time to time you need to make minor rearrangements in the store. This will give visitors the impression that every time they enter a new trading floor.

I propose to relax and take a short break, listening to the composition performed by the legendary bands The Doors. This is a song about how different it is . It's called like this: Weird people”.

#4 - Look only in the eyes

For a person to look into each other's eyes is of tremendous importance. It is believed that if there is eye contact, then trust arises between people. Believe it or not, the situation is the same in merchandising.

If you place a product at a level or, even better, just below the eyes of the buyer, then he automatically has sympathy for this product. Love at first sight, as they say.

Such an algorithm can be seen in the department of alcohol, dairy and sausage products. Pay attention to this chip the next time you visit the store. The most popular items are placed at the bottom.

This is logical, because what is already in demand does not need to be additionally stimulated to buy. That's why toilet paper and milk cartons are placed on the lower shelves. Well, any indecency in the form of iced curds, yogurts and desserts is at eye level.

Yes, it's not as simple as it might seem. In the bakery department, the same story: bread and a long loaf at the very bottom, but all sorts of croissants and cakes exactly opposite the heads of visitors.

Since there is not enough space at eye level for all goods, the most expensive goods, or those that pay extra to store owners for such a priority location.

Or here you should leave the products that need to be implemented as quickly as possible. For example, those goods that have suitable terms of use or those that, by mistake of logistics, were delivered in an unforeseen quantity.

Who is the first, that and slippers

Place "under the sun" should be used wisely. As, however, and all other zones. By placing the product at the bottom of the shelves, we complicate its visibility for the digital, because he will have to bend down to get acquainted with the composition of the product, the expiration date, and so on.

And if several people of this type enter the store, this can provoke difficulties in moving for other customers. Who knows, maybe there is an office of a large IT company near your store)).

Once again I am convinced that you need to know your target audience in person.

Your self-branding

Keep in mind that if the outlet operates under a franchise system, then the display of goods there may initially be strictly regulated. There are no other options here but to trust the generally accepted corporate rules.

# 5 - Our own among strangers, a stranger among our own

By putting everything on its shelves, you can ensure that the buyer will still pass by the window and not buy anything. How? Why? After all, a whole staff of merchandisers tried to impress the buyer.

There is such a newfangled expression that I hate to endure, but it fits here just in time: “It didn’t work!”. In other words, there was no “hook” in the way of the visitor that would hook and make them stop near the product.

One of the most important laws of merchandising says that what needs to be sold urgently requires separation from the rest. This is where the “white crow” principle comes into play. And most of the tools for this task are based on the visual component.

How to highlight a product

1. Marking. This is the easiest way. Some retailers have their own in-network tokens. Here we include: yellow price tag, recommended price, bestseller, out-of-season product, product ends, and so on.
2. Separate stand. If you put a certain product on an individual showcase, then the buyer will have a feeling of its exclusivity. Usually this trick is used by Coca Cola and other major brands.
3. Quantity. Who remembers how the illusion of assortment was created in the Soviet past? One product was displayed on the shelf in an incredible amount. This is how pyramids of butter packages appeared on the shelves. Highlight the product in this way, slightly violating the ideal composition. This will give popularity and at the same time accessibility to the product.
4. Lighting. By directing a bright ray in the dark realm of monotony to a certain place, we select the desired category of goods. Well, if you add different colors, then you can achieve grouping of goods by positions and types.
5. Decorative elements. In jewelry stores, they like to single out a group of goods of the most expensive category in the form of stands and separate showcases with separate design solutions. The same tool can be applied in other areas of trade.
6. POS materials. Do you remember all the hanging things and stickers on the shelves? It's them. It seems to help encourage the customer to buy. When I worked as a sales representative, our corporate merchandiser would sit at night and make POS materials with his own hands, which we then posted on the network.

#6 - You will know the price of a thing as you lose it

And the point here is not that the price does not need to be indicated on the window. There is a principle in classical trading: do not name the price until you explain the value of this product to the client. But how to do this when it comes to a self-service store?

It was noticed that all 4 types of people (visuals, auditory, kinesthetes, discretes) pay their attention to the same detail: the price of the goods. It is there that the focus of attention of all buyers without exception is directed.

Regardless of the level of wealth, the client looks at the price. And there, in most cases, just the price is indicated. Well, the maximum that you can count on, if this product falls under the action, that the price tag will be underlined or somehow highlighted in color.

But some outlets apply the “value method”. Instead of the client getting acquainted with the information about the product on the packaging, a price plate is installed next to the product, on which a list of the advantages of this product is already posted.

Top Sales Assistants

By doing so, one can achieve that not only discretes will recognize Additional information about the product, but also the other 3 types of buyers. The selling price tag is an additional seller on the trading floor.

He can tell in more detail about all the benefits that the customer will receive after the purchase. Ideally, if at such a price tag utp . Imagine how such a feature can relieve the work of consultants on the trading floor. Instead of asking them additional questions, the buyer independently makes a choice in one direction or another of the goods.

By the way, the price itself does not have to be indicated on the same “price tag”. It can be placed separately so that the client gets acquainted with the cost of the goods after the information about the value of the product is conveyed to him.

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These are, in my opinion, the basic rules of good merchandising. If I missed something, I will be glad to comment at the bottom of the article. What tools do you know for a competent presentation of goods in retail?

Is merchandising marketing or not?

This question is usually asked by store owners who have heard about merchandising from the corner of their ear, but they have not fully understood what it is and how it affects customers.

To understand the difference between the two concepts, let's imagine that all the efforts of a manufacturer or supplier of a product towards sales are marketing. But the final touch, the last impulse, which is ultimately responsible for making a purchase decision - merchandising.

Marketing is selling, merchandising is buying.

Your self-branding

You can give another analogy and remember a dancer who danced a good dance, but forgot to bow in time and beautifully. All the efforts of marketers can be in vain if the most important thing is not at the end. There will be no buyer boost.

Merchandising is an extremely important thing for companies that work for the mass consumer. To distinguish your product from similar ones is a task that becomes more and more difficult every year.

The main mistake in merchandising

Some store managers and owners, when arranging goods, adhere to the principle that it is convenient for the seller, not the buyer. For example, you can see how a running position that does not need additional stimulation is placed at eye level, instead of placing something that really needs to be sold "here and now" in this place.

There is an opinion that merchandising is when the seller laid out the goods at his own discretion. If it's beautiful, then it's right. And then you have to listen to the objections that this whole set of merchandising tools does not work.

To begin with, if at least these 6 laws are implemented, then the results will definitely be.

Your self-branding

Or do you seriously think that the multimillion-dollar spending on research on human behavior on the trading floor is just information noise? Do you really think that global brands are wasting their time and effort? I personally doubt it.

Merchandising is a complex relationship between a person's inner beliefs and how a product is presented. This is, if you like, a set of neural connections in the head of the buyer, which can and should be influenced. Both in one direction and in the other.[Total: 4 Average: 5/5]

All owners retail sales know the word "merchandising". At least, I have not yet met a single entrepreneur who does not know such a concept.

Yes, they know the concept, but that's where the knowledge ends. Remains open question why does everyone know but leave this tool aside?

And this, for a second, is one of the most important elements of a business, so you need to not only know it, but also use it.

The topic of merchandising and display is very voluminous, it is impossible to put it in one article. A complete guide will be released in 100-200 rather boring pages with diagrams, numbers and people's psychology.

Just because of the huge amount of information that needs to be studied with a sad face, many start and do not finish the job, or do not take it at all with the words:

And so it will!

Large merchandising guides pay a lot of attention to detail.

But if you are just embarking on this path, then you first need to learn the basic rules of merchandising and display, and only then move on to chips.

Therefore, today we will discuss what basic principles need to be followed for sales growth, and all this without boring and standard definitions from Wikipedia.

By the way, it is interesting that many people make a mistake when writing and pronouncing this word. It is correct to write through the letter “a”, and it looks like this “merchAndising”.

invisible and useful

Proper merchandising, like any marketing action, increases customer loyalty and encourages them to buy.

And it is a pity that the possibilities of merchandising are often underestimated, although the statistics inexorably prove the opposite:

• 80% of the consumer's choice is determined by the environment (price, design, brand, service, ease of purchase);
• At 20%, the choice of the consumer is determined by the main properties of the product.

But I prefer another statistic that says that more than 60% of buying decisions are made on the spot. That is, you have the opportunity to convince 2 out of 3 people to buy from you on the spot.

And you can do this both with the help of staff and with the help of merchandising. However, there is such an unspoken rule: good merchandising is inconspicuous merchandising. This means that it is not intrusive, so that the buyer does not get the impression of the so-called “steaming” of the goods.

Believe me, the client will buy from you himself, it is only important to follow certain rules, the essence of which is to influence all five channels of information perception:

1. Visual channel (visual information);
2. Auditory canal (sound information);
3. Tactile channel (tactile information);
4. Taste channel (taste information);
5. Olfactory channel (olfactory information).

Moreover, these channels are arranged by priority. And first of all, you need to do everything so that the eyes of a person get the maximum pleasure from your calculation.

Then you start working with hearing, after that comes a tactile source of information. Well, further down the list.

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small digression

Here I really want to single out a separate group of owners and their sellers, which builds merchandising based solely on their understanding and vision.

And they seem to be trying, doing everything right and “conveniently” for everyone. But for some reason there is no effect. Customers do not buy better, and sometimes even sales fall ...

As a result, because of such attempts, a strong opinion is formed "merchandising - powdering the head."

In such situations, we usually identify two errors that spoil the whole image of the correct display of goods:

1. It is done in such a way that it is convenient for sellers, not customers;
2. If it's beautiful, then everything is right.

Merchandising is not “as I see it”, it is a set of standard techniques and tools that you just need to apply correctly in your case.

But, there are also difficulties. In a clothing store and a food store, the same scheme will not work. Therefore, theory is theory, and understanding one's own target audience and her behavior has not been canceled. So, back to the point.

Selling merchandising rules

First of all, you need to start by drawing up a “customer movement map”. This is the study, analysis and design of the movement of the client through the outlet.

And please do not miss this moment, even if you have small stores.

In addition to the movement, it is advisable for you to record the average time spent by the client at control points (check points). It will also help you understand the strategically important points.

But imagine that you have already passed this stage and your map is ready. Therefore, we turn to “visual marketing”, that is, to the correct layout and location of goods, advertising materials and window dressing to achieve maximum results.

Rule 1. Location

The most popular rule in merchandising is the Golden Triangle. In fact, this is not always a figure with three corners, so the name is only a typical solution.

The idea is that we have the most popular product in the far corner from the entrance. A cash register in the far corner from a popular product.

The rule is the golden triangle

The simplest and most understandable implementation example is a large hypermarket. Bread is always located in the extreme corner. To get to it, you will go through the entire store. And in order to pay for it, you will also go through the entire store along a different road, because the cash register is located in the other extreme corner from the bread.

The most important thing you should take away from this rule is the most popular item at the end.

But be careful, it may happen that the client comes to visit you, does not see the required (popular) product and leaves.

Here are a few more notes. When a customer enters the store, there are dead zones to the right and left. The person is in adaptation mode and takes a couple of steps in a light “trance”.

This means that you do not need to bet on side placement after entering, the result will be small.

And after “turning on the purchase mode”, it's time to place in the store products that are not popular, but profitable for you.

After all, the client is already in a state of purchase, to go far, and the thoughts in his head are in the style of “All 100% of the money is in your pocket, which means you can buy something “unnecessary”.

Rule 2. Eye level

When a person enters the trading floor, his gaze is most often directed forward. It's a sin not to use this factor.

If you want to draw the customer's attention to a particular product, place it at eye level. And it’s more correct not even at eye level, but 15 degrees lower, since we are psychologically used to looking slightly down when moving.

The rule is eye level

However, you can use it for other purposes as well, for example, to draw the attention of customers to a stale product that needs to be sold as soon as possible or to pay attention to a new arrival.

In grocery stores, the companies that pay the most to supermarkets are at eye level.

As you may have guessed, the most dead zones are below (less than 70 centimeters from the floor) and above (more than 2 meters from the floor).

Moreover, the lower placement is more dangerous than the upper one, since in order to examine the goods from above, the client only needs to raise his head. And in order to examine the goods at the floor, he needs to sit down almost on the floor, which already leads to unnecessary (and lazy) actions.

Important! Be sure to record the average height of your ideal client to get an idea of ​​how high their eye level is. After all, what is convenient for a grandmother is uncomfortable for a basketball player. And vice versa.

Rule 3. Product highlighting

If everything is done wrong, then when viewing your products, the client will quickly study everything and move on, perhaps even to another store. And the reason for that - nothing "hooked".

Therefore, you need to learn how to do special actions to “grab the client by the eye” during his run, here are your options:

1. A lot of goods. You can make a slide of goods and thereby increase the visual massiveness.

This will evoke the thought “a lot means popular”. But don't forget to remove a couple of pieces of product from the edges to eliminate the fear of breaking the composition and show that the product is in demand.

Lots of goods

2. Light. A very popular technique in jewelry stores, where especially valuable pieces and the counters themselves are highlighted with the help of illumination.
You need to do the same, bring individual spots (wall-ceiling lamps) to the copies you need.

Illumination highlight

3. Goods on a separate display. A good way to highlight will be a separate exhibition space and design. A popular reception with goods of a high price category.

For example, Apple technology always stands apart from everyone else. But the method can be used not only in these areas, the main thing is to turn on the fantasy.

Separate exhibition space

4. Color."Color spots" have always been a popular technique. You need to group products of the same color palette in one place

So it will be easier for clients to choose (for example, if a guy is looking for a blue jacket), and the eye will move through the stages.

color spots

5. Markers. My favorite trick. You need to place the markers “Bestseller”, “New”, “Last copy” and so on on the selected products. This will help catch the eye of the client and hint him what to take.

Markers on price tags

Rule 4 Separation

Grouping - very important factor. A person who is looking for shoes is unlikely to look for them in underwear.

Therefore, the product must be in the group where it belongs. For example, accessories should be separate from home clothes.

If you do not have such a variety of assortment, use the division within the product group itself. For example, distinguish more expensive bags from more affordable ones. Or separate leather bags from cloth bags. You can also make a division by brand or by type.

Separation of goods

But at the same time, do not forget that groups should be friends with each other. For example, there should be light bulbs near the lamps or there should be hats, gloves and scarves near the jackets.

Thus, you, as the client, without leaving the place, buys everything he needs.

The same goes for friendship between brands. With popular brands, we need to place products of less popular companies, but at the same time very profitable for you.

Then customers will begin to study a well-known product, and willy-nilly, they will notice other offers nearby.

Rule 5 Movement

It's no secret that most people are right-handed. Therefore, when entering any room, most people immediately turn their heads to the right and begin an unconscious movement counterclockwise.

This applies not only to cases related to retail space. We even have right-hand traffic in Russia.

The rule is movement

Think, for example, supermarkets. Almost everyone uses this behavioral factor, with a few exceptions - on the right is the entrance, on the left is the exit.

And in order to get out, you end up going through the whole store, picking up a couple of things along the way that caught your eye, again thanks to the use of other merchandising techniques.

You need to take into your experience the example above. Namely, you need to create a counter-clockwise movement in your store.

At the same time, ensure that the client goes through the entire store. That is, you should not have short, detours to the exit. We focus on the principle “Do you want to go out? Go through the entire store."

Rule 6. POS materials

Point of sales or, in Russian, place of sale are merchandising tools to attract the attention of buyers to a particular product.

In our article, we gave a lot of examples of their implementation. In short, they can and should be used even in the office.

Quite often, coming home from a store (especially a supermarket) and critically evaluating a considerable amount of purchases (necessary and not very necessary), you think about the reasons that encourage you to make such rash spending. And there is a rather logical explanation for everything - merchandising, in accordance with which a competent display of goods on the trading floor was made.

Merchandising

A natural consequence of the improvement and glut of the market is the intensification of competition not only between producers, but also between trade organizations, on which the final result of the efficiency of the entire production often depends to a greater extent. It is merchandising, that is, a system of measures to increase sales in retail trade and create an atmosphere conducive to this, that contributes to the successful sale of goods. Literally translated from of English language this term means the process of trading.

The basic principles of marketing strategies are formed as a result of a thorough analysis of the behavioral stereotypes of buyers. Thus, the basis of merchandising is to draw up clear, psychologically justified measures aimed at stimulating purchases. If we take into account that on average more than 70% of goods are purchased impulsively, without a balanced preliminary decision on the need for such a purchase, then the ever-increasing effectiveness of merchandising in modern conditions becomes clear.

Properly made display of goods on the trading floor - as the first step or the basis of merchandising - should ensure maximum availability of products, as well as visually affect a person, helping to attract his attention to the object of purchase.

Marketing strategy

Properly organized display of goods in the store is the most significant part. One of the most important conditions for the sale of goods is its visual visibility, attractiveness. Analyzing the actual turnover, marketers came to quite logical conclusions: goods placed on shelves at the level of human eyes have the highest sales figures. However, there are many other factors that have a significant impact on sales volumes.

Target areas

The display of goods is used to achieve various narrowly focused, often overlapping goals:

1. Increasing sales volumes.
2. Formation of consumer confidence in the product.
3. Increasing Impact trademark on the consumer and the formation of persistent taste priorities.
4. Increasing competitiveness among similar products.
5. Acquisition of well-deserved recognition in the field of successful promotion of products.

Product presentation options

Various options for the presentation of goods are due to the specifics of individual sales offers, consumer needs and taste preferences.

Style or type grouping is carried out in food, hardware and manufactured goods stores, where this type of placement is traditionally used in relation to everyone. For example, sections with outerwear and summer collections, shoes, haberdashery and so on are located in various departments of the store.

The ideological grouping is most often based on a concept or simply the reputation and image of a trading facility. For example, salons that sell furniture according to samples exhibit the most attractive specimens for a complete visual perception. At the same time, the surrounding interior is reproduced in accordance with the most fashionable trends, emphasizing the advantages of the advertised products.

The color scheme when laying out goods is typical for shops and boutiques with high trade margins, designed for the most affluent category of consumers. Such a contingent is attracted by the brightness of the image, stimulating them to buy.

Price grouping allows buyers to evaluate the diversity of the assortment and choose products at the most suitable price, while a large-scale layout forms an idea for buyers about low prices for a large number of homogeneous goods.

With a frontal presentation of a product in expanded form, the buyer is shown all its features, emphasizing their attractiveness as much as possible.

Placement of departments and groups of goods

The logical placement of certain types of products on the trading floor is the result of an adequate assessment of several fundamental factors:

1. The number of purchases per unit of time of certain groups of goods, i.e. the frequency of their purchase.
2. Dimensions and weight of products sold.
3. The number of different product modifications.
4. The time and spatial distance required for the buyer to inspect or review a potential purchase, as well as to select the most attractive item from the analogues presented on the shelf.

In addition to quantitatively assessed factors, the display of goods directly depends on the quality and texture of the products offered, packaging, the image and layout of the store, and the profitability of certain groups of goods.

For example, in elite salons and boutiques, the presented products are often combined according to their stylistic and color similarity. In mid-price stores, goods are usually grouped by size, while in retail outlets with minimum prices they can be placed simply in containers.

Traffic routes

To achieve maximum rationality in the use of available retail space, it is necessary to determine the sequence of location of departments in the store as a whole, and the choice of the most successful location for each section. After considering the established traffic path in a large store, experienced marketers place departments with insignificant, impulsive products on the way to sections with the most frequent purchases. This means that a person who seeks to purchase only certain things is forced to go through other departments in which a properly organized display of goods literally lures and forces to make a purchase.

The art of product display

The methods used for displaying goods traditionally depend on the placement of products sold in relation to homogeneous products and specialized equipment.

With a horizontal layout, homogeneous goods are evenly placed along the entire length of the shelf. At the same time, in one direction, the units are ranked as the volume decreases (or increases), according to the serial production, placing the largest and cheapest on the lower shelves. And products intended for quick sale should be as accessible as possible to the buyer and in a certain way attract attention.

With this placement, the least popular goods, located not far from more popular counterparts, will be in high demand, partially borrowing consumer preferences from them.

With a vertical layout, homogeneous products are placed on racks in several rows: smaller and lighter ones are on the upper shelves, and their larger counterparts are on the lower ones. This method improves the quality of visual perception and is quite convenient for buyers, regardless of their height. Most often, this kind of display of goods is used in large trading floors of self-service stores.

The display way of laying out is carried out with the help of additional points of sale, i.e., goods are displayed at the most favorable angle on a stand-alone company stand or counter. The location of such a stand is in no way tied to the actual place of sale of a particular product.

Planogram

The presentation of goods to the buyer should not be carried out randomly, but in accordance with a scheme (drawing, drawing or photograph) that has been thought out and made manually or on a computer, which is called a planogram. On it, each position of the laid out assortment list should be depicted in as much detail as possible, indicating the exact location for each trade unit. A planogram is drawn up for the display of goods, taking into account the wishes of suppliers and buyers, as well as the capabilities of the retailer. The time spent on its preparation, as a result, significantly reduces the time required to place products on the trading floor. In addition, there are currently many software products, significantly facilitating and accelerating the process of such detailing.

The product display planogram must be approved by the head of the outlet, and all its subsequent changes are also subject to approval.

General principles

Depending on the specifics of the store and the products sold, a wide variety of positions are followed when developing a planogram. But general principles product listings are as follows:

1. The principle of visibility - is implemented in the creation of visual appeal and accessibility for review.
2. Achieving the highest efficiency at reasonably reasonable costs (rational use of retail equipment and space). For each type of product, areas are allocated that approximately correspond to the volume of their sales. Maximum areas - for fast-selling or advertised goods; the latter, in turn, should be located in the most viewed places of the trading floor. Do not forget about ensuring free passage to the laid out products.
3. Consistency. The placement and display of goods is carried out in complex blocks, i.e. things that are interconnected according to any sign are grouped in one place. For example, household goods, and nearby - a showcase with dishes, etc.
4. Compatibility of nearby goods in relation to each other, i.e., the negative influence of commodity neighbors must be excluded. The laid out coffee products should not be located near spices or wet products. Such a neighborhood will negatively affect the consumer properties of the goods sold (coffee can itself acquire a foreign smell, or it can give it to surrounding objects).
5. Impulse-purchased items should be close to high-demand products. For example, the correct alternation of expensive and cheap goods allows you to increase the profitability of the store, drawing attention to units that are diametrically opposed in their properties. At the same time, the aesthetics and safety of the laid out products should be ensured.
6. It is very important to monitor the sufficiency of the display, i.e., the most complete representation of the available assortment, depending on the retail space, the specifics of the outlet and the demand for the proposed list of goods, as well as the entire range of marketing policies.
7. To create an enticing image of the store, quite often (especially when it is opened) they resort to reducing trade allowances, promotions and discounts. This is provided for the formation of stable sympathy of buyers for a shopping facility.

The specifics of the display of food products

The display of food products is designed to ensure not only accessibility, but also maximum safety. Depending on storage conditions, packaging used and other factors, use various methods their sales. Liquid products in bottles are conveniently arranged in several rows on the shelves, occasionally right in the boxes. Meat, fish and sausages- in exposing the buyer to the cut goods in the most attractive form. Packaged products (or in packs) are neatly laid out in rows or stacks on shelves, grouping units by type.

For bakery products, near-wall and island slides are used, as well as special equipment that ensures compliance with sanitary norms storage. Such a display of goods (the photo is presented above) is the most rational for its safety.

Features of the display of industrial goods

Industrial goods are characterized by their maximum differentiation into groups in accordance with types, articles and purpose. Clothing, for example, can be distributed around the trading floor depending on styles, seasonality, gender, age, and other characteristics. Hats are placed on special consoles, as well as designs of various configurations, which make it possible to show this or that thing in the most advantageous way. The display of goods in the store allows you to plan an effective direction of consumer flows that contribute to the profitability of the trading business.

It is very important when planning the display to ensure that the product is not blocked by a queue that limits its visibility and accessibility. At the same time, its front side should be best presented to the consumer's gaze. It is believed that the most advantageous arrangement of racks is on the left side of the direction of movement of the main customer flow. With a uniform loading of goods on the shelves, that part of it, on which maximum marketing efforts are directed, should be approximately at eye level, and in addition, it should be located close to the checkout area. Strengthening the impact on consumer sympathy can be achieved using a variety of advertising media. The increase in turnover also occurs when the same product is displayed in several zones of the shopping facility at once.

Product placement options

Thoughtful placement of goods in the store significantly increases sales. To most effectively attract the attention of the buyer, they use quite various types display of goods using special equipment:

1. Shelves and racks.
2. Counters and special exhibitions.
3. Wire baskets and floor pallets.
4. Separate stands.
5. Dispensing machines.
6. Advertised packages, beautiful boxes, etc.

Exhibitions of goods in promotional packages look very impressive. High-quality and expensive printing, competently provided by the manufacturer, is of particular interest to store visitors, drawing attention primarily to themselves.

Features of merchandising in a pharmacy

The use of a competent marketing strategy in the pharmacy chain has some features in relation to other trading facilities. Merchandising in a pharmacy is a complex increase activity through promotional activities aimed at drawing consumer attention to over-the-counter drugs. One of the most important features of a pharmacy outlet is the specifics of consumer psychology, often expressed in rather shy behavior: the client tries to get as much information as possible on the windows before asking questions, for example, about drugs for fungal or venereal diseases, as well as other rather intimate medicines . Pharmacies are developing a certain system of rubricators that facilitate the search for the necessary information on therapeutic groups of medications.

In addition, when looking for a medicine, a potential buyer inspects the trading floor and involuntarily becomes interested in other medications that he needed earlier (but it was not possible to purchase them) or those that he will buy today or in the future.

Pharmacy display zoning

Traditionally, the display of goods in a pharmacy is carried out taking into account zoning, which makes it as easy as possible to find medicines. Almost every pharmacy kiosk has the following zones:

Products sold without a prescription. These are rather voluminous calculations in which drugs are placed according to their areas of application.

A separate place is given to medicinal plants and dietary supplements, various homeopathic preparations.

Many vitamin complexes, products for diabetics and people seeking to lose weight are located in a separate area. Also here you can find a variety of modifications of drugs for people leading healthy lifestyle life.

Various variations of natural and decorative cosmetics (from toothpastes and creams to lipsticks and pads).

Medical equipment and patient care products, orthopedic products and compression hosiery.

Products for children younger age, newborns, their mothers and pregnant women. On the shelves are lined with specialized cosmetics, baby food and various devices for the development of the child.

In separate zones, drugs are usually allocated that help increase efficiency and prevent stressful effects on the human body. The showcases display medicines against motion sickness, which strengthen eyesight and protect against harmful effects. technical means at workplaces.

In the checkout area are located Special offers, advertised products and seasonal equipment, as well as printed products dedicated to the problems of maintaining and restoring health.

Adequate visualization of the presented medicines provides for their location not lower than 0.8 m from the floor, but not higher than 1.6-1.7 m, i.e. not higher than the head of an average person.

The highest sign of the effectiveness of a marketing policy that takes into account all the rules for laying out goods is an increase in sales volumes, as well as a decrease in the time spent on searching for buyers necessary products. Competent marketing not only facilitates the buying process by reducing the time to find the right product, but also draws too much attention to not the most necessary things.