But also with the help merchandising, which helps to arrange products in the outlet in such a way that their location corresponds to the behavior of customers. And there is scientific confirmation of this, there are facts, and against the facts, as they say, nowhere ...

The popularity of shopping, the so-called shopping, is second in popularity only to the desire of people to watch TV. We love to switch TV channels, choosing more interesting programs, we also go shopping, choosing to eat such a delicious meal or something so beautiful to try on and buy.

Scientists have found that during a shopping trip, only 30% of our purchases correspond to those planned for this store visit, 6% of the goods we buy because we planned to ever buy these goods, 4% of purchases are an alternative to the planned ones, but all 60 % of purchases we make impulsively! You see, we make more than half of all purchases without hesitation right at the window with the goods! Just think how we can if we refuse at least half of impulsive purchases! But that's not about it now...

And what makes us make so many rash purchases? Maybe it's beautiful packaging, smells, original display of goods? Yes, and all of that too. But the most important thing that makes us buy is the ability of merchandisers to play on our habits and stereotypes.

Scientists have conducted studies on the behavior of buyers in stores, the results of which have been the assertion that with the help of merchandising in retail you can increase sales by an average of 10%. This film confirms this:

How are you? Just like that, with minimal labor costs and + 10%!?

So what is merchandising? Merchandising(sometimes “merchandising” is found) is component marketing, namely activities aimed at maximizing the intensive promotion of goods in retail trade (including wholesale trade, in online commerce). In other words, merchandising can be compared to the scientific method, which allows you to increase sales with the help of knowledge of the psychology of buyers. The same scientists proved that we buy 80% of goods not because they are better than others, but because it was at this moment of purchase that they made the most favorable impression on us. That is, merchandising, as if influencing our consciousness, creates a favorable environment for buying.

And it would seem that we ourselves, without straining, find the right product in the store, buy it, receiving it. And at the same time, no one pressed us, did not prompt, but unobtrusively and gently directed us, and we only had to reach out and put the goods in the basket. That's all.

In order for the buyer to create such an impression, the store must adhere to the following merchandising concepts:

• pay attention to the location of the outlet;
• conduct visual merchandising (pay attention to the layout of the trading floor, signboard, shop windows, shop equipment, product presentation strategy, product display);
• carry out commodity merchandising (keep records of sales and deliveries of goods, calculate the inventory in advance by assortment groups, place goods according to price categories).

If use correct layout product, you can increase its sales by 15%, and if you focus on accentuation techniques (colors, location), then by all 25%. However, experts claim that equal conditions, sales in a merchandising store can be as much as 200-300% higher than in a similar store! So how can this be achieved?

Perhaps, let's start the most interesting.

The main and additional racks are located in trading floor according to the flow of buyers. Target additional point- once again draw the attention of the buyer to some product, therefore it must be located separately from the main one, duplicating the best-selling products. Additional points are placed, as a rule, along the outer perimeters of the trading floor and near the cash desks.

The display of goods should be done in such a way as to make it as easy as possible to find the right product: on the shelves, you need to create a grouping by brands, packages, product groups.

The layout should also enhance the popularity of weak brands at the expense of stronger ones, therefore it is recommended to start and end the rows on the shelf with strong types and brands of products. Thus, weaker brands will be limited to the "castle walls" with more salable products, which will attract additional attention from buyers.

If you're selling, remember that items with a short expiration date should be made available to customers first.

Pay special attention to price tags - they should be clearly visible, readable and located immediately below the product, as people are always more active in buying products for which the price is clearly indicated.

The point of sale must be clean, showcases must not contain traces of dust, and goods must not contain traces of dirt.

Features of merchandising in retail:

• Focal(main) product should be located at the focal point of the store, namely in the central part on the right. In large retail outlets, space is divided according to the “shop within a shop” type, so that customers do not succumb to fatigue from large areas.
• The location of the goods should correspond to the movement of the eyes of buyers. First, the buyer looks in the upper right corner, then his gaze resembles reading the page from left to right, top to bottom.
• The flow of customers on the trading floor moves counterclockwise along the outer borders. To increase sales, the main products are placed in the traffic zone. Racks are also placed so that there is a good all-round view at the outlet.
• 90% of customers only go to a third of the store. So that the buyer is not in a hurry to leave the store, the main goods should be placed in the visibility zone near the entrance with free access to them. Therefore, the best-selling product should be placed at the back of the store in order to arouse the desire of the buyer to bypass the entire retail area.
• Products that are incompatible in terms of image and consumption cannot be placed side by side. In one of the supermarkets, such a mistake was made - carbonated water was laid out next to toilet paper. And what are the results, what do you think? In two weeks, only three bottles of the drink were sold, although the weather was hot during this period. Like this.
• All goods must be located in the arm's length area. Goods for children are not highly valued - they must be available to the child for play. As you know, the more a person touches a thing, the more he wants to possess it. Therefore, any product should be easily accessible.
• Don't confuse top and bottom shelf products. If a product is lifted from the bottom shelf to eye level, its sales will increase by more than half. Therefore, goods from the lower shelves are the worst sold. However, large and heavy items are well located on the lower shelves, which simplifies the problem of storing goods in the store. The topmost shelves usually contain goods with a high trade margin and low turnover.
• After laying out the goods, remove a few pieces. Psychologically, the buyer is not ready to destroy the integrity of the layout and may not buy the product if everything is laid out perfectly.
• locomotive principle. A young, unknown product of similar quality can attract a buyer with its price if it is located next to the leading brand.
• Emphasizing with color. Color accenting can give an increase in sales of an outlet in the amount of 20-30%. With the help of accent colors (red, orange, yellow) and attention-grabbing colors (green, blue, white), you can significantly save on sales promotion.
• Music in the store. Melodies playing in the store can make customers move more actively, or, on the contrary, they can relax.
• Smells. Smells inside the store can provoke emotional purchases, change the mood of customers.

Pursuing merchandising in retail trade, one should not forget that the main task of the merchandiser's activity is to achieve the consumer's desire to choose and buy the promoted product. And they should not be neglected. Merchandising- this is a chance to influence the buyer to make a larger purchase, buy several units of the product, thereby increasing the image of the product in the eyes of the consumer.

Many experts have their own secrets of successful merchandising. They depend on the field of activity, the nature of the products offered, the level of its demand.

Hidden merchandising

Of course, every manufacturer who monitors the constant increase in sales, like a retail outlet, in their activities is faced with such a concept as merchandising. With its help, and most importantly, the correct application, you can easily achieve your goals in the field of increasing sales, turnover, attracting potential buyers, creating a positive brand image, etc.

Many professionals have secrets good luck merchandising. They depend on the field of activity, the nature of the products offered, the level of its demand. Naturally, the end consumer thinks little about the fact that his behavior on the trading floor is controlled by putting it into practice. hidden but active merchandising. This is the whole essence of the actions taken in order to push the client to make a purchase with an invisible hand, even if it is impulse, and the buyer, while viewing the product range, does not need a specific position.

What does hidden merchandising mean?

To hidden merchandising had the desired effect, store employees need to understand some basics, or the so-called merchandising secrets:

• The buyer is a lazy person, this is how he behaves in the store and supermarket, and in most cases on a subconscious level. In this regard, the main manipulations hidden merchandising must be directed to the subconscious.
• Most people are right-handed, so their movements in any situation begin with the right foot. Paying attention to this fact, it is necessary that the entrance and flow of customers in the trading floor is on the right, and the movement is carried out counterclockwise.
• Given the peculiarities of nationality, it is worth noting the fact that the reading of Europeans is carried out from left to right. Due to this trend, while at the point of sale, all customers read the ads and the information presented in this way. Consequently, they also consider goods starting from the left side.
• Exactly at hidden merchandising It is common to use the golden shelf rule. This is due to human laziness to bend down or raise your head and consider the products presented below or above. It is statistically proven that the turnover on the shelf, which is at eye level, significantly exceeds the sale of other goods.
• Hidden trade merchandising involves a competent construction of the face. To achieve significant sales for products, you can simultaneously exhibit several faces of one position.
• Creating space for the client to make a decision. In some supermarkets, trade pavilions are located in the aisles, which interferes with the concentration of visitors' attention. To solve this problem, it is necessary to fence them off and create a small entrance.
• Use of advertising opportunities. As part of the use of advertising, manufacturers create significant budgets that involve the creation of various advertising media. Among them, shelftalkers, signs, stickers and other elements that allow you to attract attention and focus it on a certain position are popular.

Using merchandising secrets many retailers and wholesalers manage to achieve their predetermined targets, with positive results in most cases. Detailed information about each method can be found on the website. plan-o-gram.ru, where the presented mass of interesting and useful information. Moreover, the resource provides examples of drawing up planograms, which constitute a significant part of the successful conduct of activities.

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• To achieve efficiency and success in retail, you need to understand its basic principles. Therefore, in our article we will consider effective merchandising rules based on successful examples and case studies.

  Development of a merchandising book and planogram. The success of the strategy lies in the creation and implementation of standards - through the development of a merchandising book, which will contain a corporate strategy for promoting brands through various channels. A planogram is also recommended for specialists - a diagram of the location of goods in departments of each type and on store shelves.

  Determination of the height of the golden shelf for the product. « golden shelf"- 15-20 cm below the buyer's view. First you need to decide on your target audience, dividing buyers by gender - for women and men. Next, you need to determine the average growth of potential buyers. If we talk about FMCG products, then 80% of them the target audience is made up of women. And strong alcohol, including elite, is mostly purchased by men - 85-90% of cases. This statistics allows you to determine the appropriate location of the "golden shelf" when placing your goods.

  Allocation of goods to the corporate block. The corporate block combines products of the same (subcategory) located together in a common line. Thanks to this placement, the chances of additional promotion at the expense of the manufacturer's brand improve. It should be taken into account that the vertical corporate block allows to improve the efficiency of the lower shelf, the horizontal block is able to visually expand the scale of the presented products.

  Laying out a certain amount of goods. A large amount of goods is needed - this rule focuses on the fact that the buyer will be able to refuse to buy a new or familiar product for psychological reasons - after seeing a little product on the shelf, he may consider that there are leftovers on the shelf. Such a thought can confuse and make you refuse to buy.

  Creating the effect of demand for goods. Customers are attracted by the wide and complete display of goods on the shelf. But the lack of several sold units on the shelf allows much more to stimulate sales. There is a direct relationship between the representation and sale of goods. You can create such an effect of demand for goods artificially.

  should be the result of joint actions of the manufacturer, sellers and distributors. Merchandising rules assume that the interests of 3 participants in the processes are taken into account, but the needs of buyers should come first.

  "Focus point". Goods should be placed in the focus of attention of consumers - in the center of the showcase with a shift to the right. When selling goods through supermarkets with a large retail space, there should be zoning of areas in the "shop within a store" format.

  "Eye Movement". The movement of the eyes of customers near the store shelf can be compared to reading a page with an epigraph - attention is first drawn to the upper right corner, then moves in a zigzag from left to right, then from top to bottom. Therefore, this pattern should be taken into account by merchandisers.

  "Visual Perception". Information is perceived by buyers much more consciously in a space located 30 degrees from the point where the eye is focused. If you plan to achieve a top position on the retail shelf, your product must fill a space that exceeds this 30 degrees.

  "Reverse Clock". It should be understood that the vast majority of consumers are right-handed. Therefore, they move counterclockwise around the trading floor, bypassing it along the outer perimeter. 90% of buyers prefer to bypass the trading floor around the perimeter. Of the total, only 40% end up inside the store. Therefore, it is necessary to correctly place goods in the zone of movement of consumers, along the perimeter of the trading floor.

  "Golden Triangle". The principle of the "golden triangle" is built on the following rule - with a larger area between the entrance, the cash register and the best-selling product, the maximum sales volume is ensured. While the customer crosses the trading floor, while approaching the desired product, for example, bread, he will also get acquainted with other assortment in the course of his movement. Therefore, it will be optimal to place goods in the zone of this triangle.

  Effect " expensive goods» . For this effect, a designer layout of goods or lighting is used.

  The effect of "cheap goods". Goods are laid out horizontally (during one flight at eye level, the same price is 90 rubles).

  Smoothing the seasonality of goods. The same rack can be used for goods of different groups, depending on the period of time.

  Evaluation of the effectiveness of merchandising in retail

  For the store as a whole

  Efficiency in retail controlled by a number of key indicators:

  1. The number of checks (traffic point of sale). This parameter indicates the availability of the store. The store will be considered available when the appropriate features are created in it: quick store search (pointers and billboards around the city);
  • quick access (convenient turn from the road);
  • convenience of parking (clean parking with markings for parking and direction of movement);
  • how quickly you can take the trolley (located at the entrance, differing in basket size and carrying capacity);
  • free movement with a trolley on the trading floor;
  • ease of orientation quick search necessary products (convenient diagrams, easy-to-read plates);
  • how easy it is to take the right product (available in the store, convenience to take);
  • how quickly you can find cash desks and pay for goods (a sufficient number of working cash desks, there is enough distance between them for passage with a loaded cart);
  • quickly exit the store (presence of separate automatic exit doors).
  1. The average check of the store becomes a reflection of the number of goods purchased for one visit of the buyer to the store. To achieve this effect, complex sales are used in one place (everything for home and repair is available).
  2. The return of one square. store meters - the number of sales from each square meter of area. This parameter depends on the selected location and proximity of departments.

  By department within the store

  In this regard, the effectiveness of merchandising can be judged by a number of parameters:

  1. Distribution of purchases by (number of checks by category - the number of buyers who came for the goods of a certain department, they managed to find and purchase it).
  2. The number of items in a departmental purchase (becomes a reflection of a complex purchase within a department - for example, brushes, paint, gloves, thinner, substrate, laminate, sill, etc.).
  3. Return from 1 sq. meters. Based on the results of the comparison, it is possible to understand the most popular (well-chosen assortment, correctly formed prices and successful placement of positions) and the least demanded departments.

  For each indicator, a standard values and then determine the measures to achieve them.

  In retail, to increase sales, a huge amount of money is spent - on new commercial equipment, reconstruction of facades and halls of stores, advertising in various media. mass media, sales promotion through discounts, gifts and sweepstakes, on additional bonus workers. And all this for the sake of 2-5% growth. Wouldn't it be better to start with the basics of merchandising and get the result much higher?

  Properly placing product categories in the store and taking into account the behavior of customers, you can increase sales by an average of 10%. Correct display will raise income by another 15%, and accenting techniques (color, location) - by another 25%. In general, ceteris paribus, sales of a store where merchandising principles are worked out and observed can be 200-300% higher than in a similar outlet where goods are randomly laid out.

  Consider the key principles of merchandising:

  "Focus Point": While the offer is visible from a distance, the main product should be centered and offset to the right.

  "Eye Movement" The movement of the buyer's eyes on the shelf resembles reading a page with an epigraph. So apparently we were taught from school. First glance in the upper right corner, then undulating movement from left to right and from top to bottom.

  "Reverse clock". Most of the buyers move counterclockwise around the trading floor, bypassing it along the outer perimeter. This means that the main goods must be placed in the movement area and the internal racks should be arranged in such a way that they have good review along the path of the buyer. Keep in mind that the goods located too close to the entrance (even if on the right) remain unnoticed. Let your customer "recover" after he entered the trading floor.

  "Golden Triangle" or "3/90". Nearly 90% of shoppers walk through one third of the store and are about to exit. Therefore, it is necessary to place the main goods in the visibility zone from the entrance, to provide them with a good presentation and free access. The input itself, the main product (for example, meat, milk or bread in grocery store) and the cash desk form a “golden triangle”, on the area of ​​​​which you can lay out the goods necessary for a quick sale (expensive, perishable, new, related). The rule of the "golden triangle": the larger the area between the entrance, the cashier and the best-selling product, the higher the sales volume. Accordingly, the most “desired” product, for which a person is ready to make a journey through the entire store, is optimally placed in the far part of the store, this will force the buyer to cross the hall and get acquainted with the entire assortment. Don't forget about thoughtful navigation for customers - turning around the same point or following the same path twice in search of a product is depressing for the buyer.

  "The Principle of Compatibility". One of the most dangerous errors when laying out is to place in close proximity goods that are not compatible in image and consumption. In one Moscow supermarket, the products of the market leader in sweet carbonated water were placed next to toilet paper. As it later turned out, only three bottles of the drink were sold in two weeks, although it was hot outside.

  "Zone of the outstretched hand". It is known that goods for children are not recommended to be placed too high, out of sight of the child. He must see them and want them. Even better if the child touches the toy.

  But this thesis works not only with children. Touch is the oldest and one of the first forms of claiming the right to property. It reinforces the desire to possess the thing. Excessive inconvenience leads to lower sales. If a customer doesn't understand how to get a product out of a complex structure, they most likely won't even try to do it.

  "The top can't, the bottom don't want to." If we take the sales indicator (turnover) on the middle shelves as 100%, then sales on the upper shelves are 62%, and sales from the lower shelves are 48%. According to research by the French chain Carrefour, when moving goods from floor level to eye level, sales increase by 78%. And from the level of the hands to the level of the eyes - by 63%. In general, the lower shelves are considered the worst place. However, buyers instinctively got used to it: the heavier the goods and the larger their packaging, the better they are bought up from the lower shelves, and at the same time, such an arrangement of goods on the trading floor simplifies the problem of their storage.

  It is believed that the top shelves are generally good for products with a high margin and low turnover. Usually, these are goods High Quality with beautiful appearance. First of all, of course, these rules work in self-service stores. However, on an emotional and psychological level, they are also relevant in outlets where there is a counter and a seller. Due to them, you can create a certain image in the department.

  Vinaigrette effect. Too many brands or types of packaging often results in a loss of visual focus on a product. Therefore, it is important to repeat the packaging of the same brand, and even on a long shelf, no more than 2-3 leading brands should be placed. In this regard, the "artificial gap" technique is relevant - a rule derived from practical observations. When restoring any display, a few items should still be removed, as buyers try not to destroy the integrity of the display.

  "The Principle of the Locomotive". Following this rule, a new or less popular brand is put up next to the leading brand. Using the popularity of leading brands and the fact that they take up a lot of space and attract the attention of the buyer, you can significantly increase sales of outsiders who will attract a low price. This is called the rule of preferential influence, when the rule assumes that if in a multi-brand store next to a product of a recognizable brand there are products of a little-known company that are not inferior in quality and price, then the aura of success extends to both groups.

  Color correction -- using the "color accent" technique, sales growth can be increased up to 90%. For example, with the help of color accentuation (accent colors - red, orange, yellow; attention-grabbing - green, blue, white), the increase is 20-30%.

  Sound accompaniment. Sound effects are widely used. But it should not be limited to verbal announcements. Sound effects can create an appropriate atmosphere in different departments of the store (for example, dynamic music in sports department) or a certain mood (forcing, say, the buyer to move faster or, on the contrary, relax).

  Aromatherapy. To stimulate the mood of the buyer and provoke them to purchase, various smells are often used inside the store. Monell Science Center in Philadelphia has launched pilot projects to study the effect of certain smells on buyers. For example, the well-known, in this case, floral-fruity, smell made casual visitors to the jewelry store linger there longer. And a very low level of some odors could change the individual's train of thought and mood (for example, relaxed and trusting). In the UK, some home goods retailers use the smell of a bakery/cafe to encourage customers to buy products that have nothing to do with food: clothes, lighting equipment, etc. To be fair, in supermarkets, the smell from the fish department must recede before the spreading aroma freshly baked rolls from the bread department. All this is already related to creating a unique atmosphere in the trading floor.

  Rational delivery. A person tends to get out of the gloomy zone into a more illuminated one, so the subdued light that is appropriate in an antique shop cannot be used in a supermarket. With emotional purchases (when the client faces a rational choice), playing with light can cause irritation.

  Irritation of consumers in general often arises precisely as a result of excessive, or rather, inadequate efforts of merchandisers and promoters. A classic example: a supermarket is promoting broths and soups under a new brand. For her, one of the main, from the position of the movement of buyers, passages of the trading floor was chosen. The presentation is carried out by long-legged beautiful models in short skirts and tight-fitting tops.

  The manufacturer is satisfied - it turned out presentable! In addition, selected best time and the best shopping area. The owners of the store are satisfied - everything is very bright and attractive. Here are just visitors ... The main buyers of broths and soups in supermarkets are housewives aged 35-45 years. They just can’t stand the bright and overly naked, frivolous eighteen-twenty-year-old girls! As a result, our customers are trying in every possible way to get around the place of the presentation, without catching the eye of the girls-promoters. Based on the approaches, separate merchandising methods are developed.

  Merchandising method - a set of means, techniques and operations of a practical and theoretical nature, associated with the implementation of merchandising activities. To the most effective methods merchandising include the developed "method of impulsive sales" and "method ABC", as well as the well-known "method of interconnected purchases and cross-selling" and "method of visual merchandising".

  "The method of impulsive sales" is based on a harmonious combination of the potential of the return zone and the impulsive behavior of visitors-buyers commercial enterprise when making purchases. The introduction of the method of impulsive purchases involves the distribution of the trading floor into trading zones adequately to the state of cognitive resources of visitors, determining the compatibility of merchandising elements: "goods - shopping zones - buyer behavior". The main goal of implementing this merchandising method is to increase the sales of impulsively purchased goods in the return zone by using the potential of the merchandising approach in the formation of the assortment, departments and management of visitor flows.

  AT " ABC method"the potential of "goods-sellers" and "hot zones" is used, which is based on the distribution of roles and place of each commodity group in the trade and technological process of the store, taking into account their features and degree of importance for consumers. The essence of the method lies in the fact that all goods are divided into three groups depending on the attitude of consumers towards them, marketing characteristics, place in the formation of profits and the organization of the trade and technological process of the enterprise: goods of group A, goods of group B, goods of group C. They are placed in such a way that "merchants", combined with visitor behavior and other factors, contribute to increased sales of goods that need support and are important for the operation of the enterprise.

  Group A goods consist mainly of "essential goods", distinguished by the frequency of purchase, the minimum involvement of the buyer and the presence of a preference map for brands, places and time of sale before the need occurs, as well as low prices.

  Group B goods are distinguished by a high degree of involvement in the purchase and the presence of a pronounced map of brands; they are bought very rarely.

  Group C goods include consumer goods that the consumer does not know about or does not think about buying them. The buyer does not have a clear idea about them or expressed need, the seller must make efforts to increase their sales.

  "The method of interconnected purchases and cross-trading" involves the promotion of complementary products, related or related goods and services to the market. The essence of the method is to place the main and complementary goods on the trading floor in such a way that they are located opposite or next to each other, and buyers can easily move from one product group to another associated with it.

  This approach is justified by the need to use the active state of the buyer formed during the main purchase and the sale of secondary, related and related products. To determine the interconnectedness of purchases, you can use the matrix method of counting the frequency joint purchase certain pairs of goods.

  "Visual merchandising method" - a method of intensifying sales at points of sale, based on the perception of design, color, background of goods and equipment, theatrical images, architecture and other visual effects present at points of sale, in combination with a product display system. Combinations of visual merchandising elements contribute to the fact that individual points of the sales area of ​​the store stimulate sales differently. Consequently, goods and their brands can receive competitive advantages depending on what visual elements accompany them.

  The supplier can achieve impressive results only with the integrated use of merchandising methods and coordination of the company's efforts.

  Conclusion: To increase profits by increasing the percentage of sales of the store's goods, it is necessary to know and put into practice the methods and techniques of merchandising. They are designed to help the retailer sell their products as quickly as possible.