Hello! Periodic studies of marketers show that the correct and rational display of goods in a store or trading floor directly affects the level of sales. It helps to create optimal comfortable conditions for the buyer, makes it easier for him to choose the right product. In fact, the display of goods on the trading floor is a variety of ways and tools to demonstrate them to customers. We will introduce you to the intricacies in this article.
Goals and objectives of rational calculation
The main goal of displaying goods in a certain way is not to create a spectacular picture, but to control the behavior and desires of potential buyers. Do not confuse placement and display of goods. In the first case, this refers to the distribution of products on the trading floor, and in the second, the search for the most profitable and convenient place on the trading equipment.
Rational placement and display of goods on the trading floor of the store should solve certain problems:
- To create ideal conditions that help to present products in the most profitable way;
- Determine the level of visual review for the buyer, direct his attention in the right direction;
- Increase the attractiveness of goods of impulse demand;
- Create conditions that highlight some units in the eyes of the buyer;
- Make the shopping process convenient and enjoyable.
Together, the solution of all these problems helps to present the seller in a more advantageous light and distinguish them from competitors. Statistics show that in stores that adhere to the rules of merchandising, sales volumes are higher and more stable.
Calculation principles
When placing goods on racks or shelves, a specialist must follow certain rules or principles:
- Adequacy. It assumes that the largest assortment should be presented on the windows.
- Consistency. Products should be divided into groups - juices will stand with groceries, and kefir with dairy products.
- visibility. Customers like to look at the product, so it should be available on the shelves.
- Efficiency. Every free centimeter should “work and earn” in the store. Therefore, it is necessary to rationally arrange commercial equipment and furniture.
At the heart of all principles is the desire to simplify the search for the right product, to facilitate the process of making purchases. This will help to return a person to the store, turn into a regular customer.
Ways of displaying goods
The principles of displaying goods must be observed in outlets any type. They are the same for hypermarkets and small convenience stores.
Before and, it is necessary to understand the main types of product location on commercial equipment:
- Vertical or horizontal shelf placement. The former gives buyers the widest view and promotes good sales. With a horizontal one, you can systematize goods, arrange them by price level or brands. Most often, stores use a mixed type of arrangement. With vertical placement, the highest quality and most expensive goods are usually placed at eye level, and the cheapest - on the lower shelves.
- Corporate. All products of the same brand are placed on one rack or shelf, creating a bright recognizable block. This type of display is used if the brand occupies at least 5% of all store stocks. It is based on the principle of a color spot, which attracts increased attention with the help of contrast.
- Display placement. In this case, the goods are installed on a vertical stand in a conspicuous place: in the center of the hall or not far from the entrance. Often this arrangement is used at small branded outlets, trying to present the goods to customers as fully as possible.
- Floor arrangement. This type is used quite rarely when there is a shortage of commercial furniture or equipment. It is good for bulky goods and completely unsuitable for small ones: customers are unlikely to like to bend over a small box to examine its contents.
Recently, large hypermarkets have increasingly practiced bulk display: packaged products are displayed in special metal containers without packaging by type or brand. Usually it comes at the same price with a discount, and buyers can safely choose and view products.
Any chosen option should provide the product with the attention of buyers, the complete safety of the packaging and all qualities.
Basic rules for displaying goods
Marketing takes seriously the study and compilation of product display technology. Based on research by well-known experts and psychological features buyer behavior.
The most commonly applied rules are:
- "Face to face". Goods must be placed on the shelves so that the buyer can see them from any angle and can read all the information. To attract attention, you can put several identical bright packages together. A recognizable wrapper or box is obtained through special experiments with the tastes of consumers, their color and visual preferences.
- "Basic Brands". The rule says that the necessary potential buyer brands are best placed at the beginning of the shelves in front of other similar product groups. Psychology says that a customer will put in his empty cart more items the main brands.
- "Shelves in priority." When laying out goods on commercial equipment, the most popular and profitable products for the store should be placed at eye level. This rule also applies to promotional goods, which should “strike” the eye and attract more attention.
- The rule of "lower shelves". They place products that buyers purchase without fail and without additional advertising: large economy packages, little things for the household.
- Top shelf rule. More expensive and fashionable products are laid out on them, which need to attract attention for an early sale.
- "By package size" The rule requires placing small packages to the left of the buyer, and large ones to the right.
- Location "among competitors". Good way increase sales - place a batch of a newer product among a well-established competitor.
A good marketer checks the distance between shelves and stands, adjusts them for the convenience of customers. For him, the surrounding picture and the direction of the light in the hall matter.
For a logically correct placement, a specialist has to take into account several factors:
- The frequency of buying a particular product;
- Dimensions and weight;
- Number of varieties or species;
- The time it takes to inspect a product, label, or instructions.
The correct layout even depends on the routes of customers through the store, the width of the shelves and the image of the entire outlet.
The main stages of the calculation
In the vast majority of cases, buyers make a decision on choosing a product while standing at the counter. To discreetly adjust their actions and persuade them to buy, marketers use different features calculations.
When working on the placement of goods in any store or supermarket, it goes through three important stages:
- Organizational. Goods occupy certain places on the shelves or in the hall, which must be kept in order. Many customers get used to a particular place and purposefully go to the store for their favorite juice or sweets. And placing the necessary accessories (dishes, spare parts or spices) next to the main group encourages unplanned purchases.
- Managed. At this stage, it is necessary to evaluate the rationality of each trading place, calculate what financial return it brings to the store. It is better to put high-demand goods in the most prominent place, to draw additional attention to new positions.
- Seductive. At this stage, it is necessary to analyze the dynamics of the development of the entire store. The layout should attract, seduce and encourage purchases. This is especially true for the time of discounts and promotions, for which goods are placed taking into account offers that are beneficial to buyers.
The goods should not be presented randomly (which is a sin of small stores), but in accordance with a special scheme. This is a reasonable planogram of the product, which is drawn up in the form of a drawing on a computer or by hand. It should contain the exact placement of each product in the hall, the quantity on the shelves or pallets. Such a planogram must be approved by the head of the store, and the sellers adhere to it in their work.
All technology of displaying goods should be aimed at the convenience of the buyer. It should reduce the search for the desired product and unobtrusively offer new products.
Most simple rules help you do it quickly and easily:
- Products should not affect each other, so they are not placed side by side household chemicals and food;
- It is better to place large and dimensional products closer to the entrance so that they do not block the view;
- Seasonal novelties and goods with a good discount are best placed in the most prominent place;
- The buyer needs to give the effect of accessibility, so open shelving and self-service shelves are very popular;
- For a profitable presentation of goods, you should not save on equipment for trade, purchase only modern and high-quality refrigerated showcases, stands and mannequins;
- Price tags must be read, and to some non-food products samples can be offered.
It is not enough to make a calculation once: the marketer constantly analyzes all the options, their impact on the level of sales. This makes it possible to choose the most profitable positions and constantly raise the income of the outlet.
Online merchandising rules
Despite the lack of conventional shelves, a rational approach to the placement of goods helps to increase website views, the number of returns and purchases online. The more convenient and original the product is presented, the more buyers recommend it to their friends, return for new acquisitions. Moreover, modern computer technologies make it possible to make bright and stylish presentations that attract attention.
The main rule when displaying goods in an online store is to provide a potential buyer with maximum information about the properties, color scheme or possible discounts.
You can use many marketing techniques to do this:
- Develop several filters that will allow people to view products by price, SKU or availability;
- Create a hype effect through colorful banners, bright inscriptions about discounts and recommendations;
- Make interesting and "delicious" descriptions of product cards that will attract attention and remain in memory.
3D presentations, original inscriptions and a convenient location of reference information can give a good effect. A significant expansion of online sales allows us to talk about the emergence of a whole direction in marketing - Internet merchandising.
Product display is a trading tool that stimulates sales. It is thanks to a well-thought-out layout that you can influence the choice of a store visitor, encouraging him to make a purchase. How to master this art, which has a beautiful and incomprehensible name “merchandising”, and place products in the store in accordance with all the rules?
1. Convenience
The main thing that guides professional merchandisers is to create maximum convenience for the buyer. A clear and aesthetic display of goods in the store will save your customer time, make it easy to choose what is planned and encourage them to make an impulsive purchase.
2. Consistency
The buyer must understand how to find this or that product without any effort. Divide products by group, package size, price or brand. The main thing is to form the layout in accordance with a single principle.
3. "Golden" shelves
Best Selling will always be from the shelves that are located at the level of the eyes and chest, the so-called "golden". Identify the product that is in the greatest demand and place it on the “golden shelf”. The lower shelves can be used for larger items or product storage. Upstairs are expensive and unusually designed goods. The exception is toy stores - here the products that need to be sold first of all are laid out at the eye level of a child, and not an adult.
4. Each product has its own place
You should not place expensive commodity items next to cheap ones, this will adversely affect the sale of both. Always place consumer goods in the same place - at the end of the trading floor. This is done so that a visitor who comes to buy, for example, bread, goes through the entire store and grabs something unplanned along the way. 70% of store visitors first of all pay attention to the shelves and showcases to their right, so in these places it is necessary to place goods that need to stimulate sales. On the left in the direction of travel are popular goods.
5. Goods face
Do not cover the product with price tags and promotional materials. This creates difficulties for the buyer, who focuses primarily on the brand, design and information on the package. When decorating showcases with informational support, try to make it invisible. A unit of the same product, which is laid out on a shelf facing the buyer (frontally), is called facing. The optimal number of faces to increase sales is from 2 to 4.
6. “First 6 Steps” and “Golden Triangle”
A visitor who has just entered the store needs to get used to the new environment. That is why buying activity in the zone of the first 6 steps is usually minimal. But in the triangle - the entrance - the department of interest - the cash desk - the activity of buyers is the highest. The wider such a triangle, the higher the likelihood that a person will stay longer in the store and make more purchases.
7. “Two finger rule”
The height of the shelf should match the height of the product plus two fingers from the top. If you follow this rule and use additional shelves or a stepped layout, you can increase trading area store several times.
8. Useful Neighborhood
The “cross-pollination rule” is another well-known marketing ploy increasing sales by up to 80%. The bottom line is to place a number of goods from different groups, for example, it can be pasta and ketchup, tea and sweets, etc.
Types of product display in the store
With the help of displaying goods, you can not only increase sales, present products, but also sell them in the most short time, simply positioned in a certain way.
Horizontal and vertical
When laying out horizontally, products are laid out along commercial equipment. This is the most common option used everywhere. Vertical layout - the arrangement of goods in blocks, from top to bottom. Very easy to understand, based on the principle of reading from left to right.
Bulk
It is usually used for high demand goods. The peculiarity of its action is to attract the attention of buyers to a large number of products. When forming such a calculation, it is important to ensure that it is not unnecessarily cumbersome. Otherwise, buyers, fearing to destroy the structure, will avoid it.
Bulk layout
Effective View calculations when the goods are simply piled up. Used in sales. In combination with a sign about discounts or about one low price, it has a hypnotic effect on buyers.
Display and pallet
Additional points of sale located at some distance from the main location this product. Most often they are located in the center of the hall, suitable for thematic expositions.
Another way to improve sales
Correctly place the goods in the outlet, track the dynamics of sales, control the balance, save time on revisions and improve the quality of service in general, modern accounting programs help. One of them is the online accounting system for business “ Big Bird”.
In "Big Bird" you can:
- automate retail and wholesale trade;
- to conduct operational, warehouse and financial accounting;
- register sales through a simple seller interface;
- evaluate the results of work using analytical reports: on sales, reserves and balances in warehouses, cash flow and others.
For small companies all this is completely free. For larger ones - at the most affordable prices - from 590 rubles per month.
By following these simple rules and automating trading processes, you can achieve noticeable results, and, therefore, multiply your profits. Good luck to you!
Alena Morozova, project content editor « »
Quite often, when customers come home from stores, they are surprised why they have collected so many goods. And it's all about the competent layout of goods, in accordance with modern methods merchandising. In this article, we will analyze what a product display is, what it is like, and how it affects purchasing activity.
Concepts
For the layout of products on the shelves of the store, as mentioned above, is responsible. it whole system operations aimed at increasing the volume of sales of products. It helps to create a pleasant environment in the retail store and set the customer to purchase the maximum amount of goods. And under the display of goods understand the various options for placing products on the shelves of the store in order to demonstrate them to visitors. This is an effective tool that can improve sales.
This method of merchandising controls the behavior and perception of each person who comes to the point of sale. Do not confuse display and placement. These are different concepts. The display is the layout of products on the surface of the sales equipment, while the placement covers the entire sales area.
What tasks does
Proper display of goods on the trading floor allows you to solve important tasks:
- Determining the optimal angles and viewing level that are comfortable for a person.
- Creating the best conditions for individual products.
- Demonstration of the competitiveness of the seller.
The main rule of the calculation is that a person who comes to the store can quickly find the right product. But there are other equally important rules:
- visibility. The product must be clearly visible.
- Consistency. There must be a certain system in the arrangement of goods. Example: juices should be put with juices, and dairy products - together with fermented milk.
- Efficiency. This rule means rational use trading floor, its entire area. The assortment should be presented as fully as possible and the commodity neighborhood should be observed.
- Adequacy. Present all product lines.
How it all goes
To make the correct layout of products, you need to know what types of products are:
- According to the position of products on the shelves, vertical and horizontal layouts are distinguished. Vertical involves placing similar products one above the other. This method improves visibility and speeds up implementation. Horizontal - when products are placed across the entire width of the shelf. Products are systematized from left to right, grouped by price or brands. More often, a mixed layout is used. In a small store, it is better to use a vertical layout.
- Corporate block. This is a place on a shelf or a whole rack, which is reserved for the placement of goods of a certain brand. Visually, it resembles a billboard that attracts people with its brightness.
- display view. This is a stand-alone stand with products, which is not located in the store itself, but, for example, in the halls of the shopping center.
- Floor. It is rarely used, usually when there is not enough space in the room. This method is rather a necessary measure, because it is not always convenient for buyers to bend over the goods.
These are the main display types known in merchandising.
Building
Before laying out, you need to carefully consider it, and for this there is a planogram. This is a detailed diagram, made on a computer or drawn on a piece of paper, which visually shows exactly how the goods will be dispersed throughout commercial premises. Each position is displayed in detail, and the exact location of its location is indicated.
The planogram is always developed taking into account the requirements of suppliers and customers.
The time that company employees spend on developing this scheme will pay off with interest and will positively affect the speed of implementation. The planogram, when its development is fully completed, is reviewed by the store director and approved by him. All subsequent changes to it must also be reviewed and accepted by the manager.
The technology of displaying products implies a certain order, which may not be noticeable to the visitor and, nevertheless, makes them buy more things.
Thinking through the scheme, you need to adhere to the following rules:
- Display merchandise facing visitors.
- Well-known brands should be placed at the beginning of the groups.
- Put the most expensive goods on priority levels that are at the level of the visitors' eyes.
- In the lower places, place things that a person needs the least.
- Closer to customers should be products that are about to expire, and fresh products should be placed at the back.
- Place large packages on the left and small packages on the right.
- Leading products should be placed separately from those that are less popular.
In conclusion
If retail store management thoughtfully develops a product layout and then follows it in practice, this will increase profits and sales. A smart strategy will attract new visitors and keep regular customers.
Basic concepts of displaying goods on the trading floor
Making purchases in retail outlets, we do not think about why this or that product is located in this particular place of the trading floor. We do not think about it, because we are pursued by a completely different goal when visiting a store. When a customer enters a store or a supermarket, there is no opportunity to think about it, because on the way there is a lot of distracting information that we, as buyers, try to look at and read. Placing and displaying goods on the trading floor is also one of the ways to stimulate sales of products.
Definition 1
Display of goods is one of the ways to demonstrate goods on the trading floor.
The display is not a "bright advertisement", but effective tool promotion of goods and increase in purchasing activity. Proper display of goods can solve many sequential problems, such as (see Fig. 1)
Types of display of goods
Arrangement of goods by product groups. This display of goods implies the display of one of commodity groups all possible manufacturers presented in the store.
Branding of goods. This display of goods implies the placement of all items of only one manufacturer.
Vertical layout. Identical goods according to their purpose are laid out in several rows vertically. With this type of display, it must be taken into account that small goods are displayed on the upper shelves, and goods in bulk packages on the lower shelves.
Display layout. This type of display provides for the placement of goods on separate stands or racks that are not tied to the main equipment on the trading floor.
Block layout. Certain brands form blocks on several shelves at the same time, while not using the entire length of the shelf.
Pallet display. It provides for the display of goods of the same name and one brand on pallets, possibly even in transported packaging, with a necessarily large plate indicating the names of the goods and the price. This type of display is used around the perimeter of the trading floor. Effectively used as an additional outlet.
Multi-product display. Compositional display of goods with the same meaning (for example, shoes and care products, kitchen utensils and kitchen utensils).
Display of goods in bulk. For this display of goods, special commercial equipment is used, such as carts, containers, baskets, tables.
Horizontal layout. This method is used when laying out homogeneous goods that are displayed along the entire length of the shelf (for example, one shelf is ketchup, the second shelf is dressing for borscht, the third shelf is tomato paste). Horizontal layout has one drawback. Products displayed on shelves at eye level sell faster than products displayed on other shelves.
Basic rules for displaying goods on the trading floor
All commercial furniture should be clean. It is necessary to monitor the integrity of labels and cartons, as a torn box or lack of a label spoils marketable condition product and damage the brand image.
All goods must be placed facing the buyer so that the buyer has the opportunity to get acquainted with the goods closer. The product name must be horizontal.
Price tags must be issued in accordance with the norms. The price tag must contain the name of the product, the name of the trade mark, the price for a certain unit of measurement (pcs, m, kg).
Under the effective display of goods is meant a way to attract a buyer and increase sales due to the correct display of commercial equipment on the shelves, in which:
- goods are divided into product groups;
- the product is available to all buyers;
- advertising materials attract the buyer to pay attention to this particular product;
- purchases of goods of impulse demand are additionally stimulated.
Additional placement of goods or additional display of goods for merchandising outside the section is the most popular method of demand stimulation, which is used by different chains. Ends of racks, baskets, refrigerators - this is an incomplete list of places for use by the network of additional placement of goods.
1 rule. Promote the right product
In order to understand what type of product is right for additional placement, you need to answer the question: What are my goals? What is the purpose of these activities? As a rule, the goal is always the same - to sell as many goods as possible to increase the average bill. However, the tasks can be completely different:
Selling a large package. For example, a person planned to purchase a small package of baby diapers, but bought the largest one, because today there is a favorable offer for this type of product.
Increase in sales as a result of impulse demand. This includes those products that the consumer forgets to buy, but buys with great pleasure if he is reminded of this in a timely manner, especially if he makes an attractive discount.
Creating the image of a store with a low price category. The display shows the goods for which it is easy to remember the prices, the buyer thereby compares the cost. It can be cucumbers, matches, apples, powder, etc. This type of product is called the "target" product.
Sometimes, companies practice a single theme for temporary displays in order to show the buyer that the store remembers and understands his needs, thereby welcoming them. For example, Easter New Year, preparation for school, etc.
2 Rule. Choose the right place
In order for the additional display of goods according to merchandising to be successful, it must be noticeable. Which means it should be located in the place where the consumer is used to finding certain offers, so he is as receptive as possible. Basically, these zones are located near the entrance to the store. A successful place is the passage along which the main flow of consumers moves. An ideal place for displaying goods for merchandising is at the checkout area or cash desk.
3 Rule. Determine the optimal promo period
You need to analyze how often the buyer comes to you. If the main part of consumers come to you no more than twice during the month, then one week will not be enough for an additional display of goods, half of the buyers will not even be able to see it. If you look at this nuance from the other side, then three weeks is a very long time, the consumer already has the necessary stock of goods, moreover, he stops responding to the display, as he saw it during previous trips to the store.
4 Rule. We create a display convenient for the client
In order for the display to function correctly, it is necessary to consider the convenience of its design. It should not impede access to goods for buyers, be stable and durable.
5 Rule. Correctly formulate the essence of the proposal
The consumer will never be able to guess why they put a stand with goods in front of him, if there is no poster on it, on which the essence of the offer is specifically formulated. Badges like "Readers' Choice", "Shop Recommended" or "New" are also great for boosting sales. On the display, there must be one the main idea, one single topic. In the case of an abundance of topics, the display simply will not work.
6 Rule. visual appeal
The display is a kind of part of the store, it must have a complete picture and be visually attractive in order to interest the consumer and competently fit into the overall composition of the space. When constructing a display temporarily, the following rules of composition must be taken into account:
accentuation,
Equilibrium
Rhythm
Proportionality
Harmony.
Additional display of goods for merchandising on displays has the main rule - this is a competent filling of goods and cleanliness.
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