Display of goods. Fundamentals of merchandising. Layout of goods in the trading floor

Quite often, coming from the store (especially the supermarket) home, and critically estimating the considerable volumes of purchases (necessary and not so), you are thinking about the reasons prompting you to make such a waste of money. And everything has a fairly logical explanation - merchandising, according to which the competent layout of goods in the trading floor was made.

Merchandising

The logical consequence of the improvement and oversaturation of the market is the growing aggravation of competition not only between commodity producers, but also between trade organizations, on which the final result of the effectiveness of the entire production is often more dependent. It is merchandising, i.e., a system of measures to increase sales in retail trade and create an atmosphere conducive to this, contributes to the successful sale of goods. In literal translation from English, this term means the process of trading.

The basic principles of marketing strategies are formed as a result of careful analysis of behavioral stereotypes of customers. Thus, the fundamentals of merchandising - in the preparation of 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 weighted preliminary decision on the need for such a purchase, it becomes clear the ever-increasing efficiency of merchandising in modern conditions.

Correctly made layout of goods in the trading floor - as the first step or the basis of merchandising - should ensure the maximum availability of products, as well as visually influence the person, helping to attract his attention to the object of purchase.

Marketing strategy

Correctly organized presentation of the goods in the store is the most significant part of the marketing strategy. One of the most important conditions for the selling of goods is its visual visibility, attractiveness. Analyzing the actual turnover, marketers have come to quite logical conclusions: the goods placed on shelves that are 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 directions

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

1. Increase in volume indicators of sales.
2. Formation of consumer confidence in the product.
3. Strengthening the impact of the brand on the consumer and the formation of persistent taste priorities.
4. Increased competitiveness among similar products.
5. Acquisition of well-deserved recognition in the field of successful product promotion.

Product Presentation Options

Different variants of the presentation of goods are conditioned by the specificity of individual trade offers, purchasing needs and taste preferences.

A style or species grouping is produced in food, economic and manufactured goods stores, where this type of accommodation is traditionally used in relation to all categories of goods. For example, in various departments of the store there are sections with outer clothing and summer collections, shoes, haberdashery and so on.

At the heart of the ideological grouping lies most often some kind of concept or just a reputation and image of a commercial object. For example, salons that sell furniture on samples, for the full visual perception, exhibit the most attractive specimens. 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 solution in the laying out of goods is characteristic of shops and boutiques with high trade margins, calculated for the most provided category of consumers. This contingent attracts the brightness of the image, which stimulates them to buy.

The price grouping allows buyers to assess the variety of the assortment and choose products at the most appropriate price, and a large-scale calculation provides buyers with an idea of the low prices for a huge number of homogeneous goods.

With the front presentation of a product in its expanded form, the buyer is shown all its features, maximally emphasizing their attractiveness.

Placement of departments and groups of goods

Logically based placement of certain types of products in the trading floor is the result of an adequate assessment of several fundamental factors:

1. The number of purchases per unit 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 modifications of the goods.
4. Time and spatial distance required by the buyer to inspect or view potential purchases, as well as to select the most attractive item from the analogues presented on the shelf.

In addition to quantified factors, the layout of goods directly depends on the quality and texture of the proposed products, packaging, image and layout of the store, the profitability of certain groups of goods.

For example, in elite salons and boutiques, the products represented are often combined according to their stylistic and color similarity. In shops with an average level of prices, goods are usually grouped by size, and 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 both the sequence of the locations of the departments in the store as a whole, and the choice of the most suitable place for each section. Having considered the formed route of traffic in a large store, experienced marketers place departments with insignificant, impulsive goods on the way to sections with the most frequent purchases. So, a person who wants to acquire only certain things, is forced to go through other departments in which the properly organized layout of the goods literally lures and makes a purchase.

Art of laying out goods

The methods of laying out the goods traditionally depend on the placement of the products sold in relation to homogeneous products and specialized equipment.

With a horizontal laying, homogeneous goods are evenly distributed along the entire length of the shelf. In this case, in one direction, the units are ranked as the volume decreases (or increases), by serial production, having the most overall and cheapest on the lower shelves. And products intended for quick implementation, should be in the maximum availability for the buyer and in a certain way attract attention.

With this placement, the least popular products located near the more popular analogues will be in high demand, partly borrowing from them customer preferences.

With the vertical method of laying out homogeneous products are located on the shelves in several rows: smaller and lighter - on the upper shelves, and their larger counterparts - on the lower ones. This method improves the quality of visual perception and is quite convenient for customers, regardless of their growth. Most often, this is the layout of goods used in large trading halls of self-service stores.

The display method of calculation is made by means of additional points of sale, that is, on a stand-alone brand stand or stand, the goods are displayed in the most favorable foreshortening. The location of such a stand is in no way tied to the actual place of realization of a particular product.

Planogram

Representation of the goods to the buyer should be carried out not chaotically, but in accordance with a preconceived and executed by hand or computer scheme (a drawing, drawing or photograph), which is called a planogram. On it each position of the laid out assortment list should be represented in as much detail as possible with an indication of the exact place for each trade unit. A planogram of the calculation of the goods is made taking into account the wishes of suppliers and buyers, as well as the capabilities of the retailer. The time spent on its compilation, as a result, significantly reduces the time needed to place products in the trading floor. In addition, many software products have been developed to significantly simplify and accelerate the process of such detailing.

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

General principles

Depending on the specifics of the store and the products sold, the development of the planogram follows a wide variety of positions. But the general principles of laying out the goods are as follows:

1. The principle of visibility - is realized in the creation of visual attractiveness and accessibility for review.
2. Achieving the highest efficiency for reasonably reasonable expenses (rational use of commercial equipment and areas). For each type of product areas are allocated, approximately corresponding 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 areas of the trading floor. Do not forget about the provision of free passage to the products laid out.
3. Systematic. Placement and layout of goods is produced by complex blocks, i.e., things interconnected by themselves on some basis are grouped in one place. For example, household goods, and nearby - a showcase with utensils, etc.
4. Compatibility of nearby goods with respect to each other, ie, the negative influence of commodity neighbors should be excluded. Lay out coffee products should not be located next to spices or wet foods. This neighborhood will adversely affect the consumer properties of the goods being sold (coffee itself can acquire an extraneous smell, and can impart to its surrounding objects).
5. Impulsively purchased items should be located close to products of increased demand. For example, the right alternation of expensive and cheap goods allows you to increase the profitability of the store, drawing attention to diametrically opposite in its properties units. At the same time, the aesthetics and safety of the laid products must be ensured.
6. It is very important to monitor the adequacy of the calculation, 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 whole complex of marketing policy.
7. To create a fascinating image of the store, it is often enough (especially when it is opened) to resort to lowering trade markups, promotions and discounts. Such a marketing move is envisaged for the formation of stable buyers' sympathies for the trade object.

Specificity of the layout of food products

The layout of food products is designed to ensure not only accessibility, but also maximum safety. Depending on the storage conditions, packaging used and other factors, different methods of selling them are used. Liquid products in bottles are conveniently placed in several rows on shelves, occasionally directly in drawers. Meat, fish and sausages - in refrigerated showcases, exposing the cut goods for the buyer's view in the most attractive form. Packaged products (or in packs) are neatly laid out in rows or stacks on the shelves, grouping units by type.

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

Features of the laying out of industrial goods

For industrial goods characterized by the maximum differentiation of them in groups according to species, articles and designation. Clothing, for example, can be distributed throughout the trading hall, depending on the styles, seasonality, sex-age and other characteristics. Headgear are placed on special consoles, as well as designs of various configurations, allowing the most profitable to show this or that thing. Layout of goods in the store allows you to plan an effective direction of consumer flows, contributing to the profitability of the trading business.

It is very important to plan the calculation to ensure that the goods are not closed by a queue that limits its visibility and availability. In this case, its front side should be best represented by the eyes of the consumer. It is believed that the most advantageous location of the shelves - on the left side of the direction of the main flow of consumer flow. With an even load of goods on the shelves, the part to which the maximum marketing effort is directed should be approximately eye level, and in addition, it should be located near the cash register. Strengthening the impact on consumer likes can be achieved through a variety of advertising tools. An increase in turnover occurs when one and the same product is exhibited in several areas of the retail facility.

Product placement options

The thoughtfulness of placing goods in the store significantly increases sales volumes. For the most effective attraction of the buyer's attention, quite a variety of types of goods are used with the use of special equipment:

1. Shelves and shelving.
2. Counters and special exhibitions.
3. Wire baskets and floor pallets.
4. Separately located stands.
5. Automatic dispensers.
6. Advertised packages, beautiful boxes, etc.

Very impressive are the exhibitions of goods in promotional packages. High-quality and expensive polygraphy, competently provided by the manufacturer, especially interests visitors to the store, drawing attention primarily to yourself.

Features of merchandising in a pharmacy

The use of a competent marketing strategy in the pharmacy network has some peculiarities in relation to other trading facilities. Merchandising in a pharmacy is a complex activity to increase sales volumes through promotional activities aimed at attracting consumers' attention to OTC drugs. One of the most important features of the pharmacy retail outlet is the specificity of consumer psychology, which is often expressed in rather shy behavior: the client tries to get maximum information on the windows before asking questions, for example, about medicines from fungal or venereal diseases, as well as other, rather intimate medicines . Pharmacies are developing a system of rubricators that facilitate the search for necessary information on therapeutic groups of medications.

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

Zoning of pharmacy calculations

Traditionally, the presentation of goods in a pharmacy is made taking into account zoning, which makes it as easy as possible to search for medications. Almost every pharmacy kiosk has the following zones:

- Goods sold without a prescription. This is a fairly voluminous calculation, in which the drugs are placed by the areas of their application.

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

- A lot of vitamin complexes, products for diabetics and people seeking to lose weight, are in a separate zone. Also here you can find a variety of modifications of drugs for people who lead a healthy lifestyle.

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

- Medical equipment and means of patient care, orthopedic goods and compression knitwear.

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

- In some areas, usually allocated drugs that increase efficiency and prevent stress on the human body. In the windows there are medicines against motion sickness, strengthening vision and protecting against the harmful effects of technical means in the workplace.

- In the cash-box there are special offers, advertised products and seasonal equipment, as well as printed products devoted to the problems of preservation and restoration of health.

Adequate visualization of the presented medicines requires their location not to be less than 0.8 m from the floor, but not more than 1.6-1.7 m, ie, not higher than the head of the average person.

The highest sign of the effectiveness of the marketing policy, which takes into account all the rules for the layout of goods, is the growth in sales volumes, as well as a reduction in the time spent searching for the necessary products by buyers. A competent marketing marketing strategy not only facilitates the purchase process, shortening the time to find the right product, but also attracts unnecessary attention to not the most necessary things.