June 19, 2018

In the photo - Chinese Auchan-Express without a single seller in commercial Hall

... and without physical products on the shelves ... in the photo - Korean Internet supermarket in the subway! Goods are presented in the form of a photo with QR codes. To buy them - enough to recognize the code to a smartphone and make an order with delivery by courier to the house with mobile application. This is no longer the future, and the present!

How to achieve success in retail sales? How to minimize losses that appear as a result of the unscrupulous work of live sellers in the trading room?

In this material we will tell you the rules and foundations of merchandising.

What to start: the basics of merchandising

Coming to the store, a potential buyer, first of all, looks at the shop windows. This is a kind of "face" of the store. From how the showcases are decorated, your sales are directly dependent.

Often for the location of a particular product on the "golden" shelf, there is a real war, in the literal sense of the word, with fist battles between representatives of different

Marketers, sales agents companies are constantly trying to take these places for their products. After all, in essence, everyone has the same tasks, and store shelves are not "rubber".

To adhere to the basics of merchandising in the grocery store, its owners are most often trying to sell the sheard space to companies that are ready to pay more competitors for him. But not always such actions give the desired result. If the product is clearly bad, at an overpriced price or completely not familiar to the consumer - placing it anywhere, for any money, but it may not find my regular buyer. One-time transactions may be held, but repeated sales most likely will not. Therefore, seek

Below and above the buyer's eye are located a slightly more "cold zones".

The height of the placement of goods from the floor to the ceiling also often indicates a price segment of a particular product. Below, as a rule, there are the cheapest and / or not most popular brands.

Rule number 3: Allocation of goods

Accent consumer's attention on the product is art! If you do not "hook" the buyer's look, then he will just pass by. It is important to highlight the goods on the shop window. How to do it:

• Proper lighting. Special backlights aimed at the goods are at times increasing its attractiveness for the client. For example, special wall-ceiling lights can be installed to highlight certain commodity positions.

• Create mass. A lot of goods, beautifully located on the shop window, as if "says" to the buyer about his popularity and demand. By creating such a "supernatural" stock, try to add it some "naturalness": remove several units at the edges. So the person will think: "Yeah, someone bought, then I will also take it."
• Separate stand for the goods. Such a place of sale can be made basic, and you can create as an additional. This technique will work perfectly with the goods of the premium price segment. The purpose of merchandising is an increase in sales. The more places where this product can be taken in the store, the better!

• Let's play color. Bright colors attract attention. Such "color spots" allow you to quickly find the necessary position. Try in one place to focus the goods of one color scheme.
• Verbal markers. This is a favorite trick of marketers. Markers "Only today", "Top Sales", "New" will help you to interest the buyer, "clinging to" a look for the goods and buy it.

Rule number 4: separation

Compliance with the deposits by product groups - is included in the typical tasks of merchandising. If a person came after juice, it is unlikely that he will go to look into the department with household chemicals. Products should be located separately from non-food products.

If you have a clothing store, then try to divide with each other in different groups of accessories and things. Also welcome to brands.

Do not forget about the accompanying goods and the order zone. They specifically place a high-day "smallest", which buyers often forget when buying the main product and the cashier can unobtrusively increase the average check due to the timely reminder.

Example: Shoe cream not forgotten? Take the cheek / kinder-surprise for surrender? For the purchase of a cigarette block today as a gift - an original branded lighter with an opening of beer bottles. Do you show?

Rule number 5: Movement

Only at first glance the movement of buyers in the store looks chaotic. In fact, there are a tricks here. Most people are right-handers. By inertia, at the entrance to the store, the person turns the head right and starts movement clockwise. Almost in all stores, the entrance is located on the right, and the outlet is left. Thus, a person will make a promenade through the entire store. If his look at the path of following will attract something, he will buy it. Observing the basics of merchandising in the store, it is important to remember the principle "Looking for a way out? Walk through all the racks and store departments! " The same goals are pointers, movement schemes on the floor, on the walls, on the pillars and in the infokioski shopping centers.

Rule number 7: price tags

The price tag must always be on the showcase! It is simply not discussed. No price - no sale. Even with the condition that your client is fabulously rich. Inflexible printed or price tags with an irrelevant price are disrespect for the client. Merchandising is an element of product promotion, and the price tag is its integral element. If you had a revaluation of the goods - update the price tags at mandatory. Now there are electronic price tags that do not need to change the hands of trading personnel.

Rule number 9: Different people

All people are individual for their nature. What is like an older person is unlikely to have to taste youth. It is important to navigate the one who is your target audience. Pensioners more often make purchases in the morning or in the first half for, busy people go to the supermarket in the evening after work. In accordance with these factors, you can vary sound support or experiment with temperature and odor in the trading room.

Types of merchandising

• Visual. Creates a special atmosphere. Effective and correct combination of such aspects, like the smell, sound, light, helps the buyer to stay in your longer. If you have a premium class products, then you should just know the rules of visual merchandising. The client should not annoy anything. Coming to you, he must feel relaxes and comfort, like at home. Soft light, pleasant jazz music of the 50s, the smell of ginger cookies is an excellent solution of the visual presentation for the meat delicacies store.

Planogram - This is a schematic image of the placement of products on the showcase. It is developed taking into account the range of the company, customer preferences, location of commercial equipment. According to the plan, the layout may be:

• Vertical - All products have several rows above each other. Large and heavy goods are put at the bottom, light - on top. On the "Golden Shelf" put the most chassis or "paid" product.
• Horizontal - It can be realized in ascending or decreasing prices, as well as by product categories.
• Display - It is separate racks or stands that are not in the bulk of the trading equipment.

What is the ultimate goal of merchandising? Of course, sales, even not so - sales! It is important to use all tools and means to achieve it.

General rules, elements and bases of merchandising in a pharmacy

IN this process Based on standard principles, of course, given the nuances of products. With a competently designed showcase, the pharmacy has a big chance to increase its profits. Medicines must be distributed according to the rubricator so that the person can immediately choose the necessary drug. When drafting the dosage columns, it is important to simplify specialized terms with more "human" words (for example, painkillers, herbal teas). Next to the hits of sales it is worth placing newly new items.

Photo - with field training on sales of Vladimir Khmelev. Agreed to sell household chemicals and body care products in a pharmacy

Fundamentals and Rules of Merchandising in Clothing Store

• A large assortment. If your showcases are empty, they are sad. Such an atmosphere does not contribute to purchasing activity. Things presented in your store should not be 1-2 copies.
• Location. Slide clothes and hang zonirogo, paying attention to the movement of buyers. Expensive things to tremble at the entrance, then a democratic price segment, discounts at the end of the hall.
• Visualization. Use everything you have: shelves, mannequins, hangers. The tastefully decorated mannequin will attract more buyers at times, than a neatly folded stack of things on the shelf. It is important for people to see how clothes will look at them. Take care of comfortable fittings and mirrors in the hall.

Fundamentals of merchandising in the store of products

In the grocery supermarket it costs it is appropriate to combine product groups. Pay special attention to the associated goods. If the buyer is for tea, it is logical from this department or at the checkout to place pastry products. Beer - with chips. Central "Alley" along the movement of buyers - the most passable place. Place there the most liquid products or promotional offers. At the most "advanced" producers, suppliers and retailers, a plan of promotional activity on such an allele - is scheduled for a year ahead and exposure there - it changes almost weekly.

In the key zone, there are various small or related products: lollipops, bars, chewing, wet wipes, magazines, batteries.
Inside the shopping hall, pay attention to lighting. It is important that the products look appetizing, they wanted to get them more likely.

Let's summarize

Merchandising is gaining momentum every year. If it is properly organized, your sales will increase significantly. We recommend not to save on this tool. The main goal of merchandising is an increase in sales. If you want to achieve it, then you should now develop such effective model For your business. In this you can help the consultant and business coach-practitioner Vladimir Khmelev. In his practice, he repeatedly embodied the most ambitious projects for the development of sales in a variety of spheres.

What is merchandising?
You probably noticed that if you emphasize the buyer's attention on certain brands or types of goods, you can significantly increase their sale. This effect was based on a relatively new direction of trade marketing, called Merchandising (from English Merchandising - art trading).

A set of events produced in the trading room and aimed at promoting one or another product, brand or packaging, called merchandising.

The result of merchandising is always stimulating consumer desire to choose and buy promotable goods.

Merchandising is the last step to achieve high level Sales. Merchandising aims to promote goods on points of saleTherefore, it allows you to seek both the increase in the profit of the client and the level of its satisfaction from cooperation with the company.

How to apply merchandising on sales point.

Observations show that most buyers, getting into a closed store space, begin bypass, moving on the right left. Based on this, the placement of the entrance to the store should be thought out (the entrance is to the right, the exit - to the left) and the placement of the shelves themselves. A current track was invented, or "pass around the perimeter", where shelves are located with particularly attractive goods (these are the goods attracting the goods.), And advertising novelties and goods, the lifetime of which is relatively small and which will soon be replaced by other goods. To attract buyers to the central part of the store uses the attractiveness and sales potential most running goods (In this situation, this can be household chemicals or consumables), which can contribute to an increase in sales of other goods located near them, but not possessing such an attractive force.

The sheard space must be placed adequately sales and profits, which brought certain stamps and their views.

The goods can be located at the floor level, hands and eyes (the best is the location at the level of hands and eyes), they can be located in groups or one, they can be installed on pallets or represented by bulk. When placing the goods it is important to remember that the person's eye easier passes from left to right and top down as when reading. The creation of an appropriate atmosphere in the store contributes to free access to the goods, the opportunity to take the goods in the hands and freely contact him, attractive advertising messages, thin color scheme in the design of the store.

The most "working shelves" are at the level of the eye.

It follows from this that on these shelves it is necessary to place a more priority product. These shelves should be carefully tracked and constantly filled. In addition, it is more convenient for customers to choose from goods to choose from the right side of the move. It is necessary to optimally calculate the amount of goods when putting it on the retail space, the trading area should not be empty and in any case should seem that the goods are much, following the unchanging rule - the trade area is designed to present the goods to buyers. The method of self-service is dynamic and has the moment of frequent, chaotic permutation of the goods when choosing it by the buyer, so work is necessary with the goods, constant leveling of goods, filling out emptiness on the shelves. The goods in the hall and on racks should sometimes change their location, so that the buyer does not bother the location of the goods.

Products should be posted or set in such a way that the search for the desired goods is facilitated as easy as possible. To do this, on the shelves it is necessary to create visible blocks on the brand, size or packaging.

It is important to regularly inform buyers about updates, about what is happening in the store. When you lay out the goods inside the group, it is necessary to consider its placement on racks, given its size, packaging, color gamut (combination of colors when laying), seasonality, differences in design, firm - manufacturer, etc.

On the racks it is unacceptable to have unfilled in goods shelves. If there is a free area on racks, displays, the goods are immediately accumulated, from the warehouse or by rearrangement of another product. It is necessary to consider and produce its optimal permutation and placement of it in the department, so as not to violate the basic rules for calculating the goods.

It is unacceptable to place goods, laying it on each other, because As a result, it is damaged (except for those cases when you can lay out in the form of a pyramid display, making each row).

What types of calculations exist.

Placing inside the group can be carried out in the form of a horizontal or vertical calculation. By appearance Packaging or the goods itself, you can immediately determine what kind of calculation it refers. The goods must be placed at the edge of the shelf or on hooks, on the level line.

With a horizontal calculation, it is necessary to take into account that on the lowest shelf the goods should be placed large sizes or less attractive or cheaper. Also, the horizontal framework provides for the calculation of the goods to the left for the right in the series, by reducing the volume.

The vertical way to calculate the goods provides for the location of homogeneous goods into several rows on all shelves of the meter of racks from top to bottom. This method is convenient because it provides a good showing of goods, free access of buyers of any growth. With a vertical calculation, it is necessary to strict the distribution of the product of one species, from a smaller to more. Little is located on the upper shelves, respectively, larger on the lower. In practice, both of these methods are most often combined, applying elements, both horizontal and vertical calculations.

Display shutdown (additional points of sale) are located on visible places according to the movement of buyers. It is a separate corporate stand or a rack that is not tied to the main point of sale of this product.

Introduction

Theme of this term paper It is called: the development of Merchandising methods on the example of the Absolut hypermarket.

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

Tasks necessary to decide during the course work:

Give the definition of merchandising

Master the factors affecting the buyer when buying a product

Analyze the company

Remove the direction of merchandising a particular enterprise

The purpose of the existence of the enterprise is to receive profits and its increase. This can be achieved in many ways. One of them is to create an effective calculation and placement of goods in the trading room. Placing and laying goods in the trading hall are important means of stimulating sales. The most progressive retailers have long been realized the need to pay due attention to these aspects of their activities.

The rational placement of goods in the trading hall allows you to correctly form buyers streams and reduce their service time. Permanent buyers know where one or another product is located in the trading hall, and quickly find it. At the same time, the labor costs of the store workers in the process of replenishing trade stocks through the use of the shortest ways of movement of goods from the utility premises to the placement zone are reduced.

Under the settlement of goods are understood technological processesassociated with the location, stacking and display of goods on trade and technological equipment. Attractive and well-designed display of goods contributes to the fact that visitors who come to the store acquire goods and thereby provide a profit store.

Basics of merchandising

Merchandising theory

In ancient times, when people were forced to trade with other nations, not knowing their language, the art of presenting their goods was especially claimed for successful trading. The heroine of our scene in the epigraph could be helped in her choice with the help of this "silent seller", providing a comfortable and understandable location of goods on the shelves and replacing it, so the seller of the living. Some stores are now selling only with universal Language "Merchandising".

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

Collection of marketing information, monthly held by the Merchandising service, is made according to the assigned positions, both their own and competitors.

Each indicator is calculated both in the whole shopping points, and separately for each category (supermarkets, mini markets, pavilions, etc.).

In addition, the availability of advertising and special equipment of competitors in stores can be monitored, the ratio of stores to the work of distributors and much more.

If the manufacturer needs more detailed data on the level of sales in its product group, it can contact the agency engaged in the collection and provision of this kind of information.

Merchandising (Merchandising) is a set of marketing activities aimed at promoting goods / products that are carried out on the territory of the trading point. The effective result of merchandising is to increase the demand for products, the desire of consumers choose and buy from the entire range that we promotes the goods.

Merchandising is a dumb seller (not obscure the goods).

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

Main components of merchandising

· Translation orders

· Collection of marketing information for the customer

· Commodity control

· Training of retail personnel

Low stand

The main law of merchandising is reading: "To create competitive advantages, it must be placed in places from which the greatest sales occur."

What kind of goods should be placed on the best places?

Answer of any manufacturer - mine!

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

The correct answer from the point of view of retail is the most profitable. But the profitability of the goods can be in different things. Consider several examples.

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

· retail price - 100 rubles;

· The price of the supplier - 80 rubles (store surcharge - 20 rubles);

· Sales speed on the bottom shelf - 10 units per day.

Moving such goods to the eye level, we obtain an increase in sales by 3 times. The sale of the store during trading from the bottom shelf is calculated: 10 units of goods X 20 rubles \u003d 200 rubles.

The benefit of the store after moving the goods: 30 units x 20 rubles \u003d 600 rubles. At first glance, the benefit is obvious, and the conclusion suggests itself: let's best places Put the best selling goods!

Now consider the benefits of the most profitable product. Take another product with the following characteristics:

· Retail price -1000 rubles;

· Supplier price - 800 rubles;

· Speed \u200b\u200bof sale on the bottom shelf - 1 unit per day

Moving goods to the upper shelf, we obtain an increase in sales 3 times. The benefit of the store during trading from the bottom shelf is obvious: 3 units x 200 rubles \u003d 600 rubles. So what to put on the best places, on the level of the eye? The main indicator of the profitability of the goods is the efficiency of retail space, that is, indicators such as income and profit from the meter of the shelf. And here the interests of the store and the manufacturer may be opposite.

The benefit from the sales of the "dependent" product, which is already purchased by the store. The benefit is also obvious. Current equipment stores are reduced by the amount of redeemed (paid, but not realized) goods. This product is given "Green Street" in the store. Another thing is that the store exists special places For sales. First of all, it is pallet ** calculations at the entrance to the shopping zone of the store and the zone of impulse purchases from the Cass. In addition, there are several rules of merchandising:

· The product is located along the buyer from dear to cheaper;

· Large packages are located on the lower shelves;

· The product is located in the blocks of trademarks *** in each product group.

There are also the laws of merchandising store, for example: - the first are departments with perishable goods; - Departments with products of everyday demand (for example, bakery) are located at the end of the "inspection" of the store. When complying with these rules, it is possible to significantly increase sales at the point.

Here are two sometimes directly opposite desires: manufacturer - "All my promotional materials must be placed in the store, and competitors are missing"; Store - maintaining a store style that can completely exclude any promotional materials. There is an option when promotional materials containing information about the product and the manufacturer (posters) are manufactured by the store itself. This is part of a product promotion program.

Other components can be:

· Holding in a tasting or other version of the promotion (for example, the issuance of a purchase gift);

· Reducing retail price by reducing the manufacturer's vacation price, supplier surcharges and store;

· Organize additional calculation of goods in the trading room (pallets, branded manufacturer racks).

· In networks supplier / Manufacturer, the necessary components can be selected at will. In other networks there are mandatory "soup sets".

Transfer orders

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

Collection of marketing information for the customer. Control of inventory

This information is collected in each served point and consists of the following indicators:

· Retail price assortment, quantity of Faceing **** Customer's products;

· Retail price and assortment of competitors' products;

· Commodity remnants of the customer's products.

For a conscientious store that makes payment in a timely manner and performs a trade markup agreement for goods suppliers, the collection of such information only helps, since the manufacturer (or supplier) of goods can adjust the volume and frequency of supplies to this point so as not to turn the store warehouse, but also Do not allow the absence or leaching the range of its products. For unscrupulous stores (delaying payments due to the fact that nothing is sold, either overlapping a shopping mark on goods) such a procedure is dispersed with their interests - after all, the deception is detected.

Training Retail Personnel

Merchandisers should be engaged in learning outlets: talk about products, its qualities, how best to sell this product to whom it is intended. Such information is necessary to increase the professionalism of the vendors, from which, in particular, the relationship of buyers to the store as a whole depends.

However, store sellers are sometimes so downloaded that they lack time for training. In addition, sometimes there is simply no incentive for this.

* Blister - Modeling products sealed in transparent plastic, fixed from the inside of the showcase. On the jargon of merchandisers - "Icon".

** Pallets (from English Pallete - pallet) - Beautiful mountains and pyramids of goods in the shopping halls of supermarkets.

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

**** Faceing (from Eng. Face - face), - the front part of the unit of products. For example, 1 bottle of ketchup "Baltimore" - "tomato" glass, weight 0.540 g, standing on the shelf face to the buyer.

All retail sales owners know the word "merchandising". At the very least, I have not met any entrepreneur who does not know such a thing.

Yes, they know the concept, but on this knowledge ends. It remains an open question, why do everyone know, but leave this tool aside?

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

The topic of merchandising and calculations is very voluminous, it is impossible to put it in one article. The full guide will be released at 100-200 rather boring pages with schemes, numbers and psychology of people.

Just because of the huge number of information that needs to be studied with a sad face, many begin and do not bring the case to the end, or not at all come with words:

And so comes down!

In large manuals on merchandising, very much attention is paid to the details.

But if you just get up on this path, you first need to explore the basic rules of merchandising and calculations, and only then go to the films.

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

By the way, it is interesting that very many make a mistake when writing and pronunciation of this word. Correctly write through the letter "A", and it looks like this "merchandising".

Invisible and useful

The correct merchandising, like any action of marketing, increases customer loyalty and stimulates them to shopping.

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

• 80% consumer choice is determined by the environment (price, design, brand, service, convenience of acquisition);
• By 20%, the choice of the consumer is determined by the basic properties of the product.

But I like another statistics, which says that more than 60% of purchase decisions are accepted directly in place. That is, you have the opportunity of 2 of the 3 people to convince you to buy in your place.

And you can do it like with the help of personnel and with merchandising. However, there is such a checked rule: good merchandising is an imperceptible merchandising. So, not intrusive so that the buyer does not have the impression of the so-called "turning" of the goods.

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

1. Auditorium (visual information);
2. Auditory channel (sound information);
3. Tactile channel (tactile information);
4. Flavoring channel (flavoring information);
5. Olfactory channel (olfactory information).

Moreover, these priority channels are located. And first of all, you need to do everything to the person's eyes get the maximum pleasure of your calculation.

Then start working with hearing, after the tactile source of information is coming. Well, on the list.

We are already over 29,000 people.
Enter

Small retreat

Here I really want to allocate a separate group of owners and their sellers, which builds merchandising based exclusively from its understanding and vision.

And it seems to be trying, everything makes it right and all "convenient." But for some reason there is no effect. Customers are better not bought, and sometimes even sales fall ...

As a result, due to such attempts, a sustainable opinion "Merchandising is to stepping the head" is formed.

In such situations, we usually identify two errors that spoil the entire image of the correct reference to the product:

1. It is done so that it is convenient to sellers, and not to customers;
2. If it is beautiful, it means everything is correct.

Merchandising is not "I see so", this is a set of standard techniques and tools that you only need to apply correctly in your case.

But, there are difficulties. In the store of clothing and food, the same scheme will not work. Therefore, the theory of the theory, but an understanding of its target audience And no one has canceled her behavior. So, back to the bottom.

Rules of selling merchandising

First of all, you need to start with the compilation of the "Customer Movement Card". This is a study, analysis and design of the client's movement on the outlet.

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

In addition to the movement, you will be desirable to burn the average time of finding the client at checkpoints (checkpoints). It will also help you understand strategically important moments.

But imagine that this stage you have already passed and your card is ready. Therefore, we turn to the "visual marketing", that is, to the correct layout and location of goods, promotional materials and display of showcases to achieve the maximum result.

Rule 1. Location

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

The meaning is that we have the most popular product in the far corner from the entrance. A cashier in the far corner from the popular product.

Rule - Golden Triangle

The easiest I. clear example Implementation is a big hypermarket. Bread is always located in the extreme corner. To get to him, you will pass through the entire store. And in order to pay it, you will also pass the entire store on another road, because Cashier is in another extreme corner from bread.

The most important thing is that you have to bear this rule - the most popular product at the end.

But be careful, it can so it turns out that the client will go to visit you, will not see the required (popular) product and leave.

Here are some more comments. When the client goes to the store, then the right and left are dead zones. The person is in adaptation mode and makes a couple of steps in the Light "Transe".

This is for the fact that it is not necessary to bet on the lateral placement after the entry, the result will be small.

And after the "inclusion of the purchase mode" is the time to place the products in the store is not popular, but profitable for you.

After all, the client is already in a state of purchase, before going far, and thoughts in the head in the style "in his pocket all 100% of the money, it means you can buy something" unnecessary ".

Rule 2. Eye Level

When a person comes into a shopping chamber, his look is most often directed forward. Sin does not use this factor.

If you want to attract the client's attention to a specific product, place it at the level of the eye. And it is even more correct not at the level of the eye, and 15 degrees below, since we are psychologically accustomed to looking slightly down when moving.

Rule - eye level

However, you can use it for other purposes, for example, to draw customers' attention to the enjoyable product, which you need to quickly sell or pay attention to the new arrival.

IN grocery stores At the level of the eye there are those companies that most pay supermarkets.

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

Moreover, the lower placement is more dangerous than the top, so as to study the goods on top of the client enough to raise the head. And in order to study the goods from the floor, he needs to sit in almost the floor, which already leads to excess (and lazy) actions.

Important! Be sure to fix the average growth of your ideal client to understand what kind of height is the level of their eyes. After all, what is convenient to grandmother, uncomfortable basketball player. And vice versa.

Rule 3. Allocation of goods

If you do everything wrong, then when watching your products, the client will quickly read everything and go further, perhaps even in another store. And the reason for this is nothing "hooked."

Therefore, you need to learn to make special actions to "grab the client for the eyes" during his run, here are the options:

1. Many goods.You can make a hill from the goods and thereby increase the visually massiveness.

This will cause the thought "much, it means popular." But do not forget to remove a couple of units from the edge to eliminate the fear of violation of the composition and show that the goods are in demand.

Many products

2. Light.Very popular reception in jewelry stores, where using highlighting highly valuable instances and the counters themselves.
The same needs to be done to bring separate sections (wall-ceiling lamps) to the specimens you need.

Highlighting

3. Product on a separate exposure.A good selection method will be a separate exhibition place and design. Popular reception with high price categories.

For example, Apple technique always stands separately from all. But the way can be used not only in these areas, the main thing is to include fantasy.

Separate exhibition place

4. Color."Color spots" have always been a popular reception. You need products of one color palette grouped in one place.

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

Color spots

5. Markers. My favorite trick. You need to place markers "hit sales", "New", "Last Instance" and so on. This will help to hook the client's look and hint to him what to take.

Markers on price taggers

Rule 4. Separation

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

Therefore, the goods must be in the group where it is a place. For example, accessories should stand separately from home clothing.

If you do not have such a variety of assortment, use the division within the product group itself. For example, delimit more expensive bags from more accessible. Or separate leather bags from rags. You can also make division by brands or by type.

Separation of goods

But at the same time, do not forget that among themselves the groups should be friends. For example, near the lamps there should be a light bulb or near the jackets should be hats, gloves and scarves.

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

The same applies to friendship between the brands. We need to place products less popular companies with popular brands, but it is very profitable for you.

Then customers will begin to study the well-known goods, and other suggestions will notice any other suggestions.

Rule 5. Movement

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

This applies not only to the challenges related. We even have a right-hand movement in Russia.

Rule - Movement

Remember, for example, supermarkets. This behavioral factor is used almost everything, in a slight exception - on the right input, left - exit.

And to get out, in the end, you need to go through the entire store, grabbing a couple of things on the way that the look hooked, again thanks to the use of other techniques of merchandising.

You need to be adopted in your experience example above. Namely, you need to create a movement in your store counterclockwise.

At the same time, it is foreseen that the client passes the entire store. That is, you should not have short, bypass tracks before exit. Weiently focus on the principle "Want to go out? Pass the whole store. "

Rule 6. POS-Materials

Point of Sales or, in Russian, the place of sale is tools of merchandising to attract customers to a specific product.

In its article, we brought a lot of examples of their implementation. If you briefly, you can use them and need even in the office.

Merchandising comes from english words Merchandise (goods, trade, trade) and merchandising (study of demand problems, studying problems of creating, improvements and distribution of goods due to changes in needs; trade process technology; presentation of goods in the market).

There are many definitions of the concept of "merchandising". The most common concepts are:

• · Merchandising is a system for organizing sales of goods and management of them.
• · Merchandising is marketing at the retail sales point, or "marketing in the store walls".
• · Merchandising-art (technology) Hand drawing goods.

All three definitions are true;

The first of them is complex and includes two subsequent. We will assume that Merchandising is a system of events held in a shop microworld and aimed at ensuring that the buyer is convenient, pleasant and profitable (from the point of view of value and / or motive) to make purchases. Book director store. / Ed. S.V. Dzesoeva. - St. Petersburg: Peter, 2013.-284c.

Merchandising is a generalized concept, this technology includes not only good communications, excellent staff work, the main thing is to achieve such the necessary harmony of the visitor and the place of sales, so that the visitor felt easily, comfortable, freely and conveniently. Mattering the buyer to purchase, Merchandising is equally significantly working in the direction of marketing, and in the direction of sales.

Merchandising should be considered as a philosophy or independent science, which uses a number of psychological techniques of influence on the buyer, which contributes to an increase in the volume of sold goods. For the company, it is important to carry out such actions along with advertising actions, creation and maintenance of your own image, etc.

The need for merchandising has been proven after it turned out that 2/3 of all consumer solutions are taken by consumers, standing before the counter. Even if the purchase certain view The goods are planned before, 7 out of 10 buyers decide on the choice of one way or another brand Directly in the trading floor. That is, those who came to the store, there is no finally formed solution, which product brand they will prefer. Thus, if you focus the attention of the buyer on a particular brand or form of goods, you can increase their sale.

Figure 1 - The main directions of merchandising for the trading enterprise.

Figure 1 shows the directions of merchandising that contribute to the promotion of goods, attracting new buyers and selling goods.

Merchandising activity is the process of an active attitude of the subject to the reality of the retail trade enterprise and the behavior of the commercial hall, during which it is achieving the goals of merchandising.

Practice shows that the need to use merchandising increases with the increase in the independence of the buyer when selling goods by self-service method, in which the goods and visitors are "communicating" with each other without the intervention of consulting sellers, and the participation of the latter is reduced to a minimum, especially regarding goods of mass demand, and decreases Ascending the role of the seller in the trade and processing process. The most important thing is to know what customers want and what they expect from the proposal in a particular store. The needs of the buyer underlies the concept of merchandising.

It is possible to formulate the main approaches to the organization of merchandising for the retail trade enterprise.

• 1. Assortment approach. For each type of retail commercial enterprise, certain values \u200b\u200bof the range of the range (in particular, the minimum allowable set of assortment positions, which should be from the seller), taking into account the manufacturer of the manufacturer or the seller of the latitude and depth of the trade assortment.
• 2. Quantitative approach. In the commercial enterprise it is necessary to maintain the optimal level of inventory, i.e. Such which ensures that there is a sufficient number of goods of the required range in the trading room. In addition, the goods are exhibited in the shop window must be on sale.
• 3. Management approach. The organization of the placement of goods in the shop's trading room should be based on the management of the consumer flow and begin with the planning of the shopping hall.
• 4. Demonstration approach. The choice of ways to represent the goods in the shopping hill, the type of goods, packaging, and also arrived from the goods, image of the store, purchasing audience.
• 5. Communication approach. Advertising materials at the site of sale are a significant part of the communications policy of a retail trade enterprise and a constructive-technical element of merchandising.

Based on the approaches, individual methods of merchandising are developed. The Merchandising method is a set of funds, techniques and operations of a practical and theoretical nature associated with the implementation of measures-certified activities. The most effective methods of Merchandising can be attributed to the developed "method of impulsive sales" and "ABC method", as well as the well-known "method of interconnected purchases and cross-trading" 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 impulsivity of the behavior of buyers of the trading enterprise in the implementation of purchases. The introduction of a method of impulsive purchases involves the distribution of the trading hall to the trading areas adequately the state of visitorious resources of visitors, determining the compatibility of the elements of merchandising: "Goods - shopping zones - buyer's behavior." The main purpose of the implementation of this method of merchandising is to increase the sales volume of impulsively purchased goods in the return zone by using the potential of the Merchandising approach in the formation of the range, departments and management of visitors' streams.

The "ABC method" uses the potential of "merchant goods" and "hot zones", which is based on the distribution of roles and the place of each product group in the trade and processing process of the store, accounting for their features and degrees of importance for consumers. The essence of the method is that all goods are divided into three groups, depending on consumer attitudes, marketing characteristics, Places in the formation of profits and organization of the trade and technological process of the enterprise: Products of the Group A, the goods of the group B, the goods of the group C. They are placed in such a way that the "goods-sellers" in combination with the behavior of visitors and other factors contributed to an increase in sales of goods that Need support and matter to functioning an enterprise.

GROUPS ALS Consist mainly from the "essential goods", which released the frequency of purchase, the minimum buyer involvement and the maps of preferences for brands, places and sales time before the need, as well as in low prices.

Products of the group are distinguished by a high degree of involvement in the purchase and presence of a pronounced brand card, are bought very rarely.

Products of the Group C include consumer goods that the consumer does not know or does not think about buying them. The buyer has no clear idea of \u200b\u200bthem or a pronounced need, the Seller must make efforts to enhance their sales.

The "Method of Interrelated Shopping and Cross Trading" suggests the promotion of complementary products related or interconnected goods and services. The essence of the method is to accommodate the main and complementary goods in the trading hall in such a way that they are located opposite or next to each other, and buyers could 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 and the sale of secondary, accompanying and interrelated goods. To determine the interconnectness of purchases, you can use the matrix frequency counting method joint purchase Certain pairs of goods.

"Method of Visual Merchandising" - the method of intensifying sales in places of sale of goods, based on the perception of design, color, the background of goods and equipment, theatrical images, architecture and other visual effects present in the sale places in combination with the system calculation of goods. The combination of elements of visual merchandising contributes to the fact that the individual points of the store's space of the store inexpensively stimulate sales. Consequently, goods and their brands can get competitive advantages depending on what visual elements accompany them.

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

The competent use of the trading space and the correct layout can increase the sale and the store is 10-20%, but if the goods do not meet the needs of the buyer or improper pricing, then Merchandising will not help improve the work of the store.

Restrictions on the use of merchandising technologies.

• 1. If the store trades exclusively cheap goods or goods of little-known firms, focusing on the economic situation. Naturally, if the defining factor of the purchase is the price, then the other tools may not work.
• 2. If the goods are unknown on the market. Merchandising can not be replaced branding
• 3. If the cost of products is very large than the cost of goods, the less spontaneously will buy. So, when selling industrial equipment, industrial and agricultural machinery almost no sense to spend money on merchandising, since the purchase decision is often taken after personal, sometimes repeated, communication with the selling side.
• 4. If the goods are purchased by buyers rarely (refrigerator, car, house)
• 5. If a personal contact of the seller is required with each customer and advisory sales (complex equipment, cars, inventory selection, catalog sale)
• 6. If you need a demonstration of goods in action.
• 7. If there is a need to customize products to customer customer requirements
• 8. If the range of goods of one type is too wide. It can embarrass the buyer who in this case will be easier to abandon the purchase than to make a decision. Rather, he will need help and the seller's council.

Merchandising is always focused on the buyer. His the main task It consists in the speedy sale of goods at the point of sale and the organization of the overall increase in sales. The very first goal is to increase total purchases by facilitating this process for the client. Tasks can be discouraged by the group of marketing elements presented in Tabice 1

Table 1- The main tasks of merchandising

Each element is important in its own way, allows you to achieve one or another goal, and in the complex we achieve the main goal of merchandising.

The main goal of merchandising is to increase sales, keeping (and increasing) the customer's satisfaction from the shopping process in the store.

The following types of goals were most common.

Figure 2- types of merchandising purposes