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Trade floor layout. principles of arrangement of commercial equipment and display of goods. merchandising concept

Competent professional planning and subsequent placement of commercial equipment in the sales area is a formula that increases the turnover and profit of the store.
Equipment planning is inextricably linked with the study and elaboration of the store's trading processes. In addition to a beautiful arrangement, it is important to ensure optimized trading and technological processes. The successful completion of such tasks is the business of experienced professionals in this field. It usually takes at least 5 years to develop a competent salesperson planning specialist. If you have no time to grow your own professional, we suggest using the experience of the specialists of the SBK Group, who will develop a project for the placement of commercial equipment for free, select equipment according to the requirements of your business and your budget.
The first stage requires clarification and detailing of the store's assortment. It is also necessary to determine the percentage of commodity groups, highlighting among them products of increased and everyday demand and related to these groups of goods and the most profitable goods. Upon completion of this stage, it is possible to determine the type and type of equipment (refrigeration equipment), the number of departments, the final picture of the display of goods becomes clear.
From the point of view of psychology, customer demand helps to determine the zones of the most optimal display of products. Based on experience, we can say that the areas in the retail space are not the same in terms of their yield per square meter. 40% of the turnover of goods of the entire store falls on the retail space adjacent to the entrance. Further, in terms of distance from the entrance, one can distinguish zones that account for 30% and 20% of sales, and finally, the retail space farthest from the facade provides only 10% of all store sales. The redistribution of groups of goods in the hall, taking into account these features, allows to increase the turnover. The goods that bring the maximum profit should be located closer to the entrance - in the zone of intensive trade. Customers' route through the sales area begins precisely from this zone. Experts believe that when walking around a store, customers should come across products that are associated with a group of goods at the entrance. It is more expedient to place consumer goods in areas free from an intensive influx of buyers. The flow of buyers moving to the area of \u200b\u200bselling everyday goods along the way inevitably makes impulse purchases of related goods. Thanks to this approach, it becomes possible to increase the turnover of all sections of the trading floor and redistribute the zonal influence in a more even direction. The use of "zonal" influence on the turnover is advisable when planning the sales area of \u200b\u200ba grocery store. It should be remembered, however, that the effectiveness of the zonal approach diminishes as the area of \u200b\u200bthe supermarket increases.
Still, standard models are not always suitable for a sales floor layout. Based on experience, we can say that there is no unambiguous correct scheme for placing various groups of goods in a store. It is more advisable to approach this process creatively and take into account the architecture of the trading floor, the number of floors and the specialization of the market.
The most effective way to place goods on the sales floor is to create consumer complexes. This principle works well in non-food stores, department stores, hypermarkets, etc. The goal is to place related groups of goods in one area. As an example, let's take a leisure and travel goods area. Everything that is thematically related to this topic is next to each other: beach and sports bags, sun loungers and umbrellas, folding tables and chairs, beach shoes, sun milk, insect ointment, inflatable rings, swimming pools, skewers, etc. The formation of consumer complexes allows you to get a convenient store layout and the ability to find in one place everything related to the framework of thematic interests. Completing this objective leads to incentives for impulse purchases. It is necessary to take into account the following circumstances when placing products among consumer complexes: the higher the turnover of a commodity group, the shorter the route to it should be, and vice versa. It is logical to place products, when purchasing which the client spends considerable time choosing, away from the main customer flows. Household and children's goods are usually bought by women. Consequently, the areas in which goods for women are placed should be adjacent to goods for the home and family. A similar approach should be used when locating shopping malls for men. Goods for men, such as tools, automobiles and construction goods, are advantageously placed side by side and connected with each other by short routes.
Combining products into consumer complexes and planning the placement of complexes in the sales area is the first step towards a successful store project.

Chinese experts in sales technology, following the study, concluded that different areas in the sales area are completely unequal in terms of their sales volume. The deeper the customer plunges into the endless rows of the store, the more the significance and likelihood of buying other goods decreases.

The initial area of \u200b\u200bthe trading floor allows to realize more than 50% of the total store turnover. The middle and far zones give respectively 20% and 10% of sales. Therefore, the layout and arrangement of a product in a store is a key concept in the art of merchandising.

Strictly speaking, planning and profit are inseparable concepts. Modern trading technologies have many options and concepts for the design and layout of retail space, however, each store has its own personality, therefore the descriptions and recommendations below will consist of the most general rules and patterns.

The first principle to follow when planning a sales area is an integrated approach, which implies such factors as:

- positioning and general concept of the commercial enterprise
- targeting a specific target audience of consumers
- general store design
- the possibility of carrying out additional activities aimed at the rapid sale of goods.

The next basic principle of the store layout is the maximum possible increase in the area of \u200b\u200bthe sales area, in particular, for example, through the use of modern systems for monitoring and managing stocks, or by transferring some of the technological operations and work outside the store.

The main task of the correct layout in this case is to encourage the buyer to walk around the entire store so that he can examine the entire product and make a purchase. The art of merchandising is precisely to determine, given the specialization, size and location of the store, which layout technology should be used.

The layout of the store is largely determined by the number and principles of placement of departments in the sales area. When planning the location of departments, the following factors should generally be considered:

· Convenience of work for the sales staff;

·profitability;

· The ability to prevent theft;

· Convenience for buyers in the process of moving them around the trading floor and when viewing goods;

· Specific properties of the product and the degree of attractiveness of its appearance;

Established traditions, etc.

The distribution of the store's selling space into sections is aimed at creating a route for the movement of buyers. The layout of the trading floor is always the most diverse and often does not depend on the wishes and preferences of the merchant himself. Ideally, the sales area should be round or square. However, in practice, a convenient and fairly effective form for selling goods and serving customers is a rectangle with an aspect ratio of 2: 3 or 1: 2 with a sales area of \u200b\u200bat least 3.3 m.

Numerous studies have shown that more "elongated" retail spaces significantly reduce sales efficiency and weaken the personal motivation of buyers to make purchases. It is a generally accepted fact that the ratio of its perimeter to area in a trading floor with an optimal shape should be strive for the minimum value. The implementation of this principle in the design process of a retail trade enterprise will make it possible to further reduce costs, speed up the process of moving customers through the sales area and improve the psychological atmosphere while shopping.

In the planning process, special attention should be paid to the formation of the so-called "golden triangle", the area of \u200b\u200bthe trading floor, the most frequently visited by the customers of the institution. Its formation is due to the physiological characteristics of buyers, that is, the formation of a "loop" of counterclockwise movement and the location of points that are most significant from the point of view of buyers.

Designers and merchandising specialists distinguish between several types of retail space layout: boxed, mixed, looped, linear, arbitrary.

The linear layout of the sales area is the placement of goods and aisles for customers in the form of parallel lines. The lines of commercial equipment are built on the same principle, which provides a good overview of all, and signboards. Visitors do not form a crowd, but roam freely around the trading floor. Thanks to this layout, flows of movement of buyers are formed and good conditions are created for the placement of goods. By changing the length of the lines, you can regulate the concentration of buyers in the trading floor.

Linear layout can be of four types: longitudinal, transverse, diagonal and mixed.

Mixed layout a sales area involves a combination of longitudinal and transverse placement of lines of counters and showcases, and is most often used in large self-service stores. Also, the mixed layout takes into account linear and box elements. Island slides, which are also used in this layout, are usually broken up by passages to avoid “traffic jams” from buyers. At the same time, the ideal length of the slides should be no more than four meters at the walls, three meters in the middle of the hall and two meters in the checkout area.

Box layout - a simple type of layout, in which the trading floor is divided into departments isolated from each other.

The layout of the trading floor "loop". This is a universal way of arranging commercial equipment, which is suitable for almost all types of commercial premises. It consists in the fact that high racks are placed along the perimeter of the walls of the trading floor, and low equipment is installed in the center, which ensures the convenience of movement of visitors and a good overview of all goods.

The exhibition layout implies the placement of large-sized goods on special equipment along the entire perimeter of the hall, thus there is a kind of exhibition of goods.

Free layout of the hall- the most common way of arranging commercial equipment, which consists in placing equipment without a specific system in accordance with the specific shape of the room.

Lattice - this is a layout of a sales area, when the basis is made up of long racks, separated by aisles.

Trade floor layout option "track" (sometimes confused with a "loop") is a single central aisle with multiple entrances to the store. Thus, numerous "boutiques" or sections that are part of a large shopping center, for example, can be covered by customer flows.

One of the most challenging tasks in retail space planning is attracting customers to the corners of the retail space. Shoppers are always looking to straighten corners and usually don't go into them unless they sell particularly attractive products. As a solution to such a problem of effective use of the corner area, specialists recommend placing small departments there, immediately recognizable by the buyer.

In typical cases, customers start walking around the trading floor from the right corner of the façade and move counterclockwise through the hall, so the right wall of the trading floor is considered the most advantageous area. This is the beginning of the route of almost all buyers, therefore, it is the right wall that takes the main attention in planning the placement of commercial equipment.

The art of merchandising has a huge number of nuances and details, taking into account which, you can achieve the greatest effect, stable sales and constant growth of visitors.

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Hello! Periodic research by marketers shows that the correct and rational display of goods in a store or sales area directly affects the level of sales. It helps to create optimal comfortable conditions for the buyer at the point of sale, makes it easier for him to choose the required products. In fact, the display of goods on the trading floor is a variety of ways and tools for demonstrating them to customers. We will introduce you to the intricacies in this article.

Goals and objectives of rational calculation

The main purpose of displaying products in a certain way is not to create a spectacular picture, but to manage the behavior and desires of potential buyers. Do not confuse product placement and display. In the first case, we mean the distribution of products in the sales area, and in the second, the search for the most profitable and convenient place on the trading equipment.

Rational placement and display of goods in the sales area of \u200b\u200bthe store must solve certain problems:

To create ideal conditions that help to present products as profitable as possible;
Determine the level of visual overview for the buyer, direct his attention in the right direction;
Increase the attractiveness of impulse demand goods;
Create conditions that make certain units stand out in the eyes of the buyer;
Make the shopping process convenient and enjoyable.

Taken together, solving all these problems helps to present the seller in a more favorable light and distinguish it from competitors. Statistics show that stores that adhere to merchandising rules have higher and more stable sales volumes.

Layout 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 in the windows.
Consistency... Products should be divided into groups - juices will stand with groceries, and kefir - with dairy products.
Visibility... Customers love viewing 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.

All principles are based on the desire to simplify the search for the desired product, to facilitate the shopping process. This will help bring the person back to the store, turn him into a regular customer.

Ways of displaying goods

The principles of displaying goods must be observed in retail outlets of any type. They are the same for hypermarkets and small shops within walking distance.

Before and, you need to understand the main types of location of products on commercial equipment:

Vertical or horizontal placement on shelves. The former gives buyers the broadest view possible and promotes good sales. With horizontal, you can organize products, arrange by price level or brands. Most often, stores use a mixed layout. When placed vertically, the highest quality and most expensive product is usually placed at eye level, and the cheapest one on the lower shelves.
Corporate... All products of one brand are placed on one rack or shelf, creating a bright recognizable block. This type of display is used if the trade mark 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 placed 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 fully present the product to customers.
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 is completely unsuitable for small ones: customers are unlikely to like to bend over a small box to examine its composition.

Recently, large hypermarkets are increasingly practicing laying out in bulk: packaged products are displayed in special metal containers without packaging by type or brand. It usually comes at one discounted price, and shoppers can choose and view items with ease.

Any option chosen should provide the product with the attention of buyers, complete safety of packaging and all qualities.

Basic rules for displaying goods

Marketing takes seriously the study and compilation of product display technology. It is based on research by renowned experts and psychological characteristics of customer behavior.

The following rules are most often applied:

"Face to face".Products 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 created through special experimentation with consumers' tastes, color and visual preferences.
"Major brands".The rule states that it is better to place brands necessary for a potential buyer at the beginning of the shelves in front of other similar groups of goods. Psychology claims that a customer will put more products from the main brands in their empty basket.
Priority on shelves.When displaying 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 products, which should "catch the eye" and attract more attention.
Rule of "bottom shelves". There are placed products that buyers buy without any additional advertising: big economy packaging, little things for the household.
Top shelf rule. More expensive and fashionable products are laid out on them, which need to attract attention for a quick sale.
"By package size". The rule requires to display small packages to the left of the buyer, and large ones to the right.
Location “Among competitors”. A good way to boost sales is to place a batch of a newer product with a well-established competitor.

A good marketer checks the distance between shelves and stands and adjusts them for the convenience of buyers. 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 purchasing a specific product;
Dimensions and weight;
Number of varieties or species;
The time it takes to inspect a product, label, or instruction.

The correctness of the layout even depends on the routes of buyers through the store, the width of the shelves and the image of the entire outlet.

The main stages of the calculation

In the overwhelming majority of cases, buyers make a decision on the choice of goods standing at the counter. In order to quietly adjust their actions and persuade them to buy, marketers use different layout features.

When working on product placement in any store or supermarket, it goes through three important stages:

Organizational... The goods occupy certain places on the shelves or in the hall, where order must be observed. Many customers get used to a particular place and purposefully go to the store for their favorite juice or sweets. And placement next to the main group of the necessary accessories (dishes, spare parts or spices) pushes to unplanned purchases.
Managed... At this stage, it is necessary to assess the rationality of each trading place, to calculate what financial return it brings to the store. It is better to display 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 display should attract, seduce, and push you to buy. This especially applies to the time of discounts and promotions, at which goods are placed taking into account the offers that are beneficial for buyers.

The product should not be presented randomly (as small shops sin), 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 for displaying goods should be aimed at the convenience of the buyer. It should reduce searches for the required product and unobtrusively suggest new products.

The simplest rules help you do this easily and quickly:

Products should not influence each other, therefore they do not have household chemicals and food products nearby;
It is better to place large and bulky products closer to the entrance so that they do not block the view;
It is better to put seasonal novelties and goods with a good discount in the most prominent place;
The buyer needs to give the effect of accessibility, therefore, open shelves 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 display cases, stands and mannequins;
Price tags should be readable and samples may be offered for some non-food items.

It is not enough to carry out the 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 increase the income of the outlet.

Internet merchandising rules

Despite the absence of the usual shelves, a rational approach to product placement helps to increase views on the site, the number of returns and online purchases. The more convenient and original the product is presented, the more buyers recommend it to their friends and return for new acquisitions. Moreover, modern computer technologies allow making bright and stylish presentations that attract attention.

The main rule when displaying goods in an online store is to provide a potential buyer with as much information as possible about properties, colors or possible discounts.

There are many marketing techniques that can be used for this:

Develop multiple filters that will allow people to view products by price, SKU, or availability;
Create an effect of excitement through colorful banners, bright inscriptions about discounts and recommendations;
Create interesting and “tasty” descriptions of product cards that will attract attention and remain in your memory.

3D presentations, original lettering and convenient location of reference information can give a good effect. Significant expansion of online sales allows us to speak about the emergence of a whole area in marketing - Internet merchandising.

Let's simulate the situation: a decision has been made to open a trading business, a field of activity, a range of goods have been chosen, a retail space has been purchased. One of the first problems that can be encountered further is commercial equipment (you can pick up Vica.ru), the calculation of the cost of commercial equipment, its choice of purchase and, most importantly, the correct placement in the store. Of course, if you are going to open an online store, then you can do with an ordinary warehouse, in any other case, the profitability of an open business will depend on the correct placement of commercial equipment. Let's take a quick look at the basics of shop equipment placement.

The basics of placing commercial equipment

Surely there have been situations with you when you find yourself in a store with a huge crowd of people, with inconvenient shelves, the location of cash registers - you want to leave such a store as soon as possible. The amount of income from sales is directly dependent on the correct placement of commercial equipment. When planning, specialists often use the rule of the "golden triangle", at the tops of which there are the checkout area, the entrance and goods in demand.

These three key points should form a conditional triangle with the maximum coverage area.

Equipment layout:

Boxing.In the arrangement of the equipment, the principle of "loops" is used - from where you began to inspect the goods, there you will return. And the territory of the store itself is divided into zones. If you have ever been to a clothing store, you will recognize this layout.
Linear.With a linear scheme, rows with showcases and shelves are arranged in parallel, making the most efficient use of the retail space. In this case, the rows of equipment can be perpendicular, parallel or mixed in relation to the direction of movement of the client. This system has one drawback - large rows with showcases and shelves quickly bore and tire the buyer, but since the linear scheme is a common option for grocery stores and large supermarkets, from which you cannot leave empty, this drawback disappears by itself.
Exhibition. This arrangement of equipment assumes the opportunity for the buyer to inspect and test all the presented samples and is more typical for furniture stores.
Free.This scheme is adopted by expensive boutiques trying to create a sense of freedom for their customers. The buyer is not limited by any framework and chooses the direction of movement through the store at his own will.