Retail Merchandising Tools. Merchandising as the art of sales promotion: from setting goals to choosing effective technologies. The concept of merchandising and its role in increasing sales

Merchandising - a form of marketing communication, an activity aimed at ensuring the most intensive promotion of goods in retail trade through the establishment of a system of measures, mainly non-verbally influencing the process of making a purchase decision.

Classification of merchandising tools:

• point of sale design;
• layout of the trading floor (semiotics of space);
• subject semiotics;
• display of goods;
• lighting;
• color design of the interior of the store;
• speech impact;
• sound non-verbal impact;
• aromacommunications;
• tactile impact;
• POS materials (point-of-sail).

Research by Donovan and Rossiter convincingly proved that the perception of the internal environment, or atmosphere, of a store by customers depends on two factors - the attractiveness of the store environment and the psychological readiness of a potential buyer to make a purchase. In a pleasant shopping environment, the purchase intention is activated by stimuli such as the color scheme of the interior and the sound of light music. If the situation is unpleasant for the client, for example, in a dentist's office, then the use of muted colors and soothing music will help reduce psychological arousal. The results of experimental studies of supermarkets show that for buyers the attractiveness of the environment is a relatively more important factor than the price and quality of the product.

Point of sale design. The interior of the place of sale contributes to the successful sale of goods and the increase in the efficiency of commercial activities. Whether it is an expensive wine boutique or a small cafe, there must be some own features that define the "brand name". A modern store is considered not only as a place for the direct sale of goods, but also as a comprehensive means of promoting them.

The human eye is a much more subtle tool than many imagine. Information about the point of sale enters our unconscious, largely bypassing our consciousness, and forms sensations. This allows the buyer to determine the relationship to the place of sale literally when he crosses the threshold. Inside, he finds himself in a real "theater of trade", and the scenery in this theater largely depends on how the buyer will feel and how long he will stay there. At the same time, it must be remembered that the type of place of sale should not contradict the internal content, that is, the goods and the level of service, since unjustified expectations of the buyer may turn him away from the desire to make purchases in this store. Design features:

• draw the attention of buyers to the point of sale;
• make products more attractive;
• create harmony between the buyer, the place of sale and the goods;
• organize the space by making goods easily accessible;
• inform the buyer of a new sensory experience.

Recall the five basic principles of design: balance, accent, harmony, proportion, rhythm.

Subject semiotics allows you to implement the function of recognition (for example, a model of the Eiffel Tower in a store), stimulation of pleasure (aesthetic compositions), psychological warmth (sculptures of animals and playing children).

Lighting in merchandising, it solves the problem of decorative design, it should be harmoniously linked with the architecture of the interior of the store. Shops tend to use both natural and artificial lighting. Natural lighting is used if a sufficient geometric luminous coefficient (K c) is observed, which is determined by a special formula.

Color significantly affects the feelings of people, their mood. So, the red color excites, but quickly tires; orange is perceived as hot, it warms, invigorates; green color has a calming effect on the human nervous system, relieves irritation; gray causes apathy and boredom; black color sharply lowers mood, etc.

If you assign a color to each department, which will dominate in its design, this will help customers quickly navigate and find the right product. These colors should be unmistakably associated with the type of products in the department, and they will also emphasize the positive characteristics of the product.

The key merchandising tools are: store design (both external and internal); store planning (more precisely, planning the flow of customer traffic); advertising and other tools at the point of sale; color blocking; assortment of goods; comprehensive measures.

The perception of buyers of the internal environment, or atmosphere, of the store depends on two factors - the attractiveness of the store environment and the psychological readiness of the potential buyer to make a purchase. In a pleasant shopping environment, the purchase intention is activated by stimuli such as the color scheme of the interior and the sound of light music. If the situation is unpleasant for the client, for example, in a dentist's office, then the use of muted colors and soothing music will help reduce psychological arousal. The results of experimental studies of supermarkets show that for buyers the attractiveness of the situation is a relatively more important factor than the price and quality of the goods.

Point of sale design. The interior of the place of sale contributes to the successful sale of goods and the increase in the efficiency of commercial activities. Whether it's an expensive wine boutique or a small cafe, there must be some own features that define the "brand name". A modern store is considered not only as a place for the direct sale of goods, but also as a comprehensive means of promoting them.

The human eye is a far more subtle instrument than many imagine. Information about the point of sale enters our unconscious, largely bypassing our consciousness, and forms sensations. This allows the buyer to determine the relationship to the place of sale literally when he crosses the threshold. At the same time, it must be remembered that the type of place of sale should not contradict the internal content, that is, the goods and the level of service, since unjustified expectations of the buyer may turn him away from the desire to make purchases in this store. Store design features:

draw the attention of buyers to the point of sale;

make products more attractive;

create harmony between the buyer, the place of sale and the goods;

organize the space by making goods easily accessible;

inform the buyer of a new sensory experience.

There are five basic store design principles: balance, accent, harmony, proportion, rhythm.

Object semiotics makes it possible to realize the function of recognition (for example, a model of the Eiffel Tower in a store), stimulation of pleasure (aesthetic compositions), psychological warmth (sculptures of animals and children playing).

Lighting in merchandising solves the problem of decorative design, it must be in harmony with the interior architecture of the store. Shops tend to use both natural and artificial lighting. Natural lighting is used if a sufficient geometric luminous coefficient (K c) is observed, which is determined by a special formula.

Color significantly affects the feelings of people, their mood. So, the red color excites, but quickly tires; orange is perceived as hot, it warms, invigorates; green color has a calming effect on the human nervous system, relieves irritation; gray causes apathy and boredom; black color sharply lowers mood, etc.

If you assign a color to each department, which will dominate in its design, this will help customers quickly navigate and find the right product. These colors should be unmistakably associated with the type of products in the department, and they will also emphasize the positive characteristics of the product.

The smell as a merchandising tool is interesting because in this channel a person does not have that filter of distrust that exists in the auditory or visual channels.

There are other merchandising tools:

The manufacturer in his merchandising strategy will most likely indicate the set of brands and packages that he will promote in each outlet. Obviously, this set can be differentiated in different trading channels. For example, in pharmacies, the customer is more likely to expect to find a wider range of medicines than in small pharmacies. Brands and packages that are most popular with customers should always be on the shelves, therefore, purchases from suppliers should be made in proportion to sales. Moreover, products should take up space on the shelves in accordance with the level of sales. This is necessary to ensure that the best-selling products are always in sufficient quantity.

Efficient location of points of sale in the hall and display of goods. Primary (for example, a section of drugs used in respiratory diseases) and additional (for example, a rack or display) points of sale in pharmacies with free access to goods should be located according to the movement of the flow of customers on the trading floor. An additional point of sale gives the buyer another chance to see and choose the product. Therefore, it is located separately from the main one, and the best-selling goods are duplicated on it. Additional points of sale are especially effective, located along the outer perimeter of the sales area (where 80% of customers pass), as well as near the cash desks. Products should be laid out in such a way that the search for the desired product is as easy as possible. To do this, it is necessary to create visible blocks on the shelves by brand, packaging and product group. At the same time, it should be remembered that the lower shelves of the sections are not visible, and in large pharmacies they account for only 5% of the sales of the entire outlet. Therefore, one should strive for vertical branded blocks. The layout should also organize the borrowing of popularity by weak brands from stronger ones. To do this, strong brands (positions of medicines) begin and end the row on the shelf. Thus, weaker (less familiar to the consumer) drugs will be within the "castle walls" organized by strong products, and borrow additional attention from buyers from them.

Merchandising is the "planning" of the sale of the desired product.
in the right place, at the right time,
in the right quantity and at the right price.
America. economist Paul Mazur 1927

In-store visual merchandising manages the process by which shoppers are guided through the store in a logical sequence, encouraging them to stop at certain places and shop. Ask shoppers: why do they like their favorite store so much? Most of them will probably answer: “because it is spacious, comfortable, easy to find the right product, POSMs are clear and contain the right information, etc.”. These responses confirm the effectiveness of visual merchandising within a store.

The work of a specialist depends on the type of store in which he works. In a small boutique or company store, he will follow the principles of visual merchandising throughout the store. Thinking over the distribution of goods in the store, choosing a place for each specific thing, we must always remember the buyer. The task of the merchandiser is to make his stay in the store pleasant, to help him find a model “created especially for him”, to make the product desirable, and the process of finding the right product in the store is convenient and easy. He must identify those customer values ​​that can be counted on by offering a particular product. And the correct display of goods helps the buyer to more easily navigate the space of your store. After all, merchandising is not a set of rules and dogmas invented to complicate the life of a “simple worker”. This is a system that makes it possible to present the product in the most accessible and understandable way for the buyer. The whole set of rules is aimed at ensuring that a person can, without even contacting the seller, choose a model, set, or maybe a mini-wardrobe, which generally reduces the work of a merchandiser to one model, namely:

1. Attracting attention (shop window);
2. retention of interest;
3. Formation of interest;
4. Provoking action.

Thanks to this model, visual merchandising is able to distinguish a store from competitors by focusing on the key competencies of the promoted brand using a specific set of tools.

• retail space layout;
• zoning of assortment groups;
• retail store equipment;
• Interior Design;
• lighting design;
• showcase;
• mannequins;
• display of goods;
• POS materials;
• aromacommunications;
• audio communications.

And the use of these tools can increase sales by at least 15%.

The first visual merchandiser tool:

"Shop Space Planning"

The layout of the retail space begins at the time of development of the design project of the store. First of all, it turns out the direction of the main consumer flow to the Shopping Center (or street retail).

The main criterion is to find out on the shopping center map the location of the entrance to it, the floor (escalators, elevator, stairs) and the location of large anchor tenants (these can be grocery stores, household appliances and electronics stores, etc.), which provide the main shopping center customer flow .

Next, you need to find out where in the trajectory of the main customer flow the selected section is located. After we outline the cash register area. Important! The cash desk should not be in the most prominent place in the section.

Then, we select the fitting area and the utility room area. Important! The entrance to the fitting area should not be visible from the entrance to the section.

The 4th point is the entrance group, that is, the showcase and the entrance to the section. The depth and dimensions of the showcase are determined according to the concept of the store and the specific shape of the existing section.

The 5th point determines the Focus Point, that is, the main point of your store, and only after that, on the remaining area, the island equipment is distributed. Important to remember that at the entrance is the lowest type of equipment (as a rule, these are tables), and near the farthest wall - the highest - boats (gondolas).

And do not forget about the distance between the carriers: the higher the segment of the offered product, the greater the distance should be between it.

Exists a few rules of visual merchandising used at this stage of store creation.

• Law of the golden triangle. The checkout, the entrance to the store and the Basic collection should be located between each other in such a way as to create a triangle with the maximum area. Inside this triangle, the products that are most relevant at the moment should be placed.


• The Law of Obstacles. The trajectory of the buyer's movement through the retail space should be planned in such a way that the buyer has to change the movement vector and angle of view as often as possible.


• The law of large and small forms. Most shoppers are right-handed, so small items are on the right side of the travel path and large items are on the left side.


• The law of free space. The ratio between equipment and free space is proportional to the price positioning of the product (brand, store) on the market.

Zoning your store

VM specialists divide the trading floor into 3 shopping zones.

The hot zone is where the customer most often goes when they enter the store. A cold zone is an area that buyers do not notice or notice after viewing hot zones. And the zone of impulse buying. Impulse buying is buying based on sudden decisions.

You often ask yourself questions: “Where to hang a new collection?”, “How to present accessories so that the client notices them?”, “How to highlight a discounted product in the season of the regular collection?” etc. In order to get answers to these questions and achieve the maximum effect, VM specialists study in detail the trajectory of the buyer's movement on the trading floor and identify all the main selling points.

There are several proven patterns of shopper behavior in the retail space that you can implement in your stores:

• 80-90% of buyers bypass all points of sale located along the perimeter of the trading floor, and only 40-50% of buyers bypass the inner rows.
• The most "hot" places are the beginning of the customer flow and the cash register area. Near the cash registers, the buyer spends time in line and is not busy with anything. Therefore, the checkout area is attractive for those goods that are most often bought under the influence of an impulse. These are items that are needed as additional elements to maintain the overall style of the collection. For example, belts, jewelry, key chains, wallets, branded perfumes, etc.
• 65-85% of buying decisions are made on impulse at the point of sale.
• most buyers are right-handed and in the sales space 70% of them walk along the perimeter counterclockwise.
• sales of the same product vary depending on the location on the shelves, etc.

But these rules are not an axiom, they can be adjusted. Because the natural direction of the movement of buyers can be determined at the design stage of the store, and will depend on many factors - the location of the entrance, the location of commercial equipment and cash desks in the hall. Each project must be approached individually.

Room design

Various department stores around the world have formed amazing retail empires. They have stood the test of time with their majestic façades like those of Harrods (in London), whose thousands of light bulbs sparkle like a shopping paradise. However, with the advent of the 1980s theory of visual merchandising in retail, it became necessary to create similar conditions for buyers inside stores. To achieve success, the design of the premises is of great importance. Today, many store owners, especially leading fashion designers, spend time and significant amounts not only on their collections, but also on it.

Room design covers all aspects of visual merchandising: window and interior design, as well as retail equipment and lighting. VM specialists, architects and interior designers always work hand in hand to create a salesroom environment that inspires shopping and increases sales above all else.

Store design supports the brand image and is the foundation of a successful retail strategy. Businessmen use store design to attract shoppers inside. While some entrepreneurs prefer sophisticated design, others like something flashy and even shocking, resulting in a lot of talk about such stores. Before choosing a direction in the interior, you need to determine the demographic composition of your buyers. Traditional shoppers might not be happy if their local department store changes its look to be modern and futuristic. Traditional stores such as Marks & Spencer are likely to suffer if they suddenly turn into an avant-garde department store; the risk in this case is very high, since even the most devoted customers can turn away from the store.

However, there are cases when the destruction of stereotypes turns into a boon. An example of this would be the Selfridges store in September 2003. it took on a modern look and departed from the style of London's Oxford Street buildings in the early 20th century when it opened a futuristic-style branch in Birmingham. According to G.Selfridge, the new department store, with its hundreds of silver discs and decorative blue organic glass, is both loved and disliked by customers, but at least it is noticeable and constantly discussed.

At some point, all retailers have to consult with an architect, either on the design of a new store or on the modernization of an existing one. They usually consult with an architect who has retail experience, which differs from house building experience as it takes into account the factor of attracting the public to the store. In most cases, merchants turn to architects who have design experience in store design, but sometimes attract young talented designers to decorate them. Before proceeding with the order, the designer collects information about the product and the brand, which greatly facilitates the understanding of the task. He needs to know the entire range of products and their layout on each counter, as the counters will be part of the overall design concept. Checkouts, warehouses, and offices are very important to include in the final design, and their design is part of the job of a VM specialist.

How does store design drive sales? The main goal of store design is to demonstrate the best qualities of the product. This is achieved through a combination of ambient stop, functionality and attractive design. Stores differ from each other depending on the assortment of goods: in a supermarket, a little more importance should be given to functionality, in stores selling luxury goods, it is necessary to create an appropriate atmosphere.

Independent store owners can certainly afford to take the risk of creating more adventurous designs. Particularly striking examples of this approach can be seen in Japan.

Basic laws of VM:

• The law of the "atmosphere": the results of experimental studies have shown that for "impulse" buyers, the attractiveness of the interior is a relatively more important factor than the price and quality of the goods.
• "The Law of Brand Identity": the ideological and artistic concept of design and the choice of means of artistic expression of the store must be identical to the concept of the brand and meet the expectations of the target audience.

Retail store equipment

In my opinion, this is one of the most interesting topics in merchandising. We live in a world where you can produce absolutely everything that is possible to come up with in our creative minds. As a rule, the design of the equipment should be one with the interior of the store. If you have chosen the design of the store in the ECO style, then the equipment is selected exclusively from natural materials, except for the brackets, of course, they are always made of metal. This refers to shelves, tables, various designs for the presentation of accessories, etc.

Or you choose the LOFT style, then the equipment can be rough with minimal material processing, perhaps creative, such as in the store in the photo.

When selecting equipment, we first of all pay attention to the product that we offer to the client, to the client himself (target audience) and to the price segment of the market in which we position our product.

If the store works for a Lux segment client, then the equipment must be made of the best and modern materials, as a rule, using a large number of glass and mirror surfaces.

Let's consider one example. We own a shop selling business suits for women with an average retail price of 10,000 rubles. We decided to use forged equipment, a baroque table with shaped legs... do you think our client will visit this store? Will she be interested in the product presented on SUCH equipment?

Store lighting design

I am sure that you noticed, when entering the store, a feeling of discomfort or, conversely, relaxation. One of the reasons for this is the lighting of the store. The light atmosphere greatly affects the mental state and well-being of a person, it can cheer up, and can cause irritability, redness of the eyes of store employees, and cause a desire to leave the store.

Light is an important tool in the hands of a designer. Light can change not only the perception of a store, but also the color of your product. With the help of light, you can build the trajectory of the consumer movement, promote those areas of the store that work “so-so”.

So, some theory...

Lighting happens:

general– uniform lighting throughout the retail space and shop windows.

accent- with uniform lighting, additional bright lamps are used, with which you can highlight the look or an important detail on the mannequin in the window.

Creative- in the absence or minimum level of illumination, lamps with color filters are used. Used exclusively in showcase.

Lighting has 2 main functions:

1. Product promotion. The product is illuminated so that the client clearly understands what this store offers, at what price and for whom.
2. Image promotion. With the help of accent and color lighting, we create a sensual impression of the brand in the client.

Very important! Think about the type and method of lighting at the design stage of the store. In the store, lighting allows you to create the most favorable atmosphere for making a purchase, to present the goods from the most favorable side. Light should always attract, not repel, the customer from your product and store.

There are many more interesting and important points in the use of light in the store. All this and much more I will tell you at the next seminar or during an individual consultation, studying your store.

Working with mannequins

In a clothing store where the clothes on offer play a key role, the equipment, the interior and the mannequins are just as important to get great results. Today we will talk about mannequins.

There is not a single store where mannequins are not used. They are an integral part of the product presentation and have always been of high importance in retail sales. Many brands have recently ordered mannequins from their own designs, thus reflecting the style of the brand. It is also no less common when the look and poses of mannequins are ordered for special window dressing.

Fashion for mannequins is as fast as it is for clothes; we can notice global changes in the style of dolls every 5 years, because. they become obsolete both morally and physically. Renewal of mannequins - "calling cards" of clothing stores - is as natural as updating the collection of clothing itself. Keeping up with the times in this business is the key to prosperity.

Today, the most popular mannequins are:

• faceless, with light outlines of the contour of the face, in active poses and bright colors;
• no less interesting are wooden mannequins with or without a head, with wooden bending arms, stylized for one or another theme of the store.

Before purchasing mannequins for your store and making the best use of them, you need to follow these guidelines:

1. Determine the type of mannequins based on the style of your store.
2. Choose the poses of the mannequins, paying attention to the area intended for them. If the showcase / podium in the trading floor is smaller than the mannequin you have chosen, then you will no longer be able to work with this mannequin.
3. Select the type of fastening of mannequins, because it depends on the possibility of using shoes.
4. Determine the frequency of changing clothes on mannequins. Frequent change of clothing may damage the mechanisms of the manikin's body parts.
5. Think in advance about the placement of mannequins in the shop window / retail space, as well as ways to group them. A group of mannequins representing a certain plot/story is always more interesting and attractive than a row of mannequins exhibited as "soldiers".

Mannequins are specialized equipment. Therefore, both mannequins and showcases should reflect the unified style of your store, the distinctive features of the collection aimed at the emotional perception of the brand, and present the offered goods from the best side.

To achieve these goals, I offer you a few rules for working with mannequins:

1. Grouping mannequins by gender. If your store offers goods for men and women, then we group the mannequins by gender: a man for men, a woman for women. There may be minor exceptions if the idea behind your showcase is to represent a "couple"/group of friends.
2. A group of mannequins in one area/showcase should reflect one collection in one color scheme.
3. The use of an accessory group - belts, scarves, beads, hats, etc., in a word, accessories allow you to create a stylish and unique image.
4. In youth brands we use the principle of layering and unusual images.
5. We create interesting images that correspond to fashion trends.
6. All clothing on the mannequins must be ironed, with a perfect fit that can be achieved using pins.
7. The frequency of changing clothes on mannequins is carried out every 2 weeks.

Showcases

Showcases... As they say, "the face of the store" is the first impression that cannot be repeated!

Showcases can be bright, stylish, unusual, interesting, but they can also be unattractive, banal and sad...

Working with shop windows is always a fascinating and fascinating process that allows you to realize your creative ideas. The difficulty can only be in the implementation of the idea, the limited budget and the possibility of replication.

Many creative people dream of creating beautiful shop windows, but when they encounter difficulties (see above) and do not have information on how to create the right shop window, then all fantasies immediately disappear. Therefore, not everyone will be able to come up with and implement not only a beautiful idea, but also an effective one, i.e. attracting attention and promoting the presented product.

I will tell you a little about shop windows, their types and specifics, so that you have an understanding of how interesting and exciting this process is.

There are several types of shop windows that in one way or another attract attention and increase sales:

Each of the listed showcases works! But in order to get the result that we see now, it is necessary to go through several stages of its creation.

Stages of creating showcases:

1. Creation of an idea based on the study of the range of goods, the target audience (for example, women's clothing, casual style, age 18-25 years).
2. Finding out the purpose of window dressing (sale, new collection, Valentine's day).
3. Determining the display area.
4. Determination of the showcase budget.
5. Drawing a sketch (in graphic programs).
6. Approval of the idea by the client.
7. Search for a company - a manufacturer for the manufacture of elements necessary for window dressing.
8. Ordering samples of all elements of the future showcase.
9. Calculation of the number of items for a store\chain of stores.
10. Placing an order for the entire batch of elements from the manufacturing company.
11. Development of a planogram for window dressing.
12. Designing a store/chain of stores.
13. Receiving a profit.

Display of goods

I think we all understand that merchandising is not only window dressing and beautiful mannequins, but also the correct display of goods. The display of goods in the store is one of the fundamental postulates of merchandising. Rules and laws that allow you to present a product at its best can increase your sales from 5 to 50% - that's a fact.

To begin with, let's compare 2 photos and determine which store you want to go to and which one you don't.

In photo 1 (left), we do not see a beautiful and interesting set: only a jacket and black jeans are unattractive, and, most likely, they will not buy a shirt for this image, despite the fact that it is presented nearby. In photo 2 (on the right) we see a product presented in exceptionally interesting sets. The client, most likely, will purchase a ready-made set, and possibly 2 at once, since the presented goods are combined with each other. Thanks to this, by purchasing 2 sets, we get at least 4!!!

I draw your attention to related products - accessories and shoes that allow you to create a complete image and increase the price of the average bill.

This is the main point of the merchandising layout: to present the most interesting and complex sets so that the client purchases as many units of goods as possible at a time.

If we talk about the basic laws of calculation that allow you to increase your profit, then there are not so many of them. The product can be presented:

1. by sets;
2. by product groups;
3. by color blocks;
4. by size;
5. by style/collection.

Some rules are used simultaneously. For example, the presentation of goods by sets in the same style and in the same color scheme.

If we talk about the rules for laying out goods, then there are not so many of them.

There are rules that apply exclusively to the low segment, and there are rules that apply to both the low and premium segments. For instance:

1. The "Refrain" rule is the presentation of the same model in 3 planes: frontally, horizontally and in profile. We can meet this rule in all segments of the store.
2. Type and position rule - frontally presented goods must be distinguishable against the background of the wall. For all segments.
3. House of Cards" - the display of goods should not cause the buyer to be afraid that the presentation of the goods will fall apart. Most often found in the premium segment. Etc.

Aroma and audio communications

When you are in a store, you probably feel either comfortable or uncomfortable. This is influenced by a number of factors, one of which is the atmosphere created not only by the interior, but also by good background music.

Aroma communication is one of the most important tools for influencing the buyer. It has been noticed that the faster and louder the music, the faster the buyer moves around the store and the faster he makes a purchase decision. And pleasant background music relaxes the buyer and also contributes to a positive decision to purchase the product. This polarity works only in one case: if the music is chosen in accordance with the price segment of the fashion market.

In order for music to increase sales, several important factors must be taken into account when selecting music:

• Music style
• Volume level
• Rhythm of music

So, for example, in the bridge and lux segments, they use relaxing music (lounge), with a low volume level and a medium or slow rhythm. Why? Because customers of this category of stores are looking for relaxation and comfort in the store, and loud and fast music contributes to strong tension, and sometimes irritation.

So, it has been empirically proven that:

• the higher the price segment of the store, the slower and quieter the music
• the younger the target audience, the louder and faster the music
• the younger the target audience, the more modern the music
• music should be faster in the morning, and quieter in the evening
• the radio is not used in the store, because. the target audience is blurred and distracted by ads.

Product and its price (20 sub-points);

Supplies (11 requirements);

Marketing budget (13)

Staff professionalism (17 attributes) - assistance in product display and merchandising, quick ordering, awareness of the retail market - new trends

Fifth - a group of emotional selection criteria (11 attributes) - what is objectively or subjectively evaluated in a supplier partner, i.e.: professional advice on increasing sales of an outlet,

high knowledge of the product - its characteristics, production methods, quality parameters, training

retail staff training,

legal information about competitors,

car branding,

innovations in the sale of goods - new types of sales, deliveries.

Supplier selection criteria.

It is important to choose and evaluate the right supplier to reduce the risks of work and disputes.

brand awareness, incl. and international:

reputation of TM, its image;

customer loyalty;

liquidity of goods;

certification and a set of documents;

quality standards, environmental friendliness and its control;

victories and medals at exhibitions;

breadth of assortment;

assortment of additional goods;

updating goods, quick release of new items;

convenient shipping and storage packaging;

terms of storage of goods;

special price from the supplier;

price stability for at least 3 months;

price change warning 7-10 days in advance;

high profitability of goods (15% and above);

deferred payment, credit for implementation;

constancy of details for payments, etc.

suppliers:

delivery on time;

deliveries, according to the agreed range;

a specific calculation of the inventory and goods in the hall (the goods must be brought according to the formula 7 + 3, i.e. the goods that will be sold in the next 7 days + 3 days in stock);

free first delivery;

own machine park;

speed of delivery - they called from the point of sale, and the supplier will deliver the goods during the day;

return of expired goods;

return of illiquid goods;

unloading of goods by the supplier;

exclusive conditions;

order via the Internet;

special software from the supplier for accounting and control of the sales process;

constant informing of trading partners via the Internet, corporate newspaper, etc.;

easy to call and find the right manager;

branded clothing of the supplier's staff.

trust and confidence:

attention to the problems of the store;

participation in corporate events of the supplier;

psychological support during a difficult period;

pleasure:

friendliness, openness and unobtrusiveness in the style of behavior of the supplier's personnel;

charm, neatness, pleasant staff;

ease:

congratulations on holidays, etc.;

smooth, good relationship

the staff likes the product

budget - there are 13 requirements for what a supplier can offer to his trading partner in order to sell goods more efficiently.

discount program for trading partners;

allocated amount for marketing financing;

free equipment;

repair of supplied equipment;

events in the store: tastings, concerts, etc.;

souvenirs and gifts;

uniform for the staff of the outlet;

transfer money on time

contests and incentives for personnel, both sales and executives;

Professionalism - the firm's experience, knowledge of the product and the market as a whole is a key feature of this item.

There are thousands of products on the market. It is almost impossible to find a difference between goods of the same kind. The same goes for supplies. Price list, package size, assortment - everything is impersonal and similar. Marketing budgets are also the same. Under these conditions, only with the help of the professionalism of sales representatives, the supplier will be able to form his close and unique relationship with the client.

72 points is the total list. Which criteria the company chooses for itself depends on the specifics of the business, specific requirements and specific people. Even professionals can hardly control 20 positions. A good level is considered to be 10-15 positions.

There is a technology of step-by-step decision-making about the level and quality of the supplier.

choose from the general list of 15-20 attributes that are significant for your own company;

add 2-4 custom attributes if needed.

assignment to attributes of the degree of importance in terms of the significance of the priorities and interests of the company on a three- to five-point scale (for example, “just important”, “very important”, “super important”).

evaluate each supplier;

put an assessment on the attributes;

multiply by the degree of importance;

add up all the results and compare the scores of different providers.

get the final result, add intuition and your own informal feelings.

In this way, it becomes clear which supplier is most valuable to the firm, who is entitled to greater preferences, and with whom it is necessary to maintain close relationships in order to develop the retail business better.

Merchandising Tools

2. location;

3. presentation.

1. The first group of rules refers to the effective stock of products.

assortment rule.

The sales stock rule is to create a stock level sufficient for the continuous presence of the assortment in the trading establishment.

Each enterprise of the Republic of Tatarstan determines indicators for the minimum set of assortment items.

Assortment is the number of types of commodity units of one commodity category.

The factors influencing the formation of an assortment set of goods in a store are as follows:

store profile and specialization;

shop area;

the state of his MTB;

At any point of sale, goods are divided into:

running - high sales. They are in the highest demand. Form a circle of regular customers, as well as attract new customers;

profitable - high profit. They contribute a lot to profits. Allows you to make a good margin;

the most profitable - high sales + high profits. Ideally combine the best properties of popular and profitable products. Strategically important for attracting customers and making a profit;

ballast - low sales + low profit. Low demand, low profits and high overheads

Demand is one of the most important factors in determining the optimal range of outlets. It is divided into the following types:

special demand (for a certain product, does not allow replacement by any other, even homogeneous product);

alternative demand (finally formed in the process of choosing goods, getting acquainted with their offer);

impulsive demand (formed under the influence of motives and characteristics of the supply of goods at the point of sale)

In most cases, when planning a purchase, the consumer clearly defines which product groups he wants to purchase (bread, milk, dishes, clothes, etc.). Therefore, the entire range of the store can be divided into three groups:

consumer goods (the purchase of these goods is the goal of almost every visit of the buyer to the outlet. They are also called store-forming product groups)

goods of periodic demand (their purchase is planned once in several visits);

goods of impulsive demand (their purchase is usually not planned).

Products are also divided according to the duration of use:

non-durable goods;

durable goods

Groups of goods that are related to each other due to the similarity of functioning, or sale to the same groups of buyers, or sales through the same groups of stores, are called (product) lines.

Another significant factor for the retailer is the turnover of goods, which has certain advantages:

increase in sales volumes;

increase in available funds;

reducing the risk of obsolescence, damage to goods;

improving the mood of store employees (“goods are going well”)

One way to increase turnover is to limit the number of product classes or trade items within a class. There is a "washout of the assortment", the rejection of slow-moving positions.

The sales stock rule is closely related to the purchasing method used by the retailer.

The main approaches to procurement:

system with a fixed order size;

a system with a variable order size, but with a fixed order time;

a system with a fixed order size and frequency;

system with changing order size and frequency.

Merchandise supply of retail trade enterprises is based on the following principles:

supply planning;

rhythm of deliveries;

Efficiency of deliveries, which makes it possible to quickly respond to changes in demand;

profitability;

supply centralization;

manufacturability.

According to these principles, the trader formulates the criteria for evaluating his suppliers and chooses the best cooperation option for himself.

Criteria for evaluation:

supply reliability.

the quality of the delivered goods.

purchase price.

acceptable terms for the implementation of current orders and the possibility of placing emergency orders;

psychological climate in the supplier organization;

quality management organization (product and service) to the supplier.

Centralized automated procurement management systems greatly facilitate the work of the store and suppliers, increase the possibility of full satisfaction of customer requests, flexibility to changes in the shopping environment and demand.

For a retailer, the absence (even temporary) of certain branded products, with consistently high overall profits, can reduce the loyalty of shoppers committed to certain brands to the store. The supplier, instead of profit and gaining new positions, begins a showdown with the store, the search for the perpetrators in the company itself, promises that this will not happen again. In the meantime, shelf space is being taken by more obliging suppliers, and the best agents are moving to more stable competitors. Sometimes selfish behavior leads to the destruction of mutual trust - the persistence of resellers seeking to increase the size and cost of the order and their personal income without taking into account the existing needs of the store. Then the merchant is looking for a more attentive and patient supplier.

The trader himself should not prevent the representatives of the supplier from monitoring the balances. It is still desirable to avoid cases when the product ends. Some buyers have a prejudice against the “last copy from the window”, considering its properties to be worse than other samples: the box was wrinkled, the packaging was broken, etc. These customers may form a negative attitude towards the entire store.

Order calculation algorithm

The volume of the previous delivery and the balance of products in the outlet are determined, based on these data, V sales for the past period are determined, which in turn increases by 1.5 times (multiply by 1.5), the balance is subtracted from the stock of goods obtained in this way in the warehouse , after which the order quantity is obtained.

The application of this technique is aimed at the formation of the optimal order, taking into account the cyclic frequency of delivery (the standard cycle is a week), which ultimately allows to avoid repacking the outlet. Due to the coefficient used in the calculation, it is possible to take into account the actually predicted increase in sales volume (holidays) and the increased visiting cycle (one, two, etc. weeks). For example, the following coefficients can be applied:

*2 - for outlets that place an order on Friday with delivery on Monday and work on weekends;

* 2.5 - with a cycle of 2 weeks;

*3 - when placing an order on the eve of the holidays.

When forming the volume and structure of stocks at a point of sale, the following factors must be taken into account:

average sales volume by types and types of packaging;

the size of the organized list of sales, the presence of commercial equipment in it;

the physical size of the warehouse space of the outlet;

cyclical frequency of delivery of products to the point of sale;

the need to have a reserve of products in stock;

terms of payment for deliveries by the client.

If new items of the assortment were ordered from the supplier, they should be put up for sale, if possible, immediately after delivery. The exception is, of course, goods reserved by mutual agreement, or goods already paid for, but not delivered to the buyer.

Violation of this rule (“on display, on sale”) is accompanied by the inscription “no” opposite the product sample. This is easier than taking it off and reassembling the products on the shelves (the argument is “they will deliver tomorrow”). Irritation is caused by the absence of the product chosen in the case of an open decision. The deliberation takes place at the point of purchase, and the buyer wants exactly the product that he spent his time and effort choosing. It is possible to offer an acceptable alternative to a missing product, but the buyer's enthusiasm will be greatly reduced and satisfaction will decrease because the choice is imposed from outside.

The rule of shelf life and rotation of goods on the shelf.

"First in, first out" (First in - First out)

Those. when conducting complex marketing at a point of sale, it is necessary to monitor the rotation of goods, i.e. in order to avoid "departure of the goods in delay" (expiration of the sale of goods). Despite the shelf life, it is preferable to sell products within the shelf life (shelf life) - the time the product retains maximum taste (For example, if the shelf life of drinks produced by Coca-Cola in plastic packaging (PET) is 6 months, the shelf life is 90 days for them ).

The main idea is for products to occupy key points in the store's sales space in order to maximize the opportunity to generate sales.

There is the concept of a point of sale (point of sale) - a place on the trading floor where the buyer can see the goods and make a decision on the choice and purchase, that is, commercial equipment (structures) designed to demonstrate and select goods (racks, racks, counters, showcases , hangers, cabinets, displays (permanent or temporary), which are installed in the event of an advertising campaign ("special offer"), for the period of holidays, for a period of increased demand, when a new product is launched on the market)), various types of refrigeration equipment - coolers (there are bar type, general store - one-door, two-door for street trading).

It is known that all points of sale on the trading floor can be divided into main and additional.

The main points of sale are places on the trading floor where the entire range of a given product group is presented (all manufacturers of this product group).

Additional points of sale are places where the products presented in the main point of sale are placed separately.

There may be several reasons for additional placement of goods:

Volumetric representation, that is, the presentation of goods in large quantities.

Placement of related products next to the main ones.

Location of products for which there are special promotions.

Additional points of sale are an effective tool for increasing sales, as they allow you to increase the number of impulse purchases. They are organized for:

goods of impulsive demand

advantageous location in the warehouse.

Floor displays are traditionally located in the aisles, in the heads of gondolas, along the customer flow, in the "hot spots" of the trading floor, near related products. Sometimes bulky goods are placed at the cash registers, but this is quite rare due to the large size of the displays, which can create inconvenience when paying for the goods.

location in relation to the main points of sale.

It is very important that the product placed at an additional point of sale is also present at the main one, otherwise it will be perceived as removing products from a certain group. The following effect is also observed: if the buyer did not find the product in the usual place, he may not notice it point-blank at the additional point of sale. As a result, after a store reshuffle, the manufacturer faces an unexpected drop in sales.

Additional points of sale must be located separately from the main ones and from each other.

Otherwise, this point of sale becomes the promotion of the main one and serves only as a place to store additional units of production.

At additional points of sale, it is necessary to place the best-selling positions of the product group. In this case, the likelihood of impulsive purchases is significantly increased. There is always a temptation to place less selling items at additional points of sale in order to get rid of overpacking. Unfortunately, this will not allow many additional units to be sold, which in turn is an inefficient use of retail space.

Determining the location of the section (complex) in the trading floor.

Goods in the store are grouped into sections (complexes). Determining the location of sections is, first of all, a well-thought-out sequence of their placement on the trading floor, taking into account the psychology of buyers, the location of auxiliary premises, and the nature of consumer demand.

To determine the location of the sections, it is necessary to analyze which of them are most preferable for certain assortment groups, which zones in the store are price-forming, which ones bring the greatest profit. Thus, inexpensive goods "work" to give the buyer a favorable impression of the store's price level. If you place them at the beginning of the trading floor, the buyer is drawn into the shopping process and then takes the goods already “automatically”, paying less attention to prices. The principle of "striped stripes" is known, in which goods with low prices, which bring the greatest profit to the store, alternate along the path of buyers on the trading floor.

When arranging sections in large stores, it should be taken into account that customers start bypassing the trading floor from the right node of the facade and move counterclockwise along the hall. In addition, customers usually go through the first third of the store faster than the main part of it. These features must be taken into account when determining the placements of products that need to be activated for sale, as well as fashion and new products. They should be located in places that are best viewed by buyers. On the right side of the movement of the consumer flow, goods should be placed, the sale of which is desirable to increase, and on the left, in the direction of the exit, everyday goods. The wall of the trading floor to the right of the entrance is considered the most advantageous area in the trading floor. This is the beginning of the route of almost all customers who enter the store; it is the right wall that creates the first and most vivid impression of the store. The right wall is the perfect place to display products that are bought on impulse. Many experts believe that meat, meat products, fruits and vegetables look more attractive than other products and therefore create a more favorable first impression. Previously, only vegetables and fruits were laid out near the right wall, and later other above-mentioned goods began to be laid out.

In second place in importance is the area adjacent to the back (long) wall of the trading floor. If vegetables and fruits are laid out at the right wall, meat is placed at the back and vice versa. Experts believe that the meat department is used as an incentive, forcing customers to go through the entire mall and make additional purchases along the way, including impulsive ones.

The department of groceries and gastronomic products should be placed in the center of the hall, where customer flows do not differ in intensity. The fact is that buyers first inspect and buy goods located at the right end wall, then go through the grocery and gastronomic department to the meat (vegetables and fruits) located at the back wall, and make purchases in this department. After going through the entire meat department, they return to the grocery - gastronomic, but not to its center, but inspect only a few of its extreme counters.

The third most profitable and important area of ​​the trading floor of a large store is usually the left end wall. Here, buyers find themselves almost at the end of their journey along the trading floor, and here the approximate amount that the buyer intended to spend on purchases ends. Therefore, to achieve the best results, you need to carefully consider the placement of departments against the left wall. Here it is advisable to place goods of daily or impulse demand (milk and dairy products, pastries, frozen semi-finished products).

The most difficult task for merchandisers is to attract customers to the corners of the sales area. Customers are always keen to straighten corners and avoid going into them unless they sell particularly attractive products. One of the solutions to the problem of efficient use of the corner area is to place small departments there, which the buyer immediately sees and recognizes; wine department, delicatessen department.

Departments of non-food products, which are required as ancillary in departmental food stores, should be located together with the corresponding food products. So, coffee cups are sold next to coffee, glasses and jugs - next to fruit juice, children's toys and books - next to baby food. This layout is called "cross".

Much attention in a trading enterprise should be given to the placement of goods of impulsive demand. It is considered most correct to place them in the most “passing” places of the hall: at the entrance and exit, in the checkout area, on the so-called gondolas - special racks in the end part of the trading floor.

The correct display of goods should replace the shopping list for the buyer. Therefore, it is necessary to adapt the location of assortment groups in accordance with the logic of the buyer.

Away from the general consumer flow, also in remote places of the hall, goods are placed that require time for a calm selection. Sometimes when choosing, an individual consultation is necessary, which can be lengthy. The first time the buyer can go just to look and collect information.

The complexity of moving goods from warehouses. It is also necessary to provide for something that causes inconvenience to both, which will not be slow to affect profits.

Visibility. The place of sale should be visible from the position of the movement of the main flow of buyers, the most ideal would be visibility from any point of the trading floor. Both in the layout of the trading floor and in the placement of goods inside the store, several “temperature zones” can be distinguished:

a) hot zone - a place where the buyer's eye always falls and where he most often goes when he enters the store.

b) warm zone - a place that the buyer sees either too early or too late;

c) cold zone - a place that almost does not see at all.

The next step is the location of products within the department. The buyer has his own idea of ​​what products are combined with each other, where and in what sequence they should be placed. In this regard, there are 4 logical criteria:

The logic of taste (selection by tasting);

Logic of use (sequence in the stages of use);

Trademark logic;

The logic of the functional purpose (directed arrangement of cosmetics according to the factor of skin susceptibility).

Product display rules

The human eye is generally more directed upwards than downwards. Information that is above eye level is perceived only from afar. The sweet spot is at eye level. This means that the average height for displaying products is 160-175 cm. Products should not be displayed at a height of more than 200 cm.

According to the shopper's ability to perceive, the retailer is well positioned to lead the shopper's eyes in the right direction. The shelf space is conditionally divided into 4 zones:

Stretch zone (height 180-200 cm);

Zone of optimal view and access to products (height 160-180cm);

Access zone (height 60-180 cm);

Tilt zone (height up to 60 cm).

However, it is necessary to fill all zones with products. Products that are emphasized and products that are the subject of an impulsive purchase are of high importance. These include goods - novelties and expensive goods. The classic range and large size products are of low importance. In this category are goods of constant demand and inexpensive goods. The optimal number for the perception and selection of 5-9 items of various products located in the buyer's field of vision. The review of goods takes place in a horizontal direction, so the buyer gets a basic idea of ​​​​the proposed range. However, the search for products is carried out vertically, its purpose is to obtain the necessary information among the group of goods. In order to facilitate the search for the buyer, it is necessary to divide the products into blocks. Vertical blocks are better than horizontal ones, so there are some options for delimiters: small stoppers, displays on shelves or additional lighting, vertical dividers, signs above vertical blocks, shelf talkers.

Presentation rule.

If a group of goods from one manufacturer occupies a high share in the total sales volume and the layout of the block does not contradict the general concept of presenting goods in the store, the products are grouped into a corporate block in each product group.

Block layout is a manufacturer's dream. It has been proven that the display of goods in a block is associated with a change in sales volume, attracts attention using the principles of contrast and color spot, increases the time spent near the section, etc.

The most common example is the ordering of goods from the same supplier or sold under the same brand. Traditionally used in cosmetics and perfumery stores: Nivea, MaxFactor, Maybelline, etc. products are grouped; then there is a division in groups: Max Factor lipstick, Max Factor shadows, etc.

It is extremely clear to the buyer what properties the product grouped in a block has, therefore, such a grouping should be used in stores and departments where differences in product properties are very important to the buyer. For example, shampoos and bath products, for newborns and children over 1 year old.

In the most primitive case - "everything on this shelf costs 10 rubles." It is more often found in this form: if in a self-service store one shelf is occupied by mayonnaises from different manufacturers, they are cheap at one end of the shelf, and expensive at the other. This location is very attractive to low-income buyers who think: “why waste time and look at all this splendor if the main factor for me is price?”.

It is used mainly when presenting elite, rare goods or in large stores that focus on the breadth of the range. In the grocery departments, you can find a variety of products offered from all over the world. Grape juices of all countries and producers are exhibited in one group, orange - in another (if you want - Spanish, Brazilian). This is possible in the coffee departments, where coffee beans are exhibited in accordance with varieties and countries of growth, since subtle shades of taste matter to connoisseurs. Similarly, wines "Italy, Spain, France, Germany" are sometimes exhibited. Variations in the field of ready-to-wear: white clothes for winter sports and leisure - here, if you like the blue range - at the other end of the department. By the same principle, you can choose accessories.

The chosen presentation concept plays an important role in creating the identity of the store. Therefore, the trader should consider developing their own concepts, rather than following traditions simply because "everyone else is doing it."

Buyer facing rule.

The main information on the package should be easy to read, not covered by other packages and price tags. The price tag is standardized, and the packaging is the carrier of the individuality of the product and contains much more information. Professional designers and marketers worked on it and made it the bearer of a certain idea and image. Sometimes, in the absence of advertising support, packaging is generally the only source of information about the product. In no case should you close the package (all or part) with a price tag or try to replace the information. If there is not enough space, it is necessary to place the maximum possible number of packages on the face, all the rest can be partially visible.

Shelf placement rules.

When determining the space allotted for different types of goods on the shelves, it is necessary to find the optimal combination with the total profit of the outlet and the individuality of the store. When allocating retail space, one starts with the fact that each product is allocated a place in accordance with the expected sales volume. The initial estimate is then modified and refined according to the following factors:

Profitability of various types of goods. In the eyes of the manufacturer, the weight of this factor is very high, and it is not for nothing that the phrase “We and our product will help you increase your profits” is often heard by sales representatives. Often there is a mistake - most of the space is given to the most sold product, and not to the product that has a large share in the store's profit.

The dimensions of the packages of the product itself. Often there is a mistake - if the product itself is small in size, then it needs little space. It is necessary to organize the space so that the small size of the package is well perceived.

The concept of product presentation.

Necessary accents. It is known that a product can be distinguished by changing the distance between it and other products. The distance between allocated goods and others should be greater than between others.

The value of the supply volume of stocks, taking into account seasonal fluctuations and peaks. Moments of increased demand for a product, its location should be changed, perhaps expand the space allocated for it.

Accounting for the direction of movement of buyers. The direction of the buyer's gaze during inspection. Inspection order. Sometimes a large area allotted for a product can not only affect its sales, but also make the buyer think about purchasing other products related to it. The mass of the same suntan creams reminds the buyer of the urgent need to purchase sunglasses and a hat as well. Conversely, when considering the direction of the buyer's gaze, a large amount of space reserved for a certain group of products (or corporate block) in an unfortunate place does not promise obvious success and increase in sales.

Priority rule.

Products that bring the greatest profit and have the best sales performance should be located in the best places on the trading floor and on commercial equipment. Often sellers assign the best positions to products for which a wide advertising campaign is being conducted (pull strategy). There is a struggle among manufacturers for the best shelf space, but if you only represent the best places to strong brands, then the seller can become very dependent on the manufacturer. And the store itself can lose its individuality. This means that its main advantage in the eyes of the buyer will most likely be the price and mode of operation. In order to implement its policy, the retailer must maintain a balance between the offerings of different brands in their store.

Inside the corporate block, it is recommended to place the new offer in the spotlight, next to the most popular products. To make room for a novelty in the block, you can move your worse-selling products. It is very important that the novelty is located next to the goods of its class. It is important to note here that if a simple product falls into the "high society" for him, which is always a plus, and the neighborhood of a noble novelty with the common people will not do her honor. Goods can also be moved to the best places, for which special promotions are currently being organized: tastings, sample distribution, consultations, lotteries. In this case, it should be easy for the buyer to find them. There are different approaches to determining the place that a product should occupy as a leader within the corporate unit itself. According to the “Fortress Wall” concept (for products with or close to rectangular packaging), placing the strongest positions at both ends of the block (or at one) can draw attention to the less popular varieties located in the center. However, if you take into account the principle of gaze orientation and the possibility of visual coverage, it may turn out that the focus will be not only on your own products, but also on competitors' products. After all, the leader draws both neighbors.

The main question is whose product the buyer will choose. Sitting side by side with two strong competitor offerings may not only fail to draw attention to other products from the same manufacturer, but also increase the likelihood of the balance tipping in favor of another brand.

The opposite of "walls of the fortress" is the concept of "hard nut" ("steel core"), when strong brands are placed in the center of the block. All the positive influence of a strong brand remains in this case within the corporate block. There is hope that weak brands will have an impact on competitors.

Difficulties in displaying the product "Fortress Walls" between two competitors.

Fight on two fronts.

Dispersion of the forces of leaders, violation of the principles of traditional perception, concentration, forced duplication as a means of survival.

If all 3 competitors adhere to the principle of a fortress wall, then those who fight on one front have the best position, i.e. at the beginning and end of the row.

Gradual strengthening of one's positions in the center (the emergence of new strong positions or simply an increase in the facing of existing ones) will allow one to stabilize the situation, and then expand one's place in the field and increase sales at the expense of competitors.

Efficient Presentation

The store should help customers choose the product. Key figure - 70%, buyers choose goods in the store. They try it, look at TM, study packaging, talk with sellers, read leaflets on the shelves, posters on the walls, shop windows, etc. At the same time, like min. 40% of shoppers make their final choice of a product in a store based on in-store information - a dramatic thing for many manufacturers. Large advertising budgets are only the second half of the choice of TM. The first is what the customer sees and reads in the store. The number of people making the final choice of goods in the store is growing. The main trend is known for the US and European markets - and in the near future 40% of buyers who make a choice of goods in the store will turn into 50%, and then into 60% and 70% of buyers.

There is a paradox. The more advertising air grows, the more people begin to make decisions inside the store. The dependence is not entirely direct, there are other additional factors. But in the end, when advertising budgets grow tenfold, the number of people making a choice in the store will grow 1.5 times from 40% to 70%.

A retail entrepreneur needs to systematize and professionalize work with in-store design and communications. This will help:

Increase the time spent by the buyer in the store and, thereby, increase the amount of the check.

Raise customer awareness about the products in the store and, thereby, increase the size of his basket.

It contributes to the solution of the following tasks:

Delivery of messages that stimulate demand;

Formation of customer needs;

Acceleration of trade turnover;

Achieving a balance between supply and demand

Creation and dissemination of the image, individuality of the store;

Influences seasonal fluctuations in sales;

Formation of a culture of consumption and development of people's aesthetic tastes.

The presentation of the goods is carried out by placing:

The principle of optimality. The store is not an exhibition of graphic design works. The purpose of advertising is to encourage purchase, one of its main functions is to inform buyers. Here it is appropriate to use the concept of "information environment" and consider advertising with? presented in a semantic form of information about the goods. The information environment is all the data available to the buyer at the time of the purchase of the goods. The main characteristics of the environment that influence the behavior of customers in the store:

Availability of information;

Its quantity;

Forms of organization and presentation.

The information load when making a choice by the buyer is characterized by the number of alternatives and the number of indicators of each alternative. (Product - vodka, wine, cognac, liquor, other types of drinks. Alternatives - TM presented in the store; Indicators by which products are evaluated - package design, price, quality assurance and counterfeit protection, image of the manufacturer and TM, price ratio -quality, etc.).

The amount of information required by the buyer is influenced by the following factors:

The nature and frequency of use of the purchased product is its nature (it is unlikely that you will be very sad about the wrong choice of soap, but this cannot be said about shoes).

Individual characteristics of the buyer (someone takes a long time to prepare to make a purchase, and someone resolves issues quickly);

Market characteristics;

Characteristics of the situation in which the purchase is made (limited time, funds).

If the time period is limited, the more difficult it is to make a decision, the more indicators on which the buyer evaluates. Information overload may simply set in, and the person will postpone the decision until a more favorable moment. Therefore, in a store it always makes sense to visually present the main advantages of the goods so that a person can make a decision right on the trading floor.

In view of the foregoing, we formulate the second principle of placing advertising materials and information.

A buyer viewing a product is more inclined to buy if he receives the information he needs about the product.

Information in stores should be presented in such a way that it is easy for customers with different individual characteristics to obtain it.

The buyer likes to buy, but does not like to be sold. This is the ABC of sales. All known guidelines recommend letting the customer buy in the style that suits them best. Therefore, methods of neurolinguistic programming, almost imperceptible penetration into the subconscious of a person, and on this basis effective interaction with him, have become widespread in sales and advertising. Based on people's belief systems, they can be classified into 3 main types:

"Visualists" are people who think primarily in visual images. So “it is better to see once than hear 100 times”, and you need to see it yourself.

"Audiolists" - think mainly in words, represent the world with the help of auditory images.

Kinesthetics perceive the world around them through the senses of taste and smell.

Most often there is a combined type with a predominance of one component. An experienced sales agent knows how to recognize types, which of the customers to colorfully describe the properties and advantages of the product, and to which - just put a catalog and a commercial offer printed on a printer on the table. The buyer prefers to deal with "silent" sellers - you need to let him enjoy communicating with them. The seller supplements, but does not replace the information in the store. But, in-store advertising and information can partially eliminate the shortcomings associated with a lack of sales staff.

In store advertising, you need to use as easy-to-perceive influence opportunities as possible that will force you to make a purchase right now. So, different types of people are affected differently by the form of presentation of information. It can be presented:

In digital form (10 liters, cost 250 rubles, 33% free, 2 liters. Price 1.5, etc.)

In semantic form (excellent dishwashing detergent, reliable moth repellant).

Accordingly, advertising materials should take into account both of these possibilities. It has been found effective to use basic thinking strategies to help select and maintain buyer confidence. Otherwise they are called metaprograms. In accordance with them, people select one information for themselves and ignore the other.

One of the meta-programs is the desire "Toward something" and "From something". The motivation for the success of buyers is widely used in the field of cosmetics, food. For people following this program of behavior, the acquired benefits are more important. Failure avoidance forces another group of shoppers to evaluate what major problems they can avoid with their purchase (dandruff, wrinkles, excess calories, etc.).

The second Meta-Program represents people's orientation towards "Opportunities" and "Actions".

A reminder of opportunities directly in the store can impress people who love to constantly improve their lives with new achievements, experiment and try new products. People who prefer action will be more strongly influenced by clear and simple instructions for using the product. In addition to the result, they are interested in simplicity and safety in use. Such people prefer products that are consumed regularly, are usually more committed to TM and tend to be consistent. If the order of application of funds is indicated, people in this group can decide to purchase other products in the line along with the one they have already chosen. It is important for such buyers to know with what kind of snack they drink certain alcoholic beverages, at what time of the day to drink different varieties of coffee and tea. If their need for information is satisfied, they can purchase the entire product package. However, regardless of consumer behavior patterns, basic information about the product should always be present and it is very important to analyze whether the packaging itself carries it (domestic cosmetics manufacturers often confuse buyers by not explaining what to do with the product. Imported products also do not always have an accurate translation and detailed information in Russian). Therefore, if the supplier did not take care, then the trader must understand that if the information is not enough on the package, it is absolutely necessary to place it separately - on a leaflet or poster.

In a store, a shopper makes a large number of decisions in a short period of time and often experiences both information overload and information deprivation. In this regard, in the development of in-store advertising, as in many other areas, the KISS principle is increasingly being used.

The KISS principle (Keep it Short and Simple - keep it short and simple).

It must be remembered that the goods are sold to those who surround us. The KISS principle involves understanding the information that needs to be conveyed to customers, knowing the characteristics of their core group. It's easier than replacing ads only when you find a link between it and a drop in sales. In accordance with this principle, instead of "Drontal - effective protection against helminths" it is better to write with a felt-tip pen next to the product "Dewormer".

In-store advertising is a cheap means compared to other means of advertising, it requires a small one-time cost. The price advantage and variety of species stimulate the manufacturer to produce it in large quantities, constantly expanding the variety of species.

In the entrance area (on the door, in the vestibule, directly at the entrance), advertising materials (PM) are placed to remind you of what is on sale and to interest the buyer to enter the store. Large posters and stickers from manufacturers are good for this purpose.

In the shopping area, the main purpose of the PM is to help stimulate purchase or choice and placement, depending on the task that the advertising medium solves.

What not to do:

Place RM where there are no products;

Use old and damaged materials;

Reload the outlet RM;

Place in such a way that the RM interferes with the seller / buyer.

In addition to the means of advertising printing, you can use stands (displays), pr-la: shelves, racks for demonstrations, mechanical dispensers, animated displays, wall cabinets and other structures. The display on the stands is sometimes called an advertising display and solves 3 tasks:

Informs buyers about the goods of this manufacturer available for sale;

Acquaints with their quality, methods of application and features of goods;

Reminds you of related products. In this case, the advertising display may have the function of information, consultation or reminder.

New products are advertised directly at points of sale or in specially designated places of shopping mall (in shop windows and on structures located at the border of departments, along walls, near columns, in niches). Posters, large-format price tags and information on the main properties and differences of the product, application features, leaflets advertising the same products are placed nearby. Typically, the merchant provides these features to the supplier for a fee.

Rules for placing price tags.

The price of the product must be clearly marked and clearly visible to the buyer, the price tag should not cover the product packaging.

Price tags should be arranged in such a way that it is extremely clear to the buyer which price tag refers to which product.

The location of price tags should take into account the angle of view of the buyer (inscriptions and price tags should be towards the line of sight of the average buyer).

The choice of price tag format is determined individually, but groups of similar products must have a single price tag format.

You should be very careful when placing price tags in a list (in one place, not next to each product), especially if it is outwardly difficult to recognize which product the price and name refer to.

If the price tag partially covers the package, the buyer can:

In general, do not buy this type of product if the need for it is not very great;

Make a mistake in choosing a product and experience unpleasant feelings when paying for a purchased product;

Partially lose confidence in the store.

In the case when the store independently develops the design of price tags, you should pay attention to the size of the fonts.

Price tags must also be present at an additional point of sale. With a three-dimensional arrangement, the price tag can also be three-dimensional - have 4 edges in order to be read from any point of approach to the product. Price tags can also be duplicated in the case of an angular arrangement of goods.

Common rules for the second and third groups.

Perceptual comfort rule.

When locating and displaying goods, placing advertising and information, it is important to eliminate the possibility of perception discomfort for the buyer (this is an unconscious feeling of irritation, rejection, and other negative emotions). The simplest and most obvious decision of the buyer in this case is not to take this product, to leave this department or store.

Discomfort in the perception of goods in the store occurs in the following cases:

Inaccessibility or inaccessibility of information (on price tags, packaging, promotional materials, signs)

The location of the inscriptions at the wrong angle of view.

The lack of the possibility of finding and choosing (the product is not visible, not available, the rule is violated and facing the buyer, there are no department indicators, price tags are placed incorrectly).

Bad color combinations

Unsuccessful combinations of shapes and volumes (poor distribution of space, display of goods on the shelves)

Unsuccessful musical, sound design, annoying noise in refrigeration equipment;

Unsuccessful lighting (indoors or built-in in commercial equipment).

When determining the reaction of the buyer to the product or the study of attitudes towards the store, the true causes of discomfort are determined using psychological techniques.

The rule of cleanliness and tidiness

Damaged packaging is rarely found in stores. And mobiles, on the contrary, often break and tear, stickers lag behind the shelf. In this case, damaged advertising materials must be urgently replaced or removed.

Measures for M-gu require time and costs. BUT the loss of the store (and suppliers) in case of violation of the basic rules is many times greater than the cost of compliance with the rules and control over their implementation.