Display of goods in the sales area of the store is an important direction of merchandising, based on the understanding of human psychology and aimed at increasing sales. Its goal is to lay out the goods on the shelves in such a way as to implement the marketing strategy of the company.
A huge share in the perception of goods is played by what the buyer sees with his eyes — 83%. Sound, smell, touch, and taste follow in descending order. The first impression is made in 10 seconds, and buyers are much better at remembering bad things than good.
Rules of display of goods
The goods are laid out according to certain rules and strategies. It is necessary to observe the laws of perception and psychology of the buyer.
- Assortment. Lay out the goods should be in size, color, without any chaotic mixing. This gives a sense of wholeness and stability.
- Zoning — one commodity group is located in one zone of the commodity hall.
- Blocks-products of the same type and brand are laid out in a single block. Competitors ‘ products should not be wedged into the blocks.
- The optimal length. Too short display does not hold the attention of the buyer, too long — dissipates.
- Features of the product. Baby products need to be put on the lower shelves so that kids can reach. And quickly perishable products should be as accessible as possible and catch the eye faster than other names. That is why the shelves with fruits and vegetables are closest to the entrance to the shopping hall of the supermarket.
Other merchandising rules should also be observed:
- a good overview of products;
- availability of goods-at arm’s length;
- the neatness of the shelves, a good attachment of labels;
- filled shelves with no empty seats;
- attractive packaging;
- securing places for the same goods.
Display of goods depending on the type of demand
An important principle: products that sell quickly or are advertised at the current time, take up more space on the shelves than slow-selling products. And both categories can not do neighbors-they will affect the sales of each other. Next to the goods “hot” demand is the production of “impulse purchases”. Such purchases are made under the influence of an instant decision.
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Impulse goods do not have to be in a certain area. Under the definition of impulse goods fall, for example, gum, magazines, kinder surprises. Often in supermarkets chips are in several outlets: next to beer, at the cash register, at the shelves with soft drinks. Gum is found only in the checkout areas. Kinder surprises, chocolates such as “Bounty” in theory should be in the sweets section, but they are still made to the box office, because these are goods of impulse demand.
Merchandising distinguishes between the concept of “hot” and “cold” Windows. The first-those where visitors stay more often, the second attract much less customers. It depends not only on the popularity of the product, but also on the location of the showcase in the hall — not all reach, for example, to household goods in the supermarket.
As for the shelves, the most favorable location-at eye level. Next, the buyer’s gaze moves in the same way as when reading. Therefore, products of smaller volume and more expensive are placed to the left. Products of large volume with a low price should be placed to the right.
Placement of goods in the store by blocks and color
The placement of goods taking into account the color scheme attracts attention and creates a positive feeling. “Colorful merchandising” creates a harmony of visual space, which attracts more visitors, greedy for a beautiful sight.
Laying out vertical blocks is more profitable than horizontal. Similar products are distributed vertically on several shelves, from top to bottom. Thanks to this, the buyer is better oriented.
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Layout for the intended purpose
Below in the photos are two types of calculations for the purpose. On the first — decorative display, on the second-commodity. Decorative is more often used in showcases and in points where goods are sold through the cashier on the counter. It is also popular in interior shops, bookstores, gift shops and Souvenirs.
Commodity display is used in self-service stores-wherever the buyer himself takes the products from the shelf and then calculated at the checkout.
The vision and strategy of the display of goods
To better Orient the consumer in the store, it is necessary not only to lay out the goods in vertical blocks and save space for the products. It is desirable to group the goods according to some concept. Products can be grouped according to any criteria:
- ideological — “all for the kitchen”, ” all for the beach»;
- type — “all kefirs are in one unit, fermented baked milk and yogurt — next»;
- price equalization-location of goods of the same price category next to each other;
- as intended;
- corporate blocks.
Groups of ideas are used in design, needlework, hardware stores. In the market of household chemicals, for example, products are placed in “sectors” – detergents for the kitchen, bathroom and toilet, garbage bags, cosmetics for body care. On holidays can be grouping, for example: “All for a New Year.”
Distribution by type, type and style of products is used in large supermarkets, with large retailers adhering to this strategy in the vast majority of cases. The fact is that buyers do not like the pressure of brands and corporations where it is not too appreciated. In addition, this layout reduces the time to buy.
Corporate blocks are reasonable in shops of cosmetics, equipment or clothes where consumers are often guided by familiar brands. Here, the shopping time can be quite long-buyers tend to come in their spare time, not “after-work-rather-dinner”, not in a hurry.
Price equalization is used when the price is important for the consumer. In practice it is realized in the same supermarkets by type: “on one shelf all on 10 UAH”. This is often found in secondhands, where periodically during sales of clothing grouped by size discounts-25% discount, 50%, 70%.
Grouping on appointment applies, for example, under laying out product in mark: on one dust buyer sees means from migraine, on the other — from runny nose, on neighboring shelf — drugs from heart diseases. Another such approach is possible in a discount or souvenir shop, which sells goods for different purposes, from dishes to clothes.
Display of goods in the pharmacy
The pharmacy display of goods has its own characteristics. Here the goods are laid out so that the following principles are fulfilled:
- the buyer easily finds the goods, rarely referring to the seller;
- from similar drugs, he chooses a more effective and safe (often at a higher price);
- the buyer makes impulse purchases.
In order for the customer to quickly and easily choose a product, it is necessary to lay out the main over-the-counter groups of products on the” hot ” Windows. These main groups include: medicines for colds and allergies, gastrointestinal medications, vitamins, ointments, painkillers, cosmetics and dietary Supplements. The choice of these drugs is best left to the buyers themselves to free up the seller’s time.
Shelves should not be overloaded with goods, between packages it is necessary to leave small space. Then the buyer will be easier to perceive the products. Plus, the more expensive drugs are laid out in the foreground, and the second — cheap. The fact is that the buyer looks first at the first row, then at the next. What he sees first, he is more inclined to acquire.
In pharmacies, the rule of “corporate blocks” or sorting by product type is not always suitable. Many tools are better sold in the complex. That is, next to the drops in the nose should be cough drops and antiviral drugs. Such drugs are often prescribed together because they reinforce each other’s action. In this case, the buyer will acquire not one, but three funds.
Conclusion: what is effective merchandising
As you can see from the article, effective merchandising is based on trifles. Simply moving the product from the bottom shelf to eye level raises its sale by 80%. But not every product should be shifted there. If you do not wipe the dust off the shelves, then all efforts to display the goods will go to ashes. Decorative display is not suitable in supermarkets: if several products are removed from it, the composition will be broken. And so on.