In retail, to increase sales, one spends great amount money - for new commercial equipment, reconstruction of facades and halls of shops, advertising in various media, sales promotion through discounts, gifts and sweepstakes, for additional bonuses to employees. And all this for the sake of 2-5% growth. Wouldn't it be better to start with the basics of merchandising and get the result much higher?

Properly placing product categories in the store and taking into account the behavior of customers, you can increase sales by an average of 10%. A correct layout will raise income by another 15%, and accentuation techniques (color, location) by another 25%. In general, ceteris paribus, sales of a store where merchandising principles are worked out and observed can be 200-300% higher than in a similar outlet where goods are randomly laid out.

Consider the key principles of merchandising:

"Focus Point": While the offer is visible from a distance, the main product should be centered and offset to the right.

"Eye Movement" The movement of the buyer's eyes on the shelf resembles reading a page with an epigraph. So apparently we were taught from school. First glance in the upper right corner, then undulating movement from left to right and from top to bottom.

"Reverse clock". Most of the buyers move counterclockwise around the trading floor, bypassing it along the outer perimeter. This means that the main goods must be placed in the traffic area and the internal racks should be arranged in such a way that they have a good overview in the direction of the buyer's movement. Also keep in mind that the goods located too close to the entrance (even if on the right) remain unnoticed. Let your customer "recover" after he entered the trading floor.

"Golden Triangle" or "3/90". Nearly 90% of shoppers walk through one third of the store and are about to exit. Therefore, it is necessary to place the main goods in the visibility zone from the entrance, to provide them good performance and free approach. The entrance itself, the main product (for example, meat, milk or bread in a grocery store) and the cash register form a “golden triangle”, on the area of ​​\u200b\u200bwhich you can lay out the goods needed for a quick sale (expensive, perishable, new, related). The rule of the "golden triangle": the larger the area between the entrance, the cashier and the best-selling product, the higher the sales volume. Accordingly, the most “desired” product, for which a person is ready to make a journey through the entire store, is optimally placed in the far part of the store, this will force the buyer to cross the hall and get acquainted with the entire assortment. Don't forget about thoughtful navigation for customers - turning around the same point or following the same path twice in search of a product is depressing for the buyer.

"The Principle of Compatibility". One of the most dangerous errors when laying out is to place in close proximity goods that are not compatible in image and consumption. In one Moscow supermarket, the products of the market leader in sweet carbonated water were placed next to toilet paper. As it later turned out, only three bottles of the drink were sold in two weeks, although it was hot outside.

"Zone of the outstretched hand". It is known that goods for children are not recommended to be placed too high, out of sight of the child. He must see them and want them. Even better if the child touches the toy.

But this thesis works not only with children. Touch is the oldest and one of the first forms of claiming the right to property. It reinforces the desire to possess the thing. Excessive inconvenience leads to lower sales. If a customer doesn't understand how to get a product out of a complex structure, they most likely won't even try to do it.

"The tops can't, the bottoms don't want to." If we take the sales indicator (turnover) on the middle shelves as 100%, then sales on the upper shelves are 62%, and sales from the lower shelves are 48%. According to research by the French chain Carrefour, when moving goods from floor level to eye level, sales increase by 78%. And from the level of the hands to the level of the eyes - by 63%. In general, the lower shelves are considered the worst place. However, buyers instinctively got used to it: the heavier the goods and the larger their packaging, the better they are bought up from the lower shelves, and at the same time, such an arrangement of goods on the trading floor simplifies the problem of their storage.

It is believed that the top shelves are generally good for products with a high margin and low turnover. Usually, these are high quality goods with beautiful appearance. First of all, of course, these rules work in self-service stores. However, on an emotional and psychological level, they are also relevant in retail outlets where there is a counter and a seller. Due to them, you can create a certain image in the department.

Vinaigrette effect. Too many brands or types of packaging often results in a loss of visual focus on a product. Therefore, it is important to repeat the packaging of the same brand, and even on a long shelf, no more than 2-3 leading brands should be placed. In this regard, the "artificial gap" technique is relevant - a rule derived from practical observations. When restoring any display, a few items should still be removed as buyers are trying not to destroy the integrity of the display.

"The Principle of the Locomotive". Following this rule, next to the leading brand, they put up a new or less popular brand. Using the popularity of leading brands and the fact that they take up a lot of space and attract the attention of the buyer, you can significantly increase sales of outsiders who will attract a low price. This is called the rule of preferential influence, when the rule assumes that if in a multi-brand store next to a product of a recognizable brand there are products of a little-known company that are not inferior in quality and price, then the aura of success extends to both groups.

Color correction -- using the "color accent" technique, sales growth can be increased up to 90%. For example, with the help of color accenting (accent colors - red, orange, yellow; attention-grabbing - green, blue, white), the increase is 20-30%.

Sound accompaniment. Sound effects are widely used. But it should not be limited to verbal announcements. Sound effects can create an appropriate atmosphere in different departments of the store (for example, dynamic music in sports department) or a certain mood (forcing, say, the buyer to move faster or, on the contrary, relax).

Aromatherapy. To stimulate the mood of the buyer and provoke them to purchase, various smells are often used inside the store. Monell Science Center in Philadelphia has launched pilot projects to study the effect of certain smells on buyers. For example, the well-known, in this case, floral-fruity, smell made casual visitors to the jewelry store linger there longer. And a very low level of some odors could change the individual's train of thought and mood (for example, relaxed and trusting). In the UK, some home goods retailers use the smell of a bakery/cafe to encourage customers to buy products that have nothing to do with food: clothes, lighting equipment, etc. To be fair, in supermarkets, the smell from the fish department must recede before the spreading aroma freshly baked rolls from the bread department. All this is already related to creating a unique atmosphere in the trading floor.

Rational delivery. A person tends to get out of the gloomy zone into a more illuminated one, so the subdued light that is appropriate in an antique shop cannot be used in a supermarket. With emotional purchases (when the client faces a rational choice), playing with light can cause irritation.

Irritation of consumers in general often arises precisely as a result of excessive, or rather, inadequate efforts of merchandisers and promoters. A classic example: a supermarket is promoting broths and soups under a new brand. For her, one of the main, from the position of the movement of buyers, passages of the trading floor was chosen. The presentation is carried out by long-legged beautiful models in short skirts and tight-fitting tops.

The manufacturer is satisfied - it turned out presentable! In addition, the best time and the best place of the trading floor have been chosen. The owners of the store are satisfied - everything is very bright and attractive. Here are just visitors ... The main buyers of broths and soups in supermarkets are housewives aged 35-45 years. They just can’t stand the bright and overly naked, frivolous eighteen-twenty-year-old girls! As a result, our customers are trying in every possible way to get around the place of the presentation, without catching the eye of the girls-promoters. Based on the approaches, separate merchandising methods are developed.

Merchandising method - a set of means, techniques and operations of a practical and theoretical nature, associated with the implementation of merchandising activities. The most effective methods of merchandising include the developed "method of impulsive sales" and "method ABC", as well as the well-known "method of interconnected purchases and cross-selling" and "method of visual merchandising".

"The method of impulsive sales" is based on a harmonious combination of the potential of the return zone and the impulsiveness of the behavior of visitors-buyers of a trading enterprise when making purchases. The introduction of the method of impulsive purchases involves the distribution of the trading floor into trading zones adequately to the state of cognitive resources of visitors, determining the compatibility of merchandising elements: "goods - shopping zones - buyer behavior". The main goal of implementing this merchandising method is to increase the sales of impulsively purchased goods in the return zone by using the potential of the merchandising approach in the formation of the assortment, departments and management of visitor flows.

V " ABC method"the potential of "goods-sellers" and "hot zones" is used, which is based on the distribution of roles and place of each commodity group in the trade and technological process of the store, taking into account their features and degree of importance for consumers. The essence of the method lies in the fact that all goods are divided into three groups depending on the attitude of consumers towards them, marketing characteristics, place in the formation of profits and the organization of the trade and technological process of the enterprise: goods of group A, goods of group B, goods of group C. They are placed in such a way that "merchants", combined with visitor behavior and other factors, contribute to increased sales of goods that need support and are important for the operation of the enterprise.

Group A goods consist mainly of "essential goods", distinguished by the frequency of purchase, the minimum involvement of the buyer and the presence of a preference map for brands, places and time of sale before the need occurs, as well as low prices.

Group B goods are different a high degree involvement in the purchase and the presence of a pronounced map of brands are bought very rarely.

Group C goods include consumer goods that the consumer does not know about or does not think about buying them. The buyer does not have a clear idea about them or expressed need, the seller must make efforts to increase their sales.

"The method of interconnected purchases and cross-trading" involves the promotion of complementary products, related or related goods and services to the market. The essence of the method is to place the main and complementary goods on the trading floor in such a way that they are located opposite or next to each other, and buyers can easily move from one product group to another associated with it.

This approach is justified by the need to use the active state of the buyer formed during the main purchase and the sale of secondary, related and related products. To determine the interconnectedness of purchases, you can use the matrix method of counting the frequency joint purchase certain pairs of goods.

"Visual merchandising method" - a method of intensifying sales at points of sale, based on the perception of design, color, background of goods and equipment, theatrical images, architecture and other visual effects present at points of sale, in combination with a product display system. Combinations of visual merchandising elements contribute to the fact that individual points of the space of the store's trading floor stimulate sales differently. Consequently, goods and their brands can receive competitive advantages depending on what visual elements accompany them.

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

Conclusion: To increase profits by increasing the percentage of sales of the store's goods, it is necessary to know and put into practice the methods and techniques of merchandising. They are designed to help the retailer sell their products as quickly as possible.

Merchandising is based on the psychology of the buyer's behavior in a confined space. On the trading floor, merchandising is used, firstly, to present the goods, and secondly, through the exposition, the client's choice is influenced. Thirdly, merchandising stimulates the desire to buy more goods (of this particular brand, in your store).

"Product in its place" (an article about merchandising)

Word MERCHANDISING it is difficult to translate compactly into Russian. In some manuals, the translation “store building” is found. Yes, not very bulky. But not close to the functional essence of merchandising - the architectural context of this word is very strong. Although merchandising has nothing to do with construction. It is easier for residents of French-speaking countries - there "merchandising" is sometimes translated by the word "etalage" (etalage), which means "laying out goods on a window and counter." However, the layouts are different. There are those that are made for reasons of general aesthetics, according to the law of still life (“so that it is beautiful”). And there are also active expositions - based not only on the laws of artistic composition, but also on the methods of psychology, carrying a certain message, an impulse addressed to a person. This is the realm of merchandising.

For the first time, MERCHANDISING was used by representatives of large concerns - such as Coca-Cola, Pepsi, Wrigley "s, whose goods belonged to the category of goods of impulse demand. Therefore, these firms decided to use the opportunity to influence customers to the maximum - at all stages of the movement of goods. Concerns conducted analytical work and came to the paradoxical conclusion that two-thirds of shoppers entering a retail store do not yet know what they want to buy, and if they do, they do not know what brand. when it is possible to influence not only the work of the seller, but also the nuances of the exposure of goods.Western experts came to the conclusion that the correct exposure gives an increase in turnover from 12 to 18%.Therefore, soon merchandising began to be used not only in working with goods of impulse demand, but also in trade in goods of other groups.

WHERE TO BEGIN?

All of us, citizens, live in a tense rhythm and move along the streets at a fairly high speed. And we go to the store at the same speed. It is necessary to "slow down", to make the buyer move through your store more slowly, "thoughtfully". What need to do?

If the store consists of several floors, then the staircase in the hall makes the buyer slow down. Placement of advertising and information structures at the entrance serves the same purpose. Finally, a delicate change in the trajectory of movement: the buyer enters the store lobby in a straight line, but when moving from the lobby to the trading floor, he is forced to turn. So, speed reduction is achieved.

The second point is the trajectory of motion. Most people are more comfortable moving around the hall counterclockwise. The buyer should be given this option. In this regard, the so-called "actual path" was thought out - bypassing the perimeter.

Observations show that 80-90% of shoppers walk around the perimeter of the store and only 40-50% enter the middle zone of the self-service store. It is more convenient for the buyer to take the goods located on the right in the direction of his movement.

The third point is the visual vertical. Products on the shelves are located at eye level, above eye level, at hand level and above floor level. First of all, the buyer pays attention to the goods located at eye level. In this regard, 40% of the goods should be placed at eye level, 20% - above eye level, 30% - at hand level and 10% - above floor level. This is the optimal placement. At eye level, it is recommended to place the most popular products. It is more convenient for us to view the goods from left to right and from top to bottom - our gaze moves in the same way as when reading. The buyer should have the opportunity of such a familiar inspection.

It is not recommended to place the goods too high. As the vertical distance from manual access, the "purchasability" of the goods decreases. individual case- demonstration samples. It is not forbidden to place them even under the ceiling - there they are most noticeable. A similar demonstration technique is often applied to large-sized soft toys, sporting goods.

A harmonious color scheme of the interior and commercial equipment contributes to the creation of a comfortable atmosphere.

Another nuance that is typical for self-service stores: customers are buying up goods, and the shelves are gradually emptying - here and there, “clearings”, voids are formed. It is necessary to prevent the appearance of such gaps and promptly report the goods to empty areas. Otherwise, the buyer begins to experience discomfort. He must feel that there is a lot of goods, that he is new. The feeling of "an unopened treasury" for the buyer is better than the contemplation of emptiness.

Fourth moment. Entering the store, the buyer goes to the section with the goods he needs, then turns to the checkout. That is, it moves along a triangular trajectory. The zone formed by these vectors was called the golden triangle by the merchandisers. It is necessary to ensure that the buyer spends the most time in this golden triangle. Finally, the area of ​​the golden triangle can be increased.

Fifth nuance. Any buyer comes to the store with a subconscious mindset "Don't make me think and search." That is, the goods should be located so that they are easy to find. For the buyer, once or twice not finding the product he needs, will simply go to another store. Goods should be easy to find - with the help of information structures, the location of the goods.

There are no identical supermarkets: each store has its own list hot commodity, the buyers of each of the stores are different, so there are no absolute recipes. The optimal share of commercial equipment in the store space is 40%. The rest of its area is intended for the movement of buyers. Crowds and tightness should not be. When locating the equipment, it is necessary to find out in detail the specifics of the turnover, to accurately determine the zoning of seasonal and non-seasonal goods.

TRADING GEOMETRY

There are several types of equipment location. The first is perimeter, when people move along the wall racks, and in the center there is an island rack or a group of racks. Another type is two streams: one along the perimeter, the other between the racks. The third type, by the way, ideally corresponding to a 40% share of equipment and giving 60% of the area for the movement of customers, is racks located diagonally inside the perimeter, at an angle, in the manner of parquet tiles. In Western supermarkets, this scheme is very popular. But, unfortunately, the high cost of retail space does not allow the use of this type of arrangement. Another disadvantage of such an arrangement is that our people, in the presence of transitions between stands, begin to move chaotically. But in boutiques, such an organization of space is used more often and, moreover, is typical for stores of this category.

So our main "polygon" will be a supermarket with the layout of the first type, as the most typical.

There are also few types of rack arrangement - horizontal arrangement, vertical arrangement. And the so-called display type, when a separate stand (usually with an individualized design) is allocated for a certain brand or thematic group of goods (sewing supplies, kitchen accessories).

EYE YES EYE!

A fundamental factor is the availability of stock in the store. If you do not have enough working capital to replenish it promptly, then the most reasonable solution would be to reduce the sales area. If you have to save on retail space for the sake of investing in inventory - save. Just don't let your bottoms be empty. The emptiness of the shelves is a negative psychological nuance. The buyer once saw an empty shelf, another time - and now, he had the feeling that he had not been shown something. The regiment was taken away, but not shown.

In addition to controlling inventory, it is also necessary to analyze the turnover according to the preferences of buyers. The product that is in the highest demand should be placed in the best places and always be in greater stock.

A hot commodity first of all disappears from the buttocks, so regular restocking is necessary. This procedure must be done in such a way as not to disturb customers. It is necessary to determine the optimal time for undercooking.

Entrance area, checkout area - the most active areas for the presentation of goods. If you do not use a basket system with full access to the goods, but a combined one (with counters), the visual presentation of those goods that cannot be picked up should be as comfortable as possible for the buyer: the overview should be the most complete, and the price tags should be as informative as possible. .

No less active viewing area are the end parts of the racks. In the direction of travel, the end sections of the island racks are visible quite well. It is there that it is recommended to place additional points of sale, promotional products or information about the product. It must be remembered that the main points of sale and additional ones in terms of assortment must match. That is, a person can see the goods both at the main and at an additional workplace. By withdrawing a product from the main point of sale and transferring it to an additional one, you thereby reduce the number of seconds that the buyer can spend on reviewing the product, while the main intention of merchandising is to increase the time that the buyer devotes to contemplating the product, capturing his consumer attention.

When analyzing inventory and turnover, it is necessary to accurately identify goods of maximum demand, periodic demand and impulse demand. When you place all this on the trading floor, you need to mix these groups without tying them rigidly: high-demand goods, then medium-demand, then again high-demand. Thus, there is, as it were, a pulling of interest from goods of high demand to goods of medium demand. Due to the inertia of visual perception, the buyer pays attention to these goods.

* EXAMPLE 1.

In one of the supermarkets at the very end of the rack, at the bottom of the stand, there is mineral water. This is a fairly popular product in the summer, it is always there. Items are changed on the top shelf. In winter there was honey. Now there are juices. Mineral water is a more popular commodity, but it is not located in the most popular place. But at the same time, a very large percentage of buyers buy mineral water. And thus the turnover of the upper shelves is spurred on.

* EXAMPLE 2.

"Regular powder" and "OMO" are in different price groups. Pensioners buy Ordinary Powder, wealthy people buy OMO. You can not mix these goods, but place them in different zones: "Regular powder" - closer to the entrance (so as not to drive grandmothers deeper into the store), "OMO" - among the goods for the middle class. After all, the buyer is more comfortable in the commodity environment that corresponds to his social level, his self-esteem.

When placing goods on the shelf, it is necessary to take into account the factor of substitute goods. For example, meat and fish are a pair of substitute goods, sugar and honey are also substitute goods. Mixer and food processor with mixer function are replacement products from the industrial group. So, it is inappropriate to place substitute goods in direct proximity to each other, because the buyer in this case will choose any one component of this pair. And we need him to choose both. Or, to put it literally, I would buy both sugar and honey.

Expired goods are not allowed. A product with a shorter shelf life should be more accessible to the buyer - located closer to the checkout, closer to the entrance, so that a person can see it and buy it as quickly as possible. An example is simple, but egregious: in one of the companies where the training on merchandising took place (the company sells stationery), there was a calendar for 2000 (!!!) in the window. By doing this, you immediately tell the buyer that you have serious problems with the prompt purchase of goods. You can’t “artistically” sign your weakness!

If several brands are placed on the trading floor, then representatives of manufacturing companies usually require compact placement of all products under their brand. But for the buyer it is not always convenient. For example, a customer is more likely to search for “X” brand shampoo on a general category basis (where all other shampoos are) than branded (“where other “X” branded products are). The manufacturer, of course, is more impressed with the second option. The best compromise would be the organization of an additional trading place, where the entire range of products under the brand name "X" will be presented monolithically, on a corporate display. Despite the commitment to trademarks, in the field of household chemicals and cosmetics there is a tendency to rotate the popularity of trademarks. take into account and promote not only trademarks, but also product groups.

NUMBERS, LETTERS AND PICTURES

A lot of requirements fall on a person who is engaged in the placement of goods in a store, and they are sometimes diametrically opposed. On the one hand, the manufacturer expresses its compositional priorities, while the buyer says: “No, it’s so uncomfortable for me, I want it differently!”. The simplest and most objective criterion in favor of one or another layout can be considered only an increase / decrease in sales in a given retail area.

Price tags must clearly indicate their "native" product. In stores with small retail space, a high density of display leads to a mixture of price tags on racks and gondolas.

* EXAMPLE 3.

However, the most puzzling placement of price tags happened to be observed in a large supermarket on one of the central streets. So, in a large chest freezer lay seafood - the same type (shrimp, crab sticks, mussels), but different brands. And their price tags were hastily taped to the upper edges of the chest. Moreover, some of the plates fell off, fell inside the chest and flashed among the products that were stirred up by pensive buyers. The use of this chest strongly resembled a game of children's loto. But it is unlikely that the prospect of thoughtfully compiling a pair of “product / price tag” will please an adult who is always in a hurry.

Advertising materials placed on the stands or next to the stands should not block the view of the product. They must advertise the product that is in your store, must be current and in good physical condition. It often happens that the promotional materials that manufacturers supply to trade organizations remain quietly aging in stores. The firm has several advertising campaigns changed, another product line began to unwind, and “shards of time” are decaying into the smell.

Only regular visitors will not immediately pay attention to the new advertisement placed at this place - the eye is “smeared”, the place is “seen”, they stopped noticing it. So it's better not to allow promotional products to stay for a long time - in this case, it does more harm than good.

The place of sale must be clean, and the goods must not be defective or damaged - this is an elementary truth! When unpacking consignments of goods, embarrassment is not uncommon: something woke up, something leaked. Traces of "these little tragedies" must be removed immediately! Clean! And, if possible, so that as few visitors as possible have time to see the incident. The argument “We don’t have a cleaner yet, she comes in the evening” in this case is just baby talk.

ADDITIONAL POINTS OF SALE

If you place an additional point in a more active zone (at the entrance, at the checkout), this place can contain either a product that is in high demand (to further increase sales) or a product with reduced demand (also, of course, to increase sales ). But at the same time, he should not disappear from the main stand.

If you place goods at an additional point that are poorly sold from the main stands, then this point should by no means resemble a warehouse or, even worse, a garbage container. By the way, this is strange: in Western supermarkets, large baskets with all sorts of illiquid trifles for 10 cents look presentable and attract the public. And in our country, an attempt to repeat this model often gives rise to a "garbage can with a price tag." Almost like in the old Soviet joke: “How many times we have collected a meat grinder, it still turns out to be a tank again.” If the point of sale of illiquid assets turns out to be similar to a dump, then it is better to refuse it altogether.

And the last point of the movement of buyers in the trading floor is the cash register. Through the checkout, you can promote the assortment that you could not place on the trading floor.

* EXAMPLE 4.

In one store, whose specialization is stationery, every edible trifle for an office lunch is sold at the checkout - sugar, tea, coffee bags, instant noodles. The main buyers of this store are clerks from nearby offices. In the hall it is impossible (more precisely, it is not allowed) to combine stationery and products, but a closed cash box with good overview very suitable for this.

PROMOTIONS

The requirements for them are the same as for static advertising materials: a product that is demonstrated in action (for example, a Tefal pancake maker) or is an object of tasting (dairy products, confectionery, drinks) must be freely sold at the main trading places. The promotion stand should not interfere with the movement of buyers, and the information provided at the time of this promotion must match the information that you usually convey to your buyers.

All of the above is just the basics of merchandising. There are many nuances in this area. And although even with the translation of the term there is still no complete clarity, some useful literature has already appeared. But these are just textbooks, there is theory. And the problem books - here they are, around. Well, no fluff, no feather!

Igor Smolnikov,
Siberian Trade Newspaper #16/2002
The editors thank the consultants
Russian-German business center
Elena Voronkova and Inna Dortman
for help in preparing the material.

reader rating: 578 out of 1166 found this review helpful

Many experts have their own secrets of successful merchandising. They depend on the field of activity, the nature of the products offered, the level of its demand.

Hidden merchandising

Of course, every manufacturer who monitors the constant increase in sales, like a retail outlet, in their activities is faced with such a concept as merchandising. With its help, and most importantly, the correct application, you can easily achieve your goals in the field of increasing sales, turnover, attracting potential buyers, creating positive image brand, etc.

Many professionals have secrets good luck merchandising. They depend on the field of activity, the nature of the products offered, the level of its demand. Naturally, the end consumer thinks little about the fact that his behavior on the trading floor is controlled by putting it into practice. hidden but active merchandising. This is the whole essence of the actions taken, in order to push the client to make a purchase with an invisible hand, even if it is impulse, and the buyer, while viewing the product range, does not need a specific position.

What does hidden merchandising mean?

To hidden merchandising had the desired effect, store employees need to understand some basics, or the so-called merchandising secrets:

• The buyer is a lazy person, this is how he behaves in the store and supermarket, and in most cases on a subconscious level. In this regard, the main manipulations hidden merchandising must be directed to the subconscious.
• Most people are right-handed, so their movements in any situation begin with the right foot. Paying attention to this fact, it is necessary that the entrance and flow of customers in the trading floor is on the right, and the movement is carried out counterclockwise.
• Given the peculiarities of nationality, it is worth noting the fact that the reading of Europeans is carried out from left to right. Due to this trend, while at the point of sale, all customers read the ads and the information presented in this way. Consequently, they also consider goods starting from the left side.
• Exactly at hidden merchandising It is common to use the golden shelf rule. This is due to human laziness to bend down or raise your head and consider the products presented below or above. It is statistically proven that the turnover on the shelf, which is at eye level, significantly exceeds the sale of other goods.
• Hidden trade merchandising involves a competent construction of the face. To achieve significant sales for products, you can simultaneously exhibit several faces of one position.
• Creating space for the client to make a decision. In some supermarkets, trade pavilions are located in the aisles, which interferes with the concentration of visitors' attention. To solve this problem, it is necessary to fence them off and create a small entrance.
• Use of advertising opportunities. As part of the use of advertising, manufacturers create significant budgets that involve the creation of various advertising media. Among them, shelftalkers, signs, stickers and other elements that allow you to attract attention and focus it on a certain position are popular.

Using merchandising secrets many retailers and wholesalers manage to achieve their predetermined targets, with positive results in most cases. Detailed information about each method can be found on the website. plan-o-gram.ru, where the presented mass of interesting and useful information. Moreover, the resource provides examples of drawing up planograms, which constitute a significant part of the successful conduct of activities.

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• But also with the help merchandising, which helps to arrange products in the outlet in such a way that their location corresponds to the behavior of customers. And there is scientific confirmation of this, there are facts, and against the facts, as they say, nowhere ...

  The popularity of shopping, the so-called shopping, is second in popularity only to the desire of people to watch TV. We love to switch TV channels, choosing more interesting programs, we also go shopping, choosing to eat such a delicious meal or something so beautiful to try on and buy.

  Scientists have found that during a shopping trip, only 30% of our purchases correspond to those planned for this store visit, 6% of the goods we buy because we planned to ever buy these goods, 4% of purchases are an alternative to the planned ones, but all 60 % of purchases we make impulsively! You see, we make more than half of all purchases without hesitation right at the window with the goods! Just think how we can if we refuse at least half of impulsive purchases! But that's not about it now...

  And what makes us make so many rash purchases? Maybe it's beautiful packaging, smells, original display of goods? Yes, and all of that too. But the most important thing that makes us buy is the ability of merchandisers to play on our habits and stereotypes.

  Researchers have conducted research into shoppers' behavior in stores and found that retail merchandising can increase sales by an average of 10%. This film confirms this:

  How are you? Just like that, with minimal labor costs and + 10%!?

  So what is merchandising? Merchandising(sometimes “merchandising” is found) is component marketing, namely activities aimed at maximizing the intensive promotion of goods in retail trade (including wholesale trade, in online commerce). In other words, merchandising can be compared to the scientific method, which allows you to increase sales with the help of knowledge of the psychology of buyers. The same scientists proved that we buy 80% of the goods not because they are better than others, but because it was at this moment of purchase that they made the most favorable impression on us. That is, merchandising, as if influencing our consciousness, creates a favorable environment for buying.

  And it would seem that we ourselves, without straining, find the right product in the store, buy it, receiving it. And at the same time, no one pressed us, did not prompt, but unobtrusively and gently directed us, and we only had to reach out and put the goods in the basket. That's all.

  In order for the buyer to create such an impression, the store must adhere to the following merchandising concepts:

  • pay attention to the location of the outlet;
  • conduct visual merchandising (pay attention to the layout of the trading floor, signage, shop windows, commercial equipment, product presentation strategy, product display);
  • carry out commodity merchandising (keep records of sales and deliveries of goods, calculate the inventory in advance by assortment groups, place goods according to price categories).

  If you use the correct display of the product, you can increase its sales by 15%, and if you focus on accentuation techniques (colors, location), then by all 25%. However, experts assure that under equal conditions, sales in a store in compliance with the rules of merchandising can be as much as 200-300% higher than in a similar store! So how can this be achieved?

  Perhaps, let's start the most interesting.

  The main and additional racks are located on the trading floor according to the movement of the flow of customers. Target additional point- once again draw the attention of the buyer to some product, therefore it must be located separately from the main one, duplicating the best-selling products. Additional points are placed, as a rule, along the outer perimeters of the trading floor and near the cash desks.

  The display of goods should be done in such a way as to facilitate the search as much as possible. desired product: on the shelves you need to create a grouping by brands, packages, product groups.

  The layout should also increase the popularity of weak brands at the expense of stronger ones, therefore it is recommended to start and end the rows on the shelf with strong types and brands of products. Thus, weaker brands will be confined to the "castle walls" with more salable products, which will attract additional attention from buyers.

  If you're selling, remember that items with a short expiration date should be made available to customers first.

  Pay special attention to price tags - they should be clearly visible, readable and located immediately below the product, as people are always more active in buying products for which the price is clearly indicated.

  The point of sale must be clean, showcases must not contain traces of dust, and goods must not contain traces of dirt.

  Features of merchandising in retail:

  • Focal(main) product should be located at the focal point of the store, namely in the central part on the right. In large retail outlets, space is divided according to the “shop within a shop” type, so that customers do not succumb to fatigue from large areas.
  • The location of the goods should correspond to the movement of the eyes of buyers. First, the buyer looks in the upper right corner, then his gaze resembles reading the page from left to right, top to bottom.
  • The flow of customers on the trading floor moves counterclockwise along the outer borders. To increase sales, the main products are placed in the traffic zone. Racks are also placed so that there is a good all-round view at the outlet.
  • 90% of customers only go to a third of the store. So that the buyer is not in a hurry to leave the store, the main goods should be placed in the visibility zone near the entrance with free access to them. Therefore, the best-selling product should be placed at the back of the store in order to make the buyer want to go around the entire retail area.
  • Products that are incompatible in terms of image and consumption cannot be placed side by side. In one of the supermarkets, such a mistake was made - carbonated water was laid out next to toilet paper. And what are the results, what do you think? In two weeks, only three bottles of the drink were sold, although the weather was hot during this period. Like this.
  • All goods must be located in the arm's length area. Goods for children are not highly valued - they must be available to the child for play. As is known, what more people touches a thing, the more he wants to possess it. Therefore, any product should be easily accessible.
  • Don't confuse top and bottom shelf products. If a product is lifted from the bottom shelf to eye level, its sales will increase by more than half. Therefore, goods from the lower shelves are the worst sold. However, large and heavy items are well located on the lower shelves, which simplifies the problem of storing goods in the store. On the topmost shelves, goods with a high trade margin and low turnover are usually placed.
  • After laying out the goods, remove a few pieces. Psychologically, the buyer is not ready to destroy the integrity of the layout and may not buy the product if everything is laid out perfectly.
  • locomotive principle. A young, unknown product of similar quality can attract a buyer with its price if it is located next to the leading brand.
  • Emphasizing with color. Color accenting can give an increase in sales of an outlet in the amount of 20-30%. With the help of accent colors (red, orange, yellow) and attention-grabbing colors (green, blue, white), you can significantly save on sales promotion.
  • Music in the store. Melodies playing in the store can make customers move more actively, or, on the contrary, they can relax.
  • Smells. Smells inside the store can provoke emotional purchases, change the mood of customers.

  Pursuing merchandising in retail trade, one should not forget that the main task of the merchandiser's activity is to achieve the consumer's desire to choose and buy the promoted product. And they should not be neglected. Merchandising- this is a chance to influence the buyer to make a larger purchase, buy several units of the product, thereby increasing the image of the product in the eyes of the consumer.