Key merchandising tools. Merchandising as the art of sales promotion: from setting goals to choosing effective technologies Separation of product groups

Theory

Whether a customer-friendly environment has been created in trading floor, depends on the amount of money that they are willing to spend, and the time that a person is willing to spend on the trading floor. These results were obtained by John Rossiter and Robert Donovan using their model for assessing the impact of the retail environment on consumer behavior. Interestingly, these same studies also show that shoppers don't care if they are being manipulated or not. Of course, if the manipulation does not become overly intrusive.

For merchandisers, in this case, the actual task is to design the trading floor so that customers receive positive emotions while in it, and at the same time purchase the goods that are most beneficial to the owner of the outlet. To solve the problem, there are time-tested and practice-proven merchandising tools, the use of which requires a good knowledge of the theoretical base, an understanding of the features of the store's goods and good practical skills. Since the inept use of technology can lead to a decrease in client flow and revenue, it is better to invite a real master of his craft, for example, an employee of the Clover marketing agency.

Merchandising theory says that there are several basic techniques that ensure effective manipulation of the opinions of buyers. This:

• design;
• space planning;
• subject semiotics;
• POS materials;
• color and lighting;
• sound impact (both with and without voice);
• aroma;
• tactile sensations;
• layout.

The key tools of merchandising in the store are the display of goods and the planning of the sales floor. These are the basics of designing a trading zone; a mistake made in them will be very difficult to correct. In the three-level concept of merchandising, these techniques are located in the center and at the top of the triangle. In any case, applying the above methods one at a time is a hopeless exercise. The required results will be provided only by their competent combination.

Space layout

The rule that describes how to most effectively place significant points on the trading floor is called the “golden triangle” in merchandising. What is the meaning of this concept? In any trading floor there are three most important points for buyers: entrance, cash register and then place where goods are for which they came. These places form the conditional vertices of the triangle.

The task of the merchandiser is to ensure that each side of the triangle is as long as possible and filled with a variety of related products. This strategy works best for large self-service stores, but it can also be useful for convenience stores. The point of such an organization of space is to increase the time spent by the buyer in the store and the number of goods he sees. In this way, an opportunity is created for making additional purchases in addition to the planned ones. It is necessary to arrange product groups in such a way that they influence the associative range of visitors and complement the purchases already made by the client.

When choosing places where key points will be located, it is important to remember that most often it is more convenient for a person to move counterclockwise, so that the showcase with the goods is on the right.

layout

This is one of the most effective merchandising techniques in retail, allowing you to quickly sell deposits of unsold goods, draw the attention of customers to a profitable new product, or focus it on the branded positions of the store.

Principles of placing goods on the trading floor:

• horizontal;
• vertical;
• blocks;
• display;
• multi-product;
• "bulk".

Each of these options has its own advantages and disadvantages. Thus, a display layout, which implies the placement of part of the goods on a stand-alone stand, remote from the main location of these positions, allows you to attract the attention of buyers. A similar function is performed by the “bulk” option. In this case, the positions to which you want to draw attention are randomly dumped into a cart or other capacious object.

The multi-product method is suitable in cases where you need to present customers with several product options that are united by one feature. Such a layout can be done taking into account the colors, shape, size and other parameters of the product.

An important part of the display of goods on the trading floor - facing. This is the process of determining the optimal number of rows (faces) of the product presented on the shelf. If there are too many or too few, sales will decrease. Depending on what type of merchandising we are talking about, the face will depend on different parameters.

Category merchandising, that is, working with one group of goods, implies the most optimal placement of this group within the space allotted to it. If we are talking about a specialist representing the interests of one company, then his task will be to win the most profitable space for his products. In the case of combined merchandising, it is necessary to calculate the number of faces in such a way as to select the optimal faceting for each type of product and at the same time place on the shelves all the items that are present in the assortment of the outlet.

Another concept known primarily from the merchandising of self-service stores is golden shelf. This is a shelf located at the eye level of a person of average height, from which it is most convenient for him to take the goods. Usually there are exhibited products, the sale of which is most profitable for the store.

POS materials

This term refers to a variety of means to attract the attention of buyers: flags, stoppers, wobblers, varied souvenir paraphernalia and even price tags. Some of them are used to improve the facing on the shelves, to make it clearer and more understandable for customers, others to highlight individual items. For example, wobblers placed between different faces will help separate one brand from another and draw attention to the right product.

Price tags are the easiest and easiest way to increase the attractiveness of products. They should be clearly visible, with a clearly indicated value. When using emoticons, product images, and other graphic images on the price tag, buyers begin to show more interest in the product. Another option is a price tag that combines new price and the old one crossed out, or the price tag with the old price is crossed out and next to the new one. This is a good way to get customers interested, but don't use it too often. The best ratio of regular price tags and discount ones is 80/20.

Souvenir products, placed next to the product, can perform several functions at once. Firstly, this is a good way to convey information about the product to consumers, since not everyone is ready to seek advice from a store employee. Second, beautifully designed materials can visually grab attention or, if offered as a gift with a purchase, increase the desire to own. You should not place such products to the detriment of the existing and proven facing.

Subject Semiotics

To understand the essence of this method, it is necessary to find out what semiotics is. This the science of signs, their use in communication . In the trading space, the principles of semiotics can be applied to highlight important groups of goods and draw attention to them.

This can be done by using signs that cause the majority of buyers to positively associate with the purpose of using the product. You can complement the signs with the help of different colors, which also affect the associative chains. This is more of a point method than a massive method; it is not worth overloading the environment with various signs.

Design and feel

Earlier it was said that an environment that is pleasant for a person causes a desire to spend more time in it and, if we are talking about a retail environment, to spend more money. Other merchandising tools are responsible for how comfortable a visitor is on the trading floor: design, sound, aroma, tactile sensations, light and the use of different colors.

Everything is obvious here: an unobtrusive pleasant smell that stimulates the appetite or demonstrates to visitors the properties of products (if we are talking about coffee, perfumes, etc.), a shopping space that is pleasing to the eye, etc.

These tools also have their pitfalls. So, the use of colors that do not match or call out the wrong associations can alienate buyers. The combination of colors is recommended to be selected depending on the profile of the store (pharmacy, alcohol, grocery, etc.)

It is important not to forget the principle of relevance : a too chic discounter point will alienate potential buyers, a poorly designed hall of a store specializing in high-value goods will give the same effect.

Music in the trading floor is also an ambiguous phenomenon. The work of Rossiter and Donovan revealed that only those who came for unplanned purchases respond positively to music. If voice announcements are used, care must be taken to ensure that they are not too intrusive or unexpected.

The task of each merchandiser is to create in his area of ​​responsibility such an atmosphere in which the emotional desire to purchase additional goods will be stronger than critical thinking. Regardless of whether category merchandising, exclusive or its other types are needed at the outlet, it is better to entrust the work to professionals. If sales are not encouraging, and customers bypass your store, it's time to think about outsourcing merchandisers. Specialists of the marketing agency "Clever" have all the necessary skills, we have a lot of successfully solved cases on our account. We work in Moscow, St. Petersburg and other major cities of the country.

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.

fame trademark, 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 company's priorities and interests 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 critical factors when determining the optimal assortment 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 systems Purchasing management systems greatly facilitate the work of the store and suppliers, increase the ability to fully satisfy 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 case of 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 effective tool increase 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 checkouts, 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 the additional point of sale is also present at the main one, otherwise it will be perceived as the removal of 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 salable 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 the 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 that 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 received.

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 more and more. Sunglasses and a hat. 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 hot goods. 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 best position have leading the fight on one front, 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 representation.

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 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 exact 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 large;

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.

LECTURE 2.

LAYOUT AND PRESENTATION OF GOODS AT RETAIL POINTS: MERCHANDISING APPROACH

The main purposes of using the display of goods in the store. Planogram.

Display of goods- a tool to achieve the goals of merchandising, contributing to the winning presentation of the product to the buyer.

Under calculation understood:

Placement of goods (brands) on commercial equipment, depending on the type of outlet and place on the trading floor, the type of product itself and depending on the degree of popularity of trademarks.

Maintaining a certain volume and assortment of goods.

Rotation of products depending on the expiration date FIFO (FIFO - first in-first out - “first in, first out”).

Purposes of using the display of goods:

A. Creating convenience for the buyer: Facilitating the distribution of cognitive resources; Creating an attractive shopping environment; Facilitate the search and selection of the necessary goods.

B. Creating benefits for the trading enterprise and the manufacturing enterprise:

· Creation of conditions for the joint neighborhood of goods, allowing the fullest use of the potential of goods.

Formation of close relationships between products and visitors.

· Creation of preferred conditions for individual brands selected as objects of special attention and used to achieve certain tactical objectives or strategic goals.

· Achievement of competitive advantages.

The way a product is displayed depends on many factors: the layout of the store, the nature of the product, the packaging, the price range of the goods, the image of the store, and other factors. Typically, stores make planograms.

Planogram- layout cards, according to which the assortment of the trademark is placed. Planograms are built using special computer programs indicating bar codes (product model numbers), product images (color, package size, shape), indicating the profit margin of the product.

Principles of drawing up planograms:

1. Application of the principle of borrowing popularity: weak products are placed in the middle, and strong ones begin and end the row. According to this concept, being surrounded by strong products, weak products borrow additional attention from them.

2. Selecting the type of product layout. There are six types of calculations (Table 2.1.).

3. Drawing the layout of goods on commercial equipment (shelves, taking into account the type, size, color and shape of the goods).

4. Approval and approval of the planogram by management.

5. The possibility of changing (adjusting) the planogram taking into account changes in positions (in the first place is profit or ease of placement for the buyer) and changes in conditions - changes in the assortment of goods, the appearance of additional commercial equipment, etc.

Merchandising approaches to the layout and presentation of goods in retail outlets

Display layout.

Under display in merchandising refers to devices that are used, as a rule, to accommodate goods of spontaneous demand (chewing gum, sweets, small batteries, etc.). They are placed in those places where the buyer may have an impulsive decision to purchase something. The most advantageous place is near the cash register.

There are showcase displays, shape displays, and extra displays.

Showcase displays- tools for promoting indoor placement, which are floor or counter stands of large size.

Shape displays- tools for promoting indoor placement in the form of oversized floor or counter figures with the image of the promoted trademarks.

Extra displays) - tools for promoting internal placement, designed to select and exhibit goods of promoted trademarks and allow in the most advantageous part of the space of the trading floor to ensure the display of the trademark in the most effective way.

When presenting a product, a number of merchandising tools and techniques are used.

Merchandising tools.

1. Store design is a certain way of displaying goods.

3. Trading equipment is a special equipment designed for the proper organization of the trading floor space. Important characteristics - strength, versatility.

The following merchandising techniques for presenting goods are distinguished (Table 2.2):

· Presentation by type of goods.

3D representation

· Color representation (bright spot effect).

front view.

Collectible (ideological/style representation).

Representation in the balance sheet (mirror balance (mirror balance); informal balance);

· Presentation at the focal point.

Table 2.1 - Traditional merchandising approaches to product display

Display type	The essence of the type of calculation	Features placement of goods	Convenience for the buyer
Horizontal layout	Popularity Borrowing Effect: Surrounded by strong products, weak products borrow additional customer attention from them.	Homogeneous goods along the entire length of the shelf or other commercial equipment. The product is laid out from left to right in a series, as the volume decreases. The weakest placements are on the sides and on the left side of the center.	Facilitated product search: for example, a popular product on shelves located in the most convenient areas for customers, large-sized products on the bottom shelf.
Vertical display	Matching product placement to natural eye movement: shoppers begin to browse the counter from eye level, gradually moving down to the bottom.	Homogeneous goods in several rows on all shelves of racks from top to bottom.	Quick orientation in the trading floor and convenience of choosing goods for buyers of different sizes.
Display layout (bench display)	It is usually used at additional points of sale. A stand-alone company stand, display or stand is used that is not tied to the main point of sale of this product.	They are located on the move of buyers. Allows the use of various ways of arranging goods on the rack.	Facilitated search for goods of the desired brand, packaging or product group due to the created visible branded stands or racks of goods on the shelves.
Block layout	Laying out products on the shelves in blocks that form trademarks.	Arrangement of goods on the trading equipment, both in the horizontal direction, and in vertical is possible.	Facilitated search for products of the desired brand on the shelves.
Layout "in bulk"	The use is beneficial by attracting the attention of the buyer (scale effect), low time spent on filling.	A capacious device is used (box, basket, trolley). Accompanied by a bright and large price tag, signboard, pointer, other advertising and information materials	Quickly draw attention to the desired type of product. Independence of the choice of the desired copy of the product.
Multi-product display	Display of goods different types in one place, usually interspersed.	Goods of different types are laid out with using some. criteria (decomposition by colors, sizes, etc.) see methods of presenting goods	Facilitate the selection of goods, taking into account any criterion (the desired color, size, design, etc.).

Table 2.2 - Merchandising techniques for presenting goods

Reception	The essence of the reception of the presentation of goods
Presentation by type of goods	Traditionally used in grocery and hardware stores for all categories of goods. One type of product is presented in one place of the store.
3D representation	Presentation of goods in large quantities. Consumers associate large volumes of similar products with low prices.
Color representation (bright spot effect)	Representation of a group of products (different types or the same type) in different (or the same) colors to create useful sales associations. For example, pink shoes (shoes, sandals, ballet flats, etc.) are in one row one after another (pink row), the next row consists of brown shoes, etc. Or, for example, all yellow dishes from different manufacturers are in the center, and white dishes are on the sides (yellow spot).
View by price category	Presentation of different products one by one price category in one store. Allows you to create convenience for customers in the ability to choose a product at a certain price.
front view	Presentation to buyers of the attractive side of the product by presenting one unit of the product located on the racks in expanded form.
Collectible (ideological / stylistic representation)	Representation of the entire product (or part of it) in the store as a collection (for example, in a store sportswear- by sports - clothing with shoes and accessories). Separation of collections among themselves by banners. Mixing styles is not allowed.
Presentation in balance. A. mirror balance B. informal balance	A. The division of the wall being designed into two identical parts, which are a mirror image of each other, i.e. all fixtures (shelves, stands, etc.) are located equally on each side.
Different design of two parts of the collection, occupied by the same area.
Presentation at focus point	Placement of the logo, name of the collection, eye-catching product, display at the focal point (middle of the wall, rack, etc.). Registration starts from this point.

Questions for self-control

1. The concept of "layout of goods". Purposes of using the display of goods.
2. The concept of a planogram. Principles of drawing up planograms.
3. Display layout.
4. Product presentation tools in merchandising
5. Merchandising presentation techniques.
6. The main types of display of goods in merchandising and their brief characteristics.

Bibliography

a) basic literature (SSAU library)

1. Dubrovin, I.A.. Consumer behavior [text]: tutorial for stud. universities in the direction of "Economics" and economy. specialist.; rec. UMO / I. A. Dubrovin. - 4th ed. - M.: Dashkov i K, 2012. - 312 p. - ISBN 978-5-394-01475-8.

Cognitive (cognitive) resources of the consumer / buyer is the mental (intellectual) ability to process information on packaging, promotional materials, price tags, etc.

COURSE WORK

by discipline: Marketing

on the topic of:

Student

Head Eremenko M. M.

MINSK 2014

ESSAY

_________________

(student's signature)

INTRODUCTION

Merchandising tools.

1. Stock. On the shelves it is necessary to present those goods that customers expect to find in this store. The manufacturer specifies in his merchandising strategy a set of brands and packages that he will promote in each outlet (outlet - a retailer who orders products and sells them in his store). The manufacturer can divide all its customers into several categories (shopping channels) depending on the type of customer activity in the outlet, as well as on what contingent of customers visits these stores. In different trading channels, the set of promoted goods can be differentiated. So, in a supermarket, a customer expects to see a larger selection of expensive wine than in small shops. The brands and packages that are most popular with customers should always be on the shelves. At the same time, goods should take place on the shelves in accordance with the level of sales. To allow the occurrence of a situation where the most popular goods, it is forbidden.

2. Location. The main and additional points of sale (Point of sale or point of purchase is a place on the trading floor of a particular store where products are placed) must be located in accordance with the movement of the flow of customers on the trading floor.

An additional point is not always necessary, but it gives a very important advantage - the buyer can see the product again and choose it. Especially often, additional points are placed already at the approach to the cash registers, but additional points located along the outer perimeter of the trading floor also work effectively - 80% of buyers pass through there.

It is necessary to make it as easy as possible for the buyer to find the right product. To do this, visible blocks are created on the shelves by brand, packaging, product group. The lower shelves in non-self-service stores are completely invisible, but even in supermarkets they account for only 5% of the sales of the entire point of sale. Therefore, many are striving for vertical stamp blocks.

Weak products are placed in the middle of the shelf, while strong products start and end the row. This effect is called popularity borrowing. That is, being surrounded by strong products, weak products borrow additional attention from buyers from them.

In addition, it must be borne in mind that there are three types of calculations.

1. Horizontal layout. When laying out horizontally, certain homogeneous goods are placed along the entire length of the equipment. At the same time, the largest or cheaper goods are placed on the lowest shelf. The goods are laid out from left to right in a series, in order to reduce the volume.

2. Vertical layout. This method provides for the arrangement of homogeneous goods in several rows on all shelves of a meter of racks from top to bottom. This is a good display of goods, convenient for buyers of any size. The distribution of goods should be strict, from smallest to largest. The smaller one is on the top shelves, and the larger one is on the bottom.

3. Display layout. Typically, this display method is used at additional points of sale. It is a stand-alone company stand or counter, not tied to the main point of sale of this product.

3. Presentation of goods is made after the first two conditions have already been met - stock and location.

It is known that buyers are more willing to choose goods, the price of which is clearly visible. Therefore, price tags should be located exactly under the product to which they correspond.

In order to avoid bad product presentation, suppliers and manufacturers often supply the store with branded price tags themselves.

They must be located directly near the point of sale of the specified product or, on the way to it.

They must be clearly visible to the buyer.

They must be up-to-date, that is, the materials of a specific advertising campaign are installed at the beginning of the campaign and withdrawn at the end of it.

4. Cleanliness. Selected Products and the entire point of sale as a whole must be kept clean at all times. This is related not only to the level of sales, but also to the image of the company.

Trade channels - marketing.

There are three main reasons why companies need to separate all retail customers into sales channels:

1. Improving the effectiveness of marketing strategies for promoting brands and packaging,

2. Necessity different levels service for each trading channel,

3. Implementation of various merchandising standards (stock, layout and presentation).

Today, many manufacturers are well aware that in order to compete successfully, it is necessary to know their customers, their needs, habits and make their product the most accessible to them. For this, advertising alone is not enough, so you need to use merchandising tools. But since the means of merchandising, in the absence of an agreement, are in the hands of the retailer, there is a need for cooperation between manufacturers and retailers.

Manufacturers offer shops, cafes, restaurants better service - delivery of goods, installation of their points of sale goods, services of merchandisers, etc. That is, the concept of "sales to stores" is gradually being replaced by "sales through stores." With cooperation, both the manufacturing company and the seller receive fairly high profits, which cannot be obtained without cooperation.

Consumer Activity Cluster - the first level of classification of retail customers - is a group of outlets in which the activity of potential buyers is the same.

Trading channel - further division of the cluster - a group of outlets in which customers are offered a similar assortment and level of service, as well as the same method of sale.

If a company needs more precise information about the groups of retail customers it works with, then the sales channels can be further divided into sub-channels.

The basis for the division of outlets into trading channels are:

1. The needs of buyers - the end consumers of the manufacturer's products.

2. Needs and opportunities of the outlet.

3. Activities of competitors in various retail outlets.

Naturally, the outlets of one trading channel differ from each other depending on the location, as well as their popularity among buyers. For example, a cafe in the city center is much more likely to attract casual visitors than a cafe in one of the houses in the area on the outskirts of the city.

You can also make a further division, for example, enter categories A, B, C, D, which is based on the sales volume of the outlet in general and the category of beer in particular, the location of the outlet and the activity of competitors.

For example, a category A disco may be located near the city, but due to its popularity among young people, it has a lot of visitors every evening. At the same time, a disco with a larger area in the city center, but not popular, will sell less goods through the bar, therefore, it can be assigned a category B or C.

Using the results of the study of trading channels.

After the company has built a classification of retail customers, it is necessary to develop strategic sales plans for various brands and packages depending on the sales channel.

Now that the manufacturer knows the target group of consumers of his brand and has a classification of sales channels, it is easy to understand which of them this target group visits most often. It is in these trading channels that the greatest efforts are made.

Used received data.

Yves-rocher, when releasing cosmetics, counted on a group of buyers with a high income. This product is positioned as an elite cosmetics made only from natural ingredients. This line should be presented first of all in stores visited by people with high incomes. For additional stimulation of buyers, it is possible to organize the possibility of a trial make-up of this cosmetics, various promotions.

The division of all retail customers into sales channels allows the company to reach the target groups of buyers of the product most accurately, as well as more specifically develop a strategy for promoting brands and packaging.

Typically, a company forms a budget in order to promote a brand. The effectiveness of its use is determined both during the action and after its completion. At the same time, if you analyze sales by sales channels, you can see what impact this or that advertising medium had on the level of sales in various channels. The efficiency of using the advertising budget in this case begins to be traced much more clearly.

Service for various trade channels and organization of work of field personnel.

In order to increase sales through each point of sale, manufacturers provide additional services to retailers. This may be the delivery of products to the client, the provision of branded equipment, the services of merchandisers and sales representatives, etc.

Different retail customers require different services. Therefore, the manufacturing company must distribute the resources at its disposal optimally in order to obtain the maximum effect at lower costs.

To work with retailers the manufacturing company hires sales representatives and merchandisers.

Using the information that was obtained during the division of all retail customers into sales channels, the company defines the tasks for the sales representative for each sales channel, which allows you to set clear goals for field staff, evaluate the work and reward each employee.

When using the territorial factor when "assigning" clients to employees, it is not taken into account that for some clients the level of service should be higher and for others lower, therefore, for some, a specialist with a higher qualification is needed, for others with a lower one. The advantage of dividing customers into sales channels makes it possible for the manufacturer to send a specialist with the proper level of knowledge to each specific channel.

To ensure effective interaction between its sales representatives and customers, the manufacturing company must:

Determine the terms of reference of the sales representative in each sales channel (depending on the needs and capabilities of retail customers in it),

Set time standards for visiting a retail customer in each trading channel,

Set the frequency of customer visits in each trading channel,

Select sales representatives who are able to serve the most important customers and assign this sales subchannel to them,

Distribute the remaining customers among sales representatives in the most efficient way.

Thus, the classification of clients by trading channels helps to organize the company's service focused on the needs of the client, as well as to distribute the company's human resources in the most efficient way.

Western chains that are mastering the Belarusian market are competitors for our rapidly developing retail chains, which have already begun to develop strategies and tactics to counter the newcomers. Some expect to sell their stores, if only a good price is offered, others are going to staunchly resist, others unite. All these strategies are acceptable from the point of view of the economic approach: after all, money flows there and starts working where the most favorable conditions are for them. Ultimately, the buyer will still choose what and whom to buy.

The low purchasing power of our population is currently playing into the hands of domestic retailers in a sense, as it is holding back the arrival of Westerners, who also do not want to lose profits by selling their goods at dumping prices. On the other hand, they are driven by the desire to capture new markets. Only if stability is maintained in the country and constant growth incomes of the population, this strategy of internationalization can yield tangible returns.

Store layout

The main problem in developing a store layout is the presence of a large number of conflicting factors. First of all, customers must move around the store and buy more products than they planned.

When placing goods on the trading floor, several factors are taken into account:

Optimal use of the space of the trading floor,

optimal location of product groups,

the location of the main and additional points of sale,

Ways to slow down the flow of customers

Separation of product groups

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

· Everyday 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 commodity groups.

· Periodic goods. The purchase of these goods is planned once in several visits.

· Goods of impulse demand. The purchase of these goods is usually not planned.

Since everyday goods are in demand by the largest number of visitors, a fairly large number of buyers accumulate near these points of sale. Therefore, these product groups should be located along the outer perimeter of the trading floor in order to make the purchase the most convenient. If buyers experience inconvenience, they will tend to leave the trading floor as soon as possible. Not only does this reduce the amount of time a shopper spends in a store (and therefore reduces the number of impulse purchases), but it can also lead the shopper to consider visiting a different store next time.

Due to the fact that these groups of goods are in the greatest demand, there is a temptation to place them inside the trading floor so that not a single product group bypasses the buyer's attention. But this can lead to negative consequences.

1. In an effort to get the customer to go through the entire store, store owners mistakenly believe that the customer will look for the desired product, no matter where he is. It is not always so. If the buyer does not see this product in the store, then he always has the opportunity to simply go to another store.

2. Without exaggerating, we can say that popular product categories often "suffer" because they sell well. How many more packages of these products could the owner of the outlet sell by placing them on the outer perimeter at the beginning of the flow of customers? How much more profit could be made? How convenient would it be for customers to shop?

Range.

It is necessary to place the best-selling items of the product group on additional points of sale. In this case, the probability of impulse purchases increases significantly.

There is always a temptation to place less selling positions on 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 floor space.

Example. One brand sells 100 units per day and the other sells 30 units. An additional point of sale is installed, which can lead to a 10% increase in sales. This will result in the sale of 10 additional units of the first brand, and only 3 additional units of the second brand. With the same markup for both brands, it is always more profitable to make efforts to increase the attention of buyers to the first brand.

Customer Service

Time on the trading floor

The average shopper visits the supermarket 13-14 times a month. Almost all shoppers on the trading floor spend 20-25 minutes choosing products. In line at the checkout, the buyer spends from 5 to 12 minutes.

The only exception is a group of large buyers with large purchases that stands out from the general row. They spend up to 30 minutes on the trading floor. They need more time to form their large basket.

At 20 - 22 minutes of being in the trading floor, most people begin to grow irritated, there is a feeling of psychological discomfort and a desire to leave the store as soon as possible. This is due, first of all, to a large number of people in a limited area and high information saturation: goods, in-store broadcasting, radio, etc.

That is, it is extremely difficult to detain a customer in a store after 25 minutes, and almost impossible after 30 minutes. This is due to excitability factors, violation of a person's personal zones and other factors.

In grocery stores, especially on Friday-Sunday, there are a lot of customers, they breathe into each other's necks, collide, step on each other's toes and so on. Of course, people have a certain tolerance for these things, but the 25th minute becomes critical for them. Only the largest buyers who need to buy more goods for their family step over it. But even they, after 31-32 minutes, tend to abruptly leave the trading floor.

Arrangement of goods, flows of visitors in the store, display of goods on shelves, advertising, movement of goods in the hall when reloading shelf space - all this should be optimized under the 25-minute rule. All this is done to increase the comfort of a person in the hall and help people to step over the 20-minute stay in the supermarket trading floor, increase the time to the 25th minute and leave at least a small part of the buyers for the 30th minute.

If we talk about a standard Belarusian store with an area of ​​150 - 200 m 2, then the time in the trading floor lies in the range of 8 - 15 minutes.

Conclusion

Merchandising marketing technology is one of the most dynamically developing at the moment. Merchandising provides consumers with great opportunities in choosing and purchasing goods, and manufacturers and sellers in making more profit with less cost. This is especially important given the significant dynamics of retail sales growth and high competition.

There are three main laws in the theory of merchandising. The first is to ensure an effective stock, guaranteed presence of goods on the shelves, taking into account its popularity. The second involves the proper organization of the place of trade, display or location of products. The third law ensures the effective presentation of goods to the consumer, POS materials are necessary to comply with it - special kind advertising, as well as a merchandising tool. It should be noted that the laws of merchandising are not clear dogmas, in merchandising, as in marketing, creativity and resourcefulness are welcome.

Merchandising has long been a necessary condition for the activities of foreign companies. As the old English saying goes, "success is in the details." And this is especially true at the moment when the market is saturated with goods and attracting a buyer becomes a difficult task. In this fight for the buyer, the one who pays attention to all the details wins.

The history of merchandising in Belarus goes back almost 20 years. Over the past 20 years, attitudes towards merchandising have changed dramatically. Now everyone recognizes its importance for companies that want to be successful. Among these companies there is also a network of shops "SOSEDI". Competent system merchandising for chain stores has become one of the competitive advantages. And although there are still some small flaws in the merchandising system, the company is on the right track.

Based on the generalization of various theoretical knowledge about merchandising at the enterprise, an analysis was made of the use of merchandising in the Sosedi store, during which problems were identified and ways to solve them in retail were presented, namely: in general, the store needs to expand the use of POS materials in places display of goods. As for branded POS-materials of the store, they are at a decent level. It would be possible to have promotional materials for products under their own brand: posters, information broadcast on screens and on internal radio. It is also possible to use some non-standard POS materials, for example, the appearance of stickers on the floor indicating directions to certain departments.

Note that when placing goods, it is desirable to “spread” the main product groups as much as possible from each other: bread, milk, meat, alcohol and fruits, so that the buyer, making his daily purchases, inspects as many goods as possible and buys something unplanned.

The use of POS materials of suppliers and manufacturers of goods should be significantly expanded. This would help improve the sale of goods, encourage customers to make more purchases, including impulsive ones. Non-standard methods can also be used here: promotional copies of goods located at the ends of the racks, original displays for displaying goods. Joint projects of the store and manufacturers of goods, such as advertising on the back of checks, could be very successful.

Thus, by implementing the above recommendations, we will be able to increase the efficiency of existing trade, create the necessary emphasis on goods and eliminate the shortcomings considered.

As William Wells said: “The store is the meeting point of the customer, the product and the money. To be able to ensure the interests of the store, the buyer and the goods - this is the basis of competent merchandising. And this is true. Impeccable merchandising is now the key to the success of any company.

COURSE WORK

by discipline: Marketing

on the topic of: Merchandising and its use in retail

Student

FMK, 3rd year, RMP-2 Kozlova M. A.

Head Eremenko M. M.

MINSK 2014

ESSAY

Coursework: 40 pages, 12 figures, 7 sources.

Visual merchandising, merchandising tools, golden triangle, service, satisfied customer, merchandiser.

The object of the course work is the use of merchandising in retail trade using the example of the Neighbors store.

The subject of the course work is the importance and necessity of using merchandising in retail.

The purpose of the course work is to develop ways to improve the use of merchandising in retail network"Neighbours".

Research methods: analysis, comparison, observation, comparison, examination, generalization of theoretical and practical material.

Research and development: based on the synthesis of various theoretical knowledge about merchandising at the enterprise, an analysis of the application of merchandising in the Neighbors store was carried out, during which problems were identified and ways to solve them in retail were presented.

The realm of the possible practical application: the results obtained in the course work can be used in the study of the course "Marketing".

The author of the work confirms that the analytical material presented in it correctly and objectively reflects the state of the process under study, and all theoretical, methodological and methodological provisions and concepts borrowed from literary and other sources are accompanied by references to their authors.

_________________

(student's signature)

INTRODUCTION

Often, behind the daily chores and problems, store owners forget about the most important thing in the trading business - the client. It would seem that the shelves are in perfect order, the suppliers are "built", the authorities are delighted with your enterprise - and there are fewer buyers than we would like. Meanwhile, the reason for this lies on the surface: the purpose of the existence of any outlet is buried under the fuss - to satisfy the interests of the buyer.

On the way to buying a product, the consumer goes through a series of stages that determine his final choice. In almost every one of them, the consumer can be influenced in order to attract him to the ranks of his own customers, having sufficient information about the variables that shape the decision.

A good layout helps consumers find and buy products. Polite, well-trained staff will make the buying process more enjoyable. And all these factors together will help to keep the consumer and make him your client. And, as you know, retaining a customer is cheaper than attracting a new one.

Per last years development of marketing, more and more attention began to be paid to such tools, which only recently began to be recognized as full-fledged and effective ways impact on the behavior of consumers of certain products. One such tool is merchandising.

Merchandising (English) - the art of trading, a set of measures aimed at promoting a certain product, brand, packaging, produced directly at the point of sale, trading floor. The advent of merchandising marked a new era not only in the management of consumer behavior directly by merchants, but also an era of revaluation by manufacturers of goods.

The relevance of the topic lies in the fact that the strongest competitive advantages are obtained by companies that not only stand out for their standard qualities (price, quality), but also those that pay attention to such “little things” as packaging, appearance, the location of goods on the trading floor, etc., that is, using effective merchandising solutions in the practice of organizing their activities. Good merchandising helps sell your merchandise because it creates a desire to make a purchase. Good merchandising draws attention to the product. Most buyers are in a hurry, sometimes forgetting to make all the necessary purchases. Proper product display and promotional materials remind customers of the product they need. Often sellers have to serve several buyers at the same time. They can't help everyone choose desired product. Proper product display and promotional materials remind the buyer of your company's products and influence the purchase decision. Merchandising improves the quality of service, and also makes the product easily accessible to the consumer and seller. This helps the retail outlet operate more efficiently. Merchandising highlights new products and special offers to increase sales.

The purpose of this work is to offer recommendations for improving the use of merchandising in the "Neighbours" store.

The subject of the study is the importance and necessity of using merchandising in retail.

The object of the study is the use of merchandising in retail trade using the example of the Neighbors store.

The work used educational literature, as well as Internet resources.

Store layout and product presentation. Customer Service

The concept and tools of merchandising

The concept of merchandising comes from the English "merchandising" - the art of trading.

Merchandising is a marketing direction that stimulates retail sales by attracting the attention of end customers to certain brands or groups of goods at points of sale without the active participation of special personnel. Most buyers are in a hurry, sometimes forgetting to make all the necessary purchases. Sellers can not help all buyers to choose the right product.

Merchandising makes a product easily accessible to consumers and sellers. Proper product display and promotional materials remind the buyer of the company's products and influence the purchase decision.

So, according to the dictionary, merchandising is a set of activities carried out on the trading floor and aimed at promoting a particular product, brand, type or packaging, the result of which is always to stimulate the desire of consumers to choose and buy products.