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Merchandiser Dictionary. Merchandising, its types and principles Fundamentals of merchandising in the textile industry

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We all come from childhood

At that time, I had a strong feeling that a domestic product cannot look as bright as an imported one. It seemed that if you only change the “English” letters to “ours”, then all the coolness of the packaging could immediately disappear.

It was only later that marketers, packaging designers and merchandisers appeared in our latitudes. They then put things in order on the market and even transformed the very attitude of sellers to buyers.

Aunt Glasha is the best merchandiser

Indeed, even in Soviet times, the seller behind the counter was considered the standard of ignorance and rudeness. And the empty shelves in the store were perceived as completely ordinary and did not surprise anyone.

And people weren't even struck by the fact why minced beef was sold in the Fish store, and there was a queue for herring in the Meat store. Do you remember these packages from childhood? Against the background of this gray design, everything imported was perceived as if from another planet.

Children are the most grateful connoisseurs of merchandising. They just can't get past all these innovations in the store. They immediately pull their parents by the hand, demanding to buy a new product). Yes, and they place all these childish pranks “for some reason” right next to the cash register when you are standing in line.

Merchandising is, first of all, the art of showing the product in such a way that the buyer wants to buy it. Let's figure out where this craft, necessary for increasing sales, originates.

When did merchandising begin?

Presumably, this phenomenon originated at the dawn of mankind and, most likely, even before the appearance of the first money. People, exchanging goods and services, had to somehow communicate with each other.

And since in those days each tribe had its own language, the goods on the market were placed intuitively for the buyer. Yes, the first merchandisers are sellers in the market. Indeed, sometimes, in order to beautifully arrange the goods, it came to fights and internecine wars.

All the dullness and emptiness of stores that we had in the dashing nineties was recorded in the USA during the era of the Great Depression. Then the store owners began to use various tricks to lure the buyer to them. After all, in fact, the goods in the stores were the same.

By the way, all free lessons are now in one place. Right here - ! Now you can see everything in one place! Remember that knowledge is not power, but force.

And the visual design of the outlet began to come to the fore. That's when marketers started tracking the impact of product design and placement on how much people buy. Merchandising became an independent science in the 70s of the last century.

What is merchandising and why does no one notice it?

If you want my personal definition. then merchandising is a visual, auditory, kinesthetic and digital impact on a person in order to increase the average check at a point of sale. Let's take a closer look at all the concepts given in this formulation.

To begin with, let's accept the fact that the price of a product is 70% central to the purchasing decision. The remaining 30% of the influence is exerted by various factors. Among them, how loyal the buyer is to a particular brand.

By the way, on our channel there is an excellent video on this topic. How exactly does a sale happen when a person goes to a self-service store. Check it out, it won't take long, but it will be super helpful.

The buyer has an impression about the product in his head. And it depends on this opinion whether he buys this one or not. Merchandising became a separate science as soon as it determined for itself the main goal of influencing people's attitude towards a particular product.

How does a person perceive information?

Let's add some basic knowledge about neurolinguistics and psychology. If you didn’t know, then research in these areas of humanity was funded exclusively by marketers for quite mercantile reasons.

Visually

Everything is simple here: the eyes are the most important tool for receiving information from the outside world. More than 60% of the world's population consider sight the most preferred channel for communication with the outside world.

In merchandising, exposure through this sense organ is achieved through: packaging design, color schemes, lighting, and so on. Everything that a person can visually distinguish for himself from other goods.

Auditory

This communication tool is the main one for 5% of the population. This usually includes people with absolute pitch and musical education. This is a rather rare type of buyer for whom the world of sounds provides the most complete information about the outside world.

Have you heard unobtrusive musical accompaniment in retail outlets? So you are an auditory if you notice him). But seriously, the sound track in the mall's speakers is designed for this category of visitors. One of my business partners is in the process of increasing the average check in supermarkets by introducing musical accompaniment.

Kinesthetically

Smell, heat, cold, humidity, dryness. Soft, hard, rough, prickly, sour, sweet. It's all about kinesthetics. About those people who are focused on sensations. How to recognize such characters? If a person strives to take a product or package in his hand, feel it or smell it, then he is kinesthetic.

Marketers for such people organize opportunities to interact with the product in any way. Sometimes they hold tastings or give a chance to touch the product if it is fabric. Or sit on the sofa, in the case of a furniture exhibition.

Digitally

People who perceive the world in this way, I also call discretes. This is a person who perceives information in a structured, balanced and reasoned manner. If he picks up a product, then to get acquainted with what it consists of, its expiration date, who is the manufacturer, the year the company was founded, who is the founder brand and who owns the production now).

For this type of people, sellers try to convey information about the product as accurately and structured as possible. Such a person should be able to ask the seller a question at any time and get the most complete answer possible.

By the way, if the buyer is visual or discreet, then this does not mean at all that kinesthetics are completely disabled in him. This means only that the vision of this individual is in priority over other channels of perception.

And now the answer to the main question, what is high-quality merchandising. Good merchandising simultaneously adapts to all channels of human perception.

Your self-branding

That is, it focuses on a broad . And he does it unobtrusively and imperceptibly for ordinary people. Now let's move on to the basic rules.

# 1 - If you go to the right - you will lose your horse

The next time you walk into a convenience store that you visit every day, pay attention to which way you turn when entering. Usually this is the right side.

Almost all stores try to place the entrance to the shopping area on the right, and the cash registers to the left of the entrance. This is due to the fact that most people are right-handed. And when moving, they stick to the right side.

There are, of course, exceptions. When the owner has to place the entrance to the trading area on the left. But this is due solely to the fact that the premises in which the store is located are simply not intended to accommodate a retail outlet. So the owners have to get out, violating all the laws of merchandising in order to avoid fines from regulatory authorities. They place shop windows not as they should, but as possible.

In general, the unspoken rule says: entry on the right, exit on the left. In addition, we also drive on the right-hand side of the road. In merchandising, there is even such a thing as a movement map. It is developed in the first place, when planning a retail outlet.

The general principle here is this: a person enters from the right side and moves counterclockwise. Well, then, depending on how everything is thought out, the buyer has to go around the entire trading area to get to the cash register and exit.

#2 - Whose products are in a mess so they play hide and seek

What is the most popular product in the post-Soviet space? That's right, salt and bread. Therefore, competent merchandisers hide these products as far as possible. They deliberately arrange them in such a way that access to them is the most difficult.

But the most interesting thing is that merchandisers also do “stretching”. Place the checkout as far as possible from the most popular products. Here the principle is the same as in the first rule. You need to get a person to walk the distance as long as possible in order to focus attention on something else along the way.

There is an option in which the client may not find the product he needs. To minimize the occurrence of such situations, additional indicators of the types of goods should be placed at the outlet. Ideally, such signs should be visible from anywhere in the trading floor.

By arranging products according to this scheme, merchandisers manipulate you so that you buy some unnecessary item before visiting the store. Or did you think that sales happen without manipulation? Then here's another trick.

Games People Play

One bread, as they say, you will not be full. How else to get people to walk around the store? At the entrance to the store, advertising banners with promotional goods are placed in the most prominent place. Usually they try to place them on the left side of the entrance. Sometimes such advertising can be seen right on the street.

This is done so that the visitor sees the promotional product and goes in search of it in the trading area. It turns out something like a quest in the style of a search for objects. pure, otherwise).

But do not overestimate the capabilities of people. Some customers will not be able to find products on sale. Therefore, as with the most popular products, make additional signs to make this task at least a little easier. After all, there are hints in the same quests).

#3 - Strange people at the deli

We have already taken the liberty of dividing people according to how they perceive information, as well as how they make purchases. But may differ not only in these features.

For example, your obedient servant goes for groceries almost at night. This is the period when the store is completely empty, and the sellers are exceptionally “polite”). Here you really have the opportunity to review all the new products, get acquainted with the information about the product and fill your grocery wallet without fuss.

And there are people who come to the store in the morning. They stand at the door long before the store opens. Usually these are people of retirement age. They go to bed early and wake up early. So they have to entertain themselves by going for groceries.

Owls, larks and hares

Another group of people comes to the trading floor in the evening, after work. This period of time is the peak for sellers, because busy people are used to shopping on their way home from work.

And of course, there is a category of buyers who fill the store at lunchtime. Usually these are schoolchildren who come running either at a big break, or after the end of classes for the next portion of chips, crackers and sweets.

Good merchandising should take into account all these basic categories of people. Ideally, you can change the placement of mobile displays, change the lighting, or play a different musical accompaniment depending on the time of day.

In any case, statistics are a marketer's best friend. Track all trends based on the average check. Changed the music in the hall and sales increased? Do the same next time.

Your self-branding

And in general, from time to time you need to make minor rearrangements in the store. This will give visitors the impression that every time they enter a new trading floor.

I propose to relax and take a short break, listening to the composition performed by the legendary band The Doors. This is a song about how different it is . It's called "Strange People".

#4 - Look only in the eyes

For a person to look into each other's eyes is of tremendous importance. It is believed that if there is eye contact, then trust arises between people. Believe it or not, the situation is the same in merchandising.

If you place a product at a level or, even better, just below the eyes of the buyer, then he automatically has sympathy for this product. Love at first sight, as they say.

Such an algorithm can be seen in the department of alcohol, dairy and sausage products. Pay attention to this chip the next time you visit the store. The most popular items are placed at the bottom.

This is logical, because what is already in demand does not need to be additionally stimulated to buy. Therefore, toilet paper and milk bags are placed on the lower shelves. Well, any indecency in the form of iced curds, yogurts and desserts is at eye level.

Yes, it's not as simple as it might seem. In the bakery department, the same story: bread and a long loaf at the very bottom, but all sorts of croissants and cakes exactly opposite the heads of visitors.

Since there is not enough space at eye level for all goods, the most expensive goods are placed there, or those that pay extra to store owners for such a priority location.

Or here you should leave the products that need to be sold as soon as possible. For example, those goods that have suitable terms of use or those that, by mistake of logistics, were delivered in an unforeseen quantity.

Who is the first, that and slippers

Place "under the sun" should be used wisely. As, however, and all other zones. By placing the product at the bottom of the shelves, we complicate its visibility for the digital, because he will have to bend down to get acquainted with the composition of the product, the expiration date, and so on.

And if several people of this type enter the store, this can provoke difficulties in moving for other customers. Who knows, maybe there is an office of a large IT company near your store)).

Once again I am convinced that you need to know your target audience in person.

Your self-branding

Keep in mind that if the outlet operates under a franchise system, then the display of goods there may initially be strictly regulated. There are no other options here but to trust the generally accepted corporate rules.

# 5 - Our own among strangers, a stranger among our own

By putting everything on its shelves, you can ensure that the buyer will still pass by the window and not buy anything. How? Why? After all, a whole staff of merchandisers tried to impress the buyer.

There is such a newfangled expression that I hate to endure, but it fits here just in time: “It didn’t work!”. In other words, there was no “hook” in the way of the visitor that would hook and make them stop near the product.

One of the most important laws of merchandising says that what needs to be sold urgently requires separation from the rest. This is where the “white crow” principle comes into play. And most of the tools for this task are based on the visual component.

How to highlight a product

Marking. This is the easiest way. Some retailers have their own in-network tokens. Here we include: yellow price tag, recommended price, bestseller, out-of-season product, product ends, and so on.
Separate stand. If you put a certain product on an individual showcase, then the buyer will have a feeling of its exclusivity. Usually this trick is used by Coca Cola and other major brands.
Quantity. Who remembers how the illusion of assortment was created in the Soviet past? One product was displayed on the shelf in an incredible amount. This is how pyramids of butter packages appeared on the shelves. Highlight the product in this way, slightly violating the ideal composition. This will give popularity and at the same time accessibility to the product.
Lighting. By directing a bright ray in the dark realm of monotony to a certain place, we highlight the desired category of goods. Well, if you add different colors, you can achieve a grouping of goods by position and type.
Decorative elements. In jewelry stores, they like to single out a group of goods of the most expensive category in the form of stands and separate showcases with separate design solutions. The same tool can be applied in other areas of trade.
POS materials. Do you remember all the hanging things and stickers on the shelves? It's them. It seems to help encourage the customer to buy. When I worked as a sales representative, our corporate merchandiser would sit at night and make POS materials with his own hands, which we then posted on the network.

#6 - You will know the price of a thing as you lose it

And the point here is not that the price does not need to be indicated on the window. There is a principle in classical trading: do not name the price until you explain the value of this product to the client. But how to do this when it comes to a self-service store?

It was noticed that all 4 types of people (visuals, auditory, kinesthetes, discretes) pay their attention to the same detail: the price of the goods. It is there that the focus of attention of all buyers without exception is directed.

Regardless of the level of wealth, the client looks at the price. And there, in most cases, just the price is indicated. Well, the maximum that you can count on, if this product falls under the action, that the price tag will be underlined or somehow highlighted in color.

But some outlets apply the “value method”. Instead of the client getting acquainted with the information about the product on the packaging, a price plate is placed next to the product, on which a list of the benefits of this product is already posted.

Top Sales Assistants

By doing this, it is possible to achieve that not only discretes will learn additional information about the product, but also the other 3 types of buyers. The selling price tag is an additional seller on the trading floor.

He can tell in more detail about all the benefits that the customer will receive after the purchase. Ideally, if at such a price tag utp . Imagine how such a feature can relieve the work of consultants on the trading floor. Instead of asking them additional questions, the buyer independently makes a choice in one direction or another of the goods.

By the way, the price itself does not have to be indicated on the same “price tag”. It can be placed separately so that the client gets acquainted with the cost of the goods after the information about the value of the product is conveyed to him.

I almost forgot. Even more useful tips for business and Internet marketing in our Telegram channel. Follow THIS LINK . To every subscriber BONUS: “7 ways to make money online fast”

These are, in my opinion, the basic rules of good merchandising. If I missed something, I will be glad to comment at the bottom of the article. What tools do you know for a competent presentation of goods in retail?

Is merchandising marketing or not?

This question is usually asked by store owners who have heard about merchandising from the corner of their ear, but they have not fully understood what it is and how it affects customers.

To understand the difference between the two concepts, let's imagine that all the efforts of a manufacturer or supplier of a product towards sales are marketing. But the final touch, the last impulse, which is ultimately responsible for making a purchase decision - merchandising.

Marketing is selling, merchandising is buying.

Your self-branding

You can give another analogy and remember a dancer who danced a good dance, but forgot to bow in time and beautifully. All the efforts of marketers can be in vain if the most important thing is not at the end. There will be no buyer boost.

Merchandising is an extremely important thing for companies that work for the mass consumer. To distinguish your product from similar ones is a task that becomes more and more difficult every year.

The main mistake in merchandising

Some store managers and owners, when arranging goods, adhere to the principle that it is convenient for the seller, not the buyer. For example, you can see how a running position that does not need additional stimulation is placed at eye level, instead of placing something that really needs to be sold "here and now" in this place.

There is an opinion that merchandising is when the seller laid out the goods at his own discretion. If it's beautiful, then it's right. And then you have to listen to the objections that this whole set of merchandising tools does not work.

To begin with, if at least these 6 laws are implemented, then the results will definitely be.

Your self-branding

Or do you seriously think that the multimillion-dollar spending on research on human behavior on the trading floor is just information noise? Do you really think that global brands are wasting their time and effort? I personally doubt it.

Merchandising is the complex relationship between a person's inner beliefs and the way a product is presented. This is, if you like, a set of neural connections in the head of the buyer, which can and should be influenced. Both in one direction and in the other.[Total: 4 Average: 5/5]

June 19, 2018

In the photo - the Chinese "Auchan Express" without a single seller on the trading floor

…and without physical goods on the shelves… The photo shows a Korean online supermarket in the subway! Products are presented as photos with QR codes. To buy them, it is enough to recognize the code with a smartphone and place an order with home delivery by courier using a mobile application. This is not the future, but the present!

How to achieve success in retail sales? How to minimize the losses resulting from the unscrupulous work of live sellers on the trading floor?

In this article, we will tell you the rules and basics of merchandising.

Getting Started: Merchandising Basics

Coming to the store, a potential buyer, first of all, looks at the windows. This is a kind of "face" of the store. Your sales directly depend on how the windows are designed.

Often, for the location of a particular product on the “golden” shelf, there is a real war, in the literal sense of the word, with fisticuffs between representatives of different

Marketers, sales agents of companies are constantly trying to take these places specifically for their products. Indeed, in fact, they all have the same tasks, and the store shelves are by no means “rubber”.

To stick to the basics of grocery store merchandising, store owners most often try to sell shelf space to companies that are willing to pay more for it than their competitors. But such actions do not always give the desired result. If the product is obviously bad, overpriced or completely unfamiliar to the consumer - place it anywhere, for any money, but he may not find his regular buyer. One-time transactions may take place, but there will most likely not be repeated sales. therefore seek

Below and above the eyes of the buyer are somewhat more "cold zones".

The height of the placement of goods from floor to ceiling also often indicates the price segment of a particular product. At the bottom, as a rule, are the cheapest and / or not the most popular brands.

Rule #3: Product highlighting

Focusing the attention of the consumer on the product is an art! If you do not "hook" the buyer's eyes, then he will simply pass by. It is important to highlight the goods in the window. How to do it:

Proper lighting. Special highlights aimed at the product at times increase its attractiveness to the client. For example, you can install special wall and ceiling lights to highlight certain items.

We create mass. A lot of goods, beautifully located in the window, as if "speaks" to the buyer about its popularity and demand. When creating such a "supernatural" inventory, try to add a little "naturalness" to it: remove a few units from the edges. So a person will think: “yeah, someone bought it, so I’ll take it too.”
Separate stand for goods. Such a place of sale can be made the main one, or you can create it as an additional one. This technique works great with premium price segment products. The purpose of merchandising is to increase sales. The more places where this product can be taken in the store, the better!

Let's play with color. Bright colors attract attention. Such "color spots" allow you to quickly find the desired position. Try to concentrate products of the same color in one place.
Word markers. This is a favorite marketing trick. Markers "Only today", "TOP sales", "New" will help to interest the buyer, "hook" on the product and buy it.

Rule #4: Separation

Compliance with the layout of product groups is one of the typical tasks of merchandising. If a person came for juice, he is unlikely to go looking for it in the department with household chemicals. Products must be located separately from non-food items.

If you have a clothing store, then try to divide accessories and things into different groups. Branding is also welcome.

Do not forget about related products and the checkout area. High-margin “small things” are specially placed there, which buyers often forget when buying the main product, and the cashier can unobtrusively increase the average check due to timely reminders.

Example: Did you forget the shoe polish? Take a chewing gum / kinder surprise for change? For the purchase of a block of cigarettes today as a gift - an original branded lighter with a beer bottle opener. show you?

Rule #5: Movement

Only at first glance, the movement of customers in the store looks chaotic. In fact, there are tricks here too. Most people are right-handed. By inertia, at the entrance to the store, a person turns his head to the right and starts moving clockwise. In almost all stores, the entrance is on the right, and the exit is on the left. Thus, a person will make a promenade through the entire store. If something catches his eye along the way, he will buy it. When following the basics of in-store merchandising, it is important to remember the principle “Looking for an exit? Walk through all the shelves and departments of the store!” The same purpose is served by signs, traffic patterns on the floor, on walls, on poles and in information kiosks of shopping centers.

Rule #7: Price tags

The price tag should always be in the window! It's just not discussed. No price - no sale. Even if your client is fabulously rich. Indistinctly printed or price tags with an irrelevant price are disrespectful to the client. Merchandising is an element of product promotion, and the price tag is its integral element. If you had a revaluation of the goods - update the price tags without fail. Now there are electronic price tags that do not need to be changed by the sales staff.

Rule #9: Different People

All people are individual by nature. What an older person likes is unlikely to please a young person. It is important to be aware of who your target audience is. Retirees are more likely to shop in the morning or in the morning, busy people go to the supermarket in the evening after work. In accordance with these factors, you can vary the soundtrack or experiment with the temperature and smell in the sales area.

Types of merchandising

Visual. Creates a special atmosphere. An effective and correct combination of such aspects as smell, sound, light, helps the buyer to stay with you longer. If you have premium products, then you should definitely know the rules of visual merchandising. The client should not be annoyed. Coming to you, he should feel relaxation and comfort, like at home. Soft light, pleasant jazz music from the 50s, the smell of gingerbread is a great visual presentation solution for a deli meat store.

Planogram- This is a schematic representation of the placement of products on the showcase. It is developed taking into account the assortment of the company, the preferences of customers, the location of commercial equipment. According to the planogram, the layout can be:

vertical- all products are arranged in several rows one above the other. Large and heavy goods are placed below, light goods are placed on top. On the "golden shelf" they put the most popular or "paid" product.
Horizontal- it can be carried out by ascending or descending prices, as well as by product categories.
Display- represents free-standing racks or stands that are not in the bulk of commercial equipment.

What is the ultimate goal of merchandising? Of course, sales, not even that - SALES! To achieve it, it is important to use all the tools and means.

General rules, elements and basics of merchandising in a pharmacy

This process is based on standard principles, of course, taking into account the nuances of products. With a well-designed showcase, the pharmacy has a great chance to increase its profits. Medicines must be distributed according to the rubricator so that a person can immediately select the necessary drug. When compiling drug rubrics, it is important to simplify specialized terms with more "human" words (eg, painkillers, herbal teas). Next to the bestsellers, it is worth placing recently released new items.

Photo - from the field sales training by Vladimir Khmelev. Agreed to sell household chemicals and body care products in a pharmacy

Basics and rules of merchandising in a clothing store

A large assortment. If your shop windows are empty, then they are dull. Such an atmosphere is not conducive to buying activity. The things presented in your store should not be in 1-2 copies.
Location. Lay out and hang clothes in a zoned way, paying attention to the movement of customers. Hang expensive things at the entrance, then a democratic price segment, discounts - at the end of the hall.
Visualization. Use whatever you have: shelves, mannequins, hangers. A tastefully designed mannequin will attract many more customers than a neatly folded stack of things on a shelf. It is important for people to see how the clothes will look on them. Take care of comfortable fitting rooms and mirrors in the hall.

Merchandising Basics in a Grocery Store

In a grocery supermarket, it is appropriate to combine product groups. Pay special attention to related products. If the buyer is for tea, then it is logical to place confectionery products not far from this department or at the checkout. Beer with chips. The central "alley" in the direction of the movement of buyers is the most accessible place. Place the most liquid products or promotional offers there. The most “advanced” commodity producers, suppliers and retailers have a plan for promotional activity on such an alley - scheduled for the year ahead and the exposition there - changes almost weekly.

Various small or related products are placed in the checkout area: lollipops, candy bars, chewing gum, wet wipes, magazines, batteries.
Inside the trading floor, pay attention to lighting. It is important that the products look appetizing, they would like to purchase as soon as possible.

Summing up

Merchandising is gaining momentum every year. If it is properly organized, then your sales will increase significantly. We recommend not to save on this tool. The main goal of merchandising is to increase sales. If you want to achieve it, then you should now develop such an effective model for your business. The consultant and business coach-practitioner Vladimir Khmelev can help you with this. In his practice, he has repeatedly implemented the most ambitious sales development projects in various fields.

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2.7. Insales has the right to make changes to this Agreement. When making changes in the current version, the date of the last update is indicated. The new version of the Agreement comes into force from the moment of its placement, unless otherwise provided by the new version of the Agreement.

2.8. By accepting this Agreement, the User acknowledges and agrees that Insales may send personalized messages and information to the User (including, but not limited to) to improve the quality of the Services, to develop new products, to create and send personal offers to the User, to inform the User about changes in the Tariff Plans and updates, to send the User marketing materials on the subject of the Services, to protect the Services and Users and for other purposes.

The user has the right to refuse to receive the above information by notifying in writing to the e-mail address Insales - .

2.9. By accepting this Agreement, the User acknowledges and agrees that the Insales Services may use cookies, counters, other technologies to ensure the operation of the Services in general or their individual functions in particular, and the User has no claims against Insales in connection with this.

2.10. The user is aware that the equipment and software used by him to visit sites on the Internet may have the function of prohibiting operations with cookies (for any sites or for certain sites), as well as deleting previously received cookies.

Insales has the right to determine that the provision of a certain Service is possible only if the acceptance and receipt of cookies is allowed by the User.

2.11. The user is solely responsible for the security of the means chosen by him to access the account, and also independently ensures their confidentiality. The User is solely responsible for all actions (as well as their consequences) within or using the Services under the User's account, including cases of voluntary transfer by the User of data to access the User's account to third parties on any terms (including under contracts or agreements) . At the same time, all actions within or using the Services under the User's account are considered to be performed by the User, except for cases when the User notified Insales about unauthorized access to the Services using the User's account and / or about any violation (suspicions of violation) of the confidentiality of their account access.

2.12. The User is obliged to immediately notify Insales of any case of unauthorized (not authorized by the User) access to the Services using the User's account and / or any violation (suspicion of violation) of the confidentiality of their means of access to the account. For security purposes, the User is obliged to independently carry out a safe shutdown of work under his account at the end of each session of work with the Services. Insales is not responsible for the possible loss or corruption of data, as well as other consequences of any nature that may occur due to the violation by the User of the provisions of this part of the Agreement.

3. Responsibility of the Parties

3.1. The Party that has violated the obligations stipulated by the Agreement regarding the protection of confidential information transmitted under the Agreement is obliged to compensate, at the request of the affected Party, the real damage caused by such a violation of the terms of the Agreement in accordance with the current legislation of the Russian Federation.

3.2. Compensation for damages does not terminate the obligations of the violating Party for the proper performance of obligations under the Agreement.

4.Other provisions

4.1. All notices, requests, demands and other correspondence under this Agreement, including those including confidential information, must be made in writing and delivered personally or through a courier, or sent by e-mail to the addresses specified in the license agreement for computer programs dated December 01, 2016, the agreement of accession to the license agreement for computer programs and in this Agreement or other addresses that may be specified in writing by the Party in the future.

4.2. If one or more provisions (conditions) of this Agreement are or become invalid, then this cannot serve as a reason for the termination of other provisions (conditions).

4.3. The law of the Russian Federation shall apply to this Agreement and the relationship between the User and Insales arising in connection with the application of the Agreement.

4.3. The User has the right to send all suggestions or questions regarding this Agreement to the Insales User Support Service or to the postal address: 107078, Moscow, st. Novoryazanskaya, 18, pp. 11-12 BC "Stendhal" LLC "Insales Rus".

Publication date: 01.12.2016

Full name in Russian:

Limited Liability Company "Insales Rus"

Abbreviated name in Russian:

Insales Rus LLC

Name in English:

InSales Rus Limited Liability Company (InSales Rus LLC)

Legal address:

125319, Moscow, st. Academician Ilyushin, 4, building 1, office 11

Mailing address:

107078, Moscow, st. Novoryazanskaya, 18, building 11-12, BC "Stendhal"

TIN: 7714843760 KPP: 771401001

Bank details:

What is merchandising?
You have probably noticed that if you focus the attention of the buyer on certain brands or types of goods, you can significantly increase their sale. This effect was the basis for a relatively new direction of trade marketing, called merchandising (from the English merchandising - the art of trading).

A set of activities carried out on the trading floor and aimed at promoting a particular product, brand or packaging is called merchandising.

The result of merchandising is always to stimulate the desire of consumers to choose and buy the promoted product.

Merchandising is the last step to achieve a high level of sales. Merchandising is aimed at promoting goods at points of sale, and therefore allows you to achieve both an increase in the client's profits and the level of his satisfaction from cooperation with the company.

How to apply merchandising at the point of sale.

Observations show that the majority of buyers, getting into the closed space of the store, start bypassing it, moving from right to left. Based on this, the placement of the entrance to the store (entrance - on the right, exit - on the left) and the placement of the shelves themselves should be thought out. A trendy walkway or "perimeter aisle" was devised, where shelves with particularly attractive products are located (these are products that attract the attention of the consumer.), as well as promotional novelties and products whose lifespan is relatively short and which will soon be replaced by other products. To attract customers to the central part of the store, the attractiveness and sales potential of the most popular products (in this situation, it can be household chemicals or consumables), which can increase the sale of other products located next to them, but do not have such an attractive force, are used.

Shelf space must be allocated adequately to the sales and profits brought by certain brands and their types.

Goods can be placed at floor, hand and eye level (hand and eye level is best), they can be grouped or singly, they can be palletized or presented in bulk. When placing goods, it is important to remember that the human eye moves more easily from left to right and from top to bottom, as when reading. The creation of an appropriate atmosphere in the store is facilitated by free access to goods, the ability to take goods in hand and freely handle them, attractive advertising messages, and subtle colors in the design of the store.

Most "working shelves" are at eye level.

From this it follows that on these shelves it is necessary to place a higher priority product. These shelves must be carefully monitored and constantly filled. In addition, more convenient areas for buyers to choose goods are the areas located on the right side in the direction of travel. It is necessary to optimally calculate the quantity of goods when arranging it on the sales area, the sales area should not be empty and in any case it should seem that there is a lot of goods, following the unchanging rule - the sales area is intended to present the goods to customers. The self-service method is dynamic and has a moment of frequent, chaotic rearrangement of the product when the buyer chooses it, so it is necessary to work with the product, constantly align the product, fill the voids on the shelves. The goods in the hall and on the shelves must sometimes change their location so that the buyer does not get bored with the location of the goods.

Products should be laid out or exhibited in such a way that the search for the desired product is as easy as possible. To do this, you need to create visible blocks on the shelves by brand, size or packaging.

It is important to regularly inform customers about new products, about what is happening in the store. When laying out goods within a group, it is necessary to consider its placement on the shelves, taking into account its size, packaging, colors (combination of colors when laying out), seasonality, differences in design, manufacturer, etc.

On the racks it is unacceptable to have shelves that are not filled with goods. If there is free space on the racks, displays, the goods are immediately sorted, from the warehouse or by rearranging other goods. It is necessary to think over and make its optimal rearrangement and placement in the department, so as not to violate the basic rules for displaying goods.

It is unacceptable to place the goods, stacking them on top of each other, because. as a result of this, its damage occurs (except when it can be laid out in the form of a pyramid display, laying each row).

What types of layout exist.

Placement within the group can be carried out in the form of a horizontal or vertical layout. By the appearance of the packaging or the product itself, you can immediately determine which type of display it belongs to. The goods should be placed at the edge of the shelf or on hooks, in a straight line.

When displaying horizontally, it must be taken into account that on the lowest shelf the goods should be placed in large sizes or less attractive or cheaper. Also, the horizontal display provides for the display of goods from left to right in a series, in order to reduce the volume.

The vertical way of displaying goods provides for the arrangement of homogeneous goods in several rows on all shelves of a meter of racks from top to bottom. This method is convenient in that it provides a good display of goods, free access to buyers of any height. With a vertical layout, a strict distribution of goods of the same type, from smaller to larger, is necessary. The smaller one is located on the upper shelves, respectively, the larger one is on the lower ones. In practice, most often both of these methods are combined, using elements of both horizontal and vertical layouts.

Display layout (additional points of sale) are placed in visible places according to the movement of customers. It is a stand-alone company stand or counter, not tied to the main point of sale of this product.