Shoe showcase design theme. Shop equipment and furniture for a shoe store. How to place equipment in the sales area

Modern exhibition equipment for footwear for sales areas of shops is presented in a wide variety of designs, in various design and color solutions, and in some cases it is an exclusive trade equipment. Whichever option you choose, it is important that it meets the basic requirements that apply to it.

Buy trade equipment for shops of adult and children's footwear

Shoes, like any other leather products, are subject to deformation if stored improperly, so the equipment for such stores has its own specifics. If you do not want twisted shoes to "show off" instead of smart shoes on the windows of your store, carefully.

So, for example, the illumination of the display racks, on which the goods will be located, should not emit too much heat - this leads to drying out of the shoes. The same applies to equipment for leather goods.

It is extremely important to maintain an optimal microclimate in the sales area. The space between the glass and the shoe racks should not be too dry or too wet, otherwise the leather will quickly deteriorate.

Among the features of equipment for the sale of footwear should also be called its ability to withstand various loads. In order to withstand a large number of pairs of winter models, the structure must be strong enough.

It is unlikely that you will change the interior every season, so it is important to consider one more point. It is necessary that the trade equipment is not only durable, but also meets the style of the store. It is very convenient if it is equipped with adjustable shelves.

In addition, shopping racks should not be taller than a person's height; it is simply inconvenient to consider shoes over your head. It is best if the racks are located at chest level or not above eye level.

Since shoes are the goods that must be measured (and, moreover, measured in the trading floor itself, without using the fitting room), it is important to arrange furniture so that there is enough space in the hall. The buyer just needs to be able to take at least a few steps in new shoes.

Equipment from the company "Vika"

The company "Vika" adheres to an integrated approach to equipping retail space, therefore we offer all types of equipment for shoe stores, including for the center of the hall. Racks, shelves, showcases, counters, as well as a wide variety of furniture, such as poufs and banquettes - you can find all this in our catalogs. Photos with examples of completed projects of shoe stores are collected on our website.

At your request, our specialists will make models for you according to individual projects.

We can also offer you combined solutions combining ready-made options with non-standard ones.

Vika designers will develop and select equipment for the shoe trade, taking into account its specifics as well as your needs and preferences.

For a store of a medium and high price category, standard stamped racks with a haphazard pile of shoes are completely unacceptable. Beautiful and functional trade equipment for shoe stores will help attract a buyer to make a purchase from you.

What should be the furniture for a shoe store?

In addition to the aesthetic side of the issue shoe store furniture should be as practical and durable as possible. The strength and durability of the equipment is of great importance, since footwear, especially winter footwear, in aggregate, has a considerable weight.

Lighting in shoe display cases

Shoes made from genuine leather, may deform due to exposure to high temperatures, so you need to be extremely careful about lightingshoe showcases... The optimal solution in this case is the use of LED strips and lamps, due to their low heat transfer and long resource.

How to place equipment in the sales area?

Shoe racksin the store, it should be placed in such a way that customers can freely move around the sales area and can try on the model they like. For a comfortable fitting of shoes, ottomans and sofas with floor mirrors are required. Mirror in full height also useful - allows you to assess the completeness of the image and style. Avoid placing equipment in direct sunlight or near radiators.

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It is unlikely that anyone will argue that sales depend on the competent display of goods in the hall. And if your sales are not high enough for you, perhaps a little reshuffle will help. Nina Zaslavskaya, an expert and business coach in the field of visual merchandising, talks about the basic principles of arranging shoes in the sales area, their advantages and disadvantages.

Do not neglect the principles of assortment presentation in a shoe store: using them correctly, you can influence customer behavior and lead him in the right direction, or, conversely, distract attention and create conditions for a spontaneous purchase.

It should be said right away that the principles described in this article apply only to stores with price positioning in the economic and middle segment. Luxury stores as well as those who work according to the scheme “the entire stock is in the hall, the goods are taken out of the warehouse”, are guided by slightly different rules, worthy of a separate material.

There are at least four main ways of arranging shoes in a sales area: by brand, by size, by collection and by category. All of these principles have their own characteristics and disadvantages, which should be taken into account in each specific case.

Arrangement by brands. Owners of multi-brand footwear stores often think that “their brands are well-known to everyone,” so they mistakenly believe that placing shoes by brand will help the buyer to navigate the product. In fact, the shoe brands that are really familiar to most Russian buyers can be counted on one hand, and they are usually sold only in the brand's stores. Most of the brands in the economic and middle segment are known only to professional shoemakers, and they are most likely sold in your store.

If you are not sure if your brands are in the top list of the most recognizable in Russia, do not risk using brand ranking. Otherwise, the store will not benefit in sales from the use of such a calculation: the buyer will simply ignore your concept, and his actions to find a product will be chaotic.

Use brand ranking if your store has at least one brand with a high level of awareness in the assortment and you know for sure that it will attract a customer. Make this brand stand out as a separate brand corner by decorating it with branded POS materials. The equipment for such a corner may differ from the main equipment of the store, which will mark the brand area against the general background, thus creating a kind of "shop-in-shop".

Sizing was widespread under socialism, and today it can be used in economy-format stores and discounters that sell leftovers or incomplete dimensional grids. For the seller, the principle of sizing is useful in that it allows you to mask the lack of sizes in individual models, and the buyer is convenient in that it saves his time. The customer, upon entering the store, immediately comes to the equipment with his own size, and he does not need the help of the seller to find the size in the warehouse. The disadvantage of this method is that if the customer has a “floating size”, or the exact size of the model is not known, he will have to walk between two racks in search of the desired product. This can make the customer feel annoyed and wasted time.

The size display signals to the buyer that the price for this product is low. Therefore, it is recommended to use it either during a sale or in a store that has no image claims. In addition, the sizing method is only suitable for large sales areas, since in fact it is a somewhat modified concept of “all stock in the hall”. When planning a store this way, it is very important that the sized navigation is clearly visible from the entrance. As for the division within the dimensional zones, it is advisable to group shoes in them according to the principle "like with like".

Arrangement by collections. From the point of view of the buyer, the concept of “collection” in the shoe industry is very conditional, because in the conventional sense, a collection is a set of models that make up an ensemble, that is, they can be worn together. The concept of an ensemble is inapplicable to shoes, because a person cannot put one foot in a boot and the other in a heel. Therefore, in the field of footwear, a collection is understood as a set of articles (styles), united by one color range and materials from which they are made.

The arrangement of collections in a shoe store is carried out using additional accessories: bags, scarves, belts, gloves and other goods. This display principle will be useful in a store in which sales of additional accessories make up a significant share, which is typical for retail outlets medium and medium-high segment. Shoe shop buyers at this level are usually wealthy enough to purchase a pair of shoes and a bag in one check. In addition, the arrangement of collections in a shoe store orients the buyer to a spontaneous choice, since it does not help him to make a targeted purchase in any way. That is why this method will not be effective in stores of the “medium-low” or “economy” segments, where people come to meet a specific need, and not “for a good mood”.

When arranging shoes for collections, you should take into account that accessories must completely match in color and style with the shoes next to which they are placed. Otherwise, it will no longer be a collection, and the meaning of such a grouping of goods completely disappears. In addition, do not overuse the number of bags, otherwise the shoes will simply get lost against the background of these larger accessories.

Arrangement of shoes by category- The best way to satisfy the specific desire of the client, because the product category is what the buyer came to the store for. For example, a customer might search for “prom heels,” “ballerinas for a set with jeans,” “magazine boots,” “demi-season boots to replace old ones that get wet,” or “kid's shoes for school.” All these are specifically formulated desires of the buyer, which the seller must satisfy. And the arrangement of shoes into categories is the best assistant in this matter.

To apply category layouts, you need to determine which product categories your assortment is divided into. In stores with a wide assortment, this division can be very detailed, for example, not just “shoes” stand out, but “stiletto heels”, “wedges” and “low-heeled shoes”. In shops with a narrower assortment, it is enough to divide the goods into the categories "boots", "shoes", "sports shoes" and others.

Place products from more in-demand categories on best places, send the models that have just been added to the assortment there. This will allow you to see how customers react to the new product. In the layout of goods by category, the use of cross-merchandising methods is also encouraged, that is, the addition of shoes on the shelves with bags and accessories.

It is unlikely that anyone will argue that sales depend on the competent display of goods in the hall. And if your sales are not high enough for you, perhaps a little reshuffle will help. Expert and ...


How to update your store without a big budget? - it is with this question that customers, owners of small chains or single stores often turn to visual merchandisers.

The American visual merchandising specialist Linda Cahan at The Mannequin Madness answers this topic very succinctly and specifically. We bring to your attention an abridged translation.

1. Get organized

It works better than anything else if you want to enhance the appeal, energy and atmosphere of the store. This does not mean that if you are merchandising your store in the style of a flea market, you should switch to museum geometry. You just need to get rid of unnecessary things - on the floor, behind the cash register, in corners and aisles, tidy up the warehouse so that you can easily find what you need. Begin cleaning up one area per week until you've cleaned up the entire store. You will immediately feel freshness and novelty.

2. Focus on focal areas

If you are unable to remodel the entire store, focus on the areas that the customer notices first. Conduct a survey among your staff, customers, relatives and acquaintances - what exactly are these zones and whether these are the zones that you yourself think about. Showcase them with colorful products using the principle of color stories, add color and graphics. Last but not least, boost the illumination of each of these zones!

"The world is not simple, it is not at all simple ...". And even more so the world retail sales... To distinguish their store from many similar ones on the same street, in the same city, business owners are experimenting. In this article I will tell you the simplest, but at the same time, effective steps to create a selling design for a shoe store.

Showcase or "beautiful cover"

Let's try to look at the choice of a shoe store from the point of view of a potential buyer. A man running down the street instantly looks through shop windows and names of shops on his way. There are so many of them that a person focuses his attention on especially attractive and standing out from the "crowd" showcases. Therefore, first of all, your entrance to the store should "shout": "Come in !!!". Such a "beautiful cover", like a decorated showcase with a plot or some interesting topic, will attract the attention of a potential buyer. Use or bulky feet for shoes. With their help, play up sports stories, if it is a store of sports shoes and accessories. Experiment with your storefront.

Shoe store layout

As a rule, before buying, a person wants to take shoes in hand, touch, turn, study the model. It follows from this that the shelves should be located at a height of no more than 150 cm. With free access to the entire assortment and a convenient location for studying the goods, it will be convenient for the buyer to choose and make purchases in your shoe store. Also, pay attention to the lighting and color combinations of the interior of the store. Together with the original decorations in the trading floor, they somehow zone the space of the store and this will help the visitor to find and buy suitable shoes.

Poufs, banquets and soft sofas

The presence of comfortable furniture will give visitors a state of calm, when you can sit down to think, relax. Perhaps an easy chair or sofa will make the buyer want to try on more pairs of shoes. Place more poufs near the racks with shoes, but so that they do not interfere with the movement of the store.

Mirrors

According to statistics, correctly placed mirrors in the trading floor give more sales... A potential buyer wants to see the selected footwear from all angles in order to "fall in love" even more with a future pair of sneakers or shoes, sandals, boots or boots. Therefore, use two types of mirrors - large full-length and. Floor-standing - place it near poufs and benches, since already in the process of the first fitting, the visitor will want to pay attention to all the attractiveness (nuances) of the shoe from the outside.

And most importantly, try to sell quality shoes. If it isn't, don't overcharge. Due to these characteristics (price-quality), you can either make the reputation of a cool shoe store or destroy it.


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