Merchandising methods in retail. Effective Retail Merchandising Rules Merchandising Golden Rules for Retailing
Many experts have their own secrets of successful merchandising. They depend on the field of activity, the nature of the products offered, the level of its demand.
Hidden merchandising
Of course, every manufacturer who monitors the constant increase in sales, like a retail outlet, in their activities is faced with such a concept as merchandising. With its help, and most importantly, the correct application, you can easily achieve your goals in the field of increasing sales, turnover, attracting potential buyers, creating a positive image trademark etc.
Many professionals have secrets good luck merchandising. They depend on the field of activity, the nature of the products offered, the level of its demand. Naturally, end-user thinks little about the fact that his behavior on the trading floor is controlled by applying in practice hidden but active merchandising. This is the whole essence of the actions taken, in order to push the client to make a purchase with an invisible hand, even if it is impulse, and the buyer, while viewing the product range, does not need a specific position.
What does hidden merchandising mean?
To hidden merchandising had the desired effect, workers outlet it is necessary to understand some basics, or so-called merchandising secrets:
- The buyer is a lazy person, this is how he behaves in the store and supermarket, and in most cases on a subconscious level. In this regard, the main manipulations hidden merchandising must be directed to the subconscious.
- Most people are right-handed, so their movements in any situation begin with the right foot. Paying attention to this fact, it is necessary that the entrance and flow of customers in the trading floor is on the right, and the movement is carried out counterclockwise.
- Given the peculiarities of nationality, it is worth noting the fact that the reading of Europeans is carried out from left to right. Due to this trend, while at the point of sale, all customers read the ads and the information presented in this way. Consequently, they also consider goods starting from the left side.
- Exactly at hidden merchandising It is common to use the golden shelf rule. This is due to human laziness to bend down or raise your head and consider the products presented below or above. It is statistically proven that the turnover on the shelf, which is at eye level, significantly exceeds the sale of other goods.
- Hidden trade merchandising involves a competent construction of the face. To achieve significant sales for products, you can simultaneously exhibit several faces of one position.
- Creating space for the client to make a decision. In some supermarkets, trade pavilions are located in the aisles, which interferes with the concentration of visitors' attention. To solve this problem, it is necessary to fence them off and create a small entrance.
- Use of advertising opportunities. As part of the use of advertising, manufacturers create significant budgets that involve the creation of various advertising media. Among them, shelftalkers, signs, stickers and other elements that allow you to attract attention and focus it on a certain position are popular.
Using merchandising secrets many retailers and wholesalers manage to achieve their predetermined targets, with positive results in most cases. Detailed information about each method can be found on the website. plan-o-gram.ru, where the presented mass of interesting and useful information. Moreover, the resource provides examples of drawing up planograms, which constitute a significant part of the successful conduct of activities.
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In retail, a huge amount of money is spent to increase sales - on new shop equipment, reconstruction of facades and halls of shops, advertising in various media, sales promotion through discounts, gifts and sweepstakes, for additional bonuses to employees. And all this for the sake of 2-5% growth. Wouldn't it be better to start with the basics of merchandising and get the result much higher?
Properly placing product categories in the store and taking into account the behavior of customers, you can increase sales by an average of 10%. A correct layout will raise income by another 15%, and accentuation techniques (color, location) by another 25%. In general, ceteris paribus, sales of a store where merchandising principles are worked out and observed can be 200-300% higher than in a similar outlet where goods are randomly laid out.
Consider the key principles of merchandising:
"Focus Point": While the offer is visible from a distance, the main product should be centered and offset to the right.
"Eye Movement" The movement of the buyer's eyes on the shelf resembles reading a page with an epigraph. So apparently we were taught from school. First glance in the upper right corner, then undulating movement from left to right and from top to bottom.
"Reverse clock". Most of the buyers move counterclockwise around the trading floor, bypassing it along the outer perimeter. This means that the main goods must be placed in the movement area and the internal racks should be arranged in such a way that they have good review along the path of the buyer. Also keep in mind that the goods located too close to the entrance (even if on the right) remain unnoticed. Let your customer "come to their senses" after they have entered the shopping room.
"Golden Triangle" or "3/90". Nearly 90% of shoppers walk through one third of the store and are about to exit. Therefore, it is necessary to place the main goods in the visibility zone from the entrance, to provide them with a good presentation and free access. The entrance itself, the main product (for example, meat, milk or bread in a grocery store) and the cash register form a “golden triangle”, on the area of \u200b\u200bwhich you can lay out the goods needed for a quick sale (expensive, perishable, new, related). The rule of the "golden triangle": the larger the area between the entrance, the cashier and the best-selling product, the higher the sales volume. Accordingly, the most “desired” product, for which a person is ready to make a journey through the entire store, is optimally placed in the far part of the store, this will force the buyer to cross the hall and get acquainted with the entire assortment. Don't forget about thoughtful navigation for customers - turning around the same point or following the same path twice in search of a product is depressing for the buyer.
"The Principle of Compatibility". One of the most dangerous errors when laying out is to place in close proximity goods that are not compatible in image and consumption. In one Moscow supermarket, the products of the market leader in sweet carbonated water were placed next to toilet paper. As it later turned out, only three bottles of the drink were sold in two weeks, although it was hot outside.
"Zone of the outstretched hand". It is known that goods for children are not recommended to be placed too high, out of sight of the child. He must see them and want them. Even better if the child touches the toy.
But this thesis works not only with children. Touch is the oldest and one of the first forms of claiming the right to property. It reinforces the desire to possess the thing. Excessive inconvenience leads to lower sales. If a customer doesn't understand how to get a product out of a complex structure, they most likely won't even try to do it.
"The tops can't, the bottoms don't want to." If we take the sales indicator (turnover) on the middle shelves as 100%, then sales on the upper shelves are 62%, and sales from the lower shelves are 48%. According to research by the French chain Carrefour, when moving goods from floor level to eye level, sales increase by 78%. And from the level of the hands to the level of the eyes - by 63%. In general, the lower shelves are considered the worst place. However, buyers instinctively got used to it: the heavier the goods and the larger their packaging, the better they are bought up from the lower shelves, and at the same time, such an arrangement of goods on the trading floor simplifies the problem of their storage.
It is believed that the top shelves are generally good for products with a high margin and low turnover. Usually, these are high quality goods with beautiful appearance. First of all, of course, these rules work in self-service stores. However, on an emotional and psychological level, they are also relevant in retail outlets where there is a counter and a seller. Due to them, you can create a certain image in the department.
Vinaigrette effect. Too many brands or types of packaging often results in a loss of visual focus on a product. Therefore, it is important to repeat the packaging of the same brand, and even on a long shelf, no more than 2-3 leading brands should be placed. In this regard, the "artificial gap" technique is relevant - a rule derived from practical observations. When restoring any display, a few items should still be removed as buyers are trying not to destroy the integrity of the display.
"The Principle of the Locomotive". Following this rule, a new or less popular brand is put up next to the leading brand. Using the popularity of leading brands and the fact that they take up a lot of space and attract the attention of the buyer, you can significantly increase sales of outsiders who will attract a low price. This is called the rule of preferential influence, when the rule assumes that if in a multi-brand store next to a product of a recognizable brand there are products of a little-known company that are not inferior in quality and price, then the aura of success extends to both groups.
Color correction -- using the "color accent" technique, sales growth can be increased up to 90%. For example, with the help of color accenting (accent colors - red, orange, yellow; attention-grabbing - green, blue, white), the increase is 20-30%.
Sound accompaniment. Sound effects are widely used. But it should not be limited to verbal announcements. Sound effects can create an appropriate atmosphere in different departments of the store (for example, dynamic music in the sports department) or a certain mood (forcing, say, the buyer to move faster or, on the contrary, relax).
Aromatherapy. To stimulate the mood of the buyer and provoke them to purchase, various smells are often used inside the store. Monell Science Center in Philadelphia has launched pilot projects to study the effect of certain smells on buyers. For example, the well-known, in this case, floral-fruity, smell made casual visitors to the jewelry store linger there longer. And a very low level of some odors could change the individual's train of thought and mood (for example, relaxed and trusting). In the UK, some home goods retailers use the smell of a bakery/cafe to encourage customers to buy products that have nothing to do with food: clothes, lighting equipment, etc. To be fair, in supermarkets, the smell from the fish department must recede before the spreading aroma freshly baked rolls from the bread department. All this is already related to creating a unique atmosphere in the trading floor.
Rational delivery. A person tends to get out of the gloomy zone into a more illuminated one, so the subdued light that is appropriate in an antique shop cannot be used in a supermarket. With emotional purchases (when the client faces a rational choice), playing with light can cause irritation.
Irritation of consumers in general often arises precisely as a result of excessive, or rather, inadequate efforts of merchandisers and promoters. A classic example: a supermarket is promoting broths and soups under a new brand. For her, one of the main, from the position of the movement of buyers, passages of the trading floor was chosen. The presentation is carried out by long-legged beautiful models in short skirts and tight-fitting tops.
The manufacturer is satisfied - it turned out presentable! In addition, the best time is chosen and the best place trading floor. The owners of the store are satisfied - everything is very bright and attractive. Here are just visitors ... The main buyers of broths and soups in supermarkets are housewives aged 35-45 years. They just can’t stand the bright and overly naked, frivolous eighteen-twenty-year-old girls! As a result, our customers are trying in every possible way to get around the place of the presentation, without catching the eye of the girls-promoters. Based on the approaches, separate merchandising methods are developed.
Merchandising method - a set of means, techniques and operations of a practical and theoretical nature, associated with the implementation of merchandising activities. To the most effective methods merchandising include the developed "method of impulsive sales" and "method ABC", as well as the well-known "method of interconnected purchases and cross-selling" and "method of visual merchandising".
"The method of impulsive sales" is based on a harmonious combination of the potential of the return zone and the impulsive behavior of visitors-buyers commercial enterprise when making purchases. The introduction of the method of impulsive purchases involves the distribution of the trading floor into trading zones adequately to the state of cognitive resources of visitors, determining the compatibility of merchandising elements: "goods - shopping zones - buyer behavior". The main goal of implementing this merchandising method is to increase the sales of impulsively purchased goods in the return zone by using the potential of the merchandising approach in the formation of the assortment, departments and management of visitor flows.
The "ABC Method" uses the potential of "goods-sellers" and "hot zones", which is based on the distribution of the roles and place of each product group in the trade and technological process of the store, taking into account their features and degree of importance for consumers. The essence of the method lies in the fact that all goods are divided into three groups depending on the attitude of consumers towards them, marketing characteristics, place in the formation of profits and the organization of the trade and technological process of the enterprise: goods of group A, goods of group B, goods of group C. They are placed in such a way that "merchants", combined with visitor behavior and other factors, contribute to increased sales of goods that need support and are important for the operation of the enterprise.
Group A goods consist mainly of "essential goods", distinguished by the frequency of purchase, the minimum involvement of the buyer and the presence of a preference map for brands, places and time of sale before the need occurs, as well as low prices.
Group B goods are distinguished by a high degree of involvement in the purchase and the presence of a pronounced map of brands; they are bought very rarely.
Group C goods include consumer goods that the consumer does not know about or does not think about buying them. The buyer does not have a clear idea about them or expressed need, the seller must make efforts to increase their sales.
"The method of interconnected purchases and cross-trading" involves the promotion of complementary products, related or related goods and services to the market. The essence of the method is to place the main and complementary goods on the trading floor in such a way that they are located opposite or next to each other, and buyers can easily move from one product group to another associated with it.
This approach is justified by the need to use the active state of the buyer formed during the main purchase and the sale of secondary, related and related products. To determine the interconnectedness of purchases, a matrix method can be used to calculate the frequency of joint purchases of certain pairs of goods.
"Visual merchandising method" - a method of intensifying sales at points of sale, based on the perception of design, color, background of goods and equipment, theatrical images, architecture and other visual effects present at points of sale, in combination with a product display system. Combinations of visual merchandising elements contribute to the fact that individual points of the space of the store's trading floor stimulate sales differently. Therefore, products and their brands can gain a competitive advantage depending on what visual elements accompany them.
The supplier can achieve impressive results only with the integrated use of merchandising methods and coordination of the company's efforts.
Conclusion: To increase profits by increasing the percentage of sales of the store's goods, it is necessary to know and put into practice the methods and techniques of merchandising. They are designed to help the retailer sell their products as quickly as possible.
But also with the help merchandising, which helps to arrange products in the outlet in such a way that their location corresponds to the behavior of customers. And there is scientific confirmation of this, there are facts, and against the facts, as they say, nowhere ...
The popularity of shopping, the so-called shopping, is second in popularity only to the desire of people to watch TV. We love to switch TV channels, choosing more interesting programs, we also go shopping, choosing something to eat or something so beautiful to try on and buy.
Scientists have found that during a shopping trip, only 30% of our purchases correspond to those planned for this store visit, 6% of the goods we buy because we planned to ever buy these goods, 4% of purchases are an alternative to the planned ones, but all 60 % of purchases we make impulsively! You see, we make more than half of all purchases without hesitation right at the window with the goods! Just think how we can if we refuse at least half of impulsive purchases! But that's not about it now...
And what makes us make so many rash purchases? Maybe it's beautiful packaging, smells, original display of goods? Yes, and all of that too. But the most important thing that makes us buy is the ability of merchandisers to play on our habits and stereotypes.
Researchers have conducted research into consumer behavior in stores and found that retail merchandising can increase sales by an average of 10%. This film confirms this:
How are you? Just like that, with minimal labor costs and + 10%!?
So what is merchandising? Merchandising(sometimes “merchandising” is found) is an integral part of marketing, namely, activities aimed at maximizing the intensive promotion of goods in retail trade (including wholesale trade, in online commerce). In other words, merchandising can be compared to the scientific method, which allows you to increase sales with the help of knowledge of the psychology of buyers. The same scientists proved that we buy 80% of the goods not because they are better than others, but because it was at this moment of purchase that they made the most favorable impression on us. That is, merchandising, as if influencing our consciousness, creates a favorable environment for buying.
And it would seem that we ourselves, without straining, find the right product in the store, buy it, receiving it. And at the same time, no one pressed us, did not prompt, but unobtrusively and gently directed us, and we only had to reach out and put the goods in the basket. That's all.
In order for the buyer to create such an impression, the store must adhere to the following merchandising concepts:
- pay attention to the location of the outlet;
- conduct visual merchandising (pay attention to the layout of the trading floor, signage, shop windows, commercial equipment, product presentation strategy, product display);
- conduct commodity merchandising (keep records of sales and deliveries of goods, calculate in advance inventory by assortment groups, place goods according to price categories).
If you use the correct display of the product, you can increase its sales by 15%, and if you focus on accentuation techniques (colors, location), then by all 25%. However, experts assure that under equal conditions, sales in a store in compliance with the rules of merchandising can be as much as 200-300% higher than in a similar store! So how can this be achieved?
Perhaps, let's start the most interesting.
The main and additional racks are located on the trading floor according to the movement of the flow of customers. Target additional point- once again draw the attention of the buyer to some product, therefore it must be located separately from the main one, duplicating the best-selling products. Additional points are placed, as a rule, along the outer perimeters of the trading floor and near the cash desks.
The display of goods should be done in such a way as to make it as easy as possible to find the right product: on the shelves, you need to create a grouping by brands, packages, product groups.
The layout should also increase the popularity of weak brands at the expense of stronger ones, therefore it is recommended to start and end the rows on the shelf with strong types and brands of products. Thus, weaker brands will be confined to the "castle walls" with more salable products, which will attract additional attention from buyers.
If you're selling, remember that items with a short expiration date should be made available to customers first.
Pay special attention to price tags - they should be clearly visible, readable and located immediately below the product, as people are always more active in buying products for which the price is clearly indicated.
The point of sale must be clean, showcases must not contain traces of dust, and goods must not contain traces of dirt.
Features of merchandising in retail:
- Focal(main) product should be located at the focal point of the store, namely in the central part on the right. In large retail outlets, space is divided according to the “shop within a shop” type, so that customers do not succumb to fatigue from large areas.
- The location of the goods should correspond to the movement of the eyes of buyers. First, the buyer looks in the upper right corner, then his gaze resembles reading the page from left to right, top to bottom.
- The flow of customers on the trading floor moves counterclockwise along the outer borders. To increase sales, the main products are placed in the traffic zone. Racks are also placed so that there is a good all-round view at the outlet.
- 90% of customers only go to a third of the store. So that the buyer is not in a hurry to leave the store, the main goods should be placed in the visibility zone near the entrance with free access to them. Therefore, the best-selling product should be placed at the back of the store in order to make the buyer want to go around the entire retail area.
- Products that are incompatible in terms of image and consumption cannot be placed side by side. In one of the supermarkets, such a mistake was made - carbonated water was laid out next to toilet paper. And what are the results, what do you think? In two weeks, only three bottles of the drink were sold, although the weather was hot during this period. Like this.
- All goods must be located in the arm's length area. Goods for children are not highly valued - they must be available to the child for play. As you know, the more a person touches a thing, the more he wants to possess it. Therefore, any product should be easily accessible.
- Don't confuse top and bottom shelf products. If a product is lifted from the bottom shelf to eye level, its sales will increase by more than half. Therefore, goods from the lower shelves are the worst sold. However, large and heavy items are well located on the lower shelves, which simplifies the problem of storing goods in the store. On the topmost shelves, goods with a high trade margin and low turnover are usually placed.
- After laying out the goods, remove a few pieces. Psychologically, the buyer is not ready to destroy the integrity of the layout and may not buy the product if everything is laid out perfectly.
- locomotive principle. A young, unknown product of similar quality can attract a buyer with its price if it is located next to the leading brand.
- Emphasizing with color. Color accenting can give an increase in sales of an outlet in the amount of 20-30%. With the help of accent colors (red, orange, yellow) and attention-grabbing colors (green, blue, white), you can significantly save on sales promotion.
- Music in the store. Melodies playing in the store can make customers move more actively, or, on the contrary, they can relax.
- Smells. Smells inside the store can provoke emotional purchases, change the mood of customers.
Pursuing merchandising in retail trade, one should not forget that the main task of the merchandiser's activity is to achieve the consumer's desire to choose and buy the promoted product. And they should not be neglected. Merchandising- this is a chance to influence the buyer to make a larger purchase, buy several units of the product, thereby increasing the image of the product in the eyes of the consumer.
All owners retail sales know the word "merchandising". At least, I have not yet met a single entrepreneur who does not know such a concept.
Yes, they know the concept, but that's where the knowledge ends. The question remains, why does everyone know, but leave this tool aside?
And this, for a second, is one of the most important elements of a business, so you need to not only know it, but also use it.
The topic of merchandising and display is very voluminous, it is impossible to put it in one article. A complete guide will be released in 100-200 rather boring pages with diagrams, numbers and people's psychology.
Just because of the huge amount of information that needs to be studied with a sad face, many start and do not finish the job, or do not take it at all with the words:
And so it will! Large merchandising guides pay a lot of attention to detail.
But if you are just embarking on this path, then you first need to learn the basic rules of merchandising and display, and only then move on to chips.
Therefore, today we will discuss what basic principles need to be followed for sales growth, and all this without boring and standard definitions from Wikipedia.
By the way, it is interesting that many people make a mistake when writing and pronouncing this word. It is correct to write through the letter “a”, and it looks like this “merchAndising”.
invisible and useful
Proper merchandising, like any marketing action, increases customer loyalty and encourages them to buy.
And it is a pity that the possibilities of merchandising are often underestimated, although the statistics inexorably prove the opposite:
- 80% of the consumer's choice is determined by the environment (price, design, brand, service, ease of purchase);
- At 20%, the choice of the consumer is determined by the main properties of the product.
But I prefer another statistic that says that more than 60% of buying decisions are made on the spot. That is, you have the opportunity to convince 2 out of 3 people to buy from you on the spot.
And you can do this both with the help of staff and with the help of merchandising. However, there is such an unspoken rule: good merchandising is inconspicuous merchandising. This means that it is not intrusive, so that the buyer does not get the impression of the so-called “steaming” of the goods.
Believe me, the client will buy from you himself, it is only important to follow certain rules, the essence of which is to influence all five channels of information perception:
- Visual channel (visual information);
- Auditory canal (sound information);
- Tactile channel (tactile information);
- Taste channel (taste information);
- Olfactory channel (olfactory information).
Moreover, these channels are arranged by priority. And first of all, you need to do everything so that the eyes of a person get the maximum pleasure from your calculation.
Then you start working with hearing, after that comes a tactile source of information. Well, further down the list.
WE ARE ALREADY MORE THAN 29,000 people.
TURN ONsmall digression
Here I really want to single out a separate group of owners and their sellers, which builds merchandising based solely on their understanding and vision.
And they seem to be trying, doing everything right and “conveniently” for everyone. But for some reason there is no effect. Customers do not buy better, and sometimes even sales fall ...
As a result, because of such attempts, a strong opinion is formed "merchandising - powdering the head."
In such situations, we usually identify two errors that spoil the whole image of the correct display of goods:
- It is done in such a way that it is convenient for sellers, not customers;
- If it's beautiful, then everything is right.
Merchandising is not “as I see it”, it is a set of standard techniques and tools that you just need to apply correctly in your case.
But, there are also difficulties. In a clothing store and a food store, the same scheme will not work. Therefore, theory is theory, and understanding one's own target audience and her behavior has not been canceled. So, back to the point.
Selling merchandising rules
First of all, you need to start by drawing up a “customer movement map”. This is the study, analysis and design of the movement of the client through the outlet.
And please do not miss this moment, even if you have small stores.
In addition to the movement, it is advisable for you to record the average time spent by the client at control points (check points). It will also help you understand the strategically important points.
But imagine that you have already passed this stage and your map is ready. Therefore, we turn to “visual marketing”, that is, to the correct layout and location of the product, advertising materials and window dressing to achieve maximum results.
Rule 1. Location
The most popular rule in merchandising is the Golden Triangle. In fact, this is not always a figure with three corners, so the name is only a typical solution.
The idea is that we have the most popular product in the far corner from the entrance. A cash register in the far corner from a popular product.
The rule is the golden triangle The simplest and clear example implementation of this big hypermarket. Bread is always located in the extreme corner. To get to it, you will go through the entire store. And in order to pay for it, you will also go through the entire store along a different road, because the cash register is located in the other extreme corner from the bread.
The most important thing you should take away from this rule is the most popular item at the end.
But be careful, it may happen that the client comes to visit you, does not see the required (popular) product and leaves.
Here are a few more notes. When a customer enters the store, there are dead zones to the right and left. The person is in adaptation mode and takes a couple of steps in a light “trance”.
This means that you do not need to bet on side placement after entering, the result will be small.
And after “turning on the purchase mode”, it's time to place in the store products that are not popular, but profitable for you.
After all, the client is already in a state of purchase, to go far, and the thoughts in his head are in the style of “All 100% of the money is in your pocket, which means you can buy something “unnecessary”.
Rule 2. Eye level
When a person enters the trading floor, his gaze is most often directed forward. It's a sin not to use this factor.
If you want to draw the customer's attention to a particular product, place it at eye level. And it’s more correct not even at eye level, but 15 degrees lower, since we are psychologically used to looking slightly down when moving.
The rule is eye level However, you can use it for other purposes as well, for example, to draw the attention of customers to a stale product that needs to be sold as soon as possible or draw attention to a new arrival.
IN grocery stores at eye level are those companies that pay the most to supermarkets.
As you may have guessed, the most dead zones are below (less than 70 centimeters from the floor) and above (more than 2 meters from the floor).
Moreover, the lower placement is more dangerous than the upper one, since in order to examine the goods from above, the client only needs to raise his head. And in order to examine the goods at the floor, he needs to sit down almost on the floor, which already leads to unnecessary (and lazy) actions.
Important! Be sure to record the average height of your ideal client to get an idea of how high their eye level is. After all, what is convenient for a grandmother is uncomfortable for a basketball player. And vice versa.
Rule 3. Product highlighting
If everything is done wrong, then when viewing your products, the client will quickly study everything and move on, perhaps even to another store. And the reason for that - nothing "hooked".
Therefore, you need to learn how to do special actions to “grab the client by the eye” during his run, here are your options:
1. A lot of goods. You can make a slide of goods and thereby increase the visual massiveness.
This will evoke the thought “a lot means popular”. But don't forget to remove a couple of pieces of product from the edges to eliminate the fear of breaking the composition and show that the product is in demand.
Lots of goods 2. Light. A very popular technique in jewelry stores, where especially valuable pieces and the counters themselves are highlighted with the help of illumination.
You need to do the same, bring individual spots (wall-ceiling lamps) to the copies you need.
Illumination highlight 3. Goods on a separate display. A good way to highlight will be a separate exhibition space and design. A popular reception with goods of a high price category.
For example, Apple technology always stands apart from everyone else. But the method can be used not only in these areas, the main thing is to turn on the fantasy.
Separate exhibition space 4. Color."Color spots" have always been a popular technique. You need to group products of the same color palette in one place
So it will be easier for clients to choose (for example, if a guy is looking for a blue jacket), and the eye will move through the stages.
color spots 5. Markers. My favorite trick. You need to place the markers “Bestseller”, “New”, “Last copy” and so on on the selected products. This will help catch the eye of the client and hint him what to take.
Markers on price tags Rule 4 Separation
Grouping - very important factor. A person who is looking for shoes is unlikely to look for them in underwear.
Therefore, the product must be in the group where it belongs. For example, accessories should be separate from home clothes.
If you do not have such a variety of assortment, use the division within the product group itself. For example, distinguish more expensive bags from more affordable ones. Or separate leather bags from cloth bags. You can also make a division by brand or by type.
Separation of goods But at the same time, do not forget that groups should be friends with each other. For example, there should be light bulbs near the lamps or hats, gloves and scarves should be near jackets.
Thus, you, as the client, without leaving the place, buys everything he needs.
The same goes for friendship between brands. With popular brands, we need to place products of less popular companies, but at the same time very profitable for you.
Then customers will begin to study a well-known product, and willy-nilly, they will notice other offers nearby.
Rule 5 Movement
It's no secret that most people are right-handed. Therefore, when entering any room, most people immediately turn their heads to the right and begin an unconscious movement counterclockwise.
This applies not only to cases related to retail space. We even have right-hand traffic in Russia.
The rule is movement Think, for example, supermarkets. Almost everyone uses this behavioral factor, with a few exceptions - on the right is the entrance, on the left is the exit.
And in order to get out, you end up going through the whole store, picking up a couple of things along the way that caught your eye, again thanks to the use of other merchandising techniques.
You need to take into your experience the example above. Namely, you need to create a counter-clockwise movement in your store.
At the same time, ensure that the client goes through the entire store. That is, you should not have short, detours to the exit. We focus on the principle “Do you want to go out? Go through the entire store."
Rule 6. POS materials
Point of sales or, in Russian, place of sale are merchandising tools to attract the attention of buyers to a particular product.
In our article, we gave a lot of examples of their implementation. In short, they can and should be used even in the office.
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- Presentation "globe" presentation for a lesson on the world around on the topic;
- Presentation on the topic: "A walk in kindergarten;
At present, it is very difficult to single out at least one industry or sphere of human life in which metal would not be used. Moreover, we are talking not only about large-scale construction, shipbuilding or machine tool building, but even about ordinary human life - most of the objects that surround us are made of metal, or contain elements of it: furniture, dishes, […]
Moonshine still "Spartak"
The main feature of the moonshine still (distiller) "Spartak", presented on the website https://kovkagrad.ru/catalog/samogonnye-apparaty/, is high performance. In one hour, up to two liters of alcohol distillate can be removed from it, and with a repeated process, up to four liters can be obtained. Such wonderful parameters of the apparatus are provided by a full-fledged distillation column installed on the lid of the distillation cube. The stainless steel structure is made in a spiral-prismatic form with a thickness of 2 mm, weighing […]
Choosing a backpack for a student
It is critical for a student to choose the right backpack that can evenly redistribute the load and not negative impact on the fragile spine of a child. But the backpacks presented in the Rightbag online store of various modifications are simple, orthopedic, while you need to decide on the most comfortable and strong version. First of all, it is critical to determine the displacement. You should not take excessively voluminous satchels, which will […]