Basic merchandising tools. Key merchandising tools Merchandising its concept principles merchandising tools

Product and its price (20 sub-items);

Supplies (11 requirements);

Marketing budget (13)

Professionalism of staff (17 attributes) - assistance in product display and merchandising, fast order processing, awareness of the retail market - new trends

Fifth - a group of emotional selection criteria (11 attributes) - what is objectively or subjectively assessed in a supplier partner, i.e.: professional advice on increasing sales point of sale,

high knowledge of the product - its characteristics, production methods, quality parameters, training

training of point of sale staff,

legal information about competitors,

car branding,

innovations in the sale of goods - new types of sales and deliveries.

Supplier selection criteria.

It is important to properly select and evaluate a supplier to reduce performance risks and disputes.

fame trademark, incl. and international:

reputation of TM, its image;

customer loyalty;

product liquidity;

certification and set of documents;

quality standards, environmental friendliness and its control;

victories and medals at exhibitions;

breadth of assortment;

range of additional products;

updating of goods, rapid release of new items;

convenient transportation and storage packaging;

shelf life of goods;

special price from the supplier;

price stability for at least 3 months;

warning about price changes 7-10 days in advance;

high profitability of the product (15% and above);

deferred payment, credit for sales;

consistency of payment details, etc.

suppliers:

delivery on time;

deliveries, in accordance with the agreed assortment;

specific calculation of inventory and goods in the hall (goods must be listed using the formula 7+3, i.e. goods that will be sold in the next 7 days + 3 days in stock);

free first delivery;

own machine park;

speed of delivery - call from the retail outlet, and the supplier will deliver the goods within the day;

return of expired goods;

return of illiquid goods;

unloading of goods by the supplier;

exclusive conditions;

order via the Internet;

special software from the supplier to record and control the sales process;

Constantly informing trading partners via the Internet, corporate newspaper etc.;

easy to call and find the right manager;

branded clothing of the supplier's personnel.

trust and confidence:

attention to store problems;

participation in the supplier’s corporate events;

psychological support during difficult periods;

pleasure:

friendliness, openness and unobtrusiveness in the behavior style of the supplier’s personnel;

charm, neatness, pleasant staff;

ease:

congratulations on holidays, etc.;

smooth, good relationship

The staff themselves like the product

budget - there are 13 requirements for what a supplier can offer to its trading partner in order to sell the product more effectively.

discount program for trading partners;

allocated amount for marketing financing;

free equipment;

repair of supplied equipment;

events in the store: tastings, concerts, etc.;

souvenirs and gifts;

uniform for store staff;

transfer money according to the agreement on time

competitions and incentives for personnel, both sales and managers;

Professionalism - experience of the company, knowledge about the product and the market as a whole - key feature this point.

There are thousands of products on the market. It is almost impossible to tell the difference between products of the same type. The same goes for deliveries. Price list, package size, assortment - everything is impersonal and similar. Marketing budgets are also the same. In these conditions, only with the help of professionalism sales representatives the supplier will be able to form its own close and unique relationship with the client.

72 points is a general list. Which criteria a company chooses for itself depends on the specifics of the business, specific requirements and specific people. Even professionals have difficulty controlling 20 positions. A good level is considered to be 10-15 positions.

There is a technology for making step-by-step decisions about the level and quality of the supplier.

select from the general list 15-20 attributes that are significant for your own company;

add 2-4 of your own attributes if necessary.

assigning a degree of importance to attributes in terms of the significance of the company's priorities and interests on a three- to five-point scale (for example, “simply important,” “very important,” “super important”).

evaluate each supplier;

rate the attributes;

multiply by the degree of importance;

add up all the results and compare ratings from different suppliers.

get the final result, add intuition and your own unformalized feelings.

Thus, it becomes clear which supplier is most valuable to the company, who is entitled to greater preferences and with whom it is necessary to maintain close relationships in order to develop the retail business better.

Merchandising Tools

2. location;

3. presentation.

1. The first group of rules relates to effective product inventory.

Assortment rule.

The trading stock rule is to create a level of stock sufficient for the continuous presence of the assortment at the trading enterprise.

Each RT enterprise determines indicators based on a minimum set of assortment items.

Assortment is the number of types of product units of one product category.

Factors influencing the formation of a product assortment in a store are the following:

profile and specialization of the store;

store activity area;

the state of his MTB;

At any point of sale, goods are divided into:

popular - high sales. They are in greatest demand. Form a circle regular customers, and also attract new consumers;

profitable - high profit. Make a high contribution to profit. Allows you to make a good markup;

the most profitable ones are high sales + high profits. Ideally combine the best properties of chassis and profitable products. Strategically important for attracting customers and making profits;

ballast - low sales + low profits. Low demand, low profits and high overhead costs

Demand is one of the most important factors in determining the optimal assortment of a retail outlet. It is divided into the following types:

special demand (for specific product, does not allow replacement with any other, even homogeneous product);

alternative demand (finally formed in the process of selecting goods and becoming familiar with their offer);

impulsive demand (formed under the influence of motives and characteristics of the supply of goods at a retail outlet)

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

consumer goods (the purchase of these goods is the purpose of almost every buyer’s visit to a retail outlet. They are also called store-forming product groups)

goods of periodic demand (their purchase is planned once every several visits);

goods of impulsive demand (purchasing them is usually not planned).

Products are also divided depending on the duration of use:

non-durable goods;

durable goods

Groups of products that are related to each other due to similar functioning, or sales to the same groups of customers, or sales through the same groups of stores are called (product) lines.

Another significant factor for a retailer is product turnover, which has certain advantages:

increase in sales volumes;

increase in available funds;

reducing the risk of obsolescence and damage to goods;

improving the mood of store employees (“the product is going well”)

One way to increase turnover is to limit the number of product classes or product units within a class. There is a “washing out of the assortment”, a rejection of slow-selling items.

The trade inventory rule is closely related to the purchasing method used by the retailer.

Basic approaches to procurement:

fixed order quantity system;

a system with a variable order size, but with a fixed order time;

system with a fixed order size and frequency;

system with variable order size and frequency.

The supply of goods to retail trade enterprises is based on the following principles:

consistency of supply;

rhythm of deliveries;

efficiency of supply, allowing quick response to changes in demand;

efficiency;

centralization of supply;

manufacturability.

In accordance with these principles, the merchant formulates criteria for evaluating his suppliers and selects the optimal cooperation option for himself.

Criteria for evaluation:

reliability of supply.

quality of the goods supplied.

purchase price.

acceptable lead times for current orders and the possibility of placing emergency orders;

psychological climate in the supplier's organization;

organization of quality management (products and services) to the supplier.

Centralized automated systems Purchasing management significantly facilitates the work process of the store and suppliers, increases the ability to fully satisfy customer requests, flexibility to changes in the consumer environment and demand.

For the merchant, the absence (even temporary) of certain branded goods with a consistently high total profit may reduce store loyalty among customers who are loyal to certain brands. Instead of making a profit and gaining new positions, the supplier begins a showdown with the store, a search for those responsible in the company itself, and promises that this will not happen again. Meanwhile, shelf space goes to more committed suppliers, and the best agents move to more stable competitors. Sometimes selfish behavior leads to the destruction of mutual trust - the persistence of resellers seeking to increase the size and cost of the order and their personal income without taking into account the existing needs of the store. Then the merchant looks for a more attentive and patient supplier.

The merchant himself should not prevent the supplier’s representatives from monitoring stock balances. It is still advisable to avoid cases where the product runs out. Some buyers are prejudiced against the “last copy from the display case”, considering its properties to be worse compared to other samples: the box is wrinkled, the packaging is broken, etc. These customers may develop a negative attitude towards the entire store.

Order calculation algorithm

The volume of previous delivery and product balances at the outlet are determined, based on these data, V sales for the past period are determined, which in turn increases by 1.5 times (multiply by 1.5), the remainder is subtracted from the resulting stock of goods in the warehouse , after which the order quantity is obtained.

The use of this technique is aimed at forming an optimal order taking into account the cyclic frequency of delivery (the standard cycle is a week), which ultimately avoids overstocking of the outlet. Due to the coefficient used in the calculation, it is possible to take into account the realistically predicted increase in sales volume (holidays) and the extended visit cycle (one, two, etc. weeks). For example, the following coefficients can be used:

*2 - for retail outlets that place orders on Friday with delivery on Monday and are open on weekends;

*2.5 - with a cycle of 2 weeks;

*3 - when placing an order on the eve of the holidays.

When forming the volume and structure of inventory at a retail outlet, the following factors must be taken into account:

average sales volume by types and types of packaging;

the size of the organized sales sheet, the presence of commercial equipment in it;

physical size of the retail outlet's warehouse space;

cyclical frequency of delivery of products to the retail outlet;

the need to have a reserve of products in the warehouse;

terms of payment for deliveries by the client.

If new assortment items have been ordered from a supplier, they should be put up for sale, if possible, immediately after delivery. The exception is, of course, goods reserved by mutual agreement, or goods that have already been paid for but not delivered to the buyer.

Violation of this rule (“if it’s on display, it’s on sale”) is accompanied by the inscription “no” next to the product sample. This is easier than removing it and re-arranging the products on the shelves (the argument is “they’ll deliver it tomorrow”). Irritation is caused by the lack of a product chosen in the case of an open decision. Consideration is made at the point of purchase, and the buyer wants exactly the product that he spent his time and effort choosing. It is possible to offer an acceptable alternative to an unavailable product, but the buyer's enthusiasm and satisfaction will be significantly reduced because the choice is imposed from the outside.

Rules for shelf life and rotation of goods on the shelf.

“First in, first out” (First in - First out)

Those. When conducting integrated marketing at a retail outlet, it is necessary to monitor the rotation of goods, i.e. in order to avoid “goods going out of date” (expiration of the deadlines for the sale of goods). Despite the shelf life, it is preferable to sell products within the shelf life - the time the product retains maximum taste (For example, when the shelf life of drinks produced by the Coca-Cola company in plastic packaging (PET) is 6 months, the shelf life for them is 90 days ).

The main idea is for products to occupy key points in the store's sales space to maximize the opportunity to generate sales.

There is the concept of point of sale - a place in the sales area where the buyer can see the product and make a decision to select and purchase, that is, retail equipment (structures) designed for demonstrating and selecting goods (racks, shelving, counters, display cases , hangers, cabinets, displays (permanent or temporary), which are installed in the event of an advertising campaign (“special offer”), during the holidays, during periods of high demand, when launching a new product on the market)), various types refrigeration equipment- coolers (there are bar type, general store type - one-door, two-door for street trading).

It is known that all sales points on the sales floor can be divided into main and additional ones.

The main points of sale are places in the sales area where the entire range of a given product is presented. product group(all manufacturers of this product group).

Additional points of sale are places where the products presented at the main point of sale are placed separately.

There may be several reasons for additional product placement:

Volumetric presentation, that is, presentation of goods in large quantities.

Placing related products next to the main ones.

Location of products for which special promotions are held.

Additional sales points are an effective tool for increasing sales, as they allow you to increase the number of impulse purchases. They are organized for:

impulse goods

favorable location in the sales area.

Floor displays are traditionally located in aisles, at the heads of gondolas, along the customer flow, in “hot spots” of the sales floor, near related products. Sometimes voluminously presented goods are placed at the checkout counters, but this is quite rare, due to the large size of the displays, which can create inconvenience when paying for goods.

location in relation to main sales points.

It is very important that a product placed at an additional point of sale is also present at the main point of sale, otherwise it will be perceived as removing products from a certain group. The following effect is also observed: if the buyer does not find the product in his usual place, he may not even notice it at an additional point of sale. As a result, after reshuffling the store, the manufacturer faces an unexpected drop in sales.

Additional sales points must be located separately from the main ones and from each other.

Otherwise, this point of sale becomes a promotion of the main one and serves only as a storage place for additional units of product.

The best-selling items of the product group must be located at additional points of sale. In this case, the likelihood of impulse purchases increases significantly. There is always a temptation to place less selling items at additional points of sale in order to get rid of overstocking. Unfortunately, this will not allow many additional units to be sold, which in turn is not efficient use m of space in the shopping area.

Determining the location of the section (complex) in the sales area.

Products in the store are grouped into sections (complexes). Determining the location of sections is, first of all, a well-thought-out sequence of their placement on the sales floor, taking into account the psychology of buyers, the location of auxiliary premises, and the nature of consumer demand.

To determine the location of sections, you should analyze which of them are most preferable for certain assortment groups, which zones in the store are price-setting, and which bring the greatest profit. Thus, inexpensive goods “work” to create a favorable impression on the buyer about the store’s price level. If you place them at the beginning of the sales floor, the buyer is drawn into the shopping process and then takes goods “automatically”, paying less attention to prices. The principle of “interstriping” is known, in which goods with low prices, bringing the store the greatest profit, alternate as customers move on the sales floor.

When arranging sections in large stores, it should be taken into account that customers begin walking around the sales floor from the right node of the facade and move along the hall counterclockwise. Additionally, shoppers typically move through the first third of a store faster than through the rest of the store. These features must be taken into account when determining the placement of products that need sales activation, as well as fashionable and new products. They should be located in areas best viewed by customers. On the right side of the consumer flow, you should place goods whose sales it is desirable to increase, and on the left, towards the exit, everyday goods. The wall of the trading floor to the right of the entrance is considered the most advantageous area in the hall. This is the start of the route for almost all customers who enter the store; It is the right wall that creates the first and most vivid impression of the store. The right wall is an ideal place to display products that are purchased on impulse. Many experts believe that meat, meat products, fruits and vegetables look more attractive than other products and therefore create a more favorable first impression. Previously, only vegetables and fruits were laid out on the right wall, but later they began to lay out the other above-mentioned goods.

In second place in importance is the area adjacent to the rear (long) wall of the trading floor. If vegetables and fruits are laid out on the right wall, meat is placed on the back wall and vice versa. Experts believe that the meat department is used as an incentive to force customers to go through the whole process. shopping row and make additional purchases along the way, including impulsive ones.

The grocery and gastronomic department should be located in the center of the hall, where customer flows are not intense. The fact is that buyers first inspect and buy goods located at the right end wall, then go through the grocery and gastronomic department to the meat (vegetables and fruits) department, located at the back wall, and make purchases in this department. Having gone through the entire meat department, they return to the grocery and gastronomic department, but not to its center, but inspect only a few of its outer counters.

The third most profitable and important area of ​​the sales floor of a large store is usually the left end wall. Here, buyers find themselves almost at the end of their journey through the trading floor, and here the approximate amount that the buyer expected to spend on purchases ends. Therefore, to achieve best results It is necessary to carefully consider the placement of departments on the left wall. It is advisable to place goods of everyday or impulse demand here (milk and dairy products, baked goods, frozen semi-finished products).

The most difficult task for merchandisers is to attract customers to the corners of the sales floor. Buyers always try to straighten corners and avoid entering them unless they sell particularly attractive products. One solution to the problem of effectively using corner space is to place small departments there that the buyer immediately sees and recognizes; wine department, delicatessen department.

Departments of non-food products, which are necessary as ancillary items in departmental food stores, should be located together with the corresponding food products. Thus, coffee cups are sold next to coffee, glasses and jugs - next to fruit juice, children's toys and books - next to food baby food. This layout is called “cross”.

In a retail enterprise, great attention should be paid to the placement of goods of impulse demand. It is considered most correct to place them in the most “passable” places of the hall: at the entrance and exit, in the checkout area, on the so-called gondolas - special racks at the end of the sales floor.

Proper display of goods should replace the buyer's shopping list. Therefore, it is necessary to adapt the arrangement of assortment groups in accordance with the buyer’s logic.

Away from the general consumer flow, goods that require time for quiet selection are also placed in remote areas of the hall. Sometimes when choosing, an individual consultation is necessary, which can be lengthy. The first time buyer can come in just to look and collect information.

The complexity of moving goods from storage facilities. It is also necessary to provide for inconvenience for both, which will immediately affect profits.

Visibility. The place of sale should be visible from the position of the main flow of customers; the most ideal would be visibility from any point on the sales floor. Both in the layout of the sales floor and in the placement of goods inside the store, several “temperature zones” can be distinguished:

a) hot zone - the place where the buyer’s gaze always falls and where he most often goes when entering the store.

b) warm zone - a place that the buyer sees either too early or too late;

c) cold zone - a place that sees almost nothing.

The next step is the placement of products within the department. The buyer has his own idea of ​​what products are combined with each other, where and in what sequence they should be placed. In this regard, there are 4 logical criteria:

Logic of taste (choice by tasting);

Logic of use (sequence in stages of use);

Logic of a trademark;

Logic of functional purpose (directed arrangement of cosmetics according to the skin receptivity factor).

Product display rules

Human gaze in general is directed more upward than downward. Information that is above eye level is perceived only from afar. The sweet spot is at eye level. This means that the average height for displaying products is 160-175 cm. Products should not be displayed at a height of more than 200 cm.

According to the buyer's ability to perceive retailer has all the capabilities to lead the buyer's eyes in the right direction. The shelf space is conventionally divided into 4 zones:

Reaching zone (height 180-200 cm);

Area of ​​optimal visibility and access to products (height 160-180cm);

Access zone (height 60-180 cm);

Tilt zone (height up to 60 cm).

However, it is necessary to fill all zones with products. Products that are emphasized and products that are an item for impulse purchase are of high importance. These include goods - new items and expensive goods. Classic assortments and large-size products have low importance. This category contains goods of constant demand and inexpensive goods. The optimal quantity for perception and selection is 5-9 items of various products located in the buyer’s field of view. The review of goods is carried out in a horizontal direction, so the buyer gets a basic idea of ​​​​the offered assortment. However, product search is carried out vertically, its goal is to obtain the necessary information among a group of products. In order to make it easier for the buyer to search, it is necessary to divide the products into blocks. Vertical blocks are better than horizontal ones, so there are some options for delimiters: small stoppers, displays on shelves or additional lighting, vertical dividers, signs above vertical blocks, shelf talkers.

Presentation rule.

If a group of goods from one manufacturer occupies a high share in the total sales volume and the display in a block does not contradict the general concept of presenting goods in the store, the products are grouped into a corporate block in each product group.

Block laying is a manufacturer's dream. It has been proven that displaying goods in blocks is associated with a change in sales volume, attracts attention using the principles of contrast and color spot, increases the time spent near the section, etc.

The most common example is that goods from the same supplier or sold under the same brand are arranged. Traditionally used in cosmetics and perfumery stores: products from Nivea, MaxFactor, Maybelline, etc. are grouped; Then there is a division into groups: Max Factor lipstick, Max Factor shadows, etc.

It is extremely clear to the buyer what properties the product grouped into a block has; therefore, such grouping should be used in stores and departments where differences in the properties of the product are very important to the buyer. For example, shampoos and bath products for newborns and children over 1 year old.

In the most primitive case - “everything on this shelf costs 10 rubles.” More often it occurs in this form: if in a self-service store one shelf is occupied by mayonnaise from different manufacturers, at one end of the shelf they are cheap, at the other they are expensive. This location is very attractive to low-income buyers who think, “why waste time looking at all this beauty when my main consideration is price?”

Mainly used when representing elite, rare goods or in large stores that emphasize the breadth of assortment. In the grocery departments you can find a varied offer of products collected from all over the world. Grape juices from all countries and producers are displayed in one group, orange juice in another (if you want - Spanish, Brazilian). This is possible in coffee departments, where coffee beans are displayed in accordance with varieties and countries of origin, since subtle shades of taste are important to connoisseurs. Wines from “Italy, Spain, France, Germany” are sometimes exhibited in a similar way. Variations in the field of ready-to-wear: white clothing for winter sports and leisure - here, if you like the blue color scheme - at the other end of the department. You can choose accessories using the same principle.

The chosen presentation concept plays an important role in creating the identity of the store. Therefore, the trader should consider developing his own concepts rather than following traditions simply because “everyone else is doing it that way.”

The “facing the buyer” rule.

The main information on the packaging should be easy to read and not obscured by other packaging and price tags. The price tag is standardized, and the packaging is a carrier of the individuality of the product and contains much more information. Professional designers and marketers worked on it and made it the bearer of a certain idea and image. Sometimes, in the absence of advertising support, packaging is generally the only source of information about the product. Under no circumstances should you cover the packaging (all or part) with a price tag or try to replace the information. If there is not enough space, you need to place as many packages as possible on your face; all the rest may be partially visible.

Rule for determining shelf space.

When determining the space allocated for different types of goods on the shelves, it is necessary to find the optimal combination of the overall profit of the outlet and the individuality of the store. When distributing retail space start by allocating space to each product based on expected sales volume. The initial estimate is then modified and refined according to the following factors:

Profitability various types goods. In the eyes of the manufacturer, the weight of this factor is very large; it is not without reason that the phrase “We and our product will help you increase your profits” is often heard in the mouths of sales representatives. A common mistake is that most space is given to the best-selling product, and not to the product that has a large share of the store’s profit.

Dimensions of the packaging of the product itself. A common mistake is that if the product itself is small in size, then it needs little space. It is necessary to organize the space so that the small size of the packaging is well perceived.

Product presentation concept.

Necessary accents. It is known that you can highlight a product by changing the distance between it and other products. The distance between the highlighted goods and others should be greater than that of others between themselves.

The amount of supply of inventory taking into account seasonal fluctuations and peaks. Moments of increased demand for a product, its location should be changed, and perhaps the space allocated for it should be expanded.

Taking into account the direction of movement of customers. Direction of the buyer's gaze during inspection. Inspection procedure. Sometimes a large area allocated for a product can not only affect its sales, but also make the buyer think about purchasing other products related to it. The mass of the same tanning creams reminds the buyer of the urgent need to also buy sunglasses and a hat. Conversely, if we take into account the direction of the buyer's gaze, a large amount of space allocated to a certain group of products (or corporate block) in the wrong location does not promise obvious success and increased sales.

Priority seat rule.

Products that bring the greatest profit and have the best sales figures should be located in the best places on the sales floor and on trade equipment. Often sellers allocate the best places to goods for which there is a wide range of advertising campaign(pull strategy). There is a struggle among manufacturers for the best places on shelves, but if the best places are presented only to strong brands, the seller can become heavily dependent on the manufacturer. And the store itself may lose its individuality. This means that its main advantage in the eyes of the buyer will most likely be its prices and operating hours. In order to implement its policy, the retailer must maintain a balance in the supply of different brands in its store.

Inside the corporate block, it is recommended to place the new offer in the spotlight, next to the most popular goods. To make room for new items in the block, you can move your worst-selling products. It is very important that the new product is located next to products of its class. It is important to note here that if a simple product ends up in “high society” for him, that is always a plus, and the proximity of a noble new product to the common people will not do it any honor. Products for which special promotions are currently being organized can also be moved to the best places: tastings, distribution of samples, consultations, lotteries. In this case, it should be easy for the buyer to find them. There are different approaches to determining the place that a leading product should occupy within the corporate block itself. According to the "Fortress Wall" concept (for products with packaging that is rectangular or close to it), placing the strongest positions at both ends of the block (or at one) can draw attention to the less popular varieties in the center. However, if we take into account the principle of gaze direction and the possibility of visual coverage, it may turn out that not only your own products, but also the products of competitors will be in focus. After all, the leader pulls out both neighbors.

The main question is whose product the buyer will choose. Placing two strong competitors' offerings next to each other may not only fail to attract attention to other types of products from this manufacturer, but also increase the likelihood of tipping the scales in favor of another brand.

The opposite of “fortress walls” is the concept of “hard nut” (“steel core”), where strong brands are placed in the center of the block. All the positive influence of a strong brand remains in this case within the corporate block. There is also hope that weak brands will have an impact on competitors.

Difficulties in displaying the “Fortress Walls” product between two competitors.

A fight on two fronts.

Dispersion of leaders' forces, violation of the principles of traditional perception, concentration, forced duplication as a means of survival.

If all 3 competitors adhere to the principle of a fortress wall, then those fighting on one front are in a better position, i.e. at the beginning and end of the row.

Gradually strengthening your position in the center (the emergence of new strong positions or simply increasing the face of existing ones) will stabilize the situation, and then expand your place in the field and increase sales at the expense of competitors.

Effective Presentation

The store should help customers choose a product. The key figure is 70%, buyers choose the product in the store. They try it, look at the trademark, study the packaging, talk with sellers, read leaflets on the shelves, posters on our walls, shop windows, etc. At the same time, as min. 40% of buyers make their final choice of product in a store thanks to in-store information - a dramatic thing for many manufacturers. Large advertising budgets are only the second half of choosing a TM. The first is what the buyer sees and reads in the store. The number of people making the final choice of goods in the store is growing. The main trend is known from the markets of the USA and Europe - and in the near future, 40% of buyers making a choice of goods in a store will turn into 50%, and then into 60% and 70% of buyers.

There is a paradox. The more advertising airtime grows, the more people begin to make decisions inside the store. The relationship is not entirely direct; there are other additional factors. But in the end, when advertising budgets grow tenfold, the number of people making a choice in the store will increase by 1.5 times from 40% to 70%.

A retailer needs to systematize and professionalize work with in-store design and communications. This will help:

Increase the time the buyer spends in the store and, thereby, increase the amount of the check.

Increase customer awareness of the products in the store and thereby increase the size of his basket.

It helps solve the following problems:

Delivery of messages that stimulate demand;

Formation of customer needs;

Acceleration of trade turnover;

Achieving a balance between supply and demand

Creation and dissemination of the image and individuality of the store;

Affects seasonal sales fluctuations;

Formation of a culture of consumption and development of people's aesthetic tastes.

Product presentation is carried out using placement:

The principle of optimality. The store is not an exhibition of graphic design works. The purpose of advertising is to encourage purchase; one of its main functions is to inform buyers. It is appropriate here to use the concept of “information environment” and consider advertising with? information about products presented in semantic form. The information environment is all the data available to the buyer at the time of purchasing the product. The main characteristics of the environment that influence the behavior of customers in the store:

Availability of information;

Its quantity;

Forms of organization and presentation.

The information load when making a choice by the buyer is characterized by the number of alternatives and the number of indicators of each alternative. (Product - vodka, wine, cognac, liqueur, other types of drinks. Alternatives - TMs presented in the store; Indicators by which products are evaluated - packaging design, price, quality guarantee and protection against counterfeiting, image of the manufacturer and TM, price ratio -quality, etc.).

The amount of information required by the buyer is influenced by the following factors:

The nature and frequency of use of the purchased product is its nature (it is unlikely that you will be very sad when choosing the wrong soap, but this cannot be said about shoes).

Individual characteristics of the buyer (some take a long time to prepare for making a purchase, while others resolve issues quickly);

Market characteristics;

Characteristics of the situation in which the purchase is made (limited time, funds).

If the time period is limited, the more difficult the decision to make, the more indicators by which the buyer evaluates. Information overload may simply set in, and the person will postpone the decision until a more favorable moment. Therefore, in a store it always makes sense to visually present the main advantages of products so that a person makes a decision right on the sales floor.

Taking into account the above, we will formulate the second principle of placing advertising materials and information.

A buyer looking at a product is more likely to purchase if he receives the information he needs about the product.

Information in stores should be presented in such a way that it is easy for customers with different individual characteristics to obtain it.

The buyer loves to buy, but does not like to be sold to. This is the ABC of sales. All known guides recommend allowing the client to buy in the style that suits him best. Therefore, methods of neurolinguistic programming, almost imperceptible penetration into a person’s subconscious, and on this basis, effective interaction with him, have become widespread in sales and advertising. Based on people's belief systems, they can be divided into 3 main types:

“Visualists” are people who think primarily in visual images. “It’s better to see once than to hear 100 times,” and you need to see for yourself.

“Audiolists” think primarily in words and imagine the world with the help of auditory images.

Kinesthetic learners perceive the world around them through the senses of taste and smell.

The most common type is a combined type with a predominance of one component. An experienced sales agent knows how to recognize types, to which of the clients to colorfully describe the properties and advantages of the product, and to whom - to simply put a catalog on the table and a printed document. Commercial offer. If the buyer prefers to deal with “dumb” sellers, he must be allowed to enjoy communicating with them. The seller supplements, but does not replace, the information in the store. But, in-store advertising and information can partially eliminate the shortcomings associated with the lack of sales personnel.

In store advertising, you need to use the most easy-to-understand influence opportunities that will force you to make a purchase right now. Yes, on Various types People are influenced differently by the form in which information is presented. It can be represented:

In digital form (10 l, cost 250 rubles, 33% free, 2 l. Price 1.5, etc.)

In semantic form (excellent dishwashing detergent, reliable moth repellent).

Accordingly, promotional materials must take into account both of these possibilities. The use of basic thinking strategies has been found to be effective in assisting in selection and maintaining buyer confidence. Otherwise they are called metaprograms. In accordance with them, people select some information for themselves and ignore others.

One of the meta-programs is the desire “Towards something” and “From something”. Motivation for customer success is widely used in the field of cosmetics and food. For people following this behavioral program, the acquired benefits are more important. Avoiding failure forces another group of buyers to evaluate what major problems they can avoid with the purchase of a product (dandruff, wrinkles, extra calories, etc.).

The second meta-program represents people's orientation towards "Opportunities" and "Actions".

A reminder of the possibilities directly in the store may not leave indifferent people who like to constantly improve their lives with the help of new achievements, experiment and try new products. People who prefer action will be more influenced by clear and simple instructions for using the product. In addition to the result, they are interested in ease and safety of use. Such people prefer care products that are consumed regularly, are usually more committed to TM and tend to be consistent. If the order of use of the products is indicated, people in this group may decide to purchase other products from the line in the store along with the one they have already chosen. It is important for such buyers to know with what snacks they drink certain alcoholic drinks, and at what time of day to drink different types of coffee and tea. If their need for information is satisfied, they can purchase the entire set of products. However, regardless of consumer behavior patterns, basic information about the product should always be present and it is very important to analyze whether the packaging itself carries it (domestic cosmetics manufacturers often confuse buyers by not explaining what to do with the product. Imported products are also not always have an accurate translation and detailed information in Russian). Therefore, if the supplier did not take care, then the trader must understand that if there is not enough information on the packaging, it is absolutely necessary to place it separately - on a leaflet or poster.

In a store, the consumer makes a large number of decisions in a short period of time and often experiences both information overload and lack of information needed. In this regard, in the development of in-store advertising, as in many other areas, the KISS principle is increasingly being used.

The KISS principle (Keep it Short and Simple - stick to brevity and simplicity).

We must remember that the product is sold to those around us. The KISS principle involves understanding the information that needs to be conveyed to customers, knowing the characteristics of their main group. This is easier than replacing advertising only if a connection is found between it and a drop in sales. According to this principle, instead of “Drontal - effective protection against helminths,” it is better to write with a felt-tip pen next to the product “Remedy for worms.”

In-store advertising is a cheap means compared to other advertising means; it requires small one-time costs. The price advantage and variety of types encourage the manufacturer to produce it in large quantities, constantly expanding the diversity of species.

In the entrance area (on the door, in the vestibule, directly at the entrance), advertising materials (RM) are placed to remind people of what is on sale and to interest the buyer in entering the store. Large posters and stickers from manufacturers are good for this purpose.

In a shopping area, the main purpose of the RM is to help stimulate purchase or choice and placement, depending on the task that the advertising medium solves.

What not to do:

Place RM where there are no products;

Use old and damaged materials;

Overload the RM outlet;

Place it in such a way that the PM interferes with the seller/buyer.

In addition to advertising printing media, you can use stands (displays), such as shelves, display stands, mechanical dispensers, animation displays, wall cabinets and other structures. Display on stands is sometimes called advertising display and solves 3 problems:

Informs customers about the products of this manufacturer available for sale;

Introduces them to their quality, methods of use and features of the goods;

Reminds you of related products. In this case, the advertising display can have the function of information, consultation or reminder.

New products are advertised directly at points of sale or in specially designated areas of the technical specifications (in display cases and on structures located at the boundaries of departments, along walls, near columns, in niches). Posters, large-format price tags and information regarding the main properties and differences of the product, application features, and leaflets advertising the same products are placed nearby. Typically, the merchant provides these capabilities to the supplier for a fee.

Rules for placing price tags.

The price of the product must be clearly marked and clearly visible to the buyer; the price tag should not cover the packaging of the product.

Price tags should be positioned so that it is extremely clear to the buyer which price tag applies to which product.

The location of price tags should take into account the buyer’s point of view (inscriptions and price tags should be in the line of sight of the average buyer).

The choice of price tag format is determined individually, but groups of homogeneous goods must have a single price tag format.

You should be very careful when placing price tags in a list (in one place, not next to each product), especially if it is externally difficult to recognize which product the price and name refer to.

If the price tag partially covers the packaging, the buyer can:

Don't buy at all this type product if the need for it is not very great;

Make a mistake in choosing a product and experience unpleasant feelings when paying for the purchased product;

Partially lose confidence in the store.

In the case where the store independently develops the design of price tags, you should pay attention to the font size.

Price tags must also be present at the additional point of sale. With a voluminous arrangement, the price tag can be voluminous - have 4 sides so that it can be read from any point of approach to the product. Price tags can also be duplicated when the product is located at a corner.

Rules common to the second and third groups.

Rule of comfort of perception.

When arranging and displaying goods, placing advertising and information, it is important to eliminate the possibility of the buyer experiencing discomfort (this is an unconscious feeling of irritation, rejection, and other negative emotions). The simplest and most obvious decision of the buyer in this case is not to take this product, to leave this department or store.

Discomfort when perceiving a product in a store occurs in the following cases:

Inaccessibility or inaccessibility of information (on price tags, packaging, advertising materials, signs)

Placement of inscriptions at the wrong viewing angle.

Inability to find and select (the product is not visible, not available, the rule is violated and faces the buyer, there are no department signs, price tags are placed incorrectly).

Bad color combinations

Unsuccessful combinations of shapes and volumes (poor distribution of space, display of goods on shelves)

Unsuccessful music and sound design, annoying noise in refrigeration equipment;

Poor lighting (indoors or built-in in commercial equipment).

When determining a buyer's reaction to a product or studying attitudes towards a store, the true causes of discomfort are determined using psychological techniques.

The rule of cleanliness and neatness

Damaged packaging is rarely seen in stores. Mobile phones, on the other hand, often break and tear, and stickers fall off the shelf. In this case, damaged advertising materials must be urgently replaced or removed.

M-gu activities require time and expense. BUT the losses of the store (and suppliers) in case of violation of the basic rules are many times higher than the costs of complying with the rules and monitoring their implementation.

Theory

The amount of money they are willing to spend and the time that a person is willing to spend in the sales area depends on whether a pleasant environment has been created for customers on the sales floor. These results were obtained by John Rossiter and Robert Donovan using a model they developed to assess the impact of the retail environment on consumer behavior. Interestingly, the same studies showed that store visitors do not care whether they are manipulated or not. Of course, if the manipulations do not become overly intrusive.

In this case, the urgent task for merchandisers is to decorate the sales area so that customers receive positive emotions while in it, and at the same time purchase goods that are most beneficial to the owner of the outlet. To solve the problem, there are merchandising tools that have been tested by time and practice, the use of which requires a good knowledge of the theoretical basis, an understanding of the characteristics of the store’s products and good practical skills. Since inept use of technology can lead to a decrease in customer flow and revenue, it is better to invite a real master of his craft, for example, an employee of the Klever marketing agency.

Merchandising theory states that there are several basic techniques that ensure effective manipulation of customer opinions. This:

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

The key tools for in-store merchandising are product display and floor planning. These are the basics of designing a trading area; a mistake made in them will be very difficult to correct. In the three-tier merchandising concept, these techniques are located at the center and apex of the triangle. In any case, applying the above methods one at a time is a futile task. The required results will be ensured only by their competent combination.

Space planning

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

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

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

Display

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

Principles for placing goods on the sales floor:

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

Each of these options has its own advantages and disadvantages. Thus, a display layout, which involves placing some of the goods on a separate stand, remote from the main location of these items, allows you to attract the attention of buyers. The “bulk” option performs a similar function. In this case, the items to which attention needs to be drawn are chaotically dumped into a cart or other capacious object.

The multi-product method is suitable in cases where it is necessary to present customers with several product options, united by one characteristic. This display can be done taking into account the colors, shape, size and other parameters of the product.

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

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

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

POS materials

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

Price tags are the easiest and simplest way to increase the attractiveness of products. They must be clearly visible, with a clearly stated cost. When using emoticons, product images, and other graphic images on the price tag, buyers begin to show more interest in the product. Another option is a price tag that combines the new price and the old one crossed out, or a price tag with the old price crossed out and located next to the new one. This good way to interest customers, the main thing is not to use it too often. The best ratio between regular price tags and discounted ones is 80/20.

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

Subject semiotics

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

This can be done by using signs that most buyers have a positive association with the purpose of consuming the product. You can complement the signs with the help of different colors, which also affect associative chains. This is more of a targeted method than a massive one; you shouldn’t overload the environment with various signs.

Design and Feelings

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

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

These tools also have their pitfalls. Thus, using colors that don’t match or that evoke the wrong associations can turn off buyers. It is recommended to select a color combination depending on the profile of the store (pharmacy, alcohol, grocery, etc.)

It is important not to forget the principle of appropriateness : A discounter outlet that is too chicly decorated will repel potential buyers; a poorly decorated hall of a store specializing in expensive goods will have the same effect.

Music on the trading floor is also a controversial phenomenon. The work of Rossiter and Donovan found that only those who came for unplanned purchases responded positively to music. If voice announcements are used, care must be taken that they are not too intrusive or unexpected.

The task of each merchandiser is to create an atmosphere in his area of ​​responsibility in which the emotional desire to purchase additional goods will be stronger than critical thinking. Regardless of whether you need category merchandising, exclusive or other types of merchandising at a retail outlet, it is better to entrust the work to professionals. If sales are not encouraging and customers are avoiding your store, it’s time to think about outsourcing merchandisers. The specialists of the marketing agency "Clover" have all the necessary skills; we have many successfully solved cases to our credit. We work in Moscow, St. Petersburg and other largest cities of the country.

LECTURE 2.

DISPLAY AND PRESENTATION OF GOODS IN RETAIL POINTS: MERCHANDISING APPROACH

The main purposes of using product display in a store. Planogram.

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

Under display is understood:

Placement of goods (trade marks) on retail equipment, depending on the type of retail outlet and location on the sales floor, the type of product itself and depending on the degree of popularity of the brands.

Maintaining a certain volume and range of goods.

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

Purposes of using product display:

A. Creating convenience for the buyer: Promoting the distribution of cognitive resources; Creating an attractive environment for making a purchase; Facilitating the search and selection of necessary goods.

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

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

· Formation of close relationships between products and visitors.

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

· Achieving competitive advantages.

The method of displaying goods depends on many factors: store layout, nature of the goods, packaging, price range of goods, store image and other factors. Usually stores create planograms.

Planogram- display cards on which the brand’s assortment is arranged. Planograms are constructed using special computer programs indicating barcodes (product model numbers), images of goods (color, package size, shape), indicating the profit margin of the product.

Principles of drawing up planograms:

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

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

3. Drawing a diagram of the arrangement of goods on retail equipment (shelves taking into account the type, size, color and shape of the goods).

4. Approval and approval of the planogram by management.

5. The ability to change (adjust) the planogram taking into account changes in positions (profit or convenience of placement for the buyer comes first) and changes in conditions - changes in the range of goods, the appearance of additional retail equipment, etc.

Merchandising approaches to display and presentation of goods in retail outlets

Display layout.

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

There are showcase displays, figure displays and extra displays.

Showcase displays– tools for promoting internal placement, which are large-sized floor or counter stands.

Shape displays– tools for promoting internal placement in the form of floor or counter figures of increased sizes with images of promoted brands.

Extra-displays) – tools for promoting internal placement, designed for selecting and displaying goods of promoted brands and allowing for the display of the brand in the most effective way in the most advantageous part of the sales floor space.

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

Merchandising tools.

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

3. Trade equipment is special equipment designed for proper organization trading floor space. Important Features– strength, versatility.

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

· Presentation by type of product.

· Three-dimensional representation

· Color representation (bright spot effect).

· Front view.

· Collectibility (ideological/style representation).

· Representation in balance (mirror balance (mirror balance); informal balance);

· Presentation at the point of focus.

Table 2.1 – Traditional merchandising approaches to product display

Table 2.2 - Merchandising techniques for presenting goods

Questions for self-control

1. The concept of “product display”. Purposes of using product display.
2. The concept of planogram. Principles of drawing up planograms.
3. Display layout.
4. Product presentation tools in merchandising
5. Techniques for presenting goods in merchandising.
6. The main types of product display in merchandising and their brief characteristics.

Bibliography

a) basic literature (SSAU library)

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

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

The key merchandising tools are: store design (both external and internal); store planning (more precisely, planning customer flows); advertising and other tools at the point of sale; color blocking; range of goods; comprehensive measures.

Customers' perception of the internal environment, or atmosphere, of a store depends on two factors - the attractiveness of the store environment and psychological readiness potential buyer make a purchase. In a pleasant shopping environment, the intention to make a purchase is activated by stimuli such as the color scheme of the interior and the sound of light music. If the situation is unpleasant for the client, for example in a dental office, then using muted colors and soothing music will help reduce psychological arousal. The results of experimental studies of supermarkets show that for shoppers the attractiveness of the environment is comparatively more important factor than the price and quality of the product.

Sales point design. Successful sales of goods and increased efficiency commercial activities contributes to the interior of the point of sale. Whether it’s an expensive wine boutique or a small cafe, there must be some of its own features that define “ corporate face" A modern store is considered not only as a place for the direct sale of goods, but also as a comprehensive means of promoting them.

The human eye is a much more subtle instrument than many people imagine. Information about the place of sale enters our unconscious, largely bypassing our consciousness, and forms sensations. This allows the buyer to determine the relationship with the point of sale literally when he crosses the threshold. At the same time, we must remember that the appearance of the place of sale should not contradict the internal content, i.e., goods and level of service, since unjustified expectations of the buyer may turn him away from the desire to make purchases in this store. Store Design Features:

attract customers' attention to the point of sale;

make products more attractive;

create harmony between the buyer, the place of sale and the goods;

organize the space, making goods easily accessible;

provide the buyer with a new sensory experience.

There are five basic principles store design: balance, emphasis, harmony, proportion, rhythm.

Object semiotics allows you to implement the function of recognition (for example, a model of the Eiffel Tower in a store), stimulation of pleasure (aesthetic compositions), psychological warmth (sculptures of animals and playing children).

Lighting in merchandising solves the problems of decorative design; it must be harmoniously linked with the interior architecture of the store. Stores typically use both natural and artificial lighting. Natural lighting is used if a sufficient geometric luminous coefficient (K c) is observed, which is determined by a special formula.

Color significantly affects people's feelings and their mood. Thus, red color excites, but quickly tires; orange is perceived as hot, it warms and invigorates; green color has a calming effect on the human nervous system and relieves irritation; gray causes apathy and boredom; black color sharply reduces mood, etc.

If you assign each department its own color, which will dominate its design, this will help customers quickly navigate and find the right product. These colors should be unmistakably associated with the type of products in the department, and they will also emphasize the positive characteristics of the product.

Smell as a merchandising tool is interesting because in this channel a person does not have the same filter of distrust that exists in the auditory or visual channels.

There are other merchandising tools:

The manufacturer in its merchandising strategy will most likely indicate the set of brands and packaging that it will promote at each outlet. Obviously, this mix can be differentiated across different sales channels. For example, in pharmacies the buyer is more likely to expect to find more a wide range of medicines than in small pharmacies. Brands and packaging that are most popular with customers should always be on shelves, therefore, purchases from suppliers should be made in proportion to sales. Moreover, products should occupy shelf space in accordance with sales levels. This is necessary to ensure that the best-selling products are always in sufficient quantity.

Effective location of sales points in the hall and display of goods. Main (for example, a section of drugs used for respiratory diseases) and additional (for example, a rack or display) points of sale in pharmacies with free access to goods must be located in accordance with the flow of customers on the sales floor. An additional point of sale gives the buyer another chance to see and choose the product. Therefore, it is located separately from the main one, and the best-selling products are duplicated on it. Additional sales points are especially effective when located along the outer perimeter of the sales area (where 80% of buyers pass), as well as near the cash registers. Products should be laid out in such a way that finding the right product is as easy as possible. To do this, you need to create visible blocks on the shelves by brand, packaging and product group. It should be remembered that the lower shelves of the sections are not visible, and in large pharmacies they account for only 5% of sales of the entire outlet. Therefore, you should strive for vertical brand blocks. The display should also organize the borrowing of popularity by weaker brands from stronger ones. To do this, strong brands (medicine positions) begin and end the row on the shelf. Thus, weak (less familiar to the consumer) drugs will be located within the “castle walls” organized by strong products, and will borrow additional customer attention from them.

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