Fundamentals of product display
Proper product display in the sales area can manage the behavior and desires of customers, and as a result, significantly increase the revenue of the store.
Layout of goods is the placement of products on the shelves of the retail premises according to a certain method. This method is considered one of the most effective tools in merchandising, both for large chains and small businesses. Sales depend directly on the display of goods in the store. The correct arrangement of goods increases and retains sales. Gives a pleasant appearance to the store.
The task of product display:
In order to achieve success for your business, it is essential to properly compose the merchandise display in the sales area. Before you start laying out the goods in the sales area, you need to carefully consider the layout plan.
Layout should reflect the logical division of the assortment into categories or groups. Layout of goods in the sales area, for example, toothpaste and toothbrush should be placed next to each other.
Combine the display of goods with the placement of POSM will promote the product and increase sales.
The main rule of laying out the goods in the store - is to simplify the task of searching and selecting the right product. To achieve this goal, it is necessary to observe the following principles ...
The task of product display:
- To influence the customer's information resources
- To establish a contact between the products and the store visitor
- To highlight specific brands and brands
- Ensure competitiveness
- Manage visitor attention
In order to achieve success for your business, it is essential to properly compose the merchandise display in the sales area. Before you start laying out the goods in the sales area, you need to carefully consider the layout plan.
Layout should reflect the logical division of the assortment into categories or groups. Layout of goods in the sales area, for example, toothpaste and toothbrush should be placed next to each other.
Combine the display of goods with the placement of POSM will promote the product and increase sales.
The main rule of laying out the goods in the store - is to simplify the task of searching and selecting the right product. To achieve this goal, it is necessary to observe the following principles ...
Let's consider the basic principles of lay-out, on which it is desirable to rely on the merchandiser, conducting an audit of his retail outlets.
Visibility. The goods on the shelf should be placed so as to provide the greatest accessibility for the buyer, and that the basic information on the package was visible from any angle.
Sufficiency. On the shelves should be presented the entire range of products, and the number of fays should be sufficient, and so that to ensure an even attrition of goods from the point of sale.
Systematicity. Goods of the same group should be laid out in one place.
Visibility. The goods on the shelf should be placed so as to provide the greatest accessibility for the buyer, and that the basic information on the package was visible from any angle.
Sufficiency. On the shelves should be presented the entire range of products, and the number of fays should be sufficient, and so that to ensure an even attrition of goods from the point of sale.
Systematicity. Goods of the same group should be laid out in one place.
Display principles
- Efficiency. Maximize the use of equipment and retail space, while maintaining accessibility, aesthetics, and safety. Signs of effective display are an increase in sales volume and a decrease in the time spent by the customer on the search for goods.
- Compatibility. Goods laid out next to each other should not adversely affect the consumer properties of each other. For example, you should not put bread and washing powder next to each other.
Each store adopts its own concept of product display, depending on the target audience, store zone, specific products, seasonality and other factors. Let's consider the most popular of the possible concepts.
Ideological presentation of goods
The basis of the display is some idea. For example, "Everything for travelers. And then, within the framework of this display, goods of the same brand are grouped together.
Ideological presentation of goods
The basis of the display is some idea. For example, "Everything for travelers. And then, within the framework of this display, goods of the same brand are grouped together.
Display concepts
Display by types and properties of goods
For example, milk is on one shelf, kefir on another. Olive oil is in one place, sunflower oil - next to each other, next door. Goods of related groups or complementing each other are placed next to each other. It becomes clear to the buyer what properties the grouped goods have, and it is easier for him to navigate when looking for the right product.
Display by price
For example, on the bottom shelf - everything for ten rubles; on the middle shelf - for twenty rubles. More often this concept is found in the form of placing goods in ascending or descending order of prices. For a certain group of buyers, the price factor is a determining factor, and they focus on it.
Display by purpose
For example, mayonnaise - on one shelf, sauces - on the next, porridge - in one place, teas - in another.
Specialized display
Original presentation of a group of products, unusual composition. It is used to attract the buyer's attention, create atmosphere in the store, has an element of play. For example, a set dining table instead of a shelf of dishes, a ready-made children's room instead of disparate pieces of furniture.
For example, milk is on one shelf, kefir on another. Olive oil is in one place, sunflower oil - next to each other, next door. Goods of related groups or complementing each other are placed next to each other. It becomes clear to the buyer what properties the grouped goods have, and it is easier for him to navigate when looking for the right product.
Display by price
For example, on the bottom shelf - everything for ten rubles; on the middle shelf - for twenty rubles. More often this concept is found in the form of placing goods in ascending or descending order of prices. For a certain group of buyers, the price factor is a determining factor, and they focus on it.
Display by purpose
For example, mayonnaise - on one shelf, sauces - on the next, porridge - in one place, teas - in another.
Specialized display
Original presentation of a group of products, unusual composition. It is used to attract the buyer's attention, create atmosphere in the store, has an element of play. For example, a set dining table instead of a shelf of dishes, a ready-made children's room instead of disparate pieces of furniture.
The concepts and principles of layouts we discussed above can be implemented in different ways. Let's talk about the most common ones.
Horizontal display. Homogeneous goods are evenly placed along the entire length of the shelf.
Vertical display. Homogeneous products are arranged vertically on the shelves in several rows: smaller and lighter items on the upper shelves, and their larger counterparts on the lower shelves. This method improves the quality of visual perception and is quite convenient for customers, regardless of their height. Most often, this is the way goods are laid out in large sales areas of self-service stores.
Displaying with a corporate block. Corporate block is a place on the shelf, allocated for the placement of goods of a particular manufacturer, decorated in its corporate style.
Display lay-out. It is a freestanding corporate stand or rack, not tied to the main point of sale of this product.
Pallet display. The arrangement of one item of merchandise on a pallet in one specific location. A frequent attribute is a large price tag. Such a voluminous display is often perceived by customers as a sale.
Floor display. The arrangement of products on the floor. It is rarely used and is only suitable for very large products or products of certain categories, e.g. sports equipment, potted plants, bags of soil, etc.
Horizontal display. Homogeneous goods are evenly placed along the entire length of the shelf.
Vertical display. Homogeneous products are arranged vertically on the shelves in several rows: smaller and lighter items on the upper shelves, and their larger counterparts on the lower shelves. This method improves the quality of visual perception and is quite convenient for customers, regardless of their height. Most often, this is the way goods are laid out in large sales areas of self-service stores.
Displaying with a corporate block. Corporate block is a place on the shelf, allocated for the placement of goods of a particular manufacturer, decorated in its corporate style.
Display lay-out. It is a freestanding corporate stand or rack, not tied to the main point of sale of this product.
Pallet display. The arrangement of one item of merchandise on a pallet in one specific location. A frequent attribute is a large price tag. Such a voluminous display is often perceived by customers as a sale.
Floor display. The arrangement of products on the floor. It is rarely used and is only suitable for very large products or products of certain categories, e.g. sports equipment, potted plants, bags of soil, etc.
Display methods
Well, and for dessert - tips, tricks, proven in practice by many professionals from different countries, since the emergence of commodity abundance and retail networks in our reality.
First impression. Many visitors, having entered the store, start with the fact that prizenatsirovatelstva. In this regard, in the entrance area of the store is best to place the goods, which have discounts or special offers.Buyers will feel more comfortable.
And further, lay out the goods in ascending order of price (from cheap to expensive), taking into account the direction of movement of buyers.
Priority "golden" shelves.These are the shelves at the eye level of buyers.On them it is recommended to place the goods that bring the greatest profit. It can also be goods that are the subject of sales promotion activities in the store - promotions, tastings, etc., or goods that are about to expire.
First impression. Many visitors, having entered the store, start with the fact that prizenatsirovatelstva. In this regard, in the entrance area of the store is best to place the goods, which have discounts or special offers.Buyers will feel more comfortable.
And further, lay out the goods in ascending order of price (from cheap to expensive), taking into account the direction of movement of buyers.
Priority "golden" shelves.These are the shelves at the eye level of buyers.On them it is recommended to place the goods that bring the greatest profit. It can also be goods that are the subject of sales promotion activities in the store - promotions, tastings, etc., or goods that are about to expire.
Display recommendations
Lower shelves. The shelves below arm's length should contain products that are bought consciously rather than impulsively, and without additional advertising. For example, large economy packs, household trifles, goods of constant demand, to which the buyer is loyal. On the lowest shelves usually put the cheapest goods.
Upper shelves. The goods located above the eye level, the buyer psychologically perceives as more expensive, and below the eye level - as cheaper. Therefore, on the upper shelves it is advisable to place expensive goods or goods in gift wrapping. There is also a place for small-sized goods because this type of display is perceived by a person as more stable and, accordingly, safe.
Shelf space. The most profitable place is considered to be at the beginning of the shelf, along the movement of buyers. There and should be placed the most popular brands from the assortment group. In a basket that is not yet filled, a person will take more goods.
Rotation of goods. Closest to the buyer should be located goods that have a period of realization is close to the end. When replenishing the stock in the sales area, the goods from the warehouse should be put back, and the goods already on the shelf - move forward. At the same time it is necessary to check the shelf life.
Shelf height. The height of the shelf should match the product being sold.
Upper shelves. The goods located above the eye level, the buyer psychologically perceives as more expensive, and below the eye level - as cheaper. Therefore, on the upper shelves it is advisable to place expensive goods or goods in gift wrapping. There is also a place for small-sized goods because this type of display is perceived by a person as more stable and, accordingly, safe.
Shelf space. The most profitable place is considered to be at the beginning of the shelf, along the movement of buyers. There and should be placed the most popular brands from the assortment group. In a basket that is not yet filled, a person will take more goods.
Rotation of goods. Closest to the buyer should be located goods that have a period of realization is close to the end. When replenishing the stock in the sales area, the goods from the warehouse should be put back, and the goods already on the shelf - move forward. At the same time it is necessary to check the shelf life.
Shelf height. The height of the shelf should match the product being sold.
By package size. In frontal (in relation to the customer) shelves, small packages are displayed on the left and large packages on the right.
Interaction of competitor brands. A good way to raise sales of a new product that is little known to customers is to place it next to a strong known competitor in order to borrow its popularity. If the bets are made exactly on the product - the leader, it is more profitable to place it separately, so as not to distract from it the attention of buyers.
Facing the buyer. The goods, exhibited frontally, should be located taking into account the angle of view of the buyer. The main information on the packaging should be easy to read and not covered by price tags or other packaging.
For the product to be guaranteed to be noticed, it should also have sufficient faceting, otherwise its presence on the shelf will not attract the attention of customers. Ideal facings can only be obtained experimentally, based on a study of the saleability of the product, package size, "visibility" of the product, etc.
Interaction of competitor brands. A good way to raise sales of a new product that is little known to customers is to place it next to a strong known competitor in order to borrow its popularity. If the bets are made exactly on the product - the leader, it is more profitable to place it separately, so as not to distract from it the attention of buyers.
Facing the buyer. The goods, exhibited frontally, should be located taking into account the angle of view of the buyer. The main information on the packaging should be easy to read and not covered by price tags or other packaging.
For the product to be guaranteed to be noticed, it should also have sufficient faceting, otherwise its presence on the shelf will not attract the attention of customers. Ideal facings can only be obtained experimentally, based on a study of the saleability of the product, package size, "visibility" of the product, etc.