Product display
types and purpose of location
Shopping is one of the most exciting and fascinating human activities. Every day people are going to shopping centers and boutiques, surfing the World Wide Web with credit cards in their hands, and sometimes they have no idea what exactly they need to buy. And if on the Internet stores on the customer is influenced by the visual design, simplicity and ease of use of the site, in retail stores display is responsible for the decisions of the customer to buy the product.
In fact, retail stores use a combination of vertical and horizontal display, and for product groups with a narrow assortment is most often used vertical display, and in the case when the assortment of the product group is wide - horizontal or combined. But neither in one or the other variant, the display will not be attractive if the shelves are empty or half-empty.
In fact, retail stores use a combination of vertical and horizontal display, and for product groups with a narrow assortment is most often used vertical display, and in the case when the assortment of the product group is wide - horizontal or combined. But neither in one or the other variant, the display will not be attractive if the shelves are empty or half-empty.
Properly arranged goods on the shelves form the necessary background for special display in the sales area. Special display of goods is used as the main means of attracting the attention of customers to the goods whose sales are of special importance.
Special display can be of several types:
Mass;
Multi-commodity;
Layout in bulk;
Layout of goods on additional equipment.
Mass display is often used for categories of everyday goods or especially popular products among customers. Such lay-out provides a quick turnover. It is based on attracting attention to the goods displayed in large quantities.
Studies show that 80% of visitors stop near the expositions, 33% of them purchase the displayed goods, 30% of purchases from the exposition are impulse purchases, and 25% of consumers purchase goods from the exposition because of curiosity and in exchange for the preferred brand.
Special display can be of several types:
Mass;
Multi-commodity;
Layout in bulk;
Layout of goods on additional equipment.
Mass display is often used for categories of everyday goods or especially popular products among customers. Such lay-out provides a quick turnover. It is based on attracting attention to the goods displayed in large quantities.
Studies show that 80% of visitors stop near the expositions, 33% of them purchase the displayed goods, 30% of purchases from the exposition are impulse purchases, and 25% of consumers purchase goods from the exposition because of curiosity and in exchange for the preferred brand.
It seems that if there are few goods on the shelves, it means that they are well sold and, according to this logic, the demand among customers should increase. However, practice tells retailers that if there is more product on the shelves, the more demand for it, and the more likely it is that the customer will be interested and make an unplanned purchase.
Special display - exposure at the point of sale.
Some stores use fake stands with the image of mass display, against which the promoted goods are placed. This is done with the expectation that together with advertising, mass display will contribute to the formation of customer loyalty and the image of a low-cost store. At the same time, do not forget about the goods of similar category with a high potential to sell in large volumes at regular prices and allocate them a part of the area occupied by mass display. Studies on the promotion of goods inside the store have shown that sales of non-advertised goods in special layouts increase by 420%.
When using mass display of goods, it should be remembered that the "overwhelming" nature of such a display will only make it difficult for the visitor to make a purchase. Some customers may hesitate to "destroy" a symmetrical display or find it too difficult to get any product from the top of a high and voluminous pyramid.
When using mass display of goods, it should be remembered that the "overwhelming" nature of such a display will only make it difficult for the visitor to make a purchase. Some customers may hesitate to "destroy" a symmetrical display or find it too difficult to get any product from the top of a high and voluminous pyramid.
Multi-commodity display implies placing several product categories next to each other, both related and unrelated. Multi-commodity display is more often used in stores with a small area: supermarkets, department stores, convenience stores. Such stores try to cover the needs of different groups of customers and thus provide more sales. However, the desired result is not achieved quickly. The planned multi-commodity display should include not only highly-trafficked popular goods, but also goods with a high potential in the volume of sales - goods "novelties", as well as groups of goods aimed at a particular customer - specific goods.
Keeping records and analyzing the obtained data showed that if single-commodity displays increase sales volumes five times compared to sales of goods from the shelves, then multi-commodity displays - 10 or more times.
The way of product display should facilitate its purchase, be convenient and logical. Layout of goods "in bulk" is carried out using different types of equipment. It can be open showcases, shopping carts, pallet islands, trading tables or prefabricated equipment supplied by manufacturers. As in the case of mass display, bulk display provides increased interest on the part of the buyer and, as a consequence, rapid turnover. Consumers, remembering the rule of any large store to display expensive items higher up, associate large volumes of homogeneous goods with low prices.
Keeping records and analyzing the obtained data showed that if single-commodity displays increase sales volumes five times compared to sales of goods from the shelves, then multi-commodity displays - 10 or more times.
The way of product display should facilitate its purchase, be convenient and logical. Layout of goods "in bulk" is carried out using different types of equipment. It can be open showcases, shopping carts, pallet islands, trading tables or prefabricated equipment supplied by manufacturers. As in the case of mass display, bulk display provides increased interest on the part of the buyer and, as a consequence, rapid turnover. Consumers, remembering the rule of any large store to display expensive items higher up, associate large volumes of homogeneous goods with low prices.
The display of goods on additional equipment has a number of advantages over stationary display, as it can be located anywhere in the store. However, related or close goods, displayed in baskets in the aisle next to the main product, should not block the movement of customers or block the main display.
Layout of goods on additional equipment is most often used for:
Bringing excitement to the trade and forming a favorable image of the store;
Increasing sales of impulse goods and promotional products;
Stimulating and increasing the sale of related products;
Increasing customer penetration in the sections by placing additional display in prominent places in the sales area.
Increasing sales of related products next to the promoted products.
Layout of goods on additional equipment is most often used for:
Bringing excitement to the trade and forming a favorable image of the store;
Increasing sales of impulse goods and promotional products;
Stimulating and increasing the sale of related products;
Increasing customer penetration in the sections by placing additional display in prominent places in the sales area.
Increasing sales of related products next to the promoted products.
In order to be able to analyze the effectiveness of special display, it is necessary to keep records recording the type and location of equipment in the sales area, prices of goods and other data. These records are extremely important. They will make it possible to find out which goods are more profitable to sell and how to sell them.