In order to attract the attention of visitors and sell sausages, it is necessary to follow certain requirements. On the left side, at the beginning of the display case, you need to lay out ham, then sausages, boiled sausage, the next row - boiled-smoked sausages, delicacies and raw smoked sausages. Having a large selection of products from one group, it is better to arrange them in accordance with the manufacturer’s brand. Thus, the buyer is given the opportunity to compare and select the product he likes. If it is possible to purchase two refrigerated display cases, then you can put premium products in one, and luxury products in the other: smoked brisket, ham, raw smoked sausages. Or in the 1st - boiled sausages, frankfurters, sausages, and in the 2nd - smoked and semi-smoked sausages.

Ready-to-eat meat products are divided into 2 groups:

• sausages, ham, sausages, rolls, sausages;
• culinary products - brawn, jellied dishes, jellied meat.

Products from 2 different groups should be stored in different refrigerators. Display cases for sausages maintain a temperature of +2...+7 ° C, the second group is stored at temperatures from two degrees to six. Sausages, sausages, sausages, rolls and semi-smoked sausages can be stored for 72 hours. Products in vacuum packaging are stored for five to ten days.

The display case should not be overloaded with meat products, but there should not be free space in it. It is best to lay out the sausage in several rows, leaving a few centimeters to the top of the display case.

Buyers evaluate products by the cut, so the best option is to cut each loaf of sausage and make a stepwise display of the product, with the cut facing the buyer. The stepped display allows you to display a large number of products, and the showcase has a presentable appearance. Its neatness is associated with the freshness of the product, and thereby increases sales. Each product must have price tags.

Twine from all sausages and excess minced meat is removed, weathered breaks and cracks are cut off. The sausage is cut depending on the shape of the loaf and its thickness. A thick loaf of boiled sausage is cut into thin slices - three to four millimeters, at right angles. A slicer helps you make such beautiful cuts. Semi-smoked and smoked sausage, made into a thin loaf, is cut diagonally - an elongated ellipse shape is obtained. The thickness of the slices for semi-smoked sausage is from 2.5 to 3 mm, for raw smoked sausage – 1.3 – 2.0 mm.

It is important to choose the right lighting. Displays for sausages should not be illuminated with cold white light; the products under it will look unappetizing. It is better to choose a reddish or warm yellow backlight. When buying a display case, you should choose one that allows you to set the required temperature. Since raw smoked sausages should be stored at above-zero temperatures, and boiled sausages should be stored at 0 °C.

Products made from raw minced meat: kupaty, Lula kebab, etc. require sub-zero temperatures. In order to increase sales, it is necessary to include in the assortment not only expensive sausages, but also products at a reasonable price. Thus, in order to increase the sale of sausages and profit, you should adhere to some proven rules for laying out products.

Out of the blue and without extra costs.

This is, perhaps, a rare case when the sum changes from changing the places of the terms.

Trade entrepreneurs most often learn about merchandising from their suppliers.

But the supplier’s recommendations for product placement are aimed at increasing its presence at the point of sale, and not at developing the store. Therefore, over time, the store owner comes to develop his own merchandising standards.

But it’s better to start searching for effective layout techniques by testing the basic principles, and here are some of them.

Correct display is a way to increase sales due to the arrangement of goods on store shelves and counters in such a way that:

all products are clearly visible on the counter

represent a single system/range

Each product is laid out in the most advantageous and attractive form for the buyer

the arrangement of products distinguishes the products of one brand from others

It is easy for the buyer to make purchases.

The importance of these factors is all the more obvious because 80% of decisions to purchase a specific brand, according to experts, are made directly at the counter: a person decides what to buy only when he sees the product!

Laws and rules of perception.

1. Rule “From the eyes to the third button on the shirt”:

There are 3 levels of product display:
- eye level (middle shelf),
— hand level (top shelf)
— foot level (lower shelf).

It is known that products placed at buyer eye level sell best.

The principle “from the eyes to the third button on the shirt” works here. At this level, you should place the most advantageous assortment items or products that, for one reason or another, need to be sold first.

By raising a product from the bottom shelf to eye level, you can increase its sales by 70-80% . And moving a product from eye level to raised hand level can reduce its sales by 20-30%.

layout rules

The length of the product display can vary from 50 to 190 cm - it all depends on the equipment used, the capabilities of the store and the activity of demand.

Each product on the front of the shelf should be represented by 3-5 items, placed with the front side of the packaging facing the buyer. With a smaller quantity, it will simply merge with other products and go unnoticed by the buyer.

When displaying goods on shelves, it is important to consider their shelf life. Products with an earlier sell-by date are placed closer to the buyer, which reduces the volume of expired goods in the store.

Store shelves should not sit idle and empty. In this regard, for popular goods, more retail space and shelf space should be provided so that the seller has time to prepare and display the products.

The wealth of choice lifts the mood of visitors. To create the “effect of abundance”, some stores specifically place mirrors above the shelves to visually increase the amount of goods on the shelves.

2. Law of “Figure and Ground”:

One object is clearly highlighted against the background of others. We must use this law if we want to attract attention to a specific product to promote it. Standing out can be due to bright and non-standard packaging, additional lighting, wobblers, stickers, but advertising materials should not distract attention.

3. Rule of “First Impression”:

Many visitors, when entering a store, begin by asking the price.

In this regard, for example, in grocery stores, goods are laid out in ascending order of price (from cheap to expensive), taking into account the direction of movement of customers.

Having seen goods at attractive prices, buyers feel more free and comfortable. That's why in the entrance area of ​​the store it is best to place products that have discounts or special offers.

4. Bright Spot Effect:

N Your eye always catches bright colors, and the presence of such color accents in the store invariably attracts the attention of visitors. When laying out goods by color, products are placed as customers move from left to right from light shades to darker ones.

In order to enliven the customer's perception, you can use the bright spot effect by creating a single-color block of a certain product that is different in color from other products.

You can also combine blocks of goods of various colors and shapes, evoking pleasant associations among buyers. For example, blocks of pink and white in the bedding department, blocks of white and blue in the body cosmetics department.

display of goods

In addition, the effect of contrast created by photographs placed in the interior of the store or on the back of the shelves works well. In order for photographs to increase customer activity, they must evoke positive emotions.

Images that create a good background mood increase customer confidence and increase product attractiveness by 16%.
When choosing photographs, you should remember that with age people perceive halftones and shades worse, so photographs should be bright and contrasting.

It has been noticed that women prefer color, relaxing photographs (nature, children, happy people), while men like black and white images and stories where the main message is success, strength, victory, aggression.

There may not be a logical connection between the photograph and the product - the main thing is that the image evokes positive emotions. Emotional drawings can also be placed on price tags.

A smiley face on a price tag increases the attractiveness of a product by 20%, while a crossed out price only increases the attractiveness of a product by 4%. In the store, emotions trump reason.

5. Dead zone:

This is the bottom left corner , therefore, the lower shelves should be occupied either by rarely purchased items, or large packages, or goods of targeted demand.

6. Rule of “Volume”:

The advantage of a voluminous display is that it attracts the attention of buyers and is involuntarily perceived as... Organizing such a display is very simple - It is enough to select a stable and capacious container (box, barrel, basket), place goods in it “in bulk” and place a noticeable price tag on it.

The choice of products offered should be limited, otherwise it will be difficult for buyers to decide.

The container must be stable (trolleys are not very suitable for this purpose) and convenient for customers. Also, baskets with volumetric display can be used to extend shelves, placing them next to racks.

7. Law of “Switching Attention”:

If the gaze does not fix an attractive object, then attention switches to another space in search of a “figure” - therefore You can’t place the product in a strict line, as people will simply pass by in search of something bright (except for those who are looking for a specific product).

8. Rule of “Good environment”:

When surrounded by strong products (popular with customers), weak products (less familiar to customers) sell better. The leading product pulls out its lesser-known neighbor.

With this display, strong products begin and complete the row on the shelf, and weak ones are displayed between them. Being surrounded by strong brands, weak products gain their support and sell better .

9. Rule of “Cross Pollination”:

Products should be placed on the display window/counter in groups, not in discord. Products must be grouped on several grounds simultaneously, for example, by brand, type of product, weight/package size and price.

This allows you to keep the buyer’s attention on the product and, accordingly, stimulates purchase (in stores the product is often located differently).

Placing products from different product groups nearby helps increase sales in the store. With this layout, beer is placed next to the roach, pasta is placed next to ketchup, and tea and coffee are placed next to sugar and sweets..

A useful neighborhood can increase sales of each product by up to 80%, and also gives buyers a feeling of care and pleasant emotions (after all, the product turns out to be just in time).

10. Law of “Size”:

Small goods should be located closer to the buyer, large ones can be placed further away.

11. Rule of “Safety”:

Often, multi-level display of goods is associated with the desire of the store owner to increase the return on retail space, but in reality this produces the opposite effect:the visitor does not take the goods because he is afraid that the complex structure will collapse .

Unfortunately, the attractiveness of a display often prevails over its functionality, which ultimately reduces sales. Product placement in the store should be attractive, accessible and safe for customers.

It is necessary to take into account the features of food display
on weighing and portion counters:

"By height": place more expensive goods on the portion counter on the upper shelves - at eye level and slightly higher, cheaper ones - on the lower shelves; On the weighing counter, expensive goods are placed closer to the buyer, cheap goods - closer to the seller.

"At cost": Expensive goods should be placed separately from similar cheap ones; proximity is possible only if this is done specifically to promote the cheap. In general, the gradation in price should be gradual, or there should be different display cases/shelves.

"Exclusion Zone": Do not place product and racks in “dead ends” - those places in the store where you can enter and then need to leave to return to the main hall, as these are the worst visited places.

"Rule 2/3": goods should be placed at the end of the second third of the display window (in the direction of the main flow of customers), since the buyer in the first third of the display window only understands that another product group has begun, in the second third he begins to ask the price, and the product should be located in this place.

"Peekaboo": do not place the goods at the ends of the display case - buyers rarely look there either.

"Highway": consider the direction of the main flow of customers in the store: it is always better to place goods on the main “highways”.

"Fresh Cut": weighted goods (cheeses, sausages and meat products) must have a fresh cut, which is updated before the start of the working day or as necessary. A fresh cut allows a person to visualize the taste and consistency of the product and, accordingly, attracts more attention.

"Purity": the display case must be clean! There should be no crumbs, smudges, or dirty utensils, since food products are very susceptible to bacteria and compliance with hygiene standards is especially important for them. For example, mold from “blue cheeses” is very tenacious and if cutting and storage rules are not followed, it will quickly spoil other cheeses. In addition, the buyer associates cleanliness and order with the quality of the product and the professionalism of the sellers.

"Freedom instead of tightness": goods should be placed facing the buyer and should not greatly block each other so that the entire product can be seen. The buyer should not have any difficulty looking at the product at all.

"Assortment matrix": there should be a sufficient quantity of goods, preferably a lot: 1-2 packages or a small piece of a weighted product causes negative associations among the buyer that the product was left unpurchased, that it is a damaged product and, besides, no one wants to be the last - even in purchasing .

"Price tags": Should be easy to read and contain information about the product name, manufacturer and possibly other attractive product characteristics. It’s good if the seller of the weighing counter has a catalog or a brief description of each item so that, for example, he can name the percentage of fat content or the taste characteristics of a particular cheese.

"Layout": The optimal option, of course, is the vertical display of all products of one brand, in which the brand is presented vertically on all shelves in a single ensemble. This ensures brand recognition and advantageously demonstrates the richness of the product range. But, unfortunately, stores rarely allow this, preferring to display goods by name from different manufacturers. This, of course, has its advantages, since in this case the buyer who decides to buy sour cream has the opportunity to choose any one in terms of price, quality, fat content, and taste. Vertical display is most often used on special branded racks.


"Name": goods of the same name with different packaging should be located side by side so that a person can choose the right one for himself.

"Design": counter decoration should consist of objects and goods that are combined or associated with the product being sold, for example, on the cheese counter you can put walnuts, apples, or put a bottle of wine next to elite cheeses.

"Location": The location of the display window inside the store is also important. There are a number of rules: goods of impulsive demand (nuts, chocolates, chewing gum) are located closer to the entrance of the store, near the cash registers - in the hot spots area (English “hot spot” is used to designate places suitable for promotion, installation of slides, etc. .); cheese, meat - in the back of the store; dairy products - along the main flow of buyers.

Location of the "Meat Gastronomy" department in the sales area.

The section where the sausages are located is a traditional magnet. For this reason, the sausage deli is located in the back of the sales area, which forces customers to go through the entire sales area to purchase the desired sausage. A meat deli is usually organized “over the counter”. A refrigerated gastronomic display case is used as a counter. Sausage products in large stores are duplicated in refrigerated cabinets, but for convenience stores this method of organizing the meat gastronomy department is not very effective.

Product proximity with proper display of sausages: We stimulate complex purchases.

The best neighbors for sausages are the “cheeses” and “ready-to-cook: salads, ready-made dishes” departments. If you are planning a counter store, then in the back line such departments as “pasta, groceries,” and “alcohol” are highly recommended. Avoid the direct proximity of sausage gastronomy to raw products, such as chilled meat and poultry, as this is contrary to SES standards.

Features of groupings for the correct display of sausages.

Proper display of sausages allows posting in 2 ways: by product type and by manufacturer. Our experts are more often inclined to display by product type, because buyers first figure out what kind of sausage they want to buy, and then consider the manufacturer. Nevertheless, in individual retail outlets there is a pronounced tendency of buyers towards a particular brand. In this case, it makes the most sense to display this brand as a group, and within it sort the product by type. If the display is based on the type of product, then you need to select groups: boiled sausage, boiled-smoked sausage, servelata, raw-smoked sausage, delicacies, sausages, brawn and pates. First, find out which side your customers are coming from. Boiled sausage and ham should be the first item served by clients; it will probably be good if you start with sausages and small sausages.

Varieties of sausages. Boiled sausages (product humidity - 53-75%). The basic ingredients are ground beef and pork, bacon, flour, milk protein, modified starches and a number of other specific food additives.

One of the varieties of boiled sausage is sausages and sausages. The composition includes minced meat, milk, cream, eggs.

Semi-smoked sausages have a moisture content of 35-60%. They contain a large amount of bacon, trimmed beef, and lean pork. If we are talking about lower grades of semi-smoked sausage, then the composition can include meat trimmings, pork and beef head meat, a protein stabilizer, starch or wheat flour.

Cooked-smoked and raw-smoked sausages. Raw smoked ones have even lower humidity - 25-30%. Since this type of sausage has a full consistency and undergoes a smoking process, the shelf life of such sausage is longer. Cooked-smoked sausages have a moisture content of 38-43%. They have a more elastic, but less dense consistency.

Liver sausages usually have a humidity of about 48-70%. For production, intestinal casings, different types of meat and bacon, various offal, dairy products, eggs, and spices are used. Liver sausage has a consistency similar to pate, is gray in color and can be eaten spread on bread. Cold smoked liver sausage is also available.

Meat loaf - humidity - 52-70%. Minced meat for meat loaf is similar to raw materials for boiled sausages. meat loaf is prepared by baking minced meat in metal pans. This product usually has an attractive crust, similar to the crust of rye bread. the taste is also very interesting, lightly salted, with a taste of herbs and spices.

The pate is close in consistency to liverwurst, but is somewhat denser. the color can also vary from gray to brown, the amount of spices is much greater than in liver sausages.

Zelts, the product closest to homemade jellied meat. The brawn is made from offal. The brawn is prepared with gelatin or agar. if the brawn is prepared on agar, then it has a clear cut with a glassy sheen.

The display of sausages is carried out on special refrigeration equipment for trade. They are grouped into certain categories (raw smoked, boiled, sausages, etc.). Each item has a cut for demonstration to customers, which allows them to better examine the product, compare its appearance and even smell it. Sausages with a large diameter are cut at a right angle, and thinner versions are cut at an angle of 45 degrees or higher. To maintain the attractiveness of the product, it is necessary to periodically update the cut.

Placing on the counter usually starts with cheap boiled sausage, small sausages and frankfurters, followed by ham, brawn, boiled-smoked and raw-smoked varieties, and delicacies. Thus, as customers move, a smooth transition is achieved from ordinary boiled sausage to expensive raw smoked sausage, and the entire range of products is presented.

Despite the fact that the bulk of goods are sold over the counter, it is appropriate to lay out additional portion units. Self-service markets often offer their customers pre-cut sausages in vacuum packaging. They can be seen in refrigerators next to milk.

In accordance with merchandising requirements, it is not recommended to set up meat and fish departments next to sausages. Cheeses are considered good neighbors for sausage products. Let's name some rules for laying them out:

• Cheeses that are extremely susceptible to odors are placed in a separate display case by type (hard, soft, moldy), by manufacturer or price.
• Goods of constant demand are displayed in “dead” (side) zones, and expensive and new products are displayed in the visible, central zone. Each variety comes with a noticeable price tag.
• Hard cheeses are not placed without packaging next to their elite counterparts with mold, which also applies to cheeses with different types of mold. For the convenience of customers and sellers, large heads of cheese are placed behind small and flat ones, which are brought to the fore.
• Products are placed in the display case so that buyers can clearly see the cut and can understand the quality of the goods. The expiration date must be checked regularly.
• Started versions are stored in plastic wrap in compliance with the specified temperature conditions, and blue cheeses are stored in foil. Too low temperatures harm the taste of the cheese, and very high temperatures destroy its structure.
• Hard cheese is stored horizontally, semi-hard cheese is stored next to each other, soft cheese needs to be turned over several times a day.

Premier Analytics knows how to work with products that require cutting and quick implementation. The experience of our specialists can be assessed according to the following criteria:

• daily storage of displays in accordance with approved standards,
• Maintaining assortment and inventory,
• proper documentation management,
• placement of advertising materials,
• timely analysis of competitors.

There are special forms for evaluating the work of merchandisers. They are filled out by the customer after visiting the outlet or solving the task by our employees. Based on the results of the implementation of the plan, the success of the completed work of the merchandiser is determined.

1. Sales floor layout

The layout of the sales floor should provide the buyer with unhindered access to the goods: ease, convenience and simplicity of shopping, freedom of movement around the hall, rational and understandable arrangement of product groups. In addition, when planning the hall, it is necessary to ensure maximum visibility of the assortment, while using the placement of signs, price tags, etc.

To ensure maximum traffic, a linear longitudinal layout of the sales area is used. The recommended width of the main aisles around the perimeter is 1.3-1.9 m depending on the area of ​​the sales area, internal aisles - 1.2-1.7 m, in front of the cash registers - 1.5-2.0 m.

Model of placement of departments, sections and areas in the sales area

The most successful layout of trading floors is close to traditional.

In a typical self-service store, customers begin their walk around the sales area from the right corner of the façade and move counterclockwise around the store.

The first step when planning a sales area should be to place perishable products and everyday goods around its perimeter so that customers move from the entrance through the entire store (Fig. 1).