June 19, 2018

In the photo - the Chinese "Auchan Express" without a single seller on the trading floor

…and without physical goods on the shelves… The photo shows a Korean online supermarket in the subway! Products are presented as photos with QR codes. To buy them, it is enough to recognize the code with a smartphone and place an order with home delivery by courier using mobile application. This is not the future, but the present!

How to achieve success in retail sales? How to minimize the losses resulting from the unscrupulous work of live sellers on the trading floor?

In this article, we will tell you the rules and basics of merchandising.

Getting Started: Merchandising Basics

Coming to the store, a potential buyer, first of all, looks at the windows. This is a kind of "face" of the store. Your sales directly depend on how the windows are designed.

Often, for the location of a particular product on the “golden” shelf, there is a real war, in the literal sense of the word, with fisticuffs between representatives of different

Marketers, sales agents of companies are constantly trying to take these places specifically for their products. Indeed, in fact, they all have the same tasks, and the store shelves are by no means “rubber”.

To stick to the basics of grocery store merchandising, store owners most often try to sell shelf space to companies that are willing to pay more for it than their competitors. But such actions do not always give the desired result. If the product is obviously bad, overpriced or completely unfamiliar to the consumer - place it anywhere, for any money, but he may not find his regular buyer. One-time transactions may take place, but there will most likely not be repeated sales. therefore seek

Below and above the eyes of the buyer are somewhat more "cold zones".

The height of the placement of goods from floor to ceiling also often indicates the price segment of a particular product. At the bottom, as a rule, are the cheapest and / or not the most popular brands.

Rule #3: Product highlighting

Focusing the attention of the consumer on the product is an art! If you do not "hook" the buyer's eyes, then he will simply pass by. It is important to highlight the goods in the window. How to do it:

• Proper lighting. Special highlights aimed at the product at times increase its attractiveness to the client. For example, you can install special wall and ceiling lights to highlight certain items.

• We create mass. A lot of goods, beautifully located in the window, as if "speaks" to the buyer about its popularity and demand. When creating such a "supernatural" inventory, try to add a little "naturalness" to it: remove a few units from the edges. So a person will think: “yeah, someone bought it, so I’ll take it too.”
• Separate stand for goods. Such a place of sale can be made the main one, or you can create it as an additional one. This technique works great with premium price segment products. The purpose of merchandising is to increase sales. The more places where this product can be taken in the store, the better!

• Let's play with color. Bright colors attract attention. Such "color spots" allow you to quickly find the desired position. Try to concentrate products of the same color in one place.
• Word markers. This is a favorite marketing trick. Markers "Only today", "TOP sales", "New" will help to interest the buyer, "hook" on the product and buy it.

Rule #4: Separation

Compliance with the layout of product groups is one of the typical tasks of merchandising. If a person came for juice, he is unlikely to go looking for it in the department with household chemicals. Products must be located separately from food products.

If you have a clothing store, then try to divide among themselves in different groups accessories and things. Branding is also welcome.

Do not forget about related products and the checkout area. High-margin “small things” are specially placed there, which buyers often forget when buying the main product, and the cashier can unobtrusively increase the average check due to a timely reminder.

Example: Did you forget the shoe polish? Take a chewing gum / kinder surprise for change? For the purchase of a block of cigarettes today as a gift - an original branded lighter with a beer bottle opener. show you?

Rule #5: Movement

Only at first glance, the movement of customers in the store looks chaotic. In fact, there are tricks here too. Most people are right-handed. By inertia, at the entrance to the store, a person turns his head to the right and starts moving clockwise. In almost all stores, the entrance is on the right, and the exit is on the left. Thus, a person will make a promenade through the entire store. If something catches his eye along the way, he will buy it. When following the basics of in-store merchandising, it is important to remember the principle “Looking for an exit? Walk through all the shelves and departments of the store!” The same purpose is served by signs, traffic patterns on the floor, on walls, on poles and in information kiosks of shopping centers.

Rule #7: Price tags

The price tag should always be in the window! It's just not discussed. No price - no sale. Even if your client is fabulously rich. Indistinctly printed or price tags with an irrelevant price are disrespectful to the client. Merchandising is an element of product promotion, and the price tag is its integral element. If you had a revaluation of the goods - update the price tags without fail. Now there are electronic price tags that do not need to be changed by the sales staff.

Rule #9: Different People

All people are individual by nature. What an older person likes is unlikely to please a young person. It is important to be aware of who your target audience is. Retirees are more likely to shop in the morning or in the morning, busy people go to the supermarket in the evening after work. In accordance with these factors, you can vary the soundtrack or experiment with the temperature and smell in the sales area.

Types of merchandising

• Visual. Creates a special atmosphere. An effective and correct combination of such aspects as smell, sound, light, helps the buyer to stay with you longer. If you have premium products, then you should definitely know the rules of visual merchandising. The client should not be annoyed. Coming to you, he should feel relaxation and comfort, like at home. Soft light, pleasant jazz music from the 50s, the smell of gingerbread is a great visual presentation solution for a deli meat store.

Planogram- This is a schematic representation of the placement of products on the showcase. It is developed taking into account the assortment of the company, customer preferences, location commercial equipment. According to the planogram, the layout can be:

• vertical- all products are arranged in several rows one above the other. Large and heavy goods are placed below, light goods are placed on top. On the "golden shelf" they put the most popular or "paid" product.
• Horizontal- it can be carried out by ascending or descending prices, as well as by product categories.
• Display- represents free-standing racks or stands that are not in the bulk of commercial equipment.

What is the ultimate goal of merchandising? Of course, sales, not even that - SALES! To achieve it, it is important to use all the tools and means.

General rules, elements and basics of merchandising in a pharmacy

This process is based on standard principles, of course, taking into account the nuances of products. With a well-designed showcase, the pharmacy has a great chance to increase its profits. Medicines must be distributed according to the rubricator so that a person can immediately select the necessary drug. When compiling drug rubrics, it is important to simplify specialized terms with more "human" words (eg, painkillers, herbal teas). Next to the bestsellers, it is worth placing recently released new items.

Photo - from the field sales training by Vladimir Khmelev. Agreed to sell household chemicals and body care products in a pharmacy

Basics and rules of merchandising in a clothing store

• A large assortment. If your shop windows are empty, then they are dull. Such an atmosphere is not conducive to buying activity. The things presented in your store should not be in 1-2 copies.
• Location. Lay out and hang clothes in a zoned way, paying attention to the movement of customers. Hang expensive things at the entrance, then a democratic price segment, discounts - at the end of the hall.
• Visualization. Use whatever you have: shelves, mannequins, hangers. A tastefully designed mannequin will attract many more customers than a neatly folded stack of things on a shelf. It is important for people to see how the clothes will look on them. Take care of comfortable fitting rooms and mirrors in the hall.

Merchandising Basics in a Grocery Store

In a grocery supermarket, it is appropriate to combine product groups. Special attention look at related products. If the buyer is for tea, then it is logical to place confectionery products not far from this department or at the checkout. Beer with chips. The central "alley" in the direction of the movement of buyers is the most accessible place. Place the most liquid products or promotional offers there. The most “advanced” commodity producers, suppliers and retailers have a plan for promotional activity on such an alley - scheduled for the year ahead and the exposition there - changes almost weekly.

Various small or related products are placed in the checkout area: lollipops, candy bars, chewing gum, wet wipes, magazines, batteries.
Inside the trading floor, pay attention to lighting. It is important that the products look appetizing, they would like to purchase as soon as possible.

Summing up

Merchandising is gaining momentum every year. If it is properly organized, then your sales will increase significantly. We recommend not to save on this tool. The main goal of merchandising is to increase sales. If you want to achieve it, then you should develop such an effective model for your business right now. The consultant and business coach-practitioner Vladimir Khmelev can help you with this. In his practice, he has repeatedly implemented the most ambitious sales development projects in various fields.

Basic terms and concepts used in professional merchandising and retail.

Adaptation- adaptation of the structure and functions of the body to environmental conditions.

Visual adaptation- adaptation of the sensitivity of the eye to various lighting conditions: darkness, dusk, bright light, normal illumination.

Auditory adaptation- transformation in the modality of perception of sounds during and after the action of an acoustic stimulus.

Communication recipients- specific people, the target audience to whom the transmitted information is intended.

color accents- a way of drawing attention to a product or group of products, based on the use of color contrasts.

Product range- a set of goods united by any one or a combination of characteristics.

Assortment of trade goods- a set of objects of sale (goods, services, rights) offered by a trading company for sale.

Assortment policy- the general intentions and direction of the retailer in the field of assortment management, formally formulated by top management.

Shop Atmosphere- the totality of its physical characteristics, such as architecture, layout, signs and displays, colors, lighting, temperature, sounds and smells, which create a certain image of a commercial enterprise in the minds of buyers.

Unconditioned (innate) reflexes- reflexes already present at birth do not require special conditions for occurrence and are characterized by relative constancy, independent of external stimuli.

unconscious desires- Desires forced out of the sphere of human consciousness under the influence of internal censorship.

block stars- small trading enterprises with a limited range of consumer goods and cheap durable goods, mainly for household purposes.

Bonnets- free-standing counters with shelves, baskets or hooks that do not have a lid.

Attention- the state of psychological concentration, the focus of the subject on the object and the direction of cognitive resources to process the stimulus.

Wobbler- a special plate with a picture or a pictogram on a flexible oscillating leg, attached to the shelf and indicating the place of display of goods.

Perception- the process of obtaining information through the five senses, subsequent awareness and giving meaning to it.

Display of goods- certain ways of laying and displaying goods on the trading floor.

Vertical display of goods- a method of stacking and displaying goods, in which homogeneous goods are placed on shelves vertically, from top to bottom.

Horizontal display of goods- a method of laying and displaying goods, in which one or another product is placed along the entire length of the equipment.

Display of goods decorative- a display of goods made using the means of a three-dimensional composition, used for decorating shop windows and racks in departments where sales are made through the counter.

Bulk display of goods- a method of placing goods of daily or increased demand, in which one or another product is exhibited in large quantities.

Multi-product display- mass display of several different products and products, in which both related and unrelated goods are placed at one point of sale.

Display of goods on trays- the most popular way of placing a product in mass and multi-product displays, in which the displayed products remain in half of the box.

Bulk display of goods- a method of placing goods on the trading floor, in which products are displayed in various containers or on basic stands.

Display of goods using trolleys- a method of placing goods on the trading floor, in which the product is simply placed in a trolley (or wire basket), to which an appropriate indicator is attached.

Commodity display serves to display and release goods.

Exhibition layout- type of layout of the trading floor, in which commercial equipment is placed along the walls.

Deli- shops selling through the counter with an area of ​​​​less than 500 square meters. m.

Hypermarkets- large retail enterprises with an area of ​​over 2500 sq. m, the range of which includes all types of food and a wide range of non-food products.

Assortment depth- the total number of commodity items in its structure.

"Hot Zone"- the most frequently visited part of the trading floor by buyers.

Range diversification- full or partial change in the assortment profile of a retailer.

Discount ("economy store", "economy supermarket")- a self-service store with an area of ​​at least 1000 sq. m, offering a small everyday range, sold at prices much lower than in supermarkets.

Perceptual discomfort- an unconscious feeling of dissatisfaction, the emergence of irritation, rejection, bewilderment, rejection, anxiety, other negative emotions, the cause of which the buyer often cannot or does not consider it necessary to explain.

Display- made of paper, cardboard, plastic, wood or metal, a special design that presents the product.

Product differentiation- separation of products of one manufacturer at the point of sale using various marketing and merchandising techniques.

Additional point of sale- a place where products presented at the main point of sale are placed separately.

Product life cycle- a concept that describes sales, profits, consumers, competitors and development strategies from the moment a product enters the market until it is withdrawn from the market.

Adaptation zone- a section of the trading floor corresponding to the state of adaptation of visitors and characterized by low levels of concentration and stability of attention.

return zone- the final segment of the route of visitors, characterized by a state of relaxed selective attention.

selective perception- the process of sifting out information that is not of interest to the individual and preserving the one that is pleasant or interesting to him.

selective distortion- the process of distorting the information received, if the message perceived by the individual contradicts his values ​​or beliefs.

Illusions of perception- inadequate reflection of the perceived object and its properties, phenomena of perception, imagination and memory that exist only in the human mind and do not correspond to any real phenomenon or object.

Image- an imaginary concept created by advertising, disseminated by the media and including the emotions, sensations, attitudes and intellectual orientation of the group in relation to some objectively existing phenomenon.

impulse buying- an unplanned purchase made under the influence of impulse needs.

impulse needs Needs that are ignored until they are satisfied.

information promotion- a form of sales promotion based on the foundation of informing and educating consumers.

Information at points of sale- all advertising materials, brochures, posters, shop windows and stands, as well as many other items, the design of which is aimed at influencing the decision of the consumer regarding the purchase directly at the point of sale.

Kiosks and pavilions- closed outlets assembled from prefabricated structures, often located on sidewalks or in open areas near metro stations. The main range of products sold includes drinks, confectionery and a number of other goods of impulse demand.

The cognitive dissonance- these are doubts about the correctness of the choice made, arising from the acquisition of expensive and emotionally significant goods.

Communicator- the party on whose behalf the information is being transferred.

Communication- the process of transmission and perception of information in the conditions of interpersonal and mass communication.

The concept of a balanced store- an approach to the distribution of the area of ​​the trading floor, in which the areas allocated for each department are proportional to the volume of sales and the need for retail space.

Corporate block- a place on the rack, allocated and fixed for the placement of goods of a particular manufacturer.

Coupons- certificates that give their holders the right to a reduced price or other benefit when purchasing a product or service.

personal selling - communication process between the seller and the buyer, when, in the course of a personal exchange of information, the merchant helps consumers meet their needs.

Customer loyalty- established trusting relationship between the seller and buyers, in the presence of which consumers have a favorable attitude towards the store and, when buying certain categories of goods, first of all visit the "chosen" outlet.

Marketing communications- Directed impact on target audience in order to attract attention and encourage her to take actions that are desirable for the retailer.

Merchandiser- a person holding a permanent position and empowered in the field of decision-making for specific activities that ensure the promotion and sale of goods in the store.

Merchandising- an independent type of professionally carried out activity to manage the behavior of buyers, based on an analysis of the distribution of human cognitive resources.

Mini markets- self-service stores located in the central districts of the city with less than five cash registers and an area of ​​200-600 sq. m.

Mobiles- hanging models of products, made in a size exceeding the actual size and indicating the place of sale of the goods.

dummies- enlarged or life-size copies of real products or their packaging, placed for decoration and display where the real product could deteriorate.

Unplanned Purchase- a type of buying behavior in which the type and brand of the product are selected directly in the store.

Range renewal- the number of new commodity items in its structure.

Total store display area- the sum of the areas of all planes of commercial equipment (horizontal, inclined and vertical) intended for the demonstration and placement of goods on the trading floor.

Operational processes in the store- a set of trade and technological processes, sequentially interconnected, the purpose of which is to satisfy the needs of consumers with the least expenditure of labor and time.

Wholesale and retail markets- markets consisting of containers and kiosks and selling mainly durable goods to both retail and wholesale buyers.

Main selling point- a place in the trading floor, where the entire range of this product group is presented.

Awareness of need- the perception by the consumer of the difference between the desired and the actual state, sufficient to activate the decision.

pallet display- a laminated stand or a wooden pallet presenting the goods.

Store layout determines the size and location of commercial and auxiliary premises; divides the area of ​​the trading floor into functional zones and forms the routes for the movement of buyers by placing departments, sections and commercial equipment.

Sales floor layout- a system for placing trade and demonstration equipment, which forms the schemes for the movement of consumer flows.

The layout of the trading floor is linear- a system for placing commercial equipment, which forms the direction of customer flows parallel to checkouts.

The layout of the trading floor is arbitrary- an asymmetric system for the location of commercial equipment and other structures of a presentation nature, which forms an arbitrary character of movement.

"Plan-map" of commercial equipment- a diagram of the distribution of the cognitive resources of visitors horizontally and (or) vertically of a counter, rack or other structure for displaying and demonstrating goods.

Planogram- a diagram made up of photographs or a computer-generated diagram showing where each commodity item should be located on a particular commercial equipment.

Area for buyers- the area of ​​the trading floor allocated to ensure the free movement of customers and carts with goods.

Enterprise positioning- providing a commercial enterprise with an unquestionable, clearly distinct, desirable place in the market and in the mind target groups consumers.

Learning Resources- the mental abilities of the individual, necessary to perform various actions to process information coming from the external environment.

Buyer service- a set of actions and programs aimed at improving the process of making a purchase.

Purchase- selection and acquisition of a preferred alternative or acceptable substitute.

Post-purchase evaluation of options - an assessment of the degree of satisfaction from the experience of consumption.

Consumer market- Individuals and households who buy or otherwise acquire goods and services for personal consumption.

Consumption- using a purchased alternative.

Pre-Purchase Options Evaluation- comparing the characteristics of goods of different brands, evaluating retailers, choosing a place to buy.

Prize is a tangible reward received for performing a specific action, usually for purchasing a product or visiting a particular point of sale.

Promotion- complex marketing communications, which includes means of advertising, sales promotion, direct marketing, as well as information at the point of sale and on product packaging.

Direct Marketing- direct interactive interaction between the seller and the consumer in the process of selling a particular product.

Location of departments- activities to determine the area and sequence of placement of departments and sections on the trading floor of the store, as well as the subsequent analysis of the effectiveness of such placement.

Placement of goods- distribution of goods on the area of ​​the trading floor.

Advertising- any paid form of non-personal communication carried out on behalf of a well-known sponsor and using the mass media in order to persuade the audience to do something or somehow influence it.

Reflex- automatic response of the body to the action of any internal or external stimulus.

Retail- any activity for the sale of goods or services directly to final consumers for their personal non-commercial use.

Retailer- a company that sells goods and services to consumers for personal use, the last link in the distribution channels that connect manufacturers and buyers.

rotation- the activity of bringing the old stock of goods to the fore in order to sell it as soon as possible.

Public relations- dissemination in the course of communication of large amounts of information about the activities of the retailer, transmitted through non-personal media.

seasonal merchandising- a set of measures for planning and promotion trade assortment based on interconnected sales of high-demand goods in each season.

Marketing Communications System (QMS)- a single complex that unites the participants, channels and methods of communication of the organization, aimed at establishing and maintaining certain relationships planned by this organization with the recipients of communications in the framework of achieving marketing goals.

Subconscious message, - transmission of information using symbols that are below the threshold of normal perception.

Capabilities- individual psychological characteristics of a person, on which the acquisition of knowledge, skills or abilities depends, as well as the success of various kinds activities.

Sales promotion- a system of short-term incentive measures and techniques aimed at encouraging the purchase or sale of goods and taking the form of additional benefits, amenities, savings, etc.

Supermarkets- self-service stores with a sales area of ​​600-2500 sq. m, with five or more cash registers selling all food products and a wide range of non-food items of daily demand.

Product- everything that can satisfy a need or need and is offered to the market for the purpose of attracting attention, acquisition, use or consumption.

Specialty Goods- goods in respect of which the consumer, even before the post-purchase evaluation, has a stable preference for a particular product, brand.

Goods of passive demand- goods that the consumer does not know about or does not think about buying them under normal conditions.

FMCG. Such goods form the basis of a person's consumption program and satisfy his utilitarian needs (functional and practical benefits).

Preselection Products- goods for which the consumer does not have a complete preference map before a specific need arises, which means that it must be supplemented (information retrieval) before purchase.

Trademarks of manufacturers(nationwide trademarks) - goods designed, manufactured and promoted by the supplier himself.

Trading Services- activities aimed at assisting customers in the purchase of goods, their delivery and use.

point of sale- a place on the trading floor where the consumer can see the goods and make a decision on the choice and purchase.

"Convenient Stores" - small shops up to 300 sq. m, designed for customers with an average radius of service of about 500 m.

Narrow assortment- a range of goods, represented by a large number of varieties of goods and providing various options satisfaction of the same human need.

department stores- over-the-counter stores selling at least five different product groups; with a staff of at least 175 people and a sales area of ​​at least 2,500 sq. m.

supermarkets- over-the-counter shops with an area of ​​more than 500 sq. m, located in densely populated areas of large cities.

Assortment ordering- bringing the assortment structure to the optimal breadth and depth.

Conditioned reflex- an acquired reaction of the body to a certain stimulus, resulting from a combination of the impact of this stimulus with positive (or negative) reinforcement from the actual need.

Installation area- the area of ​​the trading floor, occupied by commercial equipment.

Formation of the assortment structure- purposeful activity of the enterprise for the selection, provision and maintenance of groups, types and varieties of goods in accordance with the assortment concept.

cold zone- the least willingly visited by buyers part of the trading floor.

Price- the amount of money requested by the seller for a product or service.

Pricing strategy- the totality of all planned methods and approaches to setting prices, aimed at achieving the goals of the retailer.

Partially planned purchase- a type of buying behavior in which the buyer knows what product he needs, but the process of choosing a brand continues until the purchase is made.

Well planned purchase- a type of buying behavior in which the buyer has predetermined both the product and the brand that he intends to buy.

Shelftalkers- Shelf stickers used to give meaning to the corporate unit and orientation within it.

A wide range of- a range of goods, represented by a large number of product groups and satisfying various human needs.

Range breadth- the number of product groups in its structure.

Exposition (demonstration) area- the sum of the areas of all planes of the equipment used for the demonstration of goods.

CMAR (consumer marketing at retail)- a joint set of marketing activities of the manufacturer and the retailer, aimed at promoting the range of products most demanded by buyers, as well as identifying the reasons that facilitate or hinder the purchase.

POPAI (Point of Purchase International) is an international association representing the interests of communication professionals at the point of sale. The main tasks of the association are to promote the development of the POP advertising industry and increase it, promote the interests of POP advertising producers, develop professional standards manufacturers of communications at the point of sale.

Prepared based on the materials of the distance learning course

Introduction

The subject of this term paper is called: Development of merchandising methods on the example of the Absolut hypermarket.

The purpose of the work is to understand the basics of merchandising and analyze the activities of the enterprise.

Tasks to be solved during the course work:

Define merchandising

Learn the factors that affect the buyer when buying a product

Analyze the enterprise

Identify the direction of merchandising of a particular enterprise

The purpose of the existence of the enterprise is to make a profit and increase it. This can be achieved in many ways. One of them is the creation of an effective layout and placement of goods on the trading floor. Placing and displaying goods on the trading floor are important means of sales promotion. The most progressive retail trade enterprises have long realized the need to pay due attention to these aspects of their activities.

Rational placement of goods on the trading floor allows you to correctly form customer flows and reduce the time of their service. Regular customers know where this or that product is located on the trading floor, and quickly find it. At the same time, the labor costs of store employees in the process of replenishing inventory are also reduced due to the use of the shortest routes for the movement of goods from the back rooms to the placement area.

The laying out of goods means technological processes related to the location, stacking and display of goods on trade and technological equipment. An attractive and well-designed display of goods encourages visitors who come to the store to purchase the goods and thereby provide the store with a profit.

Merchandising Basics

Merchandising Theory

In ancient times, when people were forced to trade with other peoples without knowing their language, the art of presenting one's goods was especially in demand for successful trade. The heroine of our scene in the epigraph could be helped in her choice with the help of this “silent seller”, providing a convenient and understandable arrangement of goods on the shelves for her and thus replacing the living seller for her. In some stores, sales are now carried out only with the help of the universal language of "merchandising".

The main objective of merchandising is to increase sales of goods through a retail network. In addition, the merchandising service performs 2 more important functions: collecting marketing information and control over the state of affairs in the retail network (saturation with goods, the work of distributors and sales representatives).

The collection of marketing information, monthly conducted by the merchandising service, is carried out on fixed positions, both of its own and competitors.

Each indicator is calculated both for outlets as a whole and separately for each category (supermarkets, mini-markets, pavilions, etc.).

In addition, monitoring of the presence of advertising and special equipment of competitors in stores, the attitude of stores to the work of distributors, and much more can be carried out.

If a manufacturer needs more detailed data on the level of sales in his product group, then he can contact agencies that collect and provide this kind of information.

Merchandising (Merchandising) is a set of marketing activities aimed at promoting goods / products, which are carried out on the territory of the outlet. An effective result of merchandising is an increase in demand for products, the desire of consumers to choose and buy from the entire range exactly the goods we promote.

Merchandising is a silent seller (not obscuring the goods).

Merchandising is carried out by merchandisers of the manufacturer, supplier or special agency. Its quality depends on the ability of the company to organize the process, prepare merchandisers, supervisors and the head of the department.

The main components of merchandising

translation orders

Gathering marketing information for the customer

Inventory control

Retail staff training

layout

The basic law of merchandising says: "To create a competitive advantage, a product must be placed in places from which the largest sales occur."

What product should be placed in the best places?

The answer of any manufacturer is mine!

Other options: the most expensive; best selling; the most unsold; the one that is paid for, etc.

The correct answer in terms of retail is the most profitable. But the profitability of the product can be in different things. Let's look at a few examples.

Benefit from the product being sold. When moving a product from the bottom shelf to eye level, its sales increase by 2-3 times. Imagine a conditional product with the following characteristics:

retail price - 100 rubles;

supplier price - 80 rubles (store markup - 20 rubles);

· speed of sale on the lower shelf - 10 units per day.

By moving such a product to eye level, we get a 3-fold increase in sales. The profit of the store when trading from the bottom shelf is calculated: 10 units of goods x 20 rubles = 200 rubles.

Benefit of the store after moving the goods: 30 units x 20 rubles = 600 rubles. At first glance, the benefits are obvious, and the conclusion suggests itself: let's put the best-selling products in the best places!

Now consider the benefits of the most profitable product. Let's take another product with the following characteristics:

retail price -1000 rubles;

supplier price - 800 rubles;

selling speed on the bottom shelf - 1 unit per day

By moving the product to the top shelf, we get a 3-fold increase in sales. The benefit of the store when trading from the bottom shelf is obvious: 3 units x 200 rubles = 600 rubles. So what to put in the best places, at eye level? The main indicator of the profitability of a product is efficiency. retail space, that is, indicators such as income and profit per shelf meter. And here the interests of the store and the manufacturer may be opposite.

Benefit from the sale of "hung" goods that have already been redeemed by the store. The benefit is also obvious. working capital store are reduced by the amount of the redeemed (paid, but not sold) goods. Such a product is given a "green light" in the store. Another thing is that there are special places for sales in the store. First of all, these are pallet racks** at the entrance to the shopping area of ​​the store and the impulse shopping area at the cash desks. In addition, there are several merchandising rules:

The product is located along the buyer's path from expensive to cheap;

large packages are located on the lower shelves;

The product is arranged in blocks trademarks*** in each product group.

There are also laws of store merchandising, for example: - departments with perishable goods are located first; - departments with goods of daily demand (for example, bakery) are placed at the end of the "inspection" of the store. If you follow these rules, you can significantly increase sales at the point.

Here two sometimes directly opposite desires collide: the manufacturer - "All my advertising materials should be placed in the store, and there should be no competitors"; store - maintaining the style of the store, which can completely exclude any promotional materials. There is an option when promotional materials containing information about the product and the manufacturer (posters) are made by the store itself. This is part of the promotion program.

Other components may be:

Conducting a tasting or other promotion option in the store (for example, issuing a gift for a purchase);

Reducing the retail price by reducing the selling price of the manufacturer, the margins of the supplier and the store;

· Organization of additional display of goods on the trading floor (pallets, branded racks of the manufacturer).

· In networks, the supplier/manufacturer of the necessary components can be selected as desired. Other chains have mandatory "soup sets".

Transfer orders

The essence of this program is that the merchandiser receives an order in the store, but its implementation (shipment) is handled by a sales representative of the distribution company. Such orders are usually "under sorting". Sales Representative and the merchandiser visit points on different days of the week. Sometimes the order is generally carried out by phone, according to the head of the section.

Collection of marketing information for the customer. Inventory control

This information is collected at each service point and consists of the following indicators:

· retail price assortment, number of faces **** of the customer's products;

Retail price and product range of competitors;

commodity remains of the customer's products.

For a conscientious store that makes timely payments and adheres to the markup agreement for suppliers' goods, collecting such information only helps, as the manufacturer (or supplier) of goods can adjust the volume and frequency of deliveries in given point, so as not to overstock the warehouse of the store, but also to prevent the absence or washing out of the assortment of their goods. For unscrupulous stores (delaying payments due to the fact that nothing is sold, or overestimating trade margin store for goods) such a procedure is at odds with their interests - because then fraud is revealed.

Retail staff training

Merchandisers should be engaged in training the staff of retail outlets: talk about products, their qualities, how best to sell this product, to whom it is intended. Such information is necessary to improve the professionalism of sellers, on which, in particular, the attitude of buyers to the store as a whole depends.

However, shop assistants are sometimes so busy that they do not have enough time for training. In addition, sometimes there is simply no incentive to do so.

*A blister is a dummy product, sealed in transparent plastic, fixed on the inside of the showcase. In the jargon of merchandisers - "icon".

** Pallets (from the English. Pallete - pallet) - beautiful mountains and pyramids of goods in the trading floors of supermarkets.

***If the same trademark is produced in different product groups (for example, washing powder and dishwashing liquid), they should be located in different places, next to similar products of other brands.

**** Facing (from the English. Face - face), - the front part of a unit of production. For example, 1 bottle of ketchup "Baltimore" - "Tomato" glass, weight 0.540 g, standing on a shelf facing the buyer.

Privacy agreement

and processing of personal data

1. General Provisions

1.1. This agreement on confidentiality and processing of personal data (hereinafter referred to as the Agreement) is accepted freely and by its own will, applies to all information that Insales Rus LLC and / or its affiliates, including all persons belonging to the same group with LLC "Insales Rus" (including "EKAM Service" LLC) can obtain about the User during the use of any of the sites, services, services, computer programs, products or services of "Insales Rus" LLC (hereinafter referred to as the "Services") and in during the execution of Insales Rus LLC of any agreements and contracts with the User. The User's consent to the Agreement, expressed by him in the framework of relations with one of the listed persons, applies to all other listed persons.

1.2. The use of the Services means the User's consent to this Agreement and the conditions specified therein; in case of disagreement with these conditions, the User must refrain from using the Services.

"Insales"- Limited Liability Company "Insales Rus", PSRN 1117746506514, TIN 7714843760, KPP 771401001, registered at the address: 125319, Moscow, Akademika Ilyushin St., 4, building 1, office 11 (hereinafter referred to as "Insales" ), on the one hand, and

"User" -

or an individual who has legal capacity and is recognized as a participant in civil legal relations in accordance with the legislation of the Russian Federation;

or entity, registered in accordance with the laws of the state of which such person is a resident;

or individual entrepreneur, registered in accordance with the laws of the state of which such person is a resident;

which has accepted the terms of this Agreement.

1.4. For the purposes of this Agreement, the Parties have determined that confidential information is information of any nature (production, technical, economic, organizational and others), including the results of intellectual activity, as well as information about the methods of implementation professional activity(including, but not limited to: information about products, works and services; information about technologies and research works; data on technical systems and equipment, including elements of software; business forecasts and details of proposed purchases; requirements and specifications of specific partners and potential partners; information relating to intellectual property, as well as plans and technologies related to all of the above), communicated by one party to the other party in writing and / or electronic form, expressly designated by the Party as its confidential information.

1.5. The purpose of this Agreement is to protect confidential information that the Parties will exchange during negotiations, conclusion of contracts and fulfillment of obligations, as well as any other interaction (including, but not limited to, consulting, requesting and providing information, and performing other assignments).

2.Obligations of the Parties

2.1. The Parties agree to keep secret all confidential information received by one Party from the other Party during the interaction of the Parties, not to disclose, disclose, make public or otherwise provide such information to any third party without the prior written permission of the other Party, with the exception of cases specified in the current legislation, when the provision of such information is the responsibility of the Parties.

2.2. Each of the Parties will take all necessary measures to protect confidential information with at least the same measures that the Party applies to protect its own confidential information. Access to confidential information is provided only to those employees of each of the Parties who reasonably need it to perform their official duties for the implementation of this Agreement.

2.3. The obligation to keep secret confidential information is valid within the term of this Agreement, the license agreement for computer programs dated 12/01/2016, the agreement of accession to the license agreement for computer programs, agency and other agreements and within five years after termination their actions, unless otherwise agreed by the Parties.

(a) if the information provided has become publicly available without violating the obligations of one of the Parties;

(b) if the information provided became known to the Party as a result of its own research, systematic observations or other activities carried out without the use of confidential information received from the other Party;

(c) if the information provided is lawfully obtained from a third party without an obligation to keep it secret until it is provided by one of the Parties;

(d) if the information is provided at the written request of the authority state power, other government agency, or a local government body in order to perform their functions and its disclosure to these bodies is mandatory for the Party. In this case, the Party must immediately notify the other Party of the request received;

(e) if the information is provided to a third party with the consent of the Party about which the information is being transferred.

2.5. Insales does not verify the accuracy of the information provided by the User, and is not able to assess its legal capacity.

2.6. The information that the User provides to Insales when registering in the Services is not personal data, as defined in federal law RF No. 152-FZ dated July 27, 2006. "About personal data".

2.7. Insales has the right to make changes to this Agreement. When making changes in the current version, the date of the last update is indicated. The new version of the Agreement comes into force from the moment of its placement, unless otherwise provided new edition Agreements.

2.8. By accepting this Agreement, the User acknowledges and agrees that Insales may send personalized messages and information to the User (including, but not limited to) to improve the quality of the Services, to develop new products, to create and send to the User personal offers, to inform the User about changes in Tariff plans and updates, to send marketing materials to the User related to the Services, to protect the Services and Users, and for other purposes.

The user has the right to refuse to receive the above information by notifying in writing to the e-mail address Insales - .

2.9. By accepting this Agreement, the User acknowledges and agrees that the Insales Services may use cookies, counters, other technologies to ensure the operation of the Services in general or their individual functions in particular, and the User has no claims against Insales in connection with this.

2.10. The user acknowledges that the equipment and software, used by him to visit sites on the Internet may have the function of prohibiting operations with cookies (for any sites or for certain sites), as well as deleting previously received cookies.

Insales has the right to determine that the provision of a certain Service is possible only if the acceptance and receipt of cookies is allowed by the User.

2.11. The user is solely responsible for the security of the means chosen by him to access the account, and also independently ensures their confidentiality. The User is solely responsible for all actions (as well as their consequences) within or using the Services under the User's account, including cases of voluntary transfer by the User of data to access the User's account to third parties on any terms (including under contracts or agreements) . At the same time, all actions within or using the Services under the User's account are considered to be performed by the User, except for cases when the User notified Insales of unauthorized access to the Services using the User's account and / or any violation (suspicions of violation) of the confidentiality of their account access.

2.12. The User is obliged to immediately notify Insales of any case of unauthorized (not authorized by the User) access to the Services using the User's account and / or any violation (suspicion of violation) of the confidentiality of their means of access to the account. For security purposes, the User is obliged to independently carry out a safe shutdown of work under his account at the end of each session of work with the Services. Insales is not responsible for the possible loss or corruption of data, as well as other consequences of any nature that may occur due to the violation by the User of the provisions of this part of the Agreement.

3. Responsibility of the Parties

3.1. The Party that violated the obligations stipulated by the Agreement regarding the protection of confidential information transmitted under the Agreement is obliged to compensate, at the request of the affected Party, the real damage caused by such a violation of the terms of the Agreement in accordance with the current legislation of the Russian Federation.

3.2. Compensation for damages does not terminate the obligations of the violating Party for the proper performance of obligations under the Agreement.

4.Other provisions

4.1. All notices, requests, demands and other correspondence under this Agreement, including those including confidential information, must be in writing and delivered in person or through a courier, or sent by e-mail to the addresses specified in the license agreement for computer programs dated 01.12.2016, the agreement of accession to the license agreement for computer programs and in this Agreement or other addresses that may be specified in writing by the Party in the future.

4.2. If one or more provisions (conditions) of this Agreement are or become invalid, then this cannot serve as a reason for the termination of other provisions (conditions).

4.3. The law of the Russian Federation shall apply to this Agreement and the relationship between the User and Insales arising in connection with the application of the Agreement.

4.3. The User has the right to send all suggestions or questions regarding this Agreement to the Insales User Support Service or to the postal address: 107078, Moscow, st. Novoryazanskaya, 18, pp. 11-12 BC "Stendhal" LLC "Insales Rus".

Publication date: 01.12.2016

Full name in Russian:

Limited Liability Company "Insales Rus"

Abbreviated name in Russian:

Insales Rus LLC

Name in English:

InSales Rus Limited Liability Company (InSales Rus LLC)

Legal address:

125319, Moscow, st. Academician Ilyushin, 4, building 1, office 11

Mailing address:

107078, Moscow, st. Novoryazanskaya, 18, building 11-12, BC "Stendhal"

TIN: 7714843760 KPP: 771401001

Bank details:

What is visual merchandising? This is an event for the correct design of the store space in order to increase sales. There are 6 basic rules of visual merchandising, following which you can sell goods in a short time.

What you will learn about:

Goals and tools to attract buyers

Inside the outlet, visual merchandising manages the flow of visitors, leads them in the right direction, awakening interest in certain items of the assortment, and encourages them to buy goods. When visitors to the store say that it is convenient, it is pleasant to shop in it, the necessary goods are easy to find, the explanatory labels are easy to read, they give maximum information - visual merchandising works well in this store. His goals:

• Attract attention;
• Retain interest;
• Generate interest in certain positions;
• Provoke a purchase.

You can complete the tasks by presenting the goods to visitors in a simple, accessible form. If we take clothing stores as an example, then the efforts of specialists are aimed at ensuring that a potential buyer enters the store, can quickly get used to it, independently choose a model, and choose the right size.

Visual merchandising operates according to certain laws, creating the necessary atmosphere using a set of tools:

• competent layout of the space of the trading floor;
• differentiation of commodity groups;
• commercial equipment of various types;
• interior design;
• selection of lighting;
• showcase design;
• convenient, attractive display of goods;
• mannequins;
• POS materials;
• smells;
• sounds.

The work of a specialist involved in the optimization of the trading process is akin to the work of a designer, graphic designer. He creates a composition that includes light, sound, smell, tactile sensations.

His task is to place emphasis on the model, brand, group of goods that need to be sold. A professional is able to increase the store's revenue by 15-20% by competently attracting visitors.

Six basic rules for in-store merchandising

Visual merchandising rules define what needs to be done to sell quickly. There are six main postulates:

1. Highlight the desired product against the background of the environment, place accents. You can do this in several ways:

• draw up wider approaches to the desired group of goods, make long rows;
• make an additional layout in a slide, in a basket, on a trolley;
• set color accents: from labels, price tags printed on colored paper, to creating a neutral environment with rare bright flashes (put bright t-shirts on a white or black background, accessories over jeans, etc.);
• attract the attention of buyers with unusual packaging: the novelty will awaken curiosity;
• provide more light: the trading floor should be well lit, make additional illumination of racks, counters;
• use POS materials: they will attract additional attention.

To determine the most popular and profitable products, predict demand, and increase profits, the accounting program for the Business.Ru clothing store will help.

Attracting attention, observe a sense of proportion. If you place color accents, remember from a large number bright, saturated colors people quickly get tired, irritated. When making the backlight, make sure that it does not hurt the eyes, forcing visitors to run away from the trading floor.

2. What you need to sell - put it at eye level. It is convenient for buyers to examine goods that are at the level of their gaze ± 20 cm: they do not have to bend over or lift their heads, therefore, above 140 cm from the floor, they place goods that bring the main profit, or what needs to be sold.

3. Please with variety. The assortment of most stores of the same specialization is similar. Shoppers are accustomed to seeing the same brands in roughly the same storefronts using the same techniques. Shake them up, do something unexpected: use branded price tags, labels, design racks in an unusual style.

4. Try to lay out the goods using logic. It is unlikely that a woman who has come in for a dress will decide to buy a coat for her husband, but she can choose a scarf or shoes. In stores with an assortment of several thousand items - distinguish between groups of goods by name, weight, price.

5. Narrow specialization is a good way out of the situation! Remember your feelings in large shopping malls on a day off. People around people. Children are screaming, crying, everyone is going somewhere. In a continuous stream, a small store that has exactly what you need becomes a salvation. You can safely choose a sweater or a juicer without fear of being trampled.

At its core, the principles of visual merchandising are a way to attract the attention of a client without tiring him or causing rejection.

Planning a sales floor for a clothing store

Work to attract buyers begins with the first step - planning the space of the trading floor. Determine the direction of the flow of visitors, highlight the main area, fitting rooms, cash desk on the floor plan. Follow visual merchandising standards:

• the cash desk is located in the back of the hall;
• fitting rooms should not be visible at the entrance;
• near the entrance they put low commercial equipment (children's mannequins, tables), closer to the walls - high.

At the first stage, working with the floor plan, they are guided by the basic laws of visual merchandising:

• The law of the "golden triangle": the entrance group, the cash desk, the basic collection, create a triangle of the maximum possible area, inside which actual goods (new products, promotional products, etc.) are placed;
• The law of obstacles: inside the triangle, it is necessary to arrange the equipment in such a way that the visitor changes the trajectory of movement as often as possible, shifts his gaze;
• The law of large and small forms: 75% of the population are right-handed, therefore, on the right hand in the direction of travel, they put goods of small forms, on the left - large ones;
• The law of free space: the more free space, the more expensive the goods in the store.

When the first stage of planning is completed, you can proceed to the internal zoning of space.

Complex automation of a clothing store from 500 rubles/month!
Manage purchases and assortment, reduce the amount of stale goods and speed up sales processes using the Biznes.Ru app for a clothing store.

clothing store zoning

There are 3 shopping sectors in the trading floor: “hot”, “cold”, impulse. "Hot" sector - receives more attention, this is the first thing that customers who enter the store rush to. The “cold” one is examined after the “hot” one, and the impulse one is the place where unplanned goods were purchased.

Correct definition of these sectors - 80% successful sale. The patterns of movement of the flow of customers inside the trading floor come to the rescue:

• Up to 90% of visitors walk around the hall around the perimeter, only 40-50% pay attention to the counters inside the perimeter;
• Up to 85% of customers make impulse purchases near the cash desks: accessories, key rings, little things for caring for clothes and shoes;
• 90% of visitors pay more attention to goods located at the beginning of the movement (not tired, interesting) and near the cash desks (there is nothing to do in the queue).

Interior design

After planning the trading floor, dividing the space into zones, you can proceed to interior design. Under this concept, visual merchandising in a clothing store combined window dressing, interior decoration, appearance and placement of commercial equipment, a special atmosphere created by sounds and smells.

Before you start working on the interior, decide who your potential buyers are. Respectable audience over 40 or young people from 15 to 25 years old. It will depend on what style, techniques to use.

Create an atmosphere of peace, comfort, status, or resort to ambiguous, even shocking decisions, causing a heated discussion of the interior in in social networks, news channels. Remember, the trading floor is designed for them, their attention must be attracted.

There are two rules for designing a clothing store:

• Atmospheres: interior decoration should match the appearance of a potential buyer. The futuristic, avant-garde design will appeal to impulsive shoppers who value the store's interior more than its value. Classic - a win-win option for expensive boutiques, stores designed for middle-aged people;
• Brand Identities: The overall design concept should be in unison with the main message of the brand.

Involve a professional architect, designer. Think about what music should be playing in the background, how much to adjust the volume, what smells should be in the air.

Example: the aroma of cinnamon, coffee, citrus fruits create a pleasant impression, encourage you to look longer, buy.

Lighting and product display

Carry out lighting planning at the stage of the store design project. This will help to avoid mistakes, correct shortcomings. A lot has been written about lighting: there should not be poorly lit, dark corners in the store. It can be general, creative, accent.

With the help of well-built light, you can:

• promote the product: a light accent so that the buyer clearly understands what the store offers, what quality, how much it costs;
• create an image of the store: well-chosen display window lighting excites the sensual side of the buyer, makes you remember not the thing, but the image of the boutique.

By combining white, colored lamps, changing the intensity of light, tell stories, fascinate, attract the eye.

Now it's time to buy commercial equipment, product layouts. Appearance, cost, quality of materials depend on the style of the interior decoration of the boutique. There must be harmony in everything.

Aggressive, minimalistic interior includes racks, hangers, tables made of metal, glass. In a respectable store, designed for a status audience, forging, natural wood looks great.

The main thing to remember: there must be harmony in everything. If a store sells women's suits ranging from $100 to $300, rococo furniture will scare away customers rather than attract them.

Mannequins: choose, dress, arrange

Most effective method present clothes - put on a mannequin. For the store, faceless, multi-colored, plastic mannequins or wooden ones are purchased, with bending arms and legs. Principles of visual merchandising when working with mannequins:

• Consider the potential audience, the cost of things in the store. A $1,000 suit looks ridiculous on a cheap mannequin, and vice versa;
• Arrange mannequins by gender: men to men, women to women. The only exception is for "clothing for the whole family" stores. There you can group family compositions;
• One group - one color range or collection;
• Use accessories, create a complete image;
• The clothes on the mannequin should be clean, ironed, fit perfectly (pins to help);
• Update images every 14 days.

Remember mannequins - business card store, they should interest the client, encourage him to make a purchase, even if the mannequin has to be undressed!

How well the concept of visual merchandising in clothing works (or does not work) will help determine the view from the outside: take a photo or video of the store.