How To Design The Layout Of Your Commercial Market Garden

Quite often, coming from the store (infeatures of the supermarket) home, and critically estimating the considerable volumes of purchases (necessary and not so), you think about the reasons prompting to make such rash expenses. And everything has a fairly logical explanation - merchandising, according to which the competent layout of goods in the trading floor was made.

Merchandising

The natural consequence of the improvement andglut of the market becomes an aggravation of competition not only between commodity producers, but also between trade organizations, on which the final result of the effectiveness of the entire production is often more dependent. It is merchandising, i.e., a system of measures to increase sales in retail trade and create an atmosphere conducive to this, contributes to the successful sale of goods. In literal translation from English, this term means the process of trading.

Basic principles of marketing strategiesare formed as a result of careful analysis of behavioral stereotypes of customers. Thus, the fundamentals of merchandising - in the preparation of clear, psychologically justified measures aimed at stimulating purchases. If we consider that on average more than 70% of goods are purchased impulsively, without a weighted preliminary decision on the need for such a purchase, then it becomes clear the ever-increasing efficiency of merchandising in modern conditions.

The correct layout of goods intrading hall - as the first step or the basis of merchandising - should ensure maximum availability of products, as well as visually influence the person, helping to attract his attention to the object of purchase.

Marketing strategy

Correctly organized layout of goods instore is the most significant part of the marketing strategy. One of the most important conditions for the selling of goods is its visual visibility, attractiveness. Analyzing the actual turnover, marketers came to fairly logical conclusions: the goods placed on shelves, located at the level of human eyes, have the highest sales figures. However, there are many other factors that have a significant impact on sales volumes.

Target directions

The layout of goods is used to achieve various narrowly focused, often overlapping goals:

Increase in volume indicators of sales.
Formation of consumer confidence in the product.
Strengthening the impact of the trademark on the consumer and the formation of persistent taste priorities.
Increased competitiveness among similar products.
Acquisition of well-deserved recognition in the field of successful product promotion.

Product Presentation Options

Different variants of the presentation of goods are conditioned by the specifics of individual trade offers, customer needs and taste preferences.

A style or species grouping is made infood, economic and manufactured goods stores, where this type of accommodation is traditionally used in relation to all categories of goods. For example, in various departments of the store there are sections with outer clothing and summer collections, shoes, haberdashery and so on.

At the heart of the ideological grouping lies most oftenany concept or just reputation and image of a commercial object. For example, salons that sell furniture on samples, for the full visual perception, exhibit the most attractive specimens. At the same time, the surrounding interior is reproduced in accordance with the most fashionable trends, emphasizing the advantages of the advertised products.

The color solution when laying out the goods is peculiarshops and boutiques with high trade margins designed for the most well-endowed category of consumers. Such a contingent attracts the brightness of the image, which stimulates them to buy.

Price grouping allows buyers to evaluatevariety of assortment and to choose products at the most suitable price, and a large-scale calculation shapes the buyers' opinion about the low prices for a huge number of homogeneous goods.

When the front presentation of a particular product in its expanded form, the buyer is shown all its features, maximally emphasizing their attractiveness.

Placement of departments and groups of goods

Logically based placement of certain types of products in the trading floor is the result of an adequate assessment of several fundamental factors:

The number of purchases per unit time of certain groups of goods, i.e., the frequency of their purchase.
Dimensions and weight of products sold.
The number of different modifications of the goods.
Time and spatial distance required by the buyer to inspect or view potential purchases, as well as to select the most attractive item from the analogues presented on the shelf.

In addition to quantifiable factors,the layout of goods directly depends on the quality and texture of the products offered, packaging, image and layout of the store, the profitability of certain groups of goods.

For example, in elite salons and boutiquesthe products represented are often combined according to their stylistic and color similarity. In shops with an average level of prices, goods are usually grouped by size, and in retail outlets with minimum prices they can be placed simply in containers.

Traffic routes

To achieve maximum rationality inuse of available retail space should determine the sequence of the location of departments in the store as a whole, and the choice of the most suitable place for each section. Having considered the formed route of traffic in a large store, experienced marketers place departments with insignificant, impulsive goods on the way to sections with the most frequent purchases. So, a person who wants to acquire only certain things, is forced to go through other departments in which a properly organized layout of the goods literally lures and makes a purchase.

The art of laying out goods

The methods of laying out the goods traditionally depend on the placement of the products sold with respect to homogeneous products and specialized equipment.

With horizontal laying, homogeneous goodsevenly placed along the entire length of the shelf. At the same time, in one direction, the units are ranked as the volume decreases (or increases), by serial production, placing the most overall and cheapest on the lower shelves. And products intended for fast implementation, should be in the maximum availability for the buyer and in a certain way attract attention.

With this placement, the least popular products located near the more popular analogs will be in high demand, partly borrowing their customer's liking.

With the vertical method of computation, homogeneousThe products are placed on the shelves in several rows: smaller and lighter - on the upper shelves, and their larger counterparts on the lower ones. This method improves the quality of visual perception and is quite convenient for customers, regardless of their growth. Most often, this is the layout of goods used in large trading halls of self-service stores.

The display method of calculation is performed whenassistance of additional points of sale, ie, on a stand-alone brand stand or stand, the goods are displayed in the most favorable perspective. The location of such a stand is in no way tied to the actual place of realization of a particular product.

Planogram

The presentation of the goods to the buyer mustit is not chaotic, but in accordance with a preconceived and executed by hand or computer scheme (a drawing, drawing or photograph), which is called a planogram. On it each position of the laid out assortment list should be represented in as much detail as possible with an indication of the exact place for each trading unit. A planogram of the layout of the goods is made taking into account the wishes of suppliers and buyers, as well as the capabilities of the retailer. The time spent on its compilation, as a result, significantly reduces the time required for placing products in the trading floor. In addition, many software products have been developed to significantly simplify and accelerate the process of such detailing.

The planogram of the calculation of the goods must be approved by the head of the outlet, and all subsequent changes are also subject to approval.

General principles

Depending on the specifics of the store and the products sold, the development of the planogram adhere to a wide variety of positions. But the general principles of laying out the goods are as follows:

The principle of visibility - is realized in the creation of visual attractiveness and accessibility for review.
Achieving the highest efficiency withreasonably reasonable expenses (rational use of commercial equipment and space). For each type of product areas are allocated, approximately corresponding to the volume of their sales. Maximum areas - for fast-selling or advertised goods; The latter, in turn, should be located in the most viewed areas of the trading floor. Do not forget about the provision of free access to the products laid out.
Systematic.Placement and layout of goods is made by complex blocks, i.e., things interconnected by themselves on some basis are grouped in one place. For example, household goods, and nearby - a showcase with utensils, etc.
Compatibility of nearby goods in relation toto each other, that is, the negative influence of commodity neighbors should be ruled out. Laying coffee products should not be located next to spices or wet products. This neighborhood will adversely affect the consumer properties of the goods being sold (coffee itself can acquire an extraneous smell, or can impart to its surrounding objects).
The impulsively acquired things must benear to products of the raised demand. For example, the right alternation of expensive and cheap goods allows you to increase the profitability of the store, attracting attention to diametrically opposite in its properties units. At the same time, the aesthetics and safety of the laid products must be ensured.
It is very important to monitor the sufficiency of the calculation,ie the most complete representation of the available assortment, depending on the retail space, the specifics of the outlet and the demand for the proposed list of goods, as well as the whole complex of marketing policy.
To create a fascinating image of the storeoften enough (especially when it is opened) resort to lowering trade markups, promotions and discounts. Such a marketing move is envisaged for the formation of stable buyers' sympathy for the trade object.

Specificity of the layout of food products

The layout of food products is designedprovide not only accessibility, but also maximum safety. Depending on storage conditions, packaging used and other factors, different methods of selling them are used. Liquid products in bottles are conveniently placed several rows on shelves, occasionally right in drawers. Meat, fish and sausage products - in refrigerated display cases, exposing the cut goods for the buyer's view in the most attractive form. Packaged products (or in packs) are neatly laid out in rows or stacks on the shelves, grouping units by type.

For bakery products are usedwall and island slides, as well as special equipment to ensure compliance with sanitary standards of storage. This layout of the goods (the photo is presented above) is the most rational for its preservation.

Features of the calculation of industrial goods

For industrial goods, the maximumdifferentiation of them into groups in accordance with types, articles and purpose. Clothing, for example, can be distributed throughout the trading hall, depending on the styles, seasonality, sex-age and other characteristics. Headgear are placed on special consoles, as well as designs of various configurations, allowing the most profitable to show this or that thing. Layout of goods in the store allows you to plan an effective direction of consumer flows, contributing to the profitability of the trading business.

It is very important when planning the calculationsprovide that the goods are not closed by a queue that limits its visibility and availability. In this case, its front side should be best represented by the eyes of the consumer. It is believed that the most advantageous location of the shelves - on the left side of the direction of the main flow of consumer flow. With an even load of goods on the shelves, the part to which the maximum marketing efforts are directed should be approximately eye level, and in addition, it should be located near the cash register. Strengthening the impact on consumer likes can be achieved through a variety of advertising tools. An increase in turnover occurs when one and the same product is exhibited in several areas of the retail facility.

Product placement options

Sophisticated placement of goods in the storesignificantly increases sales. For the most effective attracting the attention of the buyer use quite a variety of types of products with the use of special equipment:

Shelves and shelving.
Counters and special exhibitions.
Wire baskets and floor pallets.
Separately located stands.
Automatic dispensers.
Advertised packages, beautiful boxes, etc.

Very impressive are the exhibitions of goods inpromotional packages. High-quality and expensive polygraphy competently provided by the manufacturer, especially interested in the visitors of the store, attracting attention primarily to yourself.

Features of merchandising in a pharmacy

Use of a competent marketing strategy inThe pharmacy network has some peculiarities in relation to other trading facilities. Merchandising in a pharmacy is a complex activity to increase sales through promotional activities aimed at attracting consumers' attention to OTC drugs. One of the most important features of the pharmacy retail outlet is the specificity of the purchasing psychology, often expressed in rather shy behavior: the client tries to get maximum information on the display windows before asking questions, for example, about medicines from fungal or venereal diseases, as well as other, rather intimate medicines . Pharmacies develop a certain system of rubricators that facilitate the search for necessary information on therapeutic groups of medications.

In addition, looking for a medicine, a potentialthe buyer inspects the trading floor and is involuntarily interested in other medications that he needed earlier (but it was not possible to buy them) or those that he will buy today or in the future.

Zoning of pharmacy calculations

Traditionally, the presentation of goods in a pharmacy is made taking into account zoning, which makes it as easy as possible to search for medications. Almost every pharmacy kiosk has the following zones:

- Goods sold without a prescription. This is a fairly voluminous calculation, in which the drugs are placed by the areas of their application.

- A separate place is reserved for medicinal plants and dietary supplements, various homeopathic preparations.

- A lot of vitamin complexes, goods fordiabetics and people seeking to lose weight, are in a separate zone. Also here you can find a variety of modifications to drugs for people who lead a healthy lifestyle.

- Various variations of natural and decorative cosmetics (from toothpastes and creams to lipsticks and pads).

- Medical equipment and means of patient care, orthopedic goods and compression knitwear.

- Products for young children,Newborns, their mothers and pregnant women. On the shelves are lined with specialized cosmetics, baby food and various adaptations for the development of the child.

- In some areas usually allocated drugs,contributing to increased efficiency and prevention of stressful effects on the human body. On the windows are presented medicines against motion sickness, strengthening vision and protecting against the harmful effects of technical means in the workplace.

- In the cash zone there are special offers, advertised products and seasonal equipment, as well as printed products devoted to the problems of preservation and restoration of health.

Adequate visualization of the presented medicinal products provides for their location not less than 0.8 m from the floor, but not more than 1.6-1.7 m, ie, not higher than the head of the average person.

The highest sign of sales efficiencypolicy, which takes into account all the rules of the calculation of goods, is the growth in sales volumes, as well as a reduction in the time required for buyers to search for the necessary products. A competent sales marketing strategy not only facilitates the buying process, shortening the time to find the right product, but also attracts unnecessary attention to unnecessary things.

</ p>>