Merchandising is based on the psychology of buyer behavior in a confined space. IN trading floor merchandising is used, firstly, to present the product, and secondly, through exposure it influences the client’s choice. Thirdly, merchandising stimulates the desire to buy more goods(exactly this brand, exactly in your store).

“The product is in its place” (article about merchandising)

Word MERCHANDISING difficult to translate into Russian compactly. In some manuals the translation “shop building” is found. Yes, not very cumbersome. But it’s not even close to the functional essence of merchandising - the architectural context of this word is very strong. Although merchandising has nothing to do with construction. It’s easier for residents of French-speaking countries - there “merchandising” is sometimes translated by the word “etalage”, which means “display of goods on a showcase and counter”. However, the calculations are different. There are those that are made for reasons of general aesthetics, according to the law of still life (“so that it is beautiful”). And there are also active exhibitions - based not only on the laws of artistic composition, but also on psychological techniques, carrying a certain message, an impulse addressed to a person. This is the area of ​​merchandising.

MERCHANDISING was first used by representatives of large concerns - such as Coca-Cola, Pepsi, Wrigley's, whose goods belonged to the category of goods of impulse demand. Therefore, these companies decided to use the opportunity to influence buyers as much as possible - at all stages of the movement of goods. The concerns carried out analytical work and came to a paradoxical conclusion: two thirds of buyers, entering a retail store, do not yet know what exactly they want to buy, and if they do know, they do not know what brand. Retail Stores- the last frontier between buyer and seller, when you can influence not only with the help of the seller’s work, but also with the nuances of the product’s exposure. Western experts have come to the conclusion that proper exposure gives an increase in trade turnover from 12 to 18%. Therefore, merchandising soon began to be used not only in working with goods of impulse demand, but also in trading goods of other groups.

WHERE TO BEGIN?

All of us, city dwellers, live in a tense rhythm and move along the streets at a fairly high speed. And we enter the store at the same speed. It is necessary to “lower the speed”, to make the buyer move through your store more slowly, “thoughtfully”. What need to do?

If the store consists of several floors, then the staircase in the hall forces the buyer to slow down. Placing advertising and information structures at the entrance serves the same purpose. Finally, a subtle change in the trajectory of movement: the buyer enters the store lobby in a straight line, but when moving from the lobby to the sales floor, he is forced to turn. So, the speed reduction has been achieved.

The second point is the trajectory of movement. Most people feel more comfortable moving around the room counterclockwise. The buyer must be given this opportunity. In this regard, the so-called “actual path” was thought out - a walk around the perimeter.

Observations show that 80-90% of customers pass the store along the perimeter and only 40-50% enter the middle zone of the self-service store. It is more convenient for the buyer to take the goods located on the right in the direction of his movement.

The third point is the visual vertical. Products on the shelves are located at eye level, above eye level, at hand level and above floor level. The first thing a buyer pays attention to is products located at eye level. In this regard, 40% of goods should be placed at eye level, 20% above eye level, 30% at hand level and 10% above floor level. This is the optimal placement. It is recommended to place the most popular products at eye level. It is more convenient for us to view a product from left to right and from top to bottom - our gaze moves in the same way as when reading. The buyer should have the opportunity for such an inspection as is usual for him.

It is not recommended to place goods too high. As you move vertically away from manual access, the “purchasability” of the product decreases. A separate case is demonstration samples. It is not forbidden to place them even under the ceiling - there they are most noticeable. A similar demonstration technique is often used for large soft toys and sporting goods.

The creation of a comfortable atmosphere is facilitated by a harmonious color scheme of the interior and commercial equipment.

Another nuance characteristic of self-service stores: customers buy up goods, and the shelves gradually become empty - here and there “clearings” or voids are formed. It is necessary to prevent such gaps from appearing and promptly deliver goods to empty areas. Otherwise, the buyer begins to experience discomfort. He should feel that there is a lot of goods and that they are new. The feeling of a “treasury untouched” is better for the buyer than the contemplation of empty spaces.

Fourth point. Entering the store, the buyer goes to the section with the product he needs, then turns to the checkout. That is, it moves along a triangular trajectory. Merchandisers called the zone formed by these vectors the golden triangle. We need to ensure that the buyer spends in this golden triangle longest time. Finally, the area of ​​the golden triangle can be increased.

Fifth point. Any buyer comes to the store with the subconscious attitude “Don’t make me think and search.” That is, products should be located so that they are easy to find. Because the buyer, once or twice not finding the product he needs, will simply go to another store. Products should be easy to find - with the help of information structures and product location.

There are no identical supermarkets: each store has its own list hot commodity, the customers of each store are different, so there are no absolute recipes. The optimal share of commercial equipment in the store space is 40%. The rest of its area is intended for customer traffic. There should be no crowding or overcrowding. When placing the equipment, you need to find out in detail the specifics of trade turnover and accurately determine the zoning of seasonal and non-seasonal goods.

TRADE GEOMETRY

There are several types of equipment layout. The first is perimeter, when people move along the wall shelving, and in the center there is an island shelving or group of shelving. Another type is two flows: one along the perimeter, the other between the racks. The third type, by the way, ideally corresponding to the 40% share of equipment and providing 60% of the area for the movement of customers, are racks located diagonally inside the perimeter, at an angle, in the manner of parquet tiles. This scheme is very popular in Western supermarkets. But, unfortunately, the high cost of retail space does not allow the use of this type of arrangement. Another disadvantage of this arrangement is that our people, when there are transitions between stands, begin to move chaotically. But in boutiques, such organization of space is used more often and, moreover, is typical specifically for stores in this category.

So our main “testing ground” will be a supermarket with the first type of layout, as the most typical.

There are also few types of shelving arrangement - horizontal arrangement, vertical arrangement. And the so-called display type, when a separate stand (usually with an individual design) is dedicated to a specific brand or thematic group of products (sewing supplies, kitchen accessories).

EYE AND EYE!

The principal factor is the availability in the store inventory. If you don't have enough working capital for its prompt replenishment, then the most reasonable solution would be to reduce retail space. If you have to save on retail space in order to invest in inventory, save. Just don't let your butts be empty. Empty shelves are a negative psychological nuance. The buyer once saw an empty shelf, another time - and now he had the feeling that he was not shown something. The regiment was taken away, but not shown.

In addition to controlling inventory, it is also necessary to analyze turnover according to customer preferences. The product that is in greatest demand should be placed in the best places and always be in greater stock in the warehouse.

Hot goods disappear from the butts first, so regular restocking is necessary. This procedure must be performed in such a way as not to disturb customers. It is necessary to determine the optimal time for restocking.

The entrance area and the cash register area are the most active areas for presenting goods. If you do not use a basket system with full access to the product, but a combined one (with counters), the visual presentation of those products that cannot be picked up should be as comfortable as possible for the buyer: the overview should be as complete as possible, and the price tags should be as informative as possible .

An equally active viewing area is the end parts of the racks. As you move, the end sections of the island shelving are visible quite clearly. This is where it is recommended to place extra seats sales, promotional items or product information. It must be remembered that the main points of sale and additional assortments must match. That is, a person can see the product at both the main and additional workplace. By removing the product from the main point of sale and transferring it to an additional one, you thereby reduce the number of seconds that the buyer can spend on reviewing the product, while the main intention of merchandising is to increase the time that the buyer devotes to contemplating the product, capturing his consumer attention.

When analyzing inventory and turnover, it is necessary to accurately identify products of maximum demand, periodic demand and impulse demand. When you place all this on the sales floor, you need to mix these groups without tying them tightly: goods of high demand, then medium, then again high. Thus, there is a kind of pull of interest from goods of high demand to goods of average demand. Due to the inertia of visual perception, the buyer pays attention to these products.

* EXAMPLE 1.

In one of the supermarkets, at the very end of the shelf, at the bottom of the stand, there is mineral water. This is a fairly popular product in the summer, it is always available. The goods on the top shelf are changed. In winter there was honey there. Now there are juices there. Mineral water is a more popular product, but it is not located in the most popular place. But at the same time, a very large percentage of buyers buy mineral water. And thus, the turnover of the upper shelves is stimulated.

* EXAMPLE 2.

“Regular powder” and “OMO” belong to different price groups. Pensioners buy “Regular powder”, people with high incomes buy “OMO”. These products can not be mixed, but placed in different zones: “Regular powder” - closer to the entrance (so as not to drive grandmothers deeper into the store), “OMO” - among goods for the middle class. After all, the buyer is more comfortable in the product environment that matches his social level, his self-esteem.

When placing goods on a shelf, it is necessary to take into account the factor of substitute goods. For example, meat and fish are a pair of substitute goods, sugar and honey are also substitute goods. Mixer and food processor with mixer function are substitute products from the industrial group. So, it is not advisable to place substitute goods in close proximity to each other, because the buyer in this case will choose any one component of this pair. And we need him to choose both. Or, literally speaking, I would buy both sugar and honey.

It is unacceptable to place expired goods. Products with a shorter expiration date should be more accessible to the buyer - located closer to the checkout, closer to the entrance, so that a person can see it and buy it as quickly as possible. An example is simple, but glaring: in one of the companies where merchandising training took place (the company sells stationery), there was a calendar for the year 2000 (!!!) on the display window. By doing this, you immediately tell the buyer that you have serious problems with the prompt purchase of goods. You can’t so “artistically” describe your weakness!

If several brands are located on the sales floor, then representatives of manufacturing companies usually require compact placement of all products under their brand. But this is not always convenient for the buyer. For example, a buyer is more likely to search for brand X shampoo on a category-wide basis (where all other shampoos are) rather than on a brand basis (where other products under the X brand are). The manufacturing company, of course, is more impressed by the second option. The best compromise would be to organize an additional retail space, where the entire range of products under the "X" brand will be presented monolithically, on a branded display. Despite the commitment to brands, in the field of household chemicals and cosmetics There is a tendency for the popularity of brands to rotate. This circumstance must be taken into account and promoted not only trade marks, but also product groups.

NUMBERS, LETTERS AND PICTURES

The person who is involved in placing goods in the store is faced with a lot of demands, and they are sometimes diametrically opposed. On the one hand, the manufacturing company expresses its compositional priorities, but the buyer says: “No, I’m so uncomfortable, I want it differently!” The simplest and most objective criterion in favor of a particular layout can only be considered an increase/decrease in sales volume in a given retail space.

Price tags must clearly indicate their “native” product. In stores with small retail spaces, a high density of display leads to a mixture of price tags on racks and gondolas.

* EXAMPLE 3.

However, I happened to observe the most puzzling placement of price tags in a large supermarket on one of the central streets. So, in a large freezer there were seafood - the same type (shrimp, crab sticks, mussels), but different brands. And their price tags were hastily taped to the top edges of the chest. Moreover, some of the signs fell off, fell inside the stall and flashed among the products that thoughtful buyers were stirring. Using this chest was very reminiscent of playing children's lotto. But it’s unlikely that the prospect of thoughtfully composing a “product/price tag” pair will please an adult who is always in a hurry.

Advertising materials placed on stands or near stands must not block the view of the product. They should promote the product you have in your store, be current, and be in good physical condition. It often happens that the advertising materials that manufacturing companies supply trade organizations, and remain quietly aging in stores. The company already has several advertising campaigns changed, another product series began to unwind, and the “shards of time” began to deteriorate into the smell.

Only on new advertising, placed in this place, regular visitors will not immediately pay attention - the eye is “cluttered”, the place is “overlooked”, they stopped noticing it. So it’s better not to let advertising products sit for a long time - in this case, they will do more harm than good.

The place of sale must be clean, and the product must not be defective or damaged - this is a simple truth! When unpacking consignments of goods, embarrassments are not uncommon: something spilled, something leaked. Traces of “these little tragedies” must be removed immediately! Clean! And, if possible, so that as few visitors as possible have time to see the incident. The argument “We don’t have a cleaning lady yet, she comes in the evening” in this case is just baby talk.

ADDITIONAL SALES POINTS

If you place an additional point in a more active area (at the entrance, at the checkout), in this place either a product that is in high demand (to further increase sales volume) or a product with reduced demand (also, of course, to increase sales) can be located ). But it should not disappear from the main stand.

If you place a product at an additional point that is poorly sold from the main stands, then this point should in no case resemble a warehouse or, worse, trash container. By the way, here’s what’s strange: in Western supermarkets, large baskets with all sorts of illiquid little things for 10 cents look presentable and attract the public. And in our country, an attempt to repeat this model often gives rise to a “garbage can with a price tag.” Almost like the old Soviet joke: “No matter how many times we assembled a meat grinder, we still end up with a tank again.” If the point of sale of illiquid goods turns out to be similar to a landfill, then it is better to abandon it altogether.

And the last point of customer movement on the sales floor is the cash register. Through the checkout, you can promote the assortment that you could not place on the sales floor.

* EXAMPLE 4.

In one store, whose specialty is stationery, at the checkout they sell all sorts of edible little things for an office lunch - sugar, tea, coffee bags, instant noodles. The main customers of this store are clerks from nearby offices. It is not possible (more precisely, not allowed) to combine stationery and groceries in the hall, but a closed cash register with good review very suitable for this.

PROMOTIONS

The requirements for them are the same as for static advertising materials: a product shown in action (for example, a Tefal pancake maker) or being the object of a tasting (dairy products, confectionery, drinks) must be freely sold on major shopping places. The promotion stand should not interfere with the movement of customers, and the information provided at the time of this promotion should coincide with the information that you usually convey to your customers.

All of the above is just the basics of merchandising. There are many nuances in this area. And although even the translation of the term is not yet completely clear, some useful literature has already appeared. But these are just textbooks, there is theory. And the problem books - here they are, around. Well, no fluff, no feather!

Igor Smolnikov,
Siberian Trade Newspaper #16/2002
The editors thank the consultants
Russian-German business center
Elena Voronkova and Inna Dortman
for assistance in preparing the material.

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To achieve efficiency and success in retail trade, you need to understand its basic principles. Therefore, in our article we will consider effective merchandising rules based on successful examples and case studies.

Development of merchandising book and planogram. The success of the strategy lies in the creation and implementation of standards - through the development of a merchandising book, which will contain a corporate strategy for promoting brands through various channels. Also, specialists are recommended to have a planogram - a diagram of the arrangement of goods in departments of each type and on store shelves.

Determining the height of the golden shelf for the product.“Golden shelf” - 15-20 cm below the buyer’s view. First you need to decide on your target audience, dividing buyers by gender - for women and men. Next, you need to determine the average height of potential buyers. If we talk about FMCG products, then 80% of their target audience consists of women. And strong alcohol, including elite alcohol, is mostly purchased by men – 85-90% of cases. This statistics allows you to determine the appropriate location of the “golden shelf” when placing your goods.

Allocation of goods to the corporate block. The corporate block combines products of one (subcategory), located together in a common line. Thanks to this placement, the chances of additional promotion through the manufacturer’s brand are improved. It should be taken into account that a vertical corporate block allows you to improve the efficiency of the bottom shelf, while a horizontal block can visually expand the scale of the products presented.

Display of a certain amount of goods. A large quantity of goods is required - this rule draws attention to the fact that the buyer may refuse to purchase a new or familiar product for psychological reasons - seeing a small amount of goods on the shelf, he may consider that there are leftovers on the shelf. Such a thought can confuse and make you refuse to purchase.

Creating the effect of product demand. Buyers are attracted by the wide and complete display of goods on the shelf. But the absence of several sold installations on the shelf helps stimulate sales much more. There is a direct relationship between the representation and the sale of goods. It is possible to create such an effect of demand for goods artificially.

should be the result of joint actions of the manufacturer, sellers and distributors. Merchandising rules require taking into account the interests of 3 participants in the processes, but the needs of customers must come first.

"Focus point" Products should be placed in the focus of consumers' attention - in the center of the display case, offset to the right. When selling goods through supermarkets with a large retail space, there should be zoning of areas in the “store within a store” format.

"Eye Movement". The movement of customers' eyes near a store shelf can be compared to reading a page with an epigraph - attention is first drawn to the upper right corner, then moves in a zigzag from left to right, then from top to bottom. Therefore, this pattern should be taken into account by merchandisers.

"Visual Perception". Information is perceived by buyers much more consciously in a space located 30 degrees from the point where the gaze is focused. If you plan to achieve leading positions on the retail shelf, your product must fill a space that exceeds the given 30 degrees.

"Reverse Clock". It should be understood that the vast majority of consumers are right-handed. Therefore, they move around the trading floor counterclockwise, walking around its outer perimeter. 90% of buyers prefer to walk around the perimeter of the sales area. From total number only 40% end up inside the store. Therefore, it is necessary to correctly place goods in the consumer movement area, along the perimeter of the sales floor.

"Golden Triangle". The principle of the “golden triangle” is based on the following rule: with a larger area between the entrance, the cash register and the best-selling product, the maximum sales volume is ensured. While the buyer is crossing the sales floor, while he is approaching the desired product, for example, bread, he will also become familiar with the other assortment along the way. Therefore, it would be optimal to place goods in the area of ​​this triangle.

The effect of “expensive goods”. For this effect, designer display of goods or lighting is used.

The effect of “cheapness of goods”. The goods are laid out on horizontal sides (for one flight at eye level the same price is 90 rubles).

Smoothing out the seasonality of goods. The same rack can be used for goods of different groups, depending on the time period.

Assessing the effectiveness of merchandising in retail trade

For the store as a whole

Efficiency in retail is controlled by a number of key indicators:

1. Number of checks (throughput point of sale). This parameter indicates the availability of the store. A store will be considered accessible if the appropriate capabilities are created in it: quick search for a store (signposts and billboards around the city);

• quick access (convenient turn from the road);
• ease of parking (clean parking lot with parking markings and direction of travel);
• how quickly you can take the cart (located at the entrance, varying in basket size and load capacity);
• free movement with a cart around the sales floor;
• easy navigation, with quick search necessary products(convenient diagrams, easy to read plates);
• how easy is it to take required product(available in the store, easy to take);
• how quickly you can find cash registers and pay for goods (there are a sufficient number of working cash registers, there is enough distance between them for a passage with a loaded cart);
• quickly leave the store (availability of separate automatic doors to exit).

1. The average store receipt becomes a reflection of the number of goods purchased during one customer trip to the store. To achieve this effect, comprehensive sales are used in one place (everything for home and renovation is available).
2. Return of one sq. meter of store - the number of sales from each square meter area. This parameter depends on the selected location and proximity of departments.

By department within the store

In this regard, the effectiveness of merchandising can be judged by a number of parameters:

1. Distribution of purchases by (number of receipts by category - the number of buyers who came for a product from a certain department, they managed to find it and purchase it).
2. The number of items of goods in a purchase from one department (becomes a reflection of a complex purchase within a department - for example, brushes, paint, gloves, solvent, substrate, laminate, threshold, etc.).
3. Return from 1 sq. meters. Based on the comparison results, it is possible to understand the most popular (well-chosen assortment, correctly formed prices and successful placement of positions) and the least popular departments.

For each indicator it is necessary to establish standard values, then determine measures to achieve them.

Making decisions on organizing merchandising in a store’s sales area begins with determining assortment items and the necessary trade inventory, which must correspond to the sales area, the image of the store, its target audience. Then the issue of layout of the store's sales area is decided.

The store layout in accordance with merchandising technologies includes the distribution of retail space into departments, sections, the location of shelves and goods on them, the determination of the route of movement of customers around the sales floor, which allows the distribution of the cognitive resource and physical potential of visitors adequately for the purposes of retail trading enterprise and other participants in the producer-consumer chain.

Rational distribution of the sales area and the correct placement of equipment, goods and payment units, as well as the targeted organization of customer flows in the store are among the most important and primary tasks of merchandising specialists.

They begin work by choosing a premises suitable for organizing work on selling goods and servicing customers. Practice shows that the most convenient and optimal shape the sales area is a rectangle with an aspect ratio of 2:3 or 1:2 and a height of at least 3.3 m.

In a store you can always find corners that are least visited by customers, they are called “cold zones”, and places that are visited more often than others are called “hot zones”. The merchandising specialist's job is to find a way to turn cold spots into hot spots. For example, in Fig. Figure 2.1 shows a diagram of a sales area, the configuration of which contributes to the formation of a “cold zone” if certain measures are not taken to prevent its occurrence.

The reason for the formation of a “cold zone” in this case is due to the fact that people, by nature, as a rule, do not want to change the direction of movement. In our example, if the customer flow is directed counterclockwise, a small part of potential buyers will visit the far corner, and most of them will continue moving, bypassing this area.

To turn a cold zone into a hot zone, a merchandising specialist can use the following options:

1) change the movement of consumer flow by creating a barrier of retail equipment or placing a payment center along its path in a clockwise direction. At the same time, most buyers will not detect the corner and will go to the end;

2) influence the direction of movement by reducing the lighting in the right corner and expanding the passages on the left side of the hall;

3) place products that are more attractive to buyers in the right corner.

At the same time, practice shows that buyers prefer to walk counterclockwise and along the edges. This leads to the formation of a “cold zone” in the central part of the trading floor. Therefore, merchandising specialists must attract customers to this part of the sales floor using various means that redistribute the traffic routes and attention of visitors.

Enter exit

Rice. 2.2. Changing the direction of consumer flows, preventing the formation of a “cold zone”:

· buyers move counterclockwise - the main flow;

· buyers move counterclockwise - visitors to the “cold zone”;

· customer flows are oriented in a clockwise direction - the main flow

Possible characteristics of buyer behavior at individual stages of his movement around the sales floor:

1. Purchase area - the visitor has fully adapted to the environment; is passionate about making planned purchases; stimuli are not perceived.

2. Return zone - the buyer has reached the goal and is free; feeling of relief and decreased attention; easily influenced and dependent on external stimuli.

3. Adaptation zone - the buyer easily reacts to stimuli and can evaluate them; unconsciously seeks the answer to the question of what to spend the money saved on achieving the main goal.

4. Exit area - the buyer speeds up the passage to the checkout; doesn't linger.

In the adaptation zone it is advisable to place goods that:

1. Consumer characteristics are well known to the visitor.

2. Objectivity of perception does not require much concentration.

3. Possible distortions of perception are not related to the consumer properties of goods.

Goods known and needed by the visitor should be placed in the purchasing area.

Having selected the necessary goods, the buyer achieved his goal. Nothing delays him and he speeds up the passage to the checkout. At this stage of the buyer's journey, attention-grabbing factors such as shape, size, color, smell, position, etc. can be manipulated. This section of the visitor’s route and part of the sales floor is conventionally called the “return zone.”

* The calculations use average data for Russia

As William Wells said: “The store is the meeting place of the buyer, the product and the money.” And thanks to the art of merchandising, change the meeting place to better side possible at any time.

In order for the meeting of “buyer, product and money” to be successful, it is necessary to ensure the most favorable conditions. It is the creation of these ideal conditions for sale and is engaged in the science of merchandising. The term merchandising comes from the English “to merchandise” - “trade” - and means, accordingly, the art of sales, or marketing within the walls of a store (according to the same Wells.)

Like any science, merchandising is multifaceted and requires many special knowledge. We do not set a task in one article to reveal all the intricacies of organizing sales in a store; our task is different - to give you direction and try to give general recommendations in the specified area.

Requirements for the entrance group. Sales start from the front door. It is when looking at the front door that the buyer develops a desire or reluctance to enter the store. Therefore, from the point of view of organizing space, the doorway should be wide enough (so as not to put pressure on the client) and well lit. If there is always a congestion at the entrance, then the client may get the feeling that the store itself is quite crowded, which means that he will have to stand in an impressive line at the checkout. It is strictly not recommended to place negative information on the entrance doors such as “purchased goods cannot be returned or exchanged”, “office supply department is under repair”, etc.

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The trading floor is like a labyrinth. Having entered the store traditionally, the buyer begins to move around the perimeter counterclockwise, and how long the buyer will stay in the sales area depends on the skill of the merchandiser. And here the store’s specialists use all sorts of tricks. A classic way to force the buyer to walk around the entire store (and therefore make unplanned purchases) is to place departments with everyday goods in remote locations. Almost everyone has noticed that in order to buy a loaf of bread in a supermarket, you need to show the skill of an experienced detective.

And in order to purchase tea to accompany the purchased baked goods, you will have to thoroughly delve into the labyrinth of shelves. At the same time, you will definitely be led somewhere in the direction by the alluring smell of smoked meats, and along the way you will certainly buy sweets for tea.

Sound effects. In Western supermarkets, in order to keep the buyer in the store as long as possible, they use attention-grabbing techniques such as the sound of the surf in fish department, the clink of glasses in alcohol or the babbling of a stream in the department drinking water. In general, sound has a significant impact on buyer behavior. According to research by American scientists, correctly selected music (taking into account the specifics of the bulk of visitors) can increase the length of a customer’s stay in a store by 18 minutes. And how many purchases will he make in these 18 minutes!

Color solutions. An obvious way to attract attention is through color contrasts. They are the basis of any promotional materials used in the store. Scientists have proven that red and blue colors have a strong stimulating effect, while green can reduce the activity of buyers. In general, color in merchandising is used not only to highlight the products themselves, but also to create the overall atmosphere of the store. Thus, a light floor makes you quicken your pace, while a dark floor creates a feeling of solidity.

Display of goods. The placement of goods on shelves is traditionally the most popular and well-known area of ​​merchandising. And this is natural. Its saleability largely depends on the presentation of goods on shelves. Yes, with others equal conditions The best option is to place the product on the right on the shelf at eye level and near the cash register. And if your product also happens to be located next to the most purchased product (the so-called “magnet product”), you can expect a significant increase in sales.

In general, you can influence the sales level by simply moving it:

from chest level to eye level - plus 63%;

from waist level to eye level - plus 73%;

from waist level to the bottom shelf – minus 43%.

At the same time, goods located on the lower shelves are perceived by customers as the best-selling and cheapest. The same feeling of increased demand is given by the display of goods on floor displays.

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The distance between the racks also has a significant impact on sales - the further the buyer is from the rack, the more items he can see.

Also, when placing goods on shelves, it is worth considering the gender of the buyer. It has been noticed that women usually do not pay attention to the very top shelves, while men immediately find the necessary departments, but often do not see the goods under their noses.

Price tags. And finally, about the price tags. Often, store owners pay insufficient attention to this constant attribute of goods. But often the buyer does not take the right product simply because he cannot find the appropriate price tag.

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Another common mistake many stores make is not taking the customer's viewing angle into account when placing price tags. For example, a price tag located on a shelf above your head should be slightly tilted down, a price tag on a shelf at eye level should be positioned strictly vertically, and price tags on lower shelves should be tilted back, up to a horizontal placement near the floor.

The size and placement of information on the price tag should also be carefully considered. Depending on the distance from the eyes, the font size should change, and the style itself should be as simple and readable as possible. It is desirable that price tags with information about similar products have a uniform format.

And the last recommendation: if possible, try to place similar products in ascending order of price. In this case, even without finding the corresponding price tag, the buyer will be able to imagine a price range, and therefore make a purchasing decision.

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