Product display, or how to sell everything you need. Merchandising: effective product display Tom Farr correct product display


It is necessary to present the product to the buyer not chaotically, but in accordance with a carefully developed diagram - planogram. On it, each product from the displayed assortment is depicted in detail, indicating the exact location of placement. The planogram is intended for rational management of the retail space in which products are sold. The scheme will help increase the impact of the item being sold on the visitor, sales volumes, and create a closer relationship between the product and the buyer. Advertising and PR Manager at Agro-Invest LLC Oleg Vlasov spoke about the principles and rules of leaving a planogram.

A planogram is a diagram of the display of goods on shelves and displays of retail outlets, which is compiled based on an analysis of the requirements of the product supplier, the capabilities of the retailer and customer behavior.

It is performed manually or using computer programs in the form of images, drawings, photographs. The goal is to manage the perception and behavior of potential buyers. This is one of the effective tools for managing sales on the sales floor.

Goals of planogram

Using a planogram, you can increase turnover in your store and make money by selling profitable locations to suppliers. Sometimes an agreement is concluded between the supplier and the retail outlet, fixing the place of the product on the shelf.

  • A planogram helps:
  • Adjust product display in retail outlets
  • Control the availability of the assortment of a particular brand

Adjust the occupied space for a specific product

The number of potential buyers and their distribution over the retail space determines the coefficient of importance of retail locations. Products that are in high demand occupy the most prominent positions. Product display should demonstrate products, facilitate their search and selection, and create consumer preferences. Rational placement of sold items stimulates the flow of buyers.

Read also:

Principles of drawing up a planogram

  1. When developing a planogram, the following principles are adhered to:
  2. Reasonable use of retail space and equipment. For each type of product, an area is allocated that corresponds to the volume of product sales. The maximum area is intended for advertised and quickly sold products
  3. Systematicity. Grouping of interrelated products in one place (place tea close to sweets, household goods - from the display case with dishes)
  4. Compatibility. It is necessary to eliminate the negative influence of the proximity of goods: if coffee is placed next to spices, the product will acquire an extraneous odor or impart it to the surrounding goods
  5. Impulsively purchased items are placed close to high-demand products. Rational alternation of expensive and cheap goods increases the store’s profit and attracts attention to things with opposite properties.
  6. Sufficiency - full demonstration of store products
  7. Products should be located at eye level and arm's length
Principles and rules for drawing up a planogram

The planogram is developed according to the following rules:

  1. Build a product popularity scale. The buyer's preference rating can be derived after analyzing consumer demand
  2. The number of racks and shelves that should be allocated for a group of products is determined
  3. The placement of the assortment is controlled in accordance with the developed planogram. Any errors may subsequently contribute to a drop in sales levels

Merchandisers or sellers are responsible for the correctness of the display. Department heads and managers regularly check the compliance of product placement on the sales floor with the planogram. If you do not comply with the supplier’s requirements or violate the display scheme, the supplier has the right to refuse to pay the bonus and further supply of products to this store.

They lay out goods vertically, horizontally, and also combine the arrangement. With vertical display, homogeneous products are laid out vertically on shelves. Example: one vertical strip is represented by yoghurts, the other by cottage cheese, then sour cream, fermented baked milk. The buyer has better guidance when choosing an item. Also, the products are placed horizontally along the entire length of the equipment. Example:

  1. One shelf is occupied by apple juices, the second by other juices
  2. There are juices on one shelf, water on the second.

Other units or price tags should not obscure the information on the packaging. The main products are placed within sight of the entrance.

Step-by-step instructions for creating a planogram

Shelf space can be divided into:

  • own retail equipment provided for the chain (branded refrigerators, sales counters, etc.)
  • network shelf space

In the first case, you can do whatever you want, however you want, depending on your goals. If we consider the shelf space of the network, then a problem arises in the form of occupancy of this space by competitors, as well as the network itself, which ultimately makes the decision about where to put your product. Therefore, in this case it is necessary to approach the decision of the location of the product in more detail.

To determine the most optimal location for your product, it is necessary that you have an understanding of the existing planogram, what it looks like without your product.

To do this, it is enough to request it from a representative of the retail chain (which is sometimes impossible) or simply take a photo of your product category in the nearest supermarket. Transfer this photo to your computer and open it in any simple graphics editor (for example, Power Point). Next, take a photo of your product and transfer it to the planogram. Try to place your product in different places, guided by visual perception (for example: there should not be a similar or merging product nearby, unless of course you specifically pursue this goal), pay attention to your main competitors, do not place the product on the edge of the shelf.

Video on how to create a planogram:

  1. Different companies may have different schemes, but they all share a common design principle:
  2. To create an effective layout, a developed concept for one shelf and the entire retail outlet is required. Determine the type of product display and its location (counters, stands, shelves, baskets and other places and methods). The product must be noticeable, attract attention, interest, simplify the search for the buyer
  3. After developing the key points, they begin to draw a diagram. It depicts commercial equipment (the department and each shelf in it). Reflect products, taking into account size, color, shape. Detailed drawing will allow store employees to navigate the planogram faster and easier
  4. Introduce symbols for each product to facilitate its display

The planogram is approved by management In some cases, the supplier provides its own planogram.

If the assortment expands, consumer demand changes, and adjustments are made to the planogram.

Programs for creating planograms

  • There are many programs for creating product layout diagrams:
  • Retail Shelf Planner
  • Shelf Logic
  • Planogram.Online
  • Power Point
  • Any graphic editors

Example of a planogram compiled in Excel

All of these programs will help you create effective layouts, optimize layout and space, and reduce the number of errors during layout. They will create a directory of commercial equipment, calculate shelf turnover, and provide a visual layout of positions.

Examples of planograms

Let's look at how to create a planogram for a grocery store.

  • Compile a sales rating for products of the same category (“groceries”, “dairy products”), divide them into groups: cottage cheese, kefir, salt, flour, yogurt and others
  • Determine the share in turnover for each group of units, take the category as 100%, while milk can make up 40%, and the remaining categories (cottage cheese, butter, sour cream or fermented milk products) 10-20% each
  • Taking this data into account, products are distributed according to their share in turnover. For milk, it is necessary to allocate the most shelves (4 if there are only 10 in the store). For the rest, 1-2.

The share of the most profitable products is increasing. More space is allocated for them. If cutlets take up a square meter of space and brought in twice as much profit this month as pancakes, which take up the same amount of space, then the area where the pancakes are placed is reduced in favor of the cutlets. The space for cutlets is increased to 1.5 square meters. Increasing the area may contribute to increased sales of cutlets.

Using the same principle, diagrams are drawn up for products of other categories.

Beer department

Let's take the example of beer and branded refrigerators. The planogram is quite simple and includes 3 main zones:

  • Low price category products are placed on the lower shelves.
  • At or near eye level, these are mass market brands. What generates the main sales. The product in this zone will disappear as quickly as possible.
  • Above eye level is the premium segment.

Bakery

Bakery products are grouped by type, variety: separately black, white, bread without yeast, with additives, whole grain, sandwich rolls, unsweetened, sweet pastries, desserts, pastries, cakes. Non-perishable products are placed separately.

Confectionery products are laid out by type and grade on internal counters. Sweets are poured into drawers and cabinets near the walls. Enough space is allocated in the refrigerator for cakes and cream pies.

Products from the lowest and highest shelves sell poorly. A shelf at eye level is the best option. Closer to the buyer is a product that is nearing its expiration date.

Furniture salon

Furniture is placed so that visitors can examine the furniture and individual products. Large stores decorate the interiors of apartments with a display of furniture sets. To attract attention and create coziness, kitchen furniture is decorated using a variety of decorative elements: glasses, plates and other items.

Cheap and expensive products are separated. The cheap ones are located closer to the entrance. At the entrance, the price is especially clearly visible; furniture can be purchased faster. The brightest goods are placed in plain sight.

Furniture for living rooms, bedrooms, and office is divided. You can move products around the hall once every two weeks. Furniture that sells poorly is placed in prominent places. If the buyer comes again, he may notice something he didn’t notice before.

Hardware store

Products are divided into large-sized, medium-sized, and small-piece products. Interconnected groups are located nearby (nails, screws close to tools, extension cords).

Dry mixtures are laid out on racks in vertical blocks. The heaviest packages are placed on the lower shelves. Fastening elements are grouped by type (screws, dowels), purpose (for windows), and size. Information materials are also useful in the trading floors.

Equipment and tools are laid out from the waist up. Piece goods are located in the checkout area on racks. Stands are intended for wallpaper. The buyer is given the opportunity to independently unroll the roll and inspect it. The diagram shows the color scheme of the wallpaper, its type, and material.


Stock

The warehouse area should be visually divided into zones. Racks, sections, shelves are equipped with signs. Using a detailed diagram, the employee will find the product by name and address. Products are placed according to the principle “closer to demand, closer to delivery.”
The diagram identifies zones for long-term storage and short-term storage. Products that are in low demand are placed in long-term storage areas.

The strategy for rationally placing goods must be thought out to the smallest detail. The purpose of the planogram: to increase trade turnover, increase product sales, improve the flow of potential buyers, increase competitiveness for goods of the same category from other manufacturers. Thanks to a carefully developed planogram, sales volume will increase, and the time spent searching for the necessary product will be reduced.

I suggest sharing the planograms you created in the comments.

Hello! Periodic research by marketers shows that correct and rational display of goods in a store or sales area directly affects the level of sales. It helps to create optimal comfortable conditions for the buyer at the point of sale and makes it easier for him to select the necessary products. In essence, the display of goods on the sales floor consists of various methods and tools for demonstrating them to customers. We will introduce you to the subtleties in this article.

Goals and objectives of rational layout

The main purpose of displaying goods in a certain way is not to create a spectacular picture, but to control the behavior and desires of potential buyers. Do not confuse the placement and display of goods. In the first case, we mean the distribution of products throughout the sales area, and in the second, the search for the most profitable and convenient place on the sales equipment.

Rational placement and display of goods on the sales floor of a store should solve certain problems:

  • Create ideal conditions that help present products as profitably as possible;
  • Determine the level of visual review for the buyer, direct his attention in the right direction;
  • Increase the attractiveness of impulse goods;
  • Create conditions that highlight certain units in the eyes of the buyer;
  • Make the shopping process convenient and enjoyable.

Together, solving all these problems helps to present the seller in a more advantageous light and distinguish him from competitors. Statistics show that stores that adhere to merchandising rules have higher and more consistent sales.

Layout principles

When placing goods on racks or shelves, the specialist must follow certain rules or principles:

  • Adequacy. It assumes that the largest assortment should be presented on the windows.
  • Systematicity. Products should be divided into groups - juices will stand together with groceries, and kefir - with dairy products.
  • Visibility. Customers like to look at the product, so it should be available on the shelves.
  • Efficiency. Every free centimeter should be “working and earning money” in the store. Therefore, it is necessary to rationally arrange commercial equipment and furniture.

All principles are based on the desire to simplify the search for the right product and facilitate the shopping process. This will help bring a person back to the store and turn him into a regular customer.

Methods for displaying goods

The principles of displaying goods must be observed in retail outlets of any type. They are the same for hypermarkets and small convenience stores.

Before you do, you need to understand the main types of product placement on retail equipment:

  1. Vertical or horizontal placement on shelves. The first gives buyers the widest view and promotes good sales. With horizontal, you can systematize products, arrange them by price level or brand. Most often, stores use a mixed type of arrangement. When placed vertically, the highest quality and most expensive products are usually placed at eye level, and the cheapest ones are on the lower shelves.
  2. Corporate. All products of one brand are placed on one rack or shelf, creating a bright, recognizable block. This type of display is used if the brand occupies at least 5% of the store’s total inventory. It is based on the principle of a color spot, which attracts increased attention with the help of contrast.
  3. Display placement. In this case, the goods are installed on a vertical stand in a visible place: in the center of the hall or near the entrance. This arrangement is often used at small branded outlets, trying to present the product to customers as fully as possible.
  4. Floor arrangement. This type is used quite rarely when there is a shortage of commercial furniture or equipment. It is good for large goods and not at all suitable for small ones: buyers are unlikely to like bending over a small box to examine its contents.

Recently, large hypermarkets are increasingly practicing bulk display: packaged products are displayed in special metal containers without packaging by type or brand. Usually it comes at one price with a discount, and buyers can safely choose and view the products.

Any chosen option must provide the product with the attention of buyers, complete safety of packaging and all qualities.

Basic rules for displaying goods

Marketing takes a serious approach to studying and developing product display technology. It is based on research by famous experts and the psychological characteristics of buyer behavior.

The most commonly applied rules are:

  • "Face to face". Products must be placed on shelves so that the buyer can see them from any angle and can read all the information. To attract attention, you can put several identical bright packages together. A recognizable wrapper or box is obtained through special experiments with the tastes of consumers, their color and visual preferences.
  • "Main Brands" The rule states that it is better to place the brands needed by a potential buyer at the beginning of the shelves in front of other similar groups of products. Psychology says that a buyer will put more products from the main brands into his empty cart.
  • “Shelves are a priority.” When displaying goods on retail equipment, the most popular and profitable products for the store should be placed at eye level. This rule also applies to promotional products, which should “catch the eye” and attract more attention.
  • The "lower shelves" rule. There they place products that buyers must purchase without additional advertising: large economy packaging, small items for the household.
  • The "top shelf" rule. They display more expensive and fashionable products that need to attract attention for a speedy sale.
  • "According to package size." The rule requires that small-sized packages be placed on the left of the buyer, and large ones on the right.
  • Location "among competitors" A good way to increase sales is to place a batch of a newer product among a well-established competitor.

A good marketer checks the distance between shelves and stands and adjusts them for the convenience of customers. For him, the surrounding picture and the direction of light in the hall are important.

For a logically correct placement, a specialist must take into account several factors:

  • Frequency of purchase of a certain product;
  • Dimensions and weight;
  • Number of varieties or species;
  • The time required to inspect the product, label or instructions.

The correctness of the display even depends on the routes of customers around the store, the width of the shelves and the image of the entire outlet.

Main stages of layout

In the vast majority of cases, buyers make decisions about choosing a product while standing at the counter. To subtly adjust their actions and persuade them to buy, marketers use different display features.

When working on product placement in any store or supermarket, it goes through three important stages:

  1. Organizational. Products occupy certain places on shelves or in the hall, where order must be maintained. Many customers get used to a specific place and purposefully go to the store to buy their favorite juice or candy. And placing necessary accessories (utensils, spare parts or spices) next to the main group encourages unplanned purchases.
  2. Managed. At this stage, it is necessary to evaluate the rationality of each retail location and calculate what financial return it brings to the store. It is better to display high-demand products in the most visible place, to attract additional attention to new positions.
  3. Seductive. At this stage, an analysis of the dynamics of development of the entire store is necessary. The display should attract, seduce and encourage purchases. This especially applies to the time of discounts and promotions, during which goods are placed taking into account offers that are beneficial to buyers.

The product should not be presented chaotically (which is the sin of small stores), but in accordance with a special scheme. This is a reasonable planogram of the product, which is drawn up in the form of a drawing on a computer or by hand. It must contain the exact placement of each product in the hall, quantity on shelves or pallets. Such a planogram must be approved by the store manager, and sellers adhere to it in their work.

All technology for displaying goods should be aimed at the convenience of the buyer. It should reduce the search for the required product and unobtrusively offer new products.

The simplest rules help you do this easily and quickly:

  • Products should not affect each other, therefore household chemicals and food products should not be placed nearby;
  • It is better to place large and oversized products closer to the entrance so that they do not block the view;
  • Seasonal new items and products with good discounts are best placed in the most visible place;
  • The buyer needs to give the effect of accessibility, so open shelving and self-service shelves are becoming increasingly popular;
  • For a profitable presentation of goods, you should not save on trading equipment; purchase only modern and high-quality refrigerated display cases, stands and mannequins;
  • Price tags should be readable, and samples can be offered for some non-food products.

It is not enough to carry out the calculation once: the marketer constantly analyzes all the options and their impact on the level of sales. This makes it possible to choose the most profitable positions and constantly increase the income of the outlet.

Internet merchandising rules

Despite the absence of traditional shelves, a rational approach to the placement of goods helps to increase views on the site, the number of returns and online purchases. The more convenient and original the product is presented, the more customers recommend it to their friends and return for new purchases. Moreover, modern computer technologies allow you to make bright and stylish presentations that attract attention.

The basic rule when displaying goods in an online store is to provide the potential buyer with as much information as possible about the properties, colors or possible discounts.

There are many marketing techniques you can use to achieve this:

  • Develop several filters that allow people to view products by price, item number or availability;
  • Create a buzz effect through colorful banners, bright inscriptions about discounts and recommendations;
  • Make interesting and “tasty” descriptions of product cards that will attract attention and remain in memory.

3D presentations, original inscriptions and convenient location of reference information can give a good effect. A significant expansion of online sales suggests the emergence of a whole direction in marketing - Internet merchandising.

It is known that about 70% of buyers make their final purchasing decision when they find themselves at a display with beautifully laid out goods. This also applies to those who carefully plan their acquisitions. Knowledge and correct application of the art of displaying and promoting a product in a place where it “meets” its target audience allows you to achieve a significant increase in sales. Let's consider the subtleties of competent display of goods in different areas of trade.

Food

It may seem that the display of food is not of decisive importance. After all, the buyer comes for a certain set of products, which means he will definitely find what he wants. However, this is not quite true. And by thoughtfully working out the display of goods, especially in small “convenience stores,” you can seriously increase your sales volume and receipts. Yana Zinaidova, director of the marketing department of the Lotsman Group of Companies, shares her knowledge on the correct display of food products.

“We should start with why so much attention is focused on retail display in general. After all, there is an opinion that a good product will sell itself. However, practice and research show that a correctly placed good product sells much better than an “incorrectly” placed good product. Sometimes small changes can increase sales by 100%.

It's all about buyer behavior. I spent many hours at the shelf watching customers. People visiting stores are very abstractly focused on searching for a product. In certain product categories, up to 90% of purchases are made unplanned. We glance at a shelf as we pass by a section of, say, cookies, and unless we're there for something specific, our attention will first focus on the shelves at eye level.

First approach– display in a corporate block, i.e. Several branded product packages stand nearby. This increases the likelihood of attracting attention.

Second approach– highlighting the product using the packaging itself. Imagine shelves with brightly colored packaging. What will happen if some of them are laconic black and white, or, say, white and blue? Of course, they will attract the buyer's attention.

Another success factor in merchandising is original equipment: displays with products standing in their own “separate world of corporate packaging,” or special wobblers and shelf talkers that help draw attention to the product on the main shelf.

Ideally, a good display is one where the buyer can easily find the right product, where he gets inspiration and wants to buy more than planned. To do this, you need to lay out the products according to the logic of the buyer’s choice and think about which of them will go well with each other.”

Jewelry

Somewhere, but in jewelry retail, competent display of goods is half the success, if not most of it. And here the presentation of jewelry in many ways borders on art, which is based on knowledge of the intricacies of the psychology of the consumer (and in most cases, the consumer). Marina Khrameeva, territorial director of the Malachite Box chain of jewelry stores, shares the secrets of displaying jewelry.

“For a long time we did not pay much attention to branded display of goods. After we made the composite design of the windows, sales skyrocketed and grew by 40%. It has become much easier for customers to make a purchasing decision when they are next to a beautifully laid out product. The sales specialist also became more pleasant in serving customers.

General principles of window dressing

  • The more expensive, exclusive products are placed in the display case, the more effective the use of composite display will be. Conversely, a tablet display signals to the buyer that the display showcases products at affordable prices.

The application of this principle allows the buyer to easily navigate where inexpensive consumer goods are located and where expensive exclusive products are presented.

  • Showcases are “readable” by the buyer from left to right.
  • In "hot" zones - center and top right corner– especially promoted product groups, the so-called “soloists”, should be exhibited. The buyer pays special attention to these areas. They can contain both exclusive, status, expensive jewelry, and products for which the store is holding a promotion and to which you need to draw attention.
  • To the “coldest” area of ​​the display case – lower left corner– it is necessary to install products of unusual design, large products, and information signs.
  • Each product group or collection in the display case should have clearly defined boundaries, surrounded by free space (emptiness).
  • The more expensive a product or several products from one collection, the more emptiness is left around it.
  • Simple solutions are perceived by the human subconscious as the most correct. The display should be clear, simple, with a clearly identified central semantic element, so that the buyer understands which product is the main one.
  • Products should not overlap each other; it is important to respect the principle of visibility of each decoration.
  • The most expensive products are placed in the semantic center of the display case, above other products. For this purpose, additional stands and podiums are used.
  • The farther (deeper into the display case) the product is located, the higher it should be placed. Therefore, large decorations on stands should be placed in the background. In this case, there should be no “holes” in the center.
  • All decorations must be placed on stands and facing the buyer.
  • Products from the same set must be placed together."


    • Electronics and accessories

    The trade in mobile phones and accessories also has its own characteristics. The main difficulty in presenting this type of product is that there are practically no spontaneous purchases in this segment. This means that the “minimum program” for the retailer is for the client to outline a future purchase and become convinced of its necessity and profitability. And the “maximum program” is that he not only plans a purchase, but also purchases something from the salon’s extensive offer.

    At the same time, the product range of the mobile phone and accessories salon is quite complex in presentation: the positions literally “merge” with each other and make it difficult to perceive. How can you use these small items to create an effective and representative showcase that encourages the visitor to make a purchase?

    Elena Lebedeva, head of the concept and standardization department for stores in the Svyaznoy retail chain, talks about her experience in displaying electronics and accessories.

    “In crisis years, when consumer behavior changes, retailers are obliged to respond to this. In particular, in the retail industry, the so-called “red lipstick effect” is also at work: when consumers cannot afford an expensive dress, they limit themselves to something small, for example, bright lipstick. In our case, when a customer does not have enough money, for example, to buy a new smartphone or tablet, customers can purchase something more affordable, for example, accessories for their current device.

    Proper presentation of accessories and cross-merchandising are becoming increasingly important sales factors - they can additionally increase sales of a retail outlet by double digits if due attention is paid to it. For example, you can allocate for accessories not just space on the shelf along with the product for which they are intended, but organize entire display cases with beautiful displays, highlighting special offers and prices.

    The higher the average check in stores, the more important the display according to the “consumption situation” becomes, the opposite of that described above. If a company sells a relatively expensive product, then convenience is important to the customer. That is, next to an expensive smartphone you can place, for example, original cases or headphones, which the buyer can most likely buy along with the device. The lower the check, the more rational the consumer. He wants to see a simple and clear display of product groups, with understandable logic. Simply put, he must definitely understand that – conventionally – “phones go to the left”, and “headphones go straight”.

    Buying activity has decreased – that’s a fact. There is no extra money for spontaneous purchases - this is undeniable. But have all the resources been used to ensure that not a single store visitor leaves empty-handed? And if there are always buyers in the retail space, but there is no more money in the cash register, it’s worth walking between the shelves and evaluating the racks from the point of view of displaying goods. She may not be perfect.

    This means that one of the most powerful weapons in the fight for high paychecks is still loaded with blank cartridges...

    Text and exclusive comments – Olga Zhukova

Store owners are focused on increasing sales and increasing profits. And here we should not forget about such a merchandising technique as product display.

Proper display of goods on store shelves can increase turnover several times without extra costs. By adhering to certain rules and principles, you can significantly make it easier for the buyer to find the goods they need, as well as provoke him to make unplanned purchases and, accordingly, significantly increase the store’s revenue.

Purpose Rational display of goods is the management of customer behavior on the sales floor. With the help of correct display of goods, you can place goods on retail equipment in the most presentable and profitable way.

The main task rational display is the creation of special conditions with the help of which you can direct the attention of buyers in the right direction, increase the attractiveness of goods of impulse demand, and make the shopping process as comfortable as possible.

That is, creating conditions that help present the store’s products profitably and conveniently.

Professional automation of goods accounting in retail. Organize your store

Take control of sales and track indicators for cashiers, points and organizations in real time from any convenient place where there is an Internet connection. Formulate the needs of outlets and purchase goods in 3 clicks, print labels and price tags with barcodes, making life easier for yourself and your employees. Build a customer base using a ready-made loyalty system, use a flexible system of discounts to attract customers during off-peak hours. Operate like a big store, but without the expense of specialists and server equipment today, and start earning more tomorrow.

Rules for displaying goods on the sales floor

The "facing the buyer" rule

The “facing the buyer” rule states: the basic information on the product packaging should be clearly readable and accessible to the buyer from different angles.

In order to achieve this, it is necessary to place the product taking into account the buyer’s point of view, that is, so that the information on the packaging is visible from any angle and is not obscured by price tags and other goods.

For a product to be noticeable, it must have sufficient “facing” - a certain number of units of the product in the same packaging (SKU), displayed on the shelf facing the buyer, i.e. frontally.

If the product packaging is positioned differently, for example, vertically, the information on the front side of the package will not be available to the buyer and, therefore, the product will not attract proper attention.

The purpose of “facing” is to ensure a uniform decline of goods from the shelf and increase the likelihood that each customer will leave with a purchase.

The automation program Business.Ru Retail will help you track the loss of goods from the store. Use up-to-date sales and inventory data to order new products.

Rule for determining shelf space

In the process of determining the placement of goods on store shelves, one should take into account the profitability, position, and competitiveness of certain goods. There are certain principles that will help you navigate and correctly determine the place for each product on the sales floor.

Principles for placing goods on shelves

The principle of locating inexpensive goods closer to the buyer

The main task is to captivate the buyer in the purchasing process. This is achieved by:

  • placing cheaper goods at the beginning of the journey (the buyer is drawn into the process of selecting goods, takes what he likes, and the further he goes, the less he monitors the cost).
  • the goods are arranged in the reverse order (when the goal is to sell an expensive assortment) - from more expensive to cheaper.

The principle of "stripes"

This principle is successfully used when a store seeks to sell as many complementary products as possible, for example, coffee and coffee makers, tea and teapots.


The second option, when “striping” is appropriate, is the alternation of product units with all sorts of cheap small things along the path of customers. It is no secret that these are the products that often bring the greatest profit to a retail outlet.

At the same time, you need to take into account the fact that many customers do not reach the expected end of the journey, but after filling the cart, turn off and go to the checkout.

That is why it is best to place expensive products not at the very end, because... Having found cheaper analogues, the buyer will leave the store.

The principle "from the eyes to the third button on the shirt"


This method of displaying goods is focused on that feature of human perception when goods located below the level of the “third button on a shirt” are bought much less often than those located at eye level.

Interestingly, according to statistics, if you move goods from a shelf that is located below to one that is at eye level, it is possible to increase sales of these product units by 70-80%.

If you change the place from eye level literally 30-50 centimeters higher, then the demand for the goods being moved decreases by approximately 20-30%.

Comprehensive trade automation at minimum costs

We take a regular computer, connect any fiscal registrar and install the Business Ru Kassa application. As a result, we get an economical analogue of a POS terminal like in a large store with all its functions. We enter goods with prices into the cloud service Business.Ru and start working. For everything about everything - maximum 1 hour and 15-20 thousand rubles. for the fiscal registrar.

Also noteworthy is the fact that a product that is on a higher shelf is perceived by customers as more expensive. Accordingly, on the bottom shelf of the rack it is “seen” as cheaper.

Below is a picture that clearly shows the pattern of buyer reaction to where the product is placed.


Priority seat rule

According to merchandising rules, the most popular products with the highest profitability should occupy the most “honorable” places. But not everything is so simple, there are also some little tricks:

  • Brands can be laid out according to the “fortress walls” principle. This means that not very popular or unfamiliar products lie between the so-called “strong” names. This allows unfamiliar “names” to take over a certain percentage of the popularity of a well-known brand and, thereby, earn the trust of the buyer.
  • The second layout option exists under the code name “a tough nut to crack”. In this case, the products are arranged in reverse order - lesser-known brands at the edges.
  • The third option is called a “wedge” and the product is offered to customers in a pyramidal form, where profitable brands are placed at the top level and in the center, the cheapest products are to the left of the best-selling brand, and the more expensive ones are to the right.

The commodity accounting program Business.Ru Retail will help you identify the most popular and profitable products, predict demand, increase trade turnover and thereby increase profits.

Rule of comfort of perception


To achieve the correct perception of the product and achieve harmony on the shelves, merchandisers have developed the following rules:

  • forms should be as simple and symmetrical as possible;
  • color combinations and lighting should be carefully thought out and not create discomfort;
  • There should be no incorrect proximity of goods in the store. An example of this would be placing alcohol and baby food next to each other, or boxes/bags of breakfast cereal placed close to pet food.

In addition to simple rules, there are also some details that you should not forget about when working with goods:

  • advertising and reminder printing;
  • materials advising the buyer, which clearly show how to correctly use a particular product.

Types (methods) of displaying goods in a store

Display of goods by product groups


In this case, goods are grouped not by manufacturer, but by groups. An example of this type of placement would be a rack with coffee of various brands and types or butter.

Vertical display of goods


This type of display assumes that homogeneous products are laid out vertically, such as yoghurt, sour cream and cottage cheese in refrigerated compartments. Each lane is filled with one type of product.

The convenience of this method of placing product items is that the buyer can quickly navigate, and the store looks aesthetically pleasing.

Increase store efficiency in 1 month

The service will improve the efficiency of the store by reducing the loss of inventory, significantly speed up the process of revaluations, printing price tags/labels, strictly discipline the cashier’s work and limit his capabilities when working with discounts/sales at a free price.

Product display


Spontaneously bought goods in stores are all kinds of little things that are on displays (displays, figures and extras) near the cash registers.

Impulsiveness is the merchandiser’s main trump card and a significant profit for the store.

Block display of goods


Product blocks are very convenient when you need to place one or two brands in one place. Products can be displayed on stands, shelves, baskets, boxes, etc.

Pallet display of goods


It is somewhat similar to block display, but its main difference is that pallet placement is the concentration of one single item in a specific place and, more often, in the original packaging. A mandatory attribute is a large printed price tag.

The main places where displays of this type can be found are the perimeter of the store or the checkout area.

Thanks to this method of placing goods, the seller can successfully sell out even not very popular brands. In this case, the buyer makes a spontaneous purchase “just in case” or “just about to buy.”

Multi-product display of goods


Displaying many products in one place is a good placement strategy, as it gives the buyer the opportunity to buy everything they need in one place. An example would be a clothing store that displays ties, cufflinks, and other complementary items next to shirts.

Display of goods in bulk


Product units are placed according to the heap principle. That is, for example, a seller puts many different goods in one container and hangs a sign “All for 10 rubles.”

Horizontal display of goods


This type of display assumes that the product will be placed along the shelf/rack from left to right according to the principle of volume, series.

As for the levels, the largest or cheapest items or products are often posted at the bottom.

However, this method is not effective everywhere and does not work in the case of large racks and with numerous shelves. Only the principle of placement at the “eye”, “third button”, etc. levels works here.

An example is a grocery store where one shelf is occupied by tomato sauces, the second by other sauces, and the third by mayonnaise.

This method of placing product units is quite convenient when selling large-sized goods, however, otherwise, a combination of several types of display (for example, horizontal and vertical) is optimal.

Principles of displaying goods on the sales floor

How to squeeze maximum sales out of your store

You can increase sales with the help of loyalty systems, they allow you to motivate the buyer to come back again, as well as attraction tools in the form of creating sales or promotions for certain groups of goods, analytics that will allow you to see profit, profitability, revenue and other indicators that will help you see the picture of current sales and will influence the growth of these indicators.

The principle of visibility

The product must be available. The buyer should be able to open it and inspect it.

Systematic principle

The principle presupposes a certain order when placing goods. A reflection of this option is the complexity of the placement of product units. An example would be a rack where baby food and baby care products are located nearby.

Principle of efficiency

In this case, the seller expects to get the maximum result at the optimal level of money spent. This is only possible with a competent approach to an aesthetically attractive and safe display of goods.

As a result, sales volume increases and the time it takes for the buyer to find products on the shelves is significantly reduced.

Compatibility principle

The main task here is to place goods on shelves/racks so that their influence on each other does not cause a situation where the product loses its consumer properties in the eyes of buyers.

For example, when coffee/tea and spices are nearby in a store, the strong odors of both one and the other product mix and create a zone of discomfort.

Or, a situation where dry and wet foods are laid out next to each other. Dry goods tend to absorb moisture and reach the buyer with an unpleasant consistency.

Thus, the merchandiser must necessarily take into account the rules of store aesthetics (color compatibility, harmony, integrity of composition, etc.) and product proximity, since products should only influence each other positively, complementing each other.

The principle of sufficiency

The peculiarity of this principle is that store shelves/racks must be filled with products according to the product range.

That is, to put it another way, the buyer must see the entire line of goods that are sold at a given outlet in sufficient quantities.

Basic concepts of product display in a store

Ideological representation


This concept is based on any idea or image of the store. An example would be a fully equipped kitchen in a certain style on a stand in a store. Or, if you take the pharmacy, the shelf with cold medications “All Flu Medicines.”

This concept allows the customer to follow an idea and purchase all the products they need in one place.

How can a small store compete with a supermarket?

The Business.Ru service will help with this, which will allow you to form a customer base through a loyalty system, which in turn will attract them to purchases again and again in pursuit of bonuses and special discounts for cardholders. Create happy hours to boost sales during off-peak times. Work with remaining goods correctly, the system itself will show you what minimum you need to order and create an order for the supplier in 3 clicks. Small stores can compete with chains, this has been proven by clients of the inventory service Business.Ru

Grouping by types and industries


Grouping products allows the buyer to quickly navigate the area and find things or products that interest him.

An example would be a grocery store where there is a shelf with 100% juices, a shelf with kefir, a shelf with bread, etc.

It is noteworthy that this technique is not effective everywhere. This type of grouping is good where differences in product properties are a priority when choosing.

Price equalization


A very interesting technique, which is based on the display of goods according to price characteristics. The most striking example of this concept is “Everything at one price” stores, or where goods are arranged by price groups.

To put it simply, this principle in the second version looks like this: “on the bottom shelf - everything is 10 rubles; on the average - 20 rubles each.”

Grouping by purpose


This principle of sorting goods is based on the fact that the merchandiser places goods of the same category close to each other. An example would be this grouping in a stationery store: all notebooks in one place, notepads in another; pens and pencils are also located separately.

This layout has both its pros and cons. The big advantage is that the buyer can find products of the same category nearby, but, on the other hand, if you place the entire assortment in the store in this way, there is a risk of complicating the search for products, since they may be far from each other.

Layout with a corporate block


This option is responsible for the aesthetics of the rack/shelf, as it will be decorated in the corporate colors of a particular manufacturer.

The psychological component here is that goods grouped in this way conditionally increase their prestige in the eyes of the buyer.

As for the seller, this principle of display allows you to fill empty spaces in a timely manner and control the popularity of a particular product.

It is this concept of displaying product items that involves the use of the above-described “tough nut to crack” and “castle wall” techniques.

The program for the grocery store Business.Ru Retail will allow you to conduct sales analytics: determine the most profitable products, forecast demand, increase sales and, thereby, increase profits.

Product display planogram: design goals

A planogram is a visualization of the display of goods on vertical shelves/racks. Performed in schematic form.

Thanks to the planogram, the seller can systematize the process of arranging commercial equipment and displaying goods in his store, as well as exercise control over the assortment of certain brands and regulate the area occupied by a certain brand and product.

The importance of distribution of retail space and display of goods is confirmed by the demand and daily flow of customers.

Priority seats in the sales area

Principles for drawing up a product placement planogram

Visibility, visuality, attractiveness, neatness, aesthetics


The planogram shows where and how retail equipment will be located, what products will be on which shelves. In addition, the planogram includes information about product units, sales statistics and sales area.

Control your store's operations using a mobile application and online service

Track revenue online, opening/closing of stores and shifts, as well as the dynamics of receipts in the mobile application. Set up cashier rights, set the sales ban to negative and generate online sales reports. Try the service and online cash register Business.Ru with free technical support.

According to this information, the seller can:

  • plan the size of space and retail equipment allocated for each product (for example, for fast-selling products - better shelves);
  • combine options for displaying goods depending on the flow of customers, popularity, price, quality, etc.;
  • create a product compatibility map, etc.

Reasonable use of retail space and equipment


When developing a strategy for using retail space, the peculiarities of the movement of consumer flow must first be taken into account.

Proper planning will increase the number of purchases many times over, and a well-developed concept and correctly defined target audience will increase profits many times over.

An example is the planning of children's departments, where the shelves are arranged in such a way that the visitor can see the entire range of products and does not leave without purchasing.

Systematicity

Systematicity refers to the grouping of uniform products in one place.

An example would be a department in which tea, coffee, teapots, coffee pots, sweets, cookies, cups and spoons are located nearby, or wine next to sweets and flowers.

Compatibility


Products on shelves must be compatible with each other. For example, coffee or tea should not be placed next to spices, as the products will acquire each other's odors and lose their natural aromas.

Alternation of expensive and cheap goods


The trick of many merchandisers is that high-demand products are always next to impulsively purchased small items. This measure (alternating cheap goods with more expensive ones) helps to increase the store’s profit and creates a contrast between things.

An example would be a retail space that sells outdoor products. Near the tents there are small things for lighting a fire, fishing, etc.

Adequacy

The principle that allows the seller to demonstrate the goods available in the assortment and convince the buyer that there is a sufficient quantity of goods, that is, determining the number of facings when placing goods on retail equipment.

Eye and arm level

Since the majority of buyers do not look for goods on high and low shelves, it is advisable to place the most popular, actively purchased items no lower than arm’s length and no higher than eye level.

Rules for developing a product display planogram

Popularity scale

Before starting to draw up a planogram, a seller or merchandiser must conduct marketing research to obtain statistical data on how popular a particular product is.

Also, its task is to determine the number of customers passing through the aisles of the store. These data will make it possible to determine with high accuracy the importance of places, what interests buyers most, etc.

It is very easy to systematize this data - you just need to use the Excel spreadsheet editor.

Number of racks and strips

To determine the number of retail locations for each product, it is enough to carry out simple mathematical calculations.

For example, let’s take products of one category “Dairy products”. It is logical that on the shelves they should be located close to each other.

It turns out that out of the conventionally taken 10 racks for dairy products, 3 racks are allocated for milk, 3 racks for cottage cheese, 1 rack for butter, 3 racks for sour cream, and 2 racks for fermented milk products.

Product display is a trading tool that stimulates sales. It is thanks to a thoughtful display that you can influence the choice of a store visitor, encouraging him to make a purchase. How to master this art, which has the beautiful and incomprehensible name “merchandising,” and place products in the store according to all the rules?

1. Convenience

The main thing that professional merchandisers are guided by is creating maximum convenience for the buyer. A clear and aesthetic display of goods in the store will save your customer’s time, help them easily choose what is planned and encourage them to make an impulsive purchase.

2. Logic

The buyer must understand how to find this or that product without making any effort. Separate products by groups, package size, price or brand. The main thing is to form the layout in accordance with a single principle.

3. “Golden” shelves

The best sales will always come from shelves that are located at eye and chest level, the so-called “golden” ones. Identify the product that is in greatest demand and place it on the “golden shelf”. The lower shelves can be used for larger items or for storing products. At the top are expensive and unusually designed goods. The exception is toy stores - here the products that need to be sold first are laid out at the eye level of a child, not an adult.

4. Each product has its place

You should not place expensive product items next to cheap ones, this will adversely affect the sale of both. Always place consumer goods in the same place - at the end of the sales floor. This is done so that a visitor who comes to buy, for example, bread, goes through the entire store and grabs something unplanned along the way. 70% of store visitors first of all pay attention to the shelves and display cases to their right, so in these places it is necessary to place products that need to stimulate sales. Popular products are located on the left as you move.

5. Product face

Do not cover the product with price tags or promotional materials. This creates difficulties for the buyer, who focuses primarily on the brand, design and information on the packaging. When arranging display windows with information, try to make it unnoticeable. A unit of the same product that is laid out on a shelf facing the buyer (frontally) is called facing. The optimal number of faces to increase sales is from 2 to 4.

6. “The first 6 steps” and the “golden triangle”

A visitor who has just entered the store needs to get used to the new environment. That is why purchasing activity in the area of ​​the first 6 steps is usually minimal. But in the triangle - entrance - department of interest - cash register - customer activity is the highest. The wider the triangle, the higher the likelihood that a person will stay in the store longer and make more purchases.

7. “Two finger rule”

The height of the shelf should correspond to the height of the product plus two fingers from above. If you follow this rule and use additional shelves or stepped display, you can increase the retail space of the store several times.

8. Helpful neighborhood

The “Cross Pollination Rule” is another well-known marketing ploy that increases sales by up to 80%. The idea is to place products from different groups next to each other, for example, it could be pasta and ketchup, tea and candy, etc.

Types of product display in a store

With the help of product display, you can not only increase sales, present products, but also sell them in the shortest possible time, simply by placing them in a certain way.

Horizontal and vertical

With horizontal display, products are laid out along retail equipment. This is the most common option, used everywhere. Vertical display - arrangement of goods in blocks, from top to bottom. Very easy to read, based on the principle of reading from left to right.

Mass

Usually used for high-demand goods. The peculiarity of its action is to attract the attention of buyers to a large number of products. When creating such a layout, it is important to ensure that it is not overly bulky. Otherwise, buyers, afraid of destroying the structure, will avoid it.

Display in bulk

An effective type of display when the goods are simply piled up. Used during sales. In combination with a sign about discounts or one low price, it has a hypnotic effect on buyers.

Display and pallet

Additional sales points located at some distance from the main location of this product. Most often they are located in the center of the hall, suitable for thematic exhibitions.

Another way to improve sales

Modern accounting programs help to correctly place goods at a point of sale, track sales dynamics, control balances, save time on audits and improve the quality of service in general. One of them is the online accounting system for business “Big Bird”.

In “Big Bird” you can:

  • automate retail and wholesale trade processes;
  • maintain operational, warehouse and financial records;
  • register sales through a simple seller interface;
  • evaluate work results using analytical reports: sales, reserves and warehouse balances, cash flow and others.

For small companies, all this is completely free. For larger ones - at the most affordable prices - from 590 rubles per month.

By following these simple rules and automating trading processes, you can achieve noticeable results and, therefore, increase your profits many times over. Good luck to you!

Alena Morozova, content editor of the project ""

@ 2024 forumshoes.ru - Business ideas. Declaration. Documentation. Taxes and payments. USN. Cash register. Powers of attorney. Reporting