Additional placement of goods or additional display of goods for merchandising outside the section is the most popular method of demand stimulation that is used different networks. Ends of racks, baskets, refrigerators - this is an incomplete list of places for use by the network of additional placement of goods.

1 rule. Promote the right product

In order to understand what type of product is right for additional placement, you need to answer the question: What are my goals? What is the purpose of these activities? As a rule, the goal is always the same - to sell as many goods as possible to increase the average bill. However, the tasks can be completely different:

Selling a large package. For example, a person planned to purchase a small package of baby diapers, but bought the largest one, because today there is a favorable offer for this type of product.

Increase in sales as a result of impulse demand. This includes those products that the consumer forgets to buy, but buys with great pleasure if he is reminded of this in a timely manner, especially if he makes an attractive discount.

Creating the image of a store with a low price category. The display shows the goods for which it is easy to remember the prices, the buyer thereby compares the cost. It can be cucumbers, matches, apples, powder, etc. This type product, has the name "target" product.

Sometimes, companies practice single theme for temporary displays, in order to show the buyer that the store remembers and understands his needs, thereby welcoming them. For example, Easter New Year, preparation for school, etc.

2 Rule. Choose the right place

In order for the additional display of goods according to merchandising to be successful, it must be noticeable. Which means it should be located in the place where the consumer is used to finding certain offers, so he is as receptive as possible. Basically, these zones are located near the entrance to the store. A successful place is the passage along which the main flow of consumers moves. An ideal place for displaying goods for merchandising is at the checkout area or cash desk.

3 Rule. Determine the optimal promo period

You need to analyze how often the buyer comes to you. If the main part of consumers come to you no more than twice during the month, then one week will not be enough for an additional display of goods, half of the buyers will not even be able to see it. If you look at this nuance from the other side, then three weeks is a very long time, the consumer already has the necessary stock of goods, moreover, he stops responding to the display, as he saw it during previous trips to the store.

4 Rule. We create a display convenient for the client

In order for the display to function correctly, it is necessary to consider the convenience of its design. It should not impede access to goods for buyers, be stable and durable.

5 Rule. Correctly formulate the essence of the proposal

The consumer will never be able to guess why they put a stand with goods in front of him, if there is no poster on it, on which the essence of the offer is specifically formulated. Badges like "Readers' Choice", "Shop Recommended" or "New" are also great for boosting sales. On the display, there must be one the main idea, one single topic. In the case of an abundance of topics, the display simply will not work.

6 Rule. visual appeal

The display is a kind of part of the store, it must have a complete picture and be visually attractive in order to interest the consumer and competently fit into the overall composition space. When constructing a display temporarily, the following rules of composition must be taken into account:

accentuation,
Equilibrium
Rhythm
Proportionality
Harmony.

Additional display of goods for merchandising on displays has the main rule - this is a competent filling of goods and cleanliness.

1. Definition of merchandising

In the light of the informatization of society and the compaction of the information space, the question arises about the effectiveness of ATL events. Therefore, companies are placing more and more emphasis in promotion on the organization of BTL - shares. As statistics show, 9 out of 10 purchase decisions are finally made directly on the trading floor. Practice shows that the properly organized work of the merchandising department significantly increases the sales volume of a particular brand.

Merchandising is a set of measures aimed at promoting goods directly on the trading floor. This activity includes the following areas:

• Organization of the working space of the trading floor;
• Organization of the display of goods;
• Placement of advertising and information materials directly at the point of sale;
• Information support of stimulating actions.

In most companies, merchandising falls under the purview of the sales department.

2. Distribution of the area of ​​the retail space

There are two approaches to the distribution of retail space:

1. The concept of a balanced store. The space allotted for each store should be proportional to the volume of sales and meet the needs of the retail space. Each department is allocated a place:

• In accordance with the expected sales volume of this group or category;
• Depending on the participation of the product group or category in the formation of the enterprise's profit;
• According to the size of the estimated reserves of each category;
• In order to maintain the desired direction of movement of customer flows;
• Based on the number of storeys of trading floors, the location of escalators and stairs, main entrances and exits.

This approach chooses a location of departments that requires shoppers to visit a large number of departments for low-cost impulse purchases in order to get to the right departments of the main purchases. Sometimes this can cause fatigue and irritation of the buyer.

1. merchandising approach. With this approach, the layout of the trading floor is a secondary issue. It must obey the laws of human psychophysiology. Each department is allocated a place:

• In accordance with the role and status of the product in meeting the needs of the buyer;
• In order to ensure comprehensive service buyers;
• In order to create a targeted movement of customer flows;
• In order to ensure the uniformity of visits to departments by buyers;
• In order to ensure an even distribution of the attention of the buyer;
• In accordance with the preferred methods of customer service and the characteristics of the goods themselves (heavy, bulky, often stolen goods).

Requirements for the sequence of placement of departments in the merchandising approach:

1) The direction of the flow of buyers: the flow should attract buyers to certain places on the trading floor, to certain counters and showcases;

2) Joint purchase: the direction of the customer flow should ensure the complex purchase of complements;

3) The frequency of purchases and the nature of demand. Products of frequent demand are located in places of intensive customer flow. Impulse items are placed at the front of the store, near the checkout, and in hot spots on the sales floor.

4) Freedom and convenience of movement of buyers. It is necessary to avoid such an arrangement of departments that provokes the accumulation of buyers and queues during peak hours.

5) The duration of the selection of goods. Goods, the choice of which requires time to think, are placed in remote places of the hall.

6) The complexity of moving goods from warehouses

3. Placement of departments in the space of the trading floor

As a rule, people visit the store in order to satisfy a specific need. When visiting a store for the first time, the customer will search for the appropriate department until they find what they need. At the same time, he will visit almost all departments. With each subsequent visit, the buyer shortens the path to the department he needs. He develops a conditioned reflex. This is undesirable for commercial enterprise, as it reduces the number of impulse purchases. Possible Solution of this problem is the periodic redevelopment of the retail space. But this can cause the buyer to feel a sense of persistent chaos and, as a result, defensive reflexes. There is only one thing left: to plan the equipment and goods so that the path to the desired product and exit is located through other goods.

The first step in planning the space of the sales area of ​​a self-service supermarket is the location of perishable products around the perimeter of the sales area. Meat and meat products are usually located along the far wall of the hall. After choosing meat products, customers usually choose vegetables and fruits that are suitable for them, so it makes sense to place them nearby. Baking in most refers to the goods of impulsive demand. Many managers place it at the beginning of the hall. The aroma of fresh baked goods also stimulates the appetite and provokes customers to other purchases. Frozen products can be located both at the end of the route and at the waypoints. Near the dairy department, buyers usually make the last stop, so it is often located opposite vegetables and fruits. As an option - the location near the frozen food.

So, the perimeter is occupied by perishable products. This arrangement encourages customers to move around the store. Once in the back of the trading floor, customers are psychologically ready to buy groceries. Usually they are located on racks in the center of the trading floor. Location options vary.

An analysis of the effectiveness of the selected layout scheme can be made using the coefficients:

1. The coefficient of approach to the department (K p). shows what percentage of store visitors approach the department.

K p \u003d n p / N p

Where N p - the total number of visitors for a certain period;

n p - the number of visitors who approached the department during this period.

1. The purchase coefficient (Ku) shows what part of the visitors made purchases in this department:

Where Ny is the total number of visitors who made purchases;

ny is the number of visitors who made purchases in this department.

1. The attractiveness coefficient (K) indicates the preference for the location of the department. Defined as the ratio of the purchase rate to the approach rate. The closer the value of K to 1, the more effective this placement option is.

4. Types of commercial equipment.

• Shelving. Can be one-sided and island (shelves on both sides). There are also angular 45 - degree sections. The back walls can be smooth, perforated and with slots - for various signs. The standard length of the rack section is 65, 100, 125 or 133 cm. Sometimes there are racks 60 and 90 cm long. The depth of the shelves varies from 25 to 70 cm in increments of 5 - 10 cm.
• Refrigerated display cases are divided into medium temperature (-1… +10 ˚С), low temperature (-18… -23˚С); confectionery shops (+4…+6˚С) with a retractable exhibition area for displaying cakes.
• Refrigerated slides are convenient in self-service halls.
• Refrigerated cabinets are mainly used for cold drinks, ice cream, frozen cakes, etc. according to the temperature regime, refrigerating cabinets are divided into medium temperature (0 ... + 8˚С); low-temperature (0 ... - 24˚С); freezing (up to - 30˚С). The volume of refrigerated cabinets ranges from 300 to 1400 liters, although there are models of non-traditional volume (for example, 45 liters for storing wine), there are hinged and compartments.
• Lari (horizontal refrigerators) differ in the type of lid. It can be transparent or deaf.
• Gates and turnstiles;
• Fencing;
• Shopping trolley/basket.

5. Placement of equipment

The behavior of the visitor is heterogeneous throughout the entire route of movement in the trading floor. At the entrance, attention is weaker, scattered. In the depths of the trading floor, the visitor fully adapts and adjusts to making purchases. In the return zone, the buyer feels relieved that he has bought everything he needs. He easily reacts to external stimuli, but tends to leave commercial premises. Based on this, it is necessary to develop a set of measures to manage the attention and behavior of buyers.

For these purposes, merchandising uses not only the placement of departments, but also everything that forms the atmosphere of the trading floor: signs, signs, lighting systems, ventilation, music, etc. key role in the management of perception is assigned to the equipment.

The basic principle of the location of the equipment is that the buyer walks through the entire store. The most common method is parallel to checkout points. A diagonal or branched layout is usually not liked by either buyers or managers. However, using only straight counters, we can provoke the visitor to leave the hall, since for a person a straight-line movement is preferable. To avoid this, you can use equipment of other configurations that can tell the visitor about the spatial orientation of the hall. The monotony of a straight counter can cause fatigue and boredom, it seems longer. A counter with a complex configuration appears as a set of short counters, which helps to restore the activity of attention. If possible, the racks in the center of the hall can be mounted in the form of the letters U and X. Then the buyer will go “to the product” and not parallel to it.

6. Product display

Display of goods - these are certain ways of laying and demonstrating goods on the trading floor. There are two main ways of laying out - vertical and horizontal.

With a vertical layout, homogeneous goods are laid out on the shelves vertically, from top to bottom. This layout contributes to good visibility and better orientation. With a horizontal layout, one or another product is placed along the entire length of the equipment, and each product occupies 1 - 2 shelves.

According to the intended purpose, the layout is divided into commodity and decorative. The product display serves for the self-service store at the same time for displaying and for dispensing goods. Decorative display is used to design showcases and shelving in stores where sales are carried out through the counter. Using a decorative display in self-service stores is impractical - what will happen to the display when customers take apart some of the products?

Commodity display is carried out, as a rule, in the frontal way. The principle underlying the front display - one sample is displayed in full size, the rest (behind it)

Partially visible or not visible at all.

We call a point of sale retailer who orders products and sells them in his store.

Point of sale, or point of sale (pointofsale) is a place on the trading floor of a particular store where products are placed. An example of points of sale could be a refrigerated section of dairy products, a Coca-Cola branded vertical refrigerator, a Mars chocolate bar dispenser, a floor display of juices and fruit drinks, etc.

The main point of sale is the place where all manufacturers of this product group are represented. The main point of sale accounts for 95 to 100% of the store's sales. When laying out the main point of sale, you must be guided by the following principles:

• Overview - the product must be facing the buyer. Shelf space is distributed in such a way as to attract the attention of store visitors, ensure quick sale of goods and increase the efficiency of each square meter of the shelf.
• Availability. It should be remembered that the purchasing power of a person is measured by the length of the arm. Light products and products should be on the top shelves, and heavy ones on the bottom.
• Neatness. Shelves should be cleaned regularly - washed or vacuumed. Labels must be well affixed. Items in unlabeled packaging must be discounted and listed elsewhere.
• Corresponding type of front row goods. The number of front row products depends on the volume of packaging, demand and the ability to quickly replenish the stock.
• Shelves full. The maximum turnover can only be made when the shelves are completely filled.
• Attractive packaging.
• Price marking. The price on the price tag must correspond to the price of the goods.
• Dedicated shelf space.
• Constant replenishment of stocks
• The rule for the distribution of priority seats. Products that bring the most profit should be on the best places in the trading floor and on the trading equipment. However, we must not forget about the variety of brands and the individuality of the store.

The concept of product presentation. To date, there are several concepts for displaying goods:

• Idea presentation. The grouping is based on some idea, for example: “everything that you can put on the shelves in the kitchen”, or “everything for fishing”
• Grouping by types and styles. "All 100% juices in one place, nectars - nearby"
• Price leveling.
• Grouping by purpose.
• Respectably - a specialized performance.
• Corporate block layout.

Additional points of sale increase the likelihood of buying goods. Additional points of sale are effective tool increase in sales, tk. allow you to increase the number of impulse purchases.

There may be several reasons for additional placement of goods:

1. Volume representation, i.e. presentation of goods in large quantities. It creates a feeling of low price and high demand.
2. Placing products into categories and stimulating impulse purchases.
3. Advertising display or information about new products.
4. Display of promoted goods.

SKU (StockKeepingUnit, literal translation from English - stock holding unit) In fact, this is an assortment position (a unit of one product group, brand, variety in one type of packaging of one container). Example: beer "Shihan" - gold, glass, 0.5 liters.

Facing is a unit of product that is visible (available in self-service stores) to the customer. Thus, each assortment position can occupy several facings at the point of sale. But it is necessary to distinguish between facings and the stock of products on the shelf for each item. Example: 3 bottles of Shihan-Golden beer in a row on a shelf - 3 faces, 1 SKU..

Strategies for displaying goods in a corporate block. This layout attracts attention with the help of contrast and color spots, increases the time spent by the buyer near the shelf. This increases the likelihood of making a purchase. This is beneficial not only to the seller, but also to the manufacturer. When developing packaging, the manufacturer also takes into account how it will look on the store shelf as part of the corporate unit.

When laying out a rectangular corporate packaging block, the most common strategy is a fortress wall. According to this concept, by placing the strongest positions (products - leaders) at the ends of the block, you can draw attention to the less popular products located in the center. If we take into account the principle of gaze orientation and the possibility of visual coverage, we can assume that not only our own products, but also the competitor's products will be in focus. Thus, the leader will pull both neighbors. As a way out of the situation, we can suggest strengthening the position of the block with several facings of the leading position in the center of the block.

7. Dependence of sales volume on the place of presentation of goods

In order to determine the best position for each product, it is necessary to answer the following questions:

• Where to exhibit?
• How much shelf space?
• With whom to exhibit?

When answering the question “where?”, it must be taken into account that most buyers are right-handed, so they are more attentive to the goods located on the right. The ideal place is on the right, at eye level. It is also necessary to take into account the structural features of the human eye as an optical instrument. Human vision coverage is 27˚ in the upper hemisphere and 10˚ in the lower. If the product attracted the attention of a person, then along with this product, he will see those that are in the indicated range.

Moving goods from shelf to shelf has a significant impact on sales. Therefore, the placement decision should be dictated by the goals of the implementation. Priority assortment positions should be in priority places. These positions can be top-selling, profitable or promoted products. The lower shelves are reserved for goods that are less profitable, cheaper, planned for purchase.

At the same time, the expected reaction of the buyer to the movement of goods on the shelf should be taken into account. Thus, the movement of goods can cause the following subjective reaction:

When determining the size of the layout, the following factors must be considered:

• Accounting for customer needs. At first glance, it seems that if the brand seems to be more profitable, then more space should be assigned to it. But you can expand the display of any profitable brand only to a certain extent. Ignoring the interests of buyers of other brands entails loss of profit.
• The size of the packaging of the product itself. It is necessary to organize the display so that even the smallest package is well received.
• Accounting for seasonal fluctuations and peaks.
• Accounting for the direction of movement of buyers, the direction of view, the order of inspection.
• Necessary accents. You can select a particular product by changing the distance between it and other products, which also entails a change in the area ratio.

Other selection methods should also be noted:

• The principle of an imaginary frame. Sales of framed goods can increase up to one hundred percent.
• Creation of a color spot.
• Isolation using a directed beam of light.
  • Lighting from behind drowns out the volume, softens color contrasts. Effective for products with interesting silhouettes, in transparent packaging. It creates a stained-glass effect, enhances the impression of crystal clearness of the product itself, and emphasizes the excellent result from its use.
  • Lighting from the sides enhances the volume, emphasizes the vertical edges of the package.
  • Lighting from above and below enhances the horizontal edges of products.

To achieve the effect, you should not select more than 15 - 20% of the goods.

8. Special layout. Means of attracting attention

Distinguish the following types special layout:

• Mass releases. They are mainly used for everyday goods or especially popular products. A product exhibited in large quantities attracts more attention. A large number of goods gives the buyer the impression of a low price and high demand.
• Multi-product displays. One equipment accommodates several types of goods, different in purpose - both related and unrelated. As part of such a layout, there should be goods that have a high potential for volume sales, “pulling” other positions that are present in the layout.
• The display of goods in bulk is carried out using containers or basic stands.

9. Strategies for promoting new products

Efficient location. The further positioning of the product depends on the effective location of the product on the shelf, how quickly buyers recognize the new product, how soon the product becomes popular. There are two principled approach to the location of the novelty in the trading floor. However, they have one goal - to put the novelty in the field of view of potential buyers.

• Victim substitution. The manufacturer offers a new product, which has no analogues in its assortment. But similar products are in the range of competitors, and the introduction of new items is a step to take away some of their customers from them. After the novelty becomes known to customers, you can transfer this product to the corporate block of the company.
• Borrowing popularity. The manufacturer expands the product range or offers a new brand in the segment where its products are already presented. In this case, the novelty is placed near its best-selling positions. The sales leader "shares popularity" with the novelty.

The novelty product should be located in the place of the trading floor and points of sale where it is most likely to be discovered by the target buyer.

Effective presentation. An effective location can be supplemented by several tricks:

• A sales assistant is effective if it is a specific product that has something to say about. This applies to serious purchases. The buyer comes to the store with some need. The sales assistant, having learned the need, can tell about the product and its unique properties to an attentive listener.
• Demonstration. These promotions are designed for all customers on the trading floor. There is a very important rule: the product must be presented with a sufficient assortment and in sufficient quantity. Violation of this rule leads to a decrease in the effectiveness of the action. It is also necessary to pay attention to the communication skills of the promoters themselves.
• Advertising materials have one tangible advantage - they are ALWAYS on the sales floor and inform the buyer. In addition, the buyer does not feel pressure from sellers.

10. Organization of merchandising in the company

Merchandising is evolving from an additional competitive advantage into a mandatory sales function. When setting up a merchandising function in a company, four aspects need to be considered.

1. Development organizational structure and procedures for the work of the merchandising direction in the company.
2. Development of the concept of merchandising (rules for the stock, location and presentation of products at points of sale).
3. Recruitment and training of staff (most often in conditions of rapid rotation).
4. Field control system and personnel bonus system.

It is necessary to "find a place" for merchandisers in the company. Options.

1. Merchandisers enter the sales department
2. Merchandising functions are charged to sales representatives
3. Merchandisers form their own department
4. The merchandising function is shifted to the shoulders of third-party agencies

It is possible to use some mixed option, first you need to decide on the goals and resources.

• The number of stores the company wants to cover. It depends on the available resources and the goals of the company (total merchandising or spot).
• Time required for merchandising one outlet- provisional standards. This indicator is different for different trading channels. The duration of the visit depends on the size of the shelf space on which the merchandiser will have to work, the number of points of sale and the capacity of each point, the breadth of the company's product range. Typically, time standards are determined empirically for each trading channel.
• Required frequency of visits to retail outlets. Most companies have clear frequency standards that field workers base their plans and routes on. These standards depend on the specifics of the product, the frequency of delivery, the speed of turnover of goods in retail outlets, etc. The frequency is different for trading channels.

The next step is to determine the need for personnel (calculation of the number of working man/hours) and determine the cost part. The number of people is determined based on the net working time that the merchandiser has per week. Thus, having determined all these criteria, you can begin to choose the option of organizing merchandising. To do this, it may make sense to calculate the cost of each option and adjust the goals or the amount of allocated resources. Under the functions of a merchandiser at a point of sale, we mean exclusively:

• inspection of points of sale,
• visiting the warehouse and exporting products to the trading floor,
• product display at points of sale according to the company's merchandising concept,
• placement of price tags at points of sale,
• placement of promotional materials at points of sale and on the trading floor,
• explanation of the basic rules of calculation to the seller.

The merchandiser is not involved in placing an order, resolving payment issues, document management, etc. All these functions are performed Sales Representative.

Options:

1. Merchandisers are part of the sales department. Initial situation. All retail outlets in the territory are divided into parts either geographically or by trade channels. Each part is assigned to a senior manager. He has sales representatives who visit customers and take orders.

This option is most suitable for companies that do not always have a stable delivery or sale of goods.

(+) Flexibility - a senior manager has the most complete information about sales and customers and can correctly prioritize, make timely changes to merchandisers' routes.

(+) Merchandiser reporting can be an additional source of information about the work of a sales representative.

(-) The senior manager has a new function, and the same amount of time remains for work.

(-) With a constant increase in the number of customers, it is necessary to hire new merchandisers. This may lead to a large number subordinates to the senior manager.

When choosing this option, it is not recommended to report each merchandiser directly to a sales representative. Gradually, the merchandiser will become an "assistant" to the sales representative in all his functions. As a result, less and less time will be devoted directly to merchandising. Not always sales representatives have sufficient qualifications and skills to organize the work of a subordinate.

1. Merchandising functions are charged to sales representatives. The starting situation is the same. In addition, most of your customers are non-self-service stores, pavilions or kiosks. Or your company's price list contains 3-15 items. That is, the time for merchandising at the outlet is calculated in minutes. There is no need to hire new staff, it is enough to develop a merchandising concept and train existing sales representatives to implement it.

(+) Significant savings in monetary resources. It is enough for a sales representative to assign a bonus for merchandising work. At the same time, the cost of covering transportation costs, mobile communications, wage etc. remain at the same level.

(-) The sales representative visits the outlet on the day of the order, not the day of delivery. Therefore, it is likely that your employee will end up at the outlet every time there is nothing to put on the shelves. In this case, the sales representative will have to increase the frequency of visits or maintain a constantly high stock of products in the warehouse.

(-) Initially, merchandising will still take quite a lot of time at the point.

1. Merchandisers form their own department. Initial situation. The sales and delivery service is working without interruption. The number of clients served is large. The company sets the goal of total merchandising of all outlets in the market or all outlets in a particular sales channel (for example, all supermarkets or all small shops, pavilions and kiosks).

Proposed organizational structure.

The merchandising department is formed independently of the sales department. It may be under the jurisdiction of both the Sales Director and the Trade Marketing Department. The merchandising department builds its own structure - for every 7-10 merchandisers there is a supervisor (senior merchandiser).

(+) Covering a large number of outlets. The merchandising department can work both with the outlets served by the company and with distribution outlets.

(+) High speed work with points and a high frequency of visits. The staff is focused exclusively on merchandising. In particular, this aspect is of interest to fast-moving goods companies.

(+) This approach allows you to quickly place new equipment and promotional materials on the market. In particular, it justifies itself with the frequent organization of various promotions in retail outlets.

(-) Communication with the sales service is weak or non-existent. In case of interruptions in delivery, merchandisers visit outlets "idle". To avoid such situations, it is recommended that department heads and middle managers keep in touch.

(-) The costs are quite high.

1. Merchandising functions are shifted to the shoulders of third-party agencies. Initial situation. Often this option is used by companies that sell to retail outlets not directly, but through distributors.

(+) Not distracted human resources on the organization of the work of merchandisers and its maintenance at a qualitative level.

(+) It is possible to use the services of third-party merchandisers temporarily. After achieving the goal, no one will have to be fired.

(-) There is no connection with the sales department of the company. In order to avoid "idle" visits, it is recommended to require exclusive merchandisers and establish contact between them and sales representatives.

(-) No direct influence on merchandisers. To avoid poor implementation of the merchandising concept in the field, regular field audits are recommended.

(-) Not every city has agencies that will provide such a quality service. In addition, the services of such agencies are quite high.

What you need to pay attention to when organizing the function of merchandising in the company.

It is necessary to prescribe the procedures for the work of merchandisers (planning, organization and control). And the company's merchandising rules. Lack of simplicity and clarity in procedures can lead to misunderstandings and errors. The rotation for this position is very high. Therefore, it is recommended to consider a training scheme that allows you to quickly train newly arrived merchandisers. The scheme should provide an opportunity to teach the theory of merchandising and gain practical skills.

Merchandisers must be controlled in the field. Written reports, customer cards and other papers sooner or later cease to bring reliable information.

11. Merchandising activity evaluation system

Most often, two approaches are chosen as a tool for assessing merchandising activity:

1. Sales. If the merchandising function is assigned to sales representatives, then usually this does not imply much change in the compensation system. Traditionally, sales representatives receive a certain percentage of sales. Plus - the system does not require additional costs for data collection and analysis. Minus - the sales representative has the right to choose whether to use merchandising tools or not.
2. Subjective assessment of implementation. If the merchandising department exists on its own, then the supervisor is most often involved in personnel assessment. Evaluation of the work of merchandisers is sometimes impossible to tie to sales. In this case, a supervisor is involved in the evaluation. The advantage of this system is its low cost. However, such an assessment system is opaque and subjective.

Properties of an ideal scoring system:

1. Quantification.

2. Transparency and consistency.

3. Clear reflection of all assigned tasks.

4. Resilience to change.

5. Usefulness to the sales and marketing departments.

How to build a rating system?

In general, building an assessment system consists of the following steps:

1. Clear statement of objectives

2. Definition of indicators and calculation method

3. Inclusion of indicators in the employee bonus system

4. Define procedures for data collection and analysis

5. Testing the scoring system

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

1. Convenience

The main thing that guides professional merchandisers is to create maximum convenience for the buyer. A clear and aesthetic display of goods in the store will save your customer time, make it easy to choose what is planned and encourage them to make an impulsive purchase.

2. Consistency

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

3. "Golden" shelves

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

4. Each product has its own place

You should not place expensive commodity 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 trading 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 showcases to their right, therefore, in these places it is necessary to place goods that need to stimulate sales. Popular products are located on the left in the direction of travel.

5. Goods face

Do not cover the product with price tags and promotional materials. This creates difficulties for the buyer, who focuses primarily on the brand, design and information on the package. window dressing information support try to make it invisible. A unit of the same product, which 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. “First 6 Steps” and “Golden Triangle”

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

7. “Two finger rule”

The height of the shelf should match the height of the product plus two fingers from the top. If you follow this rule and use additional shelves or a stepped layout, you can increase the retail space of the store several times.

8. Useful Neighborhood

The “Cross-Pollination Rule” is another well-known marketing ploy that boosts sales by up to 80%. The bottom line is to place a number of goods from different groups, for example, it can be pasta and ketchup, tea and sweets, etc.

Types of product display in the store

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

Horizontal and vertical

When laying out horizontally, products are laid out along commercial equipment. This is the most common option used everywhere. Vertical layout - the arrangement of goods in blocks, from top to bottom. Very easy to understand, based on the principle of reading from left to right.

Bulk

It is 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 forming such a calculation, it is important to ensure that it is not unnecessarily cumbersome. Otherwise, buyers, fearing to destroy the structure, will avoid it.

Bulk layout

Effective View calculations when the goods are simply piled up. Used in sales. In combination with a sign about discounts or about one low price, it has a hypnotic effect on buyers.

Display and pallet

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

Another way to improve sales

Correctly place the goods in the outlet, track the dynamics of sales, control the balance, save time on revisions and improve the quality of service in general, modern accounting programs help. One of them is the online accounting system for business “ Big Bird”.

AT " Big Bird" you can:

• automate retail and wholesale trade;
• to conduct operational, warehouse and financial accounting;
• register sales through a simple seller interface;
• evaluate the results of work using analytical reports: on sales, reserves and stock balances, movement Money 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, multiply your profits. Good luck to you!

Alena Morozova, project content editor « »

Out of the blue and at no extra cost.

This, perhaps, is the rare case when the sum changes due to a change in the places of the terms.

Trade entrepreneurs most often learn about merchandising from their suppliers.

But the supplier's recommendations for product placement are aimed at increasing its presence in the outlet, and not at the development of the store. Therefore, over time, the store owner comes to develop their own merchandising standards.

But the search for effective methods of calculation is better to start with a run-in basic principles and here are some of them.

Proper display is a way to increase sales due to such an arrangement of goods on the shelves and counters of the store, in which:

all products are clearly visible on the counter

represent a single system/gamma

each product is laid out in the most profitable and attractive form for the buyer

the arrangement of goods highlights the goods of one trademark from others

it is easy for the buyer to make purchases.

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

Laws and rules of perception.

1. The rule "From the eyes to the third button on the shirt":

There are 3 levels of product display:
- eye level (middle shelf),
- hand level (upper shelf)
- leg level (lower shelf).

It is known that a product placed at the level of the buyer's eyes sells best.

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

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

layout rules

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

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

When laying out goods on the shelves, it is important to consider the shelf life. An earlier product is placed closer to the buyer, which reduces the volume of expired goods in the store.

Shelves in stores should not be idle and empty. In this regard, for hot goods more selling space and shelf space should be provided so that the seller has time to prepare and lay out products.

The richness of choice cheers up visitors. To create an "abundance effect" in some stores, mirrors are placed specially above the racks to visually increase the amount of goods on the shelves.

2. The law of "Figure and background":

One object is clearly distinguished from the background of others. We must use this law if we want to draw attention to a particular product in order to promote it. Highlighting can be due to bright and non-standard packaging, additional lighting, wobblers, stickers, but promotional materials should not distract attention.

3. Rule of "First Impression":

Many visitors, having entered the store, begin by asking the price.

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

Seeing the goods at attractive prices, buyers feel more free and comfortable. So in the entrance area of ​​​​the store, it is best to place goods that are subject to discounts or special offers.

4. "Bright spot" effect:

H your eye always catches bright colors, and the presence of such color accents in the store invariably attracts the attention of visitors. When laying out goods by color, products are placed in the direction of buyers' movement from left to right from light to darker shades.

In order to enliven the perception of buyers, you can use the effect of a bright spot, creating a one-color block from a certain product, which differs in color from other products.

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

display of goods

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

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

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

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

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

5. "Dead zone":

This is the bottom left corner , therefore, the lower shelves should occupy either rarely bought positions, or large packages, or goods of targeted demand.

6. Rule of "Volume":

The advantage of volumetric display is that it attracts the attention of buyers and is involuntarily perceived as. It is very easy to organize such a layout - it is enough to choose a stable and capacious container (box, barrel, basket), place the goods in it “in bulk” and issue a noticeable price tag.

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

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

7. Law of "Switching Attention":

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

8. Good Environment Rule:

Surrounded by strong products (popular with buyers), weak products (less familiar to buyers) sell better. The leading product draws a lesser-known neighbor.

With such a layout, strong products begin and end the row on the shelf, and weak ones are displayed between them. Being surrounded by strong brands, weak products enlist their support and sell better. .

9. Rule of "Cross Pollination":

The product should be placed on the display / counter in groups, not in discord. A product must be grouped on several grounds at the same time, for example, by brand, by type of product, by weight/package size, and by price.

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

Placing products of different product groups in the neighborhood helps to increase sales in the store. With this layout, beer is placed next to the vobla, pasta along with ketchup, and tea and coffee next to sugar and sweets..

A useful neighborhood can increase sales of each of the goods up to 80%, and besides, it makes buyers feel cared for and pleasant emotions (after all, the product comes in handy).

10. Law of "Size":

Small items should be closer to the buyer, large items can be placed further away.

11. Rule "Safety":

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

Unfortunately, the attractiveness of the layout often outweighs its functionality, which ultimately reduces sales. The placement of goods in the store should be attractive, accessible and safe for customers.

It is necessary to take into account the peculiarities of the display of food products
on weight and portion counters:

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

"By value": Expensive goods should be placed separately from similar cheap ones; neighborhood is possible only if it is done specifically to promote the cheap. In general, the gradation in price should be gradual, or it should be different showcases / shelves.

"Exclusion Zone": Don't place merchandise and counters in "dead ends" - places in the store where you can enter and then need to exit to return to the main hall, as these places are the least visited.

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

"Peekaboo": do not place the goods at the ends of the showcase - buyers also rarely look there.

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

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

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

"Freedom instead of tightness": the goods must be located facing the buyer and should not strongly block each other so that the whole product can be seen. The buyer should not have any difficulties in looking at the goods.

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

"Price tags": must be legible and contain information about the product name, manufacturer, and possibly other attractive features of the product. Well, if the seller of the weight counter has a catalog either short description each position, so that, for example, he could name the percentage of fat content or the taste characteristics of a particular cheese.

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


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

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

"Location": the location of the showcase itself inside the store is also important. There are a number of rules: goods of impulsive demand (nuts, chocolates, chewing gum) are located closer to the entrance of the store, near the cash desks - in the hot spots zone (the English "busy place" is used to indicate places suitable for promotion, installing slides, etc. .); cheese, meat - in the back of the store; dairy products - along the main flow of buyers.

Quite often, coming home from a store (especially a supermarket) and critically evaluating a considerable amount of purchases (necessary and not very necessary), you think about the reasons that encourage you to make such rash spending. And there is a rather logical explanation for everything - merchandising, in accordance with which a competent display of goods on the trading floor was made.

Merchandising

A logical consequence of the improvement and oversaturation of the market is the intensification of competition not only between commodity producers, but also between trade organizations, from which often more depends on the final result of the efficiency of the entire production. It is merchandising, that is, a system of measures to increase sales in retail trade and create an atmosphere conducive to this, that contributes to the successful sale of goods. Literally translated from in English this term means the process of trading.

The basic principles of marketing strategies are formed as a result of a thorough analysis of the behavioral stereotypes of buyers. Thus, the basis of merchandising is to draw up clear, psychologically justified measures aimed at stimulating purchases. If we take into account that on average more than 70% of goods are purchased impulsively, without a balanced preliminary decision on the need for such a purchase, then the ever-increasing effectiveness of merchandising in modern conditions becomes clear.

Properly made display of goods on the trading floor - as the first step or the basis of merchandising - should ensure maximum availability of products, as well as visually affect a person, helping to attract his attention to the object of purchase.

Marketing strategy

Properly organized display of goods in the store is the most significant part. One of the most important conditions for the sale of goods is its visual visibility, attractiveness. Analyzing the actual turnover, marketers came to quite logical conclusions: goods placed on shelves at the level of human eyes have the highest sales figures. However, there are many other factors that have a significant impact on sales volumes.

Target areas

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

1. Increasing sales volumes.
2. Formation of consumer confidence in the product.
3. Strengthening the impact of the brand on the consumer and the formation of persistent taste priorities.
4. Increasing competitiveness among similar products.
5. Acquisition of well-deserved recognition in the field of successful promotion of products.

Product presentation options

Various options for the presentation of goods are due to the specifics of individual trade offers, consumer needs and taste preferences.

Style or species grouping is carried out in grocery, hardware and manufactured goods stores, where this type of placement is traditionally used in relation to everyone. For example, in various departments of the store there are sections with outerwear and summer collections, shoes, haberdashery and so on.

The ideological grouping is most often based on a concept or simply the reputation and image of a trading facility. For example, salons that sell furniture according to samples exhibit the most attractive specimens for a complete visual perception. At the same time, the surrounding interior is reproduced in accordance with the most fashionable trends, emphasizing the advantages of the advertised products.

The color scheme when laying out goods is typical for shops and boutiques with high trade margins designed for the most affluent category of consumers. Such a contingent is attracted by the brightness of the image, stimulating them to buy.

Price grouping allows buyers to evaluate the diversity of the assortment and choose products at the most suitable price, while a large-scale layout forms an idea for buyers about low prices for a large number of homogeneous goods.

With a frontal presentation of a product in expanded form, the buyer is shown all its features, emphasizing their attractiveness as much as possible.

Placement of departments and groups of goods

The logically sound placement of certain types of products on the trading floor is the result of an adequate assessment of several fundamental factors:

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

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

For example, in elite salons and boutiques, the presented products are often combined according to their stylistic and color similarity. In mid-price stores, goods are usually grouped by size, while in retail outlets with minimum prices they can be placed simply in containers.

Traffic routes

To achieve maximum rationality in the use of available retail space, it is necessary to determine the sequence of location of departments in the store as a whole, and the choice of the most successful location for each section. After considering the established traffic path in a large store, experienced marketers place departments with insignificant, impulsive products on the way to sections with the most frequent purchases. This means that a person who seeks to purchase only certain things is forced to go through other departments in which a properly organized display of goods literally lures and forces to make a purchase.

The art of product display

The methods used for laying out goods traditionally depend on the placement of products sold in relation to homogeneous products and specialized equipment.

With a horizontal layout, homogeneous goods are evenly placed along the entire length of the shelf. At the same time, in one direction, the units are ranked as the volume decreases (or increases), according to the serial production, placing the largest and cheapest on the lower shelves. And products intended for quick sale should be as accessible as possible to the buyer and attract attention in a certain way.

With this placement, the least popular products located close to the more popular analogues will be in high demand, partially borrowing consumer sympathy from them.

With a vertical layout, homogeneous products are placed on racks in several rows: smaller and lighter ones are on the upper shelves, and their larger counterparts are on the lower ones. This method improves the quality of visual perception and is quite convenient for buyers, regardless of their height. Most often, this kind of display of goods is used in large trading floors of self-service stores.

The display way of laying out is carried out with the help of additional points of sale, i.e., goods are displayed at the most favorable angle on a stand-alone company stand or counter. The location of such a stand is in no way tied to the actual place of sale of a particular product.

Planogram

The presentation of goods to the buyer should not be carried out randomly, but in accordance with a scheme (drawing, drawing or photograph) that has been thought out and made manually or on a computer, which is called a planogram. On it, each position of the laid out assortment list should be depicted in as much detail as possible, indicating the exact location for each trade unit. A planogram is drawn up for the display of goods, taking into account the wishes of suppliers and buyers, as well as the capabilities of the retailer. The time spent on its preparation, as a result, significantly reduces the time required to place products on the trading floor. In addition, many software products have been developed that significantly facilitate and speed up the process of such detailing.

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

General principles

Depending on the specifics of the store and the products sold, a wide variety of positions are followed when developing a planogram. But general principles product listings are as follows:

1. The principle of visibility - is implemented in the creation of visual appeal and accessibility for review.
2. Achievement highest efficiency at reasonably reasonable costs (rational use of commercial equipment and space). For each type of product, areas are allocated that approximately correspond to the volume of their sales. Maximum areas - for fast-selling or advertised goods; the latter, in turn, should be located in the most viewed places of the trading floor. Do not forget about ensuring free passage to the laid out products.
3. Consistency. The placement and display of goods is carried out in complex blocks, i.e. things that are interconnected according to any sign are grouped in one place. For example, household goods, and nearby - a showcase with dishes, etc.
4. Compatibility of nearby goods in relation to each other, i.e., the negative influence of commodity neighbors must be excluded. The laid out coffee products should not be located near spices or wet products. This neighborhood will have a negative impact on consumer properties goods sold (coffee itself can acquire a foreign smell, or it can give it to surrounding objects).
5. Impulse-purchased items should be close to high-demand products. For example, the correct alternation of expensive and cheap goods allows you to increase the profitability of the store, drawing attention to units that are diametrically opposed in their properties. At the same time, the aesthetics and safety of the laid out products should be ensured.
6. It is very important to monitor the sufficiency of the display, i.e., the most complete representation of the available assortment, depending on the retail space, the specifics of the outlet and the demand for the proposed list of goods, as well as the entire range of marketing policies.
7. To create an enticing image of the store, quite often (especially when it is opened) they resort to reducing trade allowances, promotions and discounts. This is provided for the formation of stable sympathy of buyers for a shopping facility.

The specifics of the display of food products

The display of food products is designed to ensure not only accessibility, but also maximum safety. Depending on storage conditions, packaging used and other factors, use various methods their sales. Liquid products in bottles are conveniently arranged in several rows on the shelves, occasionally right in the boxes. Meat, fish and sausage products - in exposing the buyer to the cut goods in the most attractive form. Packaged products (or in packs) are neatly laid out in rows or stacks on shelves, grouping units by type.

For bakery products near-wall and island slides are used, as well as special equipment that ensures compliance with sanitary storage standards. Such a display of goods (the photo is presented above) is the most rational for its safety.

Features of the display of industrial goods

Industrial goods are characterized by their maximum differentiation into groups in accordance with types, articles and purpose. Clothing, for example, can be distributed around the trading floor depending on styles, seasonality, gender, age, and other characteristics. Hats are placed on special consoles, as well as designs of various configurations, which make it possible to show this or that thing in the most advantageous way. The display of goods in the store allows you to plan an effective direction of consumer flows that contribute to the profitability of the trading business.

It is very important when planning the display to ensure that the product is not blocked by a queue that limits its visibility and accessibility. At the same time, its front side should be best presented to the consumer's gaze. It is believed that the most advantageous arrangement of racks is on the left side of the direction of movement of the main customer flow. With a uniform loading of goods on the shelves, that part of it, on which maximum marketing efforts are directed, should be approximately at eye level, and in addition, it should be located close to the checkout area. Strengthening the impact on consumer sympathy can be achieved through a variety of advertising media. The increase in turnover also occurs when the same product is displayed in several zones of the shopping facility at once.

Product placement options

Thoughtful placement of goods in the store significantly increases sales. To most effectively attract the attention of the buyer, quite a variety of types of display of goods are used with the involvement of special equipment:

1. Shelves and racks.
2. Counters and special exhibitions.
3. Wire baskets and floor pallets.
4. Separate stands.
5. Dispensing machines.
6. Advertised packages, beautiful boxes, etc.

Exhibitions of goods in promotional packages look very impressive. High-quality and expensive printing, competently provided by the manufacturer, is of particular interest to store visitors, drawing attention primarily to themselves.

Features of merchandising in a pharmacy

Use of competent marketing strategy in the pharmacy chain has some features in relation to other trading facilities. Merchandising in a pharmacy - complex activity to increase through promotional activities aimed at attracting the attention of consumers to over-the-counter drugs. One of the most important features of a pharmacy outlet is the specifics of consumer psychology, often expressed in rather shy behavior: the client tries to get as much information as possible on the windows before asking questions, for example, about drugs for fungal or venereal diseases, as well as other rather intimate medicines . Pharmacies are developing a certain system of rubricators that facilitate the search necessary information by therapeutic group of drugs.

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

Pharmacy display zoning

Traditionally, the display of goods in a pharmacy is carried out taking into account zoning, which makes it as easy as possible to find medicines. Almost every pharmacy kiosk has the following zones:

Products sold without a prescription. These are rather voluminous calculations in which drugs are placed according to their areas of application.

A separate place is given to medicinal plants and dietary supplements, various homeopathic preparations.

Many vitamin complexes, products for diabetics and people seeking to lose weight are located in a separate area. Also here you can find a variety of modifications of drugs for people leading healthy lifestyle life.

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

Medical equipment and patient care products, orthopedic products and compression hosiery.

Products for children younger age, newborns, their mothers and pregnant women. On the shelves are lined with specialized cosmetics, baby food and various devices for the development of the child.

In separate zones, drugs are usually allocated that help increase efficiency and prevent stressful effects on the human body. The showcases display medicines against motion sickness, which strengthen eyesight and protect against harmful effects. technical means at workplaces.

The checkout area contains special offers, advertised products and seasonal equipment, as well as printed materials dedicated to the problems of maintaining and restoring health.

Adequate visualization of the presented drugs provides for their location not lower than 0.8 m from the floor, but not higher than 1.6-1.7 m, i.e. not higher than the head of an average person.

The highest sign of the effectiveness of a marketing policy that takes into account all the rules for laying out goods is an increase in sales volumes, as well as a decrease in the time spent on searching for buyers necessary products. Competent marketing not only facilitates the buying process by reducing search time desired product, but also draws undue attention to not the most necessary things.