Merchandiser's rules for laying out digital equipment. Profession merchandiser

Merchandising is sometimes referred to as the marketing revolution in trade. A more advanced term is "behavioral coup". In the sense that practical use knowledge of behavioral psychology is expressed in improving the performance of a particular store.

According to the International Association of Advertising at the Point of Sale (POPAI), by correctly placing product groups in the store plus taking into account the behavior of buyers, you can increase sales by an average of 10%. The correct display will raise income by another 15%, and accenting techniques (color, location) - by another 25%. In general, all other things being equal, sales of the "right" store can be 200-300% higher than in a similar outlet where the goods are laid out randomly. Question: how exactly to achieve this? How to make a simple person dance to the tune of a merchant?

Merchandising is the fastest growing area of ​​sales promotion today. sales promotion). You can, of course, define it as marketing activities at the point of sale in order to optimally present the product to the buyer. All this is true, but the main thing is to accept this: in fact, merchandising is a scientific technique that allows, knowing the psychology of the buyer, to significantly increase sales. Simulator-manipulator! This is perhaps the key principle to take as a starting point. And the facts confirming it are as follows: 80% of goods are purchased in stores not because they are better, but because at a particular moment these goods made the most favorable impression on the buyer.

Revealing the essence of such a difficult concept as merchandising, we decided to follow the concept visual presentation and offer the reader the key principles of merchandising in the form concrete examples. Textbooks usually give long calculations. We, taking into account that time is money, based on training programs for sellers and managers, have compiled a list of rules that are relevant for a retail outlet of any size. And, first of all, they focused not on hypermarkets, but on medium-sized stores and trade pavilions (and pavilions) ...

At any merchandising seminar or training, the most curiosity of store managers is the principles of the location of the goods in the outlet. Traditionally, merchandising is understood as the interior design of the store and the layout of goods - the selection of colors and groups. However essential element is the planning of the store, namely, the flow of customers.

"Focus point"- despite the fact that the offer is visible from a distance, the main product should be located at the focal point of the store - in the center with an offset to the right. And with very large retail spaces, the space needs to be divided according to the shop-in-shop principle so that people do not get tired of large monotonous spaces.

"Eye Movement". The movement of the buyer's eyes on the shelf resembles reading a page with an epigraph. First glance in the upper right corner, then undulating movement from left to right and from top to bottom.

"Reverse Clock". Most of the buyers move counterclockwise around the trading floor, bypassing it along the outer perimeter. Therefore, the main goods must be located in the traffic area and the internal racks should be arranged in such a way that they have a good frontal view.

"Golden Triangle" or "3/90". Nearly 90% of shoppers walk through one third of the store and are about to exit. Therefore, it is necessary to place the main goods in the visibility zone from the entrance, to provide them good performance and free approach. The entrance itself, the main product (for example, meat, milk or bread in the grocery store) and the cash register make up the "golden triangle", on the area of ​​\u200b\u200bwhich you can lay out the goods needed for a quick sale (expensive, perishable, new, related). Golden triangle rule: the larger the area formed between the entrance, the checkout and the best-selling product, the higher the sales volume. Accordingly, the most “desired” product, for which a person is ready to make a journey through the entire store, is optimally placed in the far part of the store, this will force the buyer to cross the hall and get acquainted with the entire assortment. This principle of circular motion is the basis for the spatial design of supermarkets. However, one more important point should be taken into account. There is a so-called "decompression zone" in the trading floor, in which customers look at the supermarket and make a minimum of purchases. They try not to linger before entering for fear of being pushed from behind or for fear of creating an inconvenience. Therefore, by placing a branded package of sparkling water or juices at the very entrance, the manufacturer may find himself in a situation of "first in sales, but second in sales." In addition, thoughtful navigation is required for customers - turning around the same point or walking the same path twice in search of goods is depressing for the buyer.

"The Principle of Compatibility". One of the most dangerous errors when laying out is to place in close proximity goods that are not compatible in terms of image and consumption. In one Moscow supermarket, the products of the market leader in sweet carbonated water were placed next to toilet paper. As it later turned out, only three bottles of the drink were sold in two weeks, although it was hot outside.

"Zone of the outstretched hand". It is known that goods for children are not recommended to be placed too high, out of sight of the child. He must see them and want them. Even better if the child touches the toy. But this thesis works not only with children. Touch is the oldest and one of the first forms of claiming the right to property. It reinforces the desire to possess the thing. Excessive inconvenience leads to lower sales. If a customer doesn't understand how to get a product out of a complex structure, they most likely won't even try to do it.

"The tops can't, the bottoms don't want to." If we take the sales indicator (turnover) on the middle shelves as 100%, then sales on the upper shelves are 62%, and sales from the lower shelves are 48%. These are the objective data of POPAI and the Russian research company Business Intel. According to research by the French chain Carrefour, when moving goods from floor level to eye level, sales increase by 78%. And from the level of the hands to the level of the eyes - by 63%. In general, the lower shelves are considered the worst place. However, buyers instinctively got used to it: the heavier the goods and the larger their packaging, the better they are bought up from the lower shelves, and at the same time, such an arrangement of goods on the trading floor simplifies the problem of their storage. Pragmatic Germans were the first to realize that the fast-moving assortment consists not only of food, but also of goods household chemicals, perfumery, household goods. By the way, today, according to the European Trade Institute, these product groups make up a significant part of the retail turnover - about 10%. It is believed that the top shelves are generally good for products with a high margin and low turnover. Usually, these are goods High Quality with beautiful appearance. First of all, of course, these rules work in self-service stores (hypermarkets, supermarkets). However, on an emotional and psychological level, they are also relevant in retail outlets where there is a counter and a seller. Due to them, you can create a certain image in the department. In addition, it is rational to place goods that use branded advertising support on the upper shelves.
Responsible position

For the first time, the profession of a merchandiser appeared in the 30s of the XX century in the USA, in companies engaged in retail. Today there are two "subspecies" of this profession. The first is a merchandiser (“just” a merchandiser), who deals with the “commodity philosophy” of the company and makes responsible decisions at points of sale, inspects stores, monitors how, how much and when to exhibit. Questionnaires filled out by the merchandiser allow you to have up-to-date information on the degree of distribution of a particular brand and monitor the intensity of sales. The analytical department, in turn, provides the agent with operational recommendations based on the monitoring results. The merchandiser is in charge of the optimal stock of products at the direct point of sale - the point of sale. Moreover, this stock should be stored in such a way that the seller, without serious loss of time and great physical effort, can quickly lay out and replenish the existing assortment - on a stand, rack, shelf, display. The task of the "visual merchandiser" is more specific: the effectiveness of product presentation in the retail space. Although the difference is not as great as it might seem, after all, in the end, the end and the means are practically the same. Rather, the term "visual merchandising" has taken root more in fashion industry, and "just" merchandising - from manufacturers of consumer goods and in stores.

Vinaigrette effect. Too much a large number of brands or types of packaging often leads to the loss of visual focus on any product. Therefore, it is important to repeat the packaging of the same brand, and even on a long shelf, no more than 2-3 leading brands should be placed. In this regard, the "artificial gap" technique is relevant - a rule derived from practical observations. When restoring any display, a few items should still be removed as buyers are trying not to destroy the integrity of the display.

"The Principle of the Locomotive". Following this rule, a new or less popular brand is put up next to the leading brand. Using the popularity of leading brands and the fact that they take up a lot of space and attract the attention of the buyer, you can significantly increase sales of outsiders who will attract a low price. In the fashion industry, this is called the rule of preferential influence, when the rule assumes that if in a multi-brand store next to a product of a recognizable brand there are products of a little-known company that are not inferior in quality and price, then the aura of success extends to both groups.

Shopping is the world's second most popular after watching television programs. Just as we click on television channels, we stroll through the shops, choosing what we need or what is interesting. Soft drinks, beer, juices, sweets and treats, chewing gum, cigarettes, yogurt, tea, coffee and other goods are often impulsive purchases. It turned out the following: 30% of purchases are firmly planned, 6% are purchases planned in general, 4% are alternative and 60% of all purchases were impulsive, that is, the decision to purchase was made directly at the counter. Well, what pushes for unplanned purchases to the greatest extent? Appetizing look and smell of the product itself or its seductive look on the packaging, beautiful and original layout? Of course! But mostly, oddly enough, imperceptible nuances that beat our own habits and stereotypes of behavior at the suggestion of high-class merchandisers.

Color correction- using the "color accent" technique, sales growth can be increased up to 90%. Despite the fact that usually a huge amount of money is spent to increase sales - on new commercial equipment, reconstruction of facades and halls of stores, advertising in various media mass media, sales promotion through discounts, gifts and sweepstakes, for additional bonuses to employees. And all this for the sake of 2-5% growth. And with the help of color accentuation (accent colors - red, orange, yellow; attention-grabbing - green, blue, white), the increase is 20-30%.

Sound accompaniment. Sound effects are widely used. But it should not be limited to verbal announcements. Sound effects can create an appropriate atmosphere in different departments of the store (for example, dynamic music in the sports department) or a certain mood (forcing, say, the buyer to move faster or, on the contrary, relax). Finally, with the help of sound, you can control the attention of children.

Aromatherapy. To stimulate the mood of the buyer and provoke them to purchase, various smells are often used inside the store. The Monell Science Center in Philadelphia has launched pilot projects to study the effect of certain smells on buyers. For example, the well-known, in this case, floral-fruity, smell made casual visitors to the jewelry store linger there longer. And a very low level of some odors could change the individual's train of thought and mood (for example, relaxed and trusting). In the UK, some home goods retailers use the smell of a bakery/cafe to encourage customers to buy products that have nothing to do with food: clothes, lighting equipment, etc. To be fair, in supermarkets, the smell from the fish department must recede before the spreading aroma freshly baked rolls from the bread department. All this is already related to creating a unique atmosphere in the trading floor. And agencies appear in the West (for example, Marketing Aromatics), which help to relax patients in waiting rooms, to cheer up sales staff, using a variety of techniques - from a central ventilation system to manual sprayers of liquids, granules, gels and powders.

Rational delivery. A person tends to get out of the gloomy zone into a more illuminated one, so the subdued light that is appropriate in an antique shop cannot be used in a supermarket. With emotional purchases (when the client faces a rational choice), playing with light can cause irritation.

Irritation of consumers in general often arises precisely as a result of excessive, or rather, inadequate efforts of merchandisers and sales promoters. A classic example given at merchandising seminars is a supermarket promoting broths and soups under a new brand. For her, one of the main, from the position of the movement of buyers, passages of the trading floor was chosen. The presentation is carried out by long-legged beautiful models in short skirts and tight-fitting tops. The manufacturer is satisfied - it turned out presentable! In addition, the best time is chosen and the best place trading floor. The owners of the store are satisfied - everything is very bright and attractive. Here are just visitors ... The main buyers of broths and soups in supermarkets are housewives aged 35-45 years. That's really who can't stand bright and overly naked frivolous eighteen-twenty-year-old girls! As a result, our customers are trying in every possible way to get around the place of the presentation, without catching the eye of the girls-promoters. A day or two passes, and the store owners, analyzing the sales data, notice that during the presentation hours, the turnover in a quarter of the trading floor is significantly reduced. One more example. Often in stores on the most profitable shelves located at eye level, the most expensive beer, cognac, sweets (depending on the category) are placed. Well, let's say, beer of well-known foreign brands - Heineken, Grolsch, expensive cognac - Hennessy, Courvoisier. Managers believe that these beautiful bottles create a certain image. In fact, such a calculation is unprofitable. Both in Moscow and in Russia as a whole, according to the data marketing research, consumers who prefer domestic alcohol to imported (in a ratio of 20:1). If you place "Baltika" or "Klinskoye" at eye level, then 80-100 bottles will be sold; if Heineken or Tuborg - 4-6.

So who is dancing to whose tune - the buyer or the seller, is a very big question. In any case, it is useful for the seller to learn to step on the throat of his own song in order to better listen to the voice from the audience.

At the point of sale, not only is there an advertising and psychological attack on the buyer, but, as it turns out, there is fighting between brands. Real guerrilla warfare! For example, in the course of such a technique as blocking the points of sale of a competitor with carts loaded with various goods. Such a cart can often stand in the store for more than one hour. Store employees and customers perceive it as a necessary attribute when replenishing the display or doing other work. In fact, no work is being done, and the trolley performs the only function - to impede access to the competitor's products and, as a result, reduce sales. It is also worth paying attention to how some companies are trying to improve their presence on the shelf. In place of the barbaric method of action of merchandisers "came-pushed-put" that is a thing of the past, the practice of bribing sellers in stores has appeared. In chain supermarkets, thanks to the introduction of planograms and tighter control, bribery of sellers is much less common than in independent supermarkets.

Ivan Ordynsky

Merchandiser and his duties

Merchandiser is a relatively new concept in Russian, which literally means a person working with goods.Every year this position becomes more and more relevant. After all modern economy of any company is based on sales and how to increase them. Therefore, a specific employee is needed, functional responsibilities which will be closely related to the products.

Main responsibilities of a merchandiser

To understand what is does the merchandiser, consider the situation in self-service stores. In small retail outlets with a single seller, there is no need for a product worker. But in supermarkets and hypermarkets, a person is needed who will constantly monitor specific showcases, counters where the products entrusted to him are located.

Main merchandiser functions:

    design and clear organization of shop windows, counters;

    replenishment of missing goods;

    accounting for balances and ordering products for the future;

    performing a competitive analysis of identical product categories;

    location of products in free access to consumers;

    compilation of purchase statistics and a report on the work done;

    control of specified prices;

    interaction with salespeople and supervisors.

It does not require special education, while it provides a good opportunity for development in the field of trade. This increases the demand among job seekers to fill this vacancy, albeit for temporary employment. However, minimum skills are required without fail. A potential employee with goods should be well aware of the range of products, their rights and obligations on the territory of the trading floor.

Not so long ago, the concepts of "mobile" and "stationary" merchandiser appeared. In the first case, the employee serves several outlets. At the same time, he visits in a cyclical form all the stores where his goods are located. Such an employee must be very active, often on personal transport, for timely service. A stationary merchandiser is tied to a specific point, usually a large shopping center.

Requirements for the applicant for the position of merchandiser

To the merchandiser carried out itsofficial duties , he must have certain skills and professional traits. First of all, the ability to self-organize is required. Since these employees work one at a time, there is no direct control over them. Therefore, for effective work merchandisers should be responsible for the performance of their functions .

The main requirements for these employees:

    basic knowledge of the product range;

    neat appearance;

    communication skills and stress resistance;

    analytical thinking;

    activity and willingness to work with a flexible schedule;

    endurance for standing work;

    knowledge of the PC at the user level for reporting.

Strict observance ofofficial duties will allow the merchandiser quickly and efficiently perform work and regularly increase the level of sales of accountable categories of goods, promote them in the consumer market.

How to become a merchandiser

Having figured it out what does a merchandiser doYou can decide for yourself if you are suitable for this position. There are options temporary work for this job. In this case, the employer, if necessary, hires on a one-time basis or with certain periodicity yourself a person. To get part-time employment, you should post your resume on a specialized site for finding temporary employment and submit responses to vacancies of interest!

To date, the work of a merchandiser is one of the most accessible for those people who are interested in successful startups, as well as the subsequent career growth. At the same time, it should be noted that specialists of this profile are in high demand these days, as the retail sector is constantly developing. However, many people do not even know what kind of profession it is, what are the duties of a merchandiser and what he does in general.

Who is it?

The word merchandise itself, translated from English, has several meanings, since it is a product, merchandising, and even all kinds of paraphernalia. The duties of a merchandiser are specialization in goods, therefore such specialists are present in all organizations. In the CIS countries given profession is the same as in the West. These are employees who are directly responsible for sales promotion. In other words, the main responsibilities of a merchandiser include maximizing sales volumes at various outlets.

What is his job?

Contrary to popular belief, working as a merchandiser does not at all mean fulfilling duties in the form of laying out goods on supermarket shelves. In fact, the increase in sales volume, as well as sales promotion, are the result of integrated approach to these processes, which include a number of actions.

Thus, the duties of a merchandiser include the following:

  • The study of demand from buyers for certain goods, including also how demand changes depending on the characteristics target audience, seasonality and a number of other factors.
  • Direct participation in the assortment policy of the company in that part of the outlet to which it is assigned this employee. In other words, the duties of a merchandiser include the formation and subsequent maintenance of an assortment, control over balances, stocks and other issues.
  • Issues related to the organization of the design of the trading floor, including the arrangement of equipment, sound, optimal lighting.
  • Ensuring the maximum free movement of buyers on the trading floor assigned to the employee, as well as the possibility of choosing the necessary goods without the involvement of sellers or with minimal help from them (careful analysis of the display of goods, as well as full control over compliance with accepted standards).
  • Analysis of competitiveness in the promotion of a similar product.
  • Providing reports on the results of using various marketing tools, as well as careful control over the growth of sales of goods.

Such a list of responsibilities can be expanded or specified depending on what goals are set for the company or a particular store, as well as which company has a pricing, trade and assortment policy. In other words, considering the job responsibilities of a merchandiser, one can only determine them approximately, since the functionality can vary even between several colleagues working in the same company, but located at different sites.

Merchandiser in a supermarket

Supermarket and hypermarket are the most popular and at the same time the most promising formats of work in the retail sector. After all, it is in such self-service stores that merchandisers are most often in demand.

In this case, everything is quite logical, since it is in these conditions that the correct fulfillment of the duties of a merchandiser is one of the key guarantees that sales will increase, and various products will be promoted more effectively in the current market.

For comparison

In small retail outlets that do not provide for full self-service, the technology for displaying goods is not something special, and this is due to the fact that main goal compliance with a certain technology is a psychological effect on the buyer. For example, the duties of a merchandiser (this is especially important for a resume) include the location of expensive goods at visitor eye level, the constant provision of the effect of having an assortment, as well as many other tasks, and with a different sales format, spend money on professional specialist in this area is practically meaningless.

Merchandiser in an online store

Quite often, on various specialized sites, you can see various announcements that a person is currently being sought who will work as a merchandiser in an online store. At the same time, many people have a completely logical question: "What are the responsibilities of a merchandiser for a store of this format, if this specialist serves the retail zone?"

In fact, if we consider the original name of the profession and its meaning, then, of course, it is impossible to find an application for this employee, but in such a situation, employers simply replace concepts, and in reality, a marketer is required to work. Of course, in principle, these specialists have roughly similar responsibilities.

It is for this reason that if you are interested in such a position, you should pay attention to the sales format declared by the employer, since the duties of a merchandiser at a point of sale are significantly different from what functions this specialist performs in an online store.

Merchandiser Supervisor

For the uninitiated, the profession of a supervisor is even more unusual than that of a merchandiser. However, in fact, they are directly related to each other, because the supervisor is the person who establishes what the duties of the merchandiser are, and also who controls the implementation of these duties.

The work of the supervisor is in most cases analytical, that is, he is engaged in the careful collection of information regarding the growth of sales in those outlets that are within his competence. The responsibilities associated with the transfer of such information already lie directly with the merchandisers who service specific outlets.

However, despite the fact that the supervisor takes essentially leadership position, he does not have the right to hire or dismiss specialists, as well as to impose any disciplinary action on their subordinates. In other words, if a certain specialist does not correctly perform the duties of a store merchandiser, then in this case he can only report this problem to the responsible persons. The functions of the supervisor himself are limited solely to the systematization of the information provided to him, the subsequent transfer of the results of the analyzes to higher management, as well as providing them with their own conclusions and certain recommendations in terms of how to organize work and stimulate sales in the future.

It often happens that the duties of supervisors also include the development of a planogram, that is, how the layout of goods on store shelves should look like. But this does not happen so often and, in general, is contrary to the basic meaning of this position, since such actions provide for a professional approach and are the direct responsibility of the merchandisers themselves.

What are merchandisers?

Considering the main duties of a merchandiser, one cannot but say that, depending on the instructions, as well as the place of work of such specialists, they are divided into two main categories:

  • Mobile.
  • Stationary.

What are their differences?

The differences between these specialists are obvious and directly follow from the title of this position. Thus, a mobile, or, as it is also called, visiting, merchandiser is not assigned to any particular outlet, and he must consistently visit various stores in the distribution network in order to alternately perform the work functionality in each of them. A stationary merchandiser, on the contrary, constantly serves a particular store. Of course, it is possible to move a specialist from one point to another, but this will also be permanent.

There is also another variety that combines the characteristics of each category at the same time - this is a universal merchandiser. Such a specialist has a fairly flexible work schedule, which provides for the performance of the duties of employees of each category, depending on what task he currently faces.

Summary and further work

As mentioned above, the duties of a merchandiser in supermarkets and their development are a good option for a career start, and at the same time, this position does not require any specialized education. Quite often it happens that when inviting specialists to this position, employers may not even pay attention to the presence or absence of work experience, and therefore there is always a sufficient number of people who want to get this position.

In order for you to correctly compose a resume that would ultimately really interest the employer, you need to know what the main requirements are for applicants. Of course, their list can change quite a lot, but the main points are the following:

  • Stress tolerance.
  • Endurance.
  • Distinguishing appearance.
  • Activity.
  • The ability and willingness to take responsibility for the decisions you make.

Are any skills required?

If we talk about some specialized skills, then, in principle, their presence is optional, but if in the "Merchandiser's Responsibilities" form provided for the resume, you will note, for example, the ability to engage in competitive analysis, as well as mastering the technology of displaying goods, then in this case you will have a much higher chance that you will eventually get this job.

How to write a resume?

When for you desired position is a merchandiser, whose responsibilities also include maintaining the assortment and managing stocks, it will also be important to have experience in working with specialized software, with the help of which the accounting of various inventory items is carried out.

If you have such a skill, then in this case you definitely need to indicate it in the "Merchandiser's Responsibilities" column. For a resume, such information will be a significant plus. If you do not know anything from this area, then do not embellish your own skills and knowledge, otherwise you may be fired at the very beginning of your probationary period.

The above can be considered as a basic template model, the competencies of a merchandiser in a retail outlet. You can comprehend what is written, rewrite something and use it as a basis for job description merchandiser.

To get started and understand the responsibilities, let me say a few words about the purpose of the merchandiser in retail.

    Ensure the availability of products for the buyer;

    Highlight your SKUs within the product group among the competitors in order to attract the maximum attention of the buyer;

    Security positive attitude and perception of each SKU of your trademark;

    Maximum use retail space retail to place your products (take a shelf);

    "First in - first out" - ensuring the priority display of previously delivered goods, rotation of goods according to expiration dates.

So, merchandiser must take over rule:

    Appear at the point strictly according to the visit plan. a traffic jam, a merchandiser's disease is a traffic jam and a disease for business;

    Be in shape! Be clean, tidy, dressed in branded clothes, have a badge, have a tool (knife, tape, notepad, calculator, tablet, etc.);

    Bring identification documents, powers of attorney (if required), medical book;

    Do not be stupid when dealing with the administration. I will not describe what stupidity poorly trained employees often possess;

    Have complete information about the products, your company and the history of relationships with the retailer (who was the last merch, what was last delivered, where your products are stored in the warehouse, who is the supervisor, etc.);

    Find responsible person, authorized by the retailer to follow the group of goods, merchandisers, say hello and introduce themselves. Just in case, be prepared for the presentation of the product, company, own key points merchandising programs;

    Find out and write down (!) the wishes and claims of the administration regarding the products, the quality of the delivery of goods;

    Check the availability of all SKUs on the trading floor and (!) in the warehouse;

    Check the expiration dates of the goods on the trading floor and (!) in the warehouse;

    Ensure the delivery of products from the warehouse to shopping room;

    Lay out the products, return the primary packaging to the warehouse, hand it over for recycling, something else that is required according to the rules of the store;

    Remove defective and expired products from the trading floor

    Documentation of the return;

    With a disadvantageous location for the company's products, it is necessary to improve the position. Keep your shelf!

    In case of insufficient facing, it is necessary to increase it by placing it on other sales zones, as well as at the expense of competitors (follow "your own line", but avoid obvious conflicts with the administration, try to convince the administration of the priority of your products);

    Check the price tags - they must be (!), be clearly visible, correctly designed and correspond to the type of product. Remember, removing a competitor's price tag is a competitor's guerrilla tactic that should not interfere with the sale of your product!

    Discussing new and better opportunities for organizing merchandising with the administration is an occasion, a reason - make close contacts with the administration! good connections Helps to solve a lot of small problems.

    Collect information about competitors;

    That's right, accurately fill out the point visit report.

    When leaving, notify the administration (suddenly, you have more questions), say goodbye, say a couple of kind words!

- this is a person (one might say - a merchandiser) who represents a trading company in hyper- and supermarkets (or other retail chains), responsible for the availability of the entire range of the company on commercial equipment shop.
It also lays out goods in places favorable for purchase, installs related equipment (as needed), equips it with the necessary POS materials. A merchandiser can be compared to a traffic controller, he is. A lot depends on his knowledge and professionalism, mainly the promotion of goods with the help of a certain system of rules.

Rules for displaying goods:

  • The most important rule for displaying goods is to commercial premises All products in the range were present. It is necessary that the goods on display must be available for sale. When it arrives new products from the warehouse, it is necessarily exhibited, but behind the goods that arrived earlier. If we are talking about products (food) that have an expiration date, then it should always be under control.
  • and carrier useful information, very often has an impact on the decision of the buyer: he chooses the products about which he received information as detailed as possible and as early as possible.
  • The amount of space allocated in store windows depends on the volume of product groups(it is directly proportional: the larger the volume of goods, the larger the area).
  • On the most overlooked and favorably located places there must be goods that have a high degree of sales and use.
  • The role of price tags is great. They should be conspicuous, be noticeable, correspond to the goods to which they refer. It is not uncommon for a buyer to refuse a purchase due to the lack of a price tag or its inconsistency.
  • A well-cleaned salesroom inspires more consumer confidence and to the goods, and to the store, in general. Showcases, translucent through, without a single speck; goods displayed on racks and shelves in a certain order will provide the buyer with the opportunity to approach the products without interference and choose the item they like and, of course, notice it from afar

Ways of displaying goods

There are two ways to display goods: horizontal and vertical. Products of the same group that differ in size, style, color are usually stacked one on top of the other (vertical). The next group of homogeneous goods is placed along the entire length of the equipment (along), and one or two shelves are allocated for each (horizontal).