Classification outlets

Outlets is the basis and guarantee of successful activity sales representative. So what are they, these outlets? White, blue, red and mother-of-pearl buttons? Shop - a retail outlet or outlet ( TT ). Here is an excerpt I know the characteristics of the TT, what the permeability depends on, what goods it is reasonable to sell in a particular outlet, the markup - when you should pay attention to the markup and much more.

To begin with, there are 2 types of outlets - this is impulse outlet and planned demand point.

impulse outlets always located near roads or in very passable places, specific example this is an ordinary cigarette stall near the road with an entrance to 4-5 parking spaces. Of course, it is reasonable to place an impulse product such as cigarettes, beer, a snack bar, ice cream (in summer) at this kind of similar point. Therefore, you should not place weight cookies or frozen fish at the gas station, maximum packaging, you can also place sausage slices. The margin in an impulse store is primarily regulated by competition, if price reduction does not help, then it is reasonable to attract a client with beautiful sellers, the convenience of the buyer’s approach (a good option for working through the window and with open door simultaneously).

Outlets with planned demand located in residential areas, for example, you can pick up any store located in high-rise buildings, most often such a store will be successful if there is little competition (roughly speaking, being with a good approach to the store or near the entrance to the courtyard). The products at such a point of sale should be varied, in other words, to eat (finished products), to cook to eat (vegetables, root vegetables, semi-finished products, and so on), than to eat (spoons, forks, etc.) and of course the department of manufactured goods ( to clean up after washing the dishes). Any city dweller will go to such a store because there is no desire to run for beer and cigarettes to another store, and his wife asked to buy bread and potatoes. The markup at such a point of sale is primarily regulated by the presence of competition, in this case, the proximity of super and hyper markets and competitors with similar stores is taken into account. If the store is “next door” to the supermarket, then it will withstand competition only if it is impulsive, it is rarely possible to withstand competition with the supermarket, for this it is necessary to pursue a pricing policy similar to the supermarket (discounts - either promotions or a constantly low price), lighting , music.

It is important for a sales representative to know all of the above in order to make a high-quality presentation during a visit to TT, meeting the needs of the client.

The division of outlets by type is not a simple topic, as it might seem at first glance. After all, almost every company uses its own approaches to determining which outlet belongs to which type, and the criteria themselves often differ. And in the fields it is even more difficult!

So, let's start with the most common classification by size and principles of operation, which describes all the main types of outlets that a sales representative encounters in his work.

Enterprises retail also need classify by location and concentration. Depending on the level of concentration of stores, the following options are possible:

- isolated placement of a trade enterprise relative to other outlets;
- group placement of outlets of the same specialization;

- group placement of outlets of different specializations.

The basis for the following classification is customer service format:

1. Counter outlets (department stores, pavilions, traditional shops and kiosks). The display of goods is carried out on a showcase to which the buyer does not have access. Sales are conducted through the cash desk in the department or through the general cash desk of the store. This format is dying out in big cities for a number of reasons: firstly, many buyers are used to choosing, which they are deprived of in counter stores; secondly, such outlets are associated with poor quality of service and goods (which is often true!); thirdly, due to high prices (suppliers usually receive highest profit from working with this particular format. To this is added the need to maintain the staff and the owner's family, which is superimposed on a modest turnover and as a result we get a huge markup of up to 50% on individual items); fourthly, due to natural aging processes, the proportion of the population that is psychologically comfortable to buy here is decreasing. However, counters have the important advantage of providing a quick buy, as thriving kiosks near metro stations demonstrate, and this is their resource for survival.

2. Self-service stores (hypermarkets, supermarkets, minimarkets, cash & carry). The work of such outlets is based on the principle of free choice and access to goods (with the exception of a few product groups). Sales are made through cash registers. A significant part of purchases in self-service stores are unplanned, which requires the owners to have a wide product range and, consequently, large areas and working capital leading to the widespread use of chain supermarkets.

Outlets are distinguished and price policy.

BUT) Discounters– retail outlets that position themselves as economy class stores and are characterized by low trade margin(no more than 20% or, subject to large discounts from suppliers, less than the average for the region), ease of registration trading floor(savings on equipment, primitive layout) and limited assortment.
Discounters, in turn, are of two types: hard and soft.
A hard discounter has a small area for a supermarket (on average 800 sq.m.), an assortment of no more than 1000 items, a significant part of which are goods purchased regularly, minimal clearance, display is carried out on pallets and often in transport packaging.

Soft discounter. The main drawback of the stores of the previous type is not a very attractive image: overcrowding, queues at the checkouts, a small selection of goods and, as a result, they are not visited by the most desirable and massive buyer, with an income approaching the average and above. However, this group of the population also wants to save money and soft discounters present themselves as stores for people who do not like to overpay. There is already a wider assortment (up to 2000 items), not luxurious, but quite a decent hall, where you can meet live employees.
A separate and rare type of discounter is a category killer. The retail outlets related to it, as a rule, have a limited range of goods with an extremely low mark-up, therefore, at the same time as the killer appears, sales of relevant products in the surrounding stores and kiosks practically cease.

B) Mass market activity is based on the principle: quality goods reasonably priced. These include most existing supermarkets.

AT) Premium. In this segment, there are retail outlets that sell, according to statements, exceptionally high-quality, exclusive and expensive products, which, however, does not prevent setting a huge margin on ordinary goods. They are positioned as stores for wealthy people and are located on prestigious streets and in expensive areas. The most common types are supermarkets and boutiques.
I’ll make a reservation right away that this classification is applicable only to large and network outlets. In traditional retail, pricing is not systemic, with a high margin. The only exceptions are retail outlets positioned as wholesalers.
Another classification takes into account the specialization of the outlet. In this case, it can be both universal, that is, selling a wide range of goods, and a specialist, limited to a narrow range of products (a specialist can be a classic bakery, tobacco kiosk, wine boutique, sausage shop).

Classification of outlets by form of payment

black outlets(or sometimes say gray outlets).In the language of trade they say about such - " dot runs to black».

They are characterized by the fact that they do not require contracts, invoices, etc. from the supplier, in this case from you. They need a sales receipt (waybill) upon delivery. As a rule, they pay for the delivery immediately, i.e. upon shipment. It is very dangerous to leave goods on hold for such an outlet, unless you are in a very good relations with its owner and trust him completely. When connecting such a point (at the first delivery of goods), only the name, actual address, phone number of the contact person are needed from it.

Much more confused is the situation with white shops. Accordingly, such points are said to be “ dot running in white».

It is mandatory to conclude a supply contract. When concluding a contract, you must take the details of the outlet. Normal outlets have customer cards (A4 sheet contains all the necessary details). These include at least: TIN, KPP, PSRN, legal and actual address of the outlet, full name of the Director, bank details (settlement account, correspondent account, BIC of the bank, name of the bank or its branch), contact numbers. This data is enough to add a new white outlet to the company's database, working "after the fact".

When granting a deferred payment for cash or payment for deliveries by bank transfer, demand from the outlet additional documents. The bigger, the better. These may include a charter (if it is not an individual entrepreneur), a lease agreement for trading premises, an order to appoint a gene. Directors, etc. I repeat once again - the more information you collect about the outlet, the safer it will be to start cooperating with them.

When goods are delivered to a white outlet that operates on a cash / fact (or cash / deferment) scheme, the following documentation is provided along with the delivery: waybill, invoice, cash receipt(sometimes a check is knocked out after the money is deposited at the cash desk and taken to the merchant at the next visit to the outlet), quality certificates for the products supplied, certificates (once a year approximately), veterinary certificates (at the request of the outlet), tax invoice.

When delivering goods to a point of sale that pays for goods by bank transfer - all the same documents, with the exception of a cash receipt.

The following classification divides outlets by distribution channels:

1. Network (organized) retail. Retail outlets of networks have characteristic features:

Centralized management carried out from the network office;
- low level of authority of the outlet administration (these include - the formation of current orders and the maintenance of internal trading discipline);
- centralized supply (single contract with the supplier or supply from the distribution center of the network);

General assortment matrix and minimum, similar placement of goods on the shelves and pricing policy;

Uniform design, recognition of network outlets;

Regulated, long-term and partnership relations with suppliers and manufacturers;
Networks include trade enterprises that unite at least three outlets (although different companies have a different approach).

Neither the format of stores, nor belonging to one legal entity, nor a common sign are characteristic features networks. Many of the chains consist of retail outlets that are completely different in type: from shops with one checkout to hypermarkets. Sometimes network outlets have different names. Finally, when franchising, chain stores can be owned by several dozen owners.

2. To independent retail includes outlets of all types, from kiosks to supermarkets, that do not have the above features.

3. Wholesale outlets(English name - wholesale). They work with an ordinary buyer, and not only with legal entities (as distributors do). They sell small wholesale batches of products (usually from packaging) at a lower price than the retail price. They can have different formats, assortment and specialization (cash & carry, wholesale kiosk in the market, wholesale depot). When choosing a source of supply, they are guided by the minimum entry price.

1. Hypermarkets. Large self-service stores with a sales area of ​​more than 1000 sq.m. and an assortment of up to 80,000 items. Hypermarkets are located on major highways, have a parking lot. The basic principle of work is all purchases in one step. The standard shopper visits the hypermarket no more than once a week, but the occupancy of his cart is often limited only by the wallet. Here, skilful traps lie in wait for the client at every step, and as a result, half or more of the purchases are not planned in advance and are the result of a psychological impulse. Hypermarkets combine a policy of low prices for the most popular and seasonal goods, with a quite standard margin for the rest. Very often, these stores sell products of their own production.

The administration of hypermarkets prefers to deal with manufacturers, demanding significant discounts from them. Deliveries are carried out in accordance with the assortment matrix, each position of which is additionally paid. Sales are mainly carried out on their own equipment. Hypermarket managers take a rather tough negotiating position, which, frankly, is justified, because they really guarantee a significant amount of sales.

2. Supermarkets. Self-service stores with sales area from 300 to 3000 sq.m. Supermarkets are usually located in residential areas or areas with high traffic (for example, near metro stations). Classical supermarkets have a wide range of food, beverages, household chemicals and household goods, but there are also those specializing in the sale of non-food products. If the store has a high markup, then it is offset by a policy of constant discounts that encourage customers to visit. This category of outlets has more than two cash desks for settlements with customers.

Delivery of products to supermarkets is carried out by both manufacturers and official distributors. As a rule, there is a paid assortment matrix. Supermarkets often demand significant discounts and payment deferrals from suppliers, but can be flexible in negotiations.

3. Supermarkets. Sales area of ​​at least 300 sq. m. Shops of the traditional form of customer service, through the counter. Usually located in residential areas. Sales are carried out by sections, with separate assortment groups: drinks, groceries, etc. The range of goods includes over 2 thousand items. They specialize in both food and household goods. Often there are mixed-type supermarkets with a predominance of products in the turnover. Pricing is unregulated (but very low for bread and milk). Payments can be made through the cash desks located directly in the sections or the general cash desk, but the goods are in the hands of the buyers only at the time of payment.

Filling supermarkets with goods is rather chaotic. Here they sell almost any product that may seem promising in terms of turnover and entry price. At the same time, supermarkets support a wide range of goods, which opens up great opportunities for sales representatives.

4. Store- a store with a universal assortment of non-food products and food products of daily demand. The department store has important advantages compared to other stores: it provides customers with the maximum range of non-food products, the buyer has the opportunity to purchase goods in one place, Additional services;

5. Gastronomer is a general food store with a small area (250-300 m2) with a traditional sales method through the counter. As a rule, it includes several necessary sections: dairy, meat, gastronomy, drinks, groceries, bakery products(if there is enough space), related products;

6. Mini markets have a small area (on average 60-80 m2, sometimes up to 300 m2). Some of them use the traditional method of selling through the counter, some work according to the self-service method. Supply of goods - from distributors or from wholesale stores;

7 . traditional stores. The most common category of outlets. Have a small area (from 50 to 300 sq.m.) Often referred to as corner stores. These are mainly food stores, but not rare and household ones. Customer service is carried out through the counter, although sometimes there is a self-service option (mini market). The markup is high. Deliveries, as a rule, are carried out by distributors, but often the goods are purchased independently at trading bases and the market. They usually have a negative credit history, so they pay on delivery. Due to limited working capital and retail space the administration of traditional stores cooperates with a limited number of suppliers. At the same time, it is here that the widest opportunities open up for experiments with the assortment and placement of equipment.

8 . pavilions. Small retail outlets up to 20 sq.m. Sales are conducted through the counter and, as an option, through the window. They have a limited assortment, mainly quick-turnaround products of high demand and well-known brands. Pavilions can have food and non-food specialization.

9 . Kiosks. Retail outlets without a trading floor, with a small area. Sales are only through the window. The bulk of the turnover falls on impulse goods, cigarettes and drinks. May have a specialization: food, non-food, mixed type, specialists (newspaper, tobacco). Purchases of goods are mainly made independently in the markets and bases. Merchandising is weak.

10. Pstall- an easily erected collapsible structure, equipped with a counter, without a trading floor and premises for storing goods, designed for one or more workplaces of sellers, on its area there is a commodity stock for one day of trading;

11. open markets- clusters of retail outlets in a single territory under one administration.

12. FROMspecialized shops work with one commodity group or part of it. The turnover of goods of the main assortment in them is 80%. The main distinguishing feature of specialized stores is the saturation and depth of the assortment and the provision of services when choosing a product.

The most common is division of outlets into categories: A, B, C and D, although in practice I have seen other options: like superior quality, high quality, medium and low. It is to stores and kiosks of type “A” that the maximum attention of management is riveted, where marketing budgets are directed first of all, and where it will be most difficult for you to fight with competitors.
So, this topic is coming to an end, but I think it is necessary to analyze the last example for consolidation.
You drive up to a new store. The Snezhan sign gives little information. Inside there is a small sales area of ​​about 100 sq.m., sales are carried out through the counter. The predominant products are wine and spirits. alcoholic drinks wide price range. As related products - wine glasses, corkscrews, other accessories and separately cigarettes of popular brands.
It is quite obvious that this is a traditional store, counter, mass market and specialist.
Conclusion - whether it is a network store or not, you cannot do without additional information.

Outlets. What are they?

Date added: 2011-05-17

Outlets is the basis and guarantee of successful activity of the sales representative. So what are they, these outlets? White, blue, red and mother-of-pearl buttons?

black outlets(or sometimes say gray outlets).

In the language of trade they say about such - the point works "in the black."

They are characterized by the fact that they do not require contracts, invoices, etc. from the supplier, in this case from you. They need a sales receipt (waybill) upon delivery. As a rule, they pay for the delivery immediately, i.e. upon shipment. It is very dangerous to leave goods on hold for such an outlet, unless you are on very good terms with its owner and trust him completely. When connecting such a point (at the first delivery of goods), only the name, actual address, phone number of the contact person are needed from it.

Much more confused is the situation with white shops.

Accordingly, they say about such points "the point works in white."

It is mandatory to conclude a supply contract. When concluding a contract, you must take the details of the outlet. Normal outlets have customer cards (A4 sheet contains all the necessary details). These include at least: TIN, KPP, PSRN, legal and actual address of the location of the point, full name of the gene. Directors, bank details (settlement account, correspondent account, BIC of the bank, name of the bank or its branch), contact numbers. This data is enough to add a new white outlet to the company's database, working "after the fact".

When granting a deferred payment for cash or payment for deliveries by bank transfer, require additional documents from the outlet. The bigger, the better. These may include a charter (if it is not an individual entrepreneur), a lease agreement for trading premises, an order to appoint a gene. Directors, etc. I repeat once again - the more information you collect about the outlet, the safer it will be to start cooperating with them.

When goods are delivered to a white outlet that operates on a cash / fact (or cash / deferment) scheme, the following documentation is provided along with the delivery: waybill, invoice, cash receipt trade at the next visit to the outlet), quality certificates for the products supplied, certificates (approximately once a year), veterinary certificates (at the request of the outlet).

When delivering goods to a point of sale that pays for goods by bank transfer - all the same documents, with the exception of a cash receipt.

The state of the wizard when filling out the directory of outlets

Warehouses, shops, production shops, cash registers, bank accounts - all this is stored in the directory of outlets. More precisely, Outlets can be described as structural units with different functions. This could be the warehouse where goods arrive, where they are stored, and where they leave. It can be a store that, like a warehouse, conducts operations with goods, but at the same time it also conducts cash operations. This could be the head office. It could be a bank account.

When a new outlet is introduced into the system, both commodity and monetary transactions can be reflected on it. What role this outlet will play is decided by the system administrator. For example, we enter a point of sale central warehouse. By the nature of the activity, only commodity operations take place in the central warehouse - the arrival of goods from suppliers and its transfer to other outlets of our company, for example, to stores. Accounting for cash at this outlet is not maintained.

Another example is a bank account. In this case, only cash transactions are carried out - the receipt of money from buyers, payments to suppliers, cashing out, etc.

In the store, both commodity and monetary transactions take place. At the same time, if the store has several departments, they can be counted as separate outlets. In the same way, cash desks can be distinguished as separate outlets. But this is already true for big stores with complex organization.

As we can see, the outlets in the TCU play the role structural divisions companies. Outlets can also be combined into groups, if necessary (with a large number of outlets and complex hierarchical structure enterprises).

Each outlet can have its own bank and tax details. For example, if a flask is set in the outlet card Substitute bank details from the system parameters, then the details in reports and documents will be taken from the general settings of the program. If this checkbox is unchecked, then the details will be taken from the outlet's card. Thus, it is easy to set up most of the points with common props, and some points with their own. This is especially true when a company uses multiple legal entities or individual entrepreneurs.

To enter an outlet, execute the command Add a trading point (shop) on the taskbar of the wizard and click on the link Edit directory. In the directory of outlets that opens, click on the button Entering a new. The store card will open. Enter the name of the outlet and all the necessary details and click on the button Apply.

In the article we will talk about what store formats are, and how they differ. In addition, you will learn what the specifics of Russian retail outlets are.

The current state of retail

Retailing is gaining more and more importance nowadays. It connects the processes of production, distribution and consumption, forming a single complex. Trade today has undergone significant structural changes. The number of markets organized spontaneously has been significantly reduced. become larger, and competition between them has intensified. Currently retail turnover formed mainly commercial organizations, as well as individual entrepreneurs that operate within fixed networks.

Shops in the face of increased competition offer everything and services. To date, the state of the market is characterized by the presence of rigid structuring. In addition, new store formats are emerging. The development of trade is characterized by significant changes in the forms of service and In this regard, the "Soviet" classifications no longer reflect its current state.

Classification criteria

It is more expedient to divide retail enterprises not only by types and kinds, but also by formats. The classification criteria in this case are as follows:

• range;
• square;
• price;
• form of trade service;
• atmosphere;
• location;
• target group of consumers;
• promotion.

The main formats of stores selling food products

In Russia today there are 5 main formats of stores that specialize in:

• convenience store;
• discounter;
• shop-warehouse;
• supermarket;
• hypermarket.

Let's briefly consider each of them.

Hypermarket

Do you know the difference between a hypermarket and a supermarket? Many cannot determine what is the difference between them. These formats of retail stores differ in terms of area and assortment.

A hypermarket is a store that is larger than a supermarket. Its area is at least 10 thousand square meters. m. It also differs from the expanded supermarket, which ranges from 40 to 150 thousand items.

One or more parking lots of a large area are organized for customers. This is explained by the fact that buyers usually come to hypermarkets by car. In these stores, unlike other formats, it is required to pay great attention to the convenience of visitors staying in them for a long time. Toilets are required Catering, playgrounds, product packaging areas, recreation areas, etc.

Supermarket and convenience store

The area of ​​the supermarket - from 2 to 5 thousand square meters. m. This format implies a spacious room, access roads, convenient location of shops, cozy atmosphere, beautiful interior design. Assortment - from 4 to 20 thousand items.

Hypermarkets and warehouse stores operate in the economy and middle market segments. Compared to supermarkets, they are more democratic. The economy supermarket is divided into separate categories based on price. In addition, it can be supplemented by a convenience store - a new format. It is conveniently located, has extended opening hours, and sells a limited range of FMCG items.

Store-warehouse

A warehouse store is often opened by wholesale firms that can purchase large quantities of goods at significant discounts from manufacturers or other suppliers. They can also be organized by companies that are distributors of a particular product. At present, the proportion is decreasing every year. wholesale trade. Many manufacturers work directly with retailers. The store-warehouse in this case is a good "transitional" stage from wholesale to retail trade.

Back in the 1960s, this format was formed. At first, the customers of such stores were representatives of medium and small businesses interested in buying small quantities of goods at a low price. This format is determined precisely by the contingent of buyers, and not by sales volumes. It implies payment of the purchase in cash, and then the client himself takes the goods away. Cash and self-collection allow such stores to increase the turnover of funds for goods, while reducing

Discounters

Speaking of discounters, it should be noted that they attract not only low-income buyers. They are visited by consumers with average and even high incomes. Thus, discounters adapt to the needs of buyers.

As you remember, store formats are distinguished by area, assortment, price of goods and other criteria. As for discounters, their area ranges from 500 to 1.5 thousand square meters. m. The range of goods is quite narrow, additional services are not provided. No interior design is envisaged, except for the network's corporate design and consumer information.

These shops are located in residential areas as it is expected that visitors may not have their own transport. A small number of discounters designed for car owners are located at the intersection of major highways, usually within the city.

The specifics of Russian stores

The new store formats listed above combine the use of the following marketing and trade methods: self-service to consumers, the presence of a mixed assortment, networking. At the same time, Russian enterprises that work within their framework have a number of features. Firms operating in the format of hypermarkets, for the most part, comply with Western standards. However, the principles of operation of Russian discounters, supermarkets, convenience stores have their own specifics. They do not meet the format standards adopted abroad. This applies mainly to pricing policy.

For example, Western enterprises of the format "at home" set a high margin on goods. This is due to the fact that these stores have a convenient location, which is considered as a service. The format "at home", adopted in Russia, is somewhat different. Its specificity lies in the fact that this store corresponds to the purchasing power of the inhabitants of the area where it is located.

Clothing store formats

A market, a department store, a pavilion are concepts that every Russian can define. The formats of small clothing stores, designed for a buyer with an average or low income, are also familiar to us. However, today there are more and more new words that denote types. We suggest you consider some formats of clothing stores that have relatively recently emerged in our country.

Boutique

Boutique is a word of French origin. This is the name of a small store of expensive and fashionable goods. Boutique - a store that sells exclusive clothing and accessories. Its range may include clothing from several brands, but not necessarily. The boutique can also be the official outlet of famous fashion houses. In other words, it can be both multi-brand and mono-brand.

This term in the modern fashion industry is also called an expensive and fashionable clothing store, which is distinguished high level service, exclusive design of the premises, assortment of goods, bright corporate identity and has a certain target audience(men and women with middle and high income).

Showroom

Showroom is a word translated from English meaning "showroom". This format store includes a room with a showroom, which presents samples of the collection of brands. Companies that do not distribute their products themselves only provide distributor addresses and product information in their showrooms. At the showrooms of firms distributing goods, it is possible to make bulk purchases.

In our country, many such stores arrange sales of clothing samples that are presented in them. In addition, they can specially bring shoes, clothes and accessories from abroad that are not sold on the Russian market. They sell these things on "demonstration sites", which, by the way, contradicts the format of the world's showrooms.

Concept store

All new store formats are gradually penetrating our country. One of them is a concept store. Translated from English, this word means "multifunctional store". These outlets are not yet very popular in our country, but concept stores are ubiquitous in Europe. The term itself originated in the late 1990s. It was then that a new way of organizing multi-brand boutiques was invented. The main idea was to present an expensive "lifestyle" to the visitors.

Items sold in concept stores are often completely heterogeneous, but they are united by a certain concept (idea). This store should create a special atmosphere and space that helps convey a certain worldview to the buyer. Classic concept stores feature only rare and limited-edition items, but they cater to consumers of all income levels.

Currently, these and other store formats are gaining more and more popularity. Russia is gradually assimilating the experience of Western states, where trade is still better organized than in our country. Foreign store formats, the types and types of which can already be found on the territory of the former Soviet Union are constantly evolving. It must be assumed that great changes await the inhabitants of our country in the future.

Trade Marketing

Channels of influence of trade marketing. Construction principles and strategies effective system distribution channel management.

TM exposure channels include all places where your products are sold (wholesale or retail) or could be sold. Channels can be divided into distribution, wholesale, retail, corporate and occasional.

To distribution channel includes companies that directly purchase goods from one or more manufacturers. The manufacturer can sell the goods both only through distributors, and in parallel through a retail, corporate and occasional channel.

To wholesale channel y includes companies that buy goods from distributors and sell them to other wholesalers, retailers, and corporate customers. The main criterion that distinguishes a wholesaler from a distributor is that the wholesaler does not purchase goods directly from the manufacturer.

To retail channel includes all companies that sell goods to the final consumer. This channel also includes online stores.

To corporate channel include companies that purchase goods from manufacturers, distributors, wholesalers, and retailers to meet their needs.

To an irregular channel includes companies making one-time purchases in one of the other channels listed above. An irregular channel is often combined with a corporate one.

Principles and strategies for building an effective sales channel management system.

1.fastening responsible person for the channel management function (such a person may be a marketing director, commercial director, sales director);

2. definition of the performer or performers who implement the channel management function (executors can be the head of the marketing department, the head of the sales department, the trade marketing manager;

3. conducting a full audit of relationships with partners (distributors, dealers, corporate clients, etc.), as well as researching existing commodity distribution routes for the products supplied and identifying key players in each channel in priority regions;

4. development of a strategy and tactics for managing sales channels by forming an optimal matrix of distribution channels at the current moment, as well as in the near and long term;

5. translation of the sales channel management strategy into specific targets for each channel/position of the matrix;

6. plan development marketing communications for the next period (a year or half a year) to penetrate into dedicated sales channels and develop existing ones;

7. preparation of a complete set of marketing materials (presentations, booklets, commercial offers, product display standards, etc.) necessary to implement the approved channel management strategy;

8.Development and implementation of the system internal rules for all employees involved in the implementation of the commercial function (marketing department, sales department, purchasing department, logistics department, warehouse complex, transport service), to support the established sales channel management system;

9.development detailed plan implementation of the channel management strategy and the actual launch of the implementation.

Leverage and tools of influence on various objects of trade marketing. Concepts of bonuses, discounts, retro bonuses.

Levers and tools TM for buyers:

Display of goods on the shelves;

Seasonal and planned sales;

Demonstration and presentation of goods in stores;

Premiums for buyers;

Contests, lotteries and games for buyers;

Presence of a consultant at the point of sale;

Special events for sales staff and resellers:

Exhibitions of a certain specialization;

Presentations;

Samples for sales staff and demonstration of goods;

Trainings;

Conferences and seminars;

Diplomas and certificates.

Concepts of bonuses, discounts, retro bonuses.

Sell-in. Discounts for wholesalers and retailers:

Under stipulated individual conditions;

With a one-time purchase;

Upon reaching the set plan;

Off-season / seasonal;

In the form of an incentive for the sale of a new product;

For complex purchases.

sell-out. Trade link bonuses:

For each unit of goods;

Upon completion individual plan;

-% of sales volume;

With an increase in distribution;

Lottery;

Team bonus;

Concepts of POS-materials and commercial equipment. Types of POS materials. Features and principles of POS-materials development.

POS materials (design of points of sale, advertising of products that work at points of sale: wobblers, shelf talkers, price tags, stoppers, posters, tags, calendars, key rings, and any other souvenir items with product logos), which inform the buyer about the product and serve to attract his attention. Buyers, studying POS-materials, receive information about the benefits of products. Thus, due to the information content and the ability to draw attention to the product, POS materials stimulate sales. Skillfully planning advertising campaign, you can successfully promote your product at points of sale even with a modest budget.

Types of POS materials

1.Materials in the area of ​​outdoor decoration.

2. in the entrance group

3.in the trading floor

4.in the place of display

5. in the checkout area.

Development of POS materials:

1. Efficiency ratio.

2. The ratio of the budget, the number of outlets and units of material.

3. The ability to hold attention, its readability (material), capital letters, max. words, one picture.

4. Originality.

Commercial equipment is the face of any store and the choice of commercial furniture should be approached with all care. To commercial equipment include:

Refrigerators, racks, shelving, promo stands, floor stickers, dispensers above the cash registers, package displays in the center of the hall, branded package tape, branded box for small products, cracker tape, video displays, flags, ashtray, matches, glasses, cups, mirrors, elements decor, tables, chairs, umbrellas, etc.

Classification of outlets: Italian and Russian system. Principles of classification of outlets. Features of working with outlets of different types.

We must clearly understand who our customers are among the stores.

Italian classification:

1) Superstore is a huge store. More than 20 thousand sq.m. Food is more than 50% (we have a Marktkauf hypermarket). different pricing policy.

2) Hypermarket-Hyperstor (Auchan) from 4-10 thousand sq.m. Food 70%. They are located outside the cities. Uniform pricing policy for all categories of goods.

3) Supermarket (at the intersection of the passenger flow, the choice of location is important). From 500-2 thousand sq.m. Crossroads, 7th continent.

4) Superetto deli up to 500 sq.m. Food up to 90%. Everyday goods.

5) Discounters (special structure inside the store, large functional racks, minimum staff, etc.)

6) Small highly specialized shops from 60-80 sq.m. Meat, vegetables, bread.

Russian classification:

1) Hypermarket over 1000 sq.m. Up to 80 thousand SKU, outside the cities. One-stop-shopping-hypermarket concept, low price policy, especially hot and seasonal items. Almost always have their own products. They prefer to buy not from distributors, but from manufacturers through a distribution center. A single assortment matrix.

2) Supermarket (self-service store), from 300-3 thousand sq.m. In residential areas, more often near the metro, there are more than two cash desks, products of daily demand. Actively work with distributors and manufacturers.

3) Deli supermarket less than 300 sq.m. Sales through the counter and sellers by section, food and household goods. Pricing is different. chaotic direction.

4) Traditional shops from 50 to 300 sq.m. Household or food. The margin is not very good, they work through distributors, not with manufacturers, a good place to experiment with new products.

5) Pavilions up to 20 sq.m. Sales through the counter-window.

6) Kiosks-tents (scattered) without a trading floor with a small area.

Customer service format:

- Counter shops

- Self-service shops