Merchandising of Pamax products
The concept of merchandising
Merchandising is a set of measures aimed at stimulating retail sales through attracting the attention of end customers to brands and product groups using the most advantageous placement of goods and P.O.S. Materials in trading floors and counters of shops.
Merchandising Goals:
1. Ensuring the availability of products for the target audience;
2. Highlighting products within a given product group to attract maximum consumer attention;
3. Ensuring the best perception of each type of product by the consumer;
4. Maximum use retail space customer for product placement;
5. Rotation by expiration dates.
Merchandising tools:
1. Display of products in retail outlets according to company standards;
2. Placement of P.O.S. - materials;
3. Placement of additional commercial equipment;
4. Correspondence of the price tag to the product.
The fate of the goods is decided at the point of sale!
Our goals:
· Rank our products first in the direction of the block in each category
· Occupy the golden shelves
· Share on the shelf of our products should be at least the share of competitors
・Design according to company rules
Each SKU must be represented by at least one facing.
Terms and concepts:
· Golden Shelf– a shelf at the level of the customer’s gaze (at a height of 1.2 m to 1.7 m)
· P.O.S. materials- a means of attracting the attention of buyers to products at the point of sale of products. They use information signs, accessories and accessories with company symbols, posters, city-formats, billboards, etc.
· Facing- This is a unit of product laid out on the shelf frontally, facing the buyer.
· SKU- one product name with its characteristics in the manufacturer's assortment list (for example, art.001 - mayonnaise "Provencal" in a plastic jar of 850 ml.)
Types of purchases:
1. Planned purchase - a purchase that is made purposefully, the buyer prepares for it in advance
2. Impulse buying - an unplanned purchase that is made spontaneously without prior preparation
3. Semi-impulsive purchase - a purchase in which the buyer knows what type of product he needs, but gives preference to one or another brand directly at the place of choice.
Rule of the first 6 steps
In the zone of the first 6-8 steps, the shopping activity in the store is minimal, because the buyer needs to get used to the environment of the store and look around.
Features of conducting consumers when choosing a product in a self-service store:
Golden triangle rule
The highest buying activity in trading floor observed within the so-called "golden triangle". This is a space limited by three points: the entrance, the cash register and the department of planned purchases.
Conclusion: The main display of Pamax products should be located inside the "golden triangle".
Features of conducting consumers when choosing a product in a store:
The rule of distribution of attention of the buyer:
When moving along the racks, the buyer pays 70% of attention to the racks to his right and 30% to the racks to his left in the direction of travel.
Conclusion: Try to conquer the racks on the right in the direction of the buyers!
Features of conducting consumers when choosing a product in a store:
The golden shelf rule
The buyer pays maximum attention to products located at the level of the eyes and chest. When moving products from neighboring shelves to the "gold" sales increase by 15%.
Conclusion : Pamax products must stand on "golden" shelves!
Quick Search Rule
Entering the department, the buyer expects to immediately find the product he needs and often takes the products of the manufacturer who is the first in the move in this category.
Conclusion : Pamax products must be located first along the path of the buyer!
Top shelf rule (buying comfort)
It is convenient for the buyer to raise his eyes to an angle of no more than 40 degrees.
Conclusion : Pamax products should stand not higher"comfort" zone!
Merchandising rules:
THE LEADER OF SELLING - MORE SHELF SPACE
The position of the product on the shelf should reflect the position of the product on the market (more sold = more shelf space occupied)
Conclusion : if it is possible to increase the number of facings on the shelf, increase the facings of the most popular product!
The rule for the optimal number of faces:
With an increase in the number of faces of one product, its sales increase in the following proportion:
1 face - 100%
2 faces - 123%
3 faces - 144%
4 faces - 161%, etc.
Note : the optimal number of faces for one product is from 2 to 4. A further increase in the number of faces does not significantly affect sales.
Horizontal faces
When horizontal facing is placed vertically, product sales are reduced by 30%!!!
Merchandising rule:
First come, first sold rule:
A product that has a shorter shelf life should always be closer to the buyer than a product with a longer shelf life. When laying out a new batch of goods, it is necessary to check the expiration dates of the products remaining on the shelves. Products with a shorter shelf life - to the fore! (rotation rule).
Novelties to the leaders of sales!
When new products it must be placed next to the sales leader in order to draw additional attention to it.
Occupation of free space
If there is no product specified in the planogram, fill in the vacant place with the sales leader, changing the layout in such a way that all the above rules are observed.
Bank to bank, doypack to doypack!
Arrangement of products in the corners of the racks
Shelving corners (“dead zone”) are reinforced with 2-4 facings.
MERCHANDISING Requirements Matrix
| layout |
Supermarket | traditional shop |
| 1. Front side rule | 1. Front side rule | |
| 2. The order in which trademarks and flavors are displayed complies with planogram requirements. | 2. Rule of price tags | |
| 3. Rule of price tags | 3. The order in which trademarks and flavors are displayed complies with planogram requirements. | |
| 4. Laying out according to the course of movement of buyers | 4. Corporate block | |
| 5. Corporate block | 5. Laying out according to the way buyers move | |
| 6. Cleanliness and tidiness of commercial equipment | - | |
| Location |
1. Along the main flow of buyers | 1. The main point of sale - oil and fat |
| 2. Buyer eye level | 2. Buyer eye level | |
| 3. Before the competition | 3. Close proximity to the cash register | |
| 4. By category (mayonna/ketchup) | ||
| 5. Laying out at least two places of the outlet | 5. The presence of an additional display in another department | |
| Stock |
1. Sufficiency | 1. Sufficiency |
| 2. Rotation | 2. Rotation | |
| 3. In proportion to the share of sales |
P.O.S.M. functional purpose.
Informing- confirmation of the presence of goods in this point of sale. Provides them with product information - price, quality, package size, and reasons to buy more products.
Communicative function- information about product features.
Orientation- assistance to the buyer in the search for goods among others at the point of sale.
Zoning- dividing the retail space into zones.
motivation- Encouraging customers to make a purchase.
Exposure- attracting additional attention to the product by highlighting the place of its calculation.
Acts as a "silent salesperson" at the point of sale.
P.O.S.M. Locations
Types of P.O.S.M.
Flag for placement in small wholesale markets and retail.
Merchandising algorithm.
1. Arrive at the outlet strictly according to the visit plan.
2. Be dressed in company clothes, have a badge.
3. Have a medical book with you.
4. Have complete information about the company and products.
5. Find responsible person say hello and introduce yourself. (At the first visit, make a presentation of the company, talk about the key points of the merchandising program).
6. Find out the wishes and claims of the administration regarding the products.
7. Monitor the availability of the assortment on the trading floor and in the warehouse.
8. Check the expiration dates of the goods.
9. Deliver products from the warehouse to the trading floor.
10. Post products.
11. Remove defective and expired products, issue a refund.
12. With an unfavorable location for the company's products (at this moment) needs to be improved.
13. 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, convincing the administration of the priority of the company's products.
14. Checking price tags - they must be clearly visible, correctly designed and correspond to the type of product.
16. Discuss with the administration new and better opportunities for organizing merchandising.
17. Collect information about competitors.
18. Correctly, accurately and accurately complete the report.
19. When leaving, say goodbye, express to the representative of the administration the hope for fruitful long-term cooperation.
What you need to know about products:
Mayonnaises, mayonnaise and tomato sauces are an indispensable seasoning for salads, snacks, and ready meals.
Mayonnaises with the trademark "Pamax" have a delicate taste.
Mayonnaise Provencal "Classic" 67% fat is a high-calorie product with a delicate creamy taste and a pleasant aftertaste of egg products.
Mayonnaise "Olivier" refers to medium-calorie mayonnaise, its fat content is 40%. The series of low-calorie mayonnaises includes: "Table" 15%, "Delicious" 30%, "Lenten" 30%.
Mayonnaise sauces combine all the properties of mayonnaise and at the same time have a wider range of flavors: 1000 Islands sauce - the taste of mayonnaise, tomato products, vegetables and spices; curry sauce - the taste of mayonnaise, a mixture of oriental spices, mustard.
The manufacturer guarantees that all consumer properties product, subject to the terms and conditions of storage of the product, which are indicated on the label.
Mayonnaise is an emulsion product, in order to avoid the destruction of the emulsion, mayonnaise should be stored at t above 0 ° C and not subjected to freezing.
The shelf life of mayonnaise at t from 0˚С to 6˚С is 90 days, at t from 6˚С to 10˚С - 60 days, at t from 10˚С to 18˚С - 20 days.
The higher the t at which the product is stored, the faster the oxidative processes in the oil occur, and the faster the organoleptic properties of mayonnaises change.
Storage at temperatures above 20°C can lead to deterioration of the product and make its use unsafe for health. The shelf life of mayonnaise sauces is 6 months from the date of manufacture, provided they are stored at t from 0˚С to 10˚С.
First of all merchandising at the point of sale is aimed at increasing sales. According to statistics, 60% of buyers make a purchase decision while on the trading floor, and seeing this or that product in front of them. In order for a person to buy your product, a sales representative must correctly present and arrange it.
Merchandising, like the science of selling, has a number of rules that a sales representative must follow:
1. Golden shelf. This is the most effective place for displaying goods, it is located at eye level, approximately at a height of 1.2-1.8m. Marketers claim that the goods on the gold shelf are sold in huge quantities, while the sales of goods placed on the lower shelves are reduced by 75%, people simply do not notice it. Trade representatives wage real wars among themselves in order to occupy the gold shelf in the outlet.
2. Corporate block. These are products of the same manufacturer, located together, in a single line. When placing products in the corporate block, it gets the opportunity for additional promotion, due to the brand image of the manufacturer. A sales representative should pay considerable attention to this, as well as know the standards for displaying their products in the corporate block.
3. It is also necessary to observe the rotation of goods, i.e. first you need to sell the product with an older expiration date, and only then sell products with more recent expiration dates. Adhering to this standard in merchandising will save the outlet and sales representative a lot of delays.
We have considered the main points of merchandising in retail outlets. Sales Representative do not neglect this step of the visit. although it should be borne in mind that each company has its own merchandising standards, and for the most part they depend on the specifics of the products that the company sells.
I have been dreaming about this for a long time - to start a golden shelf. This is the shelf on which only favorite books are placed. In my dreams, it is a shelf that is drawn to me - not a closet at all, but one shelf, one, so to speak, floor of the closet. Where to get one like this? Perhaps you need to order a carpenter. Why am I limited to only a dream? What, it is really difficult to call the carpenter, talk to him, describe to him exactly what I mean. Alas, I still do not call, and the dream remains unfulfilled. Maybe this is because it is not so easy for a gold shelf to become a reality - after all, this is a gold shelf, of which there are not so many in the world. In any case, I have not seen this in any house.
Sometimes it seems to me that a shelf is simple, made of quadrangular shapes, sometimes, on the contrary, I see some kind of pretentiousness: for example, some twisted columns at the ends.
Maybe I do not start this shelf because of the lack of sale of gold paper? That's right, they don't sell it now. I remember those golden sheets with embossed patterns that so adorned my childhood. What were they sold for? It seems they were used in the manufacture Christmas decorations. The sheet was the size of a normal sheet of writing paper, and the reverse side was white. White and somehow strange - as if a little fluffy, a little ... As already mentioned, it had an embossed design, something like flowers on a frozen window; only the flowers are either silver or blue, and this pattern was gold. But according to the drawing, they were just flowers.
Paradoxically, the most remarkable books that we constantly re-read throughout our lives are forgotten, not kept in memory. It would seem that it should be the other way around: a book that made an impression on us, and even read more than once, should have been remembered in all its details. No, this is not happening. Of course, we know what this book is mainly about, but it is precisely the details that are unexpected for us, new - not only details, but also whole pieces of the general structure. Of course, this is how we read a wonderful book every time, as if anew ... And this is the amazing fate of the authors of wonderful books: they have not left, they have not died, they are sitting at their desks or standing at desks, they are out of time.
According to Yu. K. Olesha
More on the Golden Shelf:
- Topic 3. The system of state and local government during the period of the Mongol-Tatar yoke and the golden eagles (XIII-XVI centuries)
Merchandising– a set of measures aimed at stimulating retail sales by attracting the attention of end customers to brands and product groups using the most advantageous placement of goods and P.O.S. Materials in trading floors and counters of shops.
Merchandising Goals:
- Ensuring the availability of products for the target audience;
- Highlighting products within a given product group to attract the maximum;
- Ensuring the best perception of each type of product by the consumer;
- Maximum use of the client's sales area for product placement;
- Rotation by expiration date.
Merchandising Tools:
- Display of products in retail outlets according to company standards;
- Accommodation P.O.S. - materials;
- Placement of additional commercial equipment;
- Compliance with the price tag of the product.
Our goals:
- Rank our products first in the direction of the block in each category
- Occupy the golden shelves
- The share on the shelf of our products must be at least the share of competitors
- Make a layout in accordance with the rules of the company
- Each SKU must be represented by at least one face.
Terms and concepts:
- Golden Shelf - a shelf at the level of the customer's eyes (at a height of 1.2 m to 1.7 m)
- P.O.S. materials - a means of attracting the attention of buyers to products at the point of sale of products. They use information signs, accessories and accessories with company symbols, posters, city-formats, billboards, etc.
- Facing is a product unit laid out on a shelf frontally, facing the customer.
- SKU - one product name with its characteristics in the manufacturer's assortment list (for example, art.001 - Provencal mayonnaise in a plastic jar 850 ml.)
Types of purchases:
- Planned purchase - a purchase that is made purposefully, the buyer prepares for it in advance
- Impulse buying is an unplanned purchase that is made spontaneously without prior preparation.
- Semi-impulsive purchase - a purchase in which the buyer knows what type of product he needs, but gives preference to one or another brand directly at the place of choice.
Rule of the first 6 steps
In the zone of the first 6-8 steps, the shopping activity in the store is minimal, because the buyer needs to get used to the environment of the store and look around.
Features of conducting consumers when choosing a product in a self-service store:
golden triangle rule»
The greatest buying activity on the trading floor is observed inside the so-called "golden triangle". This is a space limited by three points: the entrance, the cash register and the department of planned purchases.
Conclusion: The main display of products should be located inside the "golden triangle".
Features of conducting consumers when choosing a product in a store:
Buyer Attention Rule:
When moving along the racks, the buyer pays 70% of attention to the racks to their right and 30% to the racks to the left in the direction of travel.
Conclusion: Try to conquer the racks on the right in the direction of the buyers!
Features of consumer behavior when choosing a product in a store:
golden shelf rule»
The buyer pays maximum attention to products located at the level of the eyes and chest. When moving products from neighboring shelves to the "gold" sales increase by 15%.
Quick Search Rule
Entering the department, the buyer expects to immediately find the product he needs and often takes the products of the manufacturer who is the first in the move in this category.
Top shelf rule (buying comfort)
It is convenient for the buyer to raise his eyes to an angle of no more than 40 degrees.
Merchandising rules:
THE LEADER OF SELLING - MORE SHELF SPACE
The position of the product on the shelf should reflect the position of the product on the market (more sold = more shelf space occupied)
Conclusion: if it is possible to increase the number of facings on the shelf, increase the facings of the most popular product!
Optimal Number of Faces Rule:
With an increase in the number of faces of one product, its sales increase in the following proportion:
1 face - 100%
2 faces - 123%
3 faces - 144%
4 faces - 161%, etc.
Note: the optimal number of faces for one product is from 2 to 4. A further increase in the number of faces does not significantly affect sales.
Horizontal faces
When horizontal facing is placed vertically, product sales are reduced by 30%!!!
First come, first sold rule:
A product that has a shorter shelf life should always be closer to the buyer than a product with a longer shelf life. When laying out a new batch of goods, it is necessary to check the expiration dates of the products remaining on the shelves. Products with a shorter shelf life - to the fore! (rotation rule).
New to the top sellers:
When a new product appears, it must be placed next to the sales leader in order to draw additional attention to it.
Occupation of free space
If there is no product specified in the planogram, fill in the vacant place with the sales leader, changing the layout in such a way that all the above rules are observed.
Bank to bank, doypack to doypack!
Arrangement of products in the corners of the racks
Shelving corners (“dead zone”) are reinforced with 2-4 facings.
P.O.S.M. Functional purpose
Informing - confirmation of the presence of goods in this outlet. Provides them with information about products - price, quality, package size, and reasons to buy more products.
Communicative - information about the features of products.
Orientation - helping the buyer in finding a product among others at the point of sale.
Zoning is the division of retail space into zones.
Motivation is the motivation of customers to make a purchase.
Exhibiting - attracting additional attention to the product by highlighting the place of its display.
Acts as a “silent salesperson” at the point of sale.
P.O.S.M. Locations
To begin with, it should be noted that the layout is primary and secondary. The primary layout is characterized by the traditional arrangement of the same type of categories on shelves and racks. Secondary laying out is laying out with the help of displays, racks, "hills", "pyramids", laying out on special branded racks. As a rule, the secondary vykalaka duplicates the primary vykalaka.
Merchandising is based on the main fundamental rules.
The first rule is the golden shelf rule. Merchandisers of all brands strive to win this "golden shelf", but not everyone manages to do this.
"Golden shelf" in merchandising - a shelf located at eye level or at arm's length. An item at eye level sells the most, while moving an item to the lowest shelf, for example, reduces sales by 80%.
When merchandising a store, it is customary to fill the lower shelves with voluminous large purchases: kegs of beer, sugar in large bags; or goods "in bulk": creams in boxes, as an example. While the upper shelves are reserved for elite products - expensive alcohol, tea and coffee in gift boxes and other not cheap goods.
Rule two says about priority places on the shelves. Regardless of the level of the shelf, it can be divided into parts equal to 50 cm. It is this breakdown that occurs in the subconscious of the buyer during his trips to supermarkets and shops. That is why the width of the presented products should not be less than 40-50 cm, otherwise the consumer may not pay attention to the product.
By the way, as practice shows, each shelf has the least profitable parts. In most cases, the bottom left side of the shelf is considered the worst position.
It is impossible not to note the importance of the method - the product must stand out - this is the secret of merchandising!
The next - third - rule speaks of the importance of finding a product in its price and product category. If it's tea, it should be in the tea section, not sweets or muffins. If this is an elite tea, it has a place next to expensive teas. Of course, some points provide for complex placement, for example, in the case of placement relative to manufacturers, and not to price segments. But even in this case, it is recommended to stick to the price increase: from cheap to expensive.
Each product should be located only facing the buyer. It has been noticed that a slovenly laid out product can significantly affect its sale!
Now let's focus on faces. Facing is a unit of goods that stands on a shelf and demonstrates in full the trademark and basic information about the product. The more faces - the better, the more attention the consumer pays to the products of a certain manufacturer, a certain trademark. 2 faces - nothing in comparison with the nearby products laid out in 7 faces.
Use is the ideal solution for product promotion. However, these aids should never harm sales, and therefore cover the face of the product. The same applies to price tags, by the way.
Small goods should be placed closer to the buyer, while large goods are quite suitable far and lower places.
And, of course, the cleanliness of shelves, racks, accuracy of layout - all this is important without exaggeration. The label and price tags must be in proper form, the distance between the product and the shelf must be convenient for removing the product from the rack.
Merchandising is actually the art of selling! This is something that the buyer should not even think about, but every merchandiser should and must know and adhere to!
