Standards for the display of goods on the trading floor. Visual merchandising: display of goods in the sales areas of the store

All owners retail sales know the word "merchandising". I have not yet met a single entrepreneur who does not know this concept.

But that is where their knowledge ends. And in this case it remains open question why does everyone know but leave this tool aside?

This is one of the most important elements of a business, so you need to not only know it, but also use it.

The topic of merchandising and display is very voluminous, it is impossible to put it in one article. A complete guide will be released in 100-200 rather boring pages with diagrams, numbers and people's psychology.

And precisely because of the huge amount of information that needs to be studied with a sad face, many start and do not finish things, or do not take them at all with words:

And so it will!

Large merchandising guides pay a lot of attention to detail.

But if you are just embarking on this path, then you first need to learn the basic rules of merchandising and display, and only then move on to chips.

Therefore, today we will discuss what basic principles need to be followed for sales growth, and all this without boring and standard definitions from Wikipedia.

Interesting. A lot of people make mistakes in spelling and pronunciation of this word. It is correct to write through the letter “a”, and it looks like this “merchAndising”.

Invisible but useful

Proper merchandising, like any marketing action, increases customer loyalty and encourages them to buy.

And it is a pity that the possibilities of merchandising are often underestimated, although the statistics inexorably prove the opposite:

• 80% of the consumer's choice is determined by the environment (price, design, brand, service, ease of purchase);
• 20% of the consumer's choice is determined by the main properties of the product.

But I prefer another statistic that says that more than 60% of buying decisions are made on the spot. That is, you have the opportunity to convince 2 out of 3 people to buy from you on the spot.

And you can do this both with the help of staff and with the help of merchandising.

However, there is such an unspoken rule: good merchandising is inconspicuous merchandising. Which means it's not intrusive.

So that the buyer does not get the impression of the so-called “steaming” of the goods. Believe me, the client will buy from you himself, it is only important to follow certain rules, the essence of which is to influence all five channels of information perception:

1. Visual channel (visual information);
2. Auditory canal (sound information);
3. Tactile channel (tactile information);
4. Taste channel (taste information);
5. Olfactory channel (olfactory information).

Moreover, these channels are arranged by priority. And first of all, you need to do everything so that the eyes of a person get the maximum pleasure from your calculation.

Then you start working with hearing, after that comes a tactile source of information. Well, further down the list.

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small digression

I really want to single out a separate group of owners and their sellers, which builds merchandising based solely on their understanding and vision.

And they seem to be trying, doing everything right and doing it “conveniently” for everyone. But for some reason there is no effect. Customers do not buy better, and sometimes even sales fall ...

As a result, because of such attempts, a strong opinion is formed "merchandising - powdering the head."

And usually in such situations, we identify two errors that spoil the whole image of the correct display of goods:

1. It is done in such a way that it is convenient for sellers, not customers;
2. If it's beautiful, then everything is right.

Merchandising is not “as I see it”, but a set of standard techniques and tools that you just need to apply correctly in your particular case.

Although there are difficulties, in a clothing store and a food store, the same scheme will not work. Therefore, theory is theory, and understanding one's own target audience and her behavior here has not been canceled. So let's get back to the point.

Selling merchandising rules

First of all, you need to start by drawing up a “customer movement map”. This is the study, analysis and design of the client's movement along point of sale.

And please do not miss this moment, even if you have small stores.

In addition to the movement, it is advisable for you to record the average time spent by the client at control points (check points). It will also help you understand the strategically important points.

But imagine that you have already passed this stage and your map is ready. Therefore, we move on to “visual marketing”.

That is, to the correct layout and arrangement of goods, promotional materials and window dressing to achieve maximum results.

Rule 1 - Location

The most popular rule in merchandising is the Golden Triangle. In fact, this is not always a figure with three corners, so the name is only a typical solution.

The idea is that we have the most popular product in the far corner from the entrance. A cash register in the far corner from a popular product.

The rule is the golden triangle

The simplest and most understandable implementation example is a large hypermarket. Bread is always located in the extreme corner so that you can go through the entire store.

And the cash desk is located in the other extreme corner from the bread, so that you finally go through the entire store, but along a different path.

The most important thing you should take away from this rule is the most popular item at the end. But be careful, it may happen that the client comes to visit you, does not see the required (popular) product, and leaves.

I will add a few more comments to this rule. After the client entered the store, there are dead zones on the right and left, due to the fact that the person is in adaptation mode and we take a couple of steps in a light “trance”.

Therefore, do not bet on side placement after entering, the result will be small.

And after “turning on the purchase mode”, it's time to place in the store products that are not popular, but profitable for you.

After all, the client is already in a state of purchase, to go far, and the thoughts in his head are in the style of “All 100% of the money is in your pocket, which means you can buy something “unnecessary”.

Rule 2 - Eye Level

When a person enters the trading floor, his gaze is most often directed forward. This factor is a sin not to use.

If you want to draw the customer's attention to a particular product, place it at eye level. And it’s more correct not even at eye level, but 15 degrees lower, since we are psychologically used to looking slightly down when moving.

The rule is eye level

However, you can use it for other purposes as well, for example, to draw the attention of customers to a stale product that needs to be sold as soon as possible or to pay attention to a new arrival.

In grocery stores, the companies that pay the most to supermarkets are at eye level.

As you may have guessed, the most dead zones are below (less than 70 centimeters from the floor) and above (more than 2 meters from the floor).

Moreover, the lower placement is more dangerous than the upper one, since in order to examine the goods from above, the client only needs to raise his head, and in order to examine the goods near the floor, he needs to sit almost on the floor, which already leads to unnecessary (and lazy) actions.

Important! Be sure to record the average height of your ideal client to understand how high their eye level is. After all, what is convenient for a grandmother is uncomfortable for a basketball player. And vice versa.

Rule 3 - Product highlighting

If everything is done wrong, then when viewing your products, the client will quickly study everything and move on, perhaps even to another store. And the reason for that - nothing "hooked".

Therefore, you need to learn how to do special actions to “grab the client by the eye” during his run.

1. A lot of goods. You can make a slide of goods and thereby increase the visual massiveness.

This will evoke the thought “a lot means popular”. But don't forget to remove a couple of pieces of product from the edges to eliminate the fear of breaking the composition and show that the product is in demand.

Lots of goods

2. Light. A very popular technique in jewelry stores, where especially valuable pieces and the counters themselves are highlighted with the help of illumination. You need to do the same.

Bring individual spots (wall-ceiling lamps) to the copies you need.

Illumination highlight

3. Item on a separate display. A good way to highlight will be a separate exhibition space and design. A popular reception with goods of a high price category.

For example, apple technology always stands apart from everyone. But it can be used not only in these areas, the main thing is to turn on the fantasy.

Separate exhibition space

4. Color."Color spots" have always been a popular technique. To do this, you need to group products of the same color palette in one place, since it will be easier for customers to choose (for example, if a guy is looking for a blue jacket), and the eye will move through the stages.

color spots

5. Markers. My favorite trick. You need to place the markers “Bestseller”, “New”, “Last copy” and so on on the selected products. This will help catch the eye of the client and hint him what to take.

Markers on price tags

Rule 4 - Separation

Grouping is a very important factor. A person who is looking for shoes is unlikely to be looking for them in underwear.

Therefore, the product must be in the group where it belongs. For example, accessories should be separate from home clothes.

If you do not have such a variety of assortment, use the division within the product group itself. For example, distinguish more expensive bags from more affordable ones. Or separate leather bags from cloth bags. You can also make a division by brand or by type.

Separation of goods

But at the same time, do not forget that groups should be friends with each other. This is our rule 3.1.

For example, there should be light bulbs near the lamps or there should be hats, gloves and scarves near the jackets. Thus, you, as the client, without leaving the place, buys everything he needs.

The same goes for friendship between brands. With popular brands, we need to place products of less popular companies, but at the same time very profitable for you.

Thus, customers will begin to study a well-known product, and, willy-nilly, they will notice other offers nearby.

Rule 5 - Movement

It's no secret that most people are right-handed. Therefore, when entering any room, most people immediately turn their heads to the right and begin an unconscious movement counterclockwise.

And this applies not only to cases related to retail space. We even have right-hand traffic in Russia.

The rule is movement

Think, for example, supermarkets. Almost everyone uses this behavioral factor, with a few exceptions - on the right is the entrance, on the left is the exit.

And in order to get out, you end up going through the whole store, picking up a couple of things along the way that caught your eye, again thanks to the use of other merchandising techniques.

You need to take into your experience the example above. Namely, you need to create a counter-clockwise movement in your store.

At the same time, ensure that the client goes through the entire store. That is, you should not have short, detours to the exit. We focus on the principle “Do you want to go out? Go through the entire store."

Rule 6 - POS materials

Point of sales or, in Russian, place of sale. These are merchandising tools to attract the attention of buyers to a particular product.

In our article, we gave a lot of examples of their implementation. In short, they can and should be used even in the office.

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

Merchandising

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

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

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

Marketing strategy

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

Target areas

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

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

Product presentation options

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

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

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

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

Price grouping allows buyers to evaluate the diversity of the assortment and choose products at the most suitable price, while a large-scale display gives buyers an idea of ​​low prices for a huge number of similar products.

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

Placement of departments and groups of goods

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

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

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

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

Traffic routes

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

The art of product display

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

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

With this placement, the least popular goods, located not far from more popular counterparts, will be in high demand, partially borrowing consumer preferences from them.

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

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

Planogram

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

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

General principles

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

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

The specifics of the display of food products

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

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

Features of the display of industrial goods

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

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

Product placement options

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

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

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

Features of merchandising in a pharmacy

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

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

Pharmacy display zoning

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

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

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

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

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

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

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

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

In the checkout area are located Special offers, advertised products and seasonal equipment, as well as printed materials devoted to the problems of maintaining and restoring health.

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

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

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

A planogram is a scheme for displaying goods on shelves and shop windows, which is compiled on the basis of an analysis of the requirements of the supplier of the goods, the capabilities of the retailer and the behavior of customers. Can be done manually or with computer programs in the form of images, drawings, photographs. The goal is to manage the perception and behavior of potential buyers. This is one of effective tools and sales management on the trading floor.

Planogram Goals

With the help of a planogram, you can increase the turnover in the store and earn money by selling profitable places to suppliers. Sometimes an agreement is made between the supplier and the outlet, fixing the place of the product on the counter.

Planogram helps:

• Adjust the display of products in retail outlets
• Control the availability of a range of a particular brand
• Adjust the occupied area for a specific product

The number of potential buyers, their distribution over the trading area determines the coefficient of importance of trading places. Products that are in high demand occupy the most prominent positions. Display of goods should demonstrate products, facilitate their search and selection, and also create consumer preferences. Rational placement of selling positions stimulates the flow of buyers.

Read also:

Principles of drawing up a planogram

When developing a planogram, the following principles are followed:

1. Visibility, visual appeal, neatness, aesthetics. The product should be available for review: the visitor will spend less time searching for the desired product
2. Reasonable use of retail space and equipment. For each type of product, an area is allocated that corresponds to the volume of sales of products. The maximum area is intended for advertised and fast-selling products
3. Consistency. Grouping related products in one place (place tea near sweets, household goods - from a display case with dishes)
4. Compatibility. It is necessary to exclude the negative impact of the commodity neighborhood: if coffee is placed next to spices, the product will acquire a foreign smell or give it to the surrounding goods.
5. Not far from high-demand products are impulsively purchased items. The rational alternation of expensive and cheap goods increases the profit of the store, draws attention to things with opposite properties.
6. Sufficiency - a complete demonstration of the store's products
7. Products should be located at eye level and outstretched arms

Principles and rules for compiling a planogram

The development of a planogram is carried out according to the rules:

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

Merchandisers or sellers are responsible for the correct display. Heads of departments and managers regularly check the compliance of product placement on the trading floor with the planogram. If you do not comply with the requirements of the supplier, violate the layout scheme, the supplier has the right to refuse to pay the bonus reward and further supply of products to this store.

Spread goods vertically, horizontally, and also combine the location. With a vertical layout, homogeneous products are laid out on the shelves vertically. Example: one vertical strip is represented by yoghurts, the other by cottage cheese, then sour cream, ryazhenka. The buyer is better guided when choosing a position. Also, products are placed horizontally, along the entire length of the equipment. Example:

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

Other units or price tags should not obscure the information on the packaging. The main goods are placed in the visibility zone from the entrance.

Step-by-step instructions for compiling a planogram

Shelf space can be divided into:

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

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

To determine the best place for your product, you need to have an understanding of the existing planogram, what it looks like without your product. To do this, it is enough to request it from a representative. trading network(which is sometimes impossible) or just take a picture of your product category in the nearest supermarket. Transfer this photo to a computer and open it in any simple graphic editor (for example power point). Next, take a photo of your product and transfer it to the planogram. Try to put your product in different places, guided by visual perception (for example: there should not be a similar or merging product nearby, unless of course you specifically pursue this goal), pay attention to the main competitors, do not place the product on the edge of the shelf.

Video how to make a planogram:

Different companies may have different schemes, but all of them are united by a common principle of construction:

1. To draw up an effective scheme, a developed concept of one shelf and the entire outlet is required. Determine the type of product display and its location (counters, stands, shelves, baskets and other places and methods). The product should be noticeable, attract attention, interest, simplify the search for the buyer
2. After developing the key points, they begin to draw a diagram. It depicts commercial equipment (department and each shelf in it). Reflect products, given the size, color, shape. Detailed drawing will allow store employees to quickly and easily navigate the planogram
3. Enter conventions each product to facilitate its display
4. The planogram is approved by management

In some cases, the supplier provides his own planogram. If the assortment expands, consumer demand changes, and adjustments are made to the planogram.

Programs for creating planograms

There are many programs for drawing up product layout diagrams:

• Retail Shelf Planner
• Shelf Logic
• Planogram Online
• excel
• power point
• Any graphic editor

An example of a planogram drawn up in Excel

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

Planogram examples

Consider how to create a planogram for a grocery store.

• Compile a sales rating for products of one category (“grocery”, “dairy products”), break it down into groups: cottage cheese, kefir, salt, flour, yogurt and others
• Determine for each group of units the share in the turnover, take the category as 100%, while milk can be 40%, and the remaining categories (cottage cheese, butter, sour cream or sour-milk products) 10-20%
• Given these data, the products are distributed in accordance with the share in the turnover. For milk, it is necessary to allocate the most racks (4, if there are only 10 of them in the store). For the rest, 1-2.

The share of the most profitable products is increasing. There is more space for them. If burgers occupy a square meter of space and brought in twice as much profit this month as pancakes, which take up the same amount of space, then the area for pancakes is reduced in favor of patties. The place for cutlets is increased to 1.5 square meters. An increase in the area can contribute to an increase in the sale of cutlets.

By the same principle, schemes are drawn up for goods of other categories.

beer department

Take the example of beer and branded refrigerators. The planogram is quite simple and includes 3 main zones:

• On the lower shelves there is a product of a low price category.
• At or near eye level, these are mass-market brands. What generates the main sales. The product in this zone will leave as quickly as possible.
• Above eye level - premium segment.

Bakery

Bakery products are grouped by types, varieties: separately black, white, bread without yeast, with additives, whole grain, sandwich rolls, unsweetened, sweet pastries, desserts, pastries, cakes. Long-term storage products are placed separately.

Confectionery products are laid out by type and variety on the internal shelves. Candies are poured into boxes and cabinets near the walls. For cakes and pastries with cream allocate enough space in the refrigerator.

Products from the bottom and top shelves don't sell well. Shelf at eye level best option. Closer to the buyer is a product that has an expiration date.

Furniture salon

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

Cheap and expensive products are separated. Cheap ones are located closer to the entrance. At the entrance, the price is especially clearly visible; furniture can be bought faster. The brightest goods are put on display.

Furniture for living rooms, bedrooms, cabinet share. You can move products around the hall once every two weeks. Weakly sold furniture is placed in prominent places. If the buyer comes again, he may notice something that he did not notice before.

Hardware store

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

Dry mixes are laid out on racks in vertical blocks. The heaviest packages are placed on the lower shelves. Fasteners are grouped by type (self-tapping screws, dowels), purpose (for windows), size. Also, information materials are not superfluous in the trading floors.

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

Stock

The territory of the warehouse visually needs to be divided into zones. Racks, sections, shelves are equipped with plates. According to the detailed scheme, the employee will find the goods by name and address. Products are placed according to the principle "closer demand - closer to delivery".
The scheme marks the zones of long-term storage and short-term storage. Products that are in low demand are placed in long-term storage areas.

The strategy of a rationally placed product should be thought out to the smallest detail. The purpose of the planogram is to increase turnover, increase product sales, improve the flow of potential buyers, increase competitiveness for goods of the same category from other manufacturers. Thanks to a carefully designed planogram, sales will increase, and the time spent searching for the right product will be reduced.

I propose to share in the comments the planograms that you have obtained.

Quite often, when customers come home from stores, they are surprised why they have collected so many goods. And it's all about the competent layout of goods, in accordance with modern methods merchandising. In this article, we will analyze what a product display is, what it is like, and how it affects purchasing activity.

Concepts

For the layout of products on the shelves of the store, as mentioned above, is responsible. This is a whole system of operations aimed at increasing the volume of sales of products. It helps to create a pleasant environment in the retail store and set the customer to purchase the maximum amount of goods. And under the display of goods understand the various options for placing products on the shelves of the store in order to demonstrate them to visitors. This is an effective tool that can improve sales.

This method of merchandising controls the behavior and perception of each person who comes to the point of sale. Do not confuse display and placement. These are different concepts. The display is the layout of products on the surface of the sales equipment, while the placement covers the entire sales area.

What tasks does

Proper display of goods on the trading floor allows you to solve important tasks:

• Determining the optimal angles and viewing level that are comfortable for a person.
• Creating the best conditions for individual products.
• Demonstration of the competitiveness of the seller.

The main rule of the calculation is that a person who comes to the store can quickly find the right product. But there are other equally important rules:

1. visibility. The product must be clearly visible.
2. Consistency. There must be a certain system in the arrangement of goods. Example: juices should be put with juices, and dairy products - together with fermented milk.
3. Efficiency. This rule refers to the rational use of the trading floor, its entire area. The assortment should be presented as fully as possible and the commodity neighborhood should be observed.
4. Adequacy. Present all product lines.

How it all goes

To make the correct layout of products, you need to know what types of products are:

1. According to the position of products on the shelves, vertical and horizontal layouts are distinguished. Vertical involves placing similar products one above the other. This method improves visibility and speeds up implementation. Horizontal - when products are placed across the entire width of the shelf. Products are systematized from left to right, grouped by price or brands. More often, a mixed layout is used. In a small store, it is better to use a vertical layout.
2. Corporate block. This is a place on a shelf or a whole rack, which is reserved for the placement of goods of a certain brand. Visually, it resembles a billboard that attracts people with its brightness.
3. display view. This is a stand-alone stand with products, which is not located in the store itself, but, for example, in the halls of the shopping center.
4. Floor. It is rarely used, usually when there is not enough space in the room. This method is rather a necessary measure, because it is not always convenient for buyers to bend over the goods.

These are the main display types known in merchandising.

Building

Before laying out, you need to carefully consider it, and for this there is a planogram. This is a detailed diagram, made on a computer or drawn on a piece of paper, which visually shows exactly how the goods will be dispersed throughout commercial premises. Each position is displayed in detail, and the exact location of its location is indicated.

The planogram is always developed taking into account the requirements of suppliers and customers.

The time that company employees spend on developing this scheme will pay off with interest and will positively affect the speed of implementation. The planogram, when its development is fully completed, is reviewed by the store director and approved by him. All subsequent changes to it must also be reviewed and accepted by the manager.

The technology of displaying products implies a certain order, which may not be noticeable to the visitor and, nevertheless, makes them buy more things.

Thinking through the scheme, you need to adhere to the following rules:

• Display merchandise facing visitors.
• Well-known brands should be placed at the beginning of the groups.
• Put the most expensive goods on priority levels that are at eye level of visitors.
• In the lower places, place things that a person needs the least.
• Closer to customers should be products that are about to expire, and fresh products should be placed at the back.
• Place large packages on the left and small packages on the right.
• Leading products should be placed separately from those that are less popular.

In conclusion

If the guide retail store thoughtfully approach the development of a product placement scheme and then follow it in practice, this will increase profits and sales. A smart strategy will attract new visitors and keep regular customers.

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

1. Convenience

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

2. Consistency

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

3. "Golden" shelves

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

4. Each product has its own place

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

5. Goods face

Do not cover the product with price tags and promotional materials. This creates difficulties for the buyer, who focuses primarily on the brand, design and information on the package. When decorating showcases with informational support, try to make it invisible. A unit of the same product, which is laid out on a shelf facing the buyer (frontally), is called facing. The optimal number of faces to increase sales is from 2 to 4.

6. “First 6 Steps” and “Golden Triangle”

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

7. “Two finger rule”

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

8. Useful Neighborhood

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

Types of product display in the store

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

Horizontal and vertical

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

Bulk

It is usually used for high demand goods. The peculiarity of its action is to attract the attention of buyers to a large number of products. When forming such a calculation, it is important to ensure that it is not unnecessarily cumbersome. Otherwise, buyers, fearing to destroy the structure, will avoid it.

Bulk layout

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

Display and pallet

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

Another way to improve sales

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

In "Big Bird" you can:

• automate retail and wholesale trade;
• to conduct operational, warehouse and financial accounting;
• register sales through a simple seller interface;
• evaluate the results of work using analytical reports: on sales, reserves and balances in warehouses, cash flow and others.

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

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

Alena Morozova, project content editor « »