Features of the display of textile goods. Technology of placement and display of goods in the trading floor of the store

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Topic 26

1. Placement of goods in the store.

2. Display of goods in the store.

Question 1. Placement of goods in the store .

Accommodation- this is the distribution of goods on the area of the trading floor in accordance with the plan of the premises.

Factors affecting the placement of goods:

1.Frequency of demand.

2. Complexity of acquisition.

3. Dimensions and weight of the goods.

4. Specific properties of the goods.

5.Width of assortment.

6.Spending time for buyers to choose a product.

7. Psychology of buyers.

Basic principles of placement:

1. Creation of maximum convenience for buyers in the selection of goods.

2. Ensuring uninterrupted trade in goods provided by the assortment list.

3.Efficient use of retail space.

4. Rational organization of the trading process.

5. Uniform distribution of customer flows and free orientation of customers in the sales area.

6. Ensuring the reduction of the ways of movement of goods to the places of their display; prevention of crossover of customer flows.

7. Ensuring the safety of goods.

8. Assigning a permanent zone to each product group.

When assigning a certain zone to a group of goods, the following requirements are taken into account:

1. The zone of product groups requiring preparation for sale should be adjacent to the premises for preparing goods for sale.

2. For goods that require long-term familiarization, a zone is allocated in the back of the trading floor.

3. Goods requiring frequent replenishment are placed near storerooms.

4. Bulky goods are placed close to the exit from the trading floor.

5. Related products are scattered near the settlement node.

Areas for various product groups are allocated taking into account:

1. Type of enterprise.

2. Shares of the respective groups in the turnover.

3.Speeds of circulation.

Building a policy of rational arrangement of goods, it is necessary to carry out the following actions:

1. Group the range of products,

2. Systematize it according to the area of the trading floor,

3. Determine the area of the trading floor for the product group.

Products are grouped by:

departments,

Sections

complexes.

special role when placing goods, psychological factors play a role, which are the basis for the formation of a "purchasing path". First of all, it must be borne in mind that most buyers are right-handed. Therefore, buyers prefer to move counterclockwise. Attractive products should meet the buyer. On creation positive image prices have a big impact. In any store expensive goods work to create a favorable impression on the buyer about the price level. If you place inexpensive goods at the beginning of the trading floor, then the buyer is drawn into the buying process and then takes the goods “automatically”, paying less attention to prices. Products with low prices, bringing the store the greatest profit, alternate in the trading floor in the direction of the movement of buyers (strip).

The first product group that meets the buyer may be goods of impulsive demand. In the direction of travel, the buyer in the first quarter of the hall makes about 40% of purchases, in 2 - about 30%, in 3 - 20%, in the remaining - 10%. => Products, the demand for which needs to be activated, are placed at the beginning of the movement of buyers. Consumer goods, which are bought less often than others, are placed not around the perimeter, but in the center of the trading floor.

When determining the location of the goods, it is necessary to take into account the “rule of the golden triangle”. The product that the store wants to interest the buyer in should be in the "golden triangle" - the area located between: the front door, the cash register and the most popular product in the store.

Everyday goods are located along the outer perimeter of the trading floor in such a way that as many "golden triangles" as possible are obtained. Goods located inside the triangles are in constant, steady demand. The main points of sale of consumer goods should be located in different places around the perimeter of the trading floor. “Weak” goods should be located between “strong” ones. This will be the effect of borrowing popularity. The store allocates the same. "strong" (hot) and "weak" (cold) zones.

The placement of goods is closely related to the main and additional points of sale.

Point of sale - a place on the trading floor where the consumer can see the product and make a decision on the choice and purchase, i.e. trade equipment intended for demonstration and selection of goods.

The main point of sale is a place in the trading floor, where the entire range of this group of goods is presented.

An additional point of sale is a place where the products presented at the main point of sale are placed separately (company corner of the product).

Question 2. Display of goods in the store .

layout is the process of arranging, stacking and displaying goods on commercial equipment.

Display is an effective tool for managing the sale of goods due to the arrangement of goods on the shelves and counters of the store, in which:

All goods are clearly visible on the counter

represent a single system/gamut

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

the location of goods distinguishes goods of one brand from others

It is easy for the buyer to make purchases.

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

Laws and rules of perception.

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

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

It is known that a product placed at the level of the buyer's eyes sells best. The principle “from the eyes to the third button on the shirt” works here. At this level, you should place the most advantageous positions of the assortment or products that, for one reason or another, must be sold in the first place.

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

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

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

When laying out goods on the shelves, it is important to consider the shelf life. The goods are placed closer to the buyer early term sales, which reduces the volume of expired goods in the store. Shelves in stores should not be idle and empty. In this regard, more selling space and shelf space should be provided for hot goods so that the seller has time to prepare and lay out products.

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

2. The law of "Figure and background":

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

3. Rule of "First Impression":

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

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

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

4. "Bright spot" effect:

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

In order to enliven the perception of buyers, you can use the effect of a bright spot, creating a single-color block from a certain product, which differs in color from other products. You can also combine blocks of goods of various colors and shapes, causing pleasant associations among buyers. For example, blocks of pink and white in the bedding department, blocks of white and blue in the body cosmetics department. In addition, the contrast effect created by photographs placed in the interior of the store or on the back of the shelves works well. In order for photos to increase the activity of buyers, they must evoke positive emotions.

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

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

There may not be a logical connection between a photo and a product - the main thing is that the image evokes positive emotions. Emotional drawings can also be placed on the Smiley on the price tag increases the attractiveness of the product by 20%, while the crossed out price is only 4%. In the store, emotions win over reason.

5. "Dead zone":

This is the lower left corner, so the lower shelves should be either rarely bought positions, or large packages, or targeted goods.

6. Rule of "Volume":

The advantage of a volume display is that it attracts the attention of buyers and is involuntarily perceived as a sale. It is very simple to organize such a display - just pick up a stable and capacious container (box, barrel, basket), place the goods in bulk in it and issue a noticeable price tag.

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

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

7. Law of "Switching Attention":

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

8. Good Environment Rule:

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

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

9. Rule of "Cross Pollination":

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

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

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

A useful neighborhood can increase sales of each of the goods up to 80%, and also causes a feeling of care and pleasant emotions in buyers (after all, the product turns out to be just in time).

10. Law of "Size":

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

11. Rule "Safety":

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

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

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

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

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

3. "Exclusion zone": Do not place goods and racks in "dead ends" - places in the store where you can go in and then need to exit to return to the main hall, as these places are visited the least visited.

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

5. "Hide and seek": do not place the goods at the ends of the showcase - buyers rarely look there either.

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

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

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

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

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

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

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

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

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

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

The layout should provide for attracting the attention of buyers, convenience in the selection, safety of goods, maximum use of the area and capacity of the equipment.

DECORATIVE

LAYOUT

COMMODITY

Main layout principles:

1) review- the product must be facing the front of the package to the buyer. Shelf space is distributed in such a way as to attract the attention of store visitors, ensure quick sale of goods and increase the efficiency of each shelf;

2) the rule "face to the buyer"- the product displayed frontally should be located taking into account the angle of view of the buyer. The main information on the package should be easy to read, not covered by other packages and price tags;

3) availability- light products and products should be on the upper shelves, and heavy ones on the lower ones;

4) neatness- the shelves on which the goods are placed should be regularly washed or vacuumed. Unattractive, soiled or defective merchandise should be removed from shelves and discounted to expedite its sale. The labels on the item being sold should be well affixed, and unlabeled cans should be identified, discounted and displayed elsewhere (where the item is laid out "in bulk");

5) the corresponding type of "front row" goods- the quantity of front row goods depends on the volume of their packaging, the demand for these goods and the possibility of a quick replenishment of the rack stock. During the day, the first row on the shelves should be filled with goods several times;

6) fullness of shelves - maximum speed can only be done with completely filled shelves. Shelf goods must be shown in a winning way; there should be free space around it so that it can be better seen;

7) the attractiveness of the packaging - the manager should be interested in selling packaged goods, the attractiveness of the familiar packaging (wrapper) of which attracts the attention of buyers;

8) price marking - price marking directly on the product is gradually becoming a thing of the past: a scanner and a universal price code are becoming generally accepted. However, where labeling is still used, prices must be correctly priced to maintain consumer confidence. When changing the data on the price tag, it is necessary to update the marking on the product being sold;

9) a certain place on the shelf - buyers get used to the fact that the product they need is in a certain place, so any changes should be controlled within the department (category) and made for good reasons;

10) constant replenishment of stocks - The movement of product from the back row to the front when replenishing stocks on the shelves should take place on a first-come-first-served basis. Rotation of products with full shelves will minimize the accumulation of stale goods and their damage;

11) the rule for the distribution of priority places - products that bring the most profit and have best performance sales must be on the best places in the trading floor and commercial equipment. However, in order for the store not to lose its individuality, not to become like everyone else, the manager needs to maintain a balance of the offer of various brands in the department and (or) category.

To date, there are several basic concepts product display:

1) ideological representation- the presentation is based on some idea, for example, "Everything that you can put on the shelves in the kitchen." The most common example is that products of the same supplier or products sold under the same brand are ordered within their group;

2) grouping by types and styles– “All 100% juices are in one place, nectars are nearby”, “ Butter- on this shelf, and margarine - on this one; milk is here, and kefir is next door. It is extremely clear to the buyer what properties the product grouped in a block has;

3) price leveling- in the most primitive case, the concept of price equalization looks like this: “on the bottom shelf - everything is 10 rubles; on the middle - 20 rubles. More often the concept of leveling occurs in the form of placing goods in ascending order of prices;

4) grouping by purpose“Hair care in one place, nail care in another.” If this view dominates the store, the customer may not notice (or exclude from choice) products placed far from each other;

5) respectable-specialized representation– it is used mainly when laying out elite, rare goods, for the most part food, and clothing; or in big stores, focusing on the breadth of the range;

6) corporate block layout- if a group of goods of one manufacturer occupies a high share in the total sales volume for this product group (more than 5%), and the layout of the block does not contradict the general concept of presenting the goods in the store, the products are grouped into a corporate block in each product group (for branded goods).

Placing and displaying goods on the trading floor are important means of sales promotion. The most progressive retail trade enterprises have long realized the need to pay due attention to these aspects of their activities.

Placement of goods - this is their location on the square of the trading floor. Rational placement of goods on the trading floor allows you to correctly form customer flows and reduce the time of their service. Regular customers know where this or that product is located on the trading floor, and quickly find it. At the same time, the labor costs of store employees in the process of replenishing inventory are also reduced by using the shortest routes for the movement of goods from the back rooms to the placement area.

Under display of goods understood technological processes related to the location, stacking and display of goods on trade and technological equipment. An attractive, well-designed and well-maintained display of goods encourages the customers who come to the store to purchase the goods and thus provide the store with a profit.

By placing the most priority product for us at eye level and at hand level, we have the opportunity to get the maximum result. These shelves in the store need to be given the closest attention, ensuring the constant availability of goods on them.

To avoid the factor of "addiction" to the location of products on the trading floor, it is necessary to change its position at points of sale and in the store as a whole every 3-12 months, depending on the speed of turnover of goods. Products must be laid out or exhibited in such a way that the search desired product was made as easy as possible. To do this, you need to use POS-materials on the trading floor, providing better navigation of the human flow to the location of the goods.

It is unacceptable to have empty unfilled places on the racks. If there is free space, the goods are immediately sorted or other types of products are rearranged.

It is unacceptable to place the goods, laying them on top of each other, if this can lead to damage or loss of the presentation of the product.

Placement within the group can be carried out in the form of a horizontal or vertical display. By appearance packaging or the product itself, you can immediately determine what type of display it belongs to. The goods should be placed at the edge of the shelf or on hooks, in a straight line.

When laying out horizontally it must be taken into account that on the lowest shelf should be placed goods of large sizes, or less attractive, or cheaper. Also, the horizontal layout provides for the layout of goods from left to right in a series, in order to reduce the volume.

vertical way product display provides for the arrangement of homogeneous goods in several rows, on all shelves of racks from top to bottom. This method is convenient in that it provides a good display of goods, free access to it for buyers of any size. With a vertical layout, a strict distribution of goods of the same type, from smaller to larger, is necessary. The smaller one is located on the upper shelves, respectively, the larger one is on the lower ones. In practice, most often both of these methods are combined, using elements of both horizontal and vertical layouts.

Display layout (additional points of sale) placed in a conspicuous place, in accordance with the movement of buyers. For example, a stand-alone company stand or a stand that is not tied to the main point of sale of a particular product.

When choosing a place and method of calculation, they proceed from the nature of the demand for the goods. Products of the main assortment do not need a catchy display. Related products are placed next to the main demand products in a “cross” way. Joint placement on the same shelf or in the immediate vicinity of the main and related products can increase sales of both products by 150-180%

Interchangeable goods should be placed side by side. For example, according to consumer properties: cereals and pasta, sewing and knitwear.

The main rule when designing shelves is that the layout should be saturated. At the same time, it is important to determine the number of units of goods for display. It is known from practice that the human eye can perceive a product if 3-5 similar products are presented next to it, displayed horizontally on a shelf. Whatever the width of the shelf, the product must be placed on it freely, otherwise it is lost.

All goods are laid out on trade and technological equipment with labels and pictures on the packaging facing the buyer. The layout should provide a demonstration best qualities one product or another.

At present, the replacement of slides for displaying goods with container-equipment, which is recommended to be installed in the trading floor, on the lines of slides, or to create wall and island lines from it, is becoming more and more widespread.

When placing goods in the hall and laying them out on commercial equipment, it is necessary to take into account the methods of their sale, the characteristics of individual goods, and the type of packaging. For example:

- bottled goods are displayed in several rows along the width of the shelves, sometimes in boxes;
- sausage and smoked meats - in refrigerated display cases in several rows, while the upper loaf is cut and placed with a cut in the direction of the buyer;
- packaged sausages packed in cellophane film are laid out according to types and grades;
- goods in packages and packs are placed on the shelves in rows or stacks;
- bread and bakery products are laid out in rows on the shelves of wall-mounted or island slides, or containers with a protective screen are used for this purpose, the presence of which is necessary to ensure sanitary requirements, as well as cabinets made of modular elements;
- fabrics are grouped by types, purpose and articles and laid out in rolls on inclined shelves of wall and island slides; fabric samples are hung on special consoles of slides;
- ready-made clothes on hangers are placed on hangers or other types of equipment according to gender, age, groups and types;
- for laying out samples of headgear, special consoles of wall and island slides or shelves of this equipment are used;
- linen and knitwear are placed on shelves or hung on the bars of wall and island slides;
- toys grouped by age, types of materials, pedagogical purpose, are laid out on shelves or in cassettes of slides;

some toys (rubber) are conveniently placed in bulk in special containers;

strollers, sledges, bicycles - on the podiums;

- when placing household goods, it is recommended to group them according to consumer complexes, within which they should be divided into separate groups;
- chandeliers are hung on special fixtures;
- perfumery and cosmetic products are laid out on the shelves of slides or counters-showcases;
- carpets and rugs can be shown using a rotating device, hanging them on hangers, rods, as well as unfolded in stacks.

Thus, a competent approach to the implementation of the display of goods on commercial equipment and to its distribution on the territory of the store greatly contributes to an increase in the number of purchases and a better satisfaction of customer requests.

6.3. Technology of placement and display of goods in the trading floor of the store

Goods are delivered to the trading floor at a time when there is a minimum number of buyers in it, so as not to interfere with the sale process. Carts or container equipment are used to move goods.

The efficiency of the stores, the quality of customer service largely depend on the rational placement of goods on the trading floor. It allows you to properly plan customer flows, reduce the time for selecting goods, and increase the throughput of the store. In addition, the labor costs of the store staff are reduced when replenishing inventory in the store's trading floor.

The most important conditions High Quality trade service for customers and the effective work of store employees is the correct placement and skillful display of goods on the trading floor.

Goods should be placed and laid out so that buyers have free access to them, can quickly navigate the offered assortment, can get the most complete picture of each of the displayed goods and independently choose what they need.

The placement of goods is a system for placing them at the workplace or in the service area according to the most significant features - groups, articles, sizes, styles, prices.

The display of goods is the creation of a composition by using and combining the most rational and effective ways display and laying of certain types of goods, taking into account their properties, colors, shapes, etc. In stores, goods are placed according to commodity-industry and complex principles.

The commodity-industry principle consists in placing within departments, sections, workplaces of products belonging to the same product group, for example, footwear of all kinds, clothing, etc.

The complex principle of placement of goods consists in the selection on the same floor in the departments of the store of goods of various groups that are interconnected in demand or satisfy the needs of a certain group of customers: goods for children, for men, for women, for home, for recreation, etc. The complex principle of placement of goods is applied in large stores in order to reduce the time of buyers to search and purchase goods.

Surveys have shown that in stores where the assortment is grouped by consumer complexes, the turnover per one square meter on average 12% higher, and the time spent by customers on choosing goods is 17% less than in stores with sectional division.

Small microcomplexes can be formed inside large complexes. So, the Leisure Goods complex can include the following micro-complexes: "Sports and Tourism", "For Amateur Photographers", "Music", "For Radio and Cinema Fans", "For Hunters and Fishermen".

You can group products in complexes in three ways:

■ complex specialization of the repeated assortment of the entire store, as a result of which stores of the type are formed: “Goods for children”, “Tourist”, “Photo-lovers”. Sections are formed inside such a store according to the commodity principle;

■ allocation of permanent or temporary complex sections in stores in which most of the goods are grouped into regular product sections. For example: "Goods for schoolchildren", "Goods for tourists", "Christmas decorations", "Gifts";

■ division of the entire store into complex departments such as: "Everything for the home", "Everything for everyday life", "Everything for women".

In these departments, sections are distinguished according to the commodity-industry principle.

When placing and displaying goods at workplaces, it is necessary to observe following rules:

■ create for buyers the most favorable conditions for inspection and selection of goods;

■ allocate a permanent place on the shelf of the hill for each type of goods, taking into account the admissibility of the product neighborhood, the interconnectedness of individual goods in demand, etc., which allows the buyer to better navigate the choice of goods, and the seller to quickly find and release the goods;

■ create a stock of goods exactly at the workplace within established standards, ensuring their uninterrupted sale during the working day;

■ locate items of higher demand closer to the seller. If there are several jobs for one product group, then the goods of frequent demand should be available at all jobs;

■ Place new, little-known products should be in the most visible place for buyers.

When placed at the workplace, goods, depending on the purpose, are divided into working, exhibition and reserve stocks.

Working stock refers to goods intended for direct release to customers. In stores with a traditional method of selling, working stock goods are laid out at the seller’s workplace: drawers of the counter, work table, shelves of wall slides and cabinets. When trading on samples, the working stock is in the pantries of the store, where they are prepared for vacation.

Showroom stock serves as a means of informing customers about the products available for sale. At traditional method sales exhibition stock is placed on counter showcases, on the upper shelves of wall slides and cabinets. Often the exhibition stock is also working. When trading on samples, the entire hall of the store is an exhibition of goods. When trading with an open display and using the self-service method, the exhibition stock is also working.

The safety stock of goods is used to replenish the working stock. With the traditional method of selling, the reserve stock is stored at the workplaces of sellers in the lower rows drawers counters and wall equipment, and when selling by samples and by the self-service method - in the pantries adjacent to the trading floor.

You can place goods in self-service stores according to the principle of a triangle, the top of which is the entrance to the trading floor. In this case, at the base of the triangle, that is, a small distance from the entrance, you should place goods of frequent demand. On the right side of the entrance, taking into account the habit of buyers for right-hand traffic, they place goods whose sales they want to increase, on the left, that is, towards the exit, goods of increased demand.

In the middle of the triangle are goods of "normal" demand.

When placing goods, it must be borne in mind that, according to the nature of demand, they are divided into three groups:

■ the main products for which customers come to the store;

■ missing goods that are purchased in passing with others;

■ goods that customers did not intend to buy, but the desire to buy them arises when they visit the store.

The main goods are placed in such a way that buyers, purchasing them, have the opportunity to get acquainted with others along the way. Related products - next to the main ones. Goods of the third group are located near the entrance, in the places of the most intense customer flows, at the cash desks, on the shop equipment at the level of the customer's eyes.

Department stores and specialty high-rise stores on the first floor, which is the most visited by customers, have goods with a high frequency of demand, the selection of which does not require much time, as well as large and heavy items. In accordance with this, on the first floor of the supermarket it is recommended to place the consumer complexes “Home Goods”, “Leisure Organization”, and on the subsequent floors - “Goods for Children”, “Goods for Women”, “Goods for Men”, “Goods for Sewing and knitting.

In single-storey stores, as well as on separate floors of multi-storey stores, goods with a high frequency of demand are placed as close as possible to the utility rooms, which reduces stocks on the trading floor.

Related products are placed close to the main products. At the same time, it is important to take into account the complexity of demand. Micro-complexes and groups of goods with a high mutual complexity of consumption are located as close as possible.

Heavy and bulky goods in self-service stores are placed along the way of movement of customers, if possible near the utility room.

■ All goods are assigned a permanent place on the trading floor, which enables customers and store employees to get used to their location and speed up the process of buying and selling. It is advisable to adopt the same layout of goods in all the same type stores.

Fashionable, seasonal goods, as well as goods requiring special conditions of sale, should be placed in the most prominent places of the trading floor. When placing goods, it is necessary to follow the rules of the product neighborhood. Thus, chemical goods, pesticides and some other goods must be isolated. Items with strong odors should not be placed near items that readily absorb odors.

When placing goods of rare demand in self-service stores, it should be borne in mind that the most successful areas for choosing goods are the areas located on the right side in the direction of travel.

When placing product sections, take into account following conditions:

■ parts of the sales area located near the entrance are the most active indicators of the sale of goods per square meter of sales area;

■ sections with increased intensity of customer flows are placed so that evenly

■ use the entire retail area of the store;

■ along with the passage between sections along the line with the goods, main passages are provided so that customers can freely pass through the entire store and get acquainted with all the goods;

■ sections that want to attract the attention of buyers are placed, as a rule, near the silt wall in the corner of the trading floor, as practice shows that the vast majority of buyers first go around the slides installed along the walls around the entire perimeter of the hall, and only then inspect all the main slides .

When placing goods, the main role is played by their layout on commercial equipment. A good display of goods attracts and improves customer orientation, beautifies the store, facilitates the work of staff and enhances the culture of the trade.

When organizing a display, it is necessary to organize a mass display of goods, which is achieved by their concentration in certain places. At the same time, the display area in the trading floors of the store is used to the maximum and stocks in utility rooms. It is very important to skillfully combine the display of goods with graphic media.

Products are laid out so that buyers can independently select them. It is impossible to use a decorative display of goods intended for self-selection, in the form of complex figures, since buyers, fearing to disturb the display, are reluctant to select these goods.

In stores, the following methods of displaying goods are used: in bulk, stacked, arranged in a row, hanging, stacks and other methods.

Soft and rubber toys, small haberdashery, stationery, household and sporting goods are laid out in bulk. This display technique is convenient for both customers and store staff. It does not require large labor costs, allows the most efficient use of the area of commercial equipment. Arrangement in a row or stacking is most effective for fabrics, linen, religious goods, electrical goods, dishes. They hang chandeliers, outerwear, knitwear, ties on the equipment.

For the display of goods, vertical, horizontal and combined methods are used.

The vertical method involves the placement of homogeneous goods on all shelves of the slide vertically. This method is the most convenient, as it allows the buyer to quickly navigate the trading floor and freely select goods.

With the horizontal method, one or another group of goods is placed along the shelves of the equipment, occupying one or two shelves. This method is recommended when demonstrating large and small goods.

Combined layout combines vertical and horizontal methods.

Goods in which the store is most interested are placed on shelves located in the most convenient areas for the buyer - at a height of 110-160 cm from the floor level. Areas below 80 cm and above 180 cm from the floor are considered inconvenient.

Goods on commercial equipment are placed in such a way that the demonstration area is fully used, the goods occupy all the spaces between the shelves. If any product is missing, the display space intended for it must be occupied by another product.

It is recommended to fill the store equipment with goods before opening or closing the store.

Features of placement and display of individual products

Perfumery and cosmetic products are placed in rows, subgroups by name. Perfumes, colognes are grouped by names and prices. Creams are laid out taking into account their purpose and features. Powder is placed in the same order. Dental care products are shown separately: pastes, powders, elixirs, toothbrushes. Hair care products are placed nearby, then lipstick, mascara, eyebrow pencils. Toilet soap is laid out in rows by type, purpose, purpose. Special soap is laid out separately.

Shoes are grouped according to gender and age, the nature of tailoring, fullness, article numbers and models and are openly laid out in full pairs on shelves or metal brackets. Separately placed rubber and felted shoes by type and size. Related products are laid out in rows in cassettes of wall and island slides.

The display of shoes should be organized in such a way that the buyer has the opportunity to independently remove from the shelf and try on any pair. On each slide they indicate the size and completeness of the shoes, on each pair - the price.

toys and various games are grouped by materials of manufacture, by age, by pedagogical purpose and are openly laid out on island and wall slides, in wire baskets, on stands, podiums.

Technical toys, children's games and working tools are placed separately from other toys and are shown not only in boxes, but also assembled.

Baby strollers, cars, bicycles, sleds are placed on high podium platforms.

Christmas decorations are placed in cassettes in bulk; Christmas tree sets - in boxes, electric garlands are laid out on the shelves of island and wall slides.

Dolls, technical toys are placed on island and wall slides. Dolls in boxes with lids removed are installed on the shelves of slides and cabinets in inclined positions, on each shelf there are several pieces of the same article.

Fabrics are placed openly on stands, brackets, island slides, tables and counters in such a way as to provide customers with free access. Fabric samples are grouped according to the type of fiber (cotton, linen, silk, woolen), purpose (dress, suit, coat), type of finish (plain-dyed, printed), gender, age and other features and are provided with product labels. The label indicates - the name of the manufacturer and the article of the product, the content of the main fibers in the fabric as a percentage, the width of the fabric and the price per 1 m. Pieces of fabric are laid in even piles and grouped according to the same criteria. Rolls of fabrics are laid out on inclined shelves of wall and island slides. Special tables are used for stacking heavy fabrics. Fabric samples are hung on special slides consoles.

Sewing, knitwear, fur products and hats. Ready-made clothes (coats, raincoats, suits, trousers, dresses, jumpers, sweaters, etc.) are placed on hangers or on wall and island slides equipped with brackets or holders. Goods are grouped by types, models, sizes, heights, gender and age, material of manufacture, styles, colors.

Linen, cotton men's shirts, children's dresses, hosiery, gloves, mittens, scarves, scarves are stacked in piles on shelves or in cassettes of wall and island slides.

Children's knitwear and underwear are grouped according to the types of products, materials and sizes in a separate order: underwear for boys, underwear for girls, underwear for newborns. Hats are grouped by gender and age (men's, women's, for boys, girls), by type of product (hats, berets, caps, caps), and within each group by style, color and size. Hats are placed on the shelves in piles: felt - no more than five in a pile, men's velor and suede hats - three each, model women's hats - each separately on stands and brackets.

Haberdashery goods are placed and laid out in groups; metal haberdashery, leather, plastic products, etc. Inside the groups they are placed according to their purpose - toilet items (decorations) and types (women's bags, household bags, suitcases). Haberdashery goods are placed on the shelves of wall and island slides, and small items - in slide cassettes. Lace, braid, ribbons are rolled onto cardboard and stacked in cassettes on edge with a slight slope. Ribbons are selected by types and numbers. Buttons are grouped according to their purpose (coat, finishing, linen, trouser) and shown on plates or in counter cassettes. Wallets, wallets, watch straps are laid out in a showcase, on a counter or on stands made of perforated panels. Suitcases are stacked in a slide or a pyramid in size on special platforms - podiums. Women's bags are placed on the shelves of slides, and samples are placed on a stand with a perforated shield, taking into account the material, size, style and price. Metal haberdashery is placed according to its intended purpose in approximately the following order: jewelry (earrings, beads, pendants, rings), handicrafts (sewing needles, thimbles, knitting needles, hooks), shaving and haircutting items (electric razors, razors, machines for haircuts, scissors). Small metal haberdashery (needles, knitting needles, buckles) and plastic (combs, caskets, vases), as well as brush products, threads are laid out in the cells of counter cassettes.

Furniture is placed in the trading floor by groups (carpentry, upholstered, bent, wicker), and within groups - by type of product (dining tables, kitchen tables, writing tables, coffee tables, computer tables, sofas, couches, armchairs, etc.). They are placed so that buyers have the opportunity to inspect headsets and individual items. For a better view, kitchens and small-sized products are placed in the center of the trading floor, higher ones (cabinets, cupboards, sideboards) are closer to the walls. The width of the aisles between furniture samples should be at least 1 m. In large stores, they decorate the interiors of apartments and offices, placing commercially available furniture and related products in them. A price tag is placed on each product sample, which indicates the name of the product, article number, price of each item and the total cost of the headset.

Carpets and rugs are placed in piles according to types, sizes, patterns, colors, providing free access. Carpets handmade the most interesting drawings and flourishes are hung out on special stands, brackets, hangers. Tracks are laid in rolls or on rotating hangers mounted on a stand. So that the buyer can imagine how the carpet or carpet will look like in the conditions of the apartment, they are spread on the floor.

Household goods are placed openly on slides, stands, stands, gondolas, using various ways of displaying individual items, sets, sets. Metal, porcelain, earthenware and glassware are laid out taking into account the purpose, shape, color and size of the product. Dishes of small sizes and light colors are laid out on the upper shelves of the equipment, and larger and darker ones on the lower ones. Large and heavy metal utensils (basins, troughs and buckets) are shown separately on racks and podiums. When displaying services, it is necessary to emphasize their main features and finishes. In this case, the buyer must see the items in the kit. Crystal tableware is illuminated to emphasize the play of facets. Hardware, tools, household trifles are placed both on stands and in cassettes on the shelves. Nails, bolts, screws, hooks, loops are recommended to be placed in transparent bags.

Household goods are grouped by type (electric lighting and wiring accessories, heating appliances, electric lamps), purpose, voltage, power, size and are placed into subgroups. Installation products, batteries, etc. are laid out in counter display cases or wooden cassettes on wall and island slides. Samples of electric lamps are placed on wall panels separately for 127 and 220 V. Chandeliers and lampshades are hung on rods and connected to the mains to demonstrate them in action using a common remote control. Plafonds, electric heaters, table fans, reflectors are placed on wall and island slides. Vacuum cleaners, polishers, washing machines, refrigerators, sewing machines are installed on stands - pedestals or special carts. The exhibited samples of products are provided with clearly designed labels, which indicate the name, brand, article and price. Annotations containing their main characteristics are attached to samples of technically complex products.

Articles made of precious metals and precious stones put up for sale, grouped by purpose. They must necessarily have sealed labels indicating the name of the product and its manufacturer, type of precious metal, article number, sample, weight, type and characteristics of inserts made of precious stones, price of the product. For products without inserts of precious stones, the price per 1 gram is also indicated.

Bread and bakery products are laid out in rows on the shelves of wall or island slides, in cabinets made of modular elements, in containers - equipment in sufficient quantities. Bread is placed so that buyers can take it away without touching neighboring products with their hands. The selection of bread should be made with special forks. Price labels are placed on the equipment on which the bakery products are placed.

Confectionery products sold by weight through the service counter are placed by type and grade at the seller's workplace. For this purpose, the internal shelves of the counters are used (biscuits, waffles, gingerbread and other products in the supplier's container are placed on them), as well as boxes and cassettes of the counters and wall cabinets, where caramel and candies in a wrapper are poured. Samples of all commercially available confectionery products are displayed in showcases. For this, baskets, vases, dishes and other equipment are used. Packaged confectionery products are laid out on counters, slides, etc. Cakes and pastries with cream and fruit finishes are placed in refrigerated display cases and cabinets. Cakes, rolls, muffins are displayed in factory trays, supplying them with special tongs or spatulas.

Packaged groceries and non-perishable confectionery products are laid out on the shelves of wall and island slides by name. Depending on the type of packaging, they are stacked in rows or stacks.

Perishable gastronomic products are laid out in refrigerated counters and showcases according to the types of products in various ways. So, sausage and smoked meats - in several rows. At the same time, the upper loaf of sausage or other product is cut and placed with a cut in the direction of the buyer. Packaged sausages and smoked meats packed in cellophane film or parchment paper are laid out by type and grade. Packaged cheeses, animal butter, margarine and fats are laid out in piles or in several rows by weight, packaging, types, price. Bottles and packages with milk and other dairy products, packaged sour cream are displayed on open refrigerated counters in rows. Packaged meat and meat products are laid out in refrigerated counters - showcases according to types and varietal cuts on enameled pallets, and bulk meat and meat products - in pieces on pallets according to types and varieties. Frozen fish is laid out in low-temperature counters and showcases, chilled fish is laid out in refrigerated display cases. Salted brine fish products are laid out in hams with brine; salted fish without brine - on baking sheets and hams with their backs up.

Potatoes and fruit and vegetable products are displayed on slides and counters in trays, cassettes, baskets, carts and other equipment and inventory. In self-service stores, these goods are sold packaged and packaged in paper and plastic bags, cotton and plastic nets, as well as bundled (radishes, lettuce, green onions and other greens).

When selling goods through a service counter, samples of all commercially available goods, labeled, indicating the name and price per 1 kg or per piece (bundle) must be displayed on the counters, slides and showcases.

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