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

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Topic 26. Placement and display of goods in the store

1. Placing goods in the store.

2. Display of goods in the store.

Question 1. Placing goods in the store .

Accommodation- This is the distribution of goods in the area of the trading floor in accordance with the floor plan.

Factors influencing the placement of goods:

1. Frequency of demand.

2. The complexity of the acquisition.

3. Dimensions and weight of the goods.

4. Specific properties of the product.

5. The breadth of the assortment.

6. Costs of buyers' time 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. Equal distribution of customer flows and free orientation of buyers in the sales area.

6. Ensuring the reduction of the routes of movement of goods to the places of their display; avoidance of overlapping customer streams.

7. Ensuring the safety of goods.

8. Fixing a permanent zone for each commodity group.

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

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

2. For goods requiring long-term familiarization, a zone is allocated at the back of the trading floor.

3. Goods requiring frequent replenishment are placed near the storerooms.

4. Bulky goods are placed close to the exit from the sales area.

5. Related products are scattered near the calculation node.

Areas for various product groups are distinguished taking into account:

1. The type of enterprise.

2. Shares of the respective groups in the turnover.

3. Speed of circulation.

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

1. Group the assortment of goods,

2. Systematize it by the area of the trading floor,

3. Determine the area of the sales area for the product group.

Products are grouped by:

Departments

Sections

Complexes.

A special role during the placement of goods, psychological factors play a role, which are the basis for the formation of the "buying path". First of all, it must be borne in mind that most buyers are right-handed. Therefore, buyers prefer to move counterclockwise. Attractive goods should meet the buyer. To create positive image prices have a big impact. In any store not expensive goods work to create a favorable impression of the price level with the buyer. If you place inexpensive goods at the beginning of the trading floor, the buyer is drawn into the buying process and then takes the goods "automatically", paying less attention to prices. Products from low prices, bringing the store the greatest profit, alternate in the trading floor in the direction of the movement of buyers (striped).

The first commodity group that meets the buyer can also 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%. => The goods, 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 along the perimeter, but in the center of the trading floor.

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

Consumer goods are located along the outer perimeter of the trading floor in such a way that as many "golden triangles" as possible are obtained. The goods located inside the triangles are in constant, steady demand. The main points of sale of FMCG products should be located in different places on the perimeter of the sales area. “Weak” products should be placed between “strong” ones. It will have the effect of borrowing popularity. In the store, they are also distinguished. "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 in the trading floor where the consumer can see the product and make a decision on the choice and purchase, i.e. trade equipment designed for the demonstration and selection of goods.

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

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

Question 2. Display of goods in the store .

Layout Is the process of positioning, stacking and displaying goods on trade equipment.

Display is an effective tool for managing the sale of goods due to such an 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 / range

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

The arrangement 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 since, 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. Rule "From the eyes to the third button on the shirt":

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

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

By raising the product from the bottom shelf to eye level, you can increase its sales by 70-80%. Moving a product from eye level to raised hand can reduce sales by 20-30%.

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

Each item on the front of the shelf must be represented by 3-5 items placed face side packaging to the buyer. With a smaller quantity, it will simply merge with other products and remain unnoticed by the buyer.

When laying out goods on the shelves, it is important to consider the shelf life. Closer to the buyer, the goods are placed more than early term implementation, which allows you to reduce the amount of expired goods in the store. Store shelves should not be idle and empty. In this regard, more retail space and shelf space should be provided for hot goods so that the seller has time to prepare and lay out the products.

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

2. The law "Figures and background":

One object stands out brightly from the others. We must use this law if we want to draw attention to a specific product for its promotion. Highlighting can be due to bright and non-standard packaging, additional lighting, wobblers, stickers, but advertising materials should not distract attention.

3. Rule of "First Impression":

Many visitors enter the store and start 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.

After seeing a product at attractive prices, buyers feel more free and comfortable. Therefore, in the entrance area of the store, it is best to place goods that have discounts or special offers.

4. Effect of "Bright Spot":

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

In order to enliven the perception of customers, you can use the bright spot effect, creating a single-color block from a certain product, which differs in color from other products. You can also combine blocks of products of various colors and shapes, which evoke pleasant associations among customers. For example, pink and white blocks in the bedding section, white and blue blocks in the body cosmetics section. 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 photographs to increase customer engagement, they must evoke positive emotions.

Images that create a good background mood increase customer confidence and increase product appeal by 16%.
When choosing photographs, remember that with age, people perceive halftones and shades worse, so photographs should be bright and contrasting.

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

There may not be a logical connection between a photograph 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 and increases the attractiveness of the product by 20%, while the crossed out price only by 4%. In the store, emotions conquer the mind.

5. "Dead zone":

This is the lower left corner, so the lower shelves should occupy either rarely purchased items, or large packages, or a product of targeted demand.

6. Rule of "Volume":

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

The choice of products on offer should be limited, otherwise it will be difficult for buyers to decide.

The container should be stable (trolleys are not very suitable for this purpose) and comfortable for customers. Also, baskets with a volumetric layout can be used to extend the shelves by placing them next to the shelving.

7. Law of "Switching attention":

If the gaze does not capture 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, since a person will simply pass by in search of something bright (with the exception of those who are looking for a specific product ).

8. Rule of "Good environment":

Surrounded by strong products (popular with customers), weaker products (less familiar to customers) sell better. Product leader pulls out a lesser known neighbor.

With this layout, strong products start and end the row on the shelf, and weak ones are displayed between them. Surrounded by strong brands, weak products gain their support and sell better.

9. Rule of "Cross-pollination":

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

This allows you to keep 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 arrangement, 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 the sales of each of the goods by up to 80%, and besides, it causes buyers to feel a sense of care and pleasant emotions (after all, the product is just the right thing).

10. Law of "Size":

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

11. Rule of "Security":

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, because he is afraid that complex construction collapse.

Unfortunately, the attractiveness of the display often prevails over its functionality, which ultimately reduces sales. Placement of goods in the store should be attractive, affordable and safe for customers.

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

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

2. "By cost": An expensive product must be located separately from a similar cheap one; neighborhood is possible only if it is done specifically to promote cheap. In general, the price gradation should be gradual, or it should be different showcases / shelves.

3. “Exclusion Zone”: Do not place goods and counters in “dead ends” - these are places in the store where you can enter and then leave to return to the main hall, as these places are the least visited.

4. "Rule 2/3": goods must be placed at the end of the second third of the showcase (in the direction of the main flow of buyers), 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 place must be the goods.

5. "Play of hide and seek": do not place the goods at the ends of the window - shoppers rarely look there either.

6. "Highway": take into account 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": bulk goods (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 consistency 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 "moldy cheeses" is very tenacious and if 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 with the front side to the buyer and should not strongly obstruct each other, so that you can see the whole of the goods. The buyer should not have any difficulties in looking at the product at all.

10. "Assortment matrix": there should be a sufficient quantity of goods, preferably a lot: 1-2 packs or a small piece of a bulk product evokes negative associations from the buyer that the product remained unbought, that it is a spoiled product and, moreover, no one wants to be the last - even in the purchase.

11. "Price tags": should be well readable and contain information about the name of the product, the manufacturer and possibly other attractive characteristics of the product. It is good if the seller of the weight counter has a catalog or short description each position, so that, for example, he can name the percentage of fat content or flavor characteristics of a particular cheese.

12. "Layout": the optimal is, of course, the vertical layout of all products of one brand, in which the brand is presented on all the shelves vertically by a single ensemble. This ensures brand awareness and demonstrates the richness of the assortment. But, unfortunately, stores rarely allow this, preferring to display goods by names 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 in terms of price, quality, fat content, and taste. The 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 one that suits him or herself.

14. "Design": the decoration of the counter should consist of items and goods that are combined or associated 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 shop window itself within the store is also important. There are a number of rules: products of impulsive demand (nuts, chocolates, chewing gum) are placed closer to the store entrance, near the ticket offices - in hot spots .); cheese, meat - in the back of the store; dairy products - in the course of the main flow of buyers.

The layout should ensure the attraction of buyers' attention, convenience in selection, safety of goods, maximum use of the area and capacity of the equipment.

DECORATIVE

LAYOUT

COMMODITY

The main calculation principles:

1) overview- the product must be facing the buyer with the front of the package. The space on the shelves is distributed in such a way as to attract the attention of store visitors, ensure a quick sell-out of goods and increase the efficiency of each shelf;

2) the rule "facing the buyer"- the goods displayed frontally must be located taking into account the buyer's angle of view. The main information on the package should be easily readable, 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 must be regularly washed or vacuumed. Unattractive, stained, or flawed merchandise should be removed from shelves and discounted to accelerate sales. The labels on the sold product must be well fixed, and the cans without labels must be identified, discounted and displayed elsewhere (where the goods are laid out in bulk);

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

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

7) attractiveness of 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 - labeling prices 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 in use, prices must be quoted correctly in order to maintain consumer confidence. When changing the data on the price tag, it is necessary to update the labeling 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 - Moving a product from the back row to the front when restocking on the shelves should be done on a first-come-first-served basis. Rotation of products with full shelves will minimize the accumulation of stale goods and damage;

11) priority allocation rule - goods that bring the greatest profit and have best performance sales should be on best locations in the trading floor and trade 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.

Today there are several basic concepts product display:

1) conceptual presentation- the show is based on an idea, for example, "Anything you can put on the shelves in the kitchen." The most common example - within their group, products from one supplier or products sold under the same brand are ordered;

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

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

4) grouping by purpose- "Hair care products - in one place, nail care - in another." If such representation in the store is dominant, the buyer may not notice (or exclude from the choice of options) products that are located far from each other;

5) respectable-specialized performance- it is mainly used for displaying elite, rare goods, for the most part food, and clothing; or in large stores focusing on the breadth of the assortment;

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

Placing and displaying goods on the sales floor is an important means of promoting sales. The most progressive retailers have long recognized the need to pay due attention to these aspects of their business.

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

Under display of goods are understood technological processes associated with the location, stacking and display of goods on trade and technological equipment. An attractive, well-designed and well-maintained display of goods contributes to the fact that the visitors who come to the store purchase the goods and thereby provide the store with a profit.

Having the most priority product for us at eye level and at hand level, we are able to get the maximum result. These shelves in the store need to be given the utmost attention to ensure that the goods are always available on them.

To avoid the factor of "addiction" to the location of products in the sales area, it is necessary to change its position at the points of sale and in the store as a whole, depending on the rate of turnover of the product, once every 3-12 months. Products must be laid out or displayed in such a way that the search the desired product was made as light as possible. To do this, it is necessary to use POS materials in the sales area, which provide better navigation of the flow of people to the locations of the goods.

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

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

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

With horizontal layout it should be borne in mind that the lowest shelf should contain goods of large sizes, or less attractive, or cheaper. Also, the horizontal layout provides for the layout of the goods from left to right in series, according to volume reduction.

Vertical way product display provides for the arrangement of homogeneous goods in several rows, on all shelves 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 height. With a vertical layout, a strict distribution of goods of one type is necessary, from smallest to largest. The smaller one is located on the upper shelves, respectively, the larger one - on the lower ones. In practice, both of these methods are most often combined, using elements of both horizontal and vertical layout.

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

When choosing a place and method of display, one proceeds from the nature of the demand for the product. Main assortment goods do not need a flashy display. Associated goods are located next to the goods of basic demand 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, in terms of consumer properties: cereals and pasta, sewing and knitwear.

The basic rule when decorating shelves is that the layout should be rich. At the same time, it is important to determine the number of items for display. It is known from practice that the human eye can perceive a product if 3-5 of the same type of goods are presented next to it, displayed horizontally on the shelf. Whatever the width of the shelf, the goods must be located 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 this or that product.

Currently, it is becoming more and more widespread to replace slides for displaying goods with packaging 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.

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

- goods in bottles are displayed in several rows along the width of the shelves, sometimes in boxes;
- sausage and smoked meats - in refrigerated showcases in several rows, while the top loaf is cut and placed with a cut in the direction of the buyer;
- packaged sausages, packed in cellophane film, are arranged according to types and grades;
- goods in packages and bundles are placed on shelves in rows or stacks;
- bread and bakery products are laid out in rows on the shelves of wall or island slides, or for these purposes, container equipment with a protective screen, the presence of which is necessary to ensure sanitary requirements, is used, as well as cabinets made of modular elements;
- fabrics are grouped by type, purpose and article and laid out in rolls on inclined shelves of wall and island slides; tissue samples are hung on special consoles of the slides;
- ready-made clothes on hangers are placed on hangers or other types of equipment according to gender and age, groups and types;
- for laying out samples of hats, special consoles of wall and island slides or shelves of this equipment are used;
- linen and jerseys are placed on shelves or hung on the rods 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) can be conveniently placed in bulk in special containers;

strollers, sledges, bicycles - on the podiums;

- when placing household goods, it is recommended to group them by 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 display counters;
- carpets and rugs can be displayed using a rotating device, hanging them on bar hangers, 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 more complete satisfaction of customer requests.

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

The goods are delivered to the sales area at a time when there is a minimum number of buyers, so as not to interfere with the sale process. Carts or container equipment are used to move goods.

The efficiency of the stores and the quality of customer service largely depend on the rational placement of goods in the sales area. It allows you to correctly plan customer flows, reduce the time for picking goods, and increase the store's throughput. In addition, the labor costs of store personnel are reduced when replenishing goods in the store's sales area.

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

The goods must 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 goods on display and independently choose what they need.

Placement of goods is a system of placing them at the workplace or in the service area according to the most essential characteristics - groups, articles, sizes, styles, prices.

Displaying goods is creating a composition by using and combining the most rational and effective ways display and masonry of certain types of goods, taking into account their properties, color, shape, etc. In stores, goods are placed according to the commodity-industry and complex principles.

The commodity-branch principle is to place, within departments, sections, workplaces of products belonging to one commodity group, for example, footwear of all kinds, clothes, etc.

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

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

Small micro-complexes can be formed within large complexes. Thus, the following micro-complexes may be included in the "Goods for Rest" complex: "Sport and Tourism", "For Photo Amateurs", "Music", "For Radio and Cinema Lovers", "For Hunters and" Fishermen ".

You can group goods in complexes in three directions:

■ complex specialization of the repeated "assortment of the entire store, which results in the formation of stores of the type:" Goods for children "," Tourist "," Photographers. "

■ the 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";

■ dividing the entire store into complex departments such as: "Everything for the house", "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;

■ assign a permanent place on the shelf of the slide for each type of goods, taking into account the admissibility of the commodity neighborhood, the interconnectedness of individual goods in demand, etc., which allows the buyer to better navigate in 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 goods of more frequent demand closer to the seller. If there are several jobs for one commodity group, "then consumer goods should be available at all jobs;

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

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

The working stock includes goods intended for direct delivery to customers. In shops with a traditional method of selling, working stock items are laid out at the seller's workplace: drawers of a counter, a work table, on shelves of wall units and cabinets. When trading by samples, the working stock is in the storerooms of the store, where they are prepared for vacation.

The exhibition stock serves as a means of informing buyers about the goods on sale. At traditional method sales of exhibition stock are placed on counter showcases, on the upper shelves of wall units and cabinets. Often the exhibition stock is also a working one. When trading by samples, the entire storeroom 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. In the traditional method of selling, safety stock is stored at the workstations of the sellers in the lower rows. drawers counters and wall-mounted equipment, and when selling by samples and using the self-service method - in the storerooms adjacent to the trading floor.

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

■ missing goods that are purchased along the way with others;

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

Basic goods are placed in such a way that buyers, purchasing them, have the opportunity to familiarize themselves with others along the way. Related products are next to the main ones. The goods of the third group are located not far from the entrance, in the places of the most intensive customer flows, at the checkout booths, on trade equipment at the level of the buyer's eyes.

In department stores and specialty high-rise stores on the first floor, the most visited by customers, there are goods with a high demand frequency, the selection of which is not time-consuming, as well as large and heavy. In accordance with this, on the first floor of the supermarket it is recommended to place consumer complexes "Goods for Home", "Organization of leisure", and on 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 back rooms, which allows you to reduce stocks in the trading floor.

The related assortment products are placed close to the main products. 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 path of the movement of customers, if possible, near the utility room.

■ All goods are assigned a permanent place in the trading floor, which allows buyers 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 stores of the same type.

Fashionable, seasonal products, as well as products requiring special conditions of sale should be displayed in the most prominent places in the sales area. When placing goods, you must follow the rules of the commodity neighborhood. So, chemical products, pesticides and some other goods should be isolated. Products with a strong odor should not be placed near products that easily absorb odors.

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

When placing the 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 space of the store;

■ along with the passage between the sections along the line with the goods, they provide for main passages so that customers can freely pass throughout the store and get acquainted with all the goods;

■ Sections that want to attract the attention of buyers are usually placed near the silt wall in the corner of the sales area, as practice shows that the overwhelming majority of buyers first bypass the slides installed along the walls along 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 trade equipment. Good product display attracts and improves customer orientation, decorates the store, eases staff work, and enhances the culture of the trade.

When organizing a show, 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 sales areas of the store is used to the maximum and stocks in utility rooms... It is very important to skillfully combine product display with graphic media.

The goods are laid out so that the buyers can select them on their own. You cannot use decorative display of goods intended for self-selection, in the form of complex shapes, since buyers, fearing to disrupt the display, are reluctant to select these goods.

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

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

For displaying goods, vertical, horizontal and combined methods are used.

The vertical method provides for 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 equipment shelves, occupying one or two shelves. This method is recommended when displaying large and small goods.

The combined layout combines vertical and horizontal methods.

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

The goods on the trade equipment are placed in such a way that the display area is fully used, the goods occupy all the spaces between the shelves. If any product is not available, the designated display space must be occupied by another product.

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

Features of placement and display of individual goods

Perfumery and cosmetic products are placed in rows, subgroups by name. Perfumes, colognes are grouped by name and price. Creams are laid out taking into account their purpose and characteristics. The powder is placed in the same order. Teeth 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 according to type, purpose, purpose. The special soap is laid out separately.

Shoes are grouped according to gender and age, the nature of tailoring, completeness, articles and models and 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 so that the buyer has the opportunity to independently remove from the shelf and try on any pair. On each slide, the size and completeness of the shoes are indicated, 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 carriages, cars, bicycles, sledges are placed on high platforms, podiums.

Christmas decorations are placed in bulk in cassettes; 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 the 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 free access to customers. Samples of fabrics are grouped according to the type of fiber (cotton, linen, silk, woolen), purpose (dress, suit, coat), the nature of the finish (plain dyed, printed), age and gender and other characteristics and supplied with product labels. The label indicates - the name of the manufacturer and the article of the goods, the content of the main fibers in the fabric as a percentage, the width of the fabric and the price for 1 m. The 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. Samples of fabrics are hung out on special consoles of the slides.

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

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

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

Haberdashery goods are placed and laid out in groups; metal haberdashery, leather, plastic products, etc. Inside the groups are placed according to their intended purpose - toilet items (jewelry) and types (women's bags, household bags, suitcases). They place haberdashery goods on the shelves of wall and island slides, and small items - in slide cassettes. Lace, braid, ribbons are rolled onto cartons and placed in cassettes on the edge with a slight slope. Tapes are selected by type and number. Buttons are grouped by purpose (coat, dressing, linen, trouser) and shown on plates or in overhead cassettes. Wallets, wallets, watch straps are laid out in a showcase, on a counter or on stands from perforated panels... Suitcases are stacked in a slide or pyramid in size on special platforms - podiums. Women's bags are placed on the shelves of the slides, and samples are placed on a stand with a perforated board, 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), handicraft items (sewing needles, thimbles, knitting needles, crochet hooks), items for shaving and haircuts (electric razors, razors, machines for haircuts, scissors). Small metal haberdashery (needles, knitting needles, buckles) and plastic (combs, boxes, vases), as well as brush products, threads are laid out in the cells of surfacing cassettes.

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

Carpets and rugs are placed in piles by type, size, pattern, color, providing free access. Carpets self made the most interesting drawings and flowers are hung out on special stands, brackets, hangers. The tracks are stacked 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 apartment, they are spread on the floor.

Household goods are placed openly on slides, stands, stands, gondolas, using various methods of displaying individual items, sets, and services. Metal, porcelain, earthenware and glass dishes 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 dark ones - on the lower ones. Large and heavy metal dishes (basins, troughs and buckets) are shown separately on racks and podiums. When displaying sets, it is necessary to emphasize their main features and finishes. In this case, the buyer must see the items in the set. Crystal glassware is illuminated to accentuate the play of edges. Hardware, tools, household items are placed both on the stands and in cassettes on the shelves. It is recommended to put nails, bolts, screws, hooks, loops in transparent bags.

Household goods are grouped by type (electric lighting and wiring accessories, heating devices, light bulbs), purpose, voltage, power, size and are placed in subgroups. Installation products, batteries, etc. are laid out in counter showcases or wooden cassettes on wall and island slides. Samples of light bulbs are placed on wall-mounted consoles separately for 127 and 220 V. Chandeliers and lampshades are hung on rods and connected to the power grid to demonstrate them in action using a common console. Plafonds, electric heaters, table fans, reflectors are placed on wall and island slides. Vacuum cleaners, floor polishers, washing machines, refrigerators, sewing machines are installed on stands - pedestals or special carts. Exhibited samples of products are provided with clearly designed labels, which indicate the name, brand, article and price. Samples of technically complex products are accompanied by annotations containing their main characteristics.

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, sample, weight, type and characteristics of inserts made of precious stones, price of the product. For products without inserts made of precious stones, the price per gram is also indicated.

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

Confectionery products sold by weight through the service counter are arranged by type and grade at the seller's workplace. For this purpose, the internal shelves of counters are used (cookies, waffles, gingerbread and other products in the supplier's container are placed on them), as well as boxes and cassettes of counters and wall cabinets, where caramel and wrapped candies are poured. Samples of all commercially available pastries are displayed in display cases. For this, baskets, vases, dishes and other equipment are used. Pre-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.

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

Perishable gourmet products are placed in refrigerated counters and display cases by product type in a variety of ways. So, sausage and smoked meats - in several rows. In this case, the top loaf of sausage or other product is cut and cut in the direction of the buyer. Packaged sausages and smoked meats, packed in cellophane film or parchment paper, are arranged according to types and varieties. Packaged cheeses, animal butter, margarine and fats are laid out in stacks or in several rows by weight, packaging, types, price. Bottles and bags with milk and other dairy products, packaged sour cream are displayed in rows on open refrigerated counters. Packaged meat and meat products are laid out in refrigerated counters - showcases by type and high-quality cuts on enameled pallets, and bulk meat and meat products - in pieces on pallets by type and type. Frozen fish is laid out in low-temperature counters and display cases, chilled - in refrigerated display counters. Salted brine products are spread in hams with brine; salted fish without brine - on baking trays of willows 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 polymer nets, as well as tied in a bundle (radishes, lettuce, green onions and other greens).

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

Also on the topic

Apple Rice Casserole How to Make Apple Rice Casserole

Chokeberry jam: recipes

Awesome recipes for zucchini in tomato sauce for the winter you will lick your fingers with and without sterilization

Fried zucchini in tomato sauce how to cook

Canape "Herring under a fur coat

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

Send your good work in the knowledge base is simple. Use the form below

Similar documents

Topic 26. Placement and display of goods in the store