Three basic rules of merchandising
Any seller of goods wants to sell it faster. And in this much helps him such a thing as merchandising. Merchandising is a specific method of product promotion. It means the use of certain methods of displaying goods, window dressing, equipping goods with prices and promotional materials.
Today, merchandising is used not only in grocery stores, but also in clothing stores, other goods, in pharmacies, etc. And it can be used not only by the owners of supermarkets, but also by the owners of small shops. If you are a shop owner, then it’s worthwhile to know the three basic rules of merchandising, and more precisely, the three main groups of rules. However, this article will be interesting to read and ordinary buyers.
Note! Studies have shown that in stores where merchandising rules are correctly used, profits are higher (by more than 10%) than in other stores. Thus, merchandising affects the purchase decision of the buyer. This is the ultimate goal of merchandising. Its objectives are: the effective location of the product, facilitating the search for the product (customer direction).
Effective stock rules
This group of rules is expressed in the following:
The store must have a minimum assortment of goods. It is determined on the basis of demand analysis.
The stock of goods must be sufficient for the entire range to be constantly present in the sales area.
The assortment present in the warehouse must also be presented in the sales area. Often, in small pavilions and shops, any product is presented in shop windows, but in fact it may not be available. Therefore, the с ultimate goalbe monitored, and to prevent the presentation of the missing goods.
A product whose expiration date expires earlier must be implemented first. To replenish the stock of goods in the sales area, select the goods received earlier. A new batch of the same product is placed deep into the shelves, and in the foreground is only the product whose shelf life is less.
Effective location rules
This group of rules is intended for the most optimal arrangement of goods in the sales area. This concerns not only the spatial arrangement of shop windows, but also the display of the goods on the shop windows themselves.
In grocery stores and pharmacies most often used industry-wide principle of the location of windows. That is, the goods are sorted by type: dairy products, meat, fish, etc. In other stores, for example in a large supermarket (not only food), a different principle can be used: goods are distributed according to needs. For example, a department with dishes, a department with household chemicals, a department with a department with goods for children, etc.
The location of different groups of goods depends on the pre-thought-out path of the buyer. You, probably, noticed that bakery products are always in the most remote corner of a supermarket? Dairy and meat products are usually also not located at the entrance. This is a very good move: most buyers often need bread, dairy and meat products. As long as they get to the right storefronts, they will most likely decide to buy something else.
You may have noticed that in many supermarkets before the holidays there are additional windows with “necessary” goods. Or such windows may be present constantly, the goods change from time to time. This is a great marketing move. For example, before the new year, a showcase with champagne is placed on a passable place. Or before March 8 showcases with sweets appear. If the windows are also decorated with promotional materials, price tags with a lower price – such a product will be bought up very quickly. The calculation goes on an impulse purchase, and it fully justifies itself.
Now let’s talk a little about the very layout of the goods. Here are a few points:
If the store has just opened, potential buyers will be primarily interested in prices. New buyers, never been in the store, are interested in the same. Therefore, near the entrance to the store it makes sense to place the goods at a discount, goods for promotions, etc.
It has long been established that the best sold goods placed at the level of the buyer’s eyes. Therefore, at this level it is worthwhile to place goods that need to be sold as soon as possible, or the most profitable goods.
The product is better to submit at least 5 units (in the first row). Otherwise, the buyer may simply not notice. Of course, it should be placed on the front of the package to the buyer.
There are products that combine well with other products, and this should be used. So, sweets are placed next to the windows for tea and coffee, crackers and chips – next to beer, etc.
Constantly need to monitor the fullness of windows, not allowing them to be empty.