Basic principles of visual clothing merchandising. Basics of merchandising with practical examples. Product presentation options

Merchandising is both a science and an art. Visiting supermarkets teeming with goods, many are unaware of the gigantic work done by the marketing services of the outlet. It is a smart selling philosophy that works for both the consumer and the seller.

Merchandising is an integral part of marketing. The term "merchandising" means activities related to the promotion of products and product brands in regional markets, a method of sales by large retailers. For wholesale bases this concept not applicable.

The idea is to create an environment conducive to attracting customers to the product, leading to unplanned purchases. Serious retailers spend a lot of money on grandiose renovations of premises, purchase of new equipment. But this does not lead to a significant increase in revenue. Merchandising is a much less costly event that can significantly increase sales without much investment.

Main principles and rules of merchandising

  • Compatibility... Products located nearby must belong to the same consumer segment (image, price category, popularity).
  • Arm's length... The point is that the target audience can easily reach the product of interest.
  • Golden Triangle. Maximum amount products are located in three zones: entrance - place of display of goods - cash register.
  • The "steam locomotive" principle... The logic is simple - next to branded items there is a slow-moving outsider product that attracts with a low price.
  • Combining... We are talking about the arrangement of goods, completely different in size, shape, color and content. This contrast is noticeable from afar and really works.
  • Sound and aroma accompaniment... Nice music in supermarkets is common. Sound effects tune in a positive mood, create the right atmosphere in trade departments... Smells have a similar effect. The right scent relaxes, whets your appetite and encourages you to make a purchase.

These are just the basics of merchandising. There are many other subtleties of the rational arrangement of goods, taking into account the habits of buyers, their movement around the pavilion, visual perception and other factors. Ideally, all shelves and display cases should be compiled taking into account the above principles and rules.

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Visual merchandising

Correct visual presentation allows you to convey certain information to the buyer. Scientifically, visual merchandising is grounded in psychology, design theory, psychophysics, and economics.

Key points:

  • Consumer attention and perception
  • Artistic modeling
  • Designation of certain properties of a trade item

Visual merchandising focuses on the correct positioning of goods, price tags, plates, signs, as well as design trading place... This marketing tool can be aimed at increasing sales in general, or at promoting a specific brand.

A store where everything is located logically, intuitively and pleasing to the eye attracts the customer. This happens at the level of psychology, unconsciously. The most effective visual merchandising is in the sale of cosmetics and perfumes, shoes, clothes and other accessories located on the shelves in a large assortment and volume.

Visual merchandising is not only the prerogative of large shopping pavilions. Experiments related to the presentation of products to a potential buyer can be applied in small stores.

Cross (cross) merchandising

In cross-merchandising, product display or placement is key. Used by retailers with full or partial self-service shoppers. The customer, entering the store, has the goal of satisfying a specific need. The task of cross-merchandising is to remind you to buy something else related to the first product.

Typical schemes:

  • Beer, fish, chips, croutons
  • Cigarettes, lighter, gum, drink
  • Bread, butter, chocolate cream, condensed milk, jam
Cross-merchandising example (shoes - socks)

The first, key product, can be much cheaper than related products. This leads to a manifold increase in revenue. It's not enough to organize cross-merchandising once. It requires constant maintenance and improvement, depending on the mood of the target audience, seasonality and other factors.

Technical merchandising

The technical component is equally important in marketing. For this purpose, advertising materials and trade equipment are used. Category advertising media technical merchandising includes various promo stands, banners, light panels. Commercial equipment includes shelves, racks, refrigerators, and a checkout area.

  • Minimum intrusiveness so as not to provoke customer feedback
  • Reliability and ease of use, good technical condition
  • Correct placement to avoid interfering with the movement of customers in the sales area

Many stores practice using equipment specially designed for a particular outlet. This allows the company to position itself more favorably in the eyes of customers and maintain its overall image.

Examples of merchandising

Pharmacy

A properly designed showcase increases the pharmacy's turnover and profit. Pharmaceutical merchandising is based on standard principles, taking into account the characteristics of the product sold and the customer base.

Medicines are laid out on shelves with clearly divided headings that are understandable and accessible to a common consumer. This allows the visitor to quickly select the desired medium so that there is time to consider another product.


Example of merchandising in a pharmacy

When rubricating commodity areas, it is unacceptable to use complex professional terms (anthelmintic agents, sorbents), while avoiding colloquial, simplified names (from the head, for the nose). The best option - anti-cold, pain relievers, medicinal herbs.

Lesser known analogs can be placed next to popular and rather expensive drugs. It is also advisable to lay out new items that have just appeared on the market around the product - the leader of sales.

Another effective tool for pharmacy merchandising is the mass display of drugs, which creates the illusion of increased demand for these drugs.

Clothing store

For merchandising of a clothing and footwear store, the following principles can be noted:

  • Rich assortment. Semi-empty pavilions do not set you up for shopping. The sales area must have sufficient items in demand
  • Location. Products are divided into zones, taking into account the direction of movement of the flow of buyers. The cheapest things are at the end of the road, the most expensive ones are at the entrance. Additional points of sale (DMP) are being established
  • Visualization. In clothing stores, individuality and creativity are welcomed when organizing product displays. A 3D effect is required for a more profitable presentation. The principle of contrasting colors, various arrangement of goods on the shelves, the use of mannequins and fashion zones are used

Visual merchandising at Incanto clothing store:

Grocery store

In a food outlet, it is appropriate to observe a combination of product groups. A person buying coffee or tea will definitely be interested in confectionery.

The most advantageous are the entrance and central zones, where the most profitable and demanded products are located. Internal racks are assigned to goods of periodic demand. The culprit of impulse purchases - lollipops, chewing gum, cigarettes, bags, magazines - were traditionally registered near the cash register. For an advantageous presentation of goods in the display case, especially in the refrigerated area, the right lighting is used. The purpose of the lighting is to attract the attention of the buyer without dazzling him.

Merchandising standards with example

To be successful, any retailer trade enterprise it is necessary to have uniform standards of merchandising. Their development is carried out independently, taking into account their own developments, or with the participation of a third-party consulting firm.

Merchandising standards provide:

  • Effective product display in the store
  • Reduced training costs for new employees
  • Faster implementation of the system when opening additional branches
  • Simple, convenient criteria for assessing the performance of personnel

Example: HAYAT merchandising standards (pdf open on click)

Merchandising standards include theoretical basis, the rules for the design of the entrance group, the location and presentation of goods, window dressing. The manual (merchandising book) for the convenience of work is issued in the form of a booklet in A4 or A5 format. When developing standards, it is necessary to take into account architectural features premises.

Logical, correct merchandising, regardless of the field of activity of a trading enterprise, is capable of increasing revenue at times. Any serious company understands the effectiveness of this marketing direction, its prospects. And here it is important to keep up with changes in consumer sentiments, opportunities, and preferences. This is the main task of marketing.

If you have anything to add on the topic, do not hesitate. Leave comments!

All owners retail sales know the word "merchandising". At least I have never met a single entrepreneur who does not know such a concept.

Yes, they know the concept, but this is where the knowledge ends. The question remains, why does everyone know, but leave this tool aside?

And this, for a second, is one of the most important elements of a business, so you need to not only know, but also use.

The topic of merchandising and layout is very voluminous, it is impossible to fit it into one article. A complete guide will be published in 100-200 rather boring pages with diagrams, numbers and human psychology.

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


And so it will do!

Great merchandising tutorials have a lot of attention to detail.

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

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

By the way, it is interesting that many people make a mistake when writing and pronouncing this word. It is correct to write through the letter "a", and it looks like this "merchandising".

Invisible and useful

The right merchandising, like any marketing action, builds customer loyalty and encourages them to buy.

And it's a pity that merchandising opportunities are often underestimated, although statistics inexorably prove the opposite:

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

But I like another statistic better, which says that over 60% of purchasing decisions are made on the spot. That is, you have the opportunity to convince 2 out of 3 people to buy from you on the spot.

And you can do it both with the help of staff and with the help of merchandising. However, there is an unspoken rule: good merchandising is unnoticeable merchandising. This means that it is not intrusive, so that the buyer does not get the impression of the so-called “vparivanie” goods.

Believe me, the client will buy from you himself, it is only important to follow certain rules, the essence of which is to influence all five channels of information perception:

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

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

Then you start working with hearing, followed by a tactile source of information. Well, further down the list.

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Small digression

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

And they seem to be trying, they are doing everything right and everyone is “comfortable”. But for some reason there is no effect. Customers are better off not buying, and sometimes even sales fall ...

As a result, due to such attempts, a stable opinion is formed "merchandising - powdering the head".

In such situations, we usually identify two errors that spoil the whole image of the correct display of the product:

  1. It is done so that it is convenient for sellers, not clients;
  2. If it is beautiful, then everything is correct.

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

But, there are also difficulties. In a clothing and food store, the same scheme won't work. Therefore, theory is theory, and no one canceled the understanding of their target audience and its behavior. So, back to the point.

Selling merchandising rules

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

And, please, don't miss this moment, even if you have small shops.

In addition to the movement, it is advisable for you to write down the average time the client spends at checkpoints (check points). It will also help you understand strategic points.

But let's imagine that you have already passed this stage and your map is ready. Therefore, we turn to "visual marketing", that is, to the correct layout and arrangement of goods, advertising materials and window dressing to achieve maximum results.

Rule 1. Location

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

The point is that we place the most popular product in the far corner from the entrance. And the checkout counter is in the far corner from the popular product.


Rule - Golden Triangle

The simplest and most understandable example of implementation is a large hypermarket. The bread is always located in the extreme corner. To get to it, you will walk through the entire store. And in order to pay for it, you will also go through the entire store along a different road, because the cash register is located in the other extreme corner from the bread.

The most important thing that you must take out of this rule is the most popular product in the end.

But be careful, it may so happen that the client will come to visit you, will not see the required (popular) product and leave.

Here are some more notes. When a customer enters a store, there are dead zones on the right and left. The person is in adaptation mode and takes a couple of steps in a light “trance”.

This means that there is no need to bet on lateral placement after entry, the result will be small.

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

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

Rule 2. Eye level

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

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


The rule is eye level

However, you can use it for other purposes, for example, to draw the attention of customers to an old product that needs to be sold soon or to draw attention to a new arrival.

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

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

Moreover, the bottom placement is more dangerous than the top one, since in order to examine the product from above, the client only needs to raise his head. And in order to examine the product by the floor, he needs to sit practically on the floor, which already leads to unnecessary (and lazy) actions.

Important! Be sure to record the average height of your ideal client so that you can understand at what height their eye level is. After all, what is convenient for a grandmother is inconvenient for a basketball player. And vice versa.

Rule 3. Product selection

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

Therefore, you need to learn how to do special actions to “grab the client by the eyes” during his run, here are your options:

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

This will trigger the thought “a lot is popular”. But do not forget to remove a couple of items from the edges to eliminate the fear of disturbing the composition and show that the item is in demand.


Lots of goods

2. Light.A very popular technique in jewelry stores, where, with the help of illumination, especially valuable items and the counters themselves are distinguished.
You need to do the same, bring individual spots (wall-ceiling lamps) to the specimens you need.


Highlighting

3. Goods on a separate display.Separate exhibition space and decoration would be a good way to highlight. Popular trick with high-end products.

For example, Apple appliances always stand apart from everyone else. But the method can be used not only in these areas, the main thing is to include imagination.


Separate exhibition space

4. Color."Color spots" have always been a popular technique. You need one product color palette group in one place

So it will be easier for customers to choose (for example, if a guy is looking for a blue jacket), and the eye will move in stages.


Color spots

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


Label markers

Rule 4. Separation

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

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

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


Separation of goods

But do not forget that the groups should be friends with each other, for example, there should be light bulbs near the lamps or there should be hats, gloves and scarves near the jackets.

Thus, you, as the client, without leaving the place, buys everything he needs.

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

Then customers will begin to study a well-known product, and next to them, willy-nilly, they will notice other offers.

Rule 5. Movement

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

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


Rule - movement

Think of supermarkets, for example. This behavioral factor is used by almost everyone, with a few exceptions - the entrance to the right, the exit to the left.

And in order to get out, in the end, you need to go through the entire store, grabbing a couple of things along the way that caught the eye, again thanks to the use of other merchandising techniques.

You need to learn from the example above. Namely, you need to create a counterclockwise movement in your store.

At the same time, provide for the customer to go through the entire store. That is, you should not have short, detours to the exit. We focus on the principle “Do you want to leave? Go through the whole store. ”

Rule 6. POS materials

Point of sales or, in Russian, point of sale are merchandising tools to attract the attention of customers to a particular product.

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

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    Basic terms and concepts used in professional merchandising and retail.

    Adaptation - adaptation of the structure and functions of the body to environmental conditions.

    Visual adaptation - adaptation of the sensitivity of the eye to various lighting conditions: darkness, dusk, bright light, normal illumination.

    Hearing adaptation - transformation in the modality of sound perception during and after the action of an acoustic stimulus.

    Communication recipients - specific people, target audience to whom the transmitted information is intended.

    Color accents - a way to draw attention to a product or a group of products based on the use of color contrasts.

    Assortment of goods - a set of goods, combined by any one or a set of characteristics.

    Assortment of merchandise - a set of objects of sale (goods, services, rights) offered by a trading company for sale.

    Assortment policy - the general intentions and direction of the retailer in the area of \u200b\u200bassortment management, as formally articulated by senior management.

    Shop atmosphere - the totality of its physical characteristics, such as architecture, layout, signs and displays, colors, lighting, temperature, sounds and smells that create a certain image of a trading enterprise in the minds of buyers.

    Unconditioned (congenital) reflexes - reflexes that are already present at birth do not require special conditions for their occurrence and are characterized by relative constancy, independent of external stimuli.

    Unconscious desires - desires ousted from the sphere of human consciousness under the influence of internal censorship.

    Block-olds - small trading enterprises with a limited assortment of everyday goods and cheap durable goods, mainly for household purposes.

    Bonets - free-standing counters with shelves, baskets or hooks without a lid.

    Attention - the state of psychological concentration, the concentration of the subject on the object and the direction of cognitive resources to process the stimulus.

    Wobbler - a special plate with a picture or a pictogram on a flexible oscillating leg, attached to the shelf and indicating the place where the goods are displayed.

    Perception - the process of obtaining information through the five senses, subsequent awareness and giving it meaning.

    Display of goods - certain ways of stacking and displaying goods in the sales area.

    Display of goods vertical - a method of stacking and displaying goods, in which homogeneous goods are placed on the shelves vertically, from top to bottom.

    Horizontal display of goods - a method of stacking and displaying goods, in which this or that product is placed along the entire length of the equipment.

    Decorative display of goods - display of goods made with the use of means of volumetric-spatial composition, used to decorate showcases and shelves in departments where sales are made through the counter.

    Display of goods in bulk - a way of placing goods of everyday or high demand, in which this or that product is displayed in large quantities.

    Multi-product display - mass display of several different products and products, in which at one point of sale both related and unrelated goods are placed.

    Layout of goods on trays - the most popular way of placing a product in mass and multi-product displays, in which the displayed products remain in half of the box.

    Displays of goods in bulk - a method of placing goods in the sales area, in which the products are displayed in various containers or at basic stands.

    Display of goods using carts - a method of placing goods on the sales floor, in which the product is simply placed in a cart (or wire basket), to which an appropriate indicator is attached.

    Commodity display serves to display and release goods.

    Exhibition layout - the type of layout of the sales area, in which commercial equipment is placed along the walls.

    Grocery stores - shops selling through the counter with an area of \u200b\u200bless than 500 sq. m.

    Hypermarkets - large retailers over 2500 sq. m, the range of which includes all types of food and a wide range non-food products.

    Assortment depth - total commodity items in its structure.

    "Hot zone" - the most frequently visited part of the sales area.

    Assortment diversification - complete or partial change of the assortment profile of the retailer.

    Discount ("economical store", "economical supermarket") - self-service store with an area of \u200b\u200bat least 1000 sq. m, offering a small everyday assortment, sold at prices significantly lower than in supermarkets.

    Perception discomfort - an unconscious feeling of dissatisfaction, the emergence of irritation, rejection, bewilderment, rejection, anxiety, and other negative emotions, the reason for which the buyer often cannot or does not consider necessary to explain.

    Display - a special design made of paper, cardboard, plastic, wood or metal to present the product.

    Product differentiation - the separation of products from one manufacturer at the point of sale using various marketing and merchandising techniques.

    Additional point of sale - a place where products presented at the main point of sale are placed separately.

    Product life cycle- a concept that describes sales, profits, customers, competitors and development strategies from the moment the goods enter the market until they are removed from the market.

    Adaptation zone - a section of the trading floor corresponding to the state of adaptation of visitors and characterized by low levels of concentration and stability of attention.

    Return zone - the final segment of the route of visitors, characterized by a state of relaxed selective attention.

    Selective perception - the process of screening out information that is not of interest to the individual and saving that which is pleasant or interesting to him.

    Selective distortion - the process of distorting the information received, if the message perceived by an individual contradicts his values \u200b\u200bor beliefs.

    Illusions of perception - inadequate reflection of the perceived object and its properties, the phenomena of perception, imagination and memory that exist only in the human mind and do not correspond to any real phenomenon or object.

    Image - an imaginary concept created by advertising, disseminated by the media and including emotions, sensations, attitudes and intellectual orientation of the group in relation to some objectively existing phenomenon.

    Impulse buy - an unplanned purchase made under the influence of impulse needs.

    Impulse needs - needs ignored until the moment of their satisfaction.

    Information promotion - a form of sales promotion, based on the foundation of consumer information and education.

    Information at points of sale - all advertising materials, brochures, posters, showcases and stands, as well as many other items, the design of which is subordinated to the desire to influence the consumer's decision to purchase directly at points of sale.

    Kiosks and pavilions - closed outletsassembled from prefabricated structures, often located on sidewalks or in open spaces near metro stations. The main range of products sold includes drinks, confectionery and a number of other goods of impulse demand.

    The cognitive dissonance - these are doubts about the correctness of the choice made, arising from the acquisition of expensive and emotionally significant goods.

    Communicator - the party on whose behalf the information is transferred.

    Communication - the process of transmission and perception of information in the context of interpersonal and mass communication.

    Balanced store concept - an approach to the distribution of the area of \u200b\u200bthe sales area, in which the areas allocated for each department are proportional to the volume of sales and the needs for the retail space.

    Corporate block - space on the rack, allocated and fixed for the placement of goods of a particular manufacturer.

    Coupons - certificates giving their owners the right to a reduced price or other benefit when purchasing a product or service.

    Personal sales - the communication process between the seller and the buyer, when, in the course of personal exchange of information, the trader helps consumers to satisfy their needs.

    Customer loyalty - the established trusting relationship between the seller and the buyers, in the presence of which consumers have a benevolent attitude to the store and when purchasing certain categories of goods, they first of all visit the “chosen” outlet.

    Marketing communications - directed impact on target audience for the purpose of attracting attention and encouraging her to perform actions that are desirable for the retailer.

    Merchandiser - a person in a permanent position and empowered to make decisions on specific types activities that ensure the promotion and sale of goods in the store.

    Merchandising - an independent type of professionally carried out activity to manage the behavior of buyers, based on the analysis of the distribution of human cognitive resources.

    Mini-markets - self-service shops located in the central districts of the city with less than five cash registers and an area of \u200b\u200b200-600 sq. m.

    Mobile - hanging models of products, made in a size exceeding natural and indicating the place of sale of the product.

    Dummies - enlarged or life-sized copies of real goods or their packaging, placed for decoration and demonstration where the real product may deteriorate.

    Unplanned purchase - the type of shopping behavior, in which the type and brand of the product are selected directly in the store.

    Range renewability - the number of new commodity items in its structure.

    Total display area of \u200b\u200bthe store - the sum of the areas of all planes shop equipment (horizontal, inclined and vertical), designed for the display and placement of goods in the sales area.

    Operational processes in the store - a set of trading and technological processes, consistently interconnected, the purpose of which is to meet the needs of consumers with the least cost of labor and time.

    Wholesale and retail markets - Markets consisting of containers and kiosks selling mainly durable goods to both retail and wholesale customers.

    Main point of sale - a place in the trading floor, where the entire range of this product group is presented.

    Awareness of the need - the consumer's perception of the difference between the desired and the actual state, sufficient to activate the solution.

    Palette display - a laminated stand or a wooden pallet presenting the goods.

    Store layout determines the size and location of retail and utility rooms; divides the area of \u200b\u200bthe sales area into functional zones and forms routes for the movement of buyers through the placement of departments, sections and commercial equipment.

    Sales area layout - a system for placing trade and demonstration equipment, which forms the flow patterns of customer flows.

    Sales area linear layout - a system for placing commercial equipment, which forms the direction of customer flows in parallel to check-out points.

    The layout of the trading floor is arbitrary - an asymmetric system of arrangement of commercial equipment and other structures of a presentation nature, which forms an arbitrary character of movement.

    "Plan-card" of commercial equipment - the scheme of distribution of cognitive resources of visitors horizontally and (or) vertically of a counter, rack or other structure for displaying and demonstrating goods.

    Planogram - a diagram compiled from photographs or created on a computer showing where each commodity item should be located on a particular trade equipment.

    Buyers area - the area of \u200b\u200bthe trading floor, allotted to ensure the free movement of buyers and carts with goods.

    Enterprise positioning - providing the trade enterprise with an undoubted, clearly distinct from others, a desirable place on the market and in the minds of target groups of consumers.

    Cognitive resources - the mental abilities of the individual, necessary to perform various actions to process information from the external environment.

    Customer service - a set of actions and programs aimed at improving the shopping process.

    Purchase- choosing and finding a preferred alternative or an acceptable substitute.

    Post-purchase assessment of options - an assessment of the degree of satisfaction from the experience of consumption.

    Consumer market - individuals and households buying or otherwise acquiring goods and services for personal consumption.

    Consumption - using a purchased alternative.

    Pre-purchase evaluation of options - comparison of characteristics of goods of different brands, assessment of retailers, choice of place of purchase.

    Prize is a materialized reward received for performing a certain action, usually for purchasing a product or visiting a certain place of sale.

    Promotion - complex marketing communications, including means of advertising, sales promotion, direct marketingas well as information at points of sale and on product packaging.

    Direct Marketing - direct interactive interaction between the seller and the consumer in the process of selling a particular product.

    Placement of departments - activities to determine the area and sequence of placement of departments and sections in the sales area of \u200b\u200bthe store, as well as the subsequent analysis of the effectiveness of such placement.

    Placement of goods - distribution of goods on the trading floor area.

    Advertising - any paid form of non-personal communication carried out on behalf of a well-known sponsor and using the media in order to persuade the audience to do something or somehow influence it.

    Reflex - an automatic response of the body to the action of any internal or external stimulus.

    Retail - any activity of selling goods or services directly to end consumers for their personal non-commercial use.

    Retailer - a company that sells goods and services to consumers for personal use, the last link in the distribution channels linking producers and buyers.

    Rotation - the activity of bringing old stock of goods to the fore in order to sell it as soon as possible.

    Public relations - dissemination in the course of communication of large amounts of information about the activities of a retailer, transmitted through non-personal media.

    Seasonal merchandising - a set of measures for planning and promoting the trade assortment based on interrelated sales of high-demand goods at each season.

    Marketing communications system (QMS) - a single complex that unites participants, channels and communication methods of the organization, aimed at establishing and maintaining certain relationships planned by this organization with the recipients of communications in the framework of achieving marketing goals.

    Subliminal message, - transmission of information using symbols that are below the threshold of normal perception.

    Abilities - individual psychological characteristics of the personality, on which the acquisition of knowledge, skills or skills depends, as well as the success of the implementation different types activities.

    Sales promotion - a system of short-term incentive measures and techniques aimed at encouraging the purchase or sale of goods and taking the form of additional benefits, amenities, savings, etc.

    Supermarkets - self-service shops with a sales area of \u200b\u200b600-2500 sq. m, with five or more cash registers, selling all food items and a wide range of non-food items of daily demand.

    Product - everything that can satisfy a need or need and is offered to the market in order to attract attention, purchase, use or consumption.

    Special demand goods - goods in respect of which the consumer, even before the post-purchase evaluation, has a stable preference for a specific product, trademark.

    Passive demand goods - goods that the consumer does not know about or does not think about buying them under normal conditions.

    Consumer goods... Such goods form the basis of a human consumption program and satisfy his utilitarian needs (functional and practical benefits).

    Pre-selection products - goods for which the consumer does not have a complete map of preferences before a specific need arises, which means that it needs to be supplemented (information search) before purchasing.

    Manufacturers trade marks (nationwide brands) - products designed, manufactured and marketed by the supplier himself.

    Trade services - activities aimed at assisting buyers in the purchase of goods, their delivery and use.

    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.

    Convenient Stores - small shops up to 300 sq. m, designed for customers with an average service radius of about 500 m. The basis of the assortment of the "convenience store" is made up of consumer goods, mainly food and a small range of non-food products.

    Narrow assortment - an assortment of goods, represented by a large number of varieties of goods and providing various options for satisfying the same human need.

    Department stores - shops selling through the counter, selling at least five different product groups; having a staff of at least 175 people and a retail space of at least 2500 sq. m.

    Supermarkets - shops selling through the counter with an area of \u200b\u200bmore than 500 sq. m, located in densely populated areas of large cities.

    Ordering the assortment - bringing the assortment structure to the optimal breadth and depth.

    Conditioned reflex - an acquired reaction of the body to a certain stimulus, which arose as a result of a combination of the influence of this stimulus with positive (or negative) reinforcement from the side of an actual need.

    Installation area - the area of \u200b\u200bthe trading floor occupied by commercial equipment.

    Formation of the assortment structure - purposeful activity of the enterprise for the selection, provision and maintenance of groups, types and varieties of goods in accordance with the assortment concept.

    Cold zone - the part of the sales area least readily visited by customers.

    Price - the amount of money requested by the seller for a product or service.

    Pricing strategy - the totality of all planned methods and approaches to setting prices aimed at achieving the goals of the retailer.

    Partially planned purchase - a type of buying behavior in which the buyer knows what product he needs, but the process of choosing a brand continues until the purchase is made.

    Clearly planned purchase - the type of buying behavior in which the buyer has predetermined both the product and the brand that he intends to buy.

    Shelf talkers - Shelf stickers used to give meaning to the corporate block and orientation within it.

    A wide range of - a range of goods, represented by a large number of product groups and satisfying various human needs.

    Range of assortment - the number of product groups in its structure.

    Exposition (demonstration) area - the sum of the areas of all planes of the equipment used for the display of goods.

    CMAR (consumer marketing at retail) - a joint set of marketing activities of the manufacturer and the retailer, aimed at promoting the range of products most demanded by buyers, as well as identifying the reasons that facilitate or impede the purchase.

    POPAI (Point of Purchase International)is an international association representing the interests of communications professionals at points of sale. The main tasks of the association are to promote the development of the POP advertising industry and increase it, promote the interests of POP advertising producers, and develop professional standards communication producers at the points of sale.

    Prepared based on the materials of the distance learning course

    What is merchandising?
    You have probably noticed that if you focus the customer's attention on certain brands or types of goods, then you can significantly increase their sales. This effect was the basis for a relatively new direction of trade marketing, called merchandising (from English merchandising - the art of trade).

    A set of activities carried out in the sales area and aimed at promoting a particular product, brand or packaging is called merchandising.

    The result of merchandising is always to stimulate the desire of consumers to choose and buy the promoted product.

    Merchandising is the last step in achieving high sales. Merchandising is aimed at promoting goods at points of sale, and therefore allows you to achieve both an increase in the client's profit and the level of his satisfaction from cooperation with the company.

    How to apply merchandising at the point of sale.

    Observations show that the majority of buyers, getting into the confined space of the store, begin to walk around it, moving from right to left. Based on this, the placement of the entrance to the store (entrance - right, exit - left) and the placement of the shelves themselves should be thought out. A topical walkway, or "perimeter walkway" was invented, where shelves with particularly attractive goods (these are goods that attract the consumer's attention.) Are located, as well as advertising novelties and goods whose lifespan is relatively short and which will soon be replaced by other goods. To attract customers to the central part of the store, the attractiveness and sales potential of the most popular goods (in this situation, it can be household chemicals or consumables) is used, which can increase the sale of other goods located next to them, but which do not have such an attractive power.

    Shelf space must be adequately accommodated for the sales and profits generated by certain brands and their types.

    Products can be positioned at floor, hand and eye level (best is at hand and eye level), they can be arranged in groups or singly, they can be stacked on pallets or in bulk. When placing products, it is important to remember that the human eye moves more easily from left to right and from top to bottom, as when reading. The creation of an appropriate atmosphere in the store is facilitated by free access to goods, the ability to pick up and handle goods freely, attractive advertising messages, and a subtle color scheme in the design of the store.

    Most "working shelves" are at eye level.

    It follows from this that it is necessary to place a higher priority product on these shelves. These shelves must be closely monitored and constantly filled. In addition, areas located on the right side in the direction of travel are more convenient for buyers to choose goods. It is necessary to optimally calculate the quantity of goods when placing them on the sales area, the sales area should not be empty and in any case it should seem that there are a lot of goods, following the unchanging rule - the sales area is intended to present the goods to buyers. The self-service method is dynamic and has a moment of frequent, chaotic rearrangement of goods when the buyer chooses it, therefore, it is necessary to work with the goods, constant alignment of the goods, filling in the voids on the shelves. The goods in the hall and on the shelves must sometimes change their location so that the buyer does not get tired of the location of the goods.

    Products should be laid out or displayed in such a way that the search for the desired product would be as easy as possible. To do this, you need to create visible blocks by brand, size or packaging on the shelves.

    It is important to regularly inform customers about new products, about what is happening in the store. When laying out goods within a group, it is necessary to think over its placement on the shelves, taking into account its size, packaging, color scheme (color combination during display), seasonality, differences in design, manufacturer, etc.

    It is unacceptable to have shelves not filled with goods on the shelves. If there is free space on the shelves, displays, the goods are immediately sorted, from the warehouse or by rearranging other goods. It is necessary to think over and make its optimal rearrangement and placement in the department, so as not to violate the basic rules of product display.

    It is unacceptable to place goods by stacking them on top of each other, because as a result of this, it is damaged (except for those cases when it can be laid out in the form of a pyramid display, laying each row).

    What types of layouts exist.

    Placement within a group can be carried out in the form of a horizontal or vertical layout. By 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.

    When laying horizontally, it must be borne in mind that on the lowest shelf the goods should be placed in larger sizes or less attractive or cheaper. Also, the horizontal layout provides for the layout of the goods from left to right by series, by reducing the volume.

    The vertical method of displaying goods provides for the arrangement of homogeneous goods in several rows on all shelves of a meter of shelving from top to bottom. This method is convenient in that it provides a good display of goods, free access to 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 layouts (additional points of sale) are placed in visible places in accordance with the movement of buyers. It is a free-standing branded stand or stand not tied to the main point of sale of this product.