The advantages of a linear layout of the sales area. Types of floor plans. The process of allocating space for departments and placing goods. Types of retail space layouts
Technological layout trading floor, assortment placement and product display play an important role in commercial activities store, since the speed of customer service, the convenience of the sales staff, the level of comfort for the selection of goods by the visitors and, most importantly, the ability to stimulate customers to make unplanned purchases largely depend on these factors. Rational organization sales area, thus, will help increase the turnover of the store.
The technological layout should provide:
Optimal use of retail space;
Rational movement of flows in the trading floor;
Reducing the buyer's time for searching and choosing a product;
Favorable conditions for sellers and store employees for delivery, demonstration of goods, settlement of accounts with buyers;
Taking into account psychological factors when choosing a product and the ability to influence the behavior and choice of a buyer through the arrangement of equipment and goods, in particular, creating incentives to make impulse purchases.
When designing a sales area, the following principles must be observed:
Organization of the movement of consumer flows counterclockwise;
Placement of the assortment in such a way as to create opportunities for quick delivery of goods from the storage area to the sales area and there is no intersection of the main customer and cargo flows;
Placement of goods that require more time for their selection, away from the main flow of buyers;
Placement of goods of high demand in the area of \u200b\u200bmain customer flows;
Placing goods of the same consumer purpose in one zone;
Placement of goods in such a way that the completeness of purchases is taken into account for the simultaneous purchase of goods;
Placing bulky goods closer to the settlement node and the exit from the store.
There are four types of floor plans: linear, box, island, mixed.
Linear layoutconsidered the most rational form for self-service. It involves placement shop equipment and walkways for customers in the form of parallel lines that are perpendicular to the line of the settlement and cash register. The linear layout is also convenient for service through the counter. In this case, cabinets and counters are installed close to the wall separating the sales area from the utility rooms. Salesmen's workplaces can be located along one, two or three walls, depending on the depth of the room.
Box layoutassumes that the trading floor area is divided into boxes (departments) isolated from each other, each of which has an independent calculation node. It is less convenient, as the buyer is forced to contact different settlement centers.
Island layoutusually applied to individual workplaces. In this case, a large length of the service front is provided, but the delivery of goods is difficult.
Mixedthe layout is a combination of linear, island and box layouts.
In modern supermarkets, when designing a sales area, it is advisable to use the principles and methods of merchandising. Merchandising - a set of methods to increase turnover trade organization due to specially designed arrangement of commercial equipment, display of goods, window dressing, lighting, creating a favorable atmosphere in the trading floor. Merchandising provides:
Management of the trade and technological process taking into account psychological characteristics customer behavior;
Promotion of goods and complexes, in which some goods stimulate the sale of other goods;
Reducing the role and influence of sellers in the sales area and increasing the role of buyers through the rational placement of equipment, goods and in-store information;
Effective organization self-service. The main goal of merchandising is to get visitors to go to more departments and make more purchases. For this, it is sometimes necessary to create barriers from commercial equipment to direct the flow of customers in the right direction. It is also recommended to install the equipment parallel to the flow of customers to facilitate a visit to a deeper room. In addition, it is advisable to arrange commercial equipment in such a way that the monotony does not tire the buyer.
In merchandising, great importance is attached to the display of goods.
Display of goods- ways of positioning and displaying goods on trade equipment. There are two ways of displaying goods - vertical and horizontal. When horizontal layoutthis or that product occupies completely one or two shelves. For example, shampoos are located on one shelf along the entire length, on the other - hair balms. When verticalthe display of goods of one category is laid out on the shelves vertically from top to bottom. For example, one vertical strip is occupied by cottage cheese, the second by yoghurts, a third by sour cream, etc. The advantages of a vertical display are better visibility, easier orientation of the buyer. It is also possible combined layout- a combination of horizontal and vertical.
Basic layout principles:
1. Providing visibility.For this, it is desirable to predominantly use a vertical layout. In order for the buyer to notice the product, it is necessary that the display size is at least 5-9 identical packs.
2. Availability.Goods in self-service stores must be available to the buyer. There should be no very high shelves. Heavy goods should be placed at the bottom. Goods should not be placed very tightly.
Ensuring an attractive appearance of the shelves and a favorable visual impression from the display.Regular cleaning of the shelves is required. Defective or unlabeled merchandise should not be displayed.
4. Shelf fullness.It is necessary to ensure that stocks on the shelves are replenished as the goods are sold. In this case, the principle “first come out first,” should be used: move the goods that are in the back of the shelf closer to the buyer and replenish the back rows (so that there are no stale goods).
5. Shelf position stability.It is desirable to ensure the consistency of space for the main assortment.
6. Creation of additional points of sale.To draw attention to new products or to products in respect of which special promotions, you can use additional points of sale.
7. Allocation of priority places.The display should be made taking into account the attractiveness of the product, its contribution to the store's turnover and the attractiveness of the places on the shelves.
Whether the stay in your store will be comfortable for visitors depends on how competently the retail space is selected and planned. The more successful the store layout, the more time customers will spend in it, and the higher the sales level will be.
The ideal solution for a store is a square or rectangular space. The main thing is that the rectangle is not too elongated: the aspect ratio of 2: 3 or 1: 2 is considered optimal with a ceiling height of 3.3 m.
The simpler the form of the trading floor, the more efficient and functional it is. And all the attention of the buyer is drawn to the product.
In addition to the shape of the premises, the convenience of the store is influenced by the way the trade equipment is placed.
The layout of the sales area can be linear ("lattice"), boxed ("loop"), exhibition or arbitrary. The choice of placement depends on the trade profile, price segment and characteristics of the target audience.
Store layout according to the "lattice" principle
The name “lattice” speaks for itself: the layout according to this principle provides for a linear arrangement of counters and shelves, separated by aisles. Most grocery stores are organized this way.
The advantages of this arrangement are the efficient use of retail space and good overview hall. But the monotony of the shelves and counters lined up in one line quickly tires the visitor. You can revive the perception of the buyer using equipment of different configurations (in height, shape and appearance).
For linear planning, it is important to select the optimum aisle width. It depends on the behavior of customers in different areas of the store, as well as on the height of the shelves (the higher the shelves, the wider the aisle should be).
- For a visitor to pass with a basket, 0.8 m is required.
- In order for customers to disperse in the aisle, 1.4-2 m is needed (if a trolley is available).
- In order for the visitor to bend over to the bottom shelf, it is necessary to provide 1 m.
Aisles that are too wide are not effective because they eat up a lot of space, and customers only inspect the goods that are placed on the closest rack.
Store layout according to the “loop” principle
This layout is also called a box layout because the trading floor is divided into sections, isolated from each other. Shop equipment is placed in such a way that it forms a kind of loop, guiding visitors along the desired route and forcing them to walk around the entire store. IKEA stores are a striking example of such a layout. Large companies are organized according to the same principle. shopping malls and furniture centers.
The advantage of a box layout is that the attention of visitors does not decrease and they make more impulse (unplanned) purchases. The disadvantage is often that it is difficult for buyers to move in the opposite direction, as they have to go to meet the main flow.
Exhibition layout of the store
A special feature of the exhibition layout is that shelves or counters, placed along the walls, are complemented by islands with accompanying trade equipment. Such islands can be mannequins, furniture, various designs or the product itself.
The exhibition layout is traditional for lighting and interior design stores, as well as for the sale of footwear and sporting goods. The advantage of such an exposition is that it not only attracts the attention of store visitors, but also provides free access to the goods, allowing them to view them from all sides.
Arbitrary store layout
The free-form layout is ideal for small shops and boutiques. There is no consistency in the arrangement of commercial equipment and the movement of buyers through the hall is spontaneous and natural. Visitors like this relaxed atmosphere the most.
True, standard equipment is unlikely to be suitable for free placement, which means that the cost of planning will also increase. When placing unique designs in the store, it is worth remembering that they obstruct the visibility of the sales area and reduce visitor control.
In order to stand out and move away from monotony, more and more stores are using a mixed layout, combining different ways of placing shop equipment.
The Golden Triangle Rule
In merchandising there is a rule of the “golden triangle”, according to which the following points of the sales area should be used when planning a store: the entrance, the best-selling product and the checkout.
These points form the vertices of the “golden triangle,” and the more space is inside the triangle, the higher the store's sales.
When planning according to the rule of the “golden triangle”, it turns out that a customer who has entered, for example, a grocery store for bread, needs to walk through the entire sales area. On the way to the desired product, he may buy something. Then, taking the desired product and going to the checkout, he can purchase something else. As a result, he buys more than he planned.
How to evaluate the effectiveness of the layout?
A store layout can be considered successful if a balance has been achieved between consumer comfort and efficient use of retail space. You can determine the return on areas using a simple formula for calculating the installation area coefficient (KU).
Ku \u003d equipment area / total sales area
At the same time, for shops using counters, the equipment area is understood not only the area of \u200b\u200bthe counters themselves, but also the area that is inaccessible to customers (aisles between counters and the wall).
The optimal value of Ku should be in the range 0.25-0.35:
- for grocery stores and self-service shops Ku \u003d 0.3;
- for shoe stores Ku \u003d 0.33;
- for clothing stores Ku \u003d 0.28.
With a coefficient below 0.25, the store may look too deserted, and visitors may not feel comfortable in it. If the obtained coefficient exceeds 0.35, then, most likely, the sales area is overloaded with equipment and it is difficult for visitors to move around and choose a product.
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Presentations and news are placed in the window immediately opposite the entrance to attract the attention of the buyer, to induce the desire to walk through the store.
Product groups are placed in the sales area in ascending order of price: the customer flow starts from the very cheap goods - items made of silver, then massive and inexpensive chains are placed, items without stones, then items with zirconium. These groups occupy the best places in the sales area, as they are the most demanded among the buyers of this store.
Expensive jewelry with semi-precious and precious stones are placed on the last counter, away from the entrance.
At the end of the customer flow zone there is a showcase with cutlery, which serves both as a showcase and as a successful completion, since it constitutes a separate product group.
An example of zoning of product categories for a jewelry store designed for buyers with an average income level is shown in Figure 3.12.
Children's goods store.
The zoning of product categories of a children's store depends on its format: it can only be products for newborns, only baby clothes and shoes, children food and toys or a full assortment - clothes, shoes, food, toys, accessories, furniture, school supplies, goods for mothers Consider the option of the most complete range of children's goods - a children's supermarket.
Fig 3 12 An example of zoning product categories for a jewelry store.
Entrance area traditionally reserved for seasonal goods and goods of impulse demand - christmas toys and carnival costumes, school supplies, seasonal clothing, seasonal entertainment (bicycles, skis, sledges, roller skates).
Center and left side The sales area is usually allocated for toys, since these are mainly impulsive goods, which should be located at the beginning of the customer flow. Clothes and footwear occupy the far part of the trading floor, since these are goods of target demand and the buyer will definitely reach them.
Products for newborns should be allocated in a separate group and also zoned in the back of the trading floor, since these are goods of target demand.
Food, hygiene products, care products and products for mothers also located in the far parts and on the right side of the sales area. These are also groups of goods of target demand.
Furniture, strollers and bedding can be placed on the left side of the sales area, with the strollers closer to checkout area... Furniture can also be located in a separate zone - "pocket", if there is one, since this is a product of periodic target demand.
On pallets all over the sales area there are such hot goods as baby diapers, inexpensive toys, baby juices.
An example is shown in Figure 3.13.
Fig 3.3. An example of zoning product categories for a children's goods store.
Household goods store.
A home goods store usually has a fairly large area from 2-3 to 15-20 thousand square meters. m. (hypermarkets of goods for home, construction and summer cottages).
Entrance area traditionally reserved for seasonal and impulse goods such as heating equipment, heaters, air conditioners and fans, lawn mowers, cleaning equipment near the house, entrance mats, seedlings, New Year's goods, etc.
Shopping room divided into several functional areas.
1. Tools, hardware and hardware, electrical goods are located in front of the sales area behind the checkout area, as these products are in high demand.
2. Repair goods are located in the middle of the sales area, each subgroup being zoned separately, for example paints, varnishes, rollers and brushes are presented together in one zone. Products for repair include:
Dry mixes;
Tiles and glue;
Floor coverings and accessories;
Paints and accessories;
Wallpaper and glue.
3. Bathroom products combine:
Plumbing;
Mixers;
Furniture and bathroom accessories.
4. Kitchen goods can be located in the far part of the trading floor, to the right and to the left of the central aisle.For both groups, it is important to use an integrated approach to the presentation of goods, that is, not separately the sink, mixer and mirror, but all together.
Kitchen furniture;
Sinks;
Kitchen accessories.
5. Doors and building materials made of wood can be placed along the back wall of the sales area, since these are goods of target demand.
6. Home decoration products can be positioned to the left of the central part of the sales area to the entrance area, then shoppers can look at these items on their way back after tiles, wallpaper and flooring. Products for home decoration include:
Lamps;
Frames and baguettes.
7. Garden supplies should be placed separately, possibly on the right side of the sales area closer to the checkout area Garden products include:
Seedling;
Garden tools;
Garden sculpture. An example is shown in Figure 3.14.
IMPORTANT: in such a store, especially with a large area (about 10 thousand square meters), it is advisable to arrange information counters where customers can find out about the availability of goods and their location.
Fig 3.14. An example of zoning product categories for a home goods store.
Book Shop
IN the first part of the trading floorthe most popular types of fiction (science fiction, detective stories, romance novels, etc.), cookbooks, books on home economics and interior design, business literature of mass demand, as their purchase is often not planned, are located immediately behind the entrance zone.
In the entrance area and in the cashier area place gift editions, bestsellers (on displays) and novelties of popular fiction (additional points of sale) - all products with a high share of impulse purchases.
In the central part of the trading floor have albums and literature on art, classic fiction, in depth - business literature, educational literature, books on branches of science, technology, memoirs, books in foreign languages.
Children's literature zoned primarily by age: preschool literature, literature for primary schoolchildren, middle school, senior schoolchildren Within the age - by the type of literature: fiction, educational, entertainment, technical, etc. In addition to books, you can arrange small toys and educational games ( puzzles, mini-constructors). It is important to organize the display so that the children can also participate in the selection of goods.
In the checkout area place postcards, posters, small souvenirs. Stationery can also be placed there (Figure 3. 15).
Figure 3.15. An example of zoning product categories for a bookstore.
Despite the individual approach to shopping different profile, as a conclusion we formulate general rules trading floor layout.
1. The main principle of the layout of the store's sales area is simplicity. The sales area should be holistic, convenient and understandable for searching for a particular product. Intricate architectural elements and ornate passages distract the attention of the buyer, prevent him from orienting himself in space and choosing a trajectory of movement. As a result, he is not thinking about buying.
2. The location of the entrance and the placement of commercial equipment should not interfere with the natural course of movement of buyers - counterclockwise.
3. It is necessary to plan and allocate a highway for the main flow of buyers.
4. The buyer needs to take a breath - immediately after entering the store there should be an unoccupied zone so that he can slow down, look around and get used to the new premises.
5. The buyer must say "Ah!" - what he sees right in front of the entrance should cause positive emotions.
6. In shops with a small area and in one section of a large store, it is important to ensure the visibility of the sales area - for better orientation and comfort of customers, as well as for all product groups to come into view.
7. Anchor products - attractive (or frequently purchased) products - should be located at the tops of the golden triangles as far from the entrance as possible to force the shopper to walk through the store.
8. When planning, it is necessary to take into account the ergonomic requirements:
The minimum passage space for one person with hand luggage (basket) is 80 cm;
In order for two people with baskets to disperse in the aisle, 2 m is required;
In order to bend over to the bottom shelf, you need a space of 1 m;
In case one person examines the shelves, turning to face them, and the other passes by with a basket, a minimum distance of 1.25 m is required;
With high equipment and narrow aisles, the buyer will feel cramped, insecure and even threatened. The optimum ratio of aisle width to equipment height is 3/4.
Trade is a kind of science of attracting a client, forcing him to purchase certain groups of goods. Therefore, all shops, sales areas and other similar objects have a similar layout, which allows you to optimally arrange products on display windows.
This takes into account the general characteristics of the buyer, who pays attention only to specific details. You can find out how to properly organize the layout on this site.
Some features
The trading floor is the main place for effective sales. When planning it, it is advisable to take into account several characteristics:
- Most people, entering a retail space, start moving counterclockwise. Therefore, it is important to arrange the display cases in such a way as to direct it in this direction. Many experts recommend having entrance doors on the left and the weekend on the right.
- All expensive and popular products should be placed on the front right wall.
- The goods on the shelves must be positioned in such a way that the buyer can easily reach them. It is also important not to place incompatible products side by side.
Layout classification
The efficiency of sales of certain products depends on the correct arrangement of shelves and racks. Specialists identify several types of floor plans:
- Linear. This approach involves placing commercial equipment in several parallel rows. In this case, cash registers are set at right angles to the formed lines. This type of organization is often found in most supermarkets.
- Boxing. This type of layout involves the formation of several separate counters, through which trade is conducted. All of these departments are often isolated from each other to ensure optimal access to the desired product.
- Exhibition. A similar approach is used to better familiarize yourself with a particular type of product. This type of layout can often be found in stores selling furniture, plumbing, etc.
- Free planning is gaining popularity today. Custom design solutions attract buyers. There are no rules for decorating the hall here. Popular types of this layout mimic various objects from ordinary clocks to the Eiffel Tower.
When choosing the type of layout, it is important to take into account not only the type of store, but also the characteristics of the premises where it is located.
The name merchandising (merchandising) comes from the English merchandise - to trade, the ending -ing gives dynamism to the concept, presenting the trade process as an important means of communication. Store layout is one of the main elements of merchandising. When developing it, it is important to consider methods that stimulate the movement of buyers through the sales area so that they buy more items than they previously planned. Stimulating promotion measures are external diversity - the placement of commercial equipment, its types, floor level rises, the original floor pattern, inclined transitions, information displays, stained glass windows, lighting, smells, sound background, etc.
The atmosphere of the store should match its image and overall strategyand the design to facilitate purchasing decisions. First of all, you should select the target customer and develop a store concept that meets his needs.
Specialists retail the store is considered a theater: the walls and floors represent the stage, the lighting, counters and visual communication such as displays are the scenery, and the actors are the goods.
An example is the Detsky Mir central store. The toy section is the largest, located in the center of the hall on the ground floor and has several entrances. In the center of the hall there is a free children's carousel. On the slides, shelves, in baskets, on the floor, there are many toys from different countries of manufacture. Each toy can be touched and examined carefully. The television screens installed in the hall show mechanical toys and children playing. "Baba Yaga" flies under the ceiling by helicopter. “Children's” melodies sound in the hall. Atmosphere reigns everywhere children's party... You have to be a very determined parent so that, having come with your child to this store, you will be able to take him away from the first floor and not buy any toy.
In general, the concept of conceptual store building (shopfitting) implies an integrated approach to organizing a retail retail enterprise and includes:
- defining the concept of the store;
- determination of the target audience;
- store positioning;
- compliance with the rules for the design of retail space;
- color scheme of the sales area sections;
- additional activities, sales promotion.
The first three stages are carried out as part of the solution to the marketing problem. The rules for the design of retail space provide for compliance with various planning requirements depending on the combination of economic and commercial requirements.
Depending on the equipment arrangement system, various types of technological layout of the sales area are used:
- linear (lattice);
- box (track, loop);
- mixed;
- free (arbitrary)
- exhibition.
The linear layout of the sales area assumes layouts of goods and aisles for buyers in the form of parallel lines. The lines of commercial equipment are lined up accordingly. In this case, the line of the calculation node is perpendicular. This layout is used in self-service stores.
In relation to the placement of equipment lines in the sales area, the scheme can be longitudinal, transverse and mixed.
- "Lattice" with a linear longitudinal arrangement of equipment, that is, racks with goods are predominantly located perpendicular to the customer flow entering the hall.
EXAMPLE: supermarket "Balko" near the metro station "Kakhovskaya" on the street. Azovskaya, d. 21 (for the scheme, see Fig. 1).
Store description: a general store with a wide range of goods, area 600 sq. m., round-the-clock operation, sales method - self-service, high equipment of the trading floor. Floor - linoleum tiles, pattern - alternation of white and light gray tiles. Lighting is artificial, since almost all windows are covered with shop windows or advertisements. Entrance and exit are not combined - separated by a side counter. The distance between the parallel counters is 1.8 meters, which is optimal for a store with such a retail space. Very small space, from shelves to cash registers - 2 m, which causes an unnecessary congestion of customers.
- "Lattice" with a linear transverse arrangement of equipment, that is, racks with goods are mainly located parallel to the incoming customer flow.
EXAMPLE: one of the stores of the Perekrestok chain located near the Altufyevo metro station on ul. Cherepovetskaya, 17 (for the scheme see Fig. 2).
Description of the store: supermarket with 13,000 items, retail space - 1,500 sq. M. m. Round-the-clock operation, self-service method. Very high level of equipment of the trading floor. The floor is white ceramic tiles. Mainly artificial lighting. Entrance and exit to the trading floor are combined. The distance between the shelves is very small - less than 2 meters, which is not enough for such a large store. In the aisles, the two carts run in parallel with great difficulty. Even less space near the checkout, where carts are constantly piling up. Those. to get to another checkout, you have to either squeeze through the standing queue, or go through the center of the trading floor. Due to the fact that the gap between the walls and shelves is filled with goods in boxes (juices, yoghurts), the width of the aisles between them is generally negligible. Even if the store has an average number of people, it seems a bit crowded. As in all Perekrestok stores, customers are attracted by the smell of fresh bread.
- "Lattice" with mixed linear arrangement of equipment, ie combination in the sales area and longitudinal and transverse placement.
EXAMPLE: one of the Ramstore hypermarkets located in Maryina Roshcha on ul. Sheremetyevskaya, 60A (see diagram in Fig. 3).
Figure 1. "Lattice" with linear longitudinal arrangement of equipment
Figure 2. "Lattice" with a linear transverse arrangement of equipment
Description of the store: a shopping center with a total area of \u200b\u200babout 20,000 sq. m, 7,000 sq. m, which presents an assortment of 30,000 items of both food and industrial goods, up to clothing, shoes, furniture, household appliances and carpets. Working hours - 8: 00-22: 00. The sales method is self-service. Very high level of equipment of the trading floor. Floor - light gray matt ceramic tiles. The lighting is artificial; the trading floor has no windows at all. The entrance to the trading floor is separated from the shopping center itself. Input and output are combined. The distance between the parallel shelves is 2.5 m, which is just ideal for a store with such a retail space, however, in the aisles between the wall counters and the shelves, there are goods at reduced prices in boxes, which makes movement much more difficult in this part of the store. In general, the store layout makes a very favorable impression, creating a feeling of spaciousness.
The linear layout of the sales area allows you to clearly form the traffic flows of customers, creates better conditions for grouping and placement of goods, and provides a better view of the sales area. In a linear planning environment, buyers perceive information about goods most effectively. Changing the length of the lines regulates the concentration of buyers in different parts of the trading floor. Also, the advantages of a linear layout include more efficient use of the area of \u200b\u200bthe sales area. In sales areas of a rectangular configuration with a width of 7 to 12 m, it is advisable to use a linear arrangement with a longitudinal arrangement of equipment. In shops with a sales area of \u200b\u200bmore than 24 m, a mixed arrangement of equipment is more effective. Moreover, the combination of linear longitudinal and linear transverse placement requires taking into account many factors and a certain skill. It is recommended to use the length of the lines of island slides no more than 20 m, since their large length will lead to an excessive increase in the flow of customers in the store and, thereby, complicate their movement in the sales area. When placing commercial equipment, the location of the columns in the room should be taken into account so that they are within the lines and do not interfere with the movement of buyers.
- The box layout (track, loop) is usually used in large, for example, department stores, where trade is often carried out through the counter. In this case, the trading floor is divided into departments, sections, pavilions, which are isolated from each other.
The type of box layout of the store (“track”, “loop”) is usually a central aisle, to which several entrances lead to small sections that look like individual boutiques. Examples of this type of stores are: GUM, Manezh, Petrovsky Passage, "Electronic Paradise", TD "Semenovsky", TD "Danilovsky", "Torogovye Ryady on Tretyakovskaya", "Moscow House of Books" on Arbat, Department stores - "Pervomaisky", " Veshnyaki ", specialized stores -" Vesna "," Young Guard ", etc.
EXAMPLE: "track" or "loop".
Construction Shopping Center "Million Melochey", located near the metro station "Bibirevo" on the street. Prishvina, d. 1 (see diagram in Fig. 4).
Figure 3. "Grid" with mixed linear arrangement of equipment
Store description: a two-storey shopping center with a total area of \u200b\u200bapproximately 10,000 sq. m, consisting of many small household construction shops. Working hours - 8:00 - 20:00. The service method is combined, that is, some shops operate through the counter, others are self-service. The floor is concrete with advertising and coordinates of some shops. Lighting is only artificial, with a combination of general lighting and local lighting in all stores and shop windows. The shopping center has six combined entrances and exits. The central aisles are wide enough to avoid crowding. The movement of buyers along the "loop" is stimulated by luminous signs. Form style shopping center as a whole - a combination of yellow and blue.
Example: GUM includes numerous boutiques, has 3 entrances from Ilyinka and Nikolskaya streets, 2 entrances from Vetoshny proezd and 1 entrance from Red Square (see diagram, Fig. 5).
Each of the boutiques located in GUM has its own style and design of showcases, interior, which makes them different from each other. So, for example, in the Colins department there is a wood-like wall decoration, and the goods are also placed on various wooden shelves. Colins jeans are in the foreground. Another example is the Escada salon. The corporate color scheme is orange. Feature - to get to the salon you need to climb up two steps. The lighting is varied. For example, the linen, porcelain and crystal sections have brighter illumination than the fur and leather goods sections.
In the sections offering sporting goods, there must be signs with the name or logo of the company. Marble floor, white color predominates. Straight and round hangers are used to display sportswear. For displaying sports shoes, walls are used, on which small stands are located, where goods are displayed.
The placement of goods in sports sections (Nike, Reebok) looks like this: seasonal goods (figure skates, skis, snowboards, winter jackets, ski boots) are highlighted, in the background are sneakers (in Nike - on the left, in "Reebok" - on the right), tracksuits, and at the farthest end are clothing and equipment for summer sports (swimwear, baseball caps, tennis rackets, etc.). The placement of goods changes depending on the season.
- A mixed layout includes a combination of linear and box layouts.
Example: the grocery store of the “Let's Become Friends” chain, located near the “Medvedkovo” metro station on st. Wide (see Fig. 6 for a diagram).
Figure 4. "Track" or "Loop"
Figure 5. "Track" or "Loop". GUM store
- "Christian Dior" perfumery, cosmetics
- "Kapstadt" men's and women's clothing
- "Galeries Lafayette" men's and women's clothing
- Exchange office
- "Christie" women's clothing
- "Glamor"
- "East-West" men's and women's clothing
- "Smirnoff-Bar"
- "Betty - Barclay" women's clothing
- "Calvin Kline" men's and women's clothing
- "Borido" curtain fabrics
- "Esti Lauder" perfumery, cosmetics
- Levays
- "Souvenirs"
- "Sisley" women's clothing
- "Sports goods"
- "Karstadt - optics"
- "Benetton" children's clothing
- "GUM - service" flowers
- "Benetton" women's clothing
- "Rodier" knitted goods
- Rosenborg and Lenhart
- "L'Oreal" cosmetics
- "Jewelry"
- "Consul" clock
- "Footwear"
- "Sintex" fabrics
- "Soap berry shop" cosmetics
- "Bistro"
- "Fabrics from Spain"
- "Piedmontex" tulle
- "Santens" fur products
- "Amy Vanbara" souvenirs
- "Kiosk"
- "Procter & Gamble" perfumery
- "Clock"
- "Pfaff-Burda" goods for sewing and knitting
- Lego toys
- "Clock"
- "Optim" watch
- "Reebok"
- "Clinic" perfumery, cosmetics
- "Mast" wine salon-bar
- "Laukme" cosmetics
- Nike sporting goods
- "Tefal" household goods
- "Yves Rocher" perfumery, cosmetics
- "Salvador Dali" "Clarinms" perfumery
- "Lankom" cosmetics
- Vella
- "Robinson" leather goods
- "Casio" electronics, watches
- "Zelken" electric lighting devices
- "Spartak togas" bed linen
- Haberdashery goods
- Audio-video cassettes
- "Mlesna" tea salon
- "Nivea" perfumery
- "Schwarzkopf" hair care products
- "Exchange office"
- "Benetton sport systems" sporting goods
- "Statfall" stationery
- "Products"
- "Packing table"
- "Toys"
- "JVC" life. equipment radio equipment
- "Brown" household appliances
- "Bohemia" glass, crystal
- "Royal Dalton" porcelain, crystal
- Forfor from Germany
- Chief Administrator Service
- "Avan Post" perfumery, cosmetics
- "Kodak" photo goods
- "Gold Star" household appliances
- "Sony" television equipment
- "Amadeus" CDs
- Household products
Store description: a general store with an average number of product names, selling space of approximately 700 sq. m. Working hours - 8:00 - 23:00. The sales method is only through the counter. Average equipment of the sales area. Floor - light ceramic tiles. Lighting is a combination of natural and artificial lighting. Two combined inputs and outputs. The distance between all counters is different. The store is constantly full of customers, as it is located directly opposite the metro station, only 25 meters away. Moreover, the concentration of buyers in the sales area is uneven, which indicates a not very successful layout. In particular, at the grocery and baked goods department, where people are crowded, it would be advisable to widen the aisle. Showcase decoration is a combination of yellow and green colors.
- Arbitrary layout is the most expensive, it is used in small stores, as well as in boutiques within large shopping centers... A relaxed atmosphere reigns here, which encourages the buyer to buy. Sellers play the role of an incentive that drives the buyer to walk around the store.
An example of such a store is the Cartier boutique located on Kuznetsky Most, in the Louvre gallery. The interior includes marbled floors, pseudo-antique columns, and doors with gilded handles. The boutique presents almost the entire range of goods from Cartier - watches, lighters, pens, notebooks and, of course, jewelry... Against the background of colonnades and porticoes, snow-white hands and lamps with rotating female faces flaunt. It is on stylish static arms and swiveling necks that the samples of the new collection are demonstrated.
The directions of movement of buyers are not limited by anything, people can freely move from one section of the hall to another, go to the shelves, counters, showcases, inspect the goods in any sequence. Most shoppers like the open plan, as they prefer to feel at ease in the store.
- Exhibition layout in Moscow stores is used very often, this is the sale of goods according to samples displayed in the trading floor.
Example: in the suburb of Moscow, Khimki, a new furniture supermarket "Ikea" was opened. Its area is 28 thousand square meters. meters. The furniture itself is designed as a large exhibition. Huge spaces are reserved for finished interiors: living rooms, bedrooms, children's rooms, kitchens, hallways. If you liked something and you want to buy it, pick up a pencil and a piece of paper (they are in each department), write off the imprint of the product and go to the warehouse for it. In this store, the buyer himself picks up the purchase from the warehouse, as if taking on part of the seller's responsibilities. At the warehouse, furniture is already packed in flat cardboard boxes, where it is disassembled.
Today, retailers understand the importance of a merchandising event such as store layout and use different techniques to get shoppers to walk around the store and draw their attention to the products on display.
One of the Moscow stores was located on the 2nd floor with an entrance via a separate side staircase from the common hall. The first floor was occupied by another store, its entrance was more convenient.
Visitors mainly visited the store on the 1st floor, and only a small part of them reached the store on the 2nd floor.
Figure 6. Mixed layout
As a result, the administration of the store applied the following merchandising solutions: the lighting of the stairs and the entrance was changed so that the 2nd floor was more attractive. At a strategically important place for perception, a bright, attention-grabbing advertisement was hung, which the buyer could read in its entirety only by going up 2-3 steps. Then he saw new ad with attractive commercial offers (benefits, discounts, lotteries), hanged according to the same principle. In addition, as you climbed the stairs, the subtle smell of "incense sticks" intensified, arranged in such a way that the smell was almost not felt at the bottom, and in the middle of the stairs it was pleasantly felt.
The store itself was architecturally divided into two halves by an arch, and buyers rarely visited the other half of the store. A half-wall was erected near the entrance, which visually did not interfere with the entrance, but from the inside of the store "hid" the exit. A kind of "pointer" was hung on this half-wall, which additionally switched the attention of buyers to the arch and the second hall. Outside and inside the arch, contrasting halftone lighting was created, which culminated in the display cases and counters.
In addition to this, in front of the arch, part of the retail space, which also allowed not to distract attention from the arch. Showcases and counters were rearranged inside the second hall so that the buyer could see each of the sections, but not the whole. Changes have been made to both the order of the sections and the range of products. As a result of these transformations, the store's profits grew by 70%.
In general, to improve the competitiveness of domestic trade enterprises and the possibility of their confrontation with those rushing to our market, foreign retail chains it is necessary to master the technique of merchandising and, first of all, start with a thoughtful layout of the sales area.
References:
- Blank I. Trade management. - К: Ukrainian-Finnish Institute of Management and Business, 1997.
- Levy M., Veitz B.A. Retail fundamentals. \\ per. from English ed. Yu.N. Kapturevsky. - SPb: Publishing house "Peter", 1999.
- V.M. Naum Sales marketing. http://www.marketing.spb.ru/read/m11/5.htm.
- Сopyright "News", JSC "IDK", 1998 http://www.novosti.vi.ru/1998/132/shot.html.
Paramonova Tatyana Nikolaevna, Ph.D., Professor, Moscow State University of Commerce