Merchandising for “Integra” in the retail chain “GiperGlobus”
Scattered on the shelves, the products are unlikely to be able to increase sales in the store. In order for the products to look attractive and you want to buy them, you need competent merchandising.
We have an extensive theoretical base and practical experience in the use of such an advertising tool that directly works to increase sales.
Today we will tell you about how we designed storefronts for Scoro (part of the Integra group of companies) in hypermarkets “GiperGlobus”.
Goals and objectives
Our goals were set:
- 1. Placement of products.
2. Checking the expiration date, eliminating the delay.
3. Rotation of perishable products to more prominent locations to increase their saleability.
4. Tracking the popularity of certain products, recommendations for the purchase of the head of the section.
5. Updating and laying out price tags.
To achieve the goals, the following tasks were assigned:
- 1. Search, hire, and train employees.
2. Control over the work of the staff.
3. Analysis of the effectiveness of our work.
4. Reporting.
Geography: Moscow and Moscow region, Tver, Tula, Ryazan, Kaluga and Vladimir.
About the customer
“Integra” is a Russian manufacturer and distributor of sausage, cheese and salad products.
The company has been on the market for 23 years and during this time has created 5 brands, including: brands of sausages Dym Dymych, Rossiyanka and Honest recipe. This also includes Good Monica cheeses and the healthy food brand Scoro.
Scoro offers delicious and healthy salad sets, mixes, and fresh vegetables. They have a large number of trace elements and vitamins that have a positive effect on well-being.
We have been cooperating with the company for 2 years, and this time our task was to create high-quality projects.
Implementation
We have been working on such projects for a long time, so it was not difficult for us to quickly recruit a team of performers who perfectly coped with their duties.
The main task of the staff was to visit the outlets 5 times a week and design the salad sales section.
Now we will tell you about the points of what the working day of the merchandiser consisted of:
Product placement on shelves
The placement was carried out several times, because during the day, customers purchased goods, which is why the storefronts quickly lost their attractive appearance. In addition, it is important to regularly monitor the availability of products to avoid having empty shelves.
This also includes the placement of advertising materials (signs, posters) in such a way that they attract the attention of customers, are bright and readable.
Inventory tracking and elimination of expired products
During the working day, merchandisers tracked the presence of leftovers or delinquencies on the shelves. When they were found, the damaged goods were immediately removed from sale.
Delinquency is something that can quickly destroy a brand’s reputation, so it is extremely important that all salads and vegetables are fresh.
Recommendations for the order to the head of the section
Communicating directly with customers, the performers recorded the popularity of certain positions, and, depending on high or low demand, gave recommendations on the purchase to the head of the section.
Display of price tags
It is necessary to check the availability of price tags, update them during the validity of promotions and discounts, as well as correct the location. Erased or crumpled price tags will annoy the customer, because he first of all wants to know the price.
Photo reports
As a proof of the quality of our work, we took photos and videos for the client, showing ready-made display cases with products laid out according to all the rules.
After the end of our work, we summed up the results, which we will tell you about later.
Results
The role of the merchandiser is very important, because sales at a particular point of sale and the overall profitability of the store depend on his professionalism.
We highly appreciate our work and share the results:
- 1. We hired, trained, and organized work of staff.
2. Increased the traffic capacity of retail outlets.
3. We raised the sales of Scoro due to well-placed products and regular monitoring of display locations.
Conclusion
Merchandising can either scare away visitors, or attract new interested people who will become regular customers.
Organizations prefer to assign this task to marketing agencies, which will fill the storefronts in accordance with the peculiarities of consumer psychology, the current sales plans of the store and the marketing rules.
Do you want to learn about all the benefits of merchandising from professionals? Contact Clever marketing!