Merchandising in Russia: is it really useful?
As is well known, 80% of consumers put in their grocery basket the product that attracted their attention with its price, packaging design, and ease of purchase. And only 20% are concerned about the consumer properties of the product, carefully studying its characteristics, composition, and useful substances. That is why the merchandising of goods in our time is so important.
Good merchandising in the store is aimed at increasing customer loyalty to the presented product, at stimulating purchases.
In 2021 it is still marketing tool that really can help you to gain your business goals.
Merchandising: what is it
Merchandising is one of the areas of marketing that determines the method of presenting the product in the store. Trade merchandising is responsible for the set of products presented on the shelves, for the methods of their display, for the supply of related materials, including advertising, as well as for the price of the product.
The purposes of merchandising
- 1. Display of goods on shelves, showcases, stands, as well as throughout the retail space with maximum benefit for sales.
2. Providing customers with all the necessary information about the product.
3. Monitoring and maintaining up-to-date layout;
4. Stimulating impulsive purchases and increasing the average check;
5. Updating the layout and advertising and information POS-materials accompanying the products.
The main rules of merchandising
The Golden Triangle rule
It says that the most popular product should be located in the farthest corner from the entrance, and the cash register-in the opposite far corner from the most popular product. The simplest example of such a layout is the location of bread in a supermarket. Please note that it is usually located in the farthest corner from the entrance, so that you pass half of the store on the way to it. And the cash registers are in the opposite direction, so that you overcome the second part of the store on the way to the exit.
The “blind spot” rule
As a rule, less popular products are placed immediately at the entrance. This zone is considered dead, because a person immediately overcomes it, being in the mode of adaptation to the location of products on the shelves.
The “clockwise” rule
Since most people are right-handed, when they enter the store, they unconsciously turn their head to the right, start moving counterclockwise. Place the entrance and exit of the store so that a person, following counterclockwise, can pass all the shelves.
The “first promotion” rule
Promotional items are recommended to be placed immediately at the entrance. So a person, having already taken the first steps in the store, turns on the purchase mode.
The “eye-level placement” rule
The person’s gaze is directed forward, accordingly, the most profitable placement of the product is considered to be one that is in the field of view of the buyer – at the level of his eyes. To draw the buyer’s attention to a stale product, or to a new arrival in the store, place it 15% below eye level, since when walking a person tends to look a little down. So the probability that the product will be sold out increases dramatically.
The “selection” rule
To attract the attention of the buyer to a particular product, store employees use such merchandising tools as price tagging. The price is not always the lowest in this group of products, but this technique attracts attention, encourages buying. In jewelry stores, separate items are highlighted with the help of light. In clothing stores, it is customary to sort goods by color. Merchandising in a pharmacy is used to display certain categories of related products on separate expositions, for example, cosmetics for skin care.
The “separation” rule
This is not so much a rule as a generally accepted norm. You are unlikely to go looking for wine in the bread department, and canned food in the milk. The division into product groups is a self-evident rule.
The “use of POS materials” rule
POS – materials (Point of sales) – this is another effective tool to attract attention to the product with the help of accompanying signs. This can be a wobbler — a small sign on a flexible leg that is attached to a shelf above the product, mobile-hanging information posters under the ceiling, or giant models of goods installed in the center of the halls. These are also shelftoker panels for separating product groups, and shelfstopper panels for separating product ranges. And, of course, dispensers-designs in the form of a stand for displaying goods.
The “permutation” rule
This method is used to ensure that a person with frequent visits to the store does not form so-called dead zones in those places where he already knows what product is placed. To do this, it is not necessary to move the rows around the hall, sometimes it is enough to simply swap the products on the upper and lower rows.
In conclusion, a few words about the tools of merchandising. The key ones are: store design (both external and internal), its planning, placement of advertising structures at points of sale, product range, communication skills of sellers, etc. The latter, perhaps, plays an important role in establishing contact with the buyer and pushing him to buy.
Some researchers believe that the decision to purchase a product is made by the buyer in 65% of cases directly in the store. When making such purchases, a person is guided not by a rational, but by an emotional approach. Accordingly, when laying out products, appeal to this subconscious purchase model to increase the average receipt.
If you want to realize a project, using merchandising, contact us! We know how to do it perfectly!