Quite often, coming home from a store (especially a supermarket) and critically evaluating a considerable amount of purchases (necessary and not very necessary), you think about the reasons that encourage you to make such rash spending. And there is a rather logical explanation for everything - merchandising, in accordance with which a competent display of goods on the trading floor was made.
Merchandising
A natural consequence of the improvement and glut of the market is the intensification of competition not only between producers, but also between trade organizations, on which the final result of the efficiency of the entire production often depends to a greater extent. It is merchandising, that is, a system of measures to increase sales in retail and the creation of an atmosphere conducive to this contributes to the successful sale of goods. Literally translated from of English language this term means the process of trading.
The basic principles of marketing strategies are formed as a result of a thorough analysis of the behavioral stereotypes of buyers. Thus, the basis of merchandising is to draw up clear, psychologically justified measures aimed at stimulating purchases. If we take into account that on average more than 70% of goods are purchased impulsively, without a balanced preliminary decision on the need for such a purchase, then the ever-increasing effectiveness of merchandising in modern conditions becomes clear.
Properly made display of goods on the trading floor - as the first step or the basis of merchandising - should ensure maximum availability of products, as well as visually affect a person, helping to attract his attention to the object of purchase.
Marketing strategy
Properly organized display of goods in the store is the most significant part. One of the most important conditions for the sale of goods is its visual visibility, attractiveness. Analyzing the actual turnover, marketers came to quite logical conclusions: goods placed on shelves at the level of human eyes have the highest sales figures. However, there are many other factors that have a significant impact on sales volumes.
Target directions
The display of goods is used to achieve various narrowly focused, often overlapping goals:
- Increasing sales volumes.
- Formation of consumer confidence in the product.
- Strengthening the impact of the brand on the consumer and the formation of persistent taste priorities.
- Increasing competitiveness among similar products.
- Acquisition of well-deserved recognition in the field of successful promotion of products.
Product presentation options
Various options for the presentation of goods are due to the specifics of individual sales offers, consumer needs and taste preferences.
Style or species grouping is carried out in grocery, hardware and manufactured goods stores, where this type of placement is traditionally used in relation to everyone. For example, sections with outerwear and summer collections, shoes, haberdashery and so on are located in various departments of the store.
The ideological grouping is most often based on a concept or simply the reputation and image of a trading facility. For example, salons that sell furniture according to samples exhibit the most attractive specimens for a complete visual perception. At the same time, the surrounding interior is reproduced in accordance with the most fashionable trends, emphasizing the advantages of the advertised products.
The color scheme when laying out goods is typical for shops and boutiques with high trade margins, designed for the most affluent category of consumers. Such a contingent is attracted by the brightness of the image, stimulating them to buy.
Price grouping allows buyers to evaluate the diversity of the assortment and choose products at the most suitable price, while a large-scale display gives buyers an idea of low prices for a huge number of similar products.
With a frontal presentation of a product in expanded form, the buyer is shown all its features, emphasizing their attractiveness as much as possible.
Placement of departments and groups of goods
The logical placement of certain types of products on the trading floor is the result of an adequate assessment of several fundamental factors:
- The number of purchases per unit of time of certain groups of goods, i.e. the frequency of their purchase.
- Dimensions and weight of products sold.
- The number of different product modifications.
- The time and spatial distance required for the buyer to inspect or review a potential purchase, as well as to select the most attractive item from the analogues presented on the shelf.
In addition to quantified factors, the display of goods directly depends on the quality and texture of the products offered, packaging, the image and layout of the store, and the profitability of certain groups of goods.
For example, in elite salons and boutiques, the presented products are often combined according to their stylistic and color similarity. In stores with a medium price level, goods are usually grouped by size, while in outlets with minimum prices, they can be placed simply in containers.
Traffic routes
To achieve maximum rationality in the use of available retail space, it is necessary to determine the sequence of location of departments in the store as a whole, and the choice of the most successful location for each section. After considering the established traffic path in a large store, experienced marketers place departments with insignificant, impulsive products on the way to sections with the most frequent purchases. This means that a person who seeks to purchase only certain things is forced to go through other departments in which a properly organized display of goods literally lures and forces to make a purchase.
The art of product display
The methods used for displaying goods traditionally depend on the placement of products sold in relation to homogeneous products and specialized equipment.
With a horizontal layout, homogeneous goods are evenly placed along the entire length of the shelf. At the same time, in one direction, the units are ranked as the volume decreases (or increases), according to the serial production, placing the largest and cheapest on the lower shelves. And products intended for quick sale should be as accessible as possible to the buyer and in a certain way attract attention.
With this placement, the least popular products located close to the more popular analogues will be in high demand, partially borrowing from them consumer sympathies.
With a vertical layout, homogeneous products are placed on racks in several rows: smaller and lighter ones are on the upper shelves, and their larger counterparts are on the lower ones. This method improves the quality of visual perception and is quite convenient for buyers, regardless of their height. Most often, this kind of display of goods is used in large trading floors of self-service stores.
The display way of laying out is carried out with the help of additional points of sale, i.e., goods are displayed at the most favorable angle on a stand-alone company stand or counter. The location of such a stand is in no way tied to the actual place of sale of a particular product.
Planogram
The presentation of goods to the buyer should not be carried out randomly, but in accordance with a scheme (drawing, drawing or photograph) that was previously thought out and made manually or on a computer, which is called a planogram. On it, each position of the laid out assortment list should be depicted in as much detail as possible, indicating the exact location for each trade unit. A planogram is drawn up for the display of goods, taking into account the wishes of suppliers and buyers, as well as the capabilities of the retailer. The time spent on its preparation, as a result, significantly reduces the time required to place products on the trading floor. In addition, there are currently many software products, significantly facilitating and accelerating the process of such detailing.
The product display planogram must be approved by the head of the outlet, and all its subsequent changes are also subject to approval.
General principles
Depending on the specifics of the store and the products sold, a wide variety of positions are followed when developing a planogram. But general principles product listings are as follows:
- The principle of visibility - is implemented in the creation of visual appeal and accessibility for review.
- Achieving the highest efficiency at a reasonably reasonable cost ( rational use commercial equipment and space). For each type of product, areas are allocated that approximately correspond to the volume of their sales. Maximum areas - for fast-selling or advertised goods; the latter, in turn, should be located in the most viewed places of the trading floor. Do not forget about ensuring free passage to the laid out products.
- Consistency. The placement and display of goods is carried out in complex blocks, i.e. things that are interconnected according to some attribute are grouped in one place. For example, household goods, and nearby - a showcase with dishes, etc.
- Compatibility of nearby goods in relation to each other, i.e., the negative influence of commodity neighbors must be excluded. The laid out coffee products should not be located near spices or wet products. Such a neighborhood will negatively affect the consumer properties of the goods sold (coffee can itself acquire a foreign smell, or it can give it to surrounding objects).
- Impulse-purchased items should be close to high-demand products. For example, the correct alternation of expensive and cheap goods allows you to increase the profitability of the store, drawing attention to units that are diametrically opposed in their properties. At the same time, the aesthetics and safety of the laid out products should be ensured.
- It is very important to monitor the sufficiency of the display, i.e., the most complete representation of the available assortment, depending on the retail space, the specifics of the outlet and the demand for the proposed list of goods, as well as the entire range of marketing policies.
- To create an enticing image of the store, quite often (especially when it is opened) they resort to reducing trade allowances, promotions and discounts. This is provided for the formation of stable sympathy of buyers for a shopping facility.
The specifics of the display of food products
The display of food products is designed to ensure not only accessibility, but also maximum safety. Depending on the storage conditions, the packaging used and other factors, various methods of their sale are used. Liquid products in bottles are conveniently arranged in several rows on the shelves, occasionally right in the boxes. Meat, fish and sausage products - in exposing the buyer to the cut goods in the most attractive form. Packaged products (or in packs) are neatly laid out in rows or stacks on shelves, grouping units by type.
For bakery products near-wall and island slides are used, as well as special equipment that ensures compliance with sanitary storage standards. Such a display of goods (the photo is presented above) is the most rational for its safety.
Features of the display of industrial goods
Industrial goods are characterized by their maximum differentiation into groups in accordance with types, articles and purpose. Clothing, for example, can be distributed around the trading floor depending on styles, seasonality, gender, age, and other characteristics. Hats are placed on special consoles, as well as designs of various configurations, which make it possible to show this or that thing in the most advantageous way. The display of goods in the store allows you to plan an effective direction of consumer flows that contribute to the profitability of the trading business.
It is very important when planning the display to ensure that the product is not blocked by a queue that limits its visibility and accessibility. At the same time, its front side should be best presented to the consumer's gaze. It is believed that the most advantageous arrangement of racks is on the left side of the direction of movement of the main customer flow. With a uniform loading of goods on the shelves, that part of it, on which maximum marketing efforts are directed, should be approximately at eye level, and in addition, it should be located close to the checkout area. Strengthening the impact on consumer sympathy can be achieved using a variety of advertising media. The increase in turnover also occurs when the same product is displayed in several zones of the shopping facility at once.
Product placement options
Thoughtful placement of goods in the store significantly increases sales. To most effectively attract the attention of the buyer, quite a variety of types of display of goods are used with the involvement of special equipment:
- Shelves and racks.
- Counters and special exhibitions.
- Wire baskets and floor pallets.
- Separate stands.
- Dispensing machines.
- Advertised packages, beautiful boxes, etc.
Exhibitions of goods in promotional packages look very impressive. High-quality and expensive printing, competently provided by the manufacturer, is of particular interest to store visitors, drawing attention primarily to themselves.
Features of merchandising in a pharmacy
Use of competent marketing strategy in the pharmacy chain has some features in relation to other trading facilities. Merchandising in a pharmacy - complex activity to increase through promotional activities aimed at attracting the attention of consumers to over-the-counter drugs. One of the most important features of a pharmacy outlet is the specifics of consumer psychology, often expressed in rather shy behavior: the client tries to get as much information as possible on the windows before asking questions, for example, about medicines for fungal or sexually transmitted diseases, as well as other rather intimate medicines . Pharmacies are developing a certain system of rubricators that facilitate the search for the necessary information on therapeutic groups of medications.
In addition, looking for a medicine, a potential buyer inspects the trading floor and involuntarily becomes interested in other medications that he needed earlier (but it was not possible to purchase them) or those that he will buy today or in the future.
Pharmacy display zoning
Traditionally, the display of goods in a pharmacy is carried out taking into account zoning, which makes it as easy as possible to find medicines. Almost every pharmacy kiosk has the following zones:
Products sold without a prescription. These are rather voluminous calculations in which drugs are placed according to their areas of application.
A separate place is given to medicinal plants and dietary supplements, various homeopathic preparations.
Many vitamin complexes, products for diabetics and people seeking to lose weight are located in a separate area. Also here you can find a variety of modifications of drugs for people leading a healthy lifestyle.
Various variations of natural and decorative cosmetics (from toothpastes and creams to lipsticks and pads).
Medical equipment and patient care products, orthopedic products and compression hosiery.
Products for children younger age, newborns, their mothers and pregnant women. The racks are lined with specialized cosmetics, children food and various devices for the development of the child.
In separate zones, drugs are usually allocated that help increase efficiency and prevent stressful effects on the human body. The showcases display medicines against motion sickness, which strengthen eyesight and protect against harmful effects. technical means at workplaces.
In the checkout area are located Special offers, advertised products and seasonal equipment, as well as printed products dedicated to the problems of maintaining and restoring health.
Adequate visualization of the presented drugs provides for their location not lower than 0.8 m from the floor, but not higher than 1.6-1.7 m, i.e. not higher than the head of an average person.
The highest sign of efficiency marketing policy, taking into account all the rules for laying out goods, is an increase in sales volumes, as well as a decrease in time spent on search by buyers necessary products. Competent marketing not only facilitates the buying process by reducing search time desired product, but also draws undue attention to not the most necessary things.
All owners retail sales know the word "merchandising". At least, I have not yet met a single entrepreneur who does not know such a concept.
Yes, they know the concept, but that's where the knowledge ends. Remains open question 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 it, but also use it.
The topic of merchandising and display is very voluminous, it is impossible to put it in one article. A complete guide will be released in 100-200 rather boring pages with diagrams, numbers and people's psychology.
Just because of huge amount information that needs to be studied with a sad face, many start and do not finish it, or do not take it at all with the words:
And so it will! Large merchandising guides pay a lot of attention to detail.
But if you are just embarking on this path, then you first need to learn the basic rules of merchandising and display, and only then move on to chips.
Therefore, today we will discuss what basic principles need to be followed for sales growth, and all this without 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
Proper merchandising, like any marketing action, increases customer loyalty and encourages them to buy.
And it is a pity that the possibilities of merchandising are often underestimated, although the statistics inexorably prove the opposite:
- 80% of the consumer's choice is determined by the environment (price, design, brand, service, ease of purchase);
- At 20%, the choice of the consumer is determined by the main properties of the product.
But I prefer another statistic that says that more than 60% of buying 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 this both with the help of staff and with the help of merchandising. However, there is such an unspoken rule: good merchandising is inconspicuous merchandising. This means that it is not intrusive, so that the buyer does not get the impression of the so-called “steaming” of the 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:
- Visual channel (visual information);
- Auditory canal (sound information);
- Tactile channel (tactile information);
- Taste channel (taste information);
- Olfactory channel (olfactory information).
Moreover, these channels are arranged by priority. And first of all, you need to do everything so that the eyes of a person get the maximum pleasure from your calculation.
Then you start working with hearing, after that comes a tactile source of information. Well, further down the list.
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small digression
Here I really want to single out a separate group of owners and their sellers, which builds merchandising based solely on their understanding and vision.
And they seem to be trying, doing everything right and “conveniently” for everyone. But for some reason there is no effect. Customers do not buy better, and sometimes even sales fall ...
As a result, due to such attempts, a firm opinion"merchandising - powdering the head."
In such situations, we usually identify two errors that spoil the whole image of the correct display of goods:
- It is done in such a way that it is convenient for sellers, not customers;
- If it's beautiful, then everything is right.
Merchandising is not “as I see it”, 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 store and a food store, the same scheme will not work. Therefore, the theory is a theory, and no one has 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 movement of the client through the outlet.
And please do not miss this moment, even if you have small stores.
In addition to the movement, it is advisable for you to record the average time spent by the client at control points (check points). It will also help you understand the strategically important points.
But 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 location 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 idea is that we have the most popular product in the far corner from the entrance. A cash register in the far corner from a popular product.
The rule is the golden triangle The simplest and clear example implementation is a large hypermarket. Bread is always located in the extreme corner. To get to it, you will go 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 you should take away from this rule is the most popular item at the end.
But be careful, it may happen that the client comes to visit you, does not see the required (popular) product and leaves.
Here are a few more notes. When a customer enters the store, there are dead zones to the right and left. The person is in adaptation mode and takes a couple of steps in a light “trance”.
This means that you do not need to bet on side placement after entering, the result will be small.
And after “turning on the purchase mode”, it's time to place in the store products that are not popular, but profitable for you.
After all, the client is already in a state of purchase, to go far, and the thoughts in his head are in the style of “All 100% of the money is in your pocket, which means you can buy something “unnecessary”.
Rule 2. Eye level
When a person enters the trading floor, his gaze is most often directed forward. It's 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’s more correct not even at eye level, but 15 degrees lower, since we are psychologically used to looking slightly down when moving.
The rule is eye level However, you can use it for other purposes as well, for example, to draw the attention of customers to a stale product that needs to be sold as soon as possible or to pay attention to a new arrival.
In grocery stores, the companies that pay the most to supermarkets are at eye level.
As you may have guessed, the most dead zones are below (less than 70 centimeters from the floor) and above (more than 2 meters from the floor).
Moreover, the lower placement is more dangerous than the upper one, since in order to examine the goods from above, the client only needs to raise his head. And in order to examine the goods at the floor, he needs to sit down almost on the floor, which already leads to unnecessary (and lazy) actions.
Important! Be sure to record the average height of your ideal client to see how high their eye level is. After all, what is convenient for a grandmother is uncomfortable for a basketball player. And vice versa.
Rule 3. Product highlighting
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 eye” during his run, here are your options:
1. A lot of goods. You can make a slide of goods and thereby increase the visual massiveness.
This will evoke the thought “a lot means popular”. But don't forget to remove a couple of pieces of product from the edges to eliminate the fear of breaking the composition and show that the product is in demand.
Lots of goods 2. Light. A very popular take on jewelry stores, where, with the help of illumination, especially valuable specimens and the counters themselves are highlighted.
You need to do the same, bring individual spots (wall-ceiling lamps) to the copies you need.
Illumination highlight 3. Goods on a separate display. A good way to highlight would be a separate exhibition space and decoration. A popular reception with goods of a high price category.
For example, Apple technology always stands apart from everyone else. But the method can be used not only in these areas, the main thing is to turn on the fantasy.
Separate exhibition space 4. Color."Color spots" have always been a popular technique. You need to group products of the same color palette in one place
So it will be easier for clients to choose (for example, if a guy is looking for a blue jacket), and the eye will move through the stages.
color spots 5. Markers. My favorite trick. You need to place the markers “Bestseller”, “New”, “Last copy” and so on on the selected products. This will help catch the eye of the client and hint him what to take.
Markers on price tags 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, distinguish more expensive bags from more affordable ones. Or separate leather bags from cloth bags. You can also make a division by brand or by type.
Separation of goods But at the same time, do not forget that 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 willy-nilly, they will notice other offers nearby.
Rule 5 Movement
It's no secret that most people are right-handed. Therefore, when 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.
The rule is movement Think, for example, supermarkets. Almost everyone uses this behavioral factor, with a few exceptions - on the right is the entrance, on the left is the exit.
And in order to get out, you end up going through the whole store, picking up a couple of things along the way that caught your eye, again thanks to the use of other merchandising techniques.
You need to take into your experience the example above. Namely, you need to create a counter-clockwise movement in your store.
At the same time, ensure that the client goes through the entire store. That is, you should not have short, detours to the exit. We focus on the principle “Do you want to go out? Go through the entire store."
Rule 6. POS materials
Point of sales or, in Russian, place of sale are merchandising tools to attract the attention of buyers 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.
What is merchandising?
You have probably noticed that if you focus the attention of the buyer on certain brands or types of goods, you can significantly increase their sale. This effect was the basis for a relatively new direction of trade marketing, called merchandising (from the English merchandising - the art of trading).
A set of activities carried out on the trading floor 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 to achieve a high level of sales. Merchandising aims to promote products on points of sale, and therefore allows you to achieve both an increase in the client's profits 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 closed space of the store, start bypassing it, moving from right to left. Based on this, the placement of the entrance to the store should be thought out (entrance - on the right, exit - on the left) and the placement of the shelves themselves. An actual walkway, or "perimeter aisle", was devised, where shelves with particularly attractive products (these are consumer-attractive products.) are located, as well as promotional novelties and products whose life is relatively short and which will soon be replaced by other products. To attract customers to the central part of the store, the attractiveness and sales potential of the most hot goods(in this situation it can be household chemicals or expendable materials), which may increase the sale of other products located near them, but do not have such an attractive force.
Shelf space must be allocated adequately to the sales and profits brought by certain brands and their types.
Goods can be placed at floor, hand and eye level (hand and eye level is best), they can be grouped or singly, they can be palletized or presented in bulk. When placing goods, 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 take goods in hand and freely handle them, attractive advertising messages, and subtle colors in the design of the store.
Most "working shelves" are at eye level.
From this it follows that on these shelves it is necessary to place a higher priority product. These shelves must be carefully monitored and constantly filled. In addition, more convenient areas for buyers to choose goods are the areas located on the right side in the direction of travel. It is necessary to optimally calculate the quantity of goods when arranging it on the sales area, the sales area should not be empty and in any case it should seem that there is a lot of goods, following the unchanging rule - the sales area is intended for presenting goods to customers. The self-service method is dynamic and has a moment of frequent, chaotic rearrangement of the product when the buyer chooses it, so it is necessary to work with the product, constantly align the product, fill 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 bored with the location of the goods.
Products should be laid out or exhibited in such a way that the search for the desired product is as easy as possible. To do this, it is necessary to create visible blocks on the shelves by brand, size or packaging.
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 consider its placement on the shelves, taking into account its size, packaging, colors (combination of colors when laying out), seasonality, differences in design, manufacturer, etc.
On the racks it is unacceptable to have shelves that are not filled with goods. If there is free space on the racks, 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 for displaying goods.
It is unacceptable to place the goods, stacking them on top of each other, because. as a result of this, its damage occurs (except when it can be laid out in the form of a pyramid display, laying each row).
What types of layout exist.
Placement within the 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 should be placed at the edge of the shelf or on hooks, in a straight line.
When laying out horizontally, it must be taken into account that on the lowest shelf the goods should be placed in large sizes or less attractive or cheaper. Also, the horizontal display provides for the display of goods from left to right in a series, in order to reduce the volume.
The vertical way of displaying goods provides for the arrangement of homogeneous goods in several rows on all shelves of a meter of racks from top to bottom. This method is convenient in that it provides a good display of goods, free access for buyers of any height. With a vertical layout, a strict distribution of goods of the same type, from smaller to larger, is necessary. The smaller one is located on the upper shelves, respectively, the larger one is on the lower ones. In practice, most often both of these methods are combined, using elements of both horizontal and vertical layouts.
Display layout (additional points of sale) are placed in visible places according to the movement of customers. It is a stand-alone company stand or counter, not tied to the main point of sale of this product.
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.
Auditory adaptation- transformation in the modality of perception of sounds during and after the action of an acoustic stimulus.
Communication recipients- specific people, the target audience to whom the transmitted information is intended.
color accents- a way of drawing attention to a product or group of products, based on the use of color contrasts.
Product range- a set of goods united by any one or a combination of characteristics.
Assortment of trade goods- a set of objects of sale (goods, services, rights) offered by a trading enterprise for sale.
Assortment policy- the general intentions and direction of the retailer in the field of assortment management, formally formulated by top management.
Shop Atmosphere- the totality of its physical characteristics, such as architecture, layout, signs and displays, colors, lighting, temperature, sounds and smells, creating a certain image of a commercial enterprise in the minds of customers.
Unconditioned (innate) reflexes- reflexes already present at birth do not require special conditions for occurrence and are characterized by relative constancy, independent of external stimuli.
unconscious desires- Desires forced out of the sphere of human consciousness under the influence of internal censorship.
block stars- small trading enterprises with a limited range of consumer goods and cheap durable goods, mainly for household purposes.
Bonnets- free-standing counters with shelves, baskets or hooks that do not have a lid.
Attention- the state of psychological concentration, the focus 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 of display of goods.
Perception- the process of obtaining information through the five senses, subsequent awareness and giving meaning to it.
Display of goods- certain ways of laying and displaying goods on the trading floor.
Vertical display of goods- a method of stacking and displaying goods, in which homogeneous goods are placed on shelves vertically, from top to bottom.
Horizontal display of goods- a method of laying and displaying goods, in which one or another product is placed along the entire length of the equipment.
Display of goods decorative- a display of goods made using the means of a three-dimensional composition, used for decorating shop windows and racks in departments where sales are made through the counter.
Bulk display of goods- a method of placing goods of daily or increased demand, in which one or another product is exhibited in large quantities.
Multi-product display- mass display of several different products and products, in which both related and unrelated goods are placed at one point of sale.
Display 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.
Bulk display of goods- a method of placing goods on the trading floor, in which products are displayed in various containers or on basic stands.
Display of goods using trolleys- a method of placing goods on the trading floor, in which the product is simply placed in a trolley (or wire basket), to which an appropriate indicator is attached.
Commodity display serves to display and release goods.
Exhibition layout- type of layout of the trading floor, in which commercial equipment is placed along the walls.
Deli- shops selling through the counter with an area of less than 500 square meters. m.
hypermarkets- large retail enterprises with an area of over 2500 sq. m, the range of which includes all types of food and a wide range of non-food items.
Assortment depth- the total number of commodity items in its structure.
"Hot Zone"- the most frequently visited part of the trading floor by buyers.
Range diversification- full or partial change in the assortment profile of a retailer.
Discount ("economy store", "economy supermarket")- a self-service store with an area of at least 1000 sq. m, offering a small everyday range, sold at prices much lower than in supermarkets.
Perceptual discomfort- an unconscious feeling of dissatisfaction, the emergence of irritation, rejection, bewilderment, rejection, anxiety, other negative emotions, the cause of which the buyer often cannot or does not consider it necessary to explain.
Display- made of paper, cardboard, plastic, wood or metal, a special design that presents the product.
Product differentiation- separation of products of 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, consumers, competitors and development strategies from the moment a product enters the market until it is withdrawn 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 sifting out information that is not of interest to the individual and preserving the one that is pleasant or interesting to him.
selective distortion- the process of distorting the information received, if the message perceived by the individual contradicts his values or beliefs.
Illusions of perception- inadequate reflection of the perceived object and its properties, 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 means of mass media and including emotions, sensations, attitudes and intellectual orientation of the group in relation to some objectively existing phenomenon.
impulse buying- an unplanned purchase made under the influence of impulse needs.
impulse needs Needs that are ignored until they are satisfied.
information promotion- a form of sales promotion based on the foundation of informing and educating consumers.
Information at points of sale- all promotional materials, brochures, posters, showcases and stands, as well as many other items, the design of which is subject to the desire to influence the consumer's decision to purchase directly at the point of sale.
Kiosks and pavilions- closed outlets, assembled from prefabricated structures, often located on sidewalks or on open places 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 being transferred.
Communication- the process of transmission and perception of information in the conditions of interpersonal and mass communication.
The concept of a balanced store- an approach to the distribution of the area of the trading floor, in which the areas allocated for each department are proportional to the volume of sales and the need for retail space.
Corporate block- a place on the rack, allocated and fixed for the placement of goods of a particular manufacturer.
Coupons- certificates that give their holders the right to a reduced price or other benefit when purchasing a product or service.
personal selling- a communication process between the seller and the buyer, when, in the course of a personal exchange of information, the merchant helps consumers meet their needs.
Customer loyalty- an established trusting relationship between the seller and buyers, in the presence of which consumers have a favorable attitude towards the store and, when buying certain categories of goods, first of all visit the “chosen” outlet.
Marketing communications- Directed impact on target audience in order to attract attention and encourage her to take actions that are desirable for the retailer.
Merchandiser- a person holding a permanent position and empowered in the field of decision-making for specific 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 an analysis of the distribution of human cognitive resources.
Mini markets- located in the central areas of the city self-service stores with less than five cash registers and an area of 200-600 sq. m.
Mobiles- hanging models of products, made in a size exceeding the actual size and indicating the place of sale of the goods.
dummies- enlarged or life-size copies of real products or their packaging, placed for decoration and display where the real product could deteriorate.
Unplanned Purchase- a type of buying behavior in which the type and brand of the product are selected directly in the store.
Range renewal- the number of new commodity items in its structure.
Total store display area- the sum of the areas of all planes of commercial equipment (horizontal, inclined and vertical) intended for the demonstration and placement of goods on the trading floor.
Operational processes in the store- set of trading and technological processes, sequentially interconnected, the purpose of which is to satisfy the needs of consumers with the least expenditure of labor and time.
Wholesale and retail markets- markets consisting of containers and kiosks and selling mainly durable goods to both retail and wholesale buyers.
Main selling point- a place in the trading floor, where the entire range of this product group is presented.
Awareness of need- the perception by the consumer of the difference between the desired and the actual state, sufficient to activate the solution.
pallet display- a laminated stand or a wooden pallet presenting the goods.
Store layout determines the size and location of commercial and auxiliary premises; divides the area of the trading floor into functional zones and forms the routes for the movement of buyers by placing departments, sections and commercial equipment.
Sales floor layout- a system for placing trade and demonstration equipment, which forms the schemes for the movement of consumer flows.
The layout of the trading floor is linear- a system for placing commercial equipment, which forms the direction of customer flows parallel to checkouts.
The layout of the trading floor is arbitrary- an asymmetric system for the location of commercial equipment and other structures of a presentation nature, which forms an arbitrary character of movement.
"Plan-map" of commercial equipment- a diagram of the distribution of the cognitive resources of visitors horizontally and (or) vertically of a counter, rack or other structure for displaying and demonstrating goods.
Planogram- a diagram made up of photographs or a computer-generated diagram showing where each heading on specific commercial equipment.
Area for buyers- the area of the trading floor allocated to ensure the free movement of customers and carts with goods.
Enterprise positioning- provision trading company undeniable, clearly distinct, desirable place in the market and in the minds of target consumer groups.
Learning Resources- the mental abilities of the individual, necessary to perform various actions to process information coming from the external environment.
Buyer service- a set of actions and programs aimed at improving the process of making a purchase.
Purchase- selection and acquisition of a preferred alternative or acceptable substitute.
Post-purchase evaluation of options - an assessment of the degree of satisfaction from the experience of consumption.
Consumer market - individuals and households that buy or otherwise acquire goods and services for personal consumption.
Consumption- using a purchased alternative.
Pre-Purchase Options Evaluation- comparing the characteristics of goods of different brands, evaluating retailers, choosing a place to buy.
Prize is a tangible reward received for performing a specific action, usually for purchasing a product or visiting a particular point of sale.
Promotion- complex marketing communications, which includes means of advertising, sales promotion, direct marketing, as well as information at the point 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.
Location of departments- activities to determine the area and sequence of placement of departments and sections on the trading floor of the store, as well as the subsequent analysis of the effectiveness of such placement.
Placement of goods- distribution of goods on the area of the trading floor.
Advertising- any paid form of non-personal communication carried out on behalf of a well-known sponsor and using the mass media in order to persuade the audience to do something or somehow influence it.
Reflex- automatic response of the body to the action of any internal or external stimulus.
Retail- any activity for the sale of goods or services directly to final 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 that connect manufacturers and buyers.
rotation- the activity of bringing the 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 the retailer, transmitted through non-personal media.
seasonal merchandising- a set of measures for planning and promotion trade assortment based on interconnected sales of high-demand goods in each season.
Marketing Communications System (QMS)- a single complex that unites the participants, channels and methods of communication 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.
Subconscious message, - transmission of information using symbols that are below the threshold of normal perception.
Capabilities- individual psychological characteristics of a person, on which the acquisition of knowledge, skills or abilities, as well as the success of performing various types of activities depends.
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 stores with a sales area of 600-2500 sq. m, with five or more cash registers selling all food products and a wide range of non-food consumer goods.
Product- everything that can satisfy a need or need and is offered to the market for the purpose of attracting attention, acquisition, use or consumption.
Specialty Goods- goods in respect of which the consumer, even before the post-purchase evaluation, has a stable preference for a particular product, brand.
Goods of passive demand- goods that the consumer does not know about or does not think about buying them under normal conditions.
FMCG. Such goods form the basis of a person's consumption program and satisfy his utilitarian needs (functional and practical benefits).
Products preselection - goods for which the consumer does not have a complete preference map before a specific need arises, which means that it must be supplemented (information retrieval) before purchase.
Trademarks of manufacturers(nationwide trade marks) - goods designed, manufactured and promoted by the supplier himself.
Trading Services- activities aimed at assisting customers in the purchase of goods, their delivery and use.
point of sale- a place on the trading floor where the consumer can see the goods and make a decision on the choice and purchase.
"Convenient Stores" - small shops up to 300 sq. m, designed for customers with an average radius of service of about 500 m.
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- over-the-counter stores selling at least five different commodity groups; with a staff of at least 175 people and a sales area of at least 2,500 sq. m.
supermarkets- over-the-counter shops with an area of more than 500 sq. m, located in densely populated areas of large cities.
Assortment ordering- bringing the assortment structure to the optimal breadth and depth.
Conditioned reflex- an acquired reaction of the body to a certain stimulus, resulting from a combination of the impact of this stimulus with positive (or negative) reinforcement from the actual need.
Installation area- the area of the 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 least willingly visited by buyers part of the trading floor.
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- a type of buying behavior in which the buyer has predetermined both the product and the brand that he intends to buy.
Shelftalkers- Shelf stickers used to give meaning to the corporate unit 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 breadth- 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 demonstration of goods.
CMAR (consumer marketing at retail)- joint complex marketing activities manufacturer and retailer, aimed at promoting the range of products most demanded by customers, as well as identifying the reasons that facilitate or hinder the purchase.
POPAI (Point of Purchase International) is an international association representing the interests of communication professionals at the point 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, develop professional standards manufacturers of communications at the point of sale.
Prepared based on the materials of the distance learning course