Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 12 Business Classic V: Pay attention to product display and layout (1)
[-]. Shelf design

What are the main points of general shelf display
To do a good shelf display, you should pay attention to several elements, such as display location, display surface, product line, inventory, POP and maintenance, etc., especially the following points:

Commodities should be displayed at eye level or in the center or where consumers often walk;

To have the most display surface;
Commodities of the same brand, type, and specification need to be concentrated, and the name of the product must always face consumers;
Inventory should be sufficient or replenished at any time;
Goods should be easily accessible;
First in, first out, inventory needs to be shipped;

Be sure to use POP or price marking, and it must be continuous and stable;
Keep neat and tidy, and remove defective products in time;

Make business partners understand or agree with what the company does.

1. Shelf display method
Vertical arrangement of brands: each brand can share a position at the same height as the line of sight; create different characteristics on the shelves; make the most effective use of space according to the size of the product packaging.

Brand horizontal arrangement method: only one brand can have a position at the same height as the line of sight, which is likely to cause confusion on the display surface, and can not be properly adjusted according to the size of the package, which is likely to cause waste of space.

The most ideal shelf arrangement method: brand vertical arrangement + packaging size horizontal arrangement.

The size of the position on the shelf is determined by the market share of the product.Taking sales as the calculation standard, high-priced products have an advantage over low-priced products; taking sales volume as the calculation standard, products with fast turnover rates have an advantage.

2. The card insertion effect of the shelf

It will be better to use the card on the shelf display. It is necessary to be good at using the card on the shelf to cooperate with the product display to promote the increase of sales. The effect of using different label cards is as follows.

Advertising message labeling card: advertising message + brand
Product Identification Card: Brand Ten Benefits
Complete information indicator card: brand + benefits + price
Medium-sized designation card: such as more economical specials
Price reduction information sign card: original price, special price

What is the use of the shelf card

Obviously, the shelf card is a recording card installed on the shelf slot, which records the Chinese name, product code, barcode, selling price, maximum order quantity, minimum order quantity, manufacturer name and other information of the goods on the shelf.When you see a product on the shelf, you can immediately get the information of the product.

1. The purpose of the shelf card

Easy to order
Convenience stores now mostly order in Chinese, that is, check the out-of-stock status at the store, and then copy the Chinese name on paper, and then go to the backyard to browse the product catalog, compare it with the Chinese name, and find out the item number.This approach has the following disadvantages.

The transcribed Chinese is too simple, causing comparison errors and ordering wrong products.Example: If you want to order 375ml of carambola juice, write it as carambola juice, and when comparing, order 250ml of carambola juice.

When the shelves are empty, I don’t know what product to order, so I just find a product to order. The product may not sell well, or I have ordered a duplicate product.

The ordering procedure is too complicated. If a novice comes to order, it may take 100 hours to order 2 products.Using the shelf card, the above problems can be easily solved, directly copy the product code on the shelf card, or brush the barcode with a light brush to complete the order procedure.

Easy replenishment
When the shelf is empty, it can be replenished immediately according to the shelf card, one by one, and a small number of product structures can be maintained at any time, so that the row will not be messed up, and the same product will not be full of rows, resulting in space constraints. waste.

Convenient inventory
Stocktaking is the most important job to understand the profit and loss of a store, and the most concerned issue for store owners is how to shorten the time for stocktaking.If you use shelf cards to take inventory, you can save about 1/3 of the time, because when the store staff takes inventory, you don't have to look through the product catalog to check the price, or ask the senior store staff how much the product is.

Data collection card before POS goes online

If you are going to introduce POS management, you only need to key the data of the shelf card into the computer to complete the establishment of the product master file and the manufacturer master file, and there will be no trouble in replenishing the goods after the event due to incomplete data collection due to product structure changes.

2. Make a shelf card

At present, there are many ways to make shelf cards. Some people hand it over to the printing factory to make the card, and then use the cover machine to make the cover. This way, the quotation is as high as 7 yuan per piece. The labor cost is too expensive, mainly for typing and cover. A lot of labor.Therefore, the cost should be fully considered during production, and the cost should be saved as much as possible. For example, the protective film is designed to be replaceable, which saves the time of protecting the shell and can be reused.Or buy a blank shelf card and fill it out manually, which is also a way to save money.

3. Color change of shelf card
In addition, shelf cards can also be managed by changing colors. One shelf position can hold two shelf cards. For example, one white and one yellow are stacked together. White represents the first brand, yellow represents the second brand, and white is out of stock and cannot be ordered. When the time comes, the yellow one can be changed, and when the white one starts to be available, it can be adjusted back to white.

What are the functions of using the product configuration table to design shelf display

1. Effective control of commodity varieties
The area of ​​the store is limited, and the number of varieties that can be displayed is also limited. If you want to effectively control the variety of goods and improve the efficiency of the store, you must use the product configuration table.

2. Do a good job in commodity positioning management
Commodity positioning is a very important task for store management; commodity configuration table is a management tool for commodity positioning.Only with the product configuration table can the product positioning be done well. If the product configuration table is not properly planned in advance, the display work will not be carried out rashly, and it will not be consistent, and it is impossible to manage the product positioning well.

3. Appropriately manage product layout
The inability to effectively manage the number of rows of goods is a major management shortcoming of the store at this stage.Generally speaking, there are more than [-] varieties displayed in the store, and some of the products displayed are very popular, and dozens or even hundreds of them can be sold in a day, but some products may only be sold in a day. Several, not even one sold.Therefore, when arranging the layout of commodities, it is necessary to give an appropriate number of layouts according to the number of commodities sold, that is, the number of layouts given to best-selling products occupies a large display space, while less sales are given to unsold commodities. The number of rows, the display space occupied is also small, and even only a single row is given, which is of great benefit to improving the efficiency of the store.

4. Prevent slow-moving products from driving out best-selling products

Lack of planning and management of product configuration tables, and when products are displayed randomly, because the sales speed of best-selling products is fast, without good management, the products are sold out and cannot be replenished in time, which will easily lead to less popular products occupying best-selling products This has resulted in a situation where unsalable products drive out best-selling products. By the time customers ask "Is there any product?", a lot of business opportunities may have been missed and the competitiveness of the store may have been impaired. In a store without product configuration table management, this kind of Situations often happen, and stores with commodity configuration table management can avoid this situation.

5. Reasonable allocation of high-profit commodities

Commodity allocation can control the profit at a certain level among the items sold in the store. There are high-margin products and low-profit products. We always hope to allocate good-profit products in good display positions, sell more, and improve the overall profit. It has also improved, and the low-profit products are allocated in lesser positions to control the sales structure. This depends on the product configuration table to give various products a proper allocation, in order to achieve a high-profit performance for the entire store.

6. Commodity allocation is an important standardized management tool for chain operations

If the chain stores of the store spread all over the country, or even in every corner of the country, it is often difficult for the headquarters staff to meet the requirements of consistent product display in these branches.If there is a set of standard commodity configuration tables to operate, the commodity operation of the entire chain will be easier, and the implementation of seasonal change corrections, addition of new products, and deletion of slow-moving products will be more efficient.

[-]. Commodity display

What are the principles of commodity display

Merchandise display in a store is an important form of storefront advertising, and the work efficiency and service quality of sales staff are also closely related to the display of merchandise. Therefore, merchandise display determines the sales of a store to a certain extent.

Store merchandise display should pay attention to the following principles:
1 conspicuous
The so-called conspicuousness means that in order to make the "most wanted commodity" easy to sell, the store should try to set it at a conspicuous location and height, which can also be called effective display.

When carrying out conspicuous display, you must first consider the product and its purchase frequency. For the product you want to sell, try to choose a place that can attract attention.Even in the same place, these so-called gold line commodities should be displayed at the most conspicuous height in the effective display range, and some efforts should be made in the display method.

2 Easy to choose and take

Easy to choose means that the products in the store are displayed in a way that customers can easily choose. Except for special products (small and valuable products such as watches and gems), they are displayed in places that are easy to access.Therefore, it is necessary to consider the relevance of the goods before classifying and displaying them.The size, industry and policy of each store are different, which will also lead to different classification methods and places.First of all, it should be classified according to the large classification method; secondly, it should be classified according to the classification method of use and manufacturer; finally, it should be classified according to the small classification method of price and design.After clearly classifying the products like this, the display method of collective display not only brings convenience to customers, but also improves the efficiency of product management for the store itself.

Easy access is to properly display the best-selling products and the products you want to sell in a high-efficiency position within the conspicuous and easy-to-access effective display range.

3 Improve freshness

It is to make customers feel the richness and lively display of goods.When anyone chooses a favorite product, he certainly likes to choose from a variety of products in a large quantity in order to get the satisfaction of shopping.However, keeping a large number of products at hand in response to this point will cause customers to choose repeatedly, and even cause damage to the products.Therefore, even if it is a small amount of goods, as long as the display method can be used well, it can make it feel very rich.Store operators should skillfully use auxiliary tools to display products three-dimensionally, use decorations to make products vivid, and make full use of posters and leaflets during auctions. These methods can emphasize the freshness of products.

4. Increased value

It means that even for the same product, after using the display method, customers can change their evaluation.Therefore, before displaying, we must first consider what is the display method that can perform the best effect.Display equipment and utensils have a great influence on it, and are even affected by the color, material, small props and lighting performance of the display background.In particular, the so-called appropriate collocation display, the combination of its products is how to match and combine the main products and directly related products.Its judgment and method are not only affected by the display effect, but also closely related to the store image.

5 striking
It refers to the placement of commodities in professional places, which will become a display place that emphasizes key points.That is different from a comprehensive display. It uses some equipment and utensils to make a certain part particularly conspicuous to attract customers to come to the store to browse the products in the store. This kind of storefront is called a magnet storefront and it also has the same effect.In this way of display, an appealing theme is necessary, through which the effect can be effectively exerted.The eye-catching display methods may vary according to different industries and different positioning goals.

What are the methods of commodity display

1. Theme display
It is a display method to set a theme for commodity display.Themes should change frequently to suit seasons or special events.It can make the store create a unique atmosphere, attract customers' attention, and then sell products.

2. Overall display
(End of this chapter)