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

Chapter 13 Business Classic V: Pay attention to product display and layout (2)
It is a display method that completely displays the entire set of products to customers.For example, take the whole body clothing as a whole, and use the mannequin to display it completely from head to toe.The overall display form can make an overall vision for customers and facilitate customers' purchases, so it is accepted by customers.

3. Neat display
According to the size of the shelf, it determines the value of the length, width and height of the goods, and arranges the goods neatly, thus highlighting the sense of volume of the goods and giving customers a stimulus. Therefore, the neatly displayed goods are usually the ones that the store wants to sell to customers in large quantities. Commodities, or due to seasonal factors, customers purchase a large amount of products with high purchase frequency, etc.When using the neat display method, sometimes there will be shortcomings that are not easy to take, and the store staff should make adjustments according to their wishes.

4. Random display
It is a method of randomly stacking goods.It is mainly suitable for displaying special products, and it is to give customers the impression that "special products are cheap products".The display utensils used by the random display method are generally a round or square mesh basket, and also have a brand indicating special sales.

5. Disc display
It is actually a change of neat display, and it also shows the sense of volume of the goods, but the bottom of the carton containing the goods is cut into a plate shape and left, and then piled up in units of plates, which can speed up the display of goods. To a certain extent, it reminds customers that they can buy whole boxes, so some tray displays are only displayed on the upper layer, while the lower ones are displayed without opening the box.

6. Positioning display
It means that once certain Shangangs have been determined for display, they will generally not be changed.The products that need to be positioned and displayed are well-known brand-name products that are frequently used by customers. Customers purchase these products frequently and in large quantities. Therefore, it is necessary to display these products in fixed positions to facilitate customers, especially regular customers.

7. Related display
It refers to the display of different types of products that complement each other.By using the complementarity between commodities, customers can buy the next commodity after purchasing a certain commodity.It can diversify the overall display of the store and increase the probability of customers buying goods.The principle of its application is that the products must complement each other, and first of all, it is necessary to break the differences between the various types of products and reflect the real life of customers.

8. Compare display
It refers to classifying the same commodities according to different specifications and quantities, and then displaying them together.Its purpose is to drive customers to buy more goods.Use the price difference between commodities packaged in different specifications to stimulate their desire to buy, prompting them to make purchase decisions based on cheap prices.

9. Category display
It is a display method that classifies products according to their quality, performance, characteristics and objects of use, and displays them to customers.It can facilitate customers to compare and choose among different colors, qualities and prices.

10. Island display
It is placed at the entrance of the store, and there is no central display shelf in the middle or bottom, but a booth for special display.It allows customers to view the displayed goods from four directions.There are many utensils displayed in the island style, and the commonly used ones are freezers, platforms or large mesh baskets.The utensils displayed in the island style should not be too high. If it is too high, it will affect the spatial vision of the entire store, and it will also affect the perspective of customers on the products displayed in the island style from four directions.

What are the precautions for product display

Effectively use partitions to fix the position of goods, prevent goods from being out of stock and maintain the orderliness of the shelves.

The three-dimensional display facing outward can make it easy for customers to see the products.

The posting position of the price tag should be consistent, and it should be prevented from falling off.If there is a special offer, it should be marked with P0P or a special price tag.

The display of commodities should be from small to large, from left to right, from shallow to deep, and from top to bottom.

The shelves should be divided into sections, as shown below.

Upper layer: display some representative and "feeling" products, such as well-known products in the category.

Gold layer: Display some distinctive and high-profit commodities.

Middle layer: display some stable commodities.

Lower layer: Display some heavy commodities, as well as commodities with high turnover rate and large volume.

Focused display uses lighting, color and decoration to create an atmosphere and focus customers' attention.

Display of seasonal merchandise.

How to make your product display more effective
1. Planning and preparation

Good planning and preparation is the beginning of success.Make sure you have the display equipment and tools you need, including: display aids, pins, pens, paste, staplers/needles, scissors, nails, ladders, tape, shelf ropes, flags, price tags, etc. , and make corresponding plans and preparations.

2. Familiarize yourself with your own display aids
Specially understand and be familiar with your own display aids, such as posters, shelf slings, empty boxes, boxes, counter display items, hanging objects, samples, brochures, leaflets, instructions, labels, etc.

3. Make full use of your imagination to make a good display

Try to use all the available space effectively, consider whether there are other different ways to use your display auxiliary equipment to make the display more prominent; use related equipment to strengthen your display and make it stand out; finalize your display Does it match your product positioning?

4. Little secrets of display
The following tips may benefit you a lot:

Don't make it easy for customers to get your product, it will deter customers from buying.

Don't let your poster or display get covered up by other things, it will cost you the sale.

Do not stack products of different categories together, which will cause customers' unpleasant feelings and associations, such as washing powder and food together, consumers will have concerns and insecurities.

Arrange your display so that it can be seen from the outside, so that it will attract the attention of customers.

Know the display location of a certain product before the customer arrives at the display place.For example, use signs, etc., otherwise it is likely to make the stacked display meaningless.

Try some small "instructions/reminders" displays, with a few products on the counter.

Place merchandise displays near or on the side walls of the checkout counter that customers can see as they pass by or while they wait to be served.

It is best to display weaker brands next to the first brand as much as possible.

5. Skills on shelves

Pay attention to several aspects: the least products on the shelves are in line with the market share; the most are 70% of the same type of goods.The display of all products should be arranged according to the degree of contribution, and a good display plan must be established.

How to do a performative display

The display of commodities can be divided into two categories: "performance" and "ease of sale" according to different focuses.In addition, although it is not directly related to merchandise sales, with the help of flower decorations, green trees, paintings, and art lights, it will improve the overall atmosphere and taste of the store, so it can also be regarded as a part of the display.

The so-called "performative" display refers to the use of commodities, peripheral products, and even small tools for visual design to stimulate customers' desire to "want" and can't help but pay for them.In terms of technical terms, it is "visual commodity supply plan".

1. Basic skills of display

The performance must rely on superb acting skills to win the house.Here are a few basic techniques:
造型
Wear the matching clothes on the window models.

(I.e.
Summarize the same product or related products to create an overall impression.

Color matching
Design by color coordination and impression.

effect
Combining products with related products and matching related scenes to create special effects.

2. Coordinated display

When considering how to obtain the coordination of commodity arrangement, the principle of "triangular composition" must not be forgotten.

Assuming that a straight line is used to connect the center of gravity of each displayed product to form a triangle, four ways can be obtained:

Equilateral triangle (high style, high coordination).

Isosceles triangle (left-right symmetry, if the interior angle of the apex is obtuse, it has a soft feeling; if it is an acute angle, it has a sharp feeling).

Scale triangle (left and right asymmetry, like flowing water, can ease the atmosphere).

Triangular complexes (combinations of triangles of different sizes).

When using the "triangular composition" to display products, you should not only pay attention to the triangle connection, but also consider its "height and depth" so as not to lose the three-dimensional effect.

In addition, there are many ways to achieve the coordination of the display, such as left-right symmetrical composition, repetitive composition (the same pattern is repeated continuously), etc.

3. Performative display

The window is an important base to inform customers about the store's characteristics, style, and what products are being sold in a themed and seasonal way.

If you are opening a clothing store, you should use jewelry, leather bags, shoes, etc. as an overall match, and arrange them on the main display table (cabinet) to let customers have what they want.

For other key parts, it is necessary to arrange for the direct display of single products.At this time, in order to create the impression of "cheap" and "lively", the same commodity can be piled up in large quantities.

When you are doing a performance display, please remember to check the distance frequently to see if the arrangement and color are balanced and harmonious, and if not, make appropriate adjustments.

How to Display for Ease of Buying

"Easy to sell" display must meet several conditions, namely "easy to see, easy to touch, easy to choose", the main tools are scaffolding and hooks.

When displaying "ease of sale", if it is a daily grocery product, it must be classified into categories, such as mugs, general teacups and saucers, vases, plates, towels, etc., and then according to shape, color, material, etc. Dimensions, prices, etc. are subdivided into smaller units.

Every time the goods are purchased, they are put on the shelves immediately. From the perspective of store management, it can indeed save a lot of trouble.But for customers, it is not necessarily convenient, so it is best to avoid it.

The easiest place to sell goods, the so-called golden zone, is at a height of 70 to 125 centimeters directly in front of customers.It does not require much effort, that is, the height within reach is 70 to 160 cm for men and 60 to 150 cm for women.In addition, the range that can be touched by squatting down is 40 to 190 cm for men and 30 to 175 cm for women.

However, there is a difference in the reach height between young people and old people, so it can be slightly adjusted according to the actual customer level.

The display of the main products should be in the golden area, especially the products that sell well, the color and size should be considered, and the number of display should be increased.

When placing goods, first place the main products in the golden area, arrange them up and down around the center, and then fill up the surrounding space along the cross.

If there are no goods placed in front of the display rack, it will not only be inconvenient to choose, but also give people a feeling of insufficient weight and mess.Especially the products that are arranged in the depth of the shelf can be stacked forward to enrich the facade.

How to choose the right commodity display utensils

Choosing display utensils suitable for product taste and characteristics can not only improve the atmosphere and image of the store, but also give customers an excellent impression.

In some stores, the interior decoration and product level are very high, but they are equipped with simple product utensils, or use too fancy scaffolding, which lowers the product level instead.

These stores often unconsciously make customers feel insecure and expose the dilemma of laymen.

It is also because many sundries such as scaffolding, tables, counters, mirrors and so on that did not belong to the store have appeared one after another.

Everyone seems to have forgotten that "beautiful appearance does not mean that it has the conditions to display goods".

In particular, some stores like to use simple white wood shelving, because the position of the shelving boards is difficult to reach, and the shelving boards are fixed and cannot be moved, so the goods placed inside are usually out of the sky, and the aisles are narrowed.

After using it for a period of time, I found that it was not easy to use, and finally had to change other appliances.In order to avoid unnecessary waste (in terms of time and money), the display utensils should be carefully selected.

Now, the utensils used in the store have come in a variety of styles, you can browse through interior design magazines, or ask trusted designers to design.

If you are full of confidence in yourself and are willing to spend time, you might as well buy cheap appliances that no one cares about, and then repair them, and there may be unexpected surprises.

(End of this chapter)