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Method and focus of merchandise display
- Sep 14, 2018 -

(1) The basic method of display display:

Placement display

Side by side: display rack, display table

Stacking: sales desk, display stand

Throwing: floats, trolleys

2. Paste display

Posting: walls, picture frames, nets, etc.

Bundle: string, stick

3. Hanging display (mainly used for textiles, clothing products or some small commodities and flat, slender and other products without three-dimensional feeling.)

(2) Notes on display:

1. At the entrance of the store, it should be marked (such as making a simple floor plan) so that the customer has a slight idea of the store's product configuration.

2. The display that is placed closest to the entrance must be a product with a very high turnover rate. It is important for self-service consumers to start purchasing goods as soon as possible.

3. Arranged and displayed in a place far from the entrance, it should be a product that can attract customers' attention and the number of units is not very large.

4. Daily consumer goods must be displayed in adjacent areas.

5. Related items must be placed in adjacent areas.

6. The best-selling products must be placed on all channels on average.

7. When designing the walking route, each channel must have some products that attract customers.

8. Must be able to easily identify the direction of the customer.

9. Products that are purchased impulsively must be placed on the main channel or close to the main channel.

10. For men, the most appropriate height is 85 to 135 cm, for women 75 to 125 cm; the average height is 70 to 145 cm for men and 60 to 135 cm for women; the more convenient height is 60 to men. 180 cm, women are 50 to 165 cm, and 60 or less are below the warehouse. (POP, the abbreviation of PointOfPur-chase in English, meaning "selling point advertisement", its main commercial use is to stimulate the atmosphere of guiding consumption and active store. It has the form of outdoor signboard, display board, window poster, store table, price list, hanging Flags, even stereo cartoon models, etc. Commonly used POPs are short-term promotional uses. Their expressions are exaggerated and humorous, and their colors are strong. They can effectively attract customers' views and evoke purchase desires. It is a low-cost and efficient advertising method.

(3) Vertical display plan

While adhering to the basic principles of merchandise display (especially the gold position display), the vertical display of various types of merchandise is refined.

Drink

By category: divided into carbonated drinks, beer, juice, tea drinks, functional drinks, etc.;

According to the specifications: the carton is placed at the top, the cans are centered, the bottle is placed, and the herbal tea should be placed on the bottom of the shelf.

milk

According to the packaging: boxed, bottled separately.

• Sauces and side dishes

By category: mustard, fermented bean curd, kimchi, olives, bamboo shoots, meat whistle, etc.

Note: The display can be divided into bags and bottles, but the horizontal must be the same size.

instant food

First according to the packaging: barrel and bag;

According to the category: divided into rice noodles and noodles;

Then press the brand: (not stated).

• Canned food

By category: canned fish and luncheon meat.

• Condiments

According to categories: vinegar, soy sauce, monosodium glutamate, chicken essence, etc.

• Soup ingredients

Large categories: tea granules, nourishing soup, mushrooms;

Essay categories: chrysanthemum tea, herbal tea, dehumidification tea, Babao tea, Banlangen; alfalfa, lotus seeds, ginseng, jujube; fungus, white fungus, seaweed, mushroom mushroom, mushroom tea mushroom and so on.

• Chocolate

Domestic and imported are displayed separately.

According to the package: the bulk is placed on the upper layer and the box is placed on the lower layer.

• Biscuits and pastries

Big categories: biscuits, cakes, egg rolls, Shaqima;

Pieces: Biscuits are divided into puffed series, sandwich series, and crepes.

• Grain rice

By category: Northeast rice, Thai fragrant rice, silk seedlings, etc.

Note: To take into account the specifications of the goods (10 kg, 5 kg), the small bag is placed on the top side, and vice versa.

• oil

According to category: peanut oil, blending oil, soybean oil, etc.;

According to the specification: the small barrel oil is placed on the side and the large barrel is placed on the side.

• Cup

According to category: cover cup, vacuum cup, magnetic cup, cup, space cup, children's kettle.

Snack foods

Large categories: dried fruits and puffed foods;

Pieces: pistachios, peanuts, cashews, etc.;

According to the package: small placed on the top, and vice versa.

• Jelly

Display principle: small up and down.

• Milk powder

According to the package: canned and bagged;

By price: imported and domestic.

• Infant food

By category: rice flour, milk powder, puree, calcium tablets;

Applicable age: 1 phase, 2 phases;

Display principle: small up and down.

liqueur

By category: red wine, white wine (bottled and boxed), rice wine.

• Tea

By category: black tea, green tea, oolong tea, etc.;

According to the package: the bag is placed on the top and the box is placed under the pendulum, which needs to be handled flexibly.

• Coffee and companion

By category: coffee, milk tea, Ahuatian, Guozhen.

Display principle: the box is on the top and the bottle is on the bottom.

• Paper towels

By category: boxed, cored, coreless, facial tissue, wet tissue, handkerchief paper.

• Cosmetics

By brand: (not stated);

Display principle: put one side on top and box down.

household products

By category: face towel, bath towel, bed sheet, towel quilt;

By color: the color is similar to the longitudinal display.

flip flop

By category: sand drag, hair drag.

• Air fresheners and companions

According to category: dehumidifier, insecticide, shoe polish, shoe brush, deodorant, fragrance.

• Toothbrush toothpaste

By category: the toothbrush is on, the toothpaste is on the bottom.

Display principle: small up and down.

Note: The same brand of toothbrush is placed on top of the toothpaste.

• Household cleaning products

According to the function: clean toilet, glass water, etc.;

Display principle: the bottle is on the top and the barrel is on the bottom.

• Other cleaning products

By category: shampoo, shower gel, washing powder, soap, soap;

Display principle: small up and down.

Note: All kinds of commodities, especially sugar, tonics, women's products, cosmetics, etc., can be classified by brand, and are not specified.

Tableware, tea sets, wine sets, water sets, and ashtrays are displayed by category.

• Communicate the intrinsic value of goods through display

The merchandise display not only shows the external features of the merchandise, but the customer can even perceive the intrinsic value of the merchandise.

• Trapezoidal booth highlights

There may be several more distinctive items in the same category of goods, and the trapezoidal stand can highlight these items.

• Serialized display features

Each type of commodity has its own characteristics. An effective way to express the characteristics of goods is to combine similar products in different ways to form a more perfect geometric pattern. Different product lines can also be used as a foil with different bottom plates.

(iv) The superiority of the model goods

Visually displaying the quality of the goods' internal and external appearance is a basic skill in sales. Some items, such as clothing, can be displayed with a random hang, but it is more impressive if heavy objects are placed on the hanging fabric. There are also some products that can show their superiority in the actual working state.

• Common products highlight practicality

Some products, especially some daily necessities, are well understood by customers, so it is the practicality of these products that can be introduced to people. If the jewelry worn on the model is more dazzling than in the glass cabinet.

• First grasp the customer psychology

In many cases, the customer is most concerned about the inherent quality of the product. For example, instead of showing the shape of cocoa beans, it is better to ask customers to taste the effect. Therefore, before the product display, you should first figure out how much the customer knows about the product and what he wants to know most.

• Have a time to avoid crowding

If the different products are displayed too crowded, it will block the customer's sight, but it will affect the customer's feeling of the goods. If the space is restricted, some of the products in the merchandise may occupy a little more space during the exhibition. The rest of the similar products may be accompanied by text descriptions and displayed in the secondary part of the booth.

• Enhance visual effects

Some small items that are often encountered every day generally do not attract people's attention. With some exaggerated expression techniques, the visual effects of these products can be enhanced. For example, a large tableware photo can make customers have a novelty.

(5) Stacking head display requirements

• Authorized positioning

The stacking goods and time are determined by the branch manager or the distribution center, and no one may increase, decrease or adjust the position without authorization.

There are no more than 6 kinds of three-dimensional display per square meter, and no more than 2 kinds of flat display. If the special reason exceeds the specified variety, it must be reviewed by the manager above the duty manager.

• Standard pad is integrated

A standard pad is required at the bottom of the stack; if a linear stack is selected, the pad of the stack should be on the same plane as the left and right sides of the product.

• Empty box auxiliary pad height 0.9 m

Goods must be bottomed with empty cardboard boxes (or other accessories). The empty box for the stacked goods needs to be stacked, and the bottom height is between 0.8 and 1.0 meters. However, in the category of beverages, beer, wine, rice, oil, etc., the goods can be used as the bottom of the pile due to the large sales volume. Auxiliary tools such as partitions are available to ensure that the merchandise is displayed flat.

• Uniform layout

The sides of the stack should ensure a uniform carton, a uniform display surface, and the edges of each carton should be aligned on the same side. All cartons should ensure that the characters and symbols on the arrangement face are upright, the displayed goods should be standing upright, and the display surface should be uniform, and the left and right boundaries should be clearly and neatly arranged.

• Cut the case as appropriate

If the color of the outer surface of the package is dull and the logo is not clear, and the color of the individual product package is bright and the mark is significant, the product should be highlighted (the outer display surface of the package is cut out with a knife and the outer display surface is window-shaped, and the cut-out area is about the outer display. About two-thirds of the surface), if the appearance of the box is bright and the logo is significant, you can not cut the box. Cut the box should pay attention to the cut flat, do not damage the goods in the package, and the horizontal and vertical cuts of each side should be kept on the same straight line as much as possible, and the goods in the cut window should be unified to face outward.

• Height is maintained at 1.3 meters

Stacked goods should generally be kept at a height of 1.3 meters (±0.1 meters), especially for flat products.

• no more than 1 meter apart

The goods at the edge of the stack are no more than 1 meter from the center.

Japanese convenience store product layout reference

The structure and content of the convenience store stores are basically the same, and the architectural format and signboard are also uniform. This is because it is necessary to form a unified image in the minds of customers, and convenience stores are also a form of business based on this customer identity.