Minishop merchandising

How to correctly place the desired assortment in a small area so that sales are maximum, said Olga Karpus, marketing consultant, ex-marketing director of Cotton Club Ukraine.

With the advent of summer, small shops are trying to expand the range of seasonal goods. It is reasonable. But often, due to the small area, the products are piled randomly. It is difficult for the buyer to find the right product. The overall impression of the store is also not the best. There is no desire to come into it again. Sales are not growing at best. But following a few simple merchandising rules, you can increase sales by 20-30%.

Body parts

For a product to be bought, it must be easy to see and get it. Therefore, the goods at the eye level of the buyer will always be sold best. On average, these products account for up to 40% of sales. The second largest sales area is at arm's length. It accounts for about 30% of sales. The point is that the buyer can easily reach the product he is interested in. Place the best-selling and most seasonal products in these two zones.

Tip: Often, manufacturers hold promotions for the buyer and at the same time give bonuses to outlets for the sale of promotional goods. In addition, shares of large manufacturers are always accompanied by powerful advertising support on TV and other channels. Place such products at eye and hand level and receive not only money from customers, but also profit from manufacturers. The zone at the foot level brings up to 20% of sales, which is also good. An important nuance - it is better to place large packages here. Small things in this zone will be lost.

Tip: In this area, try to arrange the products so that the top edge of the package is as close as possible to the area of the hands. This will smooth the border between the zones and improve sales. The disadvantageous zone itself is at the top of the crown. Here, sales account for approximately 10% of the turnover. Its height is arbitrary and deduced from the statistics of average height of people.

Tip: According to statistics, men are higher than women. Therefore, use the crown zone for goods that most men buy. For some of them, the crown zone will be at the border of eye level.

Infographics

Top level - 1.7-1.8 m - 10% of sales
Eye level - 1.5-1.7 m - 40% of sales
Hand level - 1.0-1.5 m - 30% of sales
Foot level - below 1 m - 20% of sales

Top to bottom and left to right

It’s more efficient to display products on a shelf with a vertical block. He is more noticeable. And you can always put the most popular positions at eye level in order to “catch” the attention of the buyer.
But if there is not enough space on the shelves, it is difficult to make saturated vertical blocks. In order for them to be noticeable, their width should be at least 40-50 cm. Otherwise, it makes no sense. The eye of the buyer does not catch the boundaries, and the mind - the logic of placement. The showcase will look chaotic. The way out is to make horizontal blocks. So it will turn out to place near more positions of products of the same type. It will be easier for the buyer to find it on a shelf and buy it.

Crossroads

It is more profitable to lay out goods that complement each other side by side. For a grocery store, this is a set of products that are eaten in one go. For example, coffee, tea with cookies and sweets or vegetables, greens and salad dressings right there. There are several layout options for these product groups. The first is themed pairs. Next to the product, which is in great demand, the related products for impulse purchases are laid out. The second - a special thematic zone is created. In one place you can find everything you need, for example, to a quick table. Drinks, snacks, snacks and disposable tableware and napkins.

Nose leads

One of the most underestimated instruments for attracting and retaining a customer is fragrances. The pleasant smell in the store makes the buyer stay inside longer. It is clear that professional aroma marketing and aroma design is not the most burning issue for small stores. And it is unlikely that their owners will spend money on special compositions. There is a simple way out. You can fill the store with the right smell yourself. The main requirement here is relevance. For a grocery store, the flavor should be tasty and appetizing. For example, coffee, fresh buns, fruits. You can make a mini-sachet, fill the linen bags with fragrant spices - cinnamon, vanilla, cardamom.
Have a good season and good sales!