Introduction……………………………………………………………………………….2
1. History of merchandising....................................4
2. The concept of merchandising. Goals and objectives…………………6
3. Choosing the location of the pharmacy. Requirements to external design pharmacies……………………………………………………… 10
4. Organization of the sales area: atmosphere, types of technological equipment.………………………………………………………..19
5. Features of the display of goods in the sales area of a pharmacy.....23
Conclusion ………………………………………………………………..31
Literature ………………………………………………………………32
Introduction
Not so long ago, pharmaceutical enterprises and organizations in our country were perceived as trade establishments in the last place. Pharmacies were, first of all, a place where scarce products were distributed at symbolic prices. This situation changed with the introduction of a market economy.
Firstly, some pharmaceutical enterprises became privately owned, and enterprises that remained in state and municipal ownership were transferred to self-sufficiency.
Secondly, the rapid growth of the pharmaceutical sector and the opening of the market to Western (and Eastern) companies has led to increased competition, both between manufacturers and between wholesale and retail intermediaries.
As a result, while maintaining the role of pharmaceutical enterprises as, first of all, healthcare institutions, issues of managing the market activities of the enterprise are becoming increasingly relevant.
What makes a company successful in the market? High quality products, the ability to convey information about the product to the consumer and an effective sales management system.
For a long time, sales management in the pharmaceutical (as well as in other) industries was carried out on the basis of experience and intuition. However, the realities of the economy require a scientifically based approach to organizing sales. As a response to market demands, merchandising arose - a discipline that develops a set of measures to increase sales at the point of sale.
The effectiveness of applying a scientific approach to building a sales system is evidenced by the results of numerous studies. Here, for example, are the figures obtained during one of them: optimizing the placement of product groups on the sales floor, taking into account the rules of customer behavior in the store and product proximity, can increase sales by an average of 10% across departments;
· optimizing the display of goods in a store can increase revenue per unit of display area by 15%;
· joint use of optimization of placement, display and advertising of goods (for example, the “color spot” method) brings up to a 25% increase in sales for the department, and for brands (manufacturers), for which the “color spot” method is directly applied, sales growth reaches 90%.
At the same time, significant cost savings are achieved than when using expensive advertising. Merchandising methods are available not only to large companies, but also small organizations, incl. pharmacies.
1. History of merchandising
For the first time, merchandising as a set of unrelated marketing elements appeared during the Great Depression in the United States in 1930-1935. This period was marked by the search for means that could take the company to a new level that would ensure survival and competitiveness. The design of retail outlets has always been there, but it was based on the fact that a store should not only be beautiful and comfortable, but also functional and targeted in order to generate maximum revenue per unit of retail space.
At first, merchandising developed quite slowly, it was used not as a complex, but as separate methods, until the sixties of the twentieth century. It is at this moment that the market reorients itself, from a seller's market to a buyer's market. Then, in the early seventies, they saw the prospect of this area of marketing. It was the large chains (supermarket chains) that began to develop merchandising, which was natural, because they had a clearer organization, a sufficient amount of resources, and the whole question was only in reorienting staff.
In Russia, the concept arose in the early nineties, after the fall of the Iron Curtain, large players entered our market in the form of multinational corporations producing consumer goods (FMCG). At the beginning of the learning process, it was difficult for our Soviet commodity experts to explain the meaning of the rearrangement of products that had recently appeared on the shelves, but after the first results appeared, the number of people wishing to apply new technologies increased.
When there is a demand for a job in the market, there are bound to be people who fill that niche. Initially, sales representatives and sales managers were involved in merchandising, then salespeople were involved in this activity, motivating them with salary increases.
In the mid-nineties, the collapse of production reached its apogee and people went into trade, which, accordingly, increased the number of retail outlets hundreds of times. They differed in scale, but they had one thing in common - they all fought for their “place in the sun”, for their profit. Simply put, competition has increased. The next step was the desire to increase business profits without increasing the area of retail outlets. This is where everyone remembered about merchandising. Now his methods are used everywhere, regardless of the size of the enterprise.
Competition between sellers has increased; most of the goods have not found their buyer. Merchandising became in demand and began to develop at a rapid pace, gradually turning into a science.
Having emerged as a series of methods for placing goods and advertising materials at the point of sale for speedy implementation and increasing overall sales volumes in supermarkets, after a few years merchandising “penetrated” into pharmacies, which adopted this technology, seeing its advantages - order on the shelves, beautiful design, improved image, which brought them a completely different circle of buyers. And if pharmacy employees want to maximize drug sales and increase the profitability of their institution, they need to master merchandising technology and build a business strategy.
2. The concept of merchandising. Goals and objectives
Merchandising is a set of technologies for building effective communications between products and the buyer at points of sale. Merchandising is based on the physiological characteristics of the consumer’s perception of the environment and the psychology of his behavior at the point of sale.
All purchases made by consumers can be divided into three categories:
Clearly planned purchases (the consumer knows exactly what product he wants to purchase);
Poorly planned purchases (the consumer has determined for himself only the type of product - cough remedies, runny nose remedies, etc., and the decision about which product he will buy is made at the point of sale, where competent advice will have a great influence on him pharmacist or pharmacist, and display of this product on the counter);
Unplanned purchases, spontaneous purchases or purchases of impulsive demand (the consumer initially does not intend to purchase the product at all).
The specifics of the activities of a pharmacy organization are, of course, associated primarily with clearly planned purchases, that is, the consumer knows exactly why he comes to the pharmacy. But at the same time, as practice shows, you cannot neglect in your activities (both when analyzing the assortment and when studying buyer behavior) vaguely planned and spontaneous purchases.
Studies have shown that in some pharmacies, from 30 to 80% of total sales volume comes from these two categories of purchases. Along with “well-planned” ones, consumers also make a lot of additional purchases. Moreover, in some pharmacies there are practically no additional purchases, only clearly planned ones, while in other pharmacies a lot of impulse purchases are made.
The key to increasing demand in a pharmacy is to attract drug consumers to your pharmacy. In other words, it is important for a pharmacy manager to determine who the traditional visitor to his pharmacy is (age, gender, social class, profession, income level, etc.); what exactly (low prices, wide range, opening hours, quality of service) attracts a visitor to his pharmacy.
There are four areas of merchandising:
1.Creating an assortment (customer analysis, location in the store);
2. Presentation of goods (trade equipment, display of goods);
4. Management (inventory management, supply, profitability).
Goals and objectives of merchandising
Merchandising is always customer oriented. His main task is to quickly sell goods at the point of sale and organize a general increase in sales volumes. The primary goal of sales is to increase the overall volume of purchases in the pharmacy by making this process easier for the client. Everything is connected with sales: the flow of customers, turnover, and income. In order for a specific product to be properly presented in a pharmacy, it must be correctly displayed and given imagery. In other words, present the product face to face.
Proper design of the pharmacy will enable the buyer to choose the advertised product when making the first purchase, re-purchase goods of this brand, purchase advantageously presented goods during an unplanned purchase, quickly find a product during an unplanned purchase, and get acquainted with new brands of goods.
The basic principle of merchandising is that everything should be visible, accessible, attractive and convenient for the buyer. That is, the principles of layout need to be well thought out, the layout method should be quite simple, without clutter.
Additional merchandising goals:
Improving the quality of customer service
Strengthening the image of the manufacturing company
Strengthening the pharmacy's image
Merchandising isn't just about making shelves attractive. It aims to influence the behavior of a buyer who is already at the point of sale of goods, so that a potential buyer learns about your offer, becomes interested in it, wants to buy and buys.
And for this you need to follow the laws - the laws of successful merchandising:
The Law of Inventory states that all goods displayed must be provided with a minimum of three days' supply.
The law of location presupposes the mandatory presence of a minimum set of assortment items defined for each outlet.
The law of presentation can otherwise be called the rule of repetition: one product name must be presented in several units. Otherwise, it will not cause an unplanned purchase.
And a few more layout rules.
Balance rule: for quick and easy orientation of the buyer, products of the same product group should be positioned horizontally along the same line symmetrically relative to each other. Pharmacy equipment does not always allow such display, but this is the ideal to which we must strive.
Price tag rule: the price of the displayed product must be indicated. When a buyer sees a product, he should also see its price. Moreover, the price should be located on the left side of each package. It is also important to determine how the flow of buyers will go. It usually moves from left to right.
There are several more rules for displaying goods in groups.
Rules of “castle walls”: when laying out a group of products, for example, vitamins produced by one company, the most purchased products are located in the form of castle walls along the edges. This is required psychological perception of people.
Corporate block rule: drugs with approximately the same spectrum of action, especially famous manufacturers, must be laid out in corporate blocks. Even if the drug categories are sometimes violated, this will give a greater effect.
Duplication rule: at a minimum, “castle walls” and other blocks from leading positions should occupy 2 times more space than other laid out groups.
Rule of order: at each point of sale must be observed certain order brands and sub-brands. (Brand – Duavit, aspirin; sub-brand – those types of packaging that exist.) It is necessary to maintain a horizontal block by brand, different kinds packages should also be grouped by category.
Priority Place Rule: The best-selling and most profitable products are given priority. We need to analyze these things and select priority points accordingly. The general recommendation for the priority point is that it is located next to the pharmacist, slightly to his right at a height of 120-170 cm from the floor (i.e. at eye level.)
For a pharmacy, the absence of goods on the shelf is a loss of money. In accordance with this, the location of the product on the shelf must strictly reflect the general situation on the market: the share of the product on the market must correspond to the share of the product on the shelf.
3.Choice of pharmacy location. Requirements for external design.
The basis for the successful operation of a retail enterprise is its location on the path of human flows. In large cities, given the saturation of pharmacies in all areas of the city, it is necessary to rely only on those customers who can be located within a radius of 400-800 meters from the store. To locate an enterprise, it is necessary to put on a map of the area all existing pharmacies of a similar profile, including pharmacy points and kiosks, as well as traffic routes and actual pedestrian routes.
Finally, you should estimate the number of people living in the area, the number, type and size of businesses located nearby, and the number of people coming to work from other areas of the city. Information is needed about potential competitors in the area, about the needs for the goods that the new store plans to sell. Based on the results of the analysis, the potential number of customers who will use the services of the newly opened pharmacy is determined.
Requirements for the external design of pharmacies
The exterior design of a pharmacy performs several functions: - Firstly, it is a localization of attention, that is, the exterior design should help the buyer find the pharmacy, and most importantly, notice and pay attention to it. For this purpose, various information signs are used, which are placed directly in front of the entrance to the pharmacy, or along the route potential buyers take to the pharmacy.
External design should encourage the buyer to enter the pharmacy, give the buyer an idea of what type of organization is in front of him, it must necessarily reflect the specifics of the pharmacy organization’s activities and in no case mislead the buyer.
In addition, the consumer must notice and form a certain idea for himself about what groups of goods he can find in a given pharmacy organization and what prices there may be.
Also, the external design gives the consumer information about additional services that he can receive in this pharmacy organization.
Exterior design includes both mandatory and additional elements. A required element is signboard, and information plate, which indicates the number or name of the pharmacy, operating hours, organizational and legal form of the enterprise, addresses of the nearest on-duty pharmacies, etc. d. The name of the type of pharmacy organization must be written in a font the size of which allows the inscription to be clearly distinguished at any time of the day from a distance of at least 25 meters. When a pharmacy is located inside a building, the sign must be on external wall building. A pharmacy organization providing medicinal care at night must have a lighted sign with information about work at night, indicating hours of operation, and a bell for a visitor to call an employee of the pharmacy organization.
When a pharmacy organization is closed for sanitary work, repairs, re-equipment, or in connection with its liquidation, the population is notified of this by an announcement posted on the front door 5 days before the closure of the pharmacy organization. The advertisement indicates the address of the nearest pharmacy organizations. When a pharmacy organization is closed due to repairs or liquidation, the head of the pharmacy organization notifies the licensing authority that issued the license.
Classifications of signs vary depending on their functional purpose, location, design elements and other features:
– by location (street, interior);
– by the presence of lighting (light with internal and (or) external illumination, non-illuminated);
– by the nature of information placement (one-sided, two-sided);
– according to three-dimensional characteristics (signs with three-dimensional elements (letters, logo, etc.), signs with flat elements).
It is necessary to constantly pay attention to the cleanliness and neatness of the sign. For an illuminated sign, you should ensure that all letters in the name and designations are lit. Illuminated signs must be illuminated not only during working hours, but also during non-working hours. For example, people passing or driving past a pharmacy at night automatically remember its location based on the illuminated sign.
The exterior design also includes the display window itself. The showcase can be voluminous or flat. The most effective is a volumetric display case, which uses the inter-glass space where volumetric elements are placed. The second option is a flat display case, where applications are glued to the glass, or flat structures are placed in the space between the glass, which, for example, can indicate the assortment groups of goods available in a given pharmacy. A flat display window is cheaper to design, but less effective in terms of influencing a potential buyer.
Basic rules for designing an external showcase.
1. It is necessary to analyze the architecture and design style of nearby buildings, structures and shops so that the pharmacy window is organically combined with the environment.
2. The location of the pharmacy and the composition of the target customer group should be taken into account. For a pharmacy in the business and entertainment part of the city or on the main street, it is advisable to use bright, original solutions in window design and carefully select assortment groups with an emphasis on expensive, fashionable, prestigious goods. For a pharmacy on the outskirts of the city, in residential areas, the emphasis in the design of the display window should be shifted to more popular, advertised everyday goods, presented in a calm design that evokes feelings of safety, security and comfort.
3. It is necessary to take into account the distance from the pharmacy to the pedestrian paths along which the main flows of people move. If the distance is more than three meters, then it is advisable to use the entire display area. If the distance is less than three meters, maximum emphasis should be placed on the bottom of the display case.
4. Installation modern double glazed windows Gives the pharmacy a more neat and modern look.
5. For a voluminous display case with an open back, you should use all its space and volume. Typically, various multidimensional, volumetric, stepped structures and compositions are placed, and goods are located in different planes.
6. For a flat display case with closed panel back, glass or glass is usually used for decoration purposes transparent plastic, on which advertising materials are placed (stickers, posters, decals, banners, etc.). If space allows, it is advisable to place flat structures and small advertising objects.
7. With modern, original design trading floor, expensive and quality repairs and availability large area window space, it is advisable not to decorate external showcases (or use the minimum window area for decoration) and leave the interglazed space open for viewing. In this case, the effect of attracting passers-by and customers to the pharmacy is created by the atmosphere of the trading floor.
8. It should be remembered that from the point of view of impact on the consumer, open display cases are the most effective.
9. The conceptual basis for the display window design should be determined. Some concepts are given below:
– pharmacy specialization;
– seasonal nature of demand for medicines: colds, antipyretics, anti-inflammatory drugs – in winter and autumn; vitamin, sedative, antiallergic drugs - in the spring, gastrointestinal drugs - in the summer;
– vacation periods;
– religious, national and corporate holidays (Christmas, Easter, New Year, March 8, opening, anniversary of the pharmacy);
– original design solutions(Flora and fauna, natural phenomena, historical aspects, emphasis on antiquity and much more).
10. It is advisable to create holistic compositions that are distinguished by a unified style, maximally represent the breadth of product groups, advertise the pharmacy itself, and highlight its competitive advantages. The arrangement of goods, promotional materials and decorative elements should harmoniously complement each other. Products should be carefully selected depending on the concept and size of the display case. You should not overload the composition with an excessive number of elements and inscriptions. Information and advertising signs should be large, easy to read and quickly perceived.
11. Showcase lighting can be of the following types: top, bottom, side, back and spot (to highlight specific objects). Overhead lighting is similar to natural light. Using one type of light can result in unwanted shadows from objects placed in it. It is advisable to use combined lighting. Backlight should be used to decorate a closed display case, which allows you to highlight the products located in it. In order to compensate for the lack of daylight, you should consider lighting the display case in the evening and in inclement weather.
12. You should pay attention to the color scheme and combination of colors in the outer showcase with the atmosphere of the trading floor and architectural features building. As a rule, monotony and the use of a large number of colors in one display case are undesirable phenomena. The optimal range is 2-3 close or compatible colors. It is advisable to use bright colors to highlight the background for current products or promotional materials.
13. The display case should be kept perfectly clean, the glass and all objects in it should be thoroughly washed and cleaned. Avoid dusting and fading of advertising materials and interior compositions in the display case, which due to temperature fluctuations and sunlight quickly lose their appearance. You should especially carefully monitor the display window facing the east and south.
Additional elements of the external design of a retail pharmaceutical organization include various objects that perform informational, advertising and decorative functions:
Pointers. To inform and attract customers to the pharmacy; placed near the pharmacy, at bus stops, in crowded places or in the direction of traffic; There are 2 types of pointers:
Arrows indicating the direction of movement to the pharmacy;
Billboards different sizes and configurations, which usually contain information about the pharmacy’s address and opening hours, company logos, trademarks, life-affirming pictures and photographs (for example, a pretty, smiling female pharmacist with a pleasant, friendly appearance);
Illuminated signs are especially effective for passing motorists.
Panel brackets. To indicate the location of the pharmacy and draw attention to it, distinguishing it from other stores, especially in long buildings with many different retail outlets on the ground floor; attached to the wall or end of the building; can be illuminated or standard in various shapes; the most commonly used shapes are the medical cross, company or network logos; sometimes two or more brackets are placed; It is necessary to take into account the contrast of the bracket with the color of the building to avoid visual confusion.
Signposts. A remote floor structure installed directly in front of the entrance to the point of sale or indicating the direction to it; located next to the pharmacy, in the direction of passers-by; functionally differ in the number of working surfaces (one or two) and in the changeability of information; very convenient, because they are easily transferred and information can change periodically; Usually advertisements are posted about promotions, information about discounts or about pharmacy opening hours and special services.
Streamers (banners). Usually placed above the roadway, on a building, or directly on a pharmacy.
Sidewalk graphics. A method of applying attractive (attractive) information during advertising campaigns, pharmacy openings, special anniversary events; carried out by applying paints or gluing stickers with protective surface directly onto the asphalt (for example, in the form of footprints, stars, funny pictures, etc.).
Sidewalk dolls. They are located on sidewalks without interfering with the movement of people; serve to attract attention to the point of sale (for example, Doctor Aibolit in human size, gnome doctors, etc.).
Posters. They are used as “entrance” advertising in shop windows (especially in flat closed ones) to attract visitors to the pharmacy and for advertising; not recommended for use when good repair trading floor.
Mobiles. Figured posters on a rigid base; used in volumetric display cases and in the entrance area.
Stickers. Small posters on an adhesive base (stickers); how "entrance" advertising is used on entrance doors to attract visitors to the pharmacy.
Jumbi (dummies). Enlarged dummies of packaging (usually secondary); effectively used when decorating an external showcase.
Displays, electronic displays. Used for short messages or advertising of specific brands.
Garlands, balls, flags. Effective during the opening of a pharmacy and for “holiday merchandising” (design of corporate, national and religious holidays) as a decoration for a facade, shop window or entrance area.
Large stickers Typically used on entrance doors to attract visitors to the pharmacy and as informational messages.
Display dolls. Used in the following cases:
Constantly like component original design display composition;
For “holiday merchandising” (Father Frost, Snow Maiden, etc.).
Fountains. They serve as decorative elements that create a favorable energy environment.
Animation designs. As a rule, decorative elements with an advertising component; give dynamism and a sense of movement (flying insects, birds, moving elements, etc.).
Competent external design of a retail pharmaceutical organization allows you to turn the pharmacy into a beautiful and original one. trading place, which becomes as attractive as possible in the eyes of consumers, stimulates active and potential buyers by creating the maximum number of amenities and providing new and useful information and advertising, creates a unique image and forms sustainable loyalty.
4.Organization of the sales area: atmosphere, types of technological equipment
In addition to the appearance of the pharmacy, the sales area also participates in shaping the image of the pharmacy organization. The organization of a sales area includes: its atmosphere, layout and location of retail equipment, placement and display of goods and, of course, staff . Creating a certain atmosphere of the trading floor has a positive effect on the consumer, since it helps to shape the consumer’s train of thought in the right direction, helps him concentrate, in addition, the atmosphere causes a certain emotional reaction: uplifting feelings, joy, etc.
Pharmacy atmosphere indicators: - Visual (color, brightness, space, lighting);
- Acoustic (sound level and pitch);
- Olfactory (smell, freshness);
- Tactile (softness, materials, temperature).
Lighting. The general light background in the pharmacy should be comparable to the light background on the street. Harsh, strong lighting has a bad effect on shoppers. Experts recommend slightly dim, pastel lighting. A certain part of the pharmacy (for example, a display case with expensive cosmetics) can be highlighted with enhanced lighting. This creates a spot of light to which the buyer will undoubtedly react - he will go there.
Light helps create a mood. It should be remembered that it is necessary to highlight not only certain sectors, creating spots of light in which the product will be purchased more. We also need color spots.
Scientists have long known that humans associate the concepts of color and the emotions that a particular color evokes. So, for a display case with children's hygiene products, gently flashing pink and blue lights are more suitable, and it is better to highlight the place where contraceptives are sold in red. Lighting should also help muffle imperfections. But not the goods, but the premises itself. Properly selected, it will correct the situation even in a pharmacy located in the basement. If the pharmacy premises is a long, elongated corridor, then the brightness of the lighting at the end of the room should be increased. A man walks calmly around the room - he sees the light and moves forward. Thus, he will go around all the premises and get acquainted with the product.
Music and smells in the shopping area. A melody can make a person angry or calm. In our case, the task is somewhat different - to make the buyer feel extremely comfortable and pleasant, to imperceptibly bring him to a state where he “doesn’t want to leave.” Let the music not block all sounds or attract attention, but only quietly and imperceptibly envelop, serve as a kind of background, a “soft” component of what is happening in the trading floor. Songs in Russian, unfortunately, are not suitable. The buyer should not catch (even at the subconscious level, “out of the corner of the ear”) any semantic connotation, because then his attention is distracted, instead of being directed exclusively to the product. Popular hits and hackneyed, well-known musical themes are also not suitable, just as pure classics are not suitable for this case - unfortunately, many people do not like them. So it’s best to use melodies from common musical forms, say, something like light art rock, or, as it is also called, symphonic rock. Sonata-madrigal forms developed by English-European groups in the same vein may also be quite appropriate. Popular arrangements of classical music are good. There is special music for trading floors. You can find records in organizations that sell commercial equipment. Advertisements are well woven into this type of music. These can be commercials voiced by specially invited artists who speak in well-chosen voices and good diction.
Smell is a very important factor in shaping the atmosphere in a sales area. Aromas play a huge role, and sometimes a person is aware of them, and sometimes not. They mainly use light, unsweetened floral scents, which are distributed by special automatic sprinklers. Such equipment is offered by companies that deal with commercial equipment. It makes a dosed release after a certain time, depending on the area of the sales floor.
Another component that shapes the atmosphere of a retail space is the color scheme. Warm colors(shades of red, yellow) and cold tones (shades of blue, green) have the opposite effect on the emotional sphere of the buyer. Warm tones excite, even the physiological indicators of the body change: heartbeat and breathing become more frequent, blood pressure increases. Cool tones are calming and calming, helping the buyer to concentrate. Cool tones are recommended for use in cases where purchases cause some feeling of anxiety. It is in cold colors that trading floors are often decorated.
The atmosphere of the trading floor is also formed by it temperature. The most comfortable temperature for consumers is considered to be 16-18 degrees. Normal air exchange is also important in the sales area: the room should not be stuffy, but there should also be no drafts.
Layout and location play a big role in organizing a sales area. commercial equipment. Currently type with full service departments) and open type(a type organized like supermarkets, with some service and more self-service). When placing commercial equipment on the trading floor, it is necessary to take into account some features. Firstly, the space near the entrance should be as free as possible, since this is where incoming and outgoing flows of customers meet. There should not be any large advertising materials (billboards and posters), equipment, plants, etc. When placing equipment, care should also be taken not to create intersecting reverse flows of customers, since it has been observed that customers do not like to walk past the same place several times, but they prefer to walk straight, without turning anywhere. Therefore, taking into account this feature, we can identify a strong zone in the sales area - a place with a good frontal view. Strong areas in the sales area also include the space near the cash register. Weak points are the corners of the trading floor and places near the entrance. The display volume must correspond to the sales volume of the product in this group.
5.Features of product display in the pharmacy sales area
Placement is the distribution of goods on the sales floor in accordance with the floor plan and the available area for their display.
Based on the method of placing goods, the following types of display cases are distinguished:
Highly specialized, where they display drugs that act on one organ and cause a certain effect, or related products intended for one purpose, as well as optics and mineral waters;
Specialized, where drugs acting on one organ with various effects, as well as parapharmaceutical products are demonstrated;
Combined, where drugs belonging to several pharmacotherapeutic groups are exhibited (2-3 groups);
Mixed ones, where a large number of groups of drugs or parapharmaceutical products are exhibited. It should be especially noted that in pharmacy organizations, only over-the-counter drugs are allowed to be displayed on display windows accessible to the consumer.
Display is the process of arranging, stacking and displaying goods on display cases and counters. The possibilities of displaying pharmacy products in a sales area objectively depend on its size, therefore there are various display methods: - horizontal - certain homogeneous products are placed along the entire length of the display case or counter;
Vertical - arrangement of homogeneous goods in several rows on all shelves of display cases from top to bottom;
Combined - a combination of these two methods. When displaying pharmaceutical products, the packaging is placed with the front side facing the buyer; if on one side there is Russian name, and on the other it is foreign, then facing the client there should always be an inscription in Russian.
The primary ranking of priorities - clearly spatially defined elementary display zones (shelf, stand, mini-rack, shelf level for hanging goods, etc.) is carried out expertly - according to the criterion of visibility / convenient location for visitors. The main criteria are:
Proximity to places where the bulk of visitors are concentrated (not far from the counter, along the path of the main flows of traffic in the hall, etc.);
Convenient product height. You can use any scale ranging from 3 to 5-6 points: a smaller number of gradations does not allow reflecting the diversity of merchandising areas, a larger number is difficult to use in expert assessment. Usually a 4-point scale is quite convenient;
Best places - 4 points;
Good places - 3 points;
Average places - 2 points;
Worst places - 1 point.
When taking into account the height of the product, the following gradation is usually useful, taking into account, in particular, the average height of women in Russia (160-165 cm), who make up about 70% of pharmacy visitors (Table 1).
Placement of product categories in merchandising zones is carried out in accordance with simple principle- the highest priority categories should be placed in the highest priority places:
One of the principles of display is arrangement according to the size of the package. Small packages of goods should be located on the upper shelves, so it is more convenient to examine the packaging and take out the goods, large ones - on the lower ones. On large packaging the font is larger and can be seen on the bottom shelf. When arranging products on one shelf, it is better to place them from left to right in order of increasing package size.
Another principle is the arrangement of goods from light to dark. Products with light packaging are displayed on the left side of the shelf, darker ones are displayed in the middle, and the darkest ones are displayed on the right side of the shelf. Thus, product packaging will not irritate the consumer’s eyes and will be perceived as a single whole.
Convenient and easy to understand is to place products in blocks by product category, within categories - by type, then - by brand. The most optimal length of one block is 33 cm, and the number of blocks presented on the shelf is from 3 to 13, depending on the length of the display shelf. All laid out blocks of pharmaceutical assortment products should be quite informative: marked with noticeable signs-categories by symptoms and ailments or by pharmacotherapeutic action (for example, “for cough”, “painkillers”, “antipyretics”, etc.)
Display of goods in an open pharmacy
A pharmacy with a free display may contain the following areas:
1.Seasonal products and promotional places. Products for the prevention and treatment of seasonal diseases, seasonal cosmetics and care products. Home medicine kit products.
2.Zone healthy image life. Healthy eating. Sports nutrition. Means of disease prevention. Vitamins, herbal medicines.
3.Products area business people. Drugs to improve performance and prevent stress. Products to strengthen vision and protect against the harmful effects of technology in the workplace. Massage devices for those who spend a lot of time at their desk. Since modern managers have to travel a lot on business, you can highlight goods needed on the road and a “travel” first aid kit (for example, anti-motion sickness products in transport, over-the-counter medications recommended for climate change and frequent time zone changes).
4.Over-the-counter drugs area. Drugs are grouped by area of application.
5. Maternity zone. Products for pregnant women and young mothers. Products for newborns. Children's cosmetics and care products.
6.Zone traditional medicine. Usually divided into the zone of local traditional medicine and exotic medicine. Goods oriental medicine represent a growing sector of the market for wealthy buyers. There is a tendency to expand consumers of medical services in Asia at the expense of representatives of the middle class, and every year more and more of our compatriots will get acquainted with the medical and health centers of the East. Accordingly, oriental medicine preparations will become more familiar and in demand. There is also now an increased interest in drugs based on plant, animal and mineral raw materials as effective means of improving the health of the population, and this is reflected in the position of the World Health Organization.
7. Zone of specialized medical goods and equipment. Patient care products. Medical equipment and equipment.
8.Cosmetics and care products area. As we noted above, cosmetics are a growing area in the assortment of pharmacies, and some chains successfully compete with specialized stores that offer natural care products. Decorative cosmetics are not only an impulse product for women, but also a kind of “consumable item”, a product that needs to be regularly replenished.
9. Pre-cash area. Haberdashery goods, gifts and souvenirs, specialized periodicals devoted to health, beauty, and keeping fit. Also, goods are placed in the pre-cash and checkout areas of the pharmacy small size and at an attractive price, which you simply cannot resist buying.
On wall-mounted equipment in a pharmacy with an open display and on display cases in counter-pharmacies, price ranges and the proximity of goods of the same price range must be observed. But the peculiarity of the pharmacy’s assortment is that most of the goods have small size. Obviously, products on the upper shelves are less visible. Therefore, the priority in display is the profitability of the product, its share in sales and profits (category according to ABC analysis). It is permissible to violate the price display if the product is more profitable: such products should be located closer to the buyer’s eye level.
Open display pharmacies use low island equipment. Such equipment allows you to create comfortable space, the sales area is scanned, but it turns out that many products are below waist level. Cheap goods are the traditional “inhabitants” of the lower shelves and should be displayed in sufficient quantities so that they are noticeable.
Display of goods in a closed pharmacy
In closed-type pharmacies, the display is decorative (made using a volumetric-spatial composition). The shapes of the composition can be volumetric and linear. Here are a few rules to pay attention to:
All products must have clearly visible, corresponding price tags. You should not allow the same item to appear on the storefront with different prices (different delivery prices!).
The product should stand with its front side as open as possible in relation to the buyer. There should be no gaps on the shelf, products should be grouped.
More expensive items should be at eye level or slightly lower. Cheap ones are better placed in storage drives.
Drugs under the same brand but in different dosage forms should be grouped.
You need to adhere to the optimal number of positions on the shelf. Do not overload the display space, but also do not leave empty spaces.
In order to harmonize the layout, pay attention to the ratio of sizes, colors, and symmetry of the composition.
When perceiving goods on a single display case, there are so-called “hot” and “cold” zones. Moreover, their distribution depends on the length of the display case. So on a short counter (up to 1 meter long), the distribution of these zones occurs as follows: 50% of the display case in the center is a zone of increased perception; It is better to place the most expensive and profitable product in it. Further from the center on the sides there is 20% of the zone of average perception, and 5% of the showcase along the edges is the “dead” zone. Products placed in this zone are perceived very poorly by the buyer, and low-margin products should be placed there. If the display window is long (more than 1 meter), then the buyer’s attention is distributed in waves. In this case, almost the entire showcase has an average level of perception (20-25%). Showcases that are too long are not desirable; they initially have a lower potential compared to short ones, and there is unwanted pressure on a person with a large amount of information. In addition, long display cases reduce the ability to correctly place products by category, since they have to be enlarged or placed by category without visual fragmentation, which creates a feeling of chaos and confuses visitors. Such display cases are only relevant for large spaces and a huge assortment.
Optimization of display volume
A visual unit is a unit of a product that represents it in a given product line, with its front side (label) facing customers. The larger the visual unit, the more noticeable the product. You can measure the visual unit in units (product) or in centimeters (shelf length). The space of the product display, which is occupied by a visual unit, is the “payment” that the product “makes” for its place. Since a product requires a shelf, it does not matter whether the products are placed in two or three rows one on top of the other - we are interested in the number of centimeters occupied on the shelf. Sales should be fairly regular. It must also be taken into account that new products must find their place, that the situation is never static and that the display of goods has a direct impact on the consumer.
Minimum display. "Unnoticed - not sold." If the visual unit is too small, the product will not be noticed. As a rule, it is considered that the minimum size of a visual unit is 10 cm. For impulse purchase products, as well as for new products, the minimum visual unit should be larger in order to attract the attention of buyers.
Maximum display- this is the saturation threshold (an increase in the number of visual units no longer entails an increase in the number of sales).
Profitability. The maximum size of a visual unit that should be allocated to a product is achieved when the profitability of a linear meter of this product becomes lower than the profitability of the product category to which it belongs. Each linear meter corresponds to a certain amount of investment (fixed operating costs divided by the total number of meters of layout). The net profit from a product is correlated with the amount of investment per meter: does the product “pay” for its place?
Thus, the ideal number of visual units is the one that will highlight the advantages of the product so that it attracts attention and is purchased. But it is also its quantity, which will make it possible to achieve greater profitability in product display than the average for the category without losing sales volume.
Double occupancy. Sometimes the same product is distributed simultaneously in two displays. Products are placed in two places to increase sales. Depending on the characteristics of the product, such placement may be permanent or temporary (for example, seasonal). With double placement, you can use two motivations for buying - deliberate and impulse. A thoughtful purchase is facilitated by the logical placement of a product (in its category), while an impulse purchase requires placement in places conducive to upselling.
There is no standard for product placement. The placement must be adapted to the local situation, architectural restrictions, restrictions on the concentration of potential buyers, as well as to the preferences of the buyers themselves.
Conclusion
The increase in the number of pharmacies was one of the reasons for increased competition in the pharmaceutical market. In addition, the range of goods sold has expanded significantly. Non-traditional groups of goods sold in pharmacies have appeared (dietary supplements, homeopathy, valeo-pharmacological preparations), and the traditional product group for pharmacies - medicines - has also become more diverse. The range of drugs has increased almost 3 times, largely due to the introduction of synonymous drugs from various manufacturing companies into the assortment list.
In the West, research in the field of merchandising has long been carried out, which proves that behavior potential client can be influenced directly at the point of sale. Appearance, the presence and location of advertising materials in the hall, and the design of shop windows can significantly increase income.
The benefits of merchandising are felt not only by the pharmacy, but also by the buyer. The purchasing process becomes easier and more enjoyable for him. The buyer has the opportunity to immediately see all the products on the display and choose one. What does he need? For example, in the group of vitamins, he sees several brands that are well known to him from advertising or reviews from doctors and neighbors. It is also important that the pharmacy visitor feels free to choose. Indeed, a certain proportion of buyers are afraid to overcome the psychological barrier. And they don’t even want to depend on the opinion of the pharmacist. It is easier for these people to look at the display case and make their own purchasing decision. With the correct display of goods, the buyer can save his time and do without consultation.
Literature
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3. Pashutin, S.Yu. “The Art of Pharmacy Sales”/S.Yu. Pashutin//Economic Bulletin of Pharmacy. −2002. −No.2.−S. 31-36.
4. Ivakina, S.Yu. “Consumer behavior when choosing drugs” / S.Yu. Ivakina // New Pharmacy. Pharmacy and market. −2004. −No.2.−S. 30-31.
5. Glimbotskaya, G. “Merchandising - as a way to increase sales” / G. Glimbotskaya // Economic Bulletin of Pharmacy. −2003. −No. 11.−S. 56-58.
6. Emanova, A.M. “Merchandising - increasing demand for over-the-counter medicines” / A.M. Emanova // Pharmacy business. −2006. −No.3.−S. 56-58.
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9. Lecture No. 5 on pharmaceutical science, 8th semester.
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11. Dorofeeva, V.V. “Optimization of the sales process based on merchandising principles” / V.V. Dorofeeva//New Pharmacy. −2008. −No.2.−S. 69-77.
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15. Kim, D.S. “Merchandising as the movement of goods to the buyer” / D.S. Kim // New Pharmacy. −2006. −No. 6.−S. 68-73.
Open display products is very effective because it allows you to increase sales. The increase in the number of purchases is explained by many factors, including psychological ones; Having picked up the product, the buyer already partially feels it as his own, even if he has not yet paid for it. This increases the chances that the product will actually be purchased. But an open display is not only an increase in sales and free access for customers to products, but also a necessity reliable protection from theft of expensive electronic devices.
This article talks about what technical solutions to ensure the safety of goods on racks are used today, what new products have been presented recently and what trends have emerged in this market.
OPENDISPLAY ANDSYSTEMSPROTECTION
Research shows that almost 50% of purchasing decisions today are made based on the buyer's personal interaction with a product. This is influenced by many factors, including psychological ones.
Foreign retailers have long understood the advantages of open display (see photo 1), which increases sales, and have switched to this method of displaying products. In Russia this happened a little later. But all retail chains, both foreign and Russian, faced the same problem during the transition to open display - the need to reliably protect electronic devices that are freely available to customers (see photo 2). The fact is that expensive small-sized goods are not so difficult to hide and take out of the store, and this can be done not only by a professional thief, but also by a less experienced attacker.
The first systems for protecting goods on racks in our country began to be used more than 10 years ago. They were then used to protect DECT standard radiotelephones, multimedia players, voice recorders, radios, some cameras and some other devices. And the protection systems worked to the following principle: an electronic sensor connected to the control unit was attached to the product security system, and if the circuit was broken (for example, if the wires were broken, the sensor came unstuck), an alarm was triggered.
This operating principle is still used today in electronic anti-theft systems (see photo 3). The difference is that the technical solutions on the market have become more advanced. More sensors have appeared to ensure the safety of a variety of products, in particular those that have been developed recently: smartphones, tablets, etc.
But electronic protection is not the only thing used
to ensure the safety of goods on racks these days. The fact is that electronic systems cannot guarantee 100% safety of products. If a thief manages, for example, to cut a wire or peel off a sensor, an alarm will sound, but the attacker may have time to run away with the goods. And (especially if the store is not in mall, and on the street, in a separate building) there is a high probability that the thief will not be caught.
That is why leading manufacturers of anti-theft solutions have developed new way protection of goods - a mechanical system that appeared on the market two years ago. It is more reliable than electronic, since its essence is that the sensor is not glued to the product, but metal elements(brackets, fastenings, etc.) that cannot be broken, torn off, or removed without causing damage to the device itself. At the same time, the range of brackets, mounts and holders today is very wide, which allows you to protect a wide variety of devices.
To make the differences between the electronic and mechanical protection systems more clear, I will give the following example. Imagine a door with an alarm installed. The owner of the apartment can only remotely control whether it is closed or opened by an unauthorized person: in the event of illegal entry into the house, the alarm will notify about this. But, being far away, the owner may not have time to protect his apartment from theft. The same is true with the electronic protection of goods on shelves: sellers can monitor the status of devices that are constantly in the hands of customers (whether the goods are in place or they are trying to steal them), but they may not have time to prevent the theft.
Now imagine the same door, closed with a secure lock, which cannot be opened without a special key. The same is true with mechanical protection: it is impossible to remove the structure without special equipment (a key) in order to steal the goods. After installing such systems, retailers reported a significant reduction in theft rates in their stores: for example, one of the largest US retailers recorded a 95% reduction in thefts, and one of the largest US wireless carriers reported a 90% reduction in thefts. The world's leading brands, such as Apple and Samsung, are increasingly protecting their devices with mechanical systems.
To ensure the safety of openly displayed goods, “hybrid” systems can now also be used, which combine electronic and mechanical systems. And in some electronics stores and household appliances In addition to anti-theft systems, traditional EAS systems are also installed on the racks - they can be seen at the entrance to a retail facility. The differences between them are that shelving protection systems prevent theft directly on the sales floor, while EAS systems are able to detect theft when a customer leaves the store with unpaid goods. When both systems are installed, the level of product safety increases.
Maximum safety of goods and a minimum percentage of losses from theft - this is what retailers primarily expect from a system for protecting goods on shelves at the present time. Also important for them are such parameters as the reliability and quality of the system, its payback, the absence of false alarms, the price-quality ratio, and the popularity of the brand in the market.
NEWMARKET ANDTRENDS
In terms of the number of protected goods in retail chains in Russia, the leader was the European company XTR1M (see photo 4). Using XTRIM as an example, I will talk about some of the new products that have been developed recently.
One of them is sensors in the form of monoracks. Their advantage is that they can be quickly placed anywhere on the sales floor without the use of special commercial equipment. Without additional effort, these sensors can be placed on the floor, on a table or placed on a wall, resulting in increased efficiency in displaying goods, and there is no need to order retail equipment, wait for it to be delivered, installed, etc.
Another new product is sensors designed to protect against theft of batteries in smartphones. Before the advent of such sensors, these devices were protected in the following way: in addition to the main sensor for the phone, an additional mini-sensor was attached to the battery. But it could come off, causing false alarms. To eliminate this problem, XTRIM has developed a microsensor that is located under the battery. Any attempt to remove the phone cover triggers an alarm.
Among the new products, I will also note sensors that are inserted into a standard connector (either micro USB or mini USB) and, in addition to protection, also provide power to devices.
In general, protection systems with the function of recharging goods are in great demand on the market today. The problem is that not all manufacturers can offer technical solutions that not only protect, but also power devices. Likewise, not all manufacturers can offer universal systems, suitable for most products and which can be used for a long period of time despite expansion product ranges and the release of new electronic devices.
The growing demand for universal protection systems is one of the trends in the market.
Another trend that has emerged recently is the transition from electronic protection systems to mechanical or “hybrid” ones. Yes, for now most retailers (especially in Russia) still use mainly electronic systems, but having made test installations of mechanical structures, they will come to the conclusion that the future lies with them.
And the third trend is that the demand for protection systems for new devices that appear on the market and are very popular is growing rapidly. I mean tablets, smartphones and laptop tablets.
In the previous article, we looked at the features of merchandising in pharmacies with a closed display. However, now a large number of pharmacies operate in an open display format. Some practical tips.
The first and most important difference between pharmacies with a closed and open display is that the product becomes accessible to the buyer not only visually, but also tactilely. After all, as you know, people perceive information at three levels: auditory, visual and kinesthetic. Depending on the psychotype, a person may better perceive information auditorily or visually, for example, when he has a well-developed photographic memory. But the strongest perception is kinesthetic, i.e. tactile. This quality is inherent in us by nature itself, and the majority of people have a very high level of perception. Based on this factor, the influence of competent merchandising in pharmacies with an open display cannot be underestimated.
The formation of a pharmacy space with an open display has its own characteristics. So, the shelves in the center of the hall for such a pharmacy should not be too high. The optimal height for them is from 1.2 to 1.7 m. More high furniture It’s not worth posting, because there will be a poor view of the hall, which will complicate control to prevent theft and discomfort in the perception of the hall by clients who may feel like they are in a maze. I note that the main visitors to pharmacies are women, and their average height is 160-165 cm.
The distance between the racks should be large enough so that the buyer can move freely. It is necessary to form the space of the sales floor in such a way that people, moving around the hall from entrance to exit, have the opportunity to inspect the maximum number of racks on their way.
The profitability of a particular zone is predictable, but not absolute. Sometimes the most noticeable to the visitor are display cases and shelving, which were initially assigned a more modest role. Therefore, constant analysis is necessary in order to adjust the display zones. It makes sense to conduct surveys of hall workers, because... they have the most objective and timely information about the perception of retail space by customers.
In general, the rules of merchandising in a pharmacy with an open display are identical to the methods of working with a closed display:
- below 0.5 m - low attractiveness zone;
- from 0.5 m to 1 m - zone of average attractiveness;
- from 1 m to 1.7 m - a zone of high attractiveness;
- above 1.7 m - an unattractive area for display.
The center of the display case is a hot zone; expensive products should be placed there; zones “cool down” towards the edges of the display case; cheaper products can be placed there. When laid out openly, the technique of double placement also works well, i.e. placement of goods is duplicated in the hall and, for example, in the checkout area. This is relevant for seasonal goods or if it is necessary to reduce the stock of any product. You can also note such a method as “promotion” - this is placing products ahead in comparison with other assortment units. The main thing is to break the monotony of the display, because... violation of symmetry forces the client to hold his gaze.
With any display method, visual dominance of medicines is necessary in order to maintain the classic image of the pharmacy. Display cases with drugs should be placed immediately from the entrance, displaying those categories of medicines that are not very profitable. When entering a pharmacy, the client is not yet ready to buy, and it is important not to scare him off with an assortment that is not related to medicines. Emphasis on medications are also required in checkout areas and opposite them.
When displaying medicines, it is better to focus on “promoted” forms of over-the-counter drugs, which may be in demand by the buyer even without consulting the “prime-principal”. In its turn. It is not advisable to display prescription drugs in open display, because Buyers who do not have a clear recommendation from a doctor will still not be able to purchase them, and a person who has a prescription with a specific name of the drug will definitely ask the “pervostolnik” about its availability in the pharmacy.
In a pharmacy with an open display, it is possible to more actively promote such a high-margin area as parapharmacy. The display capacity when displayed openly is higher - and there is an opportunity to more widely present the range of parapharmaceutical products. This is especially true for parapharmaceutical products, which have bright and eye-catching packaging that can influence the purchasing decision. In addition, the purchase of this category of goods very often occurs on impulse, and the kinesthetic component of the buyer’s perception significantly increases its likelihood. For example, it has been noted that the decision to purchase vitamins or various dietary supplements is made independently and often spontaneously.
It has been noted that the greatest profit can be generated by the sale of inexpensive but in-demand goods, so it is advisable to make freely available goods in the price category of up to 300 rubles. This will reduce losses from theft, which, unfortunately, are inevitable with an open display. More expensive products should be located in closed display cases or in the viewing area of a pharmaceutical specialist at the pharmacy or security.
Based on the recommendations listed, it is necessary to draw up a clear list of the assortment of open display. The selection of drugs for this list should be based on the results of an analysis of the most profitable positions for the nearest seasonally comparable period. The best places should be allocated to the most profitable positions or new promoted positions, subject to compensation by the manufacturer for lost profits.
Also among the “promotional” displays, we can note the block display, when a large number of the same product is placed to attract the buyer’s attention to the greatest extent. It is important to remember that in this case it is necessary to have a fairly large inventory balance.
The second fairly common mistake is an attempt to provide information about the maximum quantity of goods from the assortment, which ultimately leads to the buyer’s eyes running wild and getting lost in the mass of information that has fallen upon him.
In conclusion, I would like to say - do not be afraid to spend your time and energy on merchandising. Ultimately, building a system of competent merchandising in a pharmacy is the way to the prosperity of your business. Good luck to you!
Open display of related products in the Vera Victoria Vito store
23.01.2018 3749Depending on the store format, related products may receive more or more less space. Common options for laying out the “companion”:
in a glass display case;
behind the cash register;
open display on racks in the hall.
Each of these types has its own advantages and disadvantages. The product locked in the display case is clearly visible, you can backlight it and it will not be stolen. But you can’t pick it up; the seller must unlock the window to show something...
If the goods are laid out in the hall, for example, on special racks, then it must be protected from theft, and this is optional equipment and expenses. Advantage: the buyer can pick up the product and read the label. The principle of self-service applies here, encouraging the buyer to act. In addition, the sales consultant can also immediately show the product and explain its capabilities.
The most common remains the display of the “companion” in close proximity to the cash register, often behind the cashier’s back. The buyer standing at the checkout has the opportunity to examine the goods laid out “in front of his nose.” If the buyer has not yet received recommendations from the seller to take something from the related product, then the cashier has the opportunity to offer him a suitable product. In addition, there is an opportunity here, near the cash register, to post promotional materials for the “companion” or put up a screen with a video about shoe cosmetics.
From emotional to rational
In addition to the right location, the layout model itself is also important. We roughly divided them into three: emotional, rational and “American”.
Emotional the display can be found in small shoe chains, where there is a responsible employee who is constantly involved in the selection and design of the “accompany”. The product is laid out in such a way as to attract attention, and is a kind of beautifully selected composition. Color and design play a big role. As a rule, this is a wide range of cosmetics with exotic products and a large palette of colors. With such a calculation it is assumed that good training sellers who, from all this variety, can offer the buyer what he needs.
Rational display is present in large networks where there is already an established system of work, but staff turnover here is usually high. Here everything is put on stream. The assortment should therefore be concise and clear, including only bestsellers and seasonal products. Then it’s easy for sellers to remember everything, and it’s easy for buyers to figure it out.
"American" display is when a lot of each product is displayed. The idea was borrowed from the system of displaying goods in supermarkets - a lot of goods are laid out, because the demand is very high, and it is necessary to keep stock. Thus, the buyer is encouraged to buy: everyone needs it, and so do I. This is, as a rule, a small, impact, seasonal set of products. One product in large quantities can be displayed on a separate podium near the exit.
All three layout methods have the right to life and can freely combine.
- Tubes with creams are placed with the end part facing forward so that the color is visible.
An open display in the checkout area (without a display); the product should be positioned so that most of it is at eye level with the buyer.
The product must stand tightly, without free space between individual cylinders. There should be a few cans/tubes of each product displayed, but not too many.
If in one group of products - for example, in impregnations, there are cylinders of different heights, then it is better to display them in a “slide”, with the highest or most important product located in the middle.
If this is a premium product, then seasonal, relevant products should be especially highlighted - there is no limit to imagination: jars, tubes, balloons can be in a stand/presenter, accompanied by an advertising poster, a mini-gift.
If there is space in the store and this is technically possible, then an open display of seasonal goods in the sales area, on a podium or a separate counter is also welcome.
Retailers are seeing growth in the accessories category.
Director of the Econika brand Alina Stepanova:
“The development of a line of accessories is one of the strategic objectives of the Econika brand. It is based on the goal of improving customer experience through the ability to choose a stylish look, get inspired for changes, and find an individual fashion solution for a specific occasion or occasion. First of all, we study the needs of clients, their lifestyle, style and preferences. Interpreting fashion trends and taking into account knowledge about the client, we develop unique themes that are reflected in capsules, which include shoes, bags, accessories, and jewelry. Using this approach, we have successful sales of bags and accessories, increasing their share annually by 30-40%. Over the next few years, we plan to continue to strengthen this category through exclusive design and limited capsules.”
“In our stores we offer scarves, wallets, belts, bracelets, and umbrellas. Sales of accessories are growing, and wallets are especially popular. Before the New Year, a new batch of ceramic bracelets and rings arrived, and they immediately showed good sales results, especially since they appeared in our stores during the very season of gifts.”
High sales of shoe cosmetics are in the hands of sellers
Selling related products depends entirely on the skill of the seller. The related product itself is not for sale. The buyer can come to shoe shop with the firm intention of buying a pair of shoes, but he never comes with the intention of buying a tube of cream. The main task of the seller is to see and correctly evaluate the buyer, while the seller must be as honest and unobtrusive as possible. Of course, he is interested in selling as much product as possible, but he should offer only what the buyer really needs, and in no case “sell” the product.
The Russian buyer combines a high degree of mistrust and at the same time is a grateful, responsive public if he feels a good attitude towards him. The seller's sincerity will be appreciated and the buyer will come next time for advice.
Of course, the seller must have information on all the goods, but in practice we see that often the seller has his favorite products that he offers first. Sellers come up with their own stories and give reasons why the buyer should purchase these particular products. There is nothing bad here; on the contrary, if these products are offered correctly, then during training you should ask the sellers what products they like and give even more information about them. The seller must be confident in the product, then he will be able to successfully offer it.
Before the season begins, retailers need to introduce a short line of seasonal shoe care products that will pack a punch. It should not be long, otherwise it will be difficult for the seller to remember all the advantages of each product. For example, if it is an impregnation, no more than three: a gentle impregnation with a care function in a 200 ml bottle, a strong nano-impregnation in a 400 ml bottle, a concentrated impregnation in a 75 ml bottle.
Sellers must understand the types of leather so as not to make mistakes with the selection of products. If there is a high turnover of salespeople in the store and there is no opportunity to constantly conduct training, then you can choose a certain line of universal products (there are such products on the market) that can be used for all types of leather. For example, modern impregnations high-class ones are developed for absolutely any materials, including TEX membranes.
Five general rules for sellers:
Don’t push the product, but talk about its advantages.
So offer the product so that a person picks it up.
Offer two products to choose from - as a rule, one of them will be purchased. But no more: a person has only two hands.
Offer a care product at the end of the conversation, when the buyer has decided to buy shoes.
Formulate the benefits of the product clearly, briefly and clearly.
How to correctly form a “cosmetic” assortment
Which shoe cosmetics brand should you choose? Here it makes sense to build on the shoe brands that are presented in the store.
If this is a cheap product, then shoe products cannot be expensive. In addition, in a low-price segment store there is no point in presenting a large assortment. All you need is one impregnation, one cleaning product, cream in three main colors, velor-nubuck spray in three main colors, a couple of brushes – that’s it! Sometimes they add shoe grease or very cheap cream in a jar.
In the middle segment and above, a wide range of products can be presented to satisfy more sophisticated demands. Creams and products for velor-nubuck leather in a wide range must be present here. color scheme, a large selection of cleaning products, impregnations, various brushes, special products for varnish or synthetic materials, stretching for problem areas in shoes, products for delicate skin or leather with effects and much more. Of course, the emphasis is still on commercial products, but if the seller sees that a girl has bought very expensive shoes made of genuine patent leather, then perhaps she should be offered not ordinary nail polish cream, but a special nail polish oil that will more effectively protect the skin from creases. Oil, of course, costs a little more, but there is certainly a point in using such a product, of which the seller should try to convince the buyer.
Those who do not have any experience in selling shoe cosmetics are advised to start with the so-called starter set of win-win products, and then gradually expand the range based on sales experience.
If we consider only shoe cosmetics without other “accessories” - insoles, laces, horns, shoe holders and other things, then for an average store with an area of 100 sq. m, selling shoes with retail prices from 4,000 rubles to 12,000 rubles, in the low season you will need about 40,000 rubles worth of shoe cosmetics per month at purchase prices. This is, of course, a very average figure. It was already mentioned above how many factors are important when selecting an assortment.
There are no general recipes; here you have to act by trial and error, while hoping that there won’t be too many of them. You can calculate differently: just take approximately the average volume of shoe sales per month, take 10% of it, divide by 2 (you get the wholesale price) and multiply by 3, since this will be the very first purchase - if you start selling shoe cosmetics from scratch , – and it must contain a certain supply of goods.
Should we have sales of creams and sprays?
As practice shows, sales of cosmetics do not make sense. With shoes, everything is different: the buyer clearly understands how much this or that shoe can cost and sometimes specifically waits for a sale. Or the buyer sees a significant discount and is tempted to make a spontaneous purchase, even if he doesn’t really need these shoes at the moment, because “it’s a sin not to buy at that price.”
In the case of shoe cosmetics, no one will buy cream just because there is a special promotion on it and there is a 20% discount. If the seller managed to convince the buyer that he needs a specific product, he will buy it without a discount.
Offer a care product as a gift during a promotion in addition to shoes - possible variant, but in this case the gift must be chosen so that the buyer can actually use it. Such a gift should be inexpensive and versatile, not requiring consultation on its use. For example, a sponge with impregnation to add shine to shoes is suitable for such purposes. The buyer, of course, will not refuse the gift, but he will still be very happy to just receive a discount on shoes, and not a gift. Of course, such promotions can be carried out, but this is not the main task of care products. They can sell well in regular trade.
Depending on the store format, related products may be allocated more or less space.
Shoes Report Editorial Board
