Store product display case directly affects product sales and image display effect, the author summed up display suppliers to do business over the 18 reciprocity, according to primary, intermediate and advanced categories. Primary guiding rule is easily obtained with the KA system the same, and also in the display the most basic requirements, intermediate and advanced guidance laws may be because the shop to display management system or enterprise marketing cost considerations will limit the need flexibility.
Although the multi-display rules, but not "limit", the science and practice of experience, more of a "guidance", "to use the wonderful, Bottom of Heart" flexibility according to circumstances, not dogmatic .
Part 18 rules as displayed
First, the primary guiding principles
1. To keep clean
? Ensure that the display of goods and tidy, clean, no damage;
? Ensure shelves clean, no damage, no rust, etc.;
? Guaranteed price cards neat, clean, no damage;
? Guaranteed to help sell products (such as shelf stickers, POP, jumping card, etc.) neat, clean, no damage.
2. Timely exchange defective products
Damaged products will not generate sales, and will impact corporate and brand image, to be transferred in good time.
3. Mark outwards
Product labels must be unified front toward the consumer, the product is not flat, not on its side, not inverted, to uniform, beautiful eye-catching display.
4. The little great, the light under the weight
Be heavy, big, goods placed in the following, small, light goods placed in it. So the next focus is security, and for consumers to get, but also conforms to people's aesthetic practices. But sometimes will to promote the image of the large packaging products such as stocking, gift, etc. placed on the shelf at the top is not included. Also, as shelf too high (eg 2 meters), the top shelf can actually play advocacy role, you can use the external box, handbag seize the position, display the image.
5. FIFO
FIFO is the warehouse management fundamentals, the shelves in supermarkets also have the concept of date by the factory will be the first product on the most outside the factory, the latest products manufactured on the inside, to avoid immediate product.
Second, intermediate guiding principles
6. Price Smart
Price brand label accuracy, clarity, eye-catching. Prices can be compared with similar products, increase product display notices effects of publicity. The use of promotions, the promotional price original brand must be clearly marked, the reasons for current price and the price reduction. Shall not commit any time following five errors:
? Can not find the price of identity;
? Price marking error;
? Price logo placed dislocation;
? Price of brand new and overlapping;
? Promotion area and the normal shelf price of brand price card price discrepancies.
7. Display full
Make your own display rack filled with goods and increase fullness of goods on display and visibility. As the saying goes, "selling goods heap Mountain", consumers generally believe that more must be selling goods products, are fresh and full display to display positions are competitive products to prevent misuse. When not full display shelf inventory, the products should be back to move forward, it is less than goods, but also with empty boxes, bags and other fill-packed plane.
Tally clerk Invoicing shelves in time traffic statistics, timely order to ensure the safety of shelf inventory, non-stock occurrences. But the display does not mean full display of goods in the shelves the better, in fact, display shelves in ensuring full and without stock-out premise, Yahuo less not a bad thing.
8. Color contrast
The same product (same color packaging) together form a "color block" display effect, the same color different "blocks of color," the best kept separate, more easily identify customers, to highlight the effect.
9. Where they should be
That is the best product on the shelf off the best location, location is the best sales per unit area (floor effect) the greatest location, such as shelves in people flow into the top 1 / 4 to 1 / 2 and at eye level line between high and pick up line height (1.2 meters to 1.45 meters) should be placed on selling product.
10. Display the largest
Display of goods on display as possible take up more space, entering the single product (SKU) to ensure at least 20 cm row width. How much the display area will have sales, seize the consumer's "eye" is the first step to provoke impulse buying, and only occupy more than competing brands on display space, have more sales opportunities.
11. Close to the main competitive products
Display area and major competitive brands to put together, star products and the main competitor to put together, differentiate their products. Do not you see a Coca-Cola Pepsi-Cola where most will have it? Remember, "Like attracts like groups" of the old saying, and what your products are often products together, long after the consumer will think it is a class of products, while your main competitors, consumer groups also happens to be you The target consumer group, you can appeal through the competitive products you attract customers, and through the successful marketing and promotional activities to intercept opponent's potential customers.
Third, senior guidance law
12. Focus on display
Concentrated focus and display items including the brand focus. Brand focus is displayed in a form as possible all products will focus on the company's brand and its sub-brand will focus on all products, items refer to different concentration of sub-brand its products are in accordance with the specifications of different products (packaging packaging weight), different flavors concentrated. Obviously, the product easier to build momentum together, showing is better.
13. Prominent display
Some will focus on items placed in the most prominent position, to maintain optimal sequence, arranged the largest emission surface, do prioritize, reflect the product's primary and secondary structure, so that customers at a glance. Because the key products is a good market image of the behalf of the company's products, is selling the best product, need to show more to the consumer.
14. Vertical display
Vertical display can be divided into fully vertical display, and some vertical display. Refers to a completely vertical display items or a brand of products placed vertically from the top to the bottom shelf; part of the vertical display is a kind items, or a brand of products according to block the vertical display, only occupy a row The layers in the shelf part of the row side. In practice, as arranged in accordance with the main part of the vertical display shelf display, first ensure that the brand of the vertical display, and then take into account packaging color (flavor) and packaging specifications.
15. The best position
Display area and sales directly related to the different locations, the normal shelf life should be for the best display spaces, a special display at time of purchase must not only look at price, measured input / output ratio is the most scientific. And the display area in the store is relatively fixed (fixed placeholder rule), so easy to find the old customers.
16. Display dynamic
Display can not be rigid, there should be a vivid of measures to attract consumers, not only in the promotion period. Shelf can be affixed with a beautiful, POP, jumping cards, flags, hanging plate and so on to help sell products, or the use of lighting, sound and so vivid of marketing, or just based on full display (such as Duitou) intends to take the outer shelf off a few products on display, this will not only help consumers get, but also show a good product sales, these are vivid of.
17. Multi-point display
Multi-point display is to display different forms of diversity in different display areas display products, is no contradiction between this and focus on display. If there is a special addition to the normal display shelf outside (hanging strips, including columns, end, Duitou, etc.), in addition to the shelf area outside the normal checkout area, elevators, etc. are also set up display.
18. All items unity rule
All items refer to the company as much as possible to a classification of goods All items on display in a normal shelf, can meet different consumer demands, increase sales, but also enhance the company image and increase the impact of goods; unity refers to the product style and tone of the whole display to seek unity, to help sell product forms as uniform as possible. However, all items on display will be affected by the restrictions into the codes, and requirements for the uniform standard is the first to have Caixing. In addition, all items on display only for the unity of the shelf, the special display materials (end frame, end, Duitou, including columns, etc.) is often the items for a purchase or a brand, not included.
Interpretation of the second part of the display specification Darunfa
Modern Terminal KA system stores all the operators are pondering is: How can the limited display area of more profit? New Bin talent emerging on the market, "display division" posts, also mostly to adapt to this need arise. The KA system stores under the operating conditions of the whole product will have its own display management requirements, vendor products into the code, the first thing to follow them to the display specification, so learning about their operations specifications to the more practical.
Following Darunfa operating specification (excerpt), studied law after the 18-like display, look at the retailers will display a standard level of understanding.
1. The Company is a self-service wholesale warehouses, so product configuration should be marked with the description of goods (such as rack cards, POP) and all kinds of signs, allowing customers to easily read, easy to handle, easy to buy needed goods. (Note: some of us should support the request to help sales.)
2. Use of high shelves, forklifts, pallets and other tools, with large display, the establishment of the wholesale warehouse company's image. (Note: the available "Pallet" pad do Duitou; high shelf at the top to display publicity materials.)
3. Close to the entrance configuration of the goods must be of high slew rate of the product, so customers entered the store, they began to buy goods; selling goods should be configured on a store shelf near both ends of the aisle Department, to attract customers into the shelves easily choose between goods; is impulse buying of goods, configure the active line of the corridor (including the checkout area, but not too high priced goods). (Note: If the product sold well, display position will be affected!)
4. Relevance display to display the first time must comply with guidelines, the so-called correlation function classification display means to display merchandise, not to manufacturers to differentiate. (Note: the focus on the implementation of display rules in this converting!)
5. Price: display should be considered in the order of display in accordance with high and low price, the price closer to the display of goods together. (Note: the display of our brand and other laws such as the close competition is a limit.)
6. Packing: as for the vertical display, display a small way for the great, under the light weight (Note: the requirements of our agreement.)
7. Color: different colors easily attract customers attention, to stop buying, more often vertical display can show beauty (Note: the color contrast, and we ask the same.)
8. Do not always change the product display location, to avoid the customer can not find the merchandise (Note: the fixed placeholder rule.)
9. Each product display area greater than 20 cm (Note: the maximum display area of single-product display area required)
10. High-margin products and customers view on display in the shelves of the same height (about 120 cm, commonly known as the gold line) (Note: is where they rule)
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