Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Kuda-super Market Display

Kuda-super Market Display

Ratings: (0)|Views: 58 |Likes:
Published by kays chapanda

More info:

Published by: kays chapanda on May 21, 2010
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less





Positioning and Merchandising in the outlet are a part of a process of  presenting the product to the consumers. Good positioning is the key of the success inselling the product. It is important to understand that not all locations within outlet aregood for the specific product. After getting the "Good" position, the next thing that weshould take care about is the "Size". The Size means space that our products occupy onthe rack in term of sales versus the competition. The space dedicated to our productshould be equal or bigger than is the share of sales of our product in the market.You shuffle to the right, then you curve to the left. You shoot the loop, making your wayunder bright lights and colorful banners. After wandering though the grid, you emerge atthe exit, dazzled by the sights you've seen. Are you in a fun house at the county lair?Could be, but you might just be in your local grocery store.Retailers use a variety of formats to display their wares. While some merchants use"power merchandising" tactics more than others, the overall goal is the same: present themerchandise in an inviting and informative manner. Studies show that consumers spend15 to 20 percent more in stores they find to be well stocked, pleasantly kept and "fun."If you're a customer, maybe you'll recognize a few of the following techniques andappreciate the merchants' showcase efforts. If you're a retailer, maybe you'll pick up afew new ideas. There are many simple presentation techniques that can help consumersreact positively to what you have to sell.Layout: Ever leel as if you're in a maze when you enter a store? It could just be poor  planning or a lack of space. Many times, however, the layout is designed to help youmove through the store. The loop layout is a popular modern design. The loop is intendedto help customers move efficiently through the store and to increase sales by exposingcustomers to more items. A curving design is more of a free-flow setup intended to createa relaxed, browsing atmosphere. The classic floor design is a grid layout where isles run parallel and perpendicular to each other. This uses floor space well and simplifiesstocking.Flow and Appearance: Shopping should be as easy and enjoyable as possible. If appropriate, carts and baskets should be available since customers may otherwise only purchase as much as they can carry. Good lighting makes things look crisp and clean, andcarpet in apparel sections makes for a better presentation. Signing helps identify the store,answer questions, and can be used to draw customers into underused sections of the store.Wide, open aisles are nice because bumping into shelving or other customers can be quitefrustrating. Sometimes displays are extended into aisles intentionally, which impedes passage but ensures prominence.Positioning and Arrangement: Vertical merchandising places like items together in acolumn, usually putting large things on the bottom and small things at the top. The "sweetspot" for shelf space is between waist and eye level because the goods are easiest to seeand reach. Prime merchandise is often located here. Arrangement can be done in manyways: style, price, color, size and so on, depending on what works best. Shoes, for 
example, are often arranged by style. Cross merchandising displays related items jointly,such as hanging bottle openers in the same area as the bottled soda. Cross aislemerchandising puts related items on both sides of the aisle to keep related goods together.Projects: Displays are coupled with how-to information with the idea of selling an entire project instead of just one product. This can be especially helpful for do-it-yourselfers.Potential buyers can inspect the goods and learn how to effectively utilize themerchandise. An example would be a display showing how to fix a leaky faucet, with allof the tools and necessary parts nearby. For apparel or home furnishings this often takes place as theme or ensemble displays.Stirring: Moving merchandise can make it appear as though the retailer is changinginventory and bringing in more stock than is actually the case. It can give an appearanceof diversity and change. Seasonal items may be brought to the front of the store.Clearance racks may be used to pull customers through other lines of merchandise.Endcaps, Dumpbins, and Cutcases: Endcaps are displays at the end of an aisle, dumpbinsare large hoppers full of merchandise, and cutcases refer to merchandise in the originalcontainer. Cutcases convey a low-budget, bargain-basement image. Endcaps anddumpbins are usually used to highlight sale, sundry or seasonal items. They are changedfrequently and are intended to promote impulse purchases.Power Aisle: A power or action aisle is a wide corridor running through the store. Oftenit is marked with signs or floor paint. A power aisle leads customers though the store andmakes use of endcaps, dumpbins and displays.There are many other tricks of the trade, which underscore the notion that retailing is asmuch art as science. When it comes to presenting a positive image, detail makes thedifference.From a consumers point of view, a supermarket is quite simple; Put what you want intoyour trolley and go through the check-out. Behind the scenes though, psychology is useda lot to define what products and brands you buy in supermarkets. Stands are designed tocatch your eye and the store layout is structured to maximise profit.Through my investigations, I have found the following tactics can be used supermarketsand similar stores.Eye level marketingGenerally speaking, the most expensive items with high profit margins are placedon shelves that are at shoppers' eye level. This is because you are more likely tosee them than the less profitable brands at the very top or near your feet..Aisle order Some customers, particularly men, tend to simply shop for what they want,walking down an aisle grabbing what they want, turning back and walking theway they came, this is called the 'Boomerang Effect'. In order to maximise
shopper and produce contact time, shops therefore place major items and brandsin the middle of aisles ensuring that from any direction the customer has to walk the furthest to reach them.Product groupingItems that complement each other are often found close together to entice you to buy more. You'll often find pasta sauces on the same display as a featured brandof pasta.Food smells make you feel hungryAnother tactic supermarkets use is the smell of freshly baked bread coming fromthe in-store bakery during the after-work rush. The smell of warm bread makes people feel hungry. When you feel hungry while shopping you are more likely to buy additional items.Canned smellsMost Supermarkets bake their bread early in the morning, however to entice morecustom some have resorted to pumping out the smell of fresh baking bread to addto the illusion that it is constantly baked through the day.Essentials at the back Supermarkets hit upon the idea of placing the essentials, such as bread and milk,at the back of the shop. This is in order to make people have to walk past the restof the produce, and heighten the possibility of impulse buys, in order to get their necessities. Changing rooms in clothes shops are almost always situated at therear of the shop.Attracting childrenOne American supermarket chain hit upon the idea of drawing a hopscotch in theaisle next to the children's cereal in order to make the children play and thus pinMum & Dad to a point where the children could hassle them for treats.Irrational PricingIrrational pricing is putting the price of items at say 4.99 instead of 5. The reasonoffered for not instead rounding $4.99 to $5.00 is based on memory processingtime. Rounding upward involves an additional decision compared with storing thefirst digits. Furthermore, due to the vast quantity of information available for consumers to process, the information on price must be stored in a very shortinterval. The cheapest way to do so, in memory and attention terms, is by storingthe first digits. Therefore customers perceive to be getting a better deal than theyin fact are.Order Of PriceShops will often be laid out in order of price with the most expensive items beingencountered at the beginning of your visit and the cheapest at the end. This isdone to play on our sense of comparison, we are much more likely to spendmoney on accessories etc if we have just agreed to buy an expensive item, as incomparison they will seem cheaper than had we encountered them first.Point Of SaleWhilst you are waiting to pay retailers often install Point Of Sale displays, this isespecially prevalent in Supermarkets who install racks of chocolate to tempt bored children waiting with their parents.Shuffle

Activity (4)

You've already reviewed this. Edit your review.
1 hundred reads
gulhayo liked this
James Molloy liked this
Mundoza liked this

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->