Make a display of expectorants using the rules of merchandising. Display of goods. Merchandising basics. Display of goods on the trading floor. #6 - You will know the price of a thing as you lose it

All owners retail sales know the word "merchandising". At least, I have not yet met a single entrepreneur who does not know such a concept.

Yes, they know the concept, but that's where the knowledge ends. The question remains, why does everyone know, but leave this tool aside?

And this, for a second, is one of the most important elements of a business, so you need to not only know it, but also use it.

The topic of merchandising and display is very voluminous, it is impossible to put it in one article. A complete guide will be released in 100-200 rather boring pages with diagrams, numbers and people's psychology.

Just because of the huge amount of information that needs to be studied with a sad face, many start and do not finish the job, or do not take it at all with the words:

And so it will!

Large merchandising guides pay a lot of attention to detail.

But if you are just embarking on this path, then you first need to learn the basic rules of merchandising and display, and only then move on to chips.

Therefore, today we will discuss what basic principles must be observed for sales growth, and all this without boring and standard definitions from Wikipedia.

By the way, it is interesting that many people make a mistake when writing and pronouncing this word. It is correct to write through the letter “a”, and it looks like this “merchAndising”.

invisible and useful

Proper merchandising, like any marketing action, increases customer loyalty and encourages them to buy.

And it is a pity that the possibilities of merchandising are often underestimated, although the statistics inexorably prove the opposite:

80% of the consumer's choice is determined by the environment (price, design, brand, service, ease of purchase);
At 20%, the choice of the consumer is determined by the main properties of the product.

But I prefer another statistic that says that more than 60% of buying decisions are made on the spot. That is, you have the opportunity to convince 2 out of 3 people to buy from you on the spot.

And you can do this both with the help of staff and with the help of merchandising. However, there is such an unspoken rule: good merchandising is inconspicuous merchandising. This means that it is not intrusive, so that the buyer does not get the impression of the so-called “steaming” of the goods.

Believe me, the client will buy from you himself, it is only important to follow certain rules, the essence of which is to influence all five channels of information perception:

Visual channel (visual information);
Auditory canal (sound information);
Tactile channel (tactile information);
Taste channel (taste information);
Olfactory channel (olfactory information).

Moreover, these channels are arranged by priority. And first of all, you need to do everything so that the eyes of a person get the maximum pleasure from your calculation.

Then you start working with hearing, after that comes a tactile source of information. Well, further down the list.

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small digression

Here I really want to single out a separate group of owners and their sellers, which builds merchandising based solely on their understanding and vision.

And they seem to be trying, doing everything right and “conveniently” for everyone. But for some reason there is no effect. Customers do not buy better, and sometimes even sales fall ...

As a result, because of such attempts, a strong opinion is formed "merchandising - powdering the head."

In such situations, we usually identify two errors that spoil the whole image of the correct display of goods:

It is done in such a way that it is convenient for sellers, not customers;
If it's beautiful, then everything is right.

Merchandising is not “as I see it”, it is a set of standard techniques and tools that you just need to apply correctly in your case.

But, there are also difficulties. In a clothing store and a food store, the same scheme will not work. Therefore, the theory is a theory, and no one has canceled the understanding of their target audience and its behavior. So, back to the point.

Selling merchandising rules

First of all, you need to start by drawing up a “customer movement map”. This is the study, analysis and design of the movement of the client through the outlet.

And please do not miss this moment, even if you have small stores.

In addition to the movement, it is advisable for you to record the average time spent by the client at control points (check points). It will also help you understand the strategically important points.

But imagine that you have already passed this stage and your map is ready. Therefore, we turn to “visual marketing”, that is, to the correct layout and location of goods, advertising materials and window dressing to achieve maximum results.

Rule 1. Location

The most popular rule in merchandising is the Golden Triangle. In fact, this is not always a figure with three corners, so the name is only a typical solution.

The idea is that we have the most popular product in the far corner from the entrance. A cash register in the far corner from a popular product.

The rule is the golden triangle

The simplest and most understandable implementation example is a large hypermarket. Bread is always located in the extreme corner. To get to it, you will go through the entire store. And in order to pay for it, you will also go through the entire store along a different road, because the cash register is located in the other extreme corner from the bread.

The most important thing you should take away from this rule is the most popular item at the end.

But be careful, it may happen that the client comes to visit you, does not see the required (popular) product and leaves.

Here are a few more notes. When a customer enters the store, there are dead zones to the right and left. The person is in adaptation mode and takes a couple of steps in a light “trance”.

This means that you do not need to bet on side placement after entering, the result will be small.

And after “turning on the purchase mode”, it's time to place in the store products that are not popular, but profitable for you.

After all, the client is already in a state of purchase, to go far, and the thoughts in his head are in the style of “All 100% of the money is in your pocket, which means you can buy something “unnecessary”.

Rule 2. Eye level

When a person enters the trading floor, his gaze is most often directed forward. It's a sin not to use this factor.

If you want to draw the customer's attention to a particular product, place it at eye level. And it’s more correct not even at eye level, but 15 degrees lower, since we are psychologically used to looking slightly down when moving.

The rule is eye level

However, you can use it for other purposes as well, for example, to draw the attention of customers to a stale product that needs to be sold as soon as possible or draw attention to a new arrival.

In grocery stores, the companies that pay the most to supermarkets are at eye level.

As you may have guessed, the most dead zones are below (less than 70 centimeters from the floor) and above (more than 2 meters from the floor).

Moreover, the lower placement is more dangerous than the upper one, since in order to examine the goods from above, the client only needs to raise his head. And in order to examine the goods at the floor, he needs to sit down almost on the floor, which already leads to unnecessary (and lazy) actions.

Important! Be sure to record the average height of your ideal client to get an idea of how high their eye level is. After all, what is convenient for a grandmother is uncomfortable for a basketball player. And vice versa.

Rule 3. Product highlighting

If everything is done wrong, then when viewing your products, the client will quickly study everything and move on, perhaps even to another store. And the reason for that - nothing "hooked".

Therefore, you need to learn how to do special actions to “grab the client by the eye” during his run, here are your options:

1. A lot of goods. You can make a slide of goods and thereby increase the visual massiveness.

This will evoke the thought “a lot means popular”. But don't forget to remove a couple of pieces of product from the edges to eliminate the fear of breaking the composition and show that the product is in demand.

Lots of goods

2. Light. A very popular technique in jewelry stores, where especially valuable pieces and the counters themselves are highlighted with the help of illumination.
You need to do the same, bring individual spots (wall-ceiling lamps) to the copies you need.

Illumination highlight

3. Goods on a separate display. A good way to highlight will be a separate exhibition space and design. A popular reception with goods of a high price category.

For example, Apple technology always stands apart from everyone else. But the method can be used not only in these areas, the main thing is to turn on the fantasy.

Separate exhibition space

4. Color."Color spots" have always been a popular technique. You need the goods of one color palette group in one place

So it will be easier for clients to choose (for example, if a guy is looking for a blue jacket), and the eye will move through the stages.

color spots

5. Markers. My favorite trick. You need to place the markers “Bestseller”, “New”, “Last copy” and so on on the selected products. This will help catch the eye of the client and hint him what to take.

Markers on price tags

Rule 4 Separation

Grouping is a very important factor. A person who is looking for shoes is unlikely to look for them in underwear.

Therefore, the product must be in the group where it belongs. For example, accessories should be separate from home clothes.

If you do not have such a variety of assortment, use the division within the product group itself. For example, distinguish more expensive bags from more affordable ones. Or separate leather bags from cloth bags. You can also make a division by brand or by type.

Separation of goods

But at the same time, do not forget that groups should be friends with each other. For example, there should be light bulbs near the lamps or hats, gloves and scarves should be near jackets.

Thus, you, as the client, without leaving the place, buys everything he needs.

The same goes for friendship between brands. With popular brands, we need to place products of less popular companies, but at the same time very profitable for you.

Then customers will begin to study a well-known product, and willy-nilly, they will notice other offers nearby.

Rule 5 Movement

It's no secret that most people are right-handed. Therefore, when entering any room, most people immediately turn their heads to the right and begin an unconscious movement counterclockwise.

This applies not only to cases related to retail space. We even have right-hand traffic in Russia.

The rule is movement

Think, for example, supermarkets. Almost everyone uses this behavioral factor, with a few exceptions - on the right is the entrance, on the left is the exit.

And in order to get out, you end up going through the whole store, picking up a couple of things along the way that caught your eye, again thanks to the use of other merchandising techniques.

You need to take into your experience the example above. Namely, you need to create a counter-clockwise movement in your store.

At the same time, ensure that the client goes through the entire store. That is, you should not have short, detours to the exit. We focus on the principle “Do you want to go out? Go through the entire store."

Rule 6. POS materials

Point of sales or, in Russian, place of sale are merchandising tools to attract the attention of buyers to a particular product.

In our article, we gave a lot of examples of their implementation. In short, they can and should be used even in the office.

What is visual merchandising? This is an event for the correct design of the store space in order to increase sales. There are 6 basic rules of visual merchandising, following which you can sell goods in a short time.

What you will learn about:

Goals and tools to attract buyers

Inside outlet visual merchandising manages the flow of visitors, leads them in the right direction, arousing interest in certain items of the assortment, encourages them to buy goods. When visitors to the store say that it is convenient, it is pleasant to shop in it, the necessary goods are easy to find, the explanatory labels are easy to read, they give maximum information - visual merchandising works well in this store. His goals:

To draw attention;
Retain interest;
Generate interest in certain positions;
Provoke a purchase.

You can complete the tasks by presenting the goods to visitors in a simple, accessible form. If we take clothing stores as an example, then the efforts of specialists are aimed at ensuring that a potential buyer enters the store, can quickly get used to it, choose a model on their own, and choose the right size.

Visual merchandising operates according to certain laws, creating the necessary atmosphere using a set of tools:

competent layout of the space of the trading floor;
differentiation of commodity groups;
commercial equipment of various types;
interior design;
selection of lighting;
showcase design;
convenient, attractive display of goods;
mannequins;
POS materials;
smells;
sounds.

The work of a specialist involved in the optimization of the trading process is akin to the work of a designer, graphic designer. He creates a composition that includes light, sound, smell, tactile sensations.

His task is to place emphasis on the model, brand, group of goods that need to be sold. A professional is able to increase the store's revenue by 15-20% by competently attracting visitors.

Six basic rules for in-store merchandising

Visual merchandising rules define what needs to be done to sell quickly. There are six main postulates:

1. Highlight the desired product against the background of the environment, place accents. You can do this in several ways:

draw up wider approaches to the desired group of goods, make long rows;
make an additional layout in a slide, in a basket, on a trolley;
set color accents: from labels, price tags printed on colored paper, to creating a neutral environment with rare bright flashes (put bright t-shirts on a white or black background, accessories over jeans, etc.);
attract the attention of buyers with unusual packaging: the novelty will awaken curiosity;
provide more light: the trading floor should be well lit, make additional illumination of racks, counters;
use POS materials: they will attract additional attention.

To determine the most popular and profitable products, predict demand, and increase profits, the accounting program for the Business.Ru clothing store will help.

Attracting attention, observe a sense of proportion. If you place color accents, remember that people quickly get tired and annoyed from a large number of bright, saturated shades. When lighting, make sure that it does not hurt the eyes, forcing visitors to run away from the trading floor.

2. What you need to sell - put it at eye level. It is convenient for buyers to examine goods that are at the level of their gaze ± 20 cm: they do not have to bend over or lift their heads, therefore, above 140 cm from the floor, they place goods that bring the main profit, or what needs to be sold.

3. Please with variety. The assortment of most stores of the same specialization is similar. Shoppers are accustomed to seeing the same brands in roughly the same storefronts using the same techniques. Shake them up, do something unexpected: use branded price tags, labels, design racks in an unusual style.

4. Try to lay out the goods using logic. It is unlikely that a woman who has come in for a dress will decide to buy a coat for her husband, but she can choose a scarf or shoes. In stores with an assortment of several thousand items - distinguish between groups of goods by name, weight, price.

5. Narrow specialization is a good way out of the situation! Remember your feelings in large shopping malls on a day off. People around people. Children are screaming, crying, everyone is going somewhere. In a continuous stream, a small store that has exactly what you need becomes a salvation. You can safely choose a sweater or a juicer without fear of being trampled.

At its core, the principles of visual merchandising are a way to attract the attention of a client without tiring him or causing rejection.

Planning a sales floor for a clothing store

Work to attract buyers begins with the first step - planning the space of the trading floor. Determine the direction of the flow of visitors, highlight the main area, fitting rooms, cash desk on the floor plan. Follow visual merchandising standards:

the cash desk is located in the back of the hall;
fitting rooms should not be visible at the entrance;
near the entrance they put low commercial equipment (children's mannequins, tables), closer to the walls - high.

At the first stage, working with the floor plan, they are guided by the basic laws of visual merchandising:

The law of the "golden triangle": the entrance group, the cash desk, the basic collection, create a triangle of the maximum possible area, inside which actual goods (new products, promotional products, etc.) are placed;
The law of obstacles: inside the triangle, it is necessary to arrange the equipment in such a way that the visitor changes the trajectory of movement as often as possible, shifts his gaze;
The law of large and small forms: 75% of the population are right-handed, therefore, on the right hand in the direction of travel, they put goods of small forms, on the left - large ones;
The law of free space: the more free space, the more expensive the goods in the store.

When the first stage of planning is completed, you can proceed to the internal zoning of space.

Complex automation of a clothing store from 500 rubles/month!
Manage purchases and assortment, reduce the amount of stale goods and speed up sales processes using the Biznes.Ru program for a clothing store.

clothing store zoning

There are 3 shopping sectors in the trading floor: “hot”, “cold”, impulse. "Hot" sector - receives more attention, this is the first thing that customers who enter the store rush to. The “cold” one is examined after the “hot” one, and the impulse one is the place where unplanned goods were purchased.

The correct definition of these sectors is 80% of a successful sale. The patterns of movement of the flow of customers inside the trading floor come to the rescue:

Up to 90% of visitors walk around the hall around the perimeter, only 40-50% pay attention to the counters inside the perimeter;
Up to 85% of customers make impulse purchases near the cash desks: accessories, key rings, little things for caring for clothes, shoes;
90% of visitors pay more attention to goods located at the beginning of the movement (not tired, interesting) and near the cash desks (there is nothing to do in the queue).

Interior design

After planning the trading floor, dividing the space into zones, you can proceed to interior design. Under this concept, visual merchandising in a clothing store combined window dressing, interior decoration, appearance and placement of commercial equipment, a special atmosphere created by sounds and smells.

Before you start working on the interior, decide who your potential buyers are. Respectable audience over 40 or young people from 15 to 25 years old. It will depend on what style, techniques to use.

Create an atmosphere of peace, comfort, status, or resort to ambiguous, even shocking decisions, causing a heated discussion of the interior in in social networks, news channels. Remember, the trading floor is designed for them, their attention must be attracted.

There are two rules for designing a clothing store:

Atmospheres: interior decoration should match the appearance of a potential buyer. The futuristic, avant-garde design will appeal to impulsive shoppers who value the store's interior more than its value. Classic - a win-win option for expensive boutiques, stores designed for middle-aged people;
Brand Identities: general concept design should sound in unison with the main idea trademark.

Involve a professional architect, designer. Think about what music should be playing in the background, how much to adjust the volume, what smells should be in the air.

Example: the aroma of cinnamon, coffee, citrus fruits create a pleasant impression, encourage you to look longer, buy.

Lighting and product display

Carry out lighting planning at the stage of the store design project. This will help to avoid mistakes, correct shortcomings. A lot has been written about lighting: there should not be poorly lit, dark corners in the store. It can be general, creative, accent.

With the help of well-built light, you can:

promote the product: a light accent so that the buyer clearly understands what the store offers, what quality, how much it costs;
create an image of the store: well-chosen display window lighting excites the sensual side of the buyer, makes you remember not the thing, but the image of the boutique.

By combining white, colored lamps, changing the intensity of light, tell stories, fascinate, attract the eye.

Now it's time to buy commercial equipment, product layouts. Appearance, cost, quality of materials depend on the style interior decoration boutique. There must be harmony in everything.

Aggressive, minimalistic interior includes racks, hangers, tables made of metal, glass. In a respectable store, designed for a status audience, forging, natural wood looks great.

The main thing to remember: there must be harmony in everything. If a store sells women's suits ranging from $100 to $300, the rococo furniture will scare away customers rather than attract them.

Mannequins: choose, dress, arrange

Most effective method present clothes - put on a mannequin. For the store, faceless, multi-colored, plastic mannequins or wooden ones are purchased, with bending arms and legs. Principles of visual merchandising when working with mannequins:

Consider the potential audience, the cost of things in the store. A $1,000 suit looks ridiculous on a cheap mannequin, and vice versa;
Arrange mannequins by gender: men to men, women to women. The only exception is for "clothing for the whole family" stores. There you can group family compositions;
One group - one color range or collection;
Use accessories, create a complete image;
The clothes on the mannequin should be clean, ironed, fit perfectly (pins to help);
Update images every 14 days.

Remember mannequins - business card store, they should interest the client, encourage him to make a purchase, even if the mannequin has to be undressed!

How well the concept of visual merchandising in clothing works (or does not work) will help determine the view from the outside: take a photo or video of the store.

What is merchandising?
You have probably noticed that if you focus the attention of the buyer on certain brands or types of goods, you can significantly increase their sale. This effect was the basis for a relatively new direction of trade marketing, called merchandising (from the English merchandising - the art of trading).

A set of activities carried out on the trading floor and aimed at promoting a particular product, brand or packaging is called merchandising.

The result of merchandising is always to stimulate the desire of consumers to choose and buy the promoted product.

Merchandising is the last step to achieve a high level of sales. Merchandising is aimed at promoting goods at points of sale, and therefore allows you to achieve both an increase in the client's profits and the level of his satisfaction from cooperation with the company.

How to apply merchandising at the point of sale.

Observations show that the majority of buyers, getting into the closed space of the store, start bypassing it, moving from right to left. Based on this, the placement of the entrance to the store (entrance - on the right, exit - on the left) and the placement of the shelves themselves should be thought out. A trendy walkway or "perimeter aisle" was devised, where shelves with particularly attractive products are located (these are products that attract the attention of the consumer.), as well as promotional novelties and products whose lifespan is relatively short and which will soon be replaced by other products. To attract customers to the central part of the store, the attractiveness and sales potential of the most popular products (in this situation it can be household chemicals or consumables) are used, which can help increase the sale of other products located next to them, but do not have such an attractive force.

Shelf space must be allocated adequately to the sales and profits brought by certain brands and their types.

Goods can be placed at floor, hand and eye level (hand and eye level is best), they can be grouped or singly, they can be palletized or presented in bulk. When placing goods, it is important to remember that the human eye moves more easily from left to right and from top to bottom, as when reading. The creation of an appropriate atmosphere in the store is facilitated by free access to goods, the ability to take goods in hand and freely handle them, attractive advertising messages, and subtle colors in the design of the store.

Most "working shelves" are at eye level.

From this it follows that on these shelves it is necessary to place a higher priority product. These shelves must be carefully monitored and constantly filled. In addition, more convenient areas for buyers to choose goods are the areas located on the right side in the direction of travel. It is necessary to optimally calculate the quantity of goods when arranging it on the sales area, the sales area should not be empty and in any case it should seem that there is a lot of goods, following the unchanging rule - trading area designed to present goods to customers. The self-service method is dynamic and has a moment of frequent, chaotic rearrangement of the product when the buyer chooses it, so it is necessary to work with the product, constantly align the product, fill the voids on the shelves. The goods in the hall and on the shelves must sometimes change their location so that the buyer does not get bored with the location of the goods.

Products should be laid out or exhibited in such a way that the search for the desired product is as easy as possible. To do this, it is necessary to create visible blocks on the shelves by brand, size or packaging.

It is important to regularly inform customers about new products, about what is happening in the store. When laying out goods within a group, it is necessary to consider its placement on the racks, taking into account its size, packaging, color scheme(combination of colors when laying out), seasonality, differences in design, manufacturer, etc.

On the racks it is unacceptable to have shelves that are not filled with goods. If there is free space on the racks, displays, the goods are immediately sorted, from the warehouse or by rearranging other goods. It is necessary to think over and make its optimal rearrangement and placement in the department, so as not to violate the basic rules for displaying goods.

It is unacceptable to place the goods, stacking them on top of each other, because. as a result of this, its damage occurs (except when it can be laid out in the form of a pyramid display, laying each row).

What types of layout exist.

Placement within the group can be carried out in the form of a horizontal or vertical display. By appearance packaging or the product itself, you can immediately determine which type of display it belongs to. The goods should be placed at the edge of the shelf or on hooks, in a straight line.

When laying out horizontally, it must be taken into account that on the lowest shelf the goods should be placed in large sizes or less attractive or cheaper. Also, the horizontal display provides for the display of goods from left to right in a series, in order to reduce the volume.

The vertical way of displaying goods provides for the arrangement of homogeneous goods in several rows on all shelves of a meter of racks from top to bottom. This method is convenient in that it provides a good display of goods, free access to buyers of any height. With a vertical layout, a strict distribution of goods of the same type, from smaller to larger, is necessary. The smaller one is located on the upper shelves, respectively, the larger one is on the lower ones. In practice, most often both of these methods are combined, using elements of both horizontal and vertical layouts.

Display layout (additional points of sale) are placed in visible places according to the movement of customers. It is a stand-alone company stand or counter, not tied to the main point of sale of this product.

Merchandising comes from the English words merchandise (goods, trade, trade) and merchandising (studying the problems of demand, studying the problems of creating, improving and distributing goods in connection with changes in needs; technology of trading processes; presentation of goods on the market).

There are many definitions of the term "merchandising". The most common concepts are:

· Merchandising - a system for organizing sales of goods and managing them.
· Merchandising is marketing at the point of sale, or "in-store marketing".
Merchandising is the art (technology) of displaying goods.

All three definitions are correct;

The first of them is complex and includes the next two. We will consider that merchandising is a system of activities carried out in the microcosm of the store and aimed at making it convenient, pleasant and profitable (in terms of value and / or motive) for the buyer to make purchases. Store manager's book. / Ed. S.V. Sysoeva.- St. Petersburg: Peter, 2013.-284p.

Merchandising is a generalized concept, this technology includes not only good communications, excellent work of the staff, the main thing is to achieve the necessary harmony between the visitor and the place of sale, so that the visitor feels easy, comfortable, free and convenient. Encouraging the buyer to buy, merchandising works equally significantly in the direction of marketing and sales.

Merchandising should be considered as a philosophy or an independent science that uses a number of psychological tricks influence on the buyer, which contributes to an increase in the volume of goods sold. It is important for a company to carry out such activities along with promotions, creating and maintaining its own image, etc.

The need for merchandising was proven after it turned out that 2/3 of all purchasing decisions are made by consumers standing in front of the counter. Even if the purchase of a certain type of product is planned in advance, 7 out of 10 buyers make a decision in favor of a particular brand directly on the trading floor. That is, those who came to the store do not have a final decision on which brand of product they would prefer. Thus, if you focus the attention of the buyer on a particular brand or type of product, you can increase their sale.

Figure 1 - The main directions of merchandising for commercial enterprise.

Figure 1 shows the directions of merchandising that help promote the product, attract new customers and sell the product.

Merchandising activity is the process of an active attitude of the subject to the reality of a retail trade enterprise and the behavior of visitors to the trading floor, during which the goals of merchandising are achieved.

Practice shows that the need for merchandising increases with the increase in the independence of the buyer when selling goods by the self-service method, in which goods and visitors "communicate" with each other without the intervention of sales assistants, and the participation of the latter is reduced to a minimum, especially with regard to consumer goods, and decreases in as the role of the seller in the trade and technological process increases. The most important thing is to know what customers want and what they expect from the offer in a particular store. Customer satisfaction is at the heart of the concept of merchandising.

It is possible to formulate the main approaches to the organization of merchandising for a retail trade enterprise.

1. Assortment approach. Each type of retail trade enterprise is characterized by certain values of assortment indicators (in particular, the minimum allowable set of assortment items that the seller must have), taking into account the breadth and depth of the trading assortment established by the management of the manufacturer or seller.
2. Quantitative approach. A business needs to maintain optimal level inventory, i.e. one that ensures the availability of a sufficient number of goods of the required assortment on the trading floor. In addition, the goods displayed in the window must be on sale.
3. Managerial approach. The organization of the placement of goods on the trading floor of the store should be based on the management of the movement of the customer flow and begin with the layout of the trading floor of the store.
4. Demonstration approach. The choice of ways to present goods on the trading floor of the store, the type of goods, packaging, as well as the profit from the goods, the image of the store, the consumer audience.
5. Communication approach. Promotional materials at the point of sale are an essential part of the communication policy of a retail trade enterprise and a constructive and technical element of merchandising.

Based on the approaches, separate merchandising methods are developed. Merchandising method - a set of means, techniques and operations of a practical and theoretical nature, associated with the implementation of merchandising activities. The most effective methods of merchandising include the developed "method of impulsive sales" and "method ABC", as well as the well-known "method of interconnected purchases and cross-selling" and "method of visual merchandising".

"The method of impulsive sales" is based on a harmonious combination of the potential of the return zone and the impulsiveness of the behavior of visitors-buyers of a trading enterprise when making purchases. The introduction of the method of impulsive purchases involves the distribution of the trading floor into trading zones adequately to the state of cognitive resources of visitors, determining the compatibility of merchandising elements: "goods - shopping zones - buyer behavior". The main goal of implementing this merchandising method is to increase the sales of impulsively purchased goods in the return zone by using the potential of the merchandising approach in the formation of the assortment, departments and management of visitor flows.

The "ABC Method" uses the potential of "goods-sellers" and "hot zones", which is based on the distribution of the roles and place of each product group in the trade and technological process of the store, taking into account their features and degree of importance for consumers. The essence of the method lies in the fact that all goods are divided into three groups depending on the attitude of consumers towards them, marketing characteristics, place in the formation of profits and the organization of the trade and technological process of the enterprise: goods of group A, goods of group B, goods of group C. They are placed in such a way that "merchants", combined with visitor behavior and other factors, contribute to increased sales of goods that need support and are important for the operation of the enterprise.

Group A goods consist mainly of "essential goods", distinguished by the frequency of purchase, the minimum involvement of the buyer and the presence of a preference map for brands, places and time of sale before the need occurs, as well as low prices.

Group B products are characterized by a high degree of involvement in the purchase and the presence of a pronounced map of brands, they are bought very rarely.

Group C goods include consumer goods that the consumer does not know about or does not think about buying them. The buyer does not have a clear idea about them or expressed need, the seller must make efforts to increase their sales.

"The method of interconnected purchases and cross-trading" involves the promotion of complementary products, related or related goods and services to the market. The essence of the method is to place the main and complementary goods on the trading floor in such a way that they are located opposite or next to each other, and buyers can easily move from one product group to another associated with it. This approach is justified by the need to use the active state of the buyer formed during the main purchase and the sale of secondary, related and related products. To determine the interconnectedness of purchases, a matrix method can be used to calculate the frequency of joint purchases of certain pairs of goods.

"Visual merchandising method" - a method of intensifying sales at points of sale, based on the perception of design, color, background of goods and equipment, theatrical images, architecture and other visual effects present at points of sale, in combination with a product display system. Combinations of visual merchandising elements contribute to the fact that individual points of the sales area of the store stimulate sales differently. Therefore, products and their brands can gain a competitive advantage depending on what visual elements accompany them.

The supplier can achieve impressive results only with the integrated use of merchandising methods and coordination of the company's efforts.

Proper use of retail space and proper display can increase sales in a store by 10-20%, but if the product does not meet the needs of the buyer or the pricing is incorrect, then merchandising will not help improve the store.

Restrictions on the use of merchandising technologies.

1. If the store sells exclusively cheap goods or goods of little-known companies, focusing on the economic situation. Naturally, if the determining factor in the purchase is the price, then other tools may not work.
2. If the product is unknown in the market. Merchandising cannot replace branding
3. If the cost of production is very high, the more the cost of goods, the less spontaneous will be the purchase. Yes, when selling industrial equipment, industrial and agricultural machinery, it almost makes no sense to spend money on merchandising, since the purchase decision is often made after personal, sometimes repeated, communication with the selling party.
4. If the product is rarely purchased by buyers (refrigerator, car, home)
5. If personal contact of the seller with each buyer and advisory sales are required (complex equipment, cars, inventory selection, catalog sales)
6. If a demonstration of the product in action is required.
7. If there is a need to customize products to individual customer requirements
8. If the range of goods of the same type is too wide. This can confuse the buyer, who in this case will find it easier to abandon the purchase than to make a decision. Rather, he will need the help and advice of the seller.

Merchandising is always focused on the buyer. His the main task consists in the speedy sale of goods at the point of sale and the organization of a general increase in sales volumes. The primary goal of marketing is to increase the overall volume of purchases by making it easier for the customer to do so. Tasks can be combined according to the group of marketing elements presented in Table 1

Table 1- Main tasks of merchandising

Each element is important in its own way, it allows you to achieve a particular goal, and in combination we achieve the main goal of merchandising.

The main purpose of merchandising is to increase sales while maintaining (and enhancing) customer satisfaction with the shopping experience in the store.

The following types of goals are most widely used

Figure 2- Types of merchandising goals