5.4.2. Accommodation of departments and sections
It is necessary to rationally use the trading area, to find the best place for each department. It is important to correctly determine the sequence of placement of departments (Figure 5.12).
Large areas of goods (sectors) should be distributed in the direction of movement of customers. It is necessary to distribute the departments, the order of their placement while observing a certain direction of movement.
First of all, it is necessary to implement measures, through which buyers will move around the store and buy more goods than they planned. It is useful at the entrance to the store to hang a scheme, so that buyers choose a specific route for themselves. Sometimes a planning is made in which buyers first pass through sections of inexpensive impulsive goods, and then fall into the department of basic and more expensive goods.
Fig. 5.12. Sequence of departments
If the buyer with children, it is unlikely that he will be able to pass by bright festive souvenirs and leave the child without a gift.
Movement is stimulated by external diversity. One can not limit oneself to single-level premises with long rows of counters and hangers. You should use stairs, floor level raises, inclined transitions. If the store uses trolleys and the floor must remain flat, the height of the counters should be varied. Monotony is not a place in the trading floor.
Distribution of the sales area usually begins with the fact that each product is allocated space in accordance with the expected sales volume. For example, if grocery stores sell 10% of the total sales in the grocery store, then 10% of the total floor space is allocated to this department.
Then the initial estimate changes depending on a number of factors.
1. Departments are located so as to maximize the total profit of the store; different places inside the store have different potential for generating profit. The more visitors pass through the department, the better its location. However, if the most profitable category is to give the appropriate profit place on the shelves, you can lose loyal customers who are loyal to other brands. It is necessary to experiment with the ratio of the areas allocated on the shelves for different goods, in order to maximize the overall profit of the store.
2. The place for the goods can vary depending on the season.
3. It is necessary to take into account the methods of presentation of goods and fashion on them. Fashionable goods should be presented more clearly.
4. An important factor is also the complementarity of goods.
When planning a store, it is taken into account in which order the buyer notices the departments. Instinctively, the examination starts from right to left (Figure 5.13).
Fig. 5.13. The direction of buyers' movement in the store's trading floor
Access zone . At the entrance to the store, the buyer feels a change of scenery. If the buyer comes to the store for the first time, he acutely feels new smells, sounds, lighting. The buyer gets used to a new situation for him very quickly. If the music sounds, then soon he does not hear it anymore. At the first moment the buyer receives a lot of new information and does not have time to analyze it. If there is any information in this zone, then it is perceived by buyers weakly.
Purchase Area . Adaptation was over, attention was concentrated on the departments. The buyer is aimed at those goods that he intends to buy, a quick glance at those that he does not intend to buy, moves quickly enough from goods to goods.
Return zone . The buyer made the main purchases, moves at the usual pace, is in no hurry. Accelerates the move as soon as he sees the cashier. Before the cashier he relaxes.
The buyer notices the departments as they progress through the store. Women like to buy goods in the middle of the store, and men like to go out.
The right passes in the store are always more attractive. The best places are located closer to the aisles, entrances, escalators. In a multistory store, the value of the space as you move away from the floor on which the central entrance is located is reduced. Goods for men in large stores are usually placed on the lower floors, since men are somewhat passive in shopping. Goods of impulsive purchase are placed on the height of the rack at eye level either in front of the store or at cash desks, where they are always in sight. The goods of target demand for a particular store, i.e. those goods for which buyers come here are placed in the most remote places, since their customers will still be looking for, and at the same time they will go through the whole store.
The practice of organizing adjacent departments is widely used. For example, next to the department of ready-made dress, it is advisable to place the shoe department and scarves, near the gastronomy - to sell sauces and seasonings. Some departments should be more flexible in the assortment formation than others. Winter jackets, for example, are better to sell next to sportswear. In the spring, when a free space is released in the winter clothes section, sporting goods or bathing accessories are placed in it. In the summer, consumption of mineral waters, beverages and beer increases, and in winter - natural juices. Accordingly, the departments of fresh fruit and juices should be placed near the wine and vodka department.
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