How you can apply merchandising technologies in the library. Book merchandising

Submitting your good work to the knowledge base is easy. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Similar documents

Planning decisions when placing goods in trading floor. Using merchandising rules when displaying cosmetic products. Characteristics of the store and layout of the sales area. Methods for arranging and displaying goods on the sales floor of a store.

course work, added 02/04/2015

Basic concepts of merchandising. Placing and displaying goods on the sales floor. The atmosphere of the store and factors influencing the purchase. The relationship between the placement of goods in the sales area of the Radezh store and its main economic indicators.

course work, added 02/26/2012

Characteristics of merchandising, its functions and main tasks. Rules for placement and display individual species goods on the sales floor. The atmosphere of the store and factors influencing the purchase. Analysis of the economic activities of the Polushka store.

course work, added 12/20/2010

Characteristics and essence of merchandising. Adjusting the methods of allocating shelf space for products in accordance with customer demand. Placing goods on the sales floor. The atmosphere of the store and factors influencing the purchase.

course work, added 09/16/2011

The concept and evolution of merchandising, what it is. Features of the development of merchandising in modern stage, its goals, development prospects. Strategy for successful merchandising. Features of retail merchandising trading network using the example of supermarkets.

course work, added 11/02/2009

Theoretical and methodological aspects of the problem of placing goods on the sales floor of a store. External and internal environment organization of activities of the enterprise under study, indicators of its activities. Ways to improve the efficiency of product placement.

course work, added 10/20/2014

Technologies for placing and displaying goods on the sales floor. Analysis of the layout of product product groups using the example of the Polushka store. Assessment of the organization of display of the wine and vodka department. The influence of merchandising on the process of selling goods.

course work, added 01/31/2014

Retail book trade purchases book products from publishing houses or wholesale enterprises and sells it to end consumers (citizens, libraries, organizations). At the stage retail sales book goods, i.e. sales to a retail (final) buyer, there is public recognition of the costs of labor and other resources that were produced at all stages of the creation and promotion of book products. If the book has received such recognition from buyers, then they purchase it and thereby reimburse the enterprises involved in publishing and book distribution for the costs they incurred, making it possible to continue the process of producing book goods.

Retail logistics- This functional area logistics, which optimizes commodity and other economic flows (service, information, financial, personnel) in order to sell goods to end (retail) customers.

Purpose of retail logistics- create conditions for the buyer to meet the book he needs (by creating an assortment that most closely matches demand, informing buyers about the store’s services, etc.), and then make the purchasing process pleasant and convenient.

This goal can be formulated more clearly using logistic rule "Seven N" in relation to retail sales: to provide our consumer with the goods he needs in the required quantity with required quality in the right place at the right time with the best (optimal) costs.

The logistics efficiency of retail book trade is due to the fact that it performs the following functions:

provides end customers with a wide range of products and organizes a comfortable shopping atmosphere;
provides consulting, information, advertising and other services to customers;
explores the conditions of the book market;
searches for goods for which customers are in demand;
carries out operations to prepare goods for sale and sell them, sets retail prices for book goods;
makes cash payments to customers.

The state of the retail book trade in our country does not yet meet the needs of publishers and consumers of book goods. Firstly, the number of retail bookstores is clearly insufficient; secondly, the level of their activity is not high enough.

According to rough estimates, there are about 50-60 thousand people per bookstore in the country (in Europe there is one bookstore per 6-13 thousand people). The state of the provincial bookselling network is of greatest concern. Most bookselling outlets are concentrated in the European part of Russia, and almost half of small towns with a population of up to 100 thousand people do not have a bookstore. Not all regional centers have modern bookstores that can offer their customers an assortment of at least 10 thousand titles.

Nevertheless, processes of qualitative and quantitative development of Russian bookstores are underway. Retail bookselling enterprises are developing in the following areas:

bookselling chains are formed and growing, publishing houses are opening, large bookstores are being improved;
the range of publications presented in bookstores is expanding;
sales through book clubs and online stores are increasing;
in stores, the volume and quality of services provided to customers is expanding and improving;
stores use computer systems for inventory management, information exchange with suppliers and customers, etc.;
are being implemented modern methods supplying bookstores with goods (see “Modern trends in purchasing logistics”);
trading floors are equipped modern equipment, design and merchandising are becoming important parts of retail.

The defining directions for the development of the retail book trade structure are the creation of bookstore chains and the development of large independent stores (Trading houses or Book Houses).

A chain of stores is several retail trade enterprises under common ownership and management, selling goods of a similar range, having a common purchasing service, a central warehouse and, possibly, a uniform design of sales floors.

Currently, almost all large networks have been created by publishing houses (AST publishing group - the Bukva network, Eksmo publishing house - the New Book and Bukvoed networks) and bookselling companies (Top-Kniga). Some networks are created on the basis of former government agencies, for example, “Moscow House of Books”.

Bookselling networks are characterized by the following. There is a common management structure that defines a common trade policy. It purchases goods from publishers and has warehousing and transport facilities. Centralization of the procurement system allows you to receive big discounts For publishers, shared warehousing and transportation facilities result in significant cost savings. The network has a single computer system through which bookstores transmit sales reports and generate product supply requests. Financial and economic activity bookstores are carried out from single center. Warehouse and administrative functions chain stores are almost completely absent; they are taken over by the central enterprise. At the same time, the maximum typification of logistics schemes for the operation of bookstores is being introduced, including the processes of movement of goods, information, financial, and personnel flows. All this significantly increases the efficiency of retail chains.

Performance results large independent stores are quite clearly visible in the example of such well-known enterprises as “Biblio-Globus”, “Young Guard”, “Moscow”, etc. They have a wide range of products and offer modern level service, so their services are used by a large number of customers. Large independent stores have an active influence on publishers and distributors, providing them with data on demand, encouraging them to implement modern logistics technologies for supply and information exchange.

Great value for efficient work independent bookstores and small chains have developed a wholesale link. A bookstore should work closely with a small number of suppliers to provide high level supply logistics, wide range. Fast delivery books should ensure a constant presence in the assortment of popular publications.

Enlargement retail companies - one of the trends in the development of book trade. However, along with this trend, favorable conditions must be provided for the development of small and medium-sized retail bookselling structures. They are characterized by a more flexible assortment policy and an individual approach to customer service. In addition, if the market is monopolized by 5-10 largest chains, they begin to dictate the assortment policy and pricing policy for book goods to publishing houses.

Logistics process in retail trade starts with providing books trading enterprise input resources, i.e. purchases and receipts in a retail bookselling enterprise of input goods, personnel, information, financial flows. In addition to these flows, another type of flow is of decisive importance in this area of logistics - customer flow. The more customers visit the bookstore and the more they make purchases, the more successful the bookselling business will be.

By managing the flow of inputs, a bookstore produces bookselling services that help people purchase books. As a result of sales, the store makes a profit. And what is equally important - visitors who are satisfied with their purchases and the level of service, ready to come to the store again and become its regular partners. This characteristic of the customer flow creates the basis for future profits.

In the retail sales process, as in other logistics processes, there is a problem of smoothing the movement of economic flows as they move from one link in the supply chain to another. In retail trade, it has two components: optimization of the “supplier - sales floor” interface and optimization of the “sales floor – buyer” interface.

The first component involves the formation and maintenance of an assortment of goods and a range of services that best meet the needs of customers. It uses purchasing and distribution logistics methods to ensure effective cooperation between the bookstore and suppliers (publishers and wholesale companies). The development of cooperation occurs on the basis of the application of logistics concepts of trade-offs, total quality management, total costs, cooperation and integration.

The second component involves optimizing the movement of economic flows at the stage of retail sales, which is handled by retail logistics.

One of the main areas of retail logistics is ensuring quality and breadth of assortment, presented in bookstores. The increase in the number of book titles published in our country has exacerbated a number of problems. One of them was the problem of choice. Buyers have to spend a lot of time and effort searching and selecting the right book from a wide range of bookshops. It is also difficult for booksellers to select the most suitable books for sale in their stores from the huge number of publications offered by manufacturers.

A wide selection is a competitive advantage, but this advantage can cause economic difficulties for a bookstore. Unjustified expansion of the assortment slows down the movement of book goods and increases the level of returns of unsold books to suppliers. And the wider the range, the more difficult it is to maintain its stability. An unstable assortment or temporary lack of books on sale can lead to unsatisfied demand and reduce the quality of customer service.

In addition, buyers want to receive book products immediately as soon as they hear about the release of a new book. In this regard, the problem becomes particularly relevant increasing the speed of delivery of goods. Life cycle books are very short: if the buyer’s demand for a book is not satisfied immediately, then he goes to another bookstore, and a book received late may not find another buyer.

The next direction for improving retail logistics is expanding the range through sales of media products(audio and video products, computer games, etc.). This helps attract a youth audience, but requires additional retail space. Consequently, the problem of more efficient placement of goods on the sales floor becomes more complicated.

Another area of retail logistics is creating conditions for comfortable shopping. In the sales area of the store, everything should encourage customers to approach the shelves with books, pick them up, and leaf through them. It should be convenient for customers to move around the sales area; there should be places where they can comfortably browse books or just relax.

Further efforts to improve the retail experience have led to the creation of cafeterias in some bookstores. Such comfort zones attract people to bookstores, encourage them to spend more time in them, and therefore give booksellers more opportunities to encourage them to make purchases. This direction is developing: cultural and entertainment events are held in stores (meetings with authors, children’s book readings, etc.), children’s rooms and clubs are created (see “Club activities of bookstores”).

Transforming a bookstore into cultural and leisure center One cannot but welcome it, but it must be borne in mind that the costs of these activities pay off, as a rule, slowly.

In retail logistics great value has optimization of customer flows. The success of a bookselling enterprise depends on the intensity of customer flows and the store’s ability to organize their efficient service, leading to purchases.

The nature and magnitude of consumer flows is determined by the location of a bookselling enterprise in an urban area, since for many buyers it is very important to save time and effort on purchasing goods. Convenient placement implies ease of travel to a retail outlet, the presence of other retail establishments nearby, etc.

Choosing a bookstore location involves trade-offs. Of course, it is preferable to locate a store in a place where the flow of customers will be maximum. However, the more profitable and convenient it is commercial premises(on a central busy shopping street, next to the metro), the more expensive it is, therefore, the more income the store must have in order to pay rent or purchase it as property. On the other hand, if the premises are cheap, then most likely it is located where customer flows are small, in which case the store may also not have enough income.

There are three main types of shopping areas: shopping centers, business center of the city, residential areas.

Shopping centers are streets where large retail enterprises are located. IN recent years are being built shopping malls, consisting of a large number of stores united under one roof. The location of stores close to each other causes intense customer flows, and the bulk of them are potential buyers, i.e. people who specifically came to the area to shop.

The business center attracts booksellers because its visitors include a significant number of highly educated and wealthy people who work here. However, there are also negative aspects: it is difficult to find a parking space, customer flows noticeably weaken on weekends and in the evenings.

In residential areas of cities You can also highlight streets where several stores serving the area are concentrated. This is the most advantageous location for a regional bookstore.

In addition to location in an urban environment, the intensity of consumer flows is influenced by such external factors, such as transport accessibility, store visibility, large and clearly visible display windows, etc.

It is advisable to make a decision on store location based on an assessment of several options. In this case, it is necessary to collect detailed information about positive and negative aspects each option. The best option can be selected according to the methodology described in relation to the selection of a supplier (see “Selecting a supplier”).

To organize effective retail sales, a bookseller must know its customers well, so it is necessary to conduct customer research. The simplest are studies of the intensity of consumer flows. Their task is to determine the total number of store visitors per day, the distribution of customer flows by trading hours, and identify seasonal and other factors influencing the intensity of customer flows. Despite the relative simplicity of this type of research, their results are very important for retail logistics (for example, for the work schedule of salespeople, organizing the replenishment of books on the sales floor, etc.).

Interesting information can be obtained by comparing data on customer flows with sales data (by trading hours and the subject of books purchased). This analysis can identify changes in the qualitative characteristics of consumer flows (housewives, schoolchildren, employees, walking public, etc.), which makes it possible to clearly adjust retail logistics to the behavioral characteristics of individual groups.

More complex are studies devoted to an in-depth study of the composition of consumer flows. Their results should be the identification of the requirements of buyers of different groups for the subject matter, quality, appearance of publications, level of bookselling service, etc. This data will help booksellers make the most of their retail sales process. effective forms and service methods different categories buyers.

Dividing buyers into groups, i.e. their classification makes it possible to more accurately take into account their characteristics, however, unfortunately, very few studies are devoted to this problem.

The simplest is the classification, which distinguishes the following groups of buyers:

those interested in a specific publication;
specialists interested in books on a specific topic;
those wishing to purchase a book as a gift;
those who buy books for reasons of prestige or to invest money;
book lovers collecting personal libraries.

This classification does not exhaust the variety of motives for purchasing books and types of buyers. In addition, the same person, during different visits to a bookstore, can be guided by different motives and at the same time turn out to be a representative of several of the listed categories.

Depending on thematic preferences, the following types of buyers can be distinguished:

“only classics” - they prefer elite, intellectual literature, as a rule, they have a higher education;
“in the know about everything” - prefer periodicals, press, popular science publications;
“business person” - occupies a certain position in society, the range of his interests is determined by the type of his activity (economics, politics, etc.);
“traditionalist” or conservative - distinguished by a tough position towards new topics or names;
“the most famous” - consumers who read books on the recommendations of friends and acquaintances.

Reading researchers propose dividing buyers according to the intensity and skill of their book collecting:

reader who does not have a pronounced interest in the book, reads from time to time, has no own books or having a casual collection;
a reader with a utilitarian-entertaining attitude towards books, preferring books about housekeeping, detective stories, adventure literature, easy-to-read prose, who has a small personal library;
a reader with a “moderate” attitude towards books, but stable contacts with the book world. He acquires popular science literature, books on his specialty, new literary and artistic publications;
a reader with an active relationship to the book, a constant interest in literature, including more complex prose, poetry, and drama;
a reader with increased demands on books, an in-depth cognitive-philosophical orientation and an increased interest in literature (bibliophile).

Research conducted by the largest bookstores shows that the bulk of bookstore visitors (about 75%) come to them purposefully, the rest - by chance (on the road, walking, etc.). More than half of bookstore visitors come to purchase a specific book or a book on a specific topic. About a third come in to get acquainted with the assortment, see what’s new, etc. About 10% of visitors want to receive some services, attend a presentation, etc. From these data we can conclude that not all visitors plan to become buyers. Their behavior will depend on the store employees. The higher the level of service, the more of this group will become customers.

It is very important to study the opinions of customers about why they visit a particular bookstore and what image the company has. Knowing its attractive and unattractive sides for visitors, a retail bookselling enterprise can deliberately work to improve its image in order to increase customer flow (see “Building customer flows”).

It is important not only to attract visitors to the store, but also to convert most of them into buyers. Therefore, it is important to properly organize customer flows within the store, accompanying the process of their movement by providing a maximum of demanded services.

By forming customer flows, a bookstore must effectively take advantage of the surrounding socio-cultural environment. First of all, this relates to the study and consideration of cultural, demographic and other characteristics of actual and potential consumer flows. Equally important is the effective use of the advantages of the store's location near other retail outlets. Mutually beneficial partnership agreements can be established between trading enterprises of various profiles, providing for the coordination of advertising, service and other activities.

For most bookstores, it is possible to determine quite accurately how the composition of customer flows changes by trading hours, this allows sellers to individualize service for each category of customers. For example, elderly people come in early in the morning, stay-at-home mothers come in during the day, children run in after school, employees visit the store after work.

The setting and atmosphere of a bookstore should put visitors in the mood for a purchase. Here, the placement of book goods in the hall, its layout, and the arrangement of bookselling equipment play a big role. All this should work to ensure that customer flows move in the right direction and pace, creating convenience for customers and ensuring effective shopping.

On the sales floor of a store, certain patterns of customer movement appear. Thus, the bulk of customers move counterclockwise and are less likely to approach the shelves in the back of the store. There is a so-called “golden triangle”: the entrance is the most hot commodity- cash register. The flow of customers is directed by the organization of entrances and exits, the arrangement of retail equipment, and the location of cash registers.

Almost two-thirds of all purchasing decisions are made by consumers in the store itself. Even if the purchase was planned in advance, seven out of ten buyers still decide in favor of purchasing a specific book title on the sales floor. By making it easier to find books, turning the process of choosing a purchase into an exciting experience, and increasing the time a buyer spends on the sales floor, you can increase sales (see “Merchandising”).

There are some rules for optimizing customer flows within a store. In order for customers to feel comfortable, it is necessary to leave approximately 60% of the area for their movement, therefore, retail equipment should not occupy more than 40% of the area of the sales floor. When placing product groups, you should consider that:

80-90% of buyers bypass the points of sale located along the perimeter of the hall, and only 40-50% bypass the inner rows;
there are product groups for which the bulk of buyers come;
departments with the best-selling products should be located separately, since the buyer will be forced to examine a large part of the sales floor, in addition, such an arrangement will eliminate the crowding of buyers;
In an effort to force the buyer to go through the entire store, one should not assume that he will look for the product he needs, no matter where it is. If the buyer does not see this product in the store, then he always has the opportunity to go to another store for it.

Despite their significant differences, a publisher and a bookseller have one very important similarity - they want to sell as many books as possible. This similarity creates rich ground for cooperation, including in the field of merchandising. Differences in the goals of the manufacturer and the trader can lead to significant friction between them, and the negative result of cooperation is more dangerous for the manufacturer. Replacements for books from the same publisher can usually be found more easily by the bookseller.

Merchandisers can be store employees or representatives of a publishing house. It is possible to use a mixed version.

Table 7

Differences in publisher and bookseller merchandising objectives

Publisher	Retail bookseller
Increase sales own goods	Increase total sales
Present as many titles of your publications as possible on the market	Create an optimal assortment based on all publications offered on the book market
Pay attention to the latest releases from the publisher	Maintain the image of the store as one that introduces modern trends and sales technologies to expand the circle of customers and increase the number of purchases
Form a commitment to certain publications	Build a commitment to the store and individual publications. Participate in shaping the needs and development of customer tastes
Win new buyers of your books	Increase the number of regular customers satisfied with the quality of the store. Win new customers by creating sustainable competitive advantages for the store
Influence the buyer's decision in favor of choosing the publisher's products	Improve the efficiency of the store's product offerings and increase the overall number of purchases. Provide buyers with the complete information they need to make decisions about purchasing more books
Distinguish your own products from competitors' products	Place accents in accordance with the general atmosphere of the store, its individuality, and the concept of product presentation
Train and advise store staff on the properties and benefits of books produced by the publishing house	To fully satisfy the needs of customers for information to implement the right choice, which has a positive effect on the store’s image and an increase in the number of purchases

In retail trade, to increase sales, a huge amount of money is spent on new retail equipment, reconstruction of store facades and halls, advertising in various media mass media, stimulating sales through discounts, gifts and sweepstakes, and additional bonuses for employees. And all this for the sake of a 2-5% increase. Isn't it better to start with the basics of merchandising and get much better results?

By correctly placing product categories in your store and taking into account customer behavior, you can increase sales by an average of 10%. Correct display will increase income by another 15%, and accentuation techniques (color, location) - by another 25%. In general, all other things being equal, sales of a store in which the principles of merchandising have been worked out and followed can be 200-300% higher than in a similar outlet where the goods are laid out randomly.

Let's look at the key principles of merchandising:

“Focal point”: While the offer is visible from a distance, the main product should be located in the center with an offset to the right.

"Eye Movement" The movement of the buyer's eyes along the shelf resembles reading a page with an epigraph. Apparently, this is how we were taught from school. The first glance is in the upper right corner, then a wave-like movement from left to right and from top to bottom.

"Reverse Clock". Most of the buyers move around the trading floor counterclockwise, walking around its outer perimeter. This means that the main goods must be placed in the movement zone and the internal shelving must be arranged so that they have a good view as the buyer moves. Also keep in mind that a product located too close to the entrance (even if on the right) goes unnoticed. Let your customer “come to his senses” after he enters the sales area.

"Golden Triangle" or "3/90". Almost 90% of shoppers walk one third of the way through a store and are about to leave. Therefore, it is necessary to place the main products within sight of the entrance, to provide them with a good presentation and free access. The entrance itself, the main product (for example, meat, milk or bread in a grocery store) and the cash register form a “golden triangle”, on the area of which you can lay out the goods necessary for quick sale (expensive, perishable, new, related). The “golden triangle” rule: the larger the area between the entrance, the cash register and the best-selling product, the higher the sales volume. Accordingly, the most “desired” product, for which a person is ready to travel through the entire store, is optimally placed in the back of the store, this will force the buyer to cross the hall and get acquainted with the entire assortment. Don't forget about thoughtful navigation for customers - rotating around one point or going through the same path twice while searching for a product has a depressing effect on the buyer.

"The principle of compatibility." One of the most dangerous mistakes when displaying is to place in close proximity products that are not compatible in image and consumption. In one Moscow supermarket, the products of the market leader in sweet carbonated waters were placed next to toilet paper. As it turned out later, only three bottles of the drink were sold in two weeks, although it was hot outside.

"Arm's length zone." It is known that it is not recommended to place products for children too high, out of sight of the child. He must see them and want them. It's even better if the child touches the toy.

But this thesis works not only with children. Touch is the oldest and one of the first forms of asserting the right to property. It strengthens the desire to possess a thing. Unnecessary inconvenience leads to decreased sales. If a customer doesn't understand how to remove a product from a complex structure, they likely won't even try.

“The top can’t, the bottom doesn’t want to.” If we take the sales indicator (turnover) on the middle shelves as 100%, then sales on the top shelves are 62%, and sales from the bottom shelves are 48%. According to research by the French chain Carrefour, when moving goods from floor level to eye level, sales increase by 78%. And from hand level to eye level - by 63%. In general, the bottom shelves are considered the worst place. However, buyers are instinctively accustomed to the following: the heavier the goods and the larger their packaging, the better they are sold out from the lower shelves, and, at the same time, such an arrangement of goods on the sales floor simplifies the problem of storing them.

It is believed that the top shelves are mainly good for goods with high markups and low turnover. Usually these are goods high quality with a beautiful appearance. First of all, of course, these rules work in self-service stores. However, on an emotional and psychological level they are also relevant in retail outlets, where there is a counter and a seller. Thanks to them, you can create a certain image in the department.

"The vinaigrette effect." Too many brands or types of packaging can often cause a product to lose visual focus. Therefore, it is important to repeat packaging of the same brand, and even on a long shelf you should place no more than 2-3 leading brands. In this regard, the “artificial gap” technique is relevant - a rule derived from practical observations. When restoring any display, several units of product should still be removed, since buyers try not to destroy the integrity of the display.

"The Locomotive Principle". Following this rule, a new or less popular brand is exhibited next to the leading brand. Using the fame of leading brands and the fact that they take up a lot of space and attract the attention of the buyer, you can significantly increase sales of outsiders, who will attract with a low price. This is called the rule of preferential influence, when the rule assumes that if in a multi-brand store next to a product of a recognizable brand there are products of a little-known company that are not inferior in quality and price, then the aura of success spreads to both groups.

Color correction -- using the “color accent” technique, sales growth can be increased up to 90%. For example, with the help of color accents (accent colors - red, orange, yellow; attention-holding colors - green, blue, white), the increase is 20-30%.

Sound accompaniment. Sound effects are widely used. But you can’t limit yourself to just verbal announcements. Sound effects can create an appropriate atmosphere in different departments of the store (for example, dynamic music in the sports department) or a certain mood (for example, forcing the buyer to move faster or, on the contrary, relax).

Aromatherapy. To stimulate the buyer's mood and provoke purchases, various smells are often used inside the store. The Monell Research Center in Philadelphia has launched pilot projects to study the impact of certain odors on consumers. For example, a well-known, in this case floral-fruity, smell made casual visitors jewelry store stay there longer. And very low levels of some odors could change an individual's train of thought and mood (for example, relaxed and trusting). In the UK, some home goods retailers use the smell of a bakery/cafe to entice customers to buy goods that have nothing to do with food: clothes, lighting equipment, etc. To be fair, in supermarkets the smell from the fish department should give way to the pervasive aroma freshly baked rolls from the bread department. All this already relates to creating a unique atmosphere in the trading floor.

Rational presentation. A person strives to move out of a gloomy zone into a more illuminated one, so dim lighting, which is appropriate in an antique shop, cannot be used in a supermarket. During emotional purchases (when the client is faced with a rational choice), playing with light can cause irritation.

In general, consumer irritation often arises as a result of excessive, or rather, inadequate efforts of merchandisers and promoters. A classic example: a supermarket is promoting broths and soups under a new brand. One of the main aisles of the trading floor, from the point of view of customer movement, was chosen for it. The presentation is carried out by long-legged beautiful models in short skirts and tight tops.

The manufacturer is pleased - it turned out presentable! In addition, it was selected best time and the best place on the trading floor. The store owners are happy - everything is going very brightly and attractively. Here are just the visitors... The main buyers of broths and soups in supermarkets are female housewives aged 35-45 years. They just can’t stand bright and overly exposed frivolous eighteen- to twenty-year-old girls! As a result, our customers try in every possible way to get around the presentation site without catching the eye of the girls-promoters. Based on the approaches, individual merchandising methods are developed.

The merchandising method is a set of means, techniques and operations of a practical and theoretical nature associated with the implementation of merchandising activities. To the most effective methods merchandising can include the developed “impulsive selling method” and “ABC method”, as well as the well-known “method of interrelated purchases and cross-trading” and “visual merchandising method”.

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

IN " ABC method"The potential of “product sellers” and “hot zones” is used, which is based on the distribution of 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 is that all products are divided into three groups depending on the attitude of consumers towards them, marketing characteristics, place in the formation of profit 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 “seller goods” in combined with the behavior of visitors and other factors contributed to an increase in sales of goods that need support and are important for the functioning of the enterprise.

Products of group A consist mainly of “essential goods”, distinguished by the frequency of purchase, minimal involvement of the buyer and the presence of a map of preferences for brands, places and times of sale before the need arises, as well as low prices.

Products of group B are different high degree involvement in the purchase and the presence of a clear brand map are purchased very rarely.

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

The “connected purchasing and cross-selling method” involves the promotion of complementary products, related or interrelated goods and services to the market. The essence of the method is to place basic and complementary products on the sales floor in such a way that they are located opposite or next to each other, and customers can easily move from one product group to another related to 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 interrelated goods. To determine the interconnectedness of purchases, you can use the matrix method of calculating the frequency of joint purchases of certain pairs of goods.

“Visual merchandising method” is a method of intensifying sales at the point of sale of goods, based on the perception of design, color, background of goods and equipment, theatrical images, architecture and other visual effects present at the point of sale, in combination with a system for displaying goods. Combinations of visual merchandising elements contribute to the fact that individual points of the store's sales area stimulate sales differently. Consequently, products and their brands can receive competitive advantages depending on what visual elements accompany them.

A supplier can achieve impressive results only through the integrated use of merchandising methods and coordination of company efforts.

Conclusion: To increase profits by increasing the percentage of store product sales, you need to know and put into practice merchandising methods and techniques. They are designed to help the retailer sell their products as quickly as possible.

Among the factors of competitiveness of bookstores in modern conditions principles of assortment formation; level professional competence workers; size retail space store, its design and interior; ensuring free access for buyers to book products; territorial location store; price level for books and related products; usage latest technologies sales

Experts conditionally divide book buyers into three groups:

1. Buyers who actively follow book news, often visit bookstores without any specific purpose, buy fiction, bestsellers and other similar literature.

2. Buyers who purposefully visit a bookstore to purchase targeted literature for education or business.

3. Buyers who visit bookstores without a formed need to purchase a particular book. Such buyers spend a long time getting acquainted with the assortment of book products in the store, but often leave the store without making any purchase.

A diverse and heterogeneous range of book products imposes certain requirements on the design and organization of bookstore space. Firstly, one of the requirements is compliance with security rules (including to prevent theft by store visitors), ensuring good review the entire area of the trading floor;

secondly, creating for buyers optimal system zoning and navigation in the sales area to ensure a comfortable shopping experience.

The most common types of technological planning for a bookstore sales area are linear and mixed. The linear layout of the sales area involves placing bookstore shelves and aisles between them in the form of parallel lines (longitudinal, transverse and diagonal). In the case of transverse linear planning, island elements on which book products are laid out are placed mainly parallel to the flow of customers heading from the entrance area. The main disadvantage of this type of linear planning is the low customer attendance of the rows located in the central part of the trading floor. In this case, experts recommend using various navigation elements (signs, inscriptions, promotional materials), as well as apply various layout techniques (for example, the “fortress wall” technique).

In the case of longitudinal linear planning, the island bookstore is placed perpendicular to the flow of customers entering the store's sales area. Thanks to this type of planning, customer flows are clearly formed, optimal conditions are created for the grouping and placement of book products, and appropriate conditions for their inspection by customers are provided.

The diagonal linear layout of the sales area somewhat reduces the efficiency of its use, but helps to minimize the level of theft in the store.

The mixed layout of the trading floor ensures optimal use of retail space and the introduction of new book merchandising technologies, a combination effective use retail space and provides maximum convenience to customers.

The navigation system in a bookstore plays a significant role in effective organization the retail space of the store, the level of store traffic and ensuring its sales volumes. The movement of customers in the sales area must be clearly coordinated; customers must be able to familiarize themselves with the entire display of products presented in the store’s sales area and not experience any inconvenience in the process of selecting and purchasing them.

To orient buyers on the sales floor, a system of visual communication tools is used: indicators, icons and signs that are understandable to the buyer, large readable font, bright and contrasting color combinations used to indicate the names of departments, topics and genres of books and related products. Modern electronic navigation aids are gradually being introduced, electronic catalogs and search systems for necessary books, magazines and various digital media. Already now, every store should have a computer program for searching books by author, title, keyword by topic. Acquiring distribution interactive technologies, such as "jest point" and "ground fx". Wireless data transmission technologies (bluetooth) can be used to advertise new and popular products. Professional consultants through information desks equipped with computer terminals, they can inform customers about the availability of necessary books for sale, about plans for publishing literature by publishing houses, order any book, etc. Some bookstore owners combine traditional retail business with e-commerce of book products through our own online stores.

It should be remembered that a bookstore is a place where the buyer spends quite a long time, concentrating maximum attention on the text (often quite small). Therefore, special attention is paid to the lighting system of the trading floor. Firstly, the lighting in the sales area should not distort the color rendering. Secondly, the lighting should be uniform and bright enough, but should not dazzle. You can use European lighting standards for bookstores: in the working area (the level at which the buyer examines the book) - approximately 700 lux; in other places of the trading floor - not lower than 300 lux. Also, a bookstore must have an established efficient system air conditioning.

It is necessary that book products, which are the most profitable for the store, attract the attention of buyers and encourage impulse purchases. For this purpose, various types of commercial equipment, various stylistic and design solutions are used. Bookselling equipment is divided into main and auxiliary. The main equipment includes equipment designed to display the assortment and store a specific stock of literature in the sales area; to organize workplaces for sales consultants, taking into account the store format and sales methods; for display and sale of large format gift and souvenir albums, posters, leaflets, school and stationery. Bookselling equipment can be stationary and mobile. Stationary equipment includes wall-mounted equipment (cabinets-racks, cabinets-stands) and island equipment - counter tables, podiums, slides, and the like. Mobile store equipment includes display equipment for advertising, boxes and stands for displaying the available assortment, and postcard turntables.

There are a number of requirements for store warehouses, in which it is necessary to provide appropriate conditions for storing book products. Warehouses should be dry, located at best on one level (without thresholds), which allows the use of small-scale mechanization to move goods to the store's sales floor.

The store's commercial equipment also includes cash registers and cash registers, which are installed in a place convenient for serving customers.

Trade equipment, with the help of which book products are presented, is, as a rule, selected according to the principle of a designer (the organization of a comfortable space is achieved through the arrangement of a number of standardized parts) and designed taking into account the anthropometric parameters of a person. Special tables and podiums (“hit tables”) are used to demonstrate new products. Retail equipment must be adapted to store a certain amount of working stock of book products to ensure an uninterrupted sales process and customer service. Trade and technological equipment must meet sanitary and hygienic standards and be made of materials that can withstand frequent wet cleaning.

Merchandising of book products is carried out in several areas:

1. classification and creation of a logical system for placing and searching books;

2. display of book products;

3. creation of priority and targeted displays.

What do trade and libraries have to do with it, you ask?

To answer this question, the concept of “merchandising” should be slightly expanded.

Correct merchandising is unthinkable without the so-called POS materials - merchandising tools. You have already noticed that this is a new word of English origin. All other terms will also be in English. Therefore, we must be patient and delve into it.

Wobbler - from English wobble - to hesitate. These are pendants on a movable leg that are attached to the surface of the shelf above the product that needs to attract attention. The wobbler dangles in the air flow and with simple movements attracts attention to itself and the product.

Mobile- hanging or rotating giant product mockup. These could be size 350 jeans or one and a half meter Chupa Chups caramels. Mobile literally screams with its size and it is simply impossible to get there.

Blister- transparent packaging in which the product shows its true fresh face.

Shelf talker- bright separator. Helps to visually unite the type of goods sold under one brand. Shelfstocks also include colored price tags with inscriptions such as “Discount of the Century”, “Season Sale”, etc.

Dispenser- a stand for leaflets, decorated with a slogan, brand or company logo.

In addition, merchandisers use advanced gadgets: video monitors, store television and radio... So that the buyer uses all 5 senses. And all at once. Gender differences are taken into account. For example, men are better at noticing products. located in the distance, and women carefully explore the shelves in close proximity to them.

Well, do you feel the analogy between a store and a library? The store is puzzled by how to sell the goods to the buyer for his own money. And the library, having acquired books, is puzzled at all costs "sniff"These books are for the reader. Free of charge. And the librarian is overcome with happiness if he reads the book" got your eye on it"that is, the reader" pecked" on library tricks.

Library tricks in this case are nothing more than the same merchandising.

And now about myself as a merchandiser. To be honest, merchandising happened by accident. Only then did I analyze everything and draw conclusions. But... the main thing is that I did it!
First photo. An exhibition of books donated to the library was held.

Time has passed. It's time to change the scenery. I removed the books from the exhibition. But it seemed too early to hide them on the shelves. I decided to arrange on the open access bookshelves, which are especially popular: front cover. without removing the bright....labels? lures? barkers? or, as the merchandisers say - Wobblers? Shelftalkers?...
And this is what happened.