In the process of selling goods in the store, not only sellers should participate, but also everything that is present and forms its atmosphere, as well as visitors themselves, who should not just be passive buyers, but take an active part in sales. This is exactly what the merchandising approach in the trading business differs from traditional systems of selling goods. Therefore, equipment (refrigerators, counters, racks, cash registers, etc.) and the system for its placement should also not only fulfill their purely functional tasks, but also participate in the organization of the trade and technological process in such a way as to focus it on solving tactical problems and achieving strategic goals. Installation of equipment must comply with the principles of merchandising, i.e. participate in the formation of the necessary direction and nature of the movement of customer flows in the trading floor. Placement of equipment should be used to purposefully manage visitor learning resources and encourage buyers to not only visit all departments,

but also made as many purchases as possible, especially goods of impulsive and passive demand, the sale of which requires great effort, but is of interest from the point of view of generating profit. The type of equipment chosen must comply with the company's assortment policy, product characteristics, service method, type of trade enterprise and meet the goals of merchandising. However, the equipment itself without the correct placement of product sections does not contribute to the improvement of the trading process. This explains the need to revise the traditional principles of distribution of sales area between product groups. According to merchandising approaches to placement, "cold" products must be displayed in "hot" zones, and "hot" products - in "cold" zones. In addition, "cold" and "hot" goods must be in a compatible neighborhood. When placing equipment, you should:

♦ install it parallel to the movement of visitors into the interior of the hall;

♦ avoid breaking the direction of the customer flow,
which may arise due to the configuration of the hall and (or) the
ore;

♦ place it in such a way that it does not interfere with the desire
instructing the visitor to leave the flow to visit other departments or you
walk from the store;

♦ avoid disrupting the relationship between the main departments of the trading floor
and related ancillary and other premises.

Schematically, the placement of sections (departments) of most groups of goods on the trading floor using standard equipment may look like in Fig. 5.1 and 5.2. The layout of the trading floor using only straight counters or racks (Fig. 5.1) can provoke a visitor to leave the trading floor (in accordance with the desire of a person to move mainly in a straight line).

To eliminate this disadvantage, you can use equipment of other configurations that can give the trading floor the necessary spatial orientation (Fig. 5.2).

However, the specifics of serving certain categories of customers and the properties of the goods themselves may require a different placement of equipment. For example, specialized stores of expensive goods (for example, jewelry), exhibition galleries selling works of art, etc., as a rule, do not involve the formation of a controlled flow of visitors. Buyers of such products prefer

Enter exit

Rice. 5.1. The layout of the equipment that provokes the visitor to leave the store

Enter exit

Rice. 5.2. The layout of equipment that can stimulate the visitor to continue moving deeper into the trading floor

solitude, individual study and discussion with those accompanying them. Goods in this case may be displayed on free-standing island and wall counters or other equipment that provides a special presentation of the specific features of such items. The layout of the exhibition hall for the sale of works of art can be implemented according to the following scheme (Fig. 5.3).

Rice. 5.3. Scheme of chaotic movement in the trading floor of works of art and antiques

When choosing a system for arranging commercial equipment, various types of technological layout of the trading floor are used. There are the following types of technological layout of the trading floor:

♦ linear (grid);

♦ box (track, or loop);

♦ mixed;

♦ exhibition;

♦ free (free).

The linear layout of the trading floor involves the placement of goods and aisles for customers in the form of parallel lines. Accordingly, lines of commercial equipment should be lined up as well. In this case, the line of the calculation node is perpendicular. This layout is usually used in self-service stores for the sale of consumer goods.

The linear layout of the trading floor allows you to clearly form the flow of customer traffic, creates the best conditions for grouping and placing goods, and provides a better view of the trading floor. In a linear layout, buyers most effectively perceive information about goods. By changing the length of the lines, you can adjust the concentration of buyers in different parts of the trading floor. Also, the advantages of a linear layout include a more efficient use of the area of ​​the trading floor. In trading floors of a rectangular configuration with a width of 7 to 12 m, it is advisable to use a linear arrangement with a longitudinal placement of equipment. In stores with a width of the trading floor exceeding 24 m, a mixed arrangement of equipment is more effective. Moreover, the combination of linear longitudinal and linear transverse placement requires taking into account many factors and a certain skill.

It is desirable that the length of the lines of island slides does not exceed 20 m. Otherwise, an excessive increase in the flow of customers in the store will make it difficult for them to move on the trading floor. In addition, when placing commercial equipment, the location of the columns in the hall should be taken into account so that they are within the lines and do not interfere with the movement of customers.

Depending on the lines of equipment being built on the trading floor, layouts can be longitudinal, transverse and mixed. In retail, the following traditional types of sales floor layouts and equipment placement methods are commonly used.

Lattice involves the placement of long counters and racks in parallel rows, which are separated by aisles in such a way that

so that customers can make purchases in a certain sequence with the least amount of time. Used in convenience stores. Such a placement system is easy to implement and allows the use of cost-effective standard equipment and technologies. In self-service grocery stores, the following three methods of equipment placement and sales floor layout are usually used (Fig. 5.4):

Enter exit

Rice. 5.4. Traditional ways of placing equipment:

a) a lattice across; b) the lattice is straight; c,) lattice-spikelet, captivating

visitor deep into the trading floor; c 2) lattice-spikelet, leading

buyer to exit

1) straight grid - wall or island counters are placed
are parallel to the direction of movement of the main flow of buyers,
which ensures continuity of movement;

2) lattice across - counters are installed at a right angle
to the direction of movement of the main flow of buyers;

3) lattice-spikelet - counters are placed with a sharp or blunt corner
in relation to the direction of movement of the main flow of buyers.

Depending on the angle of placement in relation to the movement of buyers, there is a spikelet grate that draws the buyer into the trading floor, and a spikelet grate that leads the buyer to the exit.

The method of installing the equipment is a lattice-spikelet that entices the buyer into the trading floor (v ^, probably, can ensure that the buyer visits more departments and sections, which is one of the goals of the retailer. The second spikelet option (v 2) may be erroneous and not attractive from the point of view of increasing the attendance of buyers unplanned by them departments of impulsive purchases.

Track, or a loop, assumes one central passage, to which several winding entrances lead. This way of placing equipment forces the buyer to pay attention to all the departments located on the way to the main departments and make unplanned (impulsive) purchases (Fig. 5.5). Unlike a lattice, this method is designed to satisfy not only the functional, but also the aesthetic needs of the buyer. It is often used in department stores and is also often used in specialty pre-selection stores.

Free layout involves an asymmetric arrangement of non-standard equipment and other structures, walkways and other elements of the layout of the trading floor (Fig. 5.6). However, installation of non-standard equipment and wasteful use of floor space make this type of layout quite expensive. In addition, the arbitrary nature of the placement of equipment impairs visibility and makes it difficult to implement standard theft prevention systems. This layout is often used by small shops or departments of large shopping centers. In this case, the calculation is made on the fact that a relaxed atmosphere and the possibility of free, unconstrained movement through the halls will attract a larger number of visitors, i.e. additional customer flows, and consequently, increase sales.

Entry/Exit Fig. 5.6. Custom store layout "Clothes"

mixed layout provides a combination of different planning methods. Optimization of equipment placement in the store is carried out based on the geometry of the trading space and the structure of the trading sections.

Exhibition layout The trading floor is used when selling goods according to samples. Oversized goods are placed, as a rule, on non-standard equipment and form various demonstration compositions.

Practice shows that irrationality, inefficiency of planning are often the result of:

♦ poor placement of shelving - not along a long wall,
and across, which sharply narrows the view and creates the appearance of tightness;

♦ insufficient width of aisles between trade equipment,
which does not allow the use of technology to replenish goods in the magician's hall
zina;

♦ insufficient illumination;

♦ narrow exits from the store that do not allow to take out
purchases to the car on trolleys;

♦ insufficient space in front of cash registers, which leads to
to the accumulation of buyers between the racks;

♦ overlapping or narrowing the aisles between the rows, which makes it difficult
nyayet, and sometimes completely eliminates the movement of customers with carts;

♦ ill-conceived staff structure and distribution of duties
stay in the store. Quite often the presence of a large number of employees
nicknames of protection, auxiliary workers and other personnel in the trading floor
with a small area makes it difficult for buyers to access goods.

Proper planning involves, on the one hand, providing the buyer with enough space to move through the hall, and on the other hand, its efficient, rational use. After all, the area of ​​the trading floor is quite an expensive and limited resource.

When planning a store, you need to:

1) consider its possible options;

2) distribute the trading area for departments and counters;

3) consider options for using walls.

When placing equipment, the area of ​​\u200b\u200bthe trading floor should be distributed so that:

1) 60% of the area was allocated for buyers, and 40% for the presentation of goods;

2) the width of the aisles for one-way shopping flow was at least 60 cm, and for two-way shopping flow - at least 120 cm (60 cm for each flow) plus an additional 30 cm.

And only after a rational layout of the trading floor, you can proceed to the issue of placement and presentation of goods.

Aesthetically pleasing multifunctional shelving and slides will be much more useful if the design process of the store takes into account each place of their installation so that the buyer moves in a certain direction.

Any commercial equipment is created taking into account the fact that it must effectively present the product, emphasizing its advantages. The right counters and showcases installed in the right place encourage the buyer to make this or that purchase.

Aesthetically pleasing multifunctional shelving and slides will be much more useful if the design process of the store takes into account each place of their installation so that the buyer moves in a certain direction.

All commercial equipment present in the store, whether it be counters or showcases, racks or slides, must participate in organizing the movement of customer flows. When designing a store, it is worth paying special attention to the placement of commercial equipment in order to set a favorable direction for the movement of customers. During the existence of such a format as supermarkets, their owners have tried many options for placing racks.

Now, when designing stores, they often use a scheme when racks and counters with showcases are located parallel to checkout points. If you use a sales floor layout with straight lines of commercial equipment, customers will be tempted to leave it as quickly as possible. Man always prefers rectilinear movement.

In order for customers to stay in the store, you should use commercial equipment of different configurations, which will give people a “hint” and orient in space. The monotony of straight lines of shop windows and counters, racks and slides can dull the attention of a supermarket visitor, cause him fatigue. Such rows visually appear longer than they really are. A variety of configurations of commercial equipment will not let customers get bored and will control their attention.

If, when designing a store, a place was found for a counter of a complex configuration, then, upon seeing it, the buyer will perceive it as a composition of several short counters, and not as a whole. The activity of the attention of buyers will be restored due to the appearance of unexpected obstacles in their path. In spite of their will, they will have to change the direction of their movement.

When designing a store, it is worth finding the opportunity to mount shelving in the form of the letters Y or X in the center of the hall. Such a campaign will ensure the constant movement of the buyer “to the product”, and not parallel to it. No matter how shelving, showcases and counters are installed, the free circulation of customers through the store should not be blocked. To do this, you need to issue noticeable department indicators and ensure good visibility of each department.

High-demand goods should be laid out in those areas of the trading floor that affect the movement of customers. The equipment is placed parallel to the movement of customer flows in order to ensure that people visit the greatest depth of the hall. If the width of the aisle exceeds 3.5 m, part of its area can be used for mass display of goods. At the same time, it is worth checking the store for excess outdoor equipment and eliminating it in all departments.

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There are the following types of technological layout of the trading floor, which determine the principle of placement of the main points of sale:

Linear (lattice). Linear layout involves a layout of goods and aisles for customers in the form of parallel lines. In this case, the line of the calculation node is perpendicular. This layout is typical for self-service grocery stores.

Advantages:

Allows maximum use of floor space

Allows you to clearly form customer traffic flows

Creates better conditions for grouping and placing goods

Consumers perceive information about goods most effectively.

Changing the length of the lines regulates the concentration of buyers in different parts of the trading floor

Flaws:

due to the use of correct geometric lines, buyers have a feeling of discomfort, lack of comfort

· does not facilitate the passage of the buyer of the entire area of ​​the trading floor (there are usually fewer visitors in the central aisles).

Linear layout can be of four types: longitudinal, transverse, mixed, diagonal.

Lattice with linear longitudinal placement of equipment- trade equipment is located perpendicular to the customer flow entering the hall. Such a layout prevents an unobstructed view of the entire retail space, and is also inefficient in terms of a large number of aisles near the main wall that directs the movement of customers. It is used in trading floors of a rectangular configuration with a width of 7 to 12 m.

Lattice with linear transverse placement- the equipment is located parallel to the incoming customer flow. This layout evokes the effect of a sense of movement along a long fence.

Lattice with mixed linear placement- a combination of longitudinal and transverse placement. It is possible to install a large number of additional points of sale, connecting to the edges of the main rows. It is used when the width of the trading floor is more than 24 m.

Diagonal lattice- the location of the equipment at an angle to the customer flow. The area of ​​the trading floor is not used very efficiently.

ü Boxed (track, loop). Commercial equipment is placed in such a way that it forms a loop along which the buyer moves and thus is forced to bypass all departments and see all the goods offered. It is used in large department stores and shopping centers, the trading floor of which is divided into departments, sections, pavilions, isolated from each other, where trade is carried out through the counter. Disadvantage: if the buyer wants to turn back (forgot something or just wants to take a closer look), he will have to move towards the general flow.

ü mixed layout. It involves the use of various types of equipment placement (linear (longitudinal, transverse, diagonal) and box). At the same time, it is very important to take care of signs and signs so that the buyer does not feel like in a maze.

ü Exhibition layout. Used in the sale of goods by samples. Oversized goods are placed on various types of commercial equipment (islands). Often this layout is used in the sale of lamps, interior items. Dishes can be exhibited in the islands.

ü Free layout. It involves the placement of commercial equipment without a specific geometric system in accordance with the general concepts of the store, its capabilities. At the same time, the buyer feels at ease, because. nothing restricts his movement.

The layout of the store determines the size and location of retail and ancillary premises, divides the retail space into functional zones and forms the routes for the movement of customers through the placement of departments, sections and retail equipment.

Factors that shape the layout of the store include:

Trading floor configuration;

Placement of entrances and exits;

The sequence of placement of departments, sections and goods;

Organization of customer flows;

System for installing equipment and placing calculation nodes;

Lighting system in TK, etc.;

The purpose of the internal layout is the efficient use of space to achieve the planned level of turnover and profit for the owner.

The design plan must meet the following requirements:

1. Efficient use of space;

2. Organization of a logical structure of trade;

3. Movement of customers throughout the store;

4. Creating an attractive interior that makes a favorable impression on the buyer;

5. Balancing the turnover through the sale of highly efficient goods of impulse and passive demand.

6. Reducing the burden on TK sellers;

7. Safety of goods;

Requirements for sequential placement of departments and product groups:

1. The direction of the flow of buyers (the flow should attract buyers to certain places of the TK);

2. Joint purchase (the direction of the customer flow should ensure a complex purchase, for example, from laying out tea to confectionery);

3. The frequency of purchases and the nature of demand (goods of frequent demand - in places of intense consumer flow; departments of targeted demand - in remote places of the hall);

4. The duration of the selection of goods;

5. Freedom and convenience of movement of buyers;

6. The complexity of moving goods from warehouses (there should be no intersections of consumer and commodity flows);

01.12.2016

The competitiveness and prospects of a trading enterprise are largely determined by the competent placement of equipment in the store. A large role in increasing attendance is played by the aesthetics and convenience of the design of the hall. If the customer can comfortably move around the hall, calmly examining and choosing a product, he will definitely return to the store again and become a regular customer.

Abroad, the placement of commercial equipment is trusted by merchandisers. In our country, these specially trained people work mainly in super- and hypermarkets. But they are usually engaged in the layout of goods, and the equipment in the trading floors is placed by the owners and designers, which is why the space is used inefficiently. Therefore, in the future, it is often necessary to hire specialists to optimize the operation of the store, which requires additional financial investments. Properly positioned display cases and shelving can significantly increase turnover and encourage customers to make unplanned purchases. Proper planning allows you to provide:

rational movement of the flow of buyers;

efficient use of store space;

reducing the client's time to find the right product;

comfortable conditions for employees of the trading floor;

stimulation of making impulsive (unplanned) purchases.

Rational arrangement of island racks

In order for the placement of commercial equipment to achieve maximum results, when arranging it, you should pay attention to several factors:

form of the hall at the point of sale;

optimal layout of equipment;

features of the placement of racks for stores of various types;

customer convenience when making purchases;

basic requirements for commercial equipment.

If all the necessary points are taken into account, the demonstration area will be fully utilized, which will draw the attention of customers to the product.

Sales floor form

The shape of the trading floor largely depends on the room in which it is located. The easiest way is to arrange the commercial equipment in a separate building specially designed for a store. Here the halls are usually square or rectangular in shape. But sometimes the outlet is located in attached or built-in premises, where walls of different lengths, columns, etc. are possible. In these cases, special attention should be paid to the placement of equipment so that it is convenient for both consumers and store employees. There are certain standards for arranging shelving in trading floors:

most shoppers start moving on the right side of the turnstile;

the main part of the hall (about 60%) should be allocated to customers for easy access to counters and showcases;

it is necessary to emphasize “hot zones”, where the product is presented most attractively;

high-demand goods are most often located in dead zones, because the buyer will always get the right product. And along the way, he may become interested in other goods, impulsively making purchases, which significantly increases the average cost of a check.

The shape of the hall largely determines the layout of commercial equipment

For proper placement of equipment, you need to consider all options in relation to the existing outlet. As a rule, super- and hypermarkets are assembled with unified racks according to a single scheme. In small stores, sales racks can be arranged depending on the owner's capabilities. Some retail outlets - small bakeries, jewelry departments - require the installation of counters and wall racks.

Principles of typical equipment placement

The correct structuring of the sales area in large self-service stores depends on the assortment of goods and the configuration of the premises. All equipment should be located in a way that is understandable and comfortable for the buyer. When arranging racks, pay attention to the following proportions:

near high racks leave a wide passage;

to move customers only with shopping baskets, leave a distance of 0.8 m in width;

the presence of carts requires an increase in the distance from 1.4 to 2 m;

with low racks, the optimal space near them should be at least 1 m.

There are several ways to place equipment in trading floors - exhibition, linear, box and mixed. In self-service stores, linear shelving is most often used, since it makes it easier to adjust the direction of customer flow with its help. The construction of island racks along certain lines provides a better view of the hall and a convenient location of the cash register. And buyers get free access to the goods and the opportunity to carry out complex purchases on their own with minimal loss of time.

Combined, transverse and longitudinal arrangement of equipment

Linear planning can be done in three versions:

longitudinal, when the racks are placed along the trading premises;

transverse, involving the placement of equipment perpendicular to the entrance;

mixed, which combines longitudinal and transverse lines.

The use of each type of layout depends on the size and shape of the hall. With a small depth of the room (up to 10 m), it is advisable to install the equipment along the side walls, near which, for example, bread or confectionery racks are additionally placed. If the depth of the room is greater, then it is better to use the transverse planning method. This is the most common arrangement of equipment. Sometimes shelving is placed diagonally, which looks stylish and attractive, but significantly reduces the sales area. Such an arrangement can be afforded by stores selling luxury goods.

Stores that sell clothes use the placement of equipment according to the “loop” type. This is a boxed way of organizing space. The various sections are arranged in such a way that the customer moves in a closed loop from the entrance to the checkout, visiting all departments and having the opportunity to calmly examine all the goods.

At the exit from the hall, cash boxes are located, near which a queue usually gathers, and buyers have the opportunity to “grab” something else. Therefore, additional island racks with attractive goods are installed near the cash desks. Not far from the cash desks, tables are placed for packing goods and modular cabinets for storing things for customers.

Layout of small self-service stores

The linear arrangement of the equipment seems to be irrational for stores with a small area. Therefore, the exhibition version or “freestyle” is used here. The exhibition layout allows you to effectively place products in stores selling according to samples - fabrics, linoleum, interior items, wallpaper, appliances, lamps. For this, combinations of various types of commercial equipment are used - island and corner racks. , showcases, counters.

"Freestyle" allows you to place counter areas, mannequins, racks in any order. With such an arrangement of equipment, the staff has the opportunity to actively work with it - change the interior, highlight the most important product, regulating the flow of customers.

Cash desks in small retail outlets are usually located on the side of the entrance or opposite it. This increases the area of ​​the "golden triangle", that is, that part of the hall where the lines connecting the entrance, the opposite wall and the ticket office intersect. Sometimes one of the vertices of the triangle becomes the zone of the product that is in greatest demand.

What should be the equipment

Before purchasing commercial equipment or solving problems with its placement, it is worth studying the requirements of the standards applied to commercial furniture. This is a whole group, which includes the following requirements:

Operational. The equipment must be suitable for its purpose, have high quality materials and perform its functions reliably.

Economic. The equipment should be simple, economical in operation, with standard parts and accessories, low cost.

Ergonomic. All commercial furniture should be extremely convenient to use. This includes the dimensions of the racks, the design of which should take into account the average proportions of a person. Ergonomic equipment provides easy access, a clear view and convenience for the staff.

Aesthetic. In aesthetic terms, the purchased furniture should be in harmony with the overall design of the store in terms of shape, colors, and decorative finishes. The attractiveness of the hall equipment and optimal color combinations make it possible to increase the interest of the buyer, improve his psycho-emotional mood and thereby stimulate him to make purchases.

Sanitary and hygienic. Only high-quality furniture, made in accordance with sanitary standards, can ensure a healthy climate in the store. All shelves and racks are made of materials that are easy to clean and disinfect.

Trade equipment of the company "Makstil" meets all the above requirements.

If you carefully understand all the intricacies of purchasing and arranging commercial equipment, you can create the perfect store on your own.

Let's simulate the situation: a decision was made to open a trading business, a field of activity, a range of goods were chosen, a retail space was purchased. One of the first problems that you may encounter further is retail equipment (you can pick up Vica.ru), calculating the cost of commercial equipment, choosing to buy it, and most importantly, proper placement in the store. Of course, if you are going to open an online store, then you can get by with an ordinary warehouse, in any other case, the profitability of an open business will depend on the correct placement of commercial equipment. Let's take a quick look at the basics of shop equipment placement.

The basics of placement of commercial equipment

Surely, you have experienced situations when you found yourself in a store with a huge crowd of people, with uncomfortable shelves, location of cash registers - you want to leave such a store as soon as possible. The volume of income from sales is directly dependent on the correct placement of commercial equipment. When planning, specialists often use the rule of the "golden triangle", at the top of which there is a cash register area, an entrance and goods that are in demand.

These three key points should form a conditional triangle with the maximum capture area.

Equipment layout diagrams:

• Boxing. In the arrangement of the equipment, the principle of "loop" is used - from where you started to inspect the goods, you will return there. And the territory of the store is divided into zones. If you have ever been to a clothing store, you will recognize this layout.
• Linear. With a linear scheme, rows with showcases and racks are arranged in parallel, most effectively using the retail space. In this case, the rows of equipment can stand perpendicular, parallel or mixed in relation to the direction of movement of the client. This system has one drawback - large rows with showcases, racks quickly get bored and tired of the buyer, but since the linear scheme is a common option for grocery stores and large supermarkets, where you can’t leave empty, this disadvantage disappears by itself.
• Exhibition. This arrangement of equipment suggests the opportunity for the buyer to inspect and test all the samples presented and is more typical for furniture stores.
• Arbitrary. This scheme is adopted by expensive boutiques trying to create a sense of freedom for their customers. The buyer is not limited by any framework and chooses the direction of movement around the store at his own request.

Common mistakes to avoid when arranging equipment