After talking about product selection, here we are going to put these products on the shelves.

When making a display plan, we need to show all the thought we spent on moving line design and product selection.

But the difficulty is that good locations are limited, and there are too many types of products in retail stores, so many retail stores tend to put the products they want to promote in conspicuous places.

But the result of this is that the display in the entire store looks very messy, making it difficult for customers to quickly find the products they want to buy.

However, if the products are displayed step by step according to categories, it cannot effectively capture the customer's attention and let him see more products.

So how can you still attract customers’ attention while ensuring orderly display?

A general principle is to display products according to the first element.

We mentioned in the last lecture on product selection that customers subconsciously choose the first factor when choosing products. For example, color is the first factor for towels, small knitwear, etc., then Products of the same color series should be displayed together so that the color can catch the customer's eye at once.

If brand is the first element, then the same brand should be displayed together so that customers can see it at a glance.

This is a general principle, but specifically, there are three methods you can try. Let’s talk about each one below.

Color matching method -

The first method is the color matching method.

Color can indeed catch people’s attention. Nowadays, many product manufacturers understand this very well, and their packaging is also very fancy. Not only that, they will also use various traffic IPs to print various images on the packaging.

But here we should pay attention to make good use of color matching. The bright red and green colors are indeed eye-catching, but a section of the shelf is like a fancy mosaic. Regardless of whether customers look at it from a distance, Even when looking up close, I can't focus.

Therefore, the color matching method focuses on the two words "matching" at the end. There are several common and effective matching methods that I would like to share with you.

The first way is to contrast colors!

Among colors, we all know that warm colors such as red and orange are the most eye-catching to customers, but what is more attractive is actually the combination of cold and warm colors, which is what we commonly call contrasting colors.

Red + green, orange + sapphire blue, yellow + grass green, and the classic black + white are all commonly used contrasting color combinations in product display!

The second color combination is gradient color.

This color matching method is especially suitable for products such as small home furnishings and knitting, because such a display is layered from a distance and does not dazzle the eyes up close, allowing customers to see more. attention is focused on the product.

Third, color matching can also convey the selling point of the product.

For example, dark purple, light purple, and blue-purple, when these three colors are put together, they have a romantic atmosphere.

Products commonly used by girls, such as skin care and toiletries, can be matched with these three colors to create a romantic sense of quality.

Correspondingly, candies, sweets, and stuffed toys that can make girls’ hearts burst, can be mostly matched with pink colors.

This combination, if used well, can immediately arouse customers' desire to buy. Used to the extreme, it can also be used to revitalize dead ends and increase revenue.

Let me give you an example.

There is a supermarket store. Because the terrain of the store is rectangular and narrow, and there are many pillars, a big dead corner is formed deep in the store, and this corner is still on the dark side, regardless of the display. It is difficult to sell any product.

After taking over this store, I wanted to revitalize this area.

What method should be used? What I first thought about was to try to use categories with more jumping colors in this area of ??display, so as to attract customers' attention to a greater extent.

So I introduced a series of colorful candies and tried them out to see if I could liven up this area.

In the beginning, the sales of these candies were relatively better than other categories, but only a little better.

Later, on Children’s Day, we made a pink candy festival, which attracted a lot of people, not only children, but also many young people.

Hey, I found this is an idea, so I tried many theme festivals using product colors.

For example, we held an animation festival and used children’s gift boxes in contrasting colors. We also used blue to create a cool Oktoberfest, and used warm orange and red to create a warm hot pot. Festival, etc., suddenly boosted the sales of the entire store, especially the sales of snack foods increased by nearly 40% over the same period.

Beautiful display -

Making good use of color matching is one way. There is also a more common display method called beautiful display, which is to use merchandise to match the display in supermarket retail stores. Out of the display heap.

On the one hand, it will create a variety of better-looking visual effects. On the other hand, it will also be used for product promotion. I have put a picture of Mei Chen below, you can take a look.

Messaging pictures

Here I want to remind you that mesmerizing is not only because it looks good, but also has a greater role in reducing the risk of unsaleable new products. Many newcomers to retail ignore this point.

In the past, when many new products were first launched, if they wanted to attract customers to try them, they would choose to do promotional displays. We also called them quantity displays, which meant stacking a large number of products together. If they were piled in the main aisle By doing so, you can increase the exposure of your products.

There is a contradiction here. Quantity display requires you to have enough quantity to be effective. But when a new product has just been launched, no one can judge whether it will sell well. If you want to meet the traditional quantity display conditions, It is necessary to increase the order quantity, which invisibly increases the risk of unsalable goods.

Moreover, a new product has just been launched. Even if it is promoted as a product, it will take some time for customers to accept it. You have no way to judge how well customers will accept this product. This is a normal training period. , or customers simply don’t accept this new product.

But what is the difference between Meichen? On the one hand, it certainly looks better and can attract customers’ attention, but on the other hand, it can improve business efficiency.

Why do you say that?

According to the volume display, one or two products can only be displayed on a Duotou, but on the Meichen Duotou, more than a dozen single products can be displayed together, and several products can be displayed at a time to recommend. What? If the product is easy to sell, adding new products can reduce the risk of new products being unsalable, and it can also quickly test the preferences of customers around the store.

However, art presentation is just about putting different products together to make them look nice, right?

Of course it’s not that simple. I mainly remind you of three points:

First, set the theme.

Although the combined display is a combination of different items, it must have a theme, or at least be relevant.

For example, the Candy Festival, Comic Festival, etc. we mentioned earlier.

In this way, even if the combined products include more than a dozen single categories, they will still look unified. When customers are shopping, they will not feel that this is a pile of groceries, and they can also attract target customers with this theme. group.

Second, build the base.

The display is not just piled up with products. It is best to use props such as tables and cabinets to build a base first. You don’t have to worry about placing the products. Put them directly on the base and you will have a well-organized pile of display. head.

The advantage of this is that the base can be used repeatedly, and it will be very convenient for employees to replenish supplies.

How to build the base?

The core principle is to prevent the products from falling to the ground, and superimpose props of different shapes to create a patchwork visual effect.

How to do it specifically? I have placed a very simple beauty display picture below for us to compare.

Look at the display base in this picture. It is actually made up of several shaped tables and cabinets.

First, use a diamond-shaped table to create a sharp corner, and then build a rectangular table on top. Going up, there is also a small square cabinet. However, it should be noted that the bases of the same shape face different directions. Place them in different directions, and stack different shapes in the same direction, so that a staggered effect is naturally produced.

Then add two circles on both sides to soften it, and a very simple beautiful base comes out.

Third, it is best to add a finishing touch.

For example, in the picture just now, the tablecloth is a very useful finishing touch. Choose a plain and light-colored tablecloth and place it under the product, which can not only increase the beauty, but will not steal the limelight of the product. .

You can also add some finishing touches like small artificial flowers and small toys. Flowers are more versatile, as long as the colors match. Toys are suitable to be placed on cartoon-packaged products, and green plants can be used to match the display of beer or other alcoholic products, which will have better effects.

In general, the role of merchandising is to enhance the visual effect of products, attract customers' attention, and more importantly, reduce the risk of unsaleable new products, allowing merchants to quickly judge the effectiveness of new products. .

Category linking method

To design the perfect Chen Duitou, we must also consider normal shelves.

For the display of normal shelves, I suggest that it is best to follow what we mentioned when designing the moving line earlier, and display them in order according to the intensity of demand. However, in order to better promote sales, you can also use the supplies link method to use end shelves to guide customers into the shelves.

What is an end shelf?

If you imagine the shape of the shelf as an elongated letter H, the two vertical ones on the left and right are the end shelves. When we go to the store, the first thing we often see is the pile in the middle of the aisle, and then, with a high probability, we will see the end shelves near the main aisle.

Therefore, end shelves are also a relatively important prime display position in small stores, and most of the items on display are promotional products. After customers enter the store, as long as the price of the product is right, the probability of buying the product from the stack and end shelves will be higher than that from the normal shelves. In this way, the merchant achieves the purpose of promotion, the customer also gets benefits, and everyone is happy.

It seems reasonable, but if it is just like this, it is actually a waste of this prime display space.

End shelves should also play a very important role, which is to attract customers to enter the normal shelves.

In small stores, there are more products displayed on normal shelves, and they are not promotional items, so the gross profit is higher. To increase sales, of course we have to get more customers to go to the normal shelves, but how to do it?

In fact, it is very simple. One is to place the pile head close to the normal shelf. The second is that the products on the end shelves should be of the same category or strongly related to the products on the normal shelves. For example, if this row of shelves contains liquid condiments, the end shelf can display promotional soy sauce.

The role of end-shelf shelves here is actually to preview what products are on the corresponding normal shelves. If you are interested, just go in and take a look. It's like a movie trailer, it gets right to the point and attracts you to keep watching. Especially after customers enter a small store, they can only see one side of the shelf and the other side. If they don't turn around or walk in, they can't see what products are displayed inside. The products at the end must be It is strongly related to the products displayed on the normal shelves and guides customers into the shelf aisle.

Although it sounds like a small change, according to supermarket statistics, in a one-week promotion period, one is to put products related to the shelves on the end shelves; Put products that have nothing to do with the shelves. In these two cases, the sales rate of products on normal shelves will differ by about 10%. The effect is obvious, you can try it.

Summary -

Well, in this lecture we mainly talked about how to display. I will introduce to you: color matching method, presentation method and category linking method!