How to increase sales through the mall layout adjustment

							How to increase sales through the mall layout adjustment
Yetai deciding the layout of the importance of the assessment criteria should be one of
the layout, store layout of the final adjustment based on store layout design and
adjustment methods, a large integrated super (gms) of the floor layout of the
supermarket shelf and the shape of channels under the decision layout, contrast with
the layout of promotional environment, customer behavior to set the shelf by the
layout,

This article originally contained in "sales and marketing"
channel version of No. 2, 2004

  ?Can increase sales by moving the shelf? Yes, this is one of the supermarket Cheats,
Cheats, but also remember using the three basis: customers, clients or customers.

  ?Yetai deciding the layout of the importance of

   ?Supermarket, itself derived from non-counter sales, which is characterized by
open, self-service shopping. Choice in this environment, the supermarket is the best
ornament of goods, store layout and merchandise display, it plays the role of a silent
salesperson.

  ?And customer contact in the process, the traditional department store by salesman
smile Yetai is close to the customer service, through questions to understand the
customer, and then under the customer's wishes, through the guide,
persuade, and other promotional tools to promote customers to buy goods, and for
other additional goods, the final agreement. End customer has been to the cashier
section, department store sales to end this way.

   ?Supermarket sales of optional no different, it is the main and channel through the
store, lighting, music, shelves to "close" the customer, and the
display of goods to customers.

   ?How to understand the needs of supermarket customers? It is through the sales
results (sales results in all regions, such as beverage, household department store sales
results), through traffic, as well as changes in sales to understand customer needs.

   ?Meanwhile, supermarkets, through the display of goods and display position to
impact on sales results - the commodity display and the display of customer choice
decisions, particularly decisions of customers "extra choice."
Usually the customer to buy list, he only plans to buy a bottle of soy sauce, a bottle of
vinegar, or a bag of rice, he did not buy the idea of other commodities. But the
supermarket this Format, is the relevance of goods through the subsidiary, and the
signs of goods and commodities to increase impulse buying additional customers - the
last customer out, he could buy a truck of goods, then checkout Yi Cixing Results
section .

   ?This shows, store layout and product display, during the sales process plays a key
role. But now many domestic supermarkets are sold by salespeople to guide, this is
actually completely forgot to buy the supermarket self-service function of the form.

   ?Rely on "free" factory promoters, in fact, represents the
supermarket manager to give up sales skills training opportunities, we can not really
test the value of goods and brands, even worse, is that: cause customer dissatisfaction.

  ?Assessment criteria should be one of the layout

  ?Assessment of a manager, he managed the store to see the ground on clear. In
Carrefour, the manager provides employees rolling on the ground should be spotless -
the ground actually like to clean to the degree!

  ?But so far, many domestic supermarkets often do not pay attention to store
environment. Huhu dirty inside some supermarkets, and wanted to go out.

  ?And clean or small, the layout is big! We say: the supermarket is not just selling a
commodity, it is also the selling environment and sales services.

  ?Carrefour is the first large-scale comprehensive supermarket this model into China,
the shopping environment, comfort, visual identity design, the pattern of all the stores
cater to the Chinese people's psychology. Especially the Tier customers are
in the process of fashion consumption. Carrefour just cater to this kind of
psychological.

  ?Wal-Mart and Metro are warehouse-style supermarket, the shopping environment
and visual recognition, it is not very particular. So the people of this tendency on the
Carrefour larger.

   ?Why customers are particular about the environment on the Marketplace?
Customers get the total value of purchases and the customer to pay the difference
between the total cost, if it is greater than zero, then the tendency of customers you
should larger shopping centers. The total value of all customers, including what?
Including the product value, service value, personnel value and image value - This is
not just "the pursuit of product value." Why customers are
willing to (continued sent a letter to the contents of web page) to the
McDonald's inside the consumer? Just enjoy the American culture, while it
is also a comfortable shopping environment - even in McDonald's toilet
can enjoy hamburgers. Carrefour is like this, people not only to the inside to shop, he
also regarded it as a leisure and entertainment venues.
   ?Inside the customer's total cost, including the payment of the monetary
cost of goods, time, cost, cost and physical cost of the spirit, many supermarkets are
often less emphasis on this point: Why do supermarkets department stores Yetai easier
than acceptable for the common people? Because it saves people time cost, customers
do not want to buy every piece of merchandise, all need to go to the cashier line. It
requires a one-time Results section on the end, at the same time, also saving the cost
of his mental and physical cost.

   ?We made such a survey. Ideal conditions for the supermarket should have it? Fair
price is ranked number one, accounting for 52% of the proportion of customer
demand; goods accounted for 50% complete; we look at the third, clean and
convenient account for 30%. Can be seen, store environment for the pursuit of
customer accounts for a considerable proportion.

   ?Ideal state of supermarket shopping is: first, the customer to the shop immediately
to find a clean shopping cart, walking in the store clean, tidy, channels, quickly find
the goods he needs, you can also quickly see the most attractive prices of brand
promotion in the end ... ... he does not need to wait a long time cash desk, and finally
left the store satisfied.

   ?Therefore, with the sales, cost control and out of stock, like the environment and
layout of the store should be one of the indicators on the assessment manager.

  ?The final adjustment based on store layout

   ?Store layout adjustment of the final basis, first, customers second, customers, third,
or customers.

   ?The first customer is a "big customer" means a customer of
a self-adjust the layout is to influence their perception and feelings. Customers would
have to buy a bottle of soy sauce only, but it finally went out from the cashier and
bought 300 dollars of merchandise. This is 300 yuan in goods, some goods that he
saw the display, the result is he has a rational plan to buy, this is the conceptual model;
some promotional atmosphere for him to buy is affected feel.

   ?In the mall, when the music sounded, promoters bark "one
fold" of customers around the heart will continue to accelerate, blood
pressure, and finally a little bit beyond one's control ... ... when to go back,
he regretted , little use to buy these things are not. So, business promotion is entirely
induced consumers.

  ?Store layout, how it was like to stimulate the customer, our sales through the store
some of the design of the area (such as promotional area at the entrance of
supermarkets, stores Duitou), to continue to induce customers to spend money to
stimulate consumer desire for customers . This is the purpose of the layout of the
supermarket.

  ?The second customer is the "customer" means a region with
the specific nature of the customer, in order to adjust the layout of the consumption
characteristics of the region. But the impact was on the first "big
customer" basis.

   ?I think it done the most successful, it should be Japan's Ito-Yokado
(Hua shopping centers), which store promotions throughout the process, often there
are sales bark, this model is very successful. There are some people in the media
criticism of Hua, as it simply with the free market, but China's people to
accept the form of a free market. This is characteristic of this regional market, of
course, this region may be smaller.

   ?The third customer is a "little clients", meaning the retailer
staff itself, also called "internal customer", and sometimes also
to design the layout of the staff itself more energy, Or the adjustment of the layout is
supposed to make their work more smooth (for example, replenishment, etc.).

  ?Store layout design and adjustment methods

  ?Large mechanized super (GMS) of the floor layout of

  ?Tell a principle: the supermarket layout can not be rigid and can not be limited to
the business state classification, although we do the supermarket, but the most
important thing is to see what the local customer needs. Integrated ultra-large is a
typical form of the traditional department store supermarket Canada, Carrefour, and
Vanguard also been proved to be entirely successful form. But it must also have
weight distribution on a light.

  ?We have a small city in Hebei Province opened a 6,000 square meter supermarket,
the whole structure is one, two, three or four layers of. The city a total of 20 million
people, competitors are three supermarkets - 3,000 square meters, 4,000 square meters
and 10,000 square meters. But the 10,000 square meters has been done dead, this is
not within our consideration. The other two have one of our major competitors, it has
been very influential in the local. How should we design your own store?

   ?First look at the competitor's weaknesses, we can not say opponents
area, I am bigger than it, so not work. We investigated a bit and found that several
competitors no clothing, and other department stores are sold in upscale clothing;
street on some clothing stores, not integrated with, the customer can not one-time
shopping. Therefore, we designed the entire four-story 1,500 square meters were sold
clothing, two, three to do the supermarket, a layer is a jewelry and cosmetics, and
some photography, pharmacies and so on. Turns out, four-story supermarket sales
account for a quarter of the sales. Our middle and low positioning of the clothing is
clothing, their customer set at 18 to 25 age bracket - a girl who loves spending time.

   ?The best supermarket should be a layer of management layers, in principle, to
more than two. If three or more that how to do? No way, that is, through distribution
to the speculation up each layer. Liaoning, a total of three supermarkets, supermarket
area on each floor have to do. Finally, we put to it by positioning a layer of fresh and
drink - drink heavily, the customer can walk up carrying a box of drinks. Sometimes
you can learn Carrefour, the provisions of customer routes directly into the layer from
top to bottom, yet can not allow this store directly on the three-tier structure, nor all at
once directly from the three next level, the customer can only start on layer, and then
on the second floor, and finally on three. Then put a layer of fresh, spices and
beverages, two-story display of food, textiles, three department stores put. How the
three activities that speculation? We put clean cleaning products placed third. Because
it is the same as with food, is the most price-sensitive sector, not only with people
every day, well-known brand names, and a dozen promotions, many people have to
buy, which the three to fry up.

  ?In many of the layout inside the supermarket, the first layer is fresh, and the
second layer is the food, the third layer just department stores, household appliances
and clothing. The top layer of very few people patronize goods.

  ?Determine the shape of supermarket shelves and passages under the

  ?For supermarkets, location is the most crucial, even in the industry have called the
"site selection decision by 60% of sales." Well, sometimes
under the premise of taking into account the location, it can not then take into account
the shape of the internal supermarket. We know the shape of the supermarket should
be the rule, and inside a number of columns should be minimal, but things are not all
perfect.

   ?For example, a rectangular stores, only 30 meters wide, but deeper than 50 meters.
We determine the channel, will not be able to set up a U shaped main channel (Figure
1, the ratio: 30 × 50).

  ?If you design a U shaped main channel, then the middle of the shelf too long.
Customers feel very tired of this middle position may be going to die.

  ?Therefore, an improved method is: shelf vertical direction and the main channel
(Figure 2). Why vertical? Shelf of the design is to make use of promotional products,
ends on both sides District, What does it do?

  ?End the best promotional price of single-product so the amount Chen (large
display). Supermarkets have to remember one principle: "goods sold heap
mountains." Display your goods, there must be a kind of feeling in the eyes
of customers you will attract. So we have to face the ends of the main channel for
customers to come in after the first glance the feeling that the supermarket prices are
cheaper.

  ?Also note: As the supermarkets, the main channel can not just put one, must be
more than the main channel. If you store only the design of a main channel, the last
passenger had gathered here, there will be "crowded." If
someone said: We have this store impossible, but in fact a store Carrefour Beijing area
will appear this phenomenon - there is only one main channel, the results were
crowded, they simply do not see the shelf, to see all people .

  ?Different area of store operations, and its not the same as the length of the shelf.
Some supermarket shelves 13 in a row overall, customers and take them very tired,
very tired also psychological - the feeling of walking away is also endless. Therefore,
the shelf must not be too long, we can give him off, the design of a main channel.

  ?Contrast with the distribution of promotional atmosphere

  ?How to use the layout to reflect the atmosphere of a promotion? Is to the layout,
they must pay attention to the seasonal sales area to stay out of it to every corner of
speculation, thus forming a promotional atmosphere.

   ?For example, the main channel, we take note of, to Carrefour for shopping, one
went to see the main passageways are seasonal promotions. Immediately until August
15, and main channel areas were put Mid-Autumn Festival gift season, moon cake;
students to school, and placed the students are promotional items. Each time,
Carrefour can be found in a number of seasonal specials on the main channel on
speculation the atmosphere.

  ?Another shelf in between the two departments can be removed a row of shelves,
do a season area, you can also reflect the atmosphere of a store promotion.

  ?Acts to set the shelf by the customer layout

   ?First example: We know that fresh produce is a regular consumer goods purchased
on a regular basis. Layout in many supermarkets, the fresh goods on the shopping
center entrance. When the boss asked, "Why do so", he replied:
I am customer-friendly.

  ?But I will say is: the first is a for profit business, we not only serve the people.
Since the customer has entered your store, you give him a little trouble that he is
willing to come in, and does not fresh on the second floor, three, and turned on and
left. Because you have to clear: the display is only one aspect of attracting customers,
as long as you place a good, goods and reasonable prices, plus a number of
promotional items in place, customers will not notice the cost of running the store.

   ?So, do the layout arrangement, not rigid ideology at some point, should look at the
overall situation. Customers often buy lists of goods, we should put all the aisles. For
example, the class will not take seasoning and cleaning wash of the class side by side,
these products are regular customers demand. Particularly sensitive commodities, or
sign merchandise, not concentrated in a region. Otherwise, too much focus has led to
traffic, while other non-sensitive, chance to buy goods, no one patron.

  ?So points on a shop where customers can step on the steps where, to see our layout
to the customer shopping behavior characteristics of the degree of familiarity and
understanding.