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Golden Rule of Cosmetics Shop Merchandise Display

Apr 19, 2019

1. Attractive commodities:

Objectively, it is the goods that attract the most customers to enter the store and buy.

2. Promoting commodities:

Subjectively, the commodity most wanted to sell to customers. For example, new stores should promote well-known brands to customers, even if the gross profit is lower, in order to increase the trust of members and consumers. Old stores need goods with relatively higher gross margins. Different activities, seasons and main products are different.

3. Supporting commodities:

In order to meet the different needs and special requirements of customers, enrich the commodity structure and supporting commodities. Such as daily necessities, tools and so on.

Different types of locations and the same stores in different stages of development have different choices of the above commodities.

Stacking by brand or category is the most basic principle of display, and the two can also be combined.

Generally speaking, brand display is the main item on the back cabinet, and category is the main item on Zhongdao, because the color of the same brand goods is the same. When the product series is long, it is mainly vertical on the container, supplemented by horizontal. When the product series is small, the same brand should be considered horizontally, just like the same type of goods with the same brand swaying in a row.

Because of the counter's own factors, the island cabinet will be listed as the main category. Different brands of the same category gathered together, more convenient for customers to compare the same kind. It should be noted that not the same category must be placed in a row, the main principle is to pile up horizontally, but it can also be interspersed with vertical pile up as a supplement, not rigid.

The position of small-volume commodities should be better than that of large-volume commodities.

People's common sense is "concentrated is the essence". The smaller the subconscious, the more refined and precious (such as diamonds), the greater the relative, the less the essence. Referring to the "first" principle, the smaller the commodity, the better the position.

More importantly, small goods need close observation, it is impossible to put them at the bottom. Mass goods because the target is large enough, a slight drop in position, does not affect customers to see it.

(2) The position of goods without package should be better than goods with package.

Here take skin care products as an example (daily washing and care generally no paper wrapping), no wrapping gives people a sense of inexpensive consumption, that is, more sales, frequent sales, packaging is relatively high-end and not easy to consume, that is, relatively few sales. —— Follow the "first" principle.

The key is that no package is easier for customers to observe, open, smell and try, so try to put it in a good position.

Some shopkeepers have such an understanding that the more goods placed in the unit area, the richer, the greater the selectivity, the more they sell. More extreme performance such as: shelf spacing arrangement is too narrow (less than 90 cm).

The number and quantity of goods, rich or not, is determined by the location and operating characteristics of the shop, some brand counters, varieties are not rich relative to the shop, but one or two items can be sold crazy. In some large supermarkets, the daily washing area is larger than the general daily chemical retail stores, but the flat effect is not good, blindly seeking less and blindly seeking more are not suitable.