Your store sells expensive genuine leather shoes, but customers think the prices are too high? Or maybe you are trying to show a wide assortment, and visitors say that “you have everything the same”? The wrong merchandising is most likely to blame. Yulia Oleshchenko, director of the Yekaterinburg consulting company Retail City, talks about what mistakes are often made by the owners of shoes stores in the middle and medium-high segment, and how to fix these mistakes.
The key concept common to shoe stores in the mid to mid-high price segment is currently the best value for money. The idea is not new. The question is how to implement it. A competent visual presentation of the product gives the store the opportunity to express its concept as accurately and clearly as possible. In other words, you need to be able to stage quality. His idea should be inspired by design, shop equipment, color matching, smells in the store and, of course, the layout. If the quality level meets the needs of the target group, then even a prudent buyer will approve of a high price with such a performance.
What signs indicate the quality of the product? First of all, this is a presentation in which the product is clearly visible, and all its individual features are read by the buyer without the participation of an intermediary seller. Often trying to present the whole assortment, sellers try to put on the shelf the maximum of available goods. This technique works well where there is a large flow of customers, and the price segment is medium or low, as in super- and hyper-markets. In the fashion business, on the contrary, such an arrangement visually reduces the cost of goods and reduces their chances of being sold. This is due to the fact that when the goods appear to be a solid mass, it is difficult for the buyer to allocate something specific for himself. To explain this effect, let's look at the psychology of consumer behavior in such a store. For example, a customer is looking for:
· Something that is part of a holistic image and fits into her wardrobe. She ponders exactly how these boots would go with her existing coat or suit. It is very difficult and time-consuming to highlight the right model in a supermarket-like layout.
What is convenient and suitable for her in terms of heel height, features of the last, model fullness, color shade. To see all these details, the customer needs to revise all the models in turn, and with a dense layout, this will also take a lot of time.
Conclusion: monotony in the presentation of goods "eats up" the buyer's time resource, which is already quite limited. Therefore, having seen several similar models, the difference between which is not obvious in this presentation, the buyer gets tired, quickly loses interest and concludes: "There is nothing to watch."
What to do? Use calculation by the principle of LIM ("Less is more" - "less is more"). It was discovered by the German psychophysiologist Arnd Tryndl, the author of the book "Neuromarketing". The essence of the principle is that when there are fewer products on the shelf, it sells much better, since each model becomes
noticeable and starts selling herself. Therefore, the strategy of a successful retail company today is not in the widest assortment, but in the extremely accurate orientation of the assortment to the target group. Timely withdrawal from the assortment of irrelevant or clearly outdated items frees up additional space and makes it possible to better present the goods. But sometimes even this is not required, and it will be enough just to evaluate the effectiveness of the use of retail space. For example, in this photo it is noticeable that the lower shelf is almost free, which means that part of the shoes could be represented on it.
Paradoxical as it may seem at first glance, sales using the LIM principle increase: according to the results of the Triindl experiments, they increase by 17-20%, and in some stores they even double. How it works? The fact is that our attention, depending on the development of attention and memory, can hold at the same time about 7 (plus or minus two) units of information. That is, if 5-7 models are presented on the shelf, the buyer will notice them all. If 8-9, then perhaps it will notice, but maybe not in full. From 10-11, the buyer will have to isolate the very 5-7 models that he is able to capture attention. At the same time, the psyche quickly gets tired, and as a result, a person wants to leave the store faster.
A common mistake, especially in inexpensive shoe stores, is the unstructured presentation of models associated with the desire to fill the entire display space with goods. It seems that the seller wants to emphasize with such a calculation that “our prices are low, come and choose”. But the effect is often the opposite, and the buyer voices his impression as: “everything is the same, everywhere the same”. Such a layout does not allow the buyer to notice individual models and get a complete picture of the range.
Meanwhile, it is enough to group the goods according to similar models, and in the same space the buyer will no longer see a random pile of shoes, but separate groups, the number of which can be described.
However, sometimes it is recommended to deviate from the “correct”, orderly layout in order to add liveliness to the presentation. Nevertheless, here, too, we see that the models are grouped by style, and the classic parallel-perpendicular display is enlivened by "irregularities" that attract attention to themselves.
Also, you can just slightly disrupt the "correct" order of the goods on the shelves. In this photo, the shoes, standing at different levels, are turned at an angle of 45 degrees to one side and the other. With this product orientation, each level is "read".
Different forms of display and placement of goods at different levels also destroy the monotony and draw attention to the diversity of models. Thus, it turns out that the more differences between the models are created, the more units of goods are noticed by the buyer in the store. In other words, the presentation becomes all the more quality.
But the location of the goods at different levels does not always guarantee the close attention of the buyer. For example, such an arrangement of shoes, when the same amount of a homogeneous product is presented on all three levels of an island rack, on the contrary, “dilutes” attention. And, as a result, the bottom shelf is no longer readable.
Therefore, avoid monotony: different levels of a showcase imply a different design. When the minimum number of shoes was left on the bottom shelf, it began to attract the attention of the buyer with a rhinestone: the so-called focal point turned out.
And one more nuance: quality should be experienced emotionally. Visuals should create trust in the product and awaken the desire to purchase it. Then a person, when looking at a thing, has a vivid need for it. That is why it is so important to saturate the store space with emotional imagery. And instead of laconic inscriptions, as in this photo, you can use photo plots that create a mood and affect the emotions of the buyer. For example, a photo of a happy girl in the snow would be a good substitute for a red sign with the word "winter". The use of emotional photography aimed at the target group of buyers is called “intuitive merchandising”, And creates that psychological atmosphere in the store, which on an emotional level prompts the customer to purchase your goods.
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