Merchandisers develop display schemes for products on display cases, called planograms. They show the optimal placement of products on the shelf, taking into account the number, size and order of packaging.
Planograms ensure that products are arranged in a logical sequence, with each first package on the shelf facing the customer, and spare ones located behind it.
POS materials for navigation and attention-grabbing
Navigation elements and advertising materials (POS) help customers find the products they need faster, creating visual accents. However, in small areas, it is important not to overdo it with their number - otherwise, they overload the space and can be confusing.
For example, placing POS materials chile phone data vertically or on the floor does not disrupt the overall composition and preserves space.
Additional equipment for demonstration
Special display elements, whether they are original shaped display cases or simple shelving, help make the product more visible.
Often, low stands with baskets are used for small items to diversify the perception of the product and draw attention to new items.
In large chains, offline and online stores are becoming more integrated - for example, modern applications with elements of augmented reality allow the buyer to “test” the purchase.
Back in 2017, IKEA introduced such a program, with the help of which it was possible to visually place furniture in the interior.
This approach, known as phygital, combines the convenience of online shopping with the benefits of having a product physically present in a store.
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Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
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Merchandising in small stores
Small stores often face the fact that owners become so accustomed to standard product layouts that they lose their fresh perspective on improving the arrangement of goods. In such cases, an invited specialist providing merchandising services can help, but there are also several ways to optimize the space yourself:
Watching video footage (if the store has cameras): This can help you understand where shoppers linger and what areas of the store they ignore. If there are no cameras, it can be helpful to observe customers from a vantage point to understand their preferences.
Attracting "new" customers : you can ask a friend who has never visited the store to find several products on the list. This will allow you to evaluate the convenience and logicality of the product layout through the eyes of a newcomer.
Studying merchandising principles : Implementing common standards for display and service helps to identify which aspects are already being implemented effectively, as well as identify gaps that need to be addressed to improve the quality of service provided and increase sales.