Like a person, a shop has a certain magnetic field. Standing in front of you alone, is it easy-going or sophisticated, open or introverted, approachable or superior. These feelings are basically obtained through the person's face, dress, behavior, and speech. Your brain will draw corresponding conclusions after analyzing it based on past experience.
The same is true for a store, the decoration style of your store, the old shelf, the brightness of the lighting, the product display plan, the selection of differentiated products, the service cashier of the staff, and so on. These will also be passed on to customers, and they will affect their perception of your store through the sorting of past experiences.
All of the above, for a person, we call it "temperament." For a store, we call it "the field"
The market is very important to a store, and it is mainly divided into three parts, namely "people, goods, and stocks". For a store to succeed, it must do enough work in these three areas. Let's understand them separately now.
Let's first look at the object field. The object refers to the perception of your decoration, shelves, lighting, soft decoration, etc. to customers. Let's use a picture to illustrate, everyone can perceive it well. The one on the left in the picture below is a traditional mom-and-pop store, and the one on the right is a modern convenience store. Compare it, is it obvious:
Tranditional Conveince Store VS Modern Convenience Store
Then let's look at the human field. The so-called human field is the influence of the status of the service staff on the store's aura. We all have the experience of going to a store frequently because of one person and never going to a store again because of one person. This is the truth. For example, you opened a bun shop, the master’s ancestors, the fragrance is floating ten miles, but if you tie a vicious dog at the door of the store, will any customers dare to enter your store?
This is the truth!
Finally, look at the goods yard. The goods yard refers to the goods sold in the store, that is, commodities. Whether these products are differentiated or conventional products, whether they are expensive or cheap, fresh or obsolete...... These can be displayed according to the positioning of the store.
The same product uses different props and different display methods to show different effects. As an example, the following two pictures are two different goods yards. On the left is an ordinary supermarket store, and on the right is a boutique supermarket with display props. Can you feel the obvious difference!
Ordinary supermarket VS boutique supermarket
When talking about display, why do we have to talk about "people, goods, and stocks" first? Because everything has a root! What is the root is the essence of doing things, the ultimate goal, the essence of display is actually to work hard on the goods yard and the object field, the deeper the work, the better the effect will naturally be.
--What is a display, and what is the purpose of the display?
"To put the goods neatly and beautifully on the shelves is to display." This is the answer of a colleague in the previous training. I found that most people's understanding of display is limited to this. If our understanding of display only stays at this level, we can be sure that you must not be able to do display well!
So, what exactly is a display?
To understand the merchandise display of a convenience store, we must split it into two aspects for explanation, namely: layout and display! The display techniques we will talk about later basically cover these two aspects.
How to place all the shelves in the entire store is called the store layout in the professional terminology of the convenience store industry. For example, whether to put the bread shelf at the entrance or the daily necessities shelf at the entrance.
The placement of goods on a single-section shelf is called commodity display in the professional jargon of the convenience store industry. For example, on which floor is the Telford chocolate on the candy and chocolate shelf, and on which floor is the strange egg on display, and so on.
The layout of the commodity display is to use the most effective and efficient method to show the commodities and commodity structure that meet the market demand to consumers, so as to realize the activities of maximizing capital and labor production. This is the definition!
What do you mean? To put it bluntly, it is a way to put the goods that customers need in a place that is convenient for customers, or put the goods you want to sell to customers in a conspicuous place, to guide customers to buy, and ultimately to maximize sales.
In the following two answers, there are very detailed answers to the layout and display. I suggest you read these two articles first, and then look at the following display techniques:
01 Magnet point: improve the migration of customers;
Regarding the best store with magnet points, I think there is nothing better than IKEA. Every time I go in, I will be attracted by various scene applications and various magnet points, and then time disappears unconsciously. You can't get out without a few hours. At the same time, it stimulates your various existing potential needs. Those engaged in retail strongly recommend to learn.
The picture above is the movement diagram of the customers in IKEA. We can feel the route of the customers migrating inside, and there are few blind spots in the whole store. On the other hand, we have many blind spots in small convenience stores. You can recall the convenience stores around your home. What are the two corners displayed in the convenience stores? How many were there when you walked into the innermost part of the store?
Many people couldn't answer, most of them left the shop after buying a pack of cigarettes with a bottle of water. Why is this happening? This is because most convenience stores have basically zero cognition of merchandise display!
So, what is a magnet point?
The so-called "magnet point" is a place that attracts customers like a magnet, such as some theme merchandise shelves, Internet celebrity merchandise areas, scene-based construction, promotional specials, seasonal merchandise displays, etc.
How should it be used in a convenience store? To give a simple example, there are two schools of display layout at the entrance of a convenience store. One advocates the display of fist products or differentiated products at the entrance. For example, display the own-brand bakery bread, or the main promotion of differentiated promotion shelves outside. The reason is to let customers know what product you are selling as soon as they enter the door, and customers outside can be attracted through the glass;
Another genre is to display this kind of goods to the innermost. The reason is very simple. When the innermost is displayed, customers can go to the innermost to buy this kind of goods. When the customer goes to the innermost part of the supermarket, there is a great opportunity for other products to be displayed. At the same time, it extends the customer's movement line, which in turn increases sales.
Which makes more sense?
Let me tell you, this is not a one-to-two problem. Both of these methods are necessary! Magnet point a storefront in the setting, the more the better. The purpose is to allow customers to migrate in your store, thereby extending the time of customers in your store, because time = money!
Not only the layout, but the single-section shelf makes sense. If we look at the picture below, you may feel it.
Customers came in to see delicious baked goods, habitually walked to the right, after buying baked goods, saw the related yogurt juice, and went to buy yogurt, next to their favorite desserts displayed, they took another one .
Turning around, I saw new products on the beauty shelf inside. I stood and watched for a while. Finally, after walking around the store, I was about to go to the cashier to check out. But when I walked to the door, I saw the sorbet cabinet again, opened it and took another one, and finally checked out.
If the layout design is smooth and the magnet point design is reasonable, such a perfect flow line will be produced. We have seen that customers are guided all the way to the cashier by you according to their needs. This is the charm of Magnet Point!
02 Attention rate: Let customers stay on the shelf!
If the magnet point is to extend the customer's movement in the store, then the attention rate is to keep the customer in front of your shelf and increase purchase and impulse purchase.
Lighting/centralized display/seasonal display
Let's use an example to illustrate. The first picture is a bread shelf with spotlights. Compared with the other two sets of shelves, it can obviously attract your attention;
A group of chocolate shelves in the middle, looking at the past, the small pieces of chocolate in the third and fourth rows will attract your attention and make you want to find out; the third group of shelves is a set of Christmas shelves, seasonal The centralized display of this kind of shelves can also achieve the effect of attracting attention and allowing customers to stay.
So, now, we can define the attention rate. The so-called attention rate refers to a display technique that uses some display techniques to allow customers to see the entire area or products to the greatest extent.
Multi-panel display, progressive display (pull-panel), prominent display, concentrated display...These techniques are all ways to increase the attention rate. At the same time, using some auxiliary props can also achieve these effects, such as: lights, light strips, pop, etc. are very effective methods.
How to use the convenience store?
In addition to the methods introduced in the above examples. The most basic and effective method is the progressive display of products (pulling noodles). In convenience stores, you must do a good job of replenishment and noodles before the morning, noon, and evening peaks. If you are a 24-hour store and there is a night peak, then you need to do it once before the night peak. Progressive display and full replenishment.
In a simple and practical way, you can display some online celebrity products in the golden position of each group of shelves, or differentiated single products and best-selling products with relatively strong promotion. In this way, customers can find surprises on each set of shelves, so as to achieve the purpose of attracting customers to buy.
Speaking of this, I believe that everyone can feel it.
In fact, whether it is magnet points or attention rate, they are not only skills but also principles and mental methods! In many answers, I have repeatedly emphasized that you must not look at it and think that you understand it and it is over. There are also some "collectors" who directly collect dry goods. I think it’s my own if I collect it.
I can tell you responsibly that if you understand/collect, you will forget it after two days, especially when collecting more and more. When you need it, you can’t find it if you want to find it.
I think that there is no best way to memorize the definitions or principles. It is the set of test-oriented education when we were young, and imprint it in our minds. This knowledge is yours. Through practice, the theory and The combination of practice becomes our own business technology!