According to the June 2012 issue of "Chinese-Foreign Toy Manufacturing": having a need to buy is the main reason why consumers are oriented to spend money. However, the design of the store, the display of the products, and the display of the image are the direct motivation to attract customers to enter the store and spend money.
All along, many toy stores have been arranged to give people the feeling of fine, cluttered, in the display arrangement failed to bring consumers the pleasure of buying enjoyment. In other words, the merits of the merchandise display, will directly affect the number of consumers and consumer demand.
So, what is the display? And how to do a good job of toy product display?
Ltd. to share their experience in product display in shopping malls and terminal stores for industry exchange.
Dynamic display principle, intentionally take away the outer layer of the shelf display of a few products, to give consumers the impression of good product sales
Display, is a visual expression, the use of various props, combined with fashion culture and product positioning, the use of a variety of display techniques, the characteristics of the goods to show. At the same time, the display should be different with the purpose of display, display methods and shopping methods and changes.
Combined with the author's years of practical experience in the mall and the terminal stores, summarized the following 15 terminal display principles, can make the display to achieve better results.
1. Brand prominence principle
◆ In the age of eyeball economy, whoever brand can attract the attention of consumers, who is the winner.
◆Key points of toy merchandise display.
① Brand conspicuous, which is the first condition for reaching sales.
② Display eye-catching, large display surface, and strive to vivid and beautiful.
③ Attract the attention of consumers and stimulate the impulsive desire to buy.
2. Display principles
◆ Occupy more display space.
◆Increase the number of displays on the shelves as much as possible.
Only if we occupy more display space than competing brands, customers will pay attention and buy our products.
3. Vertical concentration display principle
◆Vertical concentrated display can seize consumers' sight, and it is easy to make a vivid and effective display surface.
①The habit of people's vision is up and down first, then left and right.
② vertical concentration display, in line with people's habitual line of sight.
③ merchandise display has a level and momentum.
4. Light and heavy principle
◆Small, light goods are placed above, heavy, large goods are placed below, which is not only easy for consumers to get, but also in line with people's customary aesthetics.
5. All items principle
◆ As far as possible, all items of goods are classified and displayed on a counter, which can meet the needs of different consumers, increase sales, and enhance the company's image and expand the influence of goods.
6. Full display principle
◆To let their goods full display shelves, to achieve full display. This can increase the fullness and visibility of the display of goods, but also to prevent the display position is crowded by competitive goods.
7. Display dynamic principle
◆On the basis of full display, we should intentionally take off the outer layer of the shelf to display several products, which is not only beneficial to consumers to take, but also can show the good sales condition of the product.
8. Sample display principle
◆ Place sales samples at the counter in a position convenient for customers to see so that they can directly experience.
◆ Electric products must be put into batteries, and damaged samples should be renewed in time.
The effect of displaying damaged samples will be counterproductive.
9. Focus on the principle of highlighting
◆ When displaying a series of products on a header or display shelf, in addition to the full range of items and the majorization, the location of the main products must be highlighted so that the main and secondary are clearly distinguished, so that customers can understand at a glance.
10. Reach for the principle
◆To put the products in a place that is convenient and easy to reach for consumers.
◆According to the different age and height characteristics of consumers, effective display.
11. Uniformity principle
All the products displayed on the shelves, the label must be unified facing the consumer, which can achieve a neat, beautiful and eye-catching display effect, and the style and tone of the overall display of goods should be unified.
12. Neatness principle
Neatness is a requirement of customers to the merchandise display and even the whole shopping mall environment.
◆Mall personnel should improve the hygiene of the goods and shelves or stacking position in time, wipe the dust on the goods in time, reflecting the freshness of the goods.
13. Price eye-catching principle
◆A clearly marked and eye-catching price sign will increase the motivation to buy.
◆Compare the price of similar products and write out the special price and discount figures to attract consumers.
◆If consumers do not understand the price, they will hesitate even if they are eager to buy the product, thus losing a sales opportunity.
14. Principle of low storage quantity
Make sure that the variety and specifications of products in stock in the store are not lower than the "safety stock line".
On the issue of safety stock, each company will have some differences due to different assessment standards, our practice is to ensure that the next week's inventory, there are 1.5 to 2 times the sales cycle of the inventory. For example: the first delivery of a point of sale a product is 10, the delivery cycle is once a week, in the first week a product sold 6, then in the next week we hope that the inventory at the point of sale is 6 * 1.5 ~ 6 * 2 = 9 to 12, so this week's delivery should be 9 (or 12) - (10 - 6) = 5 to 8 or so.
15. Header specification principle
◆The head stack display is different from the shelf display: it is more concentrated and prominent to show the goods.
◆The display of supermarket header should follow the principle of overall, coordination and standardization.
Supermarket head is often a good location for supermarkets, which needs to be bought at a high cost to do special product display. Therefore, from the pile surrounding, price plate, product placement to pop (billboard) configuration should be in line with the above display principles.