Marchandising to nic innego jak sprytne narzędzie stosowane w celu promocji w miejscu sprzedaży. To sztuka skutecznej ekspozycji towaru, takiej, która będzie przyciągać uwagę potencjalnych klientów, wywoływać ich zainteresowanie aż w końcu nakłoni do zakupu. Poznaj mechanizmy tego narzędzia. Dowiedz się też, jakich błędów przy układaniu towarów na sklepowych półkach nie należy popełniać.
Merchandising – podstawy
Czy zastanawiałeś się kiedy, dlaczego produkty najtańsze leżą na niższych partiach regałów sklepowych, a te droższe na wysokości naszych oczu? Wszystko po to, by właśnie po takie produkty sięgać. Im cenniejszy będzie koszyk klienta, tym więcej zarobi na nim sklep.
Główną zasadą merchandisingu jest to, by przytrzymać klienta jak najdłużej w sklepie. Najlepiej, by regały sklepowe już od wejścia kusiły atrakcyjnymi towarami. Liczy się nie tylko to, co jest na nich ułożone, ale również fakt, w jaki sposób zostanie to zrobione. Pierwsze metry przestrzeni sklepowej to tzw. strefa dekompresji. To miejsce, by zachwycić klienta na tyle mocno, by przeszedł on przez główną aleję. Kiedy do niej wkroczy, najczęściej przechodzi już przez cały sklep. Po pierwsze nie chce mu się wracać do wyjścia, po drugie nie chce iść „pod prąd”.
Jak eksponować regały sklepowe?
W sklepie nie może panować bałagan. Zapewne widzimy go nieraz, na przykład w okresie wakacyjnych wyprzedaży. Regały sklepowe nie zachęcają wtedy do sięgnięcia po dany towar. To dlatego tak ważny jest personel sklepu, który na bieżąco układa sprzedawane produkty.
Istotny jest też dobór właściwych towarów pod względem ekspozycji na określonych regałach. Na półkach nie mogą piętrzyć się sukienki czy spodnie, bo klient nie zwróci na nich uwagi. Dużo lepiej sprawdzają się więc wieszaki. Chodzi o to, by potencjalny zainteresowany mógł szybko zobaczyć towar w całej okazałości, zamiast zastanawiać się, co leży na półce i czy jest to produkt, którego akurat potrzebuje. Przecież merchandising ma wywoływać potrzebę zakupową, a więc zachęcać do zainteresowania się daną ekspozycją. To gra na podświadomość i emocje, a sztuka ekspozycji towaru nie ma w tym przypadku nic wspólnego z racjonalną decyzją zakupową. Jeśli klient wybiera się do sklepu po konkretny produkt, to i tak kupi go bez względu na to, jak został on ułożony na poszczególnym regale.
Błędy, które najczęściej pojawiają się w ramach merchandisingu
Do najgorszej sytuacji dochodzi wtedy, gdy klient zainteresuje się produktem, a nawet weźmie go do ręki, po czym odłoży z powrotem. Widać wyraźnie, że sztuka merchandisingu się nie sprawdziła. Może dlatego, że tuż obok wyeksponowany został konkurencyjny, równie atrakcyjny produkt? A może dlatego, że z jednej gamy produktów nie ma dużego wyboru? Dużym błędem jest też ekspozycja produktów w innym dziale, aniżeli został do niego przypisany. Raczej nie kupimy sera, jeśli znajdzie się on na dziale mięsnym.
Kolejny błąd to zbyt nachalna ekspozycja. Klient nie może potykać się o towar, nie może odnosić wrażenia osaczenia. To ma być jego decyzja, a zasady merchandisingu mają mu tylko pomagać. Pamiętajmy, że klienci są dzisiaj wyczuleni na reklamę i nie wierzą wszystkim zabiegom marketingowym.
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