Art productions

Merchandising is often seen as something secondary. To inexperienced workers learned how to arrange items on the shelf, they are sent to a training or teaching in the home. However, the most successful companies understand that the merchandiser can and should be a great partner marketingvoy service.

On good training merchandisers are taught to understand their purpose in the company and influence the creation of a new product.

Synchronization

Merchandising department staff are hard struggle with the invisible opponent for a point of sale. Although actually a visible enemy - is a provider of goods at retail outlets. His task - to see their goods in the most "cash" store locations, and the task Merchandiser arrange the goods so to stimulate the sales of the most expensive and popular brands. Agree, not an easy task. However, the aim Merchandiser - to optimize sales. And the skills to find a compromise with suppliers just taught in training. The views of the representatives of the retail outlet and the manufacturer / supplier of the goods on the shelf location differ only in form. In fact, they want to about the same, just different ways of saying it. Despite the fact that every store has a winning location for each product category, in principle, have their place in the store. Merchandiser of the training would not be difficult to convince the client.

In addition, there are many subtleties and nuances of proper and attractive arrangement of goods on store shelves. "Despite the apparent simplicity of the requirements for the merchandise, the results are very different, - says Vladimir Kazantsev, a senior trainer and consultant of CBSD / Thunderbird Russia. - This is directly related to how well thought out, the quality of the standards themselves (and the people who have successful experience of such work in Russia a bit) and the difficulties of practical implementation of standards calculations in real shops. "

Let's start from the beginning

Training begins with the basics - from preventing errors. Typical error-alignment of the goods in such a way that it was not easy to take off the shelf. As absurd as it may sound, this happens all the time. For example, a shelf, so densely filled with packs of tea, I just can not get the package without damaging it.

Next come the more difficult techniques aimed at the installation of an elaborate explanation, guessing the preferences of the buyer. "One can cite the example of juices - says partner training company" School Managers "Arsenal" "Timur Tcherepnin. - You can not put on a shelf next to orange, peach and grapefruit juices. They have similar colors and pattern of fruit, and the buyer will be easy to make a mistake. Better between orange and peach to put, for example, an apple. "

The store also can accept the recommendations Merchandiser on product packaging.

For example, put a tea bag packing horizontally only wrong in terms of saving space. Vertical also can not put all the inscriptions are made horizontally, and the buyer is not able to read the title. The decision Merchandiser - expanded stack, combining the horizontal to the vertical position. All these techniques have in the arsenal of coaches.

Merchandiser also oversees the promotion of products and makes recommendations for its transposition. This consists mainly of fairly expensive name brands, generate sales that much more difficult. Stanislav Kochetkov, trainer and consultant Consulting Group SET gives the following example: "In a large retail outlets received a new luxury brand of vodka. At first it was put alone on the top.

It did not give the desired result, since not all notice the novelty. Then it was moved to a prestigious place in the glass. Sales dropped almost to zero, as the glass it has become almost inaccessible. Its high price category, but not enough to put behind glass. This place is usually for the most prestigious brands of alcohol, for which the buyer specifically comes to the supermarket. Vodka has been exposed to the normal shelf, but only three copies, which emphasized its exclusivity. Sales skyrocketed, but tutbyla mistake again. In pursuit of a greater volume of sales on the shelf put about 20 bottles, which completely killed all of exclusivity. "

One head - well

A good merchandiser must own techniques and acumen. Excellent merchandiser must be a partner marketingvoy service that the manufacturer or supplier, in which he works.

Merchandiser helps in creating and promoting a product, helps to position the product, exploring the perception of the target audience, helps to give a new product a myth, and in the end brings it all to the consumer. In such cases, it makes sense to conduct internal corporate training with the assistance of external experts. Sometimes it is combined with the development and conclusion of a new product to market.

"When the St. Petersburg company" Aqua Star "bring to market a new brand of juice OLE, - says Timur Tcherepnin - a very long time to come to any decision about the appearance of the packaging. Attracted merchandisers offered substandard for white juice pack. In the end, it was a very good decision, as much stands out among the green juice and other juices colored packs on store shelves. Then repeated the same trick Company "Multon" with juices Rich ».

Art - this craft

Training can be in the form of lectures, seminars and proper training. Lectures (theory in Power Point) and only training are rare. Proper training takes place mostly at the order and placement of the output of goods on the request of the manufacturer. The most common method of training - training seminar, where there is a discussion of correct and incorrect positions of merchandising. "At first, I spend a diagnosis of whether employees understand what is merchandising, - said Stanislav Cochetkov. - If corporate training, I just post the goods of the client in two different versions, and we discuss what is right and what is not" . After that usually starts the actual training, which practiced a variety of tools and techniques, such as shared vision of customer traffic, the ratio of goods in the shop areas, and more.

If, after training at the Department of merchandising learned to set on a shelf pack with tea three times faster than before, then most likely, the money was spent in vain. If, however, he began to perceive their work as art - get ready for revenue growth.

References

For preparation of this work were used materials from the site http://www.troek.net/