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Commodity display is for the purpose of commodity marketing. With the help of certain props and decorations, certain artistic display methods and techniques are used to display the commodities in an orderly, regular and skillful manner. Commodity display is a visual impact on consumers. Visual habits, product shape, atmosphere, etc. make the product more eye-catching, highlight the product information, and stimulate the senses of consumers.

Commodity display is a direct static marketing, a silent promoter, an important publicity method to improve sales efficiency, and the main form of sales industry advertising.

1. Classification and display principles

Classified display is to classify commodities according to consumption objects, commodity quality, commodity variety, commodity performance, characteristics and packaging, and to display commodities of the same category in a centralized manner, so that consumers can easily compare different colors, brands, quality, specifications and sizes of similar commodities. , compare and choose between prices. (For supermarket design, please search Wanwei Design)

Supermarket commodities are mainly divided into three categories: food and beverages, fresh vegetables, and daily necessities:

Food and beverages: Cereals and oils, leisure food, beverages, health products, brewed drinks, candy, tobacco, alcohol, tea, holiday food, milk powder, dairy products, biscuits, cooking dry goods, seasonings, baked goods, pickled food prepared food, instant food, etc.;

Fresh vegetables: fruits and vegetables, meat, cooked bread, frozen food, aquatic seafood, etc.;

Daily necessities: skin products, hair care, oral care, personal products, personal textiles, footwear, paper products, baby products, household cleaning, washing powder, kitchen utensils, dining utensils, household items, cloth brushes, cleaning Supplies, disposable items, holiday items, pet supplies, bedding, toys, etc.;

Food and beverages and fresh vegetables are the main commodities in the daily sales of supermarkets. Generally, the turnover of food and fresh food in large general supermarkets accounts for more than 65%. Consumer demand is strong. On average, fresh food is purchased 3 times a week, among which fruits and vegetables are sold. The most frequent purchases were an average of 4.48 per week, followed by fish and seafood with an average of 2.39 per week.

Therefore, it should be displayed on both sides of the main aisle of the store or in the main position of the supermarket, and these positions are usually places where consumers must pass. Daily necessities are the necessities of consumers' daily life. Even if they are displayed at the end of the store aisle, consumers are willing to go, but they will attract consumers to the innermost part of the supermarket.

2. The principle of partition display

Commodity partition display is based on the purpose of supermarket marketing, mainly to display and divide the key marketing commodities of supermarkets, which are generally divided into promotional products, best-selling products, special products, new products, high-profit products, and seasonal products. (For supermarket design, please search Wanwei Design)

The partition display follows the principle of displaying key products in important positions:

The entrance area of ​​the store generally displays specials, promotional items or themed seasonal promotion area. The central area of ​​the store displays the corner of popular products/daily care products, and the surrounding display racks display major cosmetic brand series. The display near the cashier is convenient for consumers. High-margin products that are purchased and impulse-buyed.

In principle, the necessities of life are placed on the innermost floor of the supermarket, or in the remote corners, and displayed in the form of promotion areas. , thereby stimulating consumption.

3. Principles of Consumer Experience

Supermarkets use supermarket commodity display as a means to optimize consumers' shopping experience and promote commodity marketing. Therefore, supermarket displays should cater to consumers' shopping psychology as much as possible, optimize consumers' shopping experience, and provide consumers with comfortable and convenient shopping. surroundings.

*Commodity display should be eye-catching and prominent

Commodity display should meet the visual habits of consumers as much as possible, the location of commodity display should be in line with consumers' shopping habits, themed commodities, promotional commodities, and special offer commodities should be prominently displayed, so as to convey the characteristics of commodities to consumers in the first time. , the commodity price label should be clearly visible, and the display surfaces of the same brand should be oriented in the same direction. One commodity cannot be mixed with other commodities. The boundaries between two adjacent commodities should be clear, and the demarcation line should be clear at a glance. Cross-mixing is strictly prohibited, and one type of commodity cannot be blocked by another type of commodity.

*Product price label is clear

The price must be indicated when the product is displayed, and the price label must be clearly visible. 65% of consumers will refer to the price on the shelf. After reading the price of the product, if he intends to buy, he will definitely want to know more about the product. Other information, Such as the price, origin, performance, use, etc. of the commodity, therefore, when displaying the commodity, the commodity should be attached with a label explaining the commodity name, origin, specification, price, etc. Price sticky label line), and if necessary, a product instruction manual, so as to relieve customers' doubts and improve customers' trust in products.

The data shows that if the price and brand of the product are indicated, its promotion effect can be increased by 125%.

Product labels and product names are always front-facing (the side with clear product names, patterns, and rich colors) facing consumers. For the places on the lower shelf that are not easy to be seen, the displayed products can be placed obliquely. (For supermarket design, please search Wanwei Design)

*Easy to pick up and pick

Commodity display should be easy for consumers to choose and take, so that it can be easily reached, and it is not advisable to display the products too high. Special attention should be paid to the height of housewives at about 160CM, and children's products should be displayed in a lower position (about one meter with the height of children). high).

For some fresh food, there must be tools for taking it, which is convenient for consumers to pick and choose. Some fragile products should be displayed at the height of the chest to avoid consumers' concerns about damage. It is displayed on the shelf. In addition, for some products that are highly selective and easy to get dirty hands, there should be a simple front packaging and a simple tool for picking up, which is convenient for consumers to choose. There are special preserved fruits and snacks on the open display. Goods, there should be a small spoon next to the product.

4. Principles of Visual Display

1. The display of goods should follow the principle of low front and high back, and arrange the goods neatly to form a surface, so that consumers can see it from a distance. Commodity display can see the products at the first time, so that consumers can see the main products at first sight. The arrangement of the products should be in accordance with the top small and bottom large, the top light and the bottom heavy, the thickness from thin to thick, the size from small to large, the adjacent ones. The colors are arranged together, the color is from light to dark, and the principle of gradual over-coloring.

2. The product display should have a creative design and display with a sense of hierarchy and three-dimensionality. With the help of materials such as display props and decoration, the display design of natural and vivid scenes should be carried out. To meet the needs of consumers, we will carry out continuous breakthrough and personalized product display, which will give consumers a visual impact, and give consumers a three-dimensional, vivid, intuitive, and eye-catching.

5. Golden line of sight display method:

People usually unconsciously look at the height of 0.7-1.7 meters, the range of up and down is 1 meter, and usually the goods within a range of about 30 degrees from the line of sight are the most attractive.

The good commodity display position in the supermarket refers to the "upper section", that is, the place at the level of the consumer's line of sight, and its height is generally 130 to 145 cm. This section usually displays some recommended products and new products.

The second is the "middle section", that is, the place that is flush with the height of the waist, generally 80 to 90 cm. This position is generally used to display some low-profit commodities or commodities that have to be sold due to the needs of customers in order to ensure the completeness of commodities. It can also display commodities that have entered the recession period of commodities that were originally placed on the upper section and the golden line.

The most unfavorable position is close to the ground, the "lower section". This location usually displays some commodities that are larger in size, heavier in weight, fragile, and have low gross profit, but with relatively fast turnover. It can also display some commodities that consumers recognize as brands or commodities with low consumption elasticity.

The "golden section" of the commodity display shelf is the second layer of the shelf, and the height is generally between 80-130 cm. In this section, it is easiest for adult consumers to see or get the goods, and the goods in the area are also the fastest. . This location should highlight products with impulse buying characteristics, such as high-margin products, seasonal and best-selling products, free-brand products or products that are heavily marketed to consumers, to attract consumers' attention.

Generally, large and heavy commodities should be displayed on the lower layer of the shelf, light and small commodities should be displayed on the upper layer of the shelf, and the commodities displayed on the shelf should be kept 3-5 cm away from the upper partition;

In addition, the display end rack refers to the front or rear end of the entire row of shelves, that is, the shelf set at the turn of the customer flow line, which is often referred to as the best display point. End racks are usually used to display some high-margin items, new products, promotional items, or slow-moving items to be dealt with.

first in first out principle

After the goods are put on the shelves, as the goods are continuously sold, the supermarkets should replenish the goods in time, and display them according to the principle of first-in, first-out according to the production date of the goods. (For supermarket design, please search Wanwei Design)

Commodity display should first take out the original products on the shelf, and then put in the supplementary new products, and place the products with the previous production date and batch at the front end of the sales to ensure the normal circulation of the products and maintain the relatively good shelf life of the products as a whole. Reduce inventory, if you do not pay attention to the principle of first-in, first-out, it will often lead to a backlog of goods, an increase in the number of goods in the near-expiration period, and an increase in the loss of goods.

In addition to keeping the product itself clean during replenishment, damaged, defective and expired products must be replaced at any time. If there are unsalable products, you should find a way to deal with them, and you should not let them get dusty and damage the brand image.

Related Display Principles

Commodity-related display is to display commodities of different categories but complementary in terms of utility, or to display commodities that are related to the main commodity around the main commodity. Related products should be displayed on both sides of the aisle, or on different groups of shelves in the same aisle, in the same direction, and on the same side, and should not be displayed on both sides of the same set of double-sided shelves.

The purpose of related display is to promote the mutual sales of commodities, and use the complementarity between commodities to guide consumers to buy commodity B or commodity C displayed next to them after purchasing commodity A, so as to guide consumers to purchase the whole set of commodities instead of Single purchase.

Essentially, the related display of products is based on the accurate grasp of consumers' consumption habits and consumer psychology, which increases the overall display activity and diversity of the store, and virtually guides consumers to shop for more products. The root cause of the widespread use of related displays in supermarkets.

Full shelf display principle

Commodity display should reflect the principle of the sense of quantity, and it is necessary to shape the richness of supermarket commodity display. The full shelf display of commodities will win better sales benefits for supermarkets to a certain extent.

According to a survey report of a supermarket chain in the United States, the sales volume of supermarkets with more abundant displays and full display of goods can be increased by 14%-130% according to different types of goods compared with supermarkets with less than full display. twenty four%.

The full shelf display can highlight the sense of quantity of goods, make the display of goods more plump and orderly, and can give consumers an intuitive impression of rich and complete varieties of goods, prompting consumers to have a psychological feeling of sufficient choice, thereby deepening consumers' perception of supermarkets It can stimulate consumers' shopping desire while improving the storage capacity of shelves and reducing inventory.

On the contrary, it is easy to mislead consumers when the goods are too empty, so that consumers will think that the supermarket products are too single, and cannot give consumers more shopping choices. Naturally, people will not patronize the supermarket again.

Full shelf display regulations:

First, each grid of supermarket display shelves generally needs to display at least three commodity varieties. (At present, the length of domestic shelves is generally 1.0 to 1.2 meters) The display of best-selling products can be less than three varieties to ensure their sense of volume;

Second, according to the supermarket business area, the average display volume of commodities in each square meter should reach 11-12 varieties.