超市陈列管理.ppt

,WhyWeBuy:TheScienceof,Shopping,TirthankarSutradhar,WhatisShopping?,Idontmeanwhatisbuying,Itswhatwecallthe“grabandgo”,IthinkShoppingismorethanthesimpledutifulacquisitionofwhateverisabsolutelynecessarytooneslife.,3bigthingsthatstoresalonecanoffershoppers,a.Touch,trialoranyothersensorystimuli,b.Immediategratification,c.Socialinteraction,Butt-BrushEffect,GoodKeyPerformanceIndicatorsforRetail,ConversionRate:HowmanyofyourvisitorsarebuyingTimeSpendRate:Theaveragetimeshoppersspendinthestore(moretime=moresales)InterceptionRate:Thenumberofshopperswhohaveinteractionwithanemployee(morecontact=moresales)Waitingtime:Customersdontlikethat,Therearecertainphysicalandcommonanatomicalabilities,tendencies,limitationsandneedstoallpeople,andtheretailenvironmentmustbetailoredtothesecharacteristics,Inanysectionofastore,thefirstproductcustomerseeisntalwaysgoingtohaveanadvantage.SometimesTheoppositewillhappen.,YouNeedHands,WhatRetailersandMarketersdontknow,TheStoreWindows,ConversionRate:HowmanyofyourvisitorsarebuyingTimeSpendRate:Theaveragetimeshoppersspendinthestore(moretime=moresales)InterceptionRate:Thenumberofshopperswhohaveinteractionwithanemployee(morecontact=moresales)Waitingtime:Customersdontlikethat,TheStoreWindows,THESTOREENTRANCE,Onthedoortothestore:Thecustomeronlyhastimetoread2-3wordsThetwilightzone:Dontplaceanythingimportantattheentrance.IttakessometimeforthecustomerstoorientatethemselveswhentheyenterastoreThefasterwewalk,thelesswesee:MakethecustomerslowdownassoonaspossibleThebestplaceinthestore:Totherightinthebeginningofthestore,justwhenthecustomerhassloweddown(inmostwesterncountries),INTHESTORE,Noamountofmerchandisecandeterashopperonhismission:SowehavetogoalongwithitItisimportantthatthecustomerinthestorecanorientatethemselves:DontputanythinginthesightlineCapturerate:OnshelvesthecustomersprimarilyseewhatisalittleovertheireyesanddowntotheirkneesBoomerangrate:Customersdontseeawholeaisle,oftentheygoinandtaketheproducttheyneedandgobackPackagingisoftenseenfromalittledistanceandsometimesfromthetoporfromtheside:Thatmustbethoughtintothepackagingdesign,Thatsaperfectwindowforlongermessage,somethingyouwouldwantyourcustomertoknowthenexttimetheycome.,INSTORESIGNS,Customersdonotlookforsigns:Signsthereforehastogetthecustomersattentionlikeotherads,e.g.billboardsYouenterastorebecauseyouhaveatasktoperform:Whenthecustomershasatasktoperformtheydontreadsigns,butwhenthetaskisdonetheyaremoreopenThesignsmustbewhereitisnaturalforthecustomertolookItisdifficulttoreadasignwhenyouarewalking:KeepthemessagesimpleWhenthecustomersstandstillandisbrowsing:TheyaremoreopenforsignsandalsotextWhenthecustomersiswaitingwithnothingelsetodo:PerfecttimingforasignToomanysigns:Thecustomersdontseeanyofthem,TableTents,THESTOREENTRANCE,Onthedoortothestore:Thecustomeronlyhastimetoread2-3wordsThetwilightzone:Dontplaceanythingimportantattheentrance.IttakessometimeforthecustomerstoorientatethemselveswhentheyenterastoreThefasterwewalk,thelesswesee:MakethecustomerslowdownassoonaspossibleThebestplaceinthestore:Totherightinthebeginningofthestore,justwhenthecustomerhassloweddown(inmostwesterncountries),Aboutofastoressalescomesfromofthecustomer,80%,20%,Women,ShoppingisfemaleWomantakepleasureinshoppingandthereforedemandsmoreofshoppingenvironmentWomanliketoshopwithfriendsWomanwantmorespacearoundthemwhentheylookatproducts,sotheydontfeeltheyareinthewayWomengenerallycarethattheydowellineventhesmallestactofpurchasingandtakeprideintheirabilitytoselecttheperfectthingInfactitswomen,notmen,whoplumbsthemetaphysicsofshopping,Shoppingisstillandalwaysmeantmostlyforfemales.Whenmenshop,theyareengaginginwhatisinherentlyafemaleactivityWhatmakeswomensuchheroicshoppers?ShoppingwaswhatgotthehousewifeoutofthehouseShoppinggavewomenagoodexcusetosallyforth,sometimeseveninblissfulsolitude,beyondtheclutchesoffamily,Woman:TimeinStore,LongesttimeinstoreShortesttimeinstore,Womanwithafemalecompanion(8min15sec),Womanwithchildren(7min19sec),Womanalone(5min2sec),Womanwithaman(4min41sec),MAN,Menhasnoapparentjoyinshopping-findswhattheywantwithaminimumoflookingandgetoutfastMenmovesfasterthanwomanthroughastoreItishardtogetmentolookatsomethingtheydontintendtobuyTheydontliketoaskthestaffe.g.Triestofindtherightsection1or2times,thengiveupanleaveThemanalmostalwayspaysMenliketogetthereinformationaboutproductsfromwrittensourcesinsteadofaskinginthestore,86%ofwomenlookatpricetagswhentheyshopOnly72%mendo,BUYSANYTHINGTHATGOESINSIDETHEHOUSE,BUYSANYTHINGTHATGOESOUTSIDETHEHOUSE,KIDS,ExuberantparticipantsintheworldofobjectsChildrenconsumemoremassmediathanadultsdoIfastoreisunwelcomingtokidstheparentsshopperswillgetthemessageandstayawayChildrencanbeenthusiasticshoppers(orco-shoppers)ObjectsplacedbelowacertainpointwillbetouchedbychildrenonlyStoredesignshouldbekid-friendlyAutomaticdoors,wideaislesandnostepsShelvesshouldbelow,Seniors,ThedemographicofmanywesterncountrieschangesothereismoreseniorsTheywantbiggesttextsizeonsignsandproductsTheyneedsmorecontrastonsigns:yellowingofthesightmakesitdifficulttodifferentiateyellow,blueandgreenTheyneedsmorelightinthestore,SeeMe,TouchMe,FeelMe,BuyMe,SensualShopper,WebuythingstodaymorethaneverbasedontrialandtouchSupermarketsarewiselytryingtobecomemoreconducivetosensualshoppingWomenwanttotestanythingthatwillgoagainsttheirskinTodaysmenwould,too,ifonlysomeonegavethemthechanceTHEYLOVETRYINGNEWPRODUCTS,GIVETHEMSAMPLE,WHATSHOPPERSLOVE,Touch-TobeabletotouchandinvestigatetheproductsMirrors-EspeciallywhenbuyingclothesDiscovery-ItisokwithalittleadventureTalking-Withfriends,partners,staffaboutproductsRecognition-PeopleliketoshopwheretheyarewantedBargains-Fourfor$20isbetterascomparedtoonefor$5,WHATSHOPPERSHATE