论大型超市中商品货架的摆放原则和技巧.docx

论大型超市中商品货架的摆放原则和技巧 大型综合超市是指采取自选销售方式,以销售大众化实用品为主,并将超级市场和折扣店的经营优势合为一体的、满足顾客一次性购足需求的零售业态,合理布局和科学的商品陈列对于吸引顾客具有极为重要的作用。通过新颖,活泼,更具吸引力的卖场布局和商品陈列,可以直接或间接地提高门店的营业效率。一、卖场布局及陈列设计的意义 大型综合超市作为一种独立的零售商业设施,由于其规模大、顾客多、货物运转速度快、功能组合复杂.所以,各功能组成要素布局与设计是否合理,运作是否顺畅,对于大型综合超市经营影响很大,功能布局就是对其用地空间进行组合尽可能避免各功能区之间的矛盾,从而更加合理,更大限度地提高超市的运营效率。超市的布局设计对超市的盈利和发展有着举足轻重的作用。布局设计的好坏直接关系到超市以后的经营运作。大型综合超市功能组成复杂,通过分析可知,其功能组成可分为八大部分:停车区、营业区、仓库区、卸货区、办公区、休息广场、服务区、辅助区等。Large-scale comprehensive supermarket as an independent retail commercial facilities, due to its large scale and a lot of customers, fast cargo operation, functional combination is complex, so the functional layout and component design is reasonable, whether the operation smoothly and management for the large-scale comprehensive supermarket, space combination function layout is the land as far as possible to avoid the contradiction between the various functional areas, thus more reasonable, more to improve the operational efficiency of the supermarket. Layout design of the supermarket has significant effect on the profitability and development of the supermarket. The stand or fall of layout design is directly related to the supermarket after operation of business. Large-scale comprehensive supermarket of complex function, through the analysis, its function composition can be divided into eight parts: parking area, service areas, lots, unloading area, office area, rest square, service area, auxiliary area, etc.二、卖场布局设计的消费者心理学依据The consumer psychology basis of stores layout design (1)应考虑商品的特点和购买规律 如销售频率高、交易零星、选择性不强的商品,其柜组应设在消费最容易感知的位置以便于他们购买、节省购买时间,又如花色品种复杂、需要仔细挑选的商品及贵重物品,要针对消费者求实的购买心理,设在售货现场的深处或楼房建筑的上层,以利于消费者在较为安静、顾客相对量较小的环境中认真仔细地挑选。同时应该考虑,在一定时期内调动柜组的摆放位置或货架上商品的陈列位置,使消费者在重新寻找所需商品时受到其他商品曲吸引。(1) should consider the characteristics of the goods and the rule of the purchaseSuch as sales of scattered, selective frequency is high, the deal is not strong, the counter unit should be located in the location of the consumer perception most easily so that they buy, save the time of purchase, and like a breed of design and color is complex and requires careful selection of goods and valuables, strives for consumers to purchase psychology, located in the depths of the sales site or building top, benefit consumers in the relatively quiet, customers environments less relative amounts to choose carefully. Should be considered at the same time, in a certain period of time to mobilize the placement of the counter unit or store shelves display position, make consumers in search for the required goods by other commodities attract.(2)应尽量延长消费者逗留卖场的时间 超市购物总是比原先预计要买的东西多,这主要是由于售货现场设计与商品刻意摆放的原因。货现场设计为长长的购物通道,避免消费者从捷径通往收款处和出口。当消费者走走看看时便可能看到一些引起购买欲望的商品,从而增加购买,又如把体积较大的商品放在入口处附近,这样消费者会用商场备有的手推车购买大件商品,并推着手推车在行进中不断地选择并增加购买。超级商场购物通道尽可能地延长消费者在售货现场的“滞留”时间。(2) try to extend the period of stay consumer marketsSupermarket shopping is always expected to buy more than the original, this is mainly due to the sales site design deliberately put the reason with the product. Cargo site design for long shopping channels, avoid consumers from a shortcut to the cashiers desk and exports. Going and looking around when consumers may see some cause to buy goods, which increase the purchase, and like a bulky goods on near the entrance, so consumers will use store have cart to buy big-ticket items and carts constantly select and add in the travel. Supermarket shopping channel extended consumers as much as possible at the scene of the vending stranded time.三、卖场布局设计的原则The principle of stores layout design (1)自助性。现代的大中型超市都是自助性的,消费者可以自主、自由地选购商品。这样给予顾客更大的心理空间。从消费心理学的角度。人有希望自己能够随心所欲有更多的个人空间的诉求。消费者在选购商品的时候不希望有被其他人监视的感觉,只是希望服务员能够在需要的时候提供意见。因此如果一个超市服务员的位置不合适,常常会产生顾客觉得服务员在监视自己的感觉,或者顾客不需要服务员的意见和帮助而服务员“热情过度的现象。这样其实是破坏了超市的自助性。(1) the principle of self-helpModern large and medium-sized supermarkets are self-help, consumers can be independent, free to choose and buy goods. So give the customer greater psychological space. From the perspective of consumer psychology. People have hope oneself can follow ones inclinations have more personal space. When consumers in the choose and buy goods dont want there to be monitored by others, just hope the waiter can provide advice when needed. So if a waiter inappropriate location of supermarket, often can produce customer feel waiter in monitoring their feelings, or customer dont need the waiters opinions and help the waiter excessive phenomenon. This is actually destroyed supermarket self-help principle.(2)便利性。现代人的生活节奏都很快。据我们的统计结果,人们逛超市的时间一般是11 个小时,生活的快节奏要求超市能够在最短的时间内满足人们的购物需求。(2) the convenience.Modern life rhythm are soon. According to our statistics, people supermarket is 11 hours of time, the fast rhythm of life requires a supermarket can in the shortest possible time to meet the shopping needs of people. (3)人性化。现代服务业能够得到消费者认可的最有效手段就是提供人性化的服务。就超市来说,除了人性化和微笑服务以外,还要求能照顾到顾客的心理需求。通常来说,设计合适宽度的通道不让顾客感到拥挤,设置适当的休息场所能让顾客稍作休息都是人性化服务的表现。在我们做的调查问卷中,家乐福这方面做的比较好。因为它的通道设计得很宽,大约有两米,使两三个顾客能够同时购物。(3) humanization.Modern service industry will be able to get consumer recognition is the most effective ways to provide personalized service. In terms of the supermarket, in addition to the human nature and service with a smile, want to take care of the customers psychological needs. Generally, design a suitable width of channel not to make the customer feel crowded, set up the proper rest place can let customers pause are humanized service performance.四.卖场布局的设计1.如何让顾客容易进入。卖场的经营理念非常好,商品很丰富,价格也很便宜,但只有让客户进来,才是生意的开始,才能创造营业的客观条件。如果消费者不愿意进来或不知道怎样进来,一切努力都将是白费。2.如何让顾客在卖场停留的更久。据一项市场调查,到卖场超市购物预先确定商品的顾客只占总顾客的25% ,而75%的消费者都属于随机购买和冲动购买。因此如何做到商品丰富,展示新影、方便、快捷,产品优质保真,绿色环保“中档平价,一站购齐”使顾客进卖场看得见,买的放心,至关重要,为了达到以上这一目地,可在卖场中放置促销区,休闲区,展示区,导购样板间等,创造性的发挥自己的商品展示特色,排出顾客在卖场中购物时所遇到的障碍。3.卖场购物特征明显,环境舒适,光线明亮整洁。为顾客创造良好的购物环境更为重要,顾客把明亮清洁的购物环境与新影优质的商品联系在一起,为创造清洁的大型家居装饰卖场,必须注意对卖场内有效空间的利用,灯、光、色、音响效果等的配合五 商品陈列的设计1. 容易选购的原则。超级市场在进行商品陈列设计时,必须从消费者的角度考虑问题,把容易选购作为根本出发点。这是因为在500至1000 平方米的超级市场中,所经营的商品种类大约在5000至10000 种上下,这就要求必须使商品一目了然,排列简单明了,便于顾客了解,使顾客能够在短时间内找到自己所要购买的商品。而且还必须注意,根据顾客在一家商店里,也喜欢对商品进行反复比较的特点,超级市场在陈列商品时,必须做到同类商品不要横向排列,要纵向排列,这一是符合顾客的视线上下移动比横向移动方便的规律.二是符合顾客的购买习惯。再者,同类商品的花样、颜色尺寸应尽量齐全,便于顾客进行选购,对于一些季节性、节假日、新商品的推销区和特价区的陈列更要引人注目,而且有艺术感。2.愉快购物的原则。顾客在购物时的心情特别重要,良好的心情使顾客有兴趣多看、多比较.进而使顾客不自觉地购买额外的商品。所以,超级市场应该通过对商品巧妙科学的组合排列,营造出一种温馨、明快、浪漫的特有气氛,消除顾客与商品的心理距离,使顾客感到有一种可亲、可近、可爱之感。同时,超级市场还应及时地向顾客介绍新产品、新项目、使用功能等,以激发顾客的兴趣,引导人们消费。 3.易见易取的原则。超市所采用的是自助式的销售方式,是由商品本身来向顾客最充分地展示、促销自己。对连锁超市而言,商品陈列是最直接的销售手段,要做到让商品在货架上达到最佳的销售。因此,商品陈列要让顾客显而易见,必须做到以下几点,商品品名和贴有价格标签