home › Chassis › Determination of priority places in the trading floor of the pharmacy. light and color

Determination of priority places in the trading floor of the pharmacy. light and color

Knowing general rules merchandising, which are used in the pharmacy, you will increase the turnover of your organization and thereby profit.

If you do not have enough knowledge in this area, then you can turn to specialists who offer merchandising services.

1. relating to the goods.

Trading stock rule.

The formation of the required level, sufficient for the constant availability of the selected number of assortment items, should be carried out taking into account an integrated approach.

trading stock- a collection of drugs and other goods stored in a pharmacy to cover future needs.

Too much inventory worsens the turnover of goods of running groups and financial resources, and a lack of inventory leads to the loss of customers and a significant decrease in sales volumes.

The rule of rotation of goods in the pharmacy and the shelf life (FIFO rule).

The movement of goods from the warehouse to the trading floor, as well as its sale, should be carried out according to the principleFIFO "First in, first out" , i.e. depending on the timing of their delivery and storage, the first to be transferred to the trading floor or the product that arrived at the pharmacy first should be sold.

Incoming batches of goods must be sold only after the previous ones have been completely sold out.

Controlling the order of receipt of goods and their shelf life, as well as FIFO rotation of the displayed drugs is useful not only to increase the profits of pharmacies, or rather to prevent losses, but also for the convenience of the first-timer.

In the self-service department, goods coming from the warehouse are placed at the back, as customers first take what is closer.

2. Rules merchandising relating to the presentation of goods.

Presentation rule.

Items displayed on the shelf or advertised by POS must be available in sufficient quantities to meet demand.

Encouraging a customer to first buy something and then deny him this opportunity is at least not ethical. If there are no drugs or goods on sale that are actively advertised in the media or in the trading floor, the pharmacy not only misses out on possible profits, but also undermines the trust of customers.

Before posting a promotion, make sure the pharmacy has sufficient stock and if the wholesaler does not have a defect. Before placing a POS material, check if the exact dosage form or product form that is depicted on it is in stock.

Rule "Face to the buyer".

The product should be located frontally, taking into account the angle of view of the buyer. The main information on the package should be easy to read, not covered by other packages and price tags.

The packaging of a drug or product is a unique carrier of information designed for promotion. By closing this information, the pharmacy loses a powerful advertising tool. It is better to have fewer drugs on the shelf than to put them in a dense mess.

To correct the position of preparations relative to the angle of view of the buyer, you can use stands, slides.

Shelf placement rules.

When allocating retail space, specialists begin by assigning a place to each product in accordance with the volume of sales. The share of the product on the market should correspond to the share of the product on the shelf.

If the drug has a pronounced therapeutic effect, high sales figures and active advertising support, then it should not be removed from the window, citing the fact that the product is already selling well.

On the contrary, it should be given special attention, placed in a priority place. If the drug brings 30% of the profit (100% - all the profit from this therapeutic group), then it can be assigned 30% of the shelf occupied by the therapeutic group.

Priority rule.

Products that generate the most profit and have the best sales figures should be on the best places in the trading floor and on the trading equipment.

The most sold and profitable products should be in a priority place. It is necessary to analyze sales figures and select priority places accordingly. Demand should be defined in terms of money, not in terms of the number of packages sold.

For example, a drug worth 100 rubles, which is sold 1 pack per month, should occupy a large share on the shelf, and not a drug worth 5 rubles, which is sold 10 packs per month.

For a pharmacy, the lack of a profitable product on the shelf is a waste of money. In accordance with this, the location of the product on the shelf should take into account the sales performance of drugs in the pharmacy.

The rule of placing price tags.

The average buyer will not buy a product if he has no idea about its price.

The price of the product should be clearly marked and clearly visible to the buyer, the price tag should not cover the packaging of the drug or product.
Price tags should be arranged in such a way that it is extremely clear to the buyer which price tag refers to which product.
The location of price tags should take into account the angle of view of the buyer.
All price tags in the pharmacy must be designed in the same style, it is allowed to change the background and some details to draw attention to certain drugs or products.

3. Rules merchandising concerning POS - materials.

The rule of optimality.

In the same way that a pharmacy defines its assortment, a pharmacy must select POS materials for the most profitable part of the pharmacy assortment.

The manufacturer always strives to place the maximum range and promotional material in pharmacies with high level sales. Thus, in the pharmacy it is necessary to single out a person or group responsible for the work on the design of the trading floor.

Buyer Assistance Rule.

The task of advertising in a pharmacy is to ensure that the buyer meets the product. A buyer considering a product is more likely to buy if he receives the information he needs about the drug or product. Information in a pharmacy should be presented in such a way that it is easy for customers with different individual characteristics to obtain it.

KISS rule.

KISS - (short for Keep is short and simple) Keep it short and simple.

It is important to remember that POS materials are made by people, even with special education, humans tend to make mistakes. Therefore, before placing an advertisement in a pharmacy, think about how it will be perceived by pharmacy customers and how it will affect sales.

Another important point of application of the KISS rule is the name of the therapy group. It is not necessary to use professional pharmaceutical vocabulary in appeals to the buyer.

Labels intended for buyers should be understandable to a person without a medical or pharmaceutical background. So, "antipyretics" should be replaced by "antipyretic drugs", "analgesics" by "painkillers".

Rules for placement of advertising materials.

When placing in-pharmacy advertising, one should take into account the possibilities and limitations for its placement.
No need to overload the pharmacy with POS materials.
POS-materials should be placed only on the most profitable drugs or goods, i.e. on those drugs that "are already selling well."
POS materials should be placed next to the drug or product, or on the way to it.
Old and damaged POS materials must not be used. POS materials should not interfere with first-timers or buyers.

The rule of cleanliness and tidiness.

Shelves, products, and promotional materials must be kept clean and undamaged.

Most often, in the pharmacy you can find damaged wobblers, worn and deceived stickers, and mobiles that have faded in the sun. All these promotional materials must be replaced with new ones or removed from the pharmacy.

Due to the rapid wear of wobblers, many pharmacies refuse to place them. Another problem is traces of adhesive substance for fixing POS materials.

Before attaching POS materials to the point of sale equipment, make sure that no marks are left on the point of sale equipment after removal. Pharmacy visitors will appreciate the cleanliness and tidiness of the pharmacy, spend more time shopping and come back for repeat purchases.

4. Rules merchandising visual perception.

Rule of figure and background.

The selection of one drug (the leader in the group) against the background of others increases the sales volume not only of this drug or product, but also of the group as a whole. A person always singles out one object from the environment, while other surrounding objects become the background for some time.

We use the Rule of Shapes and Backgrounds when we want to focus the buyer's attention on a particular drug or product for its promotion.

The selection of a figure against the background can be achieved by:

quantity or size , for example, the quantity of one product is larger than another, or the product is large in size.
bright colors . Red Yellow, orange colors recognized by humans more quickly. Also, a person pays attention to shiny or luminescent paints. A product with brightly colored packaging is more likely to become a figure.
custom shape product or packaging . In this case, the effect of novelty is triggered: a person tends to quickly notice everything new and unusual in his environment. Therefore, a non-standard, original product or packaging will be quickly noticed by the buyer.
Product highlights. What is well lit is better seen. Used when trading in goods that the buyer should consider carefully.
POS materials for the goods. Properly placed POS materials are designed, firstly, to draw the attention of the buyer to a particular product, and secondly, to separate it from other similar products.

Within the framework of the Rule of figure and ground, we also find the answer to the question of why a person pays attention to what is in the center. It automatically starts looking for a shape in the background, even if it is not selected.

Eye Level Rule.

In the zone of the greatest concentration of human attention are objects located at eye level, more precisely, in the zone ± 20 cm from the eye level of an adult of average height, which usually means the second and third shelves from the top with a standard five-to-six-shelf rack. Items placed at eye level sell much better than other shelves. When placing products that are designed for children, you need to take into account the level of the child's eyes.

Dead zone rule.

Everything that a stationary person sees around him is called the visual field. Objects that fall into the lower part of the visual field are often left without attention. At the same time, the lower left corner is the most unfortunate - there the person’s gaze stops the least. Accordingly, the lower shelves, as the least inspected, should be occupied by large packages (for example, baby diapers) or product stock.

Attention Switching Rule.

In addition to the fact that a person is inclined to single out a figure in the visual field, he needs to switch his attention, i.e., to search for the next figure in the background.

This means that it is impossible to place the same type (even bright) product in a long, strict line without visual accents. In such cases, switching attention can be provided by POS materials: vertical delimiters, shelf talkers, etc.

The other extreme - too much product of different shapes, colors and sizes in one place - also does not allow a person to easily switch from one item to another, accounting for only 5% of sales.

grouping rule.

The Grouping Rule reflects the peculiarities of a person's perception and the peculiarities of his thinking. It is easier for a person to perceive information if it is grouped. Ideally, a product should be grouped on several grounds at the same time, for example, by therapeutic group, brand, type of product, method of application (external, internal), etc.

The main task is to lay out the product so that the buyer can easily navigate it.

Rule 7 ± 2.

According to research in the field of psychology, the scope of a person's perception is limited - at one point in time he can "grab" and remember only five to seven, a maximum of nine items.

In a pharmacy, this number is reduced to 3-5, because during the purchase process, the buyer performs several actions at the same time. It can be recommended that the number of products, brands or POS materials in one row, on one showcase does not exceed five. For example, five remedies called "for diseases of the veins," five kinds of toothbrushes, and so on.

Rule of visual perception of color.

Color has a strong effect on a person emotional impact. Not the last role is played by the saturation of the color, its shades or combination with another color. Bright, saturated tones attract attention much faster than pale ones.

Light shades are more pleasing to the eye than dark ones. A person's perception of color and attitude towards it also depend on what kind of object is in front of him and what function the color carries.

Using the same colors when designing the interior of a pharmacy, creating an advertisement or drawing attention to a particular drug or product, it does not always lead to the same desired result.

Successful lighting increases sales, and unsuccessful lighting reduces sales of even a sought-after product. People tend to fix their eyes on those objects that are well lit and, accordingly, clearly visible.

The general level of illumination that creates mood and affects the desire of the buyer to approach and examine the product.

The low level of lighting in the trading floor, combined with spot lighting of individual products, creates a cozy atmosphere in the pharmacy, conducive to a leisurely choice of drugs or goods.

A high level of illumination has an exciting effect on a person, causes an atmosphere of celebration, celebration. Accent lighting highlights individual elements/showcases and draws attention to them.

When there is insufficient lighting, customers will tend to quickly walk through the pharmacy, they are not inclined to stop at the windows and examine the goods. Some pharmaceutical companies are successfully using this technique by placing flashing lights next to the drug or by embedding them in a product packaging sample.

Nina Telpukhovskaya, business coach.

Pharmacy merchandising is a set of measures for placing goods and promotional materials on the shelves and shop windows of a pharmacy in order to sell the goods as soon as possible. Speaking more globally, this concept includes not only the display of goods in a pharmacy, but also the planning of a trading floor when a pharmacy opens, when it is necessary to determine: where the pharmacy display cases will be located, how customers should move around the trading floor, etc. Kugach V.V. Merchandising in a pharmacy as an integral part of pharmaceutical care / V.V. Kugach // Recipe. - 2010. - No. 4. - S. 26-32.

The main goals of merchandising in a pharmacy are:

The first goal of merchandising is to increase the convenience of buying (increasing customer loyalty).

The main goal of merchandising is to facilitate the search for the goods necessary for the client in the pharmacy, to make the purchase process convenient and even enjoyable for the buyer. It should also be remembered that the pharmacy does not sell drugs as such, but a complex of medicinal products + trading service - in other words, "service". If the process of making a purchase meets the needs of consumers, then the buyer gradually develops loyalty to this particular pharmacy. And next time he will go to your pharmacy.

The second goal of merchandising is to increase the completeness of the display of the assortment.

This goal is due to the fact that the consumer rarely pays attention to all the goods presented in the pharmacy. An increase in the number of goods not just displayed on the trading floor, but that have attracted the attention of the buyer, can significantly increase sales.

The third purpose of merchandising is to draw attention to individual products.

An important goal of merchandising is not only a general, but also a selective (selective) increase in the sale of certain pharmacy products. Most often, the pharmacy has to achieve:

- increase in the turnover of the promoted product or group of products of a certain brand (for example, during a manufacturer's promotion);
- increase in the sale of "quiet liquid" goods;
- promotion of new drugs or products on the market.

The fourth goal of merchandising is to increase the time spent by the buyer in the pharmacy.

Every commercial enterprise has an interest in extending the time voluntarily spent in it by the buyer. With each additional minute, the probability of the buyer making a purchase increases. Kugach V.V. Merchandising in a pharmacy as an integral part of pharmaceutical care / V.V. Kugach // Recipe. - 2010. - No. 4. - S. 26-32 ..

Research is at the heart of merchandising psychological features behavior of buyers in the places of sale of goods. As a result of such studies, the factors that can influence the customer's decision to purchase were identified. Among these factors may be the format of the pharmacy, and the planning of zones, and the placement of advertising materials in the pharmacy, and the design of pharmacy windows, i.e. how exactly the drug packages are laid out on the shelves in the pharmacy, etc.

Merchandising can stimulate unplanned purchases, as well as influence the choice of the buyer in favor of more expensive drugs (with partially planned purchases). This, by the way, facilitates the work of top managers to increase the average check through the use of sales skills. But merchandising (in terms of the power of influence on the buyer's decision to purchase) of course will never be able to compare with the influence that a first-timer can have using sales skills in a pharmacy, thereby stimulating the purchase of expensive drugs, related purchases, etc. Slavich-Pristupa A. WITH. Advertising and merchandising in a pharmacy / A.S. Slavich-Pristupa. - St. Petersburg: Littera, 2006. - 88s. .

Thus, the pharmacy organization must have a clear policy regarding merchandising in the pharmacy. Those. we need to clearly understand what needs to be done, and what we will get as a result of these actions. And for this it is necessary that the head of the pharmacy, as well as ordinary employees, be trained in the skills of pharmacy merchandising, i.e. knew the rules for displaying goods in a pharmacy.

Pharmacy merchandising has two features in the presentation of products in a pharmacy:

1. The presence in the field of sale of medicines and dietary supplements of a number of requirements of regulatory documentation for storage, display and sale, which the merchandiser must adhere to in his practice;
2. The lack of accurate information from the buyer, why one or another drug is better than another, which does not give him the right to choose.

To date, the current legislation clearly prescribes the possibility or impossibility of laying out one or another commodity unit of the pharmacy assortment. According to the regulatory documentation, namely, the industry standard OST 91500.05.0007-2003 "Rules for the release (sale) of medicines in pharmacy organizations. Basic provisions", approved by order of the Ministry of Health and Social Development of the Russian Federation No. 80 of 03/04/2003, the entire pharmacy range can be divided into:

1. Assortment available on prescription;
2. An assortment sold without a doctor's prescription.

This document clearly states "6.1. Dispensing (sale) of medicinal products is carried out by prescription and without a doctor's prescription…". It is also clearly stated that "...6.11. For information about medicines and other products authorized for dispensing from pharmacies, various types of display cases can be used, where medicines sold without a doctor's prescription and samples of available goods are displayed ... ". The list of over-the-counter drugs is regulated by the order of the Ministry of Health and Social Development of the Russian Federation No. 578 dated September 13, 2005 "On approval of the list of drugs sold without a doctor's prescription."

With regard to the display of prescription drugs, Order No. 80 of 2003 does not clearly prescribe a ban on the display of this group of goods, although it is implied.

When laying out medicines and other products of the pharmacy assortment, the storage of the latter becomes. As you know, in the trading floor, on the windows, not dummies are often laid out, but the drugs themselves, as well as other pharmacy products. In this way, display cases also become storage equipment to some extent. The main documents for the storage of medicines are the order of the Ministry of Health and Social Development of the Russian Federation 377 dated November 13, 1996 "On approval of instructions for organizing the storage of various groups of medicines and medical devices in pharmacies" and the industry standard OST 91500.05.0007-2003 "Rules for dispensing (realization ) medicines in pharmacy organizations. Basic provisions "approved by order of the Ministry of Health and Social Development of the Russian Federation No. 80 dated March 4, 2003. According to these documents, the entire range of medicines and goods sold in a pharmacy can be roughly divided into:

1. An assortment that does not require special conditions storage;
2. Assortment requiring special storage conditions.

But on the other hand, showcases cannot ensure the fulfillment of all storage requirements, namely, protection from light, high temperature, moisture and other aggressive factors prescribed in the current regulatory documentation. It follows from this that only those assortments that do not require special conditions can be laid out in the windows.

For the most part, the assortment requiring special storage conditions includes:

? Medicines and dietary supplements that require storage in a place protected from light;
? Medicines and dietary supplements that require storage at low temperatures;
? Medicinal plant materials;
? Rubber products;
? Dressing material and aids.

Group data product range cannot be put on display, because showcases will not be able to provide any protection from light or from low temperatures. With regard to rubber products, in addition to all other requirements, storage at a relative humidity of at least 65% is added; some of them must be kept hanging. Speaking of dressings, the regulatory documentation does not state that they should be stored in a place protected from light, but it is indicated that the racks should be painted over with light oil paint from the inside.

There are two ways out of this situation: the first is to clean everything in the cabinets. But then the meaning of the shop windows is lost, because. the range that does not require special storage conditions is quite small. Another way out of this situation is to lay out dummies instead of medicines and biologically active additives, i.e. empty secondary packaging. Those companies that care about the promotion and sales of their products are willing to provide models for pharmacy organizations. Or you can do without representatives. Regulatory documentation does not prohibit the storage of a medicinal product or biologically active additive in accordance with the specifics of storage without secondary packaging. These secondary packages can also be used as dummies.

Showcases are also perceived as storage equipment and are subject to the same placement requirements as shelving and cabinets. According to paragraph 2.8. order of the Ministry of Health and Social Development of the Russian Federation 377 of November 13, 1996 and clause 3.20. industry standard OST 91500.05.0007-2003, approved by order of the Ministry of Health and Social Development of the Russian Federation No. 80 dated March 4, 2003, the entire pharmacy assortment should be stored:

? at a distance to the outer walls of at least 0.6-0.7 m;
? at a distance to the ceiling of at least 0.5 m;
? at a distance of at least 0.25 m from the floor.

Accordingly, showcases must be designed and placed in compliance with these conditions.

Merchandising in a pharmacy is an area of marketing activity aimed at advertising over-the-counter drugs by attracting the attention of visitors to certain products at the point of sale in order to increase sales.

Knowing the general rules of merchandising that apply in a pharmacy, you can increase the turnover of your organization and thereby profit.

Product marketing rules:

Trading stock rule. The formation of the required level of pharmacy inventory, sufficient for the constant availability of the selected number of assortment items, should be carried out taking into account an integrated approach.

The rule of rotation of goods in the pharmacy and the shelf life (FIFO rule). The movement of goods from the warehouse to the trading floor, as well as its sale, must be carried out according to the FIFO principle “First in, first out”, i.e. depending on the timing of their delivery and storage, the first to be transferred to the trading floor or the product that arrived at the pharmacy first should be sold.

Presentation rule. Items displayed on the shelf or advertised by POS must be available in sufficient quantities to meet demand.

Buyer facing rule. The product should be located frontally, taking into account the angle of view of the buyer. The main information on the package should be easy to read, not covered by other packages and price tags.

Shelf placement rules. When allocating retail space, specialists begin by assigning a place to each product in accordance with the volume of sales. The share of the product on the market should correspond to the share of the product on the shelf.

Priority rule. Products that bring the greatest profit and have the best sales figures should be in the best places on the trading floor and on commercial equipment.

The rule of placing price tags. The average buyer will not buy a product if he has no idea about its price.

1. The price of the product must be clearly marked and clearly visible to the buyer, the price tag must not cover the packaging of the drug or product.

2. Price tags should be arranged in such a way that it is extremely clear to the buyer which price tag refers to which product.

3. The location of the price tags should take into account the angle of view of the buyer.

4. All price tags in a pharmacy must be designed in the same style, it is allowed to change the background and some details to draw attention to certain drugs or products.

Merchandising rules regarding POS - materials.

KISS rule. Keep it short and simple.

2. Do not overload the pharmacy with POS materials.

3. POS-materials should be placed only on the most profitable drugs or goods, i.e. on those drugs that "are already selling well."

4. POS materials should be placed next to the drug or product, or on the way to it.

5. Do not use old and damaged POS materials. POS materials should not interfere with first-timers or buyers.

The rule of cleanliness and tidiness. Shelves, products, and promotional materials must be kept clean and undamaged.

Visual merchandising rules.

Rule of figure and background. The selection of one drug (the leader in the group) against the background of others increases the sales volume not only of this drug or product, but also of the group as a whole.

We use the Rule of Shapes and Backgrounds when we want to focus the buyer's attention on a particular drug or product for its promotion.

Eye Level Rule. In the zone of the greatest concentration of human attention are objects located at eye level, more precisely, in the zone of ± 20 cm from the eye level of an adult of average height, which usually means the second and third shelves from the top with a standard five-six-shelf rack.

Dead zone rule. Everything that a stationary person sees around him is called the visual field. Objects that fall into the lower part of the visual field are often left without attention. At the same time, the lower left corner is the most unfortunate - there the person’s gaze stops least of all.

Attention Switching Rule. In addition to the fact that a person is inclined to single out a figure in the visual field, he needs to switch his attention, i.e., to search for the next figure in the background. This means that it is impossible to place the same type (even bright) product in a long, strict line without visual accents.

grouping rule. The Grouping Rule reflects the peculiarities of a person's perception and the peculiarities of his thinking.

Rule 7 ± 2. According to research in the field of psychology, the scope of a person's perception is limited - at one point in time he can "grab" and remember only five to seven, a maximum of nine items.

Rule of visual perception of color. Color has a strong emotional impact on a person.

Merchandising is a system that creates an environment in a pharmacy that maximizes profits.

The setting includes the following elements:

atmosphere
arrangement of commercial equipment
display of goods
intrapharmacy information.

Merchandising standards regulate the rules, control of compliance with the rules, technologies for making changes in the environment and evaluating the results of these changes.

Merchandising standards are aimed at maximizing pharmacy profits.

Merchandising rules

1. Atmosphere

General idea- to draw maximum attention to the pharmacy on the street, to cause a desire to enter, not to create obstacles on the way, cleanliness, order, comfort.

Rule 1.1

The sign is clearly visible from a distance of 100 m on both sides of the street. The sign is illuminated during the operation of the pharmacy, the light-dynamic elements are turned on. It is advisable to leave lightboxes, three-dimensional letters, a cross turned on at night. The sign is in good condition. The entrance to the pharmacy is clearly marked.

Rule 1.2

The entrance area is clean and tidy. The entrance is lit. Entrance doors transparent, there are no ads and advertising information on them.

Rule 1.3

Shop equipment is clean and in good working order. All lighting fixtures in the trading floor and on the equipment work. The hall is clean. There are no unpleasant odors. Advertising materials are placed neatly. There are no foreign objects on window sills, cabinets, in the checkout area.

On the counters in the checkout area, the goods are laid out only using special commercial equipment (trays, coasters, racks, baskets) or under glass. Goods are not placed directly on the cash registers.

Rule 1.4

The uniform of the staff is made in uniform style(fabric, color, style, finish), with embroidery in the form of a butterfly.

Rule 1.5

Sound accompaniment is included in the trading floor, it creates a comfortable feeling.

2. Placement of commercial equipment

Terms used:

Target demand goods- goods for which the buyer purposefully comes to the pharmacy. Their placement helps to set the movement of buyers on the trading floor. These are all prescription medicines, as well as over-the-counter medicines (for example: colds, painkillers, antipyretics, antiallergics).

Impulse goods- goods that are bought along the way, the decision to purchase is made on the trading floor. They are placed next to the goods of target demand, in the centers of attraction in the trading floor, on the way of the buyer along the trading floor. This includes almost all parapharmaceuticals, including hygiene products.

You can increase the size of the purchase at the expense of goods of impulse demand. The longer the path of the buyer through the hall, the more goods he will see and buy.

The buyer in motion looks to the right to a greater extent. Therefore, he will see more goods if he organizes the movement counterclockwise.

In addition, you can increase the size of the purchase by zoning the trading floor by customer segments.
In each pharmacy, it is possible to single out 2-4 main segments of buyers. Items characteristic of a group of buyers should be placed side by side, this increases the likelihood of a complex purchase.

3. Examples of customer segments and product categories

baby food
diapers
children's hygiene
children's cosmetics
children's tableware
toys
products for nursing mothers
goods for pregnant women

Vitamins, women's hygiene, inexpensive cosmetics, weight loss products are placed next to goods for Moms.

2. Pensioners.

medicinal herbs
external means
inexpensive dietary supplements
medical equipment
medical products
balms, syrups, elixirs ( healthy lifestyle life, folk remedies)
healthy, dietary, diabetic food
inexpensive cosmetics

Markers - External

Nearby - popular drugs.

Nearby - expensive dietary supplements for skin care, hair, nails, etc., expensive aromatherapy, oral care.

General idea- to lengthen the buyer's path along the trading floor, ensure free movement, clear orientation, organize the zoning of the trading floor according to customer segments.

Rule 2.1

Merchandising loop

The path of the buyer to the prescription department and the cash register is organized as long as possible, directed counterclockwise.

Rule 2.2

The width of the passages is not less than 0.9 m.

Rule 2.3

The trading floor is viewed from any of its points. The inscriptions on the island slides are installed no higher than eye level, the display of goods on them does not interfere with the view of the hall. The prescription department is visible from the entrance and stands out brightly in the sales area.

Rule 2.4

All racks are equipped with headings. The rubricator on the rack and the exhibited goods correspond exactly to each other. The names of the product groups for the inscriptions of racks, island slides, shelves are taken from the "List of groups" table. Depending on the area of the trading floor, the appropriate level of detail is selected.

For a small area, the rack names are listed among the category groups. For a sales area with a large area, category names can be used.

This makes it easier to move the goods, does not limit the search for the optimal display. This is especially true for a small hall.

Rule 2.5

Goods for customer segments are placed in separate areas of the hall. Cosmetics of different price categories (elite and cheap) are not placed on adjacent racks and, moreover, adjacent shelves.

Display of goods

Terms used:

Best Places- these are racks in the trading floor or separate shelves, which buyers always pay attention to. For example, the checkout area, the area near the prescription department, the racks opposite the entrance, the area on the right along the way, the shelves at eye level and outstretched arm.

The best places on the trading floor are the hot zones.

In cold zones, the goods are noticed only if they are specially approached.

You can draw additional attention to the rack by placing a display of medicines nearby.
The best shelves are called gold. These are the shelves at eye level and outstretched arms, as well as the upper shelves on the island slides.

A hot item is an item with high weekly sales, by amount, not quantity.
Medicines are almost always a hot commodity, but these are targeted purchases, they will be made regardless of whether there is a display on the trading floor or not.

It is important to put in the best places a running impulse product.

General idea- the goods are placed according to the principle “improve the best”, the layout has an emphasis on medicines, all goods are clearly visible, convenient to take from the shelf, easy to find and choose.

Rule 3.1

In the best places, in hot zones, there is a running impulse product. In cold zones, strictly targeted goods are laid out, goods with low demand, sales are also organized there.

Rule 3.2

The most popular goods are placed on the golden shelves. On the upper shelves, above the gold ones, expensive mid-market goods are laid out. On the shelves below the gold ones are cheap hot goods. On the lowest shelves there is only large-sized goods that do not need to be looked at. There should be no empty spaces on the shelves.

Rule 3.3

The trading floor should be recognizable at a glance as the premises of a pharmacy, and not a beauty salon. Therefore, emphasis on drugs is needed. Medicines on the trading floor are laid out in prominent places, as Business Cards pharmacies, as well as in cold areas to draw attention to neighboring racks.

The rear wall of the prescription department is decorated with bright large packages of well-known brands of over-the-counter drugs, market leaders. Large bright packages are laid out in open access. The buyer simply will not understand the small ones.

Rule 3.4

The goods in the open display are aligned along the front line of the shelf, laid out in one row in height. Do not stack packages one on top of the other. Exception - it is allowed to place vitamins in 2 rows if these are products of the same
names, but different packages, for example, Vitrum N 30 and Vitrum N 60. The product is placed in one row in depth so as not to overlap the information on the packages. The product is easy to remove from the shelf, while neighboring packages do not fall.

Rule 3.5

Goods in closed showcases are placed so as not to overlap the information on the packages.

Rule 3.6

The sub-product in the free display area is put on the showcase exactly behind the exhibition sample. Mixing of sub-products is not allowed. The order of laying out sub-products is “first in, first out”.

Rule 3.7

Complementary product categories sit side by side, such as toothbrushes and toothpaste.

Rule 3.8

Branded expensive goods from the categories Vitamins, Cosmetics, less often Hygiene are laid out in corporate blocks. This allows you to increase the purchase amount, the buyer considers the entire product line. Additional attention to the corporate block is attracted by the layout in several faces - 2-5 identical items side by side. As a result, a large color spot stands out brightly on the rack. The rest of the products are laid out according to the spectrum of action.

Intra-pharmacy information

According to retail statistics, up to 50% of purchases are not made if the price is not indicated on the product.

The buyer on the trading floor is not able to remember several things at the same time, he thinks about the shopping list, holds a bag or wallet in his hand, a basket, perhaps a child. The buyer will forget the announcement of the competition when moving from one rack to another.

General idea- information is located near the place of its use, that is, next to the product or place of payment, the price tag on the product is required.

Rule 4.1

Items displayed on the shelves are provided with a price tag. The price tag (barcode) is pasted on the package in the right top corner, so as not to close the name of the product, manufacturer, expiration date. The price tags are designed and placed uniformly.

Rule 4.2

In the trading floor there is information about passing in this moment marketing promotions. Information about the product, if possible, is placed next to the product and duplicated in the checkout area. Advertising information does not cover the information on the packages.

Rule 4.3

The pharmacist informs the buyer about current and upcoming marketing promotions that may interest the buyer.

Display optimization technology

The market is not static, the structure of buyers is gradually changing, as well as consumer preferences. In addition, there are seasonality factors, new items regularly appear in the assortment of the pharmacy. Consequently, the optimal layout changes and cannot remain static.

As a tool for finding the optimal display, Accounting for Sales from Shelving is used. Appropriate software should be in every pharmacy.

In each pharmacy, the binding of goods to the racks is organized and kept up to date - that is, each product on the trading floor is correlated with the place on the shelf where it is located, the place is indicated in the pharmacy program.

The analysis of the report on the layout in the pharmacy is carried out at least once a month.
Based on the results of the analysis, the calculations are changed.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Determination of priority places in the trading floor of the pharmacy. light and color

Send your good work in the knowledge base is simple. Use the form below

Similar Documents