The display combines knowledge of shops, shelves, goods, spaces, materials, props, design, color, creativity and other disciplines, and some of these concepts are difficult for non-professionals to understand.
Most of the stores master some superficial, sporadic skills, the display level is mostly in the stage of "putting the goods in a good position" or "mixing reasonably", and the so-called "scientific" and "vivid sense" often do not know where to start.
Do not understand what the "display" is, there is no "strategy" of the display, only learn the skills of the display, just like only learn the moves of martial arts but do not master the knowledge of fighting, in actual combat when encountering a slightly stronger opponent, you will definitely stop cooking.
The knowledge and purpose of the exhibition
Display is a science that increases "attractiveness".
The image of the store, the sales behavior, the display of goods - the three factors of the store, people, and things constitute the overall "store atmosphere", the purpose of which cannot be simply summarized as improving sales, but the increase in sales is definitely the result of doing them well.
If you refer to the aidma law, that is, the psychological stage of people's shopping "attention-interest-demand-satisfaction-memory-behavior", it is not easy for non-professionals to understand these theories, and in order to facilitate everyone's learning, they can be summarized into three aspects: "attraction and interest", "high-value display" and "security".
The purpose of the display is not so much to cater to people's shopping psychology, but rather to take the initiative to create a kind of "potential" energy of the store, to silently guide customers, and to carry out shopping behavior according to the framework we have set.
Common display misunderstandings and shortcomings
01
Think that display is display
The goods can be arranged neatly and beautifully, and pay attention to the collocation of a little more attention, which is a kind of "queuing type" understanding.
The display is actually a kind of "posture" to create, in order to solve the problem of guiding consumer behavior and different changes, neatness and beauty are only its performance.
02
More goods = high efficiency
It is believed that the more goods are placed, the more the counter is full, and the so-called "volume sense display" is placed, and the customers feel that the more abundant the goods, the more they will buy, and the higher the ping effect. Many stores are overly modeled on the way supermarkets sell and display in mass sales (which are also greatly influenced by the old Watsons), and their understanding of store positioning is too one-sided.
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03
Product "static"
Thinking that display is just a "static" presentation of goods, ask experts to make a drastic change, and then sit back and relax.
The display is to "vividly" the goods: the vitality of the goods placed on the "visual", but also the continuous adjustment of the "space" position according to the season and sales strategy, and the change of the growth and development of the category and structure on the "timeline".
04
There is little sense of layering
Not to mention the discovery display, the most basic layering of the store is rarely done by the store, and each wall is a straight line to the end, as if the neat and colorful cabinet is the only beauty; The space lacks a progressive sense of hierarchy, the division between areas can only be blurred, labeled "skin care area" and "washing area" are self-righteous to help customers complete the guidance of the area.
05
Coarse use of the inbound buffer
The well-known brand cabinet and makeup cabinet are placed at the door to increase the attractiveness of the truth, many stores can draw the scoop according to the gourd, but ignore the poor sales environment in the doorway area; in addition, the special lighting of the buffer zone should show the use of pile heads and the use of deceleration props, these details are still rarely valued.
06
Ignore the self-expression of the commodity
Advocate customers to choose independently, optimize the purchase environment, reduce deduction, reduce sales dependence on personnel, stores understand this theory, but the article does not do the most need to perform on the goods.
Excellent products are very attractive in themselves, but the lack of personalized mass display, the lack of auxiliary props for guiding demand, the lack of shopping guide language (baby description) are not valued... All kinds of mediocre settings can bury the light of the product.
Show highlights? Vision Center? Thematic presentation? These tall things are still too far away from most stores. The integrity of cosmetics store display is backward, and the reasons can be summarized into three points:
First, the understanding of store positioning is too one-sided, and it is excessively modeled on the way supermarkets sell and display in mass sales;
Second, the attention and respect for the goods themselves are not enough, and from another point of view, there is not enough respect for consumers;
Third, the road to branding of the store is not far away, in the department store, clothing, jewelry and other industries of the proud displayer position, in the beauty industry but also used as a tally clerk, the emphasis on the display is still very thin, so good display teaching, talent is very little.
Showcasing the principle of action to enhance sales
Why does display work for sales?
※ Special attraction
Chic doors, shop windows, bright and unobstructed environment, eye-catching piles and arrangements, and clusters of human heads, all of which create a visual atmosphere that allows passers-by to stop and look sideways, come in and find out - improve the rate of entering the store.
※Convenience and comparison
The advantage of the centralized display of categories is that the focus and richness of the varieties are realized in the local area, so that customers can produce a "sense of professionalism" in procurement and a "sense of richness" of goods;
At the same time, it is convenient for "similar comparison", customers for goods without "comparisons", always have the "hesitation" and the "regret" of purchasing, only through their own continuous comparison of judgment, can issue "well, this is the best" purchase determination - improve the transaction rate.
※The urgency of the freshness
Frequent restaurants, each time to go to the main dish is different, or there are always new dishes appearing, customers will feel that "the dish is very fresh", "the taste is special", and even full of "curiosity" and "expectation" for the next time they come to the store; Just like changing clothes every day makes people feel exquisite, visual freshness can always directly stimulate people's consciousness.
Shops that often visit, if you find that the pattern of the goods is different every time, it will also make people feel that the store products are "updated quickly" and "sold very hot", if you do not sell in time, you may not be able to buy next time - to promote the transaction rate.
※Clarify the familiarity of the area and the sense of hierarchy
Anyone who goes to an unfamiliar environment will have uneasiness and maintain a sense of vigilance, which greatly affects the possibility of sales. Compared with the guidance of the shopping guide, the familiar environment makes the customer's free browsing more scrupulous;
Summarize the well-organized product areas and layering, making it easier for customers to find what they need; The sense of convenience will accelerate the formation of habits and accelerate the customer's familiarity with the environment.
Because familiarity can bring more security and self-confidence. Large-area stores increasingly need a strong sense of layering, lighting, color, wall modeling, props, special areas... The various settings divide the sense of hierarchy, so that customers have a clear sense of position.
Bring convenience to customers, promote the habit of self-purchase, and promote her familiarity with the store and the location of goods - increase the return order and customer unit price.
※ Survival of the fittest triggers metabolism
Highlight the best-selling goods, eliminate unsalable products, continuously adjust the structure, and enrich the high-quality varieties... The replacement and transfer of goods, the product management of the store are all in the daily display work - to improve the efficiency of the ping.
The store entry rate, turnover rate, number of transactions, customer unit price, connection rate, etc., all display settings can ultimately help these business data. Like what:
Moving line design - improve the time spent in the store, fully display the goods, and increase the transaction volume;
Commodity tie-up - improve the linkage rate;
Deceleration props - increase the time spent in the store, observe the goods more carefully, and improve the transaction rate;
Shopping guide and auxiliary props - highlight the value and characteristics of the goods, improve the transaction rate.
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