Urgently seeking the layout of supermarket stores?

Whether the layout is scientific and reasonable or not, and whether it forms characteristics, is not only related to the commodity sales of supermarkets, but also the direct embodiment of the overall brand image of supermarkets in storefronts and stores.

The layout is very simple, which is nothing more than the design of supermarket stores, the planning of store channels and the display of goods. However, smart supermarket owners can often enhance their appeal to consumers and their ability to participate in competition through clever business design and store layout. The author mainly analyzes the store design, channel planning and store layout in simple terms.

What does the layout bring to the supermarket?

(A) to promote the sale of goods

The ultimate goal of supermarket is to sell goods, and the ultimate function of layout is to serve the sales of goods. Layout, in addition to the overall image and humanistic atmosphere of the supermarket, the key is to form the sales force of the goods.

(B) to cultivate customer loyalty

Customer loyalty is cultivated by supermarkets, not just when they start business. Customer loyalty is a kind of resource, and the unique and humanized layout that can be accepted and preferred by consumers will help supermarket enterprises to cultivate customer loyalty.

(3) On-site advertising

Commodities themselves are advertisements, and the layout and display of supermarkets are also advertisements. There is a business proverb in China: Goods sell like mountains. Why should it pile up like a mountain? It is to attract customers, attract customers and stimulate customers' desire to buy through the great richness and fullness of goods. In the process of implementing layout planning, small and medium-sized supermarkets should take layout planning as a good way for supermarket enterprises to publicize, and then carry out it in a planned and step-by-step manner in combination with the surrounding business environment.

(D) Improve the efficiency of supermarkets

Reasonable and scientific layout can not only affect customers, but also bring convenience and enjoyment to shop assistants. Complicated and disorderly channel planning and commodity placement can only delay the work efficiency of shop assistants.

How to layout can show the unique charm of the supermarket.

(1) Store the design with stability and change.

Store design is the first step of supermarket. In daily life, we can often see that the storefronts of some supermarkets are very dull. If there is no shopping demand, we will even notice that this is a supermarket. Storefronts like this are absolutely not desirable for small and medium-sized supermarkets. The unemployment cost of small and medium-sized supermarkets is low, so it is impossible to invest a lot of publicity expenses for media advertising and strong promotion. Supermarket investors should do these details well.

Generally speaking, a successful storefront design not only plays a role in beautifying the storefront capacity and enhancing the image, but also facilitates consumers' identification and helps to create the image and atmosphere of the supermarket. A harmonious, unique and distinctive appearance of supermarket stores can create a good corporate image and attract people to enter the store.

1. Store decoration

The appearance of the store affects consumers' purchasing motivation and has a great relationship with whether customers can shop at home. Among them, the most ideal design is to make your storefront attract consumers with its unique style, such as taking the overall Ci of supermarket enterprises as a reference, and highlighting one or several characteristics while ensuring the overall effect. In order to make the exterior decoration consistent with the overall architectural structure and design style of the municipality directly under the central government, the design idea of supermarket storefront decoration should be drawn up from the overall effect, and the storefront scale and corresponding grade of the supermarket should be highlighted as much as possible. In the choice of decorative colors, it is generally necessary to use fresh and pleasing color spots to avoid abuse of color development. Any improper decoration and "heavy makeup" may make consumers have a restless and chaotic negative thought.

Especially for small and medium-sized supermarkets, we do not advocate investing a lot of money in wanton decoration. We must adhere to the principle of entering the market at low cost, take the beauty of simplicity as the design idea throughout, and then effectively reflect the advantages and characteristics of small and medium-sized supermarket enterprises, and achieve four combinations: the combination with supermarket positioning grade, the combination with supermarket commodity structure, the combination with supermarket operation mode and business hours, and the combination with supermarket target consumers' hearts and shopping habits.

2. Window design

In the city where the author lives, whenever the lights are just on, some supermarkets have bright windows and many shelves, which are crowded. With more and more people leaving work, some supermarkets seem to be off work and have no vitality at all. In fact, this is the charm of the window to the supermarket. In principle, small and medium-sized supermarkets are different from shopping malls and supermarkets with large areas. Special windows will not only occupy a large shelf area, but also increase expensive investment and daily maintenance. Therefore, small and medium-sized supermarkets can only make a mountain out of a molehill, not a molehill.

In the commercial retail industry, window mainly includes closed, semi-closed, open and free creative types. Among them, closed and semi-closed windows are mostly used by large shopping malls and specialty stores, while freestyle and creative windows can kill two birds with one stone in small and medium-sized supermarkets. On the one hand, the window is made of glass, and the back wall of the window (the wall facing the store) is unobstructed, so as to keep communication with the store, so that customers can see the inside outside the store and the outside of the store; On the other hand, this kind of window is not really a place dedicated to displaying artworks or fine products, but a place for stacking large commodities and an exchange window for commodity promotion. In particular, large boxes of drinks, health gifts and food gift boxes are more suitable to be neatly stacked here, which can not only leave customers with a good impression of complete products and a wide range of choices, but also allow gifts, drinks and food to contact potential customers directly outside the store, which is more likely to stimulate customers' desire to buy and let supermarkets share or intercept more passengers.

Generally speaking, the width of the window should be coordinated with the whole supermarket, and the depth and height should be conducive to the display of goods, in line with the public's visual habits. For example, in a medium-sized supermarket, the window width can be 300-500cm, the depth 60-200 cm and the height 120-250 cm. In addition, the bottom of the window should be 30-60 cm higher than the sidewalk, based on the horizontal line of sight of pedestrians, combined with the actual size of supermarket stores.

(B) sound, light, color and taste of the atmosphere to create.

It should be said that consumers' senses are an important way to promote the actual purchase behavior. For example, customers who shop in fresh areas are often attracted by the color of meat and the umami taste of seafood; In the pastry and pasta area, fragrant milk often makes people want to taste it. As a small and medium-sized supermarket, sound, light, color and taste should be integrated with the overall CI brand image recognition, complement each other, and form their own standard strategies in the process of gradual exploration and observation, including; 1. application strategy of standard sound in small and medium-sized supermarkets: 2. application strategy of standard light in small and medium-sized supermarkets: 3. application strategy of standard color in small and medium-sized supermarkets: 4. application strategy of standard taste in small and medium-sized supermarkets.

(C) channel planning to promote sales

Generally speaking, supermarket customer channels are mainly linear, diagonal and curved. Among them, although the linear channel can fully save the area of the store and facilitate the use of standardized shelf equipment, the orderly and regular layout will inevitably form a cold atmosphere, which will easily make customers feel urged and greatly limit their free choice. In contrast, the diagonal channel design greatly increases the popularity of different goods in the store, and customers feel a little depressed when shopping in the store because of the active layout, which stimulates their shopping enthusiasm. However, this kind of passage occupies more valuable shop area than the straight passage.

In addition, the curved channel is the most popular design form in recent years. Although the free curve is more likely to waste the store area, planning the channel according to the natural route of customers entering the store can create a harmonious and active atmosphere in the store, facilitate consumers to browse and stay in the store, and increase the chances of impromptu purchase as much as possible.

Vibrant merchandise display

In the display of small and medium-sized supermarkets, whether for convenience or to highlight the artistic beauty of commodities, the most important starting point of commodity display is to be customer-oriented and always serve commodity sales. Among them, the typical display theory is the store's "magnetic point" theory. Based on this theory, our merchants should pay attention to the following points when drawing up the exhibition plan;

1. According to the degree of demand and purchase of different commodities by customers, frequently display commodities to provide convenience for customers when purchasing;

2. Display goods according to consumer psychology and joint layout, promote joint purchase and consumption while meeting customer needs, and increase commodity sales. For example, in the early American retail industry, some people put beer and diapers together, because this layout conforms to the consumer psychology that American men want to buy diapers for their sons and enjoy beer at the same time.

3. Show different products according to different purchase motives. For example, fresh fruits and vegetables are the necessities of customers, and supermarkets have incomparable peace of mind and benefits, so you can open up fresh areas relatively inward in the store and try to avoid the vacancy of dead corners in the store. For some impulsive purchases, they should be displayed in obvious places to attract customers' attention and purchase;

4. Show commodities according to the flow of people of different commodities. For goods with large flow, they can be displayed adjacent to goods with small flow to alleviate the situation of excessive passenger flow;

5. Display goods from the perspective of stimulating customers' desire to buy and highlighting the aesthetic feeling of goods, such as stimulating customers to buy through the rational application of sound, light, color and taste;

There is an ingenious "20/80" rule in the retail industry, which means that 80% of the profits of a supermarket come from 20% of the goods. Therefore, shopping malls should put these 20% goods on the most eye-catching and crowded shelves during the day to facilitate customers. Of course, you can also put it in the least conspicuous and crowded place to attract customers, let them stay in the mall as much as possible, browse more products, and stimulate customers' cerebral cortex to produce more buying impulses. In short, we must first know which shelves are in the best position and which are the worst. In addition, the display of goods should also consider whether it is conducive to the on-site management of supermarkets, loss prevention and theft prevention, ventilation of stores, convenience for tally and loading, and whether the quantity meets the rules of low-cost operation.

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