What Are The Main Misconceptions About Display?

Column is actually a kind of sales promotion tool. The improvement of display technology is one of the core businesses of modern retail enterprises. In this article, I will go into details about the display level of execution.

We are engaged in retail business. Before that, we must have read a lot of articles or books on display. We must have received many training about display technology. Maybe many of us are familiar with the display, but actually the problem is how much we really did.

Combined with the display level of the present stores, the real situation is that we are not doing well in display, or at least not much higher than the display level of the same industry. Why?

There are several misunderstandings.

Display for display

Display is to sell goods at the right place, so the starting point of all display is to sell goods, rather than pursue the exhibition itself.

From this point of view, the display must display the goods to the maximum extent to the customers. On the normal shelf, this is also true for the stacks and end frames. In accordance with this idea, we must expand the display area for commodities that we want to focus on or produce goods with high sales / gross margins.

Common problems in stores are:

* commodities are sheltered from each other.

* the flat goods are displayed vertically.

* goods are not displayed at all, and there is no sign of shortage.

* key commodities are displayed in closed cabinets; there are no goods displayed in the gold position matching the location.

Because of the above display defects, even if your merchandise is displayed very neatly, the goods are very clean, the stack is done a lot, but the sales promotion effect is not good, the reason is to ignore the purpose of the display.

Why do we have to talk about the right place?

It is because goods must be classified, displayed, displayed on display, and associated display. When they go to a shop, some cold medicines are often displayed in other categories. This is not classified display. Condoms are not displayed near the cash register. This is not a cross display. Cold medicines are not displayed adjacent to the stored good films that increase immunity. This is not related to display.

It's hard to change the display.

If we understand the ultimate purpose of display, and your display is basically for this purpose, then any practice is reasonable.

We often say that "the law is not fixed" and "the road is impermanent" is in fact a flexible and realistic pursuit.

In the shop inspection process, we will often find the following phenomena: some commodity areas display large space and rich location, and some display areas in commodity areas are not strong enough, and the goods are almost not placed; the promotion positions remain unchanged all the year round, always displaying the same merchandise; employees, including the shopkeeper, spend more than ten minutes a day to display their collation. They prefer to stand and do nothing, and do not move the merchandise. The free location of shopping malls is always a lot.

The reason for these problems is poor hands-on ability, that is, laziness. Our drugstore has a small traffic volume, and the daily sales volume is not very high. It should be said that we have a lot of time to change the current display. Even though this change is not very big, it can at least give customers a fresh feeling. Unfortunately, most of the employees in the store do not realize this. They always want to wait for an "expert" like "earthshaking" display change, and spend one or two overnight hours to solve the problem of display at once.

But the waiting always does not come, the person who has been waiting painstakingly, not to mention the possibility that this kind of waiting exists is not big, it is more bitter waiting for us.

Display is the only important factor.

We say that display plays a catalytic role in sales, but it is by no means the only key and only important factor for display. We say that display technology is the core of modern retail business and is built on the basis of high homogeneity of goods, prices and services with our competitors.

Therefore, while we are doing a good job of display, we must also pursue the professionalization of other competitive technologies. Do not feel that the business is not well done, or that the display is changed or the business is not improved.

To sum up, we say that display is a technology, but do not wait and wait to display, put yourself in the consumer's perspective, what kind of display the consumer needs, we will do what kind of display, starting from the front, starting from every bit.

The exhibition is not profound. If we just keep the display very deep, it is not only a technical problem of display, but also a sense of responsibility.