Display Secrets On A Street Newsstand

Now, more and more Clothing dealer Aware of the importance of terminal display, everyone began to participate in the training of display, but what is a successful shop? display Let's take a look at what a newsstand brings to us.

In 2008, I was invited to Lanzhou for a certain purpose. brand Carry out a two day and a night of retail stores centralized training. When I was in Lanzhou market inspection, my vision was suddenly attracted by a newsstand on the corner of the roadside. The sensitivity of my career immediately gave me some insights into some of the contact points related to our clothing management - the display of goods.

The influence of product display fullness on consumers' shopping psychology

The era of profiteering in clothing management has passed. In the face of rising rents, personnel costs, decoration costs, management costs, brand purchase discounts and the fierce competition in the industry, we have to sell more to achieve the profit of the stores. Each brand has a fixed position (amount) according to brand awareness, fabric cost, design popularity and market consumption. There can be no big change. Therefore, the key to increase turnover is to increase the number of sales. Therefore, excellent Brand Company has been focusing on product development serialization, and has strengthened professional skills training and sales promotion for sales staff in terminal sales. In addition to emphasizing the serialization and display, we should highlight the fullness of products.

The fullness of product display in clothing stores is to let consumers enter the shop first to feel that they are in the right place, just like in the picture of the newsstand in Figure 1, we can feel that there must be a newspaper that they want to buy.

In fact, an excellent shop operator, at any time, the guests arrive at his store is full of products, products are complete, the district is clear, the theme is outstanding, the style is clear, the color coordination, the environment warm heart.

Regional location and seasonal product promotion are very important.

In general, our focus area and gold area are the main products in the season. The middle area and dead corner area are the preliminary design for displaying auxiliary products or accessories, especially the dead area. The excellent Brand Company will try to design the fitting room, rest area and accessories area. We can find the same principle and reason from this newsstand. The newsstand's gold position is at both ends of the booth and the bottom layer, so smart newsstand operators put the best sellers in the best focus areas and gold areas. It is commendable that the operator is very attentive in selecting the display props, and is very ergonomic. When people buy newspapers, squatting on the floor or bending down, three or more layers of newspaper can be handled. If this step is too high, the most ideal line layout should be at a distance of about 0.8 meters at a distance of one meter or so, so as to facilitate the selection of newspaper people.

So the newsstand's Revelation to us is that we can really achieve the sales display principle of "see, get, get, buy (sell) well" on the line layout. But many of our dealers often have four situations where they spend a lot of money on their shop premises:

1, do not see, go get, get (buy) luck, sell trouble.

Customers do not see it. It means that many of our terminal operators often use some models to block the sight of consumers. If consumers rush through the door without stopping, then the best salesmen can only consume them. Model is very important. After all, it can fully show the wearing feeling and style of every product, but is it right?

Store display should be from low to high, as clear as possible in front, so that consumers can easily enter and enter. In compliance with the principle of display, in the integration of regional themes, we can place some display props based on display stories, which is to make the theme of the product richer, more vivid and more charming. It is icing on the cake instead of being busy. Remember, we sell goods, not props.

This corner newspaper operator's use of the stairs reminds me of the practicality of the terminal store display props. You know, many terminal shops are using some very practical props. For example, the transmittance of many of our terminal laminate is very poor, plus the bottom should be installed without lighting, and the effect is very poor. Therefore, display clothing must be equipped with products that can be seen. Otherwise, your shop can only confirm this situation: you can't see it, get it, get it, it's luck and sell it hard.

2. see, can't walk, can't get, buy a heart

Customers can't walk because the distance between our props is too close. In principle, the clothing shop's guest passageway should be more than 1.2 meters, because the Chinese shoulder width average is 60 centimeters, requests one person to be able to enter, one person can go out.

Old saying: enough is enough. There is no problem with the moving line, and the problem of "seeing can not be reached" may be given some cooperation in the sales personnel's position. As shown in figures 3 and 4, a customer came from the corridor on the left side of the store. We moved the prop A out and designed to let the guests enter our special hall. But if we do not give the salesmen the position of A and the window, and let the salesmen give them a plug in the place, and guide the consumers to go in the middle, it is easy for the guests to walk away from the props A and the window. Of course, this person's blocking speech should also be designed and drilled according to the crowd and character of the local area.

Our channel design must allow all areas of the guests to walk and walk smoothly. A good moving line requires the moving line of the props and the position of the salesmen to be perfect, otherwise the guest will run away.

3. see it, get it, get it, sell it.

The customer can not get it. One of the problems is that there is a problem in the preliminary design of our shop. For example, a shop has a post and makes a circular display cabinet in design. But if you stack or display products over 1.8 meters, customers will not be able to get it. Another possibility is that the late stage display is not considered from stereoscopic space and ergonomics.

There is an ergonomics concept in the stereoscopic space. The men's dress says that the standard height of Chinese men is 1.75 meters, so when a customer enters a shop, the eye itself has a visual angle (the highest is 1.8 meters and the lowest is 1.2 meters) when it does not rise and stoop, so from the three-dimensional space, the best visual line is 1.8 meters - 1.2 meters (men's clothing) and women's clothing is slightly lower. In a three-dimensional space, 0.6 meters to 2 meters is the height of space that our hands can easily touch. So when we are doing the display, the key samples should be displayed in this three-dimensional space. Therefore, under 60 centimeters, we generally define space as a storage space in a three-dimensional space, that is to say, when people touch, we should bend over and over 2 meters. We define the three-dimensional space as the extension space, which is generally used for the theme and story character of the exhibition. Over 2 meters, our display is mainly aimed at highlighting regional theme stories.

When we shop design and shop display, we must consider whether our store will exhibit "customers can see, walk away, but can not get" display problems, try to avoid the exhibition in the areas not available.

Everything is learned. I never expected that a newspaper stand in a corner in Lanzhou would remind me of the display of clothing, and then discover the drawbacks of many terminal shops. Let us manage with our heart and mind. We should treat every day with our heart and treat everything with our heart. In this case, whether it is a financial crisis or a low season in the market, we can still laugh at it.