The true values of the novel The Master and Margarita. True and false values in the novel “The Master and Margarita” (Mikhail Bulgakov)

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Product display is a technological process associated with the arrangement, stacking and display of goods on retail and technological equipment. The display of goods is carried out depending on the purpose and properties of the goods, for example. by type of product, etc.
The placement and display of goods on the sales floor are important means sales promotion.
Placement of goods is their location on the sales floor area. Rational placement of goods on the sales floor allows you to correctly form customer flows and reduce the time for servicing them.
Recommendations for the placement and display of goods in retail establishments can be divided into several areas:
1. Determining the location of the section (complex) in the sales area. This is a thoughtful sequence of their placement on the sales floor, taking into account the psychology of buyers and the nature of consumer demand.
2. Determination of the area of the sales area for the section (complex). To do this, you should compare the volume of their sales with the total sales volume for the store and the resulting value should be used as a guide when planning the use of retail space.
3. Determining the method and place of display of goods on commercial and technological equipment.
In the sales areas of self-service stores they use the following techniques product displays:
- in bulk;
- in a stack;
- stacks arranged in a row.
When displaying goods on trade and technological equipment, the following display methods are used:
- horizontal method - goods of the same name are placed on one or two shelves along the entire length of the equipment installed in a line;
- vertical method of display ("ribbon" display) - goods of the same name are laid out on the shelves of one slide in several rows from top to bottom;
- combined method - a combination of horizontal and vertical methods of displaying goods.
4. Shelf design. When designing shelves, it is necessary to take into account the psychology of buyers. The display should be rich, and the goods on the shelf should be positioned relatively freely and laid out with labels and pictures on the packaging facing the customers
General rules product display (product placement):
1. The goods must be placed so that each item is clearly visible;
2. New products are displayed in prominent places;
3. Racks and shelves should not be overloaded with goods;
4. Products must be easily accessible from a shelf or display case;
5. Consumer goods should always be displayed in the same place;
6. When displaying goods, you need to use design and decoration techniques;
7. It is not recommended to place different types of goods one on one, in a stack, etc.;
8. For ease of use and to avoid damage to goods, you should avoid excessively large quantities of goods on shelves and display cases;
9. The product must be laid out with the label facing the buyer.

Goods are delivered to the sales floor at a time when there is a minimum number of customers in it, so as not to interfere with the sales process. Carts or container equipment are used to move goods.

The efficiency of stores and the quality of customer service largely depend on the rational placement of goods on the sales floor. It allows you to properly plan customer flows, reduce the time for selecting goods, increase the throughput of the store, and reduce the labor costs of store personnel when replenishing inventory on the sales floor. Therefore, the placement of goods on the sales floor of a store should be carried out taking into account the following basic requirements:

* providing customers with the opportunity to navigate the placement of complexes, micro-complexes and product groups and make a purchase in a minimum short term;
* creating comfortable conditions while customers are in the store;
* providing customers with the necessary information and wide range services;
* optimal use of store retail space; ensuring safety material assets;
* organizing rational commodity flows and settlement transactions with customers.

When placing goods on the sales floor, it is necessary to comply with the rules of product proximity. Each product group should be assigned a permanent placement area. Products that are being prepared for sale in the store are placed closer to the area where preparatory operations are performed. Large items should be placed near the checkout area or exit from the sales area. Products that require buyers to familiarize themselves with them for a long time are located in the back of the sales floor so that there is no interference with the movement of customer flows. In compliance with this principle, goods that are in frequent demand are also placed.

Products with high turnover should be located closer to sources of replenishment.

It is better to place homogeneous products in a concentrated manner. But if the same goods are part of different complexes, and also if their concentration leads to a delay in the customer flow, then it is permissible to place them in different places on the sales floor.

On the first floors of stores it is necessary to place goods that are in more frequent demand and do not require a long selection.

Areas for individual product groups are allocated taking into account the share of the corresponding product groups in sales and their turnover.

To place goods on the sales floor of a store they use Various types commercial furniture, packaging equipment, commercial refrigeration equipment. It is very important to rationally arrange goods on retail equipment, that is, to effectively use the display area and capacity of retail equipment and provide customers with maximum convenience for selecting goods.

When displaying goods on retail equipment, the following basic principles are taken into account:

* homogeneous goods are laid out vertically, thereby ensuring their better visibility;
* it is advisable to use the simplest methods of displaying goods (direct laying, bulk, etc.);
* decorative display of goods is recommended to be used only for advertising purposes;
* shelves and other elements for displaying goods should not be overfilled with goods;
* in the optimal visibility zone (within 1100-1600 mm from the floor) it is necessary to place goods whose quick sale is preferable;

* the display of goods on the sales floor should be rich;

* related products should be placed in bulk in various places (at the end walls, calculation units, etc.), using baskets or cassettes for these purposes.

When placing goods in the hall and displaying them on retail equipment, it is necessary to take into account the methods of their sale, the configuration of the trading floor, etc. Great importance at the same time, they have the characteristics of individual goods and their packaging.

Gastronomic products are displayed in refrigerated display cases in various ways:

* sausages and smoked meats - in several rows, with the top loaf or other product cut and placed with the cut side facing the buyer;
* packaged sausages and smoked meats, packed in cellophane film or parchment paper, are laid out by type and grade.

Packaged cheeses, animal butter, margarine and fats are laid out in stacks or in several rows according to packaging weight, type, price. Bottles and packages of milk and other dairy products, packaged sour cream and cottage cheese are displayed in rows on open refrigerated counters.

Packaged meat and meat products are laid out in refrigerated display cases by type and cut on enamel trays, and unpackaged meat and meat products are laid out in pieces on pallets by type and grade.

Frozen fish is laid out in low-temperature counters and display cases, chilled fish - in refrigerated display counters.

Salted brine fish products are laid out in bark shells with brine, salted fish without brine - on baking sheets and in bark shells with their backs up.

Perishable confectionery products are placed in refrigerated equipment.

Prepackaged groceries and non-perishable confectionery products are laid out on the shelves of wall and island cabinets by name. Depending on the type of packaging, they are placed in rows or stacks.

It is convenient to use packaging equipment to place packaged vegetables and potatoes in the sales area.

Bread and bakery products are laid out in rows on the shelves of wall or island cabinets, or container equipment with a protective screen is used for these purposes, the presence of which is necessary to ensure sanitary requirements. Cabinets made of modular elements can be used to place bread and bakery products.

Fabrics are grouped by type, purpose and article number; they are laid out in rolls on inclined shelves of wall and island cabinets. Special tables are used for laying heavy fabrics. Fabric samples are hung on special consoles of the slides.

Finished clothes on hangers are placed on hangers or other types of equipment according to gender, age, groups and types. Each type of clothing is grouped by size, height, style and color.

Linen and knitwear are placed on shelves or hung on the rods of wall and island slides.

To display samples of headdresses, special consoles of wall and island cabinets or shelves of this equipment are used. Before display, they are grouped according to gender and age, material of manufacture, styles, colors and sizes.

Shoes are laid out on special consoles for wall and island slides. They are placed according to gender, age, size and type.

Before display, haberdashery goods are first grouped by type (textile, metal, etc.), and then by general use (for example, threads and needles, etc.). They are placed on shelves, consoles, in cassettes, etc.

Toys, grouped by age, type of materials, and pedagogical purpose, are laid out on shelves or in slide cassettes. Some toys (rubber, celluloid, etc.) are conveniently placed in bulk in special containers. Children's bicycles, strollers, sleds and other bulky goods are placed on podiums.

School writing and stationery placed on shelves or in cassettes of island and wall cabinets, dividing them into subgroups (drawing supplies, white goods, etc.).

Photo and film products are placed on shelves or in slide cassettes, previously grouped by purpose and type.

Samples of musical products are displayed on perforated boards or shelves.

Samples of televisions, radios, tape recorders and other radio equipment are displayed on special tables or shelves. To display radio components, use cassettes that are installed on shelves, counters or display counters.

Large goods (bicycles, heavy sports equipment, etc.) are placed on podiums.

When placing household goods, it is recommended to group them into consumer complexes, within which they should be divided into separate groups (for example, glassware, metal, etc.). Small-piece goods are laid out in cassettes, other goods are displayed on wall and island shelves or special stands. Chandeliers are hung on special devices.

Perfume and cosmetic products, grouped by purpose and other characteristics, are laid out on shelves or display counters.

To display and sell jewelry, watches, and souvenirs, wall displays with various fixtures and hanging display cases, as well as display counters, are used. Products made of precious metals and watches are displayed in showcases on black velvet with backlighting. Wall Clock and souvenirs that require hanging are mounted on perforated equipment panels, other products are laid out on shelves and in slide cassettes.

Carpets and rugs can be displayed using a rotating device, hanging them on hanger rods, or unrolled in stacks. Place goods on equipment with labels and pictures on the packaging facing the customers. Products are provided with price tags fixed in special holders.

Topic 26. Placement and display of goods in the store

1. Placement of goods in the store.

2. Display of goods in the store.

Question 1. Placing goods in the store .

Accommodation- this is the distribution of goods on the sales floor area in accordance with the floor plan.

Factors influencing product placement:

1. Frequency of demand.

2.Complexity of the acquisition.

3. Dimensions and weight of the goods.

4.Specific properties of the product.

5.Breadth of assortment.

6. The time spent by buyers on choosing a product.

7. Psychology of buyers.

Basic principles of placement:

1.Creating maximum convenience for customers when selecting goods.

2. Ensuring uninterrupted trade in goods included in the assortment list.

3.Efficient use of retail space.

4. Rational organization of the trading process.

5. Uniform distribution of customer flows and free orientation of customers in the sales area.

6. Ensuring reduction of routes for the movement of goods to places of their display; preventing the crossing of consumer flows.

7. Ensuring the safety of goods.

8. Assigning a permanent zone to each product group.

When assigning a certain zone to a group of goods, the following requirements are taken into account::

1. The area of product groups requiring preparation for sale must be adjacent to the premises for preparing goods for sale.

2. For goods that require lengthy familiarization, a zone is allocated at the back of the sales floor.

3. Items that require frequent replenishment are placed near storerooms.

4. Large goods are placed close to the exit of the sales area.

5. Related goods are scattered near the payment center.

Areas for various product groups are allocated taking into account:

1. Type of enterprise.

2.Shares of the relevant groups in trade turnover.

3. Speed of circulation.

When building a policy for the rational location of goods, it is necessary to carry out the following actions:

1. Group the range of products,

2. Systematize it according to the area of the trading floor,

3. Determine the area of the sales floor for the product group.

Products are grouped by:

Departments,

Sections,

Complexes.

A special role in the placement of goods is played by psychological factors, which are the basis for the formation of the “buying path”. First of all, it is necessary to take into account that most buyers are right-handed. Therefore, buyers prefer to move counterclockwise. Attractive products should greet the buyer. To create a positive image big influence provide prices. In any store, inexpensive goods work to create a favorable impression of the price level for the buyer. If you place inexpensive goods at the beginning of the sales floor, the buyer is drawn into the purchasing process and then takes the goods “automatically”, paying less attention to prices. Products with low prices, which bring the store the greatest profit, alternate in the sales area as customers move (interstriped).

The first product group that meets the buyer may also be goods of impulse demand. Along the way, the buyer in the first quarter of the hall makes about 40% of purchases, in 2 - about 30%, in 3 - 20%, in the remaining - 10%. => Products for which demand needs to be intensified are placed at the beginning of customer movements. Everyday goods, which are purchased less frequently than others, are placed not along the perimeter, but in the center of the sales floor.

When determining the location of the goods, it is necessary to take into account the “golden triangle rule”. The product that the store wants to interest the buyer in must be located in the “golden triangle” - the area located between: front door, cash register and the most popular product in the store.

Everyday goods are located along the outer perimeter of the sales area in such a way as to create as many “golden triangles” as possible. Products located inside triangles are in constant, steady demand. The main points of sale of everyday goods should be located in different places around the perimeter of the sales floor. “Weak” products should be located between “strong” ones. This will be the effect of borrowing popularity. In the store they highlight the same. “strong” (hot) and “weak” (cold) zones.

Product placement is closely related to the main and additional points of sale.

Point of sale is a place on the sales floor where the consumer can see a product and make a decision about selection and purchase, i.e. commercial equipment designed for displaying and selecting goods.

The main point of sale is the place on the sales floor where the entire range of a given product group is presented.

An additional point of sale is a place where products presented at the main point of sale are placed separately (branded corner of the product).

Question 2. Display of goods in the store .

Display is the process of arranging, stacking and displaying goods on retail equipment.

Display is effective tool management of the sale of goods due to such arrangement of goods on the shelves and counters of the store, in which:

All products are clearly visible on the counter

·represent a single system/range

· each product is laid out in the most profitable and attractive form for the buyer

·the arrangement of goods distinguishes the goods of one brand from others

·It is easy for the buyer to make purchases.

The importance of these factors is all the more obvious since 80% of decisions about purchasing a specific brand, according to experts, are made directly at the counter: a person decides what to buy only when he sees the product!

Laws and rules of perception.

1. Rule “From the eyes to the third button on the shirt”:

There are 3 levels of product display:
- eye level (middle shelf),
- hand level (top shelf)
- foot level (lower shelf).

It is known that products placed at buyer eye level sell best. The principle “from the eyes to the third button on the shirt” works here. At this level, you should place the most advantageous assortment items or products that, for one reason or another, need to be sold first.

By raising a product from the bottom shelf to eye level, you can increase its sales by 70-80%. And moving a product from eye level to raised hand level can reduce its sales by 20-30%.

The length of the product display can vary from 50 to 190 cm - it all depends on the equipment used, the capabilities of the store and the activity of demand.

Each product on the front of the shelf should be represented by 3-5 items, placed with the front side of the packaging facing the buyer. With a smaller quantity, it will simply merge with other products and go unnoticed by the buyer.

When displaying goods on shelves, it is important to consider their shelf life. The product is placed closer to the buyer early date sales, which allows reducing the volume of expired goods in the store. Store shelves should not sit idle and empty. In this regard, for popular goods More retail space and shelf space should be provided so that the seller has time to prepare and display products.

The wealth of choice lifts the mood of visitors. To create the “effect of abundance”, some stores specifically place mirrors above the shelves to visually increase the amount of goods on the shelves.

2. Law of “Figure and Ground”:

One object is clearly highlighted against the background of others. We must use this law if we want to attract attention to a specific product to promote it. Standing out can be due to bright and non-standard packaging, additional lighting, wobblers, stickers, but advertising materials should not distract attention.

3. Rule of “First Impression”:

Many visitors, when entering a store, begin by asking the price.

In this regard, for example, in grocery stores, goods are laid out in ascending order of price (from cheap to expensive), taking into account the direction of movement of customers.

Having seen goods at attractive prices, buyers feel more free and comfortable. Therefore, in the entrance area of the store it is best to place products that have discounts or special offers.

4. Bright Spot Effect:

Our eye always catches bright colors, and the presence of such color accents in the store invariably attracts the attention of visitors. When laying out goods by color, products are placed in the direction of movement of customers from left to right from light shades to darker ones.

In order to enliven the customer's perception, you can use the bright spot effect by creating a single-color block of a certain product that is different in color from other products. You can also combine blocks of goods of various colors and shapes, evoking pleasant associations among buyers. For example, blocks of pink and white flowers in the bedding department, blocks of white and blue in the body cosmetics department. In addition, the contrast effect works well, created by photographs, placed in the interior of the store or on the back of the shelves. In order for photographs to increase customer activity, they must evoke positive emotions.

Images that create a good background mood increase customer confidence and increase product attractiveness by 16%.
When choosing photographs, you should remember that with age people perceive halftones and shades worse, so photographs should be bright and contrasting.

It has been noticed that women prefer color, relaxing photographs (nature, children, happy people), while men like black and white images and stories where the main message is success, strength, victory, aggression.

There may not be a logical connection between the photograph and the product - the main thing is that the image evokes positive emotions. Emotional drawings can also be placed on the price tag. A smiley face on the price tag increases the attractiveness of a product by 20%, while a crossed out price only increases by 4%. In the store, emotions trump reason.

5. Dead zone:

This is the lower left corner, so the lower shelves should be occupied by either rarely purchased items, large packages, or targeted demand items.

6. Rule of “Volume”:

The advantage of a voluminous display is that it attracts the attention of buyers and is involuntarily perceived as a sale. Organizing such a display is very simple - just select a stable and capacious container (box, barrel, basket), place goods in it “in bulk” and place a noticeable price tag on it.

The choice of products offered should be limited, otherwise it will be difficult for buyers to decide.

The container must be stable (trolleys are not very suitable for this purpose) and convenient for customers. Also, baskets with volumetric display can be used to extend shelves, placing them next to racks.

7. Law of “Switching Attention”:

If the gaze does not fix an attractive object, then attention switches to another space in search of a “figure” - therefore, you cannot place the product in a strict line, since a person will simply pass by in search of something bright (except for those who are looking for a specific product ).

8. Rule of “Good environment”:

When surrounded by strong products (popular with customers), weak products (less familiar to customers) sell better. The leading product pulls out its lesser-known neighbor.

With this display, strong products begin and complete the row on the shelf, and weak ones are displayed between them. Being surrounded by strong brands, weak products gain their support and sell better.

9. Rule of “Cross Pollination”:

Products should be placed on the display window/counter in groups, not in discord. Products must be grouped on several grounds simultaneously, for example, by brand, type of product, weight/size of packaging and price.

This allows you to keep the buyer’s attention on the product and, accordingly, stimulates purchase (in stores the product is often located differently).

Placing products from different product groups nearby helps increase sales in the store. With this arrangement, beer is placed next to the roach, pasta is placed next to ketchup, and tea and coffee are placed next to sugar and sweets.

A useful neighborhood can increase sales of each product by up to 80%, and also gives buyers a feeling of care and pleasant emotions (after all, the product turns out to be just in time).

10. Law of “Size”:

Small goods should be located closer to the buyer, large ones can be placed further away.

11. Rule of “Safety”:

Often, multi-level display of goods is associated with the desire of the store owner to increase the return on retail space, but in reality this produces the opposite effect: the visitor does not take the goods, because he is afraid that complex design will collapse.

Unfortunately, the attractiveness of a display often prevails over its functionality, which ultimately reduces sales. Product placement in the store should be attractive, accessible and safe for customers.

It is necessary to take into account the features of food display
on weighing and portion counters:

1. “In height”: place more expensive goods on the portion counter on the upper shelves - at eye level and slightly higher, cheaper ones - on the lower shelves; On the weighing counter, expensive goods are placed closer to the buyer, cheap goods - closer to the seller.

2. “By value”: Expensive goods must be placed separately from similar cheap ones; proximity is possible only if this is done specifically to promote the cheap. In general, the gradation in price should be gradual, or there should be different display cases/shelves.

3. “Exclusion zone”: Do not place goods and racks in “dead ends” - such places in the store where you can enter, and then you need to leave to return to the main hall, since these places are the worst visited.

4. “Rule 2/3”: goods must be placed at the end of the second third of the window (in the direction of the main flow of customers), since the buyer in the first third of the window only understands that another product group has begun, in the second third he begins to ask the price, and in this the place where the product should be located.

5. “Hide and seek”: do not place the goods at the ends of the display case - buyers rarely look there either.

6. “Highway”: consider the direction of the main flow of customers in the store: it is always better to place goods on the main “highways”.

7. “Fresh cut”: weight product (cheeses, sausages and meat products) must have a fresh cut, which is updated before the start of the working day or as necessary. A fresh cut allows a person to visualize the taste and consistency of the product and, accordingly, attracts more attention.

8. “Cleanliness”: the display case must be clean! There should be no crumbs, smudges, or dirty utensils, since food products are very susceptible to bacteria and compliance with hygiene standards is especially important for them. For example, mold from “blue cheeses” is very tenacious and if cutting and storage rules are not followed, it will quickly spoil other cheeses. In addition, the buyer associates cleanliness and order with the quality of the product and the professionalism of the sellers.

9. “Freedom instead of tightness”: goods should be placed facing the buyer and should not greatly block each other so that the entire product can be seen. The buyer should not have any difficulty looking at the product at all.

10. “Assortment matrix”: there should be a sufficient quantity of goods, preferably a lot: 1-2 packages or a small piece of a weighted product causes negative associations in the buyer, that the product remained unpurchased, that it is a damaged product and, moreover, no one wants to be last - even in purchasing.

11. “Price tags”: should be easy to read and contain information about the name of the product, manufacturer and, possibly, others attractive characteristics product. It’s good if the seller of the weighing counter has a catalog or short description each position so that, for example, he can name the percentage of fat content or the taste characteristics of a particular cheese.

12. “Display”: the optimal option, of course, is the vertical display of all products of one brand, in which the brand is presented vertically on all shelves in a single ensemble. This ensures brand recognition and advantageously demonstrates the richness of the product range. But, unfortunately, stores rarely allow this, preferring to display goods by name from different manufacturers. This, of course, has its advantages, since in this case the buyer who decides to buy sour cream has the opportunity to choose any one in terms of price, quality, fat content, and taste. Vertical display is most often used on special branded racks.

13. “Name”: goods of the same name in different packaging should be located side by side so that a person can choose the one that suits him.

14. “Design”: the decoration of the counter should consist of objects and goods that are combined or associated with the product being sold, for example, on the cheese counter you can put walnuts, apples, or put a bottle of wine next to elite cheeses.

15. “Location”: the location of the display window itself inside the store is also important. There are a number of rules: goods of impulsive demand (nuts, chocolates, chewing gum) are located closer to the entrance of the store, near the cash registers - in the hot spots area (English “hot spot” is used to designate places suitable for promotion, installation of slides, etc. .); cheese, meat - in the back of the store; dairy products - along the main flow of buyers.

The display should ensure attracting the attention of buyers, ease of selection, safety of goods, maximum use of space and equipment capacity.

DECORATIVE

DISPLAY

COMMODITY

Basic layout principles:

1) review– the product must face the front of the package towards the buyer. The space on the shelves is distributed in such a way as to attract the attention of store visitors, ensure quick sale of goods and increase the efficiency of each shelf;

2) “facing the buyer” rule- goods displayed frontally must be positioned taking into account the buyer’s viewing angle. The main information on the packaging should be easy to read and not obscured by other packaging and price tags;

3) availability– light products and products should be on the upper shelves, and heavy ones on the lower ones;

4) neatness– the shelves on which the goods are placed must be washed or vacuumed regularly. Products that are unattractive, soiled or damaged should be removed from shelves and discounted to speed up their sale. Labels on the goods sold must be well affixed, and cans without labels must be identified, discounted and displayed in another location (where the goods are laid out in bulk);

5) the corresponding type of “front row” goods- the number of “front row” goods depends on the volume of their packaging, the demand for these goods and the ability to quickly replenish shelf stock. During the day, you should fill the first row of shelves with goods several times;

6) shelves full – Maximum revolutions can only be made when the shelves are completely filled. The shelf product must be shown in an advantageous manner; there should be free space around it so that it can be better viewed;

7) attractiveness of packaging – the manager should be interested in selling packaged goods, the attractiveness of the familiar packaging (wrapper) of which attracts the attention of buyers;

8) price marking – Price marking directly on the product is gradually becoming a thing of the past: a scanner and a universal price code are becoming generally accepted. However, where labeling is still used, prices must be marked correctly to maintain buyer confidence. If the data on the price tag changes, it is necessary to update the labeling on the product being sold;

9) a certain place on the shelf - buyers get used to the fact that the product they need is in a certain place, so any changes should be controlled within the department (category) and made for good reasons;

10) constant replenishment of supplies – the movement of product from the back row to the front when replenishing stocks on the shelves should occur according to the “first come first out” principle. Rotating products when shelves are full will minimize the accumulation of stale goods and their spoilage;

11) rule for allocating priority places – products that bring the greatest profit and have best performance sales must be on best places in the sales area and commercial equipment. However, in order for the store not to lose its individuality and not become like everyone else, the manager needs to maintain a balance in the offer of different brands in the department and (or) category.

Today there are several basic concepts product displays:

1) ideological representation– the presentation is based on some idea, for example, “Everything that you can put on the shelves in the kitchen.” The most common example is that goods from the same supplier or goods sold under the same brand are organized within a group;

2) grouping by types and styles– “All 100% juices are in one place, nectars are nearby”, “ Butter- on this shelf, and margarine - on this one; milk is here, and kefir is next door.” It is extremely clear to the buyer what properties the product grouped into a block has;

3) price equalization– in the most primitive case, the concept of price equalization looks like this: “on the bottom shelf - everything is 10 rubles; on the average – 20 rubles.” More often, the concept of leveling occurs in the form of placing goods in ascending price order;

4) grouping by purpose- “Hair care products in one place, nail care products in another.” If such a presentation dominates the store, the buyer may not notice (or exclude from selection options) products placed far from each other;

5) respectable and specialized presentation– used mainly when displaying elite, rare goods, for the most part food, and clothing; or in large stores that emphasize a wide range of assortments;

6) corporate block display– if a group of goods from one manufacturer occupies a high share in the total sales volume for a given product group (more than 5%), and the display in a block does not contradict the general concept of product presentation in the store, the products are grouped into a corporate block in each product group (for branded goods).

Goods are delivered to the sales floor at a time when there is a minimum number of customers in it, so as not to interfere with the sales process. Carts or container equipment are used to move goods.

~ providing customers with the opportunity to navigate the placement of complexes, micro-complexes and product groups and make a purchase in the shortest possible time;

~ creating comfortable conditions while customers are in the store;

~ providing customers with the necessary information and a wide range of services;

~ optimal use of store retail space; ensuring the safety of material assets;

~ organizing rational commodity flows and settlement

transactions with customers.

Products with high turnover should be located closer to sources of replenishment.

On the first floors of the store it is necessary to place goods that are in more frequent demand and do not require a long selection.

Areas for individual product groups are allocated taking into account the share of the corresponding product groups in sales and their turnover.

To place goods on the sales floor of a store, various types of commercial furniture, packaging equipment, and commercial refrigeration equipment are used. It is very important to rationally arrange goods on retail equipment, that is, to effectively use the display area and capacity of retail equipment and provide customers with maximum convenience for selecting goods.

When displaying goods on retail equipment, the following basic principles are taken into account:

* homogeneous goods are laid out vertically, thereby ensuring their better visibility;

* it is advisable to use the simplest methods of displaying goods (direct laying, bulk, etc.);

* shelves and other elements for displaying goods should not be overfilled with goods;

* in the optimal visibility zone (within 1100-1600 mm from the floor) it is necessary to place goods whose quick sale is preferable;

* the display of goods on the sales floor should be rich;

* related products should be placed in bulk in various places (at the end walls, calculation units, etc.), using baskets or cassettes for these purposes.

When placing goods in the hall and laying them out on retail equipment, it is necessary to take into account the methods of their sale, the configuration of the trading floor, etc. The characteristics of individual goods and their packaging are of great importance.

Gastronomic products are displayed in refrigerated display cases in various ways:

...sausage and smoked meats - in several rows, with the top loaf or other product cut and placed with the cut side facing the buyer;

... packaged sausages and smoked meats, packed in cellophane film or parchment paper, are laid out by type and grade.

... Packaged cheeses, animal butter, margarine and fats are laid out in stacks or in several rows according to packaging weight, type, price. Bottles and packages of milk and other dairy products, packaged sour cream and cottage cheese are displayed in rows on open refrigerated counters.

Packaged meat and meat products are laid out in refrigerated display cases by type and cut on enamel trays, and unpackaged meat and meat products in pieces on pallets by type and grade.

Frozen fish is laid out in low-temperature counters and display cases, chilled fish - in refrigerated display counters.

Salted brine fish products are laid out in shells with brine, salted fish without brine - on baking sheets and shells with their backs up.

Perishable confectionery products are placed in refrigerated equipment.

Prepackaged groceries and non-perishable confectionery products are displayed on the shelves of wall-mounted island slides by name. Depending on the type of packaging, they are placed in rows or stacks.

It is convenient to use container equipment to place packaged potatoes and vegetables in the sales area.

Bread and bakery products are laid out in rows on shelves of wall or island cabinets, or container equipment with a protective screen is used for these purposes, the presence of which is necessary to ensure sanitary requirements. Cabinets made of modular elements can be used to place bread and bakery products.

Fabrics are grouped by type, purpose and article numbers and laid out in rolls on inclined shelves of wall-mounted island cabinets. Special tables are used for laying heavy fabrics. Fabric samples are hung on special consoles of the slides.

Finished clothes on hangers are placed on hangers and other types of equipment according to gender, age, groups and types. Each type of clothing is grouped by size, height, style and color.

Linen and knitwear are placed on shelves or hung on the rods of wall and island slides.

Shoes are laid out on special consoles for wall and island slides. They are placed according to gender, age, size and type.

School writing and stationery supplies are placed on shelves or in cassettes of island and wall cabinets, dividing them into subgroups (drawing supplies, white goods, etc.).

Photo and film products are placed on shelves or in slide cassettes, previously grouped by purpose and type.

Samples of musical products are displayed on perforated boards or shelves.

CDs are placed in special bags installed on the shelves of the slides. Lists of CDs available for sale are posted prominently.

Large goods (bicycles, heavy sports equipment, etc.) are placed on podiums.

Perfume and cosmetic products, grouped by purpose and other characteristics, are laid out on shelves or display counters.

To display and sell jewelry, watches, and souvenirs, wall displays with various fixtures and hanging display cases, as well as display counters, are used. Products made of precious metals and watches are displayed in showcases on black velvet with backlighting. Wall clocks and souvenirs that require hanging are mounted on perforated equipment panels, other products are laid out on shelves and in slide cassettes.

Carpets and rugs can be displayed using a rotating device, hanging them on hanger rods, or unrolled in stacks.

Place goods on equipment with labels and pictures on the packaging facing the customers. Products are provided with price tags fixed in special holders.

Economy

Enterprise activity planning, composition standard plan economic and social development of the enterprise.

Production planning is an integral part of enterprise management. It can be defined as the ability to foresee the goals and results of the actions of an economic entity (enterprise) and determine the resources necessary to achieve specific goals.

Any production plan must be based on a number of scientific principles. These principles mean the basic theoretical principles, which guide the enterprise and its employees in the planning process. It is they who predetermine the directions and specific content of planned work at the enterprise.

The principle of the need for planning means the widespread and mandatory application of plans when performing any type of work. labor activity, since its absence is accompanied by erroneous maneuvers, untimely changes in orientation, which are the cause of the poor condition or collapse of the enterprise.

The principle of continuity is that, firstly, planning at an enterprise should be carried out constantly, without interruptions, and, secondly, that the plans being developed should organically replace each other. In particular, medium- and long-term plans should be systematically reviewed and adjusted to take account of changing circumstances, and annual plans must be logically consistent, i.e., follow from medium-term plans.

The principle of unity states that planning at an enterprise must be systematic. The concept of a system implies the existence of a set of elements, the relationship between them, the presence of a single direction for the development of system elements focused on common goals. In other words, the principle of unity involves the development of a consolidated plan for the socio-economic development of an enterprise, which is based on individual plans for its services and departments, consistent with the general plan.

The principle of flexibility is associated with the continuity of planning and consists in giving plans and the entire planning process the ability to change their direction due to the occurrence of unforeseen changes of an internal or external nature (fluctuations in demand, changes in prices, tariffs).

The principle of accuracy comes down to the fact that the plan being developed must be drawn up with such a degree of accuracy that is available to the enterprise on this moment and which is sufficient to solve emerging problems. The lower the level of planning, the higher the degree of accuracy.

The principle of participation means that each element production activities, each division of the enterprise becomes a participant in planning, regardless of the function it performs, that is, the planning process attracts all those who are directly affected by it.

The principle of validity of goals and focus on the final result of the activity focuses on the fact that, based on the systematic nature of planning, all parts of the enterprise have a single final goal, the implementation of which is a priority. At the same time, the enterprise must select the leading links that have a greater impact on the final result, and strive to implement them first.

In planning, general principles are widely used, such as scientificity, systematicity, complexity, optimality, priority, objectivity, and specificity.

The main methods for developing plans include the following.

A normative method, the essence of which is that the enterprise uses one system norms and standards (consumption standards for raw materials and supplies, production and maintenance standards, labor intensity, headcount standards, standards for the use of machinery and equipment, standards for organizing the production process, production cycle duration, stocks of raw materials, materials and fuel, work in progress, financial standards, etc. ).

The balance sheet planning method ensures the establishment of connections between resource needs and sources of covering them by drawing up balances of production capacity, working time, material, energy, financial and others, as well as between sections of the plan (for example, the balance sheet method links the production program with the production capacity of the enterprise, labor intensity production program - with the number of employees).

The calculation and analytical method is used to calculate plan indicators, analyze their dynamics and factors that ensure the required quantitative level. Within the framework of this method, the basic level of the main indicators of the plan and their changes in the planning period are determined due to the quantitative influence of the main factors, and indices of changes in the planned indicators compared to the basic level are established.

Economic and mathematical methods make it possible to develop economic models of the dependence of indicators based on identifying changes in their quantitative parameters compared to the main factors, prepare several options for a plan and select the optimal one.

The graphic-analytical method makes it possible to depict the results of economic analysis graphic means. Using graphs, a quantitative relationship is revealed between related indicators, for example, between the rate of change in capital productivity, capital-labor ratio and labor productivity. A variety of graphic-analytical methods are network graphs, with the help of which the parallel execution of work in space and time on complex objects, such as the reconstruction of a workshop, development and development of new technology and etc.

Program-targeted methods help to draw up a plan in the form of a program, i.e. a set of tasks and activities united by one (general) goal and dedicated to certain deadlines. The program is characterized by a focus on achieving final results with the help of specific performers who are endowed with the necessary resources.

As a rule, when planning an enterprise, not just one method is used at the same time, but their entire complex.

Depending on what time horizon (period) the enterprise plans cover, there are the following types planning.

Long-term planning covers a period from 10 to 25 years and has a problem-oriented nature. It formulates the economic strategy of the enterprise for a long period, taking into account the expansion of the boundaries of existing sales markets and the development of new ones. The number of indicators in the plan is limited. The goals and objectives of the long-term plan are specified in the medium-term plan.

Medium-term plans are drawn up for two to three years. The objects of medium-term planning are the organizational structure, production capacities, capital investments, needs for financial means, research and development, etc.

Short term plans are drawn up for a year (rarely for two years) and include specific ways of using resources in the enterprise. These plans are detailed by quarter, month, and decade.

These three types of planning must be consistent with each other and not contradict each other.

Depending on the content and significance of planning in the process of planning activities, three types of planning are distinguished: strategic, tactical and operational.

Strategic planning is a set of procedures and decisions with the help of which an enterprise strategy is developed to ensure the achievement of its operating goals. Strategy is understood as a plan for the most effective allocation of resources to achieve goals.

The strategic planning process includes defining the mission of the enterprise, formulating the goals and objectives of the enterprise, assessing and analyzing external and internal environment(opportunities and potential of the enterprise), development and analysis of strategic alternatives (how the enterprise will achieve its goals), selection of the optimal option for the strategic plan.

In conditions of uncertainty in the external and internal environment strategic planning In terms of time, it is mainly medium- or short-term.

Tactical planning is the process of creating the prerequisites for the implementation of new opportunities, i.e. strategic plans. Tactical plans reflect measures to expand production and increase the technical and economic level, update and improve product quality, and make fullest use of achievements scientific and technological progress. Based on these plans, connections are established between structural divisions enterprises, developing estimates for types of activities and monitoring their use. as a result of tactical planning, a plan for the socio-economic development of the enterprise is drawn up, which represents comprehensive program its production, economic and social activities for the relevant period. Tactical planning covers the medium and short term.

Operational planning is the process of implementing tactical planning. It is the final stage in planning business activities. Its task is to specify the indicators of the tactical plan in order to organize the daily work of the enterprise and its divisions. in the process of operational planning, the time for performing individual operations, manufacturing individual units of products is determined, the timing of the transfer of products, semi-finished products from one workshop to another or to the buyer is established; operational preparation of production is carried out (delivery of raw materials, tools to workplace and etc.); systematic monitoring, accounting, analysis and regulation of the production process is carried out. Operational planning allows you to reduce interruptions in production, ensure uniform loading of equipment and space, promptly respond to deviations in the technological process and ensure the efficient operation of departments. Operational planning links all elements of the enterprise into a single production organism - from technical preparation of production to product sales.

Related information.