超市陈列管理培训课件

WhyWeBuy:TheScienceofShoppingTirthankarSutradharWhatisShopping?Idon’tmeanwhatisbuyingIt’swhatwecallthe“grabandgo”IthinkShoppingismorethanthesimpledutifulacquisitionofwhateverisabsolutelynecessarytoone’slife.

ShoppinginvolvesusingoursensesSightTouchSmellTasteHearing3bigthingsthatstoresalonecanoffershoppersa.Touch,trialoranyothersensorystimulib.Immediategratificationc.SocialinteractionButt-BrushEffectGoodKeyPerformanceIndicatorsforRetailConversionRate:

HowmanyofyourvisitorsarebuyingTimeSpendRate:

Theaveragetimeshoppersspendinthestore

(moretime=moresales)InterceptionRate:Thenumberofshopperswhohaveinteractionwithan employee(morecontact=moresales)Waitingtime:

Customersdon'tlikethatTherearecertainphysicalandcommonanatomicalabilities,tendencies,limitations

and

needs

toallpeople,andtheretailenvironmentmustbetailoredtothesecharacteristicsTransitionZoneInanysectionofastore,thefirstproductcustomerseeisn’talwaysgoingtohaveanadvantage.SometimesTheoppositewillhappen.YouNeedHandsCustomersonlyhas2hands.Andiftheycarryabagonly1:Helpthemwithprovidingbaskets,sotheycancarrymoreBiggerbaskets,oftenmeansmoresalesRight-handedtakesproductsfromtheshelveswiththerighthand:IfyouwanttopushanewproductthensetthetopsellerinthemiddleandthenewproducttotherightofitWhatRetailersandMarketersdon’tknowHowtoavoidShopliftingTheStoreWindowsConversionRate:

HowmanyofyourvisitorsarebuyingTimeSpendRate:

Theaveragetimeshoppersspendinthestore

(moretime=moresales)InterceptionRate:Thenumberofshopperswhohaveinteractionwithan employee(morecontact=moresales)Waitingtime:

Customersdon'tlikethatTheStoreWindowsChangethewindowdecorationsoften,sothepeoplepassingbywantstocomeinandbrowseCustomershavetheireyesinfrontoftheheadandgoforwards,notsideways:Thatmakesitdifficulttoseeproducts/signs/windowstothesideTHESTOREENTRANCEOnthedoortothestore:Thecustomeronlyhastimetoread2-3wordsThetwilightzone:Don’tplaceanythingimportantattheentrance.IttakessometimeforthecustomerstoorientatethemselveswhentheyenterastoreThefasterwewalk,thelesswesee:MakethecustomerslowdownassoonaspossibleThebestplaceinthestore:Totherightinthebeginningofthestore,justwhenthecustomerhassloweddown(inmostwesterncountries)INTHESTORENoamountofmerchandisecandeterashopperonhismission:

SowehavetogoalongwithitItisimportantthatthecustomerinthestorecanorientatethemselves:

Don’tputanythinginthesightlineCapturerate:

OnshelvesthecustomersprimarilyseewhatisalittleovertheireyesanddowntotheirkneesBoomerangrate:

Customersdon’tseeawholeaisle,oftentheygoinandtaketheproducttheyneedandgobackPackagingisoftenseenfromalittledistanceandsometimesfromthetoporfromtheside:

ThatmustbethoughtintothepackagingdesignMcDonald'sfoundthat75%ofthecustomersreadthemenuboardaftertheyorder,whiletheywaitfortheirfood-duringthe"mealprep"period,whichaveragesaround1min40secs.That'saperfectwindowforlongermessage,somethingyouwouldwantyourcustomertoknowthenexttimetheycome.INSTORESIGNSCustomersdonotlookforsigns:Signsthereforehastogetthecustomersattentionlikeotherads,e.g.billboardsYouenterastorebecauseyouhaveatasktoperform:Whenthecustomershasatasktoperformtheydon’treadsigns,butwhenthetaskisdonetheyaremoreopenThesignsmustbewhereitisnaturalforthecustomertolookItisdifficulttoreadasignwhenyouarewalking:KeepthemessagesimpleWhenthecustomersstandstillandisbrowsing:TheyaremoreopenforsignsandalsotextWhenthecustomersiswaitingwithnothingelsetodo:PerfecttimingforasignToomanysigns:Thecustomersdon’tseeanyofthemTableTentsTHESTOREENTRANCEOnthedoortothestore:Thecustomeronlyhastimetoread2-3wordsThetwilightzone:Don’tplaceanythingimportantattheentrance.IttakessometimeforthecustomerstoorientatethemselveswhentheyenterastoreThefasterwewalk,thelesswesee:MakethecustomerslowdownassoonaspossibleThebestplaceinthestore:Totherightinthebeginningofthestore,justwhenthecustomerhassloweddown(inmostwesterncountries)Aboutofastoressalescomesfromofthecustomer80%20%WhatWomenWantWomenShoppingisfemaleWomantakepleasureinshoppingandthereforedemandsmoreofshoppingenvironmentWomanliketoshopwithfriendsWomanwantmorespacearoundthemwhentheylookatproducts,sotheydon’tfeeltheyareinthewayWomengenerallycarethattheydowellineventhesmallestactofpurchasingandtakeprideintheirabilitytoselecttheperfectthingInfactitswomen,notmen,whoplumbsthemetaphysicsofshoppingShoppingisstillandalwaysmeantmostlyforfemales.Whenmenshop,theyareengaginginwhatisinherentlyafemaleactivityWhatmakeswomensuchheroicshoppers?ShoppingwaswhatgotthehousewifeoutofthehouseShoppinggavewomenagoodexcusetosallyforth,sometimeseveninblissfulsolitude,beyondtheclutchesoffamilyWoman:TimeinStoreLongesttimeinstoreShortesttimeinstoreWomanwithafemalecompanion(8min15sec)Womanwithchildren(7min19sec)Womanalone(5min2sec)Womanwithaman(4min41sec)ShopLikeaMANMANMenhasnoapparentjoyinshopping-findswhattheywantwithaminimumoflookingandgetoutfastMenmovesfasterthanwomanthroughastoreItishardtogetmentolookatsomethingtheydon'tintendtobuyTheydon'tliketoaskthestaff–e.g.Triestofindtherightsection1or2times,thengiveupanleaveThemanalmostalwayspaysMenliketogetthereinformationaboutproductsfromwrittensourcesinsteadofaskinginthestore86%ofwomenlookatpricetagswhentheyshopOnly72%mendo

BUYSANYTHINGTHATGOESINSIDETHEHOUSE

BUYSANYTHINGTHATGOESOUTSIDETHEHOUSEKidsKIDSExuberantparticipantsintheworldofobjectsChildrenconsumemoremassmediathanadultsdoIfastoreisunwelcomingtokidstheparentsshopperswillgetthemessageandstayawayChildrencanbeenthusiasticshoppers(orco-shoppers)Objectsplacedbelowacertainpointwillbetouchedby

childrenonlyStoredesignshouldbekid-friendlyAutomaticdoors,wideaislesandnostepsShelvesshouldbelowSeniorsSeniorsThedemographicofmanywesterncountrieschangesothereismoreseniorsTheywantbiggesttextsizeonsignsandproductsTheyneedsmorecontrastonsigns:yellowingofthesightmakesitdifficulttodifferentiateyellow,blueandgreenTheyneedsmorelightinthestoreSeeMe,TouchMe,FeelMe,BuyMeCloseto90%ofallnewgroceryproductsfail,notbecausepeopledidn'tlikethembutbecausepeoplenevertriedthemShopperconversionrateincreasesby50%whenthereisastaffinitiatedcontactanditjumpsby100%whenthereisstaffinitiatedcontactanduseofdressingroom.peoplewho"buy"spendbetweenone-quarterandone-thirdoftheirtotalshoppingtimeinsidethedressingroomSensualShopperWebuythingstodaymorethaneverbasedontrialandtouchSupermarketsarewiselytryingtobecomemoreconducivetosensualshoppingWomenwanttotestanythingthatwillgoagainsttheirskinToday'smenwould,too,ifonlysomeonegavethemthechanceTHEYLOVETRYINGNEWPRODUCTS,GIVETHEMSAMPLESomeinfantapparelstoresnowpipeinbabypowderthroughtheairducts,toputshoppersinmindofthesweet-soursmellofthenewbornbabyOfalltheethnicgroups,Asian-Americanshoppersweremostaggressiveaboutopeningthepackagingandtouchingthelotions,soapsandshampoos.WHATSHOPPERSLOVETouch-TobeabletotouchandinvestigatetheproductsMirrors-EspeciallywhenbuyingclothesDiscovery-Itisokwithalittlead