The entrance areas in the clothes visual merchandising. Galun D.,
Ph.D
The entrance area is classified as the most active
zone of the store. Many of the visitors appear there and
there is the largest number of
purchases. The entrance zone attracts
customers by a new product right from
the entrance to the store.
There are several approaches to the design of the entrance
points. In accordance to a set of
trading equipment: the first of them is a group of mannequins, the second is a group of elements
of the island trading equipment
filled with goods, and the third is
simultaneous placement of mannequins
and the island equipment. By the
assortment: a time approach implies placing products of the latest delivery, irrespective
of the style, general color or stylistic zoning of a trading hall; a conceptual
attitude includes showing the collections only of strategic importance in the sales;
a promotional one is in placing the product at a special price, or the goods
intended for sale as gifts to seasonal or public holidays, special events in
the entrance area.
This article analyzes the effectiveness of the entrance
zones organized according to the principle of simultaneous placement of
mannequins and island equipment as well as products representing the latest
supply (Figure 1).
Figure 1. An example of design of the
store entrance.
Table 1 presents statistics
for the sales of the same items in 50 stores for three period of time: previous to placement in the entrance area,
while placing in the entrance area and after moving out of the entrance area.
These tables indicate that the products located in the entrance area have a
higher sales effectiveness in units versus to sales when placed in other areas of
a trading hall. Table 2 presents comparative data expressed
in absolute units of sold products, and as a percentage. Thus the product presentation in the entrance point increases the sale
of the same goods by an average of
6.76%. The absolute value of changes in sales of the input points per month is
half of the average monthly sales
of one a network store. This is 1.5% versus to the average indexes of total sales in the same number of stores during the same period.
Table 1. The product sales data depending on their location.
|
|
|
|
|
|
||
|
Supply
¹ |
Sales,
units |
The period of comparison, days |
||||
|
|
Before placing in
the entrance point |
During the placement in
the entrance point |
After removal from the
entrance area |
|
||
|
7 |
1225,00 |
1924,00 |
1647,00 |
10 |
||
|
10 |
3531,00 |
5888,00 |
6257,00 |
14 |
||
|
11 |
15197,00 |
15380,00 |
11146,00 |
14 |
||
|
12 |
8501,00 |
8919,00 |
8450,00 |
14 |
||
|
13 |
5028,00 |
4655,00 |
7904,00 |
10 |
||
|
Èòîãî |
33482,00 |
36766,00 |
35404,00 |
62 |
||
Table 2. Absolute and relative indexes of
the economic effectiveness of the entrance areas.
|
Index |
Before placing in
the entrance point |
During the placement in
the entrance point |
After removal from the
entrance area |
|
Change in sales, % |
0,00 |
9,81 |
-3,70 |
|
Change
in sales, units |
0,00 |
3284,00 |
-1362,00 |
|
Average value
of change in sales, % |
|
6,76 |
|
|
Average
value of change in sales, units |
|
2323,00 |
|
About the
author:
• Last name, first name in full. Galun Dmitry
• Degree (if any). Ph.D.
• Name of educational institution. Moscow State University for Design and
Technology
• E-mail address. galund@mail.ru
• Mailing address (be sure to index). 107 113, Moscow, Russia, 3d Rybinskaya 1/40-41