How to improve sales in the pet shop, or the Ten Rules merchandising

Not long ago, psychologists found that most goods were bought not to a predefined distribution list, and impulsively (the volume of such purchases is 60-70%!). There are specialists - merchandayzery to "help" the buyer to commit impulse buying, developing the best program of increasing sales for each store. But not every pet-shop owner can afford the services of such professional.

Today, to know about every manager strives to retail outlets. Below you will find with the basic rules of merchandising, to help you without extra costs to increase sales in the store.


Merchandising - a complex of measures aimed at
increase in sales in the retail trade.


Ten rules of merchandising

1. Separate groups of goods

Make the goods, grouping on its trademark. Thus the buyer will be easier for him to choose the required product. Do not mix different brands. This can confuse the buyer, it would be difficult to make a choice, and your store will lose profits. The best way to group products in vertical or horizontal blocks. Practice shows that the most efficient vertical calculations.

Example: separate divisions at the shop (if space is limited, the division can be visually):
- feed (inside the department place separately for each type of animal);
- accessories;
- veterinary medicines, feed, medical, etc.
Then place in each division-brand merchandise.

2. The share of the market - the proportion to the rack

Make good on the racks in line from his shares in the market Zoostuff. Remember that the most well-sold goods must be given the best place on the shelves. Do not place products in the subtle angles, guided by the principle: "it sold so well, let them give way to unpopular products".

3. Rule "golden" triangle

Under this rule, there are three important "point" in the shop. They are the angles "Golden Triangle" trade hall. This is the entrance to the shop, a place where most goods sold, and cash desk. The essence of the following: entering the shop, the buyer must pass the most distant corner of the trade hall to take the most essential goods. In doing so, he will pass by a large number of products from the shelves. In passing, he can buy something else, does not reach the desired him good. Then, buy the necessary product, it goes to the cashier, again walked past the shelves with goods and incidentally takes something else. For example, the buyer goes for food for dogs or cats (a popular item) in the distant corner of the trade hall. In doing so, he buys vitamins. Then, taking the necessary product, goes to the cashier, grab toy for your pet.

Respecting this important rule, you can significantly improve sales in its pet.

4. Rule "front side"

Always exhibited good face to the buyer. Do not place the product bottom up or the reverse side. Do not blaming the goods in a heap, place his neatly on the shelves, a package that does not block another.

5. Price Rule

Always check that at each package (in the shop self) or about each product group at the counters (in the shop rest type) was glue understandable readable price. Check, not whether the closing price important information on the package. Look, whether located opposite the price of packages. Buyers will be very unpleasant to find that the price of the goods does not meet the specified.

6. Rule "golden" shelves

Merchandising specialists determined that the best place to shop - this shelves at eye level and the hands of the buyer, ie located at an altitude of about 1.5 m from the floor. Goods on these shelves, generate greater profits shop. Set your most sold goods at eye level: it would significantly enhance sales in the pet. Products, which is located on the upper shelves, sold much worse, and very badly to buy goods, located on the lower shelves.

7. Rule of cross-merchandising

Merged products divisions on the situation in consumption. It always helps to advance a new product, one that is still only in the everyday lives of most people, pets. The buyer comes to pet-shop solution for any problem. The essence of all efforts - give a hint of animal owner, a problem he decides logging in this part of the store.
To help achieve this goal, cross-merchandising techniques - a joint product assumptions relating to the overall situation of consumption. The basic principle of cross-merchandising - a ready solution.
You can lay out products in pairs - the primary purchase and pulse. For example, offer not just food for dogs, and food and delicacies, shampoo and hair comb for cats. You can also organize thematic area, where on one shelf exposed all that is needed, for example, guinea pigs: cells, feed, brush, etc. However, such a deployment of several goods must be cautious. Some buyers react badly to the fact that it is absolutely the opposite functionality of the product is located next (for example, if along with fodder for cats are fillers for the cat's toilets).
So, which products are placed side by side, can be resolved only employees of each individual store, based on his experience observing and analyzing sales buyers.

8. Rule placement of promotional materials

To begin, it is very important to draw attention to the trading area of the store. In a small store, use only the simplest promotional materials and make simple calculations. If space allows the store, put more advertising products, and assumptions should be more massive, "bright spot".

Make advertising items near the advertised product: in this case they serve as the "Silent" seller. If the advertised goods are available or he long ago went out of production, your store can cause irritation to the unwitting buyer.

By placing advertising material, be aware that their excessively large number of distracting attention from the product. In principle there is merchandising optimization, whereby advertising materials in the shop should be at 15-20% proposed assoritementa. Always place the advertisement at eye level buyer, if it is below or above, the buyer would not read it.

In general, advertising materials should not cause irritation, rejection, bewilderment, exclusion and other negative emotions.

9. More time in the store - more shopping

How can detain a buyer in the store? Primarily, it will attract and places cleanliness, accuracy, pleasant music and fresh smell (which is particularly important for pet-shop). Secondly, competently and promotional materials distributed by BTL. In addition, there are various ways of keeping the buyer, individual to individual stores.

For example, in one of minizoopark his pet-shop there - various animals on which every day come to admire many adults and children. You can guess that this point is thriving sales.

Each store Zoostuff can invent their interesting ideas and longer delay the buyer in the store, which will increase the number of impulse purchases.


10. Rule changes in store

Do I need to make changes in store? Will this increase profits shop? Of course, if to do so competently. For small pet-shop (and they constitute the bulk of the retail zoo commerce), it is important to provide "permanent" and "variables" in the trade zone room. This will allow the buyer to maintain interest shop without significant cost. "Various" place can be located in the entrance, near cash desk, in shops with care through a stand - on the racks, located between two nodes and calculated remote enough from each of them.

How often have to make changes in the pet? The most optimal - once a quarter. In variables zones can exhibit products in accordance with the season. In spring to focus on veterinary medicines from fleas and ticks. In summer, when the townspeople are on leave and giving - on carrying and leisure related products. In anticipation of cold weather - warm clothing for animals. Also logical to change the situation in the shop, guided by the festive date (many owners give gifts to their pets).

Finally, the main principle that should guide pet-shop owners and workers: the creation of atmosphere, which will be pleasant and interesting buy. And here a very important role played by staff of the shop. Literate, friendly sellers - this is the main force pet-shop.

The main challenge facing the shop owner and his staff - to examine his own shop and visitors. Observe, Analyze - your customers tell themselves the best merchandise in the store.