超市陈列管理

WhyWeBuy:TheScienceofShoppingTirthankarSutradharWhatisShopping?Idon’tmeanwhatisbuyingIt’swhatwecallthe“grabandgo”IthinkShoppingismorethanthesimpledutifulacquisitionofwhateverisabsolutelynecessarytoone’slife.Shoppinginvolvesusingoursenses3bigthingsthatstoresalonecanoffershoppersa.Touch,trialoranyothersensorystimulib.Immediategratificationc.SocialinteractionButt-BrushEffectGoodKeyPerformanceIndicatorsforRetail•ConversionRate:Howmanyofyourvisitorsarebuying•TimeSpendRate:Theaveragetimeshoppersspendinthestore(moretime=moresales)•InterceptionRate:Thenumberofshopperswhohaveinteractionwithanemployee(morecontact=moresales)•Waitingtime:Customersdon'tlikethatTherearecertainphysicalandcommonanatomicalabilities,tendencies,limitationsandneedstoallpeople,andtheretailenvironmentmustbetailoredtothesecharacteristicsTransitionZoneInanysectionofastore,thefirstproductcustomerseeisn’talwaysgoingtohaveanadvantage.SometimesTheoppositewillhappen.YouNeedHandsCustomersonlyhas2hands.Andiftheycarryabagonly1:Helpthemwithprovidingbaskets,sotheycancarrymoreBiggerbaskets,oftenmeansmoresalesRight-handedtakesproductsfromtheshelveswiththerighthand:IfyouwanttopushanewproductthensetthetopsellerinthemiddleandthenewproducttotherightofitWhatRetailersandMarketersdon’tknowHowtoavoidShopliftingTheStoreWindows•ConversionRate:Howmanyofyourvisitorsarebuying•TimeSpendRate:Theaveragetimeshoppersspendinthestore(moretime=moresales)•InterceptionRate:Thenumberofshopperswhohaveinteractionwithanemployee(morecontact=moresales)•Waitingtime:Customersdon'tlikethatTheStoreWindowsChangethewindowdecorationsoften,sothepeoplepassingbywantstocomeinandbrowseCustomershavetheireyesinfrontoftheheadandgoforwards,notsideways:Thatmakesitdifficulttoseeproducts/signs/windowstothesideTHESTOREENTRANCE•Onthedoortothestore:Thecustomeronlyhastimetoread2-3words•Thetwilightzone:Don’tplaceanythingimportantattheentrance.Ittakessometimeforthecustomerstoorientatethemselveswhentheyenterastore•Thefasterwewalk,thelesswesee:Makethecustomerslowdownassoonaspossible•Thebestplaceinthestore:Totherightinthebeginningofthestore,justwhenthecustomerhassloweddown(inmostwesterncountries)INTHESTORE•Noamountofmerchandisecandeterashopperonhismission:Sowehavetogoalongwithit•Itisimportantthatthecustomerinthestorecanorientatethemselves:Don’tputanythinginthesightline•Capturerate:Onshelvesthecustomersprimarilyseewhatisalittleovertheireyesanddowntotheirknees•Boomerangrate:Customersdon’tseeawholeaisle,oftentheygoinandtaketheproducttheyneedandgoback•Packagingisoftenseenfromalittledistanceandsometimesfromthetoporfromtheside:ThatmustbethoughtintothepackagingdesignMcDonald'sfoundthat75%ofthecustomersreadthemenuboardaftertheyorder,whiletheywaitfortheirfood-duringthemealprepperiod,whichaveragesaround1min40secs.That'saperfectwindowforlongermessage,somethingyouwouldwantyourcustomertoknowthenexttimetheycome.INSTORESIGNS•Customersdonotlookforsigns:Signsthereforehastogetthecustomersattentionlikeotherads,e.g.billboards•Youenterastorebecauseyouhaveatasktoperform:Whenthecustomershasatasktoperformtheydon’treadsigns,butwhenthetaskisdonetheyaremoreopen•Thesignsmustbewhereitisnaturalforthecustomertolook•Itisdifficulttoreadasignwhenyouarewalking:Keepthemessagesimple•Whenthecustomersstandstillandisbrowsing:Theyaremoreopenforsignsandalsotext•Whenthecustomersiswaitingwithnothingelsetodo:Perfecttimingforasign•Toomanysigns:Thecustomersdon’tseeanyofthemTableTentsTHESTOREENTRANCE•Onthedoortothestore:Thecustomeronlyhastimetoread2-3words•Thetwilightzone:Don’tplaceanythingimportantattheentrance.Ittakessometimeforthecustomerstoorientatethemselveswhentheyenterastore•Thefasterwewalk,thelesswesee:Makethecustomerslowdownassoonaspossible•Thebestplaceinthestore:Totherightinthebeginningofthestore,justwhenthecustomerhassloweddown(inmostwesterncountries)Aboutofastoressalescomesfromofthecustomer80%20%WhatWomenWantWomen•Shoppingisfemale•Womantakepleasureinshoppingandthereforedemandsmoreofshoppingenvironment•Womanliketoshopwithfriends•Womanwantmorespacearoundthemwhentheylookatproducts,sotheydon’tfeeltheyareintheway•Womengenerallycarethattheydowellineventhesmallestactofpurchasingandtakeprideintheirabilitytoselecttheperfectthing•Infactitswomen,notmen,whoplumbsthemetaphysicsofshopping•Shoppingisstillandalwaysmeantmostlyforfemales.Whenmenshop,theyareengaginginwhatisinherentlyafemaleactivityWhatmakeswomensuchheroicshoppers?•Shoppingwaswhatgotthehousewifeoutofthehouse•Shoppinggavewomenagoodexcusetosallyforth,sometimeseveninblissfulsolitude,beyondtheclutchesoffamilyWoman:TimeinStoreLongesttimeinstoreShortesttimeinstore•Womanwithafemalecompanion(8min15sec)•Womanwithchildren(7min19sec)•Womanalone(5min2sec)•Womanwithaman(4min41sec)ShopLikeaMANMAN•Menhasnoapparentjoyinshopping-findswhattheywantwithaminimumoflookingandgetoutfast•Menmovesfasterthanwomanthroughastore•Itishardtogetmentolookatsomethingtheydon'tintendtobuy•Theydon'tliketoaskthestaff–e.g.Triestofindtherightsection1or2times,thengiveupanleave•Themanalmostalwayspays•Menliketogetthereinformationaboutproductsfrom