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大分类排面设计-1.0版本Familyimplementation-Version1.0家乐福亚洲区CarrefourAsiaOrganization-1分类排面设计FamilyImplementationKNOWHOW专业技能Makuhary-Japan大分类排面设计-1.0版本Familyimplementation-Version1.0家乐福亚洲区CarrefourAsiaOrganization-2Merchandisescreatethestoreatmosphere,displayemphasizesvolumeandclarity,itemsareeasytofindandaccessible,thepromotionaloffers,throughspecificdisplays,livenupthemerchandises.商品制造出卖场的气氛，商品的陈列要突出充足的量和一目了然的特点，商品易于寻找和取得，促销商品通过特定的陈列而显得生机盎然摘自公司政策（商品）FromthePolicies(Merchandise)大分类排面设计-1.0版本Familyimplementation-Version1.0家乐福亚洲区CarrefourAsiaOrganization-3ThecontentofKNOWHOW专业技能内容CARREFOURIMPLEMENTATIONCONCEPT家乐福排面设计理念FAMILYIMPLEMENTATIONRULES分类排面设计规则THEPREPARATION准备THEIMPLEMENTATION排面设计THEPRINCIPLES原理EXERCISES练习Objective目的:Knowthebasicrulestosetupafamilyimplementation.了解建立分类排面设计的基本规则大分类排面设计-1.0版本Familyimplementation-Version1.0家乐福亚洲区CarrefourAsiaOrganization-4Carrefourstorelayoutconcept家乐福店内陈列理念ThisStorelayoutletscustomerswalkaroundeachconceptaccordingtowhattheywouldliketopurchase.ItisthelayoutofCarrefourStoreseverywhere.这个店内陈列可以让顾客容易行走,根据顾客的购物喜好陈列,这种是所有家乐福的陈列标准CARREFOURIMPLEMENTATIONCONCEPT家乐福排面设计理念TheStorelayout,theConceptandthenthefamilyofproductsapplythesamerulestomakeeasiercustomerspurchase.Wecallit:”Customerneedsinverticalandproductinhorizontal”.店内陈列,理念和商品分类都适用同一规则,让顾客容易购买ThisStorelayoutdoesnotmakeeasiercustomerspurchase.Itisdifficulttowellidentifythelocationofproduct.这样的店内陈列不能方便让顾客购买.不能很好的确定商品的位置联合立华强生收银台三星索尼杂货生鲜非食品收银台大分类排面设计-1.0版本Familyimplementation-Version1.0家乐福亚洲区CarrefourAsiaOrganization-5Conceptimplementation排面设计理念OneConceptlayoutsuchasApplianceareaapplythesamerulesthantheStorelayout.Itfitsintothesamescheme,toallowcustomerswelllocatetheproduct.某一种陈列的理念,比如家电区域,与店内的陈列相同同样的设计可以让顾客容易确定商品的方位ThecustomerwellidentifytheConceptandtheproducts,sohecandecidetogoinornot.顾客先确定商品的类型,才决定买不买Ifcustomerwouldliketobuyawashingmachine,hehastoknowwhichBrandsupply.如果顾客想买一台洗衣机,他得知道那个品牌CARREFOURIMPLEMENTATIONCONCEPT家乐福排面设计理念松下三星索尼一线白电电视音响CD和磁带大分类排面设计-1.0版本Familyimplementation-Version1.0家乐福亚洲区CarrefourAsiaOrganization-6Familyimplementation分类排面设计Customerflow客流vertical:fruitjuiceflavorhorizontal:brand纵向:果肉,果汁,香精饮料横向:品牌Ifthecustomerwouldliketopurchaseorangejuice,hehastolookatallalongthegondolatochoose.Itisdifficultinthatcasetocomparetwoitemsiftherearedisplayedontwoshelves5metersaway.如果顾客想购买橙汁,他必须走过所有的货架来选择.如果这样,顾客在比较两种相隔5米的类似商品时就很困难OrangejuicePineapplejuiceApplejuiceGrapesjuicevertical:brandhorizontal:fruitjuiceflavor纵向:品牌横向:果肉,果汁,香精饮料Customerflow客流TipcoMaleeForonefamilyofproducts,Carrefourapplytherule”Customerneedsinverticalandproductinhorizontal”.对于一个商品分类,家乐福遵循“纵向是顾客需要,横向是品牌CARREFOURIMPLEMENTATIONCONCEPT家乐福排面设计理念橙汁菠萝汁苹果汁葡萄汁橙汁菠萝汁苹果汁葡萄汁大分类排面设计-1.0版本Familyimplementation-Version1.0家乐福亚洲区CarrefourAsiaOrganization-7Carrefourimplementationconcept家乐福排面设计理念FromtheStorelayouttothefamilylayout,Carrefourapplythesameruletomakeeasiercustomershopping.从店内陈列到分类陈列,家乐福遵循同样的规则:让顾客容易购买ItmakesCarrefourdifferentfromcompetitors.这也是我们与竞争对手不同的地方STORE店CONCEPT理念FAMILY分类OrangejuicePineapplejuiceApplejuiceGrapesjuiceCARREFOURIMPLEMENTATIONCONCEPT家乐福排面设计理念杂货生鲜非食品收银台白电电视音响CD和磁带橙汁菠萝汁苹果汁葡萄汁大分类排面设计-1.0版本Familyimplementation-Version1.0家乐福亚洲区CarrefourAsiaOrganization-8vertical:fruitjuiceflavor纵向:果肉,果汁,香精饮料FAMILYIMPLEMENTATIONRULES分类排面设计规则FamilyDevelopmentfile分类发展档案Thefamilydevelopmentfileshouldprovideatleast:-numberofelementsaccordingtothemarket.-theimplementationcriteria:verticalandhorizontal.分类发展档案至少应该准备:-根据市场得到的货架层数-排面设计标准:纵向和横向Customerflow客流Fruitjuicedevelopmentfile:3elementsFlavorinvertical,itemsinhorizontal.Firstelementisorangejuicethebiggestmarketshare.果汁发展档案:3个层纵向为香精饮料,单品为横向第一层是橙汁,果汁的市场份额最大horizontal:capacityandthenitem横向:容量和单品OrangejuicePineapplejuiceApplejuiceGrapesjuice橙汁菠萝汁苹果汁葡萄汁大分类排面设计-1.0版本Familyimplementation-Version1.0家乐福亚洲区CarrefourAsiaOrganization-9Carrefourrules家乐福规则Carrefourrulesiscustomersneedsinvertical,brandanditeminhorizontal.家乐福的规则是纵向为顾客需要,横向是品牌和单品V=Customerneeds纵向:顾客需要Vertical:batteryLR6Horizontal:brands(Energizer,Duracell,Carrefour,1stprice)纵向:电池LR6横向:品牌(劲量,DURACELL,家乐福,最低价)FAMILYIMPLEMENTATIONRULES分类排面设计规则大分类排面设计-1.0版本Familyimplementation-Version1.0家乐福亚洲区CarrefourAsiaOrganization-10Theimplementationofonefamilyisbasedonthreeideas:seductiveness,financialmanagement,organization.一个分类的排面设计根据以下三个规则:吸引人的,财务管理,组织Implementationisseductiveforcustomer:排面是吸引顾客的-clear干净-lookgood好品象-colorful色彩鲜明Implementationcontributetocompanyresults:排面展现公司销售成果-turn-over销售额-margin毛利-levelofstock库存等级Implementationmakeeasierforflowofgoods:排面让商品易被于选购-shelfcapacityadaptedtosalesrotation货架的容量要适应销售的回转-promotionarea促销区Agoodimplementationisanimplementationthatletseeonlytheproducts,assetsarehiddenfromview.一个好的排面会让人感觉到只有商品,而货架已经被隐藏到后面.FAMILYIMPLEMENTATIONRULES分类排面设计规则大分类排面设计-1.0版本Familyimplementation-Version1.0家乐福亚洲区CarrefourAsiaOrganization-11Implementationisseductiveforcustomer排面是吸引顾客的-clear干净-lookgood好品象-colorful色彩鲜明Vertical:orangejuiceHorizontal:capacityandthenitem纵向:橙汁横向:容量和单品Vertical:softenerandthenfragranceHorizontal:capacityandthenitem纵向:柔顺和芳香横向:容量和单品FAMILYIMPLEMENTATIONRU