How profitable can reselling shoes be?
How profitable it is to demonstrate quality shoes
Your shop sells expensive real leather shoes, but customers think the prices are too high? Or maybe you are trying to show a wide range and visitors say that “you have everything the same”? Wrong merchandising is probably to blame. Yulia Oleshchenko, director of Ekaterinburg consulting firm Retail City, talks about the mistakes that owners of shoe stores in the middle and middle to high segment often make and how to fix these mistakes.
The key concept common to mid to mid-range shoe stores is currently the best value for money. The idea is not new. The question is how to do it. A competent visual presentation of the product enables the store to express its concept as precisely and clearly as possible. In other words, you have to be able to stage quality. His idea should be inspired by the design, shop fittings, color matching, smells in the shop and of course the layout. If the quality level meets the needs of the target group, even a prudent buyer will approve of a high price with such an achievement.
Which signs indicate the quality of the goods? First of all, it is a presentation in which the product is clearly visible and all of its individual characteristics are read by the buyer without the involvement of an intermediate seller. Often sellers try to present the entire range and try to put the maximum of the available goods on the shelf. This technique works well when there is a large flow of customers and the price segment is medium or low, as in supermarkets and hypermarkets. In the fashion business, on the other hand, such an agreement visually lowers the price of a product and reduces its sales opportunities. This is due to the fact that it is difficult for the buyer to assign something specific when the goods appear to be a solid mass. To explain this effect, let's look at the psychology of consumer behavior in such a store. For example, a customer is looking for:
· Something that is part of a holistic image and fits into your wardrobe. She ponders exactly how these boots would match her existing coat or suit. It is very difficult and time consuming to highlight the right model in a supermarket-like layout.
What is convenient and suitable for them in terms of heel height, features of the last, model fullness, shade of color. In order to see all these details, the customer has to revise all models one by one. With a dense layout, this will also take a lot of time.
Conclusion: Monotony in the presentation of goods "eats up" the buyer's time resource, which is already quite limited. After seeing several similar models, the difference of which is not obvious in this presentation, the buyer gets tired, quickly loses interest and concludes: "There is nothing to see here".
What to do? Use the calculation of the principle of LIM ("Less is more" - "less is more"). It was discovered by the German psychophysiologist Arnd Tryndl, the author of the book "Neuromarketing". The essence of the principle is that it sells much better if there are fewer products on the shelf, since every model will
noticeable and begins to sell. Therefore, the strategy of a successful retail company today does not lie in the broadest possible range, but in an extremely precise alignment of the range to the target group. By taking back irrelevant or clearly outdated items from the range in good time, additional space is free and the goods can be presented better. But sometimes this is not necessary either, and it is enough just to assess the effectiveness of the use of retail space. In this photo, for example, it is noticeable that the lower shelf is almost free, which means that part of the shoes could be shown on it.
As paradoxical as it may seem at first glance, sales according to the LIM principle increase: According to the results of the Triindl experiments, they increase by 17 to 20% and in some shops even double. How does it work? The fact is that depending on the development of attention and memory, our attention can contain about 7 (plus or minus two) units of information at the same time. That is, if 5-7 models are presented on the shelf, the buyer will notice them all. If it's 8-9 it may be noticed, but it may not be fully. From 10-11 the buyer must isolate exactly those 5-7 models that he can become aware of. At the same time, the psyche quickly gets tired, and a person wants to get out of the store faster.
A common mistake, especially in inexpensive shoe stores, is the unstructured presentation of models, associated with the desire to fill the entire showroom with goods. It seems that with such a calculation the seller wants to emphasize that "our prices are low, come and choose". However, the effect is often the opposite, and the buyer gives the impression: "Everything is the same, everywhere the same". Such a layout does not allow the buyer to notice individual models and get a complete picture of the range.
In the meantime, it is enough to group the goods according to similar models, and in the same area the buyer will no longer see a random pile of shoes, but separate groups, the number of which can be described.
Sometimes, however, it is recommended to deviate from the “correct”, orderly layout in order to liven up the presentation. Nevertheless, we can also see here that the models are grouped according to style and that the classic parallel-vertical representation is animated by "irregularities" that attract attention.
In addition, you can only slightly disturb the "correct" order of the goods on the shelves. In this photo, shoes that are on different levels are rotated at an angle of 45 degrees to one side and the other. With this product orientation, every level is "read".
Different forms of presentation and placement of goods on different levels also destroy the monotony and draw attention to the diversity of the models. It turns out that the more differences there are between the models, the more units of goods are perceived by the buyer in the store. In other words, the presentation becomes all the more valuable.
However, the location of the goods at different levels does not always guarantee the attention of the buyer. For example, such an arrangement of shoes "dilutes" attention when the same amount of a homogeneous product is presented on all three levels of an island rack. As a result, the lower shelf is no longer legible.
Avoid monotony: different levels of a showcase imply a different design. When the minimum number of shoes was left on the lower shelf, it caught the buyer's attention with a rhinestone: the so-called focal point turned out.
And one more nuance: quality should be experienced emotionally. Visuals should create trust in the product and a desire to buy it. Then when a person looks at something, he has a keen need for it. That is why it is so important to saturate the shop space with emotional images. And instead of laconic inscriptions, as in this photo, you can use photo diagrams that create a mood and affect the buyer's emotions. For example, a photo of a happy girl in the snow would be a good substitute for a red sign with the word "winter" on it. The use of emotional photography for the target group of buyers means "intuitive merchandisingAnd creates this psychological atmosphere in the store that prompts the customer to buy your goods on an emotional level.
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