Merchandising Rules for Shelf Space Allocation with Product Categorization and Vertical Positioning

• Autorzy: Kateryna Czerniachowska , Sergey Subbotin

Warianty tytułu

Zasady przydzielania produktom miejsca na półkach sklepowych z uwzględnieniem kategoryzacji produktów i pozycjonowania pionowego

• Języki publikacji: EN

Abstrakty

Techniki wizualnej prezentacji produktu na sklepowej półce mogą zmaksymalizować atrakcyjność produktu, zapewnić dobrą sprawność działania sklepu, przyciągnąć nowych klientów, a w konsekwencji zwiększyć dochody sprzedawcy. Różne techniki pozwalają łatwiej wyróżnić własny produkt na tle konkurencji. Opisane badania miały na celu sprawdzenie praktycznych metod wizualnej prezentacji produktu wpływających na preferencje klientów dotyczące odwiedzania sklepu i dokonywania w nim zakupów. Praca przedstawia wgląd w możliwości wdrożenia przez sprzedawców technik wizualnej prezentacji produktu w celu zwiększenia zysków. Autorka zaproponowała strukturę i model alokacji miejsca na sklepowych półkach, które obejmują ograniczenia wizualnej prezentacji produktu, w tym układ sklepu i ruch klientów w poszczególnych alejkach, różne poziomy półek (ze szczególnym uwzględnianiem półki na poziomie wzroku klienta) oraz segmenty półkowe, na których należy umieszczać produkty szybko zbywalne i regionalne. Wyniki badań mogą stanowić element strategicznego zarządzania kategorią produktów w handlu detalicznym(abstrakt oryginalny)

EN

Retail visual merchandising techniques can maximize product attractiveness, create good store performance, attract more customers to the store, and as a result, they help to increase the retailer's profit. These strategies make it easier for category managers to differentiate their products from other competitors. This study aimed to investigate the practical visual merchandising methods that influence customer preference of visiting a store and making purchases there. It provides interesting insights into the techniques of how retailers could deploy visual merchandising into the daily tasks to increase profit. The author proposed the framework and the shelf space allocation model, which includes visual merchandising constraints including store layout and traffic, aisles with regard to traffic direction; different shelf levels (special attention is given to the most profitable eye-level shelf); and shelf segments where convenience and local products should be placed. The results of the study could be a part of strategic category management in the retail business.(original abstract)

Słowa kluczowe

PL

Sprzedaż detaliczna; Proces decyzyjny; Merchandising; Świadomość konsumenta; Marka

EN

Retail sales; Decision proces; Merchandising; Consumer awareness; Brand

• Czasopismo: Informatyka Ekonomiczna / Uniwersytet Ekonomiczny we Wrocławiu
• Rocznik: 2021
• Numer: nr 1 (59)
• Strony: 34-59

Twórcy

autor

Kateryna Czerniachowska

• Wroclaw University of Economics and Business, Poland

autor

Sergey Subbotin

• National University "Zaporizhzhia Polytechnic", Zaporizhzhia, Ukraine

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Identyfikatory

DOI

10.15611/ie.2021.1.02