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Merchandising

In: Business and Management

Submitted By sapognik
Words 1197
Pages 5
Оглавление Введение 3 §1. Анализ фасадной витрины ювелирного салона 4 §2. Анализ торговой витрины обувного магазина «Ecco» 8 Заключение 11

Введение
Мерчендайзинг — это система мероприятий, проводимых в микромире магазина и направленных на то, чтобы покупателю было удобно, приятно и выгодно совершать покупки.
Иногда мы забываем, что магазин существует для покупателей (а не для руководства, не для персонала и ни в коем случае не для проверяющих органов). И мы должны стремиться сделать свой магазин удобным, приятным и выгодным — именно для покупателя.
Как же существуют магазины, откровенно не приспособленные для совершения в них покупок, хотя товары и цены отвечают нашим ожиданиям? Скорее всего, их руководство забыло о главном. То есть о типичном потребителе нашего времени и особенностях его поведения при выборе и покупке товаров.
Цель данной работы – выяснить насколько отвечают выбранные витрины правилам и законам мерчендайзинга.
Для достижения цели были поставлены следующие задачи: * дать характеристики фасадной, демонстрационной и торговой витрин; * определить приемы выкладки; * в ходе анализа выявить сильные и слабые стороны выкладки.

§1. Анализ фасадной витрины ювелирного салона
Салон расположен возле метро Бауманская, фотография была сделана непосредственно для последующего анализа.
Визуально товар на витрине сразу можно разделить на 5 групп с лева на право (рисунок 1): * Антикварные подсвечники/часы и фигурки из бронзы (либо другого металла). * Коричневый подарочный походный набор и фляга того же цвета * Расписные фигурки/копилки животных, расположенных на полосатой подставке. * Фарфоровый/фаянсовые наборы и статуэтка девушки * Люстры (сверху)
Фон на витрине создан при помощи легкого полупрозрачного материала с подвесными стеклянными каплями прозрачного и янтарного цвета.

Рисунок 1. Витрина ювелирного салона
Проанализируем, соблюдены ли законы мерчендайзинга.
Начнём с «закона количества», он явно не соблюден – сложно определить, какого товара больше визуально без подсчета. Следовательно, витрина не дает прохожему невербального посыла, о том, каким товаром располагает в большей степени магазин.
«Закон размера» – наибольшим по размеру товаром, из представленных на витрине, является подсвечник-часы. Однако цветовой контраст соблюден не был, что не акцентирует внимания на выбранном товаре. Сам товар был выбран так же не очень удачно, так как сможет привлечь в магазин довольно узкий круг покупателей.
Следует отметить неаккуратно расставленные свечи в подсвечниках и их неполное количество, что придает небрежность оформлению витрины. Соответственно, это минус для магазина.
Наибольшим цветовым контрастом обладают желто-красные фигурки животных, они первыми бросаются в глаза. Цвета выбраны удачно, так как распознаются человеком быстрее. Однако расставлены они хаотично, композиция отсутствует. На фоне больших фигур плохо просматриваются маленькие. Основная идея – расположить эти фигурки выше остальных товаров – целесообразна, она дает ощущение динамики и пространства, но подставка выбрана неудачно – полоски только добавляют пестроты.
На витрине совершенно отсутствуют комплементарные (дополняющие) цвета, за исключением синих пакетов и желтых фигур, которые, скорее всего, поставлены вместе случайно, так как не несут никакой смысловой нагрузки. Цветовая гамма витрины не проработана.
К товару с нестандартной формой можно отнести большой подсвечник, он привлекает внимание прохожих, однако на этом его функция заканчивается, так как, он вряд ли сможет завлечь посетителя в магазин (об этом говорилось выше).
Хорошим привлечением внимания могли бы стать подвесные блестящие стеклянные капли, если к тому же на них грамотно направить подсветку. Однако капель слишком много и их присутствие только добавляет хаоса и полностью лишает витрину композиции. Довольно уместно подвешены люстры, что могло бы послужить для идей создания мини-комнаты из витрины, но надписать «Ювелирный магазин» почти полностью их скрывает. Стоит так же отметить, как одну из самых серьезных ошибок то, что понятие «ювелирный салон» не ассоциируется с представленным товаром в витрине.
О наличие подсветки судить сложно, так как фотография сделана днем при ярком солнце. На момент съемки она включена не была. POS-материалы отсутствуют, следовательно, закон «переключения внимания» не выполняется.
Частично можно признать выполненным закон «группировки», однако его действие сводиться на «нет» отсутствием свободного пространства между группами и отсутствием смысловой связи между ними.
Ценники не соответствуют размеру товаров. Текст на ценниках слишком мелкий. Декоративной функции ценники не несут.
Создать эмоциональный образ у авторов этой витрины явно не получилось. Total look отсутствует, в витрине полный хаос. Товары просто расставлены без какой-либо композиции. Усиления эмоций соответственно не происходит. Основная ошибка – большое количество товара разных форм, цветов и размеров в одном месте — это не позволяет человеку спокойно переключаться с одного предмета на другой. Впечатление, которое создает витрина можно сравнить с «блошиным рынком».

§2. Анализ торговой витрины обувного магазина «Ecco»
Фотография для анализа была взята из сети Internet.

Рисунок 2. Торговая витрина «Ecco»
Проанализируем, соблюдены ли законы мерчендайзинга.
В магазине применена горизонтальная выкладка обуви по категориям. Корпоративный блок отсутствует. Также обувь сгруппирована на повседневную и выходную (оригинальную). В первом случае выкладка обуви однонаправленная (носки обуви смотрят в одну сторону), это свойственно для скромного и повседневного ассортимента, когда оправдана упорядоченность и системность. Монотонность в этом случае прерывается стеллажами, плакатом справа и центральным зеркалом.
Оригинальные модели представлены отдельно, их меньше и они располагаются на отдельных столиках. Вкладка – разнонаправленная (носки смотрят в разные стороны). Разнонаправленное размещение обуви задает ритм и динамику. И что характерно, носки большинства моделей направлены к входу, некоторые стоят боком. Благодаря такому эффекту движения на витрине поддерживается контакт с покупателем.
Так же обувь делиться на женскую и мужскую, перед нами приставлена стена с мужской обувью. Вертикально товар сгруппирован еще и по цвету.
Использован кросс-мерчендайзинг: среди обуви выкладываются экземпляры сумок – это преимущество, которое позволяет покупателю постоянно переключать внимание. Здесь же соблюдается и закон размера: мужская обувь имеет преимущество в количестве, мужские сумки – в размере, таким образом, достигается баланс.
Привлекает внимание красный столик с женской обувью новой коллекции. На красном однотонном фоне хорошо выделяются светлые туфли. Это хороший ход, так как основная аудитория магазина, все-таки, женщины. Нестандартная окраска обуви так же привлекает внимание. Стол имеет округлую форму, что тоже улучшает восприятие.
Имеются POS-материалы – плакат с молодым человеком создает цельный образ у покупателя. Рядом же расположено зеркало – посетитель, видящий в себе (в своей обуви) недостатки, постарается их исправить. Тот же POS-материал продублирован в меньшем размере на полке перед стеллажами.
К минусам можно отнести освещение – невысокий уровень освещенности и цветопередачи. Основной источник света – желтый, акцент направлены не на все полки. При плохой цветопередаче страдают в первую очередь яркие цвета. С другой стороны низкий уровень освещенности в помещении в сочетании с точечным освещением отдельных товаров создает камерную обстановку, располагает к неспешности и созерцанию.
Сложно оценить выполнение законов «уровня глаз» и «мертвой зоны», так как неизвестен сезон и тенденции моды того времени, когда сделан снимок. Можно предположить, что, если новая коллекция женской обуви – туфли (а новый сезон – лето), то текущий сезон – осень. Из этого можно сделать вывод, что на «золотой полке» и выше (что целесообразно для мужчин) расположены модели текущего сезона, а на самой нижней полке и на крайнем левом стеллаже – модели прошлого сезона. Следовательно, законы «уровня глаз» и «мертвой зоны» соблюдаются.
Соблюдается закон «2+7» - в одном ряду на стеллаже представлено не более 6 моделей.
Основная цветовая гамма в зале представлена коричневыми и бежевыми цветами, свет теплый. Цветовые акценты – красный столик, красная линия возле логотипа «ecco».
Полная и широкая выкладка продукции на витрине привлекает покупателя. Стоит отметить, что на самых верхних полках на каждом стеллаже представлено только две модели. Частично, за счет этого достигается эффект востребованности товара.
В итоге мерчендайзерам удалось создать в магазине довольно уютную атмосферу, в основном в умеренном и спокойном стиле, но с элементами динамики и ритма. К слабым сторонам можно отнести освещение малое количество акцентов и небольшую монотонность в цветовом оформлении. Основной ассортимент разбавлен аксессуарами и POS-материалами. Выкладка отвечает требованиям мерчендайзинга.

Заключение

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