Retail Merchandising: Purchase Types and Shelf Allocation

Purchase Types and Sales Strategy

IMPULSO. Refrescos purchase is cold and on camera. The type of purchase is espontanea (impulse). Offers... The type of purchase is ocasión (occasional). Buying food for the family... The kind of purchase is planned.

Breaking Monotony in Sales Points

Can breaking the monotony and making the most attractive selling point for the customer? The modification of shelves in a linear arrangement offers several possibilities to break monotony. Often, the look does not notice anything specific, causing the customer to pass through the aisles without seeing what is on the shelves. The two most commonly used methods are:

• Temporary use of space outside the linear arrangement.
• Double location.

Calculating Product Family Rates

How is the rate calculated for each product family? The calculation of the initial linear space, when establishing the store, is done using the market share method. When setting up, this should be applied to net sales, qualifying with a qualitative approach to soften the economic objectives of the method. The replenishment period method is most applicable in merchandising logistics.

Additional Criteria for Product Location

What other criteria should be considered?

The location of products should follow established criteria, including:

1. Facing determination.
2. Filling the shelves.
3. The use of pagers and labeling.

Calculating Facing for Each Reference

How is Facing calculated for each reference?

We must consider the linear space and the size of the product. The number of facings should be as many as possible, taking into account that there should be at least 3. Studies suggest that with a smaller number (1 or 2), the customer perceives their presence less, and the dimensions might suggest a small space for another product, or that a little space could be gained for another reference.

Shelf Filling Considerations

What must be taken into account when filling the shelves?

The following rules must be followed:

• Do not leave empty spaces.
• Shelves are filled to the fondo (back).
• Maintain order. Behind the front line, where the facings are, products must be inserted according to the same order.
• Reset with care. When stock breaks occur, it is disastrous for the establishment and results in lost sales.

Importance of Pagers and Labeling

In what ways are pagers and labeling important?

The advantage of using pagers is that they provide objective, clear, and simple information to the customer. They are classified into two groups:

• In reading far: They provide general information on the location of sections, families, or references.
• In close reading: The information contained therein is particularized information on each of the references.