The entrance areas in the clothes visual merchandising. Galun D., Ph.D

The entrance area is classified as the most active zone of the store. Many of the visitors appear there and there is the largest number of purchases. The entrance zone attracts customers by a new product right from the entrance to the store.

There are several approaches to the design of the entrance points. In accordance to a set of trading equipment: the first of them is a group of mannequins, the second is a group of elements of the island trading equipment filled with goods, and the third is simultaneous placement of mannequins and the island equipment. By the assortment: a time approach implies placing products of the latest delivery, irrespective of the style, general color or stylistic zoning of a trading hall; a conceptual attitude includes showing the collections only of strategic importance in the sales; a promotional one is in placing the product at a special price, or the goods intended for sale as gifts to seasonal or public holidays, special events in the entrance area.

This article analyzes the effectiveness of the entrance zones organized according to the principle of simultaneous placement of mannequins and island equipment as well as products representing the latest supply (Figure 1).
Figure 1. An example of design of the store entrance.

Table 1 presents statistics for the sales of the same items in 50 stores for three period of time: previous to placement in the entrance area, while placing in the entrance area and after moving out of the entrance area. These tables indicate that the products located in the entrance area have a higher sales effectiveness in units versus to sales when placed in other areas of a trading hall. Table 2 presents comparative data expressed in absolute units of sold products, and as a percentage. Thus the product presentation in the entrance point increases the sale of the same goods by an average of 6.76%. The absolute value of changes in sales of the input points per month is half of the average monthly sales of one a network store. This is 1.5% versus to the average indexes of total sales in the same number of stores during the same period.

 

Table 1. The product sales data depending on their location.

 

 

 

 

 

Supply

Sales, units

The period of comparison, days

 

Before placing in the entrance point

During the placement in the entrance point

After removal from the entrance area

 

7

1225,00

1924,00

1647,00

10

10

3531,00

5888,00

6257,00

14

11

15197,00

15380,00

11146,00

14

12

8501,00

8919,00

8450,00

14

13

5028,00

4655,00

7904,00

10

33482,00

36766,00

35404,00

62

 

 

Table 2. Absolute and relative indexes of the economic effectiveness of the entrance areas.

Index

Before placing in the entrance point

During the placement in the entrance point

After removal from the entrance area

Change in sales, %

0,00

9,81

-3,70

Change in sales, units

0,00

3284,00

-1362,00

Average value of change in sales, %

 

6,76

 

Average value of change in sales, units

 

2323,00

 

About the author:


Last name, first name in full. Galun Dmitry
Degree (if any). Ph.D.
Name of educational institution. Moscow State University for Design and Technology
E-mail address. galund@mail.ru
Mailing address (be sure to index).
107 113, Moscow, Russia, 3d Rybinskaya 1/40-41