Shops are places where shopkeepers and customers trade money and goods. Moreover, each store has different guest floors because of different business districts. "Customer-level positioning" is definitely a factor that should be seriously considered before supermarket planning stores. A store is a stage where shopkeepers, customers and service personnel perform together, and the matching performances are commodities. When a play is staged, if the stage design can complement the actors and props, it will be a good and popular play. This is the "origin" of store configuration and planning. We must go back to the original point at any time to test whether the stage design can meet the needs of the plays and actors. Especially in this rapidly changing era, consumers' consumption mentality is changing at any time. When the store is no longer a wedding, we must go back to the original point and check whether the stage design has fallen behind the trend or has been spurned.
Second, consumers' attention to the store.
Shops are a stage featuring consumers, so what kind of stage should consumers care about? Japanese manufacturers once sent out 2,000 questionnaires in a business circle with 52,000 people, and recovered 1600, which is very representative. The result is shown in the figure below.
At the beginning of the survey, the industry thought that the proportion of commodity prices might be very high, but the result was not entirely so. As can be seen from the above table, "open and easy to enter" accounts for 25%, "bright and clean shops" accounts for 14%, and "goods easy to see and choose for display" accounts for 15%. It can be seen that these consumers are most concerned about the store configuration, which is the problem that planners should think about.
Third, the principles of store planning
Based on the above survey, we can specifically summarize the basic principles of store planning as follows:
(a) Make it easy for consumers to access:
This is what consumers are most concerned about. When planning a supermarket, we must always think about how to make consumers enter the store "easily" and "naturally".
Because a shop is rich in products, cheap in price and friendly in service, but if the guests don't want to come in or don't understand, it's all in vain. Therefore, how to make consumers "come in easily" is the foundation of everything. Only when customers are willing to come in can we have a chance to do business. China has a saying that "people's feet are the fattest" should be the best annotation. When guests come into my store, it is the beginning of doing business. Our advantages will be discovered by consumers, and we will have the opportunity to make money.
(2) Let consumers stay longer.
As we all know, only about 30% people go to the supermarket to buy a certain commodity; In other words, 70% of the goods consumers buy are impulse purchases, that is, consumers don't want to buy such goods originally, but they wander around to buy them because of the content of the goods, the promotion and packaging of the shop assistants, or because they are on sale. Therefore, when consumers enter the supermarket, the supermarket has already started selling. At this time, the second principle that must be planned is how to make consumers stay in the store for a longer time. The weapons we have are:
● Consumers will buy more and more impulsively.
● The longer consumers stay, the more they buy.
In order to achieve this goal, planning should start from two aspects:
1. Create "advantages"
That is to create an advantage that consumers are willing to stay. At this time, the store manager must think about what to do to make consumers willing to stay. Of course, as two important factors shown in the above survey, "bright space environment" and "goods easy to see and choose for display" must be considered. In addition, good air conditioning, stereo and friendly service attitude are also the reasons why consumers are willing to stay for a long time.
Once there was a shop. After dinner in the evening, the store carefully selected some extremely beautiful music, and improved the acoustics. After observation, some consumers will go to the store after dinner, listening to music on the one hand and buying goods on the other. At this moment, for consumers, it means "enjoying shopping". To this end, car owners have also been affirmed by many consumers.
Eliminate "discomfort"
In other words, it is necessary to exclude places in the store that make consumers feel uncomfortable. For example, if the channel is too narrow, consumers will often be affected by the crowding and bumping of others when purchasing goods, and if the stereo is too noisy and vulgar, and the service staff has a bad attitude, consumers will not be able to stay for a long time. Of course, the probability of impulse buying by consumers will naturally decrease, and the sales opportunities will naturally decrease.
(3) the most effective space
"ah! Really tired "and" ah! The words "really comfortable" are simple, but they have completely different meanings. How to make customers feel the pleasure of shopping and will continue to want to come again is the most important thing to consider in the configuration and planning of stores.
Shops include "front facilities", "central facilities", "rear facilities" and "building facilities". Simply put, it can be divided into "frontcourt" and "backcourt". At the beginning of planning, the area of frontcourt and backcourt should be allocated reasonably. The commonly used standard is 8: 2. But at present, the cost of land is getting higher and higher, and if the space rented by the store rent standard is used as a warehouse or disposal site, the cost will increase. When the logistics system is gradually developed, operators can try to improve and create their own logistics system, or combine with other logistics systems, and try to use all the effective space as stores to increase turnover and reduce costs.
(D) to create the best sales atmosphere
In the era of high consumption consciousness, the recognition of consumers has shifted from a single commodity to the overall image of the store. Generally speaking, the creation of sales atmosphere should start with the display, color and lighting of shops. The lighting and colors of shops should be included in the overall identification system of enterprises, thus creating their own unique style.
In addition to the above principles, the planning and configuration of stores should also make full use of the survey data of consumers before opening stores. Only in this way can we better understand consumers and meet their needs.
Planning and design of shopping center
The store planning of chain stores is actually the preliminary design of stores. The ratio of general store area to backstage and warehouse is 4: 1, and large shops with conditions also have parking spaces.
Nowadays, a number of large supermarkets and warehouse supermarkets have appeared in the suburbs or urban-rural fringe of large and medium-sized cities in China. They attract many customers from all directions to shop here with lower prices and more goods, so the voice of designing parking lots in the store is getting higher and higher. According to the statistics of 2 1 national survey institutions such as Beijing Meilande Information Company and Henan Statistical Information Consulting Center, at the end of 2000, 22 cities including Beijing, Tianjin, Shanghai, Guangzhou, Chengdu, Zhengzhou, Haikou, Lanzhou and Xi 'an jointly conducted a survey on urban residents' private cars. The results show that by the end of 2000, the car ownership rate of urban households reached 8.2%, reaching 20,065,438 vehicles. Such a series of data reflects that the planning of store parking lot design should be within the planning agenda of companies that are preparing to open large stores at present.
The main work of store planning is the internal layout of the store. Some shops are multi-storey, such as Carrefour and Lotus. Most of these stores are upper and lower floors. After entering the store, they first use the escalator to the second floor, and then they can pay the money on the next floor. They can't shop directly on the first floor. The purpose is to prolong the customer's stay in the store, so as to have more opportunities to show the goods to customers. The design of the store is also based on this purpose, that is, to maximize the customer's stay in the store.
The earliest self-service supermarket was called "Piglets Rolling around". The store has only one exit and one entrance, and customers can only leave along a fixed route after entering the store. Although this setting has brought inconvenience to many customers, it has attracted many people to shop because of its novel shopping mode.
Of course, the current store setting will not imitate this, but the planning and setting of supermarkets is still to put the goods or areas with high purchase rate and the most attractive customers in the deepest part of the store or the main channel, so as to completely attract customers to patronize their own stores. Therefore, we can see that the most attractive areas of cooked food, fresh food and quick freezing in most supermarkets (see the picture below) are located in the innermost part of the store, which is close to the operation area in the backcourt on the one hand and can attract customers on the other. Fruit and vegetable areas are generally considered as high-profit departments. The usual layout is to meet the relevant shopping needs of customers and arrange it next to meat products. Another arrangement is to put it at the beginning of the customer's shopping process to avoid not buying high-priced fruits and vegetables as the customer's shopping volume increases. Because dairy products and frozen products are easy to melt and corrode, they are generally arranged at the end of the customer's purchase process, near the exit, and dairy products and frozen products are generally together, which is conducive to the utilization of equipment. Bread is the main commodity of baking goods, with large sales volume and high gross profit, and most of them are arranged on the first shelf near the entrance, which can not only stimulate the sales of high-priced bread, but also prevent customers from forgetting. Miscellaneous products are mainly located in the center of the supermarket, taking the form of floor shelves, and the layout is vertical display, so that customers can see through the depth, and generally do not accept other display methods.
In addition, store planning should also pay attention to the layout of the store head, which is like the signboard of the store. Generally speaking, the store manager will have some warm merchandise displays specially designed by the store to highlight customers' shopping mood and form a good shopping impression for customers. At the same time, we should pay attention to the placement principle of this commodity display platform to facilitate customers' access.
There is also a kind of commodity planning, that is, the planning of general departments is aimed at preventing theft and loss, and some goods with high loss rate will be specially arranged in some specific corners, such as chewing gum is always placed in front of the cashier, and cosmetics are always placed in eye-catching places in the store.
In a word, the layout of the store serves the daily operation of the store, and all planning should follow the principle of combining with reality to make all arrangements.
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