Preparing goods for sale. Types and purpose of goods. Pre-sale preparation

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

One of the most important stages in the sale of products to the end consumer is the preparation of goods for sale. Laid out and conveniently packaged goods significantly reduce customer service time, unload sellers and cashiers, and stimulate sales growth.

Types of goods preparation operations

Pre-sale preparation of the sales range can be general and special. General preparation includes unpacking, sorting, visual inspection of product packaging integrity. This also includes the stacking of goods in designated places - in cells, on shelves, pallets, racks, etc. Special operations include the assembly of various products, the elimination of minor defects, and the packaging of bulk products. In addition, careful preparation of commodity items is also necessary - clean shelves and racks will highlight the product line, and competent filling of refrigerators will help to properly arrange frozen products and present them in the most attractive way.

Due to the huge range of incoming products, some stages of special training are shifted from sellers to representatives of commercial warehouses or manufacturers. Yes, representativessuppliers control the display of products on product shelves and in refrigerators, retail warehouses pack bulk products, etc.

How to reduce presales

Features of wholesale and small-scale wholesale trade force retail chain managers to make the necessary stocks of products. Sometimes this is due to the upcoming holidays, sometimes it is due to the end of a certain season, when official distributors empty their warehouses in order to make room for seasonal goods.

Often wholesale companies provide goods in large packaging (cereals, sugar, pasta). For retail, such packaging is inappropriate, so retailers should be responsible for packaging products in a convenient container of acceptable weight. It is best when this is not done by salespeople, but by dedicated workers - the benefits of this approach are especially visible when there are several retail stores.

The location of the packaging department also matters - it is desirable that it be located directly near the trading floor and have continuous communication with it. Research has shown that locking the packing process to individual workers and in a well-defined location reduces cycle times, lowers the entry price of the product and increases the turnover of the retail chain, since sales assistants and consultants will directly serve customers, rather than pre-sale preparation of the product range.

Informative packaging

Fromthe thoroughness, informativeness and brightness of the packaging directly depends on the presentation of the product. In addition, the legislation regulates the list of necessary data that must be present on the packaging of any product. These include:

• product name;
• weight;
• price per unit of weight or volume (kilogram, liter);
• packing date;
• name of outlet.

On the other hand, marketers recommend supplementing the required list of data on the packaging with such parameters as the store's own brand, brand colors of the outlet, a bright and simple slogan that should be associated with this particular retail chain. In this way, it will be possible not only to draw additional attention to the product, but also to emphasize its uniqueness and link the purchase to this outlet.

Rotation

It is wrong to think that the preparation of goods for sale can be limited to beautiful packaging. An important stage of pre-sale preparation is rotation. This term refers to a set of actions aimed at the optimal presentation of goods on a shelf or in a refrigerator. Sellers who monitor the display are required to review the expiration dates and fold the product range taking these dates into account. Otherwise, a situation may arise when only recently delivered goods are sold, and the one that was accepted earlier gradually becomes unusable.

Neglecting the rules of rotation reduces the efficiency of sales and reduces the net profit of the store. Sorting of goods should be carried outregularly, with the rejection of overdue, unusable items. Sellers are required to remove goods with defects or with opened packaging from the shelves. A thorough review of the entire product range is required for perishable products that need to be sold within a certain time. Rotation also helps to “wash out” certain positions, for example, in connection with the termination of contractual relations with a supplier.

Product range placement

The trading floor has finite parameters, so it is very important to place the goods in such a way that it is convenient for the buyer and profitable for the store. The correct location of retail shelves, racks, refrigerators will increase the turnover of the store, reduce the burden on sellers, and save buyers time.

The placement of goods can be based on an industry or complex principle.

Commodity-industry principle involves the placement of a range of similar products in nearby trading places. For example, bread - muffin, butter - margarine, sweets - cakes and more.

An integrated approach provides for the location of goods according to the generality of demand or into categories that satisfy certain social groups. For example, beer can coexist with nuts, crackers, snacks, dog food - with leashes and muzzles. Seasonal products can also be located nearby thanks to an integrated approach. For example, picnic blankets will coexist with sunscreen, disposable tableware with beach towels, and so on.

Top positions and"golden" shelves

The turnover of goods directly depends on their availability and attractiveness. The most comfortable zone is shelves located at eye level. But if you put the most popular products on the “golden” shelves, then the level of its sales will not increase significantly. But goods of impulse demand, which will be located in less attractive places, will remain unsold. Therefore, goods of constant demand can be placed in less advantageous places - a buyer who comes for bread will definitely buy it, regardless of which shelf it is on. But certain categories of goods - chewing gum, batteries, wet wipes, etc. - should preferably be placed in the top places. Marketers of supermarkets and large shopping centers are well aware of this when they place such products in the checkout area. This arrangement is also beneficial from a security point of view: it is easiest to take small goods out of the store without paying for them.

Inventory

The time interval during which the goods are prepared for sale can be quite significant, especially if the store itself is engaged in packing or packing products. Merchandisers must take into account the period of pre-sale preparation when placing orders, taking into account the turnover of this article and its minimum required quantity. Also, their responsibilities include monitoring the minimum range of goods, resolving various disagreements that arise between the outlet andsupplier, processes for the exchange or return of products, the establishment of specifications for new positions.

Pre-sale preparation as a condition of the contract with the supplier

Preparation of goods for sale can and should be carried out taking into account the proposals of the supplier. The right to sell certain categories of goods, such as cigarettes, frozen, water, some alcoholic beverages, can only be obtained by those outlets that comply with the display rules agreed with the supplier. For example, beer in refrigerators is installed according to accepted standards. In addition, each type of product must occupy a certain place.

During various promotions, certain categories of goods are nominated for "gold" places. You can draw additional attention to the assortment participating in the promotion with the help of bright signs, flyers, beautiful decorations and other things. The appearance of the new sample should be emphasized with special price tags.

Violation of presale agreements

For compliance with the display rules, the supplier can offer his own equipment: shelves, refrigerators, chest freezers - for a nominal fee. An additional condition may be the provision of a bonus product, payment of retro bonuses or other remuneration provided for by the contract.

Supplier representatives - merchandisers and sales agents should monitor compliance with the display rules. In case of violation of the rules of display and pre-sale preparation, serious disagreements can arise. As a last resort, the supplier takes his goods and equipment and terminates the contract with unscrupulous traders.