Face isGoals and objectives

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

Not so long ago, the concept of "merchandising" was used by marketers, and everyone understood it in their own way. It depended on the practical school of Western companies. And no one could come to a common denominator. Whether this is the display of goods, or the correct distribution at points of sale. Facing in merchandising remained an unexplored science. Many did not attach any importance to it at all, although they understood that this method leads to an increase in sales, only the mechanism itself was not fully understood.

Face: what is it?

Facing is understood as one of the merchandising processes aimed at laying out commodity units on the shelves of self-service outlets in such a way that they are within maximum accessibility and visibility for a potential buyer.

The concept is derived from the English "facing" - a face showing a face. That is correctdemonstration of goods to the consumer. First of all, the presentation mechanism depends on the assortment and the number of faces on the shelf space.

When the assortment exceeds the number of faces, the store cannot show all the goods for sale, and if the volume of faces is too small against the background of the entire assortment, this will lead to a decrease in demand per unit.

Goals and objectives

The purpose of the facing process is to ensure even loss of goods at the point of sale. The probability that the consumer will leave with the purchase of a certain unit of the assortment should strive for 100%.

Facing a product has two goals.

Concentration of consumer attention on a particular product or brand

This facing is a strategy that involves the placement of the maximum number of labels to attract the attention of the buyer. This method is valid for large supermarkets, when the buyer is faced with the goods one on one. In this case, your assortment should be located in the most advantageous positions of the shelf space, avoiding "dead zones". It should be noted that too wide assortment disperses the attention of the buyer, thereby reducing the profitability of the shelf. The optimal number of labels is from two to four.

Maximum "capture" of the space of the most profitable shelf with its assortment

This task is feasible through the number of units of items present on the shelf. If the facing of the assortment is competent, the company “captures” a large shelf space. Here is highthe probability that the competitors' areas were also under your product.

Why is this needed?

It is clear that adequately set goals help to achieve the desired results. What can a mecherndizer get, in addition to the benefits in the form of cash income, with the help of facing:

• control - supervision of space helps to better sell the product;
• the best layout with the help of facing will help to persuade the buyer when choosing a product in his direction;
• facing is the status of a brand or a company on competitive platforms, an opportunity to demonstrate the superiority of your company.

A well-thought-out strategy displaces minor or less popular product brands from the profitable space in the area below the rank. It is also a good opportunity to let competitors know that they have no chance of survival.

Correct facing

To keep shelf space, merchandisers can resort to some tricks and tricks. For example, a very common method is collusion with managers or administrators of outlets. With the connivance of the staff, the merchandiser can not only improve the facing of his product, putting it in the most advantageous place, but also make the competitor's display less profitable. At the same time, dispensers and shelf talkers are used.

Correct faceting of stamps should set itself different goals.

Firstly, there should be more priority positions in the layout than additional ones. Thus, the goods will not be stale. itvery important if the merchandiser deals with food.

If the company is just conquering the market, you can not copy the actions of the leader, because you can lose your personality and go out of the way at the very beginning.