[Dry] associated with landscapes of art: the supermarket shelves, 'hidden rules' Know? i learned the dark horse in the Walmart US, back in the nineties, there will be placed in the beer side of diapers or baby pacifiers with chocolate with practice, such 'association landscapes' The trick lies in research through 'people.' Go grocery shopping, do you like credit card, or with cash? Many people would say, 'of course, credit card, because it's easy.' Credit card spending will certainly bring consumers the convenience it? 'When a hypermarket consumer groups tend to have a substantial proportion of credit card shopping, then the possibility of this mall is placed next to the cash register-rich goods will also increase . 'School of Business Marketing Department Chen Liping Capital University of Economics store marketing has two decades of research. He found that while waiting in the checkout checkout 'easily' buy, such as chewing gum, lollipops, chocolate and other people do not have the irritating price of goods among the 70% of all card spending.
This means that, when people have the 'convenience' mentality credit card shopping, at the checkout may find that their habit is leading shopping environment has become increasingly complex and not 'convenience.' The goods on display only one checkout case. In his book, 'store marketing,' a book, Chen Liping proposed 'unplanned purchases' concept, used to refer to a purchase decision. 'People living in the mall before, when the supermarkets, rather than go shopping, to the generations. 'It is also known as' temporary, impulse purchase. ' He believes that the widespread use of living standards improve and optional shopping in the total amount of consumer purchases, the non-planned purchase or impulse purchase the proportion is growing. It cashier stores, supermarkets use it 'impulse spending' psychology of one of the regional container settings. Wal-Mart, Carrefour, Metro and other large stores will have someone to take care of the container near the cashier display. But stores and supermarkets container behind the 'secret' is not confined to the checkout area. Display of 'knowledge' often visit Wal-Mart's people may notice, the inlet and outlet stores are far apart, and often only a single channel is connected. This means that, even if only need to buy a commodity, consumers must wandered almost the entire store; in addition to Wal-Mart, IKEA home store to take a single channel is similar: even if you only want to buy a bag a bear, they have to at least one floor, several floors or even entire malls all walk around, because the entrance is separate from the escalator. Whether Wal-Mart or Ikea, on the main channel are filled with goods. Chen Liping said that in general the main path on both sides of merchandise sales will account for 70% to 80% of the total store sales. But a single channel may not be the only form of store design - it is not even the most intelligent design: it makes customers feel they are 'forced' contact with the goods, rather than willingly. In order to allow customers to 'voluntarily' to reach more goods, multiple entry, multi-outlet, set the number of auxiliary channels in a single main channel side became the store's selection.
This means that the area of the mall must be large enough and, more importantly, it must have more than one area of goods to attract customers. In the 'store marketing,' a book, they are named as the 'first magnet Marketplace' mainly refers to either side of the main path. Whether in Europe, or Japan, fresh food in Asia are regarded as necessary 'magnet store goods'. In a food-based Wal-Mart, Carrefour and Ito-Yokado stores, fresh food, including vegetables, fruits, usually starting on the main path where the largest flow of people. In fact, studies show that the American Association of Fruit and Vegetable Producers, fruits and vegetables on display in the store merchandise sales in the supermarket at the entrance to the exit of higher than 10%. In addition to fresh food, children's products and products are relatively easy to attract female customers area. Their location is also usually more forward in the store or stores have relatively independent of a large area. The stores were chunks of separate regional segmentation perhaps not, but how to take care of the placing of goods across the region? The trick lies in research through 'people.' In Music City supermarkets, Starbucks coffee bags and bulk snack food mix on display. This makes the sales of the two commodities rising trend emerged. Wal-Mart US, back in the nineties, there will be placed in the beer side of diapers or baby pacifiers with chocolate with practice. In the 'store marketing' in that category will be different, but interrelated goods put together a practice known as 'associated landscapes.' Determine which products There are many ways interrelated. Some rely on life experience, placing the glass next to the beer, wine can be added next to the sensational cover this type of device can be regarded.
Even placed next to fish fresh food area of dry red wine, making popcorn pots and pans placed next to corn, shoe and insole placed next to shoes, it is based on people's experience of life inferred. Also on display are associated with supermarkets, stores owned local cultural practices and living habits. For example, cosplay tekken in the northern city, there will be some supermarkets put together the yogurt and eggs, because they can be made into an outsiders rarely know the food: yogurt waffles. Cultural considerations familiar living body imprint perhaps not be done, but this is clearly not explain why stores and supermarkets will be placed in the beer side diapers or chocolate with baby pacifiers. Such 'related place' containers cashier mentioned above and in the care of similar side, are based on research from large data.
Chen Liping checkout and big data more than ten years has been living in Japan. He observed that two very interesting phenomenon stores. The first one is in the vicinity of cosplay gurren lagann the convenience store cashier, there is a class of many similar aged diapers, batteries small objects. This Chinese stores and supermarkets cashier area often chewing gum, condoms, chocolate is clearly different; the other is in Tokyo Sugamo area he once lived, next to the subway stores or convenience stores, apples, tomatoes single sale, but you can buy a turnip fifths. IBM e-commerce company through research found that as long as the data collected in conjunction with member information, through data analysis can help retailers understand the relationship between customer and goods between so that the display of goods adjusted to a scientific level.
Practice the above Japanese convenience store and the store is proof. Japan is a highly aging society. The main customer many stores are elderly, especially elderly people living alone. Such as a battery, elderly diapers is that they are often very easy to forget the need to use the goods. And the apple, tomato and radish on a sale or even cut open to sell it is because the results of data analysis showed that the surrounding metro live mostly single workers. They need a single cosplay costumes for sale fresh vegetables, fruits are quite limited. China's situation is completely different. Put the condom on the checkout area is that when people are shy at heart: Think about it, if you get condoms in stores, supermarkets full of shelves, is not it a bit awkward, but the condoms and chewing gum together is pushing Big Data? The results of the study consumer behavior and psychology. Starbucks in the above-bagged and bulk snack food mix is Music City supermarket POS machines analyze the data collected from the summary. US supermarket POS data generated by the use of a 'shopping list' The study found that dads will buy diapers for the baby time to give yourself a bottle of beer; and mothers who would not refuse to give their children pacifiers Shaoshang buy some chocolate. Psychologists believe that beer helps to alleviate stress, and chocolate can help sleep-deprived mom refreshing and respond to anxiety.
Because of many different cultures, 'philosophy' can hold near the cashier, researchers will study the area called the store the customer's 'Society.' POS machines rely on the data can be easily research consumer shopping habits, big data was more in line with modern consumer psychology goods on display may be provided. Interestingly, although the goods produced on large data display has been known, but the first practice of the concept is not the supermarkets, stores, but such large manufacturers such as Procter \u0026 Gamble, Unilever, Kao and Coca-Cola. For various reasons not difficult to understand: As providers of goods, they care more about than how to make their goods stores put better, thereby sell more, faster. Electricity supplier newcomers local companies compared with these global retail giant Wal-Mart, the store marketing is still in its very early stage. In other countries, wine and corkscrew together is not a problem, but at home it could lead to ownership of dispute management. Lack not only understands marketing, but also understands the store layout, but also data analysis personnel also contributed to the data analysis than domestic retail business reasons behind their foreign counterparts. Contrasting with this is that electricity providers have been earlier than the supermarkets, stores began to study consumers' shopping behavior and psychology, such as 'association display' of such practices in the electricity business which have emerged. Whether foreign capital Joyo or Dangdang local, even Taobao, are not difficult to find two or more interrelated products, such as books, by Chen in practice in different locations on the same page. 'Marketplace competition fierce in recent years, only the line of things, and electricity supplier can not begin to avoid competition with foreign advanced category management concept,' Chen Liping said. But in recent years it has been sluggish retail goods companies to improve Forced landscapes. Since last year, Wal-Mart launched a storefront renovation of a total investment of 500 million yuan. After Wal-Mart stores in the transformation, baby goods area will be put together with the female goods area, electronic products area adjacent to the male goods area, the best selling shirt styles will adopt the model show. Carrefour has a similar store upgrade program.