6工具008助銷活動(dòng)執(zhí)行指南

1、MERCHANDISING GUIDELINE 助銷指南Table 1- Guideline to Merchandising Task 助銷員助銷任務(wù)執(zhí)行指南:MerchandisingTask 助銷任務(wù)AspectShopper Insight購物者行為Merchandising Guideline助銷指南Example例子SBD shelf innovation(Shelf tray, header, wing; shelfplan-o-pram, etc.)貨架創(chuàng)新(頭牌，側(cè)翼，托盤， 整體貨架重整等)Shoppers have limited ability to focus& sh

2、op using peripheral vision;購物者只有有限的注意力& 視野在正前方一定角度內(nèi)Discontinuity Creates Triggers to Purchase不連續(xù)的事務(wù)能觸發(fā)Shopper based shelf plan-o-gram of each category基于購物者行為研究的各品類貨架原則 Vertical displays;縱向陳列Create discontinuity on-shelf via shelf tools (e.g. in-store claim shelf talker, shelf wing, shelf tray, shelf

3、 head)利用貨架工具（店內(nèi)主題貨架貼，貨架側(cè)翼, 貨架托盤，貨架頭牌等）執(zhí)行貨架改造，創(chuàng)造不連續(xù)性；category shelf plan-o-gram summary, see table2： 各品類整體貨架重整指南參見表 2.Equity Display- display center (H/S)- display rack (MM)貨架外形象陳列- 形象陳列中心 (H/S)- 形象陳列架 (MM)Location位置Physical slow-down mechanisms break “auto-pilot” behavior and direct attention to sti

4、mulus; Shopper tend to slow down to see display in center of shop instead of entrance;物理 使得購物者下意識(shí)地會(huì)慢下腳步，這時(shí)候購物者容易受刺激性消息（例如貨架外陳列）的影響;并且購物者通常會(huì)在商場(chǎng) 的時(shí)候慢下來而不是 處；Cross shopping of logic category adjacency;相關(guān)品類靠近 增加連帶Locate equity display in the main aisle;將形象陳列放在主通道;Avoid first meters right after entrance;

5、避免將貨架外陳列放在離附近;Locate displays adjacent with related category shelf；將貨架外陳列靠近相關(guān)品類；Equity Display- display center (H/S)- display rack (MM)貨架外形象陳列- 形象陳列中心 (H/S)- 形象陳列架 (MM)Arrange ment布置Shoppers have a limited ability to focus;購物者只有有限的注意力;Bigger size & eye-level height could catch shoppers attention & e

6、nable them to get display information easily大且在視高度能更容易引起購物者的注意并使他們更容易獲得相關(guān)信息Shoppers spent 11 seconds on products and focus on very less SKU (shelf is the place for product comparison, not display);只花大約 11 秒去看; 他們側(cè)重在很少規(guī)格上(貨架才是做不同比較的地方)Abundant products attract shoppers attention & ease shoppers quali

7、ty concern (not left-over products);充足的擺放吸引購物者的注意并消除顧客對(duì)質(zhì)量的擔(dān)心;（而并非賣剩的）Shoppers expect some uniqueness in products on display (new or promotion)購物者期望貨架外陳列有一些特色(新品或促銷)Shoppers need permission to touch merchandising購物者需要一種“心理邀請(qǐng)”去接觸助銷HM/SM Equity display size should be of at least2.5 square meter size, a

8、nd should have power in-store-claim at 160 cm height;大賣場(chǎng)/超市貨架外形象陳列最好在 2.5 平方以上，應(yīng)當(dāng)有醒目店內(nèi),其高度在 160 厘米左右.If you need do in-store claim POP by yourself, highlight news, benefit or values; Use simple wording (less than 12 words) and visuals to communicate message如果要自行制作含有店內(nèi)助銷工具, 要突出“新消息”、利益或?qū)︻櫩陀袃r(jià)值的信息；使用簡(jiǎn)單

9、的用詞（最好少于 12 個(gè)字）或者圖片來表達(dá)信息；Less than 3 SKUs are displayed at displays; Product should be abundant; Suggest NI or promotion/DM items;貨架外陳列的不要超過 3 個(gè)規(guī)格;要豐滿充足; 通常建議新品或促銷品(或) 放在陳列上;All products are arranged at right height (70cm), which shopper can pick up easily;所有的應(yīng)當(dāng)安排在合時(shí)的高度(70cm),這樣購物者可以容易拿取;Avoid neatl

10、y product arrangement, and remove one or two products to create permission for shopper to pick up;避免擺放太過整齊，可以拿走 12 個(gè),流出空洞,更好邀請(qǐng)顧客拿取Table 2- Category shelf plan-o-gram summary (refer to RPS)各品類貨架重整原則（參考零售標(biāo)準(zhǔn)）* CBC MT focus category 分銷商零售重點(diǎn)品類*HC 洗護(hù)發(fā)品類： By brand shelf (RJ-EC; H&S; PTN; VS; HerbRJ FC) 按品牌

11、縱向排列（飄柔精華護(hù)理，海飛絲，伊卡璐，飄柔日常護(hù)理） Brand block shelf1 brand with two blocks- shampoo & conditioner; Styling & Colorants separately. 每個(gè)品牌縱向陳列 2 個(gè)板塊-洗發(fā)水和護(hù)發(fā)素; 單獨(dú)陳列定型和染發(fā)品*SC 護(hù)膚品類： Arrange shelf by boutique (TE, ADS, NW, UV, MPC) then regiment (cleanser, toner, cream etc.) 按系列（多效/活膚/美白/防曬/滋潤(rùn)）再使用步驟擺放貨架 (潔面/調(diào)理/護(hù)膚

12、) Cleanser also in cleanser category besides Moisturizer category 除護(hù)膚品品類貨架，同時(shí)安排單獨(dú)潔面乳品類貨架*PCC 個(gè)人清潔用品: Arrange vertical shelf by brand then by benefit/boutique（Hygiene + Beauty + Special Functions）.按品牌及功能系列縱向陳列 (健康除菌/美容護(hù)膚/清潔清爽) Separate Olay PCC with Olay NS PCC 玉蘭油沐浴乳/皂和系列陳列*Baby-care 嬰兒護(hù)理品類： Arrange

13、 vertical shelf by Brand - Tier (Leading edge-Flagship-Basic；S-M-L-XL) . And small size to big size from up to bottom 按品牌- 價(jià)格檔次縱向陳列（特級(jí)，超薄干爽， 干爽健康）；尺碼從高到低由小至加大。*Grooming 剃須用品 Arrange vertical shelf by sub-category (Match3-Vector-al care) 按子品類(鋒速 3-威鋒-個(gè)人護(hù)理)縱向陳列 System display- Razor together with blad

14、es 系統(tǒng)陳列-刀架放在同系列刀片上面。Oral-care- 口腔用品 Vertical block of 4 benefit for beauty/ health (anti-, WTN, Refresh, Herbal, Herbal/TCH) 按功能縱向陳列（防蛀/美白/清新/中草藥） From top- bottom: high price to low price; 從上到下- 高價(jià)位至低價(jià)位Fem-care 婦女衛(wèi)生用品 Vertical block by price tier then by ultra/slim segmentation; 按價(jià)格檔次再分絲薄/貼身縱向陳列， L

15、iner separately 護(hù)墊單獨(dú)陳列Laundry- 家庭護(hù)理(洗衣)品類 By brand/Boutique vertical display (Ariel to OMO red, Tide+ to OMO blue, Tide CW to Diaopai) 按品牌/系列縱向陳列（碧浪靠紅色奧妙，汰漬靠紅色奧妙，凈白靠雕牌）Check-out/table display (for MM)收銀臺(tái)陳列 (小型超市)Shoppers have restless hands while waiting and seek to be engaged 購物者在等待的時(shí)候,閑著,購物者總是會(huì)接觸一些東西;Use small display tools e.g. table display box, rack to do check out display利用一些柜臺(tái)/收銀臺(tái)陳列工具陳列于柜臺(tái)(例如柜臺(tái)陳列盒,架子)Others- POSM其他-海報(bào)張貼等Eye-level height could catch shoppers attention & enable them to get display information easily 視高度更能引起購物者注意和接收信息；POSM materials should be p