The department of sausages and meat delicacies is usually located in the back of the sales area in order to organize the flow of customers throughout the entire area of ​​the store's sales area.

Along with sausage products, cheeses, pickles and salads can be placed. Smaller stores may have baked goods and alcoholic beverages nearby.

It should be noted that an interesting, complex display of sausages is an important condition for ensuring high sales volumes. On the display case, products can be presented in three ways:

For the manufacturers;

The display on the portioned sausage counter can be presented as follows:

In a horizontal way - placing each product name from each category on a specific shelf of commercial equipment;

Vertical method - placement of each product name from each category on all equipment shelves from top to bottom.

Usually, products on the portion counter are laid out with the manufacturers, which makes it possible to track the process of selling a particular product and replenish its stocks. Corporate display allows you to better present the product range and highlight the brand. A portion counter makes it possible to better present the product and save the buyer’s time.

The display of sausages on a weighing counter is significantly different from the placement of products on a portion counter.

Experts recommend creating a weighing counter display by type. For example, three types of “Medical” sausage must be placed side by side so that the consumer has the opportunity to compare the cost and appearance of products from different manufacturers. In the process of selling sausages through a weighing counter, it should be taken into account that within the display of each category there is a “hot” zone where the products sell best. To determine where such a zone is located, it is necessary to pay attention to the following factors: the direction of movement of the main flow of customers; placement of scales; shape and lighting of the showcase. The main priority when displaying sausage products within each category is sales volume. That is, sausages that are in greatest demand are laid out in the “hot” zone, and then as sales volumes decrease. It should also be taken into account that most consumers prefer to watch the cutting of sausages themselves, as they want to be sure that the product is fresh.

Main principles of layout sausage products are:

1. "Abundance." The psychology of the consumer is such that he does not want to take leftover products from the display case. So, the more appetizing the display window looks, the more consumers will pay attention to it and make a purchase.

2. Sausages are arranged by category. The consumer on the display window (both portioned and by weight) wants to see a wide range of sausage products, presented in such a way that it is possible to choose the required category, brand, etc.

3. Corporate block. Within each category, sausages from the same manufacturer must be laid out in a single block.

4. Efficient use of space. The amount of space allocated to a particular product should correspond to its share in the total turnover of the entire category.

5. Clear indication of prices for sausage products.

6. All sausage products must be presented at points of sale facing the customers.

7. Creating demand. In order to create the appearance of demand for a particular product, it is necessary to post it in several copies.

Sausage products are usually laid out with manufacturers, which allows you to better present the range of goods and highlight the brand;

Each product name must be presented on the weighing counter in several samples: whole and with a cut, which is laid out “facing the buyer”;

It is recommended to lay out on a horizontal counter in the following sequence: start with boiled hams, continue with boiled sausages, boiled sausages, such as “servelat”, boiled smoked sausages and end with raw smoked sausages and zucchini;

Each assortment item for the purpose of demonstrating it to customers should be presented cut across the sample; sausages with a wide diameter are cut crosswise at a right angle, and sausages with a smaller diameter are cut at an angle of 45°.

According to the current sales rules, the surfaces of sausages and smoked meats are wiped with a towel, the ends of the casing are cut off, the bindings are removed, and the weathered sections are cleaned. Pre-packing of sausages and smoked meats must be done in volumes required - no more than one day of sale, and meat and raw meat products - no more than 2-3 hours.

1. Sales floor layout

The layout of the sales floor should provide the buyer with unhindered access to the goods: ease, convenience and simplicity of shopping, freedom of movement around the hall, rational and understandable arrangement of product groups. In addition, when planning the hall, it is necessary to ensure maximum visibility of the assortment, while using the placement of signs, price tags, etc.

To ensure maximum traffic, a linear longitudinal layout of the sales area is used. The recommended width of the main aisles around the perimeter is 1.3-1.9 m depending on the area of ​​the sales area, internal aisles - 1.2-1.7 m, in front of the cash registers - 1.5-2.0 m.

Model of placement of departments, sections and areas in the sales area

The most successful layout of trading floors is close to traditional.

In a typical self-service store, customers begin their walk around the sales area from the right corner of the façade and move counterclockwise around the store.

The first step when planning a sales area should be to place perishable products and everyday goods around its perimeter so that customers move from the entrance through the entire store (Fig. 1).

It is difficult to surprise visitors of an average store with the unique design of the sales area, the design of equipment or the range of goods. But some have no shortage of buyers, while others barely recoup the money spent on opening them. And the reason for this is quite simple - unsuccessful display of goods on display.

Marketers have developed several general rules that actually stimulate consumer demand. Of course, there are features for each product group: the display of meat on the display window has its own characteristics, confectionery and dairy products are demonstrated in their own way.

General placement rules

They are compiled as a result of a scrupulous analysis of the behavioral factors exhibited by store visitors and are based on human psychology and attention span. These are not absolute dogmas, since the display of even one type of product may not work the same in different cases.

General rules include the selection of equipment, the method of arranging products on display surfaces, the quality of goods, and methods of additional design. The goal is to achieve maximum ease of service and shopping comfort. At the same time, all stimulation techniques should be applied naturally in order to create the impression of freedom of choice.

For example, right-handed people (which include the majority of customers) usually move around the sales floor counterclockwise, paying most attention to the right-hand shelves. This needs to be taken into account, as do prices. The display of goods on refrigerated display cases should be carried out according to the principle of lower cost to higher value; it is advisable to place discount and promotional products at the beginning of the exhibition in order to attract attention to them.

The “golden shelf” rule should also be taken into account. According to purchase statistics, the greatest demand is for products presented on shelves located at eye level. This also works for horizontal refrigeration equipment. The display of goods in display cases of this type is carried out taking into account the fact that the “golden” part is the central part of the exhibition.

Equipment selection

A store can only be ideally equipped by an experienced professional supplier. The RigMart company, which specializes in the supply of freezing equipment, has almost all models of equipment presented on the domestic market. This makes it easier to select equipment, allows you to compare its characteristics, obtain detailed information about reliability, parameters, operating conditions, and reviews from previous customers.

Based on the data provided by the client, RigMart specialists will instantly select a unit with the appropriate temperature conditions, method and cooling system, power, climate class, dimensions and even design. We will make sure that the display of goods on the shelves is as convenient and efficient as possible.

One more advantage of RigMart should be taken into account. These are the lowest prices on the market, which is due to the rate on trade turnover, and not the markup on the product. Offering the best price for each model of equipment and a range of additional services for its installation and maintenance, we develop partnerships with each new client.

Features of displaying a sausage display

Experts recommend using one of several types of product placement on meat displays: by variety (boiled and sausages, semi-smoked/smoked, ham, etc.), by price category or manufacturer.

In this case, you should take into account the “golden shelf” rule, placing the most expensive or less sold varieties in the central part of the exhibition (including those that need to be sold faster due to expiration dates).

It is imperative to ensure that price tags with information about the product are available, as well as to replenish the goods on the display surface on time. Otherwise, the buyer will have the feeling that he is being sold leftover goods.

Fish showcase: display and design

This product deteriorates quite quickly, so to preserve it, mainly “fish on ice” equipment is used. The product is placed on crushed ice and partially sprinkled with it to ensure a sufficient degree of cooling.

When demonstrating this type of product, psychological techniques work well. For example, marketers recommend making the display plentiful, placing each variety in a “heap,” which creates a subconscious sale effect for the buyer.

Typically, such products, with the exception of some varieties, have a rather nondescript appearance in steel-gray tones. Therefore, in a fish showcase, the display should be decorated with additional elements of rich colors to attract attention. This could be fresh herbs or vegetables (including colorful replicas of them).

Sausages and deli meats are a very popular product group. Sausages have a decent markup and turn around quickly. To emphasize taste, freshness, quality and range in gastronomy, a rich display of sausages on the counter. This means that the product must be placed in the display case in large quantities and have a fresh appearance. In this case, the buyer shows increased interest.

Sausages are displayed according to the type of product:

We group delicacies, then raw smoked sausage, then half-smoked and boiled-smoked, then boiled and ham, at the end of the display of sausages we place sausages and small sausages. Meat bread and aspic are placed in the area of ​​boiled sausages. It is desirable that the sausages have cuts - the buyer will be able to evaluate the consistency, color, and size of the bacon. Red lamps in a sausage display are bad form!

In a gastronomic display case, a stepped display is necessary to help create the appearance of an abundant display and improve visibility. It is ideal to have, in addition to a closed cooled volume, also a selfie or open displays below - see the photo above (looks great)! It is recommended to duplicate small pieces and cuts in a preserved slide - this will increase your sales.

Photos of the sausage display can be seen in the slideshow below.

Out of the blue and without extra costs.

This is, perhaps, a rare case when the sum changes from changing the places of the terms.

Trade entrepreneurs most often learn about merchandising from their suppliers.

But the supplier’s recommendations for product placement are aimed at increasing its presence at the point of sale, and not at developing the store. Therefore, over time, the store owner comes to develop his own merchandising standards.

But it’s better to start searching for effective layout techniques by testing the basic principles, and here are some of them.

Correct display is a way to increase sales due to the arrangement of goods on store shelves and counters in such a way that:

all products are clearly visible on the counter

represent a single system/range

Each product is laid out in the most advantageous and attractive form for the buyer

the arrangement of products distinguishes the products of one brand from others

It is easy for the buyer to make purchases.

The importance of these factors is all the more obvious because 80% of decisions to purchase a specific brand, according to experts, are made directly at the counter: a person decides what to buy only when he sees the product!

Laws and rules of perception.

1. Rule “From the eyes to the third button on the shirt”:

There are 3 levels of product display:
- eye level (middle shelf),
— hand level (top shelf)
— foot level (lower shelf).

It is known that products placed at buyer eye level sell best.

The principle “from the eyes to the third button on the shirt” works here. At this level, you should place the most advantageous assortment items or products that, for one reason or another, need to be sold first.

By raising a product from the bottom shelf to eye level, you can increase its sales by 70-80% . And moving a product from eye level to raised hand level can reduce its sales by 20-30%.

layout rules

The length of the product display can vary from 50 to 190 cm - it all depends on the equipment used, the capabilities of the store and the activity of demand.

Each product on the front of the shelf should be represented by 3-5 items, placed with the front side of the packaging facing the buyer. With a smaller quantity, it will simply merge with other products and go unnoticed by the buyer.

When displaying goods on shelves, it is important to consider their shelf life. Products with an earlier sell-by date are placed closer to the buyer, which reduces the volume of expired goods in the store.

Store shelves should not sit idle and empty. In this regard, for popular goods, more retail space and shelf space should be provided so that the seller has time to prepare and display the products.

The wealth of choice lifts the mood of visitors. To create the “effect of abundance”, some stores specifically place mirrors above the shelves to visually increase the amount of goods on the shelves.

2. Law of “Figure and Ground”:

One object is clearly highlighted against the background of others. We must use this law if we want to attract attention to a specific product to promote it. Standing out can be due to bright and non-standard packaging, additional lighting, wobblers, stickers, but advertising materials should not distract attention.

3. Rule of “First Impression”:

Many visitors, when entering a store, begin by asking the price.

In this regard, for example, in grocery stores, goods are laid out in ascending order of price (from cheap to expensive), taking into account the direction of movement of customers.

Having seen goods at attractive prices, buyers feel more free and comfortable. That's why in the entrance area of ​​the store it is best to place products that have discounts or special offers.

4. Bright Spot Effect:

N Your eye always catches bright colors, and the presence of such color accents in the store invariably attracts the attention of visitors. When laying out goods by color, products are placed as customers move from left to right from light shades to darker ones.

In order to enliven the customer's perception, you can use the bright spot effect by creating a single-color block of a certain product that is different in color from other products.

You can also combine blocks of goods of various colors and shapes, evoking pleasant associations among buyers. For example, blocks of pink and white in the bedding department, blocks of white and blue in the body cosmetics department.

display of goods

In addition, the effect of contrast created by photographs placed in the interior of the store or on the back of the shelves works well. In order for photographs to increase customer activity, they must evoke positive emotions.

Images that create a good background mood increase customer confidence and increase product attractiveness by 16%.
When choosing photographs, you should remember that with age people perceive halftones and shades worse, so photographs should be bright and contrasting.

It has been noticed that women prefer color, relaxing photographs (nature, children, happy people), while men like black and white images and stories where the main message is success, strength, victory, aggression.

There may not be a logical connection between the photograph and the product - the main thing is that the image evokes positive emotions. Emotional drawings can also be placed on price tags.

A smiley face on a price tag increases the attractiveness of a product by 20%, while a crossed out price only increases the attractiveness of a product by 4%. In the store, emotions trump reason.

5. Dead zone:

This is the bottom left corner , therefore, the lower shelves should be occupied either by rarely purchased items, or large packages, or goods of targeted demand.

6. Rule of “Volume”:

The advantage of a voluminous display is that it attracts the attention of buyers and is involuntarily perceived as... Organizing such a display is very simple - It is enough to select a stable and capacious container (box, barrel, basket), place goods in it “in bulk” and place a noticeable price tag on it.

The choice of products offered should be limited, otherwise it will be difficult for buyers to decide.

The container must be stable (trolleys are not very suitable for this purpose) and convenient for customers. Also, baskets with volumetric display can be used to extend shelves, placing them next to racks.

7. Law of “Switching Attention”:

If the gaze does not fix an attractive object, then attention switches to another space in search of a “figure” - therefore You can’t place the product in a strict line, as people will simply pass by in search of something bright (except for those who are looking for a specific product).

8. Rule of “Good environment”:

When surrounded by strong products (popular with customers), weak products (less familiar to customers) sell better. The leading product pulls out its lesser-known neighbor.

With this display, strong products begin and complete the row on the shelf, and weak ones are displayed between them. Being surrounded by strong brands, weak products gain their support and sell better .

9. Rule of “Cross Pollination”:

Products should be placed on the display window/counter in groups, not in discord. Products must be grouped on several grounds simultaneously, for example, by brand, type of product, weight/package size and price.

This allows you to keep the buyer’s attention on the product and, accordingly, stimulates purchase (in stores the product is often located differently).

Placing products from different product groups nearby helps increase sales in the store. With this layout, beer is placed next to the roach, pasta is placed next to ketchup, and tea and coffee are placed next to sugar and sweets..

A useful neighborhood can increase sales of each product by up to 80%, and also gives buyers a feeling of care and pleasant emotions (after all, the product turns out to be just in time).

10. Law of “Size”:

Small goods should be located closer to the buyer, large ones can be placed further away.

11. Rule of “Safety”:

Often, multi-level display of goods is associated with the desire of the store owner to increase the return on retail space, but in reality this produces the opposite effect:the visitor does not take the goods because he is afraid that the complex structure will collapse .

Unfortunately, the attractiveness of a display often prevails over its functionality, which ultimately reduces sales. Product placement in the store should be attractive, accessible and safe for customers.

It is necessary to take into account the features of food display
on weighing and portion counters:

"By height": place more expensive goods on the portion counter on the upper shelves - at eye level and slightly higher, cheaper ones - on the lower shelves; On the weighing counter, expensive goods are placed closer to the buyer, cheap goods - closer to the seller.

"At cost": Expensive goods should be placed separately from similar cheap ones; proximity is possible only if this is done specifically to promote the cheap. In general, the gradation in price should be gradual, or there should be different display cases/shelves.

"Exclusion Zone": Do not place product and racks in “dead ends” - those places in the store where you can enter and then need to leave to return to the main hall, as these are the worst visited places.

"Rule 2/3": goods should be placed at the end of the second third of the display window (in the direction of the main flow of customers), since the buyer in the first third of the display window only understands that another product group has begun, in the second third he begins to ask the price, and the product should be located in this place.

"Peekaboo": do not place the goods at the ends of the display case - buyers rarely look there either.

"Highway": consider the direction of the main flow of customers in the store: it is always better to place goods on the main “highways”.

"Fresh Cut": weighted goods (cheeses, sausages and meat products) must have a fresh cut, which is updated before the start of the working day or as necessary. A fresh cut allows a person to visualize the taste and consistency of the product and, accordingly, attracts more attention.

"Purity": the display case must be clean! There should be no crumbs, smudges, or dirty utensils, since food products are very susceptible to bacteria and compliance with hygiene standards is especially important for them. For example, mold from “blue cheeses” is very tenacious and if cutting and storage rules are not followed, it will quickly spoil other cheeses. In addition, the buyer associates cleanliness and order with the quality of the product and the professionalism of the sellers.

"Freedom instead of tightness": goods should be placed facing the buyer and should not greatly block each other so that the entire product can be seen. The buyer should not have any difficulty looking at the product at all.

"Assortment matrix": there should be a sufficient quantity of goods, preferably a lot: 1-2 packages or a small piece of a weighted product causes negative associations among the buyer that the product was left unpurchased, that it is a damaged product and, besides, no one wants to be the last - even in purchasing .

"Price tags": Should be easy to read and contain information about the product name, manufacturer and possibly other attractive product characteristics. It’s good if the seller of the weighing counter has a catalog or a brief description of each item so that, for example, he can name the percentage of fat content or the taste characteristics of a particular cheese.

"Layout": The optimal option, of course, is the vertical display of all products of one brand, in which the brand is presented vertically on all shelves in a single ensemble. This ensures brand recognition and advantageously demonstrates the richness of the product range. But, unfortunately, stores rarely allow this, preferring to display goods by name from different manufacturers. This, of course, has its advantages, since in this case the buyer who decides to buy sour cream has the opportunity to choose any one in terms of price, quality, fat content, and taste. Vertical display is most often used on special branded racks.


"Name": goods of the same name with different packaging should be located side by side so that a person can choose the right one for himself.

"Design": counter decoration should consist of objects and goods that are combined or associated with the product being sold, for example, on the cheese counter you can put walnuts, apples, or put a bottle of wine next to elite cheeses.

"Location": The location of the display window inside the store is also important. There are a number of rules: goods of impulsive demand (nuts, chocolates, chewing gum) are located closer to the entrance of the store, near the cash registers - in the hot spots area (English “hot spot” is used to designate places suitable for promotion, installation of slides, etc. .); cheese, meat - in the back of the store; dairy products - along the main flow of buyers.