How to open a sports store from scratch? Where to begin? Business plan for opening a sporting goods store

More and more people have become interested in a healthy lifestyle. Statistics show that the number of people involved in various sports in Europe and the USA has reached 40%, and in Russia - 10%, but continues to develop rapidly. Based on this, this type of activity is very relevant. The main thing is to choose the concept wisely and correctly draw up a business plan for a sports store from scratch.

It should be noted right away that a retail outlet for sports equipment requires large investments.

In order to successfully compete with network companies, you will need:

• Premises for trading, at least 50 sq.m.
• A wide range of products or a certain qualification on a specific product (for example, sports nutrition, exercise equipment, everything for cycling).
• Favorable placement of a retail store in large shopping centers (or nearby), in areas with high traffic of real paying customers.
• Current marketing strategy.
• Selection of competent employees.

Opening a sports store from scratch, specializing in a specific type of product, requires less initial investment than selling “absolutely everything.” But it should be noted that this kind of format will only function in large populated areas where a sufficient number of potential clients live (at least 400 thousand people).

In this article we will briefly analyze an entrepreneurial project of opening a sports store from scratch to sell cycling products.

In order to exclude seasonal conditions (in winter this kind of sport is not in demand), during the winter period it is planned to sell winter sports equipment, inventory, clothing, shoes, etc. This method will allow you to make less investment in the business plan of a sports store and gain good competitiveness.

Investments for starting a business

First, let’s establish the expected volume of investments in entrepreneurship in order to determine what the main investments will be spent on:

• Leasing premises for 2 months - 1190 dollars. (700 rub/sq.m).
• Retail equipment (shelves, signage, video surveillance, cash register, etc.) – $1,500.
• Product range – $14,000.
• Marketing budget (façade, posters, creation of an online store website, flyers, PR events, etc.) – $1,200.
• Registration of the enterprise and other costs – 500 dollars.
• Reserve asset – $3,000.

Total: $21,390.

The distinctive advantage of sports stores over other areas of trade is their high average bill. According to certain information, it can be at least $100. In our example of a business plan for a sports store, the main part of the products exceeds the $100 threshold (bicycles and spare parts for them are by no means cheap products).

But, the average markup for the product as a whole is 35%. For this reason, the possible profit from one sale will be about $26.

And so, the sporting goods market plans to sell the following categories of goods:

• Bicycles for the older generation (tall, road, ladies, folding, multi-purpose).
• Children's bicycle transport.
• Equipment (road helmets, full faces, goggles, masks, bandanas, sweatshirts, jersey, thermal shirts, etc.).
• Spare parts (rear racks, grips, bike racks, brakes, connecting rods, steel buckles, etc.).
• Accessories (racks, bike holder for a flashlight, flasks, various fasteners, covers, mirrors, etc.).
• Ski sets.
• Sled.
• Roller skates for skating on ice.
• Snowboards.
• Clothing and footwear for winter sports.

What will be the income after opening?

A ready-made business plan for a sports store contains the following calculations of potential revenue:

• The number of consumers in the initial 3 months of the enterprise’s activity will, for obvious reasons, be small.
• On average, up to 3 clients are expected per day due to the activity of the advertising company.
• Then, with the increasing popularity of the outlet and word of mouth, the number of purchases will increase up to 6 - 7 positions.

According to advance calculations, the possible profit from the sports store (less product) in the first year of operation will be $43,160.

Our sportswear and accessories store will be located in a paid space of 85 square meters. m. The rental amount will be 7 dollars / m2.

This place has a very optimal placement:

• Firstly, the area is newly built and there are many young, solvent, young people living there.
• Secondly, there is a busy highway nearby and a large shopping complex.
• Placing only one poster near the highway will give us the opportunity to interest a significant audience of buyers.
• The premises do not need significant renovation. The building meets generally accepted security standards, including the conditions of Rospotrebnadzor and Fire Supervision.

It is planned to make only cosmetic repairs and purchase the necessary commercial equipment: shelves, a sales counter, bicycle racks. We will determine the optimal light and video surveillance concept.

The total cost for this stage of the sports store business plan will be about $1,500.

The goods are planned to be purchased from large Moscow dealers, representing well-known brands such as Scott, Trek, Specialized, Merida. There are currently no issues with the selection of general suppliers. We will supply most of the products ourselves.

Taxation

To register business activities, a limited liability company (LLC) will be registered. A suitable tax concept for trade in sporting goods with an area of ​​less than 150 sq. m. is considered UTII - the general duty on a single income. The fixed tax payment will not depend on income. The monthly fee will be $75.

For those who want to start their own business selling clothing, there are two promising directions. The first is the sale of children's clothing: the business has high liquidity because things are often changed, and parents practically do not save on their children. The second is the sale of sports items.

This article will discuss the second option.

Choosing a trading niche and promoting the store

There are three formats of sports stores: general store, boutique and specialty. The universal format implies the simultaneous sale of clothing and equipment of various price groups.

The “Sportmaster” chain is considered the market leader. It is not advisable to open an enterprise of this format in the presence of competitors. The chances of payback are low, the costs of starting a business are enormous.

The best option for starting your own sportswear business would be to open a small specialized store. This will reduce the starting capital to 1-2 million rubles. and find your buyer. Possible areas of activity could be martial arts, extreme sports, team games or fan audiences.

It is worth noting that an online store is almost impossible to implement as an independent platform. In a business plan for selling children's clothing, you can count on the fact that well-known brands are trusted, and the size is selected according to the table. For sports activities, the purchase must be tried on.

Room. Staff. Trade policy

Let's move on to practical advice on how to start a business with sportswear. The minimum size of the premises is 30 square meters, 50 is better. You need to have a sales area, warehouse, office, rest room, meals and locker room.

The staff should consist of an accountant, two cashiers and two salespeople (for shift work). If the owner is far from sports, you should hire a consultant who will help you choose a product and give advice on promotion and prices.

The goods will be both permanent, for example, kimonos and boxing gloves, and seasonal. Training clothing and related products should be displayed next to specialty products.

Please note that the business of selling children's clothing is based on the need for frequent replacement. In sports, people get used to equipment and want it to last as long as possible. Many even have lucky gloves, T-shirts, etc.

Even the cheapest product on the shelf should be of high quality. The markup, depending on the season and newness of the product, is set at 30-60%. The payback period for the project is 12-16 months.

On the path to opening a successful store in the clothing trade, a business plan is only the first step. You can go through it and the subsequent stages of developing your own business either yourself, or use the experience of the trainers of the Business Youth project. A team of professionals is able to provide support at any stage of project development.

One of the interesting and quite promising business options is opening a sports store. The topics of healthy life and sports are very relevant today, so special clothing, accessories, equipment and nutrition will be in trend for a long time. And you can make good money from it.

What does it take to open a sports store?

To answer the question of how to open a sports store, you must decide on several important points at once.

Choosing an original concept

Firstly , this could be a specialized point: you focus only on one specific sport, only sports nutrition, or products exclusively for beginners/professionals. Secondly , you choose a universal option, but with a corner of unusual products, for example, for the elderly or pregnant women. Third , you open a boutique with luxury goods. This option is usually in demand in megacities, and even then not in all of its areas.

As part of the concept, you must also define the assortment. Typically, shoes and clothing are what sell best. According to the latest statistics, profit distribution is as follows: sweaters/T-shirts/T-shirts – 35-40%; tracksuits – 26-28%; trousers/shorts – 3-4%; shoes – 20-22%; jackets – 1-2%.

Have you decided? Now choose a room.

We rent premises

To open a small sports store from scratch, you need a room of 60-70 square meters. At the same time, your initial capital must be distributed so that it is enough not only for rent, but also for repairs.

We select personnel

The larger the area of ​​the outlet, the more staff is needed. For example, to operate a self-service store, the area of ​​which reaches 250-300 m2, you need 4 sellers, 4 cashiers, 2 senior sellers, 1 manager, 4 cleaners and 2 security guards. Everyone except the manager will work in shifts.

We buy inventory and equipment

If we talk about the necessary equipment, the set is quite standard - mirrors, racks and hangers, busts and mannequins, retail shelves and a cash register. In addition, retail equipment must be modern - a barcode scanner, an output frame for detecting unlabelled goods, a printer for printing barcode labels.

As a rule, all this costs several thousand dollars, but it is a way to both make a serious statement about yourself and test the honesty of the average client of your new store.

List of required documents

The first thing you do is register as an individual entrepreneur. After registration, you become a legal entity that enters into contracts and also undertakes to pay taxes on your profits to the state. Registration of an individual entrepreneur usually takes no more than one working week.

During the registration process, you will need to correctly select the type of activity in the form of a special OKVED code, which is required to calculate the amount of taxes, as well as the calculation of benefits.

In addition, this type of trade can be carried out only after obtaining all kinds of permits from various services, and, most importantly, from the sanitary inspection:

1. Agreement with services responsible for deratization and disinfestation;
2. an agreement for disinfection of the premises itself, as well as transport;
3. agreement on waste removal and disposal;
4. agreement on the removal and disposal of mercury-containing lamps.

How much do you need to invest, how much can you earn?

Get ready for the investment to be quite large, so if you don’t have the required amount, you’ll have to take out a loan:

• Renting a room 50-70 m2? — around 70,000 rubles/month;
• repair + purchase of display cases, racks and shelves - about 100,000 rubles;
• installation of electronic protection of goods (frames, buttons, locks) - within the range of 50,000 - 70,000 rubles;
• purchase of the initial assortment - from 120,000 to approximately 200,000 rubles;
• barcode scanners – up to 4,000 rubles for 1 scanner;
• printer – 15,000 per piece;
• busts/mannequins – 8,000 rubles;
• hangers, mirrors – 10,000 rubles.

So, the minimum investment amount will be 500,000 rubles. If you choose a luxury option, then the idea of ​​opening a sports store will cost you several times more.

What will the income be? The markup on such goods should be reasonable - 30-60%, then the profitability of the entire enterprise will be from 20 to 25%. In this situation, all costs will pay off within a year and a half, and only after that you will begin to receive real income.

Beware of pitfalls. Do not sell sports goods when you do not understand anything about brands and brands, and are generally far from sports. You can invest in an inventory that no one wants. If the idea of ​​how to open a sports store does not leave you, use the help of specialists.

In addition, you should always take into account seasonal fluctuations in demand, updating the range only in accordance with real needs.

If you take into account all the nuances, you can create a profitable business and soon receive a good income.

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* The calculations use average data for Russia

Sports are now popular among Russians, analysts say. A business selling sports goods can be very profitable and promising. However, it has its own specifics, which must be taken into account by entrepreneurs planning to open their own sporting goods stores.

Sporting goods market in Russia

About 10% of our compatriots lead a healthy lifestyle and engage in various sports. Each of them purchases sports goods, clothing and equipment for an average of 10 thousand rubles a year. For comparison, according to the Sport communication group, sales of sporting goods per person in the United States are $330, in the EU – $85, and in Russia – $21. The total share of the sporting goods market in our country is estimated at about $4.5 billion. And this is more than thirty times less than the American one. So the potential for growth is very large. As experts say, elite fitness has come to Russia to replace mass physical education, which was promoted during the Soviet era. Although the Russian sports goods market lags significantly behind the American market in terms of volume, its growth rate is significantly faster than the markets of the USA and European countries and reaches 30% per year! Some experts estimate the market potential at $9 billion.

However, it is unlikely to expect such volumes in the near future. The economic crisis had an unfavorable impact on the development of this market. Now the rate of its growth is estimated at 10-15% (that is, it has decreased by at least half). On the one hand, there is a certain advantage in this: if the previous pace of development were maintained, the market would have already reached saturation. On the other hand, the current economic situation has led to a sharp decrease in demand for sporting goods. If at the end of the 2000s in the USA 40% of citizens were involved in active sports, in Germany - 60%, then in the Russian Federation - about 12% (data from ABARUS market research). Now the number of people who are actively involved in sports has decreased to 10% in our country. An additional negative factor in the sporting goods market that confuses investors is the high cost of entry into the sporting goods market.

Experts attribute the state’s attention to the problem of the nation’s sports development as a positive trend. In particular, the federal target program “Development of physical culture and sports in the Russian Federation for 2006-2015.” assumed that by 2015, 30% of citizens would be actively involved in sports, and the expenses of one Russian citizen on sports goods would double. Unfortunately, the unfavorable economic situation did not allow these forecasts to come true.

But the market for sporting goods itself in Russia remains very narrow. If you look at the structure of this market, then, according to RBC, Russians spend money “on sports” as follows: on clothes and shoes - 65%, on sports equipment - 25% and on exercise equipment - 10%. For comparison, an American spends his money in the following ratio: 45% on exercise equipment, 35% on sports equipment and 20% on clothes and shoes (data from the Sport & fashion group). In Russia, the most common are cheap game sports, as well as fitness. In America and Europe, expensive sports are noticeably more developed - golf, alpine skiing, tennis, etc.

Another significant nuance that negatively affects the sporting goods market is the demographic gap in the age group of 20-40, which is expected by 2020. Manufacturers of sporting goods are trying to smooth out the negative consequences of this phenomenon by promoting a healthy lifestyle among people of retirement and pre-retirement age. However, most experts believe that relying on sports pensioners to provide a sufficient level of sales to sports goods stores is hardly justified, especially considering the comparable increase in prices and pensions.

Ready ideas for your business

It is also worth mentioning the formats of stores that engage in retail sales of sports goods. According to ABARUS market research, about 40% of the sporting goods market is occupied by retail chains, department stores – about 17%, specialized individual sporting goods stores – 16%, and the remaining share comes from shadow trade. The latter phenomenon is most developed in regions where sports retailers are not yet present. The share of spontaneous markets in the trade of sporting goods in large cities has decreased from 70% to 10% over the past ten years, which is undoubtedly a positive trend.

As an example of the relationship between the types of sporting goods stores, we can cite the capital. In Moscow, the number of sports stores exceeds 1000. At the same time, 75% of points are department stores, 13-14% are specialized, and the rest are stores selling premium sports goods. Thus, as we see, the highest competition is among department stores.

As for the assortment, about 90% of sporting goods sold in our country are produced abroad. We can only compete with foreign companies in the retail chains. At the same time, according to experts, Russian manufacturers of simulators are quite competitive, but the share of their products on the domestic market is very small.

Sporting goods store: organizational issues

The sporting goods market is highly competitive. Large federal chain stores are opening in the regions. Among the most active players on the market are Major League, Trial Sport, Sportmaster, Decathlon. It's quite difficult to compete with them. In a large city, you should think about opening a self-service store with an area of ​​at least 250-300 square meters. meters. The entire area is distributed as follows: at least 200 sq. meters is allocated for a shopping area, another 30 sq. meters - for fitting rooms and the remaining 20 sq. meters - premises for personal needs of personnel. In such a sales area you can place a fairly large assortment, which will include not only “compact” clothes or equipment, but also large equipment (bicycles, exercise equipment, etc.).

As for the location of the store, there are no strict requirements. It is best, of course, to open a sporting goods store in the center, but in a residential area it will also bring profit, especially if located close to various sports sections, fitness centers and gyms.

A self-service store is recommended primarily because the average check here is usually significantly higher than in a store where sales are carried out over the counter. The main reason for this is that in a self-service store the buyer can pick up the product he likes without the participation of the seller, and this, as we know, is almost 70% of success (that is, the probability of making a purchase). The high probability of making impulse purchases allows you to increase the turnover of a self-service store by at least 20% and by a maximum of 45% compared to a regular store where trade is carried out over the counter.

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To open a sporting goods store, experts advise registering as an individual entrepreneur, choosing retail trade as the type of activity, and choosing the single tax on imputed income or the simplified tax system as a form of taxation. If you plan to open a chain of stores, it is better to register a legal entity (usually an LLC).

If you do not have much experience in selling sporting goods, are afraid of going broke and would like to have support from a well-known company, it makes sense to think about purchasing a franchise. For example, companies such as Reebok, Columbia, Sport Vision, Sportic2014, Adidas, O'Neil operate under the franchising system. However, keep in mind that the investment in opening a store operating under one of these brands will be considerable. If you do not have With a large starting capital, you can open a small store with cheap sports goods imported from China.

When compiling an assortment, you need to take into account, firstly, your target audience, and, secondly, have a good understanding of all the nuances of choosing sporting goods and equipment. The assortment of your store (if we are talking about a universal sporting goods store) must include fitness accessories, sports equipment, products for active recreation, sports nutrition, training equipment and clothing for martial arts, etc. Small stores usually sell special sports shoes and clothes. The greatest demand is for tracksuits, T-shirts, tank tops and sneakers. Large stores should stock clothing from well-known brands (for example, Puma, Adidas, Reebok, Columbia, Nike, New Balance, O`Neil). The retail markup on sporting goods in department stores is about 30-60%. The ideal option is if you can acquire exclusive rights to sell certain Western brands. They may not be as well known to a wide range of people as those listed above, and may be in demand only among amateurs and professionals in a particular sport. But you will get a competitive advantage and regular customers from among the most solvent - young people aged 20 to 35 who lead an active lifestyle. However, this direction is only suitable for large cities. On the periphery in a small town you are unlikely to find a sufficient number of buyers.

On the other hand, according to experts and experienced entrepreneurs, beginning players should think about choosing their specialization: focus on sporting goods of one group and become a professional in this area. Such stores are focused on serving a rather narrow group of consumers who engage in a specific sport (for example, mountaineering, snowboarding, etc.). The small number of potential buyers is compensated by their willingness to pay a lot of money for an exclusive product. The average trade margin in specialized stores is about 30% and rarely exceeds 50%. This is noticeably less than in department stores. However, in general, the profits of a specialty sporting goods store are often even higher. The lower markup is compensated by the much higher cost of the goods, which are often brought to order. Even with a relatively small number of clients (most of whom become regulars), your earnings can be quite good. And this despite the fact that the costs of opening a specialized store are lower due to the smaller area and more limited assortment. For a store with a narrow specialization, 100 square meters is enough. meters.

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Among specialized sports products, experts consider the segment of goods for extreme sports to be the most promising. The target audience in this case is young people and teenagers who are interested primarily in skateboarding and snowboarding. If the latter option is not the most common in some regions of our country due to climatic conditions, then skateboarding is very popular in almost all Russian cities (especially in large ones where there are climbing walls). It would seem, what product can be offered for skateboarders? But upon closer examination it turns out that the range is very wide. It includes special branded equipment (clothing, shoes, protection for elbows, knees and wrists), as well as boards and spare parts for them. Sales volumes of one chain, which specializes in goods for extreme sports, reach 20 thousand pairs of skateboarding sneakers! Snowboarding is much less common. This is due both to climatic conditions (for example, in the south of the country there is simply nowhere to snowboard) and to the higher costs of equipment for this sport. Although this area is also considered promising by experienced entrepreneurs, they believe that snowboarding is gradually “replacing” skiing, since it is less traumatic.

So the idea of ​​a specialized store deserves attention, but it is desirable that it works not only for one city, but also for other regions. This can be achieved if you open not only a regular store, but also its online version. An online store with the necessary functionality will be relatively inexpensive and, with the right approach, will bring considerable profit.

To display goods in a store, you will need special retail equipment. It includes display cases, racks, counters, mannequins, cash registers, security systems and scanners, fitting room mirrors. All necessary equipment will cost at least 500 thousand rubles.

So, you have the premises, the necessary equipment and even the goods. However, this is not enough for the success of your business. First of all, you will need qualified sales consultants. Do you think it won’t be difficult to find these? Then take into account the fact that your sales consultants should be, if not professionals, then great sports fans, well versed in all the nuances of the product presented, as well as brands. Ideally, your salesperson should know all regular customers by sight and name, be able to carry on a conversation on any “sports” topic and choose exactly what the client needs. Finding such specialists is not so easy. However, such a business is usually opened by people who themselves are fond of sports. In this case, a hobby turns into a job. Such entrepreneurs, as a rule, have their own social circle and acquaintances, among whom they can find suitable candidates for the role of consultants.

For a store with an area of ​​250-300 sq. meters will require one manager, at least six salespeople working in shifts, four cashiers and two cleaners. For a specialized store with an area of ​​up to 100 sq. meters is enough for one manager, four salespeople, two cashiers and a cleaner.

To open a universal format store, including renovation of the premises, purchase of retail equipment and inventory, you will need from 8 million rubles. Revenue in this case will be about 3 million rubles per month. The cost of production is 1.7 million rubles, and the gross profit is 1.3 million rubles. Expenses do not exceed one million; tax deductions will cost about 20 thousand rubles. With a profitability of 10%, net profit is 300 thousand rubles per month. Thus, with the above initial data, the payback period for this store will be two years. But you can get by with less investment. To open a specialized store you will need from 450 thousand rubles. And one small store in a residential area with an area of ​​up to 50 square meters. meters can be opened for only 250 thousand rubles. But, of course, one cannot hope for big profits in the latter case.

Selling sports goods is a seasonal business. To neutralize this seasonality factor, sports stores change their assortment depending on the time of year. In winter they sell ski suits, sleds, snowboards and skis, and in summer they sell clothes for tennis, beach holidays and golf. There are also “out-of-season” goods - for example, bicycles, as well as clothing and equipment for various types of martial arts. These products are in consistently high demand throughout the year.

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Retail Library

Merchandising of sports stores:
rules and mistakes.

Positioning selection.

From a merchandising point of view, sports stores can be divided into two main groups: specialized and mass. It is important to clearly define how exactly the store is positioned, since this factor is the starting point when creating the store’s image and overall merchandising strategy, which, in turn, determines the main customer composition and, accordingly, sales dynamics.

The essence of this division is simple: the assortment of stores in the first group offers more goods for specialized sports, appropriate clothing and accessories. Like, for example, the stores “Ski World”, “Leon”, “Turin”, “Real Pump”, “Bear” and others. The circle of buyers is people involved in any kind of sport. There is a fairly high probability that a person will go here for a pre-planned large purchase that requires more or less significant financial investments.

The assortment of mass stores includes not only goods for various sports, but also clothing for walking and active recreation, children's clothing, as well as leisure goods. More “impulse” purchases are made in sports stores in this group. And the more the stores are focused on this “mass” of visitors, the greater the number of buyers who enter such stores, and the higher the likelihood of “impulse” purchases and the share of “visual” sales (when a purchase is made under the influence of the impression of the type of product). A striking example is the Sportmaster chain of stores, which very competently copes with the task of presenting goods and with the task of “visual” sales.

It is important to remember the global task of trade - creating demand. The more effectively a store generates demand, the more it sells. Correct positioning and creating the right image are important components of generating demand for a particular store.

The image starts from the entrance.

Attractive display windows, a beautifully decorated and free entrance are the face of the store. As soon as the buyer crosses the threshold, the actual acquaintance begins. It is the area at the entrance that should show what the store is like in terms of price and target product categories. It would seem that the rule is logical and obvious, but sports stores of various levels often neglect it, which gives the buyer an erroneous impression of the store. Here are typical examples when a person most likely will not go inside beyond an incorrectly designed entrance:

· the average buyer sees the most expensive goods at the entrance, and he gets the impression that this store is expensive.

· at the entrance there is specialized sports equipment (barbells, exercise machines), which makes the buyer think that this is a specialized store.

Placing the most expensive goods at the entrance is a frequent action, but not justified. If the store itself is expensive, placing high-price products at the entrance is acceptable. But for other stores, such a layout of goods can lead to an incorrect image formation with all the ensuing consequences. In regional sports stores we often observed such a situation. At the entrance (or even in the window) of a store aimed at buyers of the middle class and below, the owner displays expensive “branded” goods, emphasizing with such a display his “coolness” as a businessman (“Have you seen WHAT I sell?!”). This still happens quite often, when the owner himself is a wealthy person, and judges it by himself and by his friends. Meanwhile, one should judge by what the bulk of buyers are.

One of the rules of merchandising states that the buyer gets the first (or even the last) impression of the store from the entrance. If the store is expensive, the buyer expects high prices. But if the store is average in price category, then the buyer receives a price shock from the appearance of expensive goods. And he will not go further, despite the fact that he can find goods there much cheaper, say, 60% of the cost of goods at the entrance.

How to avoid these mistakes and properly manage the process of arranging product groups on the sales floor? The easiest way is to go through the store’s product catalog and divide the product groups into two. The first group is goods of specialized demand. The second is impulse goods. In accordance with this, placement is also divided.

Those goods that people come specifically for are unique goods, including more expensive ones, and they are usually located further from the entrance. And those goods that can be purchased both planned and impulse should be located closer to the entrance. We will look at this issue in more detail in future articles.

Product display systems: color, brand, navigation.

For a sports store, like any other, all the rules for shopping apply, one of which is that about 80% of purchases are made by women (the exception is specialized sports equipment, where the proportion of purchases made by men is higher). Therefore, it is “interesting” for a sports store to encourage women to make purchases. For women, color plays an important role. Therefore, you can apply a color system for displaying goods.

Sports and active recreation are clearly associated with energetic colors: red, yellow. However, women can be attracted to anyone else - if it looks beautiful and matches those nearby. For example, red and white tracksuits next to each other will be equally attractive. A woman may be interested in the opportunity to choose the desired shade from several presented, and the opportunity to choose a color that is fashionable this season. Here it is advisable to play with contrast and create smooth transitions of shades - color stretches. But in most cases, it is more reasonable to prioritize the speed and convenience of searching for goods, systematization of goods by type, size grid, and so on, and use color division as an auxiliary one. As for the interior color scheme, in this case it is especially important that the background sets off and shows off the color scheme of the product favorably, but does not distract from the product or tire the eyes.

The next display system is by brand. Sometimes a store owner succumbs to pressure from manufacturers and places goods by brand. Naturally, it is beneficial for the supplier to present their goods as a block. But this is not always profitable for the store.

When is such a display beneficial to both the manufacturer and the store? The answer suggests itself: when the product is fashionable, it is more expensive. And for “middle” class brands, it is advisable to group products first by type and only within types - by brand. When grouping only by brand, the following obvious problems arise.

If the buyer is not committed to a given brand (and in the “middle” class, brand commitment is much lower than in the higher price segment), then he will be of little interest to the brand and will become irritated by the division of goods only by manufacturer. As an example, let's imagine that a person needs to choose clothes and fitness accessories.

With a branded display, firstly, he will not see the entire breadth of assortment presented in the store. Secondly, in order to compare any models of different brands, he must literally run between the racks. As a result, the buyer is literally dizzy; he has to make some complex calculations and painful operations. While one of the laws of merchandising states: The less the buyer thinks, the more everything is thought out for him, the more time he has to buy. And therefore, the convenience of making a purchase, comparing goods at one point in time, in this case, prevails.

In addition, when the buyer sees that several brands are presented for one product item, he gets the impression that this store has a wide selection. In addition, even if the buyer has not made an “impulse” purchase now, then, after examining the assortment, he can come later, when he receives his salary or when the winter or summer season begins. The most important thing is to show a strong assortment.

Finally, the third system for displaying goods is navigation. In it, all goods are divided by type and purpose. For example, outerwear is divided into “men’s and women’s”. Then there is a more specialized, specific division: outerwear for alpine skiing, outerwear for cross-country skiing, outerwear for running, and so on.

The same goes for shoes: the division into “men’s and women’s”, then comes those for training in the gym, those that can only be used in the gym, not on the street, then shoes that are recommended for walking, for running, and finally, for sports. This type-by-type system is most convenient for the buyer. Firstly, not all buyers know what is used for what, i.e. It’s quite likely that a woman comes into the store and says: “Oh, what cute sneakers!” - and the sneakers, it turns out, are for wrestling in the gym, they are not weatherproof. She goes out into the street wearing them, experiences not the most pleasant moments, and then comes to the store and begins to say that they sold her the wrong thing.

It is in such stores that the largest number of “impulse” purchases occurs, especially when the store is focused on the mass buyer, and not on those who knows. It is very good when, among other things, the trading floor is equipped with a so-called awareness system (price tags with a detailed description of the product, signs, information posters). The same is done, for example, with wine. Now there are stores where there is a very simple and accessible display: not only by country, but also by type. For example, here there is only pink wine, and here there is white wine, inside there is already differentiation by country, and then, finally, by price. Now there is a general trend: – the layout is as clear as possible, because the more intelligible it is, the better it works. In addition, in this case there is no need to call the seller for advice. What does the seller have to do with it? The fact is that buyers have a perception feature such as distrust of the seller, and this feature must be taken into account. According to statistics, 30-35% of buyers do not trust the seller’s opinion, and for certain groups of sporting goods the percentage of distrust is even higher. When the seller speaks, this is one thing, and quite another thing if it is written (this is, as it were, more accurate, more true).