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展示架常见的陈列误区和短板!

时间:2019-10-29  来源:
  展示集店铺、货架、商品、空间、材料、道具、设计、色彩、创意等学科常识于一体。非人士很难理解其中的一些概念。大多数店主都掌握着一些浅显、散乱的技巧,陈列水平大多是在“摆放物品好看”或“合理搭配”这样一个阶段,而所谓“科学”、“生动感”往往无从下手。
  The exhibition integrates knowledge of shops, shelves, commodities, space, materials, props, design, color, creativity and other disciplines. It's hard for non professionals to understand some of these concepts. Most shopkeepers master some simple and scattered skills, and the display level is mostly at the stage of "good-looking display items" or "reasonable collocation", while the so-called "science" and "dynamic" are often unable to start.
  常见的显示错误区和短板
  Common display error area and short board
  认为显示就是显示
  Consider display as display
  把物品摆放整齐,美观即可,注意一点也要注意搭配,这是一种“排队式”的理解。展示其实是一种“形式化”的建构,为了解决引导消费行为的问题而有不同的变化,整齐美观只是其表现形式。
  Put the items in order, beautiful, pay attention to the collocation, this is a "queuing" understanding. In fact, exhibition is a kind of "formal" construction. In order to solve the problem of guiding consumption behavior, there are different changes. Neat and beautiful is only its manifestation.
  2. 更多的货物=更高的层次
  2. More goods = higher level
  认为商品放置越多,台布越饱满,所所谓的“量感陈列”,顾客感到商品越丰富,就会有更多的选购,层次效果越高。很多商家过度模仿超市的大量销售和陈列方式,对店铺定位也有片面的认识。
  It is believed that the more commodities are placed, the fuller the tablecloth is, and the so-called "sense of quantity display" means that the richer the commodities are, the more choices will be made and the higher the level effect will be. Many businesses excessively imitate a large number of supermarket sales and display methods, and have a one-sided understanding of store positioning.
  3.静态的商品
  3. Static goods
  认为展示只是商品的一种“静态”呈现,专家来进行一次惊天动地的改变,然后就放心了。
  Think that display is just a kind of "static" presentation of goods, experts to make a earth shaking change, and then rest assured.
  显示是生命将商品:商品不仅有活力的“视觉”显示,但也不断调整商品的“空间”位置根据季节和销售策略,但也“时间轴”上的变化根据类别和结构的增长和发展。
  Display is the life of commodities: commodities not only have a dynamic "visual" display, but also constantly adjust the "space" position of commodities according to seasons and sales strategies, but also the "time axis" changes according to category and structure growth and development.
  4、感情层次少
  4. Less emotional level
食品饮料展示架
  更不用提发现陈列,店铺更基本的层次感都是几家店铺做的,每面墙都是一条直线,仿佛整齐划一贯穿整个橱柜是的美感;空间缺乏逐步推进的层层感,区域之间的划分只能模糊,在“护肤区”、“净化区”上标注自以为是地帮助客户完成了区域的引导。
  Not to mention the discovery of display, the most basic sense of hierarchy of the store is made by several stores, each wall is a straight line at the end, as if it is the only aesthetic feeling to wear the whole cabinet in a neat way; the space lacks the sense of gradually advancing layers, and the Division between areas can only be fuzzy, and the self righteous help customers complete the guidance of the area is marked on the "skin care area" and "purification area".
  5、存储缓冲区使用浅
  5. Shallow use of storage buffer
  知名品牌的橱柜,门口的化妆柜,为了增加真实感的吸引力,很多店铺都可以复印字帖,却忽略了门口区域糟糕的销售环境;另外,缓冲装置应特别照明,显示头的使用,减速道具的使用,这些细节都不太注意。
  In order to increase the appeal of authenticity, many stores can copy the posters, but ignore the poor sales environment in the door area; in addition, the buffer device should be specially illuminated, the use of display head, and the use of deceleration props, which are not paid much attention to.
  6. 忽略产品的自我展示
  6. Ignore the self display of products
  提倡客户自主选择,优化采购环境,减少衍生性,减少销售对人员的依赖。商店知道这个原则,但不展示更需要展示的商品。
  We should encourage customers to choose independently, optimize the purchasing environment, reduce derivatives, and reduce the dependence of sales on personnel. The store knows this principle, but does not display the goods that need to be displayed most.
  优秀的商品本身极具吸引力,但没有个性的大量展示,缺少辅助道具来引导需求,导购语言(宝贝描述)不被重视各种平庸的设置会淹没商品的光彩。
  Excellent products are very attractive, but there is no large-scale display of personality, lack of auxiliary props to guide the demand, and the guide language (baby description) is not paid attention to various mediocre settings, which will drown out the brilliance of the products.
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