Key rules of the lay out of “PROFESSIONAL” products

The concept "merchandising" occurs from English word merchandising - art to trade.

To allocate the right goods in the right place at the right time, at the right price and in the right quantity is in fact an art that answers to the direct problems of merchandising.

The purpose of merchandising is to increase a sales volume for the account of the most successful arrangement of the goods and creation of an informative atmosphere on the goods.

The right product lay out and promotional materials remind buyers of a product which is necessary for them.

There is a set of norms of the product lay out, but not all of them can be applied for leather goods. We suggest to take advantage of the following rules at work with "PROFESSIONAL" trademark:

• "A golden shelf" rule. Always allocate products and promotional materials of “PROFESSIONAL” trademark at a level of a buyer’s eyes then he will pay to them attention more likely and will be able to read all advertising information.
• A rule of "arrangement". Expose our products on shelves according to the size and height of products (from smaller to the greater).
• A rule of "a block grouping". Group “PROFESSIONAL” products so that they entirely occupy vertical or horizontal blocks. Experience shows, that the vertical grouping of the goods is most effective.
• A rule of "an assortment group". Allocate “PROFESSIONAL” products on shelves separately by assortment groups (portfolios, briefcases, handy cases, notebook cases, etc.).
• A rule of "proportion". Expose “PROFESSIONAL” production according to recommended assortment and in the quantity that is proportional to the useful area of a show-window of the shop.
• A rule of "the right side". Take into account a direction of movement of visitors at the shop (from left to right and from right to left) and expose products by the right side to the buyer.
• A rule "appearance". Keep shelves, counter and goods clean and tidy. Do not allow that the products having damages got on shelves or in hands of the buyer.
• A rule of "the contrast layout". Alternate color spectrum in layout of “PROFESSIONAL” products
• A rule of the price tag. Check that price tags are on each “PROFESSIONAL” product. Price tags should be visual and readable.
• A rule of "isolation". Place “PROFESSIONAL” products on a show-window separately, not combining with products of competitive marks. Place “PROFESSIONAL” products by single group.