Ticket number 1

1. Increasing competition. Trade concentration.

2. Selection of suppliers. Grouping of goods. Placement of goods in the trading floor. Assessing the assortment in terms of the profitability of individual product groups and the store as a whole.

Ticket number 2

1. New phenomena in retail in modern conditions in Russia and abroad. Changing environment of the trading sector. The growing influence of the state. Change in trade.

2. Goods and the buyer. Goods classification. The importance of assortment in retail. Production and trade assortment.

Ticket number 3

1. Definition of retail. Retail functions. Forms of retail trade enterprises in Russia.

2. Sales planning. Procurement planning. Inventory planning. Conducting an inventory.

Ticket number 4

1. The concept of consumer marketing, trade marketing and integrated marketing. Goals and objectives commercial enterprise.

2. Three levels of merchandising. Planning principles. Zones trading floor. Placement of goods in the trading floor. Types of layout.

Ticket number 5

1. Public activity of consumers. Prospects for the development of retail trade. New ways to buy and pay. "Trade without a store."

2. Bar coding as a means of managing the movement of goods. Range analysis.

Ticket number 6

1. Technical progress in trade. Changes in customer behavior. Lifestyle change. Decreased advertising effectiveness.

2. Brands of trading companies. Retail competition.

Ticket number 7

1. Trade marketing and trading company marketing. The essence of retail.

2. Alternative pricing strategies: daily low prices, high/low prices.

3. Task. Describe what is the essence of the law of "Switching Attention". Give examples

Ticket number 8

1. The relationship of retail trade with industrial enterprises.

2. Assortment as an object of activity, a store positioning tool, and a means of sales promotion. Formation trade assortment. Assortment concept.

Ticket number 9

1. Main directions marketing activities in various types trading enterprises.

2. Types of buyers by price sensitivity and perception of value. Factors affecting the buyer's sensitivity to price.

Ticket number 10

1. Definition of marketing of a commercial enterprise. Modification of the main categories of marketing for a trading enterprise (market, segment, consumer preferences, marketing structure, etc.).

2. Pricing within the product range: price linking, multiple pricing, pricing of complementary products and mandatory accessories.

Ticket number 11

1. Marketing development of a commercial enterprise in Russia. The specifics of wholesale marketing. Wholesale. Classification of wholesale trade. Forms of wholesale trade.

2. Lowering the original retail price for the purpose of a sale or promotion. Cases of increasing the initial retail price. Price sensitivity of demand.

3. Task. Describe the essence of the eye level law. Give examples

Ticket number 12

1. Segments of the retail market.

2. Rules for working with buyers in conflict situations. The nature of customer service. A basic level of service: how to make the buying process enjoyable.

3. Task. Describe the essence of the Law of Figure and Ground. Give examples

Ticket number 13

1. Marketing Solutions in wholesale trade. Marketing tasks in wholesale trade. Segments of the wholesale market.

2. Using the buying momentum. Definition of impulse buying. Norm of impulse for various commodity groups. Grouping impulse purchases. Factors contributing to the increase in impulse purchases.

3. Task. Describe what is the essence of the law of "grouping". Give examples

Ticket number 14

1. The main attributes of a trading company. The concept of the store as a "product with many properties."

2. The atmosphere of the store. Visual representation of the product. Choice of presentation method. Examples of presentation methods (ideological, frontal, vertical, by types and styles, organization by color scheme etc.).

3. Task. Describe the essence of the law of the "Dead Zone". Give examples

Ticket number 15

1. Tasks of strategic marketing of a commercial enterprise. The main store positioning strategies depending on the role of the product and the trade margin.

2. Rules for the presentation of products. Grouping promotion methods depending on the paid and the level of personal contact.

3. Task. Create an assortment in a bookstore

Ticket number 16

1. Store location decision. Target market decision. Assortment decision. Pricing decision. Decision on incentive methods.

2. The essence of merchandising. The laws of visual perception of goods. The laws of visual perception of color. Perception of the lighting system in the store.

3. Task. Divide the consumers of a trade enterprise you know into types according to their lifestyle.

Ticket number 17

1. Trade-mix. Choice of the location of the trading enterprise. The lifestyle of the population and the location of commercial enterprises. The dependence of the choice of location on the product groups sold.

2. Operational issues of assortment management.

3. Task. Describe what is the essence of the law "7 ± 2". Give examples

Ticket number 18

1. Positioning of the trade enterprise.

2. Marketing research in trade. Basic goals marketing research. Main sources of information. Information collection methods.

3. Task. Consider the merchandising tasks of a retailer in an SP complex.

Ticket number 19

1. The image of a trading company. Trade enterprise image attributes. The ratio of the image of the product and the image of the store.

2. Effect of placement of goods in the store on the increase in impulse purchases.

3. Task. Plan the assortment when opening a building materials store.

Ticket number 20

1. Market segmentation in retail. Buyer flows. Buyer's decision to choose a store. Store selection risk. Contact risk and purchase risk.

3. Task. Plan the assortment when opening a building materials store.

Finding a buyer is the first step in the sales process where the salesperson identifies prospective buyers. potential clients. The technique of selecting potential customers is component communication strategies. The search for clients can be carried out using printed and computer sources, which may include:

- industry directories of organizations;

– computer databases;

– business cards of Russia and regions;

– registers of producers of goods and services;

– local statistics;

- telephone directories "Yellow Pages".

The evaluation of the buyer is made on the basis of information about the extent to which the client feels the need for your product or service, what are the values ​​that he will be guided by when buying, and what characteristics of the product are most significant for him.

Preparing for contact. At this stage of the sales process, the sales agent tries to find out as much as possible about his potential customer before entering into communication contact with him. The process of preparing a contact includes: determining the prospects of a given buyer, collecting information, building a motivation strategy, etc. This stage of preparation for the meeting gives the sales manager the opportunity to show maximum skill in order to collect available information about a potential buyer through the inner circle: secretary, employees, competitors.

Already at this stage, before the first meeting, the sales manager should form a communication strategy based on the needs and values ​​of the buyer. If you briefly describe the complex of information that a sales manager must have before meeting with a client, then it can be represented by the PLATFORM formula, i.e. a temporary foundation, a foundation upon which major events sales. In this formula:

Software is the objective needs of the client and his organization in your product or service;

MO - objective motives for the purchase, i.e. exact knowledge of why the client needs your product, what needs he satisfies by purchasing the product;

C - correspondence of the value of the goods sold to the possibilities of the buyer;

T - the requirements that the buyer makes to the product.

If the PLATFORM is firmly knocked together and brought down, the deal will be done!

Buyer contact. At this stage of the selling process, the seller meets with the buyer and enters into an active phase of communication, which includes: greeting, introducing the seller organization, introducing himself, demonstrating a desire to establish good business relationship and concern for the interests of the buyer. Remember the proverb: "You never get another chance to make a first impression."

Presentation and demonstration. At this point in the sales process, the sales agent provides the customer with product information tailored to the customer's needs, values, and motivations and conducts a product demonstration or presentation. The presentation should be built in such a way that the presentation of information corresponds to the stages of assimilation of information.

The presentation should also be focused on the interests of the buyer. In addition, it should be attractive, as concise as possible (but without prejudice to general impression), to stimulate the desire of the client to own the goods, to exhibit the possibility of additional (preferential) terms of sale. Additional terms of sale include discounts for the client, deferred payment, partial prepayment, etc.

Making a presentation is more of an art than a technology, but, nevertheless, there are certain schemes for conducting presentations:

– presentation-information;

- presentation-demonstration;

- presentation-sale.

Overcoming customer disagreements or objections. At this stage of the sales process, the sales agent identifies all disagreements and comments of the client about the product and the transaction itself and overcomes these disagreements.

Hardly even one business conversation, which means that the conclusion of at least one transaction does without objections from the client. Objections reflect the opposition of the client in verbal form.

If you carefully analyze the objections, you will undoubtedly come to the conclusion that often they can help you get an order. Asking questions, sharing his thoughts on a particular issue, expressing comments and objections, the client involuntarily reveals quite a lot about himself. By listening carefully, you can learn:

- his true face, position;

– interests and intentions;

– purchasing motives and motives that drive them when making decisions;

– biased assessments, fears and reasons for opposition.

By making comments, the client shows where there is a gap in the seller's arguments, which arguments were unsuccessful or not convincing enough. Objections show how the client is configured in relation to the seller. By expressing objections, he shows his fundamental interest in the proposal. Objections indicate that he is carefully following the words of the seller and considering them.

What types of resistance are most common in sales conversations? All of them can be divided into six groups:

1) resistance to change: fear of the new, inertia, lack of information about the product or seller;

2) price and cost resistance: unprofitable, funding problems, etc.;

3) resistance commercial offer: insufficiently satisfies the demand, does not satisfy the delivery time, etc.;

4) saturation resistance: currently there is no demand or there is no more demand;

5) resistance of an emotional nature: hidden resentment, hidden hostility or prejudice;

6) resistance caused by negative experience: unsatisfactory quality or inconsistency of previously purchased similar goods.

Make a deal. At this stage of the sales process, the sales agent receives from the consumer an order for the supply of his product, or at least an agreement to purchase.

At this stage, it is important to be able to recognize the signs of the buyer's readiness to close the deal. This may be evidenced by various actions on his part, comments or questions. For example, a customer stands up and nods approvingly, asks about the price or terms of delivery or payment.

Transaction support. The last stage in the sales process, in which the sales agent, after the conclusion of the transaction, does everything to ensure that the customer is satisfied, and tries to establish a long-term cooperation.

Immediately after the conclusion of the transaction, the sales agent must finally agree on all the details of the sales contract: delivery dates, payment terms, etc. The seller organization, even after the conclusion of the transaction, seeks to demonstrate to the client that it has all the necessary qualities for its high-quality service within the framework of long-term bilateral mutually beneficial cooperation.

Using buying momentum. Definition of impulse buying. Norm of impulse for various commodity groups. Grouping impulse purchases. Factors contributing to the increase in impulse purchases.

impulse buying (impulse purchase, spontaneous purchase) - the purchase of goods, or payment for a service, made under the influence of external motivating factors, the decision to make which the buyer takes directly at the point of sale.

When we talk about impulse buying, most likely, we cannot talk about the unconsciousness of this purchase: the buyer is always aware of what he is doing. Another thing is that the buyer did not have clear plans regarding the purchased goods when making an impulse purchase.

The desire to buy something impulsively, spontaneously arose in the buyer, most likely, at the sight of the product, or as a result of a specially designed marketing event, directly at the point of sale.

impulse buying- the result of a powerful stimulus (manufacturer, retailer, merchandiser, trade marketing action) that pushes the consumer to make a purchase. Impulse buying occurs when a customer experiences a powerful urge to immediately buy something from an assortment that was not planned to be purchased in advance.

Factors that cause spontaneous impulse buying:

· specially organized events trade marketing conducted at points of sale;

an abundance of supermarket goods, a choice;

External consumer properties of packaging: appearance goods, packaging color, packaging form;

external consumer properties of the product: the appearance of the product, its smell and color;

merchandising activities;

The psychology of impulse buying. Psychologists, as a result of research, have found that color affects impulse buying. It has been found that yellow and red colors hypnotize buyers the most (blue also works well for men). The psychological effect that encourages impulse buying is especially strong in large self-service stores - the abundance of goods has a hypnotizing effect on the buyer. Relaxing slow music encourages customers to take their time and spend more time choosing their purchases, which creates a cozy atmosphere on the sales floor, stimulating impulse buying. Big role at the same time, the appearance of the product, its smell and color play.

Merchandising and impulse buying. Merchandising is the result of knowing the psychological characteristics of the purchase. The influence of the abundance of goods and the possibility of choice ultimately leads to just the opposite - abundance provokes spontaneity of purchases a large number goods. Merchandisers use this psychological feature of buyers, resorting to the tactics of imitation of abundance. For this purpose, in the trading floor at the goods:

Use of pallet racking

· expose a lot of empty boxes, boxes of goods, etc.;

· "zabivabt" goods in the primary transport packaging upper racks;

· use the checkout area to organize spontaneous purchases.

The display immediately in front of the checkout, when waiting customers are able to devote a little time to studying the goods, stimulates the growth in the sale of impulse demand goods. The company assigns 10-13% to related products retail space, the retailer's sales volume for goods of impulse demand can be from 7% to 18% of the turnover.

Trade Marketing Impulse Buying. The incentive effect is also formed by specially organized sales marketing events held at the points of sale. Examples of stimulating factors are:

sales;

2 shares for the price of one;

bonuses and gifts;

Sampling and testing promotions.

Stores where marketers use trade marketing to organize a trial run experience an increase in spontaneous impulse purchases.

Impulsive shoppers are both a pain and a joy for marketers and business owners. On the one hand, it is much easier to motivate them for unplanned purchases than rational buyers, on the other hand, you need to make them an offer that they cannot refuse, and most importantly, at the right time.

Despite the fact that the majority impulsive purchases while offline, online users are driven by the same feelings and emotions, and as the number of online shoppers is steadily growing, e-commerce players should consider ways to attract impulsive shoppers. The psychology of the buyer, despite the less favorable conditions for spontaneous purchases, remains the same, and with proper marketing, a solid part of the online store's revenue is formed by random purchases.

But who are these impulsive shoppers who have such a strong influence on online and offline retail? Are they mostly married or single? Where do they shop more often: online or in brick-and-mortar stores? Do they regret their purchases? How much do they typically spend on each impulse purchase? In what state of mind do they spend more, and why do unplanned shopping motivate them to spend more?

Today we will get to know the mysterious person of the impulsive buyer better and tell you about in general terms and trends that can be used in building a marketing strategy.

Statistics and trends

Most people are prone to spontaneous shopping - 84 percent of all buyers make impulsive purchases. On average, there are at least three impulse purchases in every 4 out of 10 shopping trips.

Despite the fact that the majority of impulse purchases (about 8 out of 10) are still made offline, and it is unplanned purchases that account for 60 to 80 percent (depending on the industry) of offline store revenue, the performance of online platforms is not that far: unplanned purchases account for about 40% of all e-commerce spending.

The financial aspect of impulsive buying

According to statistics, over 40% of buyers spend more on purchases than planned. More than half of US shoppers (54%) spend $100 or more on impulse purchases, including 20% ​​who spend more than $1,000.

Interesting fact that with planned shopping, shoppers are 13% less likely to make impulsive purchases, and with an unexpected shopping trip, they are willing to spend 23% more.

Portrait of an Impulsive Buyer

Single shoppers make 45% more impulse purchases than married couples. Millennials are the most prone to sudden purchases of all generations, with 52% of them saying they love unplanned impulse shopping.

Only 46% of men regret their purchases, while for women this figure is more than half - 52%. Although according to Brandongaille statistics, 75% of buyers feel happy after making spontaneous purchases.

If we talk about the emotional state, then most of all impulsive purchases are made in a joyful and high spirits: 50% of women and 46% of men. Spontaneous purchases out of boredom are made by 32% of women and 28% of men. Curiously, sadness provokes women to buy much more than men: 28% versus 14%. But when drunk, the situation is reversed: under the influence of alcohol, impulsive purchases are made by 13% of men and only 5% of women. In a fit of anger, 10% of men and 13% of women are subject to impulsive purchases.

How to capture the attention of impulsive shoppers

Tip 1. Ensure maximum usability and site speed

To motivate the user to make a spontaneous purchase, you need to create conditions that reduce the time between the moment when he saw the product on the page and the moment of payment.

Shopping under the influence of emotions implies speed in everything: loading pages of an online store website, ease of ordering, fast delivery. The more obstacles a user encounters on their way to a purchase, the more likely they are to change their mind. Good service and ease of ordering at all stages help the user justify an unplanned purchase and ensure loyalty to the store in the future.

Tip 2: Use Social Proof

Positive evaluation of the product by other buyers increases the chances of influencing impulsive buyers. This goal is perfectly served by reviews and blocks “X people bought this product today.” So, for example, the use of social proof in the form of the "bought today" block in trigger mailings of the Quelle online store allowed us to achieve a 37.8% increase in conversion.

Tip 3: Implement discounts and limited-time offers

A great incentive for unplanned purchases - temporary promotions or Special offers with certain conditions (for example, 3 for the price of 2), limited by a time frame. These mechanics involve the so-called "fear of loss" and help to attract even rational buyers, because they not only affect emotions, but also show an objective benefit.

The most important thing in impulse buying is to make an offer that will be really interesting to the user. Relevant offers of related and alternative products not only do not annoy users, but also seem to be useful to them, increasing the likelihood of purchasing additional products.

Similar to products in promotional stands and checkouts in offline stores, offer users related products on the product, category, search, and even cart pages. On the example of the Shoes.ru online store, personal recommendations allow you to increase average check by 11.8%, conversion by 6.9% and ensure revenue growth by 18.4%.

Tip 5. Provoke emotions

Since most impulse purchases are made in a joyful and high spirits, the task of the online store is to evoke good memories or set up pleasant thoughts, for example, about the upcoming vacation or updating the wardrobe for the new season.

Don't use too many details in product descriptions - impulse purchases are designed for emotional response, so more emphasis should be placed on beautiful images and bright buttons. The brain processes visual images much faster than text and has a deeper impact, so use colorful and emotional photographs.

Shoppers at computer screens, as well as in traditional offline stores, are prone to impulsive purchases. And well-made offers, coupled with the convenience of the site and good service online stores will help impulsive shoppers to enjoy unplanned purchases, instead of regretting shopping under the influence of an emotional outburst.

When introducing the method of intensive purchases, it is possible to recommend the formation of sections based on the combination of goods into the following three groups:

♦ "goods daily demand"("essential goods", "call goods", "barker goods", "software goods", "habitual purchases");

♦ "preselection goods" ("deliberate purchase goods", "high-involvement purchases");

♦ "goods bought under the influence of impulses" ("goods of impulsive demand", "purchases without a pronounced degree of involvement").

FMCG- consumer goods that the buyer purchases relatively often, without hesitation, with minimal cost strength and time. Louis Bucklin defines this group as follows: "Products for which the consumer, even before the emergence of a specific need, has a preference map, which indicates a willingness to purchase any of a number of substitutes known to him, instead of expending additional effort required to purchase a specific product ". They can be defined as goods for which the consumer frequently visits specific outlets.

The buyer chooses the most accessible outlet in advance. Therefore, for successful sale of consumer goods, the geography of the store location and its status for the buyer are of particular importance. Such products form the basis of the consumption program and satisfy utilitarian needs (functional and practical benefits), are characterized by habitual purchase and low level of involvement of the buyer, relatively low prices, large volumes of consumption, fast inventory turnover and provide the main flow of buyers in stores. The goods of this group include, for example, some vegetables, bread and bakery products, meat and sausages and other products that are not exotic or non-traditional for the market (sturgeon caviar, tropical and subtropical fruits, etc.).

Pre-selection goods, according to the definition of Louis Bucklin, - goods for which the consumer does not have a complete preference map before a specific need arises, which means that it must be supplemented (i.e., searched) before purchase. , which is expressed as:

♦ they are rarely acquired;

♦ they are dominated by hedonic (subjective and emotional) benefits;

♦ these are durable goods;

♦ Cognitive dissonance is associated with their acquisition; the discomfort that the buyer feels after making a purchase and forms the basis psychological risk;

♦ their purchase is preceded by an extensive information search, i.e. it is characterized by a high level of involvement;

♦ they require great psychological and financial efforts associated with buyers' doubts about quality, fashion, price, etc., as well as the correctness of the decisions made. Sufficient information about the product is necessary to overcome doubts. At the same time, the importance of the product itself for the buyer is higher than the importance of the place of its sale.

If the potential buyer is well informed, then he buys desired item after a preliminary study and comparison of prices, quality and other characteristics. After such preparation for the purchase, he does not need much attention to find the necessary goods on the trading floor or other places where they are sold.

Impulse goods- goods bought under the influence of impulses and related to unplanned purchases. Such products are characterized by low prices, so their purchase is not associated with financial risk, such as chewing gum, scotch tape, ice cream, etc. Decisions on the purchase of these goods are made very quickly, i. impulsively. Impulsive needs are characterized by the fact that the buyer ignores them until the moment the prevailing need is satisfied, according to Maslow's theory of needs. This gives reason to assume that it is necessary to follow a certain sequence of placement of departments on the trading floor and goods on the shelves.

Impulse buying is a purchase made on the basis of sudden decisions, without reflection and calculation.

Distinguish the following types impulsive purchases:

impulsive-planned purchase - goods for which the buyer has made a decision in advance, and its implementation depends on the price, time, place of supply and some other factors;

Impulsive-reminding purchases - goods, the discovery of which reminds the client of the need to make a purchase;

Impulsive purchase - goods that the consumer sees for the first time in the store, but their purchase is stimulated by his desire to try and know them.

The composition of impulse purchases can be influenced by the structure and composition of essential goods and pre-selection goods in cases where they are associated with them as accompanying impulses. In addition, the constant improvement of information technology makes the needs more individual, and buyers - well-informed. At the same time, they require less concentration than before, which allows an increasing number of products to be positioned in the "adaptation zone". In other words, there is a redistribution of the functions of goods in the merchandising process.

The merchandising approach to assortment formation is also justified by the fact that the number of segments is increasing and the need for individual interaction with potential consumers. It is possible to increase the effectiveness of such interaction as a result of direct "communication" of the goods and the buyer himself without intermediaries represented by traditional sellers and consultants. Modern information Technology allow you to advise customers before they visit the trading floor. The individuality of the direct "communication" of the product and the buyer is also determined by the fact that the boundaries between fashionable, emotionally significant and ordinary goods are gradually blurred, therefore, there are more and more problems with their identification through a trademark.

The method of impulsive purchases is based on the impulsiveness of the subject (buyer) himself. Impulsivity is a specific feature of an individual's behavior or a stable feature of his character or temperament, which consists in the fact that in certain circumstances he acts on impulse, under the influence of certain sensory-emotional phenomena or emergency circumstances (exterosituations). Often, an individual acts unconsciously, does not think about his actions, deeds, purchases and other acts of behavior, and quickly reacts to certain actions of those around him weakly reflexively and poorly thought out.

The method of impulsive purchases is based on the allocation of areas of the trading floor that are little visited and not covered by the active attention of visitors and placing "deliberate purchase goods" in them, as well as using attractive areas of the trading floor and "essential goods" to regulate the movement of buyers, purposefully distribute them in the space of the trading floor and the increase in "goods of impulsive demand" as a source of additional profit.

To implement the method of impulsive purchases, you must:

o classify goods depending on the behavior of the buyer in the store and combine them into groups: "essential goods"; "goods purchased after deliberation"; "goods of impulsive demand";

o divide the area of ​​the trading floor into zones depending on the structure and size of the visitor's cognitive resource at certain stages of the route of his movement;

o allocate goods to the appropriate zones, taking into account the compatibility of the visitor's behavior with the characteristics of the goods:

♦ "deliberate purchase goods" ("preselection", "high-involvement shopping") -> "adaptation zone";

♦ "essential goods" ("everyday demand", "habitual shopping", "low-involvement shopping") -> "buy zone";

♦ "impulse goods" ("purchases without a pronounced degree of involvement") -> "return zone"(Fig. 3.1).

Not all visitors feel the same about and identify products as "essential", "special" or "impulsive". Each visitor evaluates them depending on the status of the goods and his own status in each case.

Merchandising requires marketers not only to be able to correctly identify individual needs and segment the market, but also to form combinations of product groups, types and brands so that they:

♦ made up the most compatible combinations from the standpoint of buyers who seek to satisfy a complex of their needs;

♦ combined with the interests of the seller, who wants to use the effect of interconnected purchases to attract additional customer flows and increase profits.

When classifying and placing goods on the trading floor adequately to the behavior of customers, it is probably necessary to proceed from the fact that the same goods (brands) in different stores can be perceived differently by visitors, have different statuses and perform completely different functions in the trade and technological environment. process. This is due to many factors, among which are the following:

♦ product specialization and policy;

♦ selected assortment policy;

♦ store location;

♦ consumer traditions and nature of demand;

♦ pricing strategies of manufacturers of trademarks and price policy trading company;

♦ income level of the population and solvency of buyers.

It is necessary to determine the classification group of goods in each specific case. To do this, you can use the research method "before and after", the essence of which is as follows.

The first stage - the collection of information is carried out at the entrance to the store, when the visitor is asked the question: "What do you intend to buy in our store?" The response received is recorded in a special journal, and the buyer is shown a separate cash desk specially designated for this purpose. To stimulate the cooperation of customers with representatives of the company, they are called a gift (or use another form of remuneration), which they will receive after paying for the goods. After finishing this stage the next stage is the processing and analysis of the obtained results. They compare what was planned by the buyer and what goods were eventually purchased, in addition to those named at the entrance to the trading floor. Based on the results of such a survey, the share of impulsively purchased goods (I) can be determined using the following formula:

where: N about - the general population;

N s - the number of items of goods purchased by the studied population of buyers as planned.

Marketing practice shows that impulsively purchased goods account for over 45% of total sales and are a more sustainable source of profit for a retailer.

In marketing importance may have such an indicator as the degree of impulsiveness of the product, which will help the merchandising specialist to correctly determine the role and status of each particular product or its brand, to more accurately focus its activities on the psychological mood and behavior of the buyer on the trading floor and most optimally distribute his cognitive resource. To determine this indicator, we propose to calculate the coefficient of impulsivity of the brand of goods (/ m):

where ni . - the number of cases of impulsive purchase of the i-th product (brand).

However, the "strength of impulse" may also be of interest, which indicates the degree of participation of each brand in the formation of the general factor of impulsive sales of the enterprise. Based on their analysis, a rating can be established to be used to clarify the functions of a given brand among all impulsive goods. "Momentum strength" is defined as the ratio of the number of impulsive purchases this product(brands) to the total number of all impulsive purchases as the following formula:

where n i - the number of cases of impulsive acquisition of this brand;

n n - the number of items of all impulsive purchases.

The closer I vm to one, the higher the impulsiveness of the purchase and the status of this product in the "return zone". However, marketers and specialists of the trading floor should not be limited to a single identification of the values ​​of these indicators, but to investigate the dynamics, geographical and other factors of their formation. It is necessary to proceed from the fact that the "strength of momentum" and other characteristics of goods are dynamic, that is, they change over time. As a result, some goods may move from the category of "impulsive demand" to the category of "essential goods" as a result of changes in the purchasing power of the population, the formation of new preferences among buyers, seasonal fluctuations and other reasons. Such an analysis is necessary when servicing different segments that differ in socio-economic and other characteristics.

The problem of placing goods according to the principle of their purchasing compatibility is of interest based on the fact that in the merchandising approach a special place is given to goods as "sellers", therefore it is important to correctly determine the appropriate proximity of the "seller goods" and "guided goods". To determine a compatible neighborhood, you can use the "reciprocal purchases" method, the essence of which is that the purchase of one product stimulates the purchase of a certain amount of another product associated with it.