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Showcases with fruits and vegetables should be decorated only with natural fresh goods.
In the season when there is a lot of greenery, it can be used to create spectacular compositions from vegetables and fruits. At the same time, to preserve the freshness of greenery, the trays are covered with wet gauze or sand.
Fruits and vegetables look great in wicker baskets set on the floor of the showcase. This method of placement helps the buyer to see the quality of the goods. To attract the visual attention of the buyer, you should place products that contrast in color next to each other.
Well-washed fresh fruit, laid out in a still life and complemented by bottles of wine, will look seductive. But in no case should you put juices next to fruits: they will buy one thing.
Showcases with vegetables can be supplemented with canned products: bright jars with cherry tomatoes or cucumbers.
Some fruits and vegetables (grapes, onions, garlic, red peppers) can not only be laid out, but also hung.
And most importantly: the goods in the window must be exceptionally fresh! Fading specimens must be replaced immediately, but in no case in front of the buyer!
10 vegetable display ideas
- Showcase decorated with greenery. Vegetables lie on it, as in the beds. Arrange vegetable crates so that you can place plastic water containers between them, in which fresh greens are laid. For example, dill, parsley, cilantro, basil, sorrel, rosemary, lettuce.
- Installation of goods in a cascade. Such a showcase creates an impression of abundance. You need a wide flat showcase 1.6-1.8 m wide and small wooden boxes. First, install a row of vegetable crates closest to the customer in the display case. Behind them, lay wooden blocks 8-10 cm high, and install the second row of boxes on them. Do this until you get 4-5 steps.
- Rainbow showcase. On a slightly slanted display case, arrange vegetables without boxes, in vertical stripes that match the colors of the rainbow. For example, red tomatoes, radishes, lettuce peppers, then orange carrots, yellow peppers and onions, green cucumbers and avocados. Each row of vegetables should slightly overlap the previous one. So the product attracts the eyes of buyers.
- Contrasting window. Vegetables are arranged in square boxes so that the products in adjacent boxes have a contrasting color. For example, cucumbers look good next to white onions, red tomatoes with cabbage, and yellow bell peppers with purple eggplant.
- Clusters of bananas stacked on top of each other attract the eye of shoppers. It is necessary to carefully lay the bunches on top of each other to the desired height. Beautiful cone-shaped slides are also obtained from other vegetables.
- Hanging vegetables. If you tie the tails of onions and garlic with one thread, the resulting bundles can be hung out, and not laid out in a window. Suspended bunches of grapes, bunches of greens look attractive.
- Correct lighting. Light up the vegetables in the display case with light bulbs of the appropriate color. So the product will have a fresher and more attractive look.
- Goods in baskets. Vegetables sell better if they are displayed in identical wicker baskets. Baskets containing radishes can be covered with red cloth, baskets with cucumbers - green.
- Correct packaging. Pack vegetables in small bags, indicating the price per package, and place them on a display case (for example, peppers - 2-3 pieces each, tomatoes - 3-6 pieces each) next to the goods by weight. So buyers will dig less in vegetables, and they will not have to get their hands dirty.
- Special decor. Decorative figurines will attract the attention of children, and hence the parents with whom they came. For example, you can attach eyes, nose and mouth from buttons or mountain ash to a pineapple or avocado. A cabbage stump looks like a pig's snout.
Fruits and vegetables for any store are not only a hot commodity, but also a decoration of the trading floor. The growth in consumption of this category in last years clearly correlated with the trend healthy lifestyle life, which in our country is just beginning to develop.
This means that the demand for fruits and vegetables by customers in your store will only increase. How to sell this interesting product with maximum profit - read this article.
Indeed, fruits and vegetables attract additional streams of buyers with their bright appearance, they focus the attention of buyers on themselves, and at the same time on the goods located around them, say merchandising experts from the American company Managementparadise. Retailers can use this feature of fruit aisles to create a positive store experience for shoppers.
Berries and fruits of different colors in one display increase impulse purchases.
Vegetables and fruits are a unique product for a retailer, they can be simultaneously classified as impulse goods and FMCG . Coming to the store for obligatory vegetables for borscht and salad, the buyer, as a rule, buys something from the fruit assortment at the same time - this is how his consumer psychology works. Therefore, based on the world experience of retailers, in order to optimize customer flows, the fruit and vegetable department is placed near the right wall or in the center of the hall, closer to the checkout. For example, Azbuka Vkusa places fruit displays near the cash register. Studies also show that it is successful to place two departments - fruit and wine - in close proximity, as they are complementary positions. However, you should not place vegetables and fruits next to juices and other soft drinks, as these are competing categories.
The principle of contrast in color and type of fruits in the layout of vegetables.
Properly laid out goods on the shelves significantly affect consumer demand - this is an axiom known to all retailers. In order for your customers to have a feeling of abundance in the store, its rich assortment, you need to place exotic tropical fruits on the very top shelves. As for the layout of fruits and vegetables in general, the principle of contrast in color and type of fruits is applied here. For example, how Auchan does it in the vegetable department. Measurements of purchasing behavior show that combinations of fruits of different shapes, colors and sizes also create a sense of diversity and motivate purchases more strongly.
When working with vegetables, do not forget to use the peculiarities of the demand of Russian buyers. So, among the vegetables among Russians, the most popular is the "borscht set" - potatoes, cabbage, carrots, and beets. Therefore, when zoning the fresh department, it is best to place them next to each other, surrounded by vegetables that are less in demand, but which can be related products - greens, onions, garlic, celery root, peppers, tomatoes.
An interesting feature of the Russian consumer is the love for large fruits and berries.Surprisingly, large apples, even if they cost more than small ones, are more popular with our customers. Therefore, to attract attention, the center of the display of apples should be large fruits surrounded by smaller ones. The most attractive color among Russians for apples is red. From a merchandising point of view, to draw attention to the department, it is also worth applying the principle of contrast in the layout, alternating bright red fruits with green and yellow ones. Such an apple showcase will immediately attract the attention of the buyer, the experts of the Infresh campaign guarantee.
Hypermarket "Auchan" Buyers respond well to the variety in colors.
Retailers know a lot of secrets of working with this category, which can significantly increase sales of the entire store. For example, during high demand for certain types of fruits and berries (December-January for tangerines, July for strawberries, etc.), it is recommended to set up additional racks with this product at the entrance to the trading floor and at the cash desks - this is a proven method will help you attract additional streams of buyers and increase sales.
In addition, you can give the buyer the opportunity to choose a different volume of goods if it is sold in a package (for example, berries, tomatoes, onions, etc.). Also, buyers respond well to a variety of colors - therefore, you should place berries and fruits of different colors in one display, thereby increasing impulse purchases.
Hypermarket Real. Buyers are willingly tempted to buy a useful and inexpensive product.
Place information on the trading floor about the benefits of consuming vegetables and fruits, how to eat and cook them. Stimulate the consumption of this group of goods - you will be surprised how willingly buyers increase their spending on fresh, if they understand the benefits of this. A good example is the idea of Real hypermarkets to place banners in the fruit sale area about the low cost of 5 types of fruits all year round. Buyers are willingly tempted to buy a useful and inexpensive product.
Many factors influence the formation of consumer demand. The volume of sales and the speed of turnover depend on whether people come to shop in this particular store. The faster the product is sold, the less spoiled products. This approach is especially relevant when selling fruits. A short shelf life and special requirements for temperature and humidity make it necessary to take into account the slightest nuances that increase the sale of this tasty and healthy vitamin product. The first condition will be the correct display of goods, drawing the attention of the buyer to individual groups and showing all the richness of the assortment.
Fruit types
If we classify the variety of fruits from a scientific point of view, then they are divided into 5 groups:
- representatives pome groups are represented by apples, pear and quince can also be included here;
- to stone fruit include plum, peach, nectarine, cherry, mango, avocado, olives, dates, persimmon;
- subtropical the group is pomegranates, bananas, pineapples and citrus fruits;
- berry row - these are seasonal crops of raspberries, strawberries, grapes, cranberries, cloudberries, blueberries, blueberries;
- nut-bearing such as almond, walnut, hazelnut.
The stone group belongs to seasonal species. It is hardly possible to find cherries or plums on store shelves in January. The shelf life of these products is short and there is a risk of rapid deterioration of the goods from improper transportation and storage conditions.
Berries are rarely included in the range for the same reasons. And cranberries, blueberries and other northern berries are more readily purchased by customers in the form of ice cream.
Practically out of season there are pome and nut groups. They retain their taste properties and presentation for a long time, are less demanding for transportation, are attractive to the buyer, and usually have an affordable price.
fruit market
Considering the percentage of fruit purchases, it is surprising that apples, beloved by everyone, are in second position. And the first place, approximately 25%, is occupied by such a “primordially Russian fruit” as a banana. Oranges and tangerines hold the third place, taking the lead in the winter months.
Pears, grapes, peaches and nectarines are also loved by Russian buyers. The rest of the range accounts for only about 13%. Among them are figs, lemon, kumquat, lime, dates, mango, pineapple. The larger the store, the more diverse the fruit baskets and stalls will be. Exotic fruits sometimes wait for their buyer for a long time, slowing down the speed of trade. When placing an order, preference is given to the most popular positions.
Every year there is a slow but steady increase in the share of fruits in the consumer basket. This is facilitated by affordable prices, an increase in supplies of imported and domestic producers. Sanctions European countries played the role of a trigger for the development of Russian farms and more and more often you can see domestic products on the shelves.
Buyers also prefer native apples, looking with distrust at too even and bright foreign fruits and remembering that "the worm cannot be deceived, he eats only natural."
In the coming years, it is expected further development market and increase the share of domestic products.
Producers and suppliers of fruits
The Russian market is very attractive for foreign partners, who increase the volume of deliveries every year. Leading countries are:
- from Poland and China there is an export of apples, certain varieties of pears;
- Ecuador, Colombia lead in the supply of bananas;
- Morocco, Egypt, Turkey send large consignments of oranges, tangerines;
- it is beneficial for Turkey and Uzbekistan to work with the export of watermelons and grapes.
When exporting fruits, strict compliance with import rules is necessary, sanitary norms and compliance with international standards for pesticide and nitrate levels. If violations are detected, then the consignment of goods is not allowed for sale. Therefore, it is preferable to work with domestic producers: tangerines from Abkhazia, persimmons from Primorye, apples from Russian orchards. This is especially true of berries and watermelons. Cases of poisoning with early watermelons have become more frequent due to huge amount fertilizer in them.
Assortment of fruits for a kiosk
The variety of fruits will directly depend on the volume of the trading area. A small kiosk or trade tent is limited in display area, so the fruits are placed compactly, arranged in groups to open best review and created the effect of saturation with goods. Preference is given to the most popular positions, leaders of sales in the fruit market.
A specialized kiosk offers a wider assortment, which will definitely include seasonal berries and fruits. For example, cherries, persimmons, several varieties of apples. nuts, some exotic fruits.
It should be borne in mind that in such outlets the assortment also includes vegetables, so the sales area is divided into several segments.
Assortment of fruits in the "At Home" format store
These stores are much larger than the usual kiosk, but they are far from a supermarket. Their spruce is to provide the necessary things and the basic grocery set. Therefore, fruits are presented in the main, most sold positions, including seasonal groups. For example, persimmon, cherry, apricot. You can meet a small department of exotic representatives different countries: pineapple, lime, kumquat. The layout is carried out in the most compact way according to the principle of contrast, but in compliance with product groups.
Assortment of fruits in a grocery supermarket
Large retail areas are simply created for fruit abundance. Ideally, the impression of an "oriental bazaar" should be created, where most of the buyer's requests can be satisfied. Well-known fruits alternate with exotic specimens, bright colors attract buyers and spur the desire to purchase.
Basic laws of fruit display
The art of a spectacular and selling display of goods is to arrange the goods in a special way, stimulating the desire to buy.
Fundamental principles:
- the product must be of high quality, at the slightest defect it is removed from the window;
- a massive layout encourages you to plunge headlong into this splendor and not leave the collapse empty-handed;
- high-quality commercial equipment will ensure long-term preservation of fruits;
- You should make the most of "points of quick sales" - the ends of the racks and shelves at eye level.
The fruit segment is located on the right side of the hall or in the center, closer to the cash register. The proximity to the department of wine and fizzy drinks is considered successful. Do not place fruits next to juice racks, they will distract attention from each other.
Large fruits involuntarily attract attention, so the central place should be given to large apples, surrounding them with more modest varieties. Be sure to observe zoning: apples to apples, citruses to citruses.
The principle of contrast in color, shape and size has proven itself perfectly. This gives rest to the eyes and draws attention to the various product groups. Packing does not always justify itself, it is better to place fruit in bulk on wide shelves or racks, and place packing bags next to it. Only fragile fruits are packed in the substrate.
The original layout and bright artistic solutions are welcome, provided that the basic rules are not violated.
The brighter the counters are, the more attention they will attract. The fruit segment is practically the face of the store, so its appearance must strive for perfection.
The high quality of the goods, the competent layout and the goodwill of the sellers will be the key to the prosperity of the outlet, and people will come here again and again with gratitude.
Probably, among retail professionals there is not a single person who would consider the category "Vegetables - Fruits" simple and easy in every sense. Difficulties are associated not only with the quality of the product, which tends to deteriorate quickly and the seasonality of demand, but also with how the buyer perceives this product. What, it seems, can be special in ordinary tomatoes and potatoes? But you need to sell them, and, preferably, sell more and more. Of course, it is unlikely that it will be possible to make gold out of a simple potato, although this is also possible (I personally had to see edible gold and silver), but to put into practice secret visual merchandising techniques and it is very possible to make the "Vegetables - Fruits" department more attractive to buyers!
What is the purpose of visual merchandising?
1) Arrange and arrange the product in such a way that visitors have a desire to buy it.
3) Select equipment that will optimize the work of staff, while ensuring a high-quality presentation and preservation of consumer properties of the product.
You can apply visual merchandising techniques to absolutely any category of goods, whether it be shoe buckles or pineapples with champagne. How does it work in the category "Vegetables-Fruits"?
In general, due to the external attractiveness of most vegetables and fruits, the work of a visual merchandiser in this category is much easier than, for example, in “freezing”. Buyers themselves are drawn to bright shop windows and boxes. Marketers have noticed that people prefer to shop in those stores where fruits and vegetables seem to be the most attractive and of high quality. Thus, it turns out that the vegetable department is the face of the grocery store.
Most people opt for more expensive vegetables and fruits based on their understanding of the benefits of these products. Based on these facts, our task is to ensure an attractive appearance of the fruit and vegetable display. There are several fundamental principles that will help to solve this problem:
1) Product quality. It is necessary to remove low-quality goods from the shelves on time, because even among a whole mountain of bright and juicy tomatoes, one rotten, but in plain sight, can spoil the whole favorable impression.
2) Massive layout. Yes, the department of vegetables and fruits should look like a market, or better, an oriental bazaar. The brighter, more massive and more diverse your assortment is presented, the greater desire arises to study it and delve into the bowels of this abundance. However, do not go to extremes: heaping mountains of tomatoes and bananas is not the most the best option, firstly, they are subject to mechanical damage, and secondly, the presence of a pile always makes you want to rummage through it. The sad consequences of the influx of buyers are clear to everyone. Therefore, just boxes full of tops (or supplier's containers, not the worst option, by the way), installed at an angle, are quite capable of solving the problem of a massive display.
3) High quality commercial equipment. Here's what not to skimp on. Cooling, humidity, ventilation, strong, clean and well-lit shelves and boxes - that's what you need! Do not forget about the convenience for staff and maintaining the quality of products: mobile modules on wheels and modular containers in which the goods are stored in the warehouse and displayed in the hall - these simple devices will allow you to avoid unnecessary movements from one container to another, which means mechanical damage with all the ensuing problems.
5) There are "hot spots" in the hall. These are not zones of military conflict, this is your way to sell everything that lies there, at the speed of grandmother's pancakes in the midst of Maslenitsa. Ends, shelves at eye level, and those places where the eye falls first, if you look at the department from afar - these are the cherished places where everything leaves. Reason and, in rare cases, a competent letter from the marketing department will tell you how to dispose of them.
6) The buyer goes for "candy". Not in the sense of confectionery, of course, but in the sense of following what he came for, and our task is to expand the range of his interests. Well, for example, a person goes to the store for potatoes, and often buys bananas too. Russia in general is a country of potatoes and bananas... So, if we put these potatoes and bananas at the entrance to the department, then 90% of buyers will buy what they usually do without going deep into the hall. And do we need it? We need to lure customers inside the department where you and I have passion fruit with pineapples laid out. Therefore, we will place all popular products of almost daily demand deep into the hall, away from the “hot spots”, and denote them with navigation. But on the way to the cherished potatoes, there will be shii-take mushrooms, well, or oyster mushrooms, as you like, greens, pickles and other joys, without which a modest meal with fried potatoes would be unthinkable.
These seemingly simple principles are the fruit of years of practical experience specialists in the field of visual merchandising, marketers and even psychologists (yes, there are such people in retail too). I hope they will help you in the effective organization of the retail space, and for inspiration, I offer several examples of high-quality presentation of fruits and vegetables from global retailers. С1000 - Netherlands, Whole Foods Market - USA, Mercator - Slovenia.
We present an interesting and at the same time simple design of a vegetable store. Its color scheme is dominated by a light green tint.
Everything here is very ergonomic. Every detail of the interior was worked out with great responsibility. The range of products is displayed on open shelves and racks, which gives the room simplicity and comfort.
Buyers seem to find themselves at an American farmers' market. It is this design of shops selling vegetables and fruits that is used there. Here you will feel comfortable.
You can also purchase certain products with the logo of the store. It is presented in the form of packages and coupons for discounts.
The main showcase of this vegetable "miracle" is decorated with pots of sprouted grass and hanging baskets with gifts of nature.
Even the sign is decorated simply, but quite original. You can't get past her. She amazes with her eccentricity. There are no “screaming” symbols or letters on it, but it seems to be calling to go inside.
The presented design leaves the impression of a domestic interior of a rural house. I immediately recall the childhood that almost each of us spent in the village.
Materials courtesy of Beregova A. db “Vozduh”
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