Demonstration area. Installation area coefficient
1. Installation area coefficient. It represents the ratio of the total installation area of the equipment to the total area of the sales floor.
2. Demonstration area ratio. It is defined as the ratio of the total display area of equipment to the total area of the sales floor.
Table 4
Indicators of coefficients of installation and display area in stores
| Area, m2 | Installation area coefficient | Demonstration area coefficient | ||||
| Food products | clothes | shoes | haberdashery | Products for children, youth, women, men | ||
| Up to 100 | 0, 32 | 0, 76 | 0, 66 | 0, 80 | 0, 90 | 0, 75 |
| 101-150 | 0, 31 | 0, 75 | 0, 63 | 0, 76 | 0, 88 | 0, 74 |
| 251-650 | 0, 30 | 0, 73 | 0, 60 | 0, 73 | 0, 85 | 0, 72 |
| 651-1500 | 0, 29 | 0, 72 | 0, 57 | 0, 70 | 0, 80 | 0, 70 |
| over 1500 | 0, 27 | 0, 70 | - | - | - | 0, 68 |
| on average | 0, 30 | 0, 75 | 0, 60 | 0, 74 | 0, 86 | 0, 70 |
Depending on the size of the sales area and the forms of product specialization, the following approximate indicators of the coefficients of installation and display area for stores are recommended retail.
A comparison of the recommended and actually achieved values of the installation and display area coefficients allows us to evaluate the effectiveness of the technological layout of the store’s sales area and, if necessary, develop measures to improve it
In practice, several technical and economic indicators of this type are used for stores:
Attitude retail space to general:
K = Sm/So; (2)
where Sm – retail area;
So – total area.
This ratio shows what portion of the total store area is occupied by retail space. The higher the value of this coefficient, the more efficiently the area of the store building is used.
An indicator of the rationality of equipment placement (efficiency of use of retail space) - the installation coefficient (ky) shows the ratio of the area occupied by retail equipment (installation area) to the total area of the sales floor:
Ky = St.ob/ St.tz.; (3)
where St. ob – area occupied by commercial equipment;
St.tz. – total area of the trading floor.
The optimal value of this coefficient should be 0.2-0.32.
We can say that an expanded consideration of the content of trade and technological processes and technical and economic indicators of store buildings assumes almost the same calculation of indicators and suggests the optimal value of indicators, which is 0.3.
We can conclude that the retail space of stores should be occupied by installed retail equipment, and 30% and 70% of the retail space are aisles for buyers and sellers, to accommodate additional customer service areas, and to promote goods.
In foreign practice trading business The most acceptable ratio is the ratio of the retail and non-trade space of the store equal to 70/30 (in percentage), which is due to the functions of the retail level - sales of goods and customer service.
Chapter 3. Organizational and economic characteristics of the enterprise
LLC "TT-footwear"
3.1. Analysis of the effectiveness of the product range of TT-obuv LLC
The assortment list of goods of TT-Obuv LLC is presented in Table 5.
Table 5
Evaluation of the product range of TT-Obuv LLC
| Name | Name | Quantity varieties | trade | |
| 1. Shoes | boots, boots low shoes | 350 | November, December January, February | |
| shoes, clogs, sandals | 410 | April, May, June, September | ||
| 2. Leather goods | gloves | 40 | November, December | |
| bags | 35 | 12 months | ||
| 3. Accessories | umbrellas | 150 | March, April, May, September | |
| tights | 70 | |||
| 4. Means for shoe care | creams, brushes, aerosols, shoe spoons sponges, stretchers | 47 | 12 months |
One of the indicators characterizing the assortment of goods in a store is the sustainability coefficient, which shows the compliance of the assortment offer available in the store with the optimal one established for each type of product. For footwear products, the optimal coefficient value is 0.75. Based on the data in Table 5, we calculated the stability coefficient of the product range of TT-Obuv LLC.
Table 6
Assessment of the sustainability of the product range of TT-Obuv LLC
| Product name | 1998 | 1999 | 2000 | deviations |
| 1. Shoes | 0,66 | 0,71 | 0,73 | 0,02 |
| 2. Accessories | - | 0,83 | 0,71 | -0,12 |
| 3.Related | 0,6 | 0,68 | 0,7 | 0,02 |
| 4. Leather goods | - | 0,71 | 0,68 | -0,03 |
When calculating the sustainability coefficient, goods of seasonal demand are excluded from the assortment list.
From the table data it can be seen that the indicator of sustainability of the shoe assortment in 2000. increased by 0.02, and became close to the optimal value for shoe stores - 0.75.
This increase is due to the opening of the 3rd shoe salon. Indicator of sustainability of the range of accessories and leather goods in 2000. decreased by 0.04. This happened due to the fact that the company abandoned the sale of bags and tights.
The sustainability indicator of related products increased by 0.02 due to an increase in the list of this assortment.
One of the indicators of the effectiveness of the product range is breadth, i.e. the number of combinations of goods in a set identified by a certain characteristic.
The basis for the analysis of this property is classification groupings. Figure 14 shows the classification assortment grouping of footwear LLC "TT-Obuv"
Rice. 14. Classification assortment grouping of footwear LLC "TT-obuv"
The quantitative composition of shoes was taken as a basic indicator, parametric series regulated by the standard, i.e. by size.
The breadth of the TT-footwear assortment in shoe sizes is 0.49. This indicator can be considered close to optimal, since for footwear products a coefficient value of 0.50 is considered optimal.
One of the indicators of the effectiveness of a product range is its depth. As a rule, for footwear products this is the total number of varieties of models. We have clearly presented the depth of the assortment in the table:
Table 7
Depth of shoe models of TT-Obuv LLC
| Firm | assortment groups | Material | Color | Size | Actual |
| 1. "Belvest" | 27 | 4 | 7 | 17 | 0,9 |
| 2. "Bionina" | 15 | 4 | 2 | 5 | 0,43 |
| 3. "Fim" | 21 | 4 | 4 | 6 | 0,55 |
| 4. "Vigoros" | 22 | 3 | 4 | 11 | 0,62 |
| 5. "Invito" | 11 | 1 | 3 | 6 | 0,32 |
| 6. "Chevlyar" | 15 | 3 | 5 | 7 | 0,51 |
| 7. "Baden" | 20 | 4 | 7 | 12 | 0,73 |
| 8. "Elche" | 23 | 6 | 15 | 10 | 0,98 |
| 9. "Antelope" | 10 | 3 | 7 | 7 | 0,39 |
| 10. "Le Grand" | 11 | 2 | 1 | 8 | 0,36 |
| 11. "Marco" | 13 | 2 | 3 | 12 | 0,5 |
| 12. "Olip" | 9 | 2 | 2 | 12 | 0,45 |
| 6,77 |
As can be seen from Table 7, the Elche company has the greatest depth, in contrast to other shoe manufacturing companies, because This firm's depth ratio is 0.98.
The completeness of the shoe range of TT-Obuv LLC is 6.77, i.e. we can conclude that the assortment of shoes practically allows us to satisfy the well-established demand for shoes; it is close to the recommended number of varieties of goods for shoe stores with an area of 251-650 sq.m., i.e. 301-500 units. Firms such as Elche, Baden, Belvesp, Fim provide various opportunities to satisfy alternative consumer demand.
The next indicator characterizing the effectiveness of the product assortment is the indicator of assortment renewal.
The update occurs due to the replenishment of the set of goods with new samples and the exclusion of outdated samples from them.
So, the actual renewal rate of the shoe assortment of TT-Obuv LLC is 50.5%, the basic renewal rate is 66%, hence the renewal coefficient is 0.7. The overall indicator is 2.81.
The considered system of indicators of the assortment of TT-Obuv LLC made it possible to measure deviations of the actual state of the assortment from the preferred one, on the basis of this we can conclude that a slight deviation of 0.07 indicates the rationality of the assortment of goods in TT-Obuv LLC.
This principle of forming an assortment allows the company to create greater convenience for customers, makes it easier for them to familiarize themselves with the products offered, reduces the time spent on shopping, and promotes impulse purchases.
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| Store area, m2 | Established area coefficient | Coefficient of demonstration (exhibition) area in the store | |||||
| Cloth | Shoes | Haberdashery and knitwear | Cultural goods, household goods and sporting goods | Products for children, youth, women, men | General non-food store | ||
| Up to 100 | 0,32 | 0,66 | 0,80 | 0,90 | 0,75 | 0,75 | - |
| 101-250 | 0,31 | 0,63 | 0,76 | 0,88 | 0,74 | 0,74 | - |
| 251-650 | 0,30 | 0,60 | 0,73 | 0,85 | 0,72 | 0,72 | - |
| 651-1500 | 0,29 | 0,57 | 0,70 | 0,80 | 0,70 | 0,70 | 0,72 |
| Over 1500 | 0,27 | - | - | - | - | 0,68 | 0,70 |
| On average | 0,30 | 0,60 | 0,74 | 0,86 | 0,73 | 0,70 | 0,71 |
An indicator of the efficiency of using the exhibition space of a trading floor is the equipment capacity coefficient: the higher it is, the more efficiently the retail furniture and the entire space of the trading floor available for displaying goods are used. The optimal value of the capacity coefficient of exhibition equipment is 2.5-3.
The volume of equipment (for example, slides) is equal to the sum of the volumes for displaying goods on each shelf. The capacity factor shows how effectively the rated capacity of the equipment is used.
A comparison of the recommended and actually achieved values of the installation and display area coefficients and the display capacity coefficient makes it possible to evaluate the effectiveness of the technological layout of the store's sales area and, if necessary, develop measures to improve it.
Thus, the calculation of the above indicators allows us to evaluate the effectiveness of the technological layout of the sales floor and the efficiency of using equipment for displaying goods.
Entrepreneurs can expand retail premises at the expense of other premises in the event that the commodity supply system is clearly regulated. Suppliers of goods ( manufacturing enterprises, warehouses of wholesale enterprises) must seek opportunities to fully prepare goods for sale (packing, packing, placing in packaging equipment) and carry out centralized delivery of consignments of goods according to an hourly (daily) schedule based on an automated control system inventory in accordance with orders (requests) of stores. When rational organized system goods supply, it will be possible to increase the share of store retail space by reducing the areas intended for preparing goods for sale, storing them, and utility rooms. Other measures to improve the efficiency of using the total area of the store are given in paragraph 3.1.1 of this manual.
The following measures help to increase the installed area ratio.
A well-thought-out system for arranging equipment in the sales area. The choice of equipment placement method depends on the configuration of the sales floor, on the methods of serving customers, on the location of columns, protrusions, etc. In “elongated” trading floors, the most rational option is linear arrangement of equipment and its placement along the walls - along the perimeter. If the shape of the sales area is close to a square, then it is recommended to use a free arrangement of retail equipment, including an island one. In large stores and when selling goods over the counter, a boxed method of placing equipment or a mixed one, involving a combination of linear and boxed arrangement, is advisable.
In stores that sell goods over the counter, an area is allocated to organize work places for sellers. Often the depth of such a place is great, which leads, firstly, to irrational use of retail space, and secondly, to rapid fatigue of counter workers. Consequently, reducing the area for the salesperson's workplace will allow for more area for installing demonstration equipment.
The installation coefficient can be increased by reducing the number of cash register counters. For Russian trade, it is considered optimal if there is 80 sq.m. per checkout unit. trading floor area. However, in reality this figure is much lower. In most stores in the city of Orenburg, one cash register accounts for 15-25 sq.m. shopping area. For comparison, in US stores this figure is 160-320 sq.m. per one calculation node. Massive use of scanning devices built-in or connected to cash registers, will reduce the number of cash register counters, thereby increasing the area for installing demonstration or other retail equipment.
The sales area has an area reserved for customers. The width of the main and secondary aisles is often greater than the standards established by GOST requirements; bringing the width of the aisles to standard values will free up some of the space for installing retail equipment.
Free parts of the sales floor can be used more rationally by organizing additional services for customers (copying, developing film and printing photographs, organizing a packaging table, etc.).
It will be possible to increase the value of the demonstration (exposure) coefficient increasing the installation area, using higher and more capacious equipment, using rational methods for displaying goods on shelves, hangers and other load-bearing surfaces of retail equipment. Since customer demand is subject to seasonal fluctuations, it is necessary to maneuver exhibition areas for different groups of products depending on the season.
Store space can bring greater economic benefits by extending working hours and working seven days a week. However, it is economically feasible to change the store’s operating mode only if advanced commodity supply technology is used, the trade and technological process is rationally organized, and settlements with customers are carried out through the use of modern system systems. cash registers, the use of scanning devices for reading barcodes from goods (scanning can increase the productivity of cashiers-controllers by approximately 30% and increase the throughput of the store).
The above measures will improve the efficiency of using retail space, specific gravity retail space in the total area of the store, increasing its turnover, and consequently, gross income and profit.
Questions and tasks for self-control
1. Indicate the regulations that establish the requirements for the composition of the premises and areas of the store.
2. Name the groups of store premises and their functional purpose.
3. Describe the types of standard store areas.
4. For what types additional services Have standards been established for calculating areas for their provision?
5. The principle of calculating areas for receiving and storing goods in a store.
6. Indicate the percentage distribution of space between functional groups of premises for self-service stores.
7. Define the structure construction requirements to the technological layout of the store.
8. List the construction requirements for areas for unloading goods and placement of ramps.
9. Name the construction requirements for the placement of utility and technical premises.
10. The essence of construction requirements for the placement of administrative and amenity premises?
11. Name the construction requirements for the location of premises for receiving, storing and preparing goods for sale.
12. What construction requirements apply to the organization of the territory adjacent to a retail facility?
13. List the sanitary and epidemiological requirements for the organization of the territory adjacent to the retail facility?
14. Name the sanitary and epidemiological requirements for the layout, placement and arrangement of store premises.
15. Define general principles placement of non-retail premises relative to retail ones.
16. Give the concept of the layout of a sales area and the principles of its rational use.
17. Zoning of the sales area according to the designated areas?
18. Consider standard options for equipment placement systems in sales areas.
19. What factors influence the choice of the option for organizing the technological layout of the trading floor?
20. Name the construction requirements for the layout of store trading floors.
21. The essence of construction requirements for the placement of areas for the provision of additional services in the store.
22. List technological indicators for assessing the efficiency of using store space, provide their essence and formulas for calculations.
23. What social and economic indicators allow you to evaluate the efficiency of using store space?
24. Identify ways to improve the efficiency of using the total space of the store.
25. Name ways to improve the efficiency of using a store’s retail space.
26. Calculate the technological indicators and structure of the store premises according to the proposed options, filling out the appropriate tables, and formulate reasonable conclusions.
Option 1
Table 2 - Distribution of space between the premises of the XX store
| Room structure | m 2 | % | Recommended value, % | Deviation |
| 1. Retail premises, total: including: trading floor | 52 | |||
| 2. Premises for receiving, storing and preparing goods for sale, in total: including: - warehouse premises - premises for packaging | 32 | |||
| 3.Administrative and amenity premises, total, including: - director’s office - office space - store bathroom | 18 8,0 7,5 2,5 | |||
| 4. Utility rooms, total: including: - room for storing containers - room for storing equipment | 12,5 8,5 4,0 | |||
| 2,7 | ||||
| Total: | 117,2 | 100 % | 100 % | - |
Option 2
Table 1 – Calculations of demonstration and installation areas in the XX store
Table 2 – Distribution of space between the premises of the XX store
| Room structure | m 2 | % | Recommended value, % | Deviation |
| 1. Retail premises, total: incl. trading floor | 224 | 60–65 | ||
| 2. Premises for receiving, storing and preparing goods for sale, in total: including: - storage facilities - ironing room | 99,4 86,4 13,0 | 23–29 | ||
| 3.Administrative and amenity premises, total: including: - director’s office - locker room - office space - store bathroom | 28,4 8,0 7,5 8,0 4,9 | 5–6 | ||
| 4. Utility rooms, total: including: storage room for containers and equipment | 12,5 12,5 | 5 - 6 | ||
| 5.Technical premises, total: | 3,7 | 1 - 2 | norm | |
| Total: | 100 % | 100 % | - |
Table 3 – Indicators of efficiency of use of store space XX
Main commercial premises The store has a sales area, it occupies the area of the store (65 m2), the total area of the store is 95m2.
The coefficient of efficiency of use of the total area of the store is the ratio of the retail area to the total area of the store.
K tz = S bargaining / S total
This ratio shows what portion of the total store area is occupied by retail space. The higher the value of this coefficient, the more efficiently the store area is used. However, it is considered optimal if the retail space occupies 50 - 70% of the total area of the store.
K TZ =65/95 = 0.68
Consequently, the retail area of the store is 68% of the total area, and 32% is non-retail area. This is the optimal ratio of areas.
The entire sales area is divided as follows:
Area for placing equipment;
Area for the movement of customers;
Space for salespeople to work;
Calculation node.
To determine the efficiency of using the sales area, the installation coefficient is calculated as the ratio of the installation area to the area of the sales floor.
The installation area of the store is 20.52 sq.m. It is defined as the sum of the base areas of equipment samples located on the sales floor. The unit of a piece of equipment is calculated by multiplying the length of its base by the width.
Table 1 – Calculation of installation and exhibition area in the “777” store, 2013
For of this enterprise the installation coefficient was:
Ku = S mouth / S bargaining (2)
Ku= 20.52/65= 0.31
This means that 31% of the retail space is occupied by the installation of commercial and technological equipment, which exceeds its optimal value, and 69% of the retail space will be aisles for buyers and sellers to promote goods. Consequently, the sales area is somewhat overloaded with equipment.
However, the efficiency of using the sales area is determined not only by the degree of its use for the installation of equipment. It is also important that the installation area was effectively used for displaying goods, which can be achieved by equipping the sales area with equipment that has a sufficiently large display area.
A characteristic indicator of the exhibition area is the exhibition area coefficient (3). It is determined by the ratio of the exhibition area to the area of the sales floor.
5 Calculation of the need for trade and technological equipment of the trading floor and determination of the efficiency of using the trading floor area
An important stage in planning a trading floor is the choice of commercial and technological equipment placed in it. To determine the feasibility of choosing a particular equipment, the following indicators are used:
1) Installation area - the sum of the areas of the bases of equipment for displaying and selling goods.
2) Display area - the sum of the areas of all shelves and cassettes on which the goods are laid out.
Approximate indicators of the coefficient of installation and display areas in a Fabric store with an area of 200 m² are 0.31 and 0.75, respectively. Those. The installation area is 31 m², and the display area is 75 m².
Depending on the technological equipment, we will determine the installation area of the store. Calculations are shown in Table 6.
Table 6 - Calculation of the installation area of the store
Table 7 - Calculation of store display area
|
Name |
Quantity |
Equipment installation area, m² |
Number of shelves, cassettes |
Demonstration area, m² |
|
Glazed counter |
||||
|
Corner outdoor counter |
||||
|
Wall shelving |
||||
|
Shelving |
||||
|
Tailor's mannequins |
||||
The efficiency of using the sales area when placing equipment is determined using a number of indicators:
1) Installation area utilization rate. It represents the ratio of the total installation area of the equipment to the total area of the sales floor.
Kmouth =Smouth/So, where (4)
S mouth, So – respectively the installation and total area of the sales area.
Kmouth = 63.94 / 200 = 0.31
2) Demonstration area utilization rate. It is defined as the ratio of the total display area to the total area of the sales area.
Kdem =Sdem/So, where (5)
S dem, So – respectively the display area and the total area of the sales area.
Kdem = 145,6 / 200 = 0,72
As a result of all calculations, we can conclude that the installation area almost completely complies with the standard due to properly selected and modern equipment. The display area slightly exceeds the norm, but does not significantly clutter the retail space. If there is a significant deviation from the established standards, you will have to think about increasing the efficiency of the hall, since it will have limited options for choosing goods, the flow of consumer movements will be strained, and customer service will be difficult.
The Pyatigorsk Fur Coats store is located near the railway station on the 1st floor of a residential building, which meets all technological, architectural, construction and sanitary requirements. The building area is equipped with parking spaces, there are businesses catering, massage parlors etc. Thus, all conditions have been created for customers to make purchases and have a pleasant time.
A diagram of the store's internal layout is presented in Appendix 1.
The store premises include: sales area, warehouse and the director's office. The total area of the store is 172.9 sq.m.
St.z. = 149 sq.m.
Swarehouse = 18.5 sq.m.
Director's office = 5.40 sq.m.
Let us determine the installation area of the store, occupied by equipment intended for displaying, demonstrating goods, conducting cash payments and servicing customers. The calculation of the installation area is presented in Figure 1.
Table 1
Installation area calculation
|
Name of commercial equipment |
Dimensions of commercial equipment (m) |
Number of commercial equipment (pcs.) |
Installation area (sq.m) |
|
Counters |
|||
|
Wall panel |
|||
|
Cash box |
|||
The degree of efficiency in using the sales area will be determined by calculating the installation area coefficient, which is calculated using formula (1).
Ku = Sy / St.z,
where Ku is the installation area coefficient;
Sy - installation area, sq.m.;
Ku = 50.4 / 149 = 0.34
The calculated indicator is optimal. If this coefficient exceeds 0.35, then this may lead to inconvenience for customers, since the insufficient width of the aisles between the equipment will in this case prevent their free movement.
Let us determine the exhibition area of the store, which is calculated as the total area of all planes of commercial equipment used for displaying and displaying goods on the sales floor. The calculation of the exposure area is presented in Figure 3.
Table 2
Calculation of exhibition area
An indicator characterizing the degree of use of the sales area for displaying goods is the exhibition area coefficient, which is calculated using formula (2).
Ke = Se / St.z. ,
where Ke is the coefficient of use of the exhibition area;
Se - exhibition area, sq.m.;
St.z - area of the sales area, sq.m.
Let's calculate this coefficient for this store.
Ke = 45.4 / 149 = 0.30
The resulting indicator is optimal. Since an increase in this coefficient will lead to a deterioration in the visibility of goods, will cause inconvenience during their display, and will also make it difficult for buyers to select goods.
In this store, space is used rationally through the correct placement and use of retail equipment. This store has a mixed layout that combines various types layouts. The equipment used for displaying and displaying goods has wheels, so they can be moved around the sales floor and the layout can be changed accordingly.