How to raise sales in the confectionery department. Merchandising confectionery and ways to increase sales

Find a colleague Sam

Surprisingly, Michelle does not work with recruitment agencies.
At least, the Director of the Confectionery Network says. Search for people is as follows: internal employees put on additional motivation As a cash remuneration, and they themselves are looking for staff for the company.
"Our employees already know the specifics of the product and understand what qualities their potential colleague should possess," Catherine Kryukov is sure.
In 2008, when a crisis began in the country, people began to spend less and many companies reduced production, restaurants were closed, then by the management of Michelle and the idea of \u200b\u200bcreating cozy confectionery with beautiful interiors and democratic prices "La Rochelle".
After all, everyone wants to dinner in expensive restaurants, but not everyone can afford it. From the idea to the implementation of the project, quite a bit of time passed. Over a year and a half, eight pastry shops were opened.
The establishments are interesting because they are a successful symbiosis of traditional cafes, confectionery, coffee shops, restaurants and are a new fashion format Lunch & Sweets.
The target audience of the network is very extensive due to the wide range of prices and the range, which is updated almost every week: buffet, Menu from chef, ready-made removal dishes, special menu for banquets and receptions.

Fresh interior every year

The key to success in the opening of the pastry shop is to guess with the place, - shares the experience of Ekaterina Kryukov. - Therefore, when comes interesting offer According to free squares, it is important not to miss it. After all, it is not by chance that two approximately the same price category and service level of the establishment located 30 meters from each other may have a completely different success among buyers. However, often those rooms, which at first glance seem perfect, are not at all suitable. Features of technical I. sanitary requirements - This is the main difficulty in finding a place for a cafe, confectionery or restaurant.
To open one confectionery in Nizhny Novgorod, it is necessary on average about two million rubles. At the same time update the company cateringIn order not to lose the guest's interest, you need every year. The easiest way to change the interior. It is desirable to restleting once a year to a store It remained operational, continued to delight buyers, did not bother and did not come, which, of course, would also "cost a penny." - The project is considered good if it pays off in 4-5 years. Although the optimal technology for calculating the payback, the economically reasonable and only right, I do not see, says the director of the network.
but the most important condition Development restaurant businessAccording to Natalia Sautkina, it is not only a constant updating of the interior, but also the range of products offered, the emergence of new offers for buyers. And the best source of information in this case will be the consumers themselves, those people who have already come to you.
Communication with visitors, carrying out small questionnaires on the topics of product quality and service, taste preferences, the interior of the institution allows you to get closer to the consumer. So the management of the company receives invaluable information first.
Sometimes in this way, unusual and fresh ideas come from the buyer about the expansion of the range, when someone from visitors shares interesting recipes.
Some innovations are borrowed from other countries. But European confectionery does not always take root in Russia. And therefore, almost every European idea must be Russified. For example, in European pastry, it is customary to serve domesticated, a little bit of adact cakes. The Russian gost wants everything to be smooth, smooth, beautiful and equally.

Assortment calendar

To determine the optimal range of products to a certain day, we scrupulously study shipment and production that were made on this day last year, "says Anna Mikhailov.
Shipments are studied by the company's commercial service, and the development is analyzed by the Executive Director. Accordingly, the data obtained each year the coefficients are arranged at an increase: taking into account new customers and the growth of buying demand for products. This coefficient is necessarily affixed at every holiday. The information received directly depends on how many employees will work in shift and what volumes of products will be produced.
- the main task is to provide an optimal range to a certain calendar DaySo that he satisfy the demands of all categories of buyers, "explains Irina Bailova. - For example, hot weather must be taken into account in the formation of production volumes, because the buyer will, as a rule, will not be a special desire to acquire sweet products or salads during this period. Analyze the range is important in advance. Already in July, you can talk about the first of September. And for each holiday should be prepared for one and a half two months.

Employees on the increase

Confectionery is stored for only three days, the fourth day are reserve. Such short expulsion of products make a branch very specific in terms of speed and decision-making, and few people can work at such a pace.
"The optimal period that the company gives the opportunity to understand whether the employee can even be able to cope with such a pace and does it make sense to further study, on our experience, - three months," says Ekaterina Kryukov.
- It is this period of time lasts probation In the company - for him, the recruitment is necessary to know the range perfectly.
The company makes a bet on "cultivating" of its employees, arranging the key posts of people who know the products. Management believes that the growing "inside" the employee is most often able to evaluate not only its site of work, but also the activities of the enterprise as a whole. And with horizontal movement, a person may bring interesting ideas to the work of another department.
- To achieve success in the career, one of the first qualities is the enterprise, the spirit of entrepreneurship. Top manager should be able to consider money, know them their price, invest in business soul, knowledge and experience. Business without soul - just technology. The accompanying sense of enterprise quality is the accumulated experience, the ability to work with buyers, a team, good knowledge of human psychology, "said Irina Bailova.

Work on numbers

The company's personnel policy should be aimed at developing people working not only in managerial, trade, but also in production. As practice shows, a qualified pastry is much more complicated than a white collar. The interest of production workers is maintained when many new products are produced in the company, which are no analogues on the market. In this case, a person is given the opportunity to "create".
As a result he sees new Product, gets positive feedback from the leadership, buyers. And the visible end result is one of the strongest incentives and motifs for a person.
The second is no less important incentive - training and development. Therefore, companies need to constantly conduct trainings for employees.
- There is also a system of motivation and demotivation in production. The main motivation in production concerns professional growth. We took more competent, professional, cooking people who are already ready for this to this people from among our confectioners, "says Irina Bailova. - The personnel department constantly studies the trend of remuneration for each profession, whether it is a cook, confectioner, confectioner, a designer or a baker to understand the level of salary. In addition to the main salary, there is a premium fund.
A similar system of motivation exists in the sales department.
- Sales Department It works only on numbers. Motivation and demotivation for his employees depends on the month indicator, "says Anna Mikhailov. - Every month the department has its own sales indicators. They are conjugate with the peculiarities of weather conditions, with the specifics of the product, with the number of promotions carried out, with the number of players and many other factors. Motivation programs in the sales department are carried out monthly. Demotivating shares can also take place monthly, but they always belong to a specific employee. The reasons for demotivation are listed in a special document and are known to all employees. Most often this non-fulfillment of certain economic indicators. Our team of sales staff does not change for two years. They grow inside the collective: from the assistants go to trade representatives and supervisors.

Follow each spoon of rice

Five years later we publish a book on servicemarksin which people explain the cause of their theft. Past of our executive director will not carry and a handful of flour. It was possible to establish such tough control in the last two years. Before that, there were a lot of problems, "Catherine Kryukov says. - Previously stole everywhere, where only it was possible, it happened that they took out products.
Theft is a very common problem for the overwhelming majority of manufacturing companies. At the production of Michelle, the situation is saved by a clearly built system of control and a successfully selected team - people in the control group of the head of production. If the head rushed, he immediately dismissed. If subordinate - penalties apply.
- As soon as the person of theft becomes known, an emergency meeting convenes. In all structural divisions An emails are sent: "PE, in the enterprise, theft", "reveals the response mechanism Irina Bailova. - On the general meeting The name of the "thief" is not voiced. He stands among his colleagues and understands that it is about him.
Some entrepreneurs believe that it is possible to close your eyes to such, in their opinion, the little things: a sustained Baton sausage, can be canned. But it all starts with a small one, and then grow to incredible sizes. Therefore, it should not close the eyes even on a spoonful of peas or rice. If everyone tries on the spoon of rice, it will turn into a decent amount. At meetings, I warn our employees that they must try the biscuit, but to make it a commission and put in the marriage magazine. When the tasting procedure must be attended by the head of production or technologist. In addition, how employees work in their places see the supervisors of production.
- The marriage magazine is checked every two weeks, namely: what is going on, as it is tasting, how long ago, this or that position was not tried, "says Irina Bailova. - Confectioners should try cream made from cream, semi-finished. But why try marmalade or walnut nuts? This is nothing. The shops are installed video surveillance cameras. And the operator of the control service in daily mode writes service letters: what an employee where he went, that he made that he took, where he put it, washed his hands or not.
If the pastryer smoked and then did not wash his hands - he will be immediately fined. And after the fine, people become disciplined, because they understand what they are constantly monitored. There is such a saying: "What is controlled" is performed. And I always repeat this phrase on every meeting. And we control practically every process. There are no major attachments now. I'm talking to confidence. It is selected a fairly serious control group that checks literally everything.
- In a small restaurant, the owner or director may forgive small flaws. He understands that if employees take a little more, it will immediately become much noticeable, - complements Ekaterina Kryukov. - And we have another scale - a plant for the production of confectionery and culinary products. If you allow a small theft, it will turn into such a scale that it will be necessary to hang the castle on all production. And therefore, the control system is built in such a way that people understand: all products and things are the property of the company.
With such a thoroughness of control, the experience of the company with security agencies did not justify itself. Your own control service is more efficient and more reliable. It is important not to make a mistake with the head of the service, it should be not only honest and decent, but also possess good intuition. Such rare qualities should be present in the head of this service: as intuition, decency and accuracy in everything.

Savings in Japanese

In the process of optimizing Anna Mikhailov, it recommends using the Japanese Kaizen system (from Japanese words Kai - "Change" and Zen - "good", "for the better"). Kaizen is a constant striving for improving everything that we do, embodied in specific forms, methods and technologies. This method is used by outstanding companies: Toyota, Nissan, Canon, Honda, Komatsu, Matsushita, etc. According to statistics, companies that use this system increase the profitability and competitiveness of their business, going around without major capital investments. The system allows you to raise labor productivity by 50-100% or more.
- As part of this system, we are engaged in improving the workplace so that the employee should have to do as much extra movements in the process of work. Creating workplaceWe are landscaped and set it in such a way that the efficiency of the employee has improved so that all the necessary equipment and tools lie next to him, "says the commercial director. System "Kaizen" - one of effective ways Optimization and combating costs.
But such methods in the company should be much, and it is necessary to deal with costs constantly. So, due to the reduction of costs, you can find the means to increase wages Employees during the crisis.
"In the crisis period, each member of the team included in the work on the fight against costs: reached the point that it was tracked, how much should the cleaning agent need to be pouring into a min and how many towels or rags on the floor washing," says Anna Mikhailov.
Another optimization path is outsourcing. In Michelle, the whole state of Merchandisers is on outsourcing. This allows you to monthly change specials and have a bigger staff. Conveniently: the thoughts and ideas of the company are embodied by other people's hands. With a good outsourcing organization, it is very easy to work. In the company, outsourcing applies in the sales department. And by experience, the company manage to win from such cooperation about 30 percent is the savings on taxes, salary, vacations, and so on.

Novelties on the conveyor

In any industry there is a "pursuit of the leader", for the company that brings something new to the market, it always makes something first. The remaining players often try to repeat its success, for example, copying the company's products. Therefore, by producing one new product on the market, on the same day you need to begin to think about the other, since the life of the innovation is only two months. Competitors will quickly make an analogue.
- The plans of Michelle are expanding geography: the opening of the regions and entry into new networks, "says Anna Mikhailov.
Any potential region is being studied for three months. Search for data on the population density, by the number of players presence, competitive environment, at prices, on the range. Information is collected, which is consolidated into a certain huge table, allowing to conclude: is it worth going to this region. And for this you should understand whether there is a need for product. If it is, the already working system can be copied to a particular region, because the solvency of the population of the same Yaroslavl does not differ at Nizhny Novgorod. After making a decision on the opening of the branch, the recruitment of staff begins, which is living in steady and works. After all, it is impossible to manage the region at a distance. There should be either regional representative officeor branch systems. The decision to master the "new horizons" is very serious for any company, since it is more profitable not to enter the market in general, than to enter an erroneous.

On the way to ideal

Production needs constant development: the launch of additional areas, automation technological processes, Improving the technological line. Permanent improvement is an integral component of the organization's success. It is necessary to strive to unify the products.
According to Natalia Sautkina, today in Russian confectionery enterprises, manual labor is mainly used. However, the automation of production is necessary that the products be standard, each cake is similar to the previous one, because with manual work it often happens errors. Improvement, automation of technological processes will reduce the costs of manual labor, mobilize and increase the development. Only so you can achieve control of design and quality, Natalia says.
It is also important to constantly search and develop new opportunities for the company. And if the company is engaged in production and it works successfully - it's time to think about own stores, Cafes, restaurants. New formats open new horizons for the company.

reference

"Michelle" - The largest pastry company of the Nizhny Novgorod region, was founded in 2000. Company - Patent holder of three trademarks: "Michelle" - confectionery production of cakes and cakes, "its own kitchen" - everything related to cooking, and "La Rochelle" is a brand of confectionery network. The company employs more than 550 employees, of which 380 are occupied by production.

Material prepared: Marina Sipatova

From the article you will learn:

Location of confectionery in the trading room

Features of the storage and display of confectionery

Confectionery calculation rules

Remember how in childhood came with parents to the store and have a reverently silence at the rack with a variety of sweets? I wanted everything! And chocolate, and caramel on a stick, and cookies, and waffles. "Take something one!" - Strictly spoke adults and we painfully chose what seemed to deliver the greatest pleasure. The years go, but we continue to "stick" in confectionery departments. It is necessary to buy something to tea, but what? I want sweet, but what exactly?

Showcases with confectionery products are not deprived by the attention of buyers, but still need to be correctly calculated and the organization of goods. It is important to take into account that sweets are not at all necessary to be located in one place, the products can be dispersed at different departments of the store depending on their destination.

Location of confectionery in the trading room

The main amount of products is concentrated on the showcase located in the middle trade. Confectionery, in particular, candy are divided into three categories:

• running;
• cheap;
• dear gift.

The most running is laid out on the shelves laid out at the level of the buyer's eyes, these are the so-called sweets "to tea". They provide primary income from the confectionery department in retail store self-service. They can be located both simply on the shelves in the package and in special compartments, from where the client can pour the desired amount.

Sweet baking is drawn up separately showcase, part in bakery department. Buns, pies and cakes are laid out by the upper crust top on the shelves located at the client's eye level.

Features of the storage and display of confectionery

If you follow the rules of the calculation of sweets, it is possible to increase the sale in this segment of trading by 20-30%.

1. Daily demand products, such as chocolate candies and medium price cookies, are better placed on one showcase. The cheaper the goods, the lower the regiment of its placement.
2. It is not recommended to place gift boxes of candies together with driving sweets, because in this place they will not be in demand because of the other target audience. Gift candies buy people who are going for a holiday or celebration, such consumers visit alcohol departments, so boxes with sweets are better placed next to such windows. Thanks to this method, they sell much better.
3. Sale chocolate bars It is better to organize before the cash register, since these are so-called impulsive demand. Standing in line, the client can put something from the proposed range in the basket.
4. Rules for storage of products imply that the goods must be packaged. You should not mix one group of products on the other, everything must be distributed by category.
5. An attractive appearance of the goods is the main principle by which the buyer chooses. Cakes and cream cakes should be stored in special refrigeration equipment, as this product has a feature to quickly deteriate.
6. Support the proper temperature conditions in the store so that chocolate products do not melted from the heat.

Confectionery calculation rules

The design of the showcase must stimulate the consumer to purchase, so proper organization The confectionery department is a job for an experienced merchandisser. To sell some part of the goods for a short time Or in stock, you can use a separate rack, a common or decorated in a special one. She does not occupy big SquareBut is effective tool Fast sales. Often the demand for sweets depends on seasonal holidays, which is an additional incentive in buying expensive candies as a gift. Each confectionery company produces sweets in thematic packages to various celebrations (Christmas, New Year, March 8, Valentine's Day), this can be used to attractively design the showcase, from which the buyer involuntarily wants to take the goods.

We should not forget to indicate all packaging packages with sweets the necessary information about the composition of the product, the manufacturer and the expiration date. It is not any news that such data should be honest and that the overdue goods should be revealed from the shelf.

As a rule, the number of planned visits to specialized stores or purchases in the departments with the confectionery before the holidays increases significantly. However, in ordinary, weekdays, visitors do not disregard sweets, because they contain a tangible share of sugar, have an energy value in combination with a pleasant taste, aroma and beautiful appearance. Confectionery are divided into the following types:

• chocolate and candy;
• dragee, Iris and Halva;
• fruit-berry products (grazing, marmalade, jam, candied, etc.);
• caramel (lollipops and caramel);
• flour (cookies, waffles, gingerbread, cupcakes, cakes, cakes, etc.).

In the Sweet Trade Department you can also find honey.

Competent merchandising confectionery products is very important, since this group of goods actively participates in the formation of the store's profits, as well as in creating its reputation and image. A wide range is capable of not only to attract customer attention, but also make a significant contribution to the point of activity.

For the purpose of storing confectionery, racks or equipment supporting the desired temperature are used. To display chocolate, manufacturers / suppliers are often provided by branded shop windows. Successful combination of rosy pastry with tea and coffee, and cakes and rolls with milk or bread.

The basic principles of merchandising "Sweet" goods:

• It must be remembered that the same type of options must be represented by blocks (3-4 packaging) - under such conditions, buyers have the opportunity to see them.
• In the case of a variety of assortment, all positions are placed separately: chocolate, candy, crackers, galley, etc. Specialists advise to apply vertical calculation.
• If the horizontal calculation is preferred, it is desirable that at the level of the eye runs, expensive - above the eye level; Large boxes and banks - on the upper shelves, packaged in packets - on the bottom shelves.
• Caramel and cheap candies need to be located downstairs, the candy of the high price segment - at the top, the average price category - at the eye level.
• To increase sales racks with gift boxes, it is recommended to post next to elite alcohol.
• The racks on which gingerbread and sweet creak are presented are advisable to establish in the direction of buyers among the equipment with other pastry products.
• Chocolate bars and other impulse demand products, it is better to place in the Cass area; Racks with chocolate tiles can also be duplicated in key zones.
• It is clear to predict the likely fluctuations in demand in days before the holidays, which will be positively affected by the company's popularity and its income.
• Active use of advertising materials, chocolate figures, posters with information, etc. Provides promoting new products and promotional products.

The Mercidyzing Agency "Premier Analytics" refers very seriously to the issue of customer sales, because it is a commodity in demand among the wide segments of the population. In addition, we will be able to prepare the store to the pre-holiday turmoil, removing these emotionally painted products worthy place.

Confectionery trade business idea. How to open a confectionery store.

The sale of confectionery business is quite peculiar, on one side of the sweetness is a fairly popular product and this can be done well, on the other hand, the last short life of the most walking products, such as cakes, pastries, baking, can quickly make trading in minus.

How to open a confectionery store? How to choose a range of product assortment? How are unaccustomed ways to increase revenue in the store? We will consider answers to all these questions in this article.

Confectionery trade: how to open a store.

For the sale of confectionery, there will be a room for at least 20 m², you can without overhaul, cosmetic will be quite enough, necessarily the presence of water supply and sewage.

Before installing the equipment, the room needs to be cleaned, wash, if necessary, to conduct sanitary treatment for the finding of cockroaches and their similar insects.

Confectionery store should be equipped with racks under the piece goods - chocolates, tea, juices, boxes with candies, cookies in the boxes and under the weighted, - candy, cookies. The racks can be ordered, or make themselves from the chipboard of the chipboard, which will be signed in the furniture workshop in size, you can collect racks yourself, so it will be cheaper.

For trading perishable goods - cakes, ecles, cakes,

it will take a refrigerated showcase with shelves. For cakes it is better to use a wide showcase.

The space in the store's room you need to use the maximum, along the walls are installed racks, the perimeter of the room is a refrigerated display case, a table with weights and showcases or tables for placing boxes with a screen.

IN summer period You can install a refrigerator with juices, water and freezer with ice cream.

On the facade of the store, you should install the sign, in front of the store on the sidewalk to place a pillar with advertising.

To open a confectionery store will also need:

• Register sip.
• Get a taxpayer testimony.
• Get permission to trade in the SES.
• Get permission in the fire inspection.

Confectionery store: how to choose the right range of goods for confectionery trade.

The first thing to pay special attention to the preparation of the range and ordering goods is the timing of product sales. The lowest storage time has cakes, cakes, cakes, eclairs, cupcakes.

At the cakes, depending on the filling, the expiration time can only be a few days. While the buyer immediately looks at the date of manufacture of the cake on the package, and if yesterday's date, it begins to spin immediately to the nose and say that it is no longer fresh. The buyer now became picky, give him a cake almost straight from the pastry shop, and sell although fresh, but yesterday's cake is already problematic. Some sellers interrupt the date on the packaging, but do not be a grateful thing to deceive their buyers.

Purchase of a large number of perishable goods is the first error of the novice owner of the confectionery store. At first, it is better to abandon the perishable products at all, well, or order them at a minimum. Quite often in the summer, such products begins to deteriorate already in the process of delivery to the store, in the heat of refrigeration installations in the car do not always cope with the temperature regime.

Very often happens, the client comes into the confectionery store, and the range is small, there are questions here - why do you have little goods, there was no delivery? Buyers consider if little goods, it means that there was no conquest for a long time, it means everything is not fresh here, as a result, the buyer has nothing to do with anything.

Conclusion - the product range must be wide enough. Most of the goods must have a long shelf life.

The meager selection of goods is the second mistake in the commercial confectionery.

Next so important moment - Proper storage of goods. For example, cakes, cupcakes, the goods are fresh, brought yesterday, but on the second day they lose trade look - cupcakes and the eclairs have become hard, the cakes weathered. For sale such a product, and the buyer is more in your store will not come. And the reason for the improper storage of the goods, by negligence, or not experiments, the seller in the evening after closing the store did not pack the properly cakes or the same cupcakes in the box - as a result, the store carries losses.

Improper storage of goods - another common error.

Consider how much ways to increase the revenue in the confectionery store.

They opened the store, delivered goods, and buyers enter, but trade as it does not go, they buy very little, some go away, so without buying anything.

Several tips How to increase pastry sales:

• Several positions of the goods need to be sold with a minimum markup in the most prominent place.
• Provide such a service for customers as cakes.
• Set the coffee machine in the store, custard in disposable paper cups always uses good demand, and the buyer to coffee will also take a couple of cakes.
• Clean the semi-empty biscuits from the shop window in a timely manner with a cookie, better shindle the remains in a new box and put onto the showcase.
• Price tags with names are better to make more larger for the elderly with poor eyesight.
• Regularly bring the novelties.
• Before the holidays, bring the gift sets, for the new year New Year's, to the day of loved sets with the corresponding symbolism and T d.
• Children's minor inexpensive toys are also very well in demand in confectionery stores.

When is it better to open a confectionery store?

The confectionery trade significantly falls in the summer, this is due to the fact that in hot weather, people are less consuming sweet. Therefore, one should not open the store during this period, it is better to start trade at the beginning of autumn. Good revenue in confectionery stores very often happens before the holidays - New Year, Christmas, day of loved, March 8, for Easter.

Profitability business profitability.

A margin for confectionery is usually from 20% to 100%. The greatest mark-up goes to the cakes about 100%, but for good turnover, you need to establish daily small-winding supplies, as well as the delivery of cakes under the order.

A small store of confectionery products with the right approach to the case, brings income to its owner on average about $ 2000.

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