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AGM Survey Results 2008. 3 Key Retail Strategies. Agenda:Provide simple tips and solutions to implement now to increase retail sales while reducing costsRight Product/Merchandise selectionRight Price/Pricing StrategiesStaff Utilization. Right Product. Who is your customer?SurveyVisualWrittenPOS analysisData collectionResultsMerchandise selection relevant to customer?BrandPricingType.
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1. 3 Key Strategies to Increase Retail Revenue and Reduce Costs Presented by
Lisa Langas
Golf Retail Consultant
GIS February 4, 2009
2. AGM Survey Results 2008
3. 3 Key Retail Strategies Agenda:
Provide simple tips and solutions to implement now to increase retail sales while reducing costs
Right Product/Merchandise selection
Right Price/Pricing Strategies
Staff Utilization
4. Right Product Who is your customer?
Survey
Visual
Written
POS analysis
Data collection
Results
Merchandise selection relevant to customer?
Brand
Pricing
Type
5. Right Product Control Merchandise Purchasing
Open to buy plan
Purchase Orders
On Order logs
Sourcing for Merchandise:
Regional and National PGA shows
Off-Price retail show Las Vegas
Regional and local merchandise mart shows
Internet offerings
6. Right Product Merchandise Performance:
Stock to Sales performance
Vendor analysis
Average retail selling price point
Markdown analysis
Make changes immediately
7. Right Price Initial Markup
High enough to meet profitability goals?
What is eroding initial markup daily?
Monitor via POS system
How to increase without major impact on retail price
8. What is Initial Markup?
It is the difference between the wholesale cost and the original retail price.
Retail Price $100
Wholesale Cost - $ 48
Initial Dollar Markup Up =$ 52
It needs to be large enough to cover operational expenses and discounts like markdowns and still provide a profit.
Right Price
9. Key factors you need to know to establish the correct amount of Markup:
What is your net profit goal? Is this the same as your Gross Margin goal?
What are your operating expenses as a percent to your retail income? Are shipping costs included in your golf shop expenses?
What is your actual Markdown Rate? Do you pre-plan markdowns to take in season and use an estimated markdown percentage to calculate?
Right Price
10. Profit Goals
The net profit goal is the amount of income as a percent to retail sales after paying all expenses for operating the business:
Net Profit Goal $ 70,000
Retail Sales Goal ÷ $ 350,000
Net Profit % = 20%
For this shop, the goal is to make $70,000 (before taxes) which is 20% of the total income derived from Retail Sales
Right Price
11. Operating Expenses
Operating expenses like payroll, utilities, office supplies, etc. also need to be accounted for in your initial markup as a percent of the total retail income:
Operating Expenses Budget $ 52,500
Retail Sales Goal ÷ $ 350,000
Operating Expenses % = 15%
For this shop, the operating expense budget is $52,500 which is 15% of the total income derived from Retail Sales
Right Price
12. Markdown Goal
Markdowns are a normal expense in conducting any retail business! Markdowns should be pre-planned and the total dollar amount is represented as a percent to total income.
Markdown Budget $ 87,500
Retail Sales Goal ÷ $350,000
Markdown Rate % = 25%
For this shop, the markdown budget is $87,500 which is 25% of the total income derived from Retail Sales
Right Price
13. Golf Shop 2009 Retail Goals for $350,000 in Net Retail Sales:
Dollars %
Net Profit $ 70,000 20%
Operating Expenses $ 52,500 15%
Markdown Rate $ 87,500 25%
Right Price
14. Profit +Expenses+ Reductions = Initial Markup%
Retail Sales + Reductions
% method: 20% + 15 + 25% = 60% = 48.0%
100% + 25% 125%
$ method: $70,000 + $52,500 + $87,500 = $210,000 = 48.0%
$350,000 + $87,500 $437,500 Right Price
15. Putting it all together:
Net Profit $70,000 + 20%
Operational Expenses +$52,500 + 15%
Markdown/Reductions +$87,500 + 25%
= $210,000 = 60%
Cost of Inventory + $140,000 + 40%
Total retail sales = $350,000 = 100%
Right Price
16. How do I use my initial markup percent to determine the correct retail selling price? Divide the known cost price of the merchandise by the cost complement of the markup goal.
100%
Markup Goal - 52%*
Cost Complement = 48%
*Soft goods markup after reviewing business
Right Price
17. Correct way to use initial markup percent:
Calculation using our quick tip:
Wholesale Price $33.00
Cost Compliment ¸ .48
Original Retail Price = $68.75
Round this figure up to an even $69.00 or $70.00 for pricing purposes. Right Price
18. Incorrect way to use initial markup percent:
Why can’t I simply take the wholesale price and multiply times 1.52? (100 plus the markup?)
Wholesale Price $33.00
100 plus markup x 1.52
Original Retail Price =$50.16
Round this figure up to an even $51.00 for pricing purposes.
Right Price
19. Retail Markup – By using the compliment of your markup you are determining the dollar amount of markup needed based upon the retail price
$69.00 - $33.00 = $36.00 markup
$36.00 ÷ $69.00 = 52% markup as a percentage of the retail price
Cost Markup – When you use the markup plus 100, this is determining the dollar amount of markup needed based upon the wholesale cost.
$50.00 – $33.00 = $17.00 markup
$17.00 ÷ $33.00 = 52% markup as a percentage of the cost Right Price
20. Right Price Pricing Programs
Multiple tiered pricing
Low
Mid
High
MSRP
Value pricing
Loss leaders
Impluse products
21. Pre-plan your Markdowns!
Establish a markdown budget per month as discussed in our initial markup section!
Can spend each month as necessary to move slow sellers, or “save” to use for larger sales.
Controls the amount of dollars you spend on markdowns and helps you to implement your markdown strategy.
Right Price
22. What does a markdown strategy or plan look like?
Step 1. First start with frequent/smaller deliveries of inventory!
If the golf shop doesn’t get overstocked by controlling flow of goods into the store, you don’t have to take as many markdowns.
Work deliveries for softgoods back to previous months color stories or basics so that you can continue to sell product at your retail price.
If purchasing off price goods, factor into your sales promotions to help pay for markdowns on inventory with less markup. Right Price
23. Markdown Strategy cont:
Step 2. Develop plan to I.D. slow selling merchandise. This is done by determining how much product you want to sell in a given time period and than determining your plan of action to make it sell:
Time: 4.0 turnover goal = 90 days selling model
Amount sold: Plan to sell 50% of inventory in 45 days.
Action: Merchandise not meeting this goal subject
to markdown immediately. Right Price
24. Markdown Strategy cont:
Step 3. Set markdown plan of action:
a. Rotate/Focus/Signage = 50% sell thrub. 1st markdown soft sale most profitable
c. 2nd markdown more aggressive
d. 3rd markdown final clearance
Right Price
25. Calculating your Markdown Rate:
Wholesale cost $34.75
Our Retail price $73.00
Sold for price $54.75
Original Retail Sale Price
Markdown Dollars $18.25 $18.25
Retail Price ÷ $73.00 ÷ $54.75
Markdown % = 25% = 33%
Right Price
26. Staff Utilization
Is everybody on the same page?
Top down approach to operation
Are you investing in them?
AGM/PGA programs
Do they know/understand the retail business?
Utilizing pos system to improve sales via staffing
Are they empowered to generate sales
Rewards and incentives
Team atmosphere
Staff Utilization
27. Staff Utilization Training programs
Sales training
Customer service standards
Product knowledge
Visual merchandising standards
Daily/weekly/monthly
Creative displays
Rotating merchandise
housekeeping
Mini face lift every year
Paint
Stain
Clean carpets
Replace fixtures
28. Resources Lisa Langas
Golf Retail Consultant
www.lisalangas.com
lisa@lisalangas.com
303-470-3406
Association of Golf Merchandisers – AGM
Desane Blaney Executive Director
www.agmgolf.org
Tom Hoch Designs
Tomhoch@tomhoch.com
405-524-0505
www.tomhoch.com
Off Price show Las Vegas February/August
www.offpriceshow.com
Magic apparel show
www.magic.com
National Retail Federation
Smartbrief daily e-mails
Retail trends and information
www.nrf.com