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Chapter 14. RETAIL MANAGEMENT: A STRATEGIC APPROACH , 10th Edition. Developing Merchandise Plans. BERMAN EVANS. Chapter Objectives. To demonstrate the importance of a sound merchandising philosophy To study various buying organization formats and the processes they use
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Chapter 14 RETAIL MANAGEMENT: A STRATEGIC APPROACH, 10th Edition Developing Merchandise Plans BERMAN EVANS
Chapter Objectives • To demonstrate the importance of a sound merchandising philosophy • To study various buying organization formats and the processes they use • To outline the considerations in devising merchandise plans: forecasts, innovativeness, assortment, brands, timing, and allocation • To discuss category management and merchandising software
Merchandising Activities involved in acquiring particular goods and/or services and making them available at the places, times, and prices and in the quantity that enable a retailer to reach its goals
Merchandising Philosophy • Sets the guiding principles for all the merchandise decisions that a retailer makes • Should reflect • Target market desires • Retailer’s institutional type • Market-place positioning • Defined value chain • Supplier capabilities • Costs • Competitors • Product trends
Scope of Merchandising Responsibility • Full array of merchandising functions • Buying and selling • Selection, pricing, display, customer transactions OR • Focus on buying function only
Micromerchandising Retailer adjusts shelf-space allocations to respond to customer and other differences among local markets
Cross-Merchandising Retailers carry complementary goods and services to encourage shoppers to buy more
Figure 14-2: Attributes and Functions of Buying Organizations
Functions Performed • Merchandising view • All buying and selling functions • Assortments • Advertising pricing • Point-of-sale displays • Employee utilization • Personal selling approaches
Functions Performed (cont.) • Buying view • Buyers manage buying functions • Buying • Advertising • Pricing • In-store personnel manage other tasks • Assortments • Point-of-sale displays • Employee utilization • Personal selling approaches
Figure 14-4: Merchandising Versus Store Management Career Tracks
Forecasts • These are projections of expected retail sales for given periods • Components: • Overall company projections • Product category projections • Item-by-item projections • Store-by-store projections (if a chain)
Types of Merchandise • Staple merchandise • Assortment merchandise • Fashion merchandise • Seasonal merchandise • Fad merchandise
Staple Merchandise • Regular products carried by a retailer • Grocery store examples: milk, bread, canned soup • Basic stock lists specify inventory level, color, brand, style, category, size, package, etc.
Assortment Merchandise • Apparel, furniture, auto, and other categories for which the retailer must carry a variety of products in order to give customers a proper selection • Decisions on Assortment • Product lines, styles, designs, and colors are projected • Model stock plan
Fashion and Seasonal Merchandise • Fashion Merchandise: Products that may have cyclical sales due to changing tastes and life-styles • Seasonal Merchandise: Products that sell well over nonconsecutive time periods
Structured Guidelines for Pruning Products • Select items for possible elimination on the basis of declining sales, prices, and profits, appearance of substitutes • Gather and analyze detailed financial and other data about these items • Consider nondeletion strategies such as cutting costs, revising promotion efforts, adjusting prices, and cooperating with other retailers • After making a deletion decision, do not overlook timing, parts and servicing, inventory, and holdover demand
Retail Assortment Strategies Width of assortment refers to the number of distinct goods/service categories (product lines) a retailer carries Depth of assortment refers to the variety in any one goods/service category (product line) a retailer carries An assortment can range from wide and deep (department store) to narrow and shallow (box store)
Brands Manufacturer (national) Private (dealer or store) Generic
Table 14-3: Private Brand TestMatch the Retailer with the Brand Name
Merchandising Software • General Merchandise Planning Software • Forecasting Software • Innovativeness Software • Assortment Software • Allocation Software • Category Management Software
Figure 14-4a: Shelf Logic Software for Category Management Planning
Figure 14-4b: Shelf Logic Software for Category Management Planning