Professional Documents
Culture Documents
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
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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
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Merchandising Philosophy
Sets the guiding principles for all the merchandise decisions that a retailer makes Should reflect * Target market desires * Retailers institutional type * Market-place positioning * Defined value chain * Supplier capabilities * Costs * Competitors * Product trends
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Micromerchandising
Retailer adjusts shelf-space allocations to respond to customer and other differences among local markets
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Cross-Merchandising
Retailers carry complementary goods and services to encourage shoppers to buy more
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Functions Performed
Merchandising view * All buying and selling functions Assortments Advertising pricing Point-of-sale displays Employee utilization Personal selling approaches
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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)
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Types of Merchandise
Staple merchandise Assortment merchandise Fashion merchandise Seasonal merchandise Fad merchandise
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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.
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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
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Customer segments Segment customers by dividing merchandise into established-product displays and new-product displays
Responsiveness to consumers
Amount of investment
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Competition
Retailers image
Relate merchandise quality directly to the perception that customers have of retailer
Consider the impact of location on the retailers image and the number of competitors, which, in turn, relate to quality
Store location
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Customer services Know that high-quality goods require offered personal selling, alterations, delivery, and so on Personnel
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Face reality. Franchises or chain store managers have limited or no control over products; Independent retailers that buy from a few large wholesalers are limited to the range of quality offered by those wholesalers
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Brands
Generic
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Retailer Bloomingdales Costco Kmart J.C. Penney Sears Wal-Mart Target Macys
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Brand Arizona Jeans Ol Roy Michael Graves Martha Stewart Joseph & Lyman Kenmore Kirkland Alfani
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Merchandising Software
General Merchandise Planning Software Forecasting Software Innovativeness Software Assortment Software Allocation Software Category Management Software
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