Stage 3 - Merchandising Choices
Context and Inspiration
Retailers and suppliers need to make the right choices when setting merchandising objectives to ensure the triple win. Starting with the main fixture set out in traditional layouts, we need to consider how we flex and adapt the layout to win in different store formats.
Setting Merchandising Objectives
Location – is the shaving category in the best place in the store or eComm site so that shoppers can find it? In reality, unless it is a destination category for the retailer, we may not be able to affect location, but we may be able to help with navigation to it.
Flows and adjacencies – are the segments arranged in a logical order for our shoppers?
Space – does the category have enough physical space to cover the range of shopper needs and the anticipated sales? Think about the sales per linear meter ratio by each SKU.
Availability – do we need to adjust the position or number of facings of products to avoid out of stocks?
Highlight segments – do we want to give special feature to new products or the needs of specific shopper types?
2. How does range translate into the fixture?
From our Merchandising Choices:
Firstly, we use the Range Attribute Matrix to map out the basic layout including flows and adjacencies
Secondly, we use the Merchandising Principles to allocate and adjust space and position into the draft fixture plan.”
3. What are my choices?
Suppliers and retailers can choose to develop the category in different ways to meet different objectives. Familiarise yourself with the arguments around the benefits and concerns of different styles of layout.
Other outlet types to consider
Different outlet types require different merchandising treatments, due to differences in range size and focus, target shoppers and missions.
In a Convenience store, the shaving category plays a convenience role, so it requires a smaller range, covering each level of the PDH.
Often, the category has smaller permanent space or is situated behind the counter for security. In this environment, shoppers are likely to make compromises and purchase the closest match to their usual brand.
