MERCHANDISING: Opportunities for ICs. ShopperFest 2017 June 2017

Transcription

1 MERCHANDISING: Opportunities for ICs ShopperFest 2017 June 2017

2 Agenda OPPORTUNITY DEFINE ACTIVITIES REAL-WORLD APPLICATION Q&A

3 How?

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5 Opportunities Manufacturers

6 Opportunities Distributors

7 Opportunities Retailers

8 Opportunities Grocery Convenience Stores Health and Beauty Big Box Retail Specialty Retail Electronics Home Improvement Travel Banking & Finance Home Furnishings Sporting Goods Apparel Shoes Communications Automotive Entertainment

9 Opportunities Grocery Convenience Stores Health and Beauty Big Box Retail Specialty Retail Electronics Home Improvement Travel Banking & Finance Home Furnishings Sporting Goods Apparel Shoes Communications Automotive Entertainment

10 Broad Definition The activity of promoting the sale of goods at retail.

11 Broad Definition The activity of promoting the sale of goods at retail.

12 Broad Definition The activity of promoting the sale of goods at retail.

13 Broad Definition The activity of promoting the sale of goods at retail.

14 AMA Definition planning involved in marketing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price.

15 AMA Definition planning involved in marketing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price.

16 AMA Definition planning involved in marketing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price.

17 AMA Definition planning involved in marketing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price.

18 AMA Definition planning involved in marketing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price.

19 AMA Definition planning involved in marketing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price.

20 AMA Definition planning involved in marketing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price.

21 Our Definition It s about getting it RIGHT!

22 Our Definition Right: Merchandise

23 Our Definition Right: Merchandise Place

24 Our Definition Right: Merchandise Place Time

25 Our Definition Right: Merchandise Place Time Quantities

26 Our Definition Right: Merchandise Place Time Quantities Price

27 Possible Activities Marketing Plans Media Campaigns Supply Chain Demand Planning Display Techniques Planogram (POG) Free Samples Product Demos Pricing Strategy Shelf Talkers Special Offers/Promo s Point-of-Purchase (POP)

28 Activities Stocking Products Setting Planograms Auditing Planograms Organizing Products Removing EOL Products Relabeling Products Resetting Planograms Cleaning Displays

29 Example The Problem Internationally Recognized CPG Brand Unique Product Three Components 1,400 Store National Big Box Retailer Supply Chain Issue Reverse Logistics Challenge Resulting in Lost Sales and Increased Costs

30 Example The Solution Deploy a Merchandising Audit/Training Program Engage Customer Service Desk Personnel Audit & Remediate POG Report Out Product Returns Out-of-Stocks Before and After POG Photos

31 What Does It Take? You Can Teach Yourself! Read and Comprehend Instructions Possess an Eye For Detailed Observation Understand a Plan-o-Gram Lift/Carry Items Less Than 2 LBS Take Good Photos Populate a Survey Form

32 Terminology Letter of Authorization (LOA) Plan-O-Gram (POG) Point-of-Purchase Material (POP) Fixtures: End-Cap, In-Line, Side-Stack Point-Of-Sale (POS) Signage: Posters, Clings, Duratrans, Violators Inventory Technology: Scanners & Apps

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37 Thank You! Sam Hersey COO/GM The Consumer Insight m