Chapter 12 Managing Merchandise Assortments Mc GrawHillIrwin Retailing
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Chapter 12 Managing Merchandise Assortments Mc. Graw-Hill/Irwin Retailing Management, 6/e Copyright © 2007 by The Mc. Graw-Hill Companies, Inc. All rights reserved.
2 Merchandise Management Retail Communication Mix Buying Systems Planning Merchandise Assortments Buying Merchandise Pricing
3 Merchandise Management Process by which a retailer offers the right quantity of the right merchandise in the right place at the right time and meets the company’s financial goals. Sense market trends Analyze sales data Make appropriate adjustments c) image 100/Punch. Stock
Merchandise Management and Investment Portfolio Management • Dollars to invest in inventory • Invest in “hot” merchandise • Save a little for opportunities (open to buy) • Monitor portfolio • Sell losers (markdowns) 4
Standard Merchandise Classification Scheme and Organizational Chart 5
6 Merchandise Management Issues
7 The Category A merchandise category is an assortment of items that customers see as substitutes for each other. Vendors might assign products to different categories based on differences in product attributes Retailers might assign two products to same category based on common consumers and buying behavior
8 Category Management Category management is the process of managing a retail business with the objective of maximizing the sales and profits of a category. Department stores manage at category level, but grocery stores manage merchandise around brands and vendors Objective is to maximize the sales and profits of the entire category, not just a particular brand. The Mc. Graw-Hill Companies, Inc. /Andrew Resek, photographer
9 Category Captain Selected vendor responsible for managing a category Vendors frequently have more information and analytical skills about the category in which they compete than retailers • Helps retailer understand consumer behavior • Creates assortments that satisfy the customer • Improves profitability of category Problems • Vendor category captain may have different goals than retailer
10 Antitrust Consideration The vendor category captain could collude with retailer to fix prices It could block brands from access to shelf space Category captains need to temper zeal for control over retailers Stockbyte/Punchstock Images
11 The Buying Organization Ryan Mc. Vay/Getty Images Merchandise Group…………Men’s wear Department…………. Young Men’s wear Classification…………. . Pants Category…………. . Jeans Sock Keeping Unit (SKU)…. . Levi, 501, size 26 waist, 32 inseam
12 Evaluating Merchandise Management Performance Merchandise managers have control over • The merchandise they buy • The price at which the merchandise is sold • The cost of the merchandise Merchandise managers do not have control over • Operating expenses • Human resources • Real estate • Supply chain management • Information systems SO HOW ARE MERCHANTS EVALUATED?
13 GMROI Gross Margin Return on Investment A measurement of how many gross margin dollars are earned on every dollar of inventory investment made by the buyer
14 GMROI Inventory Productivity Measures GMROI = Gross Margin Percent x sales to stock ratio = gross margin net sales = x net sales avg inventory at cost gross margin avg inventory at cost
15 ROI and GMROI Asset Productivity Measures Strategic Corporate Level • Return on Assets = Net Profit Total Assets Merchandise Management Level • GROI = Gross Margin Avg Inventory
16 Illustration of GMROI
17 GMROI for Selected Department in Discount Stores
18 Calculating Inventory Turnover – Inventory turnover = – Average inventory = Net Sales Average inventory at retail Cost of goods sold Average inventory at cost Month 1 + Month 2 + Month 3 +… Number of months
19 Inventory Turnover Month Retail Value of Inventory • EOM January $22, 000 • EOM February 33, 000 • EOM March 38, 000 • Total Inventory $93, 000 • Average inventory = $93, 000 ÷ 3 = $31, 000
Inventory Turnover and Stock-to-Sale Ratio Inventory turnover = Net Sales Average inventory at retail Inventory turnover = Sock-to-Sales Ratio = inventory 20 Cost of goods sold Average inventory at cost Net Sales Average cost of
21 Advantages of Rapid Turnover • Increased sales volume • Less risk of obsolescence and markdowns • Improved salesperson morale • More resources to take advantage of new buying opportunities
22 Approaches for Improving Inventory Turnover • Reduce number of categories • Reduce number of SKUs within a category • Reduce number of items in a SKU BUT if a customer can’t find their size or color or brand, patronage and sales decrease! another approach…
23 …another approach To improve inventory turnover • Buy merchandise more often • Buy in smaller quantities which should reduce average inventory without reducing sales BUT by buying smaller quantities • Buyers can’t take advantage of quantity discounts so • Gross margin decreases • Operating expenses increase • Buyers need to spend more time placing orders and monitoring deliveries
24 Merchandise Planning Process
25 Developing a Sales Forecast Understanding the nature of the product life cycle Collecting data on sales of product and comparable products Using statistical techniques to project sales Work with vendors to coordinate manufacturing and merchandise delivery with forecasted demand (CPFR) Royalty-Free/CORBIS
26 The Category Product Life Cycle
27 Variations in the Category Life Cycle
28 Factors Affecting Sales Projections • • Controllable Promotions Store Locations Merchandise Placement • Cannabalization Uncontrollable • Seasonality • Weather • Competitive Activity • Product Availability • Economic Conditions
29 Fad vs. Fashion How do buyers tell the difference? • Is it compatible with changes in consumer lifestyles? • Does the innovation provide real benefits? • Is the innovation compatible with other changes in the marketplace? • Who is adopting the trend? Ryan Mc. Vay/Getty Images
30 Forecasting Fashion Merchandise Categories Retailers develop fashion forecasts by relying on: • • • Previous sales data Personal awareness Fashion and trend services Vendors Traditional market research The Mc. Graw-Hill Companies, Inc. /Lars A. Niki, photographer
31 Personal Awareness How do fashion buyers know the trends? • • • Internet chat rooms Look in closets Go to the movies Go to rock concerts Go to nightclubs Ryan Mc. Vay/Getty Images
Collaboration, Planning, Forecasting, and Replenishment Systems (CPFR) 32 Systems used by retailers and vendors to work together to insure that the right merchandise is at the right place at the right time. – Benefits both retailers and vendors – Increases fill rate, reduces stockouts, increases inventory turns www. cpfr. org
33 Assortment Planning Variety is the number of different merchandising categories within a store or department Assortment is the number of SKUs within a category. Product availability defines the percentage of demand for a particular SKU that is satisfied.
34 Assortment Plan for Girls’ Jeans
Is This Store Heavy on Variety? On Assortment? Photo. Link/Getty Images 35
36 Determining Variety and Assortment Photo. Link/Getty Images • Profitability of Merchandise Mix • Corporate Philosophy Toward Assortment • Physical Characteristics of Store • Complementary Merchandise • Retail strategy can determine this
- Merchandise planning process
- Objectives of strategic planning in retailing
- Chapter 13 retailing and wholesaling
- Retail management introduction
- Carry narrow product lines with deep assorments
- Retail planning process
- Meaning of retailing
- Retail financial management
- 6 p's of retailing
- Advantages and disadvantages of omni channel retailing
- Features of retailing
- Concept of retailing
- Global marketing keegan
- Information gathering and processing in retailing
- Retail financial strategy
- Store strategy mix
- Fully integrated vertical marketing system
- Strategic planning for retail business
- Type of retails
- What are the types of retailing?
- Type of retailers
- Retailing c
- 3 aspects of value-oriented retail strategy
- Relationship retailing
- Human resources in retail management process consists of
- Crm process in retailing
- Retail marketing strategy ppt
- Types of retailing
- Retailing and wholesaling
- Nature of retailing
- Example of general merchandise
- Strategic planning in retailing
- Marketing research in retailing involves ________.
- Strategic planning in retailing
- Pricing in retailing
- 1-to-1 retailing
- Coordinated effort in retailing concept