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Beyond Product Planning: Micro Marketing and Store Assortment Planning 
(Part 4 of a Series)

Store Assortment Planning Makes Micro marketing Meaningful

To capitalize on its understanding of local consumers, the retailer needs the capability to plan assortments by individual stores or groups of stores.  Store assortment planning involves:

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Planning units as well as dollars to lower merchandise levels (e.g., subclass), so targeted quantities can be determined for relevant product characteristics.

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Developing store groups (clusters) that identify key customer and store characteristics, so that products can be considered based on local market tastes.

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Building subclass level unit plans for an average (typical) store within a store group to define a framework for the assortment.

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Developing the assortment definition for an average store within a cluster in terms of number of styles and/or choices needed.  Next the actual style or SKU assortment and quantities needed (receipts) are considered including key or core items.

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Executing customer-driven micro marketing by having an allocation and/or replenishment system that “maintains” the store assortment definition as product is bought, received, and shipped to stores.

 

 

        
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