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Articles
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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