{"id":3796,"date":"2017-05-11T11:25:05","date_gmt":"2017-05-11T10:25:05","guid":{"rendered":"https:\/\/vmunleashed.com\/?p=3796"},"modified":"2024-10-08T11:29:47","modified_gmt":"2024-10-08T10:29:47","slug":"6th-joy-retail-spring-grading-international-assortments","status":"publish","type":"post","link":"https:\/\/vmunleashed.com\/retailmeaning\/6th-joy-retail-spring-grading-international-assortments\/","title":{"rendered":"The 7th Joy of a Retail Spring: Grading International Assortments"},"content":{"rendered":"\n<p>It used to be one of the great discussion points regarding customer demographics in the early days of international expansion.<br>\n&#8220;Are all customers the same?&#8221;<\/p>\n\n\n\n<p>Clearly experience and time has shown us that they are not the same &#8211; not within a single country and&nbsp;absolutely not&nbsp;internationally. Any retailer expanding to new lands must be aware and take actions to focus and modify the proposition &#8211; starting with the assortment on offer.<\/p>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Correct benchmarking and analysis of&nbsp;different international&nbsp;market trends in&nbsp;product taste, shopping behaviour and store delivery practices can successfully blend a strong central brand with essential local commercial factors.<\/p>\n\n\n\n<p>Failure to recognise differences in shopping behaviour across international markets will leave any brand\u2019s stores inappropriate, inefficient and under-performing .<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>how should I edit my assortment to appeal to national and local taste?<\/li>\n\n\n\n<li><div>should I be displaying my stores with different densities and capacities?<\/div><\/li>\n\n\n\n<li><div>what differences in local customer behaviour should effect how I lay out my stores, how I group my product and display it?<\/div><\/li>\n\n\n\n<li><div>what differences in pricing and sales promotions do I need to consider?<\/div><\/li>\n\n\n\n<li><div>will my approach to customer service, and the training I need to give be different?<\/div><br><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>How we can help\u2026 <b>International store delivery customisation<\/b><\/p>\n\n\n\n<p><i>\u201cWhat should I consider and implement differently when I open stores in other countries \u2013 assortment editing &amp; grouping, space location &amp; density, pricing &amp; promotions, display, store layout, customer service\u2026?\u201d<\/i><\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<p><b>Overview:<\/b><\/p>\n\n\n\n<p>Assessment of current store delivery parameters in the retailer\u2019s native country, benchmarked against same parameters of best practice competitors in the target country.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Assessment of current sales performance KPIs across store areas, depts. and categories<\/li>\n\n\n\n<li>Prioritisation of store delivery elements that contribute to maximum sales &amp; ROI<\/li>\n\n\n\n<li>Identification of essential delivery elements for brand proposition<\/li>\n\n\n\n<li>Benchmarking of destination country best practice competitors<\/li>\n\n\n\n<li>Analysis of other native retailers now operating in destination countries<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><b>Benefits<\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify differences in product \u201ctaste\u201d and reflect that in the edited assortment<\/li>\n\n\n\n<li>Identify seasonal differences and modify assortment waves and clusters through time<\/li>\n\n\n\n<li>Identify the balance in different product grouping, coordination and categories<\/li>\n\n\n\n<li>Identify the correct display techniques related to local buying behaviour<\/li>\n\n\n\n<li>Identify local trends in store layouts and adjacencies<\/li>\n\n\n\n<li>Identify local opportunities and dangers in levels of store implementation and maintenance<\/li>\n\n\n\n<li>Identify needs and opportunities for VM tools, guidance and training<\/li>\n\n\n\n<li>Identify local store operations needs<\/li>\n\n\n\n<li>Identify local expectations of self-service and customer service<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><b>Process:<\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Analyse client store sales performance and key deliverables in existing market<\/li>\n\n\n\n<li>Identify important store delivery mechanisms related to sales and brand image<\/li>\n\n\n\n<li>Identify opportunities for delivery in existing market into new market<\/li>\n\n\n\n<li>Benchmark best practice competitor store delivery trends<\/li>\n\n\n\n<li>Benchmark native retailers in new markets<\/li>\n\n\n\n<li>Identify essential trends to be adopted into stores in the new market<\/li>\n\n\n\n<li>Identify new delivery mechanisms with maximum ROI<\/li>\n\n\n\n<li>Identify essential \u201cpitfalls\u201d to avoid<\/li>\n\n\n\n<li>Identify support required in new country via social media, web and loyalty programmes<\/li>\n\n\n\n<li>Devise action plan for store delivery in new country<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><b>Aggressive actions:<\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Edit the assortment according to local tastes<\/li>\n\n\n\n<li>Calculate correct display densities and store capacities<\/li>\n\n\n\n<li>Develop in \u201cmock-shops\u201d new display techniques appropriate for new market<\/li>\n\n\n\n<li>Develop training and implement before store opening<\/li>\n\n\n\n<li>Revise windows, marketing and social media for new customer<\/li>\n<\/ul>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Check out more of our series of&nbsp;\u201caudits, analysis, answers &amp; aggressive actions\u201d<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It used to be one of the great discussion points regarding customer demographics in the early days of international expansion. &#8220;Are all customers the same?&#8221; Clearly experience and time has shown us that they are not the same &#8211; not within a single country and&nbsp;absolutely not&nbsp;internationally. Any retailer expanding to new lands must be aware [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":23115,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[13,27,28],"tags":[451,391,338,700,444,704],"class_list":["post-3796","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-assortment-structure-planning","category-internationalisation","category-location-strategy","tag-assortment-benchmarking","tag-assortment-planning","tag-assortment-structure","tag-assortment-structure-planning","tag-international-expansion","tag-internationalisation"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/vmunleashed.com\/wp-content\/uploads\/2017\/05\/7-grading-international-assortments.png","_links":{"self":[{"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/posts\/3796","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/comments?post=3796"}],"version-history":[{"count":3,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/posts\/3796\/revisions"}],"predecessor-version":[{"id":23116,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/posts\/3796\/revisions\/23116"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/media\/23115"}],"wp:attachment":[{"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/media?parent=3796"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/categories?post=3796"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/tags?post=3796"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}