“The Path of your Product!”
…improving assortment productivity from concept to design, delivery to visual display
When the product in your stores doesn’t look as good as you would like, or sell as well as you had planned then it’s important to find out why?
That can be easier said than done when the “path of your product” begins in the design concept stage, passes through buying & merchandising, enters the world of manufacture and delivery, finally to be made beautiful by store planning and visual merchandising, with the help of store operations and customer service.
That’s a lot of places where things can go wrong, and it’s a lot of places where you can waste a lot of time and money correcting something that might not actually be the reason for the problems.
“The Path of your Product!” takes both a commercial and creative look at the product journey using appropriate benchmarking and analysis at every stage to highlight best practice processes as well as identifying areas of concern and opportunity.
In the assortment planning stage we’ll take cold-hearted & calculated look at the numbers and quantification by category and product type, and in the design stage we’ll take a customer focused look at the architectures of colour, the attributes of design and materials.
In the logistics and store operations stage we’ll asses the delivery scheduling, replenishment, replacement and in-season management, and in the visual merchandising stage we’ll consider the display groupings and techniques alongside analysis of display densities and capacities.
At the end, we’ll have the answers to the questions.
When display and sales disappoint is it because store personnel don’t know what to do, or is it that they have never been trained in the skills to do it, is it other factors in the “path of your product” that won’t allow them to do what’s required, or is it ultimately that they don’t want to do things as they should, both creatively and commercially.
Do you know? Are you barking up the wrong commercial tree, pulling the inappropriate creative levers?
This is what we do…
- Analyse your sales data to identify exactly what’s misfiring
- Benchmark your assortment structure plan
- Review your product designs and attributes against sales performance
- Analyse your space planning, store grading and allocation
- Interviews with head office personnel across buying & merchandising, design, planning and logistics
- Visit 3 or more of your typical stores
- Benchmark your assortment delivery, capacity and display
- Consider your visual display criteria
- Informal interviews with store manager and store personnel
- Interviews with regional managers and store operations
- Shadow the “passage of product” through the store
- Assess store operations, disciplines and housekeeping
- Assess store personnel skills, enthusiasm and management
- Consider customer service interaction
- Look into in-season management activity & responses
This is what we report on…
- Assortment plan anomalies and imbalance
- Incorrect architectures in price, size or colour
- Misunderstanding of product design attributes and customer benefits
- Opportunities in segmenting the assortment into correct stories
- Competence in “buying for space!”
- Planning of product waves, renewal & refreshment
- Process of store grading, display densities and capacities
- Accuracy and coordination of product delivery to warehouse and store
- Delivery scheduling and store reception
- Speed and efficiency of product to shop-floor
- Visual display and maintenance
- Store moves, guidance and support
- Store personnel expertise & training
- Roles & responsibilities
- Store housekeeping & disciplines
- Stock maintenance & replenishment
- Staff guidelines, tools & training
- In-store sales reaction and responses
- Service operations – tills, changing rooms, fittings, demonstrations…
- Operational processes and efficiency
- Consistency between stores
- Head office, field and store relationships
Of course, everything about “The Path of your Product!” is flexible to ensure that you get the answers to the questions you want to ask……and if you don’t know what the questions should be then we’ll make sure we ask the most relevant ones.
We can look at all or part of the product assortment. We can look at all or part of the product journey.
Once the format and scope is defined then the process takes between 4-8 weeks depending on the number of stores, scope of activities.
It ends with a detailed report with conclusions, recommendations, visual illustrations and prioritised action plan, and is delivered in a half-day, cross functional, interactive workshop.
So now, what about you?
Do you feel as though you need to know more about what is happening in your product’s path from concept to store delivery?
Have you lost sight of where the opportunities in the chain of product activities exist?”
Do you need to have “The Path of your Product?”