Welcome to Retailab
Get and convert each shopping path to a profitable solution of your compnay
working with a retailer
shopping process influenced by:
assortment
price
place
promotion
Retailab
focus on
Placement & Assortment
Step1. study and evaluate current situation
Following
two
basic steps
Analyse categories within the market and retailer
Evaluate on list categories
Base line sales vs incremental sales
Shopper trends
Assortment analyses
Assortment distribution
Planogram proposal
Step2. maintain the base and adapt it according insights and product launces
Environment changes all the time
...New skus, shopper insights, business strategy, key supplier... attributes that create point of sale dynamic and a need of assortment and planogram adaptation neccesary
step1.Study and evaluate current situation
Analyse categories within the market and retailer
Give an example / Comments
Total market
There is a shift of market volume to the typology of stores that retailer X placed ( + 3% )
This market shift is reflected in sales growth of 15% in volume and 2.% in value
Retailer X.
this growth momentum was not recorded on retailer X, recording a decrease of -5% in volume and -1% in value, while a substantial decrease in absolute sales of -4% in volume and -4% in value.
sales growth, in relation to the market trend, drop -19% in volume and -6% in value
Evaluate on list categories
retailer vs market
Give an example/ Comments
Total market
We can see that the movement of sales from other typology of stores is mainly due to the A category, which accounts for 53% of volume sales and its participation has grown + 6%
Retailer X.
Retailer X in Category A marks a decrease in absolute sales and in category contribution while emphasizing in typology C where its contribution is 9% of total sales and profitability of 2%
Analyse base line sales vs incremental sales
Distinguish sales that comes from promos and find your incremental sales/ category and SKU
Shopper insights adapt them in planograms
Get feedback for your shoppers and give it a breath on your planogram actions
Assortment analyses
Brand analysis
SKU analysis based on FSI
Assortment proposal
"Clean" your working assortment list and get more
Planogram proposal
Could you read shelf picture as a number?
Where is your strategic brand or SKU?
Does this category planogram meet your business goals?
How is the category performing
Is that part of your annual contract with your supplier and how you manage this ?
Is the category range/ assortment right?
Has each subcategory or brand a FSI (fair share index)
Consumer decision tree, is that followed in your planograms
Retailab working on a planograms in order to meet all the above goals
step2. Maintain the base
Category Strategy
Economic data, shopper trends, but also internal changes and decisions affect each category
New SKUs
New launces and pressure from supplier to list new SKUs in the existing category list
Supplier relationship
Priorities based on the retailer's relationship with each supplier play an important role in final decisions
The above variables definitely affect the assortment and the planogram
Everything must be re-examined and adapted smoothly in existing situation
