Page 172 - DMGT552_VISUAL_MERCHANDISING

Unit 8: Planograms

Notes
Figure 8.4: Best Practices

Source: http://www.dmsretail.com/retailplanograms.htmsource



Case Study Reducing Out-of-Stocks with More Effective
Planograms

ow the J.M. Smucker Co. Leveraged Granular Retailer Data to Support Planogram
Recommendations in the Coffee Category in November 2008, as the J. M. Smucker
HCo. completed its acquisition of the Folger Coffee Co. from Procter and Gamble,
it found itself with a commanding presence in the coffee market. With its original Folgers
Brand, Millstone, as well as a license to manufacture and distribute Dunkin’ Donuts coffee,
the jelly and jam maker added the #1 selling ground coffee in the United States to its
portfolio.
J.M. Smucker realised that they were experiencing widespread out-of-stock situations
across many retail chains on Dunkin’ Donuts coffee. “This did not come as a major surprise
for us,” commented Amy Derrenberger, a category development analyst at J.M. Smucker.
“When the issue surfaced, we were already deeply engaged in an analysis to understand
out-of-stock levels and try to find solutions.”
Contd...

LOVELY PROFESSIONAL UNIVERSITY 167