Page 185 - DMGT554_RETAIL_BUYING

Retail Buying

Notes localized demand, while maintaining centralized control and supply chain efficiencies. During
the last few years some software packages focused upon FMCG and hard goods sectors made
some enhancements to transfer parts of shelving elements to single store measurements which
according to the producers should increase the efficiency. Further, software companies have
synchronized both assortment and space into its software, promising concise plans that are
executable in store.
Small software packages on a lower price level can be used for a creation / drawing of shelving
units with some basic features of planograming. Other software producers are concentrating on
improving the rendering of planograms, in 3 dimensional perspectives for example. There are
also some new developments which primarily have the task to optimise the creation of
planograms and the visualisation possibilities of how the product is placed.

Example: In the fashion sector, the approach is somewhat different as the “look” of the
store is critical to sales conversions. Many planogramming software created for supermarkets
and FMCG are not designed for this type of approach.
Leading retailers are automating the creation of store-specific planograms, through use of
corporate level business rules and constraints describing best practice product placements. Such
planogramming solutions allow these companies to respond with location and language-specific
messaging, pricing, and product placements based on business rules derived from location,
campaign, and fixture attributes to create localized assortments.

Recent advances in store virtualisation and collaboration now allow manufacturers, retailers
and category management experts from across the globe to work in the same virtual store in
real time. By removing the boundaries of distance this enables retailers and manufacturers to
have a real choice between black box automated solutions and access to low cost labour pools to
perform the same tasks. There are advantages to both approaches, with automation providing
near real time results across hundreds of permutations, while low cost labour pools provide the
unique human touch that automation so far has failed to deliver.



Caselet Holiday Merchandise Promotion Boosts Member
Engagement

easonal fluxes in member engagement had been causing dips in a client’s loyalty
initiative. The holidays were fast approaching and tend to be a key redemption
Stime. Leveraging these seasonal dynamics, Maritz developed a targeted holiday
campaign designed to boost awareness, engagement and merchandise redemption among
the client’s members. Maritz strategic merchandising experts developed a customized
holiday merchandise catalog for a direct mail blitz. The design of the catalog itself featured
attention-getting, seasonal graphics with the latest and hottest reward items with a targeted
message that promoted holiday gift-giving. Members were encouraged to visit the rewards
website for access to hundreds more gift selections. Orders could easily be placed online
or via a toll-free number. The holiday catalog was mailed in mid-October to ensure
cardholders received it before starting their holiday shopping.
Contd...

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