Posts Tagged "Surtido"

Window to a greater margin.

During the crisis, the chains have done their homework and their only plan was to survive. The consumer has seen the price of their products more frequent and is accustomed to a greater competitive and promotional pressure that makes the true price of things in time, format and channel.

 

Given the change in the economic cycle, the best performing operators continue to use basic mechanisms that support good pricing:

– Buy based on a detailed preliminary plan elaborated of PVPs by category of product

– Concentration on a reduced number of PVPs

– Very clear definition of input and output PVP by type of product

– Greater emphasis on PVP most repeated by category

– Objective and systematic monitoring of competitors as references without automatic mimicry

Evolcuion PVP Ropa Mujer

Pricing Rango PVP Vestidos

But this is not enough. The most advanced operators incorporate value management:

– Selective incorporation of intermediate PVP points with higher value products as a real window towards a larger margin

– Management of the perception of the price and not the “mere” reality

– Constant communication of added value with the price both in point of sale

– Greater emphasis on promotional actions of% discount on external brands

– Use of predictive analytics to estimate, in advance, the perception and acceptance by the customer of the product / promotion

Pricing Puntos de PVP

PVP mas repetido

Far from using linear markup in a semi-automatic manner to the assortment, pricing management requires not only a prior plan but also a greater contextualization by type of product, moment, format, location and channel.

PRICING? : We have a plan

More Info: carlos.dominguez@mheconsumer.com

Where do you stand now and where do you gear up to?

Latest MHE OmniChannel Retail Index results show who are the leading retailers that are making the most of OmniChannel activities in their businesses across all major retails sectors in Spain.

Physical store is by far where most of OmniChannel activities converge and where retail chains are prioritising now their investments. As a result, the store has validated its core and critical role when trying to build up and provide a unique customer experience. 

Only a third of the retail chains are currently providing online stock availability at individual store level. This represents a major opportunitiy to improve. 

 

Tecnology and culture product related sector keeps on leading OmniChannel though distances are getting closer and closer with the other sectors. Home related goods outstands as the one that has relatively increased its OmniChannel operations the most.

The size of the Company is not a barrier anymore to apply OmniChannel processes. 

150 retail chains have been analysed in Spain across major sectors. 85 attributes have been assessed grouped in 5 areas Web, Mobile, Store, Marketing andCustomer Services.

 

¿Where your chain stands up now and where it should gear up to in OmniChannel? ¿Which are your main priorities to apply? ¿How MHE can help you?

Omnichannel Retail 365º

More Info: carlos.dominguez@mheconsumer.com

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Less is More. Optimize your Assortment

All efforts made to improve Customer Experience will be useless if you don´t make sure first the assortment is optimised. A substantial increase in the number of options turns out to be, in most of the cases, a worrying hint of a lack of clarity and positioning in the retail business that will have a negative impact on results.

Analysing 5 years evolution of women clothing assortment of major retail chains shows how best performing operators manage to keep under control and reduce in some cases the number of options offered in their stores. Source: Market Mapping (Pricing and competitor benchmarking tool)

amplitud surtido mujer

Variety Perception

To make sure the variety is really perceived by the consumer in the store, agreed product display densities have to be respected. Only in this way we will be in the position to communicate good product stories avoiding an excess of individual potential duplicated items.

¿Minimize Risks?

The fallacy of trying to mitigate risks increasing the number of options in the range will end up, with a boomerang effect, in fragmented assortment, excess of inventory and operational problems while merchandising the stores.

Market Mapping

¿Mission: Impossible?

To rationalize the number of options will be difficult if we tried to do it only via commercial planning and buying functions. If we manage to get the structured involvement of design/operations and marketing roles incorporating external objective benchmarks, this will facilitate the task. 

Más Info: carlos.dominguez@mheconsumer.com

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