Convenience Store News - May 2018 - 36

SMALL OPERATOR

assortment - the products you carry in your
store - is an investment in time, but slow-selling products tie up valuable inventory space
and dollars, so it's worth the investment.
Your assortment strategy should address:
* Which categories should be included in your
store assortment? This is an opportunity
to ensure you are appealing to your target
shopper, with the emphasis on (or exclusion
of) certain categories that appeal specifically
to that shopper. For example, products for
healthy shoppers.
* Guidelines on listing new items (a "one
in, one out mentality" is not a strategic
approach!) and delisting items (including
clear-out policies). For your most important
categories - like healthy products - you
may want to ensure you get the latest
and greatest new products in your store
immediately when they become available
(for your healthy target shopper). Ask your
distributors or wholesalers for market-level
data to help you determine the right items
to be carrying.
* "Share of assortment" strategies. You
should have a higher allocation of items
in the brands and segments you want
to be most developed, relative to their
sales, or in segments that are important
to your target shopper.
6. Describe how you will use your store
to market to your target shopper
Visual impact is an important part of
in-store merchandising. Customers entering a store are influenced by the visual
information they gather in the store.
Your merchandising strategy should:
* Request planograms from your
distributor or wholesaler and determine the ones that best match your
store. A planogram is a graphic
image that indicates the placement
of products for a category shelf.
Good planograms consider things
like: shelf layout (the flow and
blocking on the shelf should
match how the shopper shops
the section); case plus require-

ments; putting the most popular products at "eye level;"
shelving heavy products on the bottom shelf; and preventing out-of-stocks.
* Have stocking procedures for your staff to keep the
shelves well-stocked and organized. This should include
rotating stock, removing expired and damaged product, keeping the shelves clean, and ensuring it's shelved
according to the planogram and not filling empty shelf
space with the wrong merchandise.
* Define how to maximize use of display ends in your store
through cross-merchandising, impactful and meaningful
displays, seasonal displays, educational displays, etc. Don't
use displays to store excess inventory! Displays build
incremental sales and profit for your store, and you want
to strategically use them to help you sell more product.
* Drive a consistent display approach that ties in with promotional planning and what the target shopper is looking
for. In the example for our healthy shopper, you may want
to dedicate some display ends to products that appeal
specifically to them.
* Consider seasonality when setting up your display ends.
For example, back to school, Halloween, Christmas, Super
Bowl, Easter and the summer holidays. Review the sales
data for your store to understand which seasons are most
important to your shoppers, which generate the most
sales and profit for you, and/or which products are peak
in these seasonal times. Make sure you capitalize on these
incremental sales and profit opportunities by merchandising them effectively in your store.
The examples above are just that - examples only. Of
course, you will develop strategies that match best with
your overall store type and who your target shopper is.
Once you have developed your overall store strategies,
they should be shared with your store managers and all
employees that have an influence on these strategies in
your store. You should also have corresponding processes
and responsibilities in place to ensure the work completed
in your store aligns to the strategies you have defined.
While small operators should continue to leverage the
scale provided by their wholesaler or corporate head
office, having store-level strategies and plans is the key
that will allow them to really connect with the target shoppers of their store and find continued success in a highly
competitive market. CSN
Sue Nicholls is founder and president of Category Management Knowledge Group (CMKG), based in Calgary, Canada.
She is a speaker and consultant, working with business
partners to bring category management training solutions to
different areas of retailing like the convenience channel. 
Editor's note: The opinions expressed in this article are
the author's and do not necessarily reflect the views of
Convenience Store News.

36 Convenience Store News C S N E W S . c o m


http://www.CSNEWS.com

Table of Contents for the Digital Edition of Convenience Store News - May 2018

Contents
Convenience Store News - May 2018 - Cover1
Convenience Store News - May 2018 - Cover2
Convenience Store News - May 2018 - 3
Convenience Store News - May 2018 - 4
Convenience Store News - May 2018 - 5
Convenience Store News - May 2018 - 6
Convenience Store News - May 2018 - 7
Convenience Store News - May 2018 - Contents
Convenience Store News - May 2018 - 9
Convenience Store News - May 2018 - 10
Convenience Store News - May 2018 - 11
Convenience Store News - May 2018 - 12
Convenience Store News - May 2018 - 13
Convenience Store News - May 2018 - 14
Convenience Store News - May 2018 - 15
Convenience Store News - May 2018 - 16
Convenience Store News - May 2018 - 17
Convenience Store News - May 2018 - 18
Convenience Store News - May 2018 - 19
Convenience Store News - May 2018 - 20
Convenience Store News - May 2018 - 21
Convenience Store News - May 2018 - 22
Convenience Store News - May 2018 - 23
Convenience Store News - May 2018 - 24
Convenience Store News - May 2018 - 25
Convenience Store News - May 2018 - 26
Convenience Store News - May 2018 - 27
Convenience Store News - May 2018 - 28
Convenience Store News - May 2018 - 29
Convenience Store News - May 2018 - 30
Convenience Store News - May 2018 - 31
Convenience Store News - May 2018 - 32
Convenience Store News - May 2018 - 33
Convenience Store News - May 2018 - 34
Convenience Store News - May 2018 - 35
Convenience Store News - May 2018 - 36
Convenience Store News - May 2018 - 37
Convenience Store News - May 2018 - 38
Convenience Store News - May 2018 - 39
Convenience Store News - May 2018 - 40
Convenience Store News - May 2018 - 41
Convenience Store News - May 2018 - 42
Convenience Store News - May 2018 - 43
Convenience Store News - May 2018 - 44
Convenience Store News - May 2018 - 45
Convenience Store News - May 2018 - 46
Convenience Store News - May 2018 - 47
Convenience Store News - May 2018 - 48
Convenience Store News - May 2018 - 49
Convenience Store News - May 2018 - 50
Convenience Store News - May 2018 - 51
Convenience Store News - May 2018 - 52
Convenience Store News - May 2018 - 53
Convenience Store News - May 2018 - 54
Convenience Store News - May 2018 - 55
Convenience Store News - May 2018 - 56
Convenience Store News - May 2018 - 57
Convenience Store News - May 2018 - 58
Convenience Store News - May 2018 - 59
Convenience Store News - May 2018 - 60
Convenience Store News - May 2018 - 61
Convenience Store News - May 2018 - 62
Convenience Store News - May 2018 - 63
Convenience Store News - May 2018 - 64
Convenience Store News - May 2018 - 65
Convenience Store News - May 2018 - 66
Convenience Store News - May 2018 - 67
Convenience Store News - May 2018 - 68
Convenience Store News - May 2018 - 69
Convenience Store News - May 2018 - 70
Convenience Store News - May 2018 - 71
Convenience Store News - May 2018 - 72
Convenience Store News - May 2018 - 73
Convenience Store News - May 2018 - 74
Convenience Store News - May 2018 - 75
Convenience Store News - May 2018 - 76
Convenience Store News - May 2018 - 77
Convenience Store News - May 2018 - 78
Convenience Store News - May 2018 - 79
Convenience Store News - May 2018 - 80
Convenience Store News - May 2018 - 81
Convenience Store News - May 2018 - 82
Convenience Store News - May 2018 - 83
Convenience Store News - May 2018 - 84
Convenience Store News - May 2018 - 85
Convenience Store News - May 2018 - 86
Convenience Store News - May 2018 - Cover3
Convenience Store News - May 2018 - Cover4
Convenience Store News - May 2018 - U1
http://www.nxtbookMEDIA.com