Chaos on the Shelf!
A very interesting newsletter, http://www.shelfsnap.com/newsletters/Volume15.htm examining the differences between how shelves look in the store, vs. the plan for those shelves.
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“Traditional analysis focused on out of stocks, typically misses compliance to plan. In fact, often we observe shelf sections with no out of stocks, and yet not one item on the shelf is in compliance with the planograms or the merchandising plan. In these cases the section is entirely “shoppable” but the shelf is full of the wrong assortment.”
NOT ONE ITEM on the shelf is in compliance with the plan! WOW! One has to wonder why companies spend literally billions of dollars planning shelves, displays, shopper marketing programs and sending out new products if they are either not bothering to check the results, or if the methods they are using to check those results are as ineffective as has been found in this article.
Check out the shelf at the bottom of the article. It is an anecdotal, but very illustrative commentary on the impact of those strips of product that hang from the shelf IN FRONT OF the products contained on the shelf. |
NOT ONE ITEM on the shelf is in compliance with the plan! WOW! One has to wonder why companies spend literally billions of dollars planning shelves, displays, shopper marketing programs and sending out new products if they are either not bothering to check the results, or if the methods they are using to check those results are as ineffective as has been found in this article.
Comment by ed hardy jeans — 16. April 2010 @ 09:07