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Overview:
Penetrating New Retailer Results in $11 Million*:
Associate
took successes from an existing national drug store chain
continuity program and
penetrated another large drug
store chain. Led effort for a school and
stationery test reset that ultimately resulted in a continuity / new &
remodel store program. Generated approximately $11 million of revenue for merchandising organization over seven years. |
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Problems / Challenges Faced:
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Retailer had no defined
merchandising or category management program in place.
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Retailer wanted help
designing and building a retail shelf management program
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Merchandiser's challenges
were understanding retailer's current processes, strengths,
weaknesses
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Merchandiser also had
challenges because retailer was very decentralized and needed to become
highly centralized in the management of categories.
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Retailer's people had no
experience with these approaches, perceived the effort as loss of
turf, loss of control, etc.
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Solution:
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Associate built an
outline of retailer's current state
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Associate
demonstrated how his firm could help retailer move to a
centralized category management model
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e.g. Helped
retailer develop an annual category review schedule - and stick with
it
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After
category review schedule was developed, associate led effort to put
reps in stores to merchandise according to plan
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Associate's firm
conducted significant
education of retailer's personnel
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Associate's firm
replicated
processes from success at another drug store chain
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Added new store
setup and remodel services to the work being done for the retailer
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Added surveys, new
item cut-ins and POP displays to the work being done for the
retailer
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Dedicated a person
to do schematic layout work and provided an analyst specializing
in cosmetics
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Results:
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