We often hear about retailers driving internal operational efficiencies like managing costs, efficient store management, leveraging IT & effective supply chain solutions to drive profitability. However, a little is written about retailers driving profitability through buying and merchandising collaboration with suppliers. In the 快速消费品 categories, there is a huge scope for a greater partnership between suppliers & modern trade retailers, to drive two-way profitability by driving category growth. This calls for a paradigm shift in the relationship and the conversations between the two teams. Needless to say, this requires commitment right from the top management of both the organisations.
对盈利的需求旅程双向先从深入了解购物者的，这就需要将编制并经供应商提出的 - 通常是一个类别的领导者。 This involves understanding of shopper demographics, shopping needs, shopping missions and shoppers’ purchase decision hierarchy (PDH) of the particular category for which both the supplier and retailer have partnered to drive two-way profitability. This PDH is one of the enablers apart from SKU’s velocity of sales and Gross margins to decide the right assortment for the given category. Often retailers end-up listing too many 制品 in a category leading to not only slow-moving inventory but also reduced shelf space for some of the fast-moving lines - thereby creating frequent out of stocks - which is a lost sale. Hence, it is critical for the supplier to wear a category hat and make dispassionate decisions on arriving at the right assortment. This may at times lead to reduction of the total SKUs in the category including some of their own, but that’s the true test of genuine partnership & commitment to enhance the category growth.
It has become vital to understand shopper needs, to arrive at the right price pack architecture (PPA) for the category. This detailed PPA study identifies the gaps and opportunities to fulfil the desired shopping needs. This study must be again led by the supplier. A classic example across 印度人 and South east Asian markets is evolution of the “Multipacks” in various 快速消费品 food categories. A lot has changed, from a time when these pack formats did not exist at all, till today where they contribute anywhere between 20 to 30% to the category sales. It has helped fulfil a shopper need, improved the Average Bill Value for the category and increased the consumption in these impulse categories, leading to better & 有利可图 category growth.
文章撰写通过去过 Unmesh khambete， 销售总监IPM批发贸易印度私人有限公司（IPM印度）