Went to a friends store this week. There was a beautiful display of merchandise. It was easy to see that it was a planogram as all of the merchandise came from one manufacturer. The kicker was that there was a tip for a walking cane designed to be used when walking on ice.
Might be good in some places, but here in our part of Florida, I don’t think there is a lot of need for it. Of course, someone could buy it and take it up north with them. Then again, why don’t all stores in the south carry items that are suitable for usage in northern climates?
I think it is because the inventory does not turn. What’s wrong with planograms?
People don’t shop for merchandise according to brands; they don’t come in wanting an outfit of clothing that is all one brand. No one wants a sweater, pants, top, socks, and tie by Hilfiger. They come into the store looking for an outfit.
You don’t merchandise by brand; you merchandise a display according to how the customer shops.
You can’t build planograms such that one design works for every store across the continent. They have to be localized. This is what separates the independents from the chain stores – it is that local personalization that counts.
Worst yet, my friend never knew that the ice tip was even a part of the selection. Shame on her for not paying attention and shame on the vendor for putting things that don’t turn enough to earn their keep.
