Retailer Assortment and Merchandising Plan
Berkhout takes readers through a step-by-step plan addressing how differences in assortment size, the type of assortment, the way of merchandising, shopper characteristics and types of shopping missions lead to one integrated assortment and merchandising plan. Category managers take the desired retail brand image as input and work out how they define the category and which products are given special functions such as key value items and traffic builders. The assortment role framework supports decision-making on the type and number of brands in the category. The chapter ends with examples for online and brick-and-mortar stores.
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