Category Merchandising Role Model
Not all categories need or deserve special merchandising, and retailers do not have the resources to support all in an exclusive style. To support the resource allocation across categories, Berkhout presents a category merchandising role framework. Based on (perceived) complexity and familiarity, the categories can assume six different roles for the retailer. Each role comes with very specific and practical recommendations on the type of merchandising that meets both the shopper expectations and retailer needs.