Merchandising Zombies Gorge on Inefficiencies

Press enter to search
Close search
Open Menu

Merchandising Zombies Gorge on Inefficiencies

04/07/2014
Like a zombie that can't be killed, poor in-store execution routinely eats away at merchandising effectiveness. In RIS News' latest custom research — "Battling the In-Store Merchandising Zombie" — common in-store execution flubs are explored and possible solutions revealed.

One area that is routinely mishandled, falling victim to the ever-present ineffectiveness zombie is in-store accuracy of merchandising promotions.

About 10 years ago, AMR Research (now a part of Gartner Research) came out with a study that found in-store accuracy of merchandising promotions was about 70%. In other words, retailers could expect no more than 70% of their stores to get a promotional campaign accurately set up and prepared on time.
 
A decade later, RIS' study finds that 64.9% (surprisingly close to the 70% figure from the AMR study) say that campaign planning and distribution of print materials for signage and other promotional materials is “almost always accurate.” The flip side of this is that some level of inaccuracy reigns for about a third of retailers. Inaccurate execution is an expensive proposition when chain math (a percentage multiplied by every store in the chain) is applied.
 
Drilling deeper into problem areas we uncover one of the major findings in the study, which is that the leading cause for ineffective merchandising for promotional events is caused by using e-mail and Excel spreadsheets instead of more advanced software — chosen by 61.8% of retailers. E-mail and Excel were not designed to be retail applications and require a high degree of manual input and individual monitoring. Retailers need to move beyond their traditional and obsolete tools and embrace the full suite of available retail solutions.
 
To download the complete free report and see what other zombies are lurking in your stores eating away at your efficiency click here.