The formation of an assortment matrix. Commodity matrix: sample and features of its preparation. Sample product range matrix

Maintaining adequate and effective development policies trading point It is impossible without making an important document - an assortment matrix is \u200b\u200ban integral control element.

You will learn:

• What is an assortment matrix.
• How to make an assortment matrix for the store in Excel.
• How to manage a large amount of range.
• How to implement assortment policies.
• What are the 5 basic principles of assortment management.

An assortment (product) matrix is \u200b\u200ba document consisting of a complete list of goods implemented in the store or other trading point. When drawing up the list, the location of the store must be taken into account, the features of its format, general requirements Assortment Policy.

When developing a business development strategy, the goal is not set to the assortment matrix. The formation of this document occurs as a result of the selection of a particular range for a specific store, taking into account all its consumer characteristics. That is why the impeccable creation of an assortment matrix is \u200b\u200bavailable only after the trading policy is fully formed and the overall development strategy has been determined. Responsibility for drawing up and implementing a range of an assortment matrix is \u200b\u200bmost often assigned to supply managers who know suppliers of goods and information about the status of the pricing policy market. This information helps to form the most efficient product range.

It's believed that Assortment is effectiveWhen the following conditions are followed:

• the goods are attractive to the visitors of the trading point, which provides optimal traffic;
• the goods are quite diverse, which allows the consumer to find everything you need in one place without visiting other stores;
• the product is profitable, which means that the volume, the price and net income from its sale is given to the company to achieve the goal of the company marginal profit.

The most effective range of goods convinces the buyer to constantly visit this particular store, distracting it from competing outlets, and fully bump out goods for some time, leaving only minimum reserves residues. With all this, it is raised by prices that allow companies to receive optimal profits from sales.

Compliance with all these aspects in reality, the process is quite complicated, because many factors should be taken into account. But, realizing that the highly competitive struggle without an effective assortment does not win, it is necessary to strive for him. It is to solve this problem that an assortment matrix is \u200b\u200bformed in the form of a table, with reflection in columns, graphs of information about the necessary product groups, optimal prices for each product and volumes commodity reserves For each trading point. Maximum convenient for the formation of an assortment matrix Excel format.

An example of an assortment matrix (goods matrix) in Excel table for grocery store:

Sample product range matrix

Development competitive market It is always accompanied by jumps of marginal profits received from the implementation of one service or a unit of goods. Retail trade perfectly demonstrates this process. The increase in the number of stores will certainly provoke price competition, which ultimately reflects on each of them a decrease in income. Competition is a kind of struggle for survival. A short-sighted entrepreneur who did not rebuild his business for a new reality, will not be able to make it effective and will be forced to just leave the market, yielding his place more grip.

How to manage a large assortment: example of price list

The correct price list allows the client to focus attention on the necessary assortment, and the seller is to properly carry out pricing and calculate the permissible discounts depending on the purchase volume.

How to make it, find out from the article e-magazine "Commercial Director".

How to implement assortment policies

Assortment policy - This is a strategic element, to a vastity affecting the success of the development of the trading point. Even the presence of a well-working system for managing personnel, experienced accountants and talented administrators will not save the store from the collapse without thoughtful work with the assortment.

Many and now work, forming an assortment of a trading point only on the basis of its intuition. This is permissible if the entrepreneur is at all interested in the development of his store. To build a high-profit business without developing an assortment matrix, market analysis, planning and management assortment can not do.

Effective and correct compilation of the assortment and raw material matrix serves:

• increasing gross profits;
• reduce in stock;
• increase the average check amount;
• stimulating the growth of customer loyalty and, as a rule, in the near future, the daily increase in the number of checks;
• efficient use of funds.

Modern market policy allows retail networks not to invest in the goods, but to issue an interest-free trade loament provided by suppliers. Its income goes to the opening of new stores, the purchase of modern equipment and innovative materials.

The assortment matrix will be close to ideal if it is detached separately for each group of goods related to the store classification. It is very convenient and allows you to take into account all the consumer properties of any heading, features and delivery terms. All these factors cannot be covered by a single model of the assortment matrix. In these cases, it is important to specify different groups goods.

Main parameters for the formation of an assortment matrix of goods

The first step of preparation for the preparation of the assortment matrix is \u200b\u200bconsidered a clear definition of possible product groups. Then each group is detailed to a specific product. Try to determine the range by relying on the buyer's demand and customer needs. When determining the price, repel from its average value, given the percentage of profits for each heading.

Having reveaning the most relevant commodity positions, analyze offers suppliers on the market. Choosing a supplier, always collect information and reviews about the quality of the Company's work, its reliability, affiliate relationships, the rules that it follows.

For compiling an assortment matrix, information is required:

• about the name of the group of goods (for example, haberdashery);
• about the name of the product category (for example, belt, gloves, purse);
• about the price category of goods (premium class, middle class, economy class);
• about the code of goods;
• trademark;
• on the designation of packaging or packaging;
• about the name of each heading;
• goods supplier;
• about responsible for the category of employee;
• on the inclusion of this heading in the assortment minimum.

Assortment minimumare goods that have maximum consumer demand in this store. It is important that the commodity positions that make up the assortment minimum are constantly available on the shop windows.

The assortment matrix of a large shopping center will consist of a large number of commodity positions. In medium and minor stores it is significantly less. Head trade enterprise Independently chooses how much detailing the development of an assortment matrix. Basic condition - the document must be convenient for continuous use.

When opening in the region, the brand representation is always taken into account the specifics of the stores. Undoubtedly, it would be much more convenient to work with one type of goods. This facilitates the task of building logistics, searches for suppliers and new products. But in stores located in various places, consumer demand is not the same and an assortment matrix should be built in accordance with it.

Try to equip the staff by professionals who can fully trust. Only in this case, the changes in the assortment matrix will be reasonable, appropriate, based on the analysis of the interest of buyers and in demand. The head must consider and approve all the range of assortment management, and only after that changes can be made. This centralizes the activities of all representative offices. Not only consumer demand, but also the availability of suppliers, ways to deliver goods, etc.

It is important that the assortment minimum is observed, there were no striking changes in the main percentage of the assortment matrix, and the novelties were included after the analysis of their profitability for a particular territory.

When drawing up an assortment minimum, try to determine the role of each heading. There is a certain classification to be followed.

1. Goods-locomotives.

This is a group of goods that make up the base of the assortment matrix. It includes the most popular goods for this trading point, sometimes having a minimum margin, as their main task is to attract customers to the store, and not give high profits. The matrix allows several locomotive groups of goods. It should be understood that it should be not essential goods, but products having an external attractiveness.

2. Goods-substitutes.

Goods of this group can be divided into two categories:

• expensive and profitable;
• cheap and high-catching.

It is important to ensure that the buyer is interested in this group, and not locomotive goods. Place them on the shop window next and allow the buyer to compare them and choose a more profitable product for you.

3. Related products.

This group includes goods that complement the main purchase. These are various accessories, fittings, batteries, etc. This also includes services related to acquisition. For example, setting up the equipment, etc. It is important that everything increases the value of the average check.

4. Status goods.

Status goods rather create an image of the outlet, which bring a noticeable profit or increase the number of sales. But it is these goods that the buyer has a sense of great choice.

Buyers at any trading point are representatives of one of three categories:

• people interested only in stores with low prices;
• people for whom a priority value for money;
• people interested in purchasing goods capable of satisfying their needs, regardless of its price. For this group, the status goods are purchased.

A correctly composed assortment matrix is \u200b\u200ban example of a significant facilitation of the process of management of goods and services. It is necessary to know all the nuances of its construction.

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3 important rules for the formation of an assortment matrix based on the goals

The planning of the range cannot be carried out without prioritization of priorities affecting the overall development strategy of the company. It is very difficult to build an assortment matrix so that all the goods simultaneously brings maximum profits, had a long-term commodity loan and the minimum price. It is for choosing the most effective product For a particular trading point and increasing the financial results of the company, assortment matrices are built. Try to adhere to the following directions:

1. Maximum profit orientation.This direction is characterized by inclusion in the main product list of goods having a maximum mark-up consisting of actual markdowns and retails if they are. It is necessary to analyze the level of retail prices in competing companies to determine the highest possible markup.
2. Orientation to the maximum trade loan.In this case, it is implied to the inclusion in the product matrix of goods, according to which a long-term delay of payment is possible. It should be understood that an increase in delay provokes an increase in the price of goods, which will lead to a decrease in the markup or an increase in retail price.
3. Orientation for the maximum level of service for buyers.Acting in this direction, build an assortment matrix, focusing on ensuring the desires and needs of the maximum number of buyers. The priority should be purchasing preference, even if it goes against favorable delay delay or profitability of the goods. According to experts, this is the optimal path aimed at the long term and leading to obtain maximum results.

Professionals in the management of the assortment in their work take into account three main rules:

1. Orientation to the client.

The meaning of this rule is that, developing a trade-point product range, the company adheres to general strategy development, but the main landmark is aimed at need target audience: Permanent or potential visitors of this store. At the same time, it is considered not just an abstract group of people, for example of the middle class, and a specific group that has clear characteristics, in particular, the level of income, marital status, middle check Shopping, product preferences, area of \u200b\u200bresidence, etc.

Retail and network trading in Russia at the initial stages of its formation allocated three levels of buyers' income - poor, middle and rich. The current level of competition has significantly expanded these segments, demanding a more loyal attitude to customers, clearly orienting assortment on them and prices.

It should be understood that a narrow orientation for the buyer's income level is advisable only in large cities with numerous population and developed infrastructure. Shopping owners located in small towns with two-three trading networks and multi-format outlets, there is no point in orienting their work on a narrow group of people, it is more profitable to cover the requests of representatives of several segments. There is no doubt that the expansion of the range will smooth the depth of the direction of the store, but it will significantly increase the number of its visitors.

2. Accounting for the specifics of the store localization.

This rule emphasizes the significance of the store's location in the formation of an assortment matrix. For its competent compilation, the specificity of the settlement is important, where the trade point is planned or is located, the place of its location, the environment, an approximate contingent of regular visitors, etc. In accordance with these criteria, the range of each specific point is being finalized depending on the specifics of the region or city.

Many trading networks presented in the most different cities and regions of the country, seek to standardize the assortment list of their stores, which is completely contrary to the identified need to adjust the assortment matrix for the needs of a particular region or city. In such cases, it is customary to use one of two approaches to the interaction of the central office and regional offices.

At the first approach, it is assumed that regional offices are completely subordinated to the head office. They convey their suggestions on the assortment matrix and analytical references to the Central Office for consideration and decision making. Any commodity position may be included in the matrix or removed from it only with the permission of the head office. This approach helps the hard control of the activities of the Trade Representation, eliminates the adoption of non-leasing solutions at the local level, for example when working with suppliers.

With the second approach regional offices A fully formed assortment matrix is \u200b\u200bprovided, including subgroups, but the specific names of goods implemented by the trading point are determined directly by the managers of the trading offices, taking into account the specifics of its location.

We should not forget that the assortment matrix must match trade Square Shop and its format.

3. Optimization of the supply system.

The need to optimize trading supplies is determined by the level real work The head of the trading point with suppliers and manufacturers, as well as attitude to the introduction of exclusive new products to the market. All these questions are inextricably linked with the management of the assortment focused on the regional features of a particular market. For example, for trading points of large cities having a high level of migration between settlements (Moscow, St. Petersburg, etc.), to actually focus an assortment matrix on well-known and common stamps and brands. Trusting one brand, found quite often in any city, a person more often acquires its products than unknown local brands.

On the other hand, in regions with low daily migration, local manufacturers are often more popular than famous brands. Statistics show that products made in their city cause more confidence in comparison with well-known brands, has a smaller chance to be falsified or stupid, as it is done nearby. Not a latter role in the choice of local products, patriotism is played, pride in a small homeland, especially if qualitative characteristics Goods are not inferior to famous firms. You can use these advantages, orienting your assortment to local brands. In this case, no representative trading networkhaving a head distribution center will not be able to compete in providing a store with a wide range of products of your local manufacturer.

The store seeking to form a competitive advantage exclusive assortment is recommended to fill the assortment matrix with goods not presented in the local market. The standard for regional stores are metropolitan boutiques, which, in turn, take an example from European or Western stores. It should be known that additional funding will be required to purchase exclusive products. Try to introduce only those novelties that match the format of your store and can attract buyers by the fact that you are represented only.

Stages of the formation of an assortment matrix

Understanding the goal and knowing all the rules, boldly proceed to the formation of an assortment matrix. Conditionally, the whole process can be divided into three stages:

Step number 1. We analyze the source data.

It is not worth starting to draw up a commodity nomenclature before considering all the characteristics of the trading point: what kind of format it is size, whether it has features. Try to miss anything and take into account all the parameters, including:

• the form and area of \u200b\u200bthe store, the flood of the building;
• location of the outlet, including the area, the degree of availability for buyers, the level of competition, and so on;
• socio-economic features of the neighborhood;
• presumable assortment and necessary equipment.

After analyzing all the data obtained, decide on the format retail, giving preference to the self-service store, discounter or trading with a push. Then create alleged visitors preferences. Work out positioning.

The correct formation of the assortment matrix and the purchase of the relevant goods is carried out with the mandatory presence of a common development strategy and positioning in the eyes of visitors. But this is the perfect option. In reality, everything is different. Initially, the goods are purchased, while completely randomly, only to fill the showcases and shelves, and then the sales technique is determined. Modern level high competition Makes this path completely ineffective.

Step number 2. We segment buyers based on the study of current demand.

The second stage is devoted to understanding potential customers, their habits, queries and needs. Based on this, determine the method of the best impact on the target group, choose marketing and promotional concept. The sign that segments are divided, no role plays. It is important to identify a potential customer audience and understand its expectations. As a result, the key segment of visitors to which all efforts must be directed.

It is quite simple to get this information, for example, conducting a survey of potential customers.

Step number 3. Compare your own assortment with the range of competitors.

An important point in the preparation of the assortment matrix is \u200b\u200bto analyze the level of competition and positioning your trading point relative to others.

It is not necessary to analyze the activities of all stores in the district. There are enough two or three, but major competitors. Determine their strengths and weaknesses, which distinguishes them from each other. Perform the analysis of pricing policies by comparing the cost of goods from key groups. This gives an excellent opportunity to identify your competitive advantages and add if they are not.

However, this stage is not always obligatory. There are store formats, where the analysis of competitors is not expected.

Opinion expert

The main thing for me is consumer demand

Anastasia Kondratenko,

owner of the store "Our Economy", Tyumen

Do not focus on competitors, forming an assortment of your outlet. Only demand buyers is important. My store is located in the courtyard of residential buildings, I often have to work for the counter, and it helps to make adjustments to the assortment list of goods, knowing how much product is sold for a certain period of time.

I try to form an order so that by the time of the receipt of the new product all the existing party has already been sold. It is a lot like customers that understand that the store always has a fresh product. Of course, you need some experience to learn how to properly and competently form an assortment of the store, it took me a year and a half to prevent errors and clearly draw up a matrix, confidently knowing what kind of goods to order in what quantity. For example, in the elderly people living in the microdistrict of our store, a pension of the 12th day of each month, and most of the 18th salary. I always try to strengthen assortment series By this time, but at the beginning and at the end of the month the goods order at a minimum.

Always make up a product product store, facilitating and speeding up work. This quickly and reliably shows the most profitable price segment and commodity positions. Right in the table I take notes to make it easier to understand the real situation.

• How to split products by category and bring order in assortment

Step number 4. We define the main groups of products presented in the store.

By choosing a store location by analyzing the possible category of customers, their preferences and suggestions of the nearest competitors, proceed to the formation of an assortment matrix for its own trading point.

Relying on the overall concept of the store, fix prices for the main product groups. Determine what price level will take your store - above the market, lower or medium. Please select the most convenient suppliers of the necessary items.

Step number 5. We divide the range in the category.

For marketers, this part of the preparation of the assortment matrix is \u200b\u200bthe most interesting. Taking the basis of the analysis of the consumer demand as a basis, adding their own experience and knowledge of psychology to him, divide the main groups of goods at first to the subgroups and then into separate positions.

This is a rather interesting process, as it allows you to submit yourself to the buyer in own store, think like it, proceed from his considerations. Only such an approach will allow you to fill the store shelves in demand by the goods, increase the trade turnover and profit of your trading point.

Step number 6. Understanding the balance of the company's range.

This stage of the compilation of the assortment matrix allows you to analyze how the product and categories and categories are balanced. The range should be balanced and in depth, and in width, taking into account the key role assigned to the commodity group. There are few such roles:

• unique goodsSupporting an image of the store and relevant demand. Such a product is taken rapidly, on the road to the checkout;
• priority products, attracting buyers and make a maximum profits. For this group of goods, buyers come deliberately to the store. In the absence of the desired position, customers leave, without buying anything;
• basic goodsWith high turnover and capable of attracting the flow of buyers. For the goods of this group, the buyer also comes to the store intentionally, being confident that it will find what you need;
• comfortable product categoriesForming buying loyalty and attracting customers in this store;
• seasonal goodsaimed at changing the range and attracting new customers.

Opinion expert

We have many positions that we enter or reduce depending on the season

Irina Krechevich,

grocery store owner, Guryevsk (Kaliningrad region)

Analysis of the composed assortment matrix spend every six months, removing the goods that became irrelevant. It is impractical to do more often, as the demand always varies depending on various factors, in particular from the season. Adequate assessment can only be given for half a year.

I always try to get ahead of a little demand and introduce into the range of new items a month before it starts. For example, the formation of a beer base for the upcoming summer season I start at the end of March. This makes it possible to calmly decide on the season with the volume of purchases, layout, favorable positions, etc. Subsequent suggestions of new brands of beer I do not accept, considering that if the buyer has not seen this product at the beginning of the season, then it is not interested in them in the middle . Most often, customers are determined with the choice of brand in May.

In any grocery store Many seasonal commodity positions that are periodically entered, then reduced. This does not cause questions from suppliers. They know what interests for us only at a certain time of the year. Our cooperation begins a month before the coming season and continues on average for three months. After that, this commodity position is excluded from the assortment matrix.

Step number 7. The final compilation of the assortment matrix, the formation of the final document.

The final stage of the formation of the assortment base when it remains only to make everything into a single base. At this stage, additional preferred product characteristics are also taken into account: its color, size, packaging, etc. All nuances helping to make their choice in favor of your store are made to a single array, and then the assortment minimum is determined.

Formation, processing and analysis of the data of the assortment matrix is \u200b\u200bmost often conducted by a highly professional manager. It is in this case that the desired result is achieved that guarantees the stable development of the company.

The ABC / XYZ analysis method is most often used.

• Formation of a commodity assortment of the store from A to Z

Formation of enterprise-assortment matrices ABC / XYZ analysis method

Distributing work among managers, remember that the warehouses should not smash the goods of the same type, the application should be formed not on the general sales reports on suppliers, but strictly in a specific commodity subgroup.

A professional working with several trade subgroups is much more convenient to monitor the presence of a particular product, prevent an excessive balance, as well as the complete absence of goods on the windows shelves. To optimize the work of the procurement department, it is necessary to clearly divide product groups between managers, covering the entire range. This will allow you to accurately monitor and analyze the assortment matrix of the trading point.

Specify B. official duties A manager who has a high professional category, responsibility for identifying and forming an assortment minimum and a general list of goods, as well as for procurement in the context of the requested commodity Group, given the seasonality and market vibrations of customer demand.

A professional manager does not simply forms applications and transfers their supplier, it controls the assortment of goods included in the subgroup enshrined after it, knowing what kind of quantity is available, and what is needed to order or add. An experienced manager always knows the tools with which these requirements are performed.

When forming an assortment matrix most often use ABC analysis.But for solid work with a commodity subgroup of one analysis is not enough.

The meaning of this analysis is to show quantitative salescommodity positions, but no information on profitability of one way or anotherthere is no. It makes no sense to analyze something like that, except for the number of sales, or draw conclusions about the profitability of products based on only this method, because the sale of one product from a profitability group can close the sale of 25 positions from group A.

The formation of an assortment matrix without taking into account the profitability of commodity positions is considered incorrect. A professional approach to the formation of an assortment matrix corresponds to analysis AVS / XYZWhere the number of sales is ABC, and profit - XYZ.

The specified selection criteria give a set of one-type of commercial subgroups with parameters AX, BX, CX, AY, AZ, BY, BZ, CY, CZ.

This implies:

• AX represents a commodity subgroup of an assortment matrix with maximum sales and maximum profit.
• BX represents a trading subgroup of an assortment matrix with an average number of sales and maximum profit.
• CX represents a trading subgroup of an assortment matrix with minimal sales and maximum profit.
• AY represents the commodity subgroup of the assortment matrix with maximum sales and medium profit.
• AZ represents a trading subgroup of an assortment matrix with a maximum amount of sales and minimal profit.
• By represents a commodity subgroup of an assortment matrix with average indicators by sales and profitability.
• CY is a trading subgroup of an assortment matrix with a minimum amount of sales and medium profit.
• BZ is a subgroup of products of an assortment matrix with minimal profit and medium sales.
• CZ is a subgroup of products of the assortment matrix with minimal profit and minimal sales.

Such analysis makes it possible to form an assortment matrix, observing the following principles.

The basis of the assortment matrix, let's call it group BUT, make up the subgroups of goods having signs AX, BX, CX, AY, AZ.Do not neglect the goods subgroups AZ,representatives of which are characterized by the maximum number of sales and minimum profits. These are products of absolute demand that attract store visitors to their minimum markup.

To trade subgroups BY, CY, BZrefers auxiliary assortment IN-row.

Subgroup CZ.make up illiquid positions, as well as new FROM.

Built in a similar way assortment matrix having subgroups A, B.and FROM,fully visualizes the necessary nomenclature positions of procurement.

Significant interruptions in the delivery of goods make this matrix incorrect and not always relevant. In this case, the period of the analyzed interval should be increased, while maintaining the sales history. This step will help get reliable data necessary for further work.

If necessary, wanting nothing to miss anything, you can fix the position selected to order the matrix.

This method of analysis using an assortment matrix demonstrates the actual state of commercial subgroups in the context of positions and suppliers. It helps to identify a priority supplier to send it to the order.

By commodity positions in the context of one supplier, the selection is also made using the analysis AVC / XYZ.

• What to do if customers want the goods that are not in the assortment

5 Basic Principles of Assortment Matrix Management

Development of an assortment matrix as a strategy element successful development The trading point should be based on the modern principles of the assortment management, combined with the general marketing direction of the company.

1. Combination.

All company strategies, including assortment, sales, price, communication, etc., should be combined and effectively complement each other.

2. Orientation for customer buyers.

The entire assortment list of goods presented in the outlet should have a high level of consumer demand and respond to customer wishes, otherwise it will not sell and will not bring any income.

3. Development.

Managers responsible for drawing up an assortment matrix are obliged to step forward to track customer needs that are constantly changing and growing. Supplement of the range or removal from it some positions should not just match the new wishes, but also to be ahead of them.

4. Professionalism.

As you know, frames decide everything. Only a competent professional who knows the theory of assortment management that can correctly apply it in practice, given all the nuances of a particular case with analytical thinking, is able to analyze all the facts and take a weighted solution, guaranteeing the company effective development.

5. Efficiency.

All aspects of the assortment management are aimed at increasing the company's profits. With the right approach to this issue, each commodity position makes an optimal contribution to increasing the company's profitability, contributing to an increase in marginal profit.

Each store forms a commodity proposal in accordance with the assortment matrix. Consider what it represents and how it is drawn up, more.

What is an assortment matrix and what is its essence

Under the assortment matrix traditionally means a number of goods laid out for sale, which is formed according to certain principles - due to the estimated or actual (identified sales of previous sales history) the structure of the needs of the target group of buyers (one or several). Strictly speaking, in the matrix should be consistently sold (bringing goods to stable revenue), in quantity and completeness, which at the same time form a sufficient stock to meet the dynamics of consumption.

• the main assortment range includes goods: AX, AY, AZ, BX, CX;
• the auxiliary assortment series includes goods: by, BZ, CY;
• the experimental assortment series (novelties and illiquid) includes goods: CZ.

Sometimes under the commercial matrix, in principle, any products are understood, which is included in the list of commodity positions that are represented by the Buyer. This definition is absolutely true if the appropriate list is compiled taking into account the above criteria that take into account the structure and dynamics of demand. If the goods are exhibited by "Naobum" - without taking into account the structure and dynamics of demand, they cannot be recognized as inclied in the matrix.

Each product within the matrix can be "tied" to one or another characteristics, which are associated with demand factors. For example:

• with gender factor;
• with the age of the buyer;
• from seasonal demand;
• with the price category;
• with the appointment of goods.

So, if the goods are a jacket from a certain manufacturer, then it can be:

• designed for women aged 30 years;
• autumn;
• budget;
• for everyday wearing.

Each product included in the assortment matrix should, thus, correspond to one or another consumer characteristics. You can continue that the store selling the above-described jacket positions itself as a supplier of fashionable women's clothing for all seasons. And he in one way or another finds out that the greatest demand Forms to "Autumn" inexpensive clothes. Based on this, the product is selected for the indicated characteristics of such clothes - and is included in the matrix. If the goods are not required to comply with the required characteristics, it will simply fall out of demand and sell it will not make sense.

An example of the most primitive assortment matrix (goods - blouse):

Of course, along with the budget "autumn" clothing for women in the store there may be dozens of other categories of goods - each of which, again, is formed taking into account the specifics of demand for them. The store will be purchased from your suppliers - and lay out on the counter, only those products that will be distributed to these categories. That is, the corresponding matrix determining the commodity range.

Nuances of the formation of an assortment matrix

The ideal scenario for the owner of the commercial enterprise - when the assortment matrix is \u200b\u200bformed even before opening the trading point. To this end, the management store should have data on the structure and dynamics of demand, on the basis of which the various categories of goods constituting the matrix will then be formed.

Before opening a large trading point in a specific place, it makes sense to make a preliminary statistical analysis on various criteria using Big Data products. Based on these statistics, you can predict in advance which goods are in high demand, how strong competition is in this location, a portrait of a typical buyer and its preferences.

If we talk about small outlets, then the necessary details of the business owner can get in a number of cases quite by chance. For example - going into any of open shopsWhat is in the city (with a high probability it will be a competing shopping point) and finding that there is a demand for this or that category of goods.

The general algorithm for the formation of a commodity matrix includes the following main stages.:

1. The definition of the main commodity groups within which sales will be carried out.

1. Determination of types of goods that will be implemented within the framework of commodity groups.

1. The definition of consumer categories to which goods will relate - for example the same:

• price;
• gender;
• "Seasonal".

Each product, therefore, should be attributed within the framework of the matrix:

• to a certain group;
• to a specific type;
• to a specific category (one or more).

The same female jacket can be enabled in the matrix with the following parameters:

Note that focusing, as a rule, it is on the type and consumer category - holding them in the head, the buyer goes to the store ("you need to buy a jacket for autumn cheaper"). Therefore, when classifying the goods store it is important to "read the thoughts" of the buyer in terms of such wording - and try to offer a person what he thinks about.

Examples of typical "mental" wording when choosing a product:

• "I want juice - orange - cheaper";
• "I want ice cream - a swag - on a stick";
• "Need a toothpaste - inexpensive - colgate."

And these formulations can be taken into account when forming a commodity matrix.

There are quite a few criteria for the classification of goods - which can be taken into account when building a matrix. So, the general proliferated approach for which they share:

• on the leading (the so-called "locomotives");
• on associated;
• on prestigious (status).

Also isolated so-called products-substitutes for basic (typical) leading, concomitant or prestigious. The corresponding "replacement" will pursue the economic goals of the business manufacturer - although the interests of the buyer will definitely be taken into account by the store. With the help of substitutes, the store compensates for the revenue by placing goods alternative to the above:

• more expensive;
• cheap - but with higher demand (having a higher demand dynamics).

The lowest unit within the assortment matrix is \u200b\u200ba separate product, a product (having a certain article). In all cases, it can be classified for the criteria discussed above.

Video - Formation of an assortment matrix of a clothing store:

Note that there is a specific subcategory of goods within the framework of the assortment matrix - these are the goods included in the so-called assortment minimum. This may include products, in principle, of any categories, types and characteristics, but they will be combined:

• demand stability;
• the stability of the buyer's expectations in terms of price and quality.

The absence of such goods on the counter can cause a serious economic damage to business (he will not be revenue), and also accompanied by image risks (when the buyer comes to the conclusion that "in the neighboring store it is always there, so I will not go here). To the actual lack of goods from the point of view of these consequences, it is possible to equate the unreasonable increase in price, as well as quality deterioration: the buyer gets used to their level defined, and it may be unpleasant to surprise changes.

Typical goods, which is included in the assortment minimum of the clothing store - socks. A person who accustomed to buy them consistently in a specific store and found at some point that they are not (or the price has doubled, or the quality has deteriorated so that it would be better not to buy) - most likely, next time goes to another store .

The failure to calculate the product related to the assortment minimum is not the only rude mistake that the store may allow when forming an assortment matrix. You can give a number of other - deserving particularly attentive consideration.

Common mistakes

Marketers are considered undesirable, and in some cases unacceptable:

1. Combining within one price category of too much brands.

This is especially risky in the budget and moderate price category: the buyer who saw a large number of proposals from different suppliers at the same price, without a timely in the store for a long time, choosing the goods (and thoroughly displays by meticulous issues of sellers - "What is this interesting product "), But I can't buy anything.

The optimal representation of the product is 4-5 brands - and, all of them must be more or less recognizable in the local market.

1. Representation in one row of different, but very similar goods (according to the model, in a variety, by packing).

The buyer simply will not understand immediately, what the difference between them - and the effect will be the same as in the first case.

1. Ignoring administrative and economic analytics:

• on the dynamics of sales (turnover of goods);
• on profitability of goods;
• on the efficiency of the warehouse;
• according to the effectiveness of the assortment cards - in accordance with which the statement of goods by merchandisers is carried out.

The trade often happens that one or another product is well for sale "at first glance." But in economic criteria, he is one of the outsiders, which shows analytics. Intuition and visual observation in trade business - Good, but rely on statistical data in many cases better.

Video - a systematic approach in the formation of a product range of a retail store:

How often do you need to change the assortment matrix

A certain answer to this question is difficult. The fact is that consumer demand is a factor, although rather stable in most cases, but it is prone to adjustment. It is very difficult to predict it in advance, so the task of the business is to carefully track the current trends. There are regular patterns for most scenarios - when the demand for one or another product increases at a certain season or in holidaysBut the situation outside of such patterns is sometimes very difficult to forecast.

When determining the timing and order of changing the commercial matrix, the business owner is always useful to receive feedback from the consumer. She can be like a straight line (i.e., when the buyer calls or writes to the seller, to say about something or ask), so indirect - but expressed in certain or another economic indicators. For example, turnover of certain goods, or the dynamics of demand in binding to one or another periods. If earlier the goods were sold well at the weekend, and now it is not very, then you need to find out the causes and work if necessary on the adjustment of the commercial matrix.

The definition of the timing of the adjustment of the assortment matrix largely depends on the success of the solution of a number of tasks associated with the identification of patterns:

1. In the behavior of buyers.

The main thing is not to offer them a product that, on the one hand, on objective consumer qualities is quite competitive, on the other:

• clearly out of fashion;
• loses the price of new items;
• in too much quantities already sold the target category of buyers (and the less fewer clients want to buy it - in order not to be similar to fellow citizens).

The buyer is usually very sensitive to these three criteria - and the task of the store is to turn out to be "on the side" of the buyer, and it is understood that this product "I will not buy."

In addition, individual studies show that Russian buyers:

• as a rule, do not commit "impulsive" purchases;
• welcome the possibilities for the prompt return of the goods - if he did not fit;
• often make purchases based on recommendations from friends, advice from professionals (for example, reading a review on the product on the Internet);
• often focus on the brand (and are ready to overpay for it), believing that the branded goods are better;
• ready to spend more time to choose more favorable and high-quality goods.

At the same time, as marketers found out, the Russians are always open to new products, but, at the same time, they do not strive for anything to get ahead of the fellow citizens in the purchase of new products (and try, thus, to get feedback from someone's feedback on the experience of committing purchases).

It is also useful to keep in mind that:

• firmly entered shopping centers (people go there, and not in a certain store or for a specific brand);
• when visiting the shopping center, Russians are trying to visit as many stores as possible - as it often happens that it is far away, and you need to get around everything right away;
• conversion in shops located in the shopping center decreases - due to the fact that in each of them the buyer spends less time.

What is noteworthy, the specified features in consumer behavior Russians can change from time to time, and the task of the store is to catch the trends and take into account changes in the formation of an assortment matrix.

1. In the behavior of competitors.

Competitors can "manipulate" prices, in different ways to adjust the sales policy (for example, initiating the proposals of various associated goods, which the store itself does not do), which will affect the turnover of goods. The experience of competitors is always useful - including when forming an assortment matrix.

1. In the behavior of suppliers.

The main thing is that the supplier suddenly did not increase prices and did not worsened the quality. Prices will help long-term contracts, and quality should be monitored continuously: feedback According to the revealed flaws, the supplier itself is useful. If with prices and quality is not all in order - the assortment matrix will have to be changed.

Summary

So, the assortment matrix is \u200b\u200ba list of goods, each of which can be classified according to the criteria, which are determined on the basis of the structure and dynamics of demand. Any product outside these criteria will not enter the matrix. The procedure for its formation involves consideration of a wide range of factors affecting the demand and the level of competitiveness of the trading enterprise. In the necessary cases, even an ideal assortment matrix is \u200b\u200bsubject to adjustment.

Video - Construction of the ABC XYZ matrix in Excel:

Ugh ... product. But only one product or one service is wrong. So you will lose most of the money.

And even the range of thousands of positions may not save. Need to be approached not only by quantity, but also "quality." You need to know not only how much, but what.

Brick for bricks

You need to create so many products in your company so that all the needs of all your customers are blocked. After all, if a person has a need, he will decide it, the question is only - will he do it or a competitor?

Therefore, the formation of an assortment matrix is \u200b\u200ba mandatory effect from the point of view of marketing.

What is it? Assortment or commercial matrix is \u200b\u200ba list of all commodity items, total commodity range, approved for a specific point of sale, and compiled ... so, stop! Too smart.

Commodity matrix - It is products (services) in your business that you create or buy taking into account various factors.

I think it's easier and clearer. I will say more, she already has, but not a fact that in perfect condition.

Our task today is to figure out what you have and what is missing to increase sales. Therefore, wear your wetsuit, we dive into depth.

While we are still in shallow water, to begin with, we will define what factors the matrix of goods is being built.

After all, it depends not only on the scope of business. Everything is much more interesting. So, when forming our products, we must take into account:

1. Market demand now;
2. Future trends;
3. Competitors (range, prices, advantages);
4. Features of the city, climate, living conditions;
5. Location point of sales;
6. Square or company size.

Based on the above data and draw up an assortment matrix for successful sales of goods and services.

Therefore, if you are going to do everything around the mind, you need to start with the analysis. The path is not fast, but the most effective.

Analyzing is needed not only the external market, but also themselves. If you are a company with experience, you need to see the current sales and their profitability.

If you are a company that is only gaining momentum, then you need to understand where you move.

At one time we shook our services and realized that for some of them they do not associate our market.

That is why sales were extremely low on them. As a result, we replaced part of the services. Moreover, we did such an analysis not only on the service scale, but on the scale of work formats in the same service. But about this below.

We are already over 29,000 people.
Enter

We divide into groups

In order for the matrix of goods to be optimal for all the needs of different target audiences, several groups of goods must be present in it.

Their presence is required if there is no something, then consider you lose money.

Important. By default, I believe that you have a group of products "main". These are your central goods or services on which. Therefore, there are no them on this list, but they are definitely in your business.

1. Products locomotives

Your business must have goods-locomotives. Their goal is to bring the buyer to your business, show that your prices are really profitable, even lower than that of a competitor (supposedly).

And to combine a person on purchases. Literally one category of products can solve all these moments.

We also call these goods "milk", since everyone knows how much it costs. And if suddenly at the entrance to the store you will see milk for 200 rubles, then immediately unfold and leave.

Because decide that if there is so expensive milk, it means the rest here is also expensive.

Another example, but on the other hand. You see billboards advertising that a vacuum cleaner is now sold in the store. famous brand At a very low price in the city.

You come to the store, and you say: before you buy this vacuum cleaner, listen, please, about another vacuum cleaner, it is more expensive, but much better.

In this case, due to the goods of the locomotive, you were attracted to the store, and earned more expensive product on sale. Naturally, some will buy only the goods-locomotive.

But there will be those who will bother something to him or take more expensive proposal.

Important.You can make a locomotive on the product to earn 0 rubles or it is possible to even go into a small minus. But all this, provided you are suppressing, translate to another product or take into account.

2. Related

Sell additional service Or product is a cute case for the seller. Everything is simple here. You must have concomitant products to major purchases.

As a rule, there are very high marginality and some businesses only on them.

Also good example From the catering, where we will definitely be asked to add syrup in coffee or cupcake to tea.

The sale of related products largely depends on the professionalism of the seller.

And to help them in a more successful version, connect to this, and special phrases for the offer.

3. Status

The presence of a VIP product is always exciting the consciousness of the owners. And when I speak about VIP, it means a very, very expensive offer against the rest.

And even if you are a premium product seller or services, then this also concerns you. This has obvious reasons:

1. There is always the one who wants to buy the most expensive offer;
2. Against the background of expensive supply, everyone else seem more accessible.

The first item is understandable and obvious, there are always people who are accustomed to take the best, considering the cost of quality indicator. And in the second reason we will stop more. And I will immediately give an example.

You leaf on the construction of houses and see three value options: 800 tr., 1, 2 million p. and 1.8 million r. What will you choose from this?

Most likely the middle, since most think the idea of \u200b\u200bthe golden middle (price \u003d quality). In addition, it is obvious that the third option includes premium sizes, since he is so expensive.

And now we will present the situation that the house for 3.2 million rubles is added to these options. What do you say now? Right.

Now the house for 1.8 million r. It looks not so expensive, but the first option is so generally free. The effect is achieved, the mind is deceived.

4. Substants

Or they are also called. The same person's need can be satisfied in different ways.

The task of substitutes is to satisfy the need of a person who came after another product.

That is, it is an alternative to his choice. But it is too smart, I will better give examples: Orange Mandarin, Breeze Shorts, Margarine-Oil, Turkey Egypt, Tulle Curtains.

Marketologists even have a belief (based on numbers): an increase in the price of one product-substitute entails an increase in demand for another.

In addition, the more in your assortment of substitute goods, the easier it will convince the potential buyer to buy exactly you.

Continuing the idea of \u200b\u200bthe first paragraph, not all companies can find a substitute, but in some it is better not to do.

Such products in some cases can reduce sales, as the client will start to travel between the choice and as a result "plunges" on the whole thing. The same story with the number of assortment (see the video below).

5. Polar

I did not find a description of such a group of products in the stories of other specialists. More precisely, no one endowed these goods and services separately, and I consider it in vain. Therefore, Introducing the products "Polar" (the name is invented by us).

These are products that go or cheaper or more expensive to the main solution. They are necessary that the client can choose something more profitable in our company or vice versa something more worthy.

And our sellers could skillfully earn more (translating on an expensive product) or not to lose customers (offering to acquire a more profitable product).

Moreover, do not confuse the goods are cheaper with locomotives. They have different tasks. Locomotive attracts the client and rarely brings profit. And the cheap polar, in addition to attracting, also brings the profit of the company.

Also do not confuse the expensive polar with the VIP. They also have different goals. With VIP, we make prices contrast and radically different from the main offer.

And the expensive polar is different from the main small value, so that the client has the opportunity (psychologically and financially) to switch to it.

6. Products Partners

A very rare find in businesses is partners. In Russia, we are taken to perceive all companies in the district competitors. The phrase is ideal: "Who is not with us, the one against us."

Such a position is toughly stands in the minds of all entrepreneurs, but we divide it with a quiet sap different materials. For you, we have prepared a video, see it below.

Now that you understand that partners are good, and not evil, you can implement partner products.

Purpose - receiving profit due to the so-called affiliate program. Used both on offline and online sales points.

For example, we have our client (shoe store) made a mannequin who dressed in our shoes and different products Partner companies.

So we removed the headache - with what this shoes wear, as the client immediately saw where to go for things. The same partners have done the same.

7. Additional

One way to sell more in pieces. We can immediately sell 2-3 positions of one product.

But if it is impossible, it is better to form a complex of several goods or services. Alternative words of this approach: packages, gangs, kits, selection.

To assemble a set of multiple products, you need to have complementing goods or services in your product matrix. These are those products that play an independent role, but with another product becomes even more efficient.

In practice, we see it in cosmetic stores. Especially often on holidays, where several care products are combined into one transparent film with a ribbon and a bow.

Sometimes we can meet products in such sets that are not for sale separately (but it is quite rare).

You can make "complementary" into a separate product matrix. But, as a rule, they already have in the goods and are "basic" or "accompanying".

In services they may not be, so you have to think carefully before the introduction.

Lifehak. You can create sets of goods and services. This is not a traditional solution, but it looks very interesting.

Briefly about the main thing

Depending on a number of factors, the commercial matrix may vary. And the experienced owner must adjust it on time.

But do not forget that the diversity of product categories described above affects the company's goal, as it gives the freedom to choose a potential buyer, which is also not always good.

Thus, the construction of the commercial matrix should be thought out and verified.

Assortment matrix - Document. It appears after working on the allocation in the range of classes, groups, categories, subcategories and other levels of the classifier. And after the range will be balanced in width and depth. The assortment matrix is \u200b\u200bnot an end in itself, but the result of the work on the formation of the range. It looks like a person first is born and give him a name, and only then he is issued a birth certificate.

The construction of the matrix needs any company, regardless of which the company has an organizational structure.

Stages of constructing an assortment matrix

To build a competent assortment matrix, you need to do the following steps ( Detailed work On the construction of the range is considered in the new book Sysoeva S.V. and Buzkova E.A. "Category management. Assortment Management Course ") :

1. Store format

   Determine the store format and its main concept and positioning (which and how we will sell). Requirements for format (store area, self-service store or trading through the counter, minimarket, supermarket, discounter or boutique, etc.). What is the specificity of the region or city (a city with a developed infrastructure, industrial, port city or regional Center, the capital of the region or the outskirts). What are the features of the location (sleeping area, in the city center, near the busy route, near the market, etc.).

   EXAMPLE Two stores with one specific - trade in goods for home, but positioning in different ways:

   Assortment minimum

   Assortment minimum - A list of commodity items that must be constantly attended in a particular store (or in all network stores) in any period of time, regardless of the season. This is the core of the range, its basis. It is valid for all network stores. Products included in the range minimum must be monitored by category managers constantly. The presence of a shortage of these goods is unacceptable.

   EXAMPLE. Fragment of a range of supermarkets network. In the network there is also one hypermarket and several stores of the format "near the house".

   

The point of sale can be positioned as a store with a wide range of assortment or lowest prices, a boutique with premium brand goods, etc.

Conducting the demand and consumer segmentation

To reveal the buyer and understand his interests, fears and motivation of purchases, segmentation is carried out. For this, all consumers are divided into different groups combined with certain characteristics. The choice of parameters for the classification is determined taking into account the characteristics, the advantages and cost of goods, geographic coverage, the format of the trading point.

Consumer segmentation can be carried out on the floor, age, income level, type of occupation, social status, place of residence, interests, behavioral and other factors. Segmentation can be carried out for the store or network of stores, as well as for various product groups.

For example, customer segmentation is carried out for a network of building stores. To promote such a direction you can allocate a group corporate clients (construction companies, Brigades of builders who provide services for repair and finishing, etc.) and individual buyers (acquire building materials for independent repair of their homes).

Each of these groups can be divided into subgroups. Next, the demand is studied and with the study of the number and volume of purchases made by different groups (such data can be obtained by studying competitors or analyzing own sales For previous periods). If, as a result of the study, the explicit advantage of corporate clients on the volume and number of purchases was revealed, then when forming an assortment matrix, it is necessary to focus on professional goods and equipment.

Segmentation is carried out in several stages:

1. Determination of segmentation criteria. The choice of the most important parameters from the maximum list of possible characteristics, allowing you to split all consumers for homogeneous groups.
2. Using selected signs of segmentation, you need to highlight loyal and disloyal buyers. Such a separation will allow you to analyze the high and low loyalty of the Central Asia in the context of social, demographic, behavioral and other factors.
3. Drawing up a portrait of the target consumer of their competitors. You can analyze the target consumers of those competitors whose products are cheaper than those whose prices are at the level of your and those whose prices are much higher.
4. Analysis of differences and selection of important segmentation criteria. It is necessary to study all the obtained groups and identify, for what features they differ. The most important of them is the reason for the purchase, switching to another brand or the refusal of the goods. These behavioral and psychographic signs are usually the most significant, and demographics and geography are more likely to descriptive characteristics that make it possible to plan.
5. Separation of potential buyers for segments and a detailed description of each of them. Each segment should be described in social, demographic and geographical characteristics, behavioral (place and frequency of purchases, important properties of goods, the number of purchased brands, etc.) and psychographic factors (life values, priorities, motivation when buying, etc.).
6. Evaluation of the potential of each segment (approximate number and volume of purchases made by different groups of consumers).
7. Selection of target market segments. One or two target groups with the greatest potential and precisely, taking into account their characteristics, a further promotion strategy is formed in a particular store.

Sample commercial matrix with competitive analysis

Comparison of its own range with a list of goods from a competitor is carried out to identify the strengths and weaknesses of competitors and its company. This type of research begins with the definition of major competitors (3-4 large companies) offering similar products or goods substitutes. The following is an analysis of the commodity range of various competitive companies, their list of services, advantages.

For comparison product Policy The main competitors make up a commercial matrix for each individual company, indicating product range groups, with a grouping by producers, models, quality, prices and other characteristics.

The data obtained are used to optimize when forming their own range. For example, in the process of competitive analysis, it was revealed that most of them offer a very wide choice of product groups, but all of them are represented only by the most chassis. In this case, you can choose tactics maximum depth within the commodity group (increasing the choice of models, volume, color and other characteristics of a particular product).

Selection of the main product grid products

Assortment or commercial matrix is \u200b\u200ba complete list of goods presented at the point of sale. Commodity content should be formed even before the opening of the store, given its format, location, features and preferences of the target audience. The natural formation of the range focused on the current demand or copied from competitors, without analyzing the cost and each product group, can lead to losses and ruin.

In addition to the preliminary compilation of the commercial matrix before opening the trading point, it is also necessary to update such a list at least once every six months. Ideally, such a task should be carried out by a group of specialists: a category manager or a supplier who knows suppliers and owns information that in which volume is sold, as well as a marketer and commercial director.

Features and stages of compiling an assortment matrix:

The commercial matrix adjustment is carried out on the basis of sales analysis for the previous period (the number of goods sold, total profit, profitability). The base of the goods of the trading point is formed with the indication of all key parameters - the assigned internal code, the name, brand, purchase and retail price, the remainder in the warehouse, etc.

The entire range can also be divided into price categories (usually division occurs on a cheap, medium and expensive segment).

Deepening the range of goods

In order to meet the maximum to meet the needs of the target audience, a marketer (commercial director or other) retail network Or a separate store should keep a permanent job to optimize frequencies.

Choosing a strategy for increasing the number of goods within one commodity group, you can achieve competitive advantage, offering those goods that cannot offer competitors. This is called the deepening of the range (differentiation).

Such a policy allows us to offer targeted consumers to the product, the most fully appropriate to their needs. An in-depth assortment is relevant for the sale of adult and children's clothing and shoes (various colors and sizes are offered), furniture, mobile phones and other widespread goods.

All the activities on the management of the assortment of the store chain or a specific point of sale are aimed at several purposes - increasing the recognition of the brand of retail and the loyalty of the target audience, an increase in sales and profitability of the business. Long-term tasks are also an increase in competitiveness and an increase in market share. To achieve the goals set, it is necessary to choose the right format of the store, to form the concept of sales, make a product matrix with demand and competitive environment.

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