From chapter 12
Go to your store and audit the variety and assortment for a specific merchandise category (for example,
baby’s clothing). Audit – means count. Record the breadth and depth of the assortment and the level
of support (average number of items for the SKUs in the category – or better – number of each SKU).
Compare this to what is found in your competing store (from the previous section).
From chapter 14
Visit your retailer and perform an audit of its manufacturer’s and private brands. Interview a manager
to determine whether the percentage of private brands has increased or decreased during the past five
years – and ask them to comment on the store’s philosophy toward manufacturer’s versus private
brands.
From Chapter 18
Go into the physical store of your retailer and evaluate the store layout, design, and visual
merchandising techniques employed. Explain your answers to the following questions:
a. In general, are the store layout, design, and visual merchandising techniques used consistent
with the exterior of the store and location?
b. Is the store’s ambience (atmosphere) consistent with the merchandise presented and the
customer’s expectations?
c. Does the store look like it needs to be redesigned?
d. To what extent are the store’s layout, design, and merchandising techniques flexible
e. Notice the lighting. Does it do a good job highlighting merchandise, structuring space, capturing
a mood, and downplaying unwanted features?
f. How does the store utilize atmospheric elements like color, music, or scent? Are these uses
appropriate given the store’s target markets?
g. Are the fixtures consistent with the merchandise and the overall ambience of the store? Are
they flexible
h. Evaluate the store’s signage. Does it do an effective job of selling merchandise?
i. Has the retailer used any theatrical effects to help sell merchandise?
j. Does the store layout help draw people through the store?
k. Has the retailer taken advantage of the opportunity to sell merchandise in feature areas?
l. Does the store make creative use of wall space?
m. What type of layout does the store use? Is it appropriate for the type of store? Would another
type of layout be better?
n. Ask the store manager how the profitability of space is evaluated (e.g., profit per square foot,
etc.)
o. As the store manager how space is assigned to merchandise. Evaluate the answer
p. Ask the store manager if planograms are used. If so, try to determine what factors are
considered when putting together a planogram.
q. Are departments in the most appropriate locations? Would you move any departments? And
why?
r. What method(s) has(have) the retailer used to organize merchandise? Do you think this is the
best way? Suggest any appropriate changes.