Range is in any company, regardless of its structure and trade specifics. Assortment needs to be managed, not left to chance. Otherwise, this huge mass of goods will begin to control us, taking away our resources for themselves - working capital, retail and warehouse space and employee time. Products should be introduced into the assortment only with a clear understanding of their place in the category and the task that they must perform.

Before we draw up the assortment and start filling it, it is necessary to draw up an assortment matrix.

Assortment matrix- this is a complete list of all commodity items approved for sale in a particular store for a certain period of time, taking into account the requirements of your company's assortment policy and the specifics of the format and location of the store.

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

To compile an assortment matrix, you must:

1. Determine the format of the store and its main concept and positioning (what and how we will sell). Format requirements (shop space, self-service or over-the-counter store, convenience store, supermarket, discounter or boutique, etc.). What is the specificity of the region or city (city with 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 a busy highway, near the market, etc.).

2. Study consumer demand, segment customers (to whom we will sell it, who is our main consumer: age, income level, marital status, education, how they relax, what they buy most often, why they shop in our store, what they want to receive, what services are expected from us or competitors). The target segment is the one on which to focus marketing efforts. This is the group of shoppers who buy the most or the most and bring the store highest profit. The essence of segmentation is precisely to identify the most interesting and profitable customer groups for us and create an offer for them that best meets the needs of these groups.

3. To study the range of competitors (which of the competitors is present, what advantages it has, what price level the competitors have, what services they offer, which other networks are still going to “come”).

4. Make a decision about the goods that will be sold in the store, and the price level for these goods. At this stage, it is appropriate to begin the selection of suppliers that can meet our expectations in terms of prices, product quality and regularity of deliveries.

Based on consumer demand, select categories, groups and classes of goods. Compile a commodity classifier, highlighting these three levels. This is not difficult to do, since we use fairly common features that unite many goods (what it is made of, to whom it is intended, how and where we will use it).

• The first level is the class of goods. The larger the store format, the more division levels. In some cases, the first (highest) level of the classifier may be the class of goods - for example, " foodstuffs” and “non-food products” or “clothing” and “shoes”, that is, what the buyer thinks is united by a common functional purpose. For example, "food" is what is eaten, and "non-food" is what is not eaten, "clothing" is what is worn on the body, "shoes" is what is worn on the feet. But in stores of a smaller format or where all goods are homogeneous (for example, a store sells only clothes, and for a specific buyer, say for young people), the allocation of a class is not necessary.
• The second level is the commodity group. This is a collection of goods united by certain common features: type of product, method of production, etc. (for example, "dairy products", "baked goods", "women's clothing", "men's shoes", "furniture", "lamps", "home accessories"). As a rule, in a store of any format, this level is present and is often the highest level, below which the product category already goes.
• The third level is the product category. This is a set of goods that the buyer perceives as similar to each other, or goods that are united by joint use. Simply put, a product category is what kind of product a customer goes to a store to buy. For milk, kefir and yoghurts (and not for dairy products). For a T-shirt, T-shirt and sweater (not knitwear). For shoes, boots and sandals (and not for shoes). Behind the vacuum cleaner washing machine and a heater (and not for household appliances). Behind the sofa in the living room, desk and bookcase (and not behind the furniture).

5. Deepen the product classifier by studying each category and highlighting subcategories in it (at one or more levels) and commodity items in each subcategory.

6. Analyze the balance of the assortment in terms of the number of categories and the ratio of commodity items.

After analyzing the ratio of the roles of all categories that are in the store, we can see how our assortment is balanced in width.

• unique - the image and memorability of the store, impulse purchases.
• priority - profitability and attracting a flow of buyers.
• basic - high turnover and attracting a flow of customers.
• periodic (seasonal) - updating the assortment, attracting and retaining a buyer.
• convenient - ensuring a constant flow of customers, the complexity of the purchase, convenience for the buyer.

Depending on what goals the category achieves, it will be filled with certain goods - expensive or cheap, novelties or goods for bulk purchase. Category products should be selected so that they can help the entire category achieve the planned goals (Table 1).

Table 1. Relationship between store goals, category roles, and products within a category.

General conclusion: after the final decision that our assortment contains certain categories, commodity items, a matrix should be compiled. The result of such work, in fact, will be an assortment matrix containing information about the product and suppliers. This is followed by tactical work on the analysis of sales and stocks and keeping the matrix up to date. After analyzing the goods within the category, it becomes clear that the introduction and withdrawal of a new commodity item in the assortment must be conscious. It is impossible to introduce goods into the assortment without a clear understanding of their place in the category and the task that they must perform. Each product has its own norms of turnover, stock, frequency of deliveries, etc.

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

And even an assortment of a thousand items may not save. It is necessary to approach not only quantity, but also “quality”. You need to know not only how much, but also what.

brick by brick

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

Therefore, the formation of an assortment matrix is ​​a mandatory action from the point of view of marketing.

What is it? An assortment or product matrix is ​​a list of all product names, the entire product range, approved for a specific point of sale, and compiled ... So, stop! Too smart.

Commodity matrix- these are goods (services) in your business that you create or purchase, taking into account various factors.

I think it's easier and clearer. I will say more, you already have it, but not the fact that it is in perfect condition.

Our task for today is to figure out what you have and what is not enough to increase sales. So put on your wetsuit, we dive deep.

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

After all, it depends not only on the business sector. 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 of the point of sale;
6. The area or size of the company.

Based on the above data, an assortment matrix is ​​compiled for successful sales goods and services.

So if you're going to do things the right way, you need to start with analysis. The path is not the fastest, but the most effective.

It is necessary to analyze not only foreign market but also themselves. If you are a company with experience, you need to look at current sales and their profitability.

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

At one time, we shook up our services and realized that for some of them we are not associated in the market.

That is why their sales were extremely low. As a result, we have replaced some of the services. Moreover, we did such an analysis not only on the scale of the service, but on the scale of the formats of work in one service. But more on that later.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Divide into Groups

To make the matrix of goods optimal for all the needs of different target audiences, it must contain several groups of goods.

Their presence is mandatory, if something is missing, then consider yourself losing money.

Important. By default, I assume that you have the “Main” product group. These are your central products or services on which . Therefore, they are not on this list, but your business definitely has them.

1. Goods locomotives

Your business should have locomotive goods. Their goal is to attract a buyer to your business, to show that your prices are really profitable, even lower than those of a competitor (supposedly).

And encourage people to buy. Literally one category of products can solve all these issues.

We also call these products “milk”, because everyone knows how much it costs. And if suddenly at the entrance to the store you see milk for 200 rubles, then you will immediately turn around and leave.

Because you decide that if milk is so expensive here, then the rest is also expensive here.

Another example, but from the other side. You see an advertisement on billboards that the store is now selling a vacuum cleaner famous brand at a very low price in the city.

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

In this case, at the expense of the goods of the locomotive, you were attracted to the store, and earned by selling a more expensive product. Naturally, some will only buy locomotive goods.

But there will be those who will buy something for him or take a more expensive offer.

Important. You can earn 0 rubles on a locomotive product, or perhaps even go into a small minus. But all this on the condition that you resell, transfer to another product or take into account.

2. Related

Selling an additional service or product is a sweet deal for a salesperson. Everything is simple here. You must have related products with your main purchases.

As a rule, there is a very high margin for such upselling, and some businesses rely on them alone.

Also good example from public catering, where we will definitely be asked to add syrup to coffee or cake to tea.

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

And to help them perform more successfully, connect to this, and special phrases for upselling.

3. Status

The presence of a VIP product always excites the minds of the owners. And when I talk about VIP, it means a very, very expensive offer compared to the rest.

And even if you are a seller of premium goods or services, this also applies to you. There are obvious reasons for this:

1. There will always be someone who wants to buy the most expensive offer;
2. Against the backdrop of expensive offers, all the rest seem more affordable.

The first point is clear and obvious, there are always people who are used to taking the best, considering the cost as an indicator of quality. Let's take a closer look at the second reason. And I'll give you an example.

You scroll through the construction of houses and see three options for the cost: 800 tr, 1.2 million r. and 1.8 million rubles. Which one will you choose from this?

Most likely average, since most people think in terms of the golden mean (price = quality). Plus, it's obvious that the third option includes premium frills, since it's so expensive.

And now let's imagine a situation that a house for 3.2 million rubles is also added to these options. What do you say now? Right.

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

4. Substitutes

Or they are also called. The same human need can be satisfied in different ways.

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

That is, it is an alternative to his choice. But this is too smart, I’d better give examples: orange-tangerine, breeches shorts, margarine-butter, Turkey-Egypt, tulle curtains.

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

In addition, the more substitute products in your assortment, the easier it will be to convince a potential buyer to buy from you.

Continuing the thought of the first paragraph, not all companies can find a substitute, and in some it is better not to do this.

Such products in some cases can reduce sales, as the client will begin to hesitate between the choice and, as a result, “spit” on the whole thing. The same story with the amount 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 endured these goods and services separately, but I think in vain. Therefore, I present to your attention the products “Polar” (the name was invented by us).

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

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

Moreover, do not confuse cheaper goods with locomotive goods. They have different tasks. The locomotive attracts the customer and rarely makes a profit. And a cheap polar one, in addition to attracting, also brings profit to the company.

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

And the expensive polar one differs from the main one by a small cost, so that the client has the opportunity (psychologically and financially) to switch to it.

6. Partner products

A very rare find in businesses is partner products. In Russia, it is customary to perceive all companies in the district as competitors. The phrase is ideal: "He who is not with us is against us."

This position is firmly in the minds of all entrepreneurs, but we break it with a sly different materials. We have prepared a video for you, watch it below.

Now, when you understand that partners are good, not evil, you can introduce partner products in your company.

The goal is to make a profit from the so-called affiliate program. It is used both in offline and online points of sale.

For example, we made a mannequin at our client (shoe store), which we put on our shoes and miscellaneous goods partner companies.

Thus, we removed the headache - what to wear these shoes with, as the client immediately saw where to go for things. The partners did the same.

7. Complementary

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

But if this is not possible, then it is better to form a complex of several goods or services. Alternative words for this approach: packages, bundles, kits, collection.

To assemble a set of several products, you need to have complementary goods or services in your product matrix. These are products that play an independent role, but become even more effective with another product.

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

Sometimes we can find products in such kits that are not sold separately (but this is quite rare).

You can put “Complementary” into a separate product matrix. But, as a rule, they are already in the goods and are “Basic” or “Accompanying”.

They may not be in services, so you have to think carefully before implementing them.

Life hack. You can create kits from goods and services. This is not a traditional solution, but it looks very interesting.

Briefly about the main

Depending on a number of factors, the commodity matrix may vary. And an experienced owner should correct it in time.

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

Thus, the construction commodity matrix should be a thoughtful and balanced process.

Assortment matrix- document. It appears AFTER the work is carried out to select classes, groups, categories, subcategories and other levels of the classifier in the assortment. And after the assortment is balanced in width and depth. The assortment matrix is ​​not an end in itself, but the result of work on the formation of the assortment. This is similar to how a person is first born and given a name, and only then is a birth certificate issued to him.

Building a matrix is ​​necessary for any company, regardless of what the company's organizational structure is.

Stages of building an assortment matrix

To build a competent assortment matrix, you need to do the following steps ( detailed work on the construction of the assortment is considered in the new book by Sysoeva S.V. and Buzukova E.A. " Category management. Assortment management course») :

1. Store Format

   Determine the format of the store and its main concept and positioning (what and how we will sell). Format requirements (shop space, convenience store or counter, mini market, supermarket, discounter or boutique, etc.). What is the specificity of the region or city (city with developed infrastructure, industrial, port city or regional center, regional capital or outskirts). What are the features of the location (sleeping area, in the city center, near a busy highway, near the market, etc.).

   EXAMPLE two stores that have the same specifics - trade in goods for the home, but are positioned differently:

   Assortment minimum

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

   EXAMPLE. A fragment of the assortment matrix of a supermarket chain. The network also includes one hypermarket and several convenience stores.

   

IN retail sales It is very important to correctly determine the composition of the goods sold. The range of products offered is what the consumer sees when visiting the store. An effective assortment is a tool to attract and retain consumers.

An assortment is effective if it:

• Attracts the consumer, i.e. provides the necessary traffic.
• Quite complete so that the consumer finds all the necessary goods, and does not go to a competitor's store.
• Cost effective: the volume, price and marginal profit of sales of goods is sufficient to achieve the goals trading company in terms of revenue and profit.

Ideal assortment in terms of efficiency- such that the consumer constantly visits only this store (and not the outlets of competitors), completely buys up the goods for a certain period (stocks of commodity residues are minimal), while the prices for the goods are such that the company receives sufficient profit from its sale.

In reality, it is very difficult to meet all these conditions.- there are too many factors to consider, but it is necessary to strive for this, since effective assortment- a key tool in a highly competitive struggle.

In solving this problem, a document is formed, which is called assortment matrix. This document reflects the result of compiling the assortment in the form of a table that describes which product groups and SKUs should be presented in the assortment, at what price they should be sold, and how much inventory should be at each point of sale.

Stages of compiling an assortment matrix

There is no generally accepted algorithm for compiling an assortment matrix; each trading company may have its own way. Nevertheless, the set of factors that must be taken into account is the same for everyone, and recommendations can be given for compiling an assortment matrix.

Exemplary kit stages of compiling an assortment matrix:

1. Development / revision concept of a specific point of sale.
2. Market segmentation and identification of target customers for a point of sale.
3. Definition of price ranges for target clients.
4. Formation of the assortment classifier: dividing the assortment into groups and SKUs.
5. Determining Width and Depth for each product group.
6. Defining a set of brands presented in each product group.
7. Distribution of roles product groups and brands.
8. Formation of a list of goods in the assortment matrix(table rows).
9. final filling assortment matrix (table columns).

On first concept development stage, it is determined which customer needs a particular a store. Each store is characterized by some parameters that the company cannot influence.

Some of these parameters defining the concept are:

• Area(center, outskirts, business, industrial or residential area);
• Square trading floor and the total area of ​​the premises;
• Floors and location of the outlet among other shops;
• Availability for buyers: ways of approach and entrance.
• Very important factor - the presence of competitors and their assortment and pricing policy.

Taking into account all these parameters, the concept of a retail outlet is formed: a supermarket, a pavilion, a specialized store, etc.

For example, a company that sells cell phones and cellular communication, can accommodate:

• in a big shopping center– a full-scale pavilion offering a full range of services and products of the company;
• in a small premise of a prestigious residential area– shop of elite models;
• in the premises of convenience stores and stop pavilions- small kiosks that provide a limited range of services and a minimum set of inexpensive phones.

The concept of all outlets will be different, and assortment matrices will also be different, despite the fact that all outlets belong to the same trading company and can work under a single sign.

On second stage, the customer segments that can visit these outlets are determined. Customers can be segmented according to a variety of criteria: income level, age, nature of demand, habits, etc. As a result, the target segment of buyers will be determined, for which the corresponding assortment matrix will be formed.

On third stage, all goods are divided into price segments and the ratio of these segments.

Now it's the turn of the goods.

On fourth At the stage, the entire range of goods is divided into product groups, subgroups and segments up to a separate SKU. SKU, or article (such a term was used in Soviet times) is an identifier for a separate commodity item. The same product can be represented by different SKUs, for example, granulated sugar in 1 kg, 5 kg and refined sugar - all these are different SKUs.

On fifth At the stage, it is determined how wide (number of product groups) and how deep (how many SKUs should be in each group) the assortment should be. Here the main factors are the concept of the point of sale and assortment policy competitors.

On sixth The stage identifies brands in each category, again depending on the concept and information from competitors.

On seventh each category is assigned a specific role.

Roles can be as follows:

• target (image)- aimed at attracting and retaining the main share of buyers; this category is characterized by high marginal income.
• Main- a group of the most demanded goods, which attracts the main and constant flow buyers: these are goods with low marginal income, but constant demand forms a large mass of total marginal income. Goods in this group must be presented in the outlet's assortment.
• Seasonal (related)- as the name implies, this is a group with a pronounced seasonality, it helps to attract new customers and activate demand through new products and special seasonal offers.
• Convenient (Optional)- a group of products that complement other groups and form customer loyalty through the convenience of purchasing all products in one place.

On eighth And ninth At the stage, the table of the assortment matrix is ​​filled.

Some important steps in compiling the assortment matrix should be considered in more detail.

Product group segmentation based on the physical properties of the product

The type of the final assortment matrix directly depends on the segmentation of product groups.

For example, a customer's need for thirst can be met by a variety of drinks that are very broad group goods.

Group narrowing steps:

• Drinks can be alcoholic and non-alcoholic;
• Among non-alcoholic drinks, ready-made drinks can be distinguished and goods for the preparation of drinks;
• Among the products for cooking, tea can be distinguished, coffee and other drinks.

Tea - this is a ready-made product group that satisfies quite specific need buyer. However, in this group, you can divide the products into segments. The following segments can be distinguished:

• may be black depending on the variety, green, red or a mixture of teas;
• depending on the brewing method can be in bags and loose;
• depending on the value of the variety and brand can be segmented by price.

As a result of segmentation of product groups, a product classifier is formed, which is Starting point to create an assortment matrix after determining the width and depth of the assortment.

Using sales analysis to determine the number of trade units (SKUs) within each of the segments

A separate segment can be represented by a different set of trade units (SKUs). Each outlet has a limit on the number of different SKU that can be displayed on the trading floor, this limitation is determined by the area of ​​the trading floor used commercial equipment and display type.

Under these conditions, it is necessary to expose such a set of SKUs, to range of products allowed to achieve maximum profit per unit of retail space. Knowing the limit on the number of SKUs, it is necessary to solve the problem of representing the SKU in each segment.

The necessary information for such decisions is provided by the analysis of actual sales for these products, taking into account the concept of the outlet and the actions of competitors. It is also necessary to take into account the role of the product group or its segment.

For example, sales analysis shows that among different types tea 70% of the profit gives black tea, 30% - green.

Let's say, What trade racks allow to expose 200 SKU. Then a simple calculation shows that in the product display 140 SKUs should be from the subcategory of black tea, 60 - green.

This is a fairly rough calculation showing general approach to the distribution of SKUs across product segments, it can cause errors when determining SKUs in narrow segments.

Accurate SKU planning must take product category into account.

For example, for products of the main category, it is unacceptable to underestimate the SKU and exclude such products at low profits: if you exclude, for example, baby milk with low marginal profitability, then the buyer, not finding this product, may go to competitors, since this product is consumed daily and its absence in the assortment is unacceptable .

Also, the planned SKU level may be higher than the calculated level for seasonal products - these products provoke customer traffic and an increase in demand in general.

About price segments, determining the share of goods of each price segment (economy, mass, premium) in the assortment matrix

Usually products are divided into three segments:

• economical- for buyers with low income and low requirements for consumer qualities of the goods;
• mass- calculated on the main volume of consumer demand;
• premium- Designed for a narrow segment of buyers with a high level of income.

Depending on the business sector, the number of segments can be either more or less. For example, natural gas how a product can not be segmented at all and be supplied to all consumers at the same price. Cars are often broken down into more price segments.

For each outlet, you need to determine the price levels of each segment and the share of the assortment in each segment.

For example, a cell phone company might establish the following ratios for the economy/mainstream/premium price segments:

• for a big store – 30%/50%/20%,
• for luxury fashion store – 0%/20%/80%,
• for a small pavilion – 80%/20%/0%.

Thus, a new restriction, by price segments, is added to the previous distribution of SKUs by assortment. The assortment matrix needs to be refined using the segment ratios.

Continuing with the above example, let's say that the supermarket has 200 SKUs per product category "tea", and this outlet has a 30/50/20 ratio.

This means that the store should have:

• Black tea - 140 SKU in total, including:
  • Economy segment brands – 140*30% = 52 SKUs,
  • Bulk - 70 SKU,
  • Premium - 28
• Green - 60 SKU, including:
  • Economy - 18 SKUs,
  • Bulk - 30 SKU,
  • Premium - 12 SKUs.

Now you can proceed to filling each segment product category trademarks (brands).

Selection of Trademarks (TM) to fill the assortment matrix

In the example above, it is calculated that the premium black tea segment should be represented by 28 SKUs in the store. This number of SKUs now needs to be populated with specific products from different manufacturers.

This should also be done on the basis of sales analysis data, taking into account additional considerations:

• It is necessary to consider not only profitability(profit share) of the product, but also its popularity for buyers, otherwise there is a chance to fill the shelves with a profitable but slow-moving product;
• Too much trademarks different manufacturers creates difficulties for their purchase, laying out and accounting, the number of stamps should be the minimum necessary.

This leads to the fact that sales analysis must also be supplemented with data marketing research- a survey of buyers about the preference of brands, as well as information about the actions of competitors in these segments.

Information about which price segment a particular product belongs to can be understood in different ways: by surveying consumers, based on information from manufacturers and suppliers, or based on sales analysis (using the ABC analysis method).

Filling the assortment matrix with SKUs from the above created segmentation

The final stage in the formation of the assortment matrix is ​​filling in the matrix table based on the created structure of categories and segments, as well as price lists of suppliers.

The assortment matrix will include information:

• Line by line– SKUs grouped by product groups and segments;
• By columns:
  • planned quantity SKUs
  • markup percentage for each position;
  • profit from each SKU;
  • share in total arrived.

Such a matrix is ​​compiled for each outlet. Summarizing the data of assortment matrices by outlets, a general assortment matrix of the company is compiled, which can be further analyzed in order to achieve the company's profitability goals.

General assortment matrix– the basis for planning procurement and logistics work.

Conclusion

The article uses examples to consider a typical process for creating a company's assortment matrix.

You can use another matrix generation algorithm, but in any case, the following principles must be observed:

• Accounting concept point of sale;
• Product segmentation according to consumer properties;
• Product segmentation by price level;
• Accounting for category type when allocating SKU.

Each store forms a product offer in accordance with the assortment matrix. Consider what it is, and how it is compiled, in more detail.

What is an assortment matrix and what is its essence

The assortment matrix is ​​traditionally understood as a number of goods laid out for sale, which is formed according to certain principles - due to the expected or actual (identified based on the results of the previous sales history) structure of needs target group buyers (one or more). Strictly speaking, the matrix should include stably sold goods (bringing stable revenue), in quantity and completeness, which at the same time form a sufficient stock to meet the consumption dynamics.

• the main product range includes products: AX, AY, AZ, BX, CX;
• the auxiliary assortment range includes goods: BY, BZ, CY;
• the experimental product range (new and illiquid) includes the following products: CZ.

Sometimes a commodity matrix is ​​understood in principle as any goods that are included in the list of commodity items that are presented to the buyer. This definition is absolutely correct if the corresponding list is compiled taking into account the above criteria, taking into account the structure and dynamics of demand. If the goods are exhibited "at random" - without taking into account the structure and dynamics of demand, then they cannot be considered included in the matrix.

Each product within the matrix can be "attached" to certain characteristics that are associated with demand factors. For example:

• with a gender factor;
• with the age of the buyer;
• with seasonal demand;
• with a price category;
• with the destination of the goods.

So, if the product is a jacket from a certain manufacturer, then it can be:

• designed for women over the age of 30;
• autumn;
• budgetary;
• for everyday wear.

Each product included in the assortment matrix must, therefore, correspond to certain consumer characteristics. It can be agreed that the store selling the jacket described above positions itself as a supplier of fashion women's clothing for all seasons. And somehow he finds out that greatest demand formed on "autumn" inexpensive clothes. Based on this, under the specified characteristics of such clothing, a product is selected - and included in the matrix. If the product does not meet the required characteristics, then it will simply fall out of demand and it will not make sense to sell it.

An example of the most primitive assortment matrix (the product is a blouse):

Of course, along with budget "autumn" clothes for women, the store can have dozens of other categories of goods - each of which, again, is formed taking into account the specifics of demand for them. The store will buy from its suppliers - and put on the counter, only those goods that will be distributed in these categories. That is - corresponding to the matrix that determines the product range.

The nuances of the formation of the assortment matrix

Ideal scenario for the owner commercial enterprise- when the assortment matrix is ​​formed even before the opening of the outlet. To do this, store managers must have data on the structure and dynamics of demand, on the basis of which various categories of goods that make up the matrix will then be formed.

Before you open a large retail outlet in a particular location, it makes sense to do a preliminary statistical analysis according to various criteria using Big Data products. Based on these statistics, it is possible to predict in advance which products are in high demand, how strong the competition is in a given location, a portrait of a typical buyer and his preferences.

If we talk about small retail outlets, then the business owner can get the necessary data at his disposal in some cases quite by accident. For example - going into any of the already open stores what is in the city (with a high probability it will be a competing outlet) and found 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 steps:

1. Determination of the main product groups within which sales will be carried out.

1. Determining the types of goods that will be sold within product groups.

1. Definition of consumer categories to which the goods will belong - for example, the same:

• price;
• gender;
• "seasonal".

Each product, therefore, must be assigned within the framework of the matrix:

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

The same women's jacket can be included in the matrix with the following parameters:

Note that, as a rule, focusing on the type and consumer category - keeping them in mind, the buyer goes to the store (“you need to buy a cheaper jacket for the fall”). Therefore, when classifying goods, it is important for a store to correctly “read the minds” of the buyer in terms of such formulations - and try to offer the person what he thinks about.

Examples of typical "thinking" formulations when choosing a product:

• "I want juice - orange - cheaper";
• "I want ice cream - ice cream - on a stick";
• "need toothpaste - inexpensive - Colgate."

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

There are quite a few criteria for classifying goods - which can be taken into account when building a matrix. So, a common approach in which they are divided:

• on the leading (the so-called "locomotives");
• for accompanying;
• to prestigious (status).

There are also so-called substitute goods for the main (typical) leading, related or prestigious ones. The corresponding "replacement" will rather pursue the economic goals of the manufacturer of the business - although the interests of the buyer, of course, must be taken into account by the store. With the help of substitutes, the store compensates for revenue by placing alternative products to the above:

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

The lowest unit within the assortment matrix is ​​a single product, product (having a specific article). In all cases, it can be classified according to the criteria discussed above.

Video - the formation of the assortment matrix of a clothing store:

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

• demand stability;
• stability of customer expectations in terms of price and quality.

The absence of such goods on the counter can cause serious economic damage to the business (it will receive less revenue), as well as be accompanied by image risks (when the buyer comes to the conclusion that “there is always this in a nearby store, so I won’t go here”). From the point of view of the indicated consequences, an unreasonable increase in price can be equated to the actual absence of goods, as well as a deterioration in quality: the buyer gets used to a certain level of them, and changes can unpleasantly surprise him.

A typical product that is included in the minimum assortment of a clothing store is socks. A person who is accustomed to consistently buying them in a certain store and discovers at some point that they are not available (either the price has doubled, or the quality has deteriorated so that it would be better not to buy) - most likely, next time he will go to another store .

Failure to display goods related to the assortment minimum is not the only gross mistake that a store can make when forming an assortment matrix. There are a number of others that deserve special attention.

Common Mistakes

Marketers consider undesirable, and in some cases unacceptable:

1. Combining too many brands within the same price category.

This is especially risky in the budget and medium price categories: a buyer who has seen a large number of offers from different suppliers at the same price will uselessly stand in the store for a long time, choosing a product (and thoroughly harassing sellers with meticulous questions about “what kind of interesting product this is?” ”), but never bought anything.

Optimal presentation of goods by 4-5 brands - and all of them should be more or less recognizable in the local market.

1. Representation in one row of different, but very similar products (by model, by grade, by packaging).

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

1. Ignoring administrative and economic analytics:

• by the dynamics of sales (turnover of goods);
• on the profitability of goods;
• on the efficiency of the warehouse;
• by the effectiveness of assortment cards - in accordance with which the goods are laid out by merchandisers.

In trade, it often happens that a particular product sells well "at first glance." But according to economic criteria, he is one of the outsiders, as analytics show. Intuition and visual observation in trading business- good, but relying on statistics in many cases is better.

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

How often do you need to change the assortment matrix

It is difficult to give a definite answer to this question. The fact is that consumer demand is a factor, although quite stable in most cases, but it is prone to adjustment. It is very difficult to predict it in advance, so the task of a business is to closely monitor current trends. There are patterns common to most scenarios - when the demand for a particular product increases in a certain season or on holidays, but the situation outside of such patterns is sometimes very difficult to predict.

When determining the timing and order of changing the product matrix, it is always useful for a business owner to receive feedback from the consumer. It can be either direct (that is, when the buyer calls or writes to the seller to say or ask something), or indirect - but expressed in certain economic indicators. For example, the turnover of certain goods, or the dynamics of demand in relation to certain periods. If earlier the product sold well on weekends, and now it doesn’t sell very well, then you need to find out the reasons and work on adjusting the product matrix if necessary.

Determining the timing of the adjustment of the assortment matrix largely depends on the success of solving a number of tasks related to identifying patterns:

1. In the behavior of buyers.

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

• clearly out of fashion;
• loses in price to new products;
• in too in large numbers has already been sold to the target category of buyers (and fewer and fewer customers will want to buy it - so as not to look like fellow citizens).

The buyer is usually very sensitive to these three criteria - and the store's task is to be "on the side" of the buyer in time, and understand that this product "I will not buy."

In addition, separate studies show that Russian buyers:

• as a rule, do not make "impulsive" purchases;
• welcome the opportunity for a prompt return of the goods - if it does not fit;
• often make purchases based on recommendations from friends, advice from professionals (for example, after reading a review about a product on the Internet);
• often focus on the brand (and are willing to overpay for it), believing that branded goods are of better quality;
• are willing to spend more time choosing a more profitable and high-quality product.

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

It's also useful to keep in mind that:

• firmly in vogue shopping centers(people go there, not to a specific store or for a specific brand);
• when visiting a shopping center, Russians try to visit as many stores as possible - as it often happens that it is a long way to go there, and you need to go around everything at once;
• the conversion of stores located in the shopping center is reduced - due to the fact that in each of them the buyer spends less time.

Remarkably, these characteristics in the consumer behavior of Russians can change from time to time, and the store's task is to catch trends and take into account changes in the formation of the assortment matrix.

1. in the behavior of competitors.

Competitors can “manipulate” prices, adjust sales policies in various ways (for example, by initiating offers of various related products, which the store itself does not do), which will affect the turnover of goods. It is always useful to take into account the experience of competitors - including when forming an assortment matrix.

1. In the behavior of suppliers.

The main thing is that the supplier does not suddenly increase prices and does not worsen quality. Long-term contracts will help fix prices, and quality should be constantly monitored: Feedback according to the identified shortcomings, it will be useful to the supplier himself. If not everything is in order with prices and quality, the assortment matrix will have to be changed.

Summary

So, the assortment matrix is ​​a list of goods, each of which can be classified according to the criteria that are determined based on the structure and dynamics of demand. Any product outside of these criteria will not be included in the matrix. The procedure for its formation involves taking into account a wide range of factors affecting demand and the level of competitiveness of a trading enterprise. In necessary cases, even the ideal assortment matrix is ​​subject to adjustment.

Video - building an ABC XYZ matrix in Excel: