Development of an assortment matrix of a retail trade enterprise. Assortment matrix

The BCG matrix, also called "growth - market share", is a simple and visual tool for portfolio analysis. Accessibility, originality of the names of the chart sectors made it very popular among marketers and managers. Consider the example of building a matrix in Excel.

Application examples of the BCG matrix

Using the Boston Consulting Group (BCG) matrix, you can quickly and visually analyze product groups, branches of an enterprise or company based on their share in the corresponding market segment and market growth rate. The application of the tool is based on two hypotheses:

The market leader has a competitive advantage in production costs. Therefore, the leading company has the highest profitability in the segment.
To work effectively in a fast-growing market, an enterprise needs to invest a lot in the development of its product. Presence in a segment with a low growth rate allows the company to reduce this cost item.

Using the BCG matrix, you can quickly identify the most promising and the “weakest” products (branches, companies). And already on the basis of the data received, make a decision: which assortment group (division) to develop, and which one to liquidate.

All the analyzed elements, after the work done on the analysis, fall into one of four quadrants:

"Problems". Products present in high-growth industries but with low market share. To strengthen their position in the market, significant financial investments. When an assortment group or division falls into this quadrant, the enterprise decides whether it has sufficient funds for the development of this direction. Without cash injections, the product does not develop.
"Stars". Lines of business and products are leaders in a rapidly growing market. The task of the enterprise is to support and strengthen these products. The best resources should be allocated to them, because it is a stable source of income.
"Money Bags" Goods with relatively high proportion market in a slow growing segment. They don't need high investment and are the main generator Money. The proceeds from their sale should go to the development of "stars" or "wild cats".
"Dead weight". Feature– relatively low market share in a slowly growing segment. These directions do not make sense to develop.

BCG matrix: an example of construction and analysis in Excel

Consider the construction of the BCG matrix on the example of an enterprise. Preparation:

Construction of the BCG matrix

In Excel, a bubble chart is best suited for this purpose.

Through the "Insert" add a construction area to the sheet. Enter the data for each row as follows:

On the horizontal axis - the relative market share (we set up a logarithmic scale: "Layout" - "Format of the horizontal axis"). On the vertical - the rate of market growth. The chart area is divided into 4 identical quadrants:

The central value for the market growth rate is 90%. For relative market share - 1.00. Based on these data, we will distribute the product categories:

Conclusions:

"Problems" - Goods 1 and 4. Investments are needed for the development of these items. Development scheme: creation of a competitive advantage - distribution - support.
"Stars" - Goods 2 and 3. The company has such categories - and this is a plus. On this stage just need support.
"Cash Cows" - Good 5. Brings in a good profit that can be used to finance other products.
"Dead weight" was not found.

The point of sale can be positioned as a store with the widest assortment or the most low prices, a boutique with premium branded goods, etc.

Conducting demand research and consumer segmentation

To identify exactly your buyer and understand his interests, fears and motivation for purchases, segmentation is carried out. To do this, all consumers are divided into different groups, united by certain characteristics. The choice of parameters for classification is determined taking into account the features, advantages and cost of the product, geographical coverage, format outlet.

Consumer segmentation can be carried out by gender, age, income level, type of occupation, social status, place of residence, interests, behavioral and other factors. Segmentation can be carried out for a store or a chain of stores, as well as for different product groups.

For example, customer segmentation is carried out for the network construction stores. To promote this direction, you can select a group corporate clients (construction companies, teams of builders providing repair and finishing services, etc.) and individual buyers (purchasing building materials for self-repair of their home).

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 different groups(such data can be obtained by studying competitors or analyzing your own sales for previous periods). If, as a result of the study, a clear advantage of corporate clients in terms of the volume and number of purchases was revealed, then when forming assortment matrix focus on professional products and equipment.

Segmentation is carried out in several stages:

Definition of segmentation criteria. Selection of the most important parameters from the maximum list of possible characteristics, allowing to divide all consumers into homogeneous groups.
Using the selected segmentation features, you need to highlight loyal and disloyal customers. Such a division will allow us to analyze the high and low loyalty of the target audience in terms of social, demographic, behavioral and other factors.
Drawing up a portrait of the target consumer of your competitors. You can analyze the target consumers of those competitors whose products are cheaper than those whose prices are at the same level as yours and those whose prices are much higher.
Analysis of differences and selection of important segmentation criteria. It is necessary to study all the received groups and identify in what ways they differ. The most important of these are the reason for the purchase, switching to another brand or abandoning the product. These behavioral and psychographic features tend to be the most significant, and demographics and geography are more likely to be descriptive characteristics that make it possible to plan.
Separation potential buyers into segments and a detailed description of each of them. Each segment must be described in terms of social, demographic and geographical characteristics, behavioral (places and frequency of purchases, important properties goods, the number of brands purchased, etc.) and psychographic factors ( life values, priorities, motivation when buying, etc.).
Assessment of the potential of each segment (approximate number and volume of purchases made by different consumer groups).
Choice of target market segments. One or two target groups with the greatest potential are selected, and it is taking into account their characteristics that a further promotion strategy is formed in a particular store.

Sample product matrix in competitive analysis

Comparison of own assortment with the list of goods from a competitor is carried out to identify strengths and weaknesses competitors and your company. This type of research begins with the identification of the main competitors (3-4 large companies) offering similar or substitute products. Next, an analysis is made of the product range of various competitive companies, their list of services, advantages.

To compare the product policy of the main competitors, a product matrix is compiled for each individual company, indicating the product range groups, grouped by manufacturers, models, quality, prices and other characteristics.

The data obtained is used for optimization in the formation of their own assortment. For example, in the process competitive analysis it was found that most of them offer a very wide range of product groups, but all of them are represented only by the most popular positions. In this case, you can choose the tactics of maximum depth within the product group (increasing the choice of models, volume, color and other characteristics of a particular product).

Selection of the main product groups of the product grid

Assortment or commodity matrix is complete list goods presented at the point of sale. Commodity content must be formed even before the opening of the store, taking into account its format, location, features and preferences of the target audience. Spontaneous formation of the assortment, focused on current demand or copied from competitors, without cost analysis and each product group, can lead to losses and ruin.

In addition to the preliminary compilation of a commodity matrix before opening a retail outlet, it is also necessary to update such a list at least once every six months. Ideally, this task should be carried out by a group of specialists: a category manager or purveyor who knows suppliers and has information about what is being sold and how much, as well as a marketer and commercial director.

Features and stages of compiling an assortment matrix:

The commodity matrix is adjusted based on the analysis of sales for the previous period (the number of goods sold, total profit, profitability by position are taken into account). The outlet's product base is formed with all the key parameters - the assigned internal code, name, brand, purchase and retail price, stock balance, etc.

The entire range can also be conditionally divided into price categories (usually, the division is into cheap, medium and expensive segments).

Deepening the range of goods

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

By choosing a strategy to increase the number of products within one product group, you can achieve a competitive advantage by offering those products that competitors cannot offer. This is called assortment deepening (differentiation).

This policy allows you to offer target consumers product variations that best suit their needs. An in-depth assortment is relevant for the sale of adult and children's clothing and footwear (offered various colors and dimensions), furniture, mobile phones and other consumer goods.

All assortment management activities of a chain of stores or a specific point of sale are aimed at several goals - increasing retail brand awareness and loyalty of the target audience, increasing sales and business profitability. Long-term goals are also to improve competitiveness and increase market share. To achieve the set goals, it is necessary to choose the right store format, form a sales concept, and compile a product matrix taking into account demand and the competitive environment.

Write your question in the form below

Kind, Ladies and Gentlemen! The topic of our lesson is "ASSORTMENT MATRIX" .

"Assortment matrix - what is it?"

Let's start by answering this question:

ASSORTMENT MATRIX is the optimal set of commodity items in your nomenclature catalog that you trade in this moment, in the context of product levels, categories and characteristics.

An effective assortment matrix is a MUST :

Maximize sales, profit, batteries, market share- depending on what goals your business faces;
Fully meet customer expectations, and for product groups with the “Develop” strategy, it exceeds these desires;
Maintain optimal production cycle and stock within the specified standards, minimizing illiquid, excess and zeroed balances of goods.

So the funniest thing is that the Assortment Matrix in the form of standard excel plates, which numerous textbooks woo us, prof. sites and miracle consultants, this is complete bullshit and profanity.
And why? Yes, because the Assortment Matrix is not an Egyptian pyramid that has been standing in one place for four thousand years.

Once and for all imbued with the next. The assortment matrix is not a constant sign, it is an infinity symbol. This is a super dynamic thing that can change every day.
And make it up in Excel, sign it with the boss, and then collect the signatures “Acquainted” from buyers and salespeople, a rare stupidity and a stupid waste of time.

But we immediately have a second question.

And how to manage and control this very matrix, if it changes every day? And what is it supposed to look like?

My friends, in order for the assortment matrix to be formed quickly and automatically, buyers and salespeople must constantly answer three key questions:
Why are we selling this product?
What product do we NOT need?
What product do we need?

"How do you make your sculptures?" Michelangelo was asked.
“I take a stone and cut off everything superfluous” he replied.

“How to make your Assortment Matrix?” - you ask.
“Take a list of your products and cut off everything superfluous ... and then add there what your customers lack”, I will answer.

However, no. I won't just answer. I will give you my personal instrument along with instructions.

GROUP DESCRIPTION OF GOODS

I will start the demo with my favorite construction and distribution example, although from time to time I will throw up options from other product groups in order to convince you of the applicability of my method for any commodity business.

And the first thing we need is to break our assortment into enlarged groups and subgroups. These are links to tutorials where I showed you how to do it:

I will not repeat. The main thing is that at the end you can build such a report with sales for each group and subgroup.

Grouping products for assortment matrix

Read, understand. And we get to the point. So.

Step 1. For groups with a strategy KILL We have a very simple plan of action. We take it out of stock , sell the rest of the goods and forget about it until the next strategic session.

Step 2 In the second step we describe the products from each group by subgroups in the hierarchy and logically we check each of the subgroups for compliance with the market , in order not to engage in commercial schizophrenia, offering beach umbrellas on the shores of the Arctic Ocean.

If a subgroup for some reason does not match the market, it follows the group with the Kill strategy. We are withdrawing it from the assortment, and giving the rest of the subgroups a green light.

Step 3 On the third step we distribute goods by categories, build category maps and compare them with market category cards. And this is where our paths diverge. For a group with a strategy to Develop and a strategy to Hold is black and white, the yin and yang of our range.

The fact is that product groups with a strategy DEVELOP should be small, because inside them you are obliged to form the widest and deepest assortment. It is very important. Starting to develop a product group, we actually declare to our customers that we are not sickly specialists in it. And if you position yourself as a product group specialist, be kind, do everything according to Feng Shui. Satisfy in it all the possible needs of your customers to the maximum!

Therefore, the principles of forming the Assortment Matrix for Development groups will be fundamentally different from the principles for groups with the Hold strategy.

If you are working with a Growth Group and see an assortment hole on its category map, then be kind, find a supplier, puzzle the technologist and enter the missing product in the price list, because it must be there.

In groups with a strategy HOLD everything is upside down. For these categories, we must conduct a very strict selection and include only TOP categories in our price list.

TOP PRODUCT CATEGORIES

TOP CATEGORIES — these are categories that, according to the results of the ABC analysis, were assigned group A for two indicators “Sales in rubles” and “Number of documents punched out”.

In this case, ABC analysis should be done within each specific group. Below is an example of an ABC analysis for the Power Supply Group, in which the TOP categories of this group are highlighted.

If we hold a group, then we are obliged to work only with the TOP categories from this group, with its assortment of fat and nothing more.

In my example, I DO NOT claim to be a specialist in this group, which means that my client will forgive the absence of camping lights or searchlights in my price list, but if there are no 100 watt bulbs or batteries, he will definitely strain.

Naturally, our main question is:
“How to find out which categories are TOP?”

To be honest, there are few methods and they are all on the verge of a foul.

Well, if that doesn't work, then do it.

Collect as much information as possible about the products of this group, build a hierarchy of all its subgroups, make a market map of categories.
And then turn on your head, brainstorm with your fighters and select the top categories for your taste and color.
Enter them into the assortment, and then, using the "Assortment Management" module of the TopControl system, automatically rotate them until you find the most sold ones.

Here are a few words about how ROBOTS will save us when managing the assortment matrix.

The fact is that every night our robot merchandiser independently analyzes commercial indicators for each category in the context of each product and assigns them statuses - Archive, No sales, Losers, On order, Working, Matrix .

And if you want to have an effective assortment matrix, then once a week or once a month, it depends on the turnover of your goods, generate such a report on the Status of the goods. And apply three standard solutions to them.

With goods Matrix, Working, On order We continue Work .

It’s a little more difficult with goods that a robot merchandiser has assigned a status to - No Sales or Losers .

If the USP of the product Minimum price or wow product , We continue Work with him, if the product has a USP Functionality or Feature We We change it to analog.

If the USP of the product is Brand, image, fashion or For assortment boldly We kill and as quickly as possible we clear the warehouse of its residues.

It is clear that if your assortment is 10 positions in which you understand better than Kasparov in chess, or you stupidly don’t care about your business, because last week oil was found in your yard, forget about everything that I just told you and do not fool around with assortment matrices.

But if you have a decent price list, do not have your own well and have a burning desire and ambition to have more than a Hyundai Solaris at the entrance and french fries from McDonald's, ...

Learn to Manage Goods Effectively.

Because the first Pi of marketing is not sales, promotion and everything else. The first Pi of marketing is PRODUCT! Thank you for your attention, good luck and big sales.

To be continued…VideoPost version

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 the needs of the target group of 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:

intended 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 on different 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 shops 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:

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

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

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. Appropriate "replacement" will pursue sooner economic goals business manufacturer - 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:

Combining too many brands within the same price category.

This is especially risky in the budget and mid-price categories: a buyer who has seen a large number of offers from different suppliers at the same price, uselessly stand in the store long time, choosing a product (and thoroughly pestering the sellers with meticulous questions - about “what kind of interesting product this is”), but without buying anything.

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

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.

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 on economic criteria he is one of the outsiders, as the 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 of a 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 in 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:

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 consumer behavior Russians can change from time to time, and the store's task is to catch trends and take into account changes when forming the assortment matrix.

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.

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 an ideal assortment matrix is subject to adjustment.

Video - building an ABC XYZ matrix in Excel:

“Hello reader. Today we will talk about the range. And more precisely about how it should be. In any company, the assortment should be divided into appropriate categories and product groups. This is convenient for both customers and employees working with the assortment. The assortment matrix of any trading company should be based on the assortment matrix - its compilation will be discussed in this article.

The article turned out to be not at all small, but in a nutshell this component of the work of a marketer cannot be described. So have some patience.

What is an assortment matrix and what is it eaten with?

Assortment matrix - in fact, this is a kind of nomenclature list of absolutely all product names sold in a particular store, or a network of retail stores (if the assortment matrix is formed for the entire network), compiled taking into account the characteristics of this store (network), as well as the assortment policy of the organization in in general.

Summarizing, the compilation of the assortment matrix is an integral part of assortment policy of a trading company, regardless of its organizational structure.

In general, the compilation of an assortment matrix in retail store cannot be an end in itself, but should be the result of the formation of an assortment for a specifically designated point of sale. However, in any case, the assortment matrix is created only after a clearly defined trade policy and strategy of the company. Ideally, the category manager (purchasing department manager, buyer) should be responsible for the creation and implementation of the assortment matrix, since only he knows where and what goods can be purchased.

Naturally, the assortment matrix is by no means created by the forces of one categorizer. IN this process it is desirable that the department of marketing, pricing and management team represented by the Commercial Director. However, their role is more to provide information on a particular product or product group, but the decision should be for the category manager.

Stages of compiling an assortment matrix

Stage number 1. Before compiling a product nomenclature, you need to clearly understand the format, dimensions and features of the store for which it will be intended. At this stage, almost all factors of the outlet are taken into account:

number of storeys, area of the store, its shape;
its location (district, accessibility by buyers, presence of competitors, etc.);
socio-economic features of the area where the store is located;
estimated display of goods and commercial equipment.

Based on these data, the format of the retail outlet is determined (discounter, self-service store or off-the-shelf trade, its specialization, etc.). An understanding of the preferences of buyers in terms of the breadth of the line is also being formed. Positioning is being done. In other words, the compilation of the assortment matrix and, as a result, the purchase of goods, begins after having a clear strategy and positioning in the minds of buyers. However, this is ideal. In fact, it often happens that initially there is a purchase of goods for sale, and a disorderly one (if only the shelves were full), and then methods of selling it to their customers are developed. Which is fundamentally wrong in today's competitive environment.

Stage number 2. We segment buyers based on a study of current demand. This stage allows us to understand who our client is, what habits, requests and needs he has.

Methods of influencing target audience, advertising and marketing concept. At the same time, on what basis these segments are created, it does not really matter. The main goal here is to understand who our client is and what their expectations are. The result of this stage of compiling the assortment matrix should be the choice of a key segment of buyers, to which the main efforts will be directed. There are several ways to obtain this information. As one of the options - a survey of potential buyers.

Stage number 3. We compare our own assortment with the assortment of competitors. At this stage of compiling the assortment matrix, it is necessary to understand who our competitors are and what position our retail outlet will take relative to them.

A large number of competitors, in principle, is not required, 3 - 5 will be enough. Having chosen the main competitors, you need to understand what advantages and disadvantages distinguish each of the competitors. It also compares the price level for key product groups. Based on the data obtained, as well as the adopted own strategy, we determine what our competitive advantages, such as the depth or breadth of the range presented.

Stage number 4. We determine the main groups of goods presented in the store. Having decided on the location of the outlet, the preferences of customers, the depth and breadth of the competitors' assortment line, a vision of their own assortment is formed.

Based on the general concept of the store, the price level for the main groups of goods is fixed. Will our company be priced above or below the market, or something in between. Having understood the price level, we begin to look for suppliers for the groups of goods being sold.

Stage number 5. We break the range into categories. Perhaps this is the most interesting part of this task, at least for a marketer. Based on the preferences of the buyer, as well as their own knowledge of the psychology of the buyer, the marketer begins to break down key categories into subcategories, and then into individual items.

Why the most interesting? Yes, for one reason, scattering the assortment into categories and subcategories, one must proceed from the consideration of the buyer. Those. practically start thinking like a customer who comes to our store thinks. Why did he come? Behind the TV, so that it was huge, or behind Samsung TV with a diagonal of 110 ', color gray. Or maybe he just needs a TV in general, and in order to meet 5,000 rubles. And so that the client does not leave without a purchase, the assortment of the store should be filled based on the key factors of the target buyer.

Stage number 6. Understanding the balance of the company's assortment. At this stage of compiling the assortment matrix, we analyze the balance of commodity items and categories. It is necessary to balance the assortment both in depth and in width, based on the key roles inherent in the product group. There are not so many roles for product categories. I will try to list the main ones:

unique goods - work on the company's image, and are more related to goods of impulse demand, i.e. those that grab, without hesitation, on the way to the checkout;
priority products – allow you to maximize profits and attract the main flow of customers. For such goods, the buyer can specially come to our store and not find desired product leave without buying anything;
basic goods are also able to provide a flow of customers and have a high turnover. The buyer also comes for these goods on purpose, knowing that he will definitely find what he needs;
seasonal goods - aimed at the rotation of the assortment and attracting new customers;
convenient product categories - form a loyal attitude of buyers.

Stage number 7. Final compilation of the assortment matrix, formation of the final document. This is the final stage at which all information about the product is entered into a single database.

Additional properties are determined (color, brand, key parameters, packaging, etc.). In general, any data that can contribute to the convenience of the buyer's choice and analysis is recorded in one single array. The assortment minimum (i.e. the basis of the assortment of any store) is calculated for a specific retail outlet. It is worth noting that there should not be a deficit at this minimum in principle. That's why it is a minimum, only lower - a coffin.

Ultimately, in order for the assortment matrix to be understandable, realistically applicable in practice and convenient to use, three key rules must be observed:

customer focus;
shop specifics;
optimization and nuances of assortment deliveries to the store.

Algorithm for creating an assortment matrix.

As mentioned earlier, the ideal assortment matrix is created for a specific store, and the store is not yet open. However, things often turn out quite differently. The store has been operating for a long time, a certain circle of buyers has been formed and a decision is made whether we should change the assortment, well, it started. Below is an algorithm for creating an assortment matrix, so to speak from life, as I happened to do. In fact, it was necessary not to start everything from scratch, but to redo what had already been done once.

The first thing you need is a small product group containing items that are similar in their application, in this example This is the roulette group. A database is formed according to the main key parameters (product code, name, profit and quantity of goods sold for the year, current balance, retail price, brand, productivity).

The second thing we do is to break down the available assortment into price segments. Of course, the number of price segments can be anything, but I divided it into three equal pieces (cheap, medium, expensive). Blocks are also defined by key additional properties.

Third. We form a certain matrix of assortment representation in a particular price segment. As a result, we get a certain table containing key data for the analyzed group. In this table, we fix the number of positions, sales data.

Fourth. We analyze the received data. As a result, an understanding should come of which combination of “price segment” / “property of the product” is saturated or, on the contrary, is not filled in the context of the current assortment.

Fifth. We compile a similar table for selected competitors. I personally selected three competing companies and fixed the number of presented assortment in their price lists by key parameters. In other words, we create a similar matrix in terms of the number of positions for our competitors.

Sixth. In accordance with the adopted strategy of the company, we conclude that the assortment will be reduced or expanded. Also at this stage, a decision is made to fill in the empty intersections of the segments.

This is where my mission ended, all the data was agreed with the category manager and transferred to the internal database management department to make changes to the program and fix positions. If the manager wants to expand the assortment in any of the fixed segments, the program will not allow it.

On this, perhaps, I will end. I think now, reader, you have a certain understanding of what the assortment matrix is and what key points should be taken into account when compiling it.