陈列与棚割图培训课件.ppt

1、A-Best Operation training August 2009Lay-out,Planograms,Full assortment.卖场布局卖场布局,棚格图和棚格图和品项齐全品项齐全Lay-out,Planograms,Full assortment.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.5.巡店巡店 Store Visit 3.位置分配位置分配 About Space allocation.2.布局和动线布局和动线 Layout&circulation.4.棚格图棚格图 Pl

2、anogram.6.订货收货订货收货 Ordering Receiving (Reminder)1.词汇和定义词汇和定义 Some vocabulary and definition.Lay-out,Planograms,Full assortment.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.1.词汇和定义词汇和定义Some Vocabulary and definition.A-Best Operation training August 2009Lay-out,Planograms,Fu

3、ll assortment.定义定义 Definition:商品种类或（商品广度），指的是一家卖场或某部门内商品商品种类或（商品广度），指的是一家卖场或某部门内商品分类的数量。分类的数量。Variety or(breadth)is the number of different merchandising categories within a store or department.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.定义定义 Definition:商品品相或（商品深度），指的是某一分

4、类内单品（商品品相或（商品深度），指的是某一分类内单品（SKU)的数量。的数量。Assortment or(depth)is the number of SKUs within a category.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.定义定义:顾客服务水平顾客服务水平 在供应链中，顾客服务水平这一功能，涉及到多种表现指数。第一个指数为订单完成率订单完成率，即对顾客需求的满足程度。缺货率缺货率，该指数为订单完成率的补充，该指数意为由于缺货而缺失的订单。另一个指数为未交货订单水平未交货订单

5、水平，即待完成的订单。为了达到最高顾客服务水平顾客服务水平，需提高订单完成率订单完成率，降低缺货率缺货率和未完成订单率未完成订单率。A-Best Operation training August 2009Lay-out,Planograms,Full assortment.Definition:Customer Service Level Customer service level in a supply chain is a function of several different performance indices.The first one is the Order fill

6、rate,which is the fraction of customer demands that are met from Stockout rate is the complement of fill rate and represents the fraction of orders lost due to a stockout.Another measure is the Backorder level,which is the number of orders waiting to be filled.To maximize Customer service level,one

7、needs to maximize Order fill rate,minimize Stockout rate,and minimize Backorder levels.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.2.布局和动线布局和动线Lay-out and Circulation.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.卖场环境构造:视觉交流视觉交流零售定位图片标志卖场设计卖场设计室外

8、设计氛围光照商品商品设施选择商品展示视觉商品卖场规划卖场规划促销位分配促销位分配布局布局&动线动线卖场形象卖场形象和和产出产出A-Best Operation training August 2009Lay-out,Planograms,Full assortment.Store Environment composition:Visual CommunicationsRetail IdentityGraphicsPOS SignageStore DesignExterior DesignAmbianceLightingMerchandisingFixture SelectionMerchan

9、dise PresentationVisual MerchandisingStore PlanningSpace AllocationLayout&CirculationStore ImageAnd ProductivityA-Best Operation training August 2009Lay-out,Planograms,Full assortment.布局和动线布局和动线环形布局环形布局。主通道从卖场入口起始，环绕卖场，通道一般成圆形、长方形。主通道从卖场入口起始，环绕卖场，通道一般成圆形、长方形、矩形，然后止于入口处，顾客回到卖场前端。、矩形，然后止于入口处，顾客回到卖场前端。

10、A-Best Operation training August 2009Lay-out,Planograms,Full assortment.Layout&circulation.Loop Layout is a type of store layout in which a major customer aisle beginsat the entrance,loops through the store,usually in the shape of a circle,square,or rectangle,and then returns the customer the front

11、of the store.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.Layout&circulation.骨架式布局骨架式布局。一条主通道贯穿卖场前后，顾客可以在主通道内双向通。一条主通道贯穿卖场前后，顾客可以在主通道内双向通行。在该主通道两侧，货架呈窗花型或网格状分布。行。在该主通道两侧，货架呈窗花型或网格状分布。A-Best Operation training August 2009Lay-out,Planograms,Full assortment.Layout&circulation

12、.Spine Layout is a type of store layout in which a single main aisle runs from the front to the back of the store,transporting customers in both directions,and where on either side of this spine,merchandise departments using either a free-flow or grid pattern branch off toward the back aisle walls.A

13、-Best Operation training August 2009Lay-out,Planograms,Full assortment.Layout&circulation.自有穿插型布局自有穿插型布局。货架及商品组合成群，分布在卖场。货架及商品组合成群，分布在卖场。A-Best Operation training August 2009Lay-out,Planograms,Full assortment.Layout&circulation.Free-Flow Layout is a type of store layout in which fixtures and merchan

14、dise are grouped into free-flowing patterns on the sales floor.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.(2)Stocks Management*Assortment display.Layout&circulation.网格布局网格布局。卖场内货架和收银台排成列或成排，收银线与货架。卖场内货架和收银台排成列或成排，收银线与货架互相垂直。互相垂直。A-Best Operation training August 2009Lay-o

15、ut,Planograms,Full assortment.(2)Stocks Management*Assortment display.Layout&circulation.Grid Layout is a type of store layout in which counters and fixtures are placed in long rows or“runs,”usually at right angles,throughout the store.A-Best Operation training August 2009Lay-out,Planograms,Full ass

16、ortment.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.3.位置分配位置分配About space allocation.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.位置分配位置分配 About Space allocation.考虑以下因素 Inte

17、grate the following:*顾客期望和需求 Customers expectation and needs.*卖场/公司的实际零售策略 The actual retail strategy of the store/company.*商品类型和特征 Type and characteristics of products.*每类商品的销售和毛利 Sales and Margin(s)generated by the category.SPACE ALLOCSPACE ALLOCSTORE PILOTSTORE PILOTA-Best Operation training Augu

18、st 2009Lay-out,Planograms,Full assortment.4.棚格图棚格图Planograms.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.卖场环境构成卖场环境构成:视觉交流视觉交流零售定位图片标志卖场设计卖场设计室外设计氛围光照商品商品设施选择设施选择商品展示商品展示视觉商品视觉商品卖场规划卖场规划促销位分配促销位分配布局布局&动线动线卖场形象卖场形象和和产出产出A-Best Operation training August 2009Lay-out,Planogra

19、ms,Full assortment.Store Environment composition:Visual CommunicationsRetail IdentityGraphicsPOS SignageStore DesignExterior DesignAmbianceLightingMerchandisingFixture SelectionMerchandise PresentationVisual MerchandisingStore PlanningSpace AllocationLayout&CirculationStore ImageAnd ProductivityA-Be

20、st Operation training August 2009Lay-out,Planograms,Full assortment.棚格图棚格图 Planograms.为确商品在一个部门的陈列位置，各类零售企业都会作出棚格图。为确商品在一个部门的陈列位置，各类零售企业都会作出棚格图。棚格图是依据图片、系统数据等做出的图示，用于图示每一个单品棚格图是依据图片、系统数据等做出的图示，用于图示每一个单品（SKU)的陈列位置。棚格图绘制也要依据单品（的陈列位置。棚格图绘制也要依据单品（SKU)的历史销售的历史销售情况和产出情况和产出。To determine where merchandise s

21、hould be located within a department,retailers of all types generate maps known as planogramsPlanogram is a diagram created from photographs,computer output.that illustrates exactly where every SKU should be placed.Planogram is accompanied by a productivity report by SKU based on sales history.A-Bes

22、t Operation training August 2009Lay-out,Planograms,Full assortment.商品整体结构商品整体结构 INTEGRATED ASSORTMENT*黄色部分为黄色部分为B，C,D店共有商品信息。店共有商品信息。A-Best Operation training August 2009Lay-out,Planograms,Full assortment.顶级品牌自有品牌中档品牌最低价最高价从最低价丰富品项，满足所有顾客需求：商品分类商品分类A-Best Operation training August 2009Lay-out,Planog

23、rams,Full assortment.Top brandsPrivate labelThe intermediate brandsThe lowest priceTo the most expensiveFrom the lowest priceLarge assortment covering all our customers needs:MERCHANDISING BY CATEGORYA-Best Operation training August 2009Lay-out,Planograms,Full assortment.A-Best Operation training Au

24、gust 2009Lay-out,Planograms,Full assortment.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.A-Best Operation training August 2009Lay

25、-out,Planograms,Full assortment.5.巡店巡店Store Visit.VISITVISITA-Best Operation training August 2009Lay-out,Planograms,Full assortment.6.订货订货收货（提示）收货（提示）Ordering Receiving (Reminder)A-Best Operation training August 2009Lay-out,Planograms,Full assortment.ORDERING,RECEIVING&RETURNING Merchandises.订货,收货和退

26、货A-Best Operation training August 2009Lay-out,Planograms,Full assortment.订、收货时间表ORD-RECEIV-SCHEDULEA-Best Operation training August 2009Lay-out,Planograms,Full assortment.定义 Definition:周转库存周转库存，又称基本库存基本库存，由于补货过程和满足顾客需求而产生的库存。Cycle Stock,also known as Base Stock,is inventory that results from the Rep

27、lenishment process and is Required to meet demand.定义 Definition:备用库存备用库存，又称安全库存安全库存或缓冲库存。缓冲库存。该库存，是对周转库存的安全缓冲。Retailers carry Backup Stock,also known as Safety Stock or Buffer Stock,as a safety cushion for the Cycle Stock.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.A-Best

28、 Operation training August 2009Lay-out,Planograms,Full assortment.订货公式订货公式订货系数订货系数.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.Ordering formula Place-Order Coefficient.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.A-Best Operation training August 2009Lay-out,Planograms,Full assortment.Thank You!