Beruflich Dokumente
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The Art and Science of Managing Change within the Retail World
4 Faconnable Boutiques
44 Rack Stores 2 free standing shoe stores Over 40,000 Employees
1
Which customers do we want to serve, and in which product categories? i.e., who do we want to be?
What is the mix of vendors, including own label, that we want to serve each of our customer segments with?
3
How do we want to layout our stores to best communicate our mix to our target customer?
Where we Compete
How we Compete
From 1997 to 1999 we had been facing increasing challenges sustaining our competitive advantage over key rivals a superior, service-driven offering had contributed to historical sales intensities nearly double that of direct competitors... however, recent declines in this advantage and a newer set of competitors (i.e., Specialty stores) had driven market share losses and comp store declines Despite continued new store growth and margin improvements, the negative comp store trends limited profit growth, resulting in a declining share price and market value Much of the comp store decrease was driven by a declining position in Womens Apparel, which represented the largest proportion of our space and sales (~40%)
40
30 20 10 0 1997 1998 1999
Classic
Mainstream
Moderate
Moderate
Key:
Our store environment and department configuration did not send clear signals to customers, limiting the effectiveness of serving any given customer group (and making more difficult the shopping experience)
Examples of the Options we Evaluated Maintain our current participation across customer groups (as defined by price and taste), but improve our offer to each group by growing own-label brands and editing the number of vendors Increase representation with new customer taste groups, maintain current average price point and improve offer through own-label and vendor editing Increase representation with new customer taste groups while also dropping our average price point; improve offer through own-label and vendor editing
Evaluation Criteria and Considerations Expected turns, sales intensities and gross margins of vendor resources and overall customer segments Forecast growth rates of target customer segments Incremental operating expenses and capital costs required to execute
Expected operating income, economic returns and value creation of each alternative
Ability to implement given internal (e.g., organizational) and external (e.g., vendor agreements) constraints
Classic Customers
increased by ~200% the inventory $ and space dedicated to serving newer, high growth, high turn customer segments (modern/forward) reduced the total number of vendors serving each customer segment by over 50%; concentrating inventory $ with the most productive resources A new own-label strategy
two new own-label brands, and the re-positioning of two existing brands to strengthen the offering and increase profitability across all customer segments
New department identities and environments focused on better grouping vendor resources serving similar customer groups creation of an entirely new department, t.b.d. focused on bringing a new set of customers into the store
6
1
Product Procurement and Assortment
2
Space Allocation and Floor Layout
3
Brand and In-Store Execution
Focus Areas: Identify new resources to be added; develop and reposition NPG brands; edit existing resources Determine product category mix across tailored, sportswear, dresses, coats and special occasion Execute purchase planning by segment, by region and by store
Focus Areas: Finalize optimal floor layout and space allocation plan (number and size of departments, critical adjacencies, etc.) Execute in new stores Determine transition plan for existing stores Execute in trial stores
Focus Areas: Align advertising and promotion strategy (brand strategy) Align in-store communication to customers; link to events strategy Determine department management structure and sales person configuration Internal communication and product knowledge
One of the most challenging aspects of implementing the new strategy was reallocating space in all existing stores to:
Bridge
Studio (includes St. John and Special Occasion space) (23% of space)
achieve the space requirements of each target customer group create space for an entirely new department (t.b.d.) The goal was to come as close to the target space as possible and achieve improved adjacencies while recognizing:
N/A
Better Point of View (includes Preview) (26%) Moderate Narrative (16%) t.b.d (includes Halogen) (17%)
we needed to minimize as much movement as possible so as not to confuse existing customers we could not invest to change the hardcoded nature of our pads (therefore in some cases it was like fitting a square peg into a round hole) we had to do this for 60+ stores in approximately month
8
(Target % of Space)
Significantly improved comp store trends over the past 12 months that have beat most rivals (including Specialty stores) and suggested we are re-gaining share in both markets
Despite continued evolution and strengthening of our mix, Womens Apparel has been one of the strongest performing categories for us over this same time period Strong growth trends in departments such as t.b.d. suggest we are being successful in serving a newer customer group After a difficult transition inventories are better in line and profitability is up - this combined with the stronger sales trends has resulted in much improved stock market performance
We changed everything from environment to advertising to merchandise assortment to store location to buying approach---was it too much at one time??? We learned very quickly that what may have looked good on paper was not necessarily executed in the same manner at the store level We spent the majority of our time and efforts focusing on 33% of our business and got too far away from the customer we already had.
We have aligned our organization towards a continual focus on opportunities to strengthen and evolve our merchandise mix, while always ensuring that we are second to none in terms of the service we provide for customers in our stores