The product assortment strategy from a store manager’s point of view
Kylänlahti-Harmaala, Mari (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120726534
https://urn.fi/URN:NBN:fi:amk-2020120726534
Tiivistelmä
The purpose of this thesis was to study the viewpoints of store managers in the retail clothing chain on the company’s assortment strategy. Retail is in the greatest transformation of our time with fierce competition, declining visitors, and increased e-commerce. Any proposals that could also guarantee the future of “brick and mortar”- shops in chain stores would be important for the work of a store manager. The thesis was as a case study for a clothing chain that operates in several countries in Europe and sells women’s, children’s, and men’s clothing. The company manufactures its products in certain countries in Europe and the Far East.
In the theoretical part of the thesis, the factors influencing the assortment strategy were studied, such as inventory turnover, profit margins, pricing strategy and purchasing products for chains. The effect of replenishment and model stock was also studied. The aim of the study was to provide a summary of how store managers perceived the strengths and weaknesses of the assortment strategy in their own work. One store manager was interviewed, and a questionnaire was sent to all store managers in the chain. Data were also collected by observing customers and their expectations and reactions in customer service situations. The results provided perspectives from which to deduce how an assortment strategy could be developed.
In conclusion, by improving the knowledge of store managers in certain areas, sharing information about the assortment strategy and striving to develop weaknesses in the collection that could lead to loss of sales, store managers are capable to manage the sales and staff of their stores and serve customers better.
In the theoretical part of the thesis, the factors influencing the assortment strategy were studied, such as inventory turnover, profit margins, pricing strategy and purchasing products for chains. The effect of replenishment and model stock was also studied. The aim of the study was to provide a summary of how store managers perceived the strengths and weaknesses of the assortment strategy in their own work. One store manager was interviewed, and a questionnaire was sent to all store managers in the chain. Data were also collected by observing customers and their expectations and reactions in customer service situations. The results provided perspectives from which to deduce how an assortment strategy could be developed.
In conclusion, by improving the knowledge of store managers in certain areas, sharing information about the assortment strategy and striving to develop weaknesses in the collection that could lead to loss of sales, store managers are capable to manage the sales and staff of their stores and serve customers better.