沃尔玛管理手册.doc

Merchandising商品管理商品管理 GENERAL GUIDELINES綜合指南綜合指南 1 Training these items are a safety hazard and should never be stored in the upper steel 中間儲存貨 架 中間儲存貨架的第一根橫鋼要與地面保持 5 尺的高度 桶和盒不能 存于高貨架 這些商品存于高貨架容易造成危險 Merchandising商品管理商品管理 GENERAL GUIDELINES綜合指南綜合指南 1 Training this would include office supplies office furniture books and basic apparel In many Clubs steel is not available in the Center Section for these Clubs the merchandise location should be identified and maintained in certain designated areas N A 不適用中國 中國作法 路售區域的整條貨牆要高度一致 中間留一兩個空卡板 方便會 員走動 Laser Beam Straight The profile of each pallet in the run side counter must be straight 貨架卡板成直線 邊櫃上的所有卡板向外的一邊成一條直線 Merchandising商品管理商品管理 GENERAL GUIDELINES綜合指南綜合指南 1 Training no missing parts or partially assembled 樣品與商品完全一樣 樣品不能有配件缺失 Keep displays operable and in good condition Repair damaged displays Connect appropriate displays to a nearby power source for attraction e g computers televisions etc 樣品處于良好的工作狀態 破損樣品要維修好 幾種相類似的商品陳列在一 起能吸引會員 例如 電腦 電視機等 Keep displays secure Tie down all displays to prevent accidents 確保樣品安全陳列 將樣品適當固定以防止意外事故 Displays help sell the merchandise Use grids to display all accessories to show the member all they get with the item 樣品的展示有利于促銷商品 可用鐵格柵欄來陳列配件 方便會員挑選 Use vendor supplied displays if available 如有可能用供應商的商品作為樣品 NOTE To ensure display guidelines are being followed assign a partner to displays as a daily responsibility 注意 注意 為確保樣品陳列的到位 最好指定員工對此負責 Merchandising商品管理商品管理 GENERAL GUIDELINES綜合指南綜合指南 1 Training otherwise use large 大型標識 Pull tickets for secured merchandise must be fully stocked and available for Members at the merchandise display N A 不適用中國 Freezer Cooler medium signs on the side run and large signs for front feature doors 冷櫃 凍櫃 貨架邊上用中型標簽 大型標簽用于展示品和前門 Mail in Rebate Program Our new rebate program combines manufacturer rebates into a month long event There will be one event per quarter Signing includes N A 不適用中國 Merchandising商品管理商品管理 GENERAL GUIDELINES綜合指南綜合指南 1 Training the price will be on the left and the fact tag information on the right This does not change the direction that certain categories are required to have a fact tag categories 05 06 10 11 14 31 It does however take the labor out of determining what items within these categories have a fact tag Because this change does mean that ALL fact tags will print the Club will have to make the decision not to use the fact tag for the optional categories Sign Holder Opening Small Sign Small Fact Tag Place the Fact Tag to the right of the price sign Turn the sign holders to make the opening on the left thus allowing you to insert the Fact Tag first This will alleviate having to remove the Fact Tag each time you change the price sign DO NOT CUT SIGN HOLDERS Merchandising商品管理商品管理 GENERAL GUIDELINES綜合指南綜合指南 1 Training not particular item 1 Checkout Features are aimed at growing sales via providing the Member with the last purchase opportunity before he she leaves your Club and or build his her awareness as to Member benefits 在收銀機旁陳列的堆頭商品 主要是抓住會員離開店前的最後購物機會 吸引會員購 物 2 The keys to effective Checkout Feature management are 管理收銀機旁堆頭商品的關鍵是 a daily tracking of feature sales and fast replacement of items that do not produce每天跟進堆頭商品的銷售 盡快換掉銷售不理想的堆頭 中國 每周作貨 架頭銷售報告 b neat appearance of the Member benefits material 堆頭要干淨整潔 以吸引會員的注意 Merchandising商品管理商品管理 GENERAL GUIDELINES綜合指南綜合指南 1 Training the objective is to complete the shop obtaining key price information from the competition 在競爭對手的地方進行價格調查時 保持謹慎是重要的 不要做任何引起對方對你 特別注意的舉動 如拍照片或錄像 去他們商場的目的是取得價格方面的信息 Comp checks should be done at a minimum of once per week however frequency should be determined based on your local market 每周至少要進行一次的價格競爭調查 然而 調查的頻繁度要根據當地市場而定 Merchandising商品管理商品管理 GENERAL GUIDELINES綜合指南綜合指南 1 Training Development Department43 48Merchandising general doc 03 2008CONFIDENTIALSAM S Club Identification of items to be comped should be the top 10 volume producing items in every category The following is a breakdown of categories to be comped on a weekly and bi weekly basis 要進行價格調查的商品應該是各分類銷售前 10 的商品 以下以每周和每兩周進行 價格調查的分類 Performance of the Actual Comp Shop Cont d 實地調查實地調查 續續 Weekly每周進行每周進行 01 Candy糖果 41 Dry Goods干貨 03 Office Supplies辦公用品42 Cooler冷藏品 04 Electronics電器43 Fruits Vegetables 水果罐頭 06 Electronic Accessories電子配件44 Freezer急凍品 10 Automotive汽車用品50 Tires N A 不適用中國 13 Janitorial清潔用品52 Soft Drinks飲料 19 Liquor酒56 Produce果蔬 40 Juice果汁76 Fresh Meat鮮肉 Bi Weekly every two weeks 每兩周一次每兩周一次 02 HBA個人護理用品46 Oil Condiments油 調味料 08 Pet Supplies寵物用品47 Canned Meats罐頭肉 12 Seasonal Hardware季節性五金48 Bread Pastry面包 16 Horticulture Seasonal 園藝品49 Popcorn Pasta爆米花 29 Software軟件70 Books書 31 Office Equipment辦公設備86 Pre Recorded except new releases 音像製品 1 Comp Exact Items調查與會員店完全相同的商品 Comp identical items brands or comparable brands with the same size weight texture and quality 調查完全相同的商品 牌子或相同尺寸 重量 質地和質量的商品 We do not comp items on a per ounce per load per bar basis 不能依據每盎司 每束這些概念不清的單位來比較價格 2 Loss Leaders損失領導者 Merchandising商品管理商品管理 GENERAL GUIDELINES綜合指南綜合指南 1 Training Development Department44 48Merchandising general doc 03 2008CONFIDENTIALSAM S Club Our approach is to comp our competitor s everyday low prices Do not comp promotional or sale activity on items from other competitors as well as items sold only in limited quantity i e soda pop cigarettes oil 我們的原則是調查競爭對手每天低价的商品 而不是對方促銷或特价的或限量 銷售的商品 如飲料 煙 油等 Performance of the Actual Comp Shop Cont d 實地調查實地調查 續續 There are certain items competitors will sell considerably below cost to generate foot traffic in their businesses To maintain our margin SAM Club is unable to compete in certain categories due to our low overall margin structure Competitors can take losses on certain items because the margin on the remaining merchandise more than compensates for any loss 有些競爭對手通過銷售低于成本的商品來吸引顧客 為維持我們的毛利 因為 我們的低价毛利結構 山姆會員店無法與這些商品進行競爭 競爭對手在某些 商品上毛利的損失 通過其它商品的高毛利來補償 3 Document Your Comp Visits記錄下競爭價格調查資料 Every comp shop visit should be documented so proper price adjustments can be made at Club level when necessary The record of these visits also ensures that we are price competitive in all markets which in turn demonstrates the value of our membership 記錄下通過調查得到的價格資料 以便會員作出必要且適宜的價格調查 這些 記錄可以確保我們在市場中的價格競爭地位 NOTE See attached form to complete when comp shopping 注意 參看下頁注意 參看下頁 競爭價格調查表競爭價格調查表 After the form is completed and any price adjustments are made it should be filed in your Comp Shop binder and retained for 90 days 根據此表作了價格調整後 必須將此表歸檔保存 90 天 Merchandising商品管理商品管理 GENERAL GUIDELINES綜合指南綜合指南 1 Training Development Department45 48Merchandising general doc 03 2008CONFIDENTIALSAM S Club COMPETITION SHOP CHECK 競爭價格調查表競爭價格調查表 Item 商品 編號 Item Description 商品說明 Sell Price 售价 Competitor 競爭對手 Competitor 競爭對手 Competitor 競爭對手 Date 日期 Partner Nam 調查員工 Merchandising商品管理商品管理 GENERAL GUIDELINES綜合指南綜合指南 1 Training Development Department46 48Merchandising general doc 03 2008CONFIDENTIALSAM S Club Price Adjustment 價格調整價格調整 Following every comp shop the Merchandise Manager General Manager will discuss items and determine which ones need price adjustments Items to be put on the comp list should be decided by the General Manager 根據競爭價格得到的信息 商品經理 副總和總經理討論哪些商品要作競爭價格調 查 但最終由總經理決定是否將商品放入 競爭 清單上 The General Manager is the only one authorized to make price adjustments on merchandise items at Club level 在會員店里 只有總經理才能有權作店內商品價格調查 To adjust the selling price of an item the General Manager must make changes on the WNOW screen 總經理通過 WNOW 屏幕來調整商品的銷售价 SAM s CLUB COMPETITION RETAIL UPDATE WNOW 山姆會員店競爭零售價格更改 店號 DIV WAREHOUSE 18 6503 正常售价 競爭價格 商品編號 商品說明REGULARWHPK COMPETITION ITEM NODESCRIPTIONRETAILCOSTMKUP CAL RTL RETAIL NOTE 640058947SNICKERS00015990001558 15 58PRI 640079109CHILDS PLAYTIME00006990000652 6 09KMT 640025318M M s PEANUT00013990001439 13 89PRI 643009909TIDE ULTRA 200016990001619 16 59KMT This screen is used to enter or update change items on your Club competition price list WNOW is identical to the WCMP screen with the following exceptions 此屏幕用于輸入 更正會員店競爭價格清單上的商品 WNOW 與 WCMP 屏幕相似 但有如下區別 1 Only the Head Coach has access to this screen 只有總經理才能進入此屏幕 2 It can change the price point of an item to below cost if necessary to beat the competition 如有必要 能將售价調整至低于成本价 3 Any entries or changes made on this screen will be updated in the system at three different times during the day The times are N A 不適用中國 Price Adjustment Cont s 價格調整價格調整 續續 Merchandising商品管理商品管理 GENERAL GUIDELINES綜合指南綜合指南 1 Training Development Department47 48Merchandising general doc 03 2008CONFIDENTIALSAM S Club 10 00 AM CST 2 00 PM CST 4 00 PM CST 中國作法 通過在 WNOW 屏幕更改後 2 小時 系統會更新價格 價格標簽上的價 格會被更改 NOTE These times are approximate Once the system has updated the item price entered on the WNOW screen will reflect at the Point of Sale POS registers and generate NOW price change signs 注意 一注意 一 旦在旦在 WNOW 屏幕進行更改價格 其價格也會反映到前台收銀系統屏幕進行更改價格 其價格也會反映到前台收銀系統 上 同時更改了價格標簽上的價格 上 同時更改了價格標簽上的價格 Follow Up 跟進跟進 Follow up is critical after comp shopping and price adjustments have made to ensure 做完競爭價格調查和調整後 跟進價格動向非常重要 the price changes are in the system 更改的價格在市場中 the items with new prices have been properly signed 商品貼上最新標簽 no items on the competition price list are over 30 days which affects your margin 競爭價格商品處于競爭狀態不能超過 30 天 因為超過 30 天影響 毛利 1 Daily Shelf Maintenance Signing每月貨架維護標簽 Have plans in place to ensure all price changes are changed due to competition shopping Signs print up at different times of the day The Daily Shelf Maintenance prints up the following morning Whomever is responsible for putting up the price changes should sign and date the Daily Shelf Maintenance printout If that person is not available whomever put those items on the competition shopping list should ensure signs are up and the Daily Shelf Maintenance printout has been signed and dated 對于因競爭價格而作的價格調整計劃要到位 每日貨架維護報告每天早上打印 樓面員工在更改價格標簽 同時要在此報告上簽名并寫上日期 將商品放入競 爭價格商品清單的同事要確保每日貨架維護報告上有員工簽名和日期 同時 確保已貼上新標簽 Merchandising商品管