2021-11-17-科尔尼-Winning_in_general_merchandise_3页_245kb

报告摘要

Winning in General Merchandise Report: Summary

Overview

This report analyzes how over 100 traditional retailers (food, drug, mass merchandising) perceive and manage the general merchandise (GM) channel. Forward-thinking retailers succeed by innovating at subcategory levels, aligning with consumer trends, and integrating physical and online strategies.

Key Findings

Market Size Decline:
- The traditional GM market is estimated at over $200 billion, but value has dropped 3.5% (+3.6% drop in total units), largely due to e-commerce growth.
- Specific declines: Food retailers (-1.4%), mass merchandisers (-3.6%), and chain drugstores (-10.7%) in GM sales.
GM Department Success Factors:
- Success hinges on strategic product assortments at category/subcategory levels, supported by proper operations, investments, and promotions.
- Common successful practices:
  - Competing online (broad online offers, seamless interfaces).
  - Localizing assortments per community needs.
  - Promotional investments.
  - Personalizing offerings.
  - Staying on trend with customer-driven assortments.
  - Cross-merchandising in-store.
Category-Specific Insights:
- Opportunity exists by aligning assortments with evolving consumer behaviors across categories (Kitchen, Household, Home, Pet, Baby).
5 Strategies to Compete:
- Online Presence: Offer broad online assortment; use "endless aisle" options.
- Localization: Adapt assortments to community roles.
- Promotions: Use hybrid tactics (traditional + digital) to maintain visibility and awareness.
- Personalization: Invest in personalized offers to drive comp sales.
- Category Excitement: Employ cross-merchandising to create cohesive store narratives.