2021-11-17-科尔尼-2019_GMDC_Benchmarking_Study_2页_250kb

The 2019 GMDC General Merchandise Benchmarking Study reveals that despite online sales capturing an increasing share of general merchandise categories, brick-and-mortar retailers have opportunities to remain competitive by analyzing category-by-category, platform-by-platform, and customer segmentation bases, and refining their offerings. Overall, GM sales in 2018 faced challenges, with unit sales declining 3.9% and average prices rising 2.4%, but certain "chore" categories like paper goods saw strategies such as reducing assortment, adopting customer-driven pricing, and reorienting planograms. Conversely, "shop" categories, though less erosive, require significant in-store investment for emotional connection development. Growth was seen in automotive, pet, and hardware categories over two years, while apparel, baby, toys, and electronic appliances reversed downward trends. The study recommends retailers ask five critical questions regarding strategy positioning, core capabilities, customer needs, store productivity for chore categories, and retail experience refinement for shop categories.