6/15/2015

RetailHitsandMisses:ScrambledMerchandising

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RETAILHITSANDMISSES
T H I S B LO G I S A P LA CE T O H I G H LI G H T W H A T S NEW I N T H E R ET A I L CU S T O MER EX P ER I ENCE A ND
CELEB R A T E W H A T W O R K S . . . T O CH A MP I O N T H E R ET A I LER S W H O G ET I T R I G H T , A ND S P U R
I NT O A CT I O N T H O S E W H O DO N T .

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FR I DAY , S EP T EMB ER 12, 2008

ScrambledMerchandising
You'veseenitallaroundyounow

Comments

there'satermforit.Scrambled
Merchandisingreferstoapractice
bywholesalersandretailersthat

BLOG ARCHIVE

carryanincreasinglywider

2009(53)

assortmentofmerchandise.It

2008(56)

occurswhenaretaileraddsgoods
andservicesthatareunrelatedto

December(5)

eachotherandtothefirm's

November(8)

originalbusiness.

October(12)
September(12)
CMOs&Marketing
AccountabilityALookat
HomeD...
WaMu'sRetailBankToxic,
Too?

Itusedtobethatyouwenttoadrugstorefordrugs,hardwarestorefor
hardware,apetstoreforpetfoodandagrocerystoreforgroceries.Now
youcanbuygroceriesatthedrugstore,findpetfoodatthehardware
storeandgetanythingyouwantatWalMartorTarget,nottomention
ZapposorAmazon.
TheConsumerElectronicsAssociationpresentedatRetailVisionresults

InRetailasinPolitics,
EverybodyLovesaWinner...

fromarecentconsumersurveyaboutbuyingpreferences:25%wouldbe

UpClose&PersonalatNFL
Games

Ikea,40%fromBed,Bath&Beyondandalmost60%fromHomeDepot.

ValueHasBecomeTable
Stakes

ForCircuitCity?Howcananyretailerfacinginroadsfromnon

GoogleHidingBehind
Technology
ScrambledMerchandising

willingtobuyconsumerelectronicsproductsfromStarbucks,30%from
WhatdoesthismeanforcategoryleaderBestBuy?ForRadioShack?
traditionalcompetitionprotectitsturfandretainitscustomers?
Theanswerliesinunderstandinghowpeoplemakedecisionsabout
wheretoshop.Ourresearchsaystherearegenerallytwomain
considerations:thelikelihoodthatthestorewillsatisfythe

Inpoliticsasinretail,themore
channelsofint...

requirements(i.e.,Selection)andtheavailabilityofknowledgeablehelp

Goingfor"Good"

yearinresearchingthehomecentermarketwelearnedthatpeoplegoto

DoesBighavetobetheOpposite
ofSpecial?

(i.e.,Expertise).Price,location,andloyaltyareusuallysecondary.Last
HomeDepotwhentheyfeelprettyconfidentaboutwhatthey'redoing
becauseHomeDepothasthebestselection.Conversely,whenhelpis

http://retailhitsandmisses.blogspot.in/2008/09/scrambledmerchandising.html

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6/15/2015

RetailHitsandMisses:ScrambledMerchandising

DoingaWorldofGood

needed,consumerswilltradeoffalittleselectiontomakesuretheycan

BRisTurning30

talktoarealpersonwhoknowswhattheyaretalkingabout.In
categoryaftercategory,wehaveseenthissamebasictradeoff.

August(14)
So,shouldBestBuybeworriedaboutHomeDepotmovinginto

July(5)

electronics?Hardly.ForHomeDepottomakeagoofit,they'llhaveto
changealot.Topprioritywouldbetogetmoreemployeesinthestores
toanswerpeople'squestions.ThefolksatHomeDepotarefriendly

G O O D LI NK S

enoughandifyoucanfindthem,theyareactuallyhelpful.Problemis,

FollowMeonTwitter

forcostreasons,employeesarefewandfarbetweenatmostHome

RetailCustomerExperience.com

Depots.Eventhoughwe'recomfortablebuyingCE,westillhave

Whowritesthisthing,anyway?See
myLinkedInprofile

questions,oruniquesituationsthatrequiretalkingtosomeone.Aslong

CustomerInsight&BrandStrategy
Consulting

todefendagainstscrambledmerchandising.

PositioningsthatBeatPlan!

P O S T ED B Y J U DY H O P ELA I N A T 11: 01 A M
LA B ELS : B ES T B U Y , CO NS U MER ELECT R O NI CS , H O ME DEP O T , I NNO V A T I O N,
R ET A I L CU S T O MER EX P ER I ENCE

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