Total Store

In today's evolving retail environment it is not enough simply to develop category plans. Now it is critically important to understand the dependencies and linkages that exist throughout the store and the impact they have on the total store environment.

srcg has created distinctive methodologies which examine all aspects of store layout, to ensure that the category offer meets and exceeds the needs of your target shopper group, through optimisation of the retail mix.

The srcg Total Store solution works within the retail proposition and sets clear guidelines for layout, space, range, promotions and pricing to ensure that all categories complement each other, rather than compete against each other.

The aim is to maximise basket size whilst enabling shoppers to fulfil their shopping missions in the most satisfactory manner.

Process

Step 1

Inputs: Process and performance

Retail proposition assessment
Internal interviews
Interview key supplier partners
Category analysis:
- Sales and profit growth
- Market growth
- Strategic importance

Step 2

Inputs: Your shoppers and your stores

Identify your target shopper
Identify key missions and how you can improve delivery
Evaluate the current space in store at a macro and micro level
Assess cross-category purchase behaviour

Step 3

Outputs: Serving your shopper better

Category hierarchy
Price and promotion strategy
Macro space recommendations
Optimal adjacencies
Store footprint by format

Optimum store layout

Floorplan

The Total Store process identified how BP could better meet the needs of shoppers on a 'Food For Now' or 'Snacking' mission, by introducing a 'Fast Lane' to the till. Sales in 'Fast Lane' categories increased by up to 36% versus control stores.

"Total Store challenges all aspects of the offer; micro space, macro space, adjacencies, equipment, customer flow ... to ultimately deliver an enhanced customer offer, encouraging increased customer spend and loyalty"
- Andy Davis, Trading Director, BP Retail UK

For further information please contact srcg on +44 (0) 20 8944 8400 and one or more of their team will meet with you to discuss your needs.

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