etailology

I really enjoy analogies between online and offline shopping, since I think they simplify the (actually simple) role of technology in the process.  It’s shopping!

I was, therefore, delighted by this excellent post from E-Consultancy, highlighting how merchandising and catalog-assortment decisions typically made by a grocer can have a thoughtful influence on even the least-grocer-like online retailer.

What in-store retailing can teach us about how to sell better online.

We were talked through this supermarket’s key categories: “Destination”, “Traffic”, “Routine Volume”, “Routine Assortment”, “Impulse”.

Have you ever really thought about the real value in selling milk if you’re a supermarket? Is this a destination, traffic or routine volume category? How many categories, or sub-categories do you need for wine to provide the optimal customer decision tree?

For every category there is a very clearly defined purpose and role, very clear guidelines for store managers on the in-store promotional strategy, tactics, placement and pricing for each category.

And this is all before even thinking about shelf and space planning etc.