陈列与棚割图培训课件

卖场布局,棚格图和

品项齐全Lay-out,Planograms,Fullassortment.5.巡店

StoreVisit

3.位置分配

AboutSpaceallocation.2.布局和动线

Layout&circulation.4.棚格图

Planogram.6.订货－收货

Ordering–Receiving(Reminder)

1.词汇和定义

Somevocabularyanddefinition.Lay-out,Planograms,Fullassortment.1.词汇和定义SomeVocabularyanddefinition.定义

Definition:商品种类或（商品广度），指的是一家卖场或某部门内商品分类的数量。Varietyor(breadth)isthenumberofdifferentmerchandisingcategorieswithinastoreordepartment.定义Definition:商品品相或（商品深度），指的是某一分类内单品（SKU)的数量。Assortmentor(depth)isthenumberofSKUswithinacategory.定义:顾客服务水平在供应链中，顾客服务水平这一功能，涉及到多种表现指数。

第一个指数为订单完成率，即对顾客需求的满足程度。缺货率，该指数为订单完成率的补充，该指数意为由于缺货而缺失的订单。另一个指数为未交货订单水平，即待完成的订单。为了达到最高顾客服务水平，需提高订单完成率，降低缺货率和未完成订单率。Definition:CustomerServiceLevelCustomerservicelevelinasupplychainisafunctionofseveraldifferentperformanceindices.

ThefirstoneistheOrderfillrate,whichisthefractionofcustomerdemandsthataremetfromStockoutrateisthecomplementoffillrateandrepresentsthefractionoforderslostduetoastockout.AnothermeasureistheBackorderlevel,whichisthenumberoforderswaitingtobefilled.TomaximizeCustomerservicelevel,oneneedstomaximizeOrderfillrate,minimizeStockoutrate,andminimizeBackorderlevels.2.布局和动线Lay-outandCirculation.卖场环境构造:视觉交流零售定位图片标志卖场设计室外设计氛围光照商品设施选择商品展示视觉商品卖场规划促销位分配布局

&

动线卖场形象和产出StoreEnvironmentcomposition:VisualCommunicationsRetailIdentityGraphicsPOSSignageStoreDesignExteriorDesignAmbianceLightingMerchandisingFixtureSelectionMerchandisePresentationVisualMerchandisingStorePlanningSpaceAllocationLayout&CirculationStoreImageAndProductivity布局和动线环形布局。主通道从卖场入口起始，环绕卖场，通道一般成圆形、长方形、矩形，然后止于入口处，顾客回到卖场前端。Layout&circulation.LoopLayoutisatypeofstorelayoutinwhichamajorcustomeraislebeginsattheentrance,loopsthroughthestore,usuallyintheshapeofacircle,square,orrectangle,andthenreturnsthecustomerthefrontofthestore.Layout&circulation.骨架式布局。一条主通道贯穿卖场前后，顾客可以在主通道内双向通行。在该主通道两侧，货架呈窗花型或网格状分布。Layout&circulation.SpineLayoutisatypeofstorelayoutinwhichasinglemainaislerunsfromthefronttothebackofthestore,transportingcustomersinbothdirections,andwhereoneithersideofthisspine,merchandisedepartmentsusingeitherafree-floworgridpatternbranchofftowardthebackaislewalls.Layout&circulation.自有穿插型布局。货架及商品组合成群，分布在卖场。Layout&circulation.Free-FlowLayoutisatypeofstorelayoutinwhichfixturesandmerchandisearegroupedintofree-flowingpatternsonthesalesfloor.(2)StocksManagement*Assortmentdisplay.Layout&circulation.网格布局。卖场内货架和收银台排成列或成排，收银线与货架互相垂直。(2)StocksManagement*Assortmentdisplay.Layout&circulation.GridLayoutisatypeofstorelayoutinwhichcountersandfixturesareplacedinlongrowsor“runs,”usuallyatrightangles,throughoutthestore.3.位置分配Aboutspaceallocation.位置分配AboutSpaceallocation.考虑以下因素

Integratethefollowing:*顾客期望和需求

Customersexpectationandneeds.*卖场/公司的实际零售策略

Theactualretailstrategyofthestore/company.*商品类型和特征Typeandcharacteristicsofproducts.*每类商品的销售和毛利

SalesandMargin(s)generatedbythecategory.SPACEALLOCSTOREPILOT4.棚格图Planograms.卖场环境构成:视觉交流零售定位图片标志卖场设计室外设计氛围光照商品设施选择商品展示视觉商品卖场规划促销位分配布局&动线卖场形象和产出StoreEnvironmentcomposition:VisualCommunicationsRetailIdentityGraphicsPOSSignageStoreDesignExteriorDesignAmbianceLightingMerchandisingFixtureSelectionMerchandisePresentationVisualMerchandisingStorePlanningSpaceAllocationLayout&CirculationStoreImageAndProductivity棚格图

Planograms.为确商品在一个部门的陈列位置，各类零售企业都会作出棚格图。棚格图是依据图片、系统数据等做出的图示，用于图示每一个单品（SKU)的陈列位置。棚格图绘制也要依据单品（SKU)的历史销售情况和产出。

Todeterminewheremerchandiseshouldbelocatedwithinadepartment,retailersofalltypesgeneratemapsknownasplanogramsPlanogramisadiagramcreatedfromphotographs,computeroutput….thatillustratesexactlywhereeverySKUshouldbeplaced.PlanogramisaccompaniedbyaproductivityreportbySKUbasedonsaleshistory.商品整体结构INTEGRATEDASSORTMENT*黄色部分为B，C,D店共有商品信息。顶级品牌自有品牌中档品牌最低价最高价从最低价丰富品项，满足所有顾客需求：商品分类TopbrandsPrivatelabelTheintermediatebrandsThelowestpriceTothemostexpensiveFromthelowestpriceLargeassortmentcoveringallourcustomer’sneeds:MERCHANDISINGBYCATEGORY5.巡店StoreVisit.VISIT6.订货—收货（提示）Ordering–Receiving(Reminder)ORDERING,RECEIVING&RETURNINGMerchandises.订货,收货和退货订、收货时间表ORD-RECEIV-SCHEDULE定义

Definition:周转库存，又称基本库存，由于补货过程和满足顾客需求而产生的库存。CycleStock,alsoknownasBaseStock,isinventorythatresultsfromtheReplenishmentprocessandisRequiredtom