Compilation of a matrix of goods. What is an assortment matrix? important rules for the formation of an assortment matrix based on the goals

Definition and types

The assortment matrix is \u200b\u200ba list of goods (commodity items) to be sold in a retail company, compared according to one important indicator for the store - for example, depending on the supplier or price.

Most often there are two types of assortment matrixes.

List of goods

The key factor is the list of items to be sold at the retail company. We must start with it. How to define it? You need to go from general to detail.

First, we answer the question: Who are the buyers guaranteed to come to our store? Who are they, where they live, how much they earn, where they prefer to buy jewelry, where else do they go for it, how much they spend on jewelry and how often they buy it, what styles, types of jewelry they prefer, etc. It is important to understand exactly the image of a typical (target) customer, to present it in as much detail as possible. There may be more than one type of such typical buyers, but two or three (but not five or ten). It is important that you make sure they are guaranteed to come to your store because:

They already go to it;
... live or work nearby;
... there are no other shops nearby;
... we have what others do not have and what our target customers need;
... everyone knows us anyway (a well-known store or a well-known chain).

Then we select (clarify) the store format: in what area, in what place do we work for our target customers?

Format is the specification of the company's strategy... Their number is limited, for jewelry retail it is usually:

Jewelry shop,
... jewelry salon,
... jewelry boutique,
... jewelry section.

Further, based on the target groups of buyers and the format chosen (suitable for target buyers), we determine the product groups that, in our opinion, must be in the store, because these are the types of goods that our target buyer wants to buy. For example, our buyers are low-income residents of residential areas, to a lesser extent are buyers with an average income level, mainly housewives with children; format - a small jewelry store (20-30 sq. m.) in a class "C" shopping center. Therefore, we determine that in our store there should be items made of silver and items made of gold. In this case, gold products should be represented by the following groups:

Items made of red, yellow and mixed gold 585-carat;
... rings, earrings, pendants, chains, bracelets, watches, necklaces;
... each type of product (except for chains): without inserts, with zircons, with semi-precious stones, with pearls, with precious stones (including diamonds).

Thus, the first step is to determine which commodity groups we will trade.

Assortment tree

The next step is to compile a multilevel product classifier from the generated list, the so-called assortment tree. As a rule, the classifier contains five levels, although three to five are acceptable. The use of less than three levels does not allow reflecting the structure of the assortment in full and, accordingly, complicates management.

The commodity classifier should also have lists of product characteristics - those that are not reflected in the classifier itself, but are important and necessary for the analysis of sales, income, turnover and for planning purchases. For example, the characteristics of gold items are: fineness and color of gold; any ring - size; diamonds - the size of the stone, the number of stones (one or a scattering), the type of setting, the type of cut, the characteristics of the diamond; jewelry as a whole - design (type of style - classic, geometric, floral, fantasy, etc.), etc. You need to make, firstly, a list of characteristics for your assortment, and secondly, all the options within each characteristic (library of characteristics).

Building a matrix

Then you need to determine how many types of products should be, that is, indicate the capacity of product categories and product groups. If you already have a store, you need to analyze the shares in income, turnover and occupied retail space (counter and display area) using the updated list of product groups / product categories. And to bring the retail space of product categories in line with the share of categories in income based on the principle “the amount of space for the product should correspond to the amount of profit; the more income a product brings, the more space it should occupy. "

After that, knowing how much space is allocated for each product category, determine the number of products that can be placed there, taking into account the specifics of the format - fewer products are displayed on the counter, more decor and free space in the boutique; in the store - the goods are located tightly to each other, usually on pallets, there is little free space. The result of this stage is the exact knowledge of how many items of each type should be in the store.

It remains to determine the proportions of price segments (high, medium, low) for the entire assortment (this is partly duplicated with the assortment-price matrix). As a result, we should know, for example, that there should be 60 chains in the store, five types of length, 15 types of weaving. We paint the quantity for each combination of length and type of weaving. For example, the belzer weaving chain is presented in sizes: 45, 40 and 35 cm. And so on for all product categories.

All. The matrix is \u200b\u200bbuilt.

Commodity angles

But that's not all. Any matrix requires management - adjustments, changes, input-output of goods, their rotation depending on changes in the composition of buyers, the amount of money they have, their tastes, fashion, demand in general, depending on the number of competitors and their actions, on the general economic situation in country. Stable components in this process are the format of the store (it is not recommended to change), the capacity of the store (if the area and number of counters have not changed), the list and ratio of the main product groups.

Note: it will not be possible to change (optimize) the assortment to achieve better results (turnover, income) without organizational changes. The assortment is created by specific people in the company, and in order for them to create a different assortment, they must work differently, or it must be different people. In order for them to work in a different way, they need different knowledge, conditions and resources: differently assigned tasks, a different information system, differently streamlined business processes, a different organizational structure, finally. Therefore, it is important to be prepared for the fact that a change in the assortment entails the need for other changes in the company.

In practice, the so-called product angles are often used in order to analyze and draw up plans not on the basis of a sufficiently large number of product categories, but on the basis of aggregated (combined according to a certain criterion) data (views). Below it will be shown with an example - see the figure.

A company can have several product angles:

Catalog (product classifier, which is usually the assortment matrix);
... customization for category management;
... setting in the context of manufacturers (suppliers);
... other settings.

As you can see from the diagram, settings can be made not only at the level of categories and subcategories, but also at lower levels - subgroups and even products.

In retail sales, it is very important to correctly determine the composition of the goods sold. The range of products on offer is what the consumer sees when visiting the store. An effective assortment is a tool for attracting and retaining a consumer.

An assortment is effective if it:

• Attracts the consumer, i.e. provides the right traffic.
• Complete enoughso that the consumer finds all the products they need, and does not go to a competitor's store.
• Cost effective: the volume, price and margins of sales of goods are sufficient to meet the company's revenue and profit goals.

Ideal assortment in terms of efficiency - such that the consumer constantly visits only this store (and not the retail outlets of competitors), completely bought up the goods for a certain period (stocks of inventory remainders are minimal), while the prices for the goods are such that the company receives sufficient profit from its sale.

In reality, all these conditions are very difficult to comply with. - too many factors must be taken into account, but it is necessary to strive for this, since an effective assortment is a key means in a highly competitive struggle.

In solving this problem, a document is formed, which is called assortment matrix... This document reflects the result of the assortment in the form of a table, which describes which product groups and SKUs should be presented in the assortment, at what price they should be sold and how much inventory should be at each point of sale.

Stages of drawing up an assortment matrix

There is no generally accepted algorithm for compiling an assortment matrix; each trading company may have its own method. Nevertheless, the set of factors that must be taken into account is the same for everyone, and recommendations can be made for drawing up an assortment matrix.

Exemplary set stages of drawing up an assortment matrix:

1. Development / revision specific point of sale concept.
2. Market segmentation and target customer identification for a point of sale.
3. Defining price ranges for target customers.
4. Formation of the assortment classifier: division of the assortment into groups and SKUs.
5. Determination of width and depth for each product group.
6. Defining a set of brands presented in each group of goods.
7. Distribution of roles by product groups and brands.
8. Formation of the list of goods in the assortment matrix (table rows).
9. Final filling assortment matrix (table columns).

On first At the concept development stage, it is determined which customers' needs should be satisfied by a particular outlet. Each store is characterized by certain parameters that the company cannot influence.

Some of these parameters that define the concept:

• Area (center, outskirts, business, industrial or residential area);
• Trading floor area and the total area of \u200b\u200bthe premises;
• Number of storeys and location of the outlet among other stores;
• Availability for buyers: ways of approach and entrance.
• A very important factor - the presence of competitors and their assortment and pricing policy.

Taking into account all these parameters, the concept of a retail outlet is formed: a supermarket, a pavilion, a specialized store, etc.

For example, a company that sells cell phones and cellular communications might host:

• in a large shopping center - a full-scale pavilion offering a full range of company services and products;
• in a small premise of a prestigious sleeping area - shop of elite models;
• in the premises of shops of the "near home" format and bus stop pavilions - small kiosks providing a limited set of services and a minimum set of inexpensive phones.

The concept of all outlets will be different, and assortment matrices will also differ, despite the fact that all outlets belong to one trading company and can work under a single sign.

On second This stage defines the segments of customers who can visit these outlets. Customers can be segmented according to a variety of criteria: income level, age, nature of demand, habits, etc. As a result, the target segment of buyers will be determined, for which the corresponding assortment matrix will be formed.

On third stage, all products are divided into price segments and the ratio of these segments.

Now the turn of goods.

On fourth At this stage, the entire assortment of goods is divided into product groups, subgroups and segments up to a separate SKU. SKU, or article (this term was used in Soviet times) is the identifier of a separate commodity item. One and the same product can be represented by different SKUs, for example, granulated sugar in a package of 1 kg, 5 kg and refined sugar are all different SKUs.

On the fifth This stage determines how wide (the number of product groups) and deep (how many SKUs should be in each group) the assortment should be. The main factors here are the concept of the outlet and the assortment policy of competitors.

On sixth This stage defines the brands in each category, again depending on the concept and information from competitors.

On seventh stage of each category is assigned a specific role.

The roles can be as follows:

• Target (image) - aimed at attracting and retaining the main share of buyers; this category is characterized by high marginal income.
• Main- the group of the most demanded goods, which attracts the main and constant stream of buyers: these are goods with low marginal income, but constant demand forms a large mass of total marginal income. Products of this group must be presented in the assortment of the outlet.
• Seasonal (accompanying) - as the name implies, this is a group with a pronounced seasonality, helping to attract new customers and boost demand through new products and special seasonal offers.
• Comfortable (optional) - a group of products that complement the other groups and form customer loyalty through the convenience of purchasing all products in one place.

On eighth and ninth At this stage, the assortment matrix table is filled in.

Some important stages of drawing up an assortment matrix are worth considering in more detail.

Segmenting a product group based on the physical properties of the product

The type of the final assortment matrix directly depends on the segmentation of product groups.

For example, a customer's need for thirst can be met by different drinks that make up a very wide group of products.

Narrowing the group steps:

• Drinks can be alcoholic and non-alcoholic;
• Among the non-alcoholic drinks are ready-made drinks. and goods for the preparation of drinks;
• Tea can be distinguished among the products for cooking., coffee and other drinks.

Tea - this is a ready-made product group that satisfies a very specific need of the buyer. However, in this group, you can divide products into segments. The following segments can be distinguished:

• depending on the variety it can be black, green, red or a mixture of teas;
• depending on the brewing method can be in bags and loose;
• depending on the value of the variety and the brand can be segmented by price.

As a result of the segmentation of product groups, a product classifier is formed, which is the starting point for creating an assortment matrix after determining the width and depth of the assortment.

Using sales analysis to determine the number of SKUs within each segment

A separate segment can be represented by a different set of commodity items (SKU). Each outlet has a limit on the number of different SKUthat can be displayed in the sales area, this limitation is determined by the area of \u200b\u200bthe sales area, the used trade equipment and the type of display.

In these conditions, it is necessary to expose such a set of SKUso that assortment of goods allowed to achieve maximum profit per unit of retail space. Knowing the limitation on the number of SKUs, it is necessary to solve the problem of representing SKUs in each segment.

The necessary information for such decisions is provided by an analysis of actual sales for these goods, taking into account the concept of a point of sale and the actions of competitors. It is also necessary to consider the role of the product group or its segment.

For instance, sales analysis shows that among different types of tea 70% of the profit comes from black tea, 30% - green.

Let's admitthat the trade racks allow you to display 200 SKU. Then a simple calculation shows that 140 SKUs should be from the black tea subcategory, 60 - green ones.

This is a rather rough calculation, demonstrating a general approach to the distribution of SKUs by product segments, it can cause errors in determining SKUs in narrow segments.

When planning your SKU accurately, you need to consider the product category.

For instance, for products of the main category, it is unacceptable to underestimate the SKU and exclude such products with low profit: if you exclude, for example, baby milk with low marginal profitability, then the buyer, not finding this product, can go to competitors, since this product is consumed daily and its absence in the range is unacceptable ...

Also, the planned SKU level may be higher than the calculated one for seasonal category products - these products provoke consumer traffic and an increase in demand in general.

About price segments, determining the share of goods of each price segment (economy, mass, premium) in the assortment matrix

Products are usually divided into three segments:

• economical - for buyers with a low level of income and low requirements for consumer qualities of goods;
• mass - designed for the bulk of consumer demand;
• premium - designed for a narrow segment of buyers with a high level of income.

Depending on the business sector, the number of segments can be either more or less. For example, natural gas as a commodity may not be segmented at all and all consumers may be supplied at the same price. Cars are often split into more price segments.

For each outlet, you need to determine the price levels of each segment and the proportion of the range in each segment.

For example, a cell phone company might set the following ratios for the economy / mainstream / premium price segments:

• for a large store – 30%/50%/20%,
• for a shop of elite models – 0%/20%/80%,
• for a small pavilion – 80%/20%/0%.

Thus, a new restriction is added to the previous SKU distribution by assortment, by price segments. The assortment matrix must be refined using the segment ratios.

Continuing with the above example, suppose that a supermarket has 200 SKUs per product category “tea” and that the outlet has a 30/50/20 ratio.

This means that the store must have:

• Black tea - total 140 SKU, including:
  • Economy segment brands - 140 * 30% \u003d 52 SKU,
  • Mass - 70 SKU,
  • Premium - 28
• Green - 60 SKU, including:
  • Economy - 18 SKU,
  • Mass - 30 SKU,
  • Premium - 12 SKU.

Now you can proceed to filling each segment of the product category with trade marks (brands).

Selection of Trademarks (TM) for filling the assortment matrix

In the example above, it is calculated that in the store the premium black tea segment should be represented by 28 SKUs. This number of SKUs now needs to be filled with specific products from different manufacturers.

This should also be done on the basis of sales analysis data, taking into account additional considerations:

• Consider more than profitability (profit share) of the product, but also its popularity for buyers, otherwise there is a possibility of filling the shelves with a profitable, but slow-moving product;
• Too many brands from different manufacturers make it difficult to buy, laying out and accounting, the number of stamps should be the minimum necessary.

This leads to the fact that the analysis of sales should also be supplemented with data from marketing research - a survey of buyers about the preference of brands, as well as information about the actions of competitors in these segments.

Information about which price segment a particular product belongs to can be understood in different ways: by interviewing consumers, based on information from manufacturers and suppliers, or based on sales analysis (using the ABC analysis method).

Filling the SKU assortment matrix from the above created segmentation

The final stage of forming the assortment matrix is \u200b\u200bfilling out the matrix table based on the created structure of categories and segments, as well as the price lists of suppliers.

The assortment matrix will include information:

• By lines - SKUs grouped by product groups and segments;
• By columns:
  • planned amount SKU;
  • percentage of markup for each position;
  • profit from each SKU;
  • share in total arrived.

Such a matrix is \u200b\u200bcompiled for each outlet. By summarizing the data of the assortment matrices by retail outlets, a general assortment matrix of the company is compiled, which can be further analyzed in order to achieve the company's goals in terms of profitability.

General assortment matrix - the basis for planning procurement and logistics work.

Conclusion

The article examines a typical process for creating a company's assortment matrix using examples.

You can use another algorithm for forming the matrix, but in any case, the principles must be followed:

• Accounting concept point of sale;
• Segmentation of goods by consumer properties;
• Segmentation of goods by price level;
• Taking into account the type of category during distribution SKU.

Good, Ladies and Gentlemen! The topic of our lesson is "ASSORTMENT MATRIX" .

"Assortment matrix - what is it?"

Let's start by answering this question:

ASSORTMENT MATRIX - this is the optimal set of commodity items in your nomenclature catalog that you are trading at the moment, in the context of commodity levels, categories and characteristics.

An effective assortment matrix MUST :

• Maximize sales, profits, battery, market share - depending on what goals your business faces;
• Fully meet customer expectations, and for product groups with the "Develop" strategy exceeds these desires;
• Maintain an optimal production cycle and stock within the specified standards, minimizing illiquid, excess and zeroed balances of goods.

So the funniest thing is that the assortment matrix in the form of standard excel plates, which are being wooed by numerous textbooks, prof. sites and miracle consultants, this is a complete bullshit and profanity.
And why? Because the Assortment Matrix is \u200b\u200bnot an Egyptian pyramid that has stood in one place for four thousand years.

Once and for all, feel the next. Assortment matrix is \u200b\u200bnot a constant sign, it is an infinity symbol. It's a super dynamic thing that can change every day.
And typeset it in Excel, sign it with the chief, and then collect the signature "Familiarized" from buyers and salesmen, a rare stupidity and a stupid waste of time.

But we immediately have a second question.

And how to manage and control this very matrix if it changes every day? And how should it look, in principle?

My friends, in order for the assortment matrix to be formed quickly and automatically, buyers and salespeople must constantly answer three key questions:
Why are we trading this product?
What product do we DO NOT need?
What product do we need?

"How do you make your sculptures?" Michelangelo asked.
"I take a stone and cut off all unnecessary" He replied.

"How to make your own Assortment matrix?" - you ask.
“Take a list of your products and cut off all the unnecessary ... and then add in there what your customers are missing”, - I will answer.

But no. I will not just answer. I will give you my personal tool along with instructions.

GROUP DESCRIPTION OF GOODS

I'll start the demo with my favorite construction and distribution example, although from time to time I will throw up options from other product groups in order to convince you of the applicability of my methods for any product business.

And the first thing we need is to break down our assortment into enlarged groups and subgroups. These are links to tutorials in which I showed how to do it:

I will not repeat myself. The main thing is that at the output you can build such a report with sales for each group and subgroup.

Grouping of goods for an assortment matrix

Read, understand. And we get to the point. So.

Step 1. For groups with a strategy KILL , we have a very simple plan of action. we we take it out of the range , we sell the leftovers of goods and forget about it until the next strategic session.

Step 2. In the second step, we we describe products from each group by subgroups in the hierarchy and logically we check each of the subgroups for compliance with the market , so as not to engage in commercial schizophrenia, offering beach umbrellas on the shores of the Arctic Ocean.

If a subgroup for some reason does not match the market, it follows the group with the Kill strategy. We remove it from the range, and give the other subgroups the green light.

Step 3. In the third step we distribute goods by Categories, build Category cards and compare them to market category cards. And this is where our paths diverge. For a group with a strategy to Develop and a strategy to Hold is black and white, the yin and yang of our assortment.

The point is that product groups with a strategy DEVELOP there should be few, because within them you are obliged to form the widest and deepest assortment possible. It is very important. Starting to develop a product group, we actually declare to our clients that we are not sickly specialists in it. And if you position yourself as a specialist in a product group, be kind, do everything according to Feng Shui. Satisfy all possible needs of your customers in it to the maximum!

Therefore, the principles of forming the Assortment matrix for groups for Development will be radically different from the principles for groups with the Keep strategy.

If you are working with a Developing Group and see an assortment hole on its category map, then be so kind as to find a supplier, puzzle the technologist and enter the missing item in the price list, because it must be there.

In groups with a strategy KEEP everything is upside down. For these categories, we must carry out a very strict selection and enter only TOP categories into our price list.

TOP CATEGORIES OF GOODS

TOP CATEGORIES — these are the categories that, according to the results of the ABC analysis, were assigned group A according to two indicators "Sales volume in rubles" and "Number of knocked out documents".

In this case, the ABC analysis should be done within each specific group. Below is an example of ABC analysis for the Power Supply Group, in which the TOP categories of this group are highlighted.

If we keep a group, then we are obliged to work only with the TOP categories from this group, with its assortment fat and nothing more.

In my example, I DO NOT declare myself to be a specialist in this group, which means that my client will forgive the absence of camping lanterns or spotlights in my price list, but if there are no 100 watt bulbs or batteries, it will definitely strain.

Naturally, our main question is:
“How do I know which categories are TOP?”

To be honest, there are few methods and they are all on the verge of a foul.

Well, if it doesn't work, then do it.

1. Collect as much information as possible about the products of this group, build a hierarchy of all its subgroups, draw up a market category map.
2. Then turn on your head, brainstorm with your fighters and select the top categories according to your taste and color.
3. Enter them into the assortment, and then, using the "Assortment Management" module of the TopControl system, automatically rotate them until the best-selling ones are calculated.

Here are a few words about how ROBOTS will save us in managing the assortment matrix.

The fact is that every night our merchandising robot independently analyzes commercial indicators for each category in the context of each product and assigns statuses to them - Archive, No sales, Losers, Under the order, Worker, Matrix .

And if you have a desire to have an effective assortment matrix, then once a week or once a month, it depends on the turnover of your goods, generate such a report on the Status of the goods. And apply three standard solutions to them.

With goods Matrix, Working, Under the order we continue Work .

It is a little more difficult with the goods to which the commodity robot has assigned the status - No sales or losers .

If the product USP Minimum price or Wow product , We continue Work with him, if the product has USP Functionality or Feature we Change its to analog.

If the USP of the goods - Brand, image, fashion or For assortment boldly Kill and as quickly as possible we clear the warehouse from its remains.

It is clear that if your assortment is 10 positions, in which you understand better than Kasparov in chess, or you do not care about your business, because last week they found oil in your yard, forget everything that I just told you and don't fool around with assortment matrices.

But if you have a decent price list, do not have your own well and have a burning desire and ambition to have more than Hyundai Solaris at the entrance and fries from McDonald's, ...

Learn to Manage Goods Effectively.

Because the first PI of marketing is not sales, promotion and all that stuff. The first pi of marketing is PRODUCT ! Thank you for your attention, good luck to everyone and great sales.

To be continued…VideoVersion of the post

The assortment matrix is \u200b\u200ba list of all commodity items, including seasonal items that may be temporarily out of stock. But this is not just a list of products - the matrix is \u200b\u200bbuilt on the basis of the classifier and is the result of structuring the assortment. Subcategories, brands and other accounting units will be added to the division levels in the classifier.

The assortment matrix is \u200b\u200bthe result of studying and considering factors such as:

customer demand

range of competitors

the specifics of the region or city (city with developed infrastructure, industrial, port city or regional center, regional capital or outskirts);

location features (residential area, city center, near a busy highway, near a market, etc.);

format requirements (self-service store or trade through a counter, mini-market, supermarket, discounter or boutique

On the basis of the existing assortment matrix, an assortment minimum is compiled - a list of commodity items that must be constantly present in the store at a certain period of time. Again, the assortment minimum depends on seasonal fluctuations in demand and other factors related to the specifics of the store - opening hours, store location, main customers

You can also talk about concepts such as:

assortment width is the total number of different product categories included in the assortment.

assortment depth - the total number of product items within each product category in the assortment. In other words, the deeper the category is presented, the better we can guess the needs of our customer, the more choice we will give him. If we are dealing with a specialized store, for example "Computers", then the buyer rightly believes that the assortment in such a store will not be very wide, but deep enough, that is, there will only be computers, but different brands, models and options ... The deeper the assortment, the higher the specialization of the store.

Assortment of goods - a set of their types, varieties and varieties, combined or combined on a specific basis. The main grouping signs of goods are production, raw materials and consumer.

Distinguish between production and trade assortment of goods.

The production assortment is the nomenclature of goods produced by industrial and agricultural enterprises, as well as by other manufacturers. As a rule, enterprises producing goods produce a narrow range of goods, which allows them to introduce advanced production technology, improve the range of manufactured goods, and improve their quality. Therefore, the goods they produce need further sorting, taking into account the requirements of trade, in whose enterprises a wide range of goods is concentrated, which is a combination of products produced by a wide variety of manufacturers. Such sorting, or transformation of the assortment, is carried out mainly at wholesale enterprises, through which the bulk of goods of a complex assortment pass. Some of the food and non-food products are sorted directly in shops and other retail outlets.

Trade assortment is a range of goods to be sold in a retail network. It includes a range of goods produced by many enterprises and is subdivided into two commodity sectors: food and non-food products. Each of the industries is divided into product groups, which include goods that are combined according to a number of characteristics (homogeneity of raw materials and materials, consumer purpose, the degree of complexity of the assortment).

Depending on the homogeneity of the raw materials and materials from which the goods are made, they are subdivided into products made of metal, leather, glass, etc.

For consumer purposes, goods are subdivided into sports, music, household goods, clothing, footwear, etc.

Taking into account the complexity of the assortment, we distinguish between simple and complex assortment goods. The goods of a simple assortment include goods consisting of a small number of species or varieties (vegetables, table salt, laundry soap, etc.). Goods that have, within the same type, an internal classification according to various criteria (style, size, etc.), are classified as goods of a complex assortment (shoes, clothes, etc.).

Product groups are divided into product subgroups, which include products that are homogeneous on the basis of unity of production origin. For example, the product group of footwear is divided into subgroups of leather, textile, felted and rubber footwear, the group of dishes consists of subgroups of metal, glass and porcelain-earthenware.

Each subgroup consists of different types of goods. The type of goods is understood as the same goods for various purposes (boots - for women, men and children; furniture - for the kitchen, living room, etc.). Within each type, goods may differ from each other in special characteristics (articles, grades, etc.), i.e. subdivided into varieties.

Taking into account the division of goods into groups, subgroups and types, it is customary to distinguish the group and intragroup (expanded) assortment of goods. Group assortment is a list of product groups included in the nomenclature. Intragroup (expanded) assortment is a detailing of the group assortment for specific types and varieties of goods. These two concepts, in turn, are closely related to the concept of breadth and depth of assortment. Moreover, the breadth of the assortment of goods is determined by the number of product groups and names, and the depth is determined by the number of varieties of goods. For example, a relatively narrow range of products in specialty stores consists of a large number of varieties of corresponding products and is deeper.

Goods are also classified according to such characteristics as the frequency of demand for goods, as well as the stability and nature of the demand presented.

According to the frequency of demand, goods are divided into three groups:

everyday demand - the most frequently and even daily purchased goods by the population;

periodic demand - goods, the purchase of which is carried out periodically;

rare demand - durables, which usually last more than five years.

In addition, there is a group of seasonal goods that are sold during certain periods (seasons) of the year. The demand for goods can be stable (stable) or subject to certain (including sharp) fluctuations. Taking this into account, the goods are divided into the following groups: stable demand; goods for which demand is subject to sharp fluctuations; well-formulated demand; alternative demand; impulse demand.

The procedure for the formation of an assortment of goods at wholesale enterprises

Assortment formation should be understood as the process of selection and establishment of a range of goods that correspond to the demand of buyers and ensure high profitability of the trading enterprise. the formation of a rational assortment of goods is the most important function of the commercial services of wholesale enterprises.

The most important principle of the formation of the assortment of goods is to ensure its compliance with the nature of the demand of the population served by the customers of the wholesale enterprise. It should provide for the comprehensive satisfaction of customer demand within the selected market segment. In this regard, the range of goods offered to wholesale buyers must have sufficient breadth and depth. The breadth of the assortment is determined by the number of product groups, subgroups and names of goods included in the nomenclature, and the depth is determined by the number of varieties of goods for each name. The breadth and depth of the assortment of goods in the warehouses of the wholesale enterprise will depend on the assortment profile of the wholesale buyers served, the size of the warehouse area, the state of supply in the consumer market and other factors.

One of the principles of forming a product range at a wholesale enterprise is to ensure its sustainability, which is especially important when it comes to everyday goods.

And, finally, one of the important principles of the rational formation of the assortment of goods at a wholesale enterprise is to ensure the conditions for its profitable activity, which is especially important in a market economy.

the next stage in the formation of the assortment is to determine the number of sold varieties of goods for each item. It goes without saying that, while developing the assortment of goods, commercial services must constantly monitor the appearance of new goods on the market and involve them in trade. At the same time, they must take measures to exclude obsolete models from their product range, as well as goods for which demand has dropped sharply.

The instrument used to regulate the assortment of goods in the warehouses of wholesale enterprises is the assortment list. It includes a list of the names of goods corresponding to the established breadth of the assortment, and the minimum required number of varieties of goods that must constantly be available in the warehouse.

The procedure for the formation of an assortment of goods in stores

The formation of an assortment of goods in stores, in contrast to wholesalers, has its own specifics. In this case, it is necessary to take into account the influence of many factors.

The following factors influence the construction of the assortment of goods in retail trade enterprises: the type and size of the store and its technical equipment; conditions for the supply of goods to the retail trade network (primarily the availability of stable sources); the number of people served; transport conditions; the presence of a network of competing stores, etc.

It is known that one of the important features that determine the type of store is its assortment profile. Therefore, the first thing to consider when forming a product range is the type of retail outlet.

The formation of the assortment of goods in retail trade enterprises is strongly influenced by the social composition of the population served and the nature of its work, the level of cultural development, social security and the level of income of the population. A very significant factor is the level of prices for goods. In addition, one should take into account the gender, age, professional and ethnic composition of the population, its traditions and customs, as well as the number and structure of families served.

When forming the assortment of goods, one cannot ignore the presence of a network of competing stores, the assortment of goods presented in them, the level of prices for goods, methods of sale, services offered, etc.

The process of forming an assortment of goods in a retail network can be roughly divided into three stages.

At the first stage, a group assortment of goods is established, i.e. the assortment profile of stores is determined. This work is carried out taking into account the current principles of placing a retail trade network and on the basis of marketing research in the area of \u200b\u200bthe target market. Taking this into account, the place and role of the store in the general system of trade services of the city, district, etc.

The second stage involves the establishment of the quantitative ratio of individual groups of goods in the store, i.e. the structure of the group assortment is calculated.

At the third stage, the intra-group assortment is determined, i.e. selection of specific types of goods of each group is carried out according to various criteria. At the same time, each store must ensure that the offered assortment of goods meets the demand of the population. They also take into account the influence of various factors on the construction of the assortment of goods in each particular retail outlet.

Thus, the formation of the assortment of goods in stores should primarily be subordinated to the interests of the fullest satisfaction of the population's demand, i.e. there must be a sufficient completeness of the assortment of goods well known to the population, the complexity of their supply. In addition, a profitable store operation must be ensured.

29. Goods movement is the planning, implementation and control of the physical movement of goods from places of production to places of use.

Purposes of product distribution.

These goals are set on the basis of a trade-off between the requirement for minimum costs and the creation of a system that provides maximum service to customers.

Maximum customer service means maintaining large inventories, flawless transportation and multiple warehouses, which drive up distribution costs. The enterprise must find the appropriate compromise and formulate goals that can guide its planning.

Transportation. The choice of the carrier determines the level of prices, the timeliness of delivery and the condition of the goods at the time of arrival at the destinations. When shipping goods, an enterprise can choose one or another mode of transport or a combination of them.

Rail transport is the largest freight carrier in the country. Railways are the most cost-effective means of transport for long-distance transportation of wagonloads of cargo (coal, ore, sand, agricultural and forestry products). Efficient transportation of certain types of other goods is possible.

The cost of shipping bulky, non-perishable goods of low cost, such as sand, coal, grain, oil and metal ores, by water. But water transport is the slowest and is often affected by weather conditions.

Road transport is constantly increasing its share in transportation. In cities, motor transport carries out the bulk of freight traffic. This type of transportation is extremely flexible, allowing you to use different route options and timetables. Trucks are able to transport goods from door to door, eliminating the need for unnecessary transportation.

Pipeline transport is a means of transporting gas, oil, coal and chemical products from their places of origin to markets. Transportation of oil products by oil pipelines is cheaper than by rail, but somewhat more expensive than by water. This, along with air, is the most modern form of transport.

Air transport is gaining in importance. Although air cargo rates are the highest, air transport is preferred when speed is of the essence or distances are very long. Often, the use of air transport allows you to reduce the level of inventory, reduce the number of warehouses, and reduce packaging costs.

The choice of the type of transport. This choice is made taking into account a set of factors. So, if the sender is interested in urgent transportation, then he chooses to air or road transport. If its goal is minimal costs, then a choice is made between water and pipeline transport. Thanks to containerization, shippers are increasingly using two or more modes of transport at the same time. Containerization is the loading of goods into boxes or trailers that can be easily reloaded from one mode of transport to another. Any mixed mode of transportation provides the sender with certain benefits. Over time, the costs of different modes of transport change, and it is necessary to revise the transportation schemes.

When organizing the distribution process, a number of factors should be taken into account that affect the effectiveness of the process. They are grouped into the following groups: production factors, transport, as well as social and trade.

Production factors: location of production, existing specialization of production, seasonality of production of certain types of goods.

Also, one or another specialization of production in the production of sometimes a rather narrow range of consumer goods has a great influence on the organization of the process of commodity circulation. To a greater extent, this applies to goods of a complex assortment, since small stores cannot receive them without preliminary sorting in wholesale establishments. At the same time, the majority of goods, before arriving at a retail trade enterprise, preliminarily pass through the chain through one or more sectors of the wholesale trade.

The production of certain groups of consumer goods is seasonal, and the seasonality of production in some cases is very pronounced.

The transport factors include the state of transport routes, the types of transport used in the movement of goods and some other related ones. The fleet of vehicles must also meet modern requirements for a rational and efficient organization of goods movement, which requires an appropriate specialized transport, vehicles of different carrying capacity, cargo capacity and cross-country ability.

Social factors have a very significant impact on the distribution of goods. These include the density of population settlement in districts and regions, the level of material wealth, and others. With a low population density, for example, it is much more difficult to organize the delivery of goods to end users than in places where the population density is quite high: goods have to be transported over much longer distances and at the same time they pass through a larger number of intermediate links.

The level of people's money incomes has a decisive influence on the intensity of the process of commodity circulation.

So: the process of commodity circulation is influenced by such trade factors as the size, location and specialization of enterprises and trade institutions, the complexity of the assortment of product groups and the properties of these goods, as well as the level of organization of supply of retail outlets. To a large extent, the distribution scheme depends on the properties and range of goods offered to the consumer. In particular, goods of a complex assortment, before entering the retail network, must be re-sorted at the link of wholesale points. Creation of special conditions in the developed schemes of commodity circulation is necessary when working with perishable products. The process of commodity circulation will go according to different schemes depending on the chosen form of supply of goods to the retail trade network. The organization and efficiency of commodity circulation is seriously influenced by the form of the process adopted in the calculations and the number of links in it.

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Privacy agreement

and processing of personal data

1. General Provisions

1.1. This agreement on confidentiality and processing of personal data (hereinafter referred to as the Agreement) is freely accepted and of its own free will, applies to all information that LLC Inseils Rus and / or its affiliates, including all persons belonging to the same group with LLC "Insails Rus" (including LLC "EKAM service") may receive information about the User during the use of any of the sites, services, services, computer programs, products or services of LLC "Insails Rus" (hereinafter referred to as the Services) and the course of execution of any agreements and contracts with the User by Insales Rus LLC. The User's consent to the Agreement, expressed by him in the framework of relations with one of the listed persons, applies to all other listed persons.

1.2 Use of the Services means the User agrees with this Agreement and the conditions specified therein; in case of disagreement with these conditions, the User must refrain from using the Services.

"Insails" - Limited Liability Company "Insales Rus", OGRN 1117746506514, INN 7714843760, KPP 771401001, registered at the address: 125319, Moscow, Akademika Ilyushin st., 4, building 1, office 11 (hereinafter - "Insales" ), on the one hand, and

"User" -

or an individual who has legal capacity and is recognized as a participant in civil legal relations in accordance with the legislation of the Russian Federation;

or a legal entity registered in accordance with the legislation of the state of which such person is a resident;

or an individual entrepreneur registered in accordance with the legislation of the state of which such a person is a resident;

which has accepted the terms of this Agreement.

1.4 For the purposes of this Agreement, the Parties have determined that confidential information is information of any nature (production, technical, economic, organizational and others), including the results of intellectual activity, as well as information about the methods of carrying out professional activities (including, but not limited to: information about products, works and services; information about technologies and research projects; information about technical systems and equipment, including software elements; business forecasts and information about prospective purchases; requirements and specifications of specific partners and potential partners; information, related to intellectual property, as well as plans and technologies related to all of the above) communicated by one party to the other party in writing and / or electronic form, explicitly designated by the Party as its confidential information.

1.5. The purpose of this Agreement is to protect confidential information that the Parties will exchange during negotiations, concluding contracts and fulfilling obligations, as well as any other interaction (including, but not limited to, consulting, requesting and providing information, and performing other orders).

2. Obligations of the Parties

2.1. The Parties agree to keep secret all confidential information received by one Party from the other Party during the interaction of the Parties, not to disclose, disclose, disclose or otherwise provide such information to any third party without the prior written permission of the other Party, with the exception of cases specified in the current legislation, when the provision of such information is the responsibility of the Parties.

2.2. Each of the Parties will take all necessary measures to protect confidential information, at least using the same measures that the Party applies to protect its own confidential information. Access to confidential information is provided only to those employees of each of the Parties who reasonably need it to perform their official duties for the implementation of this Agreement.

2.3. The obligation to keep confidential information in secret is valid within the term of this Agreement, the license agreement for computer programs dated 01.12.2016, the agreement of accession to the license agreement for computer programs, agency and other agreements and for five years after termination their actions, unless the Parties separately agree otherwise.

(a) if the information provided has become publicly available without violating the obligations of one of the Parties;

(b) if the information provided has become known to the Party as a result of its own research, systematic observations or other activities carried out without the use of confidential information received from the other Party;

(c) if the information provided has been lawfully obtained from a third party without an obligation to keep it secret until it is provided by one of the Parties;

(d) if the information is provided at the written request of a state authority, other state authority, or local self-government body in order to perform their functions and its disclosure to these authorities is mandatory for the Party. In this case, the Party must immediately notify the other Party about the received request;

(e) if the information is provided to a third party with the consent of the Party, the information about which is transferred.

2.5. Insales does not verify the accuracy of the information provided by the User, and is unable to assess his legal capacity.

2.6. The information that the User provides to Inseils when registering in the Services is not personal data, as they are defined in the Federal Law of the Russian Federation No. 152-ФЗ dated July 27, 2006. "About personal data".

2.7 Insales reserves the right to amend this Agreement. When making changes in the current edition, the date of the last update is indicated. The new version of the Agreement comes into force from the moment it is posted, unless otherwise provided by the new version of the Agreement.

2.8. By accepting this Agreement, the User realizes and agrees that Inseils can send the User personalized messages and information (including but not limited to) to improve the quality of the Services, to develop new products, to create and send personal offers to the User, to inform the User about changes in Tariff plans and updates, to send the User marketing materials on the topic of the Services, to protect the Services and Users and for other purposes.

The user has the right to refuse to receive the above information by notifying it in writing to the email address of Inseils -.

2.9. By accepting this Agreement, the User understands and agrees that the Insails Services may use cookies, counters, other technologies to ensure the performance of the Services as a whole or their individual functions in particular, and the User has no claims against Inseils in this regard.

2.10. The user is aware that the equipment and software used by him to visit sites on the Internet may have the function of prohibiting operations with cookies (for any sites or for certain sites), as well as deleting previously received cookies.

Insails has the right to establish that the provision of a certain Service is possible only provided that the acceptance and receipt of cookies is permitted by the User.

2.11. The user is solely responsible for the security of the means chosen by him to access the account, and also independently ensures their confidentiality. The User is solely responsible for all actions (as well as their consequences) within or using the Services under the User's account, including cases of voluntary transfer by the User of data to access the User's account to third parties on any terms (including under contracts or agreements) ... In this case, all actions within or using the Services under the User's account are considered to have been performed by the User himself, except for cases when the User has notified Inseils about unauthorized access to the Services using the User's account and / or about any violation (suspicions of violation) of the confidentiality of his account access means.

2.12 The User is obliged to immediately notify Insails about any case of unauthorized (not authorized by the User) access to the Services using the User's account and / or about any violation (suspicion of violation) of the confidentiality of his account access means. For security reasons, the User is obliged to independently carry out a safe shutdown under his account at the end of each session of work with the Services. Insails is not responsible for possible loss or damage to data, as well as other consequences of any nature that may occur due to violation by the User of the provisions of this part of the Agreement.

3.Responsibility of the Parties

3.1. A Party that has violated the obligations stipulated by the Agreement regarding the protection of confidential information transferred under the Agreement is obliged to compensate, at the request of the affected Party, for real damage caused by such a violation of the terms of the Agreement in accordance with the current legislation of the Russian Federation.

3.2 Compensation for damage does not terminate the obligations of the offending Party to properly fulfill its obligations under the Agreement.

4.Other provisions

4.1. All notices, inquiries, requirements and other correspondence under this Agreement, including those that include confidential information, must be made in writing and handed in personally or via courier, or sent by e-mail to the addresses specified in the license agreement for computer programs dated 01.12.2016, the agreement of accession to the license agreement for computer programs and in this Agreement or other addresses that may be further indicated by the Party in writing.

4.2. If one or more provisions (conditions) of this Agreement are or become invalid, then this cannot serve as a reason for the termination of other provisions (conditions).

4.3. The law of the Russian Federation shall apply to this Agreement and the relationship between the User and Insales arising in connection with the application of the Agreement.

4.3. All suggestions or questions regarding this Agreement, the User has the right to send to the Inseils User Support Service or to the postal address: 107078, Moscow, st. Novoryazanskaya, 18, p. 11-12 Business center "Stendhal" LLC "Inseils Rus".

Date of publication: 01.12.2016

Full name in Russian:

Limited Liability Company "Insales Rus"

Abbreviated name in Russian:

LLC "Insails Rus"

Name in English:

InSales Rus Limited Liability Company (InSales Rus LLC)

Legal address:

125319, Moscow, st. Academician Ilyushin, 4, building 1, office 11

Mailing address:

107078, Moscow, st. Novoryazanskaya, 18, p. 11-12, BC "Stendhal"

INN: 7714843760 Checkpoint: 771401001

Bank details:

 

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