Where to position your product to obtain high sales

In retail, there's a popular view that the crucial good results element will be the buying. Good buyers ensure that the correct products are accessible in the right quantities at the correct price - so that customers can find what they want at what they'll regard as bargain prices.

Buying has, nevertheless, become so sophisticated that all main retailers have top-flight buyers who are all able to meet the good results criteria.

Major retailers like Tesco, Sainsbury's, and Asda show relatively little differences in between them in terms of what they stock and how much it costs: the only way left for these firms to compete is by cutting their already narrow profit margins even additional.

Retailer layout

Morrisons supermarket chain has come from (apparently) nowhere to challenge the majors. There are numerous things that Morrisons does not do as well as Tesco or Sainsbury's (for example, they have simplified their buying by keeping it central, and therefore the shops have a strong Northern element in the products on provide, with out any allowance for regional products). Their prices are much exactly the same, and if anything their range of products is less.

What Morrisons does do well, though, is have an exceptionally pleasant retailer layout. Morrisons calls this the "Market Street" layout: the shops are arranged like a traditional early twentieth-century street market around the edge of the retailer, with conventional aisles in the middle.

For instance, most shops have a pie shop exactly where a bell is rung each time a fresh batch of pies comes out of the oven.

Of course, individuals do not buy from any store unless they think that what's on provide represents value for money, but all supermarkets provide that: what Morrisons offers is a pleasanter shopping environment unmatched by other chains.

Look at your competitors

Look at what your competitors are doing, and do something different. Consider the type of business you are in - establishing a "market" type layout wouldn't suit every store. Consider the image you're trying to project. Sophisticated? Traditional? Low-cost? And act accordingly!

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This article was sent to us by: Jim C. Smith at 01202011

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