On the basis of an audit of many ma

On the basis of an audit of many major retailers across multiple retail formats,
Nestlé Purina offers the following suggestionson how to best allocate space within the pet category. Space Allocation The typical supermarket dedicates about 100 feet of gondola run to the pet category. The allocation varies widely, however, from a low of about 60 feet to a high of nearly 150 feet. Supermarkets with larger sets (space devoted to the pet category) have roughly a 60-40 split between foods (traffic drivers) and nonfoods (higher margin). Supercenters and pet category specialties have about one-third of the space for
foods and two-thirds for higher-margin supplies. Supermarkets
with smaller sets have about three-quarters of the space dedicated
to foods and one-quarter to supplies. Retailers tend to
dedicate about 60 percent of available food space to dog items
and about 40 percent to cat items. Space allocated across food
types (wet, dry, treats) differs widely between species and also
by region of the country. The typical retailer across all formats
allocates about half or more of total dog food space to dry
foods. The remaining space is nearly evenly split between dog
treats and wet dog foods. On the cat side, however, the drywet
division is much more evenly split. Dry cat foods represent
half of the cat category space, while the other half is
occupied mostly by wet foods except for about 5 to 10 percent
that is filled by cat treats. In the eastern region of the
United States, however, wet cat food has approximately 50
to 60 percent of the cat food space dedicated to canned and
pouch cat food items.
Merchandising Tips
To best align the category with the in-store traffic flow, the
most popular product segments should be at the main entrance
to the aisle. Since customers entering the store generally
circle in a counterclockwise pattern, the predominant
traffic flow in center-store aisles tends to be from the back of
the store toward the front checkouts. In the pet aisle:
• Dog products should be across the aisle from cat products.
• Place the pet category as close to the back of the store as
possible in stores with less than a full aisle for pet
products.
• Face in-aisle shippers toward the back of the store.
• Establish back-of-store dedicated end caps—this is the
gateway to the aisle.
• Place shippers and clip strips on the left side of the aisle,
since shoppers with carts buy 2-to-1 from items on their
left in center-store aisles.
• Place treats, supplies, premium products, and signature
items in the hot zone (the first 8 feet that can be seen
as customers circle the core) to attract the “aisle
skippers,” those shoppers who tend to skip the pet
aisle completely.
• Put planned purchase items, dog food and cat food, closer
to the center of the aisle to increase total aisle exposure.
Vertical blocking (displaying the same merchandise vertically
on the shelves) is consistent with the way customers
buy the dry and wet pet food categories. Each segment, dry
and wet, is seen as a separate purchase decision, and shoppers
view these product categories differently. They begin with an
initial scan of a product category, seeing only about 50 percent
of the brands on the shelf. Then they return to a more
manageable “consideration set” from which they make their
final decision. Vertical blocking allows shoppers to easily and
quickly make “like-product” comparisons. Shoppers need to
be able to compare products, price, ingredients, and package
size on similar items.

Kết quả (Anh) 1:

On the basis of an audit of many major online retailers across multiple retail formats,Nestlé Purina offers the following suggestionson how to best allocate space within the pet category. Space Allocation The typical supermarket dedicates about 100 feet of gondola run to the pet category. The allocation varies widely, however, from a low of about 60 feet to a high of nearly 150 feet. Supermarkets with larger sets (space devoted to the pet category) have roughly a 60-40 split between foods (traffic drivers) and nonfoods (higher margin). Supercenters and pet category specialties have about one-third of the space forfoods and two-thirds for higher-margin supplies. Supermarketswith smaller sets have about three-quarters of the space dedicatedto foods and one-quarter to supplies. Online retailers tend todedicate about 60 percent of available food space to dog itemsand about 40 percent to cat items. Space allocated across foodtypes (wet, dry, treats) Differens widely between species and alsoby region of the country. The typical retailer across all formatsallocates about half or more of total space to dry dog foodfoods. The remaining space is nearly evenly split between dogtreats and wet dog foods. On the cat side, however, the drywetDivision is much more evenly split. Dry cat foods representhalf of the cat category space, while the other half isoccupied mostly by wet foods except for about 5 to 10 percentthat is filled by cat treats. In the eastern region of theUnited States, however, wet cat food has approximately 50to 60 percent of the space dedicated to canned cat food andpouch cat food items.Merchandising TipsTo best align the category with the in-store traffic flow, themost popular product segments should be at the main entranceto the aisle. Since customers entering the store generallycircle in a counterclockwise pattern, the predominanttraffic flow in center-store aisles tends to be from the back ofthe store toward the front checkouts. In the pet aisle:• Dog products should be across the aisle from cat products.• Place the pet category as close to the back of the store aspossible in stores with less than a full aisle for petproducts.• Face in-aisle shippers toward the back of the store.• Establish back-of-store dedicated end caps — this is thegateway to the aisle.• Place shippers and clip strips on the left side of the aisle,Since shoppers with carts buy 2-to-1 from items on theirleft in center-store aisles.• Place treats, supplies, premium products, and signatureitems in the hot zone (the first 8 feet that can be seenas customers circle the core) to attract the "aisleskippers, "those shoppers who tend to skip the petaisle completely.• Put planned purchase items, dog food and cat food, closerto the center of the aisle to increase total aisle exposure.Vertical blocking (displaying the same merchandise verticallyon the shelves) is consistent with the way customersbuy the dry and wet pet food categories. Each segment, dryand wet, is seen as a separate purchase decision, and shoppersview these product categories differently. They begin with aninitial scan of a product category, seeing only about 50 percentof the brands on the shelf. Then they return to a moremanageable "consideration set" from which they make theirfinal decision. Vertical blocking allows shoppers to easily andquickly make "like-product" comparisons. Shoppers need tobe able to compare products, price, ingredients, and packagesize on similar items.

Kết quả (Anh) 2:

On the basis of an audit of many major retailers across multiple retail formats,
Nestlé Purina offers sau how to best allocate space suggestionson trong pet category. Space Allocation The typical supermarket about 100 feet of gondola dedicates to the pet category tremor. The allocation varies widely, tuy nhiên, from a low of about 60 feet to a high of Nearly 150 feet. Supermarkets with larger sets (space devoted to the pet category) have roughly a 60-40 split the between foods (traffic drivers) and nonfoods (Higher margin). Supercenters and pet category have about one-third specialties of the space for
two-thirds for foods and Higher-margin supplies. Supermarkets
with smaller sets have about three quarters of the space-dedicated
to foods and one-quarter to supplies. Retailers Tend to
about 60 percent of available Dedicate space to dog food items
and about 40 percent to cat items. Space allocated across food
types (wet, dry, treats) the between species and cũng Diff widely
by region of the country. The typical retailer across all formats
allocates about half or more of total space to dry food dog
foods. The space is Nearly Evenly split còn giữa dog
treats and wet dog foods. On the cat side, tuy nhiên, the drywet
division is much more Evenly split. Dry cat foods đại diện
half of the cat category space, while the other half is
Occupied mostly by wet foods except for about 5 to 10 percent
filled by cat treats nằm. In the eastern region of the
United States, tuy nhiên, wet cat food has khoảng 50
to 60 percent of the space dedicated to canned cat food and
cat food pouch items.
Merchandising Tips
To align the category with the best in-store traffic flow, the
Most Popular product segments at the main entrance nên
to the aisle. Since entering the store customers table Generally
in a Counterclockwise circle pattern, the predominant
traffic flow in center-store aisles tends to be from the back of
the store checkouts Toward the front. In the pet aisle:
• Dog products across the aisle from nên cat products.
• Place the pet category as close to the back of the store as
im possible in stores with less than a full aisle for pet
products.
• Face-aisle printing shippers Toward the back of the store.
• Establish dedicated back-of-store end caps-this is the
gateway to the aisle.
• Place shippers and clip strips on the left side of the aisle,
shoppers with carts since 2-to-1 buy from items on chúng
left in center-store aisles.
• Place treats, supplies, premium products, and signature
items in the hot zone (the first 8 feet có thể seen
customers table as the core circle) to Attract the "aisle
skippers," Those shoppers who Tend to skip the pet
aisle completely.
• Put planned purchase items, dog food and cat food, closer
to the center of the aisle to aisle tăng total exposure.
Vertical blocking (Displaying the same merchandise vertically
on the shelves) is Consistent Customers with the way
the dry and wet pet buy food categories. Each segment, dry
and wet, is seen as a purchase chia Decision, and shoppers
view Differently những product categories. They begin with an
initial scan of a product category, only about 50 percent Seeing
of the brands on the shelf. Then return to a more chúng
manageable "Consideration set" from mà chúng Make Their
Final Decision. Vertical blocking cho phép shoppers to Easily and
Quickly make "like-product" COMPARISONS. Shoppers need to
thể compare products, price, ingredients, and package
size on similar items.