1、Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Department1-49Merchandisinggeneral.doc 03/2008CONFIDENTIALSAMS ClubOverview概述概述This manual will familiarize you with the basic sales floor procedures and Merchandising Standards related to product presentation and merchandising.
2、 At times, however, you may need to deviate from these guidelines, with a Coachs approval, in order to get the sales that you need.这本手册将会使你熟悉基本的店面运作程序及有关商品陈列与管理的一些指导知识。有时候为了促进销售，在经理的批准下你也可以尝试偏离这些指导原则而进行工作。Merchandising is, for the most part, based on opinion. Do not be afraid to try new things if yo
3、u feel that it will help increase sales. However, there are many proven concepts that should be applied in all buildings. Also, you must be willing to try someone elses ideas if your techniques are not getting results. Just remember to have fun with it.商品布置这一工作是建立在主观想法的基础上的。不要怯于尝试新的方法，只要你认为它能促进销售，就去
4、做。当然，如果你自己的方法不是很有效，也不妨试试其他人的建议。总之，你要对感兴趣就行了。Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Department2-49Merchandisinggeneral.doc 03/2008CONFIDENTIALSAMS ClubIts almost embarrassing to admit this, but its true: There hasnt been a day in my adult life when I havent spent some
5、 time thinking about merchandising. I suspect I have emphasized item merchandising and the importance of promoting items to a greater degree than most any other retail management person in this country. It has been an absolute passion of mine. It is what I enjoy doing as much as anything in the busi
6、ness. I really love to pick an item - maybe the most basic merchandise - and then call attention to it. We used to say you could sell anything if you hung it from the ceiling. So we would buy huge quantities of something and dramatize it. We would blow it out of there when everybody else knew we wou
7、ld have only sold a few had we just left it in the normal store position. It is one of the things that has set our company apart from the very beginning and really made us difficult to compete with. And, man, in the early days of Wal-Mart it really got crazy sometimes.1虽然要我承认这些有些难为情，但自从我成年以后，就没有一天不想
8、着商品布置的。我怀疑在商品布置与促销上所下功夫及对之的重视程度是任何其它零销业的管理者所不及的。这一直是我的一贯方针。它所带给我的乐趣与我们生意中的任何其它有趣的事情一样大。我非常喜欢亲自动手包装商品，即使是最最平常的一种商品，而后想办法吸引顾客的注意而将它销售出去。我们有句话，说“只要你能将它挂起来，你就能将它卖出去”。因而，我们应订购大批量的某种商品，而且将其变成一富有戏剧性色彩的推销活动。我们要将它像水一样的喷洒出去，而打破“这东西放在货架上卖不了多少”的神话。这就是我们与我们的对手之间的区别。现在回头看看早期Wal-Mart所做的促销活动，你一定会认为我们是一群疯子。-Sam Walt
9、on山姆沃尔顿Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Department3-49Merchandisinggeneral.doc 03/2008CONFIDENTIALSAMS ClubWho Needs This Information参阅人员参阅人员All Sales Floor Partners店面工作人员All Merchandise Team Leaders全体高级主管人员All Coaches全体经理人员You Will Learn About你将学到你将学到The Compe
10、titive Strategy竞争价格策略Merchandising Standards for the side steel, endcap features and the cart rail边柜、货架头、路售区的陈列标准Basic merchandising procedures (i.e., signing, zoning, shrink wrap standards, etc.)基本的商品管理程序(如：标签整理、缠绕膜等)Item audits/Test scanning盘点/扫描测试Tools (Planners, Reports)工具(计划、报告)Personal Contact
11、s个人联系个人联系Team Leaders主管Assistant Coaches副经理Head Coach总经理Director of Operations运作部总监Merchandise Base商品基本理论商品基本理论Our company is merchandise driven. The foundation of our business is in selling merchandise. Our philosophy is to sell cost effectively to the Business Member while merchandising aggressive
12、ly to the Advantage Member. The Merchandise Base consists of the following key elements:我们公司是一家商品促销公司，公司经营的基础是销售商品，我们的经营理念是向全商业会员提供价廉的商品，同时极力满足个人会员。A limited assortment, 3600 SKUs.全店商品品种限制在 3600 种。We carry only high volume items in the largest, most economical sizes needed by our Members. We do not
13、intend to be their only supplier.我们只销售大批量、会员所需最经济的包装形式的商品，我们不只是希望成为会员的唯一供货商。Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Department4-49Merchandisinggeneral.doc 03/2008CONFIDENTIALSAMS ClubOur selling price must represent for our Member a significant savings over traditiona
14、l sources of supply such as distributors, factory direct and other retailers. Our intent is to save our members money while providing quality merchandise.我们的价格必须能显示比其他传统供应渠道(如配销中心、工厂或其他零售商)的商品更节省，我们的宗旨是为会员提供质优价廉的商品。Our merchandise selection includes wholesale items:选择商品时要考虑针对批发销售形式的商品：1. Wholesale i
15、tems should be always in stock.要一贯保持有批发商品的库存。2. Strive to maintain these items in the same location in the Club.竭力将这些商品陈列于同一位置。3. Will change these items only if a better value can be secured or if manufacturer changes or drops the item.除非找到更好的批发商品或生产厂家改变商品的生产，否则不改变这些针对批发业务的商品。The remaining merchand
16、ise is Advantage Items:其他商品都是针对个人会员消费的商品：1. Selected for personal use of the Advantage member as well as the Business member. These will change frequently.进货时要选择符合个人会员和商业会员使用的商品。这种商品会经常变化。2. They include many one-time special purchases.这些商品也包括一次性特别采购的商品。3. Branded: Normal distribution for these item
17、s would be department or specialty stores.名牌商品，通常将这些商品销售给小店铺或专卖店。4. Intelligent loss of business. Our philosophy is early in and sold out before the end of the season. This will minimize our exposure to liability and create the urgency to buy. We should feature items early, teaching Members to purch
18、ase NOW.聪明的生意损失，我们的原则是在销售旺季结束之前尽快进货，尽快售出。这样做，能减少风险并营造购买的紧迫感。对此，我们要尽快特别作出陈列，指引会员现在购买。Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Department5-49Merchandisinggeneral.doc 03/2008CONFIDENTIALSAMS ClubSix Basic Rights of Merchandising商品的六个商品的六个“正确正确”SAMs Club has adopted the Si
19、x Basic Rights of Merchandising that is the cornerstone of measurement for every item in the club. These rights are:山姆会员店采用商品的六个“正确”原则，店内每种商品都要考虑到这个原则。这六个“正确”是：1. The Right Merchandise正确的商品正确的商品First it has to be an item that our Members would want to buy.首先，所选的商品必须是会员需要的商品。2. The Right Time正确的时机正确的
20、时机Seasonally correct. We have to present the item to our Members at a time they would want to purchase the item.随季节选货，必须在会员购买的季节展示出来。3. The Right Quality正确的质量正确的质量Product selection is of the highest grade, construction, and durability. Merchandise displays accurately reflect the quality of the merch
21、andise and enhance product sales.所选商品是质量优良的商品。4. The Right Quantity正确的数量正确的数量Amount of product must support the rate of sale we want to generate. Presentation should be of a size that demonstrates our commitment to the item.只有足够货量才能支持我们所要求的营业额，商品展示的规模能显示我们对商品的承诺。5. The Right Price正确的价格正确的价格Must repr
22、esent a value. Has to show substantial savings over traditional channels of distribution.价格必须反映价值，必须能比传统零售的商品更节省。6. The Right Place正确的位置正确的位置In the best location to maximize sales. Ensure the correct items are featured on the Cart Rail, Endcaps, Checkouts, Seasonal and Flex Areas.以最佳的陈列位置来扩大销售。确保在路售
23、区、收款机旁、货架头等有特卖的商品的陈列。Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Department6-49Merchandisinggeneral.doc 03/2008CONFIDENTIALSAMS ClubStandards Within Presentation商品陈列标准商品陈列标准There are basic club standards that should be followed every day as an expectation for being ready
24、for business. These standards include:以下是每天开店营运前所要遵循的会员店标准：Merchandise should be pallet driven (where possible) with no hand stacking.(N/A 不适用中国)要用卡板来补货(有可能情况下)，而不应用手堆栈。Aisles and ends should be laser beam straight. (Merchandisers should use a mallet or pallet jack to execute a consistent appearance
25、.)过道边柜及货架头的卡板要笔直(用液压卡板拖车来保持货架外观)。Every merchandise item out for sale should have an item sign to communicate the price. Within this program, signing should be neat and consistent throughout the Club.在销售中的每个品种的商品都要有价格牌，店内所有标签要整洁。Displays should accompany every merchandise item (where appropriate), an
26、d should be clean, secured, complete and functional.样品要与存货一起陈列(如有可能)，样品要干净、安全摆放，配件齐备，并能正常使用。The salesfloor should be clean and safe with merchandise neat.楼面要干净、安全，商品陈列要整洁。The merchandise presentation should be FULL, mass out the inventory on the sales floor.所陈列的商品要丰满，能大量展示商品库存。Overall Floor Appearan
27、ce总体外观总体外观There are some basic standards to follow regarding the overall floor appearance of the club. These standards include:会员店总体外观有以下几个基本的标准：Trash cans on the steel(N/A 不适用中国)中国作法：楼面适当地方有垃圾桶。Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Department7-49Merchandisinggenera
28、l.doc 03/2008CONFIDENTIALSAMS ClubAll light bulbs in the ceiling and Freezer/Cooler in working condition屋顶的日光灯及冷柜/冻柜处于良好工作状态。Area between pallets is clean卡板与卡板之间的地面要干净。Coffin coolers clean and defrosted冷藏地柜要干净并且无霜。Poles painted防撞术要喷上油漆。Floor clean and free of trash and spills地面干净无垃圾，无溢出物。Member Expe
29、ctations Checklist会员期望检查清单会员期望检查清单To ensure we are meeting Club standards during all hours of operation and striving to exceed the expectations of our members, we have developed a Member Expectations Checklist.为确保会员店开店期间都符合会员店的标准，以超出会员的希望，制定出以下的会员期望检查清单。This checklist should be completed two times p
30、er day:每天至少要两次根据清单上的内容进行检查：one hour prior to club opening in the morning每天早上开店前一小时,and和at 2:00 pm each afternoon每天下午 2：00.The Merchandise Manager is responsible for the completion of the checklist, but Salesfloor Partners will probably be asked to assist in the completion of certain portions as it p
31、ertains to their area of responsibility.商品经理要负责完成此清单的检查工作，但楼面各区域员工要协助该区域的检查工作。On the following page is a copy of the Member Expectations Checklist. Read each point so you are more aware of the Club standards as it relates to signing, zoning, displays, demos, spot boxes, etc.以下是一份会员期望检查清单，逐项阅读以理解会员店关
32、于标签、区域整理、展示、陈列等。Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Department8-49Merchandisinggeneral.doc 03/2008CONFIDENTIALSAMS ClubMEMBER EXPECTATIONS CHECKLIST会员期望检查清会员期望检查清单单Club会员店号会员店号: _Date日期日期: _/_/_TASK内容内容INITIALS检查人检查人TASK COMP?是是否否符符合合要要求求？1. Signing标签标签OPEN开店前2 PM
33、2：00YES是是NO*否否Are pull tickets in place for security/bulky merchandise?大件商品的陈列是否贴有安全标签？Are signs displayed with every merchandise item on the sales floor?楼面销售的每种商品是否有价格标签？Is shelf maintenance complete with all signs posted?货架维护报告是否完成，并贴上新标签？Comments 备注: _ _2. Zoning 区域整理区域整理OPEN2 PMYESNO*Do the merc
34、handise aisles have a clean and neat appearance?通道上陈列的商品是否干净整洁？Are the merchandise pallets “locked down”(empty boxes pulled and top layers leveled)?卡板上的空箱是否取走，并补齐货？Comments 备注: _ _3. Displays 样品样品OPEN2 PMYESNO*Are displays clean, operable and secured?样品是否干净、功能正常、陈列安全？Do displays look exactly like th
35、e product represented for sale?样品与存货是否一样？Are grids used when needed to visually display product features?是否使用网络板来突现展示样品(N/A 不适用中国)Comments 备注: _ _4. Demos 试吃试吃OPEN2 PMYESNO*Are product demos located near the merchandise?Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Departme
36、nt9-49Merchandisinggeneral.doc 03/2008CONFIDENTIALSAMS Club试吃品是否靠近该商品的陈列点？Is there adequate inventory on hand to support every product demo?试吃品的库存是否足够？Comments 备注: _5. Spot Boxes(N/A 不适用中国)OPEN2 PMYESNO*Are spot boxes fully stocked with one item?Does every spot box contain the appropriate merchandis
37、e (i.e., demos, CWOs, seasonal, etc.)?Comments 备注：_* Provide explanation for ALL incomplete tasks.如果哪项没有完成，则要写下理由。Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Department10-49Merchandisinggeneral.doc 03/2008CONFIDENTIALSAMS ClubMember Expectations Checklist (Contd)TASKINITI
38、ALSTASK COMP?6. Lows and Outs 缺货情况缺货情况OPEN2 PMYESNO*If merchandise is on-hand, has it been located and restocked?如果商品有现货库存，是否陈列出来？If merchandise is not on-hand, have you checked to see if the merchandise is on order. If not, have you communicated to the Director of Operations?如果没有库存，是否检查该商品是否有无订货，如果
39、无订货，是否与总经理或营运总监联系？Comments 备注:_ _7. Steel Standards 货架标准货架标准OPEN2 PMYESNO*Are pallets safely stacked?所有卡板是否安全陈列商品？Are pallets located in or near the same aisle as the merchandise located on the sales floor? (N/A 不适用中国)Comments 备注: _ _8. Staffing 人员人员OPEN2 PMYESNO*Are critical merchandise areas of th
40、e club staffed (e.g., computers, tires)?关键区域的人员是否足够(如：办公用品柜台、熟食柜台)？Comments 备注: _ _9. Floors 楼面楼面OPEN2 PMYESNO*Are the floors clear of pallets, trash and lifts/jacks?楼面是否无空卡板、无垃圾、无扠车/拖车？Comments 备注: _ _10. Fresh Departments 鲜食部门鲜食部门OPEN2 PMYESNO*Is current product in rotation, clean and full?陈列出的商品是
41、否新鲜、干净、丰富？Comments 备注: _ _11. Check Receiving 检查收货部检查收货部OPEN2 PMYESNO*Are “hot”items out on the sales floor (not in receiving)?新商品或畅销品是否控制楼面进行陈列？Comments 备注: _ _Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Department11-49Merchandisinggeneral.doc 03/2008CONFIDENTIALSAMS Clu
42、bIf all 11 areas have been reviewed, sign below 完成以上所有完成以上所有 1111 个区域检查，在下个区域检查，在下面签名面签名: _/_/_/_/_General Manager 总经理总经理Date 日期日期Merchandise Manager 商品经理商品经理 Date 日期日期* Provide explanation for ALL incomplete tasks.Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Department12-
43、49Merchandisinggeneral.doc 03/2008CONFIDENTIALSAMS ClubSteel Standards货架标准货架标准Reserves储存货架储存货架Categorize items together in the upper steel on the front side of the first racks (facing the entrance). This demonstrates to the Member our buying power and wholesale concept. Items to categorize would inc
44、lude:将商品分门另类地存放于高货架或第二层货架上(正面对外)，这样存放可以向会员灌输批发商品概念。1. In Groceries-Juice , Soda or Paper products.干货：果汁、苏打饮料或饮品。2. In Center Section-Copy paper, paper products or chemicals (where applicable).路售区域复写纸、纸品或化学制品。3. In Hardlines-Computers or televisions (if quantities are available).五金计算器或电视机(如果数量足够)。Mer
45、chandise in the reserve steel should be stored on the same rack as the merchandise on the salesfloor whenever possible. As long as its in the same run, merchandise will be easy to locate and easy to identify for audits.高货架上的存货尽量与陈列于地面上的商品相一致，只要是在同一条货架地面上的陈列与高货架存货一致，方便找货。Full or partial pallets CAN b
46、e stored in either the MIDDLE or TOP reserves.高货架或中间货架可以储放满卡板或半卡板的商品。Every pallet in the reserve steel should be clearly marked with a standard slot tag to identify the merchandise. Make sure slot tags are put in the same position on every pallet for consistency.高货架上储存的商品必须有储存标签，以便辩认该商品，储存标签在每个卡板上的位
47、置要一致。Center Reserves-The height of the first bar of steel should be approximately five feet from the floor (except in the cereal aisle where the distance is 5 boxes high). Pails or tubs should be stored in the middle steel; these items are a safety hazard and should never be stored in the upper stee
48、l. 中间储存货架中间储存货架的第一根横钢要与地面保持 5 尺的高度，桶和盒不能存于高货架，这些商品存于高货架容易造成危险。Merchandising商品管理商品管理GENERAL GUIDELINES綜合指南綜合指南 1Training & Development Department13-49Merchandisinggeneral.doc 03/2008CONFIDENTIALSAMS ClubSteel Standards (Contd) 货架标准货架标准( (续续) )Reserves储存货架储存货架Partial pallets should be worked at least
49、once per week to ensure proper rotation of the merchandise, stock status integrity and that pallets are quickly returned to the Distribution Center.每周至少要查看一次，不满一卡板货的商品，确保按时陈列出来，注意库存状态，不用的卡板要迅速返回配销中心。Safety-It is important when storing merchandise in the reserve steel that we practice appropriate saf
50、ety standards to protect our Partners and Members.安全在高货架上储存商品，安全非常重要，只有安全储存才能保护员工和会员。1. Never backstock chemicals over food items, or vice versa.禁止在食品上方储存化学制品。2. The maximum weight that should be stored per slotting section in the reserve steel is dependent on the type steel that you have.高货架上每个卡板承受
