Ice cream merchandising is both an art and a science. It involves not only attractive product displays but also market analysis, understanding customer needs, and developing strategies to boost sales and strengthen brand positioning in the market.
Process-Oriented Approach to Merchandising
This approach begins with planograms—detailed layouts that specify the placement of every product unit. Planograms help optimize space and enhance the visual appeal of products. Modern solutions automate planogram creation, simplifying operational activities.
Strategic Analysis
Strategic analysis involves using metrics to evaluate merchandising efficiency. A key indicator is the shelf profitability ratio, which measures how much profit each product generates. Effective merchandising targets a ratio equal to or near one.
ABC Analysis
ABC analysis identifies the most profitable products that should be displayed on prominent shelves. For ice cream, this might mean prioritizing chocolate-flavored varieties if they account for 80% of profits, allocating them a dedicated freezer in a store's prime zone.
Uber-Merchandising
Uber-merchandising introduces gig workers to swiftly and efficiently organize product displays. This is particularly relevant in the highly competitive ice cream market, where shelves might feature up to 200 varieties. Uber-merchandising maintains product visibility and boosts sales.
Ice cream merchandising is a multifaceted task requiring thorough analysis and strategic planning. Leveraging modern technologies and approaches, such as Uber-merchandising, can significantly enhance sales results and brand positioning. Success in merchandising stems not just from appealing displays but also from deep market insights, customer understanding, and efficient business processes.
