沃尔玛管理手册.docx

1、沃尔玛管理手册Overview概述This manual will familiarize you with the basic sales floor procedures and Merchandising Standards related to product presentation and merchandising. At times, however, you may need to deviate from these guidelines, with a Coachs approval, in order to get the sales that you need.這本手

2、冊將會使你熟悉基本的店面運作程序及有關商品陳列與管理的一些指導知識。有時候為了促進銷售，在經理的批准下你也可以嘗試偏離這些指導原則而進行工作。Merchandising is, for the most part, based on opinion. Do not be afraid to try new things if you feel that it will help increase sales. However, there are many proven concepts that should be applied in all buildings. Also, you mu

3、st be willing to try someone elses ideas if your techniques are not getting results. Just remember to have fun with it.商品佈置這一工作是建立在主觀想法的基礎上的。不要怯于嘗試新的方法，只要你認為它能促進銷售，就去做。當然，如果你自己的方法不是很有效，也不妨試試其他人的建議。總之，你要對感興趣就行了。 Its almost embarrassing to admit this, but its true: There hasnt been a day in my adult l

4、ife when I havent spent some 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

5、much as anything in the business. 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 whe

6、n everybody else knew we would 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.雖然要

7、我承認這些有些難為情，但自從我成年以後，就沒有一天不想著商品佈置的。我懷疑在商品佈置與促銷上所下功夫及對之的重視程度是任何其它零銷業的管理者所不及的。這一直是我的一貫方針。它所帶給我的樂趣與我們生意中的任何其它有趣的事情一樣大。我非常喜歡親自動手包裝商品，即使是最最平常的一種商品，而後想辦法吸引顧客的注意而將它銷售出去。我們有句話，說“只要你能將它掛起來，你就能將它賣出去”。因而，我們應訂購大批量的某種商品，而且將其變成一富有戲劇性色彩的推銷活動。我們要將它像水一樣的噴灑出去，而打破“這東西放在貨架上賣不了多少”的神話。這就是我們與我們的對手之間的區別。現在回頭看看早期Wal-Mart所做的促

8、銷活動，你一定會認為我們是一群瘋子。-Sam Walton山姆沃爾頓Who Needs This Information參閱人員 All Sales Floor Partners店面工作人員 All Merchandise Team Leaders全體高級主管人員 All Coaches全體經理人員You Will Learn About你將學到 The Competitive Strategy競爭價格策略 Merchandising Standards for the side steel, endcap features and the cart rail邊櫃、貨架頭、路售區的陳列標準 B

9、asic merchandising procedures (i.e., signing, zoning, shrink wrap standards, etc.)基本的商品管理程序(如：標簽整理、纏繞膜等) Item audits/Test scanning盤點/掃描測試 Tools (Planners, Reports)工具(計劃、報告)Personal Contacts個人聯系 Team Leaders主管 Assistant Coaches副經理 Head Coach總經理 Director of Operations運作部總監Merchandise Base商品基本理論Our com

10、pany 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 aggressively to the Advantage Member. The Merchandise Base consists of the following key elements:我們公司是一家商品促銷公司，公司經營的基礎是銷售商品，我們的

11、經營理念是向全商業會員提供价廉的商品，同時極力滿足個人會員。 A limited assortment, 3600 SKUs.全店商品品種限制在3600種。 We carry only high volume items in the largest, most economical sizes needed by our Members. We do not intend to be their only supplier.我們只銷售大批量、會員所需最經濟的包裝形式的商品，我們不只是希望成為會員的唯一供貨商。 Our selling price must represent for our

12、Member a significant savings over traditional sources of supply such as distributors, factory direct and other retailers. Our intent is to save our members money while providing quality merchandise.我們的價格必須能顯示比其他傳統供應渠道(如配銷中心、工廠或其他零售商)的商品更節省，我們的宗旨是為會員提供質優价廉的商品。 Our merchandise selection includes whole

13、sale items:選擇商品時要攷慮針對批發銷售形式的商品：1. Wholesale items should be always in stock.要一貫保持有批發商品的庫存。2. Strive to maintain these items in the same location in the Club.竭力將這些商品陳列于同一位置。3. Will change these items only if a better value can be secured or if manufacturer changes or drops the item.除非找到更好的批發商品或生產廠家改變

14、商品的生產，否則不改變這些針對批發業務的商品。 The remaining merchandise is Advantage Items:其他商品都是針對個人會員消費的商品：1. Selected for personal use of the Advantage member as well as the Business member. These will change frequently.進貨時要選擇符合個人會員和商業會員使用的商品。這種商品會經常變化。2. They include many one-time special purchases.這些商品也包括一次性特別採購的商品。

15、3. Branded: Normal distribution for these items would be department or specialty stores.名牌商品，通常將這些商品銷售給小店鋪或專賣店。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

16、feature items early, teaching Members to purchase NOW.聰明的生意損失，我們的原則是在銷售旺季結束之前盡快進貨，盡快售出。這樣做，能減少風險并營造購買的緊迫感。對此，我們要盡快特別作出陳列，指引會員現在購買。Six Basic Rights of Merchandising商品的六個“正確”SAMs Club has adopted the Six Basic Rights of Merchandising that is the cornerstone of measurement for every item in the club. T

17、hese rights are:山姆會員店采用商品的六個“正確”原則，店內每種商品都要攷慮到這個原則。這六個“正確”是： 1. The Right Merchandise正確的商品First it has to be an item that our Members would want to buy.首先，所選的商品必須是會員需要的商品。2. The Right Time正確的時機Seasonally correct. We have to present the item to our Members at a time they would want to purchase the it

18、em.隨季節選貨，必須在會員購買的季節展示出來。3. The Right Quality正確的質量Product selection is of the highest grade, construction, and durability. Merchandise displays accurately reflect the quality of the merchandise and enhance product sales.所選商品是品質優良的商品。4. The Right Quantity正確的數量Amount of product must support the rate of

19、 sale we want to generate. Presentation should be of a size that demonstrates our commitment to the item.只有足夠貨量才能支持我們所要求的營業額，商品展示的規模能顯示我們對商品的承諾。5. The Right Price正確的價格Must represent a value. Has to show substantial savings over traditional channels of distribution.價格必須反映價值，必須能比傳統零售的商品更節省。6. The Righ

20、t Place正確的位置In the best location to maximize sales. Ensure the correct items are featured on the Cart Rail, Endcaps, Checkouts, Seasonal and Flex Areas.以最佳的陳列位置來擴大銷售。確保在路售區、收銀機旁、貨架頭等有特賣的商品的陳列。Standards Within Presentation商品陳列標準There are basic club standards that should be followed every day as an ex

21、pectation for being ready for business. These standards include:以下是每天開店營運前所要遵循的會員店標準： Merchandise should be pallet driven (where possible) with no hand stacking.(N/A不適用中國)要用卡板來補貨(有可能情況下)，而不應用手堆疊。 Aisles and ends should be laser beam straight. (Merchandisers should use a mallet or pallet jack to exec

22、ute a consistent appearance.)過道邊櫃及貨架頭的卡板要筆直(用液壓卡板拖車來保持貨架外觀)。 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.在銷售中的每個品種的商品都要有價格牌，店內所有標簽要整潔。 Displays should accompany every merchandise

23、 item (where appropriate), and should be clean, secured, complete and functional.樣品要與存貨一起陳列(如有可能)，樣品要干淨、安全擺放，配件齊備，并能正常使用。 The salesfloor should be clean and safe with merchandise neat.樓面要干淨、安全，商品陳列要整潔。 The merchandise presentation should be FULL, mass out the inventory on the sales floor.所陳列的商品要丰滿，能

24、大量展示商品庫存。Overall Floor Appearance總體外觀There are some basic standards to follow regarding the overall floor appearance of the club. These standards include:會員店總體外觀有以下幾個基本的標準： Trash cans on the steel(N/A不適用中國)中國作法：樓面適當地方有垃圾桶。 All light bulbs in the ceiling and Freezer/Cooler in working condition屋頂的日光燈及

25、冷櫃/凍櫃處於良好工作狀態。 Area between pallets is clean卡板與卡板之間的地面要干淨。 Coffin coolers clean and defrosted冷藏地櫃要干淨並且無霜。 Poles painted防撞術要噴上油漆。 Floor clean and free of trash and spills地面干淨無垃圾，無溢出物。Member Expectations Checklist會員期望檢查清單To ensure we are meeting Club standards during all hours of operation and strivin

26、g to exceed the expectations of our members, we have developed a Member Expectations Checklist.為確保會員店開店期間都符合會員店的標準，以超出會員的希望，制定出以下的會員期望檢查清單。This checklist should be completed two times per day:每天至少要兩次根據清單上的內容進行檢查： one hour prior to club opening in the morning每天早上開店前一小時, and和 at 2:00 pm each afternoon

27、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 pertains to their area of responsibility.商品經理要負責完成此清單的檢查工作，但樓面各區域員工要協助該區域的檢查工作。On the following page is a copy of

28、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.以下是一份會員期望檢查清單，逐項閱讀以理解會員店關於標簽、區域整理、展示、陳列等。Member Expectations Checklist會員期望檢查清單Club會員店號: _Date日期: _/_/_TASK內容INITIALS檢查人TASK COMP?是否符合要求？1.

29、 Signing標簽OPEN開店前2 PM2：00YES是NO*否 Are pull tickets in place for security/bulky merchandise?大件商品的陳列是否貼有安全標簽？ Are signs displayed with every merchandise item on the sales floor?樓面銷售的每種商品是否有價格標簽？ Is shelf maintenance complete with all signs posted?貨架維護報告是否完成，并貼上新標簽？Comments備注: _ _2. Zoning區域整理OPEN2 PMY

30、ESNO* Do the merchandise aisles have a clean and neat appearance?通道上陳列的商品是否干淨整潔？ Are the merchandise pallets “locked down”(empty boxes pulled and top layers leveled)?卡板上的空箱是否取走，并補齊貨？Comments備注: _ _3. Displays樣品OPEN2 PMYESNO* Are displays clean, operable and secured?樣品是否干淨、功能正常、陳列安全？ Do displays look exactly like the product represented for sale?樣品與存貨是否一樣？ Are grids used when needed to visually display product features?是否使用網絡板來突現展示樣品(N/A不適用中國)Comments備注: _