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Der kombinierte Einsatz von Sortimentsreduktion und Regalkategorisierung zur Sortimentsoptimierung–

Eine empirische Untersuchung aus Konsumenten- und Händlersicht

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Zusammenfassung

Konsumenten verlangen nach einem effizienten Einkaufsprozess und wollen schnell und unkompliziert zu ihrem Wunschprodukt gelangen. Handel und Hersteller können dabei durch übersichtliche Sortimente Unterstützung leisten. Die Übersichtlichkeit umfasst zwei Aspekte: (1) die tatsächliche Größe und (2) die Präsentation des Sortiments. Der vorliegende Artikel untersucht die Auswirkungen des kombinierten Einsatzes von Sortimentsreduktion und visueller Gliederung des Regals (Regalkategorisierung) auf das Kaufverhalten am Point of Sale. Die Ergebnisse im realen Marktumfeld zeigen, dass sowohl eine Sortimentsreduktion als auch eine Regalkategorisierung Konsumenten den Auswahlprozess erleichtern. Während die Suchzeit signifikant sinkt, bleibt die Kaufabschlussrate konstant. Zudem bewirken beide Instrumente Effizienzverbesserungen auf Handelsseite durch eine Beschleunigung der in-store Prozesse.

Abstract

Consumers seek for convenient shopping trips and want to find their products without any hassle. Clearly arranged assortments can support them in this manner. In order to consider this customer need and optimize their assortments, retailers and manufacturers should take into account two issues: (1) the actual assortment size and (2) the presentation of the assortment. This study investigates the effects of assortment reduction and shelf categorization on customers’ shopping behaviors. It is shown that both assortment reduction and shelf categorization support customers in their shopping process. Search time decreases significantly with purchase probability remaining constant when either one or both instruments are applied. The combination of both instruments shows the most positive outcome. Moreover, we find positive effects on retailers’ efficiency related aspects such as faster in-store-processes.

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Authors and Affiliations

  1. Forschungszentrum für Handelsmanagement, Universität St.Gallen, Dufourstrasse 40a, CH-9000, St.Gallen, Schweiz

    Liane Nagengast &  Christina Heidemann (retailsolutions AG)

  2. Baarerstrasse 86, 6302, Zug, Schweiz

    Thomas Rudolph

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  1. Liane Nagengast
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  2. Christina Heidemann
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Wir danken den beiden anonymen Reviewern für die wertvollen Verbesserungsvorschläge zu früheren Versionen dieses Artikels. Der Artikel basiert teilweise auf der Dissertation einer der Autorinnen.

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Nagengast, L., Heidemann, C. & Rudolph, T. Der kombinierte Einsatz von Sortimentsreduktion und Regalkategorisierung zur Sortimentsoptimierung–. Schmalenbachs Z betriebswirtsch Forsch 65, 666–687 (2013). https://doi.org/10.1007/BF03372888

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