BAZAAR TRAINING MODULE

for external ETP

6 OCTOBER 2011
BAZAAR KNOWLEDGE
q Bazaar Structure
Bazaar Division Consist of six department :

Ø Dept 30 : Do It Your Shelf

Tools, Electricity, Workshop / Storage, Hardwares, Painting
Ø Dept 31 : Housekeeping
Glassware, Tableware, Disposables, Cookware,
Kitchenware, Home upkeep, Clothes Upkeep, Sanitary, Furniture
Ø Dept 32 : Culture
Music, Movie / Video, Books, Stationary, Office Stationary,
Gift / Correspondence
Ø Dept 33 : Leisure
Toys & Music, Sports, Luggage, Bicycle, Water Sports,
Camping / Outdoor Living, Seasonal Deco
Ø Dept 34 : Gardening
Gardening, Cultivation, Garden Tools, Watering, Garden
Furnitures, Pets Acc
Ø Dept 35 : Cars
Tools, Cleaning, Electricity & sound, Lubricant, Interior
Equipment, Exterior Equipment, Tyre, Service
BAZAAR KNOWLEDGE
q Bazaar Structure
Ø Dept 30 : Do It Your Shelf

14.20% of bazaar turn over

BAZAAR KNOWLEDGE
q Bazaar Structure
Ø Dept 31 : Housekeeping

47.29% of bazaar turn over

BAZAAR KNOWLEDGE
q Bazaar Structure
Ø Dept 32 : Culture

10.38% of bazaar turn over

BAZAAR KNOWLEDGE
q Bazaar Structure
Ø Dept 33 : Leisure

14.39% of bazaar turn over

BAZAAR KNOWLEDGE
q Bazaar Structure
Ø Dept 34 : Gardening

1.80% of bazaar turn over

BAZAAR KNOWLEDGE
q Bazaar Structure
Ø Dept 35 : Cars

11.94% of bazaar turn over

BAZAAR KNOWLEDGE
q Terminologies

Ø Selling Price : Purchase price (inc tax) + margin

Ø Purchase Price : Price after discount , in P4 exc tax
Ø Gross Margin : Selling Price (exc tax) – Purchase Price
Ø Gross Sales : Sales included tax
Ø Net Sales : Sales excluded tax
Ø Breakage : The destroyed goods caused by some reasons
Ø Shrinkage : Know and unknown loss
Ø Slow moving items : Items having average sales / day less than 4 pcs
Ø Clearance : Big Promo Discount by dropping the margin
due to some reasons
BAZAAR KNOWLEDGE
q PRIVATE LABEL
What is a Private Label product ?
• A brand, or group of brands of products
• A product exclusively made (or packed) by manufacturer or
supplier for Carrefour.
• A product exclusively sold in the company (or group or
companies) that own the brand.

Why Bazaar division has to provide Private Label products ?

§ To enhance differentiation
§ To improve competitiveness
§ To build customer loyalty, trust and satisfaction
§ To support margin mix
BAZAAR KNOWLEDGE
q INTERNATIONAL BRAND
What is Branded Item ?

Famous Brand that we have to provide in our store to

meet the customer demand and to increase the image
of other Bazaar product –coverage worl wide
BAZAAR KNOWLEDGE
q NATIONAL BRAND

Famous Brand that we have to provide in our store to

meet the customer demand and to increase the image
of other Bazaar product –coverage national wide
BAZAAR KNOWLEDGE
q LOCAL ITEMS
What is local assortment ?
• A product (or a group of products or service) which represent the
local style characteristic of your environment
§ and is sold only in a limited number of stores (Region or city)
BAZAAR KNOWLEDGE
q LOCAL ITEMS
Requirements of Local Assortment
§ The product must create differentiation and image
§ The product must fill the bazaar quality standard and price standard
§ The product must represent the local customer characteristic /profile.
§ The product assortment must not duplicate the national assortment
(unless its replacement is due to delivery problem)
BAZAAR KNOWLEDGE
q IMPORT MANAGEMENT
What are the characteristics of Import Item ?
§ Import item is either a permanent or a promotion product
§ Import product can not be returned

Why Bazaar Division must develop Import products?

§ To add the variety and differentiation in assortment so our product will
different with our competitors
§ To bring price competitiveness (direct import allow Carrefour to have
cheaper prices from similar local products)

Even if importing directly products can generate some

difficulties such as :
§ Higher breakage than for local purchase
product (no return)
§ Overstock

There are always solutions for any kind of Problem ...

BAZAAR KNOWLEDGE
q IMPORT MANAGEMENT

Even if importing directly products can generate some

difficulties such as :

§ Higher breakage than for local purchase

product (no return)
§ Overstock

There are always solutions for any kind of Problem ...

BAZAAR KNOWLEDGE
q IMPORT MANAGEMENT
§ Display the import products in promotion area if they are
promotion items
§ Display the import products in their dedicated gondola if they are
permanent assortment
§ Gives priority for the seasonal import product which has only a short
promotional period.
§ If you have overstock (propose to MD for an “in store promotion” or
TBAT among stores)
§ Give your feedback on poor quality products so we can make a claim to
the supplier
§ Breakage the broken items every month to have the stock date correct
BAZAAR KNOWLEDGE
q CONSIGNMENT
What is consignment ?
Selling consignment product is preferred in case stock
management of the product (sensitive, difficult & high value )

Remarks :
§ The stock of these items does not belong to the store
§ The stores are still responsible for the items management on the
sales floor
§ The product might represent a high stock level
§ Every Monday the stores should released the receiving Report
BAZAAR MANAGEMENT

How to manage our

assortment

§ Using Volumetry
§ Using Typology
BAZAAR MANAGEMENT
q What is Volumetri ?
Space dedicated to one category
according to space available

Why we need Volumetry ?

• To define the weight of every sub family to the total dept.

• To define number of SKU in one category
• To define the number of SKU in one element
• To define the number of SKU for each Typology
• To define the store element for each category
BAZAAR MANAGEMENT
q What is Typology ?
Typology is the expression of the offer, from the shorter ( typology 2 ) to
the longer ( typology 5 ), to allow the stores to present a coherent
assortment , suited to the space allocation and the store environment.

• The typology is managed per category

• The environment must be taken into consideration per store

•The typology per store is proposed by the merchandise division

BAZAAR MANAGEMENT
q STORE CLUSTER

Supermarket Assortment T2
Mini Compact Assortment T3
Compact Assortment T4
Hyper Assortment T5
BAZAAR MANAGEMENT
q STORE CLUSTER
BAZAAR MANAGEMENT

What are the tools to be used to

display the product ?

Planogram Guidance Book

BAZAAR MANAGEMENT

What is Planogram ? What is Guidance Book ?

Standard and Rules to The collection of detailed
display the products in the display rules of products
store
organized by dept and by
family
BAZAAR MANAGEMENT

THE DISPLAY CONCEPT OF BAZAAR :

By Function / by
size / material
Vertical

Horizontal
by Item / by price
BAZAAR MANAGEMENT

Because so many variety assortment in Bazaar with

different size, there are some exceptional rules for these
several categories
BAZAAR MANAGEMENT
DEPT 30

Category : Hardware ( fitting, locking device, glue-adhesive tape )

 BAZAAR MANAGEMENT

DEPT 31

Category : Kitchenware ( character ) & Home upkeep ( cleaning equipment )

 BAZAAR MANAGEMENT

DEPT 32

Category :Stationery ( writing material, glue tape, white board, fax paper )
BAZAAR MANAGEMENT
DEPT 33

Badminton Tennis and Ping pong

8 RACKET&ACC
9

10

11

12

13

14

15

16

17 BALL
18

19

CHEAP Customer Flow EXPENSIVE

Category : Sport
BAZAAR MANAGEMENT

DEPT 34

Category : Pet accessories, BBQ accessories, Gardening tools

BAZAAR MANAGEMENT

DEPT 35

Category : Tools ( hydraulic jack ) & Cleaning ( chamois )

 v• Store should highlight the item, display in the traffic
q Promotion – Action Spot (advertised on News Paper)

STORAGE BOX (10)

MEDIUM MEDIUM MEDIUM MEDIUM MEDIUM
SMALL BOX LARGE BOX LARGE BOX LARGE BOX LARGE BOX
TG 31

TG 31

BOX BOX BOX BOX BOX

B05

SPOON- DRINKING
H2200

CERAMIC TRAY-
CERAMIC CERAMIC CERAMIC FORK- GLASS PCS- SET -GLASS
CARNIVAL MELAMINE MELAMINE SERVIETTE
ZEN (CONS) REGULER CUPS-MUG CUTLERY GLASS SET JUG-
(CONS) HOLDER
SET PITCHER
LAYOUT

TABLE ACC (7) GLASSWARE (3)

v

CHILD TABLE ACC (3) DISPOSABLE (7)

PAPER CANDLE - NAPKIN- ALMN FOIL-
MELAMINE PLSTC PARTY ACC CF PARTY AN PARTY STEREOFOA
PLATE-PLST CARDS STEREOFOA CLING
TG 31

TG 31

CHARACTER CHARACTER CHARACTER ACC ACC M

B04

CUP DEPT.32 M WRAP

SEALWARE PLST GLASS
SEALWARE PLSTC
H1800

LOCK & LOCK & LOCK & CF CLARIS NON STORAGE- FOOD CONT-
MICROWAV PLATE-
LOCK LOCK LOCK SEALWARE SEALWARE MICROWAV BIG MESH BOX
E BOWL
E SEALWARE
KITCHENWARE (10)
v

BS08 : Claris
DYNAMIC COMMERCIAL MANAGEMENT

Lion Star
BS07 :
CUSTOMER FLOW

KITCHENWARE (10)
ISO GUCI- MEAL BOX- MEAL BOX- BREAD PLSTC
PLASTIC WIRE RACK WIRE RACK
THERMAL- WATER DRINK DRINK CASE-FOOD RICE BOX RACK
TG 31

TG 31
GLASS-JUG DRAINER DRAINER
BUCKET CARRIERS BOTTLE BOTTLE CVR DRAINER
B03

LUMINARC KNIVES- COOKING

H1800

COOKING COOKING
SUPOR SUPOR SUPOR MAXIM MAXIM CASSEROL CHOP GADGET
GADGET GADGET
ES BOARD IMPORT
COOKING (10)

H2200
v

BW
05
BW
04
FORCE team visiting store to do check together with
• It is obligation for store to print the list when TASK

• Pilot bazaar should send display picture to

marketing coordinator 1st day of action spot
• List of action spot will be sent to store D-7
LIST ACTION SPOT

store team
 v • Store should highlight the item, display in positive

- dept 34: 0
- dept 35: 1
LAYOUT

- dept 32: 1
- dept 33: 1

STORAGE BOX (10)

MEDIUM MEDIUM MEDIUM MEDIUM MEDIUM
SMALL BOX LARGE BOX LARGE BOX LARGE BOX LARGE BOX
TG 31

TG 31

BOX BOX BOX BOX BOX

B05

SPOON- DRINKING
H2200

CERAMIC TR AY-
CERAMIC CERAMIC CERAMIC FORK- GLASS PCS- SET -GLASS
CARNIVAL MELAMINE MELAMINE SERVIETTE
ZEN (CONS) REGULER CU PS-MUG CUTLERY GLASS SET J UG-
(CONS) HOLDER
SET PITC HER
TABLE ACC (7) GLASSWARE (3)
v

CHILD TABLE ACC (3) DISPOSABLE (7)

DYNAMIC COMMERCIAL MANAGEMENT

PAPER CANDLE - NAPKIN- ALMN FOIL-

MELAMIN E PLSTC PARTY AC C CF PARTY AN PARTY STEREOFOA
PLATE-PLST CARD S STEREOFOA CLING
TG 31

TG 31

CHARACTERCHAR ACTERCHAR ACTER ACC ACC M

B04

CUP DEPT.32 M WRAP

SEALWARE PLST GLASS
SEALW AR E PLSTC
H1800

LOC K & LOC K & LOCK & CF CLARIS NON STORAGE- FOOD CONT-
MICROWAV PLATE-
LOCK LOCK LOCK SEALWARE SEALWARE MICROWAV BIG MESH BOX
E BOWL
E SEALWARE
KITCHENWARE (10)
- dept 30: 1
- dept 31: 3

BS08 : Claris
Lion Star
BS07 :
CUSTOMER FLOW

KITCHENWARE (10)
• Min TG:

ISO GUCI- MEAL BOX- MEAL BOX- BREAD PLSTC

PLASTIC WIRE RACK WIRE RACK
TH ER MAL- WATER DRINK DRINK CASE-FOOD RICE BOX RACK
TG 31

TG 31
GLASS-JUG DRAINER DRAIN ER
BUCKET CARRIERS BOTTLE BOTTLE CVR DRAIN ER
B03

LUMINARC KNIVES- COOKING

H1800

COOKING COOKING
SUPOR SUPOR SUPOR MAXIM MAXIM CASSEROL CHOP GADGET
GADGET GADGET
ES BOARD IMPORT
COOKING (10)

H2200
TG

BW
05
BW
04
q Promotion – TG Compulsory

• List of action spot will be sent every 25 th each month

FORCE team visiting store to do check together with

• It is obligation for store to print the list when TASK
LIST TG COMPULSORY

• Pilot bazaar should send display picture to

marketing coordinator 1 st day of action spot
through COMMERCIAL COMMUNICATION

store team
DYNAMIC COMMERCIAL MANAGEMENT
q Promotion – Bazaar Seasonal Alley

LIST BAZAAR SEASONAL LAYOUT

• List and layout of action spot will be sent to store D- v • Store should highlight the item, display bazaar
30 seasonal promo
• It is obligation for store to print the list when TASK
FORCE team visiting store to do check together with
store team
• Display should finish D-1
• Pilot bazaar should send display picture to
marketing coordinator 1 st day of action spot
DYNAMIC COMMERCIAL MANAGEMENT
q Promotion – Catalogue
Catalog

• List and layout of action spot will be sent to store D-30

1 2 • It is obligation for store to print the list when TASK
FORCE team visiting store to do check together with store
team
• Display should finish D-1
CHECK:
1 • Item with yellow highlight is highlighted item, we
use it to attract customer and beat competitor price
3 2 • Item with orange highlight is TG compulsory item,
should be display in positive TG
3
• Item with yellow-orange highlight & red frame are
forbidden to be shortage and should display in hot
area with clear POP
DYNAMIC COMMERCIAL MANAGEMENT
q Signage Management

What is signage ?
The information regarding the
guidance and commercial info
which will influence the
customers to buy.

The information is :
• Price related
• Service related
• Product / category related
DYNAMIC COMMERCIAL MANAGEMENT
q Signage Management

Direction Board
DYNAMIC COMMERCIAL MANAGEMENT
q Signage Management

To provide
clear
information
regarding the
commercial
events and
the price
DYNAMIC COMMERCIAL MANAGEMENT
q Signage Management

• Hung or attached to pilar in • Hung or attached to pilar in

furniture area furniture area
• To inform delivery service and • To inform the instalation service
after sales service number rate
DYNAMIC COMMERCIAL MANAGEMENT
q Signage Management

Wagon Cover
DYNAMIC COMMERCIAL MANAGEMENT
q Signage Management

Flat Prices Cover Wagon

BAZAAR STRATEGY 2011
TOP CATEGORIES FOCUSED : To give customer a better choice
in selected categories
¾ Focused for category/items which generate sales and follow or to
be market trend

- Plastic ware, Cooking, Furniture, Luggage, Bicycle

¾ Enlarge Assortment and Improve product range

¾ Ensure Carrefour as the first to have new items

¾ Price Leader vs Traditional Market ( at selected article )

BAZAAR STRATEGY 2011
TOP CATEGORIES FOCUSED : To give customer a better choice
in selected categories

Ø Sales Weight
2010 2011 Growth

Plastics 13.00% 20.43% 7.43%

Cooking 9.00% 9.50% 0.50%

Furnitures 25.00% 27.63% 2.63%

Bicycles 23.00% 32.88% 9.88%

Luggage – Carry Cart 6.00% 7.00% 1.00%

 BAZAAR STRATEGY 2011
q Category Focus - Plastics
Promotion items are very important because they contribute 40% to total
sales. Items should be highlighted with clear POP
FLOOR DISPLAY TG DISPLAY SUPPLIER DISPLAY
• 1 island 1 item • 1 TG =1 Item or Range
•Put 1 Wobler or Stopper to attract
• display by color • display by color
customers
• clear signage • clear signage
• harga special shelve label

WAGON DISPLAY
•1 WAGON =1 Item or Range

AMERICAN STANDING AT THE AMERICAN STANDING AT THE

CENTER OF DISPLAY CENTER OF DISPLAY
1 PRICE FACING CUSTOMER FLOW
1 PRICE FACING CUSTOMER FLOW
 BAZAAR STRATEGY 2011
q Category Focus - Cooking
Promotion items are very important because they contribute 40% to total
sales. Items should be highlighted with clear POP
FLOOR DISPLAY TG DISPLAY REGULAR ELEMENT DISPLAY
• 1 island 1 item • 1 TG =1 Item or Range
•Put 1 Wobler or Stopper to attract
• display by color • display by color
customers
• clear signage • clear signage
• harga special shelve label

AMERICAN STANDING AT THE

CENTER OF DISPLAY
1 PRICE FACING CUSTOMER FLOW
BAZAAR STRATEGY 2011
q Category Focus - Furniture
Promotion items are very important because they contribute 40% to total
sales. Items should be highlighted with clear POP
REGULAR FLOOR DISPLAY FLOOR DISPLAY
• 1 island 1 item
• display by color
• clear signage

1
AMERICAN

1 1 STANDING IN FRONT
OF DISPLAY

1 TG DISPLAY
• 1 TG =1 Item or Range
• display by color
• clear signage

STOPPER
1 HARGA SPECIAL
IN TECHNICAL INFO
BAZAAR STRATEGY 2011
q Category Focus - Bicycles
Promotion items are very important because they contribute 40% to total
sales. Items should be highlighted with clear POP
REGULAR FLOOR DISPLAY FLOOR DISPLAY
• 1•island
1 island 1 item
1 item
• display by
• display by colorcolor
• clear signage
• clear signage
• Dynamic display ( hang up bicycle)
•Act spot : Ensure volume display by putting all
stock inside sales area beside the sample

1
1

AMERICAN STANDING
AMERICAN STANDING
TO HIGHLIGHT ITEM
TO HIGHLIGHT ITEM
1 PRICE FACING CUSTOMER 1 PRICE FACING CUSTOMER FLOW
FLOW
 BAZAAR STRATEGY 2011
q Category Focus – Luggage / Carry Cart
Promotion items are very important because they contribute 40% to total
sales. Items should be highlighted with clear POP
FLOOR DISPLAY TG DISPLAY PROMO REGULAR DISPLAY
• 1 island 1 item • 1 TG =1 Item or Range •Put 1 Wobler or Stopper to attract
• display by color • display by color
customers
• clear signage • clear signage
• harga special shelve label

AMERICAN STANDING
AT CENTER OF DISPLAY PRICE
1 FACING CUSTOMER FLOW
BAZAAR STRATEGY 2011
q Shop in shop Concept
Ø Music & Movie By Disc Tarra

- Music category managed by Disc Tarra exclusively

- Movie category managed by Disc Tarra, Vision, Unggul, Prime
BAZAAR STRATEGY 2011
q Shop in shop Concept
Ø Books By Gramedia Publishers

Space requirement : 7 elements and 3 podiums

BEST PRACTICE
BEST PRACTICE
BEST PRACTICE
BEST PRACTICE