21 | Orgill Case Study Hardware & Fasteners Fastener sales account for approximately 8.2% of West Helena Home Hardware’s overall sales. The Orgill and CNRG teams identified that the fastener department at H&M was under-SKU’d, and there were a number of opportunities to add to the assortment in this area. This included a change in the primary fastener vendor, a reorganization of the department and filling gaps in the displays. Power tools and accessories Power tool and accessory sales account for approximately 3.1% of West Helena Home Hardware’s overall sales. The power tool accessories area presented a number of opportunities for expansion. Additional fixturing was added in the area, and the Diablo line of tools was added to existing popular brands to round out the assortment. Paint & Sundries Paint and sundry sales account for approximately 10.6% of West Helena Home Hardware’s overall sales. The presentation of the paint area was enhanced and more products were added to augment the store’s primary paint line (Benjamin Moore). Additional five-gallon products were added to the assortment as well. This is a prime example of identifying a brand that was valued within the market, Benjamin Moore, and looking for ways to build additional offerings around this brand. Hand tools Hand tool sales account for approximately 2.7% of West Helena Home Hardware’s overall sales. Similarly, an entire run of fixturing was added in the hand tools area to maximize opportunities for the department. This area was refixtured with shorter height gondolas to create a more open feel and better sightlines. Lawn and garden Lawn and garden sales account for approximately 10.1% of West Helena Home Hardware’s overall sales. In the lawn and garden category, many of the selections were “right-sized,” and the assortments were tightened up. Long-handled tools were expanded to offer more options and to present a cleaner, more focused display. Several products that are unique to the region were integrated into the assortments so the location could continue to cater to market-specific needs. Plumbing Plumbing sales account for approximately 13.0% of West Helena Home Hardware’s overall sales. The plumbing area required a good deal of attention as the legacy department at H&M featured an assortment that was heavy in Ace private-label merchandise. Because of the complete range of Smart Start assortments available within this category, the reset not only replaced existing product but also filled holes and offered a more complete selection. Electrical Electrical sales account for approximately 4.2% of West Helena Home Hardware’s overall sales. Like plumbing, the electrical department required a number of resets due to the prevalence of private-label product. The CNRG and Orgill teams also identified opportunities to expand on the assortments of rough electrical products. Endcaps The conversion led to a complete rethinking of how the store handled its endcaps. As part of the reset, new feature ends were added and this allowed for additional and better opportunities to showcase promotional merchandise. Impulse The addition of more impulse displays and products was identified as a major opportunity to drive sales and margin. Two full runs of impulse items were added to the store along with additional impulse items assorted throughout the salesfloor. Consumable items, such as a gourmet beef jerky selection and candy, rounded out new impulse opportunities. 1 4 7 2 8 3 6 9 Product Mix and Assortments 5 OPERATIONS
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