Standardised product selection and merchandising in Coop stores

The financial results of the Coop Economic Group and its stable, 10-12 percent market share show that they are reacting well to the constantly changing conditions of retail trade. 100-percent Hungarian-owned Coop operates approximately 2,400 stores. In 2016 Coop started a business development programme that involves the optimisation of product selections and the renewal of merchandising in stores.

Kornél Malich, business development director of Co-op Hungary Zrt. told that they had launched a central, customer-focused planogram design and standardisation programme, taking into consideration distinctive regional characteristics too. The objective is to make it possible for shoppers to find the products they need as quickly as possible in Coop stores.

Coop has tested several product categories in 12 high-turnover stores, learning about the best-performing categories and how product displaying contributes to their good results. They found that mineral water, pet food, spices, energy drinks, fruit juice, carbonated soft drinks, ice tea, coffee, tea, cereal products, beer, confectionery, household chemicals and paper products made up for 47 percent of dry good sales in 2017.

Store workers participate in training courses as part of the programme, and it involves technological development as well. Mr Malich stressed that the result of the programme is the optimal and transparent displaying of products, with a product selection that is standardised in each shop category. Thanks to this, sales are improving in these categories. (x)