Masterclass: Merchandising with ex John Lewis Alison Metcalfe. Sales, Stock and Profit

Alison Metcalfe is a Merchandiser.

She ‘does stock’ to create efficiencies in the supply chain and maximise profit for retailers. She’s worked at many high street brands including BHS, Woolworths, and M&Co, and most recently spent 13 years as Merchandise Co-ordinator for fashion at John Lewis.

In this episode we discuss:

• How to effectively promote and mark down stock that is not selling
• Why is June a time for deeper discounting?
• Merging sales data and stock information
• Why do you need to analyse sales in units rather than just cash turnover?
• Key signs or indicators of a stock problem

Time stamps:

[04:24] Ideal plan: offer customers what they want.

[08:37] Clear roles for buyer, merchandiser and marketer.

[11:07] Sales first, stock units indicate problems.

[15:25] Get rid of unnecessary stock through promotions.

[17:54] Retailers not effectively using paid systems.

[25:18] Merchandising: key to managing stock for profit.

[26:10] Exit strategy, key sales periods, and stock management.

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