Competency Definitions: In-Store & Digital Shelf Merchandising & Management Ability to understand, create, and implement consistent in-store and digital merchandising and shelf management initiatives, utilizing related tools to support brand strategies and direction
Foundation Understands effective in-store & digital shelving and merchandising tactics to drive category growth • Understands how to leverage in-store & digital merchandising practices • Understands the implementation of in-store displays • Reads and understands plan-o-grams • Understands how to achieve planogram compliance at store level • Understands how items are set up online and content should be structured for search engine optimization (SEO) • Understands assortment tactics and how they are used to achieve brand or category objectives • Understands how to link assortment with shelf reset schedules and promotional calendar • Applies purchase barriers and triggers for the category to identify effective marketing touch-point vehicles • Understands item image standards for the digital shelf and helps enforce those with vendors and our partnership with Syndigo
Mastery Identifies areas for gaining significant and substantial competitive advantage through in-store & digital merchandising initiatives • Articulates and can train others on ADUSA best practices and standards for in-store & digital merchandising • Develops and can train others on innovative category and shelf management strategies and initiatives • Determines the longer-term impact of merchandising and shelf management tactics on business results • Understands & educates the impact of digital merchandising on both the in-store and online consumer experiences • Regularly seeks out new and best-in-class digital merchandising & SEO tactics, and provides recommendations to implement at ADUSA • Explains product flow and adjacency theories, as well as digital traffic and path to purchase trends, by monitoring and analyzing financial impact and shopper acceptance • Develops shopper marketing best practices to create value-added solutions • Creates a strong partnership with PDL to identify opportunities for creating digital shelf merchandising initiatives resulting in improved results
Advanced Recommends in-store & digital merchandising solutions based upon strategic direction • Engages in proactive recommendations for valuable promotional merchandising activities seasonally and at other times based on an overall category plan • Uses insights and best-in-class practices to recommend shelf plan-o-gram and digital merchandising concepts and ideas; • Understands the impact of digital merchandising on both the in- store and online consumer experiences • Understands technology and analytics to develop and interpret plan-o-grams & digital merchandising planning tools • Uses store and web analytics for best locations for product placement for promotions and typical in-store & digital shelf arrangements • Evaluates the impact of product changes on plan-o-grams and key digital performance indicators • Recommends how to implement efficient display strategies that maximize shelf stock and pack out to deliver the proper inventory levels and desired days of supply • Articulates how business strategies are designed to influence in- store & online consumer/shopper behavior • Understands shopper marketing best practices to create value- added solutions
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