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Internationally standardized POS layout considering success factors - the example of Würth Group

  • This work is part of the project “International expansion – Standards”. The overall objective of this thesis is to develop an internationally standardized POS layout which ensures a uniform international appearance. The situation in Germany as the headquarters and development center and the surrounding countries Austria, Switzerland and France has been taken into consideration. An analysis of the current layouts regarding shelving system, arrangement of the product groups, guidance system and design factors has been carried out in selected pick-up shops in these countries. In addition, a customer survey has been conducted whereby orientation, overview and legibility of the store have been focal points. As a third analysis the assortments of the respective countries have been analyzed and compared. It was found that some areas at the POS vary from country to country. Major differences exist in the assortments of Germany, Austria, Switzerland and France. Among the areas of arrangement of the shelves and product groups, size of the sales area, guidance system and coloring scheme, differences have been revealed as well. Taking into consideration the differences and similarities in the layouts and assortment optimization possibilities have been worked out. As a result an ideal layout has been developed on the basis of the conducted analyses. The layout itself can be implemented cross-nationally. Due to limitations in the analysis of the assortment, it must be analyzed in more detail in order to implement it for the new shop concept. However, a cross-national uniform appearance can only be reached if in addition to the new stores all existing pick-up shops are adapted to the ideal layout.

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Author:Kathrin Schrimpf
Advisor:Lars Binckebanck
Document Type:Bachelor Thesis
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Date of final exam:2017/02/28
Release Date:2017/03/01
Tag:Assortment; POS layout
Page Number:67
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt