Merchant Questions to Ask at After Action Review
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Outline of questions every merchant leader should ask themselves, their direct reports, their suppliers and cross functional partners when preparing an After Action Review. Mech/ Merchandise /Revenue/Gross Profit/Margin/Dollars/Data/Ecommerce/Omnichannel/Retail
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Merchant Questions to Ask at After Action Review
- 1. AfterActionReview: QuestionstoAsk J o a n B r a a t z , V i c e P r e s i d e n t M e r c h a n d i s i n g
- 2. • Summary of Data Results for Time Frame • Translates Sales Data into Key Take Away’s • Records Insights for Future Planning • Valuable Companion to Daily Sales Report AfterActionReview(AAR)
- 3. Team Discussion Merchandise ActionTeam (MAT) Cross FunctionalTeams • Suppliers • Marketing • Store Operations • Visual Merchandising • Buyer (Associate + Assistant Buyer) • Merchandise Planner • Replenishment Manager / Business Analyst • E-commerce Merchant
- 5. WhatWorked
- 6. Questions • What Brand / Sku Contributing to Win? • What Channel is Driving Trend? • Is Trend Driven by Temp Price Reduction? • Is Trend Driven by Consumer Shift? • Is There New Product Innovation? What Worked?
- 8. Questions WhatDidn’t Work? • What Brand / Sku Contributing to Loss? • What Channel is Driving Decline? • Is the Negative Trend Isolated to Brand? • Is Trend Driven by Consumer Shift? • Was Innovation Missed from PY? • Was There Adequate Inventory?
- 10. • Would Better In-Stocks Improve Sales? • Was Marketing Effective? • Did Pricing Ring Accurately at Register? • Was Descriptive Signing Needed? • Was Off Shelf or In-Aisle Display Needed? • Would Mid-Month Social Posts Boost Sales? Questions Resources Needed CrossFunctionalAsk:
- 11. Competition
- 12. Questions The Competition • What Was Their Promo Strategy? • Did Innovation Launch? • Was There Exclusive Offers? • What Was Marketing Impact? • Where Are There Risks to Lose Share? • What are Ways to Gain Marketshare?
- 13. MATTeam Discussion Objective: • Recap Key Learnings • Identify Gaps in Strategy • Define Immediate Action • Gain Alignment on Resource Shifts
- 14. GainMerchant TeamAlignment A f t e r A c t i o n R e v i e w D i s c u s s i o n • Action Plan to Mitigate Risk • Action Plan to Optimize Opportunity • Summarize Immediate Action Points • Determine Key Highlights for Leadership • Define Resource “ask” of Leadership
- 15. ThankYou J o a n B r a a t z , V i c e P r e s i d e n t M e r c h a n d i s i n g Reach Me Joan Braatz Vice President Merchandising Retail | B2C | B2B braatzjoan@gmail.com 214-733-9677 https://www.linkedin.com/in/joanbraatz/ https://joanbraatz.com/