Indonesia is one of the countries that are enthusiastic about the growth of modern
retails. It has benefited customers because it makes it easier to find products they
need/want. Hi-Bizz Minimarket is one of the modern retailers that has not utilized
product display optimally. This retail is located at one of the gas stations on Jalan
Magelang, where the typical customer wants speed in shopping. There is still an
unused rack in front of the cashier, which can trigger a sense of impulse buying for
customers. This retailer has not used an unused rack because the owner and
cashier are confused in determining which category can fill the rack. Therefore, it
is necessary to analyze to determine which product categories can fill an unused
rack. An improvement will be drawn up in the form of product displays for this rack.
The analysis process in this research begins with conducting a category
management evaluation to move products from the miscellaneous category to a
more relevant category according to the product type. It is intended that the
arrangement of product displays uses data that has been evaluated. Determining
which categories can be moved to an unused rack is also supported by observing
customer preferences. This observation aims to determine which racks are
frequently passed or visited by customers by watching their traces. Each aisle and
rack will be represented by points from A, B, C, D, and E in the layout to illustrate
the traces. The product category determined based on customer preference,
namely the medicine category, will be analyzed using ABC Analysis. ABC analysis
is used to classify medicinal products which are divided into three classifications:
Class A, B, and C, sorted from high to low revenue, which influenced the placement
of medicine products. This product placement is also supported by analyzing the
merchandise hierarchy on customer preference. In this analysis, a questionnaire
was distributed to be filled out by respondents who had shopped at retail gas
stations. This analysis shows that there is an ordering of the most prioritized criteria
by the respondents if they choose medicinal products. There are selection criteria
such as brand, price, package, size, and flavor. The merchandise hierarchy will be
one of the keys to determining the position of each product on the rack.
The result of this research is to determine one of the product categories that will
be arranged into an unused rack, namely the medicine category. The results of the
ABC Analysis will determine the placement of the product. Products in Class C will
be placed in a position most visible to customers. It is intended to increase sales
for Class C. Furthermore, the results of the merchandise hierarchy in the form of
an order of the most prioritized criteria will influenced medicine product placement.
The product display improvement for the medicine category makes it easier for the
owner and cashier to place the medicine product and makes it easier for customers
to find the medicine products.