Perakende sektörü için alan esnekliği, ikame ürün etkileri ve farklı ön yüz seçeneklerini dikkate alan ayrıştırma bazlı bir mağaza çapında raf alanı atama ve portföy optimizasyonu çözümü

Yıl 2025, Cilt: 40 Sayı: 4, 2381 - 2392, 31.12.2025

Dilek Tüzün Aksu , Bahadır Durak , Didem Civelek , Sabriye Selin Tortop

https://doi.org/10.17341/gazimmfd.1600434

Öz

Perakende sektöründe ürün çeşitliliği son yıllarda büyük artış göstermiş, bu da perakendecilerin binlerce hatta onbinlerce ürün arasından kısıtlı raf kapasitesi altında ürün portföylerinde yer alacak ürünleri belirlemelerini giderek zorlaştırmıştır. Bu kararı etkileyen önemli bir faktör ikame etkisi olarak adlandırılan benzer ürünler arasındaki talep geçişkenliğidir. Müşteriler aradıkları ürünü mağazada bulamadıkları durumda belli oranda benzer ürünleri satın alabilmektedir. Ancak ikame etkisinin seviyesinin ölçülmesi zor olduğu gibi bu etkinin portföy optimizasyonunda göz önünde bulundurulması da kurulan modellerin karmaşıklığını artırmaktadır. Ürün portföyünün belirlenmesinde hangi ürünlerin sergileneceğinin yanı sıra kısıtlı raf kapasitesi altında her üründen kaçar adet ön yüze yer verileceği de müşteri talebini ve operasyonel maliyeti etkileyen önemli bir karardır. Bu çalışmada, ikame ürün etkileri ve farklı ön yüz seçeneklerinin göz önünde bulundurulduğu bir portföy optimizasyon modeli geliştirilmiştir. Geliştirilen modelin yüksek karmaşıklıkta olmasından dolayı iki aşamalı bir ayrıştırma yaklaşımı ile çözüme gidilmiştir. Bu ayrıştırma çerçevesinde öncelikle her ikame ürün grubu için optimal portföyün belirlendiği bir Portföy Optimizasyon Modeli (POM) farklı kapasite seçenekleri kullanılarak defalarca çözülmektedir. Daha sonra ise elde edilen tüm alternatif çözümler doğrultusunda toplam mağaza raf kapasitesinin tüm ikame ürün grupları arasında paylaştırılması için bir Raf Kapasitesi Bölümleme Modeli (RKBM) çalıştırılmaktadır. Bu yaklaşım sayesinde gerçekçi boyutta portföy optimizasyon problemlerinin makul sürelerde çözülebildiği gözlemlenmiştir.

Anahtar Kelimeler

Ürün Portföy Optimizasyonu , Ayrıştırma Methodu , Matematiksel Model , Tamsayılı Programlama , İkame Etkisi

Etik Beyan

Çalışmanın tüm süreçlerinin araştırma ve yayın etiğine uygun olduğunu, etik kurallara ve bilimsel atıf gösterme ilkelerine uyduğumu beyan ederim.

Destekleyen Kurum

Türkiye Bilimsel ve Teknolojik Araştırma Kurumu (TÜBİTAK)

Proje Numarası

3211063

Teşekkür

Bu çalışma, Türkiye Bilimsel ve Teknolojik Araştırma Kurumu (TÜBİTAK) tarafından yürütülen Teknoloji ve Yenilik Destek Programları Başkanlığı (TEYDEB) 1501 numaralı çağrı kapsamında “3211063” proje numarası ile desteklenmiştir.

Kaynakça

• 1. Hübner, A., Kuhn, H., Decision support for managing assortments, shelf space, and replenishment in retail, Flexible Services and Manufacturing Journal, 36, 1–35, 2024.
• 2. Kuhn, H., Sternbeck, M.G., Integrative retail logistics: An exploratory study, Operations Management Research: Advancing Practice Through Research, 6 (1–2), 2–18, 2013.
• 3. Curhan, R. C., The relationship between shelf space and unit sales in supermarkets. Journal of Marketing Research, 9 (4), 406–412, 1972.
• 4. Eisend, M., Shelf space elasticity: A meta-analysis. Journal of Retailing, 90 (2), 168–181, 2014.
• 5. Boatwright, P., Nunes, J.C., Reducing Assortment: An Attribute-Based Approach, Journal of Marketing, 65 (3), 50–63, 2001.
• 6. Sloot, L.M. and Verhoef, P.C., The Impact of Brand Delisting on Store Switching and Brand Switching Intentions, Journal of Retailing, 84 (3), 281–296, 2008.
• 7. Iyengar, S.S. and Lepper, M.R., When choice is demotivating: Can one desire too much of a good thing?, Journal of Personality and Social Psychology, (79) 6, 995–1006, 2000.
• 8. Corstjens, M., Doyle, P., A model for optimizing retail space allocations, Management Science, 27 (7), 822–833, 1981
• 9. Schaal, K., Hübner, A., When does cross-space elasticity matter in shelf-space planning? A decision analytics approach, Omega, 80 (1), 135–152, 2018.
• 10. Van Woensel, T., Van Donselaar, K., Broekmeulen, R. and Fransoo, J., Consumer responses to shelf out‐of‐stocks of perishable products, International Journal of Physical Distribution & Logistics Management, (37) 9, 704–718, 2007.
• 11. Gruen, W.T., Corsten, S. and S., Retail Out-of-Stocks: A Worldwide Examination of Extent, Causes and Consumer Responses, Grocery Manufacturers of America, 2002.
• 12. Ge, X., Messinger, P.R. and Li, J., Influence of Soldout Products on Consumer Choice, Journal of Retailing, 85 (3), 274–287, 2009.
• 13. Griswold, M., Space management: align business challenges and IT vendors, AMR Research, 1–17, 2007.
• 14. Hübner, A.H. and Kuhn, H., Retail category management: State-of-the-art review of quantitative research and software applications in assortment and shelf space management, Omega, 40 (2), 199–209, 2012.
• 15. Kök, A.G., Fisher, M.L. and Vaidyanathan, R., Assortment Planning: Review of Literature and Industry Practice, International Series in Operations Research & Management Science, 175–236, 2015.
• 16. Ostermeier, M., Düsterhöft, T., & Hübner, A. H., A model and solution approach for store-wide shelf space allocation, Omega, 102, 102425, 2021.
• 17. Campo, K., Gijsbrechts, E., Goossens, T., Verhetsel, A., The impact of location factors on the attractiveness and optimal space shares of product categories, International Journal of Research in Marketing, 17 (4):225–79, 2000.
• 18. Botsali, A. R., Retail facility layout design, Texas A&M University, 2007.
• 19. Ghoniem, A., Flamand, T., Haouari, M., Exact solution methods for a generalized assignment problem with location/allocation considerations, Informs Journal on Computing, 28 (3), 589–602, 2016.
• 20. Ghoniem, A., Flamand, T., Haouari, M., Optimization-based very large-scale neighborhood search for generalized assignment problems with location/allocation considerations, Informs Journal on Computing, 28 (3), 575–88, 2016.
• 21. Flamand, T., Ghoniem, A., Maddah, B., Promoting impulse buying by allocating retail shelf space to grouped product categories, Journal of the Operational Research Society, 67 (7), 953–69, 2016.
• 22. Flamand, T., Ghoniem, A., Haouari, M., Maddah, B., Integrated assortment planning and store-wide shelf space allocation: an optimization-based approach, Omega, 81, 134–49, 2018.
• 23. Ozgormus, E., Smith, A., A data-driven approach to grocery store block layout, Computers and Industrial Engineering, 139:105562, 2018.
• 24. Shin, H., Park, S., Lee, E. and Benton, W.C., A classification of the literature on the planning of substitutable products, European Journal of Operational Research, 246, 3, 2015.
• 25. Karampatsa, M., Grigoroudis, E. and Matsatsinis, N.F., Retail Category Management: A Review on Assortment and Shelf-Space Planning Models, Springer Proceedings in Business and Economics, 35–67, 2016.
• 26. Bianchi-Aguiar, T., Hübner, A., Carravilla, M.A., Oliveira, J.F., Retail shelf space planning problems: a comprehensive review and classification framework, European Journal of Operational Research, 289, 1–16, 2021.
• 27. Heger, J., Klein, R., Assortment optimization: a systematic literature review, OR Spectrum, 46, 1099–1161, 2024.
• 28. Van Ryzin, G. and Mahajan, S., On the Relationship Between Inventory Costs and Variety Benefits in Retail Assortments, Management Science, 45 (11), 1496–1509, 1999.
• 29. Mahajan, S., Van Ryzin, G., Stocking Retail Assortments Under Dynamic Consumer Substitution, Operations Research, 49 (3), 334–351, 2001.
• 30. Cachon, G.P., Terwiesch, C. and Xu, Y., Retail Assortment Planning in the Presence of Consumer Search, Manufacturing & Service Operations Management, 7 (4), 330–346, 2005.
• 31. Gaur, V., Honhon, D., Assortment Planning and Inventory Decisions Under a Locational Choice Model, Management Science, 52 (10), 1528–1543, 2006.
• 32. Hopp, W.J. and Xu, X., A Static Approximation for Dynamic Demand Substitution with Applications in a Competitive Market, Operations Research, 56 (3), 630–645, 2008.
• 33. Smith, S.A., Agrawal, N., Management of Multi-Item Retail Inventory Systems with Demand Substitution, Operations Research, 48 (1), 50–64, 2000.
• 34. Kök, A.G. and Fisher, M.L., Demand Estimation and Assortment Optimization Under Substitution: Methodology and Application, Operations Research, 55 (6), 1001–1021, 2007.
• 35. Karabati, S., Tan, B. and Öztürk, Ö.C., A method for estimating stock-out-based substitution rates by using point-of-sale data, IIE Transactions, 41 (5), 408–420, 2009.
• 36. Fadıloğlu, M.M., Karasan, O.E. and Pınar, M.Ç., A model and case study for efficient shelf usage and assortment analysis, Annals of Operations Research, 180 (1), 105–124, 2010.
• 37. Çömez-Dolgan, N., Fescioglu-Unver, N., Cephe, E. and Şen, A., Capacitated strategic assortment planning under explicit demand substitution, European Journal of Operational Research, 294 (3), 1120–1138, 2001.
• 38. Tan, B. and Karabati, S., Retail inventory management with stock-out based dynamic demand substitution, International Journal of Production Economics, 145 (1), 78–87, 2013.
• 39. Yücel, E., Karaesmen, F., Salman, F.S. and Türkay, M., Optimizing product assortment under customer-driven demand substitution, European Journal of Operational Research, 199 (3), 759–768, 2009.
• 40. Hansen, P., Heinsbroek, H., Product selection and space allocation in supermarkets, European Journal of Operational Research, 3 (6):474–484, 1979.
• 41. Zufryden, F.S., A dynamic programming approach for product selection and supermarket shelfspace allocation, Journal of the Operational Research Society, 37 (4):413–422, 1986.
• 42. Yang, M.H., Chen, W.C., A study on shelf space allocation and management. International Journal of Production Economics, 60–61 (4), 309–317, 1999.
• 43. Yang, M.H., An efficient algorithm to allocate shelf space, European Journal of Operational Research, 131 (1), 107–118, 2001.
• 44. Lim, A., Rodrigues, B., Zhang, X., Metaheuristics with local search techniques for retail shelf-space optimization, Management Science, 50 (1), 117–131, 2004.
• 45. Hwang, H., Choi, B., Lee, M.J., A model for shelf space allocation and inventory control considering location and inventory level effects on demand, International Journal of Production Economics, 97 (2), 185–195, 2005.
• 46. Hansen, J.M., Raut, S., Swami, S., Retail shelf allocation: a comparative analysis of heuristic and metaheuristic approaches, Journal of Retailing, 86 (1), 94–105, 2010.
• 47. Bai, R., van Woensel, T., Kendall, G., Burke, E.K., A new model and a hyper-heuristic approach for two-dimensional shelf space allocation, 4OR, 11 (1), 31–55, 2013.
• 48. Düsterhöft, T., Hübner, A., Schaal, K., A practical approach to the shelf-space allocation and replenishment problem with heterogeneously sized shelves, European Journal of Operational Research, 282 (1), 252–266, 2020.
• 49. Hübner, A., Düsterhöft, T., Ostermeier, M., Shelf space dimensioning and product allocation in retailstores, European Journal of Operational Research, 292 (1), 155–171, 2021.
• 50. Bianchi-Aguiar, T., Silva, E., Guimaraes, L., Carravilla M.A., Oliveira J.F., Allocating products on shelves under merchandising rules: multi-level product families with display directions, Omega, 76, 47–62, 2018.
• 51. Geismar, H.N., Dawande, M., Murthi, B.P., Sriskandarajah C., Maximizing revenue through two-dimensional shelf-space allocation, Production and Operations Management, 24, 1148–1163, 2015.
• 52. Hübner, A., Schäfer, F. and Schaal, K.N., Maximizing Profit via Assortment and Shelf‐Space Optimization for Two‐Dimensional Shelves, Production and Operations Management, 29 (3), 547–570, 2020.
• 53. Irion, J., Lu, J., Al-Khayyal, F.A. and Tsao, Y., A hierarchical decomposition approach to retail shelf space management and assortment decisions, Journal of the Operational Research Society, 62 (10), 1861–1870, 2011.
• 54. Conejo, A., Castillo, E., Minguez, R., and Garcia-Bertrand, R., Decomposition in nonlinear programming. In Decomposition techniques in mathematical programming: Engineering and science applications, Springer Berlin Heidelberg, 2006.
• 55. Demir, Y., Keskin, M. E., An effective heuristic for the two-level vendor-managed inventory problem in a supermarket chain, Journal of the Faculty of Engineering and Architecture of Gazi University, 38 (3), 1893-1906, 2023.
• 56. Gajjar, H.K., Adil, G.K., A piecewise linearization for retail shelf space allocation problem and a local search heuristic, Annals of Operations Research, 179 (1), 149–167, 2010.