How to succeed in retail : winning case studies and strategies for retailers and brands / Keith Lincoln and Lars Thomassen. Here we are again going to talk to you about the world of brands and more importantly the world of brands as they operate in retail environments and a world where they are constantly trying to succeed. Knowing how to be successful in retail is for everyone in any business that wants to increase sales of their branded products.
In How to Succeed at Retail, you'll learn the key strategies you need to succeed and exceed your expectations. We know this and we understand the needs of the business entity, both large and small. Only by obsessing over something can we motivate ourselves and others to succeed.
Of particular interest is the rapid growth of the international activities of the world's super retailers (Figure 1.1). Let's look again at Wal-Mart – a single retail organization that accounts for 35 percent of the global sales of the world's ten largest supermarkets.
2006 – % share
On Thanksgiving Day in 2005, there were more visitors to her website than to amazon.com – the first time that had ever happened. That probably explains why Amazon is planning to sell groceries online — the 34th product category it has entered. In other words, one in two products in the cart may be private label.
And then there are the producers – the people who produce the content that goes with our ads. Large groups have seen their newspapers and magazines lose readers and online advertising; their music businesses suffer piracy and declining sales; and someone else's video Figure 1.9 The Web never stopped growing. Product innovation has been the foundation of our past success and is the key strategy for future success.
In today's market, a company cannot count on consumer loyalty, but must instead constantly 'sell' the customer on product value. The emergence of this powerful consumer boss marks one of the most important milestones in the history of branding. The personalization of mobile phones is driving the self-identity phenomenon and it shows little sign of stopping – the ringtone market in Western Europe, now estimated at close to N1.4 billion or US$1.7 billion in sales per year, could reach N2.2 billion in annual sales in 2008.
Made by CUSTOMERS: 'The phenomenon of corporations creating goods, services and experiences in close collaboration with experienced and creative consumers, leveraging their intellectual capital and in return giving them a direct say in (and rewarding for) what is actually produced, manufactured, developed, designed, serviced or processed.'.
When we consider the shopping experience, we must see it as a three-step process, each step having key stimuli that directly affect the shopper (Figure 5.2). The shopper today is a very different person than he or she was a few decades ago, and measuring the importance of the store as a marketing channel has taken on a new meaning.
These changes in consumer behavior have led marketers and retailers to increasingly embrace the concept of the retail environment as a means of building brand equity beyond selling products. Although the store is one of the oldest marketing environments, it is the least understood from an efficiency standpoint. As consumers spend time in stores, it is important to understand how to better deliver what they need, when they need it and in the form that best meets those needs.
Currently, brands have very little influence when it comes to the shopping experience. They assumed it was out of their control and under the control of retailers and their research suppliers (ie Nielsen).
PRISM
However, we believe that our process adds a new, creative and intellectual rigor. Figure 7.3 BRI proprietary techniques. In his 40 years in advertising, Maurice Saatchi has been responsible for some of the industry's best-known slogans - phrases such as "The World's Favorite Airline" and "The Job Isn't Working". It's the modern equivalent of having the best site on the high street, except location is top of mind and the consumer is the buyer.
Nowhere is this more important than retail – the point of contact with your ultimate consumer. You can also learn from these cases, whether it is the case of P&G, a global giant, or Yoyamart, a one-shop phenomenon. Our mission is to help the brand give the shopper just that – the best products bought in the best possible way.
Patricia Whisler on cityguide.aol.com said: 'The tallest indoor freestanding climbing structure in the world - say that three times fast. This led to extensive research in the field of loudspeaker design and psychoacoustics – the human perception of sound. Tryvertising is not the old, boring, product sampling – it tries to make trial the creative and exciting force it should be.
The result was more than 200 images organized into a 1994 exhibition entitled 'The Olive Tree, The Gift of the Mediterranean', which was the impetus for O&CO. It is very easy to avoid competing against the leaders - the sectors and brands that seem to be doing nothing wrong. One of P&G's most important beliefs is that 'the consumer is the boss' and that it is always profitable to listen carefully to the boss.
The technology is part of Guinness's drive to make it "the most beautiful beer in the world," said Murray, Guinness' Dublin brewmaster. Take care of the customer': a simple but very important focus on the customer - the shopper. Feargal Quinn - founder and CEO of the company and the man who put the word Quinn in Superquinn, has been called Ireland's "Pope of Customer Service".
As Quinn likes to remind them, “the market looks completely different from where the customer is.” You need to focus on the action point – the point where retail efficiency scores. Our obsession with the consumer has caused us to miss the real target group – the shopper.
Next, we move on to the shopper as we try to understand what exactly defines shopping in Figure 13.1 The Lost Shopper.
