What Shoppers Think about Retailers? I’m going mad with the queues! If I need to do a small shopping, I’d rather do it at BP! They are all similar! I wish I could buy everything I need for my baby at one place! Often it’s difficult to find quickly what I need There are so many products! It takes ages to choose!
Retailers’ number is growing, consumers’ is NOT!
Customer Loyalty is a Key. How to Gain it? !Price discounts, !Loyalty cards, !Private labels, !24 hours !Promo-goods, !BTL events, !POS-materials ???
Everyone is Doing It Already! The Approach is WRONG.
So What? Combine Efforts: ASSORTMENT & CATEGORY!
Assortment: package solutions (f.i., all you need to prepare your kid for school in one place) new exclusive & seasonal offerings (f.i., co-production with producer/several of them. By the way, every month is a season now!) Category: category building solutions (f.i., cosmetics displays with testers as in beauty shop; special food displays with all ingredients for preparing dinner) “shop in shop solutions” (special shopping islands for babies, schoolchildren, teens) Need Some Examples?!
1) Retailers: satisfied shopper -> category growth & leadership in retail 2) Producers*: satisfied consumer -> brand’s growth & leadership in category 3) KAMs: alliance with marketing -> power of one -> yearly bonus & career :-) What does it mean for: * Combination of sales & mktng budgets -> cost savings!