BBCG Moscow September 2012 BBCG Presentation Friday 15 th September 2012 Top three food retail...

BBCG Moscow September 2012

BBCG PresentationFriday 15th September 2012Top three food retail trendsNew Retail Relevance

STRATEGY • DESIGN • COMMUNICATION • MANAGEMENT


Retail Company & RBM

JosDeVries The Retail Company Strategy • concept • design


• established in 1986• offices in the Netherlands, Germany, Spain and Russia (since 2004)• around 50 retail specialists• projects all over Europe• international knowledge of retail developments

JosDeVries The Retail Company.Creative People, Magical Solutions


• Food retail• Non-food retail• Foodservice• Shopping Malls• Department Stores• Non-traditional & Service Retail

Above all: very practical orientated design and concept agency with complete holistic project approach…..

Our clients.


ToolboxLayout

Store DesignVisual merchandising

Instore communication

Facade

Store design & VM

Lay out Instore graphics

Façade


Our Projects.


Our projects. Food retail

France


Russian projects


C-store-Supermarket-Hypermarket projects


Industrial design


Foodservice projects

http://www.shell.nl/


Instore dining and gastronomy


Visual Merchandising.


Shoppingmall & architectural


My presentationTop 3 most important retail trends


Part 1

1. New relevant positioning for foodretail2. Multi format3. Multi channel

Part 2 Case study

Jumbo Netherlands


Retail concept thinking till 2010 :

Creating customer loyalty…..

‘From retail-concept to retail-brand’

‘it is only not important what you sell but much more how you sell it’


from product orientation to

customer orientation


Retail concept development 2012: New retail relevance

“reaching the individual consumer hasdeveloped from a desire to a customer expectation……”

……..No longer one brand fits all but be real close to your customers…..Any time….any place….any how…


How to become real relevant and reach your

individual customer in the best possible way…?

1. Positioning: New value retailing2. Multi format approach3. Multi channel thinking

How to become successful

next levelretailer


The 3 most important retail trends:

1. Positioning: New value retailing2. Multi format3. Multi channel


next levelretailer


New value retail approach

Price

ServiceAssortm

ent

Trend1

New ValueRetail

StoreConcept


L

H

H

L

Consumer budget focusTraditional positioning

Service/quality

Pri

ce/v

alu

e


L

H

H

LRelevance

Co

mp

lexi

ty b

usi

nes

s m

od

el

Consumer budget focus

Price

ServiceAssortment

New value positioning



1. New value retailing2. Multi format3. Multi channel


next levelretailer


‘From food retailer to food provider“

• The right Product• The right place• The right moment

For the right customer…..

Multi Format DevelopmentNo longer “one brand fits all”

but:

4


Hypermarkets Supermarkets C-stores

Retail today – Be close to your customer!Different formats for different locations

Trend2

Hypermarkets

Hypermarkets

Hypermarkets

Supermarkets

Supermarkets

Supermarkets

Supermarkets

Supermarkets

C-stores

C-stores

C-stores


restaurant foodservice neighbor-hood store

supermarket superstore hypermarket

Multi format approachDifferent scenario’s, different format propositionsSpecific format locationsDifferent customer profileDifferent shopping behaviour

Price level

ImpulseFood for now

Grab and Go

PlanedFood for Later

Daily shopping Bulk shopping

0

10

20

30

40

50

60

70

80

1985 1990 1995 2000 2005 2010

where food is being purchased (Europe)

retailers

others

4


One strong brand

But with: Multiformat approachRight product, Right place, Right moment, Right customer

Trend


One brand, Multi formatCarrefour

Proximity: Two formats: City and Contact

One brand- multi formatGrowing interest for small food concepts

TrendProximity


foodservice

Convenience Storesversus small supermarket

Supermarket(incl.discount)

ImpulseFood for now

Efficiency

PlannedFood for Later

Great Food store

Cornerstore

‘Top up store’‘Small food

store’Transit

High conv.

The small foodstore formatsProximity

Food expresse

Trend

Immediate < 2hrs < 8 hrs < 48 hrs < 72 hrs < week

Grab&go Top-up Stock-up



1. Multi format approach2. New value retailing3. Multi channel thinking


next levelretailer


The new customer journey.On-line versus internetIntegration of media, different moment, different device


The retail processAny time, Any place, Any thingInternet as ‘6th sense’


Any time, Any place, Any thingFocus to sales…and having contact!

Jos de Vries The Retail Company


online Platfor

m

WS Internet

site Qrcode

App

SMSSocialMedia

MobileWeb-site

Digital instore

OnInternet

(store)DigitalInstore

Digitale Platform (Multi Channel- bricks and clicks) one strategyWhy, what, how, where and when

Promo-tions

CustomerData

Customer analytics


The new customer journey from orientation to transaction


Case study Jumbo supermarkets

Chain over 300 supermarkets Netherlands



Case Study.Jumbo Supermarkets.

2012 market share 22%

http://search.babylon.com/imageres.php?iu=http://www.kleinstesoepfabriek.nl/images/jumbo_kaart.jpg&ir=http://www.kleinstesoepfabriek.nl/verkooppunten.php&ig=http://t3.gstatic.com/images?q=tbn:ANd9GcTO4vq0d1NP4g_havaK1gZIh5P_rfkrM7guShKeOcyOOH41awCc1gqcFH0&h=174&w=200&q=jumbo%20supermarkt&babsrc=SP_def


De 7 zekerheden van Jumbo

1] Elke dag: euro's goedkoper2] Elke dag: service met een glimlach3] Elke dag: voor al uw boodschappen

4] Elke dag: is vers ook echt vers5] Elke dag: vlot winkelen

6] Elke dag: Niet tevreden? Geld terug!7] Elke dag: staan uw wensen centraal

Prijs

assortment Service



Storytelling



Excellent self service



Dry Groceries, discount core + extra



Jumbo recipe shaker, suggestions how to cook…


The 3 most important retail concept trends

1. Create clear Position: New value retailing…

2. Create a multi format approach…..3. Think Multi channel…..


next levelretailer


New retail relevancePublished February 2011

Roadmap to a new next level retail positionPractical recommendations for strategy vision and design


Thank you for your attention!

BBCG Moscow September 2012 BBCG Presentation Friday 15 th September 2012 Top three food retail...

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Transcript of BBCG Moscow September 2012 BBCG Presentation Friday 15 th September 2012 Top three food retail...