Customer & Channel Perspective Module 6.2.09
-
Upload
fariha-ansari -
Category
Documents
-
view
228 -
download
0
Transcript of Customer & Channel Perspective Module 6.2.09
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
1/81
How do leading retailers develop their strategy ?
1. Understand shoppers
2. Identify an opportunity space which they can own
(shopper segment and shopping trip)
3. evelop a proposition which meets
1) !rand Identity 2) "etail #ormat
3) In$%tore
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
2/81
&I'
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
3/81
ey *oints from %ains+ury,s Ha-elgrove
Understand needs of different shopper segments
Understand different shopping missions
Creatively responded with different formats
Develop specific Shopper Touch points:
/ Store Look & Feel
/ roduct & Category
/ Service & eople
/ Communications
%ains+ury,s0
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
4/81
ore and more retailers have segmented
their shopper +ase
!al"#art Safeway Sam$s C%S &est &uy
!rand 2spirationals &alue %ee3ing (ffice 2dministrator 4aroline 5ill
*rice &alue %hoppers &ariety %ee3ing !usiness "eseller Young, single work ing woman Soccer Mom
6rendy 7uality %ee3ers !rand %ee3ing Institutional !uyer &anessa !arry
*rice %ensitive 2ffluents %implicity %ee3ing #oodservice 'ntrepreneur Married with Children Affuent Professional
(ne %top %hoppers iscovery %ee3ing 6raditional 4lu+ %hopper %ophie "ay
4onscientious (+8ectors 7uality %ee3ing emanding9':periential %hopper Older Shopper/Empty ester !amily Man
%ocial %hoppers 1om9#amily 4'( !u--
2ctive !oomer Younger Male
!!;!
Small "usiness
'etailer Developed Shopper Segmentation Classifications
anufacturers are ased to align their +rands
with customer segmentations
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
5/81
#(ST(UT
(F L)F*
T'*+DU'SU*'
L)%*F'**L,
L)%**FF*CT-
)%*L,
FULL (F'*S(+S)-
)L)T,
Store *.plorer %hop for
H!4 productsas part of
daily activitiesto search for
something +etter
TrendyShopper
%earch for newtrends 9
innovationswhen shop for H!4 products
ConvenientShopper
%hop < !uy H!4products
whenever itis convenience
*fficientShopper
#ind most effectiveway to shop for H!4 products
/mateur Shopper
=ant shoppingto +e hassle free
(get all that isneeded with the+est e:perience)
S0( F(' FU+High level of involvement
with shopping for H!4 products
'/CT)C/L S0()+1'n8oy shopping for H!4 products>
+ut must also +e practical
(convenient and efficient)
0/SSL* F'**
S0()+1=ant shopping
to +e hassle free
=atsons shopper segments and attitudes towards shopping
for personal care products
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
6/81
C(+SU#*' )+S)10T
')+1)+1 F((D
/L)%*
6H'"' "' 11 I@@IA4!% IA !"I6I%H H'% $
6H' '7UI&@'A6 # !U6%'&'A *'" HU%'H@
)+S)10TS: I6,% !U6 =AIAB 6H'%'%A%> 4"'6IAB 6H''% A 44%IA%.
4A%U'"% "' A @AB'" 4A6'A6 6
%I*@C %H*> 6H'C 'D*'46 6 !' IA%*I"'
A 'A6'"6IA'
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
7/81L/ (2U*')/ #/'3*T4 !"4'@A
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
8/81
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
9/81
3)DF'*S0> A'= C"
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
10/81
L*T5S D)S0> A'= 5'"%'C
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
11/81
L/ F'(#/1*')*4 @AA
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
12/81 #/6 '*++*'4 %CA'C
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
13/81
eter is a young4 thrusting marketing e.ecutive7
0e is single and lists skiing4 theatre and
socialising as his main interests7
0e has a high disposa8le income and 8elieves
life is to 8e en9oyed for the moment7
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
14/81
=hich car will *eter +uy?
Car /
♦ 7; litre4 in9ection engine
♦ /ir conditioning
♦ /S 8rakes♦ iod dock
♦ #etallic paint and alloy
wheels
Car
♦ 7; litre engine
♦ 'adio
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
15/81
=hich car will *eter +uy?
+issan
♦ 7; litre4 in9ection engine
♦ /ir conditioning
♦ /S 8rakes♦ iod dock
♦ #etallic paint and alloy
wheels
#!
♦ 7; litre engine
♦ 'adio
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
16/81
=hat is a !rand?
“A product is something thatis made in a factory; a brandis something that is bought
by a customer.
A product can be copied by a
competitor;a brand is unique.
A product can be quicklyupdated; a successful brand
is timeless”
Stephen King, W
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
17/81
=hat is a !rand?
name and9or sym+ols associated with a
nown and trusted set of +enefits andvalues> which appeal to the mind +ut also
to the heart
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
18/81
=hat is !rand *ositioning?
How the +rand is perceived +y the targetaudience relative to its competitors
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
19/81
=hat is the *ositioning of these !rands?
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
20/81
=hat is the *ositioning of these !rands?
ynamic
riving%afety pulence4hic #un
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
21/81
%tore 6hum+ *rint
7 #arket Dynamics 6he alternative choices> seen from the
shopper,s perspective> in meeting a
particular shopping need
lifestyle < demographics
=7 3ey understanding
6he core shopper insight upon which the
retail +rand is anchored
>7 Solutions
#unctional and emotional +enefits that
appeal to the shopper
?7 *vidence
6he proof to su+stantiate the claimed
solutions
@7 %alues and ersonality=hat the retailer stands for E and its
personality
A7 Differentiator
6he ey reason the target shopper
will choose that retailer
;7 Store in a phrase
singular thought that captures
what the retailer stands for
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
22/81
=hy do "etailers Aeed to 4learly *osition
6hemselves?
F 'etail landscape 8ecoming increasingly competitive
F Shoppers need to 8e attracted 8ased on a clear4
differentiated and relevant proposition
F 'etailers are 8rands
F 'etailers need a roposition to guide decisions on: G roduct
G ack
G lace
G rice
G romotion
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
23/81
STP Plus
http://images.google.co.uk/imgres?imgurl=https://portfolio.du.edu/portfolio/getportfoliofile%3Fuid%3D107725&imgrefurl=https://portfolio.du.edu/pc/port.detail%3Fid%3D107725&usg=__XZlttp2he4ESGcESe3FqUAKrkmY=&h=564&w=564&sz=109&hl=en&start=2&tbnid=DV7coe8lDUQynM:&tbnh=134&tbnw=134&prev=/images%3Fq%3Dbmw%2Blogo%26gbv%3D2%26hl%3Den%26sa%3DG
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
24/81
!ut retail +rands are more comple: than #4B
+rands
0ow does this thinking0ow does this thinkingimpact the Store Thum8impact the Store Thum8
rintrintpositioning toolBpositioning toolB
TouchpointsComple. Shopper
ourneys
#ission Specific
Formats
(verarching
roposition
Unites every
aspect of a
comple. 8rand e.perience to
deliver uniue
value in target
shoppers lives
Understanding
range & depth of
target shoppermissions &
providing relevant
store format
solutions
#anage every
aspect of the
shopping trip fromthe shopper5s
perspective to
deliver total 8rand
proposition
Tangi8le
e.pressions of the8rand to connect
with the shopper
& deliver via full
=@E e.perience
http://images.google.co.uk/imgres?imgurl=https://portfolio.du.edu/portfolio/getportfoliofile%3Fuid%3D107725&imgrefurl=https://portfolio.du.edu/pc/port.detail%3Fid%3D107725&usg=__XZlttp2he4ESGcESe3FqUAKrkmY=&h=564&w=564&sz=109&hl=en&start=2&tbnid=DV7coe8lDUQynM:&tbnh=134&tbnw=134&prev=/images%3Fq%3Dbmw%2Blogo%26gbv%3D2%26hl%3Den%26sa%3DGhttp://images.google.co.uk/imgres?imgurl=https://portfolio.du.edu/portfolio/getportfoliofile%3Fuid%3D107725&imgrefurl=https://portfolio.du.edu/pc/port.detail%3Fid%3D107725&usg=__XZlttp2he4ESGcESe3FqUAKrkmY=&h=564&w=564&sz=109&hl=en&start=2&tbnid=DV7coe8lDUQynM:&tbnh=134&tbnw=134&prev=/images%3Fq%3Dbmw%2Blogo%26gbv%3D2%26hl%3Den%26sa%3DGhttp://images.google.co.uk/imgres?imgurl=https://portfolio.du.edu/portfolio/getportfoliofile%3Fuid%3D107725&imgrefurl=https://portfolio.du.edu/pc/port.detail%3Fid%3D107725&usg=__XZlttp2he4ESGcESe3FqUAKrkmY=&h=564&w=564&sz=109&hl=en&start=2&tbnid=DV7coe8lDUQynM:&tbnh=134&tbnw=134&prev=/images%3Fq%3Dbmw%2Blogo%26gbv%3D2%26hl%3Den%26sa%3DGhttp://images.google.co.uk/imgres?imgurl=https://portfolio.du.edu/portfolio/getportfoliofile%3Fuid%3D107725&imgrefurl=https://portfolio.du.edu/pc/port.detail%3Fid%3D107725&usg=__XZlttp2he4ESGcESe3FqUAKrkmY=&h=564&w=564&sz=109&hl=en&start=2&tbnid=DV7coe8lDUQynM:&tbnh=134&tbnw=134&prev=/images%3Fq%3Dbmw%2Blogo%26gbv%3D2%26hl%3Den%26sa%3DGhttp://images.google.co.uk/imgres?imgurl=https://portfolio.du.edu/portfolio/getportfoliofile%3Fuid%3D107725&imgrefurl=https://portfolio.du.edu/pc/port.detail%3Fid%3D107725&usg=__XZlttp2he4ESGcESe3FqUAKrkmY=&h=564&w=564&sz=109&hl=en&start=2&tbnid=DV7coe8lDUQynM:&tbnh=134&tbnw=134&prev=/images%3Fq%3Dbmw%2Blogo%26gbv%3D2%26hl%3Den%26sa%3DG
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
25/81
Store #hum$ Print Plus %S#P Plus& is a more
powerful diagnostic tool
3ey )mprovements:
"ecognises importance of maret dynamics and tradingenvironment in diagnosing retailer,s +rand positioning
Incorporates shopping missions and their implications through
mission fingerprints
Increased level of understanding of multiple retailformats9channels +y mission
Breater focus on the shopper,s 8ourney through the retail +rand
Identifies specific shopper touchpoints in and out of store
STP Plus 8uilds on the elements of the ST to provide an even more usefultool for diagnosing the 8lueprint & future vision of a retailer5s 8rand
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
26/81
S#P Plus now includes overall positioning and
the way retailers fle: their +rand
F 6he original Thumbprint still
captures the overarching
proposition of this retailer
F 6he new Fingerprints
capture the comple:ity of
different shopping
missions and how these are
addressed through formats
< shopper touchpoints
1. aret ynamics
2. 6arget %hopper
3. %hopper Understanding
;. %olutions
J. 'vidence
K.
&alues<
*ersonality
.
ifferentiator
L. %torein a
*hrase
G ST lus
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
27/81
#arket Dynamics
Core rand /ttri8utes
1. aret ynamics
2. 6arget %hopper
3. %hopper
Understanding
;. %olutions
J. 'vidence
K.&alues
<
*ersonality
.
ifferentiator
L. %torein a
*hrase
>7 Solutions
@7 %alues & ersonality
?7 *vidence
;7 'etailer rand in a hrase
A7 Differentiator
7 #arket Dynamics
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
28/81
#arket Dynamics
Core rand /ttri8utes
1. aret ynamics
2. 6arget %hopper
3. %hopper
Understanding
;. %olutions
J. 'vidence
K.&alues
<
*ersonality
.
ifferentiator
L. %torein a
*hrase
>7 Solutions
@7 %alues & ersonality
?7 *vidence
;7 'etailer rand in a hrase
A7 Differentiator
7 #arket Dynamics
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
29/81
#arket Dynamics and )mplications: 1L(/L
MarketTrends
BusinessPerformance
GrowthStrategies
CompetitiveThreats
Trading Style Corporate& Social
esponsi!ility
Top " #mplications for this etailer
1 2 3 !
':amples of aret ynamics and Implications
for 6esco
F #ood price inflation isliely to see maretvalue continue toincrease ahead ofvolume growth
F 6esco is M1 in valuemaret share in Uand 6hailand> M2 inIreland and M3 %.orea
F In most other marets6esco is a smaller> +utgrowing player
F #ull year sales to #e+NL were up O11.1P toQJ1.L+n withinternational sales up+y O2J.3P to Q13.L+nand U OK.PQ3.R+n
F perating profitsincreasing +y J.;P toQ2.R+n
F 6esco continues todrive growth +ased ona strong U core (NPof sales)> yet furtherdevelopment of sia <U% liely
F !road +ased maretingstrategy withsignificant focus onloyalty card
F eveloping a strongprivate la+el and+randed non$food+usiness is a eydriver for 6escoSsgrowth initially in theU> +ut internationallylonger term
F 'ngages in predatorypricing tactics $ tocompete withdiscounters> 6escoaims to match them on1>1NN lines and to+ecome a wide rangediscounter across allformats
F In U> an enlargedorrisons and aresurgent %ains+urySscould attac 6escoSscore family sector
F However> 6escoSs+iggest threat isdiscounters>particularly in =estand 4entral 'urope
F 'ntry into the U% hascome at a difficult timewith consumersreigning in e:penditure
F In sia> 6esco is a lateentrant into theconvenience storemaret> so maretleaders such as $'leven may limitgrowth
F n ageing populationin a num+er of itsmarets> will limithypermaretopportunities
F Highly competitivepricing strategy aimedat attracting the mass>family maret.
F *lays from a positionof strength in manymarets in which itoperates> where itholds one of the top 3positions.
F Aot afraid to tae riss>undertaingacTuisitions tomaintain growth ande:panding into newproducts> marets andchannels gaining firstmover advantage
F 6o assess supplierperformance> 6escouses a modifiedversion of the '4"%corecard covering0technical> commercial>innovation andinvestment capa+ilities
F 6esco is adopting avariety of measures toreduce itsenvironmental impactranging from moreenvironmentallyfriendly energyconsumption in the Uand 6hailand to waste
management andrecycling in Ireland
F eveloping an instituteto measure car+onfootprint of all products
F Incentivises energyefficient productsthrough its Breen4lu+card scheme
F "educing the car+onfootprint of its e:istingstores and distri+utioncentres around theworld +y JNP +y 2N2N
1 2 3 !F ':pansion in sia and
U% will +e tougherthan e:pected due toglo+al growth slow$down
F 6esco must e:pect to+ecome increasinglyengaged in price warsto maintain its maretposition.
F =ithout economies ofscale in newermarets> 6esco mightstruggle to maintainmargins if forced todiscount
F %hoppers willcontinue to demand6esco stays ahead ofthe pac on Breenissues G another costduring tough times
F pportunities formaret share growthin core U maret will+e limited asshoppers reign in theirspend
#arket Dynamics
Core rand /ttri8utes
1. aret ynamics
2. 6arget %hopper
3. %hopper
Understanding
;. %olutions
J. 'vidence
K.&alues
<
*ersonality
.
ifferentiator
L. %torein a
*hrase
>7 Solutions
@7 %alues & ersonality
?7 *vidence
;7 'etailer rand in a hrase
A7 Differentiator
7 #arket Dynamics
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
30/81
#arket Dynamics
Core rand /ttri8utes
1. aret ynamics
2. 6arget %hopper
3. %hopper
Understanding
;. %olutions
J. 'vidence
K.&alues
<
*ersonality
.
ifferentiator
L. %torein a
*hrase
>7 Solutions
@7 %alues & ersonality
?7 *vidence
;7 'etailer rand in a hrase
A7 Differentiator
7 #arket Dynamics
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
31/81
#arket Dynamics
Core rand /ttri8utes
1. aret ynamics
2. 6arget %hopper
3. %hopper
Understanding
;. %olutions
J. 'vidence
K.&alues
<
*ersonality
.
ifferentiator
L. %torein a
*hrase
>7 Solutions
@7 %alues & ersonality
?7 *vidence
;7 'etailer rand in a hrase
A7 Differentiator
7 #arket Dynamics
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
32/81
#arket Dynamics
Core rand /ttri8utes
1. aret ynamics
2. 6arget %hopper
3. %hopper
Understanding
;. %olutions
J. 'vidence
K.&alues
<
*ersonality
.
ifferentiator
L. %torein a
*hrase
>7 Solutions
@7 %alues & ersonality
?7 *vidence
;7 'etailer rand in a hrase
A7 Differentiator
7 #arket Dynamics
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
33/81
#arket Dynamics
Core rand /ttri8utes
1. aret ynamics
2. 6arget %hopper
3. %hopper
Understanding
;. %olutions
J. 'vidence
K.&alues
<
*ersonality
.
ifferentiator
L. %torein a
*hrase
>7 Solutions
@7 %alues & ersonality
?7 *vidence
;7 'etailer rand in a hrase
A7 Differentiator
7 #arket Dynamics
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
34/81
=hat 6ouchpoint solutions does retailer use for
each mission?#ission Fingerprints#arket Dynamics
Core rand /ttri8utes
1. aret ynamics
2. 6arget %hopper
3. %hopper
Understanding
;. %olutions
J. 'vidence
K.&alues
<
*ersonality
.
ifferentiator
L. %torein a
*hrase
>7 Solutions
@7 %alues & ersonality
?7 *vidence
;7 'etailer rand in a hrase
A7 Differentiator
7 #arket Dynamics
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
35/81
6he physical evidence of the retailer,s +rand
positioning in$store and out$of$store
'lements of the shopping e:perience that
shoppers can touch and interact with
How the retailer engages shoppers and maes
their offer stand out from the crowd
s suppliers> those elements with which we
can align < wor with the retailer
=hat is a %hopper 6ouchpoint?
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
36/81
@argest organic food retailer in world> founded 1RLN in ustin>
6e:as 1RJ stores in U% 0 first store U opened 5une N> ensington
(acTuisition of #resh < =ild)
*ositioning =hole #oods> =hole *eople> =hole *lanet
Impressive store design < innovative merchandising G
why can,t supermarets +e as inviting
as anywhere else to shop?
=here possi+le> organic < local sourcing G RJP from U
/ new entrant to the U3
who is challenging esta8lished players
6ouchpoints ':ample
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
37/81
randing is distinctive 8ut su8tle I
respects character of 8uilding
0andwritten signs on windows I
this is what we stand for
)mages convey JauthenticK message 8ut still allows
you to see inside & make your own 9udgement
6ouchpoints0
%tore @oo < #eel
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
38/81
*nglish /sparagus in season
*ggs sold loose
including ostrichMN
1rape mountain
Cut fruit I convenient snacking*.tensive ritish cheese selection
Seriously
fresh!
6ouchpoints0
*roduct < 4ategory
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
39/81
Take (ut range of repared Foods (rganic u8 on st Floor
;E varieties of rice4 grain4 oats #ake your own
eanut utter #achines
ffsets 1NNP of electricity
consumption
Ao 4ar *ar policy G use
pu+lic transport
!ags are 1NNP recycled G Jp
discount if +ring your own
!o:es are composta+le
#ull recycling points in store
rganic cotton uniforms for
staff
'co %tore section 0 organic>
fair trade t shirts> +a+y clothes
High tracea+ility G we,vedone the research for you
Ao. J +est company to wor
for in U% (#ortune raning)
6ouchpoints0
%ervice < *eople
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
40/81
6ypically taes one year to open a store
#ocus on right locations 0 high footfall> relevant to
local consumer +ase
im to have 2 to 3 in the U
High profile 1st store 0 former !arers of ensingtonept store G @ondon landmar
6easer campaign via shop windows during refit
Use of local tu+e station advertising to +uild hype
%trong *" campaign> telling consistent story $ we+site
"esult 0 store opening was a ma8or
scrumV
evelopers typically love a store
opening G +uilds footfall for entire area
6ouchpoints0
%hopper 4ommunications
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
41/81
Shopper Touchpoints
Store
Look
& Feel
roduct
&
Category
Service
&
eople
Communi-
cations
#arket Dynamics
Core rand /ttri8utes
1. aret ynamics
2. 6arget %hopper 3. %hopper
Understanding
;. %olutions
J. 'vidence
K.&alues
<
*ersonality
.
ifferentiator
L. %torein a
*hrase
>7 Solutions
@7 %alues & ersonality
?7 *vidence
;7 'etailer rand in a hrase
A7 Differentiator
7 #arket Dynamics
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
42/81
%hopper 6ouchpoints
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
43/81
4ore !rand ttri+utes +ind the retailer offer
together #arket Dynamics
Core rand /ttri8utes
1. aret ynamics
2. 6arget %hopper 3. %hopper
Understanding
;. %olutions
J. 'vidence
K.&alues
<
*ersonality
.
ifferentiator
L. %torein a
*hrase
>7 Solutions
@7 %alues & ersonality
?7 *vidence
;7 'etailer rand in a hrase
A7 Differentiator
7 #arket Dynamics
woringpeople
top$up shop
edium tolarge families
Homeapplianceshopping
I can +uyfamiliar
technology ascheaply and
easily asgroceries
supermarkets
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
44/81
Shopper Touchpoints
Store
Look
& Feel
roduct
&
Category
Service&
eople
Communi-
cations
#arket Dynamics
Core rand /ttri8utes
1. aret ynamics
2. 6arget %hopper 3. %hopper
Understanding
;. %olutions
J. 'vidence
K.&alues
<
*ersonality
.
ifferentiator
L. "etailer!randin a
*hrase
>7 Solutions
@7 %alues & ersonality
?7 *vidence
;7 'etailer rand in a hrase
A7 Differentiator
7 #arket Dynamics
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
45/81
S#P Plus
&alues < *ersonality
What is it!What the retailer stands for…and its personality
"oodiness
#$pertise #$perience %
e$periment &nspiration
Seasoned tra'eler
(ip
Waitrose
)ood honest 'alue
Substance o'er form
*o frills or gimmicks
“&t does +hat is says onthe tin”
our ally in managinga tight budget
A-&
/sepro0ecti'e
techniques
S#P Pl
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
46/81
S#P Plus
ifferentiator
1nly Waitrosepro'ides aninspirational foodshoppinge$perience
(ip
Waitrose
-ink to Key/nderstanding
“1nly 2”
1nly A-& gi'es suchgreat deals on foodand household goods
A-&
What is it!The key reason the target shopper will choose that
retailer
S#P Pl
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
47/81
S#P Plus
"etailer !rand in a *hrase
(he +orld of food2on your doorstep
(ip
Waitrose
What3s onthe (4shirt!
Smart Shopper5hoice
A-&
What is it!A singular thought that captures what the retailer
stands for
S#P Pl
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
48/81
S#P Plus
#inal checlist
Does it hang togetherB
)s it clear & simpleB
)s it motivating & inspiringB
)s it credi8le & relevant to shoppersB
)s it differentiated from other retail 8randsB
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
49/81
eveloping S#P Plus G group e:ercise
evelop a STP Plus for your customer9channel
aret ynamics have +een prepared for you
&isit the store and mae o+servations < notes to help you
+uild0
$ %hopper ission #ingerprints$ 6ouchpoint %olutions
@ater you will complete the %6* *lus wall poster < share your
findings
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
50/81
#ission Fingerprints#arket Dynamics
Core rand /ttri8utes
1. aret ynamics
2. 6arget %hopper 3. %hopper
Understanding
;. %olutions
J. 'vidence
K.&alues
<
*ersonality
.
ifferentiator
L. %torein a
*hrase
>7 Solutions
@7 %alues & ersonality
?7 *vidence
;7 'etailer rand in a hrase
A7 Differentiator
7 #arket Dynamics
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
51/81
1. Understand shoppers
2. Identify an opportunity space which they can own
(shopper segment and shopping trip)
3. evelop a proposition which meets that need1) !rand Identity
2) "etail #ormat
3) In$%tore
How do leading retailers develop their strategy ?
6arget 6he 4ool 4ollege @ifestyle
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
52/81
6arget 4orp. is going after a specific lifestage demographic G college students G
Counger ids aspire to +e lie their older si+lings. Braduates reflect
fondly on their college e:perience. 6herefore> this narrow target
audience is larger than many people thin (age 1J$2J.)
6arget G 6he 4ool 4ollege @ifestyle
(where we all want to +eV)
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
53/81
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
54/81
6arget 6he 4ool 4ollege @ifestyle
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
55/81
6arget G 6he 4ool 4ollege @ifestyle
(where we all want to +eV)
uildyour
Dorm
'oom
Scholarship rogram
Latest Trends and
Campus *ssentials
'ed0ot Shop: T-shirt
design contest for
teens7 Displayed at
#useum4 profits fund
design education7
)n-Store
Displays
6arget 6he 4ool 4ollege @ifestyle
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
56/81
6arget G 6he 4ool 4ollege @ifestyle
(where we all want to +eV)
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
57/81
T U3 # i d S h
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
58/81
Tesco U3 I #assive rand Stretch
!hat Tesco have done on O0ealthy Living5
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
59/81
chieve more
#eel good daily
Bive children a
good start
!e free from health
pro+lems
!e healthy for
longer
@oo +etter
Huge growth of Healthy Living Club
Healthy living range success
5 nutrient GDA food labelling
Weight watcher points Stocking sports
euip!ent in "#tras $Clothes endorsed by %ao!i Ca!pbell
&wn label beauty range
'esco (ag Lifestyle advice
)ace for life * cancer research +,
-irst to open up !ore space for !ini drinks
G. diet
&ne stop shop in "#tra/s 0 dot1co!
Sport for schools and clubs
Co!puters for schoolsSchool clothing
,ids2one !ailer
,ids -oods range
3arking for !u!s and kids
4aby and toddler club
-inancial savings for kids
667 Whi88kid8 charity
3urple 9free fro! range:
%uts 0 Allergy labelling
Separate section organic
5 nutrient labelling4ooklets * healthy living
5 nutrient GDA front of pack labelling
Healthy living leaflets instore
;< phar!acies stores
G" 3ro!o policy to include = better > u
'esco ?Wholefoods: launch
G. labelling 0 G. diet
'esco e*diets on dot1co!
Sports euip!ent in "#tra/s
i3ods@ CD/s 0 DD/s
http://www.target.com/gp/browse.html/ref=nav1_logo/601-5051006-4938543?%5Fencoding=UTF8&node=1038576
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
60/81
0elp us #anage our !eight
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
61/81
*m8race +atural )ntegrity
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
62/81
Tapping into over ?Es
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
63/81
#ormats e:ist +ecause they capture and create trips
H d l di t il d l th i t t ?
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
64/81
How do leading retailers develop their strategy ?
1. Understand shoppers
2. Identify an opportunity space which they can own
(shopper segment and shopping trip)
3. evelop a proposition which meets that need
1) !rand Identity 2) "etail #ormat
3) In$%tore
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
65/81
)n-store )mplications
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
66/81
4ategory #i:ture @ayout ':ercise
F ,our group represents either the Supplier #ciscuits GClassicHCrum8sH(HSlimN
(r
F The Customer
F /rrange all the 8iscuit 8rands on the category fi.ture layout inwhat your company thinks is the 8est way
F *.plain your reasoning on a flipchart
F Timing >? minutes
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
67/81
4 t #i t @ t ' i 2
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
68/81
4ategory #i:ture @ayout ':ercise 2
F #ciscuits groups to JsellK their proposed categorylayout to the customer
F +ote areas of agreement and disagreement &
learnings
F Timing:
G reparation E minutes
G #eeting
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
69/81
F Sales and profit G !ased on category drivers of value G JNP of retailer,s cost is store space> so have to mae wor most effectively
F Shopper-friendly G !ased on shopper decision trees G
Use signpost +rands
F 'etail strategy G ! ne:t to +rands G ligned with %6* G 'mphasis depending on retailer strategic positioning
F Logistics G !alance +ac of store space v delivery freTuency v % G %helf ready pacaging
ey 4ustomer 4onsiderations
Category Layout
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
70/81
Smaller productsizes on the top shelf
Biscuit Layout Length: c.8.5metres
Healthy Biscuits placedas the lead segment
Space invested ingrowth of HealthyBiscuits segment
Strong Brandedpresence in Healthy
Biscuits segment
Retail Brand is 5!
"remium segment
Biscuits for #hildren
placed after $verydayBiscuits segment
Strong Branded
presence in $verydayBiscuits segment
Higher price for
"remium and %reatssegments
#hocolate Bars afterBiscuits for #hildren
Savoury Biscuits#ategory after#hocolate Bars
#onfectionery isopposite Sweet
Biscuits #ategory
Retailer &alue Brandon the 'ase shelf
%he strategy for the Sweet Biscuit category in this retailer is 'ased on 'rands
and providing something for everyone( investing in Healthy and #hildren.
g y y
iscuitsforChildren
*verydayiscuits
0ealthyiscuits
'etailer %alue rand
*veryda
y
Treats
remium
iscuits
*
veryday
Treats
*veryda
yH
Special
Treats
%pecial
6reats
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
71/81
Category Layout Value Retailer
Biscuit Layout Length: c.8.5metres
)*+! share of linesfor Retailer Brand
products
Biscuits in ,roceryopposite #hocolateBars and "reserves
Hypermar-et retailerwith $L" plus
promotions "remium and Healthyeither side of $veryday
volume segments
Brands are 'loc-edin 'iscuit segments
/ocus on /amily and&alue products
Retailer Brand productsne0t to 1ar-et Leaders
*verydayTreats
iscuitsfor
Children
0ealthyis
cuits
*verydayiscuits
remium
iscuits
Category Layout Premium Retailer
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
72/81
Category Layout Premium Retailer
Biscuit Layout Length: c.2.+metres
High category space forsize of store due to
older consumer pro3le
Biscuits in ,roceryopposite #onfectionery
Supermar-et retailerfocused on 4uality
food oer
#entre of layout forhigher price segments
Large organic range(/air %rade productsand e0clusive lines
/ocus on 4uality andwidth of assortment
Retailer Brand productson -ey selling shelves
#opyright 6 SMart In Corporates Ltd
iscuitsfor Children
ChocolatearsN
0ealthyiscuits
remium
SpecialTreats
*veryd
ayT
reats
Chocolateiscuits&
Cookies
Continenta
liscuits
*verydayiscuits
*verydayTreats
4 t " l
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
73/81
4ategory "oles
F DestinationF CoreHreferred
F Convenience
F Seasonal
4ategory %trategies
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
74/81
4ategory %trategies
(raffic6uilding
&mage#nhancing
#$citement5reating
5ash)enerating
Sharerotecting
rofit)enerating
(ransaction6uilding
Category Strategies
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
75/81
R
Category Strategies
Traffic
uilding
This strategy aims at getting the shopper into the store and purchase
from the category and from the store in general
Transaction
uildingThis strategy aims at increasing the shopper$s average purchase
of the category
rofit
1enerating
This strategy aims at increasing the sales of high margin products P average category marginN
Turf
rotecting
This strategy aims at protecting the o8tained market share and turnover of su8-
categories against competition7
The retailer wishes to 8e un8eata8le in that segment of the category7
Cash
1eneratingThis strategy aims at increasing cash flow 8y high rotation of a8solute value products7
This strategy can 8e realised through long payment term agreements with the supplier7
*.citement
CreatingThis strategy aims at meeting the shopper$ needs 8y offering trendy and
innovative products
)mage*nhancing This strategy aims at creating an image towards the target shopper in one of thefollowing domains: pricing4 service4 uality or assortment
to the store
in the store
value
volume
3TC PIE
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
76/81
Implications for Unilever
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
77/81
Implications for Unilever
0ow Can !e 0elp the Customer 1row or Defend Their usinessB F How does your customer e:pect to grow their overall +usiness? G How do they e:pect to grow the department9category? G Is your customer interested in identifying new ways to grow their overall +usiness or
specific categories?
F Is your customer interested in growing sales within0
G a specific shopper segment such as families with young children? G a type of shopping mission such as a stoc$up or trips forimmediate needs?
G a specific department or category? G a store format?
F Is your customer interested in having Unilever generate insight for colla+oratively
creating growth solutions?F Is your customer interested in evaluating the effectiveness of a new growth idea
that affects Unilever?
Implications for Unilever
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
78/81
0ow Can !e 0elp the Customer 1row or Defend TheirusinessB F Is your customer interested in new strategies for increasing
differentiation and9or shopper loyalty?F Is your customer looing for more efficient ways of using their retail
space? 6heir aisle space? 6heir shelf space?
F Is your customer interested in improving the in$store e:perience toincrease differentiation and9or shopper loyalty?
F Is your customer interested in increasing the shopa+ility of the storeor a particular department or shelf?
F Is your customer interested in understanding the role of out$of$stocson category volume? n shopper loyalty?
F =ould your customer lie to understand how shoppers shop the aisleor shelf in order to set category ad8acencies or planograms?
Implications for Unilever
Implications for Unilever
http://images.google.co.uk/imgres?imgurl=http://foodirradiationinfo.org/images/shopping%2520trolley.jpg&imgrefurl=http://foodirradiationinfo.org/action.html&h=200&w=166&sz=9&tbnid=U-3lV3NhjFNKiM:&tbnh=99&tbnw=82&hl=en&start=3&prev=/images%3Fq%3Dshopping%2Btrolley%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www2.bc.edu/~pfohl/profit.jpg&imgrefurl=http://www2.bc.edu/~pfohl/images.htm&h=658&w=496&sz=80&tbnid=dXEUmZ1rbXuS-M:&tbnh=136&tbnw=102&hl=en&start=1&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://foodirradiationinfo.org/images/shopping%2520trolley.jpg&imgrefurl=http://foodirradiationinfo.org/action.html&h=200&w=166&sz=9&tbnid=U-3lV3NhjFNKiM:&tbnh=99&tbnw=82&hl=en&start=3&prev=/images%3Fq%3Dshopping%2Btrolley%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www2.bc.edu/~pfohl/profit.jpg&imgrefurl=http://www2.bc.edu/~pfohl/images.htm&h=658&w=496&sz=80&tbnid=dXEUmZ1rbXuS-M:&tbnh=136&tbnw=102&hl=en&start=1&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://foodirradiationinfo.org/images/shopping%2520trolley.jpg&imgrefurl=http://foodirradiationinfo.org/action.html&h=200&w=166&sz=9&tbnid=U-3lV3NhjFNKiM:&tbnh=99&tbnw=82&hl=en&start=3&prev=/images%3Fq%3Dshopping%2Btrolley%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://foodirradiationinfo.org/images/shopping%2520trolley.jpg&imgrefurl=http://foodirradiationinfo.org/action.html&h=200&w=166&sz=9&tbnid=U-3lV3NhjFNKiM:&tbnh=99&tbnw=82&hl=en&start=3&prev=/images%3Fq%3Dshopping%2Btrolley%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www2.bc.edu/~pfohl/profit.jpg&imgrefurl=http://www2.bc.edu/~pfohl/images.htm&h=658&w=496&sz=80&tbnid=dXEUmZ1rbXuS-M:&tbnh=136&tbnw=102&hl=en&start=1&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www2.bc.edu/~pfohl/profit.jpg&imgrefurl=http://www2.bc.edu/~pfohl/images.htm&h=658&w=496&sz=80&tbnid=dXEUmZ1rbXuS-M:&tbnh=136&tbnw=102&hl=en&start=1&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www.apsatm.com/images/profit.jpg&imgrefurl=http://www.apsatm.com/profit.htm&h=175&w=232&sz=17&tbnid=mYLVu0XXA1kJtM:&tbnh=77&tbnw=103&hl=en&start=6&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www.apsatm.com/images/profit.jpg&imgrefurl=http://www.apsatm.com/profit.htm&h=175&w=232&sz=17&tbnid=mYLVu0XXA1kJtM:&tbnh=77&tbnw=103&hl=en&start=6&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www.apsatm.com/images/profit.jpg&imgrefurl=http://www.apsatm.com/profit.htm&h=175&w=232&sz=17&tbnid=mYLVu0XXA1kJtM:&tbnh=77&tbnw=103&hl=en&start=6&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www.apsatm.com/images/profit.jpg&imgrefurl=http://www.apsatm.com/profit.htm&h=175&w=232&sz=17&tbnid=mYLVu0XXA1kJtM:&tbnh=77&tbnw=103&hl=en&start=6&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www.apsatm.com/images/profit.jpg&imgrefurl=http://www.apsatm.com/profit.htm&h=175&w=232&sz=17&tbnid=mYLVu0XXA1kJtM:&tbnh=77&tbnw=103&hl=en&start=6&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www.apsatm.com/images/profit.jpg&imgrefurl=http://www.apsatm.com/profit.htm&h=175&w=232&sz=17&tbnid=mYLVu0XXA1kJtM:&tbnh=77&tbnw=103&hl=en&start=6&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www.apsatm.com/images/profit.jpg&imgrefurl=http://www.apsatm.com/profit.htm&h=175&w=232&sz=17&tbnid=mYLVu0XXA1kJtM:&tbnh=77&tbnw=103&hl=en&start=6&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www.apsatm.com/images/profit.jpg&imgrefurl=http://www.apsatm.com/profit.htm&h=175&w=232&sz=17&tbnid=mYLVu0XXA1kJtM:&tbnh=77&tbnw=103&hl=en&start=6&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www.rubyjuice.com/images/photos/Katie-excited.jpg&imgrefurl=http://www.rubyjuice.com/images/photos/&h=581&w=419&sz=111&tbnid=5m9zCoA9B5MRyM:&tbnh=132&tbnw=95&hl=en&start=1&prev=/images%3Fq%3Dexcited%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DGhttp://images.google.co.uk/imgres?imgurl=http://www.rubyjuice.com/images/photos/Katie-excited.jpg&imgrefurl=http://www.rubyjuice.com/images/photos/&h=581&w=419&sz=111&tbnid=5m9zCoA9B5MRyM:&tbnh=132&tbnw=95&hl=en&start=1&prev=/images%3Fq%3Dexcited%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DGhttp://images.google.co.uk/imgres?imgurl=http://www.rubyjuice.com/images/photos/Katie-excited.jpg&imgrefurl=http://www.rubyjuice.com/images/photos/&h=581&w=419&sz=111&tbnid=5m9zCoA9B5MRyM:&tbnh=132&tbnw=95&hl=en&start=1&prev=/images%3Fq%3Dexcited%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DGhttp://images.google.co.uk/imgres?imgurl=http://www2.bc.edu/~pfohl/profit.jpg&imgrefurl=http://www2.bc.edu/~pfohl/images.htm&h=658&w=496&sz=80&tbnid=dXEUmZ1rbXuS-M:&tbnh=136&tbnw=102&hl=en&start=1&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://www.apsatm.com/images/profit.jpg&imgrefurl=http://www.apsatm.com/profit.htm&h=175&w=232&sz=17&tbnid=mYLVu0XXA1kJtM:&tbnh=77&tbnw=103&hl=en&start=6&prev=/images%3Fq%3Dprofit%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.uk/imgres?imgurl=http://foodirradiationinfo.org/images/shopping%2520trolley.jpg&imgrefurl=http://foodirradiationinfo.org/action.html&h=200&w=166&sz=9&tbnid=U-3lV3NhjFNKiM:&tbnh=99&tbnw=82&hl=en&start=3&prev=/images%3Fq%3Dshopping%2Btrolley%26svnum%3D10%26hl%3Den%26lr%3D
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
79/81
/ll uestions are focused on how can we help thecustomer to grow
F How we identify the apparent issues9opportunities forgrowth0
G 6hey come from the customer,s o+8ectives orfrom getting the customer to adopt ouro+8ectives (+ased on +usiness analysis)
G Ideally they represent a mutual o+8ective
G 6hey should +e stated in terms of +oth thecustomer < the shopper
Implications for Unilever
4ustomer %hopper < !rand
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
80/81
4ustomer> %hopper < !rand
Customer
(89ectives
Shopper
)nsight
rand
(89ectives
-
8/8/2019 Customer & Channel Perspective Module 6.2.09
81/81
/ctual Customer5s erspective