Next Practices Retail
Transcript of Next Practices Retail
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Next Practices Retail
The Indian Perspective
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The Golden Bird
Sone ki Chidiya
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Next Practices ?????
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Best Practices ?????
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# 1Back to Basics
Old is Gold
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Back to Basics
Old is Gold
Commodities in Steel Containers
Exchange offers MBWA
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# 2 Shopper Behavior
On the Shop floor the Consumer
metamorphosis into a newAnimal
THE SHOPPER
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# 2 Shopper Behavior
More than 70% of purchasing decisionsare made in-store
Impulse Purchase
Same shopper behaves differently indifferent Store Formats
Managing Non Shoppers
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# 3 Shopper Marketing
Converting Shoppers into Buyers
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# 3 Shopper Marketing
Influencing them while they in the ACT ofShopping
Store is the second largest source ofawareness, after Television, forinformation on brands and products.
Advertisement spend ( BTL) for ShopperMarketing is increasing
L'Oreal , Coco Cola, HUL pioneers in India New source of additional revenue for
retailers
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# 4 Category Management
Providing Total Solutions to the
Consumer
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Category Management
Retailer Manufacturer Partnership
Products are grouped together intocategories to reflect consumer needsbased on how the product is used/consumed/purchased.
SKU management to SBU Management
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CategoryDefinition
Category Role
Category
AssessmentCategoryScorecardCategory
Strategies
CategoryTactics
PlanImplementation
Cate
gory
Rev
iew
CategoryManagement
Business Process
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# 5 Private Labels
Private Labels as a major
Differentiator
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Types of Private Labels
Generic
Copycat
Premium Store Brands Value Innovators
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Whos the Worlds largest
FMCG Manufacturer ??
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Private Label sales
Company Sales
$ Billion
Share of
PL %
PL Sales
$ Billion
Wal Mart 408 40% 163
Carrefour 121 25% 30
Tesco 90 50% 45
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Sales ComparisonRank( F-500 Company Sales
$ Billion
P L Sales
$ Billion
1 Wal Mart* 408 163
22 Carrefour* 121 30
44 Nestle 99
57 Metro* 91 NA( 50 )58 Tesco* 90 45
66 P & G 80
121 Unilever 55
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P L Next Practices- India
Pricing AT Par with National Brands Tasty Treat Cornflakes Kellogs
Creating premium Brands PremiumHarvest pulses
Gaining Leadership positions : Tasty TreatKetchup forced Kissan to drop prices
Value Innovators - Westside
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# 6 Direct Product ProfitabilityDPP
Allocating cost involved for Space,Manpower & Shrinkage/waste & electricityetc. to find out profitability of a Category.
GMROI : Gross Margin Return onInventory
GMROF : Gross Margin Return on Space GMROL : Gross margin Return on
Employee
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# 7 Basket Analysis
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Counting Holes in the basket
Finding Share of the Wardrobe
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Basket Analysis
Analysing the Basket not only for what acustomer bought but to find out what elsethey could have possibly bought.
Analysing the purchase pattern (apparels)to find out what items of their wardrobe isnot being bought from the Retailer.
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Science of VM
Retail Anthropology
Space Planning
Store Design
Circulation plans
Store Fixtures
Planograms Colour Blocking
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# 9 Experience Management
Customer Experience Management: CEMTotal Experience Management
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Experience Management
Influencing Shoppers perceptions
Mapping & Managing Moments of Truth
Creating Customer Delight & WOW
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# 10 Beyond CRM
Its not how to make the customerloyal to you
BUT
How to Demonstrate yourLoyalty to your customer
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Go
Back to basics
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Learn from
KIRANAWALAsThank You