INFORMED DEMANDING “ For the first time, the customer truly is the BOSS, which is fascinatingly frightening because everything we used to do and used to know will NO LONGER WORK “ Kevin Roberts, Saatchi & Saatchi
Be in the SHOPPER FIRST Business Shopping fulfills a social function Create WANTS ! Not Needs ! WANT = WHAT DRIVES US Reimagine the boring chore of buying things Fun and exciting
RETAILIZATION LOVES the SITUATION and LOVES the SHOPPER
The Theater of Retail : Improving Volume through In-store Marketing and Promo Third Element : YOUR Brand as the Performer Zeroing the Spotlight
RETAIL IMPACTING CREATE SHOPPING SITUATIONS IMPACTFUL and HAPPENING PURCHASE EXPERIENCE INTERACT WITH THE PRODUCTS Pike Place NOT JUST 2 D BUT 3D, MAKE IT A WHOLISTIC AND SENSORY BRAND EXPERIENCE !!
SCENE 4 : RETAIL IMPACTING SERVICE = EXPERIENCE DRIVEN AND A PARTICULAR WAY OF DELIVERING LOVE SPOIL YOUR SHOPPERS ROTTEN!! SHOW THEM YOU CARE ABOUT THEIR SHOPPING : LOVE ME DO !
SCENE 4 : RETAIL IMPACTING HOW-TOs 1.) KEEP IT F RESH 2.) E XTEND THE IDEA 3.) M ERGE THE FIRST & SECOND MOMENT OF TRUTH 4.) CREATE C LARITY & I NVOLVEMENT F E M C I
STEP 1 KEEP IT F RESH – The Latest & The Hottest
Courtesy of Proximity Worldwide, A CRM subsidiary of BBDO
STEP 2 E XTEND THE IDEA -Use your point of difference to create an impact in-store Make the shelf come alive by putting on a SHOW
THE SHOW IN-STORE OFF-SITE BRAND ACTIVATION AT ALL TOUCH POINTS
STEP 3 M ERGE the FIRST & SECOND MOMENT OF TRUTH TRY BUY
The Story DIFFICULT BEGINNING Negative business operations Traditional Sources of Retail Profits (Discounts, Rentals, Promo support) cannot offset the Losses Store Brand Identity Crisis – Convenience? Salon? Personal Care?
The Story The Only way to beat competition is to STOP beating competition Blue Ocean Strategy Breaking the Convention Using Strategic Groups Stand out in the industry !!
The Story From Canned Goods to Personal Care A collective term to describe our private labels Brands that cannot be found in other stores Nicknamed “BEX”, visualized via a shopping bag Started with 4 brands,100 skus and 3% share of business in 2002
The Story NOW, with 16 brands 1008 skus 63% share of business From Canned Goods to Beauty Exclusives
The Story MULTIBRANDED PRIVATE LABEL STRATEGY <ul><li>Multiple Brands – each brand catering to a different market segment and product category DID NOT make use of store brand to achieve high probability of consumer trial and quality perception vs. other popular personal care brands </li></ul><ul><li>High Investment in product quality which differentiates BEX from other private labels </li></ul>
The Story Multi-Branded Private Labels THE PRODUCTS Speed and quality in product development (average of 60 new skus in a month) Partnership with accredited toll manufacturers Spearheaded by NPCOM (New Products Committee) with active involvement of management
THE REST OF THE MARKETING TRANSFORMATION The Story
The Story LOCATION Strategy Community Locations : Defensive Strategy Mall Locations : Offensive Strategy NOW, 180 stores NATIONWIDE
The Story STORE IMAGE BEFORE Darkly Lit, No aircon No uniform look, grocery store design Tending shelves, closed glass cabinets 80% of space grocery items Floor size – 2 floors Assortment – 50% grocery NOW