Store in Store Marketing

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This is a flexibility study for how store in store concept can help brand owner creates a new alliance working with various levels of stakeholders of the brand. I focus more on the change in relations …

This is a flexibility study for how store in store concept can help brand owner creates a new alliance working with various levels of stakeholders of the brand. I focus more on the change in relations between brand owner partners while building up an alliance for win win strategies.

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  • 1. Flexibility Study of Shop in Shop ConceptCyril SoMarketing ConsultantKarma.saca@yahoo.com
  • 2. Store in StoreConcept forBrandOwnerA SMALL STEP BUTA BIG LEAP FORWARD
  • 3. Store In StoreConcept -SISC
  • 4. Store in Store MechanismBRANDINGSISCSHOWCASE
  • 5. Incity Store – A summary RETAIL: a big leap forward for a Brand ownerwho would engage in retail market. BRANDING: Is the place to meet our end usersface to face and deliver Brand Owner messagedirectly to them. SISC SHOWCASE: is where we integrate withwhat Brand Owner distributors’ need
  • 6. What is SISC?SISC = Store in Store Concept A business cooperation formulated by Brand owner and distributor A retail mix supported by high level sharing of business expertise(production + retail) A localized alliance that strengthens both parties for globalcompetition A co-branding operation to seek an unique mission Famous SISC brand owner: Levi’s, Addidas, Tom Tailors and others…
  • 7. What is SISC?Store in store concept is“when BRAND OWNER and DISTRIBUTOR are injoint force to create an image brand store that leverageson each other knowhow to new business alliance .”
  • 8. What is SISC?
  • 9. SISC Defined by Business Experts“SISC is a clear example of how collaborationbetween brand owner and distributor which isdeveloping to become a long term orientedworking partnership.”“SISC is the balanced composition of the retail mixof a brand owner and distributor.”M. Mossinkoff (U Amsterdam) W. Smith (Erasmus University, Amsterdam) LookingBehind the Scenes of Shop in Store concept. sprout.aisnet.org
  • 10. Why Consumers like SISC Direct product: consumers are delaying purchasing decisionuntil they see the real product in a shop especially asInternet is full of tricks and confusion (i.e. fake product orgrey product) – Cobb 1997 Total experience: consumer looks for not just product butexperience, only a shop can provide a total experience. Stronger confidence: as consumers access the brand fromproduction to retail. Unique Brand Image: Consumers also access to thecompany’s mission and commitment. They’re not just buyinga product but a mission.
  • 11. Why Brand Owner needs SISC –Longer term reason…. Brand owner is rapidly involved in global marketing andglobal competition, we need alliance to fit into regionalneeds. (Global Brand with a local touch, language,market information) Competition from all directions (copy cat, low costcompetitor from developing countries, even distributor-come-brand owners) Consumers data has never been that important but it isall controlled by distributors. Profit Structure: SISC can change the way how profit isshared…..
  • 12. Why Hape needs SISC – Shorter termreasons…… Stronger bargaining power in wholesale price Stronger control of brand message and branddevelopment Eliminate competition from distributor (when distributorcreates their own OEM brand) Involvement in retail profit by leverage on distributor’sknowhows Create new OEM business (distributor becomes friendlypotential brand partners)
  • 13. Cost and Profit Structuration Traditional Market:(20% production + 30% profit) Vs (50% distribution + logistic) Online Market(20% production) Vs (80% marketing + distribution + logistic) SISC marketHape: (20% production + 40% marketing + 10% SISC shop)Distributor: (10% marketing + 10% Brand Image Shop + 10% logistic)These are the costing/profit structure between brand owner & distributor
  • 14. Why distributor joins SISC Tighten connection with production (brand owner) Access to important information even trade secret inproduction because of closer connection Leverage from huge production setup (claiming toconsumer that they have their own production line toreinforce consumer confident) Earn profit from marketing effort from brand owner Long term collaboration benefit (i.e. inventoryguarantee)
  • 15. Problems
  • 16. What are less favourable to Brandowner? Unstable if rely only on few distributors Slower way to setup Brand Owner Store Distributor may influence on our design format (look and feel) Conflict between SISC distributor and non SISC distributor Danger of taking over from strong distributor Distributor may learn our expertise and create their own
  • 17. What are the format of SISC?1. Shop within a shop (i.e. leasing booth indepartment store, dedicated corner within ashop) – (i.e. Brandowner’s counter in other mall)2. ID Corner: brand owner provides the design,visual merchandising and shopfitting. Both partiespay for the shop and share profit.3. Depot: no significant changes only soft-ID signing(logo display)
  • 18. Different levels of SISC distributorIt is possible to implement system for a different levelof distributor based on their royalty, sales Volume orother criteria. For examples:Label StoreAuthorized ShopRetailerPremier Shop
  • 19. How to Implement an Image Store? Design: Look and Feel (Brand Image) Modularized Furniture System Business Formats
  • 20. Look and Feel: Image store Simplistic, Minimal and European feel Stylish – clean and warm style rather than supermarket International and high brand Functional – size and dimension of furniture fit intodifferent venue setting
  • 21. Design Reference• Classic High Brand• White and simplistic shelf
  • 22. Design Reference An Accessories Shop Simplistic style, white European Flavor
  • 23. Design Reference Wooden floor and furniture in warmhomely setting Intuitive shelfing Spotlighted area
  • 24. SISC Store Design
  • 25. SISC Store Design
  • 26. SISC Store Design
  • 27. SISC Store Design• Simple, whitish• Neo Classical andEuropean• Easy to build• Elegant and Highbrand feel• Strong Logo impact• Friendly and Warm
  • 28. SISC Store Design• Focus on touch andfeel• Elegant on Detail• Open shelf forproduct experience• Spacious and relax• Creative flooring
  • 29. Modularized Storefront Fixture
  • 30. A Modularized storefront system Modularized fixture system is to create a wayhow some distributor can select from a list ofour designed system to create their ownHape Store. It should include 1) furniture & fixture (shelf, stand, light box etc) 2)marketing collaterals & visual merchandising(poster, leaflet, B2C catalogue) 3) internet module (online catalogue, QR code) 4) logistics (outsource) 5) Shopfitting & contracting (outsource)Modularized Storefront Elements
  • 31. Window Display Thematic display or stylishshowcase that changeevery two months tocreate surprise andgimmickModularized Storefront Elements
  • 32. Raised Floor Experience AreaModularized Storefront Elements As most of the product areboxed in the shop. It issuggest an home likeexperience area used todisplay some item withoutbox. Customers can playand touch the product toshow our quality in material.
  • 33. Bench or SofaModularized Storefront Elements Modern stylish shop also providesclient a sofa or a chair. For parents(esp. father) need a short rest aftershopping. It is suggested to usestylist chair or designer chair.
  • 34. Cashier Counter
  • 35. Cashier Counter
  • 36. Cashier Counter
  • 37. Logo
  • 38. Wall Mounted Shelf
  • 39. Island Display Stand
  • 40. Chair and Sofa
  • 41. Multi level stand fixture
  • 42. ENDPresenter:Cyril SoMarketing ExpertKarma.saca@yahoo.com