Channel strategy – Delivering more from stores Why channel strategy?
Let’s be clear about outlets and routes to market Manufacturer Distributor WholesalerOutlet Outlet Outlet Outlet Outlet Channels are groups of outlets, not routes to market
The HUGE opportunity! 34% of all purchase decisions are made INSTORE!72% 66% 46% 20% Locate brand and buy it Take Shoppers who decide Select some what brand they want immediately time to buy before coming into the store 6% Buy Trigger for another change brand 34%28% In-store decision Shoppers who decide their brand in-store process
The five key purposes of channel strategy To define which retail outlets the company should focus on To ensure To identify appropriate growthinvestments are opportunities in made priority outlets Channel Strategy To define the To direct the sales changes required team in their to realize activities opportunities in those key outlets
My view on – channel strategyModern trade and general tradeare customer classification NOTchannel segmentation.Shopper insight is critical forgaining competitive advantage andensure effective investment.It’s critical to have the correctchannel classification anddatabase; they should reflectshopper mission and shopping/consumption environment.Clear in-store blueprint is neededto get the benefit of execution.