What Shoppers Think
Often it’s difficult
There are so many to find quickly
products! It takes ages what I need
They are all
I wish I could buy
everything I need
for my baby I’m going mad
at one place! with the queues! If I need
to do a small shopping,
I’d rather do it at BP!
Retailers’ number is growing,
consumers’ is NOT!
Customer Loyalty is a Key.
How to Gain it?
!Promo-goods, !Price discounts,
!BTL events, !Loyalty cards,
!POS-materials !Private labels,
Everyone is Doing It Already!
The Approach is WRONG.
ASSORTMENT & CATEGORY!
Need Some Examples?!
package solutions (f.i., all you need to prepare your kid for
school in one place)
new exclusive & seasonal offerings (f.i., co-production
with producer/several of them. By the way, every month is a season
category building solutions (f.i., cosmetics displays with
testers as in beauty shop; special food displays with all ingredients
for preparing dinner)
“shop in shop solutions” (special shopping islands for babies,
What does it mean for:
1) Retailers: satisfied shopper -> category growth &
leadership in retail
2) Producers*: satisfied consumer -> brand’s growth &
leadership in category
3) KAMs: alliance with marketing -> power of one ->
yearly bonus & career :-)
* Combination of sales & mktng budgets -> cost savings!