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Nasir Saeed Tareen
Retail in Pakistan Business Environments Business Plan – Retail Retailers' Focus
Retail Performance Customer Experience Market Research
Bakery
Factors Influencing
Food Retailing
Store Location Attract the Customer Communication Mix Differentiation
 The share of wholesale and retail sector is 34% in overall service sector of Pakistan
 Retail sector is the third largest sector in Pakistan. It is the second largest employer,
employing around 16% of the labor force
 The sectoral share of Services in GDP for FY2020 is 61.40 percent
 Planet Retail, a global retail forecasting firm in its recent report, has calculated the
country’s retail market size to be around $152 billion with annual growth rate of 8%
 The organized retail penetration is almost 5% in Pakistan
 The absence of concrete data
 Developing urbanization
 The middle-class consumers
 The youth
 Improvement of per-capita income
 Labor is abundant and inexpensive but often unskilled
 Infrastructure is far from state-of-the-art
 Regulations may change unpredictably
 Political instability is common
 Companies Need the mind set and leader who have a higher appetite for risk and a higher
tolerance for failure to get the Distinct Advantage
 A financial forecast
 Highlight the expected profitability of the business
 The initial financing requirement.
 A written part that presents, in detail,
 Project
 The team
 Business strategy
 Medium-term objectives
 Revenue growth
 Profitability
 Unique consumers
 Capital deployment
 Cash management
 Sales per Square Foot
 Sales per Linear Foot of Shelf Space
 Sales by Department or Category
 Inventory Turnover
 Gross Margin Return on
Investment
 Items per Transaction
 Sales per Employee
 Accessory Percentage
8/28/2021
https://www.thebalancesmb.com/measuring-retail-performance-and-productivity-2890277
Store layout and
cleanliness
Checkout speed
Staff courtesy and
helpfulness
Store locations and
hours
Sale and promotion
frequency
Merchandise
variety and
selection
Merchandise
availability
Produce quality
Quality of mobile app
Reliability of mobile
app
Call center Website
• To Come
• To Stay
• To Purchase
Need A reason for Customer
What we are
offering?
How we are
differentiated?
USP
Customers
Assortment
Communication
Instore
Outdoor
Medium
Operations
Store
Customers Service
 Convenience
 Is the store nearby?
 Is there ample parking?
 Will they have what I need?
 Is it likely that the item will be in stock?
 Will I be able to find the item quickly?
 Customer Service
 Is this a place I like to shop?
 Is the store clean?
 Are the staff available? Are they helpful?
 Can I get in and out quickly?
 Will there be enough cashiers working?
 Is self-checkout offered?
Retailers aren’t just competing with one another through the items they offer and the pricing they set.
Instead, they’re competing on a whole host of other criteria, including
 Rules and regulations related to operating a bakery
 Analyzing the demand for bakeries in area
 Direct and indirect competitors
 Assortment selection compatible to target market
 A clearly identified target market: residents, travellers, professionals, etc.
 A range of products that meet the expectations of your target market
 A unique selling proposition from your competitors
 A marketing strategy to attract and retain customers
 Breakfast
 Morning Goods
 Sandwiches
 Confectionery
 Cream Cakes
 Celebration Cakes
 Market ecosystem
 Market characteristics
 Market segmentation analysis
 Efficiencies in retail execution can have a positive effect on bottom line
 Important factors - Understand and streamline workload and apply the right assets to
maximize productivity and this will creates efficiencies and cost savings.
 Solution flexibility
 Analytics
 Retail activity optimization (RAO)
 Product dashboards and configurability
 Demographic changes
 The Rise of Healthy Food
 Single Living Through Food
 Diversity in Food
 Consumer demand for convenience and
solutions
 The Future Is Convenient
 Home delivery
 Home Automation
 Cost pressure
 Wage inflation
 Growth of channels and competitive outlets
 Loyal:They represent no more
than 20% of your customer
base, but make up more than
50% of your sales.
 Discount:They shop your store
frequently, but make their
decisions based on the size of
your markdowns.
 Impulse:They do not have to
buy a particular item at the top
of their list, but come into the
store on a whim.They will
purchase what seems good at
the time.
 Need-based:They have a
specific intention to buy a
particular type of item.
 Wandering:They have no
specific need or desire in mind
when they come into the store.
Rather, they want a sense of
experience or community.
 Type of Goods Sold
 Population and Customer
 Accessibility,Visibility, and Traffic
 Signage, Zoning, and Planning
 Competition and Neighbors
 Location Costs
 Personal Factors
 Final Considerations
 Improves Sales
 Promotes Store personalization
 Encourages smarter staffing
 Provides Marketing Insights
 Keep up with the seasons
 Consider current events
 Use eye-grabbing signage
 Invite influencers or experts
 Market to existing customers
 Go beyond selling products
 Make it a social experience
 Track the right metrics to figure out
how to improve
Touch Points
Friction Points
In Store
• Eye Catching Displays
• Test/Taste areas
• End Cap Use
ATL/BTL
• Loyalty Program
• Get the Word Out
In Store • Build Phone/Email List
In Store • Event or Workshop
Inform
Persuade
Remind
Advertising
Store
atmosphere &
Visual
Merchandising
Sales People
Sales
Promotion
Public relation
 Digital Advertising
 Google Ads
 Social Media Advertising
 Cell Phone & Mobile Advertising
 Print Advertising
 Periodical Advertising
 Brochures, Leaflets, Flyers, Handouts, and
Point-of-Sale Advertising
 Direct Mail Advertising
 Guerrilla Advertising
 Broadcast Advertising
 Outdoor Advertising
 Public Service Advertising
 Product Placement Advertising
 Alignment of merchandising programs
that foster customer engagement
supported by a shopping experience
that surpasses customers’
expectations
 Offer customers a strong combination
of quality, service and value
 Offer a compelling reason for customers
to choose over other channels through:
 Product pricing
 Promotion
 Customer shopping experience
 Merchandising
 Follow the Consumer trends – With
future vision
 Researches and studies ABOUT the
wants and needs of core consumers and
casual consumers.
 Measures customer satisfaction and
shares insights across the organization to
improve communication between
management and its consumers.
 Use consumer data to measure the
value of programs offered and support
consumer attraction and retention.
 Private brand products SHOULD
exceed consumer expectations
 Continue to focus on the value and
attribute messaging to drive organic
growth.
 Execution is crucial - focus on maintaining high standards in execution
 Ways to eliminate waste and increase the efficiency of operations
 Adapt to consumer trends and local preferences, create niches all over the country
 Find a responsive customer base – Clearly Segmented Consumers
 Insistence on keeping “a firm grip on the day-to-day realities” of operations
 Leaders should on the road, look for ways to improve the productivity
 Take chances, experiments, gets market feedback quickly, and does what’s needed to improve its value
proposition to customers
 Focus on sales and profits growth
through:
 Improved operating practices
 Increased productivity
 Positive cash flow.
 Disciplined growth will increase
market share and operating profits
 Methods of driving sales includes:
 Focused preparation and execution of
sales programs
 Investing in new stores
 Remodels, and strategic acquisitions
 Communicating clear executable
standards
 Aligning performance measures across
the organization

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Retail in Pakistan

  • 2. Retail in Pakistan Business Environments Business Plan – Retail Retailers' Focus Retail Performance Customer Experience Market Research Bakery Factors Influencing Food Retailing Store Location Attract the Customer Communication Mix Differentiation
  • 3.  The share of wholesale and retail sector is 34% in overall service sector of Pakistan  Retail sector is the third largest sector in Pakistan. It is the second largest employer, employing around 16% of the labor force  The sectoral share of Services in GDP for FY2020 is 61.40 percent  Planet Retail, a global retail forecasting firm in its recent report, has calculated the country’s retail market size to be around $152 billion with annual growth rate of 8%  The organized retail penetration is almost 5% in Pakistan  The absence of concrete data
  • 4.  Developing urbanization  The middle-class consumers  The youth  Improvement of per-capita income
  • 5.  Labor is abundant and inexpensive but often unskilled  Infrastructure is far from state-of-the-art  Regulations may change unpredictably  Political instability is common  Companies Need the mind set and leader who have a higher appetite for risk and a higher tolerance for failure to get the Distinct Advantage
  • 6.  A financial forecast  Highlight the expected profitability of the business  The initial financing requirement.  A written part that presents, in detail,  Project  The team  Business strategy  Medium-term objectives
  • 7.  Revenue growth  Profitability  Unique consumers  Capital deployment  Cash management
  • 8.  Sales per Square Foot  Sales per Linear Foot of Shelf Space  Sales by Department or Category  Inventory Turnover  Gross Margin Return on Investment  Items per Transaction  Sales per Employee  Accessory Percentage 8/28/2021 https://www.thebalancesmb.com/measuring-retail-performance-and-productivity-2890277
  • 9. Store layout and cleanliness Checkout speed Staff courtesy and helpfulness Store locations and hours Sale and promotion frequency Merchandise variety and selection Merchandise availability Produce quality Quality of mobile app Reliability of mobile app Call center Website
  • 10. • To Come • To Stay • To Purchase Need A reason for Customer
  • 11. What we are offering? How we are differentiated?
  • 13.  Convenience  Is the store nearby?  Is there ample parking?  Will they have what I need?  Is it likely that the item will be in stock?  Will I be able to find the item quickly?  Customer Service  Is this a place I like to shop?  Is the store clean?  Are the staff available? Are they helpful?  Can I get in and out quickly?  Will there be enough cashiers working?  Is self-checkout offered? Retailers aren’t just competing with one another through the items they offer and the pricing they set. Instead, they’re competing on a whole host of other criteria, including
  • 14.  Rules and regulations related to operating a bakery  Analyzing the demand for bakeries in area  Direct and indirect competitors  Assortment selection compatible to target market  A clearly identified target market: residents, travellers, professionals, etc.  A range of products that meet the expectations of your target market  A unique selling proposition from your competitors  A marketing strategy to attract and retain customers
  • 15.  Breakfast  Morning Goods  Sandwiches  Confectionery  Cream Cakes  Celebration Cakes  Market ecosystem  Market characteristics  Market segmentation analysis
  • 16.  Efficiencies in retail execution can have a positive effect on bottom line  Important factors - Understand and streamline workload and apply the right assets to maximize productivity and this will creates efficiencies and cost savings.  Solution flexibility  Analytics  Retail activity optimization (RAO)  Product dashboards and configurability
  • 17.  Demographic changes  The Rise of Healthy Food  Single Living Through Food  Diversity in Food  Consumer demand for convenience and solutions  The Future Is Convenient  Home delivery  Home Automation  Cost pressure  Wage inflation  Growth of channels and competitive outlets
  • 18.  Loyal:They represent no more than 20% of your customer base, but make up more than 50% of your sales.  Discount:They shop your store frequently, but make their decisions based on the size of your markdowns.  Impulse:They do not have to buy a particular item at the top of their list, but come into the store on a whim.They will purchase what seems good at the time.  Need-based:They have a specific intention to buy a particular type of item.  Wandering:They have no specific need or desire in mind when they come into the store. Rather, they want a sense of experience or community.
  • 19.  Type of Goods Sold  Population and Customer  Accessibility,Visibility, and Traffic  Signage, Zoning, and Planning  Competition and Neighbors  Location Costs  Personal Factors  Final Considerations
  • 20.  Improves Sales  Promotes Store personalization  Encourages smarter staffing  Provides Marketing Insights
  • 21.  Keep up with the seasons  Consider current events  Use eye-grabbing signage  Invite influencers or experts  Market to existing customers  Go beyond selling products  Make it a social experience  Track the right metrics to figure out how to improve
  • 23. In Store • Eye Catching Displays • Test/Taste areas • End Cap Use ATL/BTL • Loyalty Program • Get the Word Out In Store • Build Phone/Email List In Store • Event or Workshop
  • 25.  Digital Advertising  Google Ads  Social Media Advertising  Cell Phone & Mobile Advertising  Print Advertising  Periodical Advertising  Brochures, Leaflets, Flyers, Handouts, and Point-of-Sale Advertising  Direct Mail Advertising  Guerrilla Advertising  Broadcast Advertising  Outdoor Advertising  Public Service Advertising  Product Placement Advertising
  • 26.  Alignment of merchandising programs that foster customer engagement supported by a shopping experience that surpasses customers’ expectations  Offer customers a strong combination of quality, service and value  Offer a compelling reason for customers to choose over other channels through:  Product pricing  Promotion  Customer shopping experience  Merchandising
  • 27.  Follow the Consumer trends – With future vision  Researches and studies ABOUT the wants and needs of core consumers and casual consumers.  Measures customer satisfaction and shares insights across the organization to improve communication between management and its consumers.  Use consumer data to measure the value of programs offered and support consumer attraction and retention.  Private brand products SHOULD exceed consumer expectations  Continue to focus on the value and attribute messaging to drive organic growth.
  • 28.  Execution is crucial - focus on maintaining high standards in execution  Ways to eliminate waste and increase the efficiency of operations  Adapt to consumer trends and local preferences, create niches all over the country  Find a responsive customer base – Clearly Segmented Consumers  Insistence on keeping “a firm grip on the day-to-day realities” of operations  Leaders should on the road, look for ways to improve the productivity  Take chances, experiments, gets market feedback quickly, and does what’s needed to improve its value proposition to customers
  • 29.  Focus on sales and profits growth through:  Improved operating practices  Increased productivity  Positive cash flow.  Disciplined growth will increase market share and operating profits  Methods of driving sales includes:  Focused preparation and execution of sales programs  Investing in new stores  Remodels, and strategic acquisitions  Communicating clear executable standards  Aligning performance measures across the organization