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    Next Practices Retail: The Indian Perspective

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    Vt Thomas
    The document discusses next practices in Indian retail, focusing on 10 key areas: 1) Back to basics practices like commodities in steel containers and exchange offers. 2) Understanding shopper behavior like impulse purchases. 3) Shopper marketing to influence shoppers. 4) Category management through retailer-manufacturer partnerships. 5) Using private labels as a differentiator. 6) Direct product profitability analysis. 7) Basket analysis to see what else customers could buy. 8) Visual merchandising as both an art and a science. 9) Experience management through customer delight. 10) Demonstrating loyalty to customers beyond traditional CRM. The document provides insights and examples for Indian retailers to improve performance in these areas.

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    Next Practices Retail: The Indian Perspective

    Uploaded by

    Vt Thomas
    50 views30 pages
    The document discusses next practices in Indian retail, focusing on 10 key areas: 1) Back to basics practices like commodities in steel containers and exchange offers. 2) Understanding shopper behavior like impulse purchases. 3) Shopper marketing to influence shoppers. 4) Category management through retailer-manufacturer partnerships. 5) Using private labels as a differentiator. 6) Direct product profitability analysis. 7) Basket analysis to see what else customers could buy. 8) Visual merchandising as both an art and a science. 9) Experience management through customer delight. 10) Demonstrating loyalty to customers beyond traditional CRM. The document provides insights and examples for Indian retailers to improve performance in these areas.

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    Next Practices Retail

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    The document discusses next practices in Indian retail, focusing on 10 key areas: 1) Back to basics practices like commodities in steel containers and exchange offers. 2) Understanding shopper behavior like impulse purchases. 3) Shopper marketing to influence shoppers. 4) Category management through retailer-manufacturer partnerships. 5) Using private labels as a differentiator. 6) Direct product profitability analysis. 7) Basket analysis to see what else customers could buy. 8) Visual merchandising as both an art and a science. 9) Experience management through customer delight. 10) Demonstrating loyalty to customers beyond traditional CRM. The document provides insights and examples for Indian retailers to improve performance in these areas.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    50 views30 pages

    Next Practices Retail: The Indian Perspective

    Uploaded by

    Vt Thomas
    The document discusses next practices in Indian retail, focusing on 10 key areas: 1) Back to basics practices like commodities in steel containers and exchange offers. 2) Understanding shopper behavior like impulse purchases. 3) Shopper marketing to influence shoppers. 4) Category management through retailer-manufacturer partnerships. 5) Using private labels as a differentiator. 6) Direct product profitability analysis. 7) Basket analysis to see what else customers could buy. 8) Visual merchandising as both an art and a science. 9) Experience management through customer delight. 10) Demonstrating loyalty to customers beyond traditional CRM. The document provides insights and examples for Indian retailers to improve performance in these areas.

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    Next Practices Retail

    The Indian Perspective


    The Golden Bird

    Sone ki Chidiya
    Next Practices ?????
    Best Practices ?????
    # 1Back to Basics

    Old is Gold
    Back to Basics
    • Old is Gold
    • Commodities in Steel Containers
    • Exchange offers
    • MBWA
    # 2 Shopper Behavior

    On the Shop floor the Consumer


    metamorphosis into a new
    Animal
    THE SHOPPER
    # 2 Shopper Behavior
    • More than 70% of purchasing decisions
    are made in-store
    • Impulse Purchase
    • Same shopper behaves differently in
    different Store Formats
    • Managing Non Shoppers
    # 3 Shopper Marketing

    Converting Shoppers into Buyers


    # 3 Shopper Marketing
    • Influencing them while they in the ACT of
    Shopping
    • Store is the second largest source of
    awareness, after Television, for
    information on brands and products.
    • Advertisement spend ( BTL) for Shopper
    Marketing is increasing
    • L'Oreal , Coco Cola, HUL pioneers in India
    • New source of additional revenue for
    retailers
    # 4 Category Management

    Providing Total Solutions to the


    Consumer
    Category Management
    • Retailer – Manufacturer Partnership
    • Products are grouped together into
    categories to reflect consumer needs
    based on how the product is used
    /consumed/purchased.
    • SKU management to SBU Management
    Category
    Management
    Business Process
    Category
    Definition
    Category Role

    Category
    Review
    Category
    Assessment
    Category
    Scorecard
    Category
    Strategies
    Category
    Tactics
    Plan
    Implementation
    # 5 Private Labels

    Private Labels as a major


    Differentiator
    Types of Private Labels
    • Generic
    • Copycat
    • Premium Store Brands
    • Value Innovators
    Who’s the World’s largest
    FMCG Manufacturer ??
    Private Label sales
    Company Sales Share of PL Sales
    $ Billion PL % $ Billion

    Wal Mart 408 40% 163

    Carrefour 121 25% 30

    Tesco 90 50% 45
    Sales Comparison
    Rank( F-500 Company Sales P L Sales
    $ Billion $ Billion

    1 Wal Mart* 408 163


    22 Carrefour* 121 30
    44 Nestle 99
    57 Metro* 91 NA( 50 )
    58 Tesco* 90 45
    66 P&G 80
    121 Unilever 55
    P L Next Practices- India
    • Pricing “AT Par” with National Brands –
    Tasty Treat Cornflakes – Kellogs
    • Creating premium Brands – Premium
    Harvest pulses
    • Gaining Leadership positions : Tasty Treat
    –Ketchup –forced Kissan to drop prices
    • Value Innovators - Westside
    # 6 Direct Product Profitability
    DPP
    • Allocating cost involved for Space,
    Manpower & Shrinkage/waste & electricity
    etc. to find out profitability of a Category.

    • GMROI : Gross Margin Return on


    Inventory
    • GMROF : Gross Margin Return on Space
    • GMROL : Gross margin Return on
    Employee
    # 7 Basket Analysis
    Counting Holes in the basket

    Finding Share of the Wardrobe


    Basket Analysis
    • Analysing the Basket not only for what a
    customer bought but to find out what else
    they could have possibly bought.
    • Analysing the purchase pattern (apparels)
    to find out what items of their wardrobe is
    not being bought from the Retailer.
    # 8 Visual Merchandising

    Art or Science ???


    Science of VM
    • Retail Anthropology
    • Space Planning
    • Store Design
    • Circulation plans
    • Store Fixtures
    • Planograms
    • Colour Blocking
    # 9 Experience Management

    Customer Experience Management: CEM


    Total Experience Management
    Experience Management
    • Influencing Shoppers perceptions
    • Mapping & Managing ‘Moments of Truth’
    • Creating ‘Customer Delight’ & WOW
    # 10 Beyond CRM

    It’s not how to make the customer


    loyal to you
    BUT
    How to Demonstrate your
    Loyalty to your customer
    Go
    Back to basics
    Learn from
    ‘KIRANAWALAs’
    Thank You

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