bbcg moscow september 2012 bbcg presentation friday 15 th september 2012 top three food retail...

BBCG Moscow September 2012

BBCG PresentationFriday 15th September 2012Top three food retail trendsNew Retail Relevance

STRATEGY • DESIGN • COMMUNICATION • MANAGEMENT

BBCG Moscow September 2012

Retail Company & RBM

JosDeVries The Retail Company Strategy • concept • design

BBCG Moscow September 2012

• established in 1986• offices in the Netherlands, Germany, Spain and Russia (since 2004)• around 50 retail specialists• projects all over Europe• international knowledge of retail developments

JosDeVries The Retail Company.Creative People, Magical Solutions

BBCG Moscow September 2012

• Food retail• Non-food retail• Foodservice• Shopping Malls• Department Stores• Non-traditional & Service Retail

Above all: very practical orientated design and concept agency with complete holistic project approach…..

Our clients.

BBCG Moscow September 2012

ToolboxLayout

Store DesignVisual merchandising

Instore communication

Facade

Store design & VM

Lay out Instore graphics

Façade

BBCG Moscow September 2012

Our Projects.

BBCG Moscow September 2012

Our projects. Food retail

France

BBCG Moscow September 2012

Russian projects

BBCG Moscow September 2012

C-store-Supermarket-Hypermarket projects

BBCG Moscow September 2012

Industrial design

BBCG Moscow September 2012

Foodservice projects

BBCG Moscow September 2012

Instore dining and gastronomy

BBCG Moscow September 2012

Visual Merchandising.

BBCG Moscow September 2012

Shoppingmall & architectural

BBCG Moscow September 2012

My presentationTop 3 most important retail trends

STRATEGY • DESIGN • COMMUNICATION • MANAGEMENT

Part 1

1. New relevant positioning for foodretail2. Multi format3. Multi channel

Part 2 Case study

Jumbo Netherlands

BBCG Moscow September 2012

Retail concept thinking till 2010 :

Creating customer loyalty…..

‘From retail-concept to retail-brand’

‘it is only not important what you sell but much more how you sell it’

BBCG Moscow September 2012

from product orientation to

customer orientation

BBCG Moscow September 2012

Retail concept development 2012: New retail relevance

“reaching the individual consumer hasdeveloped from a desire to a customer expectation……”

……..No longer one brand fits all but be real close to your customers…..Any time….any place….any how…

BBCG Moscow September 2012

How to become real relevant and reach your

individual customer in the best possible way…?

1. Positioning: New value retailing2. Multi format approach3. Multi channel thinking

How to become successful

next levelretailer

BBCG Moscow September 2012

The 3 most important retail trends:

1. Positioning: New value retailing2. Multi format3. Multi channel

How to become successful

next levelretailer

BBCG Moscow September 2012

New value retail approach

Price

ServiceAssortm

ent

Trend1

New ValueRetail

StoreConcept

BBCG Moscow September 2012

L

H

H

L

Consumer budget focusTraditional positioning

Service/quality

Pri

ce/v

alu

e

BBCG Moscow September 2012

L

H

H

LRelevance

Co

mp

lexi

ty b

usi

nes

s m

od

el

Consumer budget focus

Price

ServiceAssortment

New value positioning

BBCG Moscow September 2012

The 3 most important retail trends:

1. New value retailing2. Multi format3. Multi channel

How to become successful

next levelretailer

BBCG Moscow September 2012

‘From food retailer to food provider“

• The right Product• The right place• The right moment

For the right customer…..

Multi Format DevelopmentNo longer “one brand fits all”

but:

4

BBCG Moscow September 2012

Hypermarkets Supermarkets C-stores

Retail today – Be close to your customer!Different formats for different locations

Trend2

Hypermarkets

Hypermarkets

Hypermarkets

Supermarkets

Supermarkets

Supermarkets

Supermarkets

Supermarkets

C-stores

C-stores

C-stores

BBCG Moscow September 2012

restaurant foodservice neighbor-hood store

supermarket superstore hypermarket

Multi format approachDifferent scenario’s, different format propositionsSpecific format locationsDifferent customer profileDifferent shopping behaviour

Price level

ImpulseFood for now

Grab and Go

PlanedFood for Later

Daily shopping Bulk shopping

0

10

20

30

40

50

60

70

80

1985 1990 1995 2000 2005 2010

where food is being purchased (Europe)

retailers

others

4

BBCG Moscow September 2012

One strong brand

But with: Multiformat approachRight product, Right place, Right moment, Right customer

Trend

BBCG Moscow September 2012

One brand, Multi formatCarrefour

Proximity: Two formats: City and Contact

One brand- multi formatGrowing interest for small food concepts

TrendProximity

BBCG Moscow September 2012

foodservice

Convenience Storesversus small supermarket

Supermarket(incl.discount)

ImpulseFood for now

Efficiency

PlannedFood for Later

Great Food store

Cornerstore

‘Top up store’‘Small food

store’Transit

High conv.

The small foodstore formatsProximity

Food expresse

Trend

Immediate < 2hrs < 8 hrs < 48 hrs < 72 hrs < week

Grab&go Top-up Stock-up

BBCG Moscow September 2012

The 3 most important retail trends:

1. Multi format approach2. New value retailing3. Multi channel thinking

How to become successful

next levelretailer

BBCG Moscow September 2012

The new customer journey.On-line versus internetIntegration of media, different moment, different device

BBCG Moscow September 2012

The retail processAny time, Any place, Any thingInternet as ‘6th sense’

BBCG Moscow September 2012

Any time, Any place, Any thingFocus to sales…and having contact!

Jos de Vries The Retail Company

BBCG Moscow September 2012

online Platfor

m

WS Internet

site Qrcode

App

SMSSocialMedia

MobileWeb-site

Digital instore

OnInternet

(store)DigitalInstore

Digitale Platform (Multi Channel- bricks and clicks) one strategyWhy, what, how, where and when

Promo-tions

CustomerData

Customer analytics

BBCG Moscow September 2012

The new customer journey from orientation to transaction

BBCG Moscow September 2012

Case study Jumbo supermarkets

Chain over 300 supermarkets Netherlands

STRATEGY • DESIGN • COMMUNICATION • MANAGEMENT

BBCG Moscow September 2012

Case Study.Jumbo Supermarkets.

2012 market share 22%

BBCG Moscow September 2012

 De 7 zekerheden van Jumbo                                                            

1] Elke dag: euro's goedkoper2] Elke dag: service met een glimlach3] Elke dag: voor al uw boodschappen

4] Elke dag: is vers ook echt vers5] Elke dag: vlot winkelen

6] Elke dag: Niet tevreden? Geld terug!7] Elke dag: staan uw wensen centraal

Prijs

assortment Service

Case Study.Jumbo Supermarkets.

BBCG Moscow September 2012

Case Study.Jumbo Supermarkets.

BBCG Moscow September 2012

Storytelling

Case Study.Jumbo Supermarkets.

BBCG Moscow September 2012

Case Study.Jumbo Supermarkets.

BBCG Moscow September 2012

Excellent self service

Case Study.Jumbo Supermarkets.

BBCG Moscow September 2012

Dry Groceries, discount core + extra

Case Study.Jumbo Supermarkets.

BBCG Moscow September 2012

Jumbo recipe shaker, suggestions how to cook…

BBCG Moscow September 2012

The 3 most important retail concept trends

1. Create clear Position: New value retailing…

2. Create a multi format approach…..3. Think Multi channel…..

How to become successful

next levelretailer

BBCG Moscow September 2012

New retail relevancePublished February 2011

Roadmap to a new next level retail positionPractical recommendations for strategy vision and design

BBCG Moscow September 2012

Thank you for your attention!