Producer VS. Retailer

The Question is: what can you give me?

MAX shareMAX

investments

KAM Buyer

The Question is WRONG!

Where does the money come from?

What Shoppers Think about Retailers?

I’m going mad with the queues! If I need to do a small shopping,

I’d rather do it at BP!

They are all

similar!I wish I could buy everything I need

for my baby at one place!

Often it’s difficult to find quickly

what I need

There are so many products! It takes ages

to choose!

Retailers’ number is growing,

consumers’ is NOT!

So What?

The Right Question is: what can WE give THEM?

Fight FOR customer,not AGAINST each other!

CONSUMER SHOPPER

=CUSTOMER!

+

Customer Loyalty is a Key.How to Gain it?

!Price discounts,!Loyalty cards,!Private labels,!24 hours

!Promo-goods,!BTL events,!POS-materials

??? ???

Everyone is Doing It Already!

The Approach is WRONG.

So What?

Combine Efforts: ASSORTMENT & CATEGORY!

Assortment:

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 now!)

Category: 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, schoolchildren, teens)

Need Some Examples?!

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 :-)

What does it mean for:

* Combination of sales & mktng budgets -> cost savings!

Haven’t contacted your brand manager yet? :-)

Comments: All above works for FMCG brands with the large volume & value share in NA.In future there’s high probability that others will face the same situation.