目标顾客群的零售模式

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1、“出发点出发点”决定了决定了基于供应链的基于供应链的“渠道关系渠道关系”品牌管理的关键是以消费者为出发点 供应商与零售商的合作也是以顾客/消费者为出发点品牌管理 目标顾客群零售模式SHOPPER FOCUSED RETAILING Shopper Focused Retailing will become the industry standard business practice The focus of retailers:switch from building transactions to building loyalty using market leading brands.S

2、hoppers will make their outlet loyalty choices based on retailer overall brand positioning statements versus solely retail price.Shopper satisfaction results for key retail customers will increase significantly as core shopper needs are identified and retailer business models are developed to meet t

3、hese core shopper needs.It changes the focus of retailing from providing products in categories to solutions and services Its about managing Consumer Segments,not Categories and match categories to meet their needs Retailers who have embraced the shopper focused concepts of Shopper Focused Retailing

4、 will be rewarded with record volume and market share results.SFR is a business process,a Pull-process starting from Shopper,it shifts from category focus to Overall Business Model focus.业务流程业务流程+“拉动拉动”+以顾客为出发点以顾客为出发点+全面生意模型全面生意模型All SFR work will be prioritized by the Consumers Hierarchy of needs a

5、nd will start with focusing the customer on the target shopper 整体模型整体模型 Identify target shopper 确定目标顾客群Understand target shoppers needs 了解目标顾客群需求Create a value proposition around the target shoppers-Store equity 围绕目标客群创造价值命题(独特的)Quality&Reliability质量及可靠性Convenience方便Value价值Control控制Choice选择Basic nee

6、ds(Price of entry)基本需求基本需求Secondary needs(differentiation)Enhancement(loyalty,increased usage)Social acceptance(how others judge you)Personal accomplishment/empowerment(how you judge yourself)Self aspiration(what you can become)Identify Target Shoppers Needs 确定目标顾客群的需求确定目标顾客群的需求 HIERARCHY OF NEEDS(需

7、求层级需求层级)战略决策StrategicDecisions战术决策TacticalDecisionsDefine Segments Within Each Shopper OfferingDetermine Overall Role For Shopper OfferingShopper Offering Segment AssessmentDefine Target Objective/MeasuresDefine Shopper Offering TacticsSFR 八步过程Identify Target Household确定目标顾客群确定目标顾客群Establish Core Co

8、mpetency构建核心竞争力构建核心竞争力Define Value Propositions定义并传达价值命题定义并传达价值命题Create Shopper Offering围绕顾客群创建商品组合围绕顾客群创建商品组合Establish Corporate Roles,Tactics,Measures确定总体角色确定总体角色,策略策略,衡量标准衡量标准Shopper Offering Assessment评估商品组合评估商品组合Create Shopper Offering Business Plan创立商品组合的业务发展计划创立商品组合的业务发展计划Assess Shopper Value

9、 Proposition Effectiveness定期评估价值命题的有效性定期评估价值命题的有效性12345678Shopper Focused Retailing ProcessIdentify Target Household1Establish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles,Tactics,Measures5Shopper Offering Assessment6Create Shopper Offering Business Pla

10、n7Assess Shopper Value Proposition Effectiveness81-Identify Target Household“确定目标顾客群”Identify Target Household1Business Questions Who are my target households?What are their needs?Why is the target economically viable?Solutions/Tools Demographic,Lifestyle and Retailing Trends Focus Groups Current Sh

11、opper Profile&Profitability Statistical/Sociodemographic Data Available Transactional Data Demographic Segmentation AnalysisComparision of US ModelsYoung Families vs.Others3.626.5197.366.958.137.386.739.527.062.861.887.418.168.116.772.824.059.354.792.27.847.31012345678910DemographicSegmentation%o f

12、N ation al%o f O nlin e U sers1 0%1 9%2 6%2 2%2 3%1 6%2 7%2 7%1 9%1 1%o f N ation al%o f O nlin e U sers14-1920-2930-3940-4950-59Age of UserOnline UserProfileEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles,Tactics,Measures5Shopper Offering Assess

13、ment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness82-Establish Core Competency“构建核心竞争力”2Business Questions What does/could XYZShop stand for?What does/could competition stand for?What Opportunities does this create for XYZShop?Solutions/Tools Quantitative Resea

14、rch Syndicated Data SWOT Analysis Focus GroupsEstablish Core CompetencySWOT ApproachSWOT TemplateSTRENGTHSWEAKNESSESTHREADSOPPORTUNITIESDefine Value Propositions3Create Shopper Offering4Establish Corporate Roles,Tactics,Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Asses

15、s Shopper Value Proposition Effectiveness81Identify Target Household3-Define Value Propositions“定义并传达价值命题”3Business Questions How do I want to describe myself to my target household?What Brand does best describe myself?What Tagline conveys my image best?Solutions/Tools Dissatisfier/Strength Analysis

16、 versus Key Competitor Consumer Hierarchy of Needs Concept Testing/Concept LabDefine Value PropositionsQualityQuality1EconomyEconomy2ConvenienceConvenience3ControlControl4ChoiceChoice5ImportanceHierarchy of Needs Dissatisfiers StrengthsAnalysisConcept StatementExampleasjfkasd aajkfas asfaasdflfjfjas

17、ljflksjfljadfkj afj jaskjflkajf flBenefits&Barriersof Online ShoppingCreate Shopper Offering4Establish Corporate Roles,Tactics,Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency

18、24-Create Shopper Offering“围绕顾客群创建商品组合”4Business Questions What do shoppers think you are offering today?What can you offer based on shoppers needs?How do shoppers want to shop with you?Solutions/Tools Focus Groups Concept Testing/Concept LabCreate Shopper OfferingFocus GroupInsightsShopper Offering

19、 ExampleCategorySpendingsEstablish Corporate Roles,Tactics,Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions35-Establish Corporate Roles,Tactics,Measu

20、res“确定总体角色,策略,衡量标准”5Business Questions What Roles do you want to play with shoppers?What are the primary Tactics that will be used to achieve those roles?How will you measure your success?Solutions/Tools RTM Matrix ScorecardEstablish Corporate Roles,Tactics,MeasuresAssortmentPricingPromotionPlacemen

21、tONLYPROVIDERPRIMARYPROVIDERONE/FEWPROVIDERSONE/MANYPROVIDERS Broadestassortment offeringvariety based ontarget HH needs Broadassortment offeringproducts to meet themajority of targetHH needs Limitedassortment designedto offer an easychoice to shoppingelsewhere Minimalassortment neededto represent t

22、heshopper offering MatchingMatch best multi-channel everydayretail FrequentBroad appeal“solutions”RTM Matrix 100%of my purchases within this shopper offering come from XYZShop As the only provider of this shopper offering,XYZShop meets all of myneeds,and therefore I do not need to ever look elsewher

23、e XYZShop offers exactly what I want,each time I shop 85%of my purchases within this shopper offering come from XYZShop When I think of this shopper offering,XYZShop is the first place whichcomes to mind 65%of my purchases within this shopper offering come from XYZShop Though XYZShop is not the only

24、 place where I make purchases in thisshopper offering,XYZShop is one of only a select few places where Iactually buy.24.0Strong Target Household SpendingHigher Purchase FrequencyWeaker Target Household SpendingHigher Purchase FrequencyWeaker Target Household SpendingLower Purchase FrequencyAverage A

25、nnual Purchases/HouseholdShopper Offerings Ranked By:PURCHASE FREQUENCY+B.S.F.INDEX+ANNUAL HH SPENDINGBABY FOO D/FORM ULASO FT DRINKS-NO N-CA RBONATEDBREAK FAST FOOD SSEASON ALPUDDINGS/DESSERTS-DAIRYDO UGH PRO DUCTSTABLE SY RUPS/MO LASSESSH AVING NEEDSDEO DORAN TFIR ST AIDCH ARCOA L/LOG S/AC CESSO R

26、IESBABY NEEDSSPICES/SEASONINGS/EXTRAC TSVEG ETA BLES&GRAINS-DRIEDDESSERTS/GELS/SYRU PSFLOURFEMIN INE H YG IENEBOTTLED W ATERPIC KLES/O LIVES/RELISH ESSH OE CA REFRESH ENERS/D EODO RIZERSINSECTICIDES/PESTIC IDES/RO DENTIC IDESYEASTEGG S-FRESHSource:Nielsen Household Panel Data,1996Strong Target House

27、hold SpendingLower Purchase FrequencySFR ModelCategroizationResearchAssortmentPrinciplesCreate Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles

28、,Tactics,Measures57-Create Shopper Offering Business Plans“创立商品组合的业务发展计划”7Business Questions From a Shopper perspective,what segments and productsare important?Which segments and products are important to you?Solutions/Tools Syndicated Data(ie.Share reports,Household Panel data)Transactional data Fo

29、cus Groups/Concept TestingCreate Shopper Offering Business PlanAssess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles,Tactics,Measures5Shopper Offering Assessment68-Assess Shopper

30、Value Proposition Effectiveness“定期评估价值命题的有效性”1Business Questions How receptive are shoppers to the Business Model How satisfied are my customers?Solutions/Tools Customer satisfaction surveys Transactional data analysis(customer retention,basket size and composition,order frequency)Scorecard Assess S

31、hopper Value Proposition EffectivenessIdentify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles,Tactics,Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan781-Identify Target Household1Identify Target Househo

32、ldSource:Nielsen Household Panel Germany 1998What%of Households count for what%of Spendings?LaunchSegmentationModel35%32%16%16.5%22%34%19%23.7%of National Households%Spendings16%27%23%33.6%11%24%24%40.1%of National Households%Spendings1 PHH2 PHH3 PHH 4+PHHHousehold Size 4,000 DMHousehold Income1-Ide

33、ntify Target HouseholdYoung families versus elderly or single consumers Higher basket size and higher frequency Buy products with higher margin Have more likely Internet access(allows Internet only model,which is significantly cheaper than mixed model)Elderly mainly by heavy/bulky products(lower pro

34、fit)via CD and purchase products with higher margin in store(socializing)Easier to upsell with“high potential”target consumer Concept Testing:Concept appealed to 80%of target group-going outside the target,appeal goes down to 50%1Identify Target Household1-Identify Target HouseholdSource:GfK Online

35、Monitor February 1999What is the current Online User profile?%of National%of Online Users10%19%26%22%23%16%27%27%19%11%of National%of Online Users14-1920-2930-3940-4950-59Age of User%of National%of Online Users26%14%13%8%11%15%11%15%12%24%of National%of Online Users-3,000 3,000-3,9994,000-4,999House

36、hold Income(DM)5,000-5,9996,000+1Identify Target Household1-Identify Target HouseholdTargeting is important to establish an economically viable offering.StreamlinePeapodNetgrocerTarget HHldBusy Suburban FamiliesAnyoneAnyoneAvg.Order$104$105$66Frequency481814Total Turnover$4,992$1,890$924North Americ

37、a*1)EuropeKonsum KF(Sweden)-80%of shoppers are dual income families with 2.3 kids and average income at index 115 vs.national average*2)*1)Streamline Presentation at Institute of Directors(London)*2)Lebensmittelzeitung 19/3/991Identify Target Household2-Establish Core Competency2Establish Core Compe

38、tency%Respondents saying Criteria is very important/important%Respondents agreeing that their primary store fully meets/meets criteriaGuarantees freshness96%81%Is clean93%91%Has a good assortment of fresh food(fruit&dairy etc.)90%88%Has a good price value ratio87%75%Offers high quality for all produ

39、cts85%71%Prices are well indicated,easy to compare84%75%Check-out lines are short83%52%Freshness period of the products is sufficiently long83%84%Products I want are consistently in stock83%76%The place of the products does not change very often80%73%Is very much environment-minded(24 of 57)69%45%So

40、urce:TPI/P&G Shopper Research Germany(n=10,000)Are Existing Retailers Meeting The Most Important Shopper Expectations?LaunchAnalysisModel2-Establish Core CompetencySWOT Approach Used to identify your strength&weaknesses to position your current operation What can you leverage in this environment whi

41、ch has proven with your customers What are the threads your competitors are expecting What are the weaknesses of your competitors that you can exploit?2Establish Core Competency2-Establish Core CompetencyNationwide homedeliveryConvenient shopping experience A personalized service Consumer doesnt nee

42、d to have a car or transportation24/7 opening hoursSTRENGTHSWhat Does XYZShop Excel At?OPPORTUNITIESWhat Could XYZShop Excel At?WEAKNESSESWhat Does The Competition Excel At?THREATSWhat Could The Competition Excel At?SWOT Template/ExampleKnown brand nameVariety of fresh productsNo delivery feeKnown f

43、or care for environmentPurchasing power&expertise(esp.fresh)Leverage the freshness advantage(Link consumer“direct to farm”)Much more targeted selection of superior quality productsOffer products not available in local marketLeverage gift-giving to retain/attract shoppersUse shopper database(sharehol

44、ders&clients)to position offering against XYZShopLeverage loyalty programs to get better consumer understandingLeverage financial strength to subsidize CD offering2Establish Core Competency3-Define Value Propositions(Concept Development)3Define Value Propositions%Respondents Rating As Their Primary

45、Perceived Benefit 24-Hour access58%Dont have to go to store58%Dont need sales people48%Saves time38%Saves money21%Product information8%Entertainment8%Anonymity6%Good customer service4%Respondents Rating As Their Primary Perceived BarrierSecurity48%Dont like giving credit card information42%Lack of p

46、roduct information38%Dont know what youll get32%More expensive23%Difficult ordering process14%No personal contact13%Poor customer service9%Other9%Source:DMA On-line Survey(n=354)What are the Benefits&Barriers of Shopping Online?123-Define Value Propositions(Concept Development)Source:St.Josephs Univ

47、ersity-Supermarket Business 2/97Are perceptions of Consumer Direct different between users and non-users?Perception (n=593)RealityPlacing order easy45%90%Getting right meat easy9%72%Getting right produce easy18%52%Getting right packaged goods easy52%87%Getting orders filled correctly is easy15%78%De

48、livery right on time is easy31%90%Paying for service is easy58%95%Using coupons is easy22%40%Taking advantage of in-store promotions is easy11%59%Learning about new products is easy10%28%Conclusion:Dramatic differences exist in perceptions of“non-users”versus realities of“users”123Define Value Propo

49、sitions3-Define Value Propositions(Concept Development)3Quality Freshness of perishables quality of non-genetically altered meats,National brands1Economy Reasonable pricing for products and services Delivery Fee isNo 1 barrier2Convenience Stress free alternatives to managing low involvement tasks Ti

50、me savings and simplicity3Control Consumers want shopping to provide a positive,involving experience that they control4Choice Information that makes consumers feel that they make an informed,purchase decision proper choice5ImportanceSource:Market Research 1996-1999CD Shopper:Hierarchy Of Needs3Defin

51、e Value Propositions3-Define Value Propositions(Concept Development)Key Dissatisfiers Key StrengthsQualitydoubt on quality of fresh productsnot tactile experience/visualperceived lack of control in pickingQualitygood for price comparisonavailability of brandsless handling/better hygieneConvenience-t

52、imelack of fresh productsConvenience-timeconvenient/saves time Key Dissatisfiers Key Strengthsroutine mundane weekly taskpacking&carryingwaiting,waste of timechoices(assortment)social aspect/meeting peopleselection of fresh productsCurrent Shopping Experience-XYZShopCurrent Shopping Experience-Brick

53、s&MortarDissatisfiers/Strengths Analysis3Define Value Propositions3-Define Value Propositions(Concept Development)Concept Statements-Example IConvenienceQualityFamilyXYZShop is a servicewhich takes care of myerrands so that I reallydo not need to careabout and can dosomething else instead.XYZShop is

54、 a newshopping service whichfocusses on deliveringyou products of highestquality.You can easilyorder via the Internetand XYZShop willpack your order anddelivery it to your door.Their fresh products arecoming directly fromthe farmer and aredirectly delivered toyou without havingbeen touched byshopper

55、s in store.XYZShop is a newshopping service whichis specialized onfacilitating the weeklyshopping of families.XYZShop delivers theproducts which youordered online,directlyto your home-leavingyou more time to spentwith your kids.Yourwhole family will notonly enjoy the servicebut will also appreciatet

56、he outstanding qualityof our products.123Define Value PropositionsShopper InsightReasons to BelieveShopper Benefit3-Define Value Propositions(Concept Development)-Shoppers feel like their lives are out of balance-Weekly errands are too time consuming,and unpleasant,but a necessary part of your routi

57、ne-XYZShop will restore balance,as well as harmony to your life by eliminating the time that you currently spend running errands-This will reduce stress in your life-Broad assortment of products/services to eliminate weekly errands-Grocery store pricesConcept Statements-Example II123Define Value Pro

58、positions4-Create Shopper OfferingSource:EHI Handel Aktuell 1997What are the spendings per category in a Supermarket?Fruits&Vegetables10.4%Bread,cakes and pastries2.4%Dairy16.1%Frozen/Icecream3.8%Canned Food3.6%Beverages/Tobacco19.3%Other Food12.8%Detergents&Household Cleaners3.0%Meat,Sausage,Poultr

59、y,Fish18.0%Other Nonfood5.6%Body Care/Cosmetics/Babycare/Paperproducts5.0%4Create Shopper Offering4-Create Shopper OfferingQualitative Research to define shopper offering Product/Services Today Products Consumer did not articulate Products Consumers thought you could offerKey Insights Different cons

60、umers will place product in different locations Same product in Multi-locations Higher level aggregationFocus Group Insights4Create Shopper Offering4-Create Shopper OfferingServicesPrepared MealsMeats/DeliFrozen FoodsDairyProduceBakeryBeveragesPackaged FoodsHouseholdPersonal CarePet CareBaby CareBat

61、h/SoapCough/Cold DeodorantDentalDiet AidsEye CareFeminine CareFirst AidFoot CareHair CareNail CarePain ReliefShaving CareSkin CareStomachAll OtherProductsVideosDry CleaningFilm ProcessingHome/HealthPostage/ParcelShopper Offering Example4Create Shopper Offering5-Establish Corporate Roles,Tactics,Meas

62、uresONLYPROVIDERPRIMARYPROVIDERONE/FEWPROVIDERSONE/MANYPROVIDERS 100%of my purchases within this shopper offering come from XYZShop As the only provider of this shopper offering,XYZShop meets all of my needs,and therefore I do not need to ever look elsewhere XYZShop offers exactly what I want,each t

63、ime I shop 85%of my purchases within this shopper offering come from XYZShop When I think of this shopper offering,XYZShop is the first place which comes to mind 65%of my purchases within this shopper offering come from XYZShop Though XYZShop is not the only place where I make purchases in this shop

64、per offering,XYZShop is one of only a select few places where I actually buy.50%of my purchases within this shopper offering come from XYZShop Though XYZShop offers me the ability to purchase this shopper offering,my needs require me to go elsewhere the majority of the time to make purchasesDefiniti

65、on of Roles:From the Shopper perspective,what does each of these roles mean?5Establish Corporate Roles,Tactics,Measures5-Establish Corporate Roles,Tactics,MeasuresRTM Matrix5Establish Corporate Roles,Tactics,MeasuresAssortmentPricingPromotionPlacementONLYPROVIDERPRIMARYPROVIDERONE/FEWPROVIDERSONE/MA

66、NYPROVIDERSBroadestassortment offering variety based on target HH needsBroad assortment offering products to meet the majority of target HH needs Limitedassortment designed to offer an easy choice to shopping elsewhere Minimalassortment needed to represent the shopper offeringMatchingMatch best multi-channel everyday retail FrequentBroad appeal“solutions”6-Shopper Offering AssessmentProduct Categorization Research1CookiesBread/Pasta/Cereal-5%,Breads/Snacks-5%,Candy&Sweets-10%,Desserts-5%,Snacks/