1、品牌管理目標顧客群零售模式 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. Shoppers will make their outlet loyalty choices based on retailer overall b

2、rand 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 these core shopper needs. It changes the focus of retailing from providing

3、 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 will be rewarded with record volume and market share results. SFR is a

4、 business process, a Pull-process starting from Shopper, it shifts from category focus to Overall Business Model focus. 業務流程業務流程 + “拉動拉動” + 以顧客為出發點以顧客為出發點 + 全面生意模型全面生意模型All SFR work will be prioritized by the Consumers Hierarchy of needs and will start with focusing the customer on the target shoppe

5、r 整體模型整體模型 Identify target shopper 確定目標顧客群Understand target shoppers needs 了解目標顧客群需求Create a value proposition around the target shoppers- Store equity 圍繞目標客群創造價值命題(獨特的)Quality & Reliability質量及可靠性Convenience方便Value價值Control控制Choice選擇Basic needs (Price of entry)基本需求基本需求Secondary needs (differenti

6、ation)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 確定目標顧客群的需求確定目標顧客群的需求 HIERARCHY OF NEEDS (需求層級需求層級)戰略決策StrategicDecisions戰術決策TacticalDeci

7、sionsDefine Segments Within Each Shopper OfferingDetermine Overall Role For Shopper OfferingShopper Offering Segment AssessmentDefine Target Objective/MeasuresDefine Shopper Offering TacticsSFR 八步過程Identify Target Household確定目標顧客群確定目標顧客群Establish Core Competency構建核心競爭力構建核心競爭力Define Value Proposition

8、s定義并傳達價值命題定義并傳達價值命題Create Shopper Offering圍繞顧客群創建商品組合圍繞顧客群創建商品組合Establish Corporate Roles, Tactics, Measures確定總體角色確定總體角色, 策略策略, 衡量標準衡量標準Shopper Offering Assessment評估商品組合評估商品組合Create Shopper Offering Business Plan創立商品組合的業務發展計劃創立商品組合的業務發展計劃Assess Shopper Value Proposition Effectiveness定期評估價值命題的有效性定期評估

9、價值命題的有效性12345678Shopper Focused Retailing ProcessIdentify Target Household1Establish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effec

10、tiveness81 - Identify Target Household “確定目標顧客群”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 Shopper Profile & Profitabilit

11、y Statistical / Sociodemographic Data Available Transactional Data Demographic Segmentation AnalysisComparision of US ModelsYoung Families vs. Others3.626.5197.366.958.137.386.739.527.062.861.887.472.824.059.354.792.27.847.31012345678910DemographicSegmentation% o f N ation al% o f O nlin

12、 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 Assessment6Create Shopp

13、er Offering Business Plan7Assess Shopper Value Proposition Effectiveness82 - Establish Core Competency “構建核心競爭力”2Business Questions What does/could XYZShop stand for? What does/could competition stand for? What Opportunities does this create for XYZShop?Solutions / Tools Quantitative Research Syndic

14、ated Data SWOT Analysis Focus GroupsEstablish Core CompetencySWOT ApproachSWOT TemplateSTRENGTHSWEAKNESSESTHREADSOPPORTUNITIESDefine Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shoppe

15、r Value Proposition Effectiveness81Identify Target Household3 - Define Value Propositions “定義并傳達價值命題”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 asfaasdflfjfja

17、sljflksjfljadfkj 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 C

18、ompetency24 - Create Shopper Offering “圍繞顧客群創建商品組合”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 GroupInsigh

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

20、te Roles, Tactics, Measures “確定總體角色, 策略, 衡量標準”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, MeasuresA

21、ssortmentPricingPromotionPlacementONLYPROVIDERPRIMARYPROVIDERONE/ FEWPROVIDERSONE/MANYPROVIDERS Broadestassortment offeringvariety based ontarget HH needs Broadassortment offeringproducts to meet themajority of targetHH needs Limitedassortment designedto offer an easychoice to shoppingelsewhere Mini

22、malassortment neededto represent theshopper 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 therefor

23、e I do not need to ever look elsewhere 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 fr

24、om XYZShop Though XYZShop is not the only 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 Househol

25、d SpendingLower Purchase FrequencyAverage Annual Pur chase s/ HouseholdShopper Offerings Ranked By: PURCHASE FREQUENCY + B.S.F. INDEX +ANNUAL HH SPENDINGBABY FOO D/FORM ULASO FT DRINKS -NO N-CA RBONATEDBREAK FAS T FOOD SSEAS ON ALPUDDINGS /DES SERTS -DAIRYDO UGH PRO DUCTSTABLE SY RUPS/MO LASS ESSH A

26、VING NEEDSDEO DORAN TFIR ST AIDCH ARCOA L/LOG S/AC CESSO RIESBABY NEEDSSPICES/ SEAS ONINGS /EXTRAC TSVEG ETA BLES & GRAINS -DRIEDDESS ERTS/ GELS/ SYRU PSFLOURFEMIN INE H YG IENEBOTTLED W ATERPIC KLES/O LIVES/RELISH ESSH OE CA REFRESH ENERS/D EODO RIZERSINSECTICIDES/ PES TIC IDES /RO DENTIC IDESY

27、EAS TEGG S-FRES HSource: Nielsen Household Panel Data, 1996Strong Target Household SpendingLower Purchase FrequencySFR ModelCategroizationResearchAssortmentPrinciplesCreate Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competen

28、cy2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures57 - Create Shopper Offering Business Plans “創立商品組合的業務發展計劃”7Business Questions From a Shopper perspective, what segments and productsare important? Which segments and products are important to you? Solut

29、ions / Tools Syndicated Data (ie. Share reports, Household Panel data) Transactional data Focus Groups / Concept TestingCreate Shopper Offering Business PlanAssess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Off

30、ering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment68 - Assess Shopper Value Proposition Effectiveness “定期評估價值命題的有效性”1Business Questions How receptive are shoppers to the Business Model How satisfied are my customers?Solutions / Tools Customer satisfaction surveys Transact

31、ional data analysis (customer retention, basket size and composition, order frequency) Scorecard Assess Shopper Value Proposition EffectivenessIdentify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Off

32、ering Assessment6Create Shopper Offering Business Plan781 - Identify Target Household1Identify Target HouseholdSource: 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、%33.6%11%24%24%40.1% of National Households% Spendings1 PHH2 PHH3 PHH 4+ PHHHousehold Size 4,000 DMHousehold Income1 - Identify Target HouseholdYoung families versus elderly or single consumers Higher basket size and higher frequency Buy products with higher margin Have more likely Internet access (

34、allows Internet only model, which is significantly cheaper than mixed model) Elderly mainly by heavy/bulky products (lower profit) 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

35、 target group - going outside the target, appeal goes down to 50%1Identify Target Household1 - Identify Target HouseholdSource: GfK Online 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 Users14-1920-29

36、30-3940-4950-59Age of User% of National% of Online Users26%14%13%8%11%15%11%15%12%24% of National% of Online Users-3,000 3,000-3,9994,000-4,999Household Income (DM)5,000-5,9996,000+1Identify Target Household1 - Identify Target HouseholdTargeting is important to establish an economically viable offer

37、ing .StreamlinePeapodNetgrocerTarget HHldBusy Suburban FamiliesAnyoneAnyoneAvg. Order$104$105$66Frequency481814Total Turnover$ 4,992$ 1,890$ 924North America*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)

38、 Streamline Presentation at Institute of Directors (London)*2) Lebensmittelzeitung 19/3/991Identify Target Household2 - Establish Core Competency2Establish Core Competency% Respondents saying Criteria is very important/important% Respondents agreeing that their primary store fully meets/meets criter

39、iaGuarantees 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 products85%71%Prices are well indicated, easy to compare84%75%Check-out lines are short83%52%Freshness period of the products is s

40、ufficiently 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%Source: TPI/P&G Shopper Research Germany (n= 10,000)Are Existing Retailers Meeting The Most Important Shopper Expectation

41、s? LaunchAnalysisModel2 - Establish Core CompetencySWOT Approach Used to identify your strength & weaknesses to position your current operation What can you leverage in this environment which has proven with your customers What are the threads your competitors are expecting What are the weakness

42、es of your competitors that you can exploit?2Establish Core Competency2 - Establish Core CompetencyNationwide homedeliveryConvenient shopping experience A personalized service Consumer doesnt need to have a car or transportation24/7 opening hoursSTRENGTHSWhat Does XYZShop Excel At?OPPORTUNITIESWhat

43、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 for care for environmentPurchasing power & expertise (esp. fresh)Leverage the freshness advantage (L

44、ink 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 (shareholders & clients) to position offering against XYZShopLeverage loyalty programs to get bet

45、ter consumer understandingLeverage financial strength to subsidize CD offering2Establish Core Competency3 - Define Value Propositions (Concept Development)3Define Value Propositions% Respondents Rating As Their Primary Perceived Benefit 24-Hour access58%Dont have to go to store58%Dont need sales peo

46、ple48%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 product information38%Dont know what youll get32%More expensive23%Difficult order

47、ing 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 University - Supermarket Business 2/97Are perceptions of Consumer Dire

48、ct 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% Delivery right on time is easy31% 90% Paying for servi

49、ce 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 Propositions3 - Define Value Propositions (C

50、oncept 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 Time savings and simplicity3Control C

51、onsumers 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 Needs3Define Value Propositions3 - Define

52、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 - timelack of fresh prod

53、uctsConvenience - 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 - Bricks &

54、amp; 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.

55、XYZShop is 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 touche

56、d byshoppers 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 a

57、lso appreciatethe 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 necess

58、ary part of your routine- 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 -

59、 Example II123Define Value Propositions4 - 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%Detergent

60、s & Household Cleaners3.0%Meat, Sausage, Poultry, 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