Year: 2009

CRISIS, WHAT CRISIS?_Confronting the situation through neuroscience and direct marketing

Posted on by Marina

Cerebro

Photo: C. de Psiquiatra (flickr.com)

ABSTRACT

Before coming up with a solution, we’ve first got to know what we’re dealing with. To begin with, if we’re talking about ‘crisis’, we should do so in the plural. Otherwise, a wrong diagnosis will lead to ineffective decision-making.

To address the crises, we encounter a good ally in the direct marketing, supported by neuroscience. Thus the focus should be on providing a positive shopping experience based on emotions to encourage clients to buy. Continue reading “CRISIS, WHAT CRISIS?_Confronting the situation through neuroscience and direct marketing”

TIME TO REACTIVATE_An ideal time to start solid projects in retailing

Posted on by Marina

Desigual

Desigual stand at the Bread&Butter show.

ABSTRACT

Against all odds, there are those who are capable of seizing the opportunity to grow in times of crisis. And they do so because they have the courage to cast off old-fashioned concepts; they invest in their brand, and transmit their brand culture in the stores. They make the world their market based on ‘insight’ and innovation. And all of this configured in one complete business model. This means that now is the best time to start a solid project in retailing. Continue reading “TIME TO REACTIVATE_An ideal time to start solid projects in retailing”

INNOVATION: THE SOLUTION AGAINST RETAIL BRANDS?_A Bosque Verde spray cleanser for footwear, awarded the Liderpack 08 ‘Best in Show’

Posted on by Marina

premiados Liderpack

Photo: F. Sánchez (Francisco Aragón S.L.)

and R. Pradas (Menshen S.L.).

ABSTRACT

“Retail brands” -the inaccurately called “private labels”- can be innovative too. In fact, if they align their strategies and collaborate together, products like the Bosque Verde shoe cleanser emerge, which was awarded the Liderpack price for being the most innovative in Spain. The preconceptions that arise when touching on the issue of brands selling to the wider public can lead to errors in decision-making. Those who define a problem badly, have a hard time finding a solution. Continue reading “INNOVATION: THE SOLUTION AGAINST RETAIL BRANDS?_A Bosque Verde spray cleanser for footwear, awarded the Liderpack 08 ‘Best in Show’”

TURN A LEMON INTO LEMONADE_Confront the crisis in the “let’s go shopping” industries

Posted on by Marina

ValentineABSTRACT

Filling the shopping trolley is one thing. However, when it comes to “going shopping”, it is not only a question of having the money but also of the future expectations we have.

Projecting an image of leadership that is in tune with the customers’ life experiences and conveys a positive message despite the adverse circumstances is a path that has been taken by some industry leaders. Companies that have been able to look beyond the here and now. Continue reading “TURN A LEMON INTO LEMONADE_Confront the crisis in the “let’s go shopping” industries”

THE MILK AT THE BACK OF THE STORE_A review of certain merchandising techniques

Posted on by Marina

shopping

Photo: David Naylor (flickr.com)

ABSTRACT

When stores want to increase their sales or profit margins, they generally use textbook merchandising techniques.

But oftentimes, these techniques do not address the ultimate goal of a retail company: to become the customers’ long-term preferred option. Because if customers don’t come back, no technique will do any good: the shopping trolleys will not even be used. In retailing, the store is the product. Continue reading “THE MILK AT THE BACK OF THE STORE_A review of certain merchandising techniques”

WITHOUT PHILOSOPHY, THERE IS NO BUSINESS_The best executives are great philosophers

Posted on by Marina

Greg Dyke

Greg Dyke (image: BBC News).

ABSTRACT

Philosophy and management did not always go hand in hand. But if they do, companies can achieve great things.

In retailing, things work better if they are based on a philosophical vision that customers can identify with, especially if it is expressed in a narrative manner (storytelling).

Once the BBC changed its aspirations from becoming the best-managed public entity to becoming the most creative company in the world, it successfully converted itself into a reference brand in the market. Similar to the BBC, the retail business model of Aquí é is anchored in a contemporary philosophy customers and employees can identify with. It is therefore certain that this supermarket chain will have a tremendous impact on the purchasing habits of grocery shoppers and set new standards in the food shopping sector. Continue reading “WITHOUT PHILOSOPHY, THERE IS NO BUSINESS_The best executives are great philosophers”

VALENTINE INNOVATION: ‘ERROR-FREE’ SALES_Why do more and more companies want to be in retailing?

Posted on by Marina

valentine

ABSTRACT

Selling directly to end customers allows controlling the entire purchasing process. This means you can create the perfect mix of commercial and marketing strategies to differentiate yourself and sell without restrictions. In addition, retailing allows companies to make branding by giving customers the chance to experience with their five senses what the brand means. Those firms entering retailing with an innovative business formula manage to stand out and avoid price wars. Continue reading “VALENTINE INNOVATION: ‘ERROR-FREE’ SALES_Why do more and more companies want to be in retailing?”

WATCH THE RIVERBANK AS YOU ROW_Suppliers are changing their mind about the role of stores

Posted on by Marina

remar-orilla

Photo: Zeb Andrews (flickr.com)

ABSTRACT

Controlling the store entails ‘power’. It is the place where the direct contact with the end customer takes place, and where a direct relationship between the company/brand and the customer can be established. Until recently, this had been exclusive territory reserved for “retailers”, but nowadays it is open to all sort of companies.

However, if a firm decides to go into retailing, a nice decoration will not be enough. Instead, the company must develop a new retail business model that integrates and aligns front-end and back-end processes. Continue reading “WATCH THE RIVERBANK AS YOU ROW_Suppliers are changing their mind about the role of stores”

INNOVATION IN CRISIS TIMES_Aquí é: A case of successful retail innovation

Posted on by Marina

Aqui e

ABSTRACT

One of the most effective ways of innovating in retail is to draw inspiration from philosophy, culture or other humanity-based themes.

Ourense’s Aqui é is an example of a new-generation supermarket that is based on a contemporary philosophy and discretely uses technologies to give shape to the concept. Continue reading “INNOVATION IN CRISIS TIMES_Aquí é: A case of successful retail innovation”

NOT JUST ‘SELLING MACHINES’_Why do so many companies want to be in retailing?

Posted on by Marina

Apple store NY

Photo: Mark Sebastian (www.flickr.com).

ABSTRACT

An increasing number of firms want to take advantage of selling directly to the public because they understand that stores further than being “selling machines”, they are “experience machines”, at the same time, they are able to provide fast and valuable information about the customers and their shopping habits, in order to get their insights.

Clearly, this is a privileged situation that suppliers hardly to have access to. Continue reading “NOT JUST ‘SELLING MACHINES’_Why do so many companies want to be in retailing?”