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1、“出发点”决定了基于供应链的“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目标顾客群零售模式 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
2、 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 these co
3、re 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 will b
4、e 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+“拉动”+以顾客为出发点+全面生意模型All SFR work will be prioritized by the Consumers Hierarchy of needs and will start with focusin
5、g the customer on the target shopperSFR Overall Methods 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 needs(Price
6、of entry)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 HIERARCHY OF NEEDS(需求层级)战略决策StrategicDecisi
7、ons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Establish Core Competency构建核心竞争力Define Value Propos
8、itions定义并传达价值命题Create Shopper Offering围绕顾客群创建商品组合Establish Corporate Roles,Tactics,Measures确定总体角色,策略,衡量标准Shopper Offering Assessment评估商品组合Create Shopper Offering Business Plan创立商品组合的业务发展计划Assess Shopper Value Proposition Effectiveness定期评估价值命题的有效性12345678Shopper Focused Retailing ProcessIdentify Targ
9、et Household1Establish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles,Tactics,Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81-Identify Target Household“确定目标顾客群”Identify Target Hou
10、sehold1Business 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&Profitability Statistical/Sociodemographic Data Available Transactional Data Demographic S
11、egmentation AnalysisEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles,Tactics,Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness82-Establish Core Competency“构建核心竞争力”2Business Qu
12、estions What does/could XYZShop stand for?What does/could competition stand for?What Opportunities does this create for XYZShop?Solutions/Tools Quantitative Research Syndicated Data SWOT Analysis Focus GroupsEstablish Core CompetencyDefine Value Propositions3Create Shopper Offering4Establish Corpora
13、te Roles,Tactics,Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess 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
14、describe myself?What Tagline conveys my image best?Solutions/Tools Dissatisfier/Strength Analysis versus Key Competitor Consumer Hierarchy of Needs Concept Testing/Concept LabDefine Value PropositionsCreate Shopper Offering4Establish Corporate Roles,Tactics,Measures5Shopper Offering Assessment6Creat
15、e Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency24-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
16、to shop with you?Solutions/Tools Focus Groups Concept Testing/Concept LabCreate Shopper OfferingEstablish Corporate Roles,Tactics,Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Compete
17、ncy2Define Value Propositions35-Establish Corporate Roles,Tactics,Measures“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 ScorecardEstab
18、lish Corporate Roles,Tactics,MeasuresShopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering46-Shopper Offering Assessment“评估商品组合”6Business Q
19、uestions What are the characteristics of important shopper offerings?Which offerings are most important to my target household?Which offerings are most important to you?Solutions/Tools SFR Model Product Categorization Research Assortment Principles Focus Group/Concept TestingShopper Offering Assessm
20、entCreate Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles,Tactics,Measures57-Create Shopper Offering Business Plans“创立商品组合的业务发展计划”7Business Qu
21、estions 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 Focus Groups/Concept TestingCreate Shopper Offering Business PlanAssess Shopper Value P
22、roposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles,Tactics,Measures5Shopper Offering Assessment68-Assess Shopper Value Proposition Effectiveness“定期评估价值命题的有效性”1Business Questions How receptive are sh
23、oppers 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 Shopper Value Proposition EffectivenessIdentify Target HouseholdEstablish Core Compete
24、ncy2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles,Tactics,Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan78Define Segments Within Each Shopper OfferingDetermine Overall Role For Shopper OfferingShopper Offering Segment AssessmentDefine Target
25、Objective/MeasuresDefine Shopper Offering TacticsShopper Focused Retailing ProcessStrategicDecisionsTacticalDecisions12345678Identify Target HouseholdEstablish Core CompetencyDefine Value PropositionsCreate Shopper OfferingEstablish Corporate Roles,Tactics,MeasuresShopper Offering AssessmentCreate Shopper Offering Business PlanAssess Shopper Value Proposition EffectivenessECR 是目标-SFR 是途径