Elizabeth Newman
HOW TO
HOW
TO
The next 40 minutes…
Current UK Retail Landscape Current UK Retail Landscape
What or who is a buyer and how is their success measured What or who is a buyer and how is their success measured Buyer’s challenges: why that is your business
Buyer’s challenges: why that is your business Good products
Good products
Getting a buyers attention Getting a buyers attention
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Discounters & premium retailers are driving growth in the UK food and drink market
The boundaries between sectors are becoming blurred 3
Discounters & convenience retailers have changed the way people shop
1%
1%
1%
3%
9%
2%
1%
5%
34%
23%
13%
12%
10%
10%
7%
6%
Less (among past month users) More
Food discount stores High street discounters Frozen food specialists Online Supermarkets Specialist Stores Farmers’ markets Hypermarkets
Customers are
‘opting out’ of supermarkets
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2010 JAN 2010 APR
2010 JUL 2010 OCT
2011 JAN 2011 APR
2011 JUL 2011 OCT
2012 JAN 2012 APR
2012 JUL 2012 OCT
2013 JAN 2013 APR
2013 JUL 2013 OCT
2014 JAN 2014 APR
2014 JUL 2014 OCT
2015 JAN 2015 APR
2015 JUL 2015 OCT
2016 JAN 2016 APR
2016 JUL -1
0 1 2 3 4 5 6
Deflation is affecting the market; Fuel prices have been low and Discounters have increased competition among
traditional retailers
% Price Index
Source: Office of National Statistics 5
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And the challenges keep on coming…!
2014/15_01 2014/15_03
2014/15_05 2014/15_07
2014/15_09 2014/15_11
2014/15_13 2015/16_02
2015/16_04 2015/16_06
2015/16_08 2015/16_10
2015/16_12 2016/17_01
2016/17_03 2016/17_05
2016/17_07 2016/17_09
2016/17_11 2016/17_13 1.0
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 2.0 2.1 2.2
Sum of GBPEUR Sum of GBPAUD Sum of GBPUSD
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Why does this matter to you?
Toughest retail environment for 30 years Toughest retail environment for 30 years Buyers are under more pressure than ever Buyers are under more pressure than ever
A buyer has a tougher job than just product selection A buyer has a tougher job than just product selection Gains are marginal, its hard work finding value
Gains are marginal, its hard work finding value Buyers skill set has changed dramatically
Buyers skill set has changed dramatically
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Buyers balance financial performance with
customer choice as well as a variety of metrics
Cash sales
Cash sales Cash & % profit
Transactions &
Customer Growth
Transactions &
Customer Growth
Complaints
Complaints Availability Availability Efficiency
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Retail buyers purchase goods for re-sale to the public. A retail buyer takes current inventory, sales trends, supply chain and customer needs into account when
deciding what to buy from suppliers and sell through their company.
A buyer will assess your product in the following ways – you may not agree
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DU PL IC AT E o r T RA DE U P
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Better costs Improved quality (that
people will pay for!)
CR ED IB ILI TY
11
Minimum credible
Hygiene Factors
Must have’s
DI ST IN CT IV E
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Exclusive
Unique
Standout
IN CR EM EN TA L
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New usage
occasion
Selling your product into retail – know your audience
Get your timing right e.g. Range Review Get your timing right e.g. Range Review
Know local laws e.g. alcohol legislation & taxes, sugar tax Know local laws e.g. alcohol legislation & taxes, sugar tax Solid commercials e.g. cost, retailer margin
Solid commercials e.g. cost, retailer margin
Packaging & format e.g. look, feel, portability, unit size, case sizes Packaging & format e.g. look, feel, portability, unit size, case sizes Distribution channels & expected store distribution
Distribution channels & expected store distribution
Launch plan and support, and exit plan!
Launch plan and support, and exit plan!
Current listings elsewhere & social media presence Current listings elsewhere & social media presence
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targeted online coverage
triggers for purchase consideration follow up and
lock in
storein in store
homeat at home
around store around
store
MOBILE APP
DIRECT MAIL
MAGAZINE
SOCIAL MEDIA
6 SHEETS
BOLLARDS HOME
DELIVERY VANS FORECOURT
CAR PARK SAMPLING BARKERS
BROADCAST
COUPON AT TILL (CaT)
TROLLEY
& BASKET ADVERTISING
ENTRANCE GATES
Its now a bit more complicated to ‘sell’
products at retail
Creating holistic multi-channel campaigns that
maximise your brand’s impact at every touch-
point on the shopper journey Creating holistic
multi-channel campaigns that
maximise your brand’s impact at every touch-
point on the shopper journey
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Some great examples of getting noticed
#1 Charlie Bigham Ready Meals
• Identified a market gap in UK vs. Europe
• Sustainable business that is constantly innovating
• Now a multi million pound business
• How did they get into Sainsbury’s?
• Free Giveaway outside the Head Office
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Some great examples of getting noticed
#2 In office giveaway
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Some great examples of getting noticed
#3 Customer facing events
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Some great examples of getting noticed
#4 prove a market exists for your product
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Two things before I go….
#1 If you are successful, its just the beginning
#1 If you are successful, its just the beginning
Stay focussed on sales
Stay focussed on sales
Proactive not reactive
Proactive not reactive
Continue to invest in your
brand
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Almost last but not least
If at first you don’t succeed….
If at first you don’t succeed….
Befriend store managers Twitter
Social media presence Awards to gain credibility
Distribute through an existing supplier
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