Moč prodajne strategije v trgovini
-Mali pastirček je svoje ovce varoval s fračo, ki jo je spravljal v malho. Toda v pokrajino je prišla vojska, ki je kraljestvo ustrahovala 40 dni. Na njenem čelu je bil strašljiv, bojevit, srdit, močno oborožen in s ščiti zavarovan velikan. Nekega dne je pastirček velikana izzval na – dvoboj. Velikan se je…
Strategy Quote
-Citat je iz Rumpeltove knjige Good Strategy, Bad Strategy (2011). Avtor z dolgoletnimi izkušnjami iz različnih panog na samem začetku opozori na bistveno: dobre strategije temeljijo na jasnih diagnozah ključnih izzivov, ki jim sledijo enostavna vodila za soočenje s temi problemi. Dobre strategije tako…
Inovacije med rdečimi in modrimi oceani – primer Lego
-Zakaj bi se borili v zmešani konkurenčni borbi in do zadnje kaplje krvi spuščali cene in klestili stroške, ko pa lahko ustvarimo trge, na katerih sami postavimo svoja pravila? To je povzetek strategije iskanja modrih oceanov, ki je postala množično popularna kmalu po izidu istoimenske knjižne uspešnice Blue Ocean Strategy (2004). V njej…
Destinacijske kategorije
-Predpostavimo najprej, da imamo dva kupca – kupec A živi v bližini trgovine A, kupcu B pa je najbližja trgovina B. Na uvodni shemi lahko vidimo, da se kupec A in kupec B načeloma za obisk trgovine odločata na osnovi lokacije. Kadar je trgovina bližje, pot do nje krajša, je obisk odvisen od…
Legova mala šola razvoja izjemnih izdelkov (in trgovin)
-Danski Lego je na začetku tisočletja prebrodil eno od večjih kriz v svojem razvoju. Sprva je skoraj izgubil stik z novimi generacijami otrok, ki so odrasle z računalniškimi igricami in novimi tehnologijami. Odgovor je bil velik zasuk smeri. Ta ga je odnesel proti naslednji katastrofi. Lego se je silovito pognal v številna nova…
#vzvodi za prepričljive prodajne prostore
-PROSTORSKI VZVODI ZA PREPRIČLJIVE IN USPEŠNE PRODAJNE PROSTORE Uspešno upravljanje s prodajnim prostorom je eden od ključev uspeha vsakega prodajnega mesta. Razporeditev blagovnih skupin v prodajnem prostoru namreč neposredno vpliva na nakupno obnašanje, vključno s ponakupnim zadovoljstvom kupcev. Od taktične zrelosti razporeditve blagovnih skupin so odvisne zaloge, profitabilnost, velikost nakupovalne košarice in številni…
Generacije – povezane inovacije in optimizacije
-Letnik 1974. Večno mlad. Golf. Zgornji slajd je vzet iz Omnibus predavanja na temo razvoja novih produktov za množično uporabo. VW Golf služi kot neprekosljiv primer razvoja “produkta” skozi čas. 8 generacij, od katerih je vsaka sestavljena iz niza izboljšav in inovacij. A še pomembnejše je tisto, kar se zgodi med generacijami. Za…
Category management ne prime več – in sedaj?
-Lani sem na konferenci Prodaja na policah spregovoril o tem, da category management, kakor smo ga poznali v zadnjih tridesetih letih, postaja kot antibiotiki. Zaradi preveč intenzivne uporabe pri napačnih problemih v trgovinah ne prime več. Še posebej v svetu, ki se hitro spreminja in potrebuje bolj fleksibilne odgovore. Novinar časnika Finance Nicolas…
Inovacije kot mreže za sveže pogone
-Seveda, brez inovativnosti organizacije danes ne morejo dodajati vrednosti, pardon, preživeti. Slovenija ima na tem področju zaskrbljujoč primanjkljaj, kar potrjujejo kazalci kot je Evropski inovacijski semafor. Tudi drugi kazalniki opozarjajo na padanje uspešnosti slovenskih inovacij skozi čas (največje zmanjšanje v EU od leta 2011 poleg Romunije). Zato je treba pozitivno sprejemati odločitve vodstev…
Blockbuster je optimiziral, Netflix inoviral
-Nekoč so bile videoteke. V garažah, prizidkih hiš, pod bloki. Izposojale so filme na kile. Cvetele so tudi po vsej Sloveniji. Bolj prefinjene – kakor je bila Video Archives so služile kot nadomestek za šolo režiserjem kot so Tarantino in Steven Soderberg. Med manj navdahnjenimi se je na ameriški vrh povzpela franšiza Blockbuster.…
V je za Vztrajnost
-Sredi osemdesetih je eden od smučarskih skakalcev navduševal otroke. Ni zavzemal prvih mest kot Nykannen ali Weissflog ali »naš« Ulaga. Nasprotno. Njegove uvrstitve so bile tako oddaljene od prvih mest, da smo jih v hipu pozabili. A bil je otroški junak, saj je redno padal (trikrat zlomljena rama) in sprejemal nase, da so…
Okretni category management – Cat Man 2.0
-Category management je v 1990. postal sijoča zvezda na področju trgovine. Trgovec, ki je želel z enim zamahom izboljšati učinek svojih trgovin in dokazati svojo usmeritev h kupcem, tega preprosto ni smel spregledati. Postopoma so se vsi nabavni in prodajni procesi zgostili okoli novo ustanovljenih oddelkov za category management (tudi UBS ali upravljanje…
Pilot Store As a Leverage for Efficient Space Management
-What defines efficient store space management? Books and countless presentations in the retail environment have been written about this. Let’s try to simplify: such spatial layout of merchandise that 1) convincingly satisfies the basic shopping intention of a customer, in a 2) tactically proficient way that guarantees profitability to a retailer, whereby 3)…
Cut Down Your Assortment Babies!
-In writing one of the adages says: »Kill your babies!« Means you have to relentlessly cut down the particular scenes you like but don’t work as a part of the whole. Throwing away is hard to do because the writer invested a lot of time and emotions into it. But no one cares!…
SWOT analysis
-Some things are so powerfully simple that they just persistently stay around. Like noughts & droughts. Or SWOT – a tool (not a goal, a tool!) used for analyzing the situation and preparing a strategy for business models / products / brands / processes etc. Yes, SWOT is alive, also the startup community…
27 Secs But – Oh, So Many – Options
-Last year the Omnibus team has done the unique research. By using RFID technology we – anonymously, of course! – tracked the shopping carts and their movement around the supermarket store. We measured shopping times, discovered patterns of shopping missions (to go, quick meal, something for dinner, destination item …), found out the…
A Proper Test For Category Management 2.0
-Imagine tens of thousands of elements with different features. How do you manage and organize them? Especially, when the sets are dynamic, constantly changing by ingoing and outgoing elements? Large retail formats could be seen as containers of such sets of elements and ever since they came into the existence this was one of…
Dunnhumby – The Wizard from the Tesco’s Data Mountain
-Dunnhumby – The Wizard from the Tesco’s Data Mountain (estimated reading time: 9 minutes) For a long time, almost eons, Tesco – the biggest British retailer – was considered the most sophisticated proponent of Big Data Analytics. Its hailed success in collecting…
Improve ROI On Your In-Store Merchandising Budget
-THE COMMUNICATION NOISE While a typical grocery supermarket at any given moment holds up to 50.000 different products, a typical shopper buys only 300 of them at max. Not monthly, but yearly. Just think about house cleaning products, detergents and also the products on the shelves of every kitchen’s prince – the refrigerator. The…
Retailing as Evoking Emotions?
-Retailing as Evoking Emotions? A politician, a rock and roll band or a stage performer – they all must evoke the people’s emotions. So does retailer. The difference is the set of the variables (“means of expression”) at his disposal. In Part I of the article we’ve uncovered the magnetic force for all…
Choice – Danger Of Option Paralysis
-Mark Mechelse of the VP Insights has just recently published the Linkedin article Reinventing Retail: Average is Over! Key takeaway: the gap between traditional retailers and customer expectations is not closing but on the contrary, widening. While the retailers (mostly grocery super and hypermarkets) are still struggling with the constraints of the pre-internet…
Too Much Data Can Strangle Creativity
-THE RESPECTED BRANDS Some of the brands surrounding us are more than 50 years old. Some even more than 100. Think of the good old international brands like Coca-Cola (1886), Nike (1964), H&M (1947), Milka (1901), Nutella (1963), Wrigley, Porsche (1931) or take…
7 Things We Regularly Do in Supermarkets – But Are Not Aware Of (as being told by the Shopping Carts)
-Picture yourself in the supermarket store. You are approaching a 12-pack of milk or a 24-bottles crate of beer or diapers or an XXL pack of toilet paper rolls or something like this 6-pack of water x 1,5 litres => approximately 9 kilograms Pretty heavy or sizable stuff, right? And whatever the reason…
Coffee that lasts over time
-The article in the Slovenian newspaper Delo can be consummated in a relaxing atmosphere while sipping strong, black coffee. Namely, the story of Marija Tul – “Coffee Mom” – brings back the memories of 1960, the time of the birth of the only Slovenian national coffee brand – Barcaffe. One of the statements…
Old and New Pricing Models
-Solid pricing strategy is the key lever to any successful (retail) business. Currently, the retail pricing models are still set somewhere between a) EDLP (Every Day Low Price) that Walmart introduced in already distant 1990s b) Hi-Lo -> Hi means regular prices while Lo is discounted sale price. If the regular price for…
Data -> Actionable Insights -> Aha! Insights
-It’s the time of the metrics. We can measure virtually anything. As in business so in football. INTRO So let’s have a look at the people running behind the crazy piece of round leather. Take the all-present metrics: distance covered by players on the football field. Everyone is talking about it: the commentators,…
Can a Supplier Survive Without Giving Rebates to Sultan?
-You know that ancient book of Persian folk tales Arabian nights. And you know the Sultan who on each new day demanded another virgin who was brought to him just to be…
Challenge For The Marketers
-Imagine the situation. All these girls want to win the pop song contest. And one of them approached YOU to prepare her for the challenge. OK? But the girl who would like your help is not the one in…
Nakupne misije
-Okej, vsi vemo, da moramo poznati svoje kupce. Zato jih segmentiramo. Toda pregledane množice podatkov včasih – kar pogosto, prepogosto – pripeljejo do naslednjega odgovora: naš proizvod ali storitev v največji meri nagovarja npr. moške s srednjo izobrazbo, stare nad 50 let ali mlajše uporabnike do 30 let ali ženske med 30 -…
Actionable Insights – Fuel For Business Value
-Q: How would you describe the true insight that market research should provide? A: In the customer-centric environment insights should be seen as the main catalysts for the innovation. Means discovering new ways to create business value. Sometimes insights work on a tactical level. Two examples: a) A significant percentage of gas stations visitors…
Fewer Products More Buys
-We now know – or better, have all the means available to know – that less could be much more, in terms of choice. (see -> the books about customer’s choice and a famous “marmalade” experiment). But back then in the pre-millennium times, Slovenian retail was still in the transitional stage, on the…
FMCG panoga in izdelki
-Zaradi svojih značilnosti, tudi možnosti standardizacije, je blago široke potrošnje, pardon, FMCG, ravno tista skupina izdelkov, ki jo je informacijska tehnologija posvojila za svojega ljubljenčka.
Two Eternal Shapes – Only One Survivor
-This is a story of two cars. How they started, how they competed, how they thrived & died. But this is not necessarily only a story about two cars. Because cars are also products. Very special products, of course. It takes time to build them. Usually years. A lot of planning. And collaboration.…
The Discounters – Blitzkrieg Retailing
-It’s spreading fast. From Germany to Australia. Not missing tiny Slovenia. Of course, we’re talking about the blitzkrieg invasion of the retail (and real!) territory by discounters. And as described in my previous post, there is something in their offer that strongly connects to the new customer who is a) overburdened with information,…
Reshaping of the Retail Landscape
-WHAT’S EXCITING IN THE CRISIS All the negative aspects of the crisis aside, we shouldn’t miss some exciting moments of the situation. In the wild currents of turnover times, we suddenly have the ability to first-handly observe the reshaping of the industrial landscape. It’s like witnessing a huge building being renovated. Renovated, not…
How can suppliers become cat man partners?
-This article is Part 1 of an excerpt of the presentation prepared for Slovenian annual Sales on Shelves (Prodaja na policah) retail conference. The original title was: How can a supplier persuade a retailer to become a category captain? The purpose of the presentation was to share the experience I gained on cat man projects…
Colors, fragrances and product positioning
-(from an interview with Radio SLO 1) Question: And every color in stores has its role, isn’t that so? So, some promote hunger, some encourage courage, so does each person have a different influence on people? Answer: Each color affects the recipient differently, but colors can not really be easily translated into effects. Let’s…
