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July 29, 2014

Why Shopper Marketing is Increasingly Important to Soft Drinks

Howard TelfordAnalyst Insight by Howard Telford - Beverages Analyst

View Howard Telford's profile on LinkedIn

Recently, I attended the Shopper Insights in Action conference in Chicago. The conference centred on strategies for improving data gathering, segmentation and execution inside CPG retailers, with the goal of more effectively understanding and reaching consumers at the point of sale. A short recap of the event is available here.

The improvement of shopper marketing techniques has a particular relevance for the soft drinks industry. High value categories like carbonates and juice have been in a state of decline in the developed markets of North America and Western Europe. Global brands are finding more growth opportunities in emerging economies, but healthier lifestyles are having a global impact on the appeal of major soft drinks brands. Traditional forms of brand building and consumer engagement – TV advertising, billboards, or sponsorship – do not seem to have the same impact when consumers are inundated with many channels of content and unprecedented product choice.

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Euromonitor to Speak at World Food Moscow 2014

WorldFood Logo

Date: September 15-18, 2014

Location: Expocentre, Moscow, Russia

Presentation: September 17, 2014

Speaker: Georgij Grebinskij, Research Analyst at Euromonitor International

Topic:  Confectionary market overview in Russia and Europe

About the event:Over the last 20 years, World Food Moscow has grown to become a major meeting place for the food and drinks industry and a vibrant source of products for the Russian market. Exhibitors are grouped in nine main sectors, ensuring visitors can easily find products of interest, compare them and talk to their manufacturers. WorldFood Moscow attracts a huge audience of wholesalers, distributors, retailers and restaurateurs. This means that exhibitors can fulfill two major objectives at the same time: find a reliable distributor, whilst also gauging demand for their product in this evolving market.

Over just four days, exhibitors see thousands of visitors and develop partnerships which will see their products stocked in shops and supermarkets all over Russia. It’s a prime opportunity for suppliers to pitch themselves against their competitors and demonstrate their strength in the market. To register, please visit the website.

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July 25, 2014

Profi deschide primul magazin modular din România

Retailerul alimentar Profi a inaugurat recent un nou concept de retail, Profi City, în Sighişoara, România, în iunie 2014. Acest magazin unic prezintă o inovatoare tehnologie modulară care permite secţiunilor de magazin pre-construite să fie adăugate sau eliminate, în concordanţă cu profitabilitatea outletului respectiv. Pe lângă faptul că noul concept permite retailerul Profi să deschidă magazine în zone de obicei inaccesibile retailerilor moderni, acesta oferă posibilitatea de a redimensiona outleturile în loc să le închidă. Euromonitor International prognozează că Profi City va avea succes în decursul următorilor cinci ani.

Uita-te pe  Youtube

Profi Opens First Modular Store in Romania

Grocery retailer Profi recently opened a new retail concept called Profi City in Sighișoara, Romania in June 2014. This unique store features innovative new modular technology that enables pre-built store sections to be added or taken away based on the profitability of the store. This not only allows Profi to open these stores in areas usually inaccessible to modern retailers, but also to resize stores rather than close them down completely. Euromonitor International believes that Profi City will be successful over the next five years.

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July 24, 2014

Internationalisation and Global Markets Prospects for Vitamins and Dietary Supplements

Federsalus-Sample-Slide

Euromonitor International was present at the Annual FederSalus Convention in Milan on 26th June 2014, when Filippo Battaini, Retail Analyst, delivered a presentation entitled ‘Global Opportunities and Prospects: Countries, Products and Channels’, focused on an overview of the geographical markets  that show the most opportunities and that Euromonitor International sees as the best performing for vitamins and dietary supplements, including South East Asian middle economies, China, Russia and United Arabs Emirates. The presentation also includes an analysis of the main distribution channels in these regions and the opportunities that multichannel retailing, online retailing and direct selling can offer, with concrete examples of how companies have entered and operates in these markets. The presentation was delivered to an audience of about 100 representatives of leading pharmaceutical companies. Speakers at the event included delegates  from the Italian Ministry for Economic Development, consultancy firms KPMG and Bain & Company, law firms and the Milan Chamber of Commerce.

Download an exerpt from the presentation

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July 21, 2014

Shopper Insights in Action Conference 2014 – IIR – Event Recap

Howard TelfordAnalyst Insight by Howard Telford - Beverages Analyst

View Howard Telford's profile on LinkedIn

This past Wednesday, the 14th annual Shopper Insights in Action conference concluded in Chicago, Illinois. As always, the event focused on strategies to improve shopper activation across all kinds of consumer retail categories and channels, providing the shopper side of consumer marketing (and its research suppliers) an engaging forum to share ideas and success stories.

From a beverages and food service perspective, the three-day event at Navy Pier left me considering the need to address three, macro-level organizational challenges in the drinks industry:

1.       Using ‘big data’ more effectively

As the event’s exhibit hall demonstrated, there are a myriad of methodologically different ways to collect, measure and interpret the in-store responses of consumers to your products and shelves. As an industry that frequently delivers and merchandises its products through a two-tier bottling system (or other independent direct delivery partners), measuring the effectiveness of in-store activity - displays and product location - is vital. How can marketing and channel management teams demonstrate that ‘soft’ information on shopper response, preference or opinion is robust and indicative of volume growth or incremental revenue? Brands and their retail partners must work harder to interpret and contextualise data and insights in order to effectively advocate for change within their businesses.

Research focused and data literate leadership certainly helps. Keynote speaker Sir Terry Leahy, former CEO of Tesco plc, spoke about the need to improve the dissemination and understanding of data within large retailers and other organizations. As research tools become more powerful and useful – from generating understanding of potentially new, developing markets, to specific, localised consumer segments and their behaviours – it remains important that these insights are clear and actionable while reaching the right pairs of eyes.   

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July 13, 2014

Sound Bite: Expansion Strategies for Private Label Manufacturers

6a01310f54565d970c01a73de96494970d-120wiPinar HosafciWith Lianne van den Bos - Food Analyst and Pinar Hosafci - Food Analyst

Private label manufacturers need to establish various strategies when targeting different areas of the world. For example, in areas such as Western Europe and North America where private label is well established, manufacturers can add products at different price points to attract consumers. In areas where private label is less established, companies can export their private label brands or expand their chains. UK-based Waitrose has established both of these strategies, exporting its private label goods as far as Chile and Japan and expanding its physical outlets outside the UK.

Download as an MP3

July 10, 2014

Five Key Takeaways from Starbucks' M-Commerce Success

The Starbucks mobile payments app has provided one of the best case studies for how to drive consumer adoption of in-store purchases made via a mobile phone. For retailers or foodservice operators looking to replicate Starbucks’ success, there are several best practices to keep in mind before developing, implementing and launching a mobile payment app.

 Join Euromonitor in attending the Connect Mobile Innovation Summit in Chicago, IL from August 18-20th. Senior Consumer Finance Analyst Michelle Evans will be there with many others to learn more and talk about mobile payments in the foodservice industry.

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July 8, 2014

Strategies for Growth in the Japanese Beer Market

With Hiromi Yamaguchi, Research Analyst

 Beer in Japan has been on a steady decline in volume terms for the past ten years, and beer manufacturers in the country are working against this trend with several strategies. Focusing on the premium beer segment is one successful strategy as Japanese consumers are choosing quality over quantity. Beer manufacturers are also using convenience stores such as 7-Eleven and Lawson as test markets for different promotions and flavors. Finally, the craft beer market in Japan is small but growing, mirroring the expansion of the craft beer market in the US.

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July 4, 2014

Event Preview: WWD Digital Forum London 2014

Ashma.kundeAnalyst Insight by Ashma Kunde - Apparel and Footwear Analyst

View Ashma Kunde's profile on LinkedIn

It is evident that technology has shaken up every aspect of the apparel and footwear industry, from the way consumers discover and purchase products, to the way they interact with brands and peers. The WWD Digital Forum, taking place on July 10th 2014, brings together top executives across fashion, beauty and retail industries to address the most pertinent issues businesses face in this ever-evolving digital landscape.

The Omni-Channel Agenda

Omni-channel retailing has become a ubiquitous term in the strategies of apparel brands across the board. With no established playbook, it is evident that the rules are still being written with new technologies and innovations. Arguably the most important part of omni-channel retailing is that each piece of the omni-channel puzzle should connect to provide a single narrative.

Kate Spade has been held up as a poster child for a successful omni-channel strategy, which is completely in tandem with the brand’s target consumer. In 2013, Kate Spade Saturday launched digitally-enhanced window displays in four Manhattan locations, in partnership with eBay. Consumers were able to browse products and make instant purchases on the touchscreen windows, with the option of free one-hour delivery.

Continue reading "Event Preview: WWD Digital Forum London 2014" »

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Recent Posts

Why Shopper Marketing is Increasingly Important to Soft Drinks

Euromonitor to Speak at World Food Moscow 2014

Profi deschide primul magazin modular din România

Profi Opens First Modular Store in Romania

Internationalisation and Global Markets Prospects for Vitamins and Dietary Supplements

Shopper Insights in Action Conference 2014 – IIR – Event Recap

Sound Bite: Expansion Strategies for Private Label Manufacturers

Five Key Takeaways from Starbucks' M-Commerce Success

Strategies for Growth in the Japanese Beer Market

Event Preview: WWD Digital Forum London 2014