docJos de Vries The Retail Company
download 
Report Transcription
Jos de Vries The Retail Company
Jos de Vries The Retail Company Creating corporate corporate store store brand: brand: Creating The Case Case of of Coop Coop Netherlands Netherlands The By By Ir.Jasmijn JasmijnPrinssen Prinssen&&Dr. Dr.Alexis AlexisMavrommatis Mavrommatis September September2004 2004 Ir. Agenda 9 Who we are & what we do 9 Setting the Sceen: the Dutch grocery Market 9Coop Netherlands Case study Who we are... Shops - Nonfood Shops - Food Realisation Turnkey projects; from the concept to the concrete What we do... Our disciplines Retail strategy / consulting Concept development Interior design Brand identity by design Graphic design Visual-merchandising Who we are... Jos de Vries The Retail Company Established in 1986 Offices in the Netherlands, Germany, Austria, Denmark and Spain Projects in 12 countries over Europe Over 1000 different layouts Over 2,500,000 m2 Over 650 clients What we do... Design of Non-food shops Supermarkets Department-stores Foodcourts Out of home Permanent displays Shopping malls Our Clients in Food... Netherlands Jumbo, Albert Heijn Franchise, Hoogvliet, Coop Germany Edeka, Hit-Dohle, Reichelt, Rewe, Feneberg, Konsum Austria Spar, Sutterlüty, M-preis Belgium Match, Pluma Switzerland Migros, Spar UK Tesco-metro, Safeway Spain Plusc-fresc, Sabeco/Auchan, Forum Sports, Hiperber Turkey Migros Poland Minimal Russia Ramenka Scandinavia Norgesgruppen, Tradeka Our Clients in Non Food... Combi foto Hagenbau (DIY) Heinemann (Airport retailer) Conrad electronica Telecom : Bel-Company, Mobistar, T for telecom Telfort Britisch telecom DA Perfumeries Ultra (Audio stores) Migros department stores Lampenier (Lighting stores) Vedes (Toy stores Germany) AMAG (Car supplier) Center Parcs (Department store) Creating a Store Brand Marketing mix RATIONAL product / price personnel/ place Brand values Positioning Communication EMOTIONAL Instore Layout/Store design Graphics Visual Merchandising Outstore Media website facade Strategic focus retail organisations STORE BRAND Store concept EFFICIENCY SEGMENTATION How do we do it Lay-out Using the Toolbox Store-design Graphics Façade Visual-merchandising How do we do it : Layout : • Market position • Easy to shop • Transparent • Dynamic • Flexible Using the Toolbox How do we do it : Store-design Giving experience to the store space Important elements Forms Colours Materials The The The The Floor walls Ceilings lighting Using the Toolbox How do we do it : Store graphics 1. Brand communication ‘Who am I’ 2. Theme communication 3. Price Using the Toolbox How do we do it : Store-façade •Communicate ! •Open and transparent •Strong to surroundings •Create Own identity Using the Toolbox How do we do it : Visual Merchandising The Product is the Hero Using the Toolbox The Dutch Dutch grocery grocery market market The The Dutch Grocery Market Main characteristics of the Dutch market • Highly concentrated market (First four have 85% market share) • Albert Heijn dominates the market • Up till now no significant foreign players are active • Market in general is more quality-, less price-oriented • However….. The 2003 “price war” • Average store-area between 1.000 and 1.500 sq. meter • Strongly off balanced market because of Laurus-developments • Strong regional players (Super Union) • Fresh-assortment almost stipulates whether success is achieved Positioning Map 2001 Positioning Map 2003 Price Aggressive Low High Service Service Not Price Aggressive How often do we buy our groceries ? Major Players Albert Heijn Laurus Group TSN Store formula No of stores average sell-area C1000 377 725 sqm Kopak 47 276 sqm 125 750 sqm A&P A&P Hypermarkten 6 7700 sqm Plusmarkt 123 750 sqm Garantmarkt 100 325 sqm 4=6 Service 15 124 sqm Gastrovino 43 140 sqm Landal Greenpark 11 div. Attent 65 197 sqm Golff 63 680 sqm Boni Markten 33 750 sqm Méérmarkt 86 360 sqm Zommermarkt 85 div. M.C.D. 30 500-1200 The Superunie Chains The Strong Local Players Jumbo Supermarkets Hoogvliet Supermarkets Coop Supermarkets Deka Markets Plusmarket The Case Case of of Coop Coop Netherlands Netherlands The What was and is …. 1999 9Merger of Coop PG and Codis Consumer Coop in 1999 95 different formats/ concepts •Coop large stores •Coop small stores •E- Market •Volume Market •Neutral Supermarkets 9A total of 215 stores 9Format Turnover of €119 mil 2003 95 different formats/ concepts •Coop Full Service •Coop Compact •E- Market •Volume Market •Neutral Supermarkets 9A total of 275 stores 9Format Turnover of €372 mil 9Target is only Coop concepts Where they are situated •Coop Full Service 85 •Coop Compact 31 What is … Mission for Supermarket customer Our supermarkets are the best in your area, where you are always taken seriously as a person – truly and constantly. 7 Golden Guarantees: 1. Benefit for our Club Card members 2. Service with a smile 3. For all your groceries 4. Fresh really means fresh 5. Swift and smooth shopping 6. Not satisfied? Money back 7. Your wishes are central – every day Positioning Coop is a high-quality fresh produce supermarket with a very attractive price level “Real Value For Money” • Competitive prices • Customer friendliness • High degree of service • Range with great breadth and depth • Strength in fresh produce (best fresh produce seller in the Netherlands) • Modern, quality image • Service departments (dry-cleaning, post office, photo service etc) The Challenge for Situation Extended format portfolio Problems High Costs No corporate brand Vulnerable Push strategy (members) Vulnerable Pull strategy (customers) Solution: Create a strong Corporate Brand via their stores Action: A New Store Concept Objective: “Store Concept Manual” for members “A store as a Brand” to communicate to customers the Brand Values of Coop The store concepts Full service supermarkets Neighbourhood stores Basic principles 9 Full Service concept 9 Positioning in middle segment 9 Range must be broad and deep/shallow 9 Very customer friendly 9 Top quality 9 Excellent price level 9 Strength and discerning in fresh produce 9 Unique Coop Club Card 9 Min. app. 500 sqm sales floor surface Full service supermarket Strategic focus retail organisations STORE BRAND Store concept EFFICIENCY SEGMENTATION Segmentation... Format • City, neigbourhood or suburban Customers • Family, young adults, singles, elderly Productrange • Modular concepts for locations/customers Suppliers • Quality versus price Small is beautiful... - Segment of superstores is not growing - Consumer knows existing store formats - Fresh-convenience is growing dramatically + Small stores have higher profitranges + Efficient use of space + Communicating the brand at every corner where food is being purchased (Europe) 80 70 60 50 retailers 40 others 30 20 10 0 1985 1990 1995 2000 2005 2010 Source: NFO TRENDBOX Basic principles 9 Neighbourhood store 9 Fresh produce and bread daily 9 Attractive price level and quality 9 Everything in self service but traditional image 9 Limited but functional / complete range 9 Min. 250 sqm sales floor surface 9 Weekly turnover < Euro 50.000,= Neighbourhood stores Coop location ‘Marum’ old situation • Turnover weekly Euro 35.000 • Store surface 450 sqm • Staff costs over 15 % Coop Compact ‘Marum’ new situation • Turnover weekly Euro 42.000 (+ 20%) • Store surface 500 sqm (same building) • Staff costs < 10 % Neighbourhood stores Neighbourhood stores bread produce Entrance wine meat Neighbourhood stores Neighbourhood stores Neighbourhood stores Thank you for your attention!
