nickshanagher

How much do suppliers really value local retailers, is a question that independent shopkeepers often ask themselves.   Open to the same competitive pressures as the big supermarkets and competing for the same shoppers, independents often feel they are locked out of the best deals and can’t buy at the prices the grocers sell for. A new edition of Store Wars , co-written by businessman Greg Thain and former Cadbury marketer John Bradley, provides some great answers to the question. Most importantly, they advise manufacturers to support weak retailers. Before independents get too hopeful it has to be said that Thain and Bradley argue that in the past 10 years a major switch in power has happened. After around a century in control, the big brand manufacturers are now number two to the likes of Walmart and Tesco. This has implications for all local shops. There are two reasons for the success of big retail. Firstly, they now know more about their shoppers and market to the...

Shoppers don’t enjoy shopping this category, says Doug Walker of Heineken at a press conference where he and his team are launching their Star retailer initiative. His job title is a mouthful: head of off-trade customer marketing. In the press release he is quoted as saying: “Star retailer isn’t anything ground breaking or new”. However, it is notable. Not only does it have a strong basis in research but it also demonstrates the credibility of good category management.   In the flesh Doug is on a mission to sell more beer and cider and you have the impression he could talk for a day about sales performance and future targets. Local retailers, he says, should pay attention to four key enablers: which are about creating a positive perception of beer and cider, selling higher value brands, selling responsibly and making shopping more fun. He is armed with an array of power point slides and a simple planogram for the category and a three year programme. Doug is also talking about ...