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Trade relationships: it all starts with the shopper

Trade relationships: it all starts with the shopper. Prof. Gino Van Ossel 24th November 2010. Gino.VanOssel@Vlerick.com. introduction. “% of top managers that mentions…”. Source: GfK-FNLI Top Topics 2011 - manufacturer (n=290). agenda. s hopper trends retail trends trade relationships

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Trade relationships: it all starts with the shopper

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  1. Trade relationships:it all starts with the shopper Prof. Gino Van Ossel 24th November 2010 Gino.VanOssel@Vlerick.com

  2. introduction “% of top managers that mentions…” Source: GfK-FNLI Top Topics 2011 - manufacturer (n=290)

  3. agenda • shopper trends • retail trends • traderelationships • conclusion

  4. agenda • shopper trends • retail trends • traderelationships • conclusion

  5. shopper trends:decreasing loyalty 1

  6. shopper trends:decreasing loyalty

  7. shopper trends:decreasing loyalty

  8. shopper trends:decreasing loyalty – 1st level the Berlusconi syndrom

  9. shopper trends:decreasing loyalty – 1st level the Berlusconi syndrom

  10. shopper trends:decreasing loyalty – 1st level the Berlusconi syndrom

  11. shopper trends:decreasing loyalty – 1st level the Berlusconi syndrom: from brand loyalty to brand sensitivity

  12. shopper trends:decreasing loyalty – 2nd level

  13. shopper trends:decreasing loyalty – 2nd level

  14. shopper trends:decreasing loyalty – 2nd level A brand lovers A brands represent >70% in purchased units switchers A brands represent between 40 and 69% in purchased units private label lovers A brands represent <40 % in purchased units source: GfK panel services Belgium

  15. shopper trends:decreasing loyalty – 2nd level (index 107) (index 111) (index 81) source: GfK panel services Belgium

  16. shopper trends:decreasing loyalty – 2nd level het “neusje dicht”-paradigma

  17. shopper trends:decreasing loyalty – 2nd level het “neusje dicht”-paradigma: from brand sensitivity to indifference

  18. shopper trends:increasing price sensitivity 2

  19. shopper trends: increasing price sensitivitygrowth of discount market share discount – Western Europe (source: Nielsen)

  20. shopper trends: increasing price sensitivitygrowth of private label market share private label – Western Europe (source: Nielsen)

  21. shopper trends: increasing price sensitivityincreasing promotion intensity source: GfK panel services Netherlands

  22. shopper trends:choice stress 3

  23. shopper trends:choice stress how much ketchup does a store need ?

  24. shopper trends:choice stress choice stress decreasing loyalty increasing price sensitivity

  25. agenda • shopper trends • retail trends • traderelationships • conclusion

  26. retail trends:managing price perception 1

  27. source: investor relations meeting, Greece, 3rd December 2009

  28. Source: Carrefour half year results, 30th August 2010

  29. retail trends:cost management 2

  30. source: investor relations meeting, Greece, 3rd December 2009

  31. Source: Carrefour half year results, 30th August 2010

  32. source: Tesco Preliminary Results, 24th April 2010

  33. retail trends:rethinking product ranges 3

  34. retail trends:rethinking product ranges • less is more

  35. SKU’s - 7.5% source: investor relations meeting, Greece, 3rd December 2009

  36. Source: Carrefour half year results, 30th August 2010

  37. retail trends:rethinking product ranges • less is more • private label proliferation

  38. retail trends:rethinking product ranges: private label proliferation correlation between changes in # PL SKU’s and PL market share sales value growth SKU growth Nielsen, MAT week 37 change 2009 vs. 2007, Belgium

  39. 7300 SKUs (38% of total)

  40. Source: Carrefour half year results, 30th August 2010

  41. retail trends:rethinking product ranges • less is more • private label proliferation • more space for non-food & services

  42. retail trends:in short… managing price perception rethinking product ranges efficiency

  43. agenda • shopper trends • retail trends • traderelationships • conclusion

  44. trade relationships:price cuts, promotions & delistings

  45. De Standaard 11 Feb 09

  46. trade relationships “% of top managers that mentions…” Source: GfK-FNLI Top Topics 2011 Retail (N=72) vs. manufacturer (n=290)

  47. Source: Unilever Q3 results, 4th November 2010

  48. Source: Unilever half year results, 4th August 2010

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