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This is an opening keynote Alain Thys gave at the Bucharest Retail Innovation Forum on May 29, 2008. It covers the future evolutions in Romanian retail development and the market opportunities that still exist for local retailers and brands.

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futurelab

FUTURELAB

IN A TRADITIONAL RETAIL MARKET … I WOULD TALK ABOUT

MIX & MATCH CONSUMERS

if i was in a traditional retail market

IF I WAS IN A TRADITIONAL RETAIL MARKET …

I MIGHT EVEN TALK ABOUT

POP

Systems

Online

FUTURELAB

futurelab 1

FUTURELAB

BUT NOT IN ROMANIA

retail in emerging markets

RETAIL IN EMERGING MARKETS

DEGREE OF

INNOVATION

CREATE

COPY

MODIFY

Develop new

concepts, targeting

specific local

segments and needs

Modify existing

concepts to better

match local needs

Introduce global

formats that already

exist

FUTURELAB

driving in from the airport

DRIVING IN FROM THE AIRPORT

Baneasa Shopping City

Metro Cash & Carry – Selgros – Cora – Plus Discount – Auchan – Real – Spar – BauMax

Tekzen – Brithaus – Hornbach – Inditex (Zara, Massimo Dutti )

FUTURELAB

futurelab 2

FUTURELAB

BUT THIS IS JUST THE BEGINNING

the good news

The Good News

FUTURELAB

MONEY, MONEY, MONEY

Turnover of Retail Trade in Romania 2001-2007, 2010

(€ billions)

Sources:

PMR Publications, « Retail in Romania 2008 », 2008

Estimate Market Potential: Futurelab Extrapolation of Belgian Retail Trade Turnover on Romanian Population

futurelab 3

FUTURELAB

The Bad News

THE RETAIL MACHINES ARE COMING

those present will roll out beyond bucharest

THOSE PRESENT WILL ROLL-OUT BEYOND BUCHAREST

The Bucharest Carrefour is currently the third most visited in the world

2008 - New stores in Oradea, Arad, Pitesti, Suceava, Iasi and Bucharest

FUTURELAB

declared entrants 2008

DECLARED ENTRANTS 2008

DECLARED ENTRANTS 2008-2009

FUTURELAB

and the rest will follow fast

AND THE REST WILL FOLLOW FAST

By 2010 it is expected that there will be an additional ten commercial centres

(malls) built in Bucharest alone, but also throughout Romania in cities >

100,000 inhabitants

Source: Euromonitor, March 2008

FUTURELAB

in 5 years romania will experience 20 years

IN 5 YEARS ROMANIA WILL EXPERIENCE 20 YEARS OF RETAIL REVOLUTION

In some retail sectors, mostly grocery, such as hypermarkets, supermarkets

and discounters, leaders are multinational players.

In durable goods, pharmacies and furniture retail local players

currently hold the lion’s share.

In very fragmented segments, such as clothing and footwear retail or leisure

and personal goods, there is no clear cut leader.

However, this situation is likely to change in the future, as a large amount of

foreign investment is expected to come.

Source: Euromonitor, Retailing in Romania, 2008

FUTURELAB

futurelab 4

FUTURELAB

THEN, GO TO WORK

then go to work

THEN, GO TO WORK

BRANDS

RETAILERS/INVESTORS

Be the first to become friendly with your

new customers

Be first to bring a (modified) format into the

market

Help your existing distribution to

« make the jump »

Come with something « unique » which

internationals can’t offer

Pro-actively say goodbye to those who

can’t or won’t innovate.

Get out of the way and sell as expensive as

possible.

FUTURELAB

the retailers that will make it

THE RETAILERS THAT WILL MAKE IT…

RETAIL STRATEGIC POSITIONING FRAMEWORK

Self Expression

Opportunist

Basis of competition

Product appeal, in-store

experience, organisational agility

The Shopper says:

“It’s exciting to shop here”

“Great product”

“It’s cool, it’s me”

Lifestyle

Basis of competition

Prestige, superior service,

customer intimacy, enthusiasm

The Shopper says:

“They know what I want”

“They help me to be me”

Needs Alignment

Mass value

Basis of competition

Price, selection, convenience,

scale, operating efficiency

The Shopper says:

“I’m getting a good deal”

“I can get everything I need”

“It’s quick and convenient”

Solver

Basis of competition

Relevant solutions, partner

network, reliable delivery

The Shopper says:

“I trust them”

“They solve my problems”

“I can’t do it anywhere else”

Basic Needs

Solutions

Products

Selling proposition

FUTURELAB

Source: IBM Business Consulting Services – The Retail Divide, 2004

those who can t make up their mind will die

THOSE WHO CAN’T MAKE UP

THEIR MIND “WILL DIE”

FUTURELAB

futurelab 5

FUTURELAB

YOUR 4 STEP ACTION PLAN

futurelab 6

FUTURELAB

DEGREE OF

INNOVATION

CREATE

COPY

MODIFY

Develop new

concepts, targeting

specific local

segments and needs

Modify existing

concepts to better

match local needs

Introduce global

formats that already

exist

4. INNOVATE LIKE ONLY ROMANIANS CAN

but we will start with innovation from

BUT WE WILL START WITH INNOVATION FROM A STRATEGIC PERSPECTIVE

And to be more precise:

« customer centric retail innovation »

Source: IBM Business Consulting Services – The Retail Divide, 2004

FUTURELAB

romania is on the verge of something big

ROMANIA IS ON THE VERGE OF SOMETHING BIG

Turnover of Retail Trade in Romania 2001-2007, 2010

(€ billions)

DEGREE OF

INNOVATION

CREATE

COPY

MODIFY

FUTURELAB

futurelab 7

FUTURELAB

THE CHOICE IS YOURS