Flashcards in LECTURE 1 Deck (14)
DISCUSS TYPES OF CHANNELS
PRODUCER ---> CONSUMER
WHAT IS THE ROLE OF INTERMEDIARIES
Create time, place and possession utilities (right product, right place, right time)
- sorting and reassortment
-Routinise transactions (automated re-ordering etc)
- Facilitate the search process
who are the biggest retailers?
Wal-Mart is ahead of the competition in terms of size of operation
United Arab Emirates - Lulu (Emke Group) and Landmark (operates Splash, Centrepoint , Max, E-Max, Home Centres, Shoe Mart, Lifesyle)
Tesco is ahead of the competition in the UK in terms of operation
Most main retailers are US based but…. That doesn’t mean they are international in scope
Fact: European retailers have greater global reach - Carrefour
(I doubt this will come up.)
Type of Organisation
Discuss some aspects of the 'changing consumer'
- More affluent
- More demanding
- Better educated
- Time pressured
Retail 2020 3 key themes and micro-trends
The pace of technological change – the key areas marketers need to be aware of from use of geo-targeting to best use of data.
Consumers in charge – societal changes have placed consumers in charge of their relationship with brands, the report considers how marketers can turn what may seem a challenge into an opportunity.
Brands fighting back – In a market driven by consumer expectation some brands are working collaboratively to create rich experiences, the report identifies the emerging trends in the world of the brand.
Discuss time pressured consumers
-Less likely to shop in planned conventional method
- Increase in remote shopping and other special modes of fixed store retailing
Discuss demographic trends
- Ageing population
Low numbers entering job market
- Changing household
- More Living Alone – expected that 20% in 2026 in the UK i.e. 26 million households
- Rise in female participation in workforce
- Rise in self employment
- Rise in multiple employment
More Independence - children leaving earlier
- Married Couples in Decline
- Divorce Rates Record Level
Discuss why service industries are growing at expense of traditional manufacturing industries?
- Look at China rise of the middle class.
-Bloomberg 2016 - restuarants hotels etc have saved from slump in economy but have taken migrant workers out of more 'productive jobs'
Discuss the UK consumer
Spending More on Services But…Less Disposable Income on Traditional Retail Goods
Trading Up – Keeping up with the Jones’s
Owning Own Home
Employment Mobility (Read the Flight of the Creative Class)
Mobility for Shopping, Entertainment & Leisure
1 or 2 cars (High Proportion with 2 cars in England and Wales)
Seeks Better Living Environment
Move to Smaller Sized Communities
Demands Better Quality of Life
BUT - Impact on Environment
Urban and Suburban Sprawl and Higher Car Ownership
European and US Planners Curbing Excess Sprawl
Demand/supply price equilibrium cycle. Usually lasting 8/10 years.
UK inflation rate drops to 2.6%
UK unemployment falls to new 42-year low bringing the jobless rate down to 4.4% - its lowest since 1975.
Comparative Low Interest Rates
UK interest rates have been kept on hold at 0.25%, but in a surprise move three of the Bank of England's rate-setting committee backed a rate rise.
Discuss the more demanding consumer
More Demanding, Fickle, Disloyal, Footloose and Independent
Better Informed and More Sophisticated
Prepared to Complain
Have Greater Uncertainty Re: Future Prospects
Growing Concern for Environment
Lost Faith in Traditional Institutions
Police, Church, State
HOW DID RETAILERS RESPOND?
(opening hours, new product ranges, new services etc)
Proximity to customers
(Either congregate where they are, high street, airports, or category killers/hyperstores)
(create multiple ways consumers can shop)
Concentration and fragmentation
New retail formats
Polarising outlet size
Investing in digital tech
Data driven marketing