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RETAIL ENVIRONMENTS Hypermarkets Clubs / C&C Minisupers Supermarkets
Hypermarkets Clubs / C&C Minisupers Supermarkets Drugstores Mom & Pop Convenience e-commerce Soft Discounters How to measure 5 Ps RTEC 5 Ps In-Store Picture of Success
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Hypermarkets Examples Overview Description Typically:
Examples Overview Description Typically: Large, comfortable, spacious store with wide aisles Tend to be in urban areas In some markets they are the anchor store of a commercial area Well organized, well differentiated areas and categories with clear signage Adequate checkouts – with an expectation of quick service Shoppers tend to feel free to touch, try products Additional services are available Main difference Vs Supermarkets: Bigger Size, wider variety of brands food & non food categories.
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Shoppers tend towards medium-high SEL.
Hipermarkets Product Price Placement Promotion POP Rational: Shoppers tend towards medium-high SEL. 73% of shoppers have families with children under 12 years. Shoppers dedicate time to trip, are receptive towards new products. Some shoppers use HM for main trips. Wide variety of products assortment covering all segments, leading brands / more variants.
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Supermarkets Overview Description Typically:
Overview Description Typically: Large and medium sized stores Some are local or regional Conveniently located in virtually every neighborhood Can be located inside a commercial center Stores are well organized with good signage Adequate number of checkouts Main difference Vs Hypermarkets: More food oriented, Smaller Size, Less skus or brands .
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Place for “basic, daily” needs.
Supermarkets Product Price Placement Promotion POP Rational: Place for “basic, daily” needs. Not always a pleasurable trip, tends towards routine/chore. . Shelf space may be insufficient (medium/small stores), priority is given to “basic need” categories (food, household and personal care products).
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Soft Discounters Overview Description Typically:
Overview Description Typically: Medium to large floor area National coverage in urban areas Racks, and products placed in boxes More than 10 check outs Frugal store, no additional services Limited assortment based on lead brands Consistent and low price offering Strong promotional events on weekends Main difference vs Hypermarket: Lower prices, less skus (lead brands)
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Very limited range, little choice in products
Soft Discounters Product Price Placement Promotion POP Rational: Very limited range, little choice in products Used for buying basic products The value delivered to the shopper is total acquisition price (good value for money as well proximity). Addictive model: the more they shop the more they like to go there,
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Clubs / Cash & Carry Overview Description Typically:
Overview Description Typically: Sell by Cases or Jumbo sizes Self-service • +5 Checkouts Usually needs affiliation Sell to final consumer or small retailers
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Mix between lead and store brands.
Clubs / Cash & Carry Product Price Placement Promotion POP Rational: Unique selection of imported products and large sizes that Shoppers expect to find. Mix between lead and store brands. Higher and medium SEL, small store and small business owners. Combination of planning and impulse buying
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Minisuper Overview Description Typically: 1+ Checkouts
Product Price Placement Promotion POP Overview Description Typically: 1+ Checkouts Limited assortment (1 brand per category) Handle a wider amount of categories vs M&P, at least 6 categories The shopper often shops with a basket or cart Open approx. 15 hours Neighborhood stores Up to 600 m2 selling floor
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Minisuper Product Price Placement Promotion POP Rational: HFS assortment should not be limited to low or mid tier. High tier brands can win provided they have the right sizing at the right price Shopper: Sizing for refill shopping, with qualified packaging for HFS Store owner: Appropriate case count for an accepted cash outlay Packs can be easily stocked/displayed in stores
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Minisuper There are 2 modes of shopping at the Mini Markets
Product Price Placement Promotion POP There are 2 modes of shopping at the Mini Markets Quick shopper Basket Shopper Shops without a Basket Do not look at or consider picking up a basket Very focused on a few items Walks directly to specific aisles Some ask store boy for items Minimal browsing Shoppers looking for time saving Spends more time at store Walks from aisle to aisle More open to looking at new products Touches and looks at more products
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Mom & Pop Overview Description Typically:
Overview Description Typically: Small stores, sometimes with cramped, disorderly, messy environment Neighborhood store, also present in rural / poor areas. Open long hours Handle a limited amount of categories, at least 3 categories No checkouts, a counter and an employee (or owner) dispatches most of the products Shoppers have a personal relationship w/owner , who frequently offers credit May be a social gathering place in neighborhood Typically segmented on Large, Medium and small
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Mom & Pop Segmentation Typically:
Typically: Variables Large Medium Small Area m2 +40 m2 20-40 m2 Up to 20 m2 Refrigerated categories 3+ Sodas, Juices, Dairies, Ice cream, Lunch Meats 1-2 Sodas, Juices Categories differentiated Bottled Water : up to familiar sizes Sodas: Up to familiar Sizes (i.e. Coke 3 liters) Bottled Water: up to familiar sizes Sodas: Up to familiar Sizes (i.e. Coke 3 liters) Bottled Water (personal / medium sizes) Sodas: Individual / Medium Sizes Fridges Company & Own Fridges (cabinets) 2+ 0-2 Companies Fridges (i.e. Coke, Pepsi) Merchandising materials Fixed exhibitors / Floor stand Displays Floor stand Exhibitors / Counter Exhibitors Counter Exhibitors Technology / Might have scanner, or cash register NA Note-. Can include geographic zones and socio economic level
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Mom & Pop Product Price Placement Promotion POP Rational: Due to low space and limited cash investment, store owners focus on: High rotation & low cash outlay SKUs – To avoid dead stock Wide range of categories – To avoid disappointing shoppers Lower tier or unbranded – Lower acquisition cost and often high margin Shopper/Consumer: Product satisfying a need, at the relevant price (limited cash outlay) and sizing for refill shopping, with qualified packaging for M&P constraints. Store owner: Appropriate case count for an accepted cash outlay (vs. competition), disproportionate rotation vs. competition as relevant to shoppers demand, & no barriers in trade margin
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Drugstores Overview Description Typically:
Overview Description Typically: Health specialist, however shopper can find personal care, make up, and specialized food products. Shopping mission: Storage, replenishment & convenience Used by individual shopper that buys for themselves for Individual replenishment Shopper mood: continues searching news Few products per trip with high expenditure
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Drugstores Product Price Placement Promotion POP Rational: Purchases are mainly health-related (medicine). Trip is quick, efficient and low emotional involvement. Shoppers browse the store while waiting for their prescriptions.
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Convenience Overview Description Typically: 1+ Checkouts
Overview Description Typically: 1+ Checkouts Limited assortment (1 brand per category) Handle a wider amount of categories vs M&P, at least 6 categories The shopper often shops with a basket or cart Open approx. 15 hours Neighborhood stores Up to 600 m2 selling floor
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Convenience Rational:
Product Price Placement Promotion POP Rational: HFS assortment should not be limited to low or mid tier. High tier brands can win provided they have the right sizing at the right price Shopper: Sizing for refill shopping, with qualified packaging for HFS Store owner: Appropriate case count for an accepted cash outlay Packs can be easily stocked/displayed in stores
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e-commerce Overview Description Strategic Objective Rationale
Overview Description Typically: Customer‘s on line sales system (web page or mobile version) Strategic Objective Rationale It is beginning to be used by supermarkets as a retail environment
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