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Commentary
From Our President
Every so often--about every seven years or so—supermarket operators are assaulted by shouts calling for a move to return to basics. Now, it may seem like they are shouting once too often, but “Back to Basics” does seem to be called for during these turbulent times. In a new and interesting Trip Management Report published by Unilever recently; a call for retailer “creativity and determination” as a means of strengthening their bond with shoppers was presented. Every business adapts to current conditions, but we feel fortunate to return to what we do best; namely, merchandising expertise and strong off-shelf feature promotions. As prices rise, shoppers are looking for savings throughout the store. PRICE is more important today than ever. As the Unilever study shows, customers’ shopping tactics vary, depending on the individual shopper’s financial position and from category to category. Health & Beauty and General Merchandise categories can be particularly hard hit in tough times. So promotional and merchandising programs are essential. Shopper loyalty can be sustained, but not without specials and product sales that position retailers to compete as a one-stop shop. We recommend promoting high-demand necessity categories as well as promoting sales across different price levels within each category. The Unilever report describes shoppers skipping aisles in turbulent times, but claim that all aisles will be shopped when super low prices on attractive items are featured in every aisle. In our opinion, supermarkets may be under less duress than other channels. We are in a good position to look upon the tough times ahead, as a wonderful opportunity to regain market share and sustain market leadership in the new economy. It’s a unique opportunity if we are willing to go “Back to Basics” again. For comments or questions, contact us by phone at 508-756-5156, or e-mail: msleeper@imperialdistributors.com
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