Independent Grocers – 3 Ways to Gain a Trade Promotions Edge

NGA, LAS VEGAS – When it comes to capturing their fair share of impact from trade deals, independent grocers have long struggled to match their crosstown, big-chain rivals. Scale is a key challenge. The effort and resources required to identify, negotiate, accept, implement and publish a single promotion are the same, whether the execution is for 12 stores or 1,200.

Big chains may spread these tasks across more hands, but they also suffer from promotion practice logjams and disconnects that may tend to neutralize their advantage, due to versioning complexity, duplication of effort, review and rework.

Make the Effort-to-Benefit Ratio Work for You

The opportunity is open for smaller retailers – who are inherently more consolidated, nimble and fleet of foot – to gain an edge in the promotions game. It comes down to defining and enabling promotion practices that permit streamlining and collaboration across the enterprise. Independents should explore three areas of present opportunity:

  • Streamline and connect your processes. Neutralize the scale advantage by making promotion decisions faster and adopting disciplined executional processes that offset the differential effort. Use automation to reduce and simplify steps and ensure that correct information is in play across functional areas of your business. Harmony is enabled when you successfully align the creative process with the business decisions.
  • Collaborate within your enterprise. Structure your ad process for collaboration and design connectivity throughout the lifecycle of each promotion, from planning, to execution, to measurement. Establish a consistent workflow with roles defined, assigned and tracked.
  • Collaborate with your vendors. Establish a portal-based system that transfers responsibility to vendors to enter complete information about each offered deal and makes it better for them to do so. Online accuracy will make faxes, emails and paper forms a thing of the past. Negotiations and decisions will commence faster while minimizing the need for reviews, changes and reconciliations.

These trade promotion management capabilities are enabled by software solutions but rooted in best practice. They are quite readily available now, and adopting them can be far less disruptive than you might think, especially where web-based technology is available.

The right promotional tools and processes can enable independents to exploit their natural advantages to win with shoppers and capture a fair share of deal profits.

© Copyright 2014 James Tenser
(This article was originally commissioned by Aptaris LLC. Permalink. Republished here by permission. All other rights reserved.)

Authenticity: If You Can Fake That…

Groucho-1933-Duck-Soup-300

RIGHT NOW CONTENT MARKETING is the name of the game. That’s Content with a capital C, which is presently a thriving business in the ad agency domain. The idea is to influence the trends that flow through social and mobile media by inserting Content on behalf of brands.

There are many ways to accomplish this — ranging from hiring ringers to post favorable reviews and spam blog comments, to sharing genuinely valuable consumer information like product usage tips or recipes. It is also desirable to monitor Content posted by others, then respond as needed to amplify, rebut, or influence perceptions.

The motivation is, I think, largely fear-based. The social-mobile frenzy generates tons of uncontrolled consumer sharing, both pro and con, accurate and inaccurate. No doubt there are also dirty tricks being played every day by competitors bent on undermining their rivals. Brands lose sleep over losing control of their messages and so they hire hip young firms to help them create and spread content of their own.

The trick to making Content work is to put enough of it in front of the folks the brand wants to influence, especially the ones capable of influencing others — like bloggers and social media divas. The agencies are supposed to ensure that the Content is both artful and discoverable by the target audience. Hipness and coolness are good traits too.

So the goal is to create the right Content and embed it within the right Context, in order to better drive Commerce. A key attribute to making all of this work is authenticity — the perception that the Content is believable, relevant, and true (probably in that order). The new Content Marketing agencies are all over this, of course.

Today I shared a bit of content of my own on RetailWire.com as part of a discussion, Which Came First? The Content Or The Egg? It make me think about the quip about sincerity most often attributed to Groucho Marx, who is pictured here in the classic film, “Duck Soup.” (It may actually have been first uttered by French dramatist Jean Giradoux, but Groucho is funnier.)

Here’s my take:

It seems “content” is a wheel that keeps on rolling. Remember the “content is king” slogan that was popular at the peak of the dot-com frenzy? Its relevance then was the hunger for product data and other information needed to populate the new web sites. If you build it, you have to fill it with something, right?

Content was soon displaced by “commerce” as folks got the shopping cart and delivery mechanisms worked out and consumers got used to the idea of shopping remotely. After a period of more or less centralized control, the social-mobile reality has caused user-created content to explode, but in an entirely uncontrolled manner.

It is into this chaotic environment that the new content marketers are venturing. They hope their organized campaigns will somehow float above the SoMoLoMe din, resulting in a degree of influence over brand perceptions. A whole industry of B2C content marketing agencies is emerging to service this trend.

The risk is that these messages drown in a vast content sea in which the relevant mixes with the contrived. I don’t believe brands will win in this environment simply by opening the floodgates or turning up the volume.

Only quality and authenticity can win in such content-flooded environment. To paraphrase the sage, Groucho: If you can fake that, you’ve got it made.

© Copyright 2013 James Tenser

Tablet Prescription: Take Two

Some TabletsIF THERE EVER WAS an instance of “the medium is the message,” tablets are it. Their tactile mode of interaction, image quality and scale, and untethered connectivity create a unique formula for shopping. Yes, PCs and smart phones each share some of these traits, but not all of them, and that is the difference.

Of course, shoppers don’t analyze the mediated retail experience much. I think most folks experience tablets on an emotional, instinctive level and do what comes naturally. It’s up to merchants to try to address those behaviors with relevant interactive options.

Tread lightly in this regard. Preferences change in a heartbeat, so it can be a mistake to try to corral shoppers using custom apps. Nimble is better than powerful; responsive is better than proprietary; rapid life-cycles are better than sunk costs.

[Tenser excerpt from “Will Tablets Reinvent How We Shop Everywhere?” discussion on RetailWire.com, Jan. 23, 2013.]
© Copyright 2013 James Tenser

Movin’ On Up

TENSER’S TIRADES HAS RELOCATED to this much finer neighborhood following a dispute with the old landlord.

You’ll find the entire blog (past and present) here, along with some useful new features.

If you subscribe to our RSS feed, you can update it using the link you will find at right.

Jamie Tenser

© Copyright 2012 James Tenser
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