Where will the retail gorillas make profits tomorrow?

Where will the retail gorillas make profits tomorrow?

Apr 20, 2016 | Customers, Marketing, Operations, retail, Strategy

Coles and Woolies are locked in a battle for share of the customers wallets and throats that becomes more complicated every day.

The competitive landscape has changed. The old model of them against each other and independent wholesaler supplied groups, has been spiced up by Aldi, Cosco, and the tide of competitive business models evolving both in store formats such as the convenience small stores around commuter points, farmers markets, and digitally enabled sales.

Those sales I call ‘Beyond Checkout’ cover everything from online ordering with home delivery to the evolution of old fashioned drive thorough pickup.

In my view the battle is a losing one for the gorillas without significant change to their operational culture. Their current business models are based on mass merchandising, not easily made compatible with the personalised service delivery and the  lower volume specialised products now being sought. You need go no further than the disappearance of Thomas Dux for evidence.

Having said that, I see 5 general areas for operational innovation of both the gorillas that would deliver ongoing profits, and sensitise them to the changes happening beyond the walls of their stores.

  1. In store technology deployment.

Deploying some level of the data driven category management control to store level would greatly enhance assortment optimisation, out of stock reduction, and margin maximisation. The assumption of course is that there is staff in the stores with the nous to leverage the information  they are being given.

There is also the juicy thought that stores will be able to connect to consumers in close proximity to stores via their mobile devices geo location capability and make them offers based on their purchase patterns. Then there is the option of instore kiosks harnessing the value of instore video and personalised advertising and promotion, again catalysed by your mobile device.

  1. Leveraging existing asset

Reduction of maintenance and running costs with innovations like rooftop solar power, preventative maintenance programs, improved store security, and stores as the logistic base for home delivery. Home delivery will become more and more important to time constrained consumers, so developing a compelling offer should be high on their agendas. To date the penetration has been poor because the logistics, particularly for fresh and frozen product is really challenging.

  1. Employee productivity improvements.

With better staff training, particularly in produce, customer sensitive opening and closing times, cash register  speeds (the Aldi insistence on prominent bar codes by observation speeds up throughput significantly), much can be achieved. Self-serve checkouts currently rolling out with store renovation programs have clearly been a success with consumers, and offer significant productivity improvements.

  1. Value chain optimisation

The use of collaborative technology  that goes back into supplier production planning and collaborative volume management from the production line to the checkout has been around for years. However, there remains huge opportunities to extract benefits from inventory management for all in the value chain. The barrier is cultural, as the gorillas want all the benefit to come their way, removing the incentive for suppliers to take risks and innovate, except when under the whip.  Collaboration through the value chain can deliver great benefits when done well.

  1. The customer experience,

What is retail about, if not customer experience?

It is here that retailers can differentiate themselves in all sorts of ways.  What they cannot do is demand from head office that customers like them, and prefer their stores over the others. Store choice is a personal thing for consumers, made up of many elements, but creating a store environment where the employees are pleased and proud to be of service is a great start.

Long way to go there.

What the senior management can do is provide the infrastructure that enables that level of personalisation and service to be delivered in stores, and the leadership to create and encourage the customer centric culture that front line employees then deliver.

And a final thought: Is that the light at the end, or a headlight?

E-tailing is a huge threat to the gorillas, and while it involves capital to develop and deploy the technology, it is essentially an individual engagement and transaction. Online gets all the publicity, but still only accounts for around 6% (depending on whose numbers, and which categories you look at) of sales. The gorillas should see E-tailing as their next opportunity area, to be embraced rather than feared.

Remember what happened to the Blockbuster video business? They had the game by the throat, Netflix was just an irritation in the corner, so they ignored them.

Bamm! Blockbuster is gone.

While it is still pretty hard to stream a family roast dinner, the lesson of Blockbuster should not go unheeded by Coles and Woolies.

 

How to find your keywords, for Free!

How to find your keywords, for Free!

Apr 11, 2016 | Customers, Marketing, Strategy

Pretty much everyone engaged in the ‘content wars’ have some level of focus on keywords.

It makes logical sense to include them in your headlines, and body copy where appropriate, and while ‘keyword stuffing’ now brings the wrath of Google down on you, being sensible still carries weight.

There are a number of paid keyword tools that do a great job, but a pretty good job can be done for free just by applying some thought and a bit of common sense.

Some of the ideas I have used in preparation of this blog are:

Google auto complete. Start typing a query into Google and it gives auto options. These are nothing more than Google scanning the similar terms put into search and returning their most common responses. Ie, a keyword or phrase.

Wikipedia. Thousands of experts collect and curate information on many topics. Any page that deals  with your niche will have links and words that can be used as keywords, curated by experts.

Google related searches. Every first page of the search results give you a number of related searches at the bottom of the page. Often some good ideas are hidden in there.

Amazon. This may not be an obvious choice, but if you have a look inside a book in your niche, you will see the chapter headings. Somebody who presumably has a bit of knowledge in your niche has taken the trouble to write a book, and set out the important stuff in the chapter headings, might be an idea there?

Quora.com. Quora is a Q&A platform, for the uninitiated, so there are discussions on many topics, probably yours, so there are a range of words and phrases used that could give some ideas.

Forums. Type your topic + Forum into the search box and up will come the forums related to your search term. Again, these are discussions on the topic for which you are looking for keywords, so there are likely to be some good ideas floating around.

Google keyword planner. This is a great tool, suffering from success. It gives only specific variations on a word or phrase you type in, there are  no similes or suggestions in there, no variations beyond the specific word or phrase you typed, no imagination or inference is applied. The obvious advantage is that you also get some data which can be very useful. On the flip side, everyone uses it, so finding a word that is different, but still relevant will not happen in this tool.

The paid tools are very good, but for a medium or small business, an expense that they often choose to avoid, as they can be expensive. No amount of keyword magic however can replace a creative and relevant strategy and Value Proposition executed with precision.

4 essential  marketing success factors.

4 essential  marketing success factors.

Apr 6, 2016 | Change, Management, Marketing, Small business

I originally studied to be an accountant, it seemed logical at the time.

My dad was sort of an accountant, taking over the family small business after he returned from the rumble in New Guinea in the ‘forties’. He was the only son, taking over the family business was the done thing, like it or not.   He was a practical, objective bloke, and ran the business by the numbers.

It seems with hindsight that I had absorbed the pain and frustrations of his small business as a kid until the market changed radically in the sixties, and the business tanked, and Dad found himself in a job he hated for the next 25 years to keep food on the table.

Now I am that unusual marketer, one that not only understands the numbers, but who has a feeling for them, and advocates loudly that the numbers are the foundation of a business. You simply must know, understand and leverage them in order to be successful.

Wrapping up  the marketing and financial management skills into one bag, there are a four elements that I regard as essential to success.

Logic and extrapolation are driven by assumptions. Accountants are black and white,  debit or credit of the ledger. It is really easy to be seduced by the numbers spat out by a spreadsheet, but they are only as good as the assumptions about all sorts of things that make them worth the paper they are on. The greater the degree of interrogation of the assumptions driving the line of logic being employed, the better. I used to annoy the daylights out of my marketing teams by insisting that when delivering a business case, they came at the projections from at least 2 entirely different perspectives as a means to test the assumptions they were using.

Weight reason greater than passion. Often I have said that there is nothing so contagious as a dose of passion, and I stick to it, passion is great, irreplaceable, but not t the expense of reason. Passion should be build on a foundation of reason.

Greatly value the intuition of experience. Some things are just not quantitative. Have you ever felt that something was ‘just right’ without being able to articulate why? When I get that feeling in a domain where I have deep experience, usually I go with it, and the intuition usually pays off.

Accept that you are  not always right. In business we are trying to be alchemist, to tell the future and allocate resources accordingly. Not easy, and no matter certain you are of the assumptions, your intuition, and the rosy picture pained  by the numbers, shit can and does happen, and you just get it wrong. Accept it, cut your losses, learn form the experience and move on.

Experience is hard won, and in some cases can be turned into the wisdom to be passed on in the effort to better serve our customers.

Selling is still social

Selling is still social

Mar 31, 2016 | Customers, Marketing, Sales, Social Media

Well may you ask, has it not always been so?

Sales has always been at least somewhat social, the old ‘not what you know but who you know ‘ sort of process. However, the last decade or so things have become so competitive that the numbers have taken over, and we often seem to put the social dimensions back into second place.

The numbers however, have hidden the essential truth that people buy from people  not from organisations. The social selling tools that have evolved have put another  layer onto the selling process that enables scaling of effort, but at the end, people still buy from people.

Most of my clients these days are B2B marketers, some have embraced the social platforms around, but most see them as a place to stay in touch with family and friends, and have a point of common dislike of all the cat photos infesting social media.

However, leveraging the social platforms as selling tools that span the numbers and the people aspects of selling can make sales efforts highly effective. The platforms provide leverage to your efforts and when used well can deliver significant results.

Following are a few  commonly asked questions, and my usual response:

Which of the social platforms are best to use?

LinkedIn and Twitter are the most common for B2B, but B2C is a different matter, where Facebook and Pinterest dominate, but the needs change. What is clear is that you  cannot be all things to all people  so it is more about figuring out where your major prospective customers may hang out when in a professional mode rather than a social one, and going there. No different to the old sales techniques where you joined the golf club inhabited by your target prospects.

How to I spend my time productively?

Social sites can be prodigious consumers of that most rare of resources, our time. In my experience if you join platforms based on where your prospects are, you will maximise your time by limiting it to a combination of  two networks. This implies that you have a clear view of the interests, habits and digital behaviour of your primary potential and current customers, which is a whole new topic.

How do I connect?

Connection is a two way process, you need to reach out to them, but they need to be able to see that you might be worthwhile them investing some time, no matter how little in ‘being reached. ‘ Even if you are just asking someone to accept a connection invitation, most people will make the conscious decision, Yes or No, and there are things you need to do swing the numbers to’ yes’.

  • First you need to make the choices well. If you appear to be somebody who just seeks connections at random, and it is apparent that numbers are your objective, the rejection rate will be high. Think of your own behaviour, you are more likely to reject a connection request if it is just a generic request from someone you do not know. If you appear to be discriminating in your connections, that the circles you have a may be of value to the person on the receiving end, and the request is personalised, you will significantly improve your acceptance rate. It also takes more time.
  • Second, your profile needs to be one that is attractive to a potential connection. There is lots of advice on the net about ‘personal branding’ and while much if it is just common sense and tosh, the foundation is right. Imagine you are at a social gathering, you are more likely to be drawn into conversation with someone who appears to share your values and interests than someone who is way outside your normal fields. This is human, so consider it as you fill in your profile.  Ask yourself what it is about you that might interest those with whom you wish to connect, and highlight those characteristics and experiences.
  • Third, answer the question of yourself  “what is the value I can bring to this connection?. If you have nothing, why bother, and why should they bother.
  • Finally, send them a personalised message, something that offers evidence that you have done a bit of homework, and have something of value to offer them. Better still if you have a mutual acquaintance to who might be prepared to offer you the courtesy of using their name as a referrer. Importantly do not try and sell a new connection anything.  Again, think of the social setting. When you are introduced to someone who just talks about themselves, or immediately goes into a sales pitch, most of us just want to get away as fast as possible, and it is no different on social platforms.

Having done all that, the work of sales starts.

The 3 dimensions of Lead generation

The 3 dimensions of Lead generation

Mar 28, 2016 | Branding, Customers, Marketing, Sales

Virtually any B2B business owner I talk to, one of their key challenges is lead generation.

When you dig a bit, often it is the case that lead generation  becomes a problem where there is a shortage of sales, then they react in a short term manner.

Lead generation is a long term proposition, B2B and B2C, the techniques may differ a bit,  but when working day to day the only effective tool to get another sale is price, so you lose.

So it seems to me there are three dimensions to effective lead generation:

  1. The means by which you generate the lead
  2. The conversation rates at various points  through the sales process
  3. The time taken in the sales process

Lets look at them in a little detail.

Means. This is the essence of marketing, the game is to identify who might be a buyer, why, when, and the means by which you can facilitate and support the transaction then build on it for a longer term. Digital has exploded the techniques available to us but the rules have not changed: Understand how you add value to who, and walk them through the relationship building and sales processes to a transaction. Brand building by another name.

Conversion rates.  How do you calculate your sales conversation rates? Digital is now awash with numbers, marketing has changed from the fluffy to the numerical and we are belted over the ears to get with the program.

Marketing Experiments is a shop flogging the notion that marketing experience, creativity and intuition can be turned into a mathematical formulas, and in doing so they have done a fair job of nailing the variables in a digital sale to the extent that they can be nailed:

Probability of conversion = Clarity of Value proposition + (incentive to action – friction associated with the action) – Anxiety.

Whilst a bit convoluted, it does make some sense, and you  can weight the factors according to your market, but the essential message is that marketing can be measured. To an extent  it can be, but losing sight of the emotion involved would be a mistake, and emotion will always be virtually impossible to measure with any certainty. As Gary Vaynerchuk asked, “what is the ROI of your mother?”

Time.  Every business and market is different, as is every potential customer situation so there are no rules in this except one: Only a small number of your prospects will be ready to buy right now.

However, if you extend the time frame to a month, or a year, and there will be many more ready. The challenge therefore is to be talking to them in terms that they are comfortable with at that particular point in their  journey to a transaction.  Given the reality of this journey, the worst thing to do is make the effort ‘stop-start’. It has to be a continuous marketing effort to ensure that there is a flow of leads into and through the sales process. Take the foot off the pedal and you will have a hole in the sales. Keep talking, build a relationship, guide them through the process. Demonstrate credibility and expertise, so that when they re in the buying mode, you get the call.

Too often we concentrate on finding the few who are ready to buy now, rather than playing the long game. Patience rewards the skilled fisherman, same with sales.

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Marketing’s lean future

Marketing’s lean future

Mar 23, 2016 | Governance, Leadership, Lean, Marketing

The best marketers I employed in days past as a honcho in a corporate environment were pretty much always from a professional background of some type. Those with engineering, science, architecture training, and with a bit of sales thrown in were almost always better marketers than those with marketing degrees.

Having just a 40 year old (had anybody heard of marketing 40 years ago) marketing degree, this both intrigued and disturbed me, and it took a while to understand “why” it was so. It became clear that those trained in the professions had an instinctive approach to problem solving, commonly called the ‘scientific method’. By contrast, those with just marketing degrees tended to jump from problem definition straight to a final solution, missing all the nuances and understanding to be gained from the interim steps, and often getting it horribly wrong as a result.

“Lean thinking” 35 years ago was just a babe, an approach to operational improvement that has transformed the way manufacturing operations around the world are run, and delivered huge benefits to our way of life. It is absolutely based on the scientific method.

More recently however, it has been realised that lean thinking has applications far wider than just operations, and office work flows are rapidly transforming as a result. The next obvious cab off the rank is marketing, traditionally a qualitative, smoke and mirrors part of a business, and marketers have been their own worst enemy.

It often seems marketers sit around, drink coffee, and go to lunch a lot, and as a result of allowing that perception to survive, (and it has been true in an unfortunate number of cases) , we get what we deserve.

If people do not understand the role of marketing, particularly those who allocate resources and measure performance, no wonder there are problems, but there are some pretty simple solutions taken from lean thinking.

Have an objective

Map the processes

Form hypothesis

Test and measure

Rinse and repeat.

From the perspective of managing this process, it is essential that two criteria be met:

  1. There is great transparency of the whole process across functions, everyone these days is “in marketing”. Leveraging the resources available by the collaboration enabled by technology will evolve as standard practice, for which transparency is essential.
  2. It is OK to be wrong, you can learn more for your mistakes than from what works well, but to learn  there must be understanding of the flaws in the tested hypothesis coming from the failure. In addition, there needs to be a robust process of due diligence both before and after the experiments are done. Saying it is OK to be wrong is not a license to be sloppy, as I have seen from time to time.

Marketing has been very late to the technology table, and as a result the size of the gap between the ‘leading edge’ and what most small and medium businesses are doing is huge, and getting progressively ‘huger’. There is a real danger of just leaving it in the too hard basket, but that would be a mistake.

Marketing technology offers the opportunity to leverage resources and widen the impact, the core principals of marketing remain unchanged, indeed become more important as we increase the leverage that can be applied. For small and medium businesses these technologies are the competitive tool-box they have been seeking.

It is my prediction that inside a decade technology decisions will be driven by marketing. If you cannot locate, understand, engage, and deliver value to your customers in a digital world, you will not survive. This post from the ‘Martech’ guru Scott Brinker detailing the 2016 marketing technology landscape says it all.

Lets see how that goes as the technology landscape continues to evolve.