1.Price promotions should
Every retailer, whether small or large retail or retail for under or premium segment. Everything can not be separated from the promotion price. This strategy seemed to have become generic strategy. Similarly, drugs that offer the efficacy of this strategy can not be a unique strategy. However, this strategy can not be abandoned.
Now the choice is when the price promotion program was conducted and what creativity can be developed. Some premium brand retailers to be creative by offering heavily discounted courses at night. The program is midnight sale was greeted enthusiastically and seemed to begin to plague the capital.
Creativity in the promotional price is also not always in the form of discounts. Price promotions can also be done in the form of cash back or buy one get two. But whatever creativity is done, retailers in the future will not be able to leave the program just price promotion.
2.Selling experience is more important
Products sold are the main attraction for consumers to come to retail. However, do not dwell on the product without presenting a unique experience for consumers. The more an attraction for the consumer to come to Bread Talk or JCO is not bread or donuts shredded almond flavor, but the experience of the brand itself.
Based on research from Nielsen, 93 percent of Indonesia made the retail consumer as a place of recreation. They will be more and more shopping if satisfied by the experience created by the retailer. Experience can be developed through the many dimensions of such a game with the five senses (look, sound, smell, etc.), or through interaction with consumers. That is why, to sell the experience will become even more sought after by consumers rather than products sold.
3.Run to the technology
Technology will play a major role for retail in the future. Even if consumers consider going to the retail as leisure, they still are the impatient consumer. In this fast paced age, they need a fast service from a retailer.
There are three kinds of technologies that will affect the future of retail strength. The first is technology in the areas of inventory, where the retailer needs a technology that can quickly identify inventory and quickly signaled in the event of vacancy of goods. The second is the technology in the field of the transaction. Future retail needs a technology that can make a transaction completed in a faster and does not create a long queue. The third is a technology that can help create retention and customer relationships. For example, to inform the point rewards or new products via phone.
Technologies such as RFID (Radio Frequency Identification) or LBS (Location Based Service) seem to be popping up in the future because of this kind of technology can help retailers provide fast and accurate service.
4.Bind consumers with loyalty program
In the future, retailers must have a unique loyalty program and experiential for consumers. Increasing number of retail options to consumers can not be loyal to one retailer. Just look at the U.S. survey results showing that only 15 percent of consumers who always came to the same retailer. That is why retailers should have a strong loyalty program for their binding.
Loyalty programs do not with a membership card or discount card only. Loyalty program should be prepared based on the unique needs of consumers. Therefore, database collection and excavation will be increasingly important for retailers. A good database will be the power set loyalty program.
5.Co-branding with a growing number of parties
To create a loyalty program on an ongoing basis, retailers would not want to do co-branding with many parties. Co-branding can be done with other partners in industry and other industrial partners. The aim is to strengthen the impact of promotion and efficiently carried out promotional programs.
In addition, co-branding is also made retail creativity is not fixated on conventional programs. Indomaret collaboration with the Self-issued cards are not just a refill card but can also be used to pay electricity and telephone in stores Indomaret. That means not just selling now Indomaret household products, but also the point of payment for a variety of regular payments.
6.Focus on the individual and interactive
In the future, consumers want to be seen as individuals and not as an equal with the others. They expect the retailer to give a lot of flexibility for consumers to determine what they want. Therefore, retailers should prepare the topping and a lot of features to be selected by the consumer. As well as ice cream, the product can be the same, but the consumer can put a variety of additional on top of the ice cream. If necessary, the consumer will go directly to the manufacture so that they can get what they want.
7.The totality of the service will be the demands of consumers
Indonesian consumers will increasingly see the excellent service as a necessity in the retail world. According to a survey conducted by Accenture in several countries, the purchase decision was influenced by a number of services. In Indonesia alone retail awareness in the field of service has actually been growing, however the service commitment is still limited to a hospitality course. Yet the totality of the service covers many aspects, ranging from consumers go through to after sales service.
8.Fast fashion
Retailers will face an increasingly shorter time span of a product to be a fashion product. It was as if today's consumers scramble to buy the product again "in", then tomorrow, consumers expect more in the product has changed.
With the rapid changes, retailers must always be flexible to provide new items in a relatively short time. Retailers such as Chico in the UK is always offering new merchadising every two or three weeks. Thus visitors are always refreshed with a new look.
9.Green Program
Environmental awareness will also be attacked by the retail consumer. Environmental concerns such as education will be increasingly strong global warming. As a result, consumers are also increasingly aware of the importance of protecting the environment. For retailers, environmental issues must be properly captured and translated into a program retailer.
Green programs are now longer run trend is a reduction in the use of plastic to carry groceries. Carrefour, for example, has started selling the bags that can be used on so it does not create environmental pollution by the disposal of excess plastic. Some retailers even give extra points if consumers bring their own bags from home.
10.Retail channel is increasingly blurred
Do not be surprised if later it is hard to find the channel that actually specialize in one product category. The tendency of each retailer to bind consumers so they tried to make its retail ahirnya as a one stop shopping. In addition to the retail consumer demand to bring something different to make retailers would eventually add items from a wide range of product categories. As well as pharmacies selling food, fruit shops selling household products. In other countries, hypermarkets also sell cars.
(Source: Marketing Magazine July 2009 Edition)
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