Transcript POS

Bildbeispiel
700 years POS-Marketing
Prof.Dr.Bernd Hallier
Research
Conferences
Publishing
Trade Shows
1. POS – Origins reflected by ART
2. POS in Marketing-Theory
3. Third wave of POS
4. Cooperative Marketing
5. Store Branding
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1. POS – Origins reflected by Art
Research
Conferences
Publishing
Trade Shows
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The following examples are from the two books:
- Culture and History of Trade (also available as a
Russian edition)
- Collectors and sponsors of trade
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One of the oldest documents is the “Tacuinum Sanitates”
with 200 miniatures. This book was ordered by the
Cerutti family from Verona/Italy
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Nearly a benchmark for us today is the picture of
Annibale Carracci in 1580
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At the picture of the butcher-shop we see the variety of
different animals as well as differently cut meat.
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Both butchers are wearing white cloths and Carracci
attracts the view to the knife of the butcher at the left
hand side.
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The right hand side butcher offers (POS-Marketing) one
of his best cuts!
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Another wonderful basis of a POS-Marketing story is the
1983 painted naive picture of Jan Balet.
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Linked to the company Name “Hermann Fritsche” we get
the message that this store is in existence since 1890.
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100 years tradition is showing us longstanding
satisfaction of the customers.
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An additional authority is the postman on the left hand
side; he is a representative of the government
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The presentation of the products is arranged for
harmonization: the hanging is synchronized
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The family – white dressed – symbolizes the “clean”
business/correctness/law and order.
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Even the dog fits into this context.
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To summarize both pictures: they connect the
salespeople with their products.
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The pictures create imagination of actions within those
two stores.
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Both companies/outlets are building trust within the
consumer
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Trust is most fundamental for the product itself, for the
pricing of the product, for the service of the store …
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Trust is the basis for repeated store-visits. Trust is the
basis of loyalty: to the store – and to the products.
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2. POS in Marketing -Theory
Research
Conferences
Publishing
Trade Shows
POS-Marketing is instore-marketing: the marketing in
the store!
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POS – Point of Sale has different routes as a modern
marketing tool
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First: in the middle of the 20th century “service-shops” in
Western Europe were transformed into “self-service”
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Instead of explanations from the storeowner now the
package/the display had to explain the product
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Second: mass-distribution started as well on the level of
products as also on the level of store-multiplication
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Andy Warhol: Coca Cola Bottles
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Coca Cola was also one of the great pioneers of POSMarketing
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The Third reason for POS was the explosion of the
assortment within the stores
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The neighbourhood-food-stores in 1950 had about 200
articles – modern supermarkets have 20 000 articles.
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This means: new products in the big modern stores or
product reanimation need “visual support” for example
via POS-material
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If alone for 10 percent of today’s supermarkets’ articles a
promotion is planned …
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… you have 2000 promotions …
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… or per week 40 promotions!
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Due to the explosion of the assortment POS in the 80ies
and 90ies in Western Europe became a War of Displays!
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Generally producers’ interests clash with retailers’
interests
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The interest of producers is to promote his productbrand
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The interest of retailer is to sell a category!
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A retailer has originally no brand interest!
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A retailer only wants to sell his own brand/image!
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Further problem:
POS – “sale” is a push-action
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Solution:
POP – “purchase” is focusing the demand-side
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Very often mentioned as
“solutions” since the year 2000 are:
Category Management (CM)
Efficient Customers Reaction (ECR)
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The Empowerment of Retail by
marketing-tools
partial
global
branded goods +
great sales forces
efficient consumer
response ECR
build up
of marketing
partial
international
partial
european
below the
line (Vkf)
scanning
category
management
computer integrated trading CIT
category
captains
coorganisation
DPR/shelf
optimizing
national
distribution
split of
rabates
regional
distribution
merchandising
for the retail
local
distribution
production for
private labels
b
retail
branded goods
goods industry
industry
branded
Source: Prof. Dr. B. Hallier/ EHI
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3. Third wave of POS
Research
Conferences
Publishing
Trade Shows
POS is developing via POP to POD!!
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Traditionally the marketing within the store is a
business-decision of the store-owner.
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In his view the in-store-marketing should promote
“his store” to become a brand versus all the
stores of his competitors.
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Each POS-promotion in his eyes should be
individualized to his store – and not to be a
promotion be run parallel in the competitive stores
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or – what is daily business very often too – run in
the competitive stores after or before the own
product-promotion.
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The store owner wants a Point of Differentiations
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The result of today’s POS-Marketing is that
consumers tend to buy only discounted products.
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This basic question at the start is: do I want to
- run a promotion like 95 percent of all other
promotions?
- create something special which is part of the
brand-identity of a consumer product?
- promote the store as a brand?
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Development of Instore Marketing
Retail
Orientation
POD
POP
POS
1970
1990
2010
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Sustainable promotion
POD
Small individual
brand
More widely
penetrated brand
POS
Actively oriented
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Alternatives for the future are:
- Cooperative marketing
- Store branding
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4. Cooperative Marketing
Research
Conferences
Publishing
Trade Shows
Example “Lux Filter” -brand
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Example “Peer 100” brand
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Example “Lord Extra” brand (Scooter)
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5. Store Branding
Research
Conferences
Publishing
Trade Shows
The store makes the difference in
a sustainable branding.
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Globetrotter, Cologne (Germany)
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A typical store branding is IKEA: the store
represents not only an assortment of products but
it represents a special life style.
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POS/POP/POD has to be fitted within that
sustainable store concept.
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In such a concept new technologies gain importance
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Examples of technical POD
Research
Conferences
Publishing
Trade Shows
Personal Shopping Assistant
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Innovative Store Design ideas: Underlining
competence in cheese at Jumbo, Winterswijk (NL)
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Whole Foods, London
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Creating additional Sales:
Multimedia Scale
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Super Sá, Portugal
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Azbuka Vkusa, Moscow
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Edeka Breidohr, Germany
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Tengelmann, Germany
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Edeka E-Center, Ingolstadt (Germany)
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Digital Wine Kiosk
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Digital Shelf Information
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Creating Atmosphere...
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E-paper Advertising
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Using colours in supermarkets:
Edeka Zurheide, Germany
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Background Lighting: Making dairy product
shelves more visible: Migros Turkey (TR)
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Changing Atmospheres by using LED
Technology : Philips Lighting booth, EuroShop
2005
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Large Format Advertising: Getting in touch with
the customer at the checkout: Coop Italia Milano
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Tesco, London Kensington (UK)
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Edeka Simmel Self-Checkout Store,
München
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Conclusion: POS/POP/POD are in a very
dynamic process. This is true for the total timeaxis of retail as well as for the life cycle of a
product.
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Many new ideas can be seen on the biggest show worldwide which is organised all three years in a 100.000
square exhibition floor (net) for modern shopping
equipment
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Welcome to EuroShop!
www.euroshop.de
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Welcome to meet the
President of EuroShop!
[email protected]
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Thank you!
Speaker:
Prof.Dr.Bernd Hallier
EHI Retail Institute
Spichernstraße 55
50672 Cologne
[email protected]
www.ehi.org
www.european-retail-academy.org
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