FrontofshopFRONTOFSHOP
Avoid stocking models
You should be looking for the most economically efficient distribution model to supply customers. In these extended range products that means, in almost all cases, having very limited or no stock yourself. The supplier/distributor fulfils the order directly to the consumer (to their home or your club).
There may be some good examples where you would want a single unit or very limited stock. A training aid that you can demonstrate might be one. A portable launch monitor you use is another potential.
Create ‘temporary’ products
Create products that you deliberately only expose to the consumer for a very short space of time. These become limited offers (moving away from a commodity and price) that you can create.
A good example of that would be a ‘shop the look’ proposition. Create a weekly or monthly proposition from a single brand that is two particular colour style shirts, a matching trouser (or shorts) and belt and a cap. Price
it, and send that very particular offer to your database. Again, this order should be fulfilled by the brand, so that all the additional costs are removed from the value chain.
In this example you’re not giving a catalogue and letting the golfer select an adidas shirt and then search the web for the cheapest. You are creating a total look and selling that look with an added accessory you wouldn’t usually sell.
Avoid catalogue appearance
In the physical world you know what a mass-market retailer looks like. It’s a store with merchandise, shelf displayed for self-service with lots of price ticketing offering discounts on multi-buys or reductions on sale items. The ‘conversation’ is product and price. In the physical world you know that’s a dangerous route.
It’s the same in the digital world. The catalogue layout of your proposition replicates that ‘conversation’. It’s products and prices.
“Create products that you deliberately only expose to the consumer for a very short space of time.”
www.retailtribe.com If anyone would like to give their views and ask a question that can be included in later editions, please contact
ianjames@retailtribe.com Retail Tribe exists to create financially stronger and healthier communities where those communities are built around an affinity and club (Golf, Health etc.) or around an expert (e.g. PGA Professionals and retail pharmacists). Their solutions extend engagement with customers, improves customer loyalty and increases revenue
SGBGOLF 13
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