As NAMs we have all stayed in hotels, supped in restaurants and bars and concluded that a NAM in charge would make a real difference.
Ditto with retailing
Given that much of our effort in front of the buyer is devoted to fighting the consumer’s corner, then perhaps with Dave Lewis’ decision to work ‘hands-on’, a NAM dream has been realised and we are entering a new era with Tesco?
Think about it:
As a brand marketer, Lewis’ starting point has to be consumption, in the home. This means that Tesco will at last acknowledge that the process starts with ensuring that the consumer’s needs as a consumer are met, in that the contents of the box are fit for purpose and exceed expectation.
The next step is to ensure that the product is made available wherever, whenever and however the consumer-shopper chooses to buy - a multi-channel approach, writ large…
When it comes to bricks & mortar, 100% on-shelf availability is a given, with no excuses.
It follows that category-based in-store presence via aisle-based shopper-marketing will be made conducive to optimising repeat purchase, with theater to match…
This means 100% zero-defect delivery, all based upon sales-based demand and fulfilment.
That only works if the brands are purchased within a realistic competitive-set, with private label having its fair share, instead of being an over-faced passenger ...and never forgetting that the guy in charge knows more about supply than Tesco could only dream about….
And patently, given the stock-market impact of the Tesco crisis, the financials have to stack up…
In other words, the next three months are going to make or break Dave Lewis, so I don’t mind betting he will give it his best shot, in the only way he knows…
NAMs and other retailers might well profit by taking a leaf from his new book, and attempting to turn around their entire approach to helping consumer-shoppers to buy, again and again and again and again…
Ditto with retailing
Given that much of our effort in front of the buyer is devoted to fighting the consumer’s corner, then perhaps with Dave Lewis’ decision to work ‘hands-on’, a NAM dream has been realised and we are entering a new era with Tesco?
Think about it:
As a brand marketer, Lewis’ starting point has to be consumption, in the home. This means that Tesco will at last acknowledge that the process starts with ensuring that the consumer’s needs as a consumer are met, in that the contents of the box are fit for purpose and exceed expectation.
The next step is to ensure that the product is made available wherever, whenever and however the consumer-shopper chooses to buy - a multi-channel approach, writ large…
When it comes to bricks & mortar, 100% on-shelf availability is a given, with no excuses.
It follows that category-based in-store presence via aisle-based shopper-marketing will be made conducive to optimising repeat purchase, with theater to match…
This means 100% zero-defect delivery, all based upon sales-based demand and fulfilment.
That only works if the brands are purchased within a realistic competitive-set, with private label having its fair share, instead of being an over-faced passenger ...and never forgetting that the guy in charge knows more about supply than Tesco could only dream about….
And patently, given the stock-market impact of the Tesco crisis, the financials have to stack up…
In other words, the next three months are going to make or break Dave Lewis, so I don’t mind betting he will give it his best shot, in the only way he knows…
NAMs and other retailers might well profit by taking a leaf from his new book, and attempting to turn around their entire approach to helping consumer-shoppers to buy, again and again and again and again…
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