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OPTIMISECOMMUNICATI
ONS
EVALUATE
OUTCOMES
DEVELOPBRAND
STRATEGY
MONITORIN-MARKET PROGRESS
MAXIMISEBUSINESSPOTENTIAL
LEVERAGE
TOUCHPOINTS
Localisation in Retail- Lessons from Global retailers by Millward Brown Optimor
September 2011
2
Issues in Localism
• Are local centers in the right places to serve existing communities and new housing development? What extra services or facilities are needed?
• Should there be multi purpose centers, which provide a range of facilities such as health, education, and cultural activities?
• Are there enough food stores and supermarkets? Where are they needed?
• Should there be more or fewer café, restaurant, pub and takeaway outlets and should opening hours be restricted?
• How can we support smaller community groups who wish to provide their own premises for community uses?
3
Factors in bonding – retail brands
• Well organised and well placed charitable and community events demonstrate difference
• A more targeted, relevant selection of products for the local population demonstrate better products and services
• In both markets these are significant drivers of bonding
Unaided awareness
Environmentally friendly
Better service / advocacy
Better online service
Growing popular
Setting trends
Want to be seen
Better price / deal
Better quality
Higher opinion
Meets needs
Easier places
Different
Better range of products / services
Appeals more
Most popular
0 2 4 6 8 10 12
UK Bonding Attribute Importance - Specialist Retail 2009
Unaided awareness
Better service / advocacy
Environmentally friendly
Better online service
Better quality
Want to be seen
Setting trends
Higher opinion
Growing popular
Different
Better range of products / services
Better price / deal
Meets needs
Most popular
Appeals more
Easier places
0 2 4 6 8 10 12
USA Bonding Attribute Importance - Specialist Retail 2009
The charts show the relative importance of bonding attributes in specialist retail in UK and USA – the longer bars represent greater effect on customer bonding
4
Promotion of local goods
What happens?
UK supermarket Waitrose work nationally with small suppliers to stock goods produced within 50 miles of their stores.
The range changes across the country.
How does it help?
Stimulates local businesses with large buyer contracts.
Customers are made aware of local suppliers and produce.
Also becomes a sustainability factor.
5
Vary ‘world foods’ section to represent local populations
What happens?
Tesco’s selection of ‘world foods’ changes in range and depth depending on the make up of the local population
In Edgware Road the store sells a significant amount of Lebanese foods, in Surrey Quays the store sells food from Poland and Georgia, and in Hammersmith the stores sell a large range of food from the Indian subcontinent
How does it help?
The initial benefit is that this involves selling products that people in the local area want to buy
The reassurance of familiar products can improve bonding with customers who are new to the area
6
Providing food to the elderly
What happens?
Marks and Spencer distribute food that has passed its sell by date, but not its use by date, to local sheltered accommodation for the elderly.
How does it help?
Gives a large consumer segment the opportunity to try store produce.
Provides the local community with a strong positive image of the company.
7
Involve children during school holidays
What happens?
The Avenue Shopping Centre has linked with East Renfrewshire Council’s Summer Holiday Programme to deliver an enterprise community initiative.
Throughout the summer holidays, a group of up to 10 primary school children and supervisors will participate in a series of summer entertainments
Other free kid entertainments include:
• Funday Sundays
• Treasure hunts every Monday
• Entertainment and activities on Tuesdays
• Creative workshops on Wednesdays
• A chance to meet mall mascots Newton and Fearn on Thursdays
How does it help?
Allows parents time during holidays to rest or work
Draws people into the shopping centre
8
Job training and support
What happens?
The Source at the Meadowhall Shopping Centre won the European Community Support Award by The International Council of Shopping Centres
The Source, opened in 2003, is now a successful training centre, provides training and support to local businesses, employers and the local community, particularly the long term unemployed
Developer British Land, which owns Meadowhall, set up The Source with Sheffield City Council to encourage regeneration in the City, considering that such an investment would help both local people and Meadowhall retailers
How does it help?
Stimulates the local economy by helping to provide jobs and eventually more customers
9
Customer selection of charitable giving
What happens?
UK supermarket Waitrose (run as a partnership) allows customers spending over a certain amount to vote for one of three local charities.
Every month Waitrose’s charitable donations are distributed proportionally amongst the charities, and a new choice of charities is provided.
How does it help?
There is a primary benefit that this helps local charities which, in turn, help local people.
Customers awareness of local charities and issues is raised, and the act of choosing caused further engagement both with the local community and the retailer.
10
Charitable & environmental community initiatives
What happens?
The Bayfair Shopping Centre in New Zealand runs a range of community initiatives. For example:
Paper4Trees
The paper4trees project is run by the Environmental Education for Resource Sustainability Trust (EERST). The monetary donation by Bayfair Shopping Centre supports the paper4trees efforts to supply native trees in return for recyclable paper to more than 60 schools in the Western Bay and Tauranga
Royal New Zealand Foundation of the Blind
Trainee guide dogs are brought into the centre by their handlers to hone the skills they need to assist local blind, deafblind and vision-impaired people get around safely with greater speed, confidence and independence
How does it help?
Associates the retailers with environmental projects and helping the vulnerable.
11
Hosting community initiatives
What happens?
Willowbrook Shopping Centre in Canada has a “Giving Back” initiative including:
Fund Raising
Willowbrook's main charitable partner is the Langley School District Foundation. In 2010, they raised over $21,000 for the Langley School District Foundation from various in-centre initiatives including Easter photos, Halloween Trick-Or-Treat Parade, and our Holiday Charity Gift Wrap Centre
Community Space
In keeping with their community spirit, Willowbrook Shopping Centre will consider applications for display area that (i) make a contribution to the local community including non-profit, cultural, educational and social service groups, (ii) serve the community of Langley and Surrey, (iii) are a registered charitable organization and (iv) directly support schools
How does it help?
The community space initiative directly engages with the community
12
Provoking customer engagement
What happens?
Mitsukoshi department store chain in Japan hosts a number of local initiatives including:
Community space
In hand with NHK TV station, Mitsukoshi organised a heart disease exhibition in their flagship store in Tokyo to promote general awareness of the disease
Green Santa Fund
Green Santa Fund is an annual Christmas charity campaign which supports and promotes the sustainable development of forests through planting trees, cultivating them to become forests, thinning the forests, producing local wooden products and giving them to children as part of their environmental education
How does it help?
Rotating use of display spaces allows engagement with a range of national and local causes to demonstrate behaviour that customer can bond to
Environmentally driven initiatives are a flagship issue which demands customer attention, especially when there are visible local effects
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Copyright © 2011 Millward Brown OptimorAnastasia A. Kourovskaia
Vice-President EMEAMillward Brown Optimor
+44 7917 55 44 [email protected]
