Thursday, November 12, 2015

Answering the Call of the Omnichannel Shopper through a Dynamic Category Strategy

This afternoon at OmniShopper International 205 in Paris, France, Duncan Tyrrell, Category Strategy Controller at Warburtons Limited talked to us about reaching omnichannel shoppers through a dynamic category strategy.

We are in a time of transitional change in grocery. This could be an inflection point for the industry, according to Tyrell.

There has been a shift of control from the retailers into the hands of the shoppers. The source of omnichannel shopping comes from three places: societal change, technology revolution, and new business models. The way the societal change is manifesting itself is the way of the main shop is changing and diminishing in size.  “Little and often is becoming the norm,” said Tyrrell.

In the next 5 years, super stores will become less popular and the growth will be in convenience stores and online. For example, large stores like Tesco are buying a successful smaller store called Giraffe in the UK.

Warburtons translated the omni shopper change into action in order to adapt to that market. The company learned to understand their omnichannel environment to unlock category growth by implementing the following strategies:

1.       Provide a language for internal alignment
2.       New Opportunities for thought leadership
3.       A common purpose for retailers and suppliers

Now, Warburtons retailers in the UK are looking for a path to growth because they need new and disruptive business models in the market.

Tyrrell said, “We will look back on this time and realize it was around this time that things really began to change.”

About the Author: Amanda Ciccatelli is a Social Media Strategist at IIR USA where she manages social marketing strategy and content marketing across the business. She a background in digital and print journalism, covering a variety of topics in business strategy, life sciences, innovation, law, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big Design,  Front End of Innovation and The Market Research Blogs. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc. 

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