本篇文章首次发表于 《品类管理的昨天、今天和明天》—— ECR社群关于2020 年品类管理现行实践的回顾
在当今的市场中,根据消费者行为进行战略调整是对零售业的基本要求。顾客品味提升,消费趋势转变,然后——至少在理论上——商店和供应商需要一同努力,试图满足这些全新的不同需求。但是,当消费者行为的转变如此迅速又如此彻底时,甚至影响到了零售行业的基本层面,会发生什么样的情况呢?零售商和品牌商又该如何有效地做出应对?
在过去的一年半时间里,对世界各地的品类经理来说,这些都是他们每天工作要面对的问题。新冠疫情对全球零售业的影响程度之大、范围之广史无前例。消费者习惯迅速转变,而这种转变,在正常情况下需要数年时间才会发生。虽然其中一些消费行为的转变是疫情期间的短期反应,但是有一些行为将长期影响食品零售业的未来。
回归基本
邓韩贝在疫情期间发起了多次消费者调查,我们发现有五个趋势将长期存在:对商品价值的重视;对本地采购的偏向;对购物形式和渠道态度的转变;在家烹饪频率的升高;以及对个人和社会健康的高度关注。
随着后疫情时代格局的日渐形成,以上各个领域的变化都要求零售商和品牌商重新审视现有设定,回归到最基本的方面,从根本上理解顾客需求。
当然,品类管理在这里发挥着重要作用。品类经理,作为零售商和品牌商关系的管理人员,其主要职责之一就是重新评估和打造面向未来的战略,应对迎面而来的各种趋势变化。与快速消费品供应商建立更加密切的合作是这一过程的关键,同时,对品类进行“从头开始”的审查,确定使用哪个杠杆来吸引未来消费者的决策制定,这些能力——以及意愿——也至关重要。
重新评估顾客需求
在Brian Harris 博士倍受认可和广为使用的品类管理八步模型中,零售商通过分析从产品作用到促销战术的多个因素,对特定品类进行潜在价值的评估。随着新冠疫情导致消费者行为发生变化,这一模型同样可用于重新评估品类以适应全新的要求和需求。
其中四个步骤尤其值得注意:品类定义、品类角色、品类策略和品类战术。在这些方面,我们认为零售商和品牌商应该针对以下内容做好准备。
随着消费者观念的转变,不同因素重要性的变化,对品类进行定义和分组的方式也需要重新审视。比如产品安全、健康和幸福感,以及本地化生产等因素在未来几个月内都会变得更重要。另外,消费者愿意使用其他产品来替代原本“最喜爱”的产品,也可以帮助零售商拓宽品类定义。在家做饭就是其中一个例子,最近在家做饭的人越来越多,零售商有充足的理由对这一品类进行扩充——这样的策略通常会增加竞争优势。
原有的品类角色已出现了巨大的颠覆,传统的常规商品如清洁用品、意大利面和罐装食品,在疫情爆发初期迅速转变为直接目标商品。未来,转变还会继续发生,但是——随着经济体量缩小,冲动消费下降,购物更加具有目的性,对商品的无目的浏览将会下降。零售商可能需要对品类的双重角色进行思考,每一个商品都要针对线上和线下消费者不断变化的需求进行角色设定。
新冠疫情使得从网上购买食品的人数大量增加。随着这一增势日趋平稳,对于许多零售商来说,电子商务目前提供了可观的收入来源。制定相应战略使这些新增的线上顾客成为常客将带来更大回报,同时也可以抵御与早期建立的成熟线上零售商进行竞争的风险。以健康和产品安全为重点的策略对许多品类的重要性也很有可能在未来日益凸显出来。
在战术层面,零售商最紧迫的任务之一就是密切关注消费者对商品多样性期望的改变。在疫情高峰期,商品多样性是一个重要关注点,因为许多消费者重新评估了自己的需求,意识到商品宽度可能没有疫情之前那么重要。在未来的一年内,零售商应使用数据科学减少商品数量。
其他需要考虑的战术包括对自有品牌的关注——对于更注重追求价值的消费者来说,这是一个重要的区分指标——以及对“准时达”的供应链模型进行重新审核,事实证明,“准时达”的供应链模型在面对极端需求时往往不够准时。
数据驱动的决策制定
贯穿以上四个步骤的共同主题是对消费者进行细微的、与时俱进的了解。虽然上面强调的事项可以作为宏观层面优化品类管理的指南,但是无法从个体层面进一步反映消费者需求。如今,食品市场瞬息万变,消费者行为与态度可能一夜之间彻底转变,品类经理需要具备深刻的洞察力,以便做出相应的处理、预测和响应这些全新的需求。
在大多数案例中,支撑洞察力的数据已经存在。零售商可以根据丰富全面的消费者数据,做出更明智成熟的品类管理决策。对大多数零售商而言,问题并非在于无法获取或找到相关数据,而是无法对数据进行分类、分析和解读,无法挖掘这一行业的潜在能力,而在这个行业中,每一笔消费都会给出一些关于消费者真正需求的线索。
随着新一年的到来,消费者行为可能再次出现剧烈转变。以数据为基础、以顾客为中心的品类管理是实现灵活多变和响应能力更强的零售未来的制胜关键。
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