Strategy - Retail Store in Pakistan - Bakery Focused

Nasir Saeed Tareen -
https://www.linkedin.com/in/pakistanidata/
Retail in Pakistan Business Environments Business Plan – Retail Retailers' Focus
Retail Performance Customer Experience Market Research Factors Influencing

Bakery Food Retailing
Store Location Attract the Customer Communication Mix Differentiation
https://www.linkedin.com/in/pakistanidata/ 2/2/2022 2
 The share of wholesale and retail sector is 34% in overall service sector of Pakistan
 Retail sector is the third largest sector in Pakistan. It is the second largest employer,
employing around 16% of the labor force
 The sectoral share of Services in GDP for FY2020 is 61.40 percent
 Planet Retail, a global retail forecasting firm in its recent report, has calculated the
country’s retail market size to be around $152 billion with annual growth rate of 8%
 The organized retail penetration is almost 5% in Pakistan
 The absence of concrete data
 Developing urbanization
 The middle-class consumers
 The youth
 Improvement of per-capita income
 Labor is abundant and inexpensive but often unskilled
 Infrastructure is far from state-of-the-art
 Regulations may change unpredictably
 Political instability is common
 Companies Need the mind set and leader who have a higher appetite for risk and a higher
tolerance for failure to get the Distinct Advantage
 A financial forecast
 Highlight the expected profitability of the business
 The initial financing requirement.
 A written part that presents, in detail,
 Project
 The team
 Business strategy
 Medium-term objectives
 Revenue growth
 Profitability
 Unique consumers
 Capital deployment
 Cash management
 Sales per Square Foot  Gross Margin Return on
Investment
 Sales per Linear Foot of Shelf Space
 Items per Transaction

 Sales by Department or Category
 Sales per Employee

 Inventory Turnover
 Accessory Percentage
https://www.thebalancesmb.com/measuring-retail-performance-and-productivity-2890277
Store layout and Merchandise
Checkout speed Produce quality
cleanliness availability
Staff courtesy and Store locations and Reliability of mobile

Quality of mobile app
helpfulness hours app
Merchandise
Sale and promotion
variety and Call center Website
frequency
selection
Need A reason for Customer
• To Come
• To Stay
• To Purchase
What we are How we are
offering? differentiated?
USP Communication Operations
Instore
Customers Store
Outdoor
Assortment Customers Service

Medium
Retailers aren’t just competing with one another through the items they offer and the pricing they set.
Instead, they’re competing on a whole host of other criteria, including
 Convenience  Customer Service

 Is the store nearby?  Is this a place I like to shop?
 Is there ample parking?  Is the store clean?
 Are the staff available? Are they helpful?
 Will they have what I need?
 Can I get in and out quickly?
 Is it likely that the item will be in stock?
 Will there be enough cashiers working?
 Will I be able to find the item quickly?
 Is self-checkout offered?
 Rules and regulations related to operating a bakery
 Analyzing the demand for bakeries in area
 Direct and indirect competitors
 Assortment selection compatible to target market
 A clearly identified target market: residents, travellers, professionals, etc.
 A range of products that meet the expectations of your target market
 A unique selling proposition from your competitors
 A marketing strategy to attract and retain customers
 Breakfast  Market ecosystem
 Morning Goods  Market characteristics
 Sandwiches  Market segmentation analysis
 Confectionery
 Cream Cakes
 Celebration Cakes
 Efficiencies in retail execution can have a positive effect on bottom line
 Important factors - Understand and streamline workload and apply the right assets to
maximize productivity and this will creates efficiencies and cost savings.
 Solution flexibility
 Analytics
 Retail activity optimization (RAO)
 Product dashboards and configurability
 Demographic changes
 The Rise of Healthy Food
 Single Living Through Food
 Cost pressure
 Diversity in Food
 Wage inflation
 Consumer demand for convenience and
solutions  Growth of channels and competitive outlets
 The Future Is Convenient
 Home delivery
 Home Automation
 Loyal: They represent no more  Need-based: They have a
than 20% of your customer specific intention to buy a
base, but make up more than particular type of item.
50% of your sales.
 Wandering: They have no
 Discount: They shop your store
frequently, but make their specific need or desire in mind
decisions based on the size of when they come into the store.
your markdowns. Rather, they want a sense of
experience or community.
 Impulse: They do not have to
buy a particular item at the top
of their list, but come into the
store on a whim. They will
purchase what seems good at
the time.
 Type of Goods Sold  Competition and Neighbors
 Population and Customer  Location Costs
 Accessibility, Visibility, and Traffic  Personal Factors
 Signage, Zoning, and Planning  Final Considerations
 Improves Sales
 Promotes Store personalization
 Encourages smarter staffing
 Provides Marketing Insights
 Keep up with the seasons  Market to existing customers
 Consider current events  Go beyond selling products
 Use eye-grabbing signage  Make it a social experience
 Invite influencers or experts  Track the right metrics to figure out
how to improve
Touch Points
Friction Points
• Eye Catching Displays
In Store • Test/Taste areas
• End Cap Use
• Loyalty Program
ATL/BTL
• Get the Word Out
In Store • Build Phone/Email List
In Store • Event or Workshop

Sales People
Store
atmosphere & Sales
Visual Promotion
Merchandising
Inform
Advertising Persuade Public relation
Remind
 Digital Advertising
 Guerrilla Advertising
 Google Ads
 Social Media Advertising
 Broadcast Advertising
 Cell Phone & Mobile Advertising
 Print Advertising  Outdoor Advertising

 Periodical Advertising
 Brochures, Leaflets, Flyers, Handouts, and  Public Service Advertising
Point-of-Sale Advertising
 Direct Mail Advertising  Product Placement Advertising
 Offer a compelling reason for customers  Alignment of merchandising programs
to choose over other channels through: that foster customer engagement

 Product pricing supported by a shopping experience
 Promotion that surpasses customers’
 Customer shopping experience expectations
 Merchandising
 Offer customers a strong combination
of quality, service and value
 Follow the Consumer trends – With  Use consumer data to measure the
future vision value of programs offered and support
 Researches and studies ABOUT the

consumer attraction and retention.
wants and needs of core consumers and  Private brand products SHOULD
casual consumers. exceed consumer expectations
 Measures customer satisfaction and  Continue to focus on the value and
shares insights across the organization to attribute messaging to drive organic
improve communication between
growth.
management and its consumers.
 Execution is crucial - focus on maintaining high standards in execution
 Ways to eliminate waste and increase the efficiency of operations
 Adapt to consumer trends and local preferences, create niches all over the country
 Find a responsive customer base – Clearly Segmented Consumers
 Insistence on keeping “a firm grip on the day-to-day realities” of operations
 Leaders should on the road, look for ways to improve the productivity
 Take chances, experiments, gets market feedback quickly, and does what’s needed to improve its value
proposition to customers
 Focus on sales and profits growth  Methods of driving sales includes:
through:  Focused preparation and execution of

sales programs
 Improved operating practices
 Investing in new stores
 Increased productivity
 Remodels, and strategic acquisitions
 Positive cash flow.
 Communicating clear executable
 Disciplined growth will increase standards
market share and operating profits  Aligning performance measures across
the organization

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Nasir Saeed Tareen -

Retail Performance Customer Experience Market Research Factors Influencing

Store Location Attract the Customer Communication Mix Differentiation

 The middle-class consumers

 Improvement of per-capita income

 Infrastructure is far from state-of-the-art

 Regulations may change unpredictably

 Political instability is common

tolerance for failure to get the Distinct Advantage

 Highlight the expected profitability of the business

 The initial financing requirement.

 A written part that presents, in detail,

 Items per Transaction

 Sales per Employee

Staff courtesy and Store locations and Reliability of mobile

Assortment Customers Service

 Convenience  Customer Service

 Morning Goods  Market characteristics

 Sandwiches  Market segmentation analysis

 Retail activity optimization (RAO)

 Product dashboards and configurability

 Population and Customer  Location Costs

 Accessibility, Visibility, and Traffic  Personal Factors

 Signage, Zoning, and Planning  Final Considerations

 Promotes Store personalization

 Encourages smarter staffing

 Provides Marketing Insights

 Consider current events  Go beyond selling products

 Use eye-grabbing signage  Make it a social experience

 Invite influencers or experts  Track the right metrics to figure out

In Store • Build Phone/Email List

In Store • Event or Workshop

 Print Advertising  Outdoor Advertising

to choose over other channels through: that foster customer engagement

of quality, service and value

 Researches and studies ABOUT the

 Ways to eliminate waste and increase the efficiency of operations

 Find a responsive customer base – Clearly Segmented Consumers

 Insistence on keeping “a firm grip on the day-to-day realities” of operations

through:  Focused preparation and execution of

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