Progressive Grocer - August 2017 - 42

Category Management

New Ideas

Continued from page 38

Shifts in the
types of food
that people are
looking for and
large changes
in market
importance of
the younger
generational
cohorts have
put pressure
on traditional
retailers to meet
the changing
needs of buying
consumers. "
-John Persons,
Tops Markets LLC

As such, Weber asserts that "retailers have
no choice" but to move toward a shopper-centric
model, "if they are to remain distinct and relevant
in the marketplace."
By shifting the retailer-supplier collaborative focus
to the shopper and shopping experience, he says, "the
end result is improved sales and profits."
As defined by its authors, the shopper-centric
approach is driven by consumer insights. Encompassing the whole store rather than individual
categories, it shifts the focus to consumer needs, determining how best to group related goods together
to deliver on these needs. The process is designed
to be adaptable to changing trends and shifts in
consumer demands.
Implementing the approach requires the creation
of a shopper solutions team structure administered
by executive and store-level managers who collaborate closely with suppliers on how best to deliver on
consumer needs.
Among retailers adopting the shopperfocused model is Williamsville, N.Y.-based Tops
Markets LLC.
"Shifts in the types of food that people are
looking for and large changes in market importance of the younger generational cohorts have

put pressure on traditional retailers to meet the
changing needs of buying consumers," says John
Persons, Tops' president and COO. "As a result,
new competitors have have arisen, applying even
more pressure. It's a necessity for our industry to
get to know its consumers in order to adapt."
In Tops' movement toward the new model,
"we started by aligning behind the simple notion
that we wanted to have data drive our decisions,"
Persons explains. "We have an incredibly robust
database of customers and their shopping history
that we hadn't really tapped into."
Then Tops looked at its infrastructure and decided
to pull together all of the analytical functions in the
company under one umbrella. "Like most traditional
retailers, all of our functional areas had their own
analytics team: Marketing had consumer insights,
merchandising had product data analysis, space planning and pricing weren't linked in tightly, finance
handled margin analysis, and so on," Persons says.
So the retailer created a "decision support" department that now services the entire organization.
"It sounds easy, but the actual implementation took
a year for the company to utilize the functions up to
the potential," Persons says.
A key element of this new capability, he notes,
is aligning consistent measurements: "For instance,

Shopper-Centric Retailing
Vision-Srategy-Commitment
Shopper Solutions Planning
Infrastructure

Strategic Positioning

People

Organizational
restructuring

Shopper Insights

Culture/
behavior

Descriptive job/
function titles

Solution Plan
Implementation

Internal/External
Assessment

Core merchandising
processes
Actionable
shopper insights
Repository of
knowledge

Marketplace
Assessment

Shopping Experience

Solution Goals and Strategy

Focus
Shopper and Shopping Experience
Source: Winston Weber & Associates Inc.

42

| Progressive Grocer | Ahead of What's Next | August 2017

Business
practices
Cross-functional
collaboration
Required
skills
Performance
appraisal



Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
Progressive Grocer - August 2017 - 6
Progressive Grocer - August 2017 - 7
Progressive Grocer - August 2017 - 8
Progressive Grocer - August 2017 - 9
Progressive Grocer - August 2017 - 10
Progressive Grocer - August 2017 - 11
Progressive Grocer - August 2017 - 12
Progressive Grocer - August 2017 - 13
Progressive Grocer - August 2017 - 14
Progressive Grocer - August 2017 - 15
Progressive Grocer - August 2017 - 16
Progressive Grocer - August 2017 - 17
Progressive Grocer - August 2017 - 18
Progressive Grocer - August 2017 - 19
Progressive Grocer - August 2017 - 20
Progressive Grocer - August 2017 - 21
Progressive Grocer - August 2017 - 22
Progressive Grocer - August 2017 - 23
Progressive Grocer - August 2017 - 24
Progressive Grocer - August 2017 - 25
Progressive Grocer - August 2017 - 26
Progressive Grocer - August 2017 - 27
Progressive Grocer - August 2017 - 28
Progressive Grocer - August 2017 - 29
Progressive Grocer - August 2017 - 30
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Progressive Grocer - August 2017 - 37
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Progressive Grocer - August 2017 - 40
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Progressive Grocer - August 2017 - 42
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Progressive Grocer - August 2017 - DF1
Progressive Grocer - August 2017 - DF2
Progressive Grocer - August 2017 - DF3
Progressive Grocer - August 2017 - DF4
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Progressive Grocer - August 2017 - Cover3
Progressive Grocer - August 2017 - Cover4
Progressive Grocer - August 2017 - BB1
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Progressive Grocer - August 2017 - BB3
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