Retail is like a really challenging jigsaw, comprised of a few big chunks and thousands of tiny pieces, colourful and intriguing, yet frustrating at times. Low margins, tough logistics, new and ambitious rivals, consolidated and powerful suppliers, market fragmentation, green concerns, are all part of the puzzle, along with consumer behaviour shifts, the influence of fashion, trends that come and go and the ever-presence question of timing. The current global economic uncertainty is not helping either: traditional segments are breaking down as consumers redefine value and cross-shop from discount to luxury; channel strategies need to become more complex as online sales steadily increase and buyers expect higher levels of service, in the midst of global consolidation and the expanding dominance of gigantic chains, In other words, solving the puzzle has just become harder.
Consumers are far more demanding and unpredictable than they once were. While they want more quality and value for less money, time, and effort, their consumption needs and desires change depending on the occasion. A single consumer may buy groceries at a discount supermarket in the morning and have lunch at a premium restaurant the very day. To sustain growth, retailers ultimately must build relationships with the customer, not just sell them goods. Everything is a matter of trust. V+O is committed to building solid, long lasting and trust-oriented communication platforms, and is has a proven track of doing so. Its experience includes working with consumer goods companies such as Coca-Cola Hellenic, Beiersdorf and baked goods manufacturer Nutriart and with retail chains such as Praktiker, Germanos, Public and Multirama, therefore being actively involved in all aspects of retail strategy.
