مرحبا Wal-Mart! Hello Saks! Hey, Honey Baked Ham!

Push Play >> now to view the 90 second intro video from Ken

Despite all of the bad economic news over the past few weeks, I refuse to dwell on the poor performers in the retail world in this post. It’s time we look at some companies who are doing things right,living up to their brand, and having positive sales trends as a result!


Photo courtesy Newsweek magazine.
First, Wal-Mart opened a store in a suburb of my native Detroit (Dearborn) that caters to the largest concentration of Arabs outside of the middle-east. An article in Newsweek details how this store has adjusted its merchandise mix, its store associates, and its marketing efforts to target the nearly half a million Arab-Americans in this city. With over 550 items in stock appealing to this target customer,they realize that the brand must be a "store of the community". It’s a good example that even as big as Wal-Mart is, it’s not just low prices that appeals to today’s shopper. Granted, they have the lowest price perception of any retailer in the market, but Wal-Mart has rectified some the mistakes of the past few years and gone back to building trust first and athen selling a lot of items at better prices as a result. Their new marketing campaigns are a throw-back to the real people with real benefits for shopping the store (Better than a blue light hawking weekly specials, I believe.) Their programs tied in with the Salvation Army and Second Harvest Food Banks continue to build trust.

The economic woes haven’t adversely affected sales at Saks Fifth Avenue either and it’s not because its customers have more money than most. Realizing that shoes are a major driver of traffic (Nordstrom figured that out a long time ago.), Saks didn’t just increase inventory, it: introduced its new shoe dept. with its own zip code 10222-SHOE. The flagship store devoted its entire 8th Floor with 150% more inventory. The result was that shoes was the #1 category increase for the holiday selling period. Management credits the increase for the 10.6% increase overall With Deborah Messing helping to open the new zip code, Saks has re-branded itself and has made a commitment to live up to that brand in all categories. See http://ny1.com/ny1/content/index for a ‘news’ report covering the launch.

Finally, many people only think about Honey Baked Ham as a great piece of meat. You might be surprised to learn that they do a heckuva retail business too and sell more than just hams--especially at the holidays with Easter leading the way. I was there using a Christmas (Yes, I always save it for later use.) gift certificate for our Easter ham and was impressed not only with the system and logistics of moving over a hundred people through the line but also with the complimentary sales of side dishes, desserts and condiments. The power of this brand resulted in a line up at 9am on the Saturday before Easter that was not unlike the Starbucks queue for a $4 buck cup at the airport when there is no line for the $1.50/cup of joe right across the aisle. Honey Baked charges almost three times per pound as the Sam’s Club or Costco down the street. Quality product backed by a consistent, believable marketing campaign results in brand loyalty all year round.

So, while some stores blame their negative trends on the poor economy and the real estate rollercoaster and weakening dollar, etc…stores like these continue to build their brands and their sales and we know how.

Greetings from Chicago

Click play >> to view the 40 second welcome video for this month.

BECOME A BRAND CHAMPION! START HERE ON APRIL 10-12.

I am inspired after being in Chicago for 3 days and am more convinced than ever that successful brands have to work consistently and passionately to make sure their brands come alive within the organization and within the customers – we have to “Make it Stick”.

One of the first critical steps in developing a brand strategy that “sticks’ is to establish a “brand strategy committee” within your organization. It is crucial to have every area represented if it’s going to work – aka “stick”. Pull someone from R&D, HR, Operations, Merchandising as well as the good ‘ol marketing dept, etc.. This committee will require strong leadership and a “brand champion”—to make sure that everyone participates and buys into the strategy and to insure its implementation.

That’s why I am so excited that this spring’s Global Retail Marketing’s Global Retail Marketing Executive Leadership Summit which will be held just down the water from my office in St. Pete Beach. Chief Executive Offer Stephanie Fischer and the GRM team have put together a program that looks at leadership from every perspective and brings to the stage some outstanding experts that will surely enlighten even the most senior marketing executive. To encourage you and your organization to participate, here are some highlights: (OK, yes, I’m a special advisor to GRM, but this program really excites me and I am devoting this article to it!)t

 Start off with Carter Drew who brings his experience at McDonald’s (not a bad brand!) He will share his views on “Authentic Leadership” which will dive into what it takes to develop a vision that’s essential to a strong brand.
 Next, we have all heard about “Blue Ocean Strategy” and Gabor Burt. Gabor, the foremost expert on this hot process, will help any marketer who wants to get a leg up on the competition see how its done in today’s marketplace. His examples will demonstrate how to get the strategy into action.
 The next day will keep the attendees focused on making the strategy work with presentations by experts like Gary Hamel, who Fortune calls the world’s leading expert on business strategy. Gary looks at leadership a being the head of a revolution and we certainly need some revolutionary thinking to get our brands to stand out.
 Following Gary is Peter McLaughlin who will bring this whole idea to heart by talking about how we can ignite the energy of our marketing internally and make us better champions of our brand. It’s not all strategy as you know and the bottom line is always a prevailing consideration.
 That’s why Joel Makower will show how the new “greening of our business and marketing” can be profitable if you do it right. Nobody can talk about the right way to make “Green” exciting and profitable for a brand like Joel, He has written more than a dozen books and several articles that make a difference to who?.

 Finally, I am glad to see Dan Burrus is bringing his futuristic, yet common sense, approach to technology trends back to this summit. Last year, I was truly inspired by his ideas and concepts that got everyone involved and excited about the future—if you do it right and look at the marketplace. Even after seeing Dan again at the NSA Convention in July, I am amazed at his wealth of knowledge and ability to cut through the confusion in technology to inspire us to think differently about our brands and our customers.

Top all this off with ample opportunities to network with our marketing counterparts from other retailers and key marketers from some of best partner companies out there, it will be an extraordinary event. GRM has a long history of bring people together to share ideas and build new relationships that pay off back at the office and this year looks like it will be even better.

The setting ain’t so bad either with the beautiful and historic Don CeSar Hotel providing the meeting location and amenities. Golf and boat cruises in the Gulf are a great way to enjoy the time away while you stimulate your thinking and become a true brand champion for your company.

I know this sounds like a sales pitch—and it is. I believe so strongly in the need for strategy leadership in in order to bring brands to life. I am convinced that this is a great opportunity that warrants your time and effort to attend. On top of that, if you’re a retail marketing executive, there’s no charge for the summit. Just take the time to get on a plane (or boat in my case) to Tampa Bay then spend some of the best 3 days in your branding quest. It’s April 10 thru April 12, and spend the weekend if you can. I guarantee it will be sunny and warm!

Just click on the link to the right, or go to www.globalretailmarketing.com. See you there.
Ken

News From New York

Click play >> to view this month's video welcome(47 seconds) from NYC
The annual NRF convention at the Javitz Center was abuzz with new technology that will make running a retail organization more efficient with state-of-the-art systems and programs. The exhibits floor was full of representatives and retailers and as many high tech sounding names. Hopefully, these innovations will save the companies enough money to offset the loss of revenue most stores experienced in the past couple months of holiday sales.. With a lousy December (-0.4%) and an overall disappointing two-month holiday period (3% vs. a prediction of +4%), there were many reasons given for the poor performance in the trade articles that followed today’s release of December figures. The old stand-by “bad weather” and over-used “tentative consumer” were cited most often. Nobody, however, said that their marketing efforts were off the mark.

I won’t dwell on that again in fear of sounding redundant from last month’s article. However, it was interesting that most of the program at this year’s convention failed to address the key issues of marketing and branding. About the only sign of the “B-Word” was on one of the displays at the NRF bookstore where 4-5 books promised the key to better branding. (Unfortunately, my book isn’t quite finished in time to hit the shelves!) In talking with several of my retail counterparts at the convention, we all were in agreement that this year’s holiday marketing efforts were about as exciting as the 30 re-runs of the clay-mation version of “Rudolf the Red Nosed Reindeer”. It just seemed that those who did advertise had nothing to say other than another “lowest prices” sale in ads that looked so similar; one had to yawn whenever we opened the daily newspaper (those of us who still get the paper, that is.),

Looking for answers, maybe these disappointed retailers should have been sitting in church with me when our pastor used a quote that seemed to “hit the nail on the head” -
“The bitterness of poor quality lingers on long after the sweetness of a cheap price fades away.” Sure, we all have to have a great price image to survive in today’s marketplace. However, whatever happened to giving customers a really great shopping experience (especially at the holidays)? With lousy service, jam-packed clearance round racks, and with advertising that seemed dull and redundant, retailers have lost the value part of the proposition. It’s interesting to look at the December comp’s, that the ones with the worst performance were also the ones with the dullest advertising and store presentation. I won’t list them here, but the December results are available online so you’ll know who I mean.

It’s interesting that Wal-Mart broke with some really good ads that communicated their value statement while at the same time they broke with blockbuster pricing. The turnaround in sales also reflected a much better shopping experience in the remodeled stores that I visited. Costco’s results continue to be amazing in view of their lack of any advertising. The store experience says it all. Flat screen TV’s were the hot items and these stores had displays that rivaled the big electronics stores and were a lot less confusing to shop.

Macy’s announced that while it now had its logo on hundreds of stores in every market (which produce lousy sales), they were expanding their San Francisco web offices due to increases in their online business. The amount of gift card sales only punctuates our customers’ lack of enthusiasm to shop for actual gifts and other traditional holiday items.

The time to start building Holiday 2008 sales is now. Stores need to take a look at their marketing efforts and research their brand position and start NOW to provide a reason for customers to shop them now and on an ongoing basis. It’s the only way to build a better business all year.

RAC CHICAGO---A GOOD PLACE TO START.
To get inspired and re-energize your branding efforts, start out by attending this year’s Retail Advertising Conference in Chicago on February 6-8. The program promises to be one of the best in helping you make your marketing message “stick” with your customers. Click this link to get all the information about this year’s program and registration.