Mike Price, consultant, retail expert and former director of Unilever Global Modern Trade Execution Lead, shared his experience and knowledge at Supermartech 2021, the great mass consumption forum in Latin America.
He pointed out that retail execution operations are not always appropriate and win-win. He gave the example of traditional operations, which deploy their resources Monday through Friday, from 9 a.m. to 5 p.m. to 5 p.m.
“How many things are delivered on Saturday and Sunday and these opportunities are lost? To capture them we have to separate ourselves from that Monday-Friday mentality.”
Price also assured that much has been written about the evolution of e-commerce and growth as a percentage of total retail sales, but the number of deals and e-commerce orders collected in the store or that are not taken into account. they are delivered to the door of the house, in a pre-covid world, unfortunately it will not be a winner.
On the other hand, Price highlighted that, in recent months, at least 14 billion dollars have been invested in startups. This has had a huge impact on convenience stores, because they are focused on fast delivery and shift retail execution.
“The Perfect Store represents compliance, under quality standards or specific agreements with the client.”
For Price, retail execution is a journey, not a project, because it has no start or end date. All time evolves based on the question: Where do we come from?
“It’s a model in which people participate.
Where are we today? app-driven efficiency.
Where are we going? Sustainability drives the future. Historically, manual audits, with a focus on activity, were concentrated on collecting boxes and completing services. This created a high degree of inefficiency and frustration trying to figure out what really needed to happen.”
What will be the role of people in retail execution?
Retail execution is a big challenge. Price believes that not only people are the solution to move forward, because there will be a transfer to fixed and more flexible resources, to achieve a balance between people and technology.
People are concentrated around developing applications to support efficiency. This has generated a fragmented local market, where many believe that developing apps is what is fashionable.
In addition, work has been done on the sales force automation solution:
“10 or 20 years ago there were 4 or 5 stores. Today there are more than 30 suppliers and it is now that the opportunity to have all the parts together and build a new model should be taken advantage of.”