先進国では消費者支出は安定しており、中国、インド、ブラジルなどの新興市場では増加しています。

In many countries, retail represents around 10 percent of a consumer’s income.  That spending occurs in supermarkets, hypermarkets, department stores, malls, exclusive brand outlets, and online portals.

ブランド、有利な立場にある現地企業、そして国境を越えた大企業の間での厳しい競争により、この回復力があり収益性の高い業界で成功することは極めて困難です。成功するには、特定のターゲット消費者の間で強力な存在感を示すだけでなく、ベストプラクティスを意識的に順守することも必要です。

成長をもたらす小売業界のベストプラクティスは次のとおりです。

1) 効果的なブランド管理

Given the horde of retailers vying for the attention of consumers, establishing a unique personality for a business is the best way of distinguishing it from competitors. Having a brand that favorably stands out is already half the battle won.

One way for retailers to send messages that resonate with customers is to convey their corporate philosophy in ways that are easily understood by consumers. Messaging, storytelling, branding, corporate culture and values have the potential to define a brand and distinguish it from others.

2) コミュニティの発展と持続可能性への取り組み

Given the clear preference of advanced markets for brands and companies that consistently adopt sustainable practices, the list of tomorrow’s leading retailers will be composed only of businesses with demonstrated commitment to environmental protection. Any business that carries a tinge of environmental neglect will be punished by a consumer base that is increasingly becoming aware of (or are already suffering from) its negative impact.

Corporate social responsibility, Community Development and Human Resources can help Retail 企業 achieve these objectives. The type of foundations, charities, or advocacies that a company proactively supports help form the company’s profile among its customers. Businesses should focus on those that share a strong affinity with their core values. Employees have the opportunity to be trained, nurtured and deployed not only to perform their designated tasks but also to visibly exemplify the company’s core values.

3) 包括的なセキュリティとサイバーセキュリティ

It is not uncommon for physical retail outlets to encounter walk-ins who just intend to steal, vandalize, or harm facilities, staff, and other customers. Where appropriate for example monitoring systems could be deployed. In addition, the incidence of digital- or internet-related crimes are increasing and having a reliable Cybersecurity to wall out hackers is extremely important. Already, some of the largest hackings and massive consumer identity breaches have focused on Retail companies and their Credit Card products.

4) マルチチャネル戦略

Today’s 小売り landscape is rapidly evolving with the adoption of new technologies, processes, and approaches. Retail companies are focused on Omnichannel and aligning messaging across Stores, Mobile Technology, Apps and Social Media.  To remain meaningful and relevant, retailers deploy their unified messaging not only in traditional channels, but also in social media channels and the mobile environment.