Download Red Retail Communications

Red Communication Australia
RETAIL MARKETING NAVIGATION ®
Strategic Planning Workshops
A Proposal for Senior Executive Management Teams
FI
N
CO
D
IA
T
N
E
© Copyright 2006. Red Communication Australia.
L
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
Introduction
In retail, there is seldom the time to sit back and do anything - least of all review the business and where it is going.
After all, when was the last time you and your executive team took time out from doing the business to think about
the business.
Yet this is the one thing that business retail management teams must do - at least annually. Strategy is not a set and
forget exercise but a living, breathing discipline which constantly changes and mutates. It is also the one thing that
sets an executive team up for success. A clearly articulated and agreed direction which commits the senior executive
team to achieve business ambition.
This document outlines the process and cost of an annual strategic planning workshop designed to gain buy-in, signoff and action plans which generate increased productivity from existing retail businesses.
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
The Red Process
Our belief is that - within the natural team dynamic of the individual retail business - a shared understanding must be
articulated about who we are, what makes us strong and how we evaluate relevance before performance
improvement ideas can be generated - let alone executed. Wild ideas generation, without a context and a method of
evaluation for fit - at best wastes everybody’s time and at worst can do damage to the business and the executive
teamwork.
The Red retail workshop process follows a very simple framework:-
1. Surveying the map - Where are we now - understand the context, understand our business & what got us here
2. Agreeing the destination - Where do we want to be - use our source of strength to establish our ambitions
3. Plotting the course - How will we get there - where do we have gaps & what will it take to realise our ambitions
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
The Red Process - Agenda - Stage 1
Surveying the Map - Where are we now?
1. MARKET ANALYSIS
- MARKET PERFORMANCE & TREND
2. CUSTOMER ANALYSIS
- BEHAVIOUR & TREND
3. COMPETITOR ANALYSIS
- PERFORMANCE & TREND
- STRENGTHS & WEAKNESSES
4. COMPANY ANALYSIS -.C.O.M.P.A.S.$.® Present Readings & report to KPIs
- Culture - service/performance style/current climate/behaviors/language
- Organisation - core competency/capability/organisational model
- Merchandise - structure/plan/performance
- Promotion - acquisition/stimulation/retention/calendar/foot traffic/awareness
- Access - stores/channels/hours/delivery
- Store - customer experience in-store/operating model/ productivity/functionality/service
- $Dollars - financial model/pricing architecture/margin management/capital management/financial returns
6. SCORECARD
- COMPANY & KEY COMPETITORS TO MARKET & KPIs
- COMPANY STRENGTHS & WEAKNESSES
7. SUMMARY OF CURRENT POSITION
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
The Red Process - Agenda - Stage 2
Agreeing the destination - Where do we want to be?
1. ECONOMIC FORECAST (12/24/36 MONTHS)
- DOMESTIC
- WORLD
2. BEST PRACTICE RETAIL TRENDS
- DOMESTIC
- WORLD
- ACCESS/EXPERIENCE/PRICING/PRODUCT/SERVICE
3. POLITICAL, ECONOMIC, SOCIAL, TECHNOLOGICAL TRENDS
- DOMESTIC
- WORLD
4. CONFIRM STRATEGIC INTENT
- CUSTOMER VALUE PROPOSITION
- HOW WE WILL COMPETE/WHERE WE WILL COMPETE
- SUMMARISE FUTURE C.O.M.P.A.S.$.® SETTINGS
5 ESTABLISH OBJECTIVES BY KPIs (LEAD & LAG INDICATORS)
- 12 MONTHS
- 24 MONTHS
- 36 MONTHS
6. SUMMARY OF GOALS & OBJECTIVES
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
The Red Process - Agenda - Stage 3
Plotting the Course - How will we get there?
1. GAPS
- ACCESS / EXPERIENCE / PRICING / PRODUCT / SERVICE / ORGANISATIONAL SUPPORT
- C.O.M.P.A.S.$® SETTINGS
2. RISK ANALYSIS ISSUES
- FINANCIAL RISKS:
- SOURCING/SUPPLY RISKS:
- TECHNOLOGY RISKS:
- DISTRIBUTION RISKS:
- MANAGEMENT RISKS:
- HUMAN RESOURCES RISKS:
- STOCK RISKS:
- MARKETING RISKS:
- OTHER RISKS:
3. ACTION TO FILL GAPS & ISSUES
4. FOCUS ON FIVE KEY PRIORITIES
- SHORTLIST, TIME SEQUENCE, SUCCESS FACTORS
5 PRIORITY ACTION FRAMEWORK
- RESPONSIBILITIES, SUB-COMMITEES, TRACKING & EVALUATION FRAMEWORK, REPORTING FORUMS, CALENDAR
6. SUMMARY & CLOSE
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
STRATEGY TO ACTION FRAMEWORK
BEST PRACTICE
ACCESS PLANNING
EXECUTIVE BUSINESS STRATEGY PROCESS
STRATEGIC DIRECTION
PRICING
VISION
OBJECTIVES/KPIs
PRODUCT MANAGEMENT
SERVICE ENHANCEMENT
ORGANISATION COMPETENCE
MERCHANDISE BUSINESS PLANNING
•BOX FORMAT DEVELOPMENT
•MULTI-CHANNEL DEVELOPMENT
EXPERIENCE REFINEMENT
•INTERNAL LAYOUT / CUSTOMER
JOURNEY
•FUNCTIONALITY / LOOK ‘N’FEEL
•CUSTOMER RECOGNITION / EXPERIENCE
PRICING
•PRICING ARCHITECTURE
•CONTRIBUTION MANAGEMENT
•FINANCIAL RETURNS
PRODUCT MANAGEMENT
•RANGE MANAGEMENT
•RANGE DEVELOPMENT
•PRODUCT METRICS
SERVICE ENHANCEMENT
•SELF SERVE / HIGH SERVE CONTINUAL
ORGANISATIONAL SUPPORT & ENABLING
EXPERIENCE REFINEMENT
PROJECT PRIORITISATION & ISSUES RESOLUTION
ACCESS PLANNING
•GEOGRAPHIC LOCATION PLANNING
IMPROVEMENT
•CUSTOMER REWARD PROCESS
•CUSTOMER SHOPPING EFFICIENCY ENHANCEMENT
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
Red Business Review Cycle
Integrating A Continuous Improvement Cycle
Annual Business Strategy Review
Weekly Tactical Management
•KPIs & Scorecard
•Initiative framework & objectives
•Priority projects
•Tracking/measurement framework
•Customer insight framework
Quarterly Performance & Trend Review
Quarterly Performance & Trend Review
•Business performance review to KPIs & scorecard
•Business insight update
•Customer insight update
•Trends update
•Best practice stimulus
•Innovation update
Monthly Business & Project Management
Bi-Annual Initiatives Review
•Initiative test evaluation & fully costed business case
•Implementation plan
•Priority project progress
•Tactical & strategic fit evaluation
•Go/no-go decision
•Resource allocation
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
The Red Process
Summary
Where appropriate, Red compiles background information and stimulus material/relevant best practice case study
material (in conjunction with the business) prior to the workshop. Peter James Ryan would facilitate the two day offsite workshop and write up the notes (from electronic whiteboard output).
The off-site workshop group would then agree to meet one week after the workshop to review the notes in a one
hour playback session.
This would conclude the process as scoped - subject to agreed further actions.
Any additional follow-up work or business case preparation by prioritised action would be subject to client instruction
and not covered by the scope or fees of this project.
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
Red Consulting Fees
Two Day Off-site Workshop Process
Our fee - including preparation of agenda, background information (in conjunction with the business), facilitation and
leadership of the workshop and the presentation of finished notes from the workshop would be as follows:
Consulting Fee
AUD$20,000+GST plus expenses
Our payment terms are:1st payment - 50% of fee upon commission
AUD$10,000+GST
2nd payment - 50% of fee upon supply of notes
AUD$10,000+GST
Expenses will be itemised (with copies of receipts attached) and billed separately. They are payable within 14 days
of date of invoice.
Please note: a one-day off-site process may be conducted with a truncated version of the outlined process for a fee
of AUD$15,000+GST plus expenses if necessary.
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
Credentials
Peter James Ryan & Red Communication Australia
Peter James Ryan has led business strategy workshops since 1985. The attached client list and brief resume is an
outline of his past consulting work - more of which can be seen online at www.redcommunication.com.
Over the past few years Peter has led strategy workshops for clients on a monthly basis and would offer the following
as a shortlist of referees:David Jarjoura - Managing Director - MyHouse
Neil Sheddon - Managing Director - OzDesign
Ian Morrice - Managing Director - The Warehouse
George Tsoukalas - Managing Director - Elizabeth Arden
Sonia Hudson - General Manager - Colorado
Greg Foran - General Manager BIGW
(02) 9662 3666
(02) 9023 9449
+64 9 488 3284
(02) 9409 7700
(07) 3877 3425
(02) 9642 9204
It is the policy of Red Communication Australia not to provide case studies of our consulting work however, you are
free to contact any of our clients and ask them about the quality of the work undertaken on their behalf.
None of the above people have been advised that you may call them.
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
Peter James Ryan
An Introduction
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
"Peter James Ryan has the unique ability of combining strategic and intuitive skills to develop
solutions and perspectives which challenge the conventional paradigm."
Geoff White
General Manager Marketing - Coles Myer Liquor
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
"Peter Ryan set knowledge transfer as a key deliverable of his work with The Warehouse.
He brought significant and detailed retail best practice to life in our business working with our people.
His formula both energised and enabled us to think through our strategy and make the right
connections with the customer”
Ian Morrice
CEO – The Warehouse Group New Zealand
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
“Our business needed to rapidly come up to speed with contemporary retail methodology. Peter
James Ryan worked well with our people and quickly provided the frameworks and disciplines needed
for us to execute confidently first time.”
Stefan Preston
CEO – Bendon
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
"Peter James Ryan understands the real needs of retail businesses - and his knowledge is based on
extensive global research and experience. I'm a big fan.”
Roger Tredre
Editor in Chief, WGSN
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
“The investment made in Peter James Ryan’s wealth of information on retail concepts and brands is
handsomely repaid by seeing that world through his eyes.
A man who loves to shop …..how cool is that? There’s real heart in the what he says, yet a sharp
analytical mind that can take abstract concepts and turn them into a real process.”
Sonia Hudson
General Manager - Colorado
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
“Peter James Ryan is one of the most innovative thought leaders in the Australasian Retail scene. He
has broad experience across the range of disciplines relevant to the sector -along with direct media
experience and lead marketing roles in major Australian public companies. Peter`s insights on Retail
are, to my mind, second to none in terms of their perceptiveness and relevance. They have proven to
be of great benefit both to my business and that of many of my clients.”
Mark Monaghan
Head of Consumer and Services
ANZ Institutional Banking
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
"We wanted to challenge ourselves to understand the great possibilities to dramatically grow our
business. Peter helped us embrace this and much more.”
Jane McKellar
Managing Director - Elizabeth Arden Australia
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
"A passionate champion of retail and a retail business consultant whose pragmatic and articulate
advice just makes good business sense. What more do you need?”
Haydon Bray
CEO – Bray Communications Group
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
“When it comes to Retail Strategy and Planning, Peter James Ryan is smart, practical and insightful.”
Alvin Ng
General Manager – Dick Smith Division - Woolworths Limited
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
“Very rarely in my business career has an individual made such a difference to my own strategic
thinking or been more constructively challenging than Peter James Ryan has. Peter and I have
worked together in my capacity as Chief Executive Officer of The Nuance Group - the world's largest
travel retailer. Nuance in Australia is a $500 million retail group and operates under the dominant
Downtown Duty Free brand. In an industry that has been facing constant challenges from September
11, to SARS, to Bali bombings and a rapidly changing consumer profile, there has been a serious
need for change. As a Chief Executive I seek good counsel, critical judgment, and clearly defined
executable ideas from whomever I am working with - Peter was a key contributor to our thinking and
doing. Peter brings a unique perspective to his clients. Don't be surprised if he turns a lot of things
upside down in order to help you and you team see the future. You might see RED but not on your
balance sheet if Peter has anything to do with it.”
John Moore
CEO – Nuance Group
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
“Peter James Ryan brings to Australian retailing a fresh, objective and internationally-benchmarked
approach to the most challenging issues facing Australian retailers every day.”
Robert Stockdill
Publisher – Inside Retailing
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
"Peter has made an immeasurable contribution to our Business through his understanding of the
market ,of our Business and how the two need to meet."
David Jarjoura
Managing Director - MyHouse
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
Peter James Ryan
is a strategic marketing consultant with over 25 years of marketing, business consulting and promotional experience.
Having worked in roles as diverse as business management, marketing management, consulting and creative services through
a myriad of categories and businesses, Ryan has a unique perspective on how to apply marketing based business thinking to
achieve sustainable profit growth and productivity gain. Acknowledged as a passionate advocate of the retail industry, his love
affair with the category can be traced back to family involvement in the ownership and operation of various retail businesses.
Peter’s previous experience includes Group General Manager of The Banks Group (marketing consulting & research), Head of
Marketing for St. George Bank Group, Head of Strategy for Lunn Dyer Design Group, Head of Strategy & Creative for Harrison
Holt BBDO and more recently Head of Retail Consulting for IdeaWorks - prior to re-launching his consulting business Red
Communication Australia.
Ryan has been responsible for the development of some of Australia’s leading retail initiatives, retail brands, retail products, retail
environments, retail promotions and retail services through both virtual and physical retail. At Red Communication Australia,
Ryan applies his unique vision and thinking with energy and passion, to help businesses achieve their true potential at retail.
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
Peter James Ryan has worked with….
- Advance Bank
- AGL
- Air Nuiguini
- Air Caledonie
- Alexander & Alexander Insurance
- Amber Tiles & Pavers
- AMP Shopping Centres
- Angus & Coote
- ANZ Bank
- Apple Computers
- Austral Bricks
- Australia Asia Airways
- Australian Consolidated Press
- Australian Gourmet Traveller Magazine
- Australian Pork Corporation
- Bank of Melbourne
- BankSA
- Barbeques Galore
- Bendon
- Berkeley Challenge Cleaning Services
- BIG W
- Brickworks
- Canon Photographics
- Century 21
- Chifley Tower Shopping Centre
© Copyright 2006. Red Communication Australia.
- CIG/BOC
- Coca-Cola
- Colorado
- Colorado Group
- Comshare Software
- Country Road
- Country & Rural Traders (CRT)
- Cutex
- Department of State Development (NSW)
- Diana Ferrari
- Dick Smith Electronics
- Disney’s The Lion King
- Eastwest Airlines
- Edible Oils International (EOI)
- Elizabeth Arden
- Five Way Fusion
- Fox-Columbia Pictures
- Fudge
- Gazal Corporation
- Goldmark
- Gowings
- ING
- JAG
- Joico
- Kelloggs
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
Peter James Ryan has worked with….
- Kitchen Connection
- KPMG
- Landcom
- Leighton Group
- Lifestream Vitamins
- Lion Nathan
- Mathers
- McDonalds
- MyHouse
- Nuance Group (Downtown Duty Free)
- Noni B
- NRMA
- NSW Volunteer Centre
- OPSM
- Oz Design Furniture
- Oz Lotto
- Pepsi
- P&O
- Pizza Hut
- Qantas
- Radio 2SM
- Radio 2WS
- RAMS
- Reckitt & Coleman
- Rodney Clark
- Rothschild
© Copyright 2006. Red Communication Australia.
- Rosemount Wines
- Reuben F. Scarf
- Schwarzkopf
- Sheraton Mirage Resorts
- Sleep Doctor (Rise + Shine)
- St. George Bank
- Sterling Health
- State Bank of NSW
- Strandbags
- The Australian Cotton Foundation
- The Ben Lexcen Foundation
- The Benevolent Society of NSW - Pizza Hut
- The M5 Southwest Motorway (Interlink Roads)- Thrifty Vehicle Rentals
- The Warehouse (New Zealand)
- Transurban
- Unilever-Rexona
- United International Distillers
- United International Pictures
- Vodafone
- Westpac
- Westfield
- Williams
- Woolworths Group
- Woolworths Freestanding Liquor Division
- Woolworths Supermarkets
- Yarramalong Park
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
Red Communication Australia
Retail Consulting & Publishing
A Little Retail Therapy ®
Retail Television Series
Red Intelligence
Retail Analytics & Productivity Insight
Red Retail Incubation
New Retail Development & Equity
Red Retail Awards
Research Based Awards
Buckingham Consulting
Retail Partner Identification
Red Retail Forum
Retail Events Network
Red Retail Tours
Experiential Learning
© Copyright 2006. Red Communication Australia.
www.redcommunication.com
Red Communication Australia
RETAIL MARKETING NAVIGATION ®
© Copyright 2006. Red Communication Australia.
www.redcommunication.com