Retail Marketing

Retail Marketing: Creating Customer Value and Competitiveness
by Frances Yu

Seminar Overview:
Traditional retail is becoming increasingly volatile and challenged as a business model.  Brick-and-mortar has shifted to online, while online is shifting to pop-up storefronts.  The Big Box is losing ground to convenience stores and neighborhood stores, while the smartphone is becoming the shopper's most-trusted assistant.   
How does this tsunami of change affect the retail marketing mix?  How does one create competitive advantage in this scenario?
Retail Marketing will look at the magnitude of the changes taking place in the retail industry today, as well as the speed at which these changes are unfolding.  It will provide participants with a strategic framework for assessing and crafting a winning strategy in this new age of consumerism.  It will also cover practical local store marketing tips and techniques to help your retail business generate awareness, drive in-store traffic, increase average spend and to keep your customers coming back again and again.
Key Topics:
·         Retail Trends:  An overview of some of the most exciting and disruptive trends in retailing today
·         Retailing Strategy: How Do We Create/Sustain Competitive Advantage in Retailing?
·         The Double Gear Model in Retailing:  A Mansmith Framework for Creating Competitive Advantage in a Retail Business
o   Value Offering (Front-end):  Place, Product, Price, People, Promotions
o   Value Chain (Back-end):  Logistics, Process, Data, Supplier Relationship
·         Using the Double Gear Model
o   As a self- assessment and planning tool
o   As a tool for analyzing your competitors
o   As a tool for crafting competitive strategy
·         Local Store Marketing:  Driving in-store sales
o   Out-of-store communications:  Advertising, direct marketing, digital marketing, loyalty card programmes
o   In-store communications:  Promotions, visual merchandising, employees
·         Putting it All Together:  Developing Your Retail Marketing Plan
This 2-day program develops participants through interactive lectures and engaging input sessions.  Structured store visits are included in the program to provide immediate participant processing and linking of framework and principles with reality. Case studies will be used from a myriad of retailing sectors, including food, category killers, supermarkets, department stores, warehouse clubs, specialty fashion chainsand online.
Who Should Attend:
This program is for owners, managers and supervisors in the retail sector and allied or associated industries, including those who are in general management, marketing, merchandising, store operations or key accounts management. 
Benefits for Participants:
·         Develop an in-depth understanding of the retail industry, its challenges and strategies for competing effectively
·         Be updated on global retailing trends and best practices of successful retailers locally and internationally
·         Become a more strategic and effective retail practitioner
Benefits for Your Organization:
·         You will understand and adapt more effectively to the rapid changes that are taking place in the retail environment to help you remain competitive.
·         This will also build the strategic planning skills of your key personnel and provide them with the tools to upgrade and improve the planning and execution of your retail marketing programs.
This 2-day program develops participants through a combination of lectures and group work sessions. Analysis is conducted in an interactive workshop style using discussions and case studies.
Chief Retail Strategist


 Frances Yu is Mansmith’s Chief Retail Strategist. She is also an Independent Director at Shakey’s Pizza Asia Ventures, Inc. She has over 25 years of experience in retail and marketing. She was previously theVice President and Business Unit Head of Rustan’s Supermarket and the Vice President and Head of Marketing Operations for Rustan’s Supercenters, Inc. - a member of the Dairy Farm International Group and one of the largest chains of hypermarkets and supermarkets in the Philippines.

Frances J. Yu founded FJY Consulting, Inc., a corporate marketing and management consulting company which she managed as President. She was also the Vice President and General Manager of a marketing research and consulting firm catering to the top 500 corporations in several sectors. From 2003 to 2005, she served as the Chairperson for the National Retail Conference and Stores Asia Expo (NRCE) Programs Committee of the Philippine Retailers Association.

She has spoken in various forums and conferences for the Intercontinental Group of Department Stores in Asia, Europe, and South Africa, the National Retailers Conference and Stores Asia Expo, Philippine Direct Marketing, National Research Congress, Philippine Marketing Association, and Association of Marketing Educators (Philippines). She has shared her invaluable insights and frameworks on retail branding, customer relationship management (CRM), customer service, and market intelligence.

Frances Yu is a Summa Cum Laude graduate of BA in English Literature of Fordham University, New York. She is also a co-author of The Mansmith Mentors’ List: The 8 P’s of Marketing.