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1、RetailReviewFebruary27,2010AgendaThescienceofretailing:multi-sensescommunicationsGeneralThairetailtrendsChannelreview:whatweexperiencedTelecomshops&ourcompetitorsDealers/DistributorsDownlinetradeHongKongVisit:wherethemarketmightbegoingWhereandhowwecoulddomoreRetailReviewParameter
2、sIncludesvisitstoover10differentshoplocations,shoppingoutlets,mallsandtechmallsintheBangkokmetropolitanarea.Unliketraditionalmedia,there’snowaytotracktelecomretailexceptviastorevisitations.Itislikelythatsomethingwasmissed.Doesnotincludeup-countryretailersCustomer/Consumerintervie
3、wsarerandomandstatisticallynotrepresentativeofourtargetaudiences.Research:multi-sensesapproachSight:Howdoesthestore/POSlook?What’sthevisualeffect?DoIclearlyunderstandtheproductorservice?AmIenticedtolearnmoreandbuy?Sound:Doestheretailerclearlyhelpsupportandorselltheproducts?Isthei
4、nformationclear?Cantheyclearlyexplainthedifferences?Feeling:DoIliketheenvironment?AmIbeingtreatedspecial?DoIfeelIwanttobrowseorjustkeepmoving?Whatareconsumerslookingforonashoppingtrip?Discovery:consumerslovetheunexpectedTalking:storesthatencouragecouples,friendsorgroupsofshoppers
5、usuallydowell.Whatareconsumerslookingfor?Recognition:peoplewanttoshopwheretheyfeelwantedBargains:obvious,evenintheposheststoresTouch:we’relivinginatactile-deprivedsocietyBuySomething:bydefinitionExamplesStoresThatDeliver:NokiaEmporiumPropaganda,SiamDiscoveryStoresThatDeliver:Oakl
6、eyEmporiumBuildingConsumerBondsGeneralRetailTrendsAndThailandDesignMinimalistlookisstillverypopularbutit’sgettingoldquickly.Storeswilleventuallymovemoretowardscleanbut“cluttered&busy”P(pán)remium:consumersexpectstoresclean,organized&modernDumpy–disorganizedwillsoonlosepopularityHybrid
7、sTraditionalserviceandproductsectorsnowcombiningwithestablishedbrandstobuildimageOrangecouldexploitthisopportunityHybridsTesco-LotusFactorNowwith56stores,Tesco-LotusdominatesThairetailingthewayCentralusedto.Over2millionconsumersshopTescoamonthTescoisnowexpandingintomini-supermark
8、ets,itcouldeasilygointothetelecombiz.Cha
