In recent years Britain has experienced a lengthy period of recession and depressed consumer demand. The successful retail organisations have sought further efficiencies in their distribution, operations, stock-holding policies and marketing to customers in order to compete profitability in this environment. Woolworths, one of Britain's leading retailers, has undergone a period of radical change resulting in a rationalisation of stores and ranges and a refocusing of the business on core merchandise areas. This paper illustrates how continuous and ad hoc research programmes have assisted the company in developing clear customer propositions which meet the needs of shoppers and satisfy business objectives.
This paper describes how the growing concentration of retail power has made it increasingly important for manufacturers to optimise their relations with their key customers in order to secure a more favourable position there. This need has stimulated the development of trade marketing covering customer service in the broadest sense from sales and administration to marketing support. Consequently manufacturers, who have previously relied solely on internal sources for a playback of what is happening in the trade, are now commissioning trade research as an aid to the formulation and appraisal of their trade marketing policies. The practical uses of this research into the manufacturer/trade relationship are illustrated by case histories on: - The communication and promotion of relative strengths compared with the competition; - Remedial action, where practical, on relative weaknesses, so as to improve standing with the trade.
The overall objective of this paper is to demonstrate the role and effectiveness of trade attitude research in increasing the awareness and understanding of the manufacturer/trade relationship in order to identify elements upon which the profitable co-operation between retailer and manufacturers can be strategically implemented. Specifically, reference will be made to distribution effects in the toiletries and household goods markets. The paper is primarily based on a recently conducted attitude study, carried out by Gordon Simmons Research Limited for, and in co-ooeration with, Colgate-Palmolive (UK) Limited. The main stage of the study involved a sample of head office buyers, branch management, and back door personnel (i.e. staff responsible for receiving deliveries at the branch) among a selection of top grocery accounts in Great Britain