Abstract:

Five priorities for action for retail marketing correspond to the five factors of revival mentioned in the beginning of this talk: 1) Detect profit losses due to bad monitoring of sales. 2) Establish conformity between better communication and an improved reality in the stores. 3) Invest in data processing and in a specific store image. 4) In view of hard-discounting, point out the logics of assortments, the value of distribution, the efforts of customer service. 5) Clear new markets whenever the mastery of its retail tool allows it, thanks to the assistance of specialized companies such as Nielsen. There is a lot of work ahead, but a lot of potential, too. And don't think that ambition is ill-timed in this period of crisis: when the wind drops one must not just fetch the oars if one wants to go far, but one must persist in improving one's ship and increase its sails.