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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 960

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB.php on line 1288

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Strict Standards: Non-static method DB::isError() should not be called statically in /__handel2/config/db.php on line 51

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 960

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 1612

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB.php on line 1288

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 1629

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB.php on line 1288

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 960

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Detal na Antypodach

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Detal na Antypodach

Poniedziałek, 27 marca 2017 HURT & DETAL Nr 03/133. Marzec 2017
W pierwszym sklepie nie było nawet koszyków. A było to centrum Auckland, największego miasta w kraju, wielkości Warszawy. Za kasą, na podwyższeniu siedział otyły Polinezyjczyk. Wyboru nie było, może za wyjątkiem chipsów i napojów. Ale to był normalny sklep spożywczy. Miał resztkę papierowego chleba tostowego, jakieś smarowidła, sery. Musiałem wszystkie produkty zbierać z półki i trzymać w rękach. Połowa powierzchni sklepu to był „nieużytek”.
Drugi sklep był jeszcze gorszy – bo ta druga połowa to był po prostu bajzel, jakieś porozwalane krzesła i połamane regały. Ale były koszyki. Brudne i łamliwe. I wtedy pomyślałem „O cho! Będzie można zarobić na trade marketingu!”. Przeliczyłem się jednak. O tym za moment.

Jest parę sieci. Dyskontujący wielkopowierzchniowiec Pak’nSave, bardzo popularny, duży supermarketowiec Countdown, taka lokalna Żabka – FourSquare i lekko wyżej pozycjonowany New word. W dużych miastach markety są w miarę dostępne, ale dużych miast w ogóle nie ma wiele. I tak ogólnie to nie ma tu dużo sklepów. Raz jechaliśmy do najbliższego... 60 kilometrów.

Wspaniała jest obsługa w marketach. Ekspozycja też niezła – zwłaszcza w New word, gdzie czasem boisz się wziąć śliwkę z usypanej piramidki, bo jest taka ładna, że ją zepsujesz... Ale chwilę potem podbiega pracownik i uzupełnia.

Natomiast mały, niezależny detal jest faktycznie znacznie niższej jakości z perspektywy porównania z Polską. I nie wiem do końca dlaczego. Przypomina mi się dowcip sprzed lat. Bata wysłał swojego pracownika, by rozpoznał czy rynek butów w Indiach jest perspektywiczny. I ten dzwoni po paru dniach i mówi: „Szefie – tu nie ma co robić, bo wszyscy chodzą boso!”. Ale nie wiedział, że był też drugi zwiadowca, który stwierdził co innego: „Szefie – ziemia obiecana – tu nikt nie chodzi w butach!”. I może to jest jakieś pole dla eksportu wiedzy do detalistów. Być może warto wydać tu nowozelandzką wersję Hurtu i Detalu :) Tak by się mogło zdawać. Z tym, że oni tego nie potrzebują. Kiwi (jak o sobie mówią) nie mają parcia na konsumpcję. Nie chcą mieć więcej, lepiej, szybciej, ładniej. Mają dużo, mają dobrze, mają akurat. To jest ich styl i wartość. To populacja 4,5-milionowa. Rynek nie jest duży.

To co może być ciekawe to właśnie sposób myślenia o asortymencie i aranżacji sklepu w sieciach. Na wejściu są oczywiście świeże warzywa i owoce, ale często też seria regałów z winami. Wybór win jest ogromny. Pieczywo (umówmy się – to nie jest pieczywo, oni nie znają chleba) i bakalie są często w paru miejscach. Sporo mleka, ale to też dlatego, że Nowa Zelandia słynie m.in. z hodowli bydła, w tym mlecznego. Dużą dystrybucję i ekspozycję mają energetyki. Bogaty asortyment, ale mam wrażenie, że ich lokalne marki są silnejsze. Sieci handlowe mają też swoje marki, trochę takie jeszcze celowo opuszczane w pozycjonowaniu, biednie wyglądające. Wracając jeszcze do napojów – coraz mocniej podziwiam liderów globalnych za ich sposób zarządzania aosrtymentem. Nad niektórymi produktami można się wręcz zadumać, a nie tylko zdumieć, jak np. Pepsi-Cola z „made with real sugar”. Można zgłupieć ;)

W Nowej Zelandii skończyły się wakacje. Ale wysepka „powrót do szkoły” taka skromna. W sumie po co przesadzać? I to jest tu chyba myślą przewodnią. U nas niebawem zacznie się śledzenie shoppera beacon’ami, pełny retailtainment. Mamy już głębokie analizy opłacalności każdego centymetra półki. A tu... a tu nie. I co z tego? Nic. Ciekawie.


tagi: handel, konsument, rynek zagraniczny,


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