The secret of real wiener schnitzel

Gathering information and being well informed is essential today, in our accelerated life. We must be familiar with the market we compete in and consumers are also increasingly familiar with the tricks we use to persuade them to spend their money on our merchandise. As discount stores are expanding dynamically, they make consumers even more sensitive to prices. Few consumers take the trouble of purchasing a basketful of the same items in different stores to get a realistic comparison of how cheap different stores actually are. When consumers choose a store to visit, their choice is based on a promise. This is why stores need to build up an attractive image, regardless of their size. What is the best way to build such an image? We must define the market gap we intend to fill in the given place. In order to do this, we must identify the changes that have taken place in the specific environment. Sometimes sales staff, personal relations and emotional factors can be far more important than any lucrative bargains on billboards. The immediate environment of our store is also very important. The name, the signs displayed, the parking lot, the furniture, the uniform of store staff, the way shelves look, etc. all send a message to consumers. The so called “halo” effect also works in retail trade. If our first impression is positive about a store, we are more likely to be satisfied with the details, even without taking a closer look. If the store staff is nice and helpful, we are likely to assume that we are getting good value for our money. As the same processes influence the way we perceive major brands, classic marketing tools can be helpful in building the image of our store. Manufacturers of major brands can also be of help to us, although we sometimes get the impression that nothing matters to them apart from their own product. A category which is totally marginal and insignificant in one store can make all the difference for another one. Sometimes neglected or mismanaged categories can ruin the future of a store or even an entire retail chain. For example, breadcrumbs of really good quality for wiener schnitzel can attract many housewives to a neighbourhood store and generate sales in other categories as well. At the same time, breadcrumbs will always play a marginal role in hyper markets, where a good assortment of wines can fulfil the same function. In any case, we should always identify some categories that we expect to attract people from the specific environment we are in and provide the best possible assortment in these.

We would like to demonstrate the possibilities in choosing a store-specific target category to help you with some ideas in designing an image for your store. However, we must emphasise that category roles are always dependent on the local environment, customers, and other criteria. If you have any experience in this field, we would be happy to share it with our readers. We can also help in defining roles for specific categories. Please, contact us: info@trademagazin.hu