ADM Londis is putting the community at the heart of its marketing strategy and encouraging retailers to embed their local area into their activities, according to Ruth Norton, group marketing manager at the Irish symbol group.
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Ruth Norton:
community first |
Speaking at the Insight NACS Global Convenience Benchmarks event in Dublin in March, Norton said ADM Londis was supporting its retailers by investing in a clear community positioning.
It is spending Euro1.5m on a marketing campaign with the strapline, Londis Close to you.
“We wanted to demonstrate the real value of Londis stores to their communities – that they are the place where paths cross and real conversations are held,” said Norton.
The group is also launching a competition to encourage school children to write stories about their local area called ‘Write up my street with Londis’. Winning entries will be published as a book and sold in Londis stores in September with all the proceeds donated to the children’s charity, Barnados.
“But advertising does not stand in isolation,” said Norton, who told delegates ADM Londis is supporting its retailers by investing in store layouts and category development plus IT and the supply chain.
Norton advised retailers to look at their stores through their customers’ eyes.
“Is your store aging gracefully? Do customers still enjoy the shopping experience in you store?” she asked.
Norton said ADM Londis has reassessed the complete retail offer it presents to shoppers including the store layout, design and product range. As a result, its latest format has been designed around shopping missions.
“We have organised the store according to the tasks which motivate a consumer to go shopping,” she said.
“Shoppers are time poor. They are rational, efficient and know what they want to get. As a result, very few consumers fully browse the store so a convenient, easily navigable, well-signposted shop layout is of paramount importance.”
Design is also key, Norton added. “It’s the most tangible tool to represent your offer,” she said.
New design features in Londis stores include drop down ceilings to highlight key zones and variable lighting treatments. Well-designed refrigeration units have been introduced to enhance the perception of the fresh foods while low level units have been added for maximum visual impact and to facilitate cross merchandising.
Special offers and smart wine fixtures at Londis
ADM Londis has installed units with a high quality finish in the wine department and innovative display ideas in the in-store bakery. Large curved units have also been deployed with iconic graphics to signal the different departments.
Norton said ADM Londis has innovated at category and product level too. It has launched its own Plantation Coffee Company brand merchandised on contemporary units to invite purchase with complementary products sold alongside.
“High quality beans performed very well during taste testing,” said Norton.
A self-service juice offer – The Juice Berry Company – is also new while Omelette Melts offer a quick, versatile and healthy snack.
Fresh foods including a range of take-home foods that are prepared in-store are dual sited for increased sales. Value messaging is also to the fore, said Norton. Stores promote relevant offers with competitive pricing.
“High impact value POS and execution at store level is critically important," she said.
Norton said the group is also helping retailers to drive cost out of the business.
She told delegates ADM Londis was exploiting technology throughout the company. The group has launched web-based ordering for retailers, for instance. It provides high visibility of promotions and special offers and is fostering greater efficiency and reducing costs, said Norton. The group also ensures retailers have real time information to support their businesses and is investing in its 90,000sq ft warehouse and distribution centre to drive productivity with new technologies such as voice picking.
These tactics and investments are helping Londis retailers to compete in challenging times, said Norton.
“The combined power of the Londis group support office and Londis retailers working together is far more effective than any one of us operating alone,” she concluded.
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