We have defined seven key steps that will help you to achieve retailization. Seven steps built on three different mindsets. You may believe you are already covering all 7 steps and you most probably are. However, we believe our process will add a new rigour and creative and intellectual intensity to an issue that merits it. Retailization is not a pick and mix kind of process. You must thoroughly complete all the steps to reach your retail objectives and embrace Retailization as the long-term guiding philosophy to take you along the pathway to better sale(s).

Are you ready to roll up your sleeves?

Are you ready to redefine marketing?

Are you ready to retailize?

Here is an overview:

First phase

REthink!

Step 1 The arena Where do we create our sale(s)?

Step 2 Competitive context Who are we stealing sale(s) from?

Step 3 The shopper Who is driving our sale(s)? Starting with the rethink mindset, we cover the first three stages where we need insights, breakthrough research and alternative perspectives to help us fully understand the arenas within which we operate, the competitive context within which we exist and finally the way our shoppers interact with our category and its products. The process starts with the arena by asking, where do we create our sale(s)? Which shelf do we sit on and which one should we sit on? Having defined our arenas, we move on to the competitive context and ask who else is generating sale(s) in that arena. Who else is on the shelf next to us? Only by understanding them can we define how to steal their sale(s). Next we move on to the shopper, as we try to understand what exactly defines shopping in our category and how people shop there. What makes them buy? What will make them buy?

Second phase

REimagine!

Step 4 Product concepting What is creating our sale(s)?

Step 5 Retail impacting How we create our sale(s). Once we have rethought, we need to start reimagining: reimagining what we sell and how we sell it. We need to start (re)creating great products and great retail experiences, creating product and shopping experiences that will excel during the two moments of truth, buying and trying. Simply said, products that are exciting to buy and equally exciting to try-buying and trying-create sale(s). In product concepting we try to understand the very nature of what we are trying to sell, and identify what product would create the optimal sale(s). Based on our understanding from Steps 1 to 3 we are able to define how we create the perfect vehicle for sale(s), the perfect product. But a product does not exist in a vacuum. It will always find itself in some sort of retail context, and in Step 5 we try to make the most out of this context. Retail impacting will focus on the importance of extending the product idea into a great shopping experience. Step 5 deals with how we want to create our sale(s).

Third phase

REstructure!

Step 6 Creating communication How do we make communications work for our sale(s)?

Step 7 Organizational enhancement Empowering your organization to think sale(s). After having rethought and reimagined, we need to restructure, changing the way we approach communications and how we organize ourselves. We need to create communications that will drive shoppers to our products and our shopping experiences. We need to create communications that will help us achieve our sale(s). But none of the stages will work unless we can restructure our organizations and people in order to make everyone live and breathe retail every day. Is your organization geared for retailization? What demands does retailization put on the way you structure yourself? Is retail a major concern for your company? Retailization demands new ways of thinking that lead to new ways of acting. In organizational enhancement, we will try to inspire you to change your organization's attitude and priorities in order to think and act with a great deal more sale(s) focus.