Shopper Centric Retailing (SCR)
Shopper Centric Retailing is a fully-integrated, top-down, cross-functional focus on the shopper that offers solutions built on Shopper Insights learnings derived internally and externally from your Suppliers and your own experience
Shopper Centric Retailing - Introduction
At CCC, we know today’s customers control where they shop, how and what they purchase and decide how much they are willing to spend. The training required in this ever-changing retail environment demands new skills, thought processes, and understanding artificial intelligence (AI) solutions, which may be integrated into your existing business processes. Great merchants must understand where the data comes from and how it must be analyzed to ensure the information is actionable and the insights are correct!
A joint study conducted by Winston Weber & Associates (WWA), Deloitte, and FMI of retailers and manufacturers surveyed, found that virtually 100% of the respondents concluded the industry must evolve beyond Category Management. They concluded the focus needs to be on the Shopper and the Shopping Experience. The CCC Shopper Centric Retailing model was built upon the initial model created by WWA.
The CCC Shopper Centric Retailing model below is a unique approach created by CCC and built upon the foundation of traditional Category Management.
Shopper Centric Retailing
Shopper Centric Retailing is a fully integrated, top-down, cross-functional focus on the shopper that offers solutions built on shopper insights derived internally and externally from your suppliers and your own experience. The combination of Infrastructure + Processes + People are the basis for Shopper Centric Retailing.
SCR was Built on the Foundation of Category Management
SCR is driven by a deep understanding of your shopper needs, mindsets, and behaviors whether at home, In-store or online.
When category management was introduced in the 1990’s, it was considered “revolutionary” and required a complete redesign of most organizational structures along with changes in personnel. SCR is an evolution of category management and requires the organization to have an established competency in category management. While SCR will require changes in some roles, processes and responsibilities, the potential ROI is significant.
