Answering the Call of the Omnichannel Shopper through a Dynamic Category Strategy

This afternoon at OmniShopper International 205 in Paris,
France, Duncan Tyrrell, Category Strategy Controller at Warburtons Limited
talked to us about reaching omnichannel shoppers through a dynamic category strategy.
We are in a time of transitional change in grocery. This
could be an inflection point for the industry, according to Tyrell.
There has been a shift of control from the retailers into
the hands of the shoppers. The source of omnichannel shopping comes from three
places: societal change, technology revolution, and new business models. The way
the societal change is manifesting itself is the way of the main shop is changing
and diminishing in size.  ‘Little and
often is becoming the norm,’ said Tyrrell.
In the next 5 years, super stores will become less popular
and the growth will be in convenience stores and online. For example, large stores
like Tesco are buying a successful smaller store called Giraffe in the UK.
Warburtons translated the omni shopper change into action in
order to adapt to that market. The company learned to understand their
omnichannel environment to unlock category growth by implementing the following
strategies:
1.      
Provide a language for internal alignment
2.      
New Opportunities for thought leadership
3.      
A common purpose for retailers and suppliers
Now, Warburtons retailers in the UK are looking for a path
to growth because they need new and disruptive business models in the market.
Tyrrell said, ‘We will look back on this time and realize it
was around this time that things really began to change.’

About the Author:
Amanda Ciccatelli is a Social Media Strategist at IIR USA where she manages social marketing
strategy and content marketing across the business. She a background in digital
and print journalism, covering a variety of topics in business strategy, life
sciences, innovation, law, marketing, and technology. Amanda is the Editor at
Large for several of IIR’s blogs including Next Big Design,  Front End of Innovation and The Market Research Blogs.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.