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What retailers like Wal-Mart are now trying to do is create the
demand, rather than fulfill the demand, according to industry authority
John Helferich.
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Subscribe via RSS“Over the last twenty years, stores have come to think of themselves as
a brand, rather than as a place. When you begin thinking of yourself as
a brand, you learn that you’ve got to differentiate your brand to be
successful.” This is according to John Helferich, executive in
residence of the College of Business Administration at Northeastern
University and a Batten Fellow at the Darden School of the University
of Virginia.
During an exclusive interview with Packaging World senior
editor Anne Marie Mohan for the magazine’s January 2008 Special Report
on High-Volume Retailers, Helferich explained the origins of this
shift—from place to brand—and observed how consumer packaged goods
companies are being called upon to help retailers to differentiate
themselves.
Highlights of this interview are available in the following 11-minute Podcast.
When
it comes to retail packaging, this shift, he explains, has transferred
the “power dynamic” from the CPG companies to the high-volume
retailers, which now demand products and packaging that support their
brand and fit in with the shopping experience they are trying to
create. “What retailers like Wal-Mart are now trying to do is create
the demand, rather than fulfill the demand,” says Helferich. “This is a
fundamental shift in the way retailers think about themselves.”
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