This is my first time writing in this blog (or any blog for that matter),
and my job was to focus on stores, so I read a book called Kauppa – Toiminnan suunnittelusta
markkinointiin. Roughly translated it means The Store – From planning the operation to marketing, and as the title
says, it covered most of the things you should think about when planning a
store and its operations.
It was a really interesting book to read and I learned a lot
from it.
Changes in demographic has led to that there has to be many
different kinds of stores for the customers: stores with a big selection and
low prices for the families, the small corner shops that are open late and that
sells ready meals for the single people. The increased competition and the customer’s
price knowledge have led to that the shops and shop chains have had to increase
their efficiency. The increased
efficiency has led to that more shops has joined a network of shop chains, and
fewer and fewer independent shops are around
.
Most of the customers choose their store for everyday
shopping based on its location. Mostly on weekends customers go further away to
buy their groceries, and at the same time they also buy more. There have
however been changes in consumer behavior over the last couple of years. People
tend to shop less frequent per week, but shop more when they do go shopping.
Most of the stores in Finland today belong to a multiple
store chain. Shops that belong to a big store chain usually all look alike; all
the products it the stores are in the same place. This benefits the stores in
many ways, but in my opinion it also have some downsides. Stores that belong to a
big store chain seldom get to choose their products themselves – they have to
sell what the store chains have in their selection. This isn’t so great for a
shopkeeper who would want to sell more locally produced food.
Peace,
- Jonas
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