The consumer will call an end to the recession.

The economic outlook continues to improve according to most financial experts.  However, most agree that it is still too early to be looking for the ‘green shoots of recovery’.

In years to come what will historians say?  Was it quantitative easing that allowed the global economy to react so positively to the banking crisis, or did the weather have much more to play in this forecasted economic comeback? Those who took a holiday in the UK this summer seemed to spend most of August dodging the rain, whilst those who went abroad were met with 40-degree temperatures.  But with a low pound, both the dollar and euro have significantly increased our holiday costs.  Research suggests that the simple local French meal has increased by 20% over the last two years, and the pound for dollar rate feels like 1 for 1.

This is partly due to weak sterling but also to an increase in taxation and cost of sales both home and abroad. Next year, will the economy continue to expand because ‘frustrated’ Britain went abroad again?  The airlines certainly hope so, and the travel agents haves been longing for it this year.  It would certainly boost the High Street as we shop for those new outfits and maybe JLP could put its ‘make do and mend’ pamphlet away for another year. The High Street will come back to life sooner rather than later, if the banks ease credit or private equity closes that gap.  For the Government to keep spending at current rates, will only prolong the recovery, as the tax bill increases for us all and quantitative easing takes longer to pay back.

The British consumer has always spearheaded economic recovery and this time is no exception.  Confidence must return to the High Street, before we can call an end to the recession.  But here’s the killer fact.  Historically the general economy recovers 2 – 5 years after the financial markets.  So, if today is the end of the financial recession, (according to The Financial Times) how will you be competing in two years time?

Today petrol has gone up 2p per litre and UK Plc has agreed to lend the IMF £11bn.  Youth unemployment is rising at an alarming rate and universities are reducing admissions.  None of this suggests recovery until you look at our biggest growth sector according to the UK Trade and Investment Services. We all need to eat and drink.

Maybe global warming will be the economic saviour that the Prime Minster has been looking for!

How are the stores reacting.

Recently Waitrose announced it was planning to open 300 convenience stores in the UK. At the same time the new John Lewis store has opened in Cardiff and there are rumours that further site developments and supermarket acquisitions by JLP will be taking place in the short term.

Is this a reaction to Tesco’s opening up its first upmarket  ‘non-Tesco’  branded retail outlet in direct competition to John Lewis?  Asda are focusing on the value end of the shoppers’ pound along with Morrisons and the Co-op.  And there isn’t much room for Sainsburys, unless they start to pull back their old market share that Tesco won from them back in the 80s and 90s.

So it’s all to play for, as Netto and Aldi redefine their proposition and new entrants such as ASCO launch in Warrington.  It seems there is plenty of shoppers’ turf to fight for.

Potentially this gives the consumer greater choice and better value as we also fight the threat of redundancy, debt and increasing monthly household bills.  So where does this put the corner shop and should we really care?

In many towns and villages the Post Office and corner shop are appropriate bedfellows, but with the Post Office closing branches and shoppers buying more from the supermarket chains, what is there left for the corner shop?

And what of those industries that supply them?  Will they be able to adapt to the changing needs of shoppers and the supermarkets?  Recessions create opportunity and we have seen some very famous industries close in previous recessions.  But if we keep popping to the supermarket for a pint of milk or a loaf of bread, rather than the local shop, we may wake up one day and ask “where has the local shop gone?”   Like the village pub or Post Office we will ask “when did it close?”

Maybe that’s what the consumer wants and maybe that is a good thing.  But should we change our shopper behaviour knowingly rather than, as feels like at the moment, walking into this new age of consumerism with our eyes firmly closed?

Equally the corner shop needs to compete more aggressively, but then we often forget that the largest global supermarket is SPAR and they are always my corner shop.

Recession, depression or armageddon

Now that the UK is officially in recession, can we expect an air of calmness to return to the markets?  As some would say, ‘we are where we are’.  Most of us have been drawn to the stories of global meltdown like moths to a light.  Now we have had the news that we all expected, is it now not time to regroup, understand where we are, and work towards the end?

Over the last 12 months traders, investors and shareholders have been trying to track a trend that has shown all the signs of a drunken brawl and the net result has been panic in the markets, loss of business confidence and consumer surprise at the speed of the downturn. With the media, financial experts and business pundits commenting on the dire position of the future of UK Plc, we can expect more bad news to follow, with a greater number of layoffs and increased absenteeism bought on the stress of change.

But let’s throw a bucket of cold water over ourselves for a moment and remind each other that those organisations that failed did so because they had been given several reprieves in the good times.  The good times were built on de-regulated lending which in turn allowed the consumer to power the economy through several boom to bust scenarios over the last 10 years.  The luckiest escape was the ‘tech bubble’ that burst in 2001.  UK Plc should have taken heed then, but public borrowing incentives, coupled with the property boom, disguised the pain and gave the economy new life.

This time around the banks have been bailed out by the Government (but have to pay back at 14%).  This might explain why the banks have been reluctant to lend to UK businesses.  But maybe the level of toxic debt has still to be established and the overall impact of this on the economy has yet to be validated.

Latest forecasts predict that unemployment will rise to 10% from its current 6.1%, (FT – Jan 25th).  The optimists say that in the 1930s the great depression accounted for 33% unemployment but even then 66% of the US workforce was still working.  But here is the but… nearly 50% of the UK Plc workforce is employed in the Public Sector therefore translating to only 40% of the Private Sector employed by the end of 2010.  The Government bailout does not include laying off the Public Sector workforce.  The Public Sector pension deficit will increase over this period thereby increasing the debt mountain still further.

Why does that matter?  Because with tax income will fall requiring the Government to borrow more to pay the new debt.  Based on current plans, Government borrowings are necessary to stimulate the economy but the more the borrowings the longer the recovery.

Is this like a boxing match?  Like all boxers there have been winners and losers.  Many prized fighters have hit the ropes, and a few over-the-hill brawlers have sadly passed away.  As the last few champions regroup, they are looking around to see what has to be done to stay in the game.  There are casualties still to come, but from the mêlée will emerge stronger, leaner and more healthy contenders.

This is a simplistic analogy, but one that has resonance with many within the UK Private Sector workforce.  As the recession bites companies have to take decisive action to remain agile in these unprecedented trading conditions.  Such adjustments in corporate behaviour are inevitable.

The initial response has been for costs to be paired back with discretionary spends being clawed back to fatten the trading account.  This is the stance companies took in the third quarter of last year, if not before.  As Christmas approached contractors were released further easing the pull on the cost base.

As we move into Quarter 2 of 2009 organisations are seeking to release up to 10 – 15% of the work force as trading conditions worsen.  It’s now that we see survival syndrome work its way across the workforce, as we stay longer at our desks, work harder and try to make ourselves indispensable.  As the inevitable redundancy notices land on the desk of some employees, those remaining feel hard done by as their workload increases and they fill the gaps.  Consequently morale drops, output falls and teams break up as people leave or go on long-term sick.

Operational gaps increase and role responsibility disappears.  Organisations or departments start to firefight process issues.  By now the organisation is operating at a minimal cost base barely surviving a 5% increase in demand.  It’s at this point that morale is so low that an air of fatalism inevitability starts to strangle operational performance.  The weak are let go and the strong survive.  Sickness increases and the exit door never closes.

To quote the Chairman of Next, “this is a recession not Armageddon,” but even in a recession we need to remind ourselves to smile.  Companies need to protect those left behind and those who haven’t been made redundant.  It’s these people who will form teams to grow the business when the recession is over.

Value clothing chains

In this market turmoil it comes as no surprise that the value clothing chains are turning in very profitable performances. The latest to come to the party is M&Co who doubled profits who surged 8.3% in the year to February 26. Operating profits rose by £15m on sales up to £182m. The improvement came in womenswear and kidswear selling more product and full price.

The value chain market is set for a major overhaul as conditions toughen up.

Shopper Marketing today

What does category management deliver?

•    A 10 % uplift in sales?

•    A product margin increase of up to 3%?

•    or is it inventory reductions of up to 15%
Source: ECR Europe

Since its introduction into the UK market in the 1990′s the marketing and trade press have discussed the benefits of the process. As a result many companies have restructured over time to adapt to the principles and way of working. Category Management is now firmly established as a business practice across a variety of different channels and product types.

The Category Management process is adapted to meet company’s individual requirements and the characteristics of different categories.

What is a Category?
Items can be prioritised into categories based on the nature of the products, how they are consumed, or how they are purchased. As a result this audit has allowed new categories and sub categories to emerge allowing organisation to focus on customer needs rather than more traditional tactics.

What is Category Management?
This discipline identifies the strategic context of the category, setting objectives and determining appropriate tactics to achieved operational performance. Category Management centres on changing customer behaviour and store environment.

The key elements are:

•    Meeting consumer and customer needs.

•    Managing a business unit strategically.

•    Maximising financial returns.

•    Working together.

To achieve joint business planning category management provides a method trading partnerships.

Why is Category Management required today?
Consumer changes become more demanding, are more informed and have changing lifestyles. Equally competitive pressures such as a concentration of trade, the emergence of discounters and a need for competitive differentiation. Organisations requiring economic efficiencies or improvements in financial performance or pressurised businesses to make efficiency improvements implement category management strategies to achieve these goals.

Category Management was first introduced in Australia, executed by Wal*Mart in the US, but it was The Partnering Group that devised the 8 step process widely used by Big River today.