Rencontres

Rencontres du 10eme type

Fixe - purée j en ai marre, je m ennuie, je m ennuie.

Portable - bah fais comme moi, mets toi à vibrer, ils appellent ca la tectonique.

Fixe - non juste le combine pourrait bouger et bouger ma tête, ca me donne le tournis et mets tout mes numéros sans dessus dessous.

bip bip

Portable - tiens un SMS

Fixe - Qu’est qu’il dit, je ne connais pas ses zobs la...

Portable - rien de bien important, faut aller chercher du pain pour ce soir

Fixe - Dring Dring Dring

Portable - Bah vas y décroche!

Fixe - Dring, je ne peux pas, dring, je ne suis pas comme toi, dring, je n ai pas de répondeur.

Portable - Ah bah on va me contacter bientôt.

Fixe - oui je pense

Portable - balabalabilababam tchikitaboumboum

Fixe - ah bah voila

Portable - et oui de la stéréo et puis t as vu elle est mignonne, y a sa photo qui s affiche.

Fixe - t en as de ses trucs!

Portable - bah toi tu contactes l'étranger

Fixe - c est vrai, c est vrai, mais je n ai pas la mémoire des numéros qui arrivent, juste des baragouinements sonores.

Portable - oui mon répertoire est bien plein, d ailleurs j ai ton numéro perso

Fixe - Ah non, ne me fais pas parler a mon insu!

Portable - bon j ai deux trois autres jeux en boite si ca te dit.

Fixe - oh tu sais moi, je suis bien la, pas besoin de me changer les idées, juste chercher à rester propre sur soi.

Portable - moi non au fond des poches, ca ne dépend pas de moi, regarde l état dans lequel je suis... toutes ces égratignures.

Fixe - mais tu as un bel écran couleur et une camera au cul

Portable - c'est vrai, je ne peux jamais me prendre en photo.

Fixe - moi je ne peux censurer aucun numéro, que le mien.

Portable – oui mais la je le sens, ma mémoire s’évapore

Fixe- Quoi, qu’est qui se passe

Portable – bah tu sais comment on nous traite, poches arrière, tomber de haut, rebond et autres

Fixe – et

Portable – La batterie a lâché, enfin je ne sais pas l’écran est tout blanc

Fixe – Ah bah ca vaut le coup d’avoir tout le tralala, camera musique et chœurs…

Portable – Merci de ta compassion

Fixe – et t’as les numéros ?

Henri rentre chez lui, récupère le portable mis sur chargeur le matin. Il tente de le rallumer, écran blanc, décor dans le décor.

NDLR : oui je dois dire que je suis devenu dépendant à des petites choses, un portable qui s’en va, il etait pas grand, pas le plus beau, un peu, les numéros des 5 dernières années qui s’évaporent. Plouf. Vraiment devenu dépendant le petit, oui ca fait maintenant deux semaines et je suis retombe sur ce texte que j'ai donc finalise, non je ne suis pas prévoyant pas de back-up, un peu de mal à faire mon au revoir. M’enfin, quelle dépendance, ca signifie la fin de ce bref petit dialogue. Vais recompter jusqu'à 2000 tiens.

The Break Up

Please watch the video before reading below

This ad from Microsoft is more explanatory than any words. FMC branded Goods are relyinh heavily on advertising. To be fair, against the battle to private labels, it is one of the way to keep differentiation. All powers (distribution, price, strategic place, offerings, closeness) are now in hands of super hyper mega market. Looking further, you may not agree, I might not be right in what I do foresee, these centers of distribution will keep going under their hyperconcentration process.

Still, we said that for many years concerning the automotive industry, power being mainly in the hand of car manufacturer. It happened for GM in the 80s with the entry of Toyota, it might happen again now with the soon to come entry of general fully developed green cars giving a way for possible new entrants. So it is not a frozen process. The likes of Carrefour, Lidl, Aldi, Tesco, El Corte Ingles are already delivering so this distribution leverage might shift again on the ones supplying he goods.

It is where the FMC Branded Goods like the ones from Procter & Gamble, Johnson & Johnson, L’Oreal, Philips, Gillette or Wilkinson might want to continue ensuring delivering directly to customers bypassing retailers. Supermarkets are doing it, and nowadays, in a lean leading life, everybody would like to minimize the waste of time in every day. Away from food, for non perishable product in the time being, that might be a solution of adding value to a product by the offerings of services aside, keeping the mind of the customers at peace, without trying to control forcefully his life, just giving him the best range of choice and comfort in this purchasing experience.

Now, coming back to the video above. Yes I do believe it is more explanatory than only the words in it. FMC branded goods have to differentiate themselves and use a lot of advertising. Now the customers might be like this woman getting frustrated, with no trust. In the case of one couple in an argument at a restaurant, pay attention to the waiter. He might always get more than you would expect. A waiter is here to give a services, to make your experience invaluable, to get the add-ons on a unique experience. And what is a waiter? Away from restaurant, he can wait, analyse, and ensure making the right move forward at the right time. He is at the front of the scene and he can help with his advices to get people more into their purchasing process. The waiter is a good listener, and acts at the right time. This might be true for these FMCG, Electronics, lights, DIY, clothes retailers

There are different leverage I can quickly think of at this stage if not already levered:

- Don t hammer and scare customer, accompany them further in the purchasing process

- Ease more his life reducing he 7 lean wastes of purchasing mode: Logistics, inventory, Time, over purchase and so on

- Enable a change in behavior by get him/her more active in the process

- Green and corporate responsibility promoting fair trade and a responsible supply chain

NDLR: This is written in the context of developed countries with stable and fully developed market as I am sure retail will keep finding way for an escape growth through emerging market.