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Mobile devices give you the control to the consumer, who ultimately spends more

By Ann Zimmerman

A device that resembles a smart phone is their life delighting shoppers in supermarkets and shops as well. Mounted on the cart, scan the different products that the user is choosing. Buyers like it because they avoid the endless lines of cash. For the benefit of supermarkets, the unit encourages shoppers to spend more.

• With the system, called "Scan It" (Scan it), shoppers scan and bag their purchases for themselves as they move through the aisles of the supermarket, while a screen will show the amount accumulated to pay. About 12 times per visit to the supermarket, the device sounds an alert when an electronic coupon is displayed on the screen.

• "Last week, just finished scanning coffee, I received a coupon for cream for coffee, it was something we needed," says Patty Emery, a resident of New Jersey, which estimated 20 minutes has reduced the time of his weekly visit to the supermarket Stop & Shop, which uses technology It. Scan "is great," he says.

• In recent years, retailers have faced competition not only from increased internet shopping but also for smartphones, which allow consumers to compare their prices with other shops nearby. Now, supermarkets are fighting back with their own mobile technology.

• Buyers who use the Scan It spend about 10% more than the average consumer, assures Erik Keptner, vice president of marketing and consumer behavior analysis of Ahold USA, which owns the Stop & Shop chain. Keptner attributes this to display personalized coupons that are presented to buyers and the control they feel when using the device.

• The department store chain Nordstrom has equipped its employees with mobile devices that allow, for example, to search the inventory of a clothing store in the size you could want and is not . Customer pays at the time, without queuing at the checkout.

• chain stores construction and renovation gave Home Depot its U.S. stores with devices called "First Phone." These devices, with access to Wi-Fi networks, serve as inventory trackers, walkie-talkies and cash.

• wireless devices to scan as you shop is the next logical step after the introduction of self lines where the buyer can scan products and pay without the help of a cashier. In the case of Scan It, when the buyer has finished selecting products, go to a cashier where you pay only or can deliver the device to an ATM to process the payment options, of course, may involve waiting in line.

• Ahold said that the tiers for Scan It should be short because the customers were the most time consuming tasks: scanning and packaging products.

• If buyers accidentally scan an item, simply select the "Withdraw" from a menu, scan it again and the product is removed. The total due is updated.

• Patrick Bearden, a seller of a Home Depot in Dallas using the First Phone to rescue several sales. On a recent Saturday, a buyer needed six seat cushions, but in the room only had three. In the past, Bearden would have had to walk to the front of the store and check inventory on a computer. But with the Phone First, he knew within seconds that the pads were available in a Home Depot nearby. Store advised to withhold the goods until the customer arrived.

• retail experts say that these devices could end the traditional ATM.

• Apple was the first to implement mobile cashiers in stores using portable tablet equipped with credit card readers.

• As more consumers carry their phones with information on their credit cards, debit and loyalty, more retailers adopt self-checkout technology. If the technology expands, it could reduce the number of employees in stores. Although, for now, most people see aid as an opportunity for their employees to spend more on customer service.

• On the other hand, innovation may also sponsor theft. Ahold said that handles customer bills to deter theft and so far not been found to be a major problem.

• Leslie Hand, an analyst at IDC, a research on information technology, says studies indicate that losses due to theft by using this technology are much lower than those generated by cash prices to type incorrectly.

• wireless devices that do not accept payments do not pose a risk to the credit card buyers and do not involve threats of identity theft. As for payment systems that do take the risk is minimized if they are handled only by employees of the stores.

• Experts predict that be long before these devices are replaced by their own consumer smartphones. Ahold is testing a way for consumers to download software to their own Scan It iPhones and is exploring ways to use their phones to pay.

• Sam Stovall, a resident of Dallas, recently bought a Starbucks gift card and enter your number in the application of the chain of coffee shops in your iPhone. Every morning, after ordering, brings up the barcode on your phone and passes through a scanner. A second later, the iPhone tells you how much you have left on your card.

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future purchases Ripley Peru bridges the gap with its parent

By: Maria Cristina

Pezet

Despite being one year post-crisis, 2010 was good for Ripley. In September last year, its sales grew 11% compared to the same period in 2009.

a child, when you like soccer Peru and the game cute and Chumpitaz Cubillas, Sergio Collarte not imagine that end up living for many years in the country of those cracks of South American football. Civil engineer by profession, Collarte found an ad in a Chilean newspaper in which the department store offered employment Ripley, ran, and already has 25 years working for the firm.

• However, the challenge was taken by ten. "I was 15 years with the company when they told me I had to move to Peru. Had already come before purchasing by topic, so I had no problems with it, " Collarte said. The Chilean company is 13 years in Peru, with 15 stores nationwide, and until 2013 plans to open eight more (four in Lima and four provinces).

• "People has welcomed our proposal, and that has made them walk sales. In addition to Lima, and opened in major cities such as Trujillo, Chiclayo, Piura and Arequipa, "he says. It is precisely in the provinces where Ripley, as the entire retail sector has been slow in coming. "Overall the retail market is focused on Lima Peru, where purchasing power is concentrated. However, the market has been opened and some chains are in cities that have proven to be economically powerful, "says Cesar Arbe, a partner at Avendaño, Forsyth and Arbe Abogados.

• "The growth of Peru has created different development areas and people eager to find new proposals. One example is the chain pharmacies whose sales levels in the interior have shown that there is capacity and need for deals like those offered by Ripley. "

• Good times. Despite being one year post-crisis, 2010 was good for Ripley. In September last year, its sales grew more than 11% to the same period in 2009, reaffirming that, after the item construction, retail was the fastest growing.

• Thus the estimated billing department store chain in Peru is S /. 1,350 million. "The retail sector in Peru revenues of approximately U.S. $ 3,500 million in 2010. In terms of investment, by 2011, there are about 23 projects (20 in Lima and 3 provinces) reaching an investment of U.S. $ 850 million, " says Gonzalo Alsol, president of the Association of Shopping Centers and Entertainment of Peru ( ACCEP). "Vast is the importance of department stores.

• Malls should always have one or two that would allow such traffic to consumers because it would be impossible to work. "

• certainly Ripley growth has been associated in recent years the development of malls and family entertainment centers. Previously, visits were associated exclusively with the purchase, while today malls are also family entertainment centers exhibiting generate bids and needs.

• This, coupled with various marketing strategies, as new sales concepts based retail market of the tenders.

• "Ripley Peru currently represents one third of total revenues from its parent. I am sure that in the coming years will gradually increase weight with shops open, and why not, Ripley Chile could reach at some point " says Collarte with optimism, but without revealing when this might happen.

• However, it would be a long time for the operation of Peru will step on the heels of his counterpart in Chile, since in the southern country the chain operates 39 stores versus the 15 that exist in Peru. And is that corporate plans are to double by 2013 the installed capacity in Peru. For now there is money to do so because Ripley Corp. has established a plan investment between 2010 and 2013 of U.S. $ 1,136 million in new store openings and expansions.

• Another important factor for the development of Ripley in Peru has been the credit system through its Banco Ripley. Years ago the use of credit cards was not as common in the bulk of the population, however, this method of purchase was popularized by department stores.

• "People are starting to have purchasing power, generated by the cards also are not associated with normal reasoning rates, but the share value," said Arbe, Avendaño study, Forsyth and Arbe Abogados . "It takes as loyalty card: if you do not pay, do not buy. Ripley is based more on financial business in the commercial, so much so that talk about this system and its big engine. "

• definitely the number of stores open, Ripley attract a greater number of clients both for credit card for other services offered with great success, such as travel, personal insurance, automotive, and more.

• "We made a couple of tests with mortgages, but we have not exploited yet. We are able to do as a bank, but for now we are focused on the upcoming openings and new customers to come, "says

• Sergio Collarte. "Our focus now is the store, provide the facilities within it and from there go to the card where the customer is." stores is precisely where he spends much Sergio Collarte of the time, and ensures that the best way to create strategic plans. "Customers do not place me, so I can talk to them, find out things that happen, and to discover talents. It's the easy part of my job, and part of my day to day here in Peru "he says.

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The 2010 was a tough year for canning. The anchovy and, above all, horse mackerel and mackerel virtually disappeared from the sea. This year the prospects are interesting

By: Marienella Ortiz

A can of canned fish is a lifesaver in times of crisis. also usually a short time out there cooking amid the bustle of modernity. Is the one that satisfies the campers. The advent of canned anchovy four years ago was one more reason to buy it. Without going to be as ethereal as the Coca-Cola, it is indisputable the presence of canned fish to the smallest winery. However, the canning industry National had to juggle this ingrained habit of Peru not disrupted due to the lack of raw materials in recent years.

• since 2008 reduced the presence of horse mackerel and mackerel in our coast, a situation that worsened during 2010. The anchovy also scarce last year, due to climatic problems altered their reproductive cycles. These two situations determined that employers seek solutions to the absence of the fishery resource.

• As a result, the supermarket shelves and warehouses were filled primarily with canned tuna and anchovy. What little there was of horse mackerel and mackerel was due to the importation of these species . Therefore, last year imported about 59 thousand tons of fishery products, it was 60% more than in 2009, especially mackerel and mackerel. Also 3 000 tonnes were imported canned and ready for sale, of which 2.8 thousand tons of tuna, almost all from Ecuador , according to the National Fisheries Company (SNP). With all this, domestic sales were achieved by approximately $ 130 million in 2010, while volume production reached 69.7 thousand tons, representing an increase of 7% over the previous year.

• "The most worrisome aspect of this situation was that in the last 4 years made large investments. At least U.S. $ 45.5 million was invested to upgrade and expand existing plants preserved in our country. To this was added the improvements of the fleets for direct human consumption reached U.S. $ 88 million, "said the president of the SNP , Richard Inurritegui. Much of these investments fell asleep.

• In the first four months of the year there was not much anchovy. "This will generate a strong crisis for which only we are dedicated to the canning industry, we have no counterpart in the fish meal and oil. We hope that the fish displayed quickly, "said the manager of United Fisheries Operations, Jorge Carrera.

• GOOD EXPECTATION
• However, the Ministry of Production and announced in late March that the anchovy population is abundant, approximately 11 million units presence but still very small or youth size, so that fishing is not quite regular. However, the prospect that in a few weeks or months than those specified sizes awaken hope among the players in this industry.

• In parallel, mackerel also began to appear. Already caught 80 000 tonnes to date indicates the Produce. Last year only 16,400 tonnes were landed in total.

• Some companies have already noticed the difference. "To date we have produced almost the same as produced in 2010 and have sold canned almost 35% of the total sales of 2010, "said Fernando Parodi, general manager of Pesquera Hayduk, company that had a reduction in sales of canned by 27% in 2010.

• For its part, Austral Group is preparing to release its canning plant in Pisco, the same that was built in 2009 with an investment of $ 14 million. "We have captured about 20 tons of mackerel and going to be assigned to 80% for canning. The year we started well and we believe this will continue, "says Adriana Giudice, general manager of the fishing industry that last year had a 45% drop in its production of boxes canning.

• If we eat fish canned S/.368 worth 2 million in 2010 (about U.S. $ 130 million), produces estimates that this year will reach S/.384, 3 million. A variant is that canned mackerel recovered a little ground gained by the anchovy in 2010. "The local market is active, because the canning companies have been developing new products," reflects the owner of Produce, Jorge Villasante. And not without reason.

• Juan Bacigalupo, marketing manager CHD of the 2020 Pesquera and owner of the mark Ayllu, said: "The strategy to compete for consumers has led companies to resort to a marketing 'mix' focused on the four Ps: price, place, promotion and presentation. " in products such as canned tuna, he explains, the fight is for money and also for the promotion (pay two and take three). Although this has not been the scope of Ayllu (more anchovy) and hopes not, forward Bacigalupo that joined in May with the sale of canned tuna. For this, he said that 50 000 cases imported tuna from Ecuador.

• Competition for space also is prompting some companies to focus on markets of the cones. That is the case of the recent brand Frescomar Diamond Company. Ricardo Bernales, director of the said fishing reports that prefer to reach markets where they have a strong presence already established brands in the market.

• Here the challenge is to compete with the price comfortable brands (mostly from small and medium-sized canning Chimbote), although Diamond has worked successfully latest presentations: chilli anchovy sauce, lemon or pickled.

• recognize that some industries have not yet established the presence of its brands in the provinces, work on which would be somewhat lonely brand company Kontiki Food Technology (TASA) with eight distribution centers in the country. soon expand this network to Cajamarca and Huancavelica.

• ANCHOVETA SPOTLIGHT
• As for market trends, Giudice considered anchovy canning industry is the future and sustain the production of national consumption in the future, especially for being an economic protein can reduce levels malnutrition in the country. The SNP reports that are used about 112 tons of anchovy for direct consumption, and its use in this industry increased 10% annually.

• To give further impetus to the canning industry of anchovy, Javier Barco, representative of the canning Trans World Seas, believes it is necessary to solve the problem of artisanal boats, they do not have the optimal conditions of cold.

• This leads to a reduction in the volume of raw materials, as they drop to 50% of the catch. Given this situation, said this year they freeze raw materials in times of abundance, then canned produce. A associated companies TWS invest U.S. $ 11 million in frozen plant.

• In the case of tuna There are difficulties in expanding the carrying capacity is governed by the Inter-American Tropical Tuna Commission (IATTC), to consolidate a national fleet. Another issue with tuna is that we need a formula to compete with the profits taken by Ecuador to the landing of tuna in their ports. For larger companies, with exports of fishmeal and oil, canned item ranges from 5% to 10% of total turnover. However, today all point to further enhance the development of new products and canned presentations. Why? Bernales, Diamond, explains that the new system of fishing quotas each firm knows its roof, whereas in CHD there is still a vast sea to go in the coming years.

• add value to marine resources is the task ahead of industry in the coming years.