In a strange turn of events and in part reaction to the fabricated fantastic world around us there has become a clamor for brands with true heritage, roots, tradition and history. In many ways the greater the brand struggle, the deeper the hardship, the more humble the history then the more credible collateral a business has to take into the future firmament.
At the heart of this consumer desire is “trust.” Always an essential of any brand relationship, but now not just about … Continue reading
As an increasing number of airports opt to turn down the din, Tim Radley contributes to an article in Frontier Magazine which takes a look at whether low-noise environments can pave the way for happier shopping
While the warm and welcoming voice over the tannoy and accompanying ‘bing bong’ are often associated with happy holiday memories, loud terminals combined with the noise from the latest travel gadgets are leading to a sensory overload among passengers. In turn, this can heighten stress levels … Continue reading
It used to be one of the great discussion points regarding customer demographics in the early days of international expansion.
“Are all customers the same?”
Clearly experience and time has shown us that they are not the same – not within a single country and absolutely not internationally. Any retailer expanding to new lands must be aware and take actions to focus and modify the proposition – starting with the assortment on offer.
Correct benchmarking and analysis of different international market trends in product taste, shopping behaviour … Continue reading
Managing a single retail chain is complicated enough however when it comes to retail locations, town centres, shopping centres, retail and leisure destinations then simply the number of stakeholders and agendas involved can create an insurmountable complexity making the whole decision process impossible, never mind the delivery itself.
So if you’re in a quandary as to how to move forwards with a coordinated and workable retail strategy for your location then how to begin?
One thing is for sure, effective change cannot be imposed … Continue reading
It is not many yellow and blue moons ago that the food proposition at IKEA revolved around the manifestation of meatballs, supported stoically by sausages in rolls and competitively priced ice-cream cones with a choice of 3 syrups.
Whilst these destination delights are fully preserved for both loyal patrons and new generations to discover, the market leading home retailer is evolving the variety of its culinary concepts to satisfy the voracious appetites of its customers’ demands whilst growing the already healthy size of … Continue reading
Invention may be born from necessity but inspiration and originality comes from the addition of a commercial heart. In the rarefied atmosphere of true originality there are few names to pollute the pure air of brands such as Toms selling products to improve the world with every purchase.
Its new stores are not only presenting a collection of clothing, footwear and accessories, or even the newly introduced coffee shop corners, but an ongoing story of philanthropy where every ring of the cash register … Continue reading
Who’s the real competitor? Who’s the real enemy?
The massive changes that have swept across this land and others, the decimation of high streets, town centres and the taking away of the retail heart of communities, though tragic and physically real are the result of a shift in mind-set. The mind-set and shopping patterns of the customer.
And whilst there are a range of practical measures that must be taken physically on the ground and through legislation to create a viable landscape to rebuild … Continue reading
What has always been the most important thing when communicating with customers?
The answer is relevance.
A promotional message that is given in “the right place at the right time” is relevant to the customer, is of benefit and will deliver a sale – the customer will shake your hand. Equally a promotional message which is irrelevant will confuse and annoy, will certainly not generate a sale and the customer is more likely to “wring your neck than shake your hand” should … Continue reading