Chris's Blog

'Artcetera...etc...etc'

Good friend and former colleague Joe Aronstein was inspired by James Surowieski’s book ‘The Wisdom of Crowds’ when he exited American corporate life just recently and opened his own gallery in Boca Raton, Florida.

Everyone in his extensive social network got to participate, suggest and challenge his ideas for store name, ranges, designs and display ideas, before he whittled it all down ahead of launch (and we got the benefit of many asides and jokes at Joe’s expense!).

Proof that a social network can be used as a powerful creative mechanic to develop ideas.

I was sceptical at the outset that it could be done so informally, but Joe took the ideas and made the decisions, and it worked extremely well.

Artcetera is the name, The Polo Shops the location. Online coming soon.

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Head First Marketing & PR, Gloucestershire.

Retail is dead, long live retail!

IMRG reports online retail sales up 75% in 2007 to £53 billion ( includes leisure and travel)

IMRG also predicts that 50% of Britain's £300 billion a year retail and leisure market will be transacted online by 2018.

10 years ago they predicted the internet was the Holy Grail of retail and the High St was doomed. But it didn't happen.

This latest prediction also doesn't hail the end of shopping as we know it. Just that on the increasingly polarised High St, price or service leaders will win out and those in the middle... won't.

Things will change.

The High St landscape will take on a different complexion. But the promise of retail theatre, fantastic service, and great bargains will still take us there.

Undoubtedly online is where the growth is, and the big retailers are keen to dominate there too as this IMRG list of the top 50 UK shopping sites in 2007 shows.

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Hoe, Hoe, Hoe!

I haven't been in Plymouth for a couple of years, but after visiting today with a client, there is no doubt all the new construction has created a more vibrant and modern city.

Whilst the new College of Art and Drake Circus shopping mall may not have won any architectural awards-indeed they sparked much controversy- you feel that this is a city with more confidence and pride as a result of the makeover. Fresh ideas sparking rejuvenation.

I agree with the retailers too –it’s an outstanding centre.

Retail innovation? A deli with no prices

An interesting new coffee shop has opened in Starbuck's home town of Seattle.

Terrabite describe themselves as an upscale voluntary payment cafe/deli, with no prices on the menu.

Motivated by either guilt or goodwill, customers pay what they want to for their coffee and snacks.

Is it the next big thing, or just a gimmick?

Ethical fashion and retailing..from Cornwall

Award-winning Cornish retailer Wildlife has really carved itself a distinct niche in the crowded fashion market segment populated by the salty crowd that includes Fat Face, White Stuff, J Crew, Jack Wills et al…..with it's ethical policy.

I came across one of their 6 stores over the weekend, amongst Rick Stein's numerous emporia in Padstow.

Wildlife is attractive, bright and presents refreshingly different casual clothing and accessories that are much more European in their design and appeal than their competitors. Display and presentation standards are high. And in their Seasalt brand they boast the first organic cotton clothes approved by the Soil Association.

Employee Nicky was a true advocate of the brand ethos. She told me it’s a trait all staff share. They happily model the clothing in the well-produced leaflets and literature. She enjoys being part of a small family run business where staff have a say in the display principles, stock, and even the store’s appearance-like painting that bright blue exterior store woodwork! In short they feel part of the family.

The business has also worked with and rewarded African farmers in its quest to produce organic cotton. Developing its cotton through Fair-trade schemes and principles.

But this isn’t all sartorial muesli. It's fashion that is absolutely in tune with today's changing consumer values. This month's Vogue has a 10 page spread on ethical clothing, London Fashion Week has space displaying 13 ethical lables, and celebrities are jumping on the bandwagon.

Now the big boys are playing 'catch up'....but I can hear the echo of the new economy marketing mantra getting louder -'Small is the new Big'.

Attitude and success

In the current retail environment footfall is down, sales are fragile and many retailers are looking enviously at John Lewis's stellar performance on the High St (9% up) and in grocery (8% up over the last 17 weeks year-on-year).

Whilst they have been helped enormously by the demand for high-ticket flat screen TV’s- selling one every 40 seconds- quality, good value and outstanding customer service underpin their success. The latter particularly. It's unequalled according to Verdict Research....and everyone I know who shops there.

But I think it's more than just service, it's about their attitude to the customer. That’s where JLP’s ‘Partners’ have the edge. They don’t do customer service by the book. They genuinely go the ‘extra mile’ for a customer, and those they serve become their advocates.

Likewise, and on a different level, its a similar attitude story at my favourite coffee shop in town, Tiffin’s. Whether serving a cup of coffee or making up one of their freshly made sandwiches ( no pre-packs here), Gary and his staff are personable, engage with customers, and treat every customer with an attitude that makes the whole 'coffee experience' ( a Costa term, not mine) pleasurable. Consequently they also enjoy strong customer advocacy, and a loyal and regular local clientele.

Whether its retailing a £2000 HDTV or £2 cup of coffee, attitude is a significant and powerful ingredient in making a difference-in creating loyalty and achieving success.

Fairtrade Mr Rose?

The Fairtrade Foundation has run an excellent PR campaign during the first week of 'Fairtrade Fortnight'. I've heard Oz Clarke expounding it's virtues, read much in the press, and visiting Southampton with a retail client yesterday I couldn't miss Marks and Spencer's commitment to it, with large banners prominently communicating their ethical marketing stance to passers by.

Apparently total sales of Fairtrade products have now hit £200 million a year, 40% of shoppers have bought them. 300 producers in Africa, Latin America, the Caribbean and Asia will now benefit. Great! Corporate Social Responsibility at work.

But I felt uneasy... I worked with a UK manufacturer and supplier to M&S, whose workforce numbered 6000 only a few years ago. It now employs only 50 people. I live in a small village on the edge of 'the Garden of England' where only one of the four large farms is now involved in agriculture. M&S's commitment has a hollow ring to it. They ditched their 'Buy British' policy a decade ago in order to become more competitive. Then their performance suffered along with many of the UK manufacturers and farmers who'd supported them. It left empty factories, empty fields, and British workers with empty pockets.

Fairtrade? Yes, as a principle I support it. M&S and Fairtrade? It's looks like they are jumping on the ethical retailer bandwagon to me. And in the context of their history it could be seen as lip service.

My dad always told me 'charity begins at home'.